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Dennis Thorgesen
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Your brand; websites, social media, and brands

Published on 2/20/2013
For additional information  Click Here

According to a well-respected research firm, Cerulli Associates, websites and brands come in second only to customer service. Does this diminish a websites or brands value? No, instead it is music to the ears of advocates of branding. Customer service This should be the corner stone of every internet business. Great customer service is part of what set the winners and losers on the internet apart. For your business as ours the customer should always come first. There are days you will miss items on your to do list because your time is spent with customers. Why Develop and maintain a brand A good reason to do this is brands are simpler to market. They are also less expensive. If done right much of your website traffic is going to be without cost. A good domain name with searched terms related to your business is a great start. Content which is compelling and adds value for the reader is also an important factor. A correctly set up website with your logo in place, opt in boxes where readers can see them anywhere on the page should follow. Give the readers a reason to opt in. This is generally an eBook which adds value to your product or service. Give it as a gift for visiting your page, this puts you a step ahead of most competition. Customer contact Those who opt in you will now be able to reach through an auto responder. Most people don’t buy on the first visit to a website. They are searching for information, provide it, follow up providing more and most will buy on the seventh to tenth exposure. Once they become a customer repeat sales are simpler because you can offer specials or other incentives for them to return to the website or click through to links you have added to emails. Understanding auto responder use In the paragraph above we state that most buyers buy on the seventh to tenth exposure. If you try to turn them into buyers in your first email chances are they will opt out. The correct use of an auto responder series is to explain the benefits of your product or service. A link to your website should be in each email so if they decide early they have the option. You can offer special prices for those on your list, or incentives for them to visit the site again from the fifth email on. Auto responder tips Never send emails daily after the fifth email. Give readers a break of at least two days before sending a second five. Once you have sent ten leave you customers alone for about three weeks. If they have become customers great, if not and they are still on your list absence makes the heart grow fonder. There should only be three emails two one day after another then a day break before sending the last for follow ups. Then wait three weeks before sending the next set. Paid advertising Advertising at some level is still important. Paid adverting should be part of the mix. Yes there are thousands of places where you can advertise free. Paid adverting always has better placement so should be part of your plan. Use your logo when possible; if you are a one person business use your face and logo. Social media The pulse of your business should be monitored on social media. It is also a place to handle complaints if people are complaining. In many cases brand advocates do the work for you if they find value in you. With social media you can ask questions about changes you are considering and keep an eye out to make sure you are really reaching the correct target audience. Social media tips If you’re social media is filled with links to your website few if any are going to click through. Link farms which would send people to different links don’t work. Social media is also about adding value. Not sure how? Credibility People want to deal with people and companies they recognize. Brands help make this possible. Once they do start dealing with you they have to see you deliver on your promises. Customer service should be your main concern in this area. Complaints on social media should be handled on page and as timely as possible. It should be monitored daily. © February 20, 2013 4:45 AM CST Dennis Thorgesen for Lisech eMarketing, All rights reserved.
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