Aligning your digital outreach with consumers’ needs

By Lisbeth Calandrino

COVID-19 continues to change customer behavior. The consumer’s online shopping behaviors that were growing before the pandemic are now mainstream. They want things faster than ever, without mistakes and are quick to change brands. We’ve become more mindful of what we’re buying, who we’re buying it from and less wasteful of what we have.

The pandemic is also forcing businesses to change how they interact with shoppers and meet their needs. What does this mean to your business and the digital experience? Even if the customer isn’t buying your product online, they have expectations as to how they want to communicate with you.

Here are three areas that will help you make better decisions about your digital needs:

1. Content is still king. Customers want more information from you; this is how they make decisions. If you’re not telling them what they need to know, they will go to the store that does. You are missing out by not having a blog that brings the customer to your door. For example, you could post articles on “What makes a good flooring store,” “What should I look for when buying a new floor?” “What to expect from the installation process?” Your blogs can be posted on LinkedIn, Facebook or sent out in an email blast. Before a customer gets to your business, she is looking for information about the process. Why have her get the information she needs from someone else?
   A good analogy is finding out that you need to get a root canal. First, you go online and find out what it’s like, then you ask your friends where you should go and also you read information on a dentist’s site, etc. All of these are opportunities for you to connect across channels with your customers. Your blog information can also answer questions on your website.
2. Collect data on your customers visiting your website. You need data about the customer so you can make informed decisions regarding the structure and design of your site. For instance, how long are they staying on your site, what are they looking for and are they leaving messages that aren’t being answered? This is best left to a professional who can design your site and collect the data for you. (I recommend you have a conversation with FloorForce, a full-service digital agency with over 30 years’ experience. They might be able to give you information on what type of data they can collect for you and how you can use it.)
3. What is your customers’ journey? You must know the journey they take to find you and what encourages them along the way. You must find a way to follow the journey so you can know how to interrupt it and make the important connection with the customer. If you don’t understand their journey, someone else will interrupt the journey and you will never get and opportunity to have them buy from you.

If you’re not sure of the customer’s journey, read Google’s article, “The Zero Moments of Truth,” written in 2011. “The ZMOT” refers to the moment in the buying process when the consumer researches a product prior to purchase. Understanding the process will help you determine what strategies you need for your marketing campaign.

Lisbeth Calandrino is an industry speaker and executive coach. Her second edition of “Red Hot Customer Service, the Red Hot Customer Experience” goes on sale this month. Are you interested in writing a review? If so, let her know and she will send you a free copy. Lcalandrino@nycap.rr.com.