The Road To Distinction

There is no doubt that search is the darling of digital marketing. But, getting people to the website is only half the battle. First, a significant portion of the search terms are partial or full company and product names, which really shouldn’t be credited to paid search. But then, once you kick out the people that didn’t know what they were searching for or were looking for something you don’t offer, your content will determine what happens next. So, the question becomes have you taken the time to develop relevant content that will keep prospects on your site?

In regard to content, do you really need the same information on a website that you put in brochures and catalogs? The answer is no. When people come to the website they are not only looking for assurances that you offer the product they need. They are also looking for buying confidence. They are looking for information to make them comfortable buying your product, other than just product specifications.

Every company is unique in how they need to be positioned in the marketplace, which can often dictate much of the information that needs to be conveyed. However, there are intangibles that people need to feel good about the purchase decision. Depending upon your business and markets these intangibles can have a big effect.

For example, someone who is buying for their company has their job and family’s future to consider when choosing a product. No one wants to lose their employer’s trust or their job because they bought an inferior product. With consumer products, purchasers are typically more willing to take more chances, since they only have to answer to themselves. Therefore pricing is a bigger issue with individual consumers than with businesses. Although it is often a big influencer at the beginning of the buying process, but the price effect wanes at the time of the final decision.

When designing the digital presence for your brand, it is critical to consider both the tangibles and intangible content that will impact customer decisions. It is never as simple as it would seem.

Tags: White Papers // Add Comment »