Digital Marketing: Read this quick if you have an enquiry form like the one above on your website
Many businesses new to the Internet believe that if they pay a digital marketing company to create a cool-looking website and a few social media pages, that the dollars will come rolling in. Well, keep reading to find out why that is not necessarily the case and what you need to do as soon as possible.
There is a belief among some in the business world that ‘if they build it, they will come,’ referring of course to the Kevin Costner character in ‘Field of Dreams’. Now unlike farmer Ray in the movie who may have heard a whisper in his ear to build a baseball diamond in his cornfield, it appears some business people are having a website dumped in their lap with little or no whispers about the important role they personally have in responding to customers who find their website.
An example is the typical enquiry or contact form seen above which is found on many business websites today. It is put there for a very good reason. More and more customers are searching online and find it quicker and easier to leave a query with two or three businesses who may be able to help them.
Rather than use the phone, and take up thirty minutes of time – and often cop a lot of ‘hard sell’ in the process, you can simply leave your details on the online form and wait for the business to respond. The best or cheapest response then gets the job. We do it all the time and it is a very quick way to contact multiple local businesses.
The problem arises when the business owner (or often employee) does not know they need to check if any enquiries have come in. They also don’t check it if they are too busy, don’t have computer access, or don’t see it as necessary.
This past week we left our contact details on five different company websites just to see what response we would get. They were all genuine enquiries and we were willing to spend the dollars for the right products and price. We filled in forms at two bicycle repair shops, two roller door repair companies, and one cafe.
We did not hear back from any of them!
Now we know we did not have a big representative sample, and a larger number of businesses MAY have produced a different result. But equally it may not have. The point being that we had money to spend, and providing their prices were reasonable, at least three of those businesses would have made some sales. As it was, they ALL missed out.
So just think about the stupidity of this if you will. Without blaming anyone in either of the businesses personally, having an enquiry or contact form on your website and not getting back promptly to the customers who took the time to leave the message, is like having a shop on the main street and locking your front door! It’s similar to going up to a business located in a prime position when you have ten spare minutes, only to find a sign on the door saying, ‘back in one hour.’
Was it the fault of the digital marketing company who recommended it, the webmaster who designed it, the business expert who set it up, or the owner who thought she knew what she was doing, and didn’t? It doesn’t really matter where the blame lays. What matters is that business owners start taking responsibility for their complete sales and marketing strategy in today’s digital age. And if they don’t understand something, they need to ask. After all, if you are the owner of one of the businesses we left a message with, you need to consider how many other customers have done the same.
You can have a million customers contact your business, but if you don’t convert some into sales, then you won’t be in business very long.
And by the way, if you don’t have a contact form on your website, you might want to read 5 Reasons Why Your Website Needs A Contact Form.
Living each adventure,
Christine and Trevor
ONLINE FASHION STORE
Empowering people to live a healthy, active, authentic and fulfilling life.
Adelaide, South Australia.
DISCLAIMER: This article is written for informational purposes only and is based on Christine and Trevor’s own life experiences. No food featured on this site should ever be consumed or handled if known or suspected allergies exist. Nothing featured here should be taken as medical, professional or legal advice. It is always recommended that you consult the appropriate professional before changing any routine or adopting any new procedure.
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