Harry Lowes
Smarter Writer

Harry Lowes is the general manager of digital marketing at Telstra Business

Harry Lowes
Smarter Writer

Harry Lowes is the general manager of digital marketing at Telstra Business

Improving your online customer experience doesn’t have to be expensive, explains Harry Lowes.

Butler holding computer with emoticons on screen

Be up-to-date

In the majority of cases, when customers make contact, they’re looking for help. So make it easy for them to connect and find out exactly what they need. The primary method is via the Internet, so your website should have all the latest information — from simple things like contact details and the new season’s stock to demos and how-tos. 

Be available and accessible

We’ve seen huge uptake of smart mobile devices coupled with mobile broadband data plans, so we know how important it is to make business information available on customers’ preferred platforms.

Good digital design is more about useability than bells and whistles: fancy design is irrelevant if it is incompatible with a device. 

Research your market regularly ...

- Harry Lowes, Telstra

Be different

Research your market regularly so that you not only understand your competition, but how you might also differentiate your business. One of the best ways to build customer advocacy is to lift your online service to the next level. Consider the following:

  • Free or flat-rate shipping to encourage buying
  • A click-to-collect option for convenience of browsing then collecting products in person
  • Same-day delivery for major freight distribution areas
  • No-questions-asked returns on faulty products
  • Special promotions for repeat/regular customers

Be social

The strength of any social connection has a lot to do with being present and relevant. Find out which online social networks are most popular with your customers, then look at the type of content that matters most to them. If content doesn’t naturally fit with your business and your values then don’t share it.

As a minimum, be aware of the conversations taking place about your business through social channels. 

Make your marketing budget go further

  1. More Channels. The distribution strategy associated with content is as important as the production of it. If you’re going to spend time and money creating a photo, video or article, think about how you’re going to distribute that across as many channels as possible.
  2. More Relevant. Search optimisation should be about presenting the most relevant information, but paid promotions are increasingly competitive. Aim to update the information your business communicates as often as possible in as many channels as possible to pick up ‘natural’ leads.
  3. More Discovery. Some phases of the customer experience are easier and more affordable to engage in. Look for opportunities to use free channels such as Instagram and Pinterest to drive discovery of new products, particularly as Facebook now has more of a pay-to-play model.

Man rubbing his eyes while working on a laptop
Customer Experience
Customer Experience
Are you making these common online marketing mistakes?

We’re in the middle of a digital marketing revolution, with an array of digital tools and technologies available to small businesses. But, as with any tool, it’s how you use it...

Tips for getting the most out of email marketing
Growth
Growth
Tips for getting the most out of email marketing

To make sure you’re maximising your email marketing campaigns, we’ve compiled a list of the best email marketing features – and why you need to start using these now. With 79 ...

Women looking at screens in an office.
Tech Solutions
Tech Solutions
Smarter Action Plan: Switching to a new broadband plan

If you mean business, then you should be making the most of a business-grade broadband plan. This action plan includes step-by-step advice to take the pain out of finding and s...

Nelly Phelan, senior marketing and communications manager for ELK fashion and accessories.
Customer Experience
Customer Experience
Search engine marketing: can small businesses be more competitive?

The majority of Australian customers regularly use search engines to find and research a business, but only 26 per cent of small businesses use search engine optimisation (SEO)...