Successful companies invest in brand image and in establishing a solid leadership image in their industry. Companies of all sizes can utilize the same strategies though, to compete for new revenue. Development of an effective internet message strategy requires an investment of time and effort. This investment usually pays off with increased sales.
Using the webpage and business blog as the main communication tools to handle information flow between your organization and prospective customers on the internet requires understanding the prospective buyer’s level of internet skill and usage habits. Do your customers use the internet frequently? Does the company have a consumer profile? Who are the usual buyers and how do they get information from the organization?
Newer companies and start-ups may have to invest time in coming up with these answers. Research into these areas using current customer data can provide a general idea, but an understanding of how your customers use the web is important for structuring your communications strategy.
An organization can hire a consultant to gather and compile this information in to a cohesive and effective internet message strategy. SEO Consultants in Denver however have used a basic outline to help organizations form this strategy independently.
A good communications strategy will establish: Credibility Leadership Depth of knowledge Confidence
Using information gathered while researching these areas, an organization will emerge with a more effective communication plan to become the industry leader. Below are a few methods:
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: Leadership image is validated by stories from current, satisfied customers. These stories should also include validation of the value proposition. References are also useful in proving that the organization delivers the promised value through its products and services. New companies with no established customer base may find this problematic, but most new business owners have contacts willing to state that the company is committed to customer service and delivering value.
Story-telling is very useful in establishing a leadership image on your business blog. Focus the story on the company’s accomplishments or the ability of your product to solve customer problems. Over time newer companies will acquire more and more testimonials that will make useful content for future stories.
Depth of Knowledge: The risk of boring a reader with details is always present when posting service or product details. At the same time, knowledge of these details is imperative to winning sales. Story-telling and case studies are again useful in sharing detail, but readers should be directed to separate product pages that contain the gritty details and specifications. Using product pages to handle detail volume can allow the organization to structure its main environment to more general stories.
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: Nothing establishes consumer confidence more than successfully delivering value. Defining that value is a useful technique here. For instance, if you provide a business service, find out from your customers exactly what using your service meant. Did you deliver a solid Return on Investment? If so, what percentage? In what time frame? Making bold statements on the results you deliver are important, but must be backed-up by facts and by customers willing to validate your claim.
Prospective customers are willing to invest in products and services if value is delivered. The message strategy needs to minimize the perceived risk held by the prospect. Telling stories that communicate the results other customers received reduces the level of perceived risk.
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 across the country develop new business revenue streams and earn new sales using established Search Engine Optimization and web market communication methodologies. Specializing in article market communication and link building, the company serves both service and manufacturing companies.