Each customer's journey with your e-commerce brand is unique and personalized. This actually shows that you're doing something right - being present wherever your customers might be. Of course, this involves carefully curating every touchpoint. Let's explore what this means. When your brand is accessible to customers, their experiences can vary widely. Some might stumble upon you through an Instagram hashtag, others through a friend's suggestion, or some might have received your product as a gift. As a result, it's super important for you to thoughtfully manage each touchpoint in these customer interactions. This is known as a full-circle approach to digital marketing.
A full-circle digital marketing approach is all about considering, strategizing, planning, and implementing a cohesive brand philosophy and voice across all customer-facing touchpoints, like social media, Google ads, email marketing, website design, and customer support. By doing this, you ensure that no matter where someone discovers your brand, they'll enjoy a consistent, dependable, and mutually rewarding relationship with you.
Picture McDonald's, where a Big Mac tastes the same whether you're in your hometown or a state away. This consistency is achieved through a well-crafted recipe, ingredient control, and staff training. Similarly, your brand marketing should maintain consistency in all channels, taking into account the cultural context.
Now, let's break down the full-circle approach into its four core components, in a friendlier tone: consideration, strategy, planning, and implementation.
Consideration
During this stage, you'll figure out the core messages and personality behind your brand. This involves identifying the brand's story, its objectives, and its target audience. You'll also think about which social media platforms to be present on and whether or not to claim handles on platforms you won't be active on.
Strategy
Each touchpoint requires its own strategy, based on your brand's voice and philosophy. This includes organic social posts, customer support interactions, email flows, and even flexibility in policies like return windows. Keep in mind that each medium shapes the message you send.
Planning
No matter your brand's size, effective communication and planning are essential to success. Misaligned teams and poor communication can lead to inconsistencies and lost sales. By creating a plan for your processes and clear lines of communication, you can avoid these hiccups.
Implementation (and Ongoing Maintenance)
A full-circle approach to digital marketing ensures a seamless customer experience but requires consistent maintenance. Whether it's sales, product launches, or everyday operations, changes should be considered, strategized, planned, and implemented across all touchpoints. Loads of brands struggle with maintaining this approach, often due to disconnected agencies or a lack of thoughtful planning. However, with the right consideration, strategy, planning, and implementation, your brand can become the go-to, trusted choice for customers who will keep coming back for more.
In conclusion, a full-circle approach to digital marketing is essential for creating a consistent, trustworthy, and rewarding experience for your customers. But why stop there?