Recently Fast Company published an article by Google identifying six needs that should be met with your search strategy. I believe these are the six needs your online presence must meet in general.
Under each of the needs I have provided questions to ask yourself to help ensure you are meeting the need.
1. Surprise Me
- What would a new customer be surprised to learn about your organization?
- What would a new customer be surprised to learn about your products or services?
- What would a new customer be surprised to learn about your industry?
- All in all, what would cause someone to react by thinking “I did not know that.”
2. Help Me
- What problems are your customers needing solved with your products or services?
- What are circumstances in which they are making a purchase discussion? i.e. Was is after the loss of a loved one? To celebrate something? To impress someone? Is is weather related?
- What is the timeframe people are looking to use your services? i.e. Is a long planning process involved (like when renovating a home)? Is it an impulse purchase?
3. Reassure Me
- What are you doing to convey choosing your products or services solve their problem?
- What are you doing to assure your prospective customer, or repeat customer, that choosing your organization versus the competition is in their best interest?
4. Educate Me
- How are you educating your customers?
- What value are you providing your customers in addition to your products and services?
- Are these messages reaching your target audience?
- Are your customers returning to learn more?
5. Impress Me
- What are you doing to retain your customers?
- How are you exceeding your customer’s expectations?
- What are you doing that your competition is not doing to serve your customers?
- Are you getting reviews? Are they good reviews?
6. Thrill Me
- Are your customers posting about your products and services on their own social media without being asked?
- Are you getting referrals?
- Are your customers thanking you online without being asked?
Justin De Graaf, Global Head of Ads Research and Insights at Google said it best, “By focusing…on satisfying people’s needs, you have a better chance of influencing their decision and ultimately winning the sale.”