Attempts to grow a business online often seem to be centered around driving traffic to a static website or e-commerce page. This common model for creating a marketing revenue stream is based on a sheer numbers game. The more traffic an online entity can drive to his site, the more likely he is to turn visitors into customers. This is an important first step, but building an online base filled with potential customers requires measuring online behaviour, too, in order to be effective. It is not only important to drive visitors to a site, but it is also important to know how they got there.
Assessing consumer behaviour helps marketers and site planners fine tune their marketing strategies. It gives them insight on how customers think and what makes them choose one product or brand over another. It also tells marketers about consumer cultures and their value systems. If a specific market segment is targeted, this kind of information becomes vital to designing what a company offers and how it is delivered. It may even give a company options to determine how a consumer can dispose of a product. Every move made by a consumer is key in determining how a message or product should reach him.
Even after learning more about how a customer base responds to products online, it is important to have a strategy that works for advancing a company mission or moving a product. One approach that has helped many companies is using social media. The average buyer sees a brand that uses this approach as accessible and caring. Companies do not always use direct promotion to engage with customers this way. They often find it more engaging to connect by using well-crafted content. The customer feels he has gained knowledge he might not otherwise have, and he is more likely to return for future engagement.
Quality content also becomes a key method of connecting to customers when considering there us often a small window of opportunity to connect. Because social media has become so busy with status feeds and other updates, the average brand is competing with an account users close friends, photos and videos and paid advertisements for equal air time. They have to be compelling to get a newcomer’s attention, and they have to be offering something that is worth the time investment to keep their attention. Content has to be free, relevant and easy to digest. Otherwise, the brand and the customer miss each other in all the other noise.