|
|
|
|
|
|
|
Marketing your company – on the web Before you begin building a new web site, or promoting your existing one, you need to take a good look from your customers' perspective. Customers always ask themselves: 'What's in it for me?' Your site must answer that question - quickly - before they click away again. Go to your home page and view it as a visitor who doesn't know you or your product and services. Does the first paragraph state clearly what is being offered and the benefits you provide? There are so many sites where it is difficult to understand what it is that the company is offering. Your home page should also use powerful 'selling words' that excite people and make them want to learn more. It should have plenty of white space and be kept free from clutter and distractions. Remember that 'content is king.' If your site is filled with excellent information, you don't need fancy bells and whistles. People will like it because it tells them what they want to know and more. Keep your customer in mind. For instance, if you sell model car kits then your site should include information on making them up, painting them, etc. and a message board where visitors can help each other out by sharing construction tips and tricks.
You should add value for your guests by publishing helpful information, and links to related websites, not just try to sell your products. Show them what's in it for them, provide them with the information they need and they'll revisit often, turning into lifelong customers.
Your website pages all should work together under the same theme. The look and navigation must be consistent throughout the site and should reinforce your offline brand identity. When building your site, you can use your brochures and sales literature to incorporate your company image throughout. Keeping your identity consistent online and off will help with your company branding.
Don't forget about updating your website, so you don't keep the same look for too long. A website is not static, like a brochure. Its strength as a marketing tool is its capability to evolve as time goes on, and you should add to it regularly. Once you are happy with your design and content the promotion process can begin. |
|||||||||||||||
 |
||||||||||||||||
