To create an overall positive reputation and convert leads into brand advocates, having a great service is only part of the job. As a brand, your business must also be able to provide a great customer experience. To achieve this, experiential marketing is key. Is your marketing strategy targeting the customer experience and ensuring there is a positive brand experience?
Experiential marketing has become increasingly more important. Mobile technology and social media has played straight into this. With mobile technology, people want easy answers and information quickly. If your website isn’t optimised for mobile use, the user experience can be compromised. Social media is the perfect platform for brand interaction. Building a brand-customer relationship is very important for the experience of a brand, therefore, can benefit your business. 71% of consumers who have had a good social media experience with a brand are likely to recommend to it others.
The emotions of brand experience
Building a positive brand experience focuses on creating positive emotions. Experiential marketing gives your business the perfect opportunity to capture the attention of the audience you are targeting. Emotion is becoming one of the most important factors in marketing strategies, and how to target it positively and correctly. Emotional advertising is proving much more responsive compared to traditional advertising. Consumers are becoming more indifferent and even cynical towards advertising. Therefore, your marketing strategy needs to target positive emotions in consumers as part of the whole experience of your business.
How to improve your brand experience
There are many different ways to improve your brand experience. They can target different platforms and therefore, have different interactions.
Blogging is a very important tool in many marketing strategies. Companies who blog have 97% more inbound links. As a result, B2B companies who blog generate 67% more leads than those who don’t. Blogging improves user experience as it gives useful insights from your company. A blog is a great platform to establish your authority on certain subjects. It allows your customers to understand more of who you are as a company, which improves their experience of you.
Direct email marketing improves brand experience by being helpful. It gives ease to your customer and allows for the ability of personalisation. With quick and helpful links, you can encourage a user on their buyer journey whilst not hard-selling.
Social media is critical in experiential marketing. 66% of business use social media as part of their marketing strategy. Social media opens up conversations with your customers, provides platforms for recommendations and reviews, and also improves their digital journey through ease.
Brand experience starts with strategy
The first step of any experiential marketing is a clear marketing strategy and proposition to be upheld and be at the very core of every consequent campaign. Alignment of all brand touch points coming through the strategy give a rounded experience. It puts your business on the road to a successful brand experience.Traditional advertising is not as successful anymore. Many people use ad blockers and simply skip over adverts. Further, for some businesses, advertising just simply isn’t financial viable. Focusing on experiential marketing is consequently, much more cost-effective. Further, it generates organic and truthful positivity concerning your brand. Experiential marketing is a holistic approach to branding. It includes the emotional effect delivered, the social identity, and the brand personality.
Brand experience is not simply just a channel, but an attitude to total brand building. If you need help developing your marketing strategy, improving the brand experience or want to discuss the creative side of your brand, call Thump on 01638 663600.