WIIFM What's In It For Me?

Are you answering the all important question being asked by your customers/prospects/clients?

Everyday I receive calls from prospective clients telling me their site needs better SEO because they are not getting enough traffic, sales or new clients.  When I ask for more information, I seldom hear an answer that indicates that they understand what really makes their website provide the results they are seeking, their definition of success.

To begin with, the overused acronym SEO is seldom understood, and unfortunately is not the holy grail.  Just adding keywords (same used by your competitors) is not enough. Copying content from other sites, even manufacturers of your products, or content from affiliates can cause your page to lose rank, or not show up at all. The new search algorithms were designed to ignore duplicate content sites, and even penalize those that are entirely copies. See my post from last week: How to Kill Your Website with Duplicate Content

You have two sources of customers - those that already know you and those that find you through your marketing.  To get the best results from your website, your content and appearance MUST appeal to your target market, your desired customer. Those that know  you will usually place less focus on your marketing appearance, whereas, those that don't know you are always looking for  WIIFM - What's in in for me? It's similar to a radio signal being set to one priority channel. They are listening (reading) to see why they should hire you, do business with you or refer to you. They want that answered immediately upon visiting your website.

What about your business sets you apart from competition?
1) Do  you have the best service? Everyone says that. What makes you different that tells your prospective customer/client What's In It For Them?
2.) Is it all about money? Everyone says that. What makes you different and better?
3.) What do you give your customers that is unique about you, and satisfies WIIFM?

Are you marketing to your clients according to your customer/clients seasons and needs?
     Have you noticed what is being advertised during various times of the year? During the holidays, it's price, as well as drugs for stress, anxiety and overeating. November and December are two of the most highly traveled months. This causes need for travel accommodations, stress control and car accidents increase. Can you solve any of those?
     January is the month you will see ads for weight loss - why? Because over 60% of the population puts "lose weight" on their New Years Resolutions.
     Every month has a holiday or special event that you can use to increase awareness to you and your offerings. Be proactive and plan your marketing around events and activities that appeal to your prospective customer/client.

Content should be UNIQUE, CLEAR, CURRENT, EDUCATIONAL, CONCISE, RELEVANT, ENGAGING and CONSISTENT.

Do you have a marketing strategy that addresses these questions? If not, December is know as "Write a Business Plan Month"


If you think your website needs an overhaul, let's talk. Click to email us. We'll listen first, look at your online presence and then offer our recommendations. One size does not fit all.The solution for you should be unique to your business and goals.


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