TAKE FIVE FOR IN­NO­VA­TION

UN­DER­STAND­ING YOUR CUS­TOMER’S DIG­I­TAL BUY­ING JOUR­NEY

The Hamilton Spectator - - HAMILTON BUSINESS -

Fol­low your cus­tomer: Each el­e­ment of your dig­i­tal strat­egy should sup­port where, when, how and why your cus­tomers search for and buy your prod­uct.

High­light your value propo­si­tion:

Your cus­tomers’ pri­or­i­ties should be re­flected in the cen­tre of your home page. Don’t make them work to fig­ure out if they’re in the right place!

Eval­u­ate so­cial me­dia:

De­fine goals for each plat­form you use. Eval­u­ate ef­fort ver­sus re­ward: do more of what’s work­ing, less of what isn’t.

Pro­duce unique, var­ied con­tent:

Post­ing du­pli­cate con­tent across web and so­cial plat­forms doesn’t re­flect an un­der­stand­ing of your cus­tomer’s unique on­line be­hav­iour. You’ll also take a hit on Google searches.

The com­pe­ti­tion isn’t al­ways right:

Don’t as­sume that if your com­peti­tor is in a cer­tain dig­i­tal space, you should be, too. They might not be pay­ing at­ten­tion to what’s work­ing for them. IN­SPIRED BY MARIE WIESE’S RE­CENT DIG­I­TAL MAR­KET­ING WORK­SHOP

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