Social media is an interesting channel of communication. A lot of information is processed daily and it is a huge data base for businesses.
However, social media content is quite transient. Because of the huge data and information being processed daily, many users tend to breeze through content and chances are that they could miss your content.
Twitter records billions of Tweets daily. Same with Facebook posts and so on.
Thus it is increasingly challenging for businesses to capture their target customers' attention and build their interest in what they are offering to the point of making them respond to their call to action.
Many digital marketing experts would tell you to seize the power of content to drive sales or get leads. However, it's not that simple. Not because your content isn't rich, but because lots and lots of social media users are breezing through content daily. What they call the 1% rule.
I have talked about the 1percent rule and even how to make good content in previous blogs, so, you might want to refer to them.
In this edition, I will share what I've learnt from experience in order to help you to begin to explore how to give your customers that final nudge or push to respond to your call to action.
So, you have posted very nice and new products on your website, and you have promoted your website across all the social media you use. But, you are not getting tons of requests, or orders. Don't panic.
This is very crucial. If your website does not have a monitoring or tracking system, please get one. This is one of the key ways to understand what your customers are doing on the site and why they are not responding to your call to action. i.e, buying, contacting or subscribing. (More on website data in future blogs)
Monitor website activity
Tip 2: Test website usabilityIs your website user-friendly? Does it load fast or slowly? Are instructions and product details answering all customers' questions? Is content visually appealing? Does your website use up too much data to load, is it mobile friendly? These simple questions can expose a whole lot of insight that you never thought could be affecting users on your site.
One more thing, a website tracking app or software would help answer some of these questions.
Also, you can ask your customers about their web experience on the site through short polls, (short polls please. Many customers don't like answering surveys when shopping) or email survey requests.
And take off that subscribe window that pops up immediately they visit your site and won't go away until they subscribe. I mean, what are they subscribing to if they've not even read anything on the site? Give them time to land on your page, spend some time browsing through and then let them subscribe.
People say less is more and I tend to agree. Some websites just give one a headache. It's just too busy. So many things going on at the same time. It's busier than a market place. Which is understandable, but sometimes many things are unnecessary or are repetitions. Get a third eye to analyse your website features.
Keep it neat. Less is more
According to Kotler (2012), a customer's needs are sometimes not even known by the customer. A good marketer tries to identify what the customers need and provides it. How do you identify what your customer needs especially online?
Identify what your customer needs, not just what they want
- Find out the pages on your site that interest them the most via understanding the traffic that visits those pages or those product/contents on daily basis or weekly. (choose what works best for you).
- Engage customers via social media to understand what they are thinking of, or planning at particular times. Remember, social media is a powerful customer relationship platform. That way., you can discern what they need at that particular time. For instance: A chat about latest fashion could help you identify what brand of clothing is popular at that time.
Lastly,it's not easy to attain the WOW factor with every client. But when your website or online store begins to answer and satisfy the needs of customers, then they will have no choice than to answer your call to action.
I hope this helps. Contact me for further tips and I'll be glad to share.
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