Internet Marketing, Celebrity-Style: How to Overcome 7 Internet Marketing Obstacles
The internet has changed the world of marketing forever.
This isn’t news to any of you—every business owner is well aware of the power of the internet. It’s particularly valuable for smaller businesses that don’t have the resources of a Fortune 500 company, because the internet allows businesses to target their audience and communicate their message in a very cost-effective manner.
But the internet is a double-edged sword for business owners. Yes, it makes it easier and more affordable for you to reach your target market. But it does the same for your competition. As a result, the level of competition on the internet can be overwhelming. And that is why celebrity branding is so important—a powerful personal brand allows you to stand out from the crowd. In particular, a celebrity-style website gives you the ability to overcome many of the most challenging obstacles to effective internet marketing. Today we are going to take a look at several of these challenges—and how you can overcome them!
How to “get found”!
The most immediate problem for most business owners is simply attracting potential customers to their site. It doesn’t matter how incredible your website is if nobody sees it, right? That’s why it’s important to work on your visibility throughout the internet. Social media sites like Facebook, Twitter, Pinterest (my favorite!), LinkedIn, and YouTube are very valuable in this regard. And that’s why blogging and article writing are important as well—it’s another way to draw potential customers to your site.
How to “hook” visitors.
The typical website visitor makes the decision to stay on the site or leave in a matter of seconds. If your website doesn’t “hook” visitors with a great first impression, they are going to hit the ‘back’ button and look for help somewhere else. In addition to having an appealing, modern visual appearance, you need to give your visitors an instant reason to dig deeper into your site. If your website brands you as a celebrity, chances are your visitors are going to be intrigued and want to learn more.
How to establish credibility.
There is no shortage of shifty, fly-by-night businesses on the internet. And unfortunately, these shady businesses and scammers make it more difficult for legitimate businesses to operate online, because they have ensured that every potential customer is on “high alert” while on the internet. As a result, in order to generate leads or make a sale, your website must establish a high level of credibility. There are many ways to accomplish this—blogging and writing articles helps, featuring testimonials is very effective, and highlighting media coverage that you have received is particularly beneficial. Take a moment and look at your website right now—does it give your visitors a reason to trust you? If not, chances are you are losing out on sales that you otherwise could have made!
How to communicate your message- quickly.
As we discussed earlier, the typical website visitor does not stick around for much time at all unless they are “hooked”. That’s why it is critical that you communicate your message very quickly. Your website should broadcast a very clear and simple message—for instance, a CPA may choose to emphasize his experience, his affordability, and his commitment to customer service. To be effective, this message must get across very quickly. Video can be a great way to accomplish this, along with photos and carefully chosen headlines. The bottom line is that, in order to keep your visitors interested in your site, you need to quickly give them a reason to keep reading!
How to establish value.
Another challenge for business owners marketing online is finding a way to establish their value. After all, many shoppers think that the internet is a place for “bargain shopping”, and they’re often in search of the lowest possible price they can find. So how can your website establish your position in the market as a high-end business, and establish value in order to justify your prices? This is another area where celebrity branding really is a game-changer. If your website is successful in positioning you as a CelebrityExpert® within your market, your customers are going to have an expectation that your prices are higher than your non-descript competitors. It’s important to highlight your knowledge and your expertise as well—another reason that writing blogs and articles is valuable. And of course, featuring your media appearances is helpful in establishing your value as well.
How to create a personal connection.
You have heard me say that “people buy people.” In other words, consumers want to do business with others that they know and trust. That’s why a handshake and a smile can go so far in terms of closing a sale. But on the internet, you obviously don’t have this ability. In order to generate the type of trust that is necessary to generate a lead or a sale, it is critical to create a personal connection. Videos are one way to accomplish this, as they give your audience a chance to see your face, hear your voice, and hear your story in your own words. Similarly, photos of yourself also work to establish this personal connection. And once again, writing blog entries and articles gives visitors to your website the opportunity to get to know you even further.
How to generate leads.
At the end of the day, your website needs to generate leads or sales. If it doesn’t, what’s the point? That’s why lead generation forms featuring a strong call-to-action are so important. In addition, offering free content like a special report or a white paper is a great way to generate leads.
The internet is incredibly competitive when it comes to business marketing—and it’s getting more competitive every day. The obstacles we’ve identified today MUST be overcome if you are going to be successful online, and if you’d like to learn more, please get in touch with me today!