For visitors to go back to your website, you must have good credibility. This is what comprises the basis for trusting and believing that the products being promoted are genuine and of high quality. It takes a lot of commitment and sincerity to convince the leads and convert them eventually into regular customers.
Here are some ways to boost the credibility of your marketing message so you can convert more clicks into cash:
Strategy #1: State the rationale (the Reasons Why)
Explain why you claim that your site can provide quality products and services. It will help the customers learn information about the site and trust the message you posted.
e.g. If you pitch yourself as "The Lowest Priced Luggage Retailer in Australia", explain the reasons why this is so.
* Explain that you avail discounted bulk purchases and show pictures of the containers containing your purchases.
* Your warehouse is located in the suburbs, where you have a much lower rent and therefore lower overhead
* Explain that your gross margins for one-time volume purchases are lower for regular customers.
* Rationalise the lower price by pointing out that most of the business is through internet and that many costs are avoided.
Once you justified the factors behind, you will eventually attend to a pile of buyers. Note that products on sale or products offered at discounted price should also be explained clearly. I always remember one of the marketing clich?s of Jay Abraham which is "You can't discount your way out of a marketing problem; you need to educate your way out".
Strategy #2: Case Studies and Testimonials Section.
Case studies and testimonials of customers are the best sections in the site to boost it's credibility.
Positive RESULTS are what you achieve to give to the customers and case studies and testimonials are mostly comprised of details about results. They are certainly concrete and specific as conveyed by customers. Keep in mind that results are what customers are after and not the product itself.
Testimonials need to be realistic and not over exaggerated or it would sound fake. Some testimonials that appear to be using superlative words must be eliminated to avoid irritating customers.
One of the best ways to accumulate a file of Case Studies is to provide your clients with a few guiding questions and have them respon in their own words. This will produce testimonials that sound authentic and "ring tue" to the reader.
You should also remember that Testimonials and Case Studies have become a standard feature on many websites. They can be easily ignored by website visitors UNLESS you go to the trouble of "exponentialising" them.
You can "Promote" a Testimonial or Case Study by:
* Include headlines.
* Placing it in a Johnson Box
* Emphasise important words and results with vivid graphics.
* Display images and audio or video stream of the testimonial provider
* Put on view the particular famous trademarks and logos of clients.
* Exhibit graphs, scanned documents, screenshots or other visual symbols of results.
Strategy #3: Association Marks, Qualifications and Certifications
If you're a member of any professional associations or other groups, place their logo on your website. This implies some kind of standing in your industry and can even constiture a 3rd party endorsement of your company.
Official recognitions as verified by distinguished certifications such as ISO 9001 will be clearly recognised by your visitors. Some may come out unknown; it is your duty to EDUCATE and inform the clients about it. Here are a few tips to do that:
* Explain why you decided to pursue the certification
* Explain the process or what you had to go through to be certified
* Explain the context of the certification (e.g. "Marketing Results is one of only 16 Google Adwords Qualified Companies in Australia)
* Explain the benefit to the customer
Membership Certifications and qualifications are beneficial because they enhance the credibility of the site as represented and it's promoted by a 3rd party.
Strategy #4: Awards, Credits, or Acknowledgements
Industry Awards can also boost your standing in the eyes of prospects and clients, but don't go too over the top patting yourself on the back - try to tie the award into how you produce a better outcome for clients.
A great example for this is the Combo IT's "Awards" page detailing the recognition they gained including the entry to the prestigious BRW Fast 100 list. It's not only about the reputation of the awards; it is also about the outstanding performance of the business that facilitates the good impression and competency of the site in giving quality products and results.
Strategy #5: 3rd Party Verification Services
Services from 3rd party such as Verisign, the Better Business Bureau and HackerSafe give customers further assurance that the site is safe and authentic to do professional practices and that their policies regarding customer services are reliable. Make your site verified not only to attract buyers, but to improve the quality of your industry and site as well.
Here are some ways to boost the credibility of your marketing message so you can convert more clicks into cash:
Strategy #1: State the rationale (the Reasons Why)
Explain why you claim that your site can provide quality products and services. It will help the customers learn information about the site and trust the message you posted.
e.g. If you pitch yourself as "The Lowest Priced Luggage Retailer in Australia", explain the reasons why this is so.
* Explain that you avail discounted bulk purchases and show pictures of the containers containing your purchases.
* Your warehouse is located in the suburbs, where you have a much lower rent and therefore lower overhead
* Explain that your gross margins for one-time volume purchases are lower for regular customers.
* Rationalise the lower price by pointing out that most of the business is through internet and that many costs are avoided.
Once you justified the factors behind, you will eventually attend to a pile of buyers. Note that products on sale or products offered at discounted price should also be explained clearly. I always remember one of the marketing clich?s of Jay Abraham which is "You can't discount your way out of a marketing problem; you need to educate your way out".
Strategy #2: Case Studies and Testimonials Section.
Case studies and testimonials of customers are the best sections in the site to boost it's credibility.
Positive RESULTS are what you achieve to give to the customers and case studies and testimonials are mostly comprised of details about results. They are certainly concrete and specific as conveyed by customers. Keep in mind that results are what customers are after and not the product itself.
Testimonials need to be realistic and not over exaggerated or it would sound fake. Some testimonials that appear to be using superlative words must be eliminated to avoid irritating customers.
One of the best ways to accumulate a file of Case Studies is to provide your clients with a few guiding questions and have them respon in their own words. This will produce testimonials that sound authentic and "ring tue" to the reader.
You should also remember that Testimonials and Case Studies have become a standard feature on many websites. They can be easily ignored by website visitors UNLESS you go to the trouble of "exponentialising" them.
You can "Promote" a Testimonial or Case Study by:
* Include headlines.
* Placing it in a Johnson Box
* Emphasise important words and results with vivid graphics.
* Display images and audio or video stream of the testimonial provider
* Put on view the particular famous trademarks and logos of clients.
* Exhibit graphs, scanned documents, screenshots or other visual symbols of results.
Strategy #3: Association Marks, Qualifications and Certifications
If you're a member of any professional associations or other groups, place their logo on your website. This implies some kind of standing in your industry and can even constiture a 3rd party endorsement of your company.
Official recognitions as verified by distinguished certifications such as ISO 9001 will be clearly recognised by your visitors. Some may come out unknown; it is your duty to EDUCATE and inform the clients about it. Here are a few tips to do that:
* Explain why you decided to pursue the certification
* Explain the process or what you had to go through to be certified
* Explain the context of the certification (e.g. "Marketing Results is one of only 16 Google Adwords Qualified Companies in Australia)
* Explain the benefit to the customer
Membership Certifications and qualifications are beneficial because they enhance the credibility of the site as represented and it's promoted by a 3rd party.
Strategy #4: Awards, Credits, or Acknowledgements
Industry Awards can also boost your standing in the eyes of prospects and clients, but don't go too over the top patting yourself on the back - try to tie the award into how you produce a better outcome for clients.
A great example for this is the Combo IT's "Awards" page detailing the recognition they gained including the entry to the prestigious BRW Fast 100 list. It's not only about the reputation of the awards; it is also about the outstanding performance of the business that facilitates the good impression and competency of the site in giving quality products and results.
Strategy #5: 3rd Party Verification Services
Services from 3rd party such as Verisign, the Better Business Bureau and HackerSafe give customers further assurance that the site is safe and authentic to do professional practices and that their policies regarding customer services are reliable. Make your site verified not only to attract buyers, but to improve the quality of your industry and site as well.
About the Author:
Author: David B. Ascot offers advice on sales lead generation methods that will enable your business to benefit from profitable online lead generation.
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