Put Off Less People with Non-Disruptive Online Selling

Marketing has significantly changed in the past decade. With the media landscape getting more and more cluttered each day, consumers have likewise grown skeptical about brands. Consumers are now more empowered because of the proliferation of technology. They can now dodge brand messages which they think are suspicious and interruptive.

This is where non-disruptive marketing comes into play. To generate sales, marketers today should concentrate on personalized, contextual selling. The right message has to be conveyed to the right person.

Building an SEO-friendly website is a great way of attracting the right people for your business. If you’re aiming for a site that’s optimized for search engine visibility, make sure to incorporate these components:

• Clear URL structure: URL structures should describe the content topic. They shouldn’t contain irrelevant words, characters or numbers.
• User-friendly navigation: Website structure must be simple. Do not overwhelm or confuse your visitors with unnecessary menu items.
• Responsive design: This design works best to guarantee that your readers can still access the “best version” of your website regardless of which device they are using.
• Social media-integrated: Social media sharing buttons should be visible. Gaining shares and mentions increases your brand awareness and online authority.
• Optimized images: Apart from properly resized images, you may also incorporate keywords in the file names to propel search results.
• Well-researched keywords: Contents based on relevant keywords are effective ways of reaching your target market. Tools like Google’s Keyword Planner may be utilized for this purpose.

Inbound marketing is another non-disruptive way of introducing your product or service. To gain brand recognition, you would want your webpage to show up on the first page of Google. While other brands resort to purchasing Google Adwords, most consumers tend to ignore paid ads. The key to engaging potential clients is to consistently come up with remarkable content – the type of content that will trigger readers to act.

Original content is the most significant component of an inbound marketing campaign. When people share your content, your reach also widens. Your content shouldn’t solely revolve around your product. Introduce new topics that are relevant in the field. You can also try using various writing tones to engage readers.

After attracting visitors, the next step is to convert them into leads. This step entails their e-mail addresses but since not everyone is willing to immediately offer their contact information, you have to give them something in return such as eBooks or photo bundles. You may likewise consider offering useful mobile apps that your prospects can use in their respective fields. Use their e-mail addresses to further promote your product or service.

Do not underestimate the wonders of calls to action too. These calls should come in forms of buttons or links that encourage visitors to take actions such as download files, attend webinars, and subscribe to similar articles.

Remember that while cold phone calls and e-mail blasts are not entirely useless, creating targeted content that answers your prospect’s specific needs is a golden step in building lasting business relationships. Your aim as a marketer is to build trust and not skepticism among your prized prospects.

About the author

Ann-Marie Mulcahy is the Head of Marketing & Communications at Appco Group Asia. She started with Appco Group UK in October 2009 as a Field Development Manager for the Energy Division. In January 2011, she transferred to Appco Group Asia and her first role involved implementing a training and development plan for the region. Ann-Marie progressed to Client Account Manager for the Charity Division in Malaysia in January 2012.