Out on the Guerilla Marketing for Consultants blog, I read a post about a survey they did with 400 consultants about web marketing. They found some interesting data and then published Six Steps to Make Web Marketing Work in their newsletter.
It's good stuff. Same things a lot of us say. Here are their steps:
- Make the Web a high priority
- Keep your stuff fresh
- Give up the goods
- Look at who's looking at you
- Don't create a vacuum
- Balance promotion with value
They've got statistics from their results and some great information about what these all mean - go read it. But here's the deal...
If you put up a web site and don't pay attention to it, add new content regularly and deliver valuable knowledge transfer that's helpful, then your web site won't give anything back to you either. It's that simple. You get back what you put in.
If all you do is promote your stuff and only hint about your knowledge and effectiveness, then where's the trust? Where's the empathy? Where's the emotional involvement?
Deliver something that knocks their socks off. Give them information that makes a difference and they'll come back to you for more. It's been said many times by many people who know a whole lot more than I do that if your site visitor doesn't have an emotional reaction that delivers perceived value toward solving thier issue, you lose them. Probably forever.
Why risk it? Spending the time to make your web site rock for others will bring results back to you. Engaging them will create an experience worthy of potential word of mouth endorsement. There's nothing stronger than that.
It's number one in this study about the most influential media at Church of the Customer blog.
Think about it.