Your customers are not all the same. They may need to hear different messages based on the story they want to tell themselves. Most businesses have several segments of customers, each having a different need and who desire a different type of offering. Successful communications mean delivering the RIGHT message to the RIGHT audience. Your digital entrances to your business may need three front doors.
Three Front Doors – A Clean Example
Imagine a dry cleaner who has three front doors. One for people who are searching for the lowest price on services. One for people who want an environmentally friendly cleaner who uses a chemical-free process that is safe for people and the planet. A third door for those who care about protecting the fabrics and integrity of the clothes they bring in for treatment.
Each door represents a need, a mindset – a very different messaging requirement.
If the dry cleaner delivers the right message based on which door someone enters, they will be more successful at satisfying the customer’s need. And, in communicating effectively to the customer.
Now think of your website. Everyone who comes to your digital front door may have a different need and require a slightly different value proposition or offer. Would your success and conversion rate online improve if customers received a more relevant message?
Three Front Doors for your Digital Entrance
If you are bringing web traffic to your digital front door through social media, can you direct customers who click on your posts or ads to the appropriate entrance way? Instead of sending everyone to the homepage, what happens if you had three different home (or landing) pages that navigate the customers along a slightly different path based on their mindset?
- If they are a value buyer, bring them in through door #1 that leads them to your special offers and deals.
- If they are an environmentally sensitive buyer, bring them in through messages (and images) to help set the stage for the story they want to hear.
- Or, if they are concerned about the quality or technical issues, allow them to enter through a door with those messages in mind.
The Big Lesson
Not every customer comes to you wanting to hear the same story.
How can you segment your market so you deliver the right message to each major group of visitors who may wish to buy from you? Think about bringing customers to a different landing page based on the post or ad they click to learn more.
_________
Photo: By Ardfern (Own work) [CC BY-SA 3.0 (http://creativecommons.org/licenses/by-sa/3.0) or GFDL (http://www.gnu.org/copyleft/fdl.html)], via Wikimedia Commons
Need help to segment customers so you don’t get taken to the cleaners? Contact me here.
