How the Right Marketing Materials Can Help Your Online Business Grow
Posted by Louie Drake on Wednesday, July 17, 2013 Under: Advertising and Marketing
One of the most challenging tasks facing online businesses is convincing a web visitor or potential buyer to make an online purchase. Without the luxury of face to face interaction, owners of online businesses must use a different strategy to persuade customers to place an order. One of most effective strategies to employ in accomplishing this is to create an effective mix of online marketing materials that can easily be accessed by customers who visit the company's website.
While the exact combination of marketing materials selected will vary according to the nature of an online company, there are some universal components that are successfully used by many online businesses. Examples include online brochures and catalogues, product videos and online customer testimonials. When used together, this mix of marketing materials can increase a customer's comfort level with the online shopping process enough to release their purse strings.
The most important of these elements is the presence of online product brochures and catalogues. When a product initially catches a customer's eye, the customer often wants to learn more about that item. Common customer questions may relate to the product's size, weight, color, standard accessories and warranty. By providing downloadable brochures and catalogues that contain such vital information, the customer's needs are instantly gratified. If at all possible, these brochures and catalogues should include at least one clear photo of the product being marketed.
The online inclusion of product videos is another key marketing tool that online companies can employ to increase interest in a product. Product videos should be clear and short, lasting no longer than two to three minutes. They should reference the product's key advantages and should include a brief product demonstration if time permits. When at all possible, it is helpful to feature a company representative in the video to help personalize this approach.
A comprehensive package of marketing materials should also include customer testimonials. The testimonials should be brief, positive in nature and robust. They should focus on key products or the company itself. If possible, a photo of the customer making the testimonial should be included as should the customer's name and title. The testimonial can appear as a banner at the top of the company's home page or on a specific product page. Testimonials can also be included in the company's online brochures to further personalize them.
In sum, employing the right mix of marketing materials can be an extremely effective way to communicate details to customers and increase their level of comfort with purchasing from an online company. This increased comfort level will ultimately result in repeat business and increased revenue.
While the exact combination of marketing materials selected will vary according to the nature of an online company, there are some universal components that are successfully used by many online businesses. Examples include online brochures and catalogues, product videos and online customer testimonials. When used together, this mix of marketing materials can increase a customer's comfort level with the online shopping process enough to release their purse strings.
The most important of these elements is the presence of online product brochures and catalogues. When a product initially catches a customer's eye, the customer often wants to learn more about that item. Common customer questions may relate to the product's size, weight, color, standard accessories and warranty. By providing downloadable brochures and catalogues that contain such vital information, the customer's needs are instantly gratified. If at all possible, these brochures and catalogues should include at least one clear photo of the product being marketed.
The online inclusion of product videos is another key marketing tool that online companies can employ to increase interest in a product. Product videos should be clear and short, lasting no longer than two to three minutes. They should reference the product's key advantages and should include a brief product demonstration if time permits. When at all possible, it is helpful to feature a company representative in the video to help personalize this approach.
A comprehensive package of marketing materials should also include customer testimonials. The testimonials should be brief, positive in nature and robust. They should focus on key products or the company itself. If possible, a photo of the customer making the testimonial should be included as should the customer's name and title. The testimonial can appear as a banner at the top of the company's home page or on a specific product page. Testimonials can also be included in the company's online brochures to further personalize them.
In sum, employing the right mix of marketing materials can be an extremely effective way to communicate details to customers and increase their level of comfort with purchasing from an online company. This increased comfort level will ultimately result in repeat business and increased revenue.
In : Advertising and Marketing
Tags: marketing materials
