In the online marketing world, it’s tough for companies to stand out. In many industries, competitors are elbow to elbow — not only on the street, but also on the Internet, where millions of users type in the same keywords to look for product or service providers.
How Do You Beat These Online Marketing Blues?
In the earlier days, companies used strategies like keyword stuffing and detailed SEO page ranking implementations. They prayed their pay-per-click advertising that would pick up more web traffic than their competitors.
These days, more companies are investing in bigger, better and more professional websites to present a better face to their audiences. This can help a business to gain market share in its local community and reach out to a more distributed audience around the world.
Who Are You?
One of the big questions that anyone asks when they research a company online is ‘who’s behind this company? Where did it come from?’ Of course, they’re looking for what it’s selling, as well — which is why it’s a good idea to have specific product pages and other technical information available to easily access on the site for these experienced shoppers. But beyond that, people want to have a sense of they are buying from, and what the company stands for.
Too many businesses shrug off this responsibility and talk to customers from behind a rather anonymous web portal. It’s better, however, to see this as an opportunity to really get your message out and distinguish yourself from a flood of other businesses in your industry.
Building the Narrative
Some of the smartest online marketers know that personal narratives drive engagement and, ultimately, acquisition.
Think about a doctor who posts his or her bio on the provider website. Why would you do this? Why not just show what you’re selling, explain treatment, and be done with it?
The reason is because the doctor’s own personality and personal profile and philosophy of care are tied to what he or she is selling. You’re not just selling a service — you’re selling that person’s experience and skill and authority … and his or her bedside manner. Think about it — what do people say when they pass on business recommendations through word-of-mouth? Do they talk about the products and services — or do they talk more about the business owner?
So the next time you see a developed personal bio on a doctor’s website, or you see a lot of really specific company history on a retailer’s website, keep in mind this is a deliberate strategy that works out in that business’s favor.
Want to Tell a Better Story for Your Business?
WebSubstance can help. We’ve extensive experience helping clients to innovate on the web. We can craft your business story that your prospects will love to read and share with others. Building relatable narratives for readers is a smart way to convert them as customers.
