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Website Marketing | Web Design | SEO

Friday, April 22, 2011

Building Online Rapport With Your Practice's Prospects - 5 Quick Tips

Today's topic is on converting more website interest into new clients - through building rapport.

Marketing online has changed in just a couple years where "advertising" strategies are losing ground to campaigns that focus on building relationships with visitors. The concept of "social media" has spread far beyond Facebook and should be incorporated into all aspects of your online marketing, including your website.

The following are 5 quick tips to help you start thinking differently about today's new online users and strategies you should consider:

1. Minimize the use of stock photography. Revisit the images, animation, videos on your website and replace as many stock images with ones that help visitors feel like they are getting to know you. The goal of just having pretty lifestyle images and tons of information is being replaced by websites that "connect" with visitors.

2. Evaluate the "About Us" section of your website. Website analytics data indicates these are some of the most frequently visited pages of successful websites. Make sure the information, images, videos, and content in this section really help distinguish your practice from others, emphasize your passions, and speak to visitors in a manner that connects with them. If you don't have custom video, seriously consider it, particularly in highly competitive markets.

3. Leverage other relationship building resources on your website. Driving visitors to your practice blog and social media profiles (Facebook primary, Twitter secondary) is essential. All of your online properties should be seen as working together, not independently.

4. Give control to your visitors and anticipate ways they want to interact. Avoid music that automatically plays (they may not agree with your taste) or videos that instantly "get into their face." Also, think through calls to action that focus more on their convenience (easy, quick, instant, fast, and immediate) and less on "free."

5. Reviews. Many marketers (and professionals) focus mainly on the fear of negative reviews. The real opportunity is leveraging your satisfied customers and implementing a turnkey program that collects and instantly distributes them to your website, Facebook, and other review websites. Potential customers are relying more and more on reviews and ratings as a way to compare services and create a level of confidence in your practice, long before they call you. Your happy clients want to help. Let them!

Keep in mind, most consumers are deliberate in how they choose a service provider and don't just randomly take action. Invest the time and thought to create a more credible, relationship-focused campaign and your visitors will respond more positively and more frequently.

To learn more about building rapport, you can watch this video:



Feel free to call 800-916-3886 or contact us if you would like discuss this topic in more detail. Or if you have other topics/issues you would like addressed in future updates, let me know.

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posted by JessicaE at 12:27 PM

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