Stop. Close your eyes. Ok, open them again to read the rest of paragraph. Recall the most recent acquaintance you made. Describe your first impression. What senses were engaged? Did you react to the intonation, eye contact (or lack thereof), color of hair, clasp of hand, style of clothing, or something else?
Chances are something stood out. What was it? What one sense was heightened by that acquaintance? Sight, hearing, or touch? Hold that thought.
What if nothing from that encounter stood out? What if it was utterly blasé? And without my prompting you at this moment, you would have never again recalled it.
Think of the two outcomes. Memorable versus Forgettable.
Now, insert your business into that acquaintance equation.
Where will it stand? Memorable or Forgettable.
This is a really important question.
Alison and I write a lot of case studies for our clients. We love getting to speak to people from throughout the country who are adopting new technologies and using our clients’ products and services to improve their sales, make their organizations more efficient, and save money. An interview this week stood out.
“So much of how we communicate today is visual. People are getting away from words and gravitating toward pictures,” the customer said, and added that using our client’s product made him feel like the company was now modern and communicating contemporarily.
Yes, we are a visual species. We always have been. Channels like Facebook didn’t change that. They capitalized on it. How we use pictures and words in every encounter matters. Certain demographics rely on one medium over another. As marketers, it’s our job to know the right avenues for every audience.
Do all of your company’s customer-facing channels reflect your business goals, approach, philosophy? Do they connect with visitors on a sensory level? Do they effectively engage?
When I read, “4 Trends in Website Design That Small Businesses Need to Know: Web design is changing quickly,” on Inc.com by Drew Hendricks (@DrewAHendricks) I immediately began writing this blog.
Hendricks concisely captures what is happening within B2B. Businesses, whether they are B2C or B2B, are influenced by human behavior. And to be human is to be a consumer. Don’t separate your own consumer experience from your business experience. Meld it. Use your own knowledge of what influences your purchasing decisions as a consumer and apply it to your business.
Your connections with your customers need to be more than functional. They need to be personal. They need to make a real impression, not just one logged in your Google Analytics.
Face it, we live in a multi-channel, highly visual world. We expect highly personal experiences in the physical and virtual world.
Your virtual/visual presence is equally important, if not more, than your physical presence. Sewing the two together so customers can communicate seamlessly between the worlds both maintains the integrity of your business and respects your customers’ preferences. As a consumer, whether in B2B or B2C, that’s memorable.
We work on making memorable and lasting impressions every day. If your company’s first impression doesn’t measure up, let’s get acquainted. We can change that.