How to create an effective MarTech strategy for a better customer experience
The value MarTech brings to companies is exceedingly apparent. MarTech, or marketing technology, is almost essential in the industry today, with the amount of growth it provides and its ability to reach certain demographics with ease. It allows companies to adopt various marketing strategies and effortlessly scale marketing endeavors.
In fact, according to a recent article in Forbes magazine, “Companies that earn $1 billion a year earn an additional $700 million over three years by investing in customer experience.” This is because "67% of consumers are willing to pay more for a great experience" and "74% of business buyers say they’ll pay more for a better B2B experience." Therefore, many digital marketers have been using MarTech over the years to provide real customer value quickly and create financial growth for their company.
Despite all of this though, are you, like many other marketers, still struggling with a lack of time and strategy even though you have the tools in place? Being able to prove the trustworthiness of data in order to make future-proof decisions within your company? Toiling over complex software to always get results, stay on top of the competition, and increase the company’s margins? Have a hard time getting your company to understand how important customer engagement is to the company’s reputation and development? Then having a strong Martech strategy can help you get solutions to these problems and create an effective customer experience.
The above challenges need to be solved to help your company thrive and develop into something greater. They need to be addressed so you can always stay ahead of the competition and become an authority figure in your industry that is trusted and looked to for answers.
So, how do you create a future-proof MarTech strategy that builds a good customer experience? The next section of this article will provide easy-to-understand tips and insights about how you can achieve this and what you should consider.
Deliver a personalized customer experience to your customers
Everybody wants to have a smooth experience when they are using technology and are online. One of the best ways that a company can provide this experience to their customers is by giving their individual customers a personalized experience that best fits their needs.
In order to see the individuals that your customers are and not just the broader demographic that you choose to target, I always recommend to my clients to create personas or customer profiles and use them within their digital platforms (more about this later). This will allow you to create an effective customer experience strategy because you will be fulfilling the specific preferences your customers have and not generalizing them. In addition, you will be able to build trust between the company and the customers as it will be made clear that you understand their needs and want to give them the greatest experience.
Ensure that content marketing is at the forefront of your strategy
What does this mean? Well, it means that you need to make sure your customers have exactly what they are looking for in front of them at any given moment. This is what makes a great customer experience; but, it's not that easy to implement. Thus, MarTech is a great way to get the right content, to the right person, at the right time - more easily.
While it is difficult to figure out what a customer is looking for, it is still your responsibility to figure it out and help the customer find services that will answer their questions and provide them value.
Content marketing has many benefits, some of these include increased customer retention, increase social media engagement, establish trust with customers, improve conversions, and help your company build authority within the industry. Thus, it's vital that you include it in your MarTech strategy.
Use a customer data platform
What is a customer data platform (CDP)? It allows for the merging of customer data in order to create customer profiles for a seamless experience. These profiles can then be used to make marketing easier - as MarTech can be used to devise strategies that will target customers and offer personalized experiences that will result in boosted conversions and higher customer loyalty and retention.
One of the main goals of a company is to understand its customers. A better understanding will directly result in a higher number of sales as customers can be shown targeted content which they are looking for. Better yet, customers will be shown products and services that they did not even know they needed until they saw and learned about them. A customer data platform can increase understanding of your customers and help with content marketing along with much more.
Enrich your Marketing Automation tools with personalization and segmentation
A personalized customer experience is common across all industries as its been proven to work and increase conversions. This experience can be provided through the use of various tools that will handle a large amount of work. Not all tools will be enough to provide a great customer experience, however. You need to look for tools that offer everything your company requires.
Additionally, any marketing teams that already know their stuff use marketing automation tools to increase the accuracy of their strategies and campaigns and increase the amount of success they have. Marketing automation has many benefits, some include; time saved, offers a consistent brand experience, provides personalized customer experiences, increases return on investment (ROI) for marketing, and it is measurable so campaigns and strategies can be changes on the go to increase reach and sales.
These tips can help solve some of the problems that you might be facing when it comes to creating a MarTech strategy. With a strong plan, you will be able to increase company margins, get results through the use of customer data, stay ahead of the competition, and not being hindered by complex software.
MarTech is not going anywhere (or from what we can see in the near future) and knowing more about how it can be implemented and utilized by your company will allow for big strides to be taken and great developments to be made.
Senior Marketing Consultant
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