Now More Than Ever, Users Need Marketing Guidance
In 2020, every person has been creating approximately 1.7MB of data every second. That’s about 1.145 trillion MB per day, including over 300 billion emails and 5 million Tweets sent every day. Needless to say, we’ve been digitally busy, especially during the lockdown.
As a lot of businesses have seized the opportunity to embrace an online presence as the way to survive during the pandemic, the volume of data available has gone through the roof. As a result, online customers may be feeling a little confused in the face of so many options and choices. To avoid the typical brain fog syndrome that affects anyone who has too much to choose from, companies have to provide marketing guidance.
Tell them clearly what you do
What is it that you do? You might think that it’s obvious, but most people don’t dedicate more than a few seconds to explore your web content. When you work with a limited attention span, you have to streamline your content into digestible and compelling bites for your audience. However, a common mistake would be to focus only on web content. Indeed, the totality of your digital content acts as a compass that takes your audience through the conversion path. Therefore, text and visual content for PPC services should also be generated with directional guidance in mind. A text ad, for instance, has a limited number of characters to showcase the business expertise and advantage.
Show them what they should do
Once you’ve established clearly what you do, the next step is to tell your visitors what you expect them to do. A clear and straightforward call to action not only simplifies the conversion process but also puts users in charge of the sale. They know what their action will generate and how to get it done. The worst thing you can do for your visitors is an engaging content piece that leaves them confused about what they need to do next.
Lead them to the basket
User experience describes the process that drives a visitor from any point in your digital presence to the transaction basket, or any other positive conversion. UX serves a means to an end, providing signposted guidance to help visitors pursue the journey. It’s the path that visitors follow when they want to purchase a product, or when they want to sign up to your membership service. Think of UX as the Google Maps of the digital world. It takes you to your destination, therefore explaining to your visitors how to perform converting actions.
Explain what they could gain
Why should someone buy your products over a competitor’s? People don’t have time to compare brands effectively. Decisions are taken based on first impressions and word of mouth content. Therefore, developing a marketing campaign that showcases your products or services quality and performance can make a huge difference. Video blogs, for instance, can provide the information you audience needs in a digestible format. Infographics are also helpful to display statistics about professional services in a B2B environment, showcasing the reasons to choose your brand.
Marketing as guidance rather than promotion is an essential role in a post-pandemic economy where every business is competing online for the audience’s attention. Marketing becomes a teacher in a remote-only environment, offering clear statements about your mission, and competitive edge as well as straightforward instructions on how to interact with the brand.