The 3 Purposes of Online Marketing – Video
What is the purpose of your website?
This is one of the very first questions I ask my students who attend one of my SEO Training Workshops and also when speaking to a prospective client for my SEO agency TKO Marketing.
Some of the more common answers I get are:
- Getting the name of my business out in the marketplace
- Getting new business leads
- Make my business more profitable
Well all these answers are partially correct as this is what your website is suppose to do if it is properly designed and developed, but here is the real purpose:
Your Website Should Do These 3 Things:
- Capture the attention of your prospect
- Teach and train people on how to make the best buying decision by giving them enough information to facilitate their decision
- Lower their risk for making that decision
I will share how I did this with my website Radarbusters which I sold in 2007 for a boat load of cash.
Capture the Attention of Your Prospect
By capturing the attention of your prospect you need to say or do something on your website that immediately captures your prospects attention.
Print ads and some websites frequently do this by putting the picture of a sexy model in the ad.
This does work in capturing the attention but if the content in your ad is not relevant to what your prospects needs and wants are the brain dismisses it and moves on to something else.
So how did I do this on Radar Busters?
Well how often do you see a retired traffic cop who is now an expert in the speed counter measurement industry giving you secret information on how to beat tickets and how to choose the best radar detector?
Because this was both unusual and unique I captured my prospects attention and they wanted to learn more.
The next thing your website should do is teach and train and what I call selling the belief before the relief.
So the first thing you need to understand is why your prospect came to you in the first place and what their pain points are.
For my old radar busters site my perfect customer just got a speeding ticket and were looking for ways to fight it in court and to avoid these in the future.
So I first developed content that explained how to beat a traffic ticket in court and then developed content on selecting the best radar detector for their specific needs.
Lower the Risk
Next your website needs to lower the risk in their buying decision.
My perfect customer’s original intent when they came to my website was to spend $100 on some radar detector to avoid tickets the next time.
However after they read all my reviews about radar detectors they would realize in order to get the protection they really needed would cost them $300.
So what was the biggest risk they were taking?
Having their wife find out they spent $300 on buying a radar detector.
So how did I lower the risk?
I offered them a 30-day unconditional guarantee that if for any reason they didn’t like their radar detector they could return it in 30 days for a full refund.
How Successful is this Strategy?
Once you start using this strategy it is very successful!
Another example is this SEO and Internet Marketing Training website and my 100’s of students and client that have followed this same strategy.
The Bottom Line
In summary the bottom line is this.
- You need to know EXACTLY what your customer wants
- In 3-seconds or less you need to capture your prospects attention and make it obvious to them immediately that you’re the obvious choice
- You need to then educate them to reinforce your prospect you’re the best choice and if they go anywhere else they are a fool
- You then need to lower the risk by removing any obstacles that stand in the way from them pressing the buy button
Your Comments and Thoughts?
I’d love to hear your comments and thoughts about this so please add them in the comment area below.
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