In business we want customers to engage with us. Engagement is aimed at helping the customer solve problems by using the value we offer. Engagement is relational.
Sometimes we don’t know when the customer will arrive but one thing is certain and that is they will never arrive if they can’t find you. If they do find you will it be an engaging experience? If an engaging experience what value will the experience create? Even if they can find you will you be open? If open have you prepared to make the engagement memorable, informative, productive and relational? All good questions that few business owners consider and this is especially true when it comes to their digital presence.
Most business owners would say “of course we are” to all the previous questions but the reality is your business may neither be open or prepared for a visit and even worse customers cannot even find you.
Open & Findable
The web is a place where people go to find things and other people. When we search for “stuff” a page comes up with “listings” of stuff that is most relevant to the “key words we used in the search. While thousands of references may appear over 80% of people will never go beyond the first page. Thus unless you and your value proposition show up on the first page over 80% of people will never find you.
Lets say you show up on the first page with a host of others. What content will make you stand out? Is your content in context with what people are looking for? How would you know?
Lets say the content that shows up in searches people do is relevant to what people are looking for. Then the subsequent “action” is they click through to you web site. What is the subsequent experience, impression and relevancy of your expanded content? You have their attention and now you have ten seconds to create an attraction. The same rule applies when people “find you” on Twitter, Facebook, Linkedin and the hundreds of other sites that may be relevant to your audience. Will they find you there? If found will you get their attention and attraction?
The Audience is Moving
You would have to be living in a cave not to hear and see the migration of consumer interest to digital. More and more people are using the web to find things and people. Social media has become the attraction factor because used correctly it is a relational medium of exchange.
So when the consumer arrives at their point of interest will you be there? Have you designed the experience in a way which attracts them to engage? If not then you have no chance of building an affinity to the customers needs and subsequently you will lose them as a member of your audience.
Reaching the consumer effectively before and once they arrive is a “social experiment” that requires new knowledge gained from never ending learning. An experiment is a method of investigating causal relationships among multiple variables. An experiment is an approach used to help solve practical problems and to support or assumptions. The world has gone and will continue to go digital. The social interface is the experiment.
Your business should focus on making sure that you identify with and where your customers are on all the emerging digital platforms. Make sure that your presence on these platforms is engaging, relational and relevant to what customers want and need. After all, finding things is pretty easy; making sure you can be found once the customer arrives is a lot harder.