FOCUS | Making the most of the internet
Let’s get
Anyone can set up a website these days, but making sure it meets the needs of your target audience and remains visible to, and highly ranked by, search engines requires know-how and time. Digital marketing experts and key fi gures from the KBB industry share their tips on how to make your website and social media a key part of your marketing mix
User experience is key A
pple founder Steve Jobs was known for his
ethos that good design
relates to how something works rather than how it looks. A good user experience has become the hallmark of Apple’s range of products. Whether your website is aimed at a business or a consumer audience, it should play a valuable role in presenting your products and services to both existing and potential new customers as part of your wider marketing and advertising activity.
34
At Hill’s Panel Products (HPP), we know our website is not the prettiest in the KBB industry, but its user experience is superior. We have focused a lot of effort to make sure we provide the best online experience for our trade customers. We have made a conscious decision to prioritise function over form. Many KBB businesses, like their counterparts in other sectors, outsource their website development because they don’t have the resources internally. However, the person who best knows your website and what it should achieve is you. Outsourcing website design or development often means that
Dan Mounsey, marketing manager at HPP, says it is all about meeting the users’ needs
your intended website customer journeys are lost between all the design, development and functionality work, which, while important, is of no value if a suitable customer ‘journey’ is not set out. What do we mean by ‘customer journey’? As a business, you will have certain customer
profi les that you expect to interact with, whether it’s trade customers – perhaps kitchen and bedroom furniture fi tters in your area, or retail – perhaps local independent fi tted furniture showrooms. Putting yourself in the shoes of these customers and predicting what you expect them to do, step by
kbbreview · December 2019
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76
