Etiqueta: marketing

How to adapt your content strategy to your customer journey

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We are now ready to start creating content. We have prepared our strategy, defined our objectives and we have our plan ready. Now we are faced with the question, what kind of content do we want to create?

It´s common sense that not all the content is interesting to all users. We have many different users, who experience our products or services in different ways and they are at different stages of the customer journey. A newcomer is looking for very different information than a regular user. And it will also be different when targeting a potential customer. Many experts recommend creating a buyer persona, but I would rather recommend starting with your customer journey first, as part of the strategy, and then creating different buyer personas to define the specific content to create.

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Prepare your content planning and strategy

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We love to make plans, well, most of us love to make plans. We plan our vacations, what to do on the weekend and, of course, we analyze and plan before we launch into a new business venture. Why should content be any different?

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The first thing you should do when thinking about your content strategy is define your goals. What do you want to achieve with all this? It can be something as simple as helping your customers use your products to generate more leads and sales. I always recommend defining SMART goals: they should be specific, measurable, achievable, relevant and time bound.

When first meet my team in Mexico, working for the Thermomix brand, I soon realized we needed to work on our content. I don´t know if you know the Thermomix brand. It´s a cooking appliance that helps people prepare amazing recipes. So it was important for us that our customers and potential customers were inspired with new recipes and ideas for cooking at home. Our biggest challenge was that we were a small team. The company had started its business in Mexico for a few years and I was asked to come and help promote sales and set up the marketing team and strategy. At that time there were only three of us on the team, and we had to do the same work as other countries with larger teams (and of course more sales).

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Planning your content strategy

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When you have realized that having the right content is important to promote your brand, your products and get new customers, it’s time to start planning and organize your work. Content creation and content management is not about creating content without a plan. You must think first, and then create your content.

The first thing you need to understand is that create new content is not free. It will either cost some of your time or, most of the time, also some or a lot of your money. That´s why it´s important to have a plan before jumping into the creation phase.

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Introduction to content management

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Few days ago, I was talking with a friend who needed help promoting his business. He had come up with an idea to generate more customers with a new service that he could easily implement in his company. “This sound like a good plan”, I told him. “But I don´t know how I can implement it, my customers don´t know they need it”, he said.

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This may sound familiar. Many times we come up with ideas about new products and services, good ideas, that we don´t know how to share with our customers. They´re many things you can do to try to solve this, but we are going to talk today about one: content generation and content management.

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How to create a growth strategy for your CRM

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It’s been a while since my last post. Actually, it’s been too long. Also, I’ve taken the decision to start writing in English. This may upset some of the people who already follow this blog, but since I’ve worked for almost 4 years in international environments, it seems like a natural step. Of course, I’m not a native speaker, much less a native writer, so I will ask for your understanding and please excuse me whenever I make a mistake (and I will make mistakes for sure). With that said, let’s get down to business.

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Couple of weeks ago I was talking to a friend about how to build and grow his CRM. She was looking for ways to develop a CRM strategy that could drive the growth of her CRM database. Throughout the discussion, I realized that one of her problems was that her actual company misunderstood the topic of CRM. Many companies include their CRM strategy within their Marketing strategy, as it were just a part of the marketing department, disconnected from other areas of the company. Especially sales.

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El Customer Effort Score

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En el pasado post hablábamos sobre como la gran mayoría de veces la excelencia no se paga, pues una vez alcanzadas las expectativas de nuestros clientes, incrementar su nivel de satisfacción y fidelidad era bastante más difícil. ¿Pero qué podemos utilizar para medir el grado de fidelidad de los clientes? Surge un nuevo modelo, que se basa en el esfuerzo requerido por un cliente para hacer cualquier gestión con nosotros: el «customer effort score».

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Pero, vayamos por partes. ¿Qué es la fidelidad de un cliente? Podemos medir la fidelidad de nuestros clientes en función de varios factores, aunque los principales serían el porcentaje de recompra, la cuota de cartera (o Share of Wallet) y el PWoM/NWoM.

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El customer journey ha muerto

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Seguro que a más de uno le habrá dado algo. ¿Cómo puede ser que el customer journey haya muerto si es lo que está más de moda? Pues justamente por eso, por estar de moda y aplicarse de forma banal y superficial, dejando sin sentido a la idea inicial por la que se pensó en llevar a cabo, que era poner en el centro de nuestra estrategia al cliente y crear una propuesta de valor entorno a él.

Pero creo que debemos comenzar por el principio. ¿Qué es el customer journey? Podemos tomar la definición del customer journey como la suma de experiencias por las que pasa un cliente cuando interacciona con nuestra marca o empresa, con independencia del tipo de interacción que se lleve a cabo, con transacción económica o sin ella .

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Omnicanalidad no es lo mismo que multicanalidad

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Una de las palabras de moda a día de hoy es Omnicanalidad. La escuchamos constantemente y se utiliza para definir estrategias empresariales, para mostrar los desafíos a los que se enfrentan hoy en día las organizaciones y para otras muchas otras cosas. Pero en algunos casos, la gente que habla de omnicanalidad está haciendo referencia, en verdad, a multicanalidad.

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La Omnicanalidad está de moda

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Podemos decir que la Omnicanalidad es «the new black» o la nueva tendencia. Como ya lo fueran en su momento las redes sociales y el comercio electrónico, ahora le llega el turno a la omnicanalidad, o Omnichannel si lo queremos decir en inglés para que resulta más «cool», y parece que ha llegado para quedarse.

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Pero primero debemos entender qué es la omnicanalidad. Si utilizamos la definición de Wikipedia, la «omnicanalidad es la estrategia multin canal de gestión de contenidos que usan las organizaciones para mejorar la experiencia usuario». Dicho en otras palabras, es una estrategia que permite generar una experiencia uniforme a nuestros clientes a través de los diferentes canales en los que tengamos presencia, como pueden ser nuestras tiendas físicas, la página web, una aplicación móvil, etc.

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Incluyendo YouTube en tus campañas de marketing

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Cuando definimos una campaña de marketing siempre nos fijamos en los medios que vamos a utilizar y diseñamos un flujo o funnel para lograr captar la atención del cliente y llevarlo a lo largo del proceso de compra. YouTube se ha demostrado como una herramienta muy útil donde combinamos agilidad y grandes impactos entre el público más joven (y no tan joven).

Pensar en YouTube como un canal más de comunicación es difícil. Muchas empresas y profesionales aun consideran este medio como algo poco atractivo y que genera menos impactos pero, si nos atenemos a las estadísticas, cada vez son más los usuarios que dedican innumerables horas a consumir contenido en YouTube.

man holding clapper board

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