Optimising content personalisation to navigate the multichannel chaos
Not the multichannel pep talk you expect
Decisions are complex in a multi-channel world and customer journeys are highly fragmented. There, I said it, we all did at some point in our career, didn’t we? But no, this isn’t your typical piece on how your brand needs a multichannel presence.
Yes, it is important to recognise the importance of offering a seamless user experience regardless of the channel and device; and yes, it is fundamental to be ready to convert users at any touchpoint in order to minimise the risk of drop-outs.
But we all know that, and it doesn’t make it any easier to turn it into a reality. In an effort to understand our audience, we often look at our doorstep and focus on how users got there. What we don’t ask as often, though, is what role one touchpoint plays in the longer journey, why users are at that touchpoint and what they are looking for while there.
Zooming out of touchpoints to look at journeys
A better question is perhaps how your target audience navigates their decision-making process.
As we look at the customer journey in its entirety, we can identify groups of buyers that navigate together the complex multichannel landscape and arrive to a touchpoint from similar paths and with similar motives.
These different journeys provide a narrative of shared feelings and give a more comprehensive understanding of motives, drivers and behaviours. And, crucially, it gives us the opportunity to optimise content personalisation to influence that journey.
The holy grail of content personalisation – and a more effective way to get there
Approach every user as a single individual, make the experience and the touchpoint uniquely relevant to each one of them and you’ll be able to engage them and convert them into customers. Easier said than done, particularly in the B2B landscape.
But as we understand how your target audience clusters in their decision-making journey, we are then able to better say what each group actually wants to hear at the touchpoints they are actually likely to use during their journey. And thus influence them to get to you and your touchpoints faster.
This means that, while one-size-fits-all messages are certainly a thing of the past, we can learn how to optimise content personalisation in order to cater to the needs of specific individuals as part of a group of like-minded users that seek similar information and click to the same messages.
Shortening the customer journey as a result
Knowing what messages resonate with whom and where makes it a lot easier to segment your communications strategy effectively, and reach out to your target audience more efficiently or finetune your brand’s positioning.
Even more importantly, once able to present yourself as a great fit for the needs of a specific user (or better, group of) at every likely step of their journey, then their need to continue on to additional touchpoints to piece together information is critically reduced, and so is the risk of losing them.
This means that what mapping your buyers’ journey allows you to do is to unfold critical opportunities to shorten that decision-making process and make your touchpoint your audience’s final destination.
Are you wondering how your target audience clusters in their decision-making journey? So are we! Take a look at the presentation from our Loudhouse roundtable on 6th July – Understanding and Influencing Buyer Journeys in Technology & B2B Markets.