Does your site give consumers what they want?

Are you struggling to attract more consumers to your business in this competitive digital realm? It costs nothing to analyse your marketing campaign to see what works or holds you back. Most managers don’t bother, but this is the best way to promote your brand and boost profits in the new financial year.No doubt you agree:It’s hard to appeal to consumers who are distracted by a minefield of options, as your competitors flag them from every angle.There’s nothing more frustrating than wasting money on ad-hoc online strategies that don’t work!Too many of us have been there.This sporadic approach explains why 39 per cent of marketers say their campaign is letting them down, even though they spend big on it.It doesn’t have to be this way for you. These companies don’t understand what makes their customers tick.On the other end of the scale:Businesses enjoy higher traffic and revenue when they adopt a targeted digital strategy that follows the online journey of their ideal audience and delivers the experience they want.

Why do these organisations succeed?Nothing is left to chance. They review and adapt their online campaigns to take into account the rapidly evolving digital realm that’s altered human behaviour.

A new breed of consumers:

Consumers have grown used to getting what they want, when they want it – thanks to advances in digital and mobile technology.Gone are the days of waiting forever for a website to load after you connect your modem. It’s now possible to order dinner, read a review and send emails with the click of a mouse or swipe of a screen.This explains why modern customers are more curious, demanding and impatient than ever.People expect every digital experience to be personalised for them, even when their request isn’t clearly stated. They won’t settle for anything less than the ultimate convenience, and there’s no shortage of brands willing to help them scratch that itch.

What does this mean for business owners?

Your ideal consumer is difficult to reach and even harder to please.The customer journey is no longer a straight shot down the highway: see your product, buy your product, use your product, repeat.It’s more like this:A sightseeing tour with multiple stops along the way – each opening new paths of exploration that could lead your potential client astray.You need to be visible at each of these stages, convincing people to pick your brand and stick with it; instead of switching to a competitor.To grow your business, you must leverage data to identify your perfect audience, anticipate their needs and deliver what they want – across the multiple channels and devices they’re using at different points in the day.It’s a lot to stay on top of, especially without a cohesive and integrated framework in place!

Review your current plan (step one of building a powerful strategy):

It’s that time again:Managers are sitting down to review their business performance, as another financial year draws to a close.Where does digital marketing fit into all of this?It isn’t a priority for many bosses, who exclude it from their annual strengths and weakness analysis (SWOT).Business owners tell me they don’t review their online marketing, because it’s being handled by an external agency. Others have low expectations, having been burnt in the past.And the worst offenders:Those who ignore their digital avenues completely, because most of their sales come from word of mouth.Big mistake. Online visibility helps to drive sales, so they should take it seriously.Consider the following statistics, for example:

• Over 51 per cent of smartphone users discover a new company or product while using their smartphone (Google 2018)
• More than half of offline grocery sales are influenced by digital channels. (Deloitte 2017)

Could your business benefit from digital marketing strategies that you’ve never considered? You won’t know unless you map your customers’ virtual journey to see how they interact with your brand; and if they’re getting what they want.Remember:There’s no need to throw in the towel, even if your last marketing attempt wasn’t profitable.

We know that businesses that thrive at online promotion are organised, set goals, document their strategy and proactively plan ahead. They’re 356 per cent more likely to report success, compared to their counterparts who take a stab in the dark and hope for the best.

The team at E-Web Marketing can help you feel confident about your approach, by conducting a free SWOT analysis of your campaign to make sure you understand all of your options. Fill out this form or contact us on 1300 785 122 for more information. Sam Shetty CEO of E-Web Marketing