Dangers of the Search Engine

Put the burden of information on your customer is never a good idea. Don't force customers or potential customers to search for the information that they need. Learn why!


Whether we’re talking about businesses or individuals the facts are the same, your online presence is your digital identity. Your website serves as a hub where customers can find information about your story, access your social media accounts, learn about your location, and interact with your business. When done right your website is a convenient and central resource for clients, but here's the challenge: are your clients finding you when they need you the most?

Surprisingly, only about 22% of visits to your website come from direct searches, meaning an individual types your web address directly into their browser. The majority of clients will discover your business by entering your company name, product type, or even a competitor's information into a search engine like Google. In theory this is good news because customers who’ve never heard about you can accidentally ‘bump into’ you or product online. The problem? These organic searches can be a double-edged sword, potentially leading the clients you already have to your competitors. If you don't have strong SEO or haven't invested in securing a top spot on search engine results pages (SERPs) your competitors will appear above you in searches.

Today we'll explore the critical importance of connecting meaningfully with your customers and simplifying the ways they engage with your business. Failing to establish and maintain these connections could inadvertently send your customers into the eager arms of your competitors.

We'll also delve into practical strategies for creating meaningful connections, whether through email, social media, or specialized apps.

**The Consequences of Missed Connections**

Imagine a scenario where a potential customer is in urgent need of your product or service. They turn to a search engine to find your business but are unable to locate it easily. Maybe they can’t remember your company name, or maybe you appear too far down the search page, or maybe they get pulled down an entirely different rabbit hole. So instead of engaging with you, they stumble on competitors who have invested in prime SEO or paid for prominent placement in search results. In this situation, you risk losing not only an immediate sale but also a valuable long-term customer. The opportunity cost of failing to connect directly with your customers and provide them with the information they need is immeasurable.

In today's competitive market, where resources—both in terms of workforce and finances—are limited, overlooking the importance of meaningful connections can be extremely damaging for your business. The digital landscape is crowded, and businesses that do not proactively engage with their customers run the risk of losing them to competitors who have invested in providing readily accessible information and personalized experiences.

**A Familiar Experience: The Quest for Accurate Information**

Consider the last time you received a new product, encountered a software issue, or needed guidance on how to do something. Chances are, you turned to a platform like YouTube in search of tutorials or guides. While some of the videos you watched likely provided valuable information, others may have led you astray with incorrect instructions, competitor-driven content, or entirely unrelated material. This familiar experience of sifting through an abundance of information to find what is accurate and relevant resonates with your customers' online journeys.

When customers search for your business online, they face a similar challenge. The top search results typically feature paid ads from companies that have secured prominent placement. Your potential customers may also encounter businesses similar to yours, further complicating their quest to find you. The stakes are high, and the cost of not connecting directly with your customers can be considerable.

**The Challenge of Connecting through Different Channels**

While connecting through search engines poses challenges, so do other communication methods. A multi-channel approach is the only effective means of reaching out to your customers, there’s no one channel that will reach every possible customer. Let’s briefly discuss the unique challenges you’ll face when working to connect through various channels presents unique challenges:

**1. Email**: Recent reports indicate that the average email clickthrough rate is just above 20%. This number has actually risen in recent years, but it’s still less than a quarter of emails that are being sent out. Email marketing, while effective, requires strategies to overcome low engagement rates, and ultimately, most of your emails will never be seen.

**2. Social Media**: Social media platforms offer a vast audience, but users are bombarded with content competing for their attention. To stand out, your ads will have to be highly differentiated from the rest of the content because users typically log on for reasons other than engaging with your company. For example, how thrilled are you with the ads that pop up while you scroll through your feed?

**3. Mobile Apps**: Encouraging customers to download and retain a dedicated app poses challenges. About half of all apps are deleted within 30 days of install. If customers don’t have a reason to interact with your app regularly they won’t leave it in their library. Add to this the cost of having and app developed (starting around $30,000 and increasing rapidly, but averaging around 170,000), and you may feel justifiably discouraged.

**Bridging the Gap**

While all the channels we previously discussed are likely crucial for your business, they simply aren’t enough. You need something to bring unification to everything you’re doing. A comprehensive system enables you to connect with your customers through their devices, with or without the need for them to download a dedicated app. Liiingo can serve as as all-in-one engagement solution, reaching customers before they reach you, maintaining engagement while they're with you, and keeping them coming back again and again, and fitting seamlessly into what you’re already doing.

**Conclusion: Embrace the Power of Meaningful Connections**

In the age of digital engagement, your ability to connect meaningfully with your customers can make or break your business. The consequences of missed connections can be costly, and in a competitive landscape, every interaction counts. By meeting your customers where they want to be met and marrying new marketing tactics with your tried and true methods, you can create meaningful connections that resonate with your customers time and time again.