The responsibilities of a digital marketer are extensive yet specific and while most persons may be of the opinion that these responsibilities end when a visitor is converted to a customer, they don't. If you are working in-house for a company, this kind of attitude would earn you some bad rap but outside consultants away get away with it. Here’s why you shouldn’t conduct your digital marketing service like this and why customer experience is being defined, even before you get the customer.
Building customer expectations
Not every visitor becomes a customer but every customer was once a visitor, and this means you may have established some customer expectations even before the customer visited your site for the first time. Therefore, even though your responsibility may have been to bring customers to the site, the manner in which this was achieved matters a great deal. So if you used false promises; irrelevant promotion channels; off-target branding, you will get exposed to audiences but get little chance of converting.
In an industry based largely on guesses, trends, speculations, and practices which are difficult to quantify, there is a lot of leeway with regard to what your responsibilities are, so even if your contract with the client may stop at the ‘awareness stage’, you are not free from giving the rest of their experience some thought.
First of all, when targeting an audience, you have to consider your expectations once they are at the brink of conversion. Therefore, you have to combine traditional digital marketing tools like Reportz with metrics from other sources like Google Analytics, Ahrefs, Rang Ranger, or a number of others, and use this to quantify customer behavior which gives you an idea of what promotional strategy to create.
For instance, if there is an obvious blockage in your customer experience journey which you cannot experience from the equation, you might want to prepare them for this beforehand or target those customers who won’t be bothered by it, to ensure better conversion.
Vitalik Buterin says that people may have different opinions of what they consider customer experience, and whose duty it is to maintain it at the highest level, but everyone will agree that the overall brand message is an essential part of the customer experience. Depending on your level of involvement with your client, this branding will likely be a part of your portfolio. So you can’t get away by claiming you are only in charge of a small part of your client's marketing strategy as no matter how little your responsibility may be, it will have an effect on every part of the customer experience.
What do we learn from this?
Even if you are a digital marketing consultant, without access to company goals, plans, and data, you should take as much interest in the overall experience of the customer as you are allowed to. Determining an ideal customer persona will always be an essential part of digital marketing and the part of their journey beyond conversion can be an indispensable source of information on their interests, behaviors, and peculiarities. That’s why even if your client does not expect you would take much interest in this segment of their setup, and you may not have this as part of your contract, getting to know as much on the customer experience they enjoy from working with your client is a part of your job.