You get the website you deserve. Your website instantly tells your customer about your brand and culture.
Some years ago I listened as a senior marketing executive from a technology company discussed a product their customers hated. Sales were miserable because the product was deeply flawed. “As marketers we felt that it was us that failed,” she said to me in a rather embarrassed voice.
The content an organization publishes online is increasingly contributing to how customers regard that organization’s brand.
When was the last time you ever met someone from Amazon? When was the last time you had a phone call with someone from Amazon? Probably never.
People are very bad at telling you what they do or why they do it.
Being successful today means being with the customer. The closer you are to the customer the more power and influence you have.
I used to know an editor of a specialist magazine. He spent four days of every week with his readers. He talked to them, listened to them, observed them. Only on Fridays did he come into the office. He was a very successful editor.
Getting attention is getting harder. The Web is a place where busy people do things. Help them, don’t disrupt them.
For weeks Disney stalked me. On webpage after webpage I visited I got this horrendous ad for Disney resorts. It was in bright colors and swirled constantly. It literally hurt my eyes. It helped me develop a deep dislike of Disney.
Vigorously managing what is already published is the critical difference between a professional online publishing culture and a traditional offline print culture.
The poster children of the latest content marketing craze are Coke and Red Bull. That should be a warning signal in itself.
Focus on customer convenience and effort, not experience or satisfaction
You’re out of coffee. You have two choices. Ask your neighbour or drive to the local convenience store. Your neighbour, John, is nice but boy does he love to talk. You drive to the convenience store.
“Bureaucracies are honed by the past and almost never can they deal with the future.” This quote, from biologist Leroy Hood, starts the first chapter of Paul Boag’s excellent book, Digital Adaptation.
There is a huge blind spot when it comes to the management of the time of knowledge workers. Basically, their time is not managed.
The essence of the Core Model design process is that you focus primarily on the top tasks of your customers. You make sure they can solve their problem, complete their task. You design inside-out, from the task outwards.
If search engine optimization brings the wrong customers to the wrong pages then everybody loses.
Until organizations introduce processes that prioritize findability, then site search will continue to fail miserably.
How much of your organization’s online world is made up of dead zones and how much is do zones? A dead zone is any space where there’s nothing to do. It’s a big pretty picture, or a huge graphic-heavy masthead, or a long-winded explanation of what you do or what the customer can do. The customer doesn’t want an explanation of what they can do. They just want to do.