The Key To GOOD Online Presence
To get clients to pay attention to your business, you need to first pay attention to theirs. Doing this right is all part of good online presence management. After all, your website visitors don’t just want to be sounding boards for YOUR voice and YOUR marketing.
It takes a genuine interest in what your client is trying to achieve for themselves to be able to ‘truly’ help them reach their goals. And how would you know what those goals were if you didn’t listen carefully? There are times when the client themselves do not really understand what he or she is trying to achieve.
This isn’t an unusual case and it’s not due to the client being foolish. It’s just a case of each person does best. For instance, if the client is selling wooden furniture, they may say to you that they need more clients to sell to. This is a very broad request, but as a marketer, we would be able to boil down where those clients can come from and how to approach that audience.
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This changes the direction from chasing after potential clients to exposing the product in a more generous way to what was currently happening.
This could mean better advertising, or it could even mean an exhibition. Being able to associate the right type of audience to your product is an important step to take in being able to get your product in front of the eyeballs of the right people.
Creating your perfect customer
One of the tricks of good online presence management is about understanding how to hit the target by knowing ‘what the target looks like’. This is the biggest and most essential part of your entire marketing process.
Imagine that you are sitting in a physical store. It’s your store, selling YOUR product (or services), The store is empty, then the shop door opens and in comes a customer, this is a customer that has a look around and doesn’t stay for long because what he sees is not what he was expecting and he is not impressed. This causes him to leave quickly.
Now, a second person walks in, this person is pleasantly surprised as she looks around. This is what she has been searching for. Your store is filled with the things that she needs and has been looking for a place to buy from.
Reeling in the ‘right’ persona
Let’s examine our two personas (customer types)
The first person moved around quickly and left quickly. The question is, what made that person come into the shop at all in the first place if this was clearly ‘not’ what he was looking for?
Maybe the store front (which would be your website) gave the wrong indication of what your product is all about. Perhaps the design itself is misleading. Sometimes an owner or designer may have a particular favourite style that they would like to incorporate. It may even be an award winning design, but if this image that it portrays is the wrong image, then it is not doing the job it should.
When it comes to digital marketing there are certain jobs that your website does. One of those jobs is giving the impression to the passing visitor of what you are about. It should show what type of customer you want to attract by showing them an image that specifically appeals to them.
On the other hand, we have our correct persona. This person has come across your site and found you to be exactly what they have been looking for. The reason she continued through the door, (browsing around your site) is because of what she had seen on the storefront, (your homepage). This had given her the ‘correct’ impression of what you had to offer. Because she was happy with what she had found, she was happy to continue to browse and see if you had the particular product or service that she was searching for.
Because of your online presence management, your potential customer was happy with what she had found. In a very basic way, she identified what she was looking for with all of the indicators that you had created on your ad or homepage. So when she continued into your store, whether that be physical store or online, she was happy to continue to browse and look for the particular product or service that she was trying to find.