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by Scott Buresh
Do you view your website as an expense or as an investment?
Surprisingly, many companies seem to view their website as a necessary
cost of doing business, not an opportunity to attract an audience and gain
new customers. The following five tips can help transform a non-performing
website into an
effective sales and marketing tool.
1. Make sure potential customers can find you on the search engines.
Most businesses don't take advantage of search engine optimization, but
few things on the Internet can be as beneficial. A recent Forrester
Research report showed that 80% of web surfers discover the new sites that
they visit through search engines. According to iProspect, 85% of web
users use search engines to find solutions and vendors. A properly
executed search engine optimization campaign can drive numerous, highly
targeted visitors to your site, typically at a fraction of the cost of
traditional advertising. Without high search engine rankings, you will
only get visitors that find your web address through word of mouth,
regular advertising, or other limited means.
2. Use content to get repeat visitors to your site, not flashiness.
Rich media, such as flashy graphics and audio, may impress your visitors
the first time they see your site, but they are unlikely to come back for
it (or recommend your site to others because of it). If repeat visitors
(meaning potential customers) are your goal, you are much more likely to
get them to return if your site offers content that they find valuable
(and with any luck, indispensable). This helps to establish your company
as an expert in your field while building a level of trust with your
visitors.
3. Develop regular e-newsletters and announcements to inform and keep
up to date with current and potential customers (but only those who ask
for them). A properly executed newsletter campaign can help your business
retain existing customers and attract new ones. Routinely sending out
informational content that your newsletter subscribers find valuable is
another excellent way to build a level of trust with them while
continually establishing yourself as an expert in your product or service
area. Over time, your recipients will be increasingly likely to recommend
your products or services to others. A newsletter can also be used to
announce special promotions and sales. A recent Doubleclick survey of more
than 1,000 Internet users found that more than 82 percent of them had made
a purchase online during the past year as a result of some sort of
advertisement they received through email. The study revealed, however,
that people were much more receptive to email from companies with whom
they already had a relationship.
4. Make sure your existing marketing materials promote your online
presence. Make sure that all of your print advertising; business cards,
letterhead, etc. display your web address. In addition, you should mention
your website address on your phone message, in the signature of the emails
of everyone in your company, and in any radio or television advertising.
This simple step can drive a good deal of highly qualified prospects to
your site for relatively little cost, but many companies are still using
the same marketing materials that they used before they had a website (and
missing out on a great opportunity to build traffic).
5. Make sure your website content is focused on your customer's needs
and interests, not your company. A common mistake that companies make on
the Internet is focusing their Internet marketing text too much upon
themselves. Visitors are more interested in learning about how your
products or services can benefit them than about hearing about how
wonderful you are or learning about the history of your company. Unlike
other media, on the Internet you have very little time to communicate your
company's unique selling proposition (USP). The most effective websites
are those that quickly answer the question "Why do I need this
product/service?" Here's a quick test- does your Internet marketing copy
use words like "we", "us", and "our" more often than words like "you" and
"your"? If so, your copy may be too self-centric. A change in focus would
likely help you to better connect with your visitors.
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