Adapting to a Buyer Dominated Marketplace
The change in media consumption combined with a down economy have shifted the power further away from sellers and thrust more into the hands of the buyers. Consumers and decision makers have more voltage than ever before.
Smart marketers are well aware of this fundamental shift and have and will continue adapting their strategic efforts to reflect this. Louis Gray, an innovative thinker, created the 10 Rules for Today’s Consumers in a recent post on his blog. It’s evident that web design firms are paying more attention to these concepts.
I’ve taken Louis’ 10 Rules and applied them to how your customers may feel about your Web site or online presence.
1. We Want Access to Your Product As Quickly As Possible
We are busy people. We are crunched for time and constantly bombarded with messages we don’t want. Do us a favor and keep it simple. We don’t read Web sites. We scan them. Keep content short and to the point. Skip the fluff and we will come back from more.
2. We Expect the Product to Work On Any Platform In Any Location
It’s time to stop thinking about Web sites as something your we only view on our computers. We are surfing the net and checking email on our phones and mobile devices, as well as our computers. Make sure your Web site can be viewed on mobile devices and across various browsers.
3. We Want to See That You Allow for Feedback, Positive and Negative
We read about you on your site, blogs, forums, Facebook, Twitter and many more places. We want our opinions and thoughts to be heard. By allowing comments you are sending us the message that you care about what we have to say. We are more comfortable with companies that are transparent and you will gain our trust more easily. If you have negative comments or feedback, don’t delete it. That just looks shady. We care more about how you address the negative feedback than the fact that someone says something negative about you.
4. We Expect That You Respond to Your Customers, Quickly
When we take them time to reach out to you, whether it be via a contact form or a message on Twitter, respond. Don’t wait three days before getting back to us. By then, we’ve already moved on.
5. We Expect That You Join and Lead the Conversation
We spend a ton of time on social sites. Are you there? If not we wonder why. Do you have something to hide? Don’t you want to interact with us? Don’t you care what we have to say? We want to learn the story behind your product or service.
6. We Want to See That You Continually Improve Your Product
Your Web site is an extension of you. It’s makes a lasting first impression on us. Keep your Web site up to date with current, relevant info and up to date graphics. Web site’s aren’t meant to last forever. Every year or two you need to overhaul it because things on the Web change so quickly.
7. We Expect You to Use Your Product and Be Visible
If you are going to talk-the-talk, walk-the-walk. Show us how your CEO and other employees are passionate about your product or service. Videos are great for this.
8. We Expect That You Will Embrace or Lead Standards
Do you claim to be the “leader” in your industry? We are going to make that judgment for ourselves. In this Web centered marketplace we will look at your Web site, where you appear in a Google search, and how you interact with your customers within social media sites when making that determination.
9. We Expect You Are Driven By More than Money Alone
We are SO over greedy companies and corrupt CEO’s. We love companies who are interested in helping others. Do you give a part of your proceeds to charity? Do you and your employees volunteer? If so, we want to hear about it on your Web site and via social media. It makes us feel good to buy product or services from companies who give back and advance the greater good.
10. We Want You To Treat Us As Informed Consumers and Partners
We are smart and savvy. Despite what you may think the majority of us are online. We are looking, searching, learning. We crave info. Before we make a purchase we scope it out online. Provide the info we need, when we want it, and where we want it and you will have us hooked.
