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Interactive Content - Blogs, Forums, and Feedback - What Does Your Web Site Need?
The business principle of continued contact and online relationship building has given rise to the popularity of online business blogs, forums and feedback opportunities. Interactive online communication define the web site owners as experts in the eyes of visitors, and serve as a promotional vehicle for other products and services that the business seeks to sell. Continued, interactive contact can bring many benefits, such as: · You'll find out what type of content visitors want to see at your web site. This will attract your visitors to revisit and read the content. · You'll find out how to improve existing products or services. This will attract new customers to buy from your business. · You'll find out which products or services your customers would like to see you sell in the future. This will increase your back end product sales. · You'll find out how to improve your customer service. This will cut down on customer complaints and how to better resolve problems. · You'll find out how to improve your sales letters or adverts. This will increase your sales, traffic or subscribers. · You'll find out how to design your web site to fit your visitors' needs and wants. This will increase the time your visitors spend on your web site. · You'll find out what kind of non-related products or services your customers would buy. This will help your business easily move into a different market. · You'll find out how to better price your products. This will help you sell your products or services at a price that will pull the most orders. · You'll find out the interests of your potential customers. This will inform you where to market and promote your products. Getting Started For more information about how to establish and maintain online relationships with your viewers and customers, get a copy of our guide "Building Online Relationships" available here: http://www.enable-uk.co.uk/html/book_4.html Weblogs or Blogs Blogs can be integrated seamlessly into your site so that they have the same look and feel. You can use a blog to publish an events calendar or comment on developments and news from your industry. A blog can be strictly professional, announcing special offers or new product info or it can be casual and create a "personality" for your company. What can a blog do for your business? Think about what your customers want to know. To add interactivity, several blog programs come with a "comment" ability built in. This allows general users to create an account and post their comments to your blog. This is something to be careful of as you can get negative comments along with the positive. Forums Forums have become a common feature in many websites. With good free scripts available, and paid scripts being relatively cheap, it seems that every new website has its own forum(s). But is it wise to add forums to your website? On the pro side, large, active forums generate content for your website. They add a "sticky" element as most people come back, at least to monitor developments on their threads. Some forum software allows members to opt to receive an email whenever someone replies to their thread. Most people use it and that automated email sends them right back to the forum and therefore, your web site. However, forums can take a long time to pick up and an empty forum can actually drive new visitors away. You need to constantly monitor your forums to make sure that they are clean of spam, troll posts, and just keep everything in order. In addition, forums are database-type applications that generate web pages on the fly. Every time a user views a page, it's being created from scratch. As the forums become more active, this can take a heavy load on the web server's resources and ultimately increase your hosting costs. A forum is an incredible tool for building content and a community but it's not a task to be undertaken lightly; it requires a lot of time and energy and some technical knowledge (or a tech budget!) If your industry has a need, or your product has a loyal following, a forum is a great tool to build content while drawing like-minded individuals together. A forum is great for market research, technical support, building a fan base, trading ideas and knowledge, and many, many other benefits. Try to get a base of people from similar business or industry experts to post at your forum. It's exposure for them and helps to build a solid foundation for your information. If you decide to start a forum, be sure to use one that is search-friendly, such as www.InvisionBoard.com or www.phpbb.com, and set aside a good chunk of time to promote it and administer it. Feedback The easiest way is to simply set up a form to allow customers to submit their feedback. Keep it fairly brief and allow a space for comments. You can then use the information provided to improve your customer experience, and with permission, publish the ones you choose. Often other web site owners that are also customers of users of your web site can be enticed to write a review or testimonial for your site in return for a link back to theirs. This helps them with link popularity but it helps your site as well it shows a real person wrote that review. Ask The Expert Summary For more information about how to establish and maintain online relationships with your viewers and customers, download a copy of our guide "Building Online Relationships" available here: http://www.enable-uk.co.uk/html/book_4.html For a complete guide to marketing on the Internet, including: · The General Principles of Internet Marketing Justine Curtis Copyright © 2004 Enable-UK.
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