Determine if and/or where your website falls short.
We suggest you work through the following points.
1. Internet marketing is not internet advertising.
2. Internet marketing is not PPC (Pay Per Click) advertising.
3. SEO is not PPC (Pay Per Click) advertising.
Develop a definitive direction.
Be very certain what your company’s online goals are.
- Establish and know who your customers are.
- Understand what you want your customers to know and believe about your company.
Who are your customers?
- Think about it. Understand your customer’s desires, expectations and needs.
- What problems do your business / product / service solve for customers.
- What are the groups of people who need your products and/or services?
- Identify and establish detailed profiles of each of the customer groups you’re targeting. Write and develop a detailed profile for each group. Be specific about all the demographics. Examples – age groups, income groups, etc. Think of who needs, can afford and will use your products and/or services.
- Establish where these customers go to look for information on your type of products and/or services and/or the solutions you offer.
- Establish which search phrases your customers use to search for your company, products and services.
- Be sure about the range of needs your products and or services fulfill.
- Know what is important to each Customer Profile Group.
- What motivates each Customer Profile Group to buy your product and/or service?
What do you want to say to each of these customer profile groups?
1. Develop and prepare marketing messages for each individual target group.
2. Each target group has their own needs, goals, affordability, expectations, etc.
3. Develop marketing messages / approaches that cover each of the aspects that are most important to each group.
4. Consider price, product, location, various promotions to attract each profile group.
Develop content for each of your targeted customer profile groups.
- Develop specific content for each targeted profile group.
- Develop honest, factual and informative content, don’t create hype and false expectations. People are looking for answers and solutions and it is up you to provide them with answers and solutions.
- Continually provide information and quality content so that your website and company will be branded as the market leader in your field.
What content can you develop for each of your targeted customer profile groups?
The internet makes it possible to reach people in various ways:-
- Written Content – Articles, Press Releases, Reports, Reviews, Newsletters, Testimonials, Updates, Technical Information, etc.
- Video Content – Just by looking at the success of YouTube we see that this medium is absolutely the strongest medium to get your messages across to potential customer groups.
- Images – Graphical representations, graphs, symbols, etc. Images are a very powerful medium when getting an explanation across to someone.
- Photos – Photographs set a mood, create emotions and set the stage for you to convey your message.
- Audio Content – The internet makes it possible for you to have audio content on your website. This is also a very powerful medium to use.
- Interactive Content, Online quizzes, games, questionnaires, online voting and much more.
- Develop a communication plan for each of the Customer Profile Groups.
What is your company doing and offering to fulfill the needs of customer profile groups (Solving their problems.)?
Think about how you are doing it. Provide alternate ways to improve on your existing methods.
Think about how you are communicating with your Customer Profile Groups and how you would like to do it in the future.
What are your company’s online goals?
- Prepare these goals in detail!
- What do you want your Customer Profile Groups to believe and learn about your products and services?
- What problem does your product(s) and/or service(s) solve for each of your Customer Profile Groups.
Very Important – Also work through the – Website Checklist