Any article, presentation, or workshop dedicated to business marketing emphasizes one key topic: the customer experience (CX). While this is an important consideration when you’re planning a marketing strategy, it isn’t the only one. Audience experience (AX) also matters.
Every business, from accountant services to law firms, has multiple audiences that include but are not limited to clients. One of the most important pieces of your audience is your potential buyers, and their perception of their audience experience can mean the difference between signing up as a client and going elsewhere. However, they aren’t the only audience you should be thinking about.
What Is Your Potential Buyer Experience Like?
Start by determining how much of your customer journey map is pre-transaction versus post-transaction. With most businesses, the customer experience often ends once a potential buyer becomes a client. Do you provide a post-transaction experience that enhances retention, loyalty, and referrals? While a lot of businesses do, most dedicate their time and money to conversion, not retention.
What About Fans and Followers?
Not all of your audiences consist of clients or even would-be clients. You’re certainly familiar with the concept of fans, and you don’t have to be in a band or sports team to have them. These are people who respect and admire your brand and what it stands for.
For example, if you’re a family lawyer who helps disadvantaged dads fight for custody or a landlord-tenant attorney who’s known for pursuing tenant rights, you’ll likely attract an audience of fans who admire what you do. They may never need your services, but they’ll happily recommend them to anyone who does.
Fan experiences deserve strategic planning as well—not to turn them into potential clients but to acknowledge, engage with, and grow them. Word-of-mouth remains a powerful marketing tool, and fans are especially good at it.
What About Employees?
Employee experience (EX) is closely tied to your CX. Client satisfaction, operations, and revenue are directly affected by a positive and well-planned potential-employee experience and hired-employee experience. On the other hand, a poor employee experience is costly and gives the competition an opportunity to steal good talent, which can be detrimental to your firm in the long run.
Which Audiences Are the Most Important?
Like we said at the beginning, most businesses have multiple audiences. Aside from prospective and current clients, your audiences may include:
- Fans and followers
- Employees
- The media
- Other professionals
Each of them needs a positive AX in order to flourish and take actions that benefit your business, financially and otherwise.
Conclusion
As a category, client experience is narrow. It is important to also pay attention to each of your audiences so that touchpoints can be tailored to their needs. While marketers tend to focus on sales-related experiences for understandable reasons, you don’t want to neglect all the other audiences and audience experiences that contribute to your firm’s success. Think about them first and a positive client CX is likely to follow.
We can help bolster your audience experience by creating content that showcases your expertise and all the ways you can help. Contact us today to learn more about our services and strategy and if we’re a good fit for you.
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