At Bright World, we have analysed that the average age of our customers, i.e. parents of children who send their children to a UK boarding school, is between 30 and 45. This means that a high percentage of our customers are called the Millennial generation - the generation that was either seemingly born with a smart device in their hands, or if not, has now caught on to the trend. Millennials are also far more likely to shop on-line than previous generations, especially via a smart phone.
So, if you are reading this as a parent who has sent their child overseas, you may recognise some of your own needs and behaviours in this article. You will also probably say that your child had a lot of input in the choice of school or guardian that was made.
If you are a school or an agency or ancillary service, then read on to make sure you are giving your customers what they need from the moment they click and land on your site.
The average attention span for a person on a website front page is 3 seconds. If the website is not viewable from their smartphone and if nothing draws them in before that, or if images or pages are taking too long to load then they simply move on.
Obviously, sourcing and confirming a boarding school place or choosing a guardianship programme is not quite the same as buying an item of clothing or the latest gadget, but even so the same principles apply. So, if schools and companies such as Bright World want to win over this demographic, they need to change their on-line customer service strategy. We need to empower people looking at our websites, giving them the information they need where they need it and how they want it. Information should be clear, and interesting.
Don’t leave your customer dangling...
Once you have started a digital dialogue with a customer, don’t leave them in the lurch. Try and live through their journey and stay with them. Yours is probably not the only school they are applying to; they may have two or three offers to choose from. For us as guardians we realise that parents will be shopping around to decide which company to choose and quite rightly so. We believe that super speedy response and keeping parents connected with us post-enquiry not only makes them remember us but also starts our relationship off in the digital world as it will be in the real world.
It shows we are efficient, that we value their interest in our company and that we are consistent and reliable in our work.
People tend to listen to others’ opinions. It is very important to let potential customers read your reviews and accolades.
Be transparent about your fees
How much something is going to cost is a vital part of the buying cycle. Lack of upfront information about how much a product costs may lead a customer off your page and onto one of your competitor’s. If we are truly to embrace content marketing and the essence of social media, we must learn to answer every question consumers ask our company. Price is usually one of the first questions asked, so let’s make it easy.
Social Media feeds
Having an active Facebook page, Twitter feed, LinkedIn page, YouTube channel and an Instagram account are necessities. People view Twitter and Facebook as social networks, not marketing machines. Thus, they’re less likely to see what you post as an advertisement and will be more likely to hear what you have to say. Using social media will also boost your SEO. Driving traffic to your optimised pages will cause them to climb much faster in the search engine results pages.
YouTube is now the second largest search engine on the web and its value demands a front-runner position in your content marketing plan. 65% of viewers watch more than ¾ of a video, which is more than we can say about text-based content. So if you have a message to get across then use video. Several short videos are more popular than one long one.
Everything on a mobile device can be shared with any social network. Your website will most likely be viewed through a mobile device so be sure it is compatible and offers the viewer a positive experience. Bright World has over 100,000 likes on Facebook and active Twitter, LinkedIn and Instagram accounts. Please LIKE us and follow us and we will gladly share and retweet all your interesting stories.
Calls to action (CTA) all over the place
In web design, a CTA is a banner, button, or some type of graphic or text on a website, meant to prompt a user to click it and continue down a conversion funnel. Having strong but relevant CTAs on your website will help you grab the attention of your website visitors, and if enticing enough, it will lead them to click and learn more about your company and ultimately become a customer.
Posted on March 17th, 2017 @ 11:18 AM