How is your website’s brand experience?
Brand experience is everything from how a website makes you feel, remember, digest and react. So it is vital that all aspects of your brand’s experience leave a lasting impression that makes them want to convert.
A Lot of people that deal with user experience think they are fixing the brand experience, but they are not. User experience looks at the positive and negative of how they interact with your website and social presence. So when you dial in your user experience you normally give people a better branding journey. But creating the perfect branding journey is hard because it’s a matter of opinion so you will never 100 % crack it, as it’s subjective.
Most people will see the data and keep resetting the entire campaign, changing the entire journey, when those people should be learning and adapting through data. You need to be looking at the insights and just be doubling down on the people that have come away with a positive experience and make sure you hit as many of your ideal clients as possible.
Just 39% of business decision-makers say their brand effectively resonates with prospective buyers. That tells me that there are alot of businesses not working with agencies to guide them through this process but also educating themselves on how to improve their digital presence. Bottom line is that if a customer dislikes or is not even fazed by their journey, then you will never be able to close that customer. These customers need engagement, react and feel something that makes them want to be a buyer. Even if consumers see your brand listed in search engine results or advertised online, the absence of a positive brand impression means they won’t seek you out over companies that offer better connective messaging.
Perception plays the first major part in the branding experience, you use this to get the customer to engage with a specific sense. An example of this would be maybe bowling and then video on the website is a family all happy together enjoying themselves. A video like this would resonate close to the heart as going out these days as a family is normally a daunting task for most or maybe takes them back to a time when it was nice to go out. Whatever the reason, the customer has felt a positive perception that we can recreate those moments for them.
Participation is where the customer is able to maybe use a live chat to ask a quick few questions rather than simply just read content, when in a world where everything is image-based as people don’t read this can be really helpful. Generic marketing campaigns can produce steady returns, but personalization can help encourage connection across different customer segments. By leveraging both user-provided data (with their consent) along with social media interactions and other engagement data, it’s possible to create more personalized efforts that help create connections between consumer needs and current product offerings. By really analyzing that data, you will be able to truly scale your business at an unimaginable rate.
Building that killer brand experience can be a daunting task, but there are plenty of companies that have spent millions on their websites and social platforms to make sure people have a positive experience so just pull what is relevant to you and then adapt it. The main thing you need to spend time on is finding the biggest pain point that the majority of your ideal has wants to fix, this will make the next steps easier.
The next step is to write the content in a way that they are begging you to fix that problem for them. While there may be more than one aspect of brand experience that could use a refresh or redesign, attempting to do everything at once can spread strategy efforts too thin and deliver less-than-ideal results. For example, you might choose to increase positive social mentions across specific channels such as Facebook or Instagram. While the eventual goal could be a larger social impact from initial contact to eventual conversion, easily-accessible social platforms provide an ideal starting point
Now it’s time to analyze how the marketing campaigns have done, which will involve tracking page views, reactions and responses to current campaigns to see what campaign spoke to the customer the most. Now that you know what works you can begin to fine tune the campaigns to reduce cost on non buyers and more time on your ideal audience.
Look at companies like the ones below for company to check out: