In Step With The Click

By: Scott Lindsay

In online marketing it is imperative to understand that the customer is always in charge of an online purchase. On the web there is no long travel times and no parking spot too far away. A web customer can come and go quickly. If they don't like your price or product they can remove you from their thinking in a few thoughtless clicks.

Because there are so many choices a revolutionary system was developed that allows your marketing dollars to go significantly further while impacting the most promising of customers.

Pay Per Click

PPC is one of the most cost effective and consumer centric methods of advertising known to the web. The choice use of keywords allows you to target potential customers that may have a specific need your product or service addresses.

Click Preparation

As a Netreprenuer you need to have an understanding of your product and the consumer who is likely to be drawn to the product.

If it is a new product, a stronger emphasis on education may be needed as a first step component in the purchasing process. If it is a commonly available product you should work to instill trust, provide adequate product description, include an attractive price point and then make the purchase as easy to conclude as possible.

Understanding the Click

Not every marketing dollar spent on pay per click will result in a sale. Consumers often take their time with an online purchase and may shop around. If there is a click-through to your site you can be relatively certain that this click is part of the curiosity factor. In the cycle of online purchases your site is likely being compared to other available sites with similar products or services.

Going Beyond the Need

Helping your potential customer understand their need is a primary tool in taking advantage of Pay Per Click advertising. The next logical step in the process is to make sure they have a full understanding that your product provides the answer to their need.

There was a time when it might have been possible to provide a product and quietly let it sell itself. In today's online market it is important to provide concise information that allows you to capitalize on the 'click'.

Step by Step

If you have done much web browsing you may have noticed the step-by-step process many ecommerce sites use. This provides your customer with the opportunity to opt out, but does so in a way that encourages moving forward. That may sound like contradictory purposes, but this design leaves the customer with a choice at every step and leaves you with the opportunity positive reinforcement every step of the way.

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