Everyone is familiar with the experience of going online in search of a product or other solution. In many cases, the appropriate business or shopping destination isn’t immediately obvious, causing consumers to shop around for the business and product that suits their needs.
The Internet is a big place, though, and it doesn’t award web traffic to companies based on the strength of their product. That discount Afghan rug provider you found online isn’t necessarily the industry leader in that retail category. Instead, they’re the company that’s done the best job of creating a worthwhile online destination and making that website easy to find.
Web traffic doesn’t happen by chance. It’s an asset developed through effective digital strategy and a determination to build online commerce opportunities. But for all of the high-level strategic approaches that companies employ, these gains can be nullified by simple mistakes and oversights that create consumer roadblocks. Here are some of the most common ways businesses are shooting their digital strategy in the foot.
Ignoring Your Google Business Listing
Google tries to maintain an updated directory of physical businesses, and it creates a business listing for all of these establishments. Google allows the owners of these businesses to assume control of the business listing, which can lead to better online information, faster updates and revisions, and other information that can attract consumers. It’s a free and painless task, but most businesses don’t take advantage of this opportunity — in fact, many don’t even realize they have the option. Find your business listing and follow Google’s directions to bring the page under your own ownership. Then fill out as much information as you can and make consistent updates so that consumers can rely on this listing’s information.
Failing to Address Basic Business Information
Too many websites, Facebook pages and other business profiles are so concerned with creating a great consumer experience that they overlook the basics. This is often the information that frustrates consumers the most: Days and hours of operations, locations and addresses, phone numbers, contact emails. No business wants to think that this is the case with their business, but it’s worth reviewing to make sure you haven’t overlooked this information on one or more online profiles. If you do find this information missing, a quick fix will quickly remove this hurdle from your consumer base’s path to purchase.
Impeding the Lines of Communication
Today’s consumer wants to be able to contact the companies they patronize, and they want this interaction to be available through a variety of channels. In addition to customer service lines, the ability to contact businesses via email and through social profiles is critical in delivering a strong customer experience. Failure to create these communication channels, and/or reticence in responding to consumers, could frustrate individuals and push them to consider other options. Make sure these lines of communication are readily available, and make an effort to respond as quickly as possible.
Blogging Without a Goal in Mind
Blogs are valuable digital marketing assets, but they need to be aligned with a strategy that’s been developed ahead of time. Blog content is being wasted if you aren’t integrating a keyword strategy targeted to your customer base. Without this focus on keywords, businesses can’t use their website content to attract highly relevant Web traffic.
But while the SEO qualities of a blog are important to consider, the quality of your content also matters. Blog content should be planned and scheduled weeks in advance so that you can consistently produce content that your customers will value. In doing so, you can also organize your content so that it follows a natural progression of thoughts and ideas for your consistent readers.
If you’re looking for professional guidance from a Denver inbound marketing firm, contact DBC Digital today.
