Content marketing to help prospects along the customer journey is what companies will need to master in 2015, writes Ellen Valentine of Silverpop, an IBM company.
"What makes a customer's journey especially meaningful," asks Valentine on Wednesday in her ClickZ article. "Helpful content as a prospect moves through his or her buying experience and additional follow-up information to encourage lifetime loyalty. From researching alternatives and planning a change to evaluating and comparing providers and selecting a solution, digital marketing can both orchestrate and support each of these stages."
Marketers selling products may also benefit from the advice she provides in "Key Trend for 2015: The Customer Journey Moves to Center Stage."
That advice includes the following tips:
1. Create an 'Email Magnet' to Get Site Visitors to Opt In. Marketers should do more than offer discounts or newsletter subscriptions, or site visitors will remain anonymous, says Valentine. Search marketing and retargeting help here, she says.
2. Web Tracking. The more information marketers have about a consumer, the more targeted and relevant the content can be, she says.
3. Implicit Profiling. Assign a consumer a persona, based on data and clicks, in order to guide the consumer through a specific buying journey.
4. Single Identity. This is another aspect of today's multichannel and cross-channel reality. Valentine suggests marketers realize consumers are seeing their "content and collateral using two, three, or even four devices, visiting websites, social channels, apps, etc." Unite it all into one identity.
5. Marry the Content Marketing System to the Digital Marketing Platform. "Using the implicitly assigned personas and buyer stages captured and stored in your digital marketing platform, along with your marketing content, the content management system has the information you need to provide a unique website experience for each individual visitor," she writes.