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During a department head meeting in which processes where being discussed, it became evident there was an information gap for our clients. Our recruiting team was reporting a break down in information regarding who we are, what we do and what we have to offer. The team shared how they answer certain questions over and over again. They reported the funny misconceptions that they often hear. I sat there listening and taking vigorous notes. After the recruiting team exhausted their stories and tales of what our clients perceived and what is the reality of our programs, I knew I had a huge gap to bridge.
First stop, the internet. When I am the party looking for information, the first thing I do is Google and look for a company website. Once I have the website, I scour the home page for information. I might dig a little further if warranted. Next, I research anything I can download about the company, including press releases, white pages, media kits, etc. Final step is to reach out to the company via some type of web-to-lead module and ask for additional supporting marketing collaterals like FAQ, about us, etc. All of this information represents passive data. Often this passive data is the only tool a consumer will use to make a buying decision. It is the passive data that often becomes the bridge to having the consumer actually engage with one of your sales representative and start a sales cycle. Therefore, this information should be complete and accurate as your sales representative my never get a chance to answer any of the consumers questions or evaluate their needs if the gap between perception and reality is too wide.
What my be intuitively obvious to you and your staff, might not be for your clients. Take time to step into their shoes. Google your website and determine if it is easy to find. If not, look into build a plan to improve your rankings to make your website convenient to find for your prospects. Next, view your website from their perspective. Does your home page give your prospects the information they are looking for? If not, from your home page can they easily navigate to the information they are looking for? Look for ways to streamline your website to meet their needs beyond your corporate needs. If you have collaterals that can be downloaded, examine for the easy of these download. Test your web-lead modules to make sure they are user friendly and continue to move the process forward with proper direction. Evaluate all collaterals to make sure they too are meeting the needs of your prospects. Look for gaps or barriers and build bridges. Barriers are intended to stop forward motion, while bridges are built to encourage forward motion. If necessary, create additional landing pages, processes, web-leads, downloads or other collaterals to fill any gaps. Streamline as much as possible for ease of use for your consumer while s till giving them as much information as they may need to determine that your organization is the one they wish to do business with.
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