Nobody likes to be made to feel bad. However, when you don’t see the people ‘browsing your business’ online, how do you know what they feel?
Content marketing has become all about ‘giving things away’ – and yes, it is about the value you can share with your audience. But what else is content marketing able to do for your known – and unknown – audiences?
Client experience is how people interact with your brand. The fast-food chain McDonalds pioneered the concept when they made sure every single McDonalds outlet looked the same, and the staff all behaved the same. No matter where you were, or what you ordered, the experience was almost 100% consistent. And people like consistency. It makes us feel safe – there are no surprises.
But how do you replicate “would you like fries with that” in an online environment where you’re not even sure who is looking at your site? The answer lies in how well your content communicates with your audience – and where.
How easy is it for someone to find your website and how well do you introduce yourself when they arrive? If your site is on page one of Google, and your message is clearly stated above the fold on your website, you’ve made it easy for your visitor. They found you and they can quickly establish if you are what they are looking for.
It’s good to note here; a strong brand message acts to both attract – and repel people. It’s like a filter.
No matter where people find you online – Facebook, LinkedIn, Medium, your website, your Google Business site – it needs to look, feel and sound the same as your website. Inconsistent images, colours, and styles of language will all serve to confuse people.
Confusion does not make people feel good.
Every single item of communication you have with a person – whether they be a new lead, an existing client, an old client, a supplier or a staff/support person – should always be ‘on brand’.
An experience gap is where you’ve not included your ‘client experience’.
Once we went on quite a fancy holiday. The resort was gorgeous and the staff treated us beautifully. When we returned home I realised I’d left behind a laptop charger. I called the restort to ask if they had it and the experience I had couldn’t have been more off-putting. The person I spoke to was impateint, reluctant to help and when they did find the charger, informed me I would have to pay postage. I would expect to pay postage, I didn’t exepect to feel bad about it. Needless to say, I would never recommend the resort to anyone.
Even the ‘back end’ of your business is part of the client experience. We’ve created a list below for you so you can make sure you’ve closed any of your experience gaps:
Don’t leave your audience feeling ignored, or unimportant. Create content with a strong brand voice, and close your ‘experience gaps’ so everyone gets the same experience no matter where they find you.