Marketing tech and automation have advanced immensely over the years. We live in an era where processing loads of data and setting users off on a well-formulated journey full of drip campaigns and automated e-mails. Adopting this technology boosts efficiency and allows you to build a machine that moves quickly to onboard and nurtures customers, so it’s no surprise that we’re using marketing automation more than ever.
While our obsession with automation and technology has helped marketers streamline their efforts, it’s important that we remember the importance of the human element in marketing.
We live in an age where you can order pizza, buy your groceries, and shop for clothes from a phone app without interacting with a single human. But, when a person needs help, there’s still a deep desire for instantaneous assistance from a real live human being. Supplying your users with help docs and easy contact forms is great but, especially with more technical purchases, people often prefer to talk with a real person. To maximize your conversions, reduce that barrier to entry with either clear callouts for phone numbers and (if you have someone to manage it) a live chat. Nothing makes a person more comfortable than having 4 different ways to find help.
According to a study by American Express, seven in 10 consumers say they’ve spent more money to do business with a company that delivers a great service. Over two thirds also noted that a pleasant customer service representative was key to a positive experience. Remember, customer service doesn’t end once your product or service has been purchased. A crucial step in your sales funnel is how you are delighting and supporting your customers, turning one time buyers into brand loyalists and evangelists.
As much data as we’re able to scrape on who’s looking at your brand and how they’re reacting, it’s important to remember that each piece of data represents a real live person. Data lets us maximize these marketing opportunities by offering insight that helps us stay relatable and relevant. As you craft your voice and messaging, take the time to put yourself in your buyer’s persona. Doing this helps you keep a check between perception and reality. From what benefit points you’re highlighting to what call to actions you’re using, remember to think about how your target audience will receive it. A thorough exercise in persona building and even real customer interviews will help give you more insight into their perspective.