Today, brands need to be hyper-focused on delivering experiences rather than delivering messages.
To demonstrate this, Lyft and Uber, two ride-sharing companies provide a simialr platform that matches drivers with passengers, but they have two completely different messaging tactics. Uber is all about image, technology and advancement into new territories, but what about Lyft? We don’t hear about them much and their siteis all about just the ride and not the experience.
Uber was 3 years old when Lyft launched in 2012. Their ride-share pricing is fairly similar, but how do the two compete? We don’t hear much about Lyft and quite frankly, I have yet to meet someone who has used Lyft. As a result, today Uber has a market cap of roughly $62 billion, while Lyft’s valuation is at $5.5 billion – even after a $500M investment by GM.
The takeaway lesson, is that telling people what you do and do not do is no longer the most effective use of your consumers’ attention. Brands need to perform and prove their worth through actions and delivering extraordinary experiences.
This strategy requires excruciating focus and a good deal of resources to get it right. If you want to get off on the right foot, however, consider these simple things you can do to improve your digital strategy right now.
1. Focus on mobile.
This shouldn’t be a secret these days, but many entrepreneurs are still focused on creating robust websites that fail to deliver a good experience via mobile. With the majority of digital eyeballs coming through mobile devices, you will hurt your brand if you are not delivering a mobile-friendly experience.
It is also worthy to point out that Google released its new search algorithm on April 22, which ranks mobile-friendly websites higher in searches. To test the mobile-readiness of your site, check out Google’s mobile-friendly test.
2. Stop bothering your customers.
We are inundated with content, and our attention spans have become increasingly shorter and more fickle. If you want to attract and keep customers, keep your engagement simple and make certain that it adds value. Better yet, monitor what your customers are doing and talking about and be there to engage with them when they are ready.
3. Make engagement easy.
Whether you are providing information, promoting a product or asking for a sign up, your visitor should immediately see and understand what is expected of them. Hopefully, if you have done your research, your page will know what they expect and provide the experience they were hoping to receive.
Also, any call to action should be incredibly easy to find and complete. Again, whether you are asking for a sign up or selling a product, the experience should be effortless. For starters, consider using social media plug-ins that allows visitors to login via Twitter, Facebook, Google+ or other social media account rather than creating an entirely new account.
4. Make your site mobile friendly.
Many entrepreneurs feel that adding a mobile app to their digital strategy is important, but the truth is that responsive design websites have blurred the line between what can be done through a mobile browser and an app. More important, we have become overwhelmed with apps and do not need yet another one polluting our home screen.
Additionally, brands should look to leverage existing technologies and platforms, such as Instagram and Twitter, where your customers are already engaging regularly. WIth that said, make it incredibly effortless to find you on social media by adding badges and links that are easy to find on your site – like from Facebook and Twitter.
Of course, an effective digital strategy requires time and effort, and entrepreneurs should clearly define their goals prior to launching one. Going at it alone is difficult, especially if you are inexperienced or unsure about what to do.
“In the end, however, as companies grow and become more serious about digital marketing and more focused on brand building, lead generation and customer engagement,” he says, “partnering with designers and developers with the specific expertise to look beyond simple websites and create long-term strategies focused on creating extraordinary experiences will prove to be worth the investment.”