A lot of TV commercials, printed advertising materials, websites, social media marketing strategies, etc actually inform their customers about products or services features rather than telling their customers how and what their products or services can do for their customers. As I always say, every single marketing campaign you launch, every single brochure, every single flyer or every single poster you print, every website you build or every blog you setup, you need to answer two big marketing questions – "Why Me" and "Why Now".
To answer "Why Me", you don't tell people how great your companies are or how great your CEOs are, but rather you have to differentiate yourselves from your competitors on how your products or services can bring benefits and solve people's problems. After people have decided to buy from you, you have to answer the second question – "Why Now". How you can solve people's problems NOW, what benefits your products or services you can bring to people NOW! If you fail to answer the questions, your conversion rate would be very low compared to those companies which are able to answer the questions.
For Search Engine Optimization, even if you are able to rank your website 1st place on Google for very competitive keywords, but your websites don't bring out the messages of benefits that your customers can get, you would have lower conversion rates.
Same goes to social media marketing, if your blogs, your Facebook Fan Pages, your Twitter accounts and your Linkedin groups. If you fail to focus on your readers or your customers, you would fail in long term.
Remind yourselves next time before you started another marketing campaign – How my products or services can help customers!
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