Calgary marketers are skilled at a lot of things. We can target audiences, emphasize product assets and optimize websites for conversion rates. We know a lot of industry jargon, like sales funnel, inbound marketing and lead generation. We can dazzle with stats, analytics, and most of all, great results, but even if your website is successful at earning you business once, it doesn’t mean that the user will come back.
Ever been on Ticketmaster? The user experience is pretty awful, but most of us slog our way through the numerous steps it takes to locate the event we want and purchase a ticket just because there really isn’t any way else to do it. Not all circumstances are the same, of course, but even if business is steadily coming is through your online resources, you shouldn’t necessarily be patting yourself on the back and taking your marketing company to the Calgary Tower for lunch. It’s possible that your customer didn’t necessarily enjoy their shopping and buying experience, and is unlikely to return.
Calgary marketers like Emphasize Design specialize in building your business online. We incorporate all of the elements of inbound in our comprehensive marketing packages, optimizing your website for your industry AND your purchaser.
Calgary Marketers: The User Experience Matters
Since you already know all about your products, and you aren’t likely to be researching your own website for information, you probably only give it a cursory glance every now and then to ensure everything is in operating order.
A very good practice is to take it a step further and pretend you are the consumer. Start by searching your product or products. Does your business come up on the first page of search results? Did it take you a few tries to get to your website? What phrase took you there? And what page did you end up landing on? Make note of all these details to discuss with your Calgary marketing company. If you are having trouble finding what you offer online, then you can assume everyone else is, too, and you could use a Search Engine Optimization (SEO) overhaul.
Once you’ve located your website, then see how easy it is to find out the information that you want about the product of your desire. Is your menu helpful? Could you have used a search box to make it easier? Is the information presented relevant and useful to a buyer?
Finally, the forms. This is where almost every business that markets their products online falls down. Most business owners never sign in to fill out anything on their own websites, and so they have no idea what the user experience is like. They rely on their marketing companies to set up something that isn’t too complicated to complete, and then sit back and wait for the leads to come in. Although marketing companies do have the skills to perform such tasks, they are not the experts in your business. Your input – and the customer’s – is essential.
Make Your Content Reflect the Consumer
Once you’ve completed your journey through your website, think about the different phases of product knowledge that you went through. Marketing experts have identified four main stages of a buyer’s decision-making process, and you just went through each one. Now, you must make sure that the content or information you were presented was the most appropriate for your stage.
Unaware: At this point the buyer is not sure what they need. They have to do some research online to figure out what may be of assistance to solve their issue, and are trying their best in searches to find what they may need. Once they find you (hopefully!), the best types of content to present these sorts of buyers are introductory blogs and articles skimming the surface of your products, plus graphics and images. Any visual is good at this stage!
Interest Established: OK, the customer has found your website and is showing interest. They’re on the right path to soon make a purchase. What now? Go into detail! Here is where you can present a buyer’s guide, independent articles about your company or product, and even a schedule of events where your business is to appear. You want to appear both knowledgeable about your products and respected in your industry.
Problem Acknowledged: The customer knows what they want, and they know that you have it. Here you need to validate their decision-making by ensuring that you have provided them with enough information to be confident about their choice. Elements such as video of product trails, a free seminar on how to properly use your product, and testimonials from happy customers can help urge them forward.
Looking For A Solution: Here is where you can hammer home why your product is superior…period. If you can pit yourself against a competitor in an online “Versus” face-off, this is where to do it. Also present any stats and data on the quality of your product you may have, as well as suitable documents like a checklist to ensure your client has complete understanding of your product.
Cater To The Consumer
At Emphasize Design of Calgary, our clients are you – business owners looking for an edge in their marketplace. We provide a complete set of online promotion services, including website design, Search Engine Optimization (SEO), content development and analytics.
