Marketing your Website
How to market your website
Your website should not be a passive thing; Web sites should
generate activity, and usually do in the form of e-mail. People
see something on the website they want to know more about, they
have a question, they want to sign up for something, and they
want to let you know immediately! The reply they get, or don't
get, will reflect on you and your marketing methods!
Respond quickly
Responding to e-mail from the website is a vital part of
maintaining a successful marketing plan. Each message received
by e-mail should get a reply immediately (within 48 hours/two
business days), so the sender knows the e-mail has been
received. This contributes to visitor satisfaction more than any
other factor.
Keep it personal
Don't do an automated response - an e-mail that gets sent
automatically whenever someone e-mails you from your website.
People don't like it, because it further takes the human out of
the interaction and can harm your marketing efforts.
Create a file of "standard" replies, so that information given
out is uniform. These replies would probably be similar to the
answers to your FAQs (frequently asked questions & their
answers) but would have that human touch that is essential to
any good marketing scheme.
At the end of every e-mail should be a "signature" indicating
the replier's name, along with the e-mail address and website
address. This let's your visitor know that their query has been
treated in a personal manner and not just batch processed like
some website marketers tend to do.
Privacy Statement
A clear privacy statement is one way to build your credibility.
Every commercial web site should have a privacy statement posted
on line. Provide a prominent link to your privacy statement from
every page on the site as well as from any location that you are
asking your visitors for personal information.
Provide legitimate contact information on line.
Your contact information should include an email address,
mailing address, phone number and a fax number, if applicable.
If you are unwilling to provide this information to your
customers, how can they trust (or buy from) you?
Pay attention to visitor feedback
Regularly track responses that result from your website. It will
help you plan strategically for future posts and online
activities that will enhance your marketing plan. You will also
want to see which pages are generating the most visits each
month. (your web host will provide you with this report) see
traffic analysis
Offer A Guarantee
Offer an ironclad, no exceptions money back guarantee. This item
is really a credibility issue but it is important enough to
warrant its own mention. What better way to establish your
customer's trust than to eliminate any risk for them? If the
customer sees that your are willing to assume all of the risk,
they will immediately be more inclined to trust you.
Make Payment Easy
Offer a variety of payment methods for your customer. If you
don't currently take credit cards, start immediately. You can
either set up a merchant account or use one of the many credit
card clearing houses. Take checks on line. Provide an address
for those who prefer to pay by cash, check or money order. Make
sure the payment process is clear, easy to access and intuitive
to use. Eliminate as many steps as possible. Do not ask for any
more information than is necessary to complete the transaction.
Nothing frightens a customer off faster than feeling that their
privacy is being invaded.
Summary
If you are going to have a successful web business you must
consider your visitors intrests and sensibilities. People will
more often buy from a trusted friend. Be your visitors friend
and success will follow.