Do Not Build A Web Site - Build A Value Engine
July 12, 2005
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A web site should be much more than an online brochure. People do not go online to buy. They go looking for information to solve a problem. Your web site must help first(helping them solve a problem creates value), sell second.
Give FREE Information - Bundle Products Or Services - Work The Back End
Giving away information or bundling certain products/services can help you gain market share. Bundling them either makes them more valuable or saves the customer money. Then later, sell customers other services/products on the back end.
Ideally, your marketing materials and web site should reflect your prospects’ wants and needs, AND show them your company has the products, services, technology, resources and staff to fulfill their cherished needs and wants.
Provide additional information via features and benefits. The key is creating a professional package that communicates the RIGHT message for the RIGHT audience. It is helping clients to connect the dots between what they really want to buy and converting emotional ‘hot buttons’ into product and service characteristics and benefits.
Using the distribution of helpful information as a marketing strategy allows you to build market momentum by giving quality information or bundling specific products/services together.
If you have valuable information, create a newsletter. Send them a summary of new information, articles or tips. Provide links back to your web site. If you struggle with writing or coming up with helpful information, ask us. We can co-write your newsletter or write one from scratch. Call us at 1-866-281-8281.
Create A Sense Of Community
Make your web site an essential part of customers’ day-to-day experiences. Build a sense of community.
Get customers talking to each other. As they talk and exchange support, they build relationships and a sense of belonging to something.
In the traditional world, lots of people pulling from the same resource depletes the supply. On the Internet, more people mean more synergy, momentum and value. A larger network provides a better opportunity to connect and find the information or person you are seeking.
If you are successful in creating a network of interdependent users and each one benefits when another joins, then a value engine is created. In the connected world there is still a gap between people. Close the gap, and you help build a brand with positive perceptions.
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[…] Invest in them. Create value. Help them today, even if they do not buy anything from you. In a previous article Do Not Build A Web Site - Build A Value Engine I proposed that you find ways to add value before, during and after the sale. […]