Author: Adam Blackford-Mills / Source: Marketing Tech News Developing a free digital tool that offers value to your customers can be grea
Developing a free digital tool that offers value to your customers can be great for your business. A useful tool can make you indispensible, more visible and present your business as an industry authority. They also are great for SEO by increasing site traffic and when used for link acquisition.
Online tools appear in all sorts of industries, from tools for improving your digital marketing efforts, payroll calculators, or tools that helps you visualise the bedroom you want to decorate before you buy the paint, to mention but a few. Tools like this are built broadly with two aims in mind: to improve a website’s traffic and engagement by providing value and useful information to their audience.
Are you making the most of your online tools? Or are they being left out in the digital wilderness? How can you tell how effective they really are?
Cater your tools to your audience
What you think internally is a good idea and what your audience thinks is a good idea can be very different. To make the most of your digital tool, make sure it is tailored to your audience in both concept and function. Market research, of course, proves invaluable to keeping track of the pulse of your audience, as does monitoring and engaging on social media. More often than not, the simplest tools are the best.
Consider the digital literacy of your audience when designing your tools. If you build a perfect tool that only your devs know how to use, you’ll lose value and risk alienating your audience. If your core audience are less tech-friendly, keep your design simple and label everything clearly.
Digital tools should facilitate and support your audience’s existing tasks, not create more work and add extra layers of complexity. The best tools integrate perfectly into your audience’s lives. Meeting user needs with real value and being user friendly is what makes tools so effective.
When you build your tool, do not gate it. Gating content used to be standard practice for lead acquisition, but today it has a negative effect on the success of your tool. Gating…
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