Your website is your shop window, whether you sell to consumers or to other businesses. It doesn’t matter what you sell, pretty much the first place anyone goes to in order to find out more about you is your website. The question is:
Content is Good. Content is Wise. That is what you will hear from most marketing consultants, from a lot of SEO companies and many of your peers. Good content is great at two things:
Many marketing people will tell you of the benefits of testimonials and how they can help you to grow your business. I’m agree completely that testimonials are a key part of the evidence set you use to help your target audience to buy from here, but are you using them well? Here’s 12 tips to help you get the best results from your testimonials.
As you develop a following, whether for your newsletter or on social media pages such as Facebook, Twitter or LinkedIn, they will come to expect a certain amount of information from you. Let’s explain why marketing consistency is key.
Your followers follow you because you have provided them with interesting information and they would love some more. If that flow of information falters, you risk upsetting them. They will probably forgive you the first time you miss a blog/article/post but their patience will diminish rapidly the more you fail to deliver.
Maintaining marketing consistency over long periods of time is not always easy. As you get busier delivering to clients you find the time available for your own marketing gets more rare. It is therefore best to have a series of blogs (etc.) planned ahead. That way you can maintain your consistency and keep your followers happy. You never know, they might even start to refer you to others and your following increases.
Marketing is all about getting more people interested in your services, so keep your consistency levels high and the followers will come.
There are 100’s, if not 1,000’s, of potential buyers of your products/services out there right now and you want them to buy from you. This is what they are looking for BEFORE they talk to Sales.
- Visibility – fairly obvious but if you’re not visible to them, they cannot buy from you. They will often look to see if they can find you in other ways. If they find you on Google, are you on LinkedIn, Twitter or Facebook etc.?
- Cleanliness – I don’t mean proof that you use a lot of soap. What I mean is a clean website; one that is easy to read, to understand and to navigate to find the information they are looking for.
- Headlines – Newspapers tell millions of copies based on the headline that day, with some of them employing dedicated headline writers. When you’re found through an internet search your landing page(s) have seconds to grab their attention or they simply bounce.
- Pain Relief – Buyers rarely go shopping if they are happy with what they’ve got. Does your marketing material make them believe your solution will make their life easier or better?
- Evidence – You can talk the talk but can you walk the walk? Evidence, in the form of case studies, testimonials, published articles etc. develop confidence in the mind of the buyer and draw them towards you.
- Experience – Even new companies have experience of delivering the product or service they sell and they’re usually more passionate about it too. After all, how many people do you know who started up a company to do something they hate? Buyers want to know that you know what you’re doing so talk about your previous experiences to increase their confidence in you.
70% of the buying process is complete before anyone talks to Sales. Are you helping people to make the right decision and buy from you?