In customer experience, marketing matters. Before we break that down, though, let’s get one straight: Plenty of people make the assumption that marketing is all about sales. Not really the case.
I mean, sure, marketing can be salesy and driven to bring in leads, but that truly isn’t the essence of marketing. Actually, that’s more a sales thing, and marketing is just a part of the overall prospect/customer journey. We can talk more about the relationship between sales and customer experience, but let’s save that conversation for another day.
For now, let’s focus on the clear (when you know better!) connection between marketing and CX.
Marketing builds relationships
At the heart of my position as a marketing writer is the need for storytelling; weaving voice, knowledge, and entertainment into one package to be consumed. In my mind, that is my contribution to customer experience. What I create may be the first interaction a potential client has with SoGoSurvey, seeing an ad about a platform with exceptional CX management features. Or it could be one of the case studies that share greater insights and inspirational examples.
Customer Experience (CX) is, simply, the relationship between customers and a business, and any relationship is based on trust, connections, and communication. I enjoy being a facilitator of that relationship, starting it off, and cultivating it continuously on both sides for the benefits of both parties. The better the relationship, the more satisfied both sides are, and the stronger the bond. It really is a win-win situation.
As a marketing writer, what I want to do, at all times, is bridge the gap between authentic experiences, the company, and what they stand for. You see, my primary aim is to share SoGoSurvey’s story, present their amazing platform, and help customers learn the many ways we can solve the problems they face. We want to help build more agile, emotionally intelligent, consistent brands, not just companies. That message must reach our customers, combined with our support and client success-focused team, to provide remarkable experiences.
Marketing tells the stories of customer experience
As a marketing writer, I enjoy seeing happy customers who become loyal promoters, not because they feel forced or enticed to, but because they love what they are receiving. This means my storytelling isn’t about making up far-reaching promises that have not hopes to be fulfilled or creating bundles of sales-driven material that turn customers into numbers. No. That isn’t my job at all, and I wouldn’t be here if it was!
Before I joined the team at SoGoSurvey, I was focused on a different kind of stories. As an international bestselling author who has worked with other authors on their branding, from design to storytelling, the story is kind of a big deal for me. The world of words, voice, and taking my readers into a different realm they enjoy and want to stay in — all this has led me to my current position.
As a marketing writer, I still love to tell a good story. But the basis of any really good story is its grounding in the truth.
There must be something real, relatable, and consistent within the pages in order to keep the reader engaged and coming back for more. This isn’t much different from working with marketing materials, writing blog posts, or drafting emails to clients and potential customers, just to name a few things. Whether the reader is still a prospect or already a client, a marketing writer is already working to inspire their ideal customer experience journey.
Marketing grows and promotes success
I want to be part of the experiences in customer journeys, dazzling and inviting at different touchpoints as they grow closer to their highest level of satisfaction. As I work through the material I write on any given day, I think about the customers and the company, what they need from each other and how it can all come together. I’m not just focused on the success for sales or the bottom-line number.
And I really like that SoGoSurvey doesn’t expect me to focus on that either. The company is one that’s real and inviting, with an awesome corporate culture that matches from the inside out. We’ve got an amazing platform and a remarkable suite of solutions. I can continue to get behind a company like this.
Oh, and we’re also hiring! If you’d like to join this team, we’d love to welcome you. Can’t wait to see you here.