Okay, so my working assumption is that you’re here for one reason. You want more business for your business and you’re looking for a few tips on how to use the internet to make that happen. I can appreciate that. A little more cha-ching is always a good thing.
You’ve probably noticed that there is no shortage of tools, platforms and coaches who are more than willing to help you with your online marketing. The more “over-the-top” ones promise to show you insider tricks that will drive hordes of hungry, buying customers to your door. All you need to do is invest in their programs.
You really can’t be mad at them for making those claims. After all, they do work. Otherwise they’d stop making them and try something else.
But as mystical and complicated as some try to make the internet seem, there’s no magic to internet marketing. What works today are the same marketing principles and fundamentals that have been working for hundreds of years. The internet just makes them more accessible and a lot more precise.
If you’ve experienced mixed success with your internet marketing, you probably just need a better understanding of the “why” behind the “what.” Meaning, what exactly is working and why it works.
You know that your business needs new customers to survive. In the online world, after you sift through all of the noise, lies and confusion, you’ll find that attracting new customers comes down to how good you are at conversion.
How good you are at getting a large portion of the people who visit you online to perform some action you need them to perform. That could be calling you on the phone, downloading an offer, taking a survey or whatever else puts them on the road to becoming your next new customer.
One of the biggest challenges you face in your efforts at conversion are the short attention spans of your visitors.
When visitors land on your website, you only have about three seconds to throw out a mental hook. In those three seconds, if you can’t hook ’em well enough to get them to take their hands off the mouse, they’ll hit the back button and be gone forever. Missed opportunity.
Luckily, you have a pretty powerful tool in your arsenal for getting that done. It’s a little secret called curiosity.
Our brains are funny in how they’re wired. We don’t like unresolved issues or unanswered questions. “Close but no cigar” is particularly annoying. When our curiosity is stoked, we will put aside quite a few other pursuits to get closure.
This may come as a surprise to you but your website isn’t like Wikipedia. People don’t show up there just to browse around. When visitors show up on your site, they usually have an unanswered question or some sort of problem that needs a solution. You could simply give them the information they want, or you could do something a little more interesting.
Present them with part of the answer they are looking for or with another question they hadn’t considered.
One thing that has never changed in the world of marketing is that knowledge is power. The gap between what your prospect wants to know and what you know is your marketing collateral. Use it wisely.
Don’t make it easy. Be like the most effective marketers and provide just enough information to fire up your prospects curiosity. Do that and they won’t be able to help themselves. They will dig all over your website trying to satisfy their curiosity and scratch that itch.
The price tag for satisfying that curiosity is whatever action you need them to perform.
You’re the expert in your field. You know what your potential customer will be most curious about. If you want to attract new customers with your online marketing, use their questions to generate even more questions. Then use those questions to generate more curiosity.
As strange as it sounds, the secret to online marketing success is to create more questions than you answer.