Hi GSD Leader! Let’s clear up some confusion today. Recently, a potential client told us their previous marketing company ended up costing them “so much money, and we didn’t get anything from it.” This raised a red flag for me because “marketing” is a broad term with many moving parts. In today’s social media landscape, integrating authentic content from real people into your strategy is essential. User-generated content (UGC) has revolutionized both the user experience and the customer journey.
When the potential client said, “We are looking for a company to just post our content,” I knew we had to set expectations. At GSD Creative, we don’t just post content—we craft strategies. Without a well-thought-out plan integrated into the overall marketing strategy, simply posting content won’t work. It was crucial that the client understood we wouldn’t compromise our process just to take their money.
This interaction highlighted a vital point: successful video marketing requires more than just posting content. It’s all about strategy. Marketing companies that only focus on posting videos without a clear plan can’t be held responsible for poor performance. You need a comprehensive strategy that ties your services or products together, ensuring that when you create and publish content, it clearly communicates how you can help viewers and what action you want them to take. You must be crystal clear about your goals before creating content and pinpoint the one specific action you want viewers to take at the end of each video. Otherwise, it doesn’t work.
I often hear people say, “Just throw up a video, it’s so easy!” “All you have to do is post a video, and you’ll start selling things!” If only it were that simple. The reality is, if it were that easy, everyone would be doing it. It’s not just about posting; it’s about taking a step back, thinking like a client or the consumer, and mapping out the journey you want your customers to take.
The true magic lies in understanding and mapping the customer experience and journey with your product. Secret shopping can be a fun and revealing way to see how well a sales funnel is functioning. There’s a big difference between marketing companies “making you money” and “spending your money,” and it all comes down to planning. In today’s post, let’s dive into how to improve external communication and make your marketing efforts truly effective.
Understanding the Customer Journey vs. Customer Experience
When it comes to social media marketing, grasping the difference between the customer journey and the customer experience is essential. Both are critical for crafting a successful marketing strategy, but they are distinct concepts. Let’s explore what each term means and how you can improve both to benefit your business. Here are eight key insights I’ve learned about user experience and the psychology behind why someone takes action through a screen.
The Customer Journey refers to the series of steps a customer takes from the moment they become aware of your brand until they make a purchase (and beyond). It’s the roadmap of their interactions with your brand, encompassing all touch points and channels.
The Customer Experience, on the other hand, is the overall perception a customer has about your brand based on those interactions. It’s how they feel about your brand throughout their journey.
To effectively manage and optimize both, you need a solid strategy to maximize your time and funds.
Here are eight tips to help you get the most value from your efforts:
- Map Out the Customer Journey
Understand the path your customers take from awareness to purchase and beyond. Identify key touch points where you can engage with them and influence their decisions. Tools like customer journey mapping can help visualize this process.
For example, if you have a form on your website and someone fills it out, what actions will the user experience once that form is submitted? Do they get a welcome email, a personal email back, a phone call, a text message? Always ask yourself what happens next.
- Focus on Personalization
Tailor your interactions to meet the unique needs and preferences of your customers. Use data to understand their behaviors and preferences, and personalize your content and communications accordingly.
A weekly dashboard setup in your Google Analytics could be eye-opening, showing you how long someone stays on your site or what action they take with your content. This insight allows you to give customers what they want early in the process.
- Consistent Brand Voice
Maintain a consistent brand voice across all touch points. Whether it’s social media, email, or customer service, your brand should speak with one voice. This consistency builds trust and recognition.
This consistency should extend to digital assets—photos and videos. Ensure your brand palette colors are used in photos and video backgrounds to avoid confusion and ensure clear communication.
- Invest in Quality Content
Content is king in social media marketing (but consistency is queen). Invest in creating high-quality, engaging content that provides value to your audience. This not only attracts and retains customers but also enhances their overall experience with your brand.
If you’re unsure what to talk about, list the top 10 questions you get all the time and make videos about them. Make them fun and engaging—stiff videos don’t convert.
- Gather and Act on Feedback
Regularly collect feedback from your customers to understand their experience. Use surveys, social media listening, and direct feedback to identify areas for improvement and make necessary changes.
Some people avoid feedback, but when you take the time to ask and seek to understand, you gain clarity. Often, what you want to communicate and what consumers need to hear are different. Don’t make it hard on yourself by not asking.
- Utilize Data Analytics
Leverage data analytics to gain insights into customer behaviors and preferences. This data guides your strategy, helping you make informed decisions that enhance both the journey and the experience.
Numbers don’t lie. The proof is in the pudding. Understanding what to do with the data is where the answers live.
- Seamless Omnichannel Experience
Ensure your customers have a seamless experience across all channels. Whether they’re interacting with you on social media, your website, or in-store, their experience should be cohesive and integrated.
When companies hire us to “fix” something, it’s usually because there’s been no time spent mapping the user experience. When it’s not clear, consumers move on to another brand.
- Provide Exceptional Customer Service
Great customer service can significantly enhance the customer experience. Ensure your team is trained to handle inquiries and issues promptly and effectively, making every interaction a positive one.
Count the number of clicks it takes to find an answer to what you are selling. Do you have a video explaining your process or what to expect? If not, move it to the top of your list and reach out to us at GSD Creative!
How We Can Help
At GSD Creative, we specialize in crafting strategies that enhance both the customer journey and the customer experience. We can help you put together an ecosystem that maps your content and services, identifying opportunities where you might be leaving revenue on the table while making the experience better for you and your clients. This is how you GSD—that’s “Get Shit Done.”
We also train marketing and sales teams to work together to ensure the overall plan is clear across all teams. Here, we show you how to unlock the power of ChatGPT integration, revolutionizing your content process with cutting-edge tools that save time and effort, freeing your team members to do more important tasks that AI can’t handle. Don’t miss this opportunity to revolutionize your team’s performance and drive unprecedented success in content creation.
Enhancing the customer journey and experience is not just about following steps; it’s about creating a cohesive, enjoyable experience for your customers that leads to loyalty and advocacy. Let GSD help you transform your social media marketing strategy and elevate your brand’s presence. Email us at: connect@angelaproffitt.com or click the button below and schedule a chat to get started!
At GSD Creative, we specialize in training marketing teams on User-Generated Content (UGC) creation and offer comprehensive content services, including capturing content for special events, travel events, and wellness brands and resorts. We integrate consistent content creation into your overall marketing plan with podcasts, blogs, campaigns, and consulting, emphasizing short-form videos for maximum impact. With over two decades of experience in curating luxury events and a background in psychology, we excel at customizing and strategizing user experiences and messaging from start to finish.
