Every year, more and more businesses create an online presence and increase their digital marketing budgets. Competition is fierce, so standing out requires looking at your brand through the eyes of the consumer and ensuring their experience is memorable. Customer experience (CX) is a powerful way of engaging your target audience.
Brand awareness requires more than merely putting your brand name in front of consumers. You must reach them on an emotional level and create an experience, unlike any other competitor offers. Only when you see your brand through the eyes of your target audience will you increase loyalty and name recognition. The goal is a consumer who walks away talking about how amazing your business is and sharing their experience.
Creating great CX doesn’t happen overnight. It requires years of planning, understanding who you are as a brand and smart marketing. Here are eight key ways of creating great customer experience (CX) and boosting brand awareness at the same time.
1. Customize Language and Currency
Reach a global audience by providing a version of your e-commerce site in the language and currency of the site visitor. One study found that 92.2 per cent of shoppers prefer to shop in their language and currency, and another 59 per cent rarely make purchases from English-only sites. Become competitive in a global marketplace by offering more than one version of your site and customizing for each nationality your site reaches.
Start by looking at the location of your site visitors. Take note of any areas outside of your main base, what language they speak and what currency they use. If you get a significant amount of traffic from a location, it might be worth translating your site and converting the currency for those site visitors.
2. Focus on Mobile Responsiveness
You likely already understand how many people use their mobile devices to browse the internet. Adding mobile responsiveness increases the CX of your site and increases brand awareness at the same time. Consumers can’t find you if you don’t show up in mobile search results, for example.
Ensuring your brand shows up in mobile search ad results increases brand awareness by 46 per cent. As the person searches for a product or information on a topic, they’ll see your targeted marketing.
Countries such as Africa are poised to throw massive traffic toward e-commerce sites shortly. About 63 per cent of internet traffic in Africa comes from mobile devices, which is a pattern seen across the globe.
3. Immerse Your Customers
You have just a few milliseconds to make an excellent first impression on your customers. Imagine a customer in a shopping mall with dozens of stores on display. What makes your store stand out, and how do you make an emotional connection from the minute the customer enters your establishment?
Experiential graphics is currently one of the biggest trends in marketing. Hand-drawn artwork, the transformation of ordinary spaces and dimensional lettering all work together to grab the user’s interest.
4. Create Tactile Experiences
In a brick-and-mortar store, it’s easy to create experiences where your customers touch your product and try it out. Unfortunately, it isn’t as simple online. If you have an online presence, think through ways to create a more lifelike experience, such as utilizing 360-degree videos and sending out samples of material. In a physical location, use graphics, displays and opportunities for interacting with people visiting your store.
Online, engage site visitors by creating interactive elements on the page, such as videos of product demonstrations, swiping on mobile devices and call to action buttons that animate. Interact with consumers, their experience improves, and your brand becomes memorable.
5. Offer Rewards
Build brand loyalty through rewards programs and special perks for your regular customers. True brand recognition increases exponentially when your current customers begin telling others about your business. Spur on the viral marketing of referral by offering a perk when consumers share.
There are numerous ways to measure points for a loyalty program. Choose which activities receive points, such as making a purchase and referring someone new who makes a purchase. Make sure the rewards are desirable and attainable but also affordable enough to allow you a profit.
6. Show Consistency
One of the issues with having an omnichannel presence is a lack of consistency across different platforms. If your brand has a brick-and-mortar store, phone in ordering, an e-commerce store and social media accounts, for instance, customers should gain the same general feeling and be under the same policies no matter where they interact with your brand.
If a customer visits your Facebook page, they should see the same logo and posts with the same tone they see when they visit your website, your Instagram account and your physical store. Consistency requires an understanding of who you are as a brand and the customer-centred policies that drive your business.
7. Build Relationships
In business, relationships are everything. A consumer is more likely to forgive a small error if they know your history is of excellent customer service and reliability. Building relationships take time and a customer-centric approach.
One way of building relationships online is through personalization. People want online experiences that are data-driven and pertain to them. E-commerce stores can offer a discount for registration and use the previous browsing to suggest products the consumer might want. Online mailing lists are also an excellent way to build a relationship, as is interacting on social media.
8. Educate Customers
Part of brand awareness is a brand recall — how does your site educate customers so that they understand your brand’s purpose? There are many different ways of teaching customers about your company’s mission. Add a video on your homepage that explains why you started your company. Include material with each order that explains your mission. Anything you can do to share your story will increase name recognition.
A New Marketing Frontier
Customer experience is the new marketing frontier for the foreseeable future. In a global economy, where consumers buy items from any company they want, developing a brand name that’s immediately recognizable as a quality business gives you an edge over competitors.
Lexie Lu is a writer and graphic designer.
She enjoys covering topics related to UX design, web design, social media and branding.