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People are the ones who make you money. They click on your ads, hire your services, buy your products all the while helping you to grow your business and make it profitable.
They do this in two main ways: By visiting your site or making purchases, they are helping you generate immediate revenue, which you can then reinvest for more income.
Secondly, they indirectly benefit you by providing publicity and leads: people are the ones who will talk about and recommend you to others they know.
Every promotional or advertising campaign has a limited budget and will not be sustainable if you do not have sufficient revenue coming in consistently. You cannot possibly make yourself known to every person in your demographic market through a standard marketing channel. Your reach will inevitably be limited.
Where ads cannot penetrate, people can. If you’ve owned a popular business or website you will eventually notice that others come to trust your brand or visit/use your site because others talk about you in their own clustered communities. You will start to notice traffic streaming in from forums, blogs and social networking sites.
The focus on attracting people and converting them into supporters is of utmost importance. Appealing to interested audiences and securing their patronage is an important factor to consider when you are trying to make your site profitable.
Three Essential Steps to Really Grow Your Business
The profitability of every online enterprise depends on the amount of traffic you can pull in and convert, i.e. the number of people you can attract and make into loyal customers and supporters of your brand.
This process can be broken down into three main steps:
1. Capture Attention. Create a spectacle. Leverage the brand of popular personalities. Piggyback off established websites or current hot topics. Be a contrarian. Demonstrate integrity. Develop a style. Your goal is to go broad and bring in a general audience, i.e the people who have a casual interest in your service/product or niche. Repeat this mantra: I must capture as much traffic and attention as possible.
2. Sell Yourself. Why choose your site over other competitors? Why bother reading or subscribing to your blog? What makes you stand out? And more importantly, what problem do you solve? Your website must fulfill a specific need or desire and if that fails, create a problem and sell yourself as the only solution worth exploring. You must become essential or difficult to replace. Go deep and build an audience that believes you are one of the best out there.
3. Nurture Supporters. People gradually come to trust your brand over time. They treat it as a good friend, as something they can rely on to acquire experiences or feelings they want. They become brand evangelists who share their belief in you with many others. How do you gain these fervent supporters? By always selling ideas, philosophies and concepts instead of just products. Generosity, integrity and consistency goes a long way too.
These are general concepts which I feel are essential when you are trying to extend your brand and reach through your audience. Take these three simple points and try to think about how you can apply them to your current website.
While concepts cannot be easily applied directly to a website like a template or script, they are very important because they direct and measure the effectiveness of actions, while influencing your end goals or project objectives.
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