4 Big O/L Mktg Challenges #2
(and How to Overcome Them)
from INTUIT Small Biz Blog 24 June 13 enhanced by Peter/CXO Wiz4biz 03/14
3. Struggling with “Stale” content. If you’ve worked to create (or paid for) a beautiful Website or Blog design, but don’t post new information on a regular basis, potential customers may go elsewhere. If you don’t have time to keep content fresh, consider delegating it to someone else in your organization or out-sourcing it. If that’s not possible, set aside a small amount of time each day, or several times a week, to focus on your online efforts. Another way to keep content fresh is to include readers. “Try posting open-ended questions or comments and asking the audience to share their opinions or thoughts,” the Author suggests. By getting to know your followers, you’ll be able to tailor your next offering to their interests & needs.
4. Generating High Traffic, but Low Sales. If you have a large online following, but few customers who actually make purchases, you may need to fine-tune your efforts. Start by evaluating your goals. For instance, if you want Blog readers to sign up for your Newsletter, make it easy to do so. Mention the Newsletter in your posts, and keep the sign-up box displayed in a visible area. If you want visitors to your Website to call your company, list the phone number in an easy-to-spot place. To get followers to come to your site, consider offering online contests sales for social media followers. “This can help grow the audience and bring customers to the bricks-and-mortar location,” the Author says.
BONUS: More Advantages of O/L Marketing
B1. Using Search Engine Marketing to promote your product or service directly to people who are actively looking for it!
B2. Track Advertising, Promotion, & Sales. This means several things. First of all, you can easily moniter your advertising and focus your efforts to be the most effective. Secondly, you can easily identify & target specific markets individually, resulting in more effective marketing.
B3. Offering Discounts for purchases made online as you spend less overall on this marketing. Also use E-newsletters to get new customers and to keep old customers informed & updated on new products and thereby retain their customer loyalty. E-newsletters are much less expensive to produce that traditional newsletters.
B4. Ensuring that the Customer is always Satisfied. This can be a great dis-advantage in terms of online marketing, because there is no direct (face-to-face) inter-action. If you want to grow, it is crucial to keep customers coming back. It is often difficult to facilitate excellent customer communication via the internet. Therefore, often you will need to utilize off-line or manual methods to achieve greater customer satisfaction.
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