8 ways to please the customer in 2017
Welcome to 2017 and with it the growing challenges of a post-digital world, rising competition, and imminent technologies that alter online marketing. Your response influences how many customers you serve the coming year.
Here are some suggestions.
1. Give your customers exactly what they want
You want to be successful? Two separate studies from the Institute for Corporate Productivity (i4cp) and the American Management Association (AMA) found that the best-performing companies focused on their customers. They investigated the psychological needs of their customers and surveyed - not just what their clients said they wanted - but also their lifestyle and limitations. If the company hit a bull's eye, the product sold. If not, their marketing dribbled down the gutter.
2. Save your customers time
If there’s one thing that today’s customers crave, it’s Time. Consumers are in a rush. They hate wasting money, they hate wasting time. Save your customers time, and data shows they’re more likely to use you. Amazon.com examplifies this with its pioneering features such as its 1-Click Ordering, where clients save time by completing their purchase with a single click. Amazon's latest venture is Amazon Go, a "self-driving" grocery store that saves time by eliminating checkout lines. Early reports show consumers will love it.
3. Provide a seamless shopping experience
Connected to the above is the attempt to give your visitors a consistent, smooth shopping experience.
Earlier this year, a B2C survey found that companies that provide a single, unified platform retain at least 89% of their customers compared to the 33% of companies that don’t. Seventy-two percent rated their shopping experience as their most important decision for where to shop, while 47% said they expected the website to take their needs into consideration and to do so uninterruptedly from one channel to the next. Online shopping is far harder than offline where you see the items, can touch them, smell them, even try them on if you want. The more tangible you make that virtual experience, the more likely clients are to buy.
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4. Provide quality content
Content is said to be king, but, unfortunately, too much current content resembles some jaded, down-in-the-gill monarch, rather than a charismatic, powerful ruler. Powerful content sticks out, addresses issues, helps clients, directs them to your website by indicating “Aha! I can give you something that noone else can. Let’s see what else you offer”.
According to SearchEngineWatch, a leading SEO site, the golden rule of SEO is that content rules. This is because well-prepared content engages the user, increases search engine rankings and traffic, and promotes the likelihood of quality links from other sites.
The key to successful sales is having clear, relevant and keyword-rich content that delivers the right message with power and conviction. Make your “king” rule.
5. Document your content
Content goes far. Seeing goes further. Brain studies show that the human brain processes pictures 60,000 times faster than words. Images, graphics, videos, photographs, are extraordinarily impacting. They also save you time from laboring on quality posts.
Instagram and SnapChat are two tools that provide dramatic, immediate documentation with their photographs and videos. It’s these tools you can use to effect your sophisticated consumers and to immerse them in a one-on-one absorbing “touch” with your product..
6. Mobile Marketing
Business technology is giddying up its pace; effective marketers notice. One focal technology is the smartphone, or mobile.
In April 2016, ComScore Mobile Advisor, a marketing consultancy, found that in France and Germany alone, more than 80% of the populace owned a smartphone. In America, the Pew Internet & American Life Project reported that nearly two-thirds of Americans own a smartphone, while four out of five Americans keep at least one smartphone with them every day. Forty percent of shoppers ream through four or more sites before buying. Four out of five customers use mobiles to shop.
In short, mobile marketing and mobile shopping is the future. If you want to be found, you’ll want to customise your business to mobile users.
As consumers become more sophisticated, businesses need to follow their behavior. Today's consumers want to save time, want instant gratification, want to see what they buy. If you aim to sell, you'll need to make your ecommerce as tangible and as similar to the offline experience as possible. That can be difficult, because, after all, how can someone over the internet touch, try on, play around with your products?
Do that and you get money, save money and win a viral reputation.