An effective internet message strategy enables an organization to build a leadership brand image and ultimately to attract more clients and customers. Taking the time to develop such a strategy can greatly enhance the return on the investment of time and money your organization makes in its internet presence.
Many company websites are the main conduit for information exchange between customer and provider and between seller and prospect. Effective use of the internet requires understanding client behavior as well as an appreciation for how current customers use the web. Skilled internet marketers understand the level of internet skill used by customers and prospects and have taken the time to build a consumer profile that outlines behavior and buying habits of the current customer base.
Newer enterprises or those just beginning operations may not have this information, but the strategy can still work. With a little creativity, new companies can find information about the target market and compose material more general in terms of market need and product/service usage. Research time is well spent, though, and will greatly help focus web page copy and blog content to address the issues customers want to know about.
Consultants can help gather this information and organize it into an effective message plan. SEO Consultants in Denver has used this basic framework to guide clients through development and implementation of an internet message start-up companies and new organizations will have to invest time and creativity in developing a consumer profile for use in their message plan.
A good communications strategy will establish: Credibility Leadership Depth of knowledge Confidence
A company communication strategy can develop an effective communications plan by focusing research on these areas.
Credibility: Little known facts about your business or industry are useful to the consumer. Areas and news about product features, lifespan, durability etc. are all important to the buying decision. Putting these out in your blog messages puts you on the same side as your customer – in effect arming her/him with information helpful to a purchase decision.
Including ‘little known facts’ are also useful in creating a website that readers will come back to when they need details or additional information. Prospective customers researching a purchase will inevitably visit industry websites for information. The credibility established on the company website by including details not commonly known will encourage readers to become clients.
Leadership: Success stories provided by current customers are extremely useful in building a leadership image. Stories detailing how the business helped clients achieve greater profit margins or decrease expenditures are great inclusions. Newer companies or start-ups of course don’t have the experience base to draw upon, but with a little creativity and perhaps a performance guarantee, a lack of experience can be overcome.
A proven method of communicating value is through story-telling. Stories that focus on how customers achieved greater profitability or improved efficiency should be shared on the company website. New companies need to keep a log of these stories and include them to show organizational growth.
Depth of Knowledge: This can be difficult to establish with the reader without boring him with details. Still, building trust with your reader that you have the depth of knowledge to solve her/his problems is ‘key.’ Again, story-telling or case studies are useful.
Frequently asked questions should also be included within the website as part of the communications strategy. Questions are relevant to current as well as potential future customers. Providing solutions to commonly faced problems in advance also enables the organization to establish a brand image around its ‘depth of knowledge.’
Confidence: Return on Investment or ROI is the ultimate measure of success in the customer relationship. If ROI is delivered, the customer is happy. The value or essential element that provides ROI requires client success stories. Customers want confidence in their investment in the company product or service.
Stories that communicate positive results reduce perceived risk on the part of prospective clients. The message strategy should then focus on reducing a customer’s fear that ROI may not be delivered.
By focusing on one of these objective areas in each blog post, you can keep your page fresh and accomplish at least one communication strategy objective. In the next few days, we will review techniques to keep your communication strategy organized, discuss a good structure and volume for each individual post and review ways to post your information to attract the most possible traffic from the search engines.
SEO Consultants Denver assists clients nationwide attract new business income streams and win new sales applying proven Search Engine Optimization and web market communication methodologies. Specializing in article market communication and link building, the company serves both service and manufacturing companies.
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