Every customer deserves to have a concierge experience online. As in-person interactions with brands decrease, your site should be there to serve your visitors. This better experience for the customer results in more sales and more customer data you can use to make your company better.
What does it look like to build a concierge community?
It means asking your customers the right questions at the right time. Your site should be a fluid experience where independent customers can find their own answers through natural exploration, and more dependent customers can get their questions answered right away. You’ll need customer data to personalize experiences and contact information to create conversation.
To create a concierge community, it’s going to take the right tools for the job.
Researching, establishing, and optimizing a marketing tool takes invested time and energy. To find success, you must choose the right tool for you, get complete commitment from your entire team, and optimize (i.e. calibrate) the tool for your business. If any piece is missing, the tool will not be as effective as it could be, and your team will be just as frustrated as when you began.
Here, we’ll show how you can make the most of any marketing tool. We’ll also review the tools that make up Digioh’s marketing platform and how they can be used together. Read through entirely or jump to the place that interests you below!
- Giving Your Tools a Chance
- 3 Ways to Sabotage a Marketing Tool
- Tools are Stronger Together
- Digioh Platform Tools
- Use Cases: How Digioh Tools Work Together
- Create Your Concierge Community
Giving Your Tools a Chance
A good tool is only effective when used properly.
We know this deep down. Of course, if we try to build a table and the tabletop is crooked and the legs are uneven, we don’t blame the saw we used to cut them with. We know we didn’t measure evenly or hold the wood properly. Yet often we give up quickly on a marketing tool if it doesn’t serve us right away.
Every piece of marketing technology deserves a proper evaluation. Learn how to use a tool well, and it will serve you well. Research each platform to make sure it’s reliable. Then, learn how to unlock its true potential, knowing it may take some testing along the way. Like going fishing for the first time, it’s probably not your pole’s fault if you don’t succeed. You must learn the art of using a fishing pole. In other words: don’t give up on your tool before you’ve truly learned how to use it.
Unfortunately, this happens a lot in marketing. And it’s understandable! Marketing is rapidly evolving as technology continues to radically change the world around us. It’s challenging to keep up. What worked just 2 years ago probably won’t work the same way today. New tools come out every day, and while they may be able to revolutionize how quickly you can increase revenue, they all come with their own learning curve. They are only effective when used properly. And unfortunately, there are many ways marketing tools are not used properly today.
3 Ways to Sabotage a Marketing Tool
No one intentionally pays money for something they’re not going to use well. There are several obstacles that could sabotage the true potential of your new marketing tool. Here are the few most common below!
1) When you get a tool only because you think you should
This is so easy to do in modern-day marketing. Everywhere you turn there’s a Tiktok, Youtube video, blog, or seminar titled:
- “This One Marketing Tool Changed How We Do Business”
- “3 Things Your Marketing Team Needs to be Doing NOW”
- “2023 Marketing Trends to Boost Your Revenue”
There’s no shortage of great resources on the internet. But if you only follow their advice because they say it’s good, you may not see real results. For example, one resource may tell you to launch a quiz for your eCommerce store. They say this strategy was the game-changer for their business. So, you tell your team to create a quiz.
Creating an eCommerce quiz is a great move for your business. But how is the quality of your quiz? Did you invest in the right business to build it for you? Are you promoting it on your site, in a pop-up, and on your social media? To see results from a marketing campaign, it’s important to do it well!
2) When only half the team appreciates the tool
If you work in a larger company or marketing team, you may find getting buy-in on a new platform challenging. To be effective, a marketing tool should integrate into your entire strategy. Which means your whole team needs to be on the same page.
When only part of the team is on board with your new tool, this sabotages the tool. Sidelined marketing tools will always perform poorly because they don’t receive the attention needed to do their job effectively. When it’s not effective, people begin to question why you have it, and soon it is cut out of your budget completely. Instead, do what you can to prove a tool’s value to your team and work to give it a real chance to shine.
3) Not unlocking your tool’s full potential
Another common way to sabotage your new marketing tool is to only use part of it. You may invest in the Canva Pro app so your team has a collaborative place to design quickly. You can use Canva without uploading your logos, fonts, and brand colors. And you can start every design from a blank design. But the true power of Canva shines when you customize it with your brand kit. You could create a design from start to finish in 2 minutes, instead of 15.
Take the time to understand the full potential of the tools you evaluate. You’ll find a greater return on your investment, and perhaps even eliminate superfluous tools along the way!
Stronger Together
You can’t build a house with only one tool, and you can’t run your company using only one either. No business can sustain long-term growth with just a great website or a one-channel strategy. Sustainable growth requires stability from multiple marketing tools.
Of course, each tool must work together in harmony. Your personality, messaging, and goals must be in sync. And many tools are dependent on each other, one building upon the foundation another prepared. This can definitely be a challenge to balance!
The Digioh marketing platform has hundreds of technology integrations. Our tools specialize in capturing customer-consented data that you can use to enhance your existing tools. We believe in a better-together mindset and helping you power your current marketing technology tools to grow.
Digioh Platform Tools
The Digioh marketing platform is full of powerful and completely customizable tools. The point of this resource is to show you how all of the tools on the Digioh platform work together. To do that, let’s speed through a quick summary of each tool in our toolbox! Roll call!
Product Recommendation Quizzes
Product Recommendation Quizzes go by many names: eCommerce quizzes, gift finder quizzes, gift guides, and more. This tool leads site visitors through a series of questions, ending at a unique results page that points them to the product, service, etc. that best suits their needs.
The customer gets a personalized recommendation, and you get zero-party data to power future marketing efforts.
Lightboxes
The lightbox is an extremely flexible tool. Simply put, it’s a pop-up to be used strategically.
You could include a multi-step form to drive email and phone number acquisition. Or you could promote your newsletter, a coupon, cashback rewards, an event, or a new publication. With a lightbox, the possibilities are endless!
Surveys
Surveys are great for gathering feedback from your customers. Ever wonder what you’re doing right and what could be improved? Ask your customers!
With marketing surveys, you can learn:
- How did your customers hear about you?
- Are they finding everything they’re looking for?
- What could you improve?
- Who are your customers shopping for?
- And more!
Embedded Forms
You can create a form with a lightbox that pops up or opt for an embedded form. Launching your form on a lightbox keeps the user on the same page. When they exit the form, they’re still on the page they started on. On the other hand, an embedded form requires the user to complete the form on a specific page. There is merit in both methods, and the best choice depends on your end goal.
Banners
Banners are another flexible tool. You can place a banner at the top or bottom of your site. Like lightboxes, they can push a user to use a coupon, join a newsletter, check out a sale, and more.
Many banners are text only. Some spice it up with an emoji or dynamic background, but often simple is the best route to go.
Sidebars
Somewhere in between banners and lightboxes, we have the sidebar. Like a banner, a sidebar sticks to one part of the page – in this case, you guessed it, the side. Like a lightbox, a sidebar can have a small image or visual with some text. You have more space than a banner, but less space than a lightbox.
Sidebars are great because they are not as startling as a lightbox and they follow the user across their site surfing experiences. Promote your sale, newsletter, coupon, quiz, etc. with a sidebar.
Landing Pages
Whether to promote a new resource, target competitors, or showcase a product, landing pages are a huge driver of revenue.
Digioh makes landing pages easy with a drag-and-drop editor and completely customizable themes. With a landing page, you can showcase your offering clearly and capture customer data in the same place.
Preference Centers
Never underestimate the power of a good preference center! A preference center allows subscribers to customize the communications they receive from you. For example, some customers may not want every marketing message, but they’d love to learn about new releases. You can greatly decrease the rate of unsubscribers simply by giving them a choice.
Now the moment of truth: how can you use these tools together?
How Digioh Tools Work Together (2 Examples!)
Our dream is to create a healthy ecosystem for your site where visitors get a concierge experience, and your business collects customer data to power your growth. We do this by synchronizing the tools we just mentioned into one strategy. You could use just one Digioh tool, but your results will be greater when you use multiple tools to their fullest potential.
Here are just two of the many ways Digioh tools work together:
1) From Intending to Exit to Finding the Right Product
Why do people leave a website without buying something? Sometimes they…
- Aren’t interested in the products and services listed
- Can’t find something in their price point
- Can’t find what they were looking for
Targeting site visitors on their way out is an important strategy to drive more sales. But your target must be backed with the right bait on the hook. One way to target an exiting customer is to promote your product quiz. This resonates with people who are leaving because they can’t find what they’re looking for, or they’re curious about your site but haven’t found a reason to convert.
At the end of the quiz, we often recommend asking for their email address before showing the results (you can always soft gate this with a “No thanks, see my results” option to avoid drop off). If you have Digioh integrated with your ESP and/or SMS service, you can send a dynamic email showing their recommended products. Additionally, you can pass the data to your CRM, Google Analytics, social media, or any other tool to enhance your customer profiles and target customers with personalized marketing across the web.
Digioh Tools Used: Lightbox, Quiz, Email/Phone Number Acquisition, Behind-the-scenes integration with the marketing platform of your choice
Customer Experience Summary: Upon sensing a user will exit, a lightbox will pop up offering to help a customer find what they’re looking for. When the customer agrees, they are led to a quiz. The quiz asks for their email (and/or phone number depending on your strategy). After finishing their quiz (our customers find 30 minutes to be a good time), they receive a custom email with their personalized products, backed by the data you collected.
2) From Finding the Right Product to Checking Out
There are people who can’t find the right product, and then there are customers who find the right product but never check out. How do you decrease these abandoned carts?
The benefits of a quiz don’t stop when a user completes the quiz. The real power of a quiz lies in using quiz data to fuel and boost what comes next. In addition to the dynamic email mentioned in the last example, we recommend showing a sidebar, banner, or lightbox to close the sale when shoppers don’t convert right away. Present an offer that is specific to the product they’re buying to close the deal faster and decrease your cart abandonment.
Digioh Tools Used: Quiz, Sidebar, Lightbox, Banner, Email/Phone Number Acquisition, Behind-the-scenes passing data to integration of your choice
Customer Experience Summary: A customer takes your beauty quiz, says they’re interested in eyeliner, and gets 3 eyeliner recommendations. They add eyeliner to their cart but don’t check out. Present them with a lightbox, sidebar, or banner that says “Get 15% off all eyeliners!” (or try a cashback option!) This offer is specific to the product they’re buying and will be more effective than a generic offer.
These are only 2 quick examples. The possibilities are truly endless. We love to hear customer ideas and work to make them come true. And when you’re not quite sure what to do? Our team is also here to advise and share how you can better use Digioh’s marketing tools.
Create Your Concierge Community
We enjoy seeing what Digioh customers build when they collaborate with our design team and strategize well. Some customers find Digioh completely changes the way they do business, as JAXXON discovered with their quiz. Quiz customers are always creating innovative quizzes, and we love to see how they optimize their quiz and integrate it into their marketing strategy by using banners, lightboxes, and more to promote it.
With every new piece, these sites build more of a concierge community space on their site.
How are you using your marketing tools to revolutionize your marketing? Ready to add a data collection and customer experience optimization tool to your toolbelt? Tell us about your goals here!
