May 19, 2020

How to Maximise Digital Marketing Success this Christmas

how-to
marketing
features
videos
Hannah Gilroy, Bring Digital
5 min
How to Maximise Digital Marketing Success this Christmas

Christmas is the ultimate opportunity to delight your existing customers and gain new ones through captivating digital marketing campaigns.

Although for most businesses the planning begins way before the first Christmas lights have gone up, digital marketers implement tactics throughout the festive season to ensure maximum return on their efforts. It is not enough to focus on one marketing channel these days, Christmas marketing campaigns must be integrated across a number of different platforms to be successful.

Businesses often get it wrong at Christmas, favouring the extravagant over the carefully thought out. You don’t have to operate with a large budget to thrive in the festive period - smaller businesses often shine around this time of year because they have the opportunity to get creative, producing multiple campaigns that cleverly target and capture the sentimental side of the consumer.

Onsite Blogs

Onsite blog posts are a fantastic way to connect with your audience and build up your brand’s personality while driving potentially lucrative traffic to your site.

Even with that added Christmas sparkle, the same rules apply for blog posts published during the festive period as they do all year round. Make sure you write engaging content that your readers will want to read, rather than producing them for the sake of it and stuffing them full of keywords.

Christmas blog posts should be well planned, and published at specific times throughout the months leading up to the big day. Many businesses have a content schedule so they know exactly what they are writing and when, which avoids any gaps in the blog if you don't have the time to brainstorm ideas. Remember, a lot of people take time off over Christmas, so you might not have a full team of marketers to bounce ideas around.

Keep your target audience in mind. Although you want to attract new customers, the content should be consistent with your brand’s tone and style, otherwise it will look out of place.

SEO

While good SEO is a long-term investment, a carefully-planned SEO strategy can reveal your business to millions of Christmas consumers. The key thing to remember is that a lot of users will be using their mobiles to go online this Christmas, so you need to ensure that your site is mobile accessible.

Do your keyword research carefully, consider how your customers search will change over Christmas, analyse what worked well for your last year and whether you can do this again. Try and use the same target pages again, for example using a Christmas landing page. Ensure that you are adding fresh new content to these pages too.

It’s only October, but we’ve already seen numerous brands attempting to direct traffic towards their new Christmas landing pages. Marks & Spencer is one good example of this, with the retailer promoting its extensive Christmas range by placing its new landing page in a prominent place on its website.

Social Media 

Social media is for life not just for Christmas. The key thing here is to start small and post consistently, as if you are inactive on your social media channels it will seem strange to suddenly start stuffing Christmas down people’s throats, so build your presence early on.

Once you’ve developed a strong social media following across different platforms, you can start promoting the blog posts you’ve written, as well as running competitions, games, offering discounts and asking people to get involved by sharing photos and videos.

Be careful, as a one-size-fits-all attitude doesn’t work across different platforms. Hashtags may work well for Twitter but adding them to your Facebook posts can be really annoying, and actually deter people from engaging with your content. It’s also worth remembering that women are 4 times as likely to use Pinterest as men, and Instagram users are the most engaged, logging on every day, research by Our Social Times states.

Last year, WestJet raised the bar when it came to festive social media campaigns, as it came up with a simply brilliant idea that turned out to be an internet sensation. The ‘WestJet Christmas Miracle: Real-time giving’ video (see below) may be a year old, but having generated nearly 36.5 million YouTube hits, it’s a prime example of how a bit of creative thinking can thrust companies into the limelight at Christmas.

PPC

Consider your PPC budget, as many businesses won’t spend anything on advertising all year then suddenly dedicate a large proportion of the annual budget to Christmas in an attempt to knock you off the top spot.

One way to beat your competition is to include offers in your adcopy, including words such as “Christmas offers” and “Free Christmas delivery”, which can significantly boost your sales.

Google’s aim is to send users to relevant sites that hold reliable information. Therefore, PPC campaigns must target keywords that reflect what the user is searching for and whether this will appear on the pages of the advertisements. If you do manage to get users to your site over the festive period, make sure they find what they are looking for.

The last thing you want is to attract people to your website, only for your landing pages and onsite content to let you down. This is why all of your festive marketing activity needs to be intertwined, so make sure all of your separate departments are working closely together.

You’ll reap the benefits of this approach a long time after the last of your Christmas decorations have been taken down.

Hannah Wilby is a Content Specialist at Bring Digital

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Jun 12, 2021

Re-defining the economics of CX in the new customer journey

CX
customerjourney
Limitless
gigeconomy
Roger Beadle, Co-founder & CEO...
6 min
Roger Beadle, CEO of Limitless looks at how CX can directly Influence revenue generation in streaming services

There’s no shortage of customer service channels for the enterprise to select from today. Regardless of the many new metrics that have emerged – such as customer success, or empathy – cost reduction is still a primary driver in selection criteria.

There are many articles dedicated to how companies can turn customer service and customer experience (CX) from a cost to a revenue centre. The problem is, if you stop there and don’t look beyond cost reduction, you’re limiting the scope for CX to become an even bigger economic contributor in the enterprise.

There is every opportunity for customer service and CX to significantly influence the front end of business, particularly amongst direct-to-consumer subscription-based products and services, such as popular streaming services like Netflix, Amazon, Disney+, as well as sports subscription services like DAZN.

In these products and services and others, there are new customer journeys that may drive business growth and revenue. They start earlier and may last a lifetime, so getting things right at the start of the journey is key so that customers have the best experience from day one.

Not only will this help in making customers less likely to reach out for issues-based support further down the line, but these customers will be much less likely to churn, and much more likely to take up new services as they are offered throughout the lifetime journey.

So, what does the new customer journey look like for these services?

Opportunity waiting for the likes of Netflix & Disney

While consumers may have previously regarded customer service as a way to mitigate the inconveniences in their lives, the customer journey is expanding in scope every day. Today there are many more touchpoints available that put CX in a position to drive revenue.

For one-off purchases, traditional CX deployments have not changed significantly in the past few years. However, if you look at the change in the CX relationships we’re seeing with subscription-based products and services, particularly media-based streaming services, it’s clear that these companies lead what quickly become very multifaceted relationships with their customers. These have serious potential to evolve over time for increased economic benefit.

For any sort of subscription-based business, customer lifetime value is paramount, and the requirement to actively manage a continued positive customer experience is critical.

Every interaction is an opportunity, and every data point is a chance to offer more value. Introductory offers can convert to longtime customers. Longtime customers may take up opportunities to upgrade to more premium products or services. They may also appreciate incentives to invite family and friends to become customers. Consumers who like a particular service, for example, may appreciate a recommendation for another similar or complimentary service.

It all starts with customer interaction, and the customer experience journey becomes an opportunity to strategically affect the user base and resulting revenue - which is a far cry from the limitations of call center cost reduction or churn metrics.

How do companies support the new customer journey?

More and more, customers look at the new customer journey as engaging with brands as part of their lifestyles. Many companies are making brand ambassadors available before the traditional customer journey even starts, which is a marked change from a purely transactional relationship associated with a one-off purchase.

These ambassadors, who are often independent users of products or services, are providing trusted pre-sales advice, and that same trusted advice can also function to nurture the customer journey in a subscription-based relationship. Call it ‘GigCX’ or ‘crowdsourced customer service’ or even ‘peer-to-peer customer service’ - it doesn’t matter.

The key is in providing impartial, trusted advice from real users. Think about it: who would you rather get advice from? Someone who has used a product or service extensively, or someone who has been trained to provide customer service surrounding that product or service?

For services such as streaming media, advice from trusted experts with real product know-how could be invaluable. This may not be limited to technical issues, such as what to do when you can’t access your favourite show, or how to access services across various devices. It could be parents helping other parents who are concerned about how to restrict adult content from child viewers, or simply customers who have similar taste in programming who can comment on the benefits of upgraded or premium products. The point is, these experts are easily available at any touchpoint in the customer lifetime journey, creating more chances to add value.

It’s also about tipping customers from ‘passive’ to ‘promoter’ in the NPS scale. It’s an opportunity to turn neutral customers who may be vulnerable to competitive offerings into loyal enthusiasts who will keep buying and referring others, fuelling growth. It may ultimately help drive even further revenue by creating customers that are helping to sell the brand itself.

And, while chatbots and automation may play a key role, they are often not able to handle the more complex support needed in the new customer journey. Conversational AI is rarely as conversational as it claims to be, and in the new customer journey, most companies are finding that a mix of automation and people-centric service is an ideal way to nurture the many new touchpoints created.

It’s no longer about trying to replace human capital with automation: it’s about orchestrating a uniquely personalised CX, and proactively engaging during the customer lifecycle to enhance the experience, and to create more long-term value.

At the moment, we’re only seeing the tip of the iceberg in terms of the power to affect the economics introduced by the new customer journey. We’ll no doubt see this evolve rapidly particularly amongst streaming companies as they use human-centric connections in CX to support the full potential of customer lifetime value.

About Roger Beadle
Roger Beadle is an entrepreneur and business leader who is reinventing how customer service is delivered via the gig economy. After establishing several businesses in the contact centre industry, Roger co-founded Limitless with Megan Neale in 2016. Limitless is a gig-economy platform that addresses some of the biggest challenges faced by the contact center industry: low pay, high attrition and access to new talent. Previously, Roger and Megan helped to build one of the largest privately-owned outsourced contact center business in Europe, before selling the business to the global conglomerate Hinduja Group. Roger is an outspoken proponent of digital ethics, worker’s rights and the ‘good-gig:’ which encapsulates gig work for incremental pay versus full time work, skilled gig work, no unpaid time/downtime and zero expenses.

About Limitless
Named a Rising Star at Deloitte’s Technology Fast 50 program, Limitless is a gig customer service platform, combining crowdsourcing and AI to help global businesses address their biggest customer service challenges – rising costs, increasing attrition, variability in demand and the need for diversity. Brands like Microsoft, Unilever, Daily Mail Group and Postmates are using Limitless’ SmartCrowdTM technology to connect with their most engaged customers, and reward them for providing on-demand customer service that can flex in line with demand. Limitless is one of the world’s first global tech platforms to introduce localised platform terms to protect the rights of its gigging workers. Backed by AlbionVC, Downing Ventures and Unilever Ventures, Limitless is empowering people worldwide to earn money for providing brilliant customer service for the brands they love.

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