It is important to remember when planning your website strategy, that a website is a DIRECT marketing exercise, rather than being a BRAND marketing exercise.
It is probably easiest to compare the web to television, radio or other offline media when explaining the difference between the two strategies.
With offline advertising, your objective is to get people interested enough in the product or the service you are offering, so that next time they see it in the supermarket (or when they are writing their shopping list!), they will choose your particular brand over the others that are available.
the desired outcome from offline marketing isn't as immediate as it is from your website when you think about this.
You have different objectives with your website. Right there, right now, this instant is when you have the attention of people looking at your website on their computer. You want to make sure that your website designer does everything possible to have them ACT NOW and contact your rather than leaving it and disappearing into the ether.
This means that you are not vaguely hoping for an outcome in the next few days when people come into the shop. Your website is a direct response tool, and must be structured to get people to act immediately.
Your website is the easiest method of direct response advertising to measure. The phone will ring as a result of people reading your website or it won't. Either they send an email, or they don't. You can track responses either way, to determine what is and what isn't working on your website.
To start thinking correctly about this, I suggest that you set a goal for each page of your website. It may be as simple as getting people to fill in a response form so that they can get more detail from you. Or it may be to pick up the phone and talk to you about getting their problem solved. Alternatively, it may be to subscribe to a free offer such as a newsletter, so that you can establish a relationship with them into the future.
It is of crucial importance that you have a clear goal before you start with your web design so that you know where you are headed.
Rather than simply producing a website because you feel you need on, be more focussed on getting a result from your website. This will help you to think about the process in the correct way.
Some of your prospects, when they hit your website, will be well down the track of their research and will be ready to act straight away and make a purchase. They will see a perfect fit between the solution you are offering and the problem they have and they will respond right away. So when setting the objectives for the website, remember the different stages in the buying cycle that your prospects may be at.
There will be other buyers who aren't ready just yet to buy. They need to learn more about the service, and the pricing and to do some research to gain more confidence about what's on offer. Once they have that they will be assured that your particular solution is the one that they want.
These prospects are called your warm prospects and your site must cater for them as well or they will slip away. This may at first, sound at odds to what I said before in that they must respond immediately.Thought they aren't ready to buy jet yet, there is no reason why they can't respond right now and take up an offer that will enable you to establish a relationship with them.
You can interact with those buyers who are ready to act immediately in a direct response-style fashion, and yoou can establish relationships with those who are very interested but not quite ready to act. In this way the Internet offers you a unique opportunity to get the best of both worlds.
The main thing is that you must plan for this. Think like a direct response marketer and make sure your website supports your goal.
It is probably easiest to compare the web to television, radio or other offline media when explaining the difference between the two strategies.
With offline advertising, your objective is to get people interested enough in the product or the service you are offering, so that next time they see it in the supermarket (or when they are writing their shopping list!), they will choose your particular brand over the others that are available.
the desired outcome from offline marketing isn't as immediate as it is from your website when you think about this.
You have different objectives with your website. Right there, right now, this instant is when you have the attention of people looking at your website on their computer. You want to make sure that your website designer does everything possible to have them ACT NOW and contact your rather than leaving it and disappearing into the ether.
This means that you are not vaguely hoping for an outcome in the next few days when people come into the shop. Your website is a direct response tool, and must be structured to get people to act immediately.
Your website is the easiest method of direct response advertising to measure. The phone will ring as a result of people reading your website or it won't. Either they send an email, or they don't. You can track responses either way, to determine what is and what isn't working on your website.
To start thinking correctly about this, I suggest that you set a goal for each page of your website. It may be as simple as getting people to fill in a response form so that they can get more detail from you. Or it may be to pick up the phone and talk to you about getting their problem solved. Alternatively, it may be to subscribe to a free offer such as a newsletter, so that you can establish a relationship with them into the future.
It is of crucial importance that you have a clear goal before you start with your web design so that you know where you are headed.
Rather than simply producing a website because you feel you need on, be more focussed on getting a result from your website. This will help you to think about the process in the correct way.
Some of your prospects, when they hit your website, will be well down the track of their research and will be ready to act straight away and make a purchase. They will see a perfect fit between the solution you are offering and the problem they have and they will respond right away. So when setting the objectives for the website, remember the different stages in the buying cycle that your prospects may be at.
There will be other buyers who aren't ready just yet to buy. They need to learn more about the service, and the pricing and to do some research to gain more confidence about what's on offer. Once they have that they will be assured that your particular solution is the one that they want.
These prospects are called your warm prospects and your site must cater for them as well or they will slip away. This may at first, sound at odds to what I said before in that they must respond immediately.Thought they aren't ready to buy jet yet, there is no reason why they can't respond right now and take up an offer that will enable you to establish a relationship with them.
You can interact with those buyers who are ready to act immediately in a direct response-style fashion, and yoou can establish relationships with those who are very interested but not quite ready to act. In this way the Internet offers you a unique opportunity to get the best of both worlds.
The main thing is that you must plan for this. Think like a direct response marketer and make sure your website supports your goal.
About the Author:
Guaranteeing your website makes a profitable input to your business isn't effortless in a rivalrous market. To get more ideas from an experienced web developer, be sure to visit Jerry Crockford's marketing ideas bank at Brisbane Marketing Ideas.
Comments :
0 comments to “How Your Website Design Can Get More People To Respond Immediately”
Post a Comment