While sentiment analysis is growing rapidly to add extra value to social media monitoring, product personalization, and customer service, it is becoming obvious why brands should involve clients in one-to-one conversations to deliver top-notch experiences.
The underlying idea of detecting the subjective information on feedback is at its core to be able to tailor-make products to attract and engage customers.
Having customers talking, buying and steadily interacting with brands on a routine basis devours a big chunk of time and effort from marketing teams. And although marketing metrics are key to understand whether strategies are fruitful or not, 84% of clients backup brands treating them as other than numbers – human beings with preferences.
In this order of ideas, marketers are more than aware that using data analysis to customize products is the best way to stay relevant. Currently, people-based marketing programs are under the spotlight of brand builders in the market to genuinely understand customer behavior to get meaningful interactions.
Choose People-Based Programs
People-based marketing programs help to tell your story in different ways depending on how listeners would like to hear it. They also focus on figuring out the perfect moment to showcase your product and the best platform to display information.
One of the clear advantages of opting for bespoke marketing schemes is gathering information about customers in dynamic profiles to gain true insights on customer behavior. That means, with each interaction people have with the company the likelihood to buy or reengage with the brand changes. Therefore, the strategy to keep them happy with the product/service will get a different approach. As a result, their issues and preference will be understood faster.
Overlook on how to build a customer-centered marketing plan
Build a profile
The most notorious barriers to build a profile is both on interpreting data and in the marketers’ mindset.
On one side, the profile must be built through the information offered in different platforms such as Facebook, Twitter, Google Ads or LinkedIn. The most basic CRM system will help to manage and keep up with interactions with the brands. You can add social media monitoring and sentiment analysis on feedback to gain deeper insights on what customers think about the brand.
On the other side, marketers must understand the ideal profile is not the one delivering more purchases. It is the one which is able to increase customer lifetime value, improve relationships and turn clients into brand advocates.
Simply put, building a customer profile should help to deliver results on a wide range of marketing goals.
In addition to pay attention to social media, marketers should keep a close eye on behavioral signals. This means, for example, monitoring devices used to buy during specific time of the day to offer better customer experience and create accurate outlines of the lifestyle of their clients.
Coherent brand experience
The marketing lifecycle is most of the time shared across different platforms. Clients may find the brand through social media, but end up buying the product through the official site or maybe direct call. In this sense, the customer experience changes – chatting doesn’t give the same feeling than talking by phone – but still, it should reflect the brand statement.
It is worth mentioning, coherence is not the same as consistency. Coherence allows changes in the identity on channels on which customers interact with the brand. These changes consider the profile of the clients engaging in the platform.
Create Flexible Content
A great example of flexible content is the one offered by the award-winning media company Natural Geographic. They have created a different identity depending on where customers engage with them. This has allowed readers to come by with information and make meaningful interactions with the company regardless of the device they use and the social media platform they have.
The success of National Geographic is a living example of how content and influencer marketing can leverage interactions with the company by putting readers first. Highlighting different aspects of the content – pictures on Instagram with smart captions followed by authors and invitation to inquire about environmental issues, or videos and polls on Facebook with links to articles – enables readers to find comprehensive content that fits their needs.