If, and when, the consumer makes it to your website, evidently your SEO effort are working on some level, but is the marketing slant one of relationship marketing or sales marketing?
What is Relationship Marketing?
Relationship marketing is a method of gaining trust with consumers by offering more than just a great sales pitch. Content that builds relationships with consumers is content that will keep them coming back for more. Any Internet business will tell you they would rather have a handful of customers that keep coming back for more instead of twice as many customers that buy only once. Relationship marketing works at keeping customers happy so they keep coming back and share their experiences with others to increase organic traffic and sales.
What is Sales Marketing?
Sales marketing works with effective sales content that drives the consumer to buy. After the sale is complete, the consumer has no reason to come back to the website or make additional purchases. Some of the strongest sales marketing content is used by websites offering sub-par products. The consumers are interested in a product because of the strong sales push, but once the product is in hand the company does not support additional sales or relationships with great customer service and an even greater product.
How to Diagnose Your Marketing Angle?
The naked eye is best for website diagnosis, so companies often outsource reviews and website evaluations to SEO companies. These companies visit the main page and inner links of a website and take in the content versus the sales marketing pitch. If the content offers more than just a strong push to buy, the website or business could be on the right track. If the majority of content is focused on convincing the customer how much they need a given product, the result could be a sale marketing driven analysis.
The Best of Both Worlds – Relationships with Sales
There are few Internet websites without something to sell. The sales pitch is a crucial part of marketing and Internet business success, but relationship marketing must be factored into the equation. If consumers have no further reason to come back to a website after a sale is complete, or if the product being sold is less than perfect, business owners need to look into balancing sales copy and content with good consumer relationship tactics.