3. Use data to understand your customers
Data is the fuel on which so many modern companies run. The effective collection, management, and analysis of information puts you in a stronger position to achieve a range of vital business goals, from identifying cost inefficiencies to boosting employee engagement.
Where the customer journey is concerned, you need up-to-date and accurate data to refine your understanding of your audience and their most common characteristics, goals, pain points and behaviors. This will help you build detailed buyer personas to make your marketing and other elements of the customer experience as relevant as possible.
The IDG Connect research for Siteimprove suggested that getting to grips with data is a common problem for many marketers. When asked about internal website issues that could have an impact on customer experience, a third of respondents said they struggled with poor data analytics.
To learn more about the importance of understanding the customer journey, listen to our interview with Becky Simms on The Strategic Marketing Show:
Listen to the episode via your preferred pocast platform:
4. Embrace automation
Automation is steadily developing into a vital feature of the marketing landscape, with business spend on tools in this area expected to exceed $25 billion per year by 2023.
While you focus on delivering a fluid and frictionless customer journey from start to finish, automated systems can drive efficiency and minimize wasted resources by taking on routine manual tasks, freeing up your team to focus on high-value activities like lead nurturing and buyer support.
According to the Siteimprove survey, the most time-consuming responsibilities for web experience and marketing teams are:
- Content maintenance and updates
- Site/page redesign
- Managing distributed teams
- Template development
- Data analytics
Handing some of these tasks over to automated systems can take some of the burden off your staff, allowing them to concentrate on optimizing customer journeys.
5. Work with sales
Many businesses could have a lot to gain from bringing marketing and sales closer together. In fact, research shows that aligning these departments can achieve 208% higher marketing revenue than those with misaligned teams.
Marketers whose main priority is to improve and remove obstacles from the end-to-end customer journey can engage with sales to deepen their audience understanding. Sales representatives can tell you the most common questions customers want answered before they commit to a purchase, for example, or the key goals buyers want to achieve by doing business with you.
Collaborating with and learning from other departments broadens your horizons, expands your knowledge and improves your ability to satisfy the customer.
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