19 October 2009 19 Comments

How to turn searchers to customers,loyalists or followers

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

brand potential2brandThis will be the last part of the two previous posts. Google and other search engines have turned many into product, service researchers while at the confine of their rooms or offices. Today’s customers are no longer satisfied with information provided by brand advertisers or traditional media. They really want to see things as it. They want to drag hard bargain for their valued incomes. They also need personal conviction which shows that what they are buying is the best. It has been proven that at least two million potentials log on to the net everyday. Most of these potentials may be looking for things that either concerns your personal brand, product or services you are offering, institutional or corporate brand you represent. As a brand, you or your corporate brand has a chance of making these teaming ‘searchers’ to take a look at your side. That is if you have a web presence or Google resume. To get a chance of being seen, ensure your key words help in Search Engine optimizations. This will help your visibility in the first page of Google search. Many searchers do not have the patience of going beyond the third page of the search result.

Let us assume that your brand is lucky to be found, ability to create first impression with your web presence become the second most vital point. First impression begins with design aesthetic, quality of homepage content.

Your web presence first impression can help. As we know attention is a great deal on the net. Researchers have no time to waste on a non appealing site and at the click of the mouse they may be gone forever. That may be a lifetime opportunity too.

To get a chance with any first timer to your site/blog/content channel, be sure that the homepage is filled with useful content. If it is corporate website, let it incorporate integrated platforms that offer valuable information. Such information must aim to establish relationship instead of selling. For personal sites, it will be good to make your helpful contents the homepage, It may not be wise to make ‘how good I am info’ your homepage,

For other social networking sites like facebook, twitter, Xing, plaxo etc, make sure the content section popularly referred as ‘what is on your mind, what are you doing’ be loaded with helpful guide, insight that will help your target audience instead of ‘I am eating cheese’ stuff. That may be good occasionally but it should not be habitual practice. The reason is that such details may not lead to higher engagement and conversion rate. To enhance conversion rate, be willing to spread your highly usable content to several platforms online. This makes it easier to be found in different channels.

Let me conclude this piece by restating the process of identifying online potentials and how they can be converted to customers, loyalists or followers. Most start their online journeys as searchers or browsers; they are turned into believers in your brand through relevance of your brand. If you open a conversation, give free content that will help them, then you are on your way up. This will eventually make them to make decisions to buy from you, follow you. From here the journey to winning them as brand loyalists, advocates begin.

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