As entrepreneurs, we often think we have successfully achieved a business goal when a customer buys and uses our product.
But in my experience, this is not the right definition of success.
For example, in my business, one of our products helps customers create opt-in pop-up forms to build an email list. They use our product for the reason it was built. But in my books, that doesn’t necessarily mean we won.
What clients really want is to get leads and grow their business. I may have helped them with a great product, but if they aren’t able to leverage it to achieve their bigger goals, we have a success gap.
So a success gap is when a customer uses your product to accomplish a task but still doesn’t achieve their larger goal. Why does this happen?
One of the reasons is that they do not know how to use the product properly. Or they need other skills that must complement your tool to achieve success. And very often, customers don’t have defined goals and are using your tool to achieve a vague goal, such as making more money.
But why worry about success gaps? Isn’t it enough to create a product and let customers find their own way to deal with other problems?
My answer to that is “No!”
And in the rest of this post, I’ll explain why success gaps are opportunities for any business to take its growth to the next level.
EDUCATE YOUR CUSTOMERS
One way to address success gaps, especially a lack of customer knowledge, is to create useful content. This could be in the form of blog posts, online courses or live and recorded video material.
This may sound like a lot of work, but the benefits are worth it. Here are some positive results you can expect when you educate your customers:
• Build appreciation for your content. When customers see you give more, they will develop a sense of loyalty to your business.
• Avoid customer turnover as you will provide more information to your customers than the competition.
• Boost search engine optimization (SEO). When you create useful content, search engines take notice. And you’ll increase your chances of ranking for relevant keywords.
In my business, we create a prolific number of blog posts and even have a “university” where we teach conversion optimization. It helps us to be the best in our field and serve more customers.
BE INNOVATIVE
When you listen to your customers and their needs, that’s when you can gather new ideas for your product.
You will be able to develop new features that will give you an edge over your competitors.
And to do that, getting customer feedback is an important activity. It is important that you ask your customer service staff to track and document common issues. And to add feature request forms to your website so customers can request the features they want to see.
Finally, another important way to listen to people and gather ideas is to see what people are saying on social media.
I credit the growth of my blog to listening to the questions people shared on Twitter and then creating posts that answered their questions.
GROW YOUR BUSINESS TAKE ADVANTAGE OF THE LIGHTS OF SUCCESS
In my own business, being aware of gaps in success has led to the growth of my brand in directions I might not have pursued.
For example, even though there were many form tools and opt-in pop-up tools on the market, I still bought or partnered with other companies to create a form tool and an opt-in form tool. Existing products were unintuitive or not updated regularly.
Using success gaps has allowed me to improve the tools I have and also create or purchase new plugins that help small businesses get sophisticated marketing tools.
I recommend focusing on the success gaps to make your business successful in becoming a market leader. When you work on success gaps, you’re not just adding features, you’re solving important problems and making a difference in your area of work.
Founder of WPB beginner, the largest free WordPress resource site. Over 15 million website owners use our software to build better websites.
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