Getting noticed today takes a lot of effort. The real fact of the matter is people really do not care about you or your service. Once you get to this realization is when you can really start making a difference. For some of you, you are already ticked off, but the hard, cold facts are people have many other priorities and frankly, the products or services you provide are not a priority.
Right now, the challenge is not getting people to care. It is all about providing people the opportunity in the moment. Getting noticed at the moment is really the key!
This idea has really been a hard lesson for me in 2016. I have discovered as I have looked at many processes that our systems are way, too complex and frankly we don’t have the time and resources to go in and clean up every one of these processes. Today, process reengineering is all about densifying issues, looking at the root cause of issues and taking extra steps in planning and implementation to not only make changes but drastically overhaul processes.
As far as marketing is concerned, I am looking at marketing in a different light. We need better processes in place to effectively get people’s attention and I am discovering some key components that I need to build on are the following:
- Website Redesign – Creating a better user experience -Simple, fewer clicks
- More Personalization – Make sure people can associate a person with a company
- Becoming a Media Company- videos, podcasts, images
- Pick a communication platform and own the space – (Work in process, future article in 2017)
From the analytics I have reviewed, here are the places where people go for information:
- Hours of Operation
- Company Representatives
- Where to Go to Make Purchases, Submit Questions, Request Help
- Phone Numbers, Email addresses
- Expectations of service – (24×7 or 9-5.00, etc.)
- Services provided
- Good, quality descriptions
The goal here is to make this information available in such a way that is EASILY ACCCESIBLE and ACTIONABLE. People are searching and browsing faster than ever. It is imperative to make information available to clients in a way that maximized their time. Time is the new asset. People will pay more if they can find what they are looking for faster.
Penetrating the Market is the piece that is the hardest
Some clients prefer physical storefronts. Others like ordering products and services online. Each company has to find the formula that best works for their respective products and services. Ultimately, we are in a place where there is so much information being shoved at us that people are pulling back. It is here where companies can shine.
I am going back to niche products and services and looking at different ways to promote these items. It is more about owning a specific area and building momentum around it. For our company, it has meant pulling back and focusing more on a few services rather than constantly trying to promote and sell a wide array of services. I’m currently trying some new processes in this area and I hope to report back in 2017. I am seeing results in this area and the time spent here is well worth the effort.