We have come across a few truths over the years about the essence of web marketing: gaining access to the attentions of the ideal customer requires a combination of an appropriate message with the right place for delivery. In other words, we strive to take a brand’s message directly to where their customers live and work. In order to do this, we have to ask the right questions.

“Who buys your product?”

The answer to this question is not always “everyone” - it can be easy to advertise to the wrong crowd of people. 

“Why would they want yours over another?”

If your product is not unique, you will have some convincing to do. Engineering price or prize incentives and incorporating them into your marketing and sales strategy can be a significant help, and is generally the crux of business strategies. If applicable, I’d go as far as to say that it’d be wrong to run a campaign at all without some sort of coupon incentive.

“Are you engaging in regular communication with your customers?”

Fascinating, chaotic - user discussion can be incredibly fruitful. Social media managers who engage with users can create reputation-boosting dialog, customer satisfaction and even new business. Two great uses: discovering flaws in your product and service from criticism, and providing answered questions for visitors without them needing to call you to ask.

to be continued…