This is an article ‘Creating better customer experiences in every touchpoint’ by Marc Primo Warren
Sustaining engaging customer experiences has become a bit challenging these days, even for elite marketers. More businesses are trying to implement innovative marketing strategies to achieve unparalleled value and positive growth, adopt new technologies, and consistently assess performance. Right now, 61% of B2B marketers believe that SEO and organic traffic generate more leads compared to other lead channels and strategies. They apply attention to detail for valuable consumer feedback. After all, customer expectations are centered on highly tailored, seamless experiences. It therefore follows that today's businesses should create linked journeys at every turn and all throughout the marketing funnel.
Unfortunately, a surefire set of solutions that integrates local marketing with customer experience strategies seamlessly has yet to be discovered.
To create more engaging customer experiences at every touchpoint via search engine optimization (SEO) tactics, marketers must monitor emerging trends and apply the necessary adjustments in every element of their online marketing strategies—including keyword research, website speed, design, backlinking, and content management. Everything from the awareness to the conversion stages must be optimized so that every customer feels that your marketing efforts are centered on him and that he is being guided throughout his customer journey.
Creating unmatched customer experiences
Every customer's experience starts as soon as they learn about your brand. First, they see an eye-catching ad about your product and become intrigued. Depending on how your content strikes their need or interest, the wheels of their consumer journey can either start rolling or instantly come to a halt—for good. This is why the awareness stage is always critical in engaging new customers and sustaining the interest of those who have already made purchases.
A customer can read customer reviews or find out more information about your brand online. Experiences do not stop after the first purchase and the perfect marketing model you can apply when you want a cyclic engagement is via the inbound marketing flywheel. Customers can be a brand's strongest supporter or loudest detractor; either way, both outcomes are priceless. The ability to achieve flowing communication with your customers at every touchpoint is vital in developing a loyal following that is also capable of enlightening you with constructive criticism.
The first key is determining your target audience's needs and establishing worthy content that they will find helpful to solve their pain points. Remember, the content you convey on your blog must be about your target readers, not about your brand. They want you to demonstrate that you hear them by engaging in reflective listening. According to research, 66% of consumers want brands to comprehend their demands. They seek to be recognized. After that, you can begin developing trust.
Understanding customers' search intent
A few things to consider when developing the inbound marketing strategies combined with essential SEO tactics in the attraction stage. First of all, Google bots are there to continuously improve both user comprehension and experience by allowing them to set up customization preferences. Take the Voice Search feature, for example. Users can use this hands-free tool without looking into their mobile screens and still find the best results they are looking for from AI-powered audio responses.
You can take advantage of the Voice Search feature through SEO tactics that target search intent. While it's pretty clear there is no rational basis for comparing naturally generated answers with questions with typical keyword research, always choose the latter for better results. Identifying the right low competition keywords that relate to your target users' behaviors should be your true north when dealing with Search Engine Results Pages (SERPs) instead of resorting to outdated measures such as keyword density.
Of course, you would want to respond to visitors' questions on your homepage, product pages, FAQ area, or blog. Google Trends can help you learn more about the search habits of your target market. You must monitor your keyword ranks using online tools like Google Analytics, SEMrush, Ahrefs, and Moz. Cluster all of your keyword ranking tracking tools under one SEO analytics report if you opt to use numerous tracking solutions. These platforms will allow you to mix different widgets and integrate the data with your SEO stats. Doing so makes it easier to track your most crucial indicators on a sizable dashboard.
Improving customer experiences through content
The most crucial component of the enormous inbound marketing puzzle is content marketing. It aids in enhancing your authority in your field, attracting targeted visitors to your website, and keeping customers interested.
However, not all of the content you produce adds value. Writing promotional content is no longer effective since Google is becoming more intelligent and can efficiently detect fluff that users won't find helpful. Today's increasingly picky online consumers anticipate you will align your blogging strategy to their interests.
First, you must try to comprehend the customer's journey by writing blog posts that connect with them to make your brand stand out from the competition. Adapting your content marketing approach to that journey is the next step. Make compelling headlines because they attract your readers' attention and encourage clicks. Pick the ones your clients will like, and test them frequently to discover what works.
Another factor that can improve your customer's experience is to include other media in your blogs such as charts, podcasts, infographics, videos, and photos. These elements can be very effective in increasing your conversions and engagement. If you choose to offer long-form content, make sure they are data-driven pieces focusing on producing original case studies, reports, and e-books with up-to-date information. Unique ideas are always better than many brief posts via drip content. The same principles also apply to longer videos that aim to increase engagement.
Monitor and track your performance
These are only a few ways that SEO may be used in inbound marketing but they could be a fantastic place to start developing your customer experiences. Aside from helping you with your content creation and management, these practices can increase your internet authority and foster closer ties with your customers regardless of their current flywheel stage.
Satisfying your customers every time they spend time on your website is always the main objective. To determine what SEO methods are effective for you and how to modify them accordingly, don't forget to create the appropriate KPIs and perform regular monitoring and tracking for best results.