How Awesome Web Content Connects Businesses with Empowered Consumers
In the age of the empowered consumer, browsing a company’s website for information such as office location and hours is no longer enough. Consumers now seek more comprehensive web content that provides them with detailed information about the products and services offered by businesses. According to Chief Marketer, this shift in consumer behavior has empowered customers, and they now expect a 1:1 exchange with businesses. Therefore, companies that fail to provide relevant and clear web content not only appear illegitimate but also out of touch with the needs and preferences of consumers.
To connect with the empowered consumer, businesses must provide modernized and actionable web content that speaks to consumers as if the company is an expert in their industry. In this article, we will explore the different types of web content that businesses can use to connect with empowered consumers.
Answers Pertaining to Consumer Lifestyle Questions
Consumers conduct thorough research online prior to making a purchase, and this includes educating themselves about the products and services they are interested in. Consumers will rarely browse an FAQ page regarding a specific product online for answers to their burning questions. Instead, they turn to biased reviews or social media, leaving themselves open to answers offered by competitors and people without expertise.
The Content Marketing Institute recommends that businesses anticipate and answer the questions consumers will ask on their website. Creating web content such as blogs and articles that address common questions not only demonstrates the business’s expertise in their field but also increases customer satisfaction.
Let’s take Just Sleeper, for example. This business sells pillows and mattresses, and their clients often research information about finding pillows for neck pain. To cater to these questions, Just Sleeper’s homepage features an article offering a relevant response.
Detailed Descriptions of the Production Process
Empowered consumers are aware that manufacturing processes are not equal. This awareness drives consumers to consider a global market, but they still want to know that they are in control. Detailed descriptions of the production process assure the consumer’s knowledge while allowing them to contribute to the process.
Many businesses are creating web content that describes their production process to consumers, and through these detailed descriptions, they include information for consumers about customization and their role in the process.
For example, the 4inLanyard business offers a unique product and production process for Lanyard design. Their website features extensive web content and graphic depictions that walk consumers through their process. The business highlights for consumers the ability to customize lanyards and give input to ensure customer satisfaction.
Buyer Guidelines Comparing Products Side by Side
Transparency is a vital aspect of marketing for businesses. Consumers seek relationship, especially with businesses that they consider transparent and straightforward, which are indicators of trustworthiness. Many businesses appeal to trust by offering transparent comparisons of their products with competitors’ products.
While the comparison tactic can be ineffective when the products aren’t similar or when the marketing business’s product doesn’t measure up, transparency can expose consumers to just how eligible and high-quality a product is. Since the comparison also makes the business seem trustworthy and transparent, comparison content can prove to awesomely win over clients.
Sprint, for example, set out to prove itself against competitors by offering consumers comparison content in a recent, brilliant marketing campaign. Sprint created a chart that highlighted how the service measures up to competitor AT&T’s similar offering. The comparison made Sprint appear trustworthy and transparent while also highlighting the affordability and quality of their service.
Graphics and Stories that are Sharable on Social Media
Customer convenience now tends to drive marketing style more than ever before. The use of long paragraphs, no matter how effective, is no longer in vogue, and consumers prefer to skim through short lines when researching businesses and products online. User-friendly web content also makes it easy for the empowered consumer to share content on social media, a practice that is beneficial for both the consumer and the business.
To create shareable web content, businesses should provide concise, bulleted points, include graphics, leave plenty of white space, craft compelling stories, and most importantly, focus on the consumer, not just the product.
Dove, for example, offers personal care products and a compelling message about beauty. The company has mastered the production of web content videos that consumers love to share and support. Dove’s videos are widely circulated online by consumers, increasing their web conversion rates and expanding their distribution base.
Relevant How-To Educational Materials
For many empowered consumers, one-stop service is essential because explaining how to use their product saves the consumer time and frustration. Therefore, businesses provide consumers with a form of web content called an “explainer video” or “product video.”
Even if customers don’t actually use the videos for instructional purposes, Big Commerce suggests that the videos improve company credibility and increase customer satisfaction rates. The investment return for such videos is consequently high.
For example, Bullet Tools, a company selling laminate flooring, offers web content such as instructional videos to walk their clients through the process of using their product. Laminate flooring is a popular product and an excellent option for empowered consumers who want to install their own flooring. The how-to process can be intimidating, and such videos provide a valuable instructional resource.
The empowered consumer has changed the landscape of marketing, and businesses can tap into this market by providing relevant, modernized web content. Anticipating and answering the questions consumers will ask, offering detailed descriptions of the production process, providing transparent comparisons of products, creating shareable web content, and offering how-to educational materials are effective tactics to connect with the empowered consumer. By implementing these methods, businesses can compete and thrive in a market of stiff competition.