Internet marketing pundits, like popular podcaster Paul Colligan, have said that Web 2.0 is all about delivering the information your customers want, when and how they want it.
This applies to all of your marketing… Not just the Internet! Your demographic has a very big role to play in how the customer will find you and what they want to know.
Their own buying cycle will dictate the level of information that they want as well. This is where I often talk about the influencer, who has a strong role to play in the early process and even the decision sometimes.
It’s easy to spread yourself too thin, of course, and if you are close to the subject it can get complicated! I find this a case when business owners try to write copy… Your industry and your market’s need for information should dictate the format and content. Additionally, evaluate your choices and the information by asking your customers for input. What would they like to see from you? Where are they surfing for information? What questions and needs do they have? Do most of your prospects have the same questions, or is each one entirely different? Do they prefer text, audio, video, or some combination thereof? Invest your time accordingly. And look for solutions that allow you to get up and running quickly without investing extensive time or money.
“People can participate from home, their work desk, or someone else’s desk, so it’s very flexible for the participant. It’s really interactive to share an Excel file or PowerPoint or an application. We can show where we need more information, make decisions immediately, and get agreement faster, and it’s done.”
– Citrix Online customer, pharmaceutical manufacturer
The FAQ page is one of the most frequently used pages and often one that is not updated very often! This is where your customers can help you, as can your staff. They will tell you what the customers are asking! The customers are asking I promise you your prospect is asking also.