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Optional Common Question / Setup Issues Training (Most with Videos):
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As always, contact us through /support (top) if you have further questions and we’ll update the support system to help you reach your goals.
Don’t let the complexity and noise drown out the simple truth of marketing and growing your business online.
It is not complex, strategically speaking. It gets very complex, tactically speaking, and tactics change with time, with each new whiz-bang tool – but the principles remain the same from radio, to tv, to internet, and to tomorrow’s new media.
As a business owner you need to understand the overall big picture, how to master your webmaster, how to create results. You do not need to understand every detail of every tactical “weapon”.
Here is pretty much all you need to know.
Marketing is communicating the value of your product or service, which means Message + Medium.
Marketing online is a hub-and-spoke system. Your website is the hub, how people get TO you are the spokes.
Compelling Profitable Offer + Big Relevant Traffic = Success
Next, there’s a hierarchy of needs for every client. Don’t solve step 5 problems if you’re at step 1, or you’ll be wasting time and money until you resolve steps 1-4. Here’s a good priority list for you to start with, though you’ll want to talk to your Swift consultant for more details and a plan of attack:
- The Basic Website. This is the foundation. It must be CMS-driven (Content Management System), as all Swift Web Designer projects are, so that you can update, add, edit, revise anytime without having to wait for anyone or spend money. We believe you, or someone on your staff you’re close to, must know how to “drive the car”. We’ll build the car for you and handle complex repairs and improvements, but for everyday use, you or your immediate staff need to know how to drive.
- Demonstrate Value. Your next priority is that the website show the world why they need to do business with you. If it’s a restaurant, this is great pictures and descriptive menu, if you’re in real estate show how a better home will give me a better life. Generally, for anything idea-driven, video is better, for image-driven (i.e. flowers) pictures will carry the sale, etc.
- Elicit Action. Clarify your Call-To-Action(“CTA”). For many, this means capturing a lead and/or pushing people to call now, or come by your store or shop. You need to be crystal clear on what your goal is for web visitors, and it’s always one of:
- Build Trust in clients you’re already in a conversation with. This is the lowest most basic form of website – a brochure.
- Push visitation to your store or shop. For highly specialized retail, or restaurants, this is usually the case, but it’s still a low level of engagement. It is best for local-only, lower value-per-sale services (i.e. a restaurant isn’t going to “chase someone down” for $40 meal tickets), so the call-to
- Produce Leads for offline sale. This is most common. If you are an auto mechanic, obviously people will need to bring their car to your shop. These people are requesting more info, scheduling a conversation, asking for a price quote – opening the sales game.
- Schedule a sale. This is a bit deeper into the selling cycle, and can be combined with payment – for example, a chiropractor, offering a $49 new client special, or an attorney scheduling an initial consultation. Because a specific request is communicated i.e. help me at this time, this place, and expertise is presumed, the closing rate is higher but capture rate is lower.
- Direct Sale / e-Commerce. For low cost items, this is straightforward – just add the e-commerce links and push people to buy. For higher priced items, make sure the value is clearly demonstrated.
- Get Relevant Traffic. This can be simple and easy, or complex, but the further you want to push it, either the more compelling your offer has to be (to displace competitors), or you need to reach more people.
So, once the above is done, move on to step 4: Letting the world know. Go to…
That page (http://swiftwebdesigner.com/promote) is the home or hub about getting traffic.