In any successful business you need to have customers for your product or service. In the case of a coffee shop or any street side business you would have passing traffic who are looking for your product. The first step is to attract people to visit you and try what you have to offer. The second step is to provide a quality product and satisfaction. The third step is to convince them to stay and maybe buy more from you and the forth step is to get them to return and maybe bring or recommend their friends.
In the internet world your shop front is your website and no matter how it looks or what it contains you will have no traffic in the beginning and you will have to entice people to visit you in some way. The four steps listed above are still valid for an online business and some would argue that they would be more important in the internet marketing world. It is necessary to have everything in place and functioning properly before you spend money on advertising and driving traffic to your website. Ask yourself, Why would I stay? Why would I come back? and Why would I recommend this site to my friends?
Step one. Getting visitors. Although I have listed this first, it would have to be the last thing you do. The quickest way to get visitors to your site is to pay for advertising in the form of pay per click, pay per view, solo ads or online and print media. The cheapest way is to have your site ranked in the search engines so that people find you when they are looking for what they want.
Step two. Giving value to your visitors is a must. However they got to your website, they need to get what they are looking for or they will just leave in disgust. Ensure that what they were searching for matches what you are offering. This may seem obvious but it is no good just getting visits if they are not being offered the right product or service for them.
Step three. Providing a reason to stay. If your site has additional information and or products, visitors may hang around and browse the rest of your site, making you more money in the end. It’s all about giving extra value to your visitors, maybe in the form of information or reviews or supporting products.
Step four. Enticing people to return. Providing helpful information, lots of reviews, fact sheets etc. can be a great way to get people to bookmark your page and come back often and also to get them to refer their friends. Look for ways to help your visitors. A place where they can comment or ask questions. Your primary goal here is to make your site a place they have to return to again and again.
Be prepared to add to your web site often. Ask yourself the three “Why” questions above. Think from the perspective of the visitor. More product reviews, more helpful suggestions, more and more FAQ’s and of course more of the latest products. An evolving and expanding web site is more interesting to your visitors and will become a must in their eyes. Make it easy for them to bookmark your site. Provide a mailing list so they get notified of changes and additions. Provide a way to share your site with their Facebook and Twitter friends. Let your happy visitors do the marketing for you which is the best kind of marketing you can get and it’s free.
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