Is chocolate the answer?

Quick!  I’ve got about 10 seconds to get you intrigued and convince you this is where you’ll find valuable answers to pressing problems. For two quick and easy tips that will revolutionise the customer engagement on your website, then read on.


Is chocolate the answer?

Last time we gave you two key steps to Attract Customers to your website using ‘problem focused’ blogs.

Now we uncover two simple steps to help you keep visitors engaged. Not only will it boost visitor engagement – but it will drive-up existing-customer engagement.

Why Not Start With Your Answer?

‘Chocolate is the answer, who cares about the problem’ is my wife’s favorite fridge magnet. For those of you with a chocolate fixation this can be reaffirming advice, but how many websites start with the answer, their products, and pay no attention to the visitor’s problem?

How to disengage visitors by answering the wrong question.

Answering the Wrong Question Does Not Engage

If Google sent me to your site because you can help with replacing a flat tire, the last thing I want to see is a page listing all your products or irrelevant ‘buy one get one free (BOGOF)’ deals.

So, our first step of engaging customers and visitors is:

STEP 1: Address The Visitor’s Problem First – Don’t Sell

Try this at home.

Open a new tab, now

Type in ‘Cheap Wiper Blades’.

The top answer on Google UK is a paid-for listing from a general supplier of auto-parts – and I’m taken to their home page – nowhere can I see wiper blades.  I quickly leave their site, I’m irritated and the auto-parts supplier wasted their pay per click fees.

The sting in the tail: Google records that a visitor has departed shortly after arriving and that also erodes the site’s credibility and ranking.

A few results down I see a site that takes me straight to their wiper blade section – now I’m  engaged.

Should I Keep My Website Impersonal and focus on brand?

Some people say that websites should project corporate brand, not personality. My response is ‘Only true if I’ve already decided to buy that brand and I know you’re the company to go to for that brand’.

Step 2: Make It Human, Keep it Short & Simple

Even if your website is about personal assistant droids, engage visitors by showing your company is staffed by lively, dynamic, passionate people, not by ‘Marvin the Paranoid Android’.


Even androids with ‘Genuine People Personalities’ will not engage visitors!

The two stand-out ways of making websites dynamic and humanly engaging are i) Use Short Videos and Animations and ii) Exploit Social Networks (I’ll talk in more depth on these in later blogs).

i) Short Videos and Animations

Short videos and animations are a great way of showing people talking passionately and dynamically about the problems they’ve helped customers solve.  Key for these:

  • Tune scripts to key words that you’ve used in the traffic magnets.
  • Use ‘jargon free’ language the customer will understand.

The emergence of low cost, high quality videoing, animation tools such as Animoto and promotion channels such as YouTube, Vimeo etc. has made this cost effective, even for micro-businesses.

Which Approach Engages You?

Which Approach Engages You?

ii) Use  Social Networks

Social media networks such as Facebook, Twitter, PInterest etc. focus on building engagement through short, simple dialogues to help people interact and and help each other. It’s pretty obvious they are perfect for helping engage people with businesses.

‘Dunkin’ in the Dark’ Case Study: 90 seconds into the second half of the February 2013 Superbowl, one half of the New Orleans Superdome went dark – for the commentary team a disaster.

Minutes later the chocolate cookie maker, Oreo, had Tweeted it’s followers with an image with the words ‘You can still dunk in the dark’. This was a massive hit on social networks and got their name to even more coverage in social networks.

Oreo Tweeted that Chocolate Can Be Part of the Answer!!

Oreo Tweeted that Chocolate Can Be Part of the Answer!!

So, just remember, take every opportunity, add a dash of humour, a squeeze of Twitter, mix in your personality and flavour with chocolate and you’ve got an engaging answer!

Let’s summarise:

STEP 1: Address the visitor’s problem – don’t sell products

  • make sure your site/ blog area addresses the hot spots that attracted the visitor
  • Make it clear this is where they will find their answers.
  • Raise their curiosity – ask questions
  • Give them valuable material to take away

Step 2: Make It Human – Keep It Short and Simple

  • Show the human face of your organisation, be passionate and dynamic
  • Use video and animation where possible, be animated and keep them short
  • Exploit social networks – keep it short and simple
IMU 4 Customer_Engagement__Summary

Summary for Visitor and Customer Engagement

Next Time

In our next Internet Marketing Unpacked Blog, we look at reaching customers on the move, with two steps to help tailor your messages and formatting for access via smartphones.

Let Us Know What You Think

Make sure you get back to us with comments, relevant experiences or questions or email me at

Don’t forget, if this helped you, please do forward the link to friends or hit the social buttons below!

Cheers guys.


Kim Stansfield

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