Intention is one of the most important concepts to master. There are two types in digital marketing. One type of intention is what you expect a customer to do. The second type is your customers own intent. There must be a common balance between both intentions.
Intention of forms, apps and brochures
Purpose must be clearly defined within websites. If not, part of the overall web strategy will not be successful. Brochures, forms and applications must all have a purpose.
Brochures are created to list important information. Provide value quickly by allowing brochures to be simple, easy to read and download.
Apps provide interaction to customers, also entertainment. Entertainment keeps the focus of a customer. Focus allows for an opportunity to influence a decision.
A digital customer is in complete control of their buying. The internet has created a way to buy without ever talking to a real person. While many people enjoy browsing stores there are others who like to shop within the comfort of their home.
Digital Customer Wants Easy Purchasing
The digital customer looks for simplicity, they want to purchase quickly. This customer also is okay with browsing multiple sites to find the best price. Once they find a website which they are comfortable with they tend to continue to purchase there.
Purchasing online is a normal way of life. There’s no fear of making purchases but they are aware of possible dangers. Due to dangers they tend to purchase from only well known sites.
They will also make visits to a physical store. While in the store they will note the price of the product they are interested in and choose to wait on the purchase. Once out of the store they will research on the business website to find a special online price.
Marketing to an audience is one of the hardest concepts to master. To get good at it takes a lot of practice. It takes a lot of failures to understand what works. There’s no set standard that will work for everyone. To find success it depends on the product, target audience, and the price.
Marketing to an audience
If you are new to marketing learning to talk to a specific individual is one of the hardest things to grasp. Believing that you are marketing to everyone in the world is a bad approach. There are only certain people at a specific time that are looking for your product or service.
Gather as much information about your audience before writing messages. What do they respond to? Where do they spend most of their time? Do they tend to shop at certain times of the day? This will help you to build a strategy to target them.
Web tools are the first thing that marketing organizations focus on. A sales person calls and instantly it’s a new tool the company must have. The marketing team ends up with multiple tools none of them being used correctly.
Problem with having too many web tools
Too many tools can hurt your budget and cause you to have unnecessary technical issues. The more things you need to try and connect to one another makes it complicated consequently making marketers technical support people. You need to make your web solutions as simple as possible. Be a marketer first and then become a technical person if needed. Often times, marketers want to be technical first and forget their job is to entice individuals to purchase products.
Eliminating the need for web tools
Focusing on the goals of the marketing team helps to decide which tools are needed. Only take sales calls from people who have a tool to match your current needs. This will help to not waste your teams time and keep you from being pressured into something you don’t need.
It’s easy to receive many emails with the latest promises of how to increase ROI. It’s up to you to weed through the noise and determine if it can truly help you. Don’t let a sales person make decisions for you therefore causing regret later.
Best practices are somewhat misleading. How can you take another companies’ practice and use it as your own? Just because it worked for their company why would it work for yours? Are you selling your product to their exact same customer base?
My Teams Best Practices
I like to challenge my team to create our own best practices. While finding things that aren’t working it tends to lead to items that become best practices. Eliminating things that don’t work quickly allows us to direct our focus.
Resisting technology doesn’t stop it from happening. Companies fall short when things need to change; but as a marketing professional you must assist/drive change.
Change is part of understanding how customers are growing. Customers look for different things at different times in life. The message used a year ago may not pertain to a customer now thus causing poor responses to ads.
Resisting Is Accepting Defeat
Technology makes it easy to talk to customers quickly. Email and instant messaging allow for faster customer interaction. If you don’t choose to accept technology your competitors will.
Whether it’s the latest buzz word or social media platform quit following the crowd. It’s not about the number of platforms but how you use them. If you only use one platform and are getting a return it’s success. The return doesn’t have to be a sale but could be brand recognition.
What’s the plan for the buzz?
If you are following the latest buzz craze what’s your plan? List out specifics of what you tend to get out the platform. Usually this will be very difficult to do because most of the time it’s an irrational decision.
You may be the manufacture of the product but that doesn’t matter. Web visitors want the product but at the best deal. They are willing to search online for days to find the right price.
Visitors don’t care where they purchase the item as long as the site is legitimate. It doesn’t matter if it’s EBay, Walmart or Amazon when the product arrives it’s the same.
The Deal Is In The Visitors Control
Control is in the hands of the shopper with so many sites selling the same products. Within minutes web visitors can shop for a product in any state. With shipping prices low and not to mention shipping speed being quick any concerns of time is eliminated.
Relevant Content Drives Traffic
The ability to be relevant is having what a visitor wants. Visitors search for answers daily, but does your site have the answer? Your answer to the question determines if you will receive traffic. Visitors want exactly what they are looking for; no negotiation.
Websites have completely changed the way visitors shop. It’s normal for visitors to leave one site if they can’t find something and visit another. Although the visitor didn’t find what they were looking for there’s still instant gratification. No driving or wasted time just free online browsing.
Fear keeps the best websites from being built and the best online marketing campaigns from being achieved. Doing something that no one else is doing takes guts. It’s considered risky but it’s truly just something new to a company.
No More Fear
You must evolve, the only way to do that is to try something new. Eventually the marketing campaign you continue to run will stall. What will be your new campaign? Don’t wait until you must change before deciding to be different.