In the post-pandemic world, content and customer journeys are more important than ever for businesses. While many companies are finding ways to change their offerings, services and even business models to adapt to the current needs of consumers, those that become more innovative in their content and the way they engage customers during the customer journey are the ones that survive – and even thrive – in these turbulent times.
We know that content is king, but why is it so important for a modern customer journey? Let’s take a look.
Corona has shown – without an online presence it will be difficult…
When we think of a basic sales and marketing process in high-touch companies, many of the activities in the final stages of consideration and decision-making between sales and a potential customer are done in person. This may mean that presentations, product demonstrations and contract negotiations take place in person and on site. However, as some markets completely eliminate the possibility of face-to-face meetings and others continue to shy away from them, companies must find ways to quickly establish a 100% online and virtual presence while maintaining the high level of service that drives prospects to buy.
Even in consumer-facing industries, much of the awareness and consideration stages of the customer journey take place online, although the final stage of decision-making may take place in a shop or with the help of a salesperson or account manager. As Gary Specter, Vice-President of Global Commercial Business at Adobe, mentioned in his opening speech, “new customers have come online and loyalty has increased – showing the importance of relationships over transactions”.
Without the “high touch” activities of high touch sales, you have to get creative. Product demonstrations are now presented via video tutorials created by marketing and/or product teams, and sales presentations are delivered via webcasts and video conferencing. Landing pages and even micro-websites are being used to find and deliver more information in a self-service mode so that potential customers can make informed decisions without having to seek the help of a salesperson.
All of this is about creating more robust content strategies that take into account that every part of the customer journey is now digital. At Hello Performance, when we create digital content that replaces old sales methods, we create scalable ways to engage prospects and customers in new ways.
Content as the heart of customer loyalty
Content is the best way to communicate to your audience how great your company, products or services are. The pace of content delivery today is faster than ever before, and the subject matter of that content is changing. As Gary Specter adds, the companies that are successful now have “made the mistake of over-communicating”.
In a presentation by Chris Parkin, Senior Director at Adobe, he pointed out that agile communication is essential for companies in the future. His advice: “Create proactive, personalised and timely communications that are aligned with customer and employee content (segment, need, location)”, and gave an example of how Adobe has become more helpful in its engagement strategies: “The company has quickly shifted its customer communications from products to authentic ways Adobe can help accelerate digital transformation.
Without a change in content delivery, companies that offer products rather than solutions may not appear sensitive, relevant or helpful enough to consumers. In times of crisis or uncertainty, the companies that succeed will be those that show how they can help and support their customers to navigate and adapt together. Content is the best way to show your audience how you intend to do this at every stage of the customer journey. The importance of content is not new, but the types of content we use and how we use it during the Customer Journey is constantly changing.
Do you want unique content, close customer loyalty and recurring sales?
Why not let us advise you – we’ll be happy to help!