WebMaster Solutions
Internet
Success
The Key to
Success - Become an Expert
by Kenneth Catto
Do you want to
know what it takes to successfully market a web
site and generate repeat sales?
It's simple
really.
You must position
yourself as a perceived expert. It doesn't
matter what product or service you are selling,
this same premise will hold true.
What is a
perceived expert, you ask?
Good question.
Gone are the days
where you could build a simple company web site,
list your products and send customers to an
order page. New web sites are sprouting up like
blades of grass and competition is intensely
fierce.
The bottom line is
this: why should a customer buy from YOU?
A small but
growing number of small business owners have
discovered the answer to this question and are
kicking your butt. How are they accomplishing
this? By positioning themselves as an expert in
their industry and using their web site to
communicate that fact to potential customers.
How can you become
an expert too?
Offer your
potential customers an education to compliment
the product or service you are selling. You can
write it, buy it or license the content you
need. Whichever you choose, teaching your
customers should be an essential component of
your web site and its importance cannot be
overstated.
Here are some
examples:
If you are selling
diamonds or jewelry online, offer articles, tips
or even a free guide on "How do I choose the
right diamond for me?" or "20 ways to spot fake
jewelry."
If you operate a
job search or career database, offer a wealth of
guides and tips such as "20 ways to improve your
resume," "what to wear at a job interview," or
"how do I know if a job is right for me."
If you are selling
health related items (ie: vitamins, pills or
creams), don't simply throw up ad copy, a few
product images and an order form. Educate your
customers on the benefits of each ingredient and
how it can improve their well-being. Take it one
step further and provide an education on every
vitamin and mineral known to man. Just make it
fun and easy to read.
You get the
picture.
How can this help
your web site prosper?
People want to buy
the best product they can, at the best price,
from someone they trust. Given the fact your
customers will never see or meet you, this task
is accomplished by your web site. By offering
them a wealth of expertise related to the
products you are selling, you immediately create
a foundation to build upon. You are helping them
make a more informed decision as to what to
purchase while at YOUR web site. In essence,
your web site becomes the salesperson that the
customer would normally see in the store or talk
to on the phone. Customers always have
questions. You have the opportunity to give them
the answer and a whole lot more knowledge by
becoming a perceived expert in your industry.
If you give your
potential customers an education, they will
reward you for it. Plus, they will likely tell
their friends too!
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