The Three Questions Your Marketing Must Answer
Most businesses optimise their marketing for search engines and likes. Their customers are sitting outside, confused.
“The best agency manages my website and social media,” the Director of the group of institutions told me. “I am certain we don’t have a problem with it.”
“Okay,” I nodded.
“We also appear for every keyword on the search engines,” the owner smirked, stretching back in his chair.
“Okay,” I nodded. “Can I see your website?”
He turned the laptop towards me.
The agency stuffed it with keywords — like people packed into a queue outside an ATM.
I checked social media next. Posts everywhere. Videos everywhere. Hardly a comment from any viewer.
I didn’t say anything.
Instead, I looked outside the glass cabin. A few people were sitting there.
“Are they your customers?” I asked.
“Yes, hopefully. They’re here to enquire.”
“Can we call them in?”
The director furrowed his brow. Then tapped the bell on his desk.
“Hello,” I said, shaking hands with the two customers. “Can you please check this website and tell me what you understand?”
They read for a while.
Then I opened the social media page and asked them to go through it too.
After a few minutes, I said, “Can I ask you three questions?”
They nodded.
“Did you understand everything this institute offers?
Did you feel you should choose them over their competition?
Do you trust them to solve your problem?”
They looked at each other. Then at me. Unsure what to say.
I looked at the director. He shook his head, but he understood.
Your website, your social media, your brochure — any marketing communication you put out — must do three things first.
Explain what your business is about.
Build trust in your brand.
Tell the customer why they should choose you.
Because every customer who visits your page or walks through your door is searching for one thing: the best solution to their problem.
If your communication doesn’t answer that clearly, it doesn’t matter how many keywords you rank for or how many posts you publish.
Customise your marketing communications for clarity. Not likes.