It is no longer about your operational desires. In other words, you must conform to the wants of the customer. Case in point: Take any crowd, lets say in a restaurant, and ask for a show of hands for anyone who thought about making a parking reservation at the airport, cruise port or downtown garage. You may see 1 out of 50 hands raised, right? Maybe! What if you this changed to 1 out of 10 in the next 24 months? Or better yet, 1 out of 3 by 2015? Do I have have your attention yet? Hope so, because this is about to happen in parking.
In a Consumer-Driven Marketplace, Anticipate Your Customer’s Needs. When an online shopper decides to make a purchase—especially in the service industry—chances are you, like most, reach for your computer or mobile device. You may have a particular company in mind that meets your personal specifications, however you search to located the best deal. So you narrow your choices down with a simple search and then read consumer ratings/reviews. And then you click for the best company with the best price. Only then do you buy, either online or in person. Bottom line, consumers are in complete control, period.
To be Found Online, Solve Your Customer’s Problem. For the operator, it’s crucial to understand the psychology of this marketplace. You need to understand your target consumer, the problem he/she is trying to solve and how he/she gets this information IN A TIMELY MANNER. And companies need to be sure that their website explains how your service provides the answer to that problem, that your website can be found via keyword searches relevant to the query, and that you have additional information and reviews that establish your authority as a good business to deal with. Whether you’re selling a service or a widget, the marketing bottom line is this: It’s not about persuading your customer that your company or service is great. It’s all about understanding your customer and meeting their needs.
Can we agree on one other fact? The internet changed everything, everyone and most importantly, the everywhere. Pick up any book (here are 6 to choose from) on current marketing tactics or find a blog (click here for free information) or search for marketing articles online (click here for free advice).
Who likes equations? I know somebody gets into this stuff. Here is just one part of a methodology to improve conversions:
C = 4m + 3v + 2(i-f) – 2a
C = Probability of conversion
m = Motivation of user (when)
v = Clarity of the value proposition (why)
i = Incentive to take action
f = Friction elements of process
a = Anxiety about entering information
C = Probability of conversion
m = Motivation of user (when)
v = Clarity of the value proposition (why)
i = Incentive to take action
f = Friction elements of process
a = Anxiety about entering information
Put on your consumer hat when looking or buying online. It's about ME, MYSELF AND I. And it's about NOWISM. If you think 2000-2010 was a fast and frenzy rat race filled with new, affordable cloud technologies, social channels and smart mobile devices, just watch how the ME community drives your future.
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