You only have 7-10 seconds to capture an online reader's
attention. Because so much information is available on the
internet, users are in a hurry to get to the next site.
I've learned several of the following 7 tips the hard way.
Hopefully they will help you create an effective internet
marketing presence.
1. Get clear about your strategy by writing it down.
Having a roadmap of your internet marketing strategy
ensures you have the resources and budget for each tactic
you want to implement. You also save time since you won't
have to do a lot of last minute scrambling for resources,
ideas, etc. Keeping in mind what will work best for your
clients and potential clients,identify which tools, and
what content will be most effective in getting your message
out. There is no reason to blog if your market doesn't
read blogs.
2. Coordinate and leverage offline and online marketing
strategy.
Keep a consistent look and feel between your online and
offline marketing materials. If your stationery, business
cards, and post cards are blue and yellow, then your web
site needs to continue that theme. Leverage your online
activities by promoting them offline. For example, promote
your ezine with a brochure you can distribute at networking
events.
3. Know why you're communicating.
Whether it's a blog, a web site or an email, each
communication with your reader needs a clear intention.
That intention can be a call to action like contacting you
or signing up for your newsletter. It can also be to show
off your expertise and educate your reader. Whatever the
communication, before creating it, know what you want your
reader to do after they receive it.
4. State the benefits of your communication as soon as you
can.
Whether it's an article, a newsletter or a web page, the
visitor should have no doubt within the first few sentences
that the information is valuable. Tell the reader what's
in it for them right from the beginning. Be as concise as
you can while still getting your message across.
5. Connect with your reader.
Make sure you are creating an emotional connection with
your reader. As a service professional, you probably find
that easy to do in person. It may be more difficult for
you in writing, but not impossible. You can make the
connection by the way your web site looks, and your style
of writing. Write to your reader as if you are having a
telephone conversation. If you wouldn't use a word in
conversation, you probably shouldn't use it in your copy
either.
6. Get feedback before publishing.
I learned this lesson the hard way. Have someone else read
your article, your web site copy, or your ezine before it
goes out. The benefit is not just in proofreading for
spelling but also to make sure the subject makes sense,
reads well and is consistent with everything else you do.
7. Make reading and navigating your website easy.
Online visitors are usually looking for information to
solve a problem and they are in a hurry. Your navigation
bar should be easy to find. Navigation page labels should
be clear so the reader can move quickly and easily between
pages. Using more than three colors, or a background other
than white makes reading online more difficult.
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Nancy D Waring, Internet Communication Strategist and owner
of OnPoint Communication Solutions, assists coaches and
other service professionals more effectively manage their
internet marketing so they can spend more time on their
business. For more information about solutions to expand
your business using the web, pick up her special report at
http://www.onpointcommunicationsolutions.com
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