Consumers Need Help Online
As the owner of an older home, I have had my fair share of home projects. Being the live in landlord hero when a circuit breaks or a lightbulb goes out has its rewards. I have to say that I enjoy fixing and improving. Hanging a level shelf, utilizing lumber, refurbishing a piece of furniture and using power tools to get a job done is one thing, but there are the times when you need outside help. I am not an expert at cleaning out a lateral line to city water, repairing a dryer, taking a fridge apart, installing a high voltage outlet, putting in a new garage door or fixing an electric water heater. My guess is many homeowners aren’t. They might do the same thing I would do in a time of needed help. They ask around, research, decide and call. Why does this matter? Because you can focus your marketing strategy around what you would do.
Marketing Strategy Experts
I am blessed to be able to give my dad and brother a call. I can talk the issue through and they make recommendations. Sometimes it’s just the assurance I need when they say, “You should call someone to have them come look at that.” Then I go into research mode if they don’t have a recommended company. I look into my issue online and strategically pick who I am going to call.
What factors weigh into my decision?
A company’s online presence definitely does. If they don’t have a good consumer friendly website explaining what they will do or how they work, they are not getting my call. If they don’t tell me how I can set an appointment with them on the first page, I go back to Google. Their title on Google results matters to me, the content just below the title matters to me; if it isn’t relevant to my issue and need, I don’t click it. Another factor into my click decision is if I have heard of them. I might look into a company if I have not heard of them and they are showing things I need, but a branded company will often at the least catch my eye. Any reviews that show up in search results often weigh in too. I prefer to research right on my phone and click their phone number to call instantaneously. Do I want someone who is giving me deals? Not really. Do I want someone who is trusted and will do quality work as they have quoted in a timely manner? Yes. That’s my preference. The question is, am I your ideal customer?
There are three things you might want to analyze about your online presence from the eyes of the consumer.
- Will consumers trust you and your experience?
- Are you managing consumer’s expectations?
- Is it easy to do business with you using mobile?
Do a little market research. Ask people how they make decisions in your product/service category. Ask your neighbor, your mom, your dad, your brother and your daughter. Contact the experts.