The Eureka Moment: Three Simple (But Brilliant) Ways to Improve Digital Marketing
Ever had one of those “eureka” moments? A time when you’ve suddenly discovered the answer to a problem – and once you thought of it, it was so blindingly obvious that you can’t believe you hadn’t seen it before?
We have a lot of those “eureka” moments at SoftVu. Not because we’re saying we have all the answers to all the problems (we wish!), but because our little grey cells are constantly working on ways to figure out how we can be better. Better vendors, better partners, better digital marketing experts…just simply better. And although we’re not eureka-ing every single day, it does mean that we do get some pretty awesome ideas, both on the clock and off.
Recently we had a big “aha” about how to explain ways to improve your digital marketing. We love sharing information with you guys on this blog, but there are a zillion blogs out there on this topic, and they’re doing it really well. As we were looking them over, we realized one big thing: most of them are talking about tactics. And that was our eureka moment.
We wanted to get a little more philosophical and talk about, well, a philosophy. Or perhaps more accurately, a strategy. You see, our eureka moment was that it’s not so much that your digital marketing needs to change. Instead, it’s all about how you approach a solution. By shifting your focus ever so slightly, you may find that the answer to a better digital strategy is right under your nose.
Eureka #1: Don’t focus on converting leads. Focus on winning customers’ hearts and minds.
Yes, converting leads is how you close loans (and make money). But ultimately, you want that lead to turn into a lifelong customer. In today’s marketplace, that means focusing on their goals and what’s important to them as people instead of focusing on the transaction. Doing so will put you in a pretty awesome group of content marketers. According to the Content Marketing Institute, 90 percent of top performing content marketers put their audience’s informational needs first.
Even better, you can make it personal. Depending on how deep you want to go, you can target different demographics, geographic location, income level…pretty much any metric you want to use, you can.
Eureka #2: Focus on customer experience instead of customer service.
When you say the words “customer service,” what springs to mind? For a lot of people, the image that pops up is waiting on hold to be shuttled to the next available agent. Now, think of the word “concierge.” That puts it in a different light, right?
These days, since so many transactions take place online, it’s more key than ever that you focus on customer experience and how you can constantly make it better. It’s not just giving your messages that personal touch; it’s going above and beyond, being one step ahead of your customer and smoothing the path for them to have an excellent experience. They shouldn’t be the ones constantly reaching out to you when they need something. Rather, you should be reaching out and constantly asking “what can we do for you?”
Here’s what a survey conducted in 2017 by Econsultancy found:
- 86% of buyers are willing to pay more for a great customer experience
- 73% of buyers point to customer experience as an important factor in purchasing decisions
- 65% of buyers find a positive experience with a brand to be more influential than great advertising
- 86% of consumers who received a great customer experience were likely to repurchase from the same company.
Eureka #3: If it’s working, find out why.
Sure, when it’s broken, you want to fix it. But if it’s working, it’s good to know why so you can keep doing it. Since the digital communication landscape moves so quickly, what works today might not necessarily work tomorrow. Or, what works today will work fine, but there’s something else you can do to make your campaign perform even better. Want to know if it’s the subject line or the content that’s getting those click-throughs? Do some A/B testing. Getting more conversions with one demographic over another? Dig into what’s working and consider developing a new marketing strategy to reach them. It’s all about constant improvement (which is something we’re really big on here).
Only 44 percent of content marketers measure content marketing ROI, which means they’re missing out one some awfully delicious findings, like:
- 56% of brands using an emoji in their email subject line had a higher open rate than those that did not.
- Nearly half (47%) of marketers say they sometimes test alternate subject lines to optimize email performance.
- Emails that included the first name of the recipient in their subject line had higher click-through rates than emails that did not.
- Emails with personalized subject lines are 26% more likely to be opened.
We realize that these three points aren’t exactly groundbreaking. Heck, in fact, you’ve probably already thought of them yourself or are doing them in some capacity. But when you name something, you give it power and prominence, and make it just that much easier to focus on it as a goal. If you’d like to discuss eureka moments for your digital marketing campaign, we’d love to help you out. Fill out the form above. Together, we just might find the new “aha” moment that changes everything.