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The proposition – Content and Community
Content & Community are two of the most important concepts to the online marketer. Content is all the information that makes up your site. It can also be expanded to include everything else on your site such as links, images & buttons etc. and Community is the group of people who regularly visit your site and view it as a useful resource. Your community is important for a number of reasons:
Brings in new customers through recommendations
Increases your brand
Maintains customer loyalty
Provide Quality Content
The content of your site needs careful consideration. This is the reason people are visiting your site. They are looking for good information. You should decide what information you want to include at the brief stage. Alternatively you can complete your brief and let us advise you on suitable subjects.
Due to the enormous amount of information already on the web, you need to make yours stand out from the crowd. You need to get your message across in a unique and compelling way. This will encourage visitors to return on a regular basis to your site which should result in a purchase. They then become a member of your community and are your best prospects for building long term relationships.
Here are a few suggestions for interesting content:
• Product/Service Sales Information
• Info & contact details for key personnel
• Price list, ordering & information
• Technical specifications
• Annual Report/Accounts
• Product Research & Development
• Free Reports To Download
• History of your company, product, industry
• Articles/Press Releases
• Competitions/Online Games
• Links to other related sites & resources
• What's New: latest updates on your web site
• Frequently Asked Questions
• Free Online or email Newsletter
Once you have decided on the content, your text will need editing into marketing copy, or copywriting. This is the use of words to enhance the appeal of your product by emphasizing the Unique Selling Proposition (USP) and appeal to the " customer.
Identify Your Unique Selling Position (USP)
The unique selling proposition (or position) is the benefits that make your offer stand out from your competitors. These benefits could be lower price, better service, longer warranty, interest free credit, hand crafted etc., etc., etc. These benefits must answer the basic motives of the prospect, which is - "what they are going to get from the product" or put another way, "What's in it for me" known as "WIIFM".
These factors are put together using the AIDA formula, which is: Attention, Interest, Desire, and Action. This formula builds the copy up to a peak of persuasion, leading the casual visitor, step by step, up to the point where they can be directed to take further action such as placing an order or contacting you NOW.
The Tools to Build your Community
Building your Community is the best way to develop long term relationships with regular visitors to your site. Giving you the opportunity to keep in touch and provide them with up to date information by newsletters or bulletins. Forums are very popular with regular visitors, and a very effective research source for you. These are your prospects, and there are community building tools you can add to your site allowing you to keep in touch and build ongoing relationships with your clients, plus future sales. The tools include...
An ezine server allows you to keep in touch with your customers through email marketing, to build long term business relationships and on-going sales. This relationship marketing approach has proven to be one of the most effective methods of online promotion available.
This facility once set up, allows you to send automated follow up sales related messages to your customer thereby further increasing sales. It has been proven that clients need at least 7 exposures to your company or advertising message before they may be ready to buy. By offering a free multipart course of information via your auto-responder you can achieve maximum exposure in minimum time. This follow-up method has proven to dramatically increase sales conversion rates.
A message forum is an extremely effective community building and customer service tool allowing your customers and company representatives to interact with each other through messages left in an online forum - when used correctly can be a good market research and sales prospecting tool.
Chat Forum & Instant Messaging
This is a tool allowing real time chat and online communication between prospective customers and your company representatives for customer service or simply as a useful tool on your site for customers to interact with each other.
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