The key to re-selling for online businesses is simple: branding. Branding has been a selling buzzword for a very long time. It has caused a flurry of redesigned corporate logos, spiffy new letterheads, job statements, rewritten mission statements, and a great deal theme songs, and an endless stream of focus groups to guide the process. All of this can play a role, but branding is simpler than that, really. It’s letting customers know who you are, what you do, and how you do it (and it doesn’t hurt if they come away thinking you’re better at what you do as opposed to your competition).
If you like to create an identity for your online business, you need to define your brand up front. When customers arrive at your website, the first occurrence they should see plans to be what you do and why they should care. There are way too many websites too bombard you with flashy graphics and catchy slogans, yet leave it to you, the possibility customer, to figure out what the hell they in reality do! This is wrong, dead wrong. The best thing you can do is spell it out. Who you are and what you do should be right away simple and unmistakable.
A potential customer doesn’t know who you are. The best way to make them treatment about who you are, is to start with what you do, not who you are. This may not make sense at first, but the a multitude of important concept of Internet marketing for online arena is that your message should constantly start with stating a benefit for the customer. What’s in it for them? Then, once properties know what you can do for them, you can tell them who you are, and introduce your spiffy logo or flashy graphics.
Rather than trying to get readers, visitors or users, think in terms of creating fans. “Users” visit your site, perhaps subscribe to your newsletter, and buy your packages or services. “Fans” are better—they rave about how nice you are to their friends, cheer you on, and breathlessly await news about how you’re up to professionally. It shouldn’t be too hard to see why fans are better than users.
As that much as you like that spinning flash graphic that takes ten minutes to load, the word’s the thing on the internet. What matters a multitude of online is what sayings you use. Don’t believe it? Fire up your search engine. Go on, do it. Ready? Good. Now search by really cool flash graphic and let me know how you come up with. Don’t worry, I won’t hold my breath. If you look for online fans, you need to give useful, interesting brand-related content. A conversational tone is best. Write like you’re speaking to someone. After all, would you rather listen to a true person talking, or a list of bullet points?
Words are supreme, but visual components are still important. (You can sigh in respite now, appreciating you’ll still be able to use your spinning flash logo). The ass elements should reinforce your identity and message. In opposite words, don’t decorate. Communicate.
The key to Internet marketing for online businesses is simple. It’s branding. And all branding means is letting them know how you do, how you do it, and who you are.
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