14 July 2022 |
94 – Jay Baer: Why Speed is The Greatest Challenge Facing Companies and How Marketers Can Help
By Daniel Murray
From his first job giving prison tours to becoming one of the greatest marketers operating right now, tapping into Jay Baer’s brain is like having your own set of marketing playbooks.
Jay got into the internet before it really existed and has stayed ahead of the curve ever since. Join Daniel and Jay as they get into why speed is becoming a necessity in customer experience and marketing, how you should think about creating content, and the importance of talking to customers.
You’ll also hear why Jay believes marketers should spend far more time focussing on customer retention and not just customer acquisition.
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0:16 Don’t Kid Yourself
03:16 The First Internet
03:47 The Two Smart Things Jay Baer Did
09:36 Opposite of Logical
18:00 Customers In The Wild
26:27 Tequila/Insta Disection
31:37 One Thing Jay Baer Would Tell You
34:30 Who to Pay Attention To
35:16 How to Create Great Content
Customer Experience: 5 Marketing Strategies For Building Relationships
Today’s digital world has put a spotlight on customer experience, more so than ever before. Customers are savvy and hungry for meaningful experiences. Marketers need to be the same.
Customers have more control over what brands they interact with and how they choose to engage with them. As such, brands need to take a different approach when it comes to marketing.
Your typical “sell sell sell” strategy is no longer sufficient in this age of user experience. Instead, you need a high-functioning marketing department that puts your customers first. The following are 5 strategies that will improve your customer experience and strengthen your brand.
Create a Seamless Customer Experience
This is, essentially, the holy grail of marketing in the digital age. Consumers want to be engaged, but they don’t want to be sold to. They want to feel like their preferences and needs are being met without being manipulated.
How do you, as a marketer, accomplish this Herculean feat? There are essentially two ways to get this right. First, you have to be consistent between channels. Consumers have grown accustomed to certain patterns and tropes in the way brands engage with them across multiple platforms.
For example, if your brand typically uses a certain color palette in its online content, you need to do the same on social media. If you usually post every morning, you need to stick to that schedule on Facebook as well. If your messaging is consistent across channels, your customers will feel more engaged with your brand. They’ll recognize the familiar patterns and come to rely on them as a source of information and entertainment. They’ll feel more comfortable engaging with your brand because they will be able to recognize the behaviors and patterns you’ve set.
Second, you need to make sure the experience your customers have across channels is consistent as well. In other words, you need to make sure the information your customers find on your website is the same on your social media channels.
Make (And Measure) Constant Refinements
Your marketing strategy should be one that is constantly evolving. You need to constantly monitor and measure the performance of your marketing campaigns, as well as seeking and implementing customer feedback.
Doing so will allow you to quickly identify areas for improvement and make the necessary changes. It’s important to remember, however, that in this digital landscape, customers’ expectations have changed as well. They are no longer willing to sit back and wait for you to come to them for feedback. They want to be actively engaged in the decision-making process.
They want to feel that their voices are being heard, which makes measuring customer feedback even more important. If you don’t actively pursue customer feedback, you run the risk of losing customers altogether.
Go Beyond Basic Usability Testing
While traditional usability testing is important, take it a step further if you truly want to improve your customer experience.
To deeply understand why your customers are experiencing certain issues, you need to employ usability researchers. These experts have the skills and training to delve deep into the psyche of your customers. They’ll ask them probing questions and allow them to guide the process as much as is necessary.
Who are these people? Usability researchers are trained to use a variety of research methods, including surveys, focus groups, contextual inquiry, and more. They are not only interested in what your customers say, but also how they behave and the emotions they experience when using your product or visiting your website. What they discover can be used to make your product/website more enjoyable and easier to use.
Ask Your Customers
But be strategic. Focus on where your customers are and on obtaining valuable feedback. Specific answers to specific lines of inquiry.
You can do this in many ways: focus groups, surveys, social media polls, etc. You can also partner with third-party companies who specialize in this kind of research.
It’s important to note that these strategies aren’t mutually exclusive.
Your customers need to feel engaged with your brand and more connected to your product/service. And, as a result, they will be more likely to become repeat customers.
As a marketer, your job is to make your customers’ experience as enjoyable as possible. You have to be the friendly voice that stands between them and the impersonal internet. You have to bridge the gap between their expectations and your product/service. You have to be everything your customers need and more.