How to Make 2020 Your Best Year Yet
Every year, most of us make some type of New Year’s resolution.
New Year’s resolutions are great ways to initiate improvements with a definitive start date. For many of us, our personal New Year’s resolutions may be something like hitting the gym, spending more time with family, or learning a new skill.
But what about New Year’s resolutions at work?
In one of our latest blogs, we touched on important concepts to take into the New Year. Users will demand interactive content, particularly interactive content that is accessible on their mobile devices, so seamless multi-channel experiences are mandatory.
Everything is changing but one thing stays the same: It’s all about the customer.
Here are three New Year Resolutions that will help your business embrace change while staying focused on your customers.
1. Create More Meaningful and Engaging Content
Content production is a waste without quality and reach. That’s why maximizing the quality of your offerings to engage more customers is so crucial.
We must remember that quality content isn’t simply the quality of the information presented to your audience, it’s how that information is presented. For example, interactive content optimized for mobile devices is hugely appealing to users.
The core concept behind great content: address your customers’ needs in an accessible way.
2. Move Beyond Your Comfort Zone
We’re not suggesting you do anything hasty or wildly off-brand, but it’s important to remember that the relationship between risk and reward exists on a sliding scale — it’s not an all or nothing proposition.
Taking even small risks can increase return. A new social media strategy, for example, might take some man-hours and cash investment, but those stakes aren’t so dramatic as to significantly increase your bottom line should the strategy fail. However, if a new social media strategy succeeds, you could be looking at a powerful new customer acquisition tool.
A few ways many companies have found success stepping out of their comfort zone include merging their direct mail with digital components like QR codes, creating dimensional mail campaigns, focusing more on video content, and incorporating infographics into blogs.
3. (Really) Get to Know Your Customers
Are you familiar or complacent? Our customer base is constantly evolving and the same audience you connected with last year may very well be radically different from your audience today. Make sure you know your customers as they are now, and don’t assume they’ll be how they’ve always been.
Go back to the drawing board and break down your buyers. Who are they and how are they best sold to? What does their customer journey look like? Are there any pain points in their customer experience? What brings them value?
While you’re analyzing your audience, this is a great time to revise existing personas, crafting them to be precisely accurate reflections of your customers with the benefit of having had time to observe them in action. It’s also a great time to create new personas that reflect evolving markets and new endeavors.
Markets and consumers are constantly changing and successful businesses adapt to that change, but that’s only part of it.
Besides an ability to adapt, businesses need to retain the ability to stay focused on the element that matters most to all businesses — the customer.
This New Year, resolve to change with your market — offer content in new ways, find ways to engage better with your audience and make concerted efforts to familiarize yourself with your evolving buyer — while staying focused on the CX side of things.
Have a prosperous 2020, and here’s to big things ahead.
Do you have an idea for a digitally integrated direct mail campaign? Want to explore exciting opportunities in dimensional mail? Contact us to see what we can do for you.
About Jeff Sammak
As president and founder of Strata Company, Jeff Sammak has been a leader in the advanced integration of marketing, data and emerging technologies for over 20 years. He has a deep understanding of complex business challenges and keen ability to translate them to technology-driven solutions that align to a client’s key strategic business objectives. He attended Monmouth College for Business, Jeff enjoys scuba diving, skiing and spending time with his family.