Most entrepreneurs would know the importance of developing a brand for the products or services they offer. Most would say that branding helps consumers to uniquely identify their products and services. Furthermore, after establishing the brand name, the value or worth of the "brand name" can be "pumped up" without having fears that the investments would be dissolved by competitors. At least these seem to be the main reasons for branding. However, most netrepreuners are still ignorant of the effective approaches of developing a brand on the World Wide Web.
Developing your brand with great content
Content marketing has evolved much for the advertiser. Now online, advertisers have learnt that their adverts have to blend into the publishers' website as great content. Only by providing content would the website visitors be drawn to the adverts rather than to just skip them. We now know that website visitors seek original, fresh and great content. It is information that they seek and not flashy graphics or logos. It is great content that makes your site "sticky", thus helping your visitors to return well so often. So how do we provide the fresh content? Well, there are many ways. First and foremost, be generous in inserting concise details and organized information on the products and services you offer. Make sure that the website is structured in a very organized fashion. Do not make the mistake of providing irrelevant information. Providing the latest news or information on the market trends regarding your products will be useful. Inclusion of a manual or guide to using your products is most encouraged. Detailed comparisons with your competitors will be appreciated by your visitors. Insert articles and forum posts by your existing customers. Their comments and suggestions will definitely be welcomed by your site visitors and prospects. As there can be many other ways of providing great content, remember to keep it fresh by updating your site content regularly and with original information.
Customer relationship is King
Another important aspect of building your website brand name is the relationship development with your customers and website visitors. On the World Wide Web, this vital factor has been much emphasized by gurus yet overlooked by webmasters and netrepreuners. Before website visitors decide to make a purchase, they would like to have the experience that they are being treated with extra care and not just like another client. They would like to know unconsciously what kind of caring and considerate person you are. They may not get a clear picture of what kind of personality you have the first time they visit your site, but will form a better image of you after returning many times or after receiving many of your follow-up emails. Most visitors will only be converted to customers after being convinced that your support team or you yourself are motivated by support care for your clients. It has also been proven that good customer relationship is even more effective when extended to webmasters who are leaders. Website visitors will be easily converted to your supporters when you can prove to be their reliable leader in their quest to their goals. As their leader, your desired personal character is to personally know your supporters, care for them, attend to their personal needs with haste and optimistic if not motivational.
A few simple steps can be carried out to enhance good customer care: promote communication both ways and attend to your visitors' needs and questions quickly; be polite and considerate when communicating with visitors and customers alike. Simple communication mediums or tools can be set up to aid the communication process. Leave your contact email address so that the website visitors can contact you. If you are afraid that your email address will be misused, then you may use ticketing systems where the visitors fill to submit ticket forms. You may also consider using detailed "Frequently Asked Question" sections to help you. Forums also prove to be a useful communication tool. "Live-support" and chat rooms are helpful as visitors can get their doubts cleared and questions answered on the spot.
Building a community
Most people would like to be part of a team. The sense of belonging especially to a more elite group has been identified as an important driving characteristic of consumer behavior. Being part of a community, most people feel that they are able to get non-biased communication, opinions and even help from other members of the related community. Many people also have the concept that successfully developed communities usually enjoy higher standards of privileges as compared to individuals, single visitors or buyers to the website. This is usually true as Webmasters tend to "take care" of their nurtured community groups with gifts, offers and privileges. After all, it's convenient for the webmaster to contact the entire group than many individuals. Therefore members of a group will be contacted or updated frequently with new information and privileges. It is wise if you are able to build some sort of community related to your web site. These community groups can be maintained using tools such as emailing systems and auto-responders. Forum softwares are also very useful to maintaining constant communication with the entire community. Chatrooms are great when members need to talk to each other or with you.
Your ultimate pot of gold
Are there really "Pots of Gold" to be realized in business including that of the Internet? Well, to better illustrate what these "Pots of Gold" are, let's look at a simple real life example. The producers of the Blockbuster movie "Harry Potter and the Sorcerer's Stone" released this first movie in 2001. It was a hit and made millions , despite the fact that many had never even read the book. After reaping in the mega profits, did the producers stop there? The answer is no; they went ahead with the filming of other Harry Potter movies. They knew that the consequent movies will be almost guaranteed instant mega Blockbusters. This is simply because the same people who enjoyed the first Harry Potter movie will most likely return to watch the other Harry Potter movies.
Let's take another practical example. Today, millions have been served and are still being served in the chain outlets of McDonalds worldwide. It is not by coincidence that McDonalds also sell children toys with their value meals. It is not surprising that the volume of toys sold by McDonalds worldwide now surpasses any toy retailer company. In fact, McDonalds is now ranked number 1 as the world's largest toy distributor, above Toys "R" Us and Walmart. (example source : www.fool.com/News/mft/2004/mft04090301.htm ) . You may ask how it became so. Well, there is no secret. The McDonalds corporation has built its enormous network of chain stores worldwide which are repeatedly patronized by their respective customers. Every time McDonalds introduce new products, they will be instantly introduced to a ready market of potential buyers!
From these examples, we now understand that the direction for any growing business is to build our network of dedicated clients. This clientele may have been your past customers but you have to stay in good relations with them as they have a good chance to purchase your products and services in future. As long as they have enjoyed and appreciated your past products, services, contacts, communications and customer relations, they will definitely consider the next quality relevant products and services that you introduce to them. Communicating with your past internet customers will be easy as you already have their emails and contacts from their last purchase.
To summarize this important aspect of internet marketing, let's layout the plan of actions that builds your "Pot of Gold".
a. Ensure that your first and consequent products and services are of the highest grades
b. As you make the sales, remember to keep your customers' emails addresses and contact profiles.
c. Remember to keep in contact with your customers so that you preserve and enhance the good relations with them. Use emailing softwares and tools to send your updates, newsletters and emails.
d. As you update your subscribers on your future plans, remember to highlight your brand name or company name so they can associate their past pleasant experience with you to your brand name and company.
e. When you introduce the new products and services to your past clients, remember to highlight your brand and company name. They will cognitively associate their past good experience to their current needs for the new product or service.
f. Never, ever introduce non-relevant products and services to your clients. This will spoil their image of you as a professional in the scope of field you are in. Imagine an example where you manage a site that deals with recipes. As your site grows, you accumulate a list of loyal subscribers to your regular updates and newsletters. It will be ridiculous if you were to suddenly introduce sports shoes to your subscribers!
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