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From Donuts to Dollars
Mini Websites are quickly becoming one of the most powerful and
cost-effective solutions for promoting and marketing online.
The traditional approach was to build a large site with hundreds
of pages selling a variety of products. This technique has often
proved to be confusing to the visitor, causing many more
click-outs than click-throughs. The average web surfer is
searching for very specific information, and if they don't find
it in three to five clicks, they're history.
Small business owners especially can get a leg up on the
competition through creating mini sites or special landing pages
for products. For example, if a web surfer searches for donuts
and finds hundreds of sites selling donuts, she will search for
the most direct path to buy his donuts. More value will be given
to the sites that offer donuts directly, instead of the ones who
first explain about the company and so on. Direct marketing
tactics are much more effective in this marketplace, where the
closest competition is merely a click away.
Capitalization on visitor psychology is an important aspect of
direct marketing. Say, for example, a visitor landed on your
homepage looking for donuts. Which approach would they be more
willing to respond to, example one or example two?
Example 1: Welcome to our site, we produce best of products in
world. We have pizzas, donuts, burgers and blah, blah, blah. We
are established on blah, blah, blah, with the vision of our
founder Mr. XYZ and also greet your visitor with an eye catching
animation.
Example 2: Looking for donuts? You have come to the right place.
Below are our regular offerings along with the price, Check out
today's special, just for you. Like a custom donut of your
choice? Click here. Would you like to know more about us? Click
here.
It is obvious from this example that the visitor will give more
weight to example two.
Here are a few reasons why:
1. The visitor was searching for
donuts, not your company
specifically. They are interested in the donuts first, and your
company second.
2. Example two provides exactly what the visitor was looking for
without a lot of extra clutter so the visitor can see
immediately that she has found what she is looking for.
3. The visitor can learn all they need to know about the donuts
and your company in just a few clicks.
4. Example two loads fast and does not distract the user with
unnecessary flashy animation.
5. Example one contains information about products that the
visitor was not looking for.
6. Even search engines will give a higher ranking to example two
because it provides more specific information about the product
being searched for.
In essence, capturing the attention of a visitor and directing
them toward your product is more important than explaining who
you are, because your product is what will eventually build and
define your brand. Allowing the visitor to quickly view and
compare pricing and information on products is essential to
maximizing sales and a mini-site is a great way to isolate
products.
A wise marketer once said, "never allow a buyer to think twice
as that may provide a chance for a competitor to grab the deal."
Read More article on Search
Engine Optimizations 2006 and Online Marketing Promotions
here. Please took your time and read my Marketing Blog
About the author:
Arun Tibrewal is an online marketing expert with 14 years of
experience. Presently he is the CEO of an outsourcing company at
www.kpoweb.com. More articles of him can be find at his Free online marketing guide here.
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