Are online sales for your company flat? Worse yet, are you still waiting for online sales to happen? For years, you have heard about and read about the so-called magic of putting your company online. Yet you still have yet to see any measurable results in the form of sales or qualified lead generation.
Why?
Most business sites tend to focus on the ease of making a sale (order processing, etc...) but completely neglect the actual sales process. Your web site needs to engage visitors by offering them relevant and reliable information.
When a visitor becomes engaged in your site, they are more likely to stay on your site and in the process, you have a better opportunity to actually complete the sales process.
There are a number of ways to engage visitors and your particular strategy should be determined by your company's operall marketing strategy and business goals.
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Some sites will offer online games or surveys. Perhaps a giveaway or sweepstakes approach is more effective. Or for sites focused particularly on business content, recurring business articles, tips, and techniques may be the best approach.
The way to engage your visitors begins with understanding your visitors.
How are they finding your site?
Who are they?
What are they looking for?
Develop or locate content that will appeal to your visitors. Offer a weekly ezine with relevant content and invite visitors to subscribe for free.
Add as much value and/or entertainment as you can to attract and entice visitors to:
1) Visit your site.
2) Return to your site often.
As you continue to build rapport with repeat visitors, you also begin to build credibility. This increased credibility is what allows your site to begin making sales.
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The key is to make sure you offer content that is relevant to your market.
For example, a site that offers games, gaming information, etc... will most likely avoid business content. Likewise, a site that is targeting the business community will do well to avoid content that may be more suited to teenagers, gamers, etc...
As your capabilities grow, consider adding discussion forums for users to exchange ideas, thoughts, etc...
The bottom line is that people buy where they have relationships. Make sure your site is doing all it can to forge and build relationships with your visitors.
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About The Author: Brian Rooney is the founder and managing member of TrafficWave.net LLC specializing in Online advertising and lead generation for small, medium, and home based businesses. Visit TrafficWave.net LLC online at http://www.trafficwave.net.
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