Love at First Byte: How to Make Customers Love Your Business in the Digital Age

For many businesses, marketing to customers can best be described as: “it’s complicated.”

While most people, from millennials to baby boomers, are willing to trade their personal data for a better shopping experience, many businesses simply don’t know how to manage their customers’ preferences or information, let alone reach them.

The fact is, like the product you sell, your connection to your customers can’t be status quo or they may opt to give your brand a “left swipe” and move on.

Here are three tips to ensure that your marketing efforts are connecting with your customers and helping them to fall head over heels for your products or services.  

1. Enhance the customer experience: As the physical and the digital world continues to merge, every business has an opportunity develop a strong connection with customers from the very first interaction. But you won’t achieve this with one-size-fits-all marketing approach. Today’s customers expect brands to connect with them on their terms and on their channels.

Marketers need a platform designed to build a single view of customers, leveraging data from any source, that allows them to plan and optimize unique customer experiences. The Salesforce Marketing Cloud,forexample, can help you manage digital marketing across campaign management, content, personalization and engagement allowing you to put the customer at the centre of your business.

2. Learn to love data: From tweets to likes to hashtags to purchases, data is everywhere. The good news is that you no longer need to be an IT expert or a data analyst to figure out how to read it and what to do with it. Products like Analytics Cloud allow business users to instantly access and easily analyze billions of rows of data themselves  and arrive at previously unattainable insights - from a mobile device. By digging into this kind of information, you can discover what your most valuable customers have in common, and get a solid understanding of how to personalize content and special offers based on how prospective customers will likely respond.

3. Step up your content marketing: Customers likes a personalized note -- it makes them feel special. Your marketing can do the same thing with dynamic content. Stated simply, dynamic content is HTML content on your website, forms, landing pages, or emails that changes based on the viewer.

The reasons for deploying dynamic content are many and varied: smarter web content makes your website more engaging, personalized emails make readers feel more connected and valued, and progressive profiling (forms on the site that allow you to collect user data over time) provide a more seamless experience as your customers do not have to fill out the same information fields over and over again.

Marketing doesn’t have to be complicated. With a little care (and a bit of automation) you and your customers can have a long lasting, mutually beneficial relationship.

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Dave Borrelli

Dave Borrelli

David Borrelli is Salesforce’s AVP of Commercial Sales for Canada and is responsible for driving growth and customer success for the Canadian commercial business unit. Borrelli has been with Salesforce since 2007 and has served in various sales leadership roles across the Canadian organization. Borrelli has a Bachelor of Business Administration from the Schulich School of Business and also... more




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