Lok geen klanten naar een lege winkel.
Urenlange meetings spenderen ze aan de te volgen strategie voor Social Media. Consultants worden uitgenodigd, whitepapers verslonden. Ook de budgetten voor AdWords zijn vrijgemaakt, en de banners voor de campagne op De Standaard Online zien er fan-tas-tisch uit.
Eén ding zijn ze echter vergeten: de website zelf. Bezoekers naar je site krijgen is belangrijk, maar ze goed ontvangen, en er terugkerende bezoekers van maken nog belangrijker.
Virtueel brood.
Het lijkt zo logisch. Een bakker plaatst pas zijn advertentie in de lokale krant als hij de klanten kan ontvangen in een verzorgde winkel, met een vriendelijke verkoopster die geniaal brood aanbiedt. En toch vergeten we deze redenering als het gaat om een virtuele winkel – je website – met een virtuele verkoopster en virtueel brood – je content.
Bovendien zal de bakker voor elke euro die hij aan de advertentie heeft gespendeerd bekijken hoeveel extra verkoop deze heeft opgeleverd. Online mogen we vaak blij zijn als het überhaupt mogelijk is de bron van een bezoeker te achterhalen.
De conclusie…
Zorg voor een kwalitatieve basis. Denk niet aan snufjes als Social Media of bannercampagnes als er niets is om deze te ondersteunen. Je hebt een goed onderhouden website nodig, en pas dan zal je – met of zonder snufjes – resultaten boeken.
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Tags: Bezoekersanalyses, cms updates, copywriting, resultaten, voordelen, webmaster outsourcing
180 Responses to “Lok geen klanten naar een lege winkel.”
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