Building Your Website As A Sales And Marketing Tool And Not Just A Vessel Of Goods
You are not just building a website. You are building a brand. It is not all about the tools you use to get it done. There are plenty of these that do not require you to be a programming engineer. But what is difficult is “branding” your product and website so that you build it as a sales and marketing tool to build market share. It is the ethereal part that is not as easily learned. And quite frankly some have the knack for it and others do not. And it is the part that separates the entrepreneurs from the rainbow chasers.
So while you may get visitors who land on your page because it is packed with keywords, it is unlikely you can keep them there with flimsy articles with and no relevant content. If you have been wondering why you are getting visitors but no conversions, this is most likely the reason.
The content that gets them there is not always the content that inspires them to take action.
This is the balance that people find hard to achieve. How to pack it with the keyword density to get good indexing, but make it engaging enough to inspire someone to buy something, click something or they pick up the phone and call you. And unfortunately, it is even harder to find people who know how to balance the two.
Step out of your shoes and stand in theirs.
The trick is looking at in from another point of view. And not taking the “put out fires” approach but actually putting ideas on paper and considering things more carefully from a strategic standpoint.
So once you have an idea of how you might want to position your product, for example positioning your alarm system to women whose husbands travel frequently, you can start to focus on what is important to this market.
So, step one is your position. Step two is jotting down what is important to this audience.
Once you write these ideas down, you can isolate which ones are the most important. Now take that idea and put down a single sentence that identifies how you might present your product as a solution or a benefit considering what’s important to this market.
And do not always take the obvious approach. In other words, if you consider the alarm system, most people would think that showing a burglar would be the way to go. But it is too overused and too generic. The idea is to stand out. Even if your product is not unique, your position can be. Others may offer this benefit or not, but if you are the first to hang your hat on it, you will be the one that is known for it. You get a foothold in the market. Make it tough for any one to uproot you by sticking to it and making it consistent.
There is a lot more to it, but this will motivate you to focus on what you need to do.
Building a brand is no piece of cake. But wrapping your brain around the basic idea of building a brand instead of building a website will help you build it as an effective sales and marketing tool and not just a vessel of goods.
http://webpreppro.com/freestuff.shtml and http://annemoss.com
Webpreppro is an eTutorial that guides you through the process of creating a website that caters to a target market. If you go to webpreppro.com you can get the free pdf that will help you define your target audience so you can create more effective communication.
I’m professional freelance copywriter with 20+ years experience turning marketing strategies into memorable advertising and websites. My clients have included everything from national brands and local businesses. The only common thread in my work over the years from small space print to TV ads, new product rollouts to websites, is that they are all positioned to a target market. I am an SEO specialist that takes that definition well beyond plugging keywords in a headline.
