As a marketer, you know that your customers are the most critical players in your company’s ecosystem. Without them, there would be no revenue and no opportunity to grow. But how do you create a campaign that meets their needs? Here are a few tips for making customer-centric marketing campaigns focusing on three key areas: goals, audience segmentation, and customer journeys.
Establish Your Goals
Before you begin the process of designing a customer-centric marketing campaign, it’s crucial that you first establish your goals.
Setting goals is critical when creating a successful marketing plan because it forces you to think about what success looks like for your business and your customers. It also ensures that everyone involved in the process knows exactly what they’re working towards, which can make all of their efforts more productive and efficient.
Don’t worry about other people’s goals; instead, focus on developing a plan that works best for your business—and stick with it! It’s essential to keep in mind that there is no right or wrong way to set goals; however, there are some general guidelines that can help ensure yours are realistic:
· Make sure your goals are SMART: Specific, Measurable, Attainable, Relevant, and Timely
· Don’t make your goals too broad or too narrow. For example, don’t say you want to “increase sales” unless you have some idea of how much they need to increase by (e.g., 20%, 50%?) -Make sure each goal is aligned with its corresponding marketing strategy; this will help your team measure the success of your marketing efforts.
Define Your Audience
Before you start, it’s essential to take a step back and make sure you have a clear understanding of who your audience is. What are their needs? What are their interests? What are their pain points? How can you reach them, and how much time do they spend online daily?
Once you’ve defined the target audience, it’s time to dig into what makes this particular group tick. How does their behavior differ from that of another audience segment? Why does this matter for your campaign design process—and for effective marketing in general? Create customer profiles to help your team brainstorm about these questions and develop marketing strategies that would likely reach each type of customer.
Map Out the Customer Journey
The customer journey can be challenging to map out because it’s not always clear where a customer is in the process and which touchpoints they may have encountered. That’s why we recommend using online marketing tools like a UTM builder from Adroll to help you track interactions with your customers throughout each stage of their journey and gain insight into the channels your customers are most engaged through. Online marketing tools and services like those provided by Adroll can help your company create a strategic and effective marketing campaign.
With Adroll, you can learn everything from what is integrated marketing to how to utilize their marketing metric tools for insights into the success of your campaign. Their marketing experts are always available to assist your team build better campaigns and manage integrated campaigns more effectively. With these tools, it’s much easier to map your customer journey and learn how your audience interacts with your company online.
Monitor and refine.
The process of monitoring and refining is an ongoing one. And it’s important to remember that while analytics tools are great for giving you a detailed view of your marketing performance, they can’t provide the whole story. The only way to get a complete picture of your campaign’s performance is by talking with customers, listening carefully to their feedback, and observing the results in the market.
There are many ways that analytics can help improve your next campaign:
- Use the data from this campaign as input into the next one. This can be as simple as changing up some messaging based on how well certain audiences responded or excluding specific groups who weren’t interested in what you had to offer.
- Refine your strategy for measuring success (or failure). For example, maybe you found that one metric was more predictive of customer satisfaction than others. Or perhaps there are some obvious places where things went wrong—like poorly targeted or timed emails—and now you know where you need better metrics related to those issues moving forward.
Focus on Customer Needs
Customer-centric marketing is a way of doing business that puts the customer at the center of all your decisions. It’s about understanding your customers and what they want, which means listening and talking to them. And it means being open to changing your business practices based on what you learn from them. Customer-centric marketing is not just about getting new prospects through ads, social media posts, and other forms of mass advertising; it’s also about building relationships with existing customers so they’ll come back again and again in future purchases. Start building your customer-centric integrated marketing campaign today.
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