Head Of Marketing, MediBuddy
How MediBuddy creates campaigns that resonate
How to Solve the Problem of Endless Scrolling and Engage Customers
Be it social media feeds or newspapers, the average person in today’s busy world is more likely to skim for information than spend a lot of time reading in-depth. In the digital era, there is a lot of information to consume and too little time. So much so that many will have scrolled through a webpage before it has even loaded completely.
This represents a challenge for marketers who only have seconds to catch and hopefully hold consumers’ attention. Banner blindness is another manifestation of this fast-growing phenomenon. One of the keys to driving CTR and conversion is interrupting the tendency of scrolling and skimming. Brands need to rethink how they create content and whether it’s really relevant to the needs of their audiences.
After all, assumptions made on the basis of market research alone aren’t always accurate. Ashish Bajaj, Head of Marketing at MediBuddy suggests that marketers begin every campaign with the question, “(How well) do you know your consumer?” to better engage customers.
At MediBuddy, India’s largest digital healthcare platform, this is standard practice, he says. This can help you clearly convey your value proposition to customers, regardless of the type of campaign.
As a guest on Spilling the Magic Beans, a growth marketing podcast hosted by Rocketium, Ashish talks about how his team at MediBuddy approaches content creation and the hard-won lessons they have learned over the years.
5 Steps to Creating ‘Eye-catching and Scroll-Stopping’ Content to Engage Customers
Here are 5 key insights from the conversation that you can use to increase the ROI from your own content marketing campaigns.
1. Understand your customers
To accelerate the buyer journey, brands need to “find out what is the nuance that we need to solve…looking at as an output for ourselves from a content point of view”, Ashish says. The average consumer is more than willing to share information on their pain points that either attract or discourage them from trying out digital healthcare products. These insights may not be apparent through segmentation, data analytics or market research alone.
For example, CSAT surveys can reveal a great deal of feedback about how customers perceive your product and help streamline customer experience.
“Your customers will give you the perspectives you just haven’t thought about before (sic),” Ashish smiles.
2. Using the right channels
Ashish also recommends identifying the right channels for collecting customer feedback. This can have a major bearing on the quality of customer feedback as “the channels are always evolving.” An efficient feedback loop was critical for brands to drive conversion and retention.
Giving the example of retail, he says, physical feedback forms were replaced first by phone surveys and then by IVR, because brands realized they “didn’t give us the kind of results that we were looking at.” As brands started to focus on the post-purchase experience, it was no longer enough to just collect feedback at the point of sale.
Thankfully technology has allowed brands to reach customers more effectively than ever before. For example, with live chat, brands didn’t have to worry about whether a customer “might or might not be free at that point in moment (sic)”. The capabilities it offers are “phenomenal…for anyone who runs any kind of organization which requires constant feedback from consumers,” Ashish observes.
Explaining further, he adds that chat “is very quick…we can have already inputted messages for them and they just need to make an action of either saying yes to it or pressing a one (sic).” Marketers can capitalize on the ease of use factor to “provide both a superior customer experience” and also “understand more about who your customers are.” Referring to chatbots, Ashish says chat has become a “great tool for extracting information without being too intrusive.”
It can be used to push contextual product recommendations and useful ‘how-to’ content “at every stage of the (customer) journey” to further engage customers.
3. Asking the right questions
However, it was necessary to ask the right questions to elicit objective feedback from customers. As a healthcare brand, Ashish considers post-purchase feedback as critical to optimize MediBuddy’s operations and service delivery. More importantly, it has helped the team “understand why there is so much of variation in the usage of our product,” he says.
The company has been leveraging these insights to develop content flows that simplify the decision making process for customers, thereby increasing the average order value. Moreover, customer feedback can help online brands identify the triggers for abandoned carts and respond with interventions such as nurturing emails and retargeting ads.
“Ask your customers why they purchased a particular product or why they didn’t during a particular time,” Ashish says.
This can reveal patterns about “their frequency of purchasing”. Ultimately, the data can be used to create “win-win” value propositions for customers that are “helpful to them and it drives sales,” Ashish explains.
4. How to choose between quantity versus quality
Marketers often find themselves in a fix when they need to launch a campaign at short notice to capitalize on an emerging trend. On one hand, they know they would have to compromise on quality to meet the timelines. On the other, they would have to face up to the possibility of engagement being adversely impacted.
Ashish offers a simple solution to this conundrum. “If the content is time sensitive, prioritize putting the content out there,” he says matter-of-factly. He urges brands to evaluate the “most important aspect or objective” of a campaign and decide accordingly.
Ashish recalls a campaign MediBuddy ran to sensitize its audience of the need to stay indoors during the recent Omnicron wave. Since it was a time-sensitive campaign, he decided that “what is more important is bring out that content piece, whether or not it tick box over your quality matrices (sic).”
As a health care services provider, MediBuddy could not afford to ignore its obligation of giving “customers the right information”.
However, if a campaign is about “touching the chord of a consumer at a behavior level,” (in other words, focusing on conversion and revenue) then Ashish urges marketers to “take all the time in the world” to get the quality aspect right. In either case, it was only because “they deeply understood their audiences” that his team could identify “exactly which situations to call out in their campaigns,” Ashish says.
Of course, taking calculated risks is a big part of the game. Ashish says he chose to “spread the right information that actually helped their audiences, even if it meant sacrificing revenues.”
5. Scaling campaigns effectively with creative automation:
Ashish is no stranger to the challenge of scaling campaigns. His team leverages custom templates to scale the basic creative once the basic “look and feel” aspects, such as brand colors or readability, have been finalized.
The learnings from the chat with Ashish can be condensed into three basic ideas: understand customer needs as deeply as possible, prioritize information that solves real-life problems – even if its not directly related to the product you offer – and finally, leverage creative automation to iterate and scale campaigns rapidly, for both customer education and revenue-generating campaigns.