Do your customers suffer from “E-fluenza”?

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Too much digital messaging drives us to distraction

Everyday the pipeline of digital messaging is expanding. And because of this, our ability to take in, absorb and comprehend is becoming less and less.

E-mail, text, social network advertising, CRM software, and websites are increasingly shouting to be heard above a sea of keyword flotsam and search terms.

What can marketers do to improve their digital messaging?

Simplify your message

Clarity of thought drives consistent messaging. Formulate your value proposition and concentrate on what you do well. If the reader has to think too much, odds are you will lose their attention. One test for simplifying your messaging – have a teenager read your website home page, then ask them what your company does.

Design for humans, not for bots and crawlers

Some web analysts claim that up to 65% of web traffic are bots and crawlers reporting back to search engines. That leaves 35% for human consumption. Humans are drawn to good design and content that connects on an emotional level. Highly visual websites that use strong imagery can convey more emotional connection than text-heavy analytical sites.

Understand your customer’s decision-making process

Arrange content in a natural flow that identifies customers’ concerns and problems, allowing customers to contemplate your solution through a linear progression of small steps. Using this approach builds customer confidence in your solution and reinforces their decision that your approach is best. Provide case studies, user reviews, and technical literature along the way as needed to confirm their decision. Consider providing a redeemable coupon to enhance the purchasing experience.

Build the relationship

There has to be a human connection to sustain a relationship. If not, then the purchasing decision is relegated to the lowest price to achieve the desired results. Improve brand consideration by communicating the brand story through thoughts and actions that resonate with the customer. Influence the purchasing decision by aligning with causes that benefit the industry as a whole.

The purchasing decision is a series of small steps, so make the steps easy and communicate in real terms, not industry jargon. Remember that no one wants to be sold to. The only one that receives any emotional benefit from that approach is the seller. Instead, assume the role of trusted advisor or consultant, enabling the purchaser to make their own decision based on the features, benefits, and solution that best fulfills their needs.

Simplifying your digital messaging and appealing to customers’ emotional needs is a sure cure for their “E-fluenza,” replacing their confusion with your solution.

Additional articles you may find of interest on this topic:

The Precarious State of Advertising & Marketing

Social media content strategy

RESPECT the customer

Please leave your comments or thoughts below.

Copyright: kozzi / 123RF Stock Photo

Is your website attracting customers or sending them away?

Is your website attracting customers or sending them away?

Interesting content, fresh design and a good user experience invite participation

More often than not aviation component manufacturer websites are more like electronic brochures than conduits for nurturing customer relationships.

Aviation marketers that practice people-to-people marketing create vibrant websites with a clear vision of what the site is charged with accomplishing and the appropriate strategies to get there.

Vision examples may include:

  • Customer portal to access account information and order placement
  • Configurator engine for designing and ordering custom components
  • News and announcement sections for public relations efforts
  • Blogging platform to increase social media presence
  • E-commerce site equipped to handle orders and monetary transactions
  • Investor information for acquiring interest from Private Equity and Institutional investors

Each of the aforementioned examples requires specific navigation, design, content and programming to provide a superior user experience.

Vibrant website are responsive, easy to maintain and update

WordPress is a popular open source programing language that is quick to learn, requires minimal coding experience and provides a platform for easy content updates.

Elite WordPress theme developers license their website designs to individuals and companies. Usually the site designs come complete with page templates, coding files and Photoshop files for custom page design. In addition, many sites now are designed to be fully responsive – meaning they will automatically display on desktop, tablet or smart phone without additional programming. This is becoming increasingly important as usage trends are predicting that mobile platforms – smart phones and web enabled tablets will be more popular than internet desktop use by 2015.

The key to taking a WordPress theme site and making it your own is having the availability to customize the following:

  • Color pallets
  • Backgrounds
  • Short codes for special features
  • Fonts
  • Banner graphics – slide, dissolve, etc.
  • Blog page templates
  • Page divider graphics
  • Multi-column page format

One excellent feature when posting to the news, announcement or blog pages is the capability to short link the page URL using Bitly or Google and post updates to your Twitter, LinkedIn and Facebook pages. The abbreviated post will link back to the site for a complete viewing of the release or article.

Another key feature is the comments section. This provides visitors and customers with an avenue to join in the conversation and start the relationship building process.

A word of caution about how different browsers may display the site content. Safari, Google Chrome and Firefox are pretty good about staying current with responsive website design. Microsoft Internet Explorer can be challenged to display correctly due to operating system version and configuration. It is best to trouble shoot the site on both PC and MAC and several mobile devices with different browsers to determine if corrective programing is need for proper site display.

A vibrant people-to-people marketing website contains your latest twitter feeds, pintrest postings, content about your industry, events you will be participating in, and links to your blogs and social media channels. It also visually tells customers and potential customers that your are active in social media and understand how to maximize the power of people-to-people marketing.

Additional articles on this topic you may find of interest.

How to build a connected brand

3 ways social media can help build your brand

How mobile application development drives people-to-people marketing

Finding the sweet spot for social marketing

Please leave your comments or thoughts below.