I went along this evening to a really great digital marketing seminar put on by The Digital Marketing Institute. It was really good. Not only did I feel like I was back in college (which was great in itself) but I finally feel the concept of online user experience was made easy to understand and actually excited me to really think more about my customer. Our speaker was Gareth Dunlop who is owner and founder of Fathom and a lecturer with the DMI.
Being self employed is tough. I have to wear so many hats and the newest one added to the mix of course is Digital Marketing. The big problem is finding enough hours in the day to fully embrace it in a way that makes a meaningful difference to my business but if I don’t……well…..I am failing my customer and they will leave our relationship!
Gareth spoke mainly tonight about understanding your customer in the online world so for both me and you, here are the top lessons and thoughts I took away.
1. 71% of people who don’t find what they are looking for on your website quick smart never come back.
2. Your website should have ‘forward momentum’ at every step guiding the user to the logical next part of their journey and at all times.
3. You want a ‘Mrs. Doyle’ website. The one that is always looking to help, always asking how it can help you. You definitely don’t want to be the Michael Flately website, looks good on the outside but really not a whole lot else going on (I particularly loved this!).
4. Easy navigation & quick download are the two most crucial elements to your user experience. This is followed by relevant content and regular updates. But if you don’t have the first two, it doesn’t matter about the others.
5. As marketeers and business people we want to broadcast every single detail about our businesses, tell the world how great we think our company is. While we are doing that our customer is trying to filter the crap we are saying to find what it is they are looking for. Brilliant.
6. Never use the word passionate on your website. That’s it. It’s just fluff. Damn. I like that word.
7. Always think of your customers top task priority, not yours. Your might want to impart 4 million things about your company. There’s is finding a product or solution or whatever else it happens to be. Research to find out your customers top priorities.
My big Lesson: In my case my customers priority is looking to speak to someone about a corporate event they are planning or a fashion event they are thinking of or perhaps a fashion class they want to know more about – by actually talking to someone. My website should make it as easy as it can to find me and contact me. It should also make it easy to see what services I offer and what my experience is. My website needs to be personal just as my service is personal. This is a valuable lesson I have learnt sometimes in the fog of making my brand the most important thing.
Lots of thinking to do!