Blog marketing starts with a well designed, keyword optimized website and blog, but it certainly doesn’t end there. Granted, the work to achieve successful content promotion, initially, can be intensive. But like a finely tuned sports car, it doesn’t matter how fast or how well engineered, it will only sit there and look pretty if no one gets in to drive.

When your customer reaches your web site, you want his first impulse to be that of a sports car lover when catching sight of a mean, clean Lamborghini. You want them to jump into your site and drive it. Drive it where? To a sale.

So the question becomes,how do you achieve profitable web site conversion rates? How do you assure that your reader will want to jump ‘behind the wheel?’You have their attention, but how do you keep it?

Relevancy. Yup, that word again. Time is precious and the attention span of your potential customer in infinitesimally short. David Bullock of davidbullock.net points to an informative post that addresses this complex issue, referring to what is called the “Attention Economy”. (click image above)

“It is important to realize that the key ingredient in the attention game is relevancy. As long as a consumer sees relevant content, he/she is going to stick around - and that creates more opportunities to sell… So the question is: how do you show the user relevant content?… it is not possible for sites to generate relevant, personalized content unless they know the user.”

Essential to convincing the consumer to hand over that info is to assure them that it goes nowhere else.

“Another key ingredient of the Attention Economy is privacy. The challenge is not just to protect consumers information, the challenge is to put the user in control of her information. The notion that in an Attention Economy, a user’s information is up for grabs and can be bought and sold is misinformed. Instead, the user chooses what services he/she wants to receive, in exchange for their attention information.”
(source)

Stay tuned for more on website conversion in the days to come.

Tags: attention_economy, attention_span, Blog Marketing, conversion_rates, profitable_web, relevant_content, website-conversion

This entry was posted on Monday, July 2nd, 2007 at 9:08 am and is filed under Blog Marketing. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.