 | |
|
Content is king. Free
information is the lead in. And web 2.0 is the way to deliver the message.
Today information is the new currency of the Internet. People are looking for
and are hungry for new, better, faster, cheaper. Product and subject matter
experts and information conduits are valuable commodities on the web.
Web 2.0 is information based
marketing, marketing that is customer centered. The old way to sell was to
'push' product to the consumer, called Web 1.0. That focus centered on product
features, and little about consumer need or desire. Today a shift has occurred.
The new focus is pull marketing, Web 2.0. The focus now is to uncover the customer
based needs, wants, and desires first. Then accentuate the appropriate and
right benefit based information, followed with listening to feedback to see if
needs were satisfied or not.
Give them what they want and do
it well and they'll be back for more...which leads me to my next topic: Web
Traffic.
Web traffic and list building
will be your most important job in marketing your services. Targeted visibility
is the new mantra. Speakers can now market their services and products to the
world. When your market effort gets your information to interact with your
prospect's needs, wants and desires you ignite hot buttons that can only pull
in interest. The focus is to serve first and sell second. Give and it will come
back to you as you monetize your services that meet your prospect's needs.
Those that are pulled to come to
your websites, who have answered an ad, read an article you wrote, or have
responded for a call to get more information, become high value prospects.
These are prospects who have already expressed an interest in the subject
matter by their being drawn to your site. They are looking for ways to learn a
little about you. What they looking for as they explore your products and
services is an experience of a level of trust and credibility. Show them your
expertise by giving them client testimonials, job experience, share your
product knowledge. You want to show them our credentials so they have an
experience of trust. You can't do that on the web by looking at them in the
eye, so you have to tell them and show them in as many ways as you can until
you get the message across that you are the fix for their needs.
If people email you seeking more
information, then email them with a professional response, much like you would
do with a direct mail piece and follow-up. Give them relevant personalized
service. Do that and prospects and clients will want to hear from you. Build
your list of interested prospects and clients and that list becomes as valuable
as gold.
Make your website informative,
fun and interactive. Let your site be more information based and less selling
based. An 80/20 mix is good. 80% information that builds on customer needs,
wants, and desires is the focus. Be creative as you express new and better ways
for prospects to fulfill their desires. Be the focal point as the service or
product provider. No hard selling. If you are writing good client centered
copy, you will be able to create the need with tools like a time limit, i.e.,
"the sale price ends in 3 days"; scarcity, i.e., "I only have 50
workshop spaces available"; or special insider information; i.e.,
"only members get this information for free".
Web marketing for speakers is
exciting. The world is now your audience and your marketplace. As you begin
your prospect outreach, remember to always test your results. Good luck as you
better use the web to market your products and talks.
No comments:
Post a Comment