It’s the domain you use after every advertisement where you can learn more about a company. You know it, yourcompany.com But we’re tired of the corporate website and all its happy marketing speak. Stock photos of smart looking dudes or minority women crowded around the computer raving about your product. The positive press release, the happy customer testimonials, the row of executive portraits, the donations your corporate made to disaster relief. The one-sided view never ends. While some of your traffic may be going up on your website, it’s not indicative of how corporate websites are being used. Analytics don’t tell us why people go to your site, and it may not be for the reason you want them to.
Many web marketers are under the impression that the battles are only fought within Google search results and on the corporate domain. In reality, marketing has spread to many other areas where conversations occur: social networks, rating sites, chat rooms and blogs.
Consumers now source ideas about product decisions on consumer rating sites and from their peers. More and more consumers are using instant messaging, Facebook, (and other social networks) and rarely directly type in a domain name to a corporate website. Prospects are making decisions on other websites BEFORE they go to the corporate website to get factual information.
Legally, we understand corporates need to disclose product details. This is a strong case for the use of the corporate website. However our research indicates consumers use corporate websites to source core feature stats, specification and pricing, but that’s after a decision has been made based elsewhere.
The most relevant websites will have customers building websites alongside organisations content. The most effective websites will contain a balanced point of view of both the product team and customers – even if they have qualms with the product.
Organisations will no longer be the only one publishing to your own website, customers, prospects, and other members of the community will have direct access to publish on your website. Sure, this content will need to be moderated, but it will be obvious to many that the only voice won’t be the marketing one. The most effective websites will contain a balanced point of view of both the product team and customers We understand this can be hard to swallow, but how do you build the most trust? By being open, authentic and transparent to the marketplace. We know from research that the highest degree of trust comes from a savvy marketer who will allow content to appear from peers, customers and the market. These will not always be a product rave, in fact it may be downright criticism. The goal? To take that feedback, and demonstrate in public how you will improve your offerings in plain view. By allowing this to happen you will create ever Increasing trust in the brand.
The corporate website of the future will be a credible source of opinion and fact, authored by both the corporation and community. The result? A true first-stop community resource where information flows for better products and services.
Customers will make your site the first place to go for information. Trust will increase and you may be able to build better products and services with real-time customer feedback. Most importantly, you’ll be a community resource that will help you meet your customer needs faster.
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OnQue Create is a dynamic and innovative communications, strategic and creative digital communications agency located in Ultimo, Sydney. Since the company was established in 1996, ONQUE has produced an array of successful communication solutions for a wide range of business sectors including consumer electronics, financial institutions, property development, music and entertainment, retail and packaging.
OnQue Create Suite 105, Jones Bay Wharf, 26 - 32 Pirrama Road, Pyrmont 2009
T +61 2 8572 4700 E info@onque.com.au W onque.com.au
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