Online Traffic Formula Web Site Relevance and Reversing the Myth
Those who grew up in the media saturated world of the ’70s and ’80s learned a lesson in marketing: “He who yells loudest gets heard”. Unfortunately, it’s a lesson that hasn’t kept up with the times and the more media conscious nature of today’s consumers. Nowadays, “He who yells loudest” is likely to be the source of derision.
Marketing ads can be easily blocked out of all audiences in simple steps. With the ever increasingly popular Tivo and DVR, programs can be watched without the commercials. On the internet, pop-up ads can be easily blocked or screened. Over 90% of ads everywhere are being blocked. So, how do you get noticed or heard?
One way to get noticed is to have positive consumer voices. Who do you believe when you visit an online business? Do you listen primarily to the description and claims by the marketer, or the reviews by actual consumers? If you are at all like me, you probably read all the reviews and even one negative can totally throw you off.
What happens if you do get negative attention? What if someone says that you stink? Well, be assured that the majority of consumers will consider the source. Disgruntled gossip can get old really quick. A sensible consumer should take it lightly.
That isn’t to say that you shouldn’t read negative posts. Negative posts are a filter. They’re being put up by someone who cares enough about your message to tell you what didn’t work about it for them. If you make or design a product, this is the most valuable feedback you can get. Remember not to attack back – just thank them for their input, and if you can, offer a few suggestions, in the form of “In the interests of making this work for you, how do you feel about options A or B?”
Second, look at their review as an avenue on how to improve your product. This person cared enough about your message, what you were saying, to try your product. It didn’t work for them, and they cared enough to tell you why. Use that information to make your product better! Just remember, you’ll win more arguments with reasonableness than you will with defensive temper tantrums.
Always try to connect with your audience, acknowledge that a negative reviewer has a valid point, and then try to solve their objection. Your online traffic formula aim is to provide a benefit for your regular readers to come back to your site repeatedly, and the way to do that is to rise above the fray.
Google takes this one step further with Gmail, which scans your email for keywords and places ads in ignorable places. Privacy advocates worry that Google’s email filters could be used to track down deeply personal information, but the general attitude is that anything you send by Email, you might as well be shouting at the top of your lungs. In both cases, Amazon and Google offer a service in return for providing relevant information, and you should strive to do the same with your web site.
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