Sell or Inform
When someone visits your website what do they see? Do they find information of value or a positional marketing advertisement?
Marketing courses have always taught that there are two kinds of ads:
- Those that keep your name in front of customers and prospects.
- Those that sell your business and products or services.
Most websites follow the first reason. The problem is that there is no reason for your customers and prospects to return. Okay, they know who you are let’s move on to something more interesting.
Is that what you want? Is that how you really do business? Of course not, you want your customers and prospects to see value and a reason to keep returning. If you are not meeting that need, then your website is futile.
All the Talk About SEO Strategies
People talk and organizations promote the idea of SEO (Search Engine Optimization). This is great if you have something to offer once they click on your ad. If you have nothing to offer, however, all you have done is throw away the money you spent getting them to click!
There has to be a value proposition when they come or the process is futile! SEO organizations don’t tell you that. All they care about is causing people to click on your ad; conversion from a visit to a sale is your responsibility.
When Visitors Come You Must Give Them Value
Whether your visitors are coming to your website, Facebook Page, or even LinkedIn Profile are you providing value? Are you demonstrating what you have to offer by giving them something for simply coming? It doesn’t need to be monetary, it is the perceived value that counts.
Maybe it is a list of the top ten problems that your clients and customers bring to you for help or assistance. Maybe it is the top ten health issues faced by people over a certain age. Whatever it is you need to offer relevant value to the people that come to your site.
When Visitors Come Are You Capturing Their Information
Another common mistake with Websites, Facebook Pages, etc. is not capturing your visitors information. When someone visits, follow the information above and provide something of value just for showing up, but then offer even more if they will give you just their first name and email address.
You need to capture information on who is coming to your site. With Facebook this is particularly valuable when you get them to “Like” your Page, because along with the “Like” you gather tremendous demographic information. You can determine the primary age range of your visitors, whether they are male or female, where they live, their language, and a host of other information. You just need to get them to “Like” your Page.
Tom Staskiewicz speaks and coaches on Social Media/Social Networking topics helping businesses, organizations, and individuals establish and manage their Social Media presence. Your Social Media presence doesn’t just happen and will not take care of itself. Tom helps you with those processes so your Social Media efforts will work for you.