Westworld is no Disney; that’s for sure. But based on its loyal customer base, Westworld is something people just can’t get enough of.
What makes Westworld so special? The answer: Personalization. Westworld has mastered the art of painstakingly customizing their characters, their narratives, even their sceneries based on individual client preferences. The basic stories may be on loop, but they respond to each guest differently. The result is a unique experience for everyone who visits Westworld and satisfied customers who keep coming back.
Just like the futuristic theme park, inbound marketing is all about giving the target audience what they want, when they want it, and how they want it. To stand out from the noisy and convoluted online space, we have to create delightful, interesting, and personalized content.
Rogue robots aside, we can learn a thing or two from Westworld.
Lesson 1: Get in your audience’s head (and heart)
Before customers enter Westworld, they meet with a park consultant. The consultant’s job is to get to know clients as intimately as possible. What are their likes and dislikes? What are their quirks? What makes them tick? Consultants collect clients’ personal pieces of information to create a customized experience. The magic of Westworld is that it was able to build an environment from customers’ thoughts, feelings, and behaviors.
Throughout the customers’ stay, Westworld techs continue to collect data about the clients to the point that they can anticipate the visitors’ brand of thrill. If customers act this way, they present this scenario. If customers behave in another way, there is a separate scene waiting for them.
As marketers, we must also get to know our customers. We must know their interests and integrate them in our content pieces. We have to be aware of challenges and issues clients face so we can present solutions they can use. We must continuously uncover layers and layers of the audience’s personalities to connect with them. When we do, we will be able to craft content sure to appeal to every persona.
Here’s a little secret: Getting to know our customers doesn’t stop. We have to monitor our clients’ interaction with our content consistently. Which piece appeals to the audience the most? Which blogs did the customers not relate to? Is there content that customers enjoy reading over and over? Knowing these data will help us improve the content we write.
Lesson 2: What the customer wants, the customer gets
In its unique way, Westworld is the happiest place on earth. After all, the park is created and designed to keep its customers satisfied. WestWorld achieves this goal by putting clients in the driver’s seat. The moment they step out of the train, attractive attendants welcome guests. They also assist customers in transforming from an average Joe (or Jane) into their alter egos – a cowboy, a damsel in distress, or a traveler looking for THE great adventure.
Once inside the park, Westworld offers clients a one-of-a-kind experience that draws them back. Again. And again. The formula is simple, really:
Step 1: Attend to the guests’ every need.
Step 2: Let the guests take charge.
Step 3: Engage them through compelling storylines.
In the world of heroes, anti-heroes, even monsters, Westworld makes sure it’s the customers that shine.
Marketers should be just as customer-centered. Sometimes, we get too carried away by our vision that customers take a back seat. This. Should. Never. Be. The. Case. We have to keep in mind that our mission is to realize customers’ goals. We should highlight their voice, not ours.
Marketers must also innovate continuously. Just like Westworld, we must look for better stories, research about the latest technologies, and tie them all together to improve our customers’ experience.
Lesson 3: Every detail counts
Guests know that Westworld is a fantasy land. They expect to interact with human-looking robots. But when they enter the park, customers willingly suspend their sense of disbelief and throw themselves into this new world. Westworld is so impressively immersive that people forget everything is make-believe. To make everything feel real, a team of engineers and designers pay careful attention to every detail – the twitch of an eye, the subtle change of a voice, the soft touch of a hand.
As marketers, we must also take the time and the effort to make sure that every piece of our content – blogs, websites, and social media- create a seamless, immersive environment. How?
Play with the visuals: Images, videos, and animation always help customers understand your message. After all, most of us grasp complex ideas better when we can visualize them. Another reason for using graphics? They’re MORE shareable!
Pro Tip: You can also make your content more visual by being more creative with the layout. Think outside the box (literally).
Create a consistent voice across all channels. Whether your customers are reading your blog, scrolling through your website, or have come across your social media post, it should “sound” the same. You can’t be formal in one channel and be carefree in the other. Not only will it confuse your customers, it will also make it more difficult to establish rapport.
Pro Tip: When choosing a voice, think of your organization as a person and find a personality that fits.
- Always find ways to engage your customers. Content is all about creating conversations. And conversations are two-way streets. Ask questions in your blogs that your readers can answer. Let them comment and speak their minds. If you’re up for it, create a poll. For example, which topic would your audience want to know more?
- Tell a story. Every successful inbound marketing campaign is a story well told. A good story compels people to change how they think, how they feel, how they act, and how they behave. But how do you create a moving narrative? Begin with asking 3 critical questions:
Question 1: Who is the story about?
Question 2: What is the purpose of the story?
Question 3: What do you want the readers to take away from the story?
Pro Tip: The key to every story is authenticity, believability, & humanity.
Just like Westworld, the success of inbound marketing all boils down to this: We have to get personal if we want to create the ultimate customer experience.
Rica harnesses her love of writing to create unique and engaging content. She can reach any audience through any form of media, and she I’ll give your brand the voice you’ve been looking for.