Effectively Marketing Online
The purpose of marketing is to educate the public on how you can solve their problems, while reducing their risk of doing business with you. The most effective marketing you can do is to find out what your customers’ major pain-points are, and let them know how you can help. This comes with time and research, but the end result will help to legitimize your business by talking their language and offering them solutions. This process is called “bridging the confidence gap”. Now, we can see how offering a solution to your customers’ pain points can help get you the business once your company is discovered, but the discovery phase can be tricky. This is where carefully analyzing your Web tracking results can help.
The purpose of marketing is to educate the public on how you can solve their problems, while reducing their risk of doing business with you. The most effective marketing you can do is to find out what your customers’ major pain-points are, and let them know how you can help. This comes with time and research, but the end result will help to legitimize your business by talking their language and offering them solutions. This process is called “bridging the confidence gap”. Now, we can see how offering a solution to your customers’ pain points can help get you the business once your company is discovered, but the discovery phase can be tricky. This is where carefully analyzing your Web tracking results can help.
If you see a trend wherein a lot of your Web visitors are coming from a certain Website, you can find out what that site is about and really start to analyze their content, their business purpose and their advertising techniques. This also works with your competitors’ Websites as well. You can look at their source code by clicking ‘view’ then ‘source’ in your Internet Explorer toolbar to see what keywords and metatags they are using. You can look at their backwards links and search for them on your favorite search engine. This will give you an idea of how they market themselves and who is linking to them. There is a strong possibility that sites linking to your competition will also link to you. But remember, keyword density is also very important.
Make sure you fill up several pages with the wordage you think your customers will be searching on. Use wordage from your customers marketing material, from your competitors marketing material and from your Web analytics. There is no shame in reusing other people’s data to your advantage. Just be sure to come up with fresh ideas and a fresh layout. And as long as you are optimizing your site better than the next guy, you will be the one on top of the search engine rankings and you will be the one with the first shot at gaining the opportunity to impress the customer. Just make sure that you capitalize on that opportunity by offering them low risk ways to move along the buying spectrum. Remember, the big sale is nice, but sometimes the little sale has to happen first, then the marketing hopper can be put into action to slowly change those small customers into your perfect customers by cross-marketing, up-selling and instituting value-added services along the way.
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