How do you create a buyer-centric website?
First, a buyer-centric website must have photos and images that are clear enough to tell the author’s story. Non-text content such as audio feds, charts, graphs, and photos must be able to entertain the people who visit the site (Weylman, 2013 pg 145). A buyer-centric website should have content tools that are interactive to ensure that site visitors are engaged and that their interest in the site is heightened. This will make the visitors go through the products as well as the sales cycle (Scott, 2013 pg 176).
A website, which is buyer-centric, must make room for feedback loops. A great site is one that helps the users to interact with the organization (Bodnar & Cohen, 2011 pg 39). Contact links should be made easily available for the visitors. Additionally, feedback buttons such as “rate this” and online reviews will ensure that visitors leave valuable comments that may be valuable to the site owners. Building a site personality is equally important since it makes a site memorable to the visitors.
- Why is imagery so important to content marketing?
Imagery is so important in content marketing because many buyers have a preference for visuals. Today, a huge number of consumers fall for interactions that have photographs and videos in them since they find such easy to understand and equally entertaining (Scott, 2013 pg 125). Secondly, imagery in content marketing helps the buyers to remember the content of the author. Research reveals that people easily remember 80 percent of that which they see than read.
Content marketing requires imagery since pictures are important tools that may be used to engender SEO value. Combining tests with images is likely to increase the possibility of having the site’s page placed on top of other links on Google. In addition, very few customers would want to read a block of text on a site without images. Imagery makes a site more attractive hence attractive to the visitors.
- What’s the beauty of social media (specifically Instagram, Pinterest, and posting infographics) to the author?
Instagram offers the platform for meeting huge audience. For instance, the monthly users on Instagram are approximately 400 million, with close to 70 million photos uploaded every day (Miles, 2013 pg 67). Instagram provides a sure market for every author. On the other hand, Pinterest offers the author a verified company page hence ensuring a buildup of trust for the business. An author who has a business account enjoys view of the analytics, especially after a verification of the business website is done.
On the other hand, the beauty of posting infographics is that it creates a sharing platform for the visitors. Infographics are usually attractive and interesting hence grabbing the attention of its audience. Secondly, infographics help in building brand awareness. The images used have the ability to express a business message more easily. The images also stick in the mind of the audience more than the textual content (Krum, 2013 pg 55).
- What is the one lesson you learned in Chapter 21 that will help you handle PR as a marketing professional?
One lesson I have learned in Chapter 21 that will help me handle PR as a marketing professional is that I must utilize modern marketing strategies for success in business. As a PR professional, I must ensure that the use of Facebook, Instagram, Pinterest, blogs, and Twitter is done appropriately not only to market the company’s products, but also to maintain the reputation of the company (Scott, 2013).
Bodnar, K. & Cohen, J. (2011). The B2B Social Media Book: Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More. NY: John Wiley & Sons.
Miles, J. (2013). Instagram Power: Build Your Brand and Reach More Customers with the Power of Pictures: Build Your Brand and Reach More Customers with the Power of Pictures. NY: McGraw Hill Professional.
Krum, R. (2013). Cool Infographics: Effective Communication with Data Visualization and Design. NY: John Wiley & Sons.
Scott, D. (2013). The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly. NY: John Wiley & Sons.
Weylman, R. (2013). The power of why: Breaking out in a competitive marketplace. Boston: Houghton Mifflin Harcourt.