Nurturing Relationships With Your Website Visitors: How To Keep Customers Coming Back - The first, though...
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The first, though seemingly obvious thing you need to do is make it an objective for your site – a priority objective. Once you do that, you can consider and employ specific strategies such as:
1. Identify and describe, as closely as you possibly can, your target customer or visitor. And unless you are a Kodak or Motorola, don't pretend to be all things to all people. The Internet is about customization – the days of the Industrial Revolution where one size fits all due to manufacturing economies of scale are gone!
2. Content that communicates. Once you have figured out who your target audience is and what content would be valuable to them, fill your web site with lots of it. And make sure to keep your content dynamic – if a document is out of date, your customer may be lost! This is the easiest way to keep an ongoing dialog with visitors.
3. Make yourself accessible. Your photo should also be on your site, as well as your contact information, including email, telephone, and address. Put this contact information in an obvious place – a page labeled “Contact Us”, for example. The best contact information is a physical location - because brick and mortar gives people an important link to reality.
4. Appoint an editorial staff. Advertise for and then appoint a group of individuals with industry credibility to serve as regular contributors to your web site content. Have a weekly, rotating column. Encourage users to write in response to your columnists/editors. Ah, and one very important thing – publish their photos and if they agree, their email addresses. If they don't want to give out their personal email, then give them one on your server.
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