In a crowded marketplace, low prices are not enough to help your business stand out from your competitors. Increasingly, customers are looking at secondary factors, such as their experience with your brand, before making a purchasing decision. This realization has seen a growth in the importance of brand experience as businesses create new and innovative ways to engage customers present and future.
What goes into an engaging brand experience?
Historically brand experiences took place offline, with a select group of carefully chosen individuals invited to an event showcasing a new product or service. And, in many industries, this remains a valid tactic.
A great event can be used to convert leads into new sales and activate these customers as brand advocates – people willing to recommend your products and services to their social circle. Using experiences to activate brand advocates is incredibly powerful. And valuable.
What are the benefits of an engaging brand experience?
Marketers have long understood the power of word-of-mouth, and modern social media marketing is (in part) an update on this age old technique. At a time when just 4% of customers put most of their trust in advertising for service information, the need to be different has never been clearer.
Which is where brand experience comes in. By demonstrating superior pre- and post-sales service to your customers, you can greatly increase the chances that they will share those experiences with their peers.
As Lior Arussy, president of customer experience specialist Strativity Group said:
“The type of experience you want to deliver should be profitable to your organization. Delivering an exceptional experience isn’t always cheap and while your experience should always be focused on the customer, it should also be focused on improving the bottom line. After you’ve identified your priorities, ensure that by elevating your customer’s experience you’ll realize additional revenue and profit.”
Because when everything’s said and done, studies repeatedly show that positive emotions toward a brand have far greater influence on consumer loyalty than trust and other judgments which are based on a brand’s attributes.
How to build successful brand experiences
These days the majority of pre-purchase product research takes place online – which is where your brand experience needs to begin too. Every campaign, on or offline, needs an associated landing page to inform potential customers and funnel them towards your intended outcome.
Falcon’s Build tool (currently still in Beta) makes it quick and easy to deploy a customized landing page that achieves your goal. The point-and-click page building tool allows you to build a visually appealing landing page that drives engagement and creates an experience consistent with the rest of your brand assets and values.
Experience begins off-site
If your business has been engaged in content marketing for any length of time, you will already know that the brand experience begins long before customers arrive at your landing page. Your campaign relies on quality content to draw customers to your site – even when running a competition or giveaway.
More than simply applying your corporate branding to all inbound content, though, the customer experience is defined by what you can offer customers. What are their likes and dislikes? What are the personal and professional pains that they struggle against? And how can your business resolve these problems?
A positive brand experience is fully reliant on giving your customers what they need when they need it. This is why the most effective campaigns begin by carefully listening to and analyzing your market to better understand it.
Engaging your customers for the first time
Engaging the right people at the right time is crucial to a positive brand experience. Engage the wrong people and you waste your marketing budget. Engage the right people at the wrong time, and your conversion rate will be lower than expected.
To increase the odds of getting timing and audience correct, your campaign should include the use of paid ads. Thanks to their extensive understanding of their users’ interests and preferences, social networks and search engines are able to display content to the people most likely to take action. This then helps remove another element of uncertainty when building a positive brand experience.
Brand experience is a long-term project
Brand reputation is closely related to the experiences you offer customers – both take time, effort and investment to build and maintain. Because, ultimately, a positive brand experience is built on knowing your customers, and engaging with them as they live their lives.