A look back at the HERO CONF Conference 2017 Edition - Los Angeles

On April 18th and 19th, I had the opportunity to attend the largest annual web marketing conference, which was held this year in Los Angeles, California. The Hero Conf is all about meeting people in the industry from all over North America and being able to share and exchange with them, in addition to attending numerous sessions given by the greatest specialists in the industry.

While I was able to learn more about how to use competitor data to improve performance, how to improve Facebook campaign stats with automation, how everything can be automated and optimized with scripts and more, the most important thing of all, which was recurring every session and one that you need to remember in all your marketing efforts: The End Customer.

So I present you with 4 points to remember to help you better understand and reach your end customer:

1. Answer your client's problem?

Every customer who searches online is trying to meet a specific need at a specific time. Whether they are looking for information on planning a trip to Greece in the fall or searching for the nearest plumber because a faucet is leaking, they want to be able to meet their needs easily and quickly. In order to be able to respond to your customer's problem, you must take the time to ask yourself the following questions before undertaking any marketing process: who is my customer (what are their needs, where are they in their research process, what are they doing right now to address their problem) and how can you address their problem (how can your products or services meet their needs, why should they do business with you).

The answer to your customer's problem should be approached in the same way as a doctor trying to diagnose: what are the symptoms (what is the customer unable to do, what are his limitations), what is his problem (why is he unable to accomplish what he wants to accomplish), what treatment should be prescribed (how your product or service can remedy his problem), the outcome (how does the product or service improve the customer's life on a daily basis) 

2. Content is gold

Once you have brought the customer to your website, they should be able to find the information they need to solve their problem. The content you create on your website or landing pages should always be geared towards the end customer. Put yourself in your customer's shoes and take the time to ask yourself the following questions. Is it easy for my customer to understand what my company does? Is our competitive advantage clearly defined? Do we have a clear understanding of how our products or services meet our customers' needs? Try to avoid vague phrases to describe your expertise such as: "Experienced team", "The best in the industry", it doesn't mean anything, doesn't add value to your business and doesn't differentiate you in any way. Take the time to do some research on your competitors, you will see that they use exactly the same phrases. Instead, try to identify your customer's problem and clearly identify what you do to address it. Testimonials from your current clients should also be put forward. They add an important element of trust and are very influential in the decision-making of your potential clients.

3. Don't be afraid to show your face

If the customer has arrived on your site looking for the price of your products or services, please show them what they are asking for. Stop being afraid to display certain information for fear that your competition will copy you or display a lower price than yours. By not posting the information you are looking for, you will simply frustrate your customer who will probably not take the time to call you and will certainly not fill out your price request form. Stop trying to get people too quickly into your funnel process, give them what they are asking for first, without asking for any information from them. Your content should answer their problem from the first visit on your website. Also, if the customer can't find the information on your website, they will find it on another site (review site, industry site, competitor's site, etc.), that information might not be up to date or might be wrong. Don't let others speak for you, you have paid to bring a customer to your site, try to satisfy him and answer his problem, you will probably see your conversion rate increase by doing so.

4. Use your forms intelligently

No one likes to have to fill out a form to get simple information, only to have a representative call you and sell you something, when all you wanted to get was a price for a product that wasn't posted on their website. You skip steps by doing this and if you add sales pressure, chances are the customer will try to push you away and you won't leave a good impression. It's a waste of time for you and for him. The content of your website should be comprehensive enough so that people who fill out forms are customers who are ready to take action and do business with you. If you present for example instant quote request forms, make sure that the price is really instant, otherwise avoid this type of call to action, nobody likes to have false hopes.

In short, make sure the whole experience is seamless for your customer, from the first time they arrive on your website, to the final sale, make sure you address their issues and always put their interests first. Focus on clear and precise content that clearly demonstrates what you can do for your customer. The best way to verify the customer experience is to play the game yourself. Put yourself in your customer's shoes and take the time to go through the different stages of your sales funnel. You'll be able to see the flaws more easily and improve your processes.