What are Your Potential Customers Looking For?
All of your Marketing Content should try to answer the questions that are going on inside your potential customers head and business.
When they are looking for help they usually want to know 3 things about a potential service provider or partner:
- Where are you located?
- What industries do you have experience with? &
- How much time will it take to implement and solve my problem?
The answers to these top questions should be incorporated into your website content and be easy to find.
Let’s go thru the specifics customers look for in each category and why.
(This is a good example for a technology or software company – but the same principals can be applied to many other business services.)
1 – Where are you?
Does your website information make it easy for a potential customer to know where your offices are located? Is it on the home page, a prominent Contact page, or do they have to dig around to find an address?
Yes, I know that you want to be able to say you are a global business and you can help any client anywhere because a lot of the work can be done remote. But, many clients want to be able to contact people in the same time zone for meetings, project updates and after the implementation support.
Also, some of the project cost usually takes travel expenses into account. If contractors have to include cross country travel in their estimate the project will cost more. This has especially been a factor in the last several years with airport security issues and reduced travel budgets.
Does your website page, which describes your implementation process, discuss how much time your team spends on site versus offsite throughout the project duration? Every implementation is different depending on the complexity and customization required.
When Microsoft recommended a partner in New York for a company in California due to their experience working with retail industry clients that almost eliminated their software from consideration and could have killed the entire deal. Luckily, they found another west coast based partner with retail implementation experience.
2 – What industries do you have experience with and specialize in?
Does a section of your web site explain your expertise with medical, insurance, retail, banking or supply chain? If not, this is a great area to start adding detailed articles to your blog or specific case studies which describe how you’ve solved client problems.
Many technology website’s explain which industries they have worked with, but use generic case studies from the primary software provider like Microsoft or SAP. Case studies specifically written to showcase the work you have done with clients, and which include data about the solution and results are the most powerful. They are the most likely to lead to valid prospect inquires about your services.
All potential clients are going to be looking for references they can talk to about your services and the more similar to their industry the better the reference. Part of your customer service and after implementation support should be cultivating reference-able clients willing to talk about your expertise and performance without divulging proprietary information.
3 – How much time will user training take?
This is often the question that gets asked by potential clients. What they really mean is – “How will this project and implementation impact my business?” Most companies are running with a very lean staff and cannot afford to have too many people tied up with implementation or training tasks that take them away from their full time jobs.
Often, current implementation methodologies use a train the trainer approach to limit the number of people a provider trains on the system. This approach may work well for managing your internal resources and project time, but the client might prefer a 1 or 2 day onsite or online class for all users.
The other business impact is technology adoption. Will the users actually start using it and see the expected productivity increases. Reassure new prospects with your capability to assist with change management.
Explain your implementation approach on one of your web pages and include the number of full time personnel required for the implementation project from the client side. Discuss how you approach user training and give some examples of typical training times based on past client experience, number of modules implemented or other measurable, documented criteria.
Yes, this may scare some potential clients away, but will save your business development team from working with clients who will not actually buy.
Include some success stories on how successful your past implementation and training approach has been with clients. These have the most impact if you can include testimonials and actual statements from existing clients.
In summary, take a look at your website content and see if you need to add content which answers these three questions for your prospective customers.
Remember, first your site needs appear near the top in the search engines, then your headline needs to get their attention so they read more of the information on your site.
Finally, your website must have enough of the answers they are looking for while doing research. It should motivate them to say – “This is the one! I’m going to give them a call”, or move them to fill out your contact form.
Another way to entice prospects to take action is – supply a little of this information on your website pages, then direct them to download your lead magnet with greater detail about those answers.