Marketing isn’t just content marketing: use service design thinking to deliver marketing ROI Part 1
Content marketing is a powerful way to help prospective customers know you exist, know what you do, decide you’re right for them, and hit ‘Buy now’. But if you want real return on investment (ROI) on your marketing budget, it’s wise to think more broadly. Success starts with how well you understand people’s needs.
With content marketing you can find people where they are, connect with them, and draw them to your site.
A percentage of those will be sufficiently interested – enough to buy. Your content marketers have then done their job and everyone is happy.
I say ‘everyone is happy’, but that doesn’t necessarily include your customer.
They’ve bought your stuff, now what?
Your customers have needs beyond the sale. And as a business you also have needs beyond just selling to them. TO make the most of a sale, you want them to not only be satisfied, but to build a connection with your brand and become an advocate for your products.
The marketing team have moved on to other campaigns, the customer service team is in a whole different department (with a whole different budget), and your developers aren’t tasked with thinking much about the customer at all.
So what do you think the end-to-end customer experience is likely to be? Not great, right?
Focusing on point of sale is short-sighted. When you focus on the sale instead of the lifetime value (LTV) of the customer, you’re leaving a large percentage of the potential value of that customer on the table.
You’ll have to pay five to 25 times more to attract a new customer than to retain an existing one, so taking a different approach – to focus on the end-to-end customer experience – makes sound business sense.
But how do you do it?
