Let’s take a look at how things are seen from the other side. From the customer’s side. Imagine yourself to be the customer. You are looking for say, a pair of running shoes for an upcoming marathon. After all, everyone seems to be running today and you want to make sure that you are not just part of it, but also do well in it. You open the Google Search Engine, type in ‘shoes for a marathon’ and watch the results. You are honestly thrown at the number of links on the page. And that is just the first page.
You could do any of the following:
- Open the very first link on the page because you know that is the most popular website.
- You look for a familiar brand.
- You read the descriptions below the link to see what sounds good.
- You do some window shopping, open many links and see what looks nice.
- Sometimes there are some sponsored links right on the top that you won’t mind just looking at.
Now let’s look at the results of opening the different links:
- Opening the very first link is one of the most obvious choices. The link has done well. It’s right there on the top. The brand is famous and trending. It could be a satisfying product.
- Loyal customers pick their preferred brands. So they are not adventurous or looking to experiment.
- Prospects want to see which words they can connect with, so they take the time to look out for catchy taglines.
- Prospects who have their minds open want to check out the different links online to see what else is out there. This means they are looking beyond their needs. They are looking at the entire package, reviews and all.
- Sponsored posts do not necessarily stand for quality or popularity.
Customers who open website links need to be welcomed to it. They need to feel the connection to the website immediately. And it is not like they spend sufficient time on the website to make an informed decision. More often than not, it is an impulsive one taken in the first 30 seconds of looking at the website. An overall glance will make them decide whether the website is worth a look or they should close and move on.
75% of consumers admit that they judge a business’ credibility based on their website design.
A poorly designed website is bound to chase the visitor away immediately. As opposed to giving the visitor confidence and establishing a sense of trust, the website did just the opposite. What could have been a hot lead is now history. So, all they did was click on the back button and moved on to a more welcoming website.
What should you, as the owner of a business or head of the marketing, do? First things first. Understand the three vital pillars that are key to generating traffic: Digital Marketing, Brand Marketing and Website Development.
- Digital Marketing
It is written in stone. Digital marketing is not just nice to have, but a must-have today. Anyone who wants anything today goes online to find it. You must have a robust and articulate digital marketing strategy to support the seamless transformation online.
The number of niches is small. The number of websites runs to billions. One must stand out in the crowd to make a difference, else it is just a small fish in a big sea.
SEO is a time-tested strategy that has been applied by all digital marketing teams. Keywords are no longer the in-thing. While they are still used, they are not the ultimate focus. Google today crawls your website to understand the scope and the overall tone.
- Brand Marketing
While products are created in the factory, brands are created in the mind. So what is this brand? It is nothing but the name, design, symbol or any such feature that identifies the company from his competition. It is this brand that is used by the business during marketing.
When the name is new, familiarizing it in the market is an uphill task. Most customers are hesitant to try out something new instantly.
Start with a digital marketing strategy that concentrates on awareness. In the buyer’s journey of awareness, consideration and decision making; make the prospect familiar with the name of your product or service. Bring in new ideas and offer free samples and discounts.
- Website Development
Your website is the face of your company. Seeing as prospects search on the internet for everything from ideas to products, make sure that your online hub that represents your products and services is rich in style and information.
Website development is expanding at an aggressive rate. Competition in the market is high. There are more than enough options available. Customers judge rather quickly. Unless your website is good enough to impress them or make them curious is flat 20 seconds, you can bid them farewell.
Communication is the key. Ensure that your website has everything that it needs to pass on the message to the prospect. It should be suggestive, creative, attractive and most important of them all, believable. Website development is a comprehensive plan, not a one-time act.
- The three pillars
The three – digital marketing, brand marketing and website development – form three crucial pillars that when are powerful, can bring success to your company. The plan is built on the ability to drive measurable results. Increase conversions. Generate traffic. Ensure customer retention.
Do not try to reinvent the wheel. Focus on the visitors. Understand their needs. Ensure that your website answers to those needs. Appealing to their emotions and having a heart-to-heart conversation through this portal. This is where a professional digital marketing agency comes in. It is not just about understanding the product or service, but being able to connect with the rest of the world, because that is where your customer is.
Partner with us to connect with the world. Bring out the best in you through us. Let’s build a beautiful journey together.