Web success is based on the creative performance of the basics, and here your Web-marketing presentation should begin.
1. Web-Audience Response is demanding Communication
Though Web has a lot in common with television there are fundamental differences; it is vital for Web-entrepreneurs to know these differences and similarities. Television and the Web both are communication environments, but televisions are primarily advertising platforms. Of course there are a lot of websites that follow the advertising financial model, but for the average business site, depending upon the third party advertising not only dilutes their marketing message, but also makes for a confusing visual presentation.
Just because your site presents information, it will not mean it's communicating it to your audience in any meaningful way. The way in which you communicate your is as important as the message itself.
2. Web-Audience reaction Demands Content
You must have heard the comment, 'content is king,' but we assume, 'communication is king' since without communication content is meaningless. Your information is basically advertising, as you're in business, and business is about selling something. So the real purpose of your site is to make that advertising message worth listening, and for that, you need to turn it into content.
To twist advertising into content you have to accept that sales take time. You have to be patient. You can't hurry a sale, you first should build confidence; start thinking of selling as a courtship.
3. Web-Audience Response needs Courtship
No one makes a substantial financial commitment without getting some level of comfort with you and what you do, and that require some repeated contact: a courtship.
There lies the similarity and difference between websites and television. The achievement of a television program is based on habituation. If you catch people to tune-in every week, at the same time to see their preferred program, you would be able to keep delivering your marketing message throughout the commercials that pay for the content. In the same way, if you can make your site interesting through the compelling presentation of content, you get visitors, each time gaining confidence and admiration for what you do and sell.
The difference is people admit television commercials as the price that they pay for free TV programming, but the same is not for the Web. People need free information on the Web, so the challenge for website owner is to turn their message into forceful programming that create habituation, just another form of courtship of potential clients.
4. Web-Audience Response also Demands Consistency
You hear the word strategy with little relevance to its exact meaning. Successful companies seldom change their strategies, which are the various methods used to apply strategy in order to secure the ultimate objectives.
Business has to be elastic and open-minded to adapt to an ever-changing business environment by regularly updating tactics, but strategy wants to be a constant, for implementing action. Staying on course requires confidence in the strategy with a watchful eye on the big picture.
Websites that are not anything more than brochures of product that anybody could purchase at the local mall is a tactic that delivers little significance to today's Web-savvy consumer. The new multimedia communication-based Web requires new presentation tactics to successfully implement marketing strategy.
5. Web-Audience Response Demands hope
Successful marketing is, about creating a series of deliverable expectations.
If you are expecting a product to be easy to use since that's what the marketing communication states, then it is easy to use. Effective marketing presentation not only prompts action but they create a set of realistic, deliverable expectations.
Ask yourself, why people suspect politicians, car salesmen, and telemarketers? We know the answer: many would say, and promise, about anything to get your vote, and the result is a disgruntled, cynical voter or customer.
6. Web-Audience reaction Demands Trust
When customers' expectations are met, you create trust, and it is one of the hardest things to attain on a website that lack human connection to the audience.
I can't tell you how many sites I've visited make no effort to civilize their presentations, and consequently their businesses. When you leave for a contact page all that's there is a form to fill-in, with no contact information, it says to people, 'I actually can't be bothered talking to you.' Hiding behind email tells public not to trust you, and if they don't believe you, they are not going to do business with you.
Business is about linking to people. If your website is not having some kind of human element like a video Web-host, audio message, or contact name, how could you expect to connect and build confidence, and trust in your intention to satisfy their needs?
7. Web-Audience Response also Demands Personality
By building trust with your Web-audience you are building your brand and defining your personality. Here again we have dichotomy because personality is a human-based feature, so how can we create a personality and instill human characteristics into an lifeless entity like a business?
Corporate personality will not derive from a logo, packaging, or your site's aesthetic qualities. It is the total of the collective experiences your audience has with your corporation. In the brick world, corporate personality is a product of dealing with people, receptionists, and telemarketers; in short personality is resultant from interaction with real human beings.
Well written website copy could help create personality as long as it is written in a characteristic human voice, but we know 70% of all website text is not read; people usually skip to bulleted points and captions. But the same material delivered by a genuine person either through Web-audio or video, delivers the marketing message in the memorable and compelling fashion, but it will also define the business personality and humanizes the website.
Two caveats are not people, and unless you could afford to employ the creators of the Simpsons to develop your animation, you better forget it; as well as, using yourself as a spokesperson or Web-host is an unsafe practice, and it speaks more to ego than to effective business development.
8. Web-Audience Response also Demands Motivation
At last your website should communicate content that excite and motivate people to do business with you. The ability isn't about what you're selling; it's about how you are presenting it.Motivational speakers, whether in the field of business, personal coaching, entertainment or sports arenas, all convey a similar message; but the ones that really stimulate people to act, are the ones that know how to present their thoughts in a exciting and compelling manner. If you want to motivate your audience to respond, your presentation should be delivered by a real human being: a professional with attraction, charisma, and a distinctive character.
posted by Skarmund
@ 5:39 PM
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