Understanding the Information Needs of Your Customers
Understanding the Information Needs of Your Customers
I recently had a conversation with a client about conversion rate on his website. He was confused why such a small percentage of traffic was calling or emailing him (<5%). The question was "what were the other 95% looking for? " One of the keys to internet marketing is to understand why people might be coming to your site and what would entice them to take action in the future.
When potential customers are searching about products and services they are said to be in one of three phases.
Awareness: Trying to find out what options exist and what could be applicable to them. They know the problem they are trying to solve, but have little idea what solutions are there.
Research: The searcher has a better idea what they are looking for, but are now looking for more information to narrow down their decision.
Ready to act: The searcher has specific criteria on what they are looking for they are now looking for the "best" product. The "ready to act" searcher is going to have the fastest and highest conversion rate when they come to your website.
Many websites are specifically catering this last group of visitors, and rightly so, you will get the best return on your investment with this group. However one should not ignore the searchers in the awareness and research mode, they are your future customers. What they are looking for now is information.
By understanding the information needs that a buyer might have in each of these phases can help give direction on what type of content to provide on the internet.
Awareness Phase: The searcher in the awareness phase may have very little knowledge of the product, service or technology that you have to offer. This searcher may be starting by focusing on a problem or issue. An example might be someone in working in product development that is examining all potential technologies that could enhance the product features. One needs to consider posting information that is centered on specific problems that your product solves. Articles, white papers and case studies are good mechanisms for this type of information
Research Phase: The searcher has a better idea what solutions are available and is trying to narrow down the choices. The searcher may be trying to decide between technologies that you offer and a competing technology. Information that this person would be looking for would include comparison studies, performance data, material properties etc.
Ready to Act: The search has now determined that they need the product or service that you offer; it is now a matter of which company to go with. Most websites typically supply information for this mode of searcher. You need to present your unique selling proposition and answer the question why will you satisfy the clients need better than choices x,y or z. The type of information that could help sway a searcher in this mode are certifications, awards, customer testimonials, third party independent reviews as well as compelling content on your site that the visitor can identify with.
In every one of the before mentioned phases, a variety of channels besides (in addition to) your website should be considered to provide information. Press releases, articles, webinars, white papers, email marketing, participation in forums, blogging, video sites, social media sites, consumer review sites, "how to" sites and Wiki sites are some of the internet options that should be considered to present this wealth of information. Today the searcher has many options to seek information and the smart internet marketer will use a broad array of options. The more good content you post on a wide variety of outlets, the better chance that you will be found. Of course every bit of information should have your branding on it
Stephen Petersen is president of SP Business Solutions and is a SEO Specialist. SP Business Solutions has a license to market as WSI. WSI does internet marketing including building high conversion websites, search engine optimization, pay per click management services, social media optimization and website hosting and maintenance.
Article Source: http://EzineArticles.com/expert/Stephen_Petersen/436711
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_(By Stephen Petersen ).
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