Yes! Yes we do, says a compelling article by Patrick Spenner at Forbes, published last week. His piece is making marketing professionals everywhere rethink their strategies.
He writes, “…60-65% of business leaders who believe that consumers follow their brands on social media sites because they want to be a part of a community. Only 25-30% of consumers agree. The top reason consumers follow a brand? To get discounts.” He accuses brands of trying too hard to engage with customers and says that flooding their feeds with too much information is only making the sales harder and more complicated, and it’s not helping brand loyalty or profits; these brands are essentially shooting themselves in the foot (feet?).
So, what does work? Spenner cites an idea called Decision Simplicity, and he says that ”the impact of simplifying purchase decisions for consumers is four times stronger than the favored marketing strategy of engagement.” Four times!
Let’s break down this idea of Decision Simplicity. It’s got 3 really simple components:
1. Establish TRUST by listing ratings and reviews from your clients, customers and participants.
2. Let your customers LEARN WITHOUT DISTRACTION. Offer clear and streamlined product/event/service information catering to every stage in the decision-making process.
3. Make it clear what differentiates your brand from others so that your customers can WEIGH THEIR OPTIONS CONFIDENTLY.