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Web Site Marketing with Integrity: Possible?

“Who are you writing to?” I asked a colleague recently of his small business blog.

“Good question,” he said. “It’s evolving.” A beat, and then: “It’s for potential clients. When they visit my site and read my blog, I want them to know who I am, how I work, and what I draw inspiration from.”

“So it’s primarily for brand identity,” I said.

“Right.”

“Not for Web site marketing.”

“No, definitely not marketing,” he said. “I want to be genuine. Adding a bunch of keywords and obvious selling messages would turn potential clients away.”

I agree and disagree. Why have your business represented online if no one can find you? Why share with people who you are without also making it clear what your business can do for them? Marketing doesn’t have to be disingenuous or obvious. In fact, it shouldn’t be.

Here are some ideas to help you market your product or services without sacrificing integrity:

  1. Always provide value to the customer
  2. Clearly ask for what you want, but don’t scream it
  3. Know your target audience and give them what they are searching for; use words that they are using to search
  4. Hire a copywriter — or if you have a great Web site writer, then hire an editor. Even for a blog. You’re running a business, and even though your business blog should be casual and real, it should also reflect your sophistication and expertise by being polished and understandable. And editor can help you be even more you.
  5. Get a reality check. Share your blog or home page or new landing pages with several people who don’t know you or your business very well. Ask them to tell you about your Web site. Is it what they expected? What’s their overall impression? Are they compelled to do something? What? For more inspiration on getting a reality check, read Seth Godin’s post on “What Does This Remind You Of?

Posted by Shelly Bowen on Oct 22, 2008. Filed under Content Marketing, Online Customer Experience / Research, Web Content Inspiration

 

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