| | Millions of prospects mean nothing if your website
doesn't deliver what hold the attention span of modern consumers. you'll have
more back-clicks than you know what to do with. They won't stay around long.
you're losing a lot in your total sales. This doesn't just apply to what a
retailers misses out with own an online store, participate in an affiliate
programs, or seek to provide goods or services on the web. It's amazing how many
businesses stumble into ecommerce and expect to turn quick traffic and profit.
As a retailer, it takes very little to set up a fully-functional ecommerce
website, upload your products, and provide a checkout function. And every month,
thousands of face-to-face businesses are doing it.
How can an ecommerce-centered business truly stand out? By appealing to one
audience, in multiple mediums.
What sets businesses apart is their web branding. Branding is a combinations of
ideas, beliefs, and loyalty that people share about a product or company. You
can always elevate your brand by reaching your audience more effectively. Let's
take a look at what a modern website can do to stand apart from the competition.
Online branding can be simple if you look at it through a scientific
perspective. The fact is that consumers learn (even about brands) through
different styles. By appealing to your user's different learning styles, you can
create a website that stimulates the senses, creates an emotional response, and
startles them in the clarity of its message.
Building an online brand: Online branding through
learning styles.
A website is not just about the text. It's an experience - albeit, sometimes a
relatively short one. You simply cannot have a website that relies solely on
catalog descriptions and small images. Here's how to get any kind of learning
style to pay attention.
1. Visual learners - the TV Infomercial Watchers. (And other
demographics.) Visual learners have trouble when a website is cluttered or
has too many graphics jumping around, however, they have to "see to believe". A
simple approach to this is limit the number of products on your pages - but if
you want to embed a video highlight for a specific product you're trying to sell
- that product will stand out. YouTube offers free hosting of your videos, or
you could opt for a photo slide show like RockYou.com if you don't have any
footage. If you are selling services, a slide show tutorial, with graphs and
explanations, makes all the difference in the world to visual learners. It's how
they connect with your product. Good copy, along with text, will also increase
response a response to your online brand. (Product descriptions should include
words like "see", "picture", and "imagine" It's how these learners interpret,
and connect with the visuals.) *An example: "Imagine yourself on an exotic
desert island, with only the finest bottle of
Bordeaux wine available on the planet. Would
life really be that bad?" Engage the senses of your visual learners, and they'll
develop an emotional connection with your products - and help you build your
online brand.
2. Auditory learners -
the Talk Radio Fans. (And other demographics).
Auditory
learners need to hear to believe and understand. However, cluttered noises
annoy and distract them - so adding sound effects all over your website will
send them running. Audiotory learners enjoy asking people about their own
preferences, and prefer to observe other interact and ask questions, as well.
To increase the response to your online brand, you'll want to speak to them.
Instead of forcing sound on your visitors, create audio options on specific
part of your website. (Testimonials, product descriptions, or weekly news.)
You can use Podcasts and other sound files to build your brand, byut it's also
important to have a decent customer service department they can talk to, or a
salesperson that doesn't mind answering a few questions every now and then.
Because auditory learners are communcators in general, setting up a bulletin
board (although visual) is still effective if you want a larger forum to share
your answers with. as far as copywriting - these learners relate to words such
as "hear", "think" and "tune". *An example: "When you're thinking comfort,
think wool." or "When you hear the sound of bathwater running, think Silk
Clear Body Wash. Our luxurious peach rinse engages all the sense." Tell your
visitors the words and sounds associated with your online brand, and they'll
want to hear more.
3. Kinesthetic learners - the Do It
Yourselfers. Kinesthetic learners associate learning with their own
experiences. They like to customize and play around to learn more about their
world and environment. Kinesthetic learners need interactivity - so once
you've added interactivity, reaching them is easy. You just have to ask them
to play along. Boost interactive elements of your website - by holding
question and answer sessions, hosting an online forum, or adding creative
elements - such as tools to help them build their shopping list and
suggestions for matching items. They tend to talk while engaging in an
activity - so if they call you on the phone, be sure to direct them visually
if they are on the computer. They prefer to jump in and try new things - so
why not offer online simulations? When creating product descriptions, these
learners prefer words such as "feel"
"touch" and "hold". *An example: "When you feel the softness of
our new sweater line, you'll want to hold it against your cheek forever.
Remember when everything felt this soft and new?" Appeal to the tactile
experience of your products, and the interactivity they've experienced, and
they'll want to strengthen their relationship with your online brand, even if
it's really subsconsciously.
All websites should appeal to the three learning types - because each of your
customers expect it. Rich media usage has exploded because consumers want more
- more sight, more sound, and more feelings. When the average internet user
visits a website, they want a rich user experience. By combining your online
branding efforts to increase a response among all of your visitors, your
website will enjoy a large increase of return traffic. People will notice you
and pass on your link through word-of-mouth marketing. If you engage more
senses, you will teach more prospects about your products and brand. Correct
online branding builds an experience that they will remember and associate
with your products - every time they come back.
Melissa Brewer is Creative Director at Capital Creative, Inc, an online
marketing firm that specializes in
building
online brands through the use of rich media, seo copywriting, and
marketing savvy. You can add her to your social or business network using
yourfreelanceneeds @ gmail.com
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