Customer Expectations – Are You Meeting Them Online?
At the risk of stating the obvious, the digital world has changed the way we do business. It’s no longer necessary to get out into the world to find your potential clients and customers. Physical location doesn’t matter as much as it used to and neither does finding ways to speak to your audience using TV, radio, newspapers, billboards and magazines.
Using demographic data and deep trawling into Google Analytics, we can garner extensive information about our audiences, including where they are in the digital domain. Getting in contact with them has become a case of simply meeting them in the online space and presenting them with information they want to read, at the right time, in the right way.
So are you meeting your audience in the online space? And if you are… are you meeting their expectations? If you’re converting a lot of sales or leads, then you’ve more than likely found a formula that your audience resonates with on the platforms that they use, but if you’re not converting customers using your digital properties, then we need to talk!
Finding Your Audience
Many people assume that when it comes to communicating with their audience, they should select one platform to focus on so that they don’t dilute their efforts. While this is partly true, it also only allows you to align with one or a few sectors of your demographic. This statistic is highly revealing:
“72 percent of consumers want a multi-channel marketing approach but only 39 percent are actually receiving it.” Eric Sui, 5 August 2014.
As online marketing evolves, so too does your brand, and so too do your consumer’s expectations. You need to tap into that and understand what it is they want from you so as to meet your goals that should also align with their expectations.
Meeting Customer Expectations Online
The online environment is moving so quickly that your messages can often become lost in the conversation. By gaining traction on a few platforms and using specific strategies in different areas of the web, you’re increasing your chances of speaking directly to your consumers, in the way they want to converse.
If you think of yourself, how many digital platforms do you make use of? Google+, Twitter, Facebook, YouTube, LinkedIn, Google itself, as well as a myriad apps, sites and mobi-sites. If you’re using these platforms, it’s safe to assume that your audience is too… so how would you want to indulge in information from each one? Chances are, your audience has similar tastes, or at least it’s a good place to start doing a little digging, as well as some monitoring and analysis.
Each channel offers a little something different to the next and also requires different tactics to match its capabilities. By understanding what each channel is best used for, you can adopt your strategies in line with these highlights in order to meet your goals.
Creating multiple spaces where your audience and potential customers can engage with you is essential when it comes to meeting your customer’s expectations.