May
22
Written by:
Guest Blog
5/22/2008 10:59 AM
By: Eric Jones, Director of Digital Marketing, R2i
As Director of Digital Marketing, I work to facilitate the experience that customers and potential customers have with regards to my clients. One of the challenges I have is helping the clients make the experience useful, relevant, and ultimately quick. Then get them to pick-up the phone or fill in the form. There used to be Top 10 list for everything… Now it is the Top 7, or even just the Top 3. Now people want to know, and know now, not later, how you can help them.
So let’s take a look at how information should be arranged based on what the consumer wants to know, not what you want to tell them. Try to take a step back, and understand why they might be looking for your product or your service. Not so much of why you think your company is best at doing it. Your client has a need, and the only question is can your organization fill that need and help them solve their problem. Once they figure out that you can, then they will want to know what type of experience they can expect. Have you worked with others like them, will your product(s) be cost effective, do you have a good reputation, with whom will they be working...
We all want to be the popular kid on the block, but the potential consumer, that first time researcher, might not care about your company as much as you want them too. Not yet at least. When they first hit the website, content needs to be arranged so they immediately know, this organization can help me, and now I need to know more, so I will dig a little deeper.
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