Online Audiences: The Holy Grail of our Times

How to captivate Web users?

They say there was a town where in the Commercial Street; there were four different fish shops. The first one had written on its sign “the best fishes in town”; the second one, “the best fishes of the world”; the third, “the best fishes of the universe” and the last one simply wrote “ the best fishes of this street”, so who had the best fishes?

On the Web market, the competence is as direct as this Commercial Street’s but instead of four, thousands of marketers want to communicate they have the best deal. If you own a small biz and have (or are thinking of having) a Website to compete with the fisherman across the digital street, you’d better think how to seduce the audience.

Jerry Bader, in her article Shaping Web Audience Preference (2009), talks about the four essential marketing communication techniques: engage, enlighten, embed and re-enforce.

• Engage, be there on the street, call the attention.
• To enlighten, give your clients what they want to make them happy.
• Embedding is all about the brand, that little plus that will difference your product from the others’, even if they’re pretty much the same red apples. Find that thing, embrace it and make sure people notice it!
• Re-enforce is repetition, studies have shown that a person needs to see a marketing message an average of seven times before acting on it. But beware on driving the audiences crazy or braking their privacy.

So having that in mind, grab the bull by its horns and consider these tips to really make the best of your firm’s communication to captivate Web audiences:

• Use keywords. They’re really a key, so if your door can be easily opened, there will be much more people getting in. Use them in the top of paragraphs, hyperlinks, in the page title, in headers, everywhere! Remember search engines will use them to find you!

• Talk in your client’s language. Study your audience and what’s important to them, then build your Website and make it friendly to them and to search engines as well!

• Be on lists. Be sure you’re in all lists you can. Local business lists online help you to promote yourself among people that already are looking for your product. Submit your site to key directories on your terrain.

• Have multimedia wonders. Promote your video, images and audio content! Not only they make your Website more interesting, but also can be a rod for new users.

• Be social. Become part of the media community. Have a blog, participate in others’, have reciprocal links and write articles for others to use in their Web pages.

Saying that your fish is the best in the digital world is not an easy task; why don’t you start by having a plan and calling us?

Sources

Wilson, R. (2009, june 2). The Web Marketing Checklist:37 Ways to Promote Your Website. Web Marketing Today.

Power, P. (2009, march 25). How to Create a Captive Audience in Internet Marketing.

Bader. (2009). Shaping Web Audience Preference.