You,Know,Who,Attract,Your,Web, marketing Do You Know Who You Attract to Your Web Site?

Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t

By Catherine FranzThere are five types of people that browse the web:(1) Specific Information Seekers(2) Current Information Seekers(3) Bargain Hunters(4) Entertainment Seekers, and(5) Specific Buyers.When you identify the type of people you want to come toyour website, or the type of people coming now (for thosewho already have a site), as well as what gets them there,what keeps them there, then and only then can you designyour site to attract the type of visitors you want.Specific Information Seekers (SISers)To convert Specific Information Seekers into prospects, youwill need consistent marketing and multiple trust buildingstrategies. SISers usually search for a particular piece ofinformation. If you have it, they will visit and might stay.If not, they want to find out fast that you don't and poofthey are gone. This group is after timely and relevantinformation. It is an either/or decision -- either you haveit or you don't. If their search engine searchingcontinuously sends them to your site and you have on severaloccasions let them down on having the information, they willsee the URL link in the search engine and not ever return.SISers like to ask questions, usually diving right into thequestion, giving little or no background to the question.If they have a deep sense that you have the answer, theywill generate a quick e-mail to you. They are frequentvisitors to the FAQ (frequently asked questions) pages. Ifyou want to attract the SISers, track all the questionscustomers and prospects ask, provide answers, and post onyour site. You can make them happy by placing the answersin larger or bold print.SISers like several different levels of information. Witheach click you can barrel down the details. You can do withan overview page and then in a separate page add the fulldescription and other details. Design the overview page foron-line reading (large font, white space, and fast, flowinglanguage) and the detail pages for off-line reading(printable).They also like an up-to-date websites with changinginformation. If the "last update date" is older than oneweek, or if your articles have old dates on them, theyusually will not even enter the site. First impressionsmean a lot to them and determine if they will ever return.Credibility is the second decision maker for this buyer. Donot compromise the integrity of the information you provide.If you're an affiliate just say so, they don't mind.Their decision to buy is usually immediate if you have whatthey want. This group reads by scanning on the Net. Theywill scan and read bold, colored and highlighting in longsales letters.In a retail store, SISers browse the aisles. They know whatthey are looking for before they enter a website or store.Retailers call these people aisle browsers. In a store,they walk through a store, first checking the aisleplatforms for bargains. Men do fall mostly in thiscategory.Even though this group only reads what they need from abook, the next group, CISers read the whole book.Current Information Seekers (CISers)Current Information Seekers are curious people who findeverything interesting. They can be reading about Mars andnext learning about cooking, and later into somethingdifferent. They purchase material based on whatever is hotin their life at that moment. Usually they over purchasematerial and get behind in their reading. Yet, that backlogdoes not seem to bother them, they would feel empty withoutit.CISers enjoy reading a high portion of the newspaper andread the whole book. They want somethinginteresting...something useful...something they would nothave found on their own. They want something that will givethem an edge, an advantage, an insight, somethingunexpected.Use caution, this group does make suggestions that can leadyou astray. They also cannot understand why others pigeonhole (their viewpoint) themselves with their businesses.They value exploration and freedom.To use this group to your advantage define one or two topiccategories that fit in with your niche. Then change thematerial daily or weekly. In addition, since they are sobusy running after the latest and greatest, you will need tomake sure they are consistently aware of those changes.Send them updates. They will find the frequent updatesuseful, interesting, and amusing even if they've heard thema million times before. They will return frequently.Frequent updates will keep you on their hot list andbookmarked.CISers compare before buying. If everything is the same andyour shipping is 3 cents less they will buy from you.However, they make sure they are exact offers. If you havesomething that looks more attractive, whether it pertains totheir needs or not, they will also purchase from you.CISers aren't a great group to receive testimonials fromunless they have used your material and it has worked forthem in some BIG or EXTRAORDINARY way.This leads us into the next group, the group that chasesfree.Bargain HuntersBargain Hunters shop free for anything. Converting them tocustomers is tough because of the "free blinders" they wear.As long as they think they can find it somewhere free, theywill keep searching for it. Time to money ratio for them isdistorted -- even if they spend 40 hours looking for it andthe offsetting cost is $10. They relish in the challenge offinding it free. They also like to brag about how theyfound it free (use this to your advantage).Add a monthly giveaway at your site and you will attractthese visitors. It does not always need to apply toanything they are interested in -- they want it because itis free. They may print out a 200-page free ebook and stillthink it is a bargain because it was fr*e*e. They don't makea connection that printing equals cost.The upside to this group is that they are easy to please --just offer them bargains. The downside is that there isless than a 1% chance you will convert them to customersunless you offer them free for a long time. Sometimes youhear them comment something like, "I've been checking outyour web site for years and I've finally decided to buy fromyou."Since "deals" travel fast, be assured that if you offer adeal they will pass along the message at lightening speed.Great viral marketers in this sense. They can create noiseto other ready buyers.Contests and games attract them as well as giveaways thataccompany an order. Adding lots of fre-e bonuses to yourdeals work well with this web browser. Suggestion: Makethe bonuses available after a purchase. Freebies are greatpullers to get them to visit your sales page. Pile it on,they have a weak no threshold.Like the SISers, Bargain Hunters also respond to detailedproduct information. They also like to justify what theyare buying to others. And for this they need to know thebenefits very clearly.Bargain hunters are completely different from the nextgroup. The next group age range is from teenagers to 30-year-olds. Between 30 and 40 the need for fastentertainment begins to subside.Entertainment Seekers (ESers)Entertainment Seekers get bored easily. They frequentlybrowse the web when bored. They like interactive games,interactive contests and flash. You can attract them if youprovide animation, sound clips, contests, games, and thelatest and greatest in technology deliveries.They frequently visit the horoscope, recipe, sex, drugs, andmusic pages. They begin browsing at their favorite sites,then move towards searching for new latest and greateststuff, and then return to playing their computer game. Ifthe first page seems flat, they don't even go past thatpage. They assume the rest is boring as well. Theexception occurs if they enter and can transition to SISermode seeking a specific piece of information.Bright contrasted pages, black and multi-colored backgroundspull them in. Holding their interest is tough because ofthe Internet's relatively flat presentation. If you want toconvert them to customers, your product has to offer themthe same type of perceived entertainment beforethey will buy. Keep the same color palette as well.You will need to provide them with "advertainment". Provideadvertising that sells your product while providingentertainment value -- similar to the info-mercial strategyused in television advertising.Unlike the next group, this group likes cleverness, however,the next group is the one that most independentprofessionals want to attract.Specific Buyers (SBers)Specific Buyers have something in mind that they want tobuy. They demand an easy ordering process and fastdelivery. They want it now. Prefer ebooks to the wait timeof a book purchase. Make the benefits of buying very clear.SBers like ideas and creativity. Add a "what's new" page orsome type of interactive shopping helper (help them to makea selection) to your site and they love it. For services,you need to offer a phone number they can call, preferably24/7 and 800, where they feel free to ask questions withoutobligation.SBers also like to purchase things in complete packages – apackage with all the answers to their challenges. A packagethat gives them everything from A-Z so that they do not haveto look any further. Because of this, they usually docomparison shopping to find the best package for the bestprice.In ConclusionNow that you can define who you want to attract, keep inmind these five overall steps to get people to buy on yourweb site:1. Know your current customer profile well.2. Know what they are looking for on the web and howthey browse the web.3. Choose the best approach to attract these buyers.4. Deliver what you want to attract on your site. Likeattracts like with all energy.5. Make it easy for them to buy from you.