When content transforms your customer experience
Download as PPTX, PDF0 likes51 views
The document discusses the significance of customer experience (CX) in marketing, emphasizing the need for businesses to speak the client's language and prioritize genuine communication over paid marketing. It outlines ten commandments for effective content marketing that enhances CX, including being passionate about user-generated content, maintaining transparency, and being responsive to feedback. Additionally, the text highlights a disconnect between businesses' perceptions of their CX and actual customer sentiments, urging a focus on authenticity and continuous improvement.
When content transforms your customer experience
- 1. When content transforms your customer experience in 2018 and beyond Yann Gourvennec @ygourven eZ Keynote – Köln June 2018 Pictures flickr and wikimedia commons and pixabay (cc) 1 ygourven@visionarymarketing.com
- 3. Awful CX: what consequences? MOST DEMANDING CLIENTS: Fr + All • Brits more cautious (49%) • But ready to purchase again (60%) • Vs 34% of French consumers • 36% of German consumers • 17% of the French use social media for complaints vs 13% of Brits and 10% germans source : Bourne institute for Youstice (2015) 3 CAN YOU AFFORD POOR CUSTOMER SERVICE? Won’t buy anything anymore Will share bad experience Will be more cautious next time Will share on social media Will buy from competitor(s)
- 5. Fine, but what is (and isn’t) customer experience? 5
- 6. Customer Experience, buzzword or reality? bit.ly/joepinevm 6http://senteo.net/1062/Beyond-Products-Services.pdf
- 7. Aristide Boucicaut (1810-1877) Our client is KING and must be addressed in a friendly manner 1855 no more haggling, prices displayed, and the ‘client is king’ principle is imposed on all sales assistants 7 Management de la distribution - 2ème édition Gérard Cliquet, André Fady, Guy Basset, Jean-Philippe Croizean, Jean- Luc Despois, Laurent Bironneau, Philippe Laurent, Sophie Rieunier Dunod, Sep 28, 2006 - Business & Economics - Paris - France Some innovations by Aristide Boucicaut 1. Salespeople must welcome clients, not pressurise them 2. Clients should be allowed to touch the goods 3. Money-back policy 4. Home delivery 5. Mail order and phone order …
- 8. What does content marketing have to do with this? ultimately, content marketing is about reinventing marketing, for the benefit of our clients and for better results 8
- 9. 10 commandments of CX-driven content marketing in 2018 and beyond 9
- 10. Commandment n°1 Thou shalt speak thy clients’ (audience’s) language 10 Customer profitability margins service leadtimes quality billing cashflow SG&Ahiring revenueaccount receivables management biz dev growth competition competitiveness markets suppliers Mobile Internet smartphone high bandwidth technology 4G 5G convergence PBX fixed line simplicity invoicing networks fixed-mobile convergence cloud security telephony IT-telecom onvergence innovation big data connected objects tablets phablets ftth
- 11. Poll 1- Language p2.gg/zkw copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg My business/co-workers/myself speak my clients’ language
- 12. Commandment n°2 Thou shalt write for thy clients (audience) And not for SEO 12 Three-pronged approach Vision of a solution Known painpoint Latent painpoint
- 13. Commandment n°3 Thou shalt not be obsessed with paid marketing 13 Frequency Page views Leads Cost per visit (CPC) Cost per lead (CPL) Organic search yearly 4635 115 € 0.010 € 0.17 Adwords Yearly 908 (676 clicks) 0 € 1.17 Affiliate Marketing One off 179 0 € 9.21 Paid social 17 0 Referring sites Yearly 554 16 € 0.010 0.8 Direct Visits Yearly 869 27 0 Other (email, newsletter, divers) Yearly Total 7162 pages views 158 Real-life anonymised business case
- 14. Commandment n°4 Thou shalt be passionate about UGC 14 BUILDING AUTHENTICITY IS KEY 1. Find the “guy in the basement” 2. Get ‘real people’ in front of your camera 3. Focus your energy where it really matters (1-2-3... channels vs. all of them) 4. Make everyone in your company an ambassador. 5. Harness the power of online reviews
- 15. Commandment n°5 Thou shalt be respectful and use disclosure at all times 15 ”$1 billion was spent on Instagram influencers alone in 2017” According to eMarketer, marketers spent $570 million on Instagram influencer marketing last year, so any percentage of that going towards fake influencers or engagement is significant and represents an enormous amount of money at stake. “An Instagram pod is a group of (hopefully) like-minded creators who agree to comment on and like one another’s work in the hopes of boosting its visibility. Right now, Instagram pods are still underground.” http://bit.ly/rackedpods “An “influencer” is not a person who has 500 followers or even 1000. Not even 10,000. Maybe, even I’m not an influencer!”
- 16. Socialmedia.org/disclosure 16 Anedcote: “who is practising disclosure in this room?” bit.ly/traackrbeauty
- 17. Poll 2- Disclosure p2.gg/zke copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg Disclosure is a must-have of content marketing strategies
- 18. Commandment n°7 Thou shalt be Social – do not ignore negative feedback 18 POST COMMENTS
- 19. Nike too bit.ly/jbullasnike Negative feedback is inevitable. When that happens, brands can either ignore it, fight back, or take it in stride. Some brands take the shortcut by simply deleting or ignoring the negative comments. 19
- 20. 189 B2B buyers surveyed Commandment n°8 Thou shalt innovate, try new things, test and fail and try again and again 20 Video? Blogbook Podcasts? Cartoons? Infographics? Quizzes? Offline event digitisation? UGC? …
- 21. 2 examples 21
- 22. Commandment n°9 Thou shalt publish reasonably but consistently 1. Consistent content establishes authority and credibility 2. It builds brand awareness 3. It engages the audience 4. It generates leads 5. Consistency improves website traffic and SEO 22 Forget about “campaigns” / one-offs 2014 – 600 interviewees
- 23. Commandment n°10 Thou shalt work on your content over and over again 23 Source : Bain & Co – survey of 362 businesses - 2015 80% OF BUSINESSES THINK THEIR CUSTOMER EXPERIENCE IS OUTSTANDING 8% of their clients believe them! 8% A journalist friend of mine: “cultivate hatred for your text”
- 24. Poll 3- CX p2.gg/zkz copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg Do you agree that content marketing may increase CX ?
- 25. marketers shouldn’t improve customer centricity 25 Marketing (and content marketing) isn’t about anything else but caring about your customers
Editor's Notes
- #13: There are many modern-day golden calves: SEO, Marketing automation
- #15: Adapted from ORBES – 2013 – no author https://www.forbes.com/sites/groupthink/2013/06/28/5-ways-to-build-authenticity/#e3a7cf87753d
- #21: B2C? According to CMI: “Among the content types, distribution formats, and social media platforms that respondents use, they rated social media posts, email, and Facebook as most effective in helping their organizations achieve specific objectives » 2018 B2B according to CMI « Among the content types, distribution formats, and social media platforms that respondents use, they rated ebooks/white papers, email, and LinkedIn as most effective at helping their organizations achieve specific objectives » (2018)