Is it Time to Make Your Brand More Accessible
Accessibility is sometimes seen as a dirty word for many business leaders hoping to appeal to a quality market. After all, it’s nice to think that your brand only serves the brightest and best clients with the best means and the potential for enduring loyalty. Of course, for some companies this is the entire business model, as for brands like Rolex or Rolls Royce, exclusivity is baked into the culture and luxury quality of the product at hand. There’s nothing necessarily wrong with this.
However, it’s true that when times are tough, sometimes companies need to rethink how they target a possible audience, or how the potential of their business is being delivered through marketing outreach. It’s uncommon that firms are just too good and exclusive for their own good, instead, it’s much more likely your business just hasn’t been as accessible as it could be, and taking a look at your marketing and sales leads pipeline is key. In this post, we’ll discuss how to achieve that, without diluting the quality of your brand:
Make Your Services & Provisions Clear
Even if you’re selling the most exclusive product or service, it’s good to be clear about what those actually are. People shouldn’t have to call and negotiate with a representative just to feel as though they can be accepted as a customer unless you are actually a prestigious brand with a waitlist. A good index on your website, booking forms, appointment availability offerings, and landing pages for each service can be essential to find too. Even with specialist services, the right marketing approach can ensure this content is reachable. For instance, a healthcare SEO agency can provide the best outreach for clinical practices.
Remain Up-Front About Onboarding Requirements
It’s good to remain up-front about whatever onboarding process customers need to use. This might involve booking an appointment from your website or app, or simply recommending people check your website stock list before coming into the store. In some cases, such as with wholesale retailers, you may need a customer card so you can buy in bulk. It will make a big deal. For instance, a vehicle might need to be inspected before the fault, repair effort, and a quote can be given. This in itself might determine a charge. Make this clear from the offset.
Consider Reading Age & Website Accessibility
It’s important to recognize that catering to a reading age of around 12 is best for most businesses, not because your audience are children or unable to read, but because this helps format your marketing approach so as many people as possible can understand it. Moreover, accessibility measures such as fonts for dyslexia, dark modes, simple navigable menus and a search bar, and indexed pages for Google can make a massive difference. This approach to accessibility can also translate to quality-of-life features, like adding braille to your product packaging. The more you can focus on accessibility, the more inclusive you can be, and the wider market you can appeal to.
With this advice, we hope you can not only be accessible, but transparent, and open for communication.
