Do you want to know what it takes to successfully market a website and generate repeat sales
Its simple really.
You must position yourself as a perceived expert. It doesntmatter what product or service you are selling, this same premisewill hold true.
What is a perceived expert, you ask
Good question.
Gone are the days where you could build a simple company website, list your products and send customers to an order page. Newweb sites are sprouting up like blades of grass and competitionis intensely fierce.
The bottom line is this: why should a customer buy from YOU
A small but growing number of small business owners havediscovered the answer to this question and are kicking your butt.How are they accomplishing this By positioning themselves as anexpert in their industry and using their web site to communicatethat fact to potential customers.
How can you become an expert too
Offer your potential customers an education to compliment theproduct or service you are selling. You can write it, buy it orlicense the content you need. Whichever you choose, teaching yourcustomers should be an essential component of your web site andits importance cannot be overstated.
Here are some examples:
If you are selling diamonds or jewelry online, offer articles,tips or even a free guide on How do I choose the right diamondfor me or 20 ways to spot fake jewelry.
If you operate a job search or career database, offer a wealth ofguides and tips such as 20 ways to improve your resume, whatto wear at a job interview, or how do I know if a job is rightfor me.
If you are selling health related items (ie: vitamins, pills orcreams), dont simply throw up ad copy, a few product images andan order form. Educate your customers on the benefits of eachingredient and how it can improve their well-being. Take it onestep further and provide an education on every vitamin andmineral known to man. Just make it fun and easy to read.
You get the picture.
How can this help your web site prosper
People want to buy the best product they can, at the best price,from someone they trust. Given the fact your customers will neversee or meet you, this task is accomplished by your web site. Byoffering them a wealth of expertise related to the products youare selling, you immediately create a foundation to build upon.You are helping them make a more informed decision as to what topurchase while at YOUR web site. In essence, your web sitebecomes the salesperson that the customer would normally see inthe store or talk to on the phone. Customers always havequestions. You have the opportunity to give them the answer and awhole lot more knowledge by becoming a perceived expert in yourindustry.
If you give your potential customers an education, they willreward you for it. Plus, they will likely tell their friends too!
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Gambling websites face just that challenge in reaching US and Canadian audiences. In both countries, the government has put media outlets on notice that accepting advertising from gambling websites is illegal. (Note: in the US, at least, the industry disputes this, and charges have never been filed by the US or Canadian federal governments.)
The sites have come up with some pretty creative ways around the law. Are their tactics worthy of imitation Or do they threaten to drag down the image of ecommerce faster than a wave of no-prescription online pharmacies dispensing questionable images of minors via browser-hijacking adware
Have a look at some of these stealth web advertising tactics:Domain Name Games
A while ago I saw a TV commercial for a poker-related website. The commercial carried the prominent warning not a gambling website. Curious how such a site could make money, I typed in the domain name. What did I see Gambling!
I later realized I had typed in the dot-com version of the domain name rather than the dot-net. The dot-net version, the one advertised, has only play gambling with no money. The dot-com version is the real moneymaker.
Web experts have long said that any serious business website needs a dot-com domain name. Many consumers wont remember any other extension such as dot-biz or dot-net, and will instead simply type in the much better known dot-com. You can call them stupid, but theyll spend their money on the other site.
It seems the marketers of that poker website were definitely not stupid. But is this ethical Worse, could this open up a can of worms for other websites that have a dot-com and dot-net version, if policymakers try to close this loophole
Publicity
One casino website has taken to buying items on eBay that have generated a lot of media coverage already. The items have included a grilled cheese sandwich with the supposed image of the Madonna on one side. The site has managed to ride the wave of publicity of items such items by buying them. They thereby get their company name (which contains their domain name) in any story about the bizarre auction item (well, except this story).
Sponsorships
Gambling websites have tried hard to get their domain names plastered over as much sports-related real estate as possible. It hasnt been easy. Professional sports world has long been wary of anything relating to gambling. Billboards in major stadiums and arenas are out of the question. So, some sites have started sponsoring rodeos and other smaller events. One site even bought advertising space on a female models midriff.
Are any of these tactics working There are some gambling websites that say its all more hype than substance. They stick to buying ads on other websites.
The battered image of the internet, meanwhile, seems to have suffered relatively little from all this. After all, even the strongest gambling opponent has to admit there are more dangerous things online than poker.
Joel Walsh is an online business writer. Online Casino ( ) provided some information for this article.