SES NY – Getting Your Site Found
Session #2 of the training courses on Monday of SES NY ‘07 was called “Getting your site found.” This session really had few takeaways for me as it dealt with the concept of getting your site found by using things like Flickr, YouTube, PR services, and optimizing press releases for online services. Here are some of the highlights:
More Products + More Choices = Lower Customer Satisfaction
The point was made that consumers are being bombarded by all forms of media and advertising, the Internet makes it easier for them to find products, but with all of these products and choices, customer satisfaction is arguably at an all-time low. So, how does one address this problem? Read on.
Resolve Buyer’s Remorse Before the Purchase
Truer words have never been spoken and it was the “ah ha” moment for me during the session. When you think in these terms, it just makes sense. This is particularly true for my day job where we have historically (for the past 90 years) been a manufacturing company whose business has 100% relied on big box and independent retail channels selling our products to consumers. Too often companies (manufacturers, retailers, service providers, etc.) focus on the newest features of their products and offerings that they fail to answer the most basic questions a buyer wants to know.
This ultimately leads to buyer’s remorse after the buyer has shelled out their hard-earned dollars only to be completely dissatisfied with their purchase. We’ve all been there, and to add insult to injury, many of us never bother to return the product because of the hassle in dealing with customer service in the process. What a horrible situation to be in for a retailer or manufacturer!
Buyer’s remorse has lead to the success of social media and blogging for consumers
This is why social media and blogging have become such powerful tools for consumers to vent frustrations and to seek out help and assistance from other consumers who feel their pain. Even being a marketer, I still dread dealing with customer service because it is a considerable time investment. It’s much easier for me to hop online, post a question, and deal with the resolution on my own terms and on my own time (companies who monitor blogs will win these consumers back!).
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