This is not a multi-channel pep talk
In a multi-channel world, decisions are complex and customer journeys are highly fragmented. There – I said it. We all have at some point in our career, haven’t we? But fear not – this isn’t your typical pep talk on how your brand needs a multichannel presence.
Yes, it’s important to recognise the importance of offering a seamless user experience regardless of the channel and device. And yes, it’s vital to be ready to convert users at any touchpoint in order to minimise the risk of drop-outs.
But it’s equally important to be able to ask how your customers are navigating their journey. In an effort to understand our audience, we look at our doorstep and focus on how users got there. What we often fail to ask is what role one touchpoint plays in the longer journey, why users are at that touchpoint, and what they’re looking for while there.
And there’s a lot to be learned by doing this – meaning you need to ask how your target audience navigates their decision-making process.
Zooming out of touchpoints to look at journeys
Consider the customer journey in its entirety. It’s possible to identify buyer groups that navigate the multi-channel landscape together, arriving at a touchpoint from similar paths and with similar motives.
These different journeys provide a narrative of shared feelings, giving a more comprehensive understanding of motives, drivers and behaviours. That’s vital information for marketers. With it, you can start to influence a customer’s journey with personalised content optimisation.
The holy grail of content personalisation – and a more effective way to get there
Remember, every user is an individual. (Easier said than done, particularly in the B2B landscape). If you can make the experience and the touchpoint uniquely relevant, you’ll be able to engage your leads and convert them into customers.
But as you understand how your target audience clusters in their decision-making journey, you’ll be better placed to discern what each group actually wants to hear at the touchpoints they reach. And thus influence them to get to you and your touchpoints faster.
One-size-fits-all messages are a thing of the past. But we can learn how to optimise content personalisation to cater to the needs of specific individuals as part of a group of like-minded users seeking similar information and clicking on the same messages.
Shortening the customer journey as a result
Knowing what messages resonate with who (and where) makes it a lot easier to segment your communications strategy effectively. Important stuff, if you’re looking to reach out to your target audience more efficiently or finetune your brand’s positioning.
Even more importantly, if you can present yourself as a great fit for the needs of a user or group at every stage of their journey, then their need to continue on to gather more information is critically reduced. And so is the risk of losing them.
Ultimately, mapping your buyers’ journey allows you shorten their decision-making process and make your touchpoint your audience’s final destination. Which – fingers crossed – means you can steer clear of multichannel chaos.
Are you wondering how your target audience clusters in their decision-making journey? So are we! Take a look at the presentation from our Loudhouse roundtable – Understanding and Influencing Buyer Journeys in Technology & B2B Markets.
[Originally posted here] https://www.octopusgrp.com/blogs/optimising-content-personalisation-navigate-multichannel-chaos/