Building and Implementing an Effective Internet Message Plan
Larger organizations invest heavily in developing brand and leadership image within their markets. Using the internet, smaller organizations can now build their brands using an effective internet message strategy.
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?
Start Up enterprises or new businesses may have more difficulty because they lack an established client list, but research into client purchasing behavior can overcome this in the early stages. Gathering research and consumer data is necessary though, to help formulate a communication strategy that will effectively reach new and potential customers.
Denver SEO Consultants have successfully implemented internet communication strategies using this information to achieve top search engine rankings as well as to help clients convert readers into customers.
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: Building a web page or blog around a question and answer forum can establish the organization as one that can be trusted. Sharing valuable information gleaned from other customer relationships builds credibility in the minds of future potential customers. Including some lesser known facts about the industry is another effective strategy. New customers may not have the same level of industry experience and may find value in this guidance.
Including little known industry facts or customer stories allow prospective customers to recall the site as providing useful information should questions arise in the future. If prospective customers frequently research product information using the search engines, blog posts and articles are also useful and can be easily found by search engines.
Leadership: Customer case studies or statements from satisfied customers establish your organization as one that has experience meeting consumer needs. References are also helpful to provide. (You don’t have to post the reference’s contact information, but just ask the viewer to contact you for the names of a few satisfied customers) For newer businesses just starting out, a lack of sales history could be a problem. Still, you can provide references of those who have worked with you in the past and can speak to the level of personal commitment you bring to a business relationship.
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: Too many details of course risks losing readers. However, details are necessary to establish a depth of knowledge required by customers before making a purchase decision. Publishing case studies and customer stories are again useful, but some readers want more product detail than is practical to include within a client success story. Detailed product pages can be built elsewhere on the website to handle these types of inquiries, leaving the main pages to focus on how customers find value in the service or product offering.
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.
Denver SEO Consultants helps clients implement Low Cost SEO strategies to attract new business income streams using established SEO and web market communication processes and methods. Specializing in article market communication and link building, the company serves both service and manufacturing companies.