Let’s face it: having a great product doesn’t mean as much as it used to.
In the age of inbound marketing and empowered consumers, it’s not just about having a product that can meet your users’ needs — it’s equally important to have a marketing strategy that captures attention and keeps your product on consumers’ radar.
And the unfortunate truth of the matter is, even with a great product and valuable, well-written content, a simple mistake in your website design or message delivery could cause visitors to click the “back” button and move on the next alternative in their Google search results.
Here are three common mistakes that are surefire ways to bring your marketing efforts to a screeching halt:
As Pardot co-founder Adam Blitzer notes in his recently-published article on the topic, “more than 59% of B2B purchase decision makers and influencers use their smartphones to gather information when purchasing products or services” (via eMarketer 2012). With odds showing that over half of your target market will visit your website on their mobile device at one time or another, you don’t want to risk losing their attention (and creating frustration) with buttons that don’t work or content that’s unreadably small.
Looking for some outside help with optimizing your website for mobile viewing? This informative article by B2B Marketing Smarts highlights some great options for management portals, including WixMobile, MoFuse, and ConvertWebsite. And be sure to check out Blitzer’s full article, Seven Ways to Improve Conversions in the Mobile Social Age, for tips to ensure that your website is not only optimized for mobile viewing, but is encouraging visitors to convert (main points include keeping copy short and to-the-point, using intuitive design, and emphasizing customer testimonials).
Improperly Using Links
In the world of inbound marketing, your website should be built around one central goal: keep visitors engaged. Links play an important role in this effort, and can and should be used at every opportunity to keep visitors interacting with your site and provide relevant information. Consider including links on thank you pages to bring visitors back into your site after completing a form, and links on blog posts to other relevant articles to keep readers engaging with your content.
However, always make sure that your links aren’t leading visitors off of your site. Double check that all external links (in blog posts, press releases, etc.) open in a new tab, and don’t serve as a distraction and an exit from your website.
Lacking Share Buttons
You can write the greatest blog post out there, but if you don’t provide your reader with a quick and easy way to share it, they’ll move on to another blog and the benefits of your efforts will end there. Provide prominently displayed share buttons wherever you post content to get the most from your efforts. Share buttons that float as a reader scans down the page effectively grab attention and make it extremely easy for your readers to spread your content to their followers.
The overall takeaway here is to always be thinking about the next logical step for a visitor to your site, and provide an easy path to get there. Don’t let your user experience hit a dead end, because today’s consumers won’t take the time to struggle through navigating your site — they’ll move on to a more user-friendly experience elsewhere.
What tips do you have for creating a user-friendly and engaging visitor experience with your online marketing? We’d love to hear from you in our comments section!