6 Trends in 2013 for Building Product Marketers, Part 2

18 Dec

Tools for providing a better customer experience

Personalize Your Message and Create A Mobile-Friendly Experience

Earlier this week, I discussed 2 of the 6 trends to look for in 2013 by SilverPop, and I’m here to discuss 2 more trends to consider in the new year. With technology changing, it’s important for the building products industry to jump on board before being left behind.

Trend 3 – Personalize Your Message

With mobile devices and smart phones readily available, consumers are utilizing social networks, forums, and online reviews to make buying decisions.

  • Before a customer reaches out to your company: The customer has researched your company and product online.
  • When a customer reaches out to your company for the first time: The customer is already more than half way through the purchasing process.

Since customers are making purchasing decisions before ever reaching out to your company, it’s important to make your content more personalized. Utilizing data and information on where your customer or prospect stands in the buying process can help your company create messaging and dialogue. As a building products marketer, take advantage of the prospects or customers status in the buying process to create messaging for communication like emails that focus on their stage:

  • Prospect – Provide your product details and offer an incentive to transform the prospect into a customer.
  • Recently Made a Purchase – Send accessory recommendations or How-To videos for utilizing the product.
  • Post-Purchase – Update the customer with product information, updates, and new models plus invite them to follow you on your company’s social networks.

Trend 4 – Create a Mobile-Friendly Experience

Consumers can access information about your company easily on their phones. It is estimated in the United States there are approximately 120 million people who own smartphones. By 2016, smartphone ownership is projected to increase to approximately 200 million users, and by 2015, tablet ownership is projected to increase to 133 million.

With more and more people using mobile devices each year, it’s crucial to align your company and brand with these devices. Involve your interactive and design teams in the marketing process. Utilize these tactics to optimize your company communication for mobile devices:

  • Easily Scan Emails and Website – Make your content easily scannable by highlighting main points and adding a call-to-action on the first screen.
  • Utilize Tap Instead of Click – Provide a user-friendly experience by increasing font size, adding spaces between links, and adding buttons for tapping.
  • Provide Call-To-Action Buttons – Add a call-to-action button to simplify tapping for more information and make sure it is prominent on the page so it’s easily spotted when scanning.
  • Simplify Your Conversions – Track one conversion as opposed to three or four conversions. Try tracking the number of people who click on the call-to-action button for more information.

Investing time to create a positive customer experience will change your business in the long run. Check out my next blog post, to learn how social media is now affecting every channel of communication and how marketing departments must change to better deliver increased buyer results. If you missed Part 1, don’t forget to review how you can use actionable data and better listen to your customer to increase your customer’s experience in 2013.

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