What is the main focus of your web business? When you are in a meeting, or your creating a marketing plan, who does it focus on?
- Your business plan or strategy?
- A tried and true blueprint?
- Your customers?
There are several reasons why people start their own business. It can be difficult to determine whether you are in business to make money, to fulfill a dream, or to satisfy a personal need. Each of these needs will change the focus of your business.
- Craft Your Website to Your Customer’s Preference
Unless your consumers are just like you, then you shouldn’t be the one designing your website. Trust your marketing professional. Start with a consumer profile. Look for a marketing company who utilizes analysts and psychologists. Look for people who can help you create content, images, and a layout that meets your consumer’s expectations.
There is a four part process to this:
- Identify the consumer
- Identify their needs
- Identify how to entertain, engage, and keep them
- Develop Behavior based profiles
- Tailor individual landing pages and an individual call to action
There is a direct correlation between the amount of time a prospect spends on a company website engaging with relevant content and the likelihood that those interactions will lead to a sale (Gleanster research 2012)
While most companies are investing in research and technology that promises a good Return on Investment, the data suggests that creating good content is the secret to increased revenue.
Most websites invest as little as possible in the content, seeing it as a necessary evil to generate SEO value. They completely overlook the opportunity to use content as a sales tool.
The important thing is to create content that your potential customers will use to make a ‘decision to buy.’ No one wants to read another article about their product. Write what they need. Write in a vernacular your customers use. Write about topics your customers can use.
But most important, write about topics that will help your customers make a ‘decision to buy’ but without trying to promote your business, brag about your company, or try to make a sales pitch.
- Segment Demographics
Start by researching your current customer base. Identify the most common buyer. Identify the most valuable buyer. Identify their needs and what motivates them.
Let the different demographics choose their own experience. Let them make choices that define where they go, what they access, and then let them chose how to find the information they want.
A website is never meant to be a static ‘online brochure’. It is a vibrant, marketing tool that should evolve with new technology, customer demands, and as expectations and knowledge grows. The more testing is done, the more likelihood you’ll land on that unexplored niche which will generate a high Return On Investment.