“Your customer wants a ¼ inch hole not a ¼ inch drill.”
In Part 1 of this video series, I discussed how many companies in the electronics industry rely on product messages to guide their marketing, rather than building messaging around the customers’ specific problems. I touched on the ways in which new technologies like voice search would have a negative impact on this method of marketing. Let’s dig a little deeper into that concept now, with part 2.
Customers are looking for complete, tailor-made answers, not just products. They want a full solution, not just the means to the solution. In 2018, Google launched its “EAT” algorithm. “EAT” stands for Expertise, Authoritativeness & Trustworthiness. In other words, Google has already started to favor sites that deliver problem-solving content. By the same token, it has begun to “de-favor” sites which feature only product info.
Companies that take a “problem-first, product-second” approach will win this game. And to get there takes more than just re-writing your web copy – it takes a cultural shift. In the video, I take a look at the cultural changes needed in content and people, to be able to truly live the “problem-first, product-second” philosophy.
You can watch the full 45-minute presentation here.