1. Businesses Can Have More Than One Audience
It is critical to identify who the target audience is and if there is more than one. The example Basilico gave was looking at a nonprofit. There are two main audiences who they really have to market too besides just those the organization may be trying to reach. The first is donors, and the second is volunteers. Each audience will be wanting different ways of communication and what is being communicated to them.
2. There Are Three Questions Being Asked When Looking at a Website
- Why am I here?
- What should I do?
- Why should I do it?
If you keep these three questions in mind, the entire layout of your website will be easier to determine because your goal will be to answer all three of these. Your content should answer these fairly quickly, and it is also important to remember to have a "call to action" on your site to make visitors interact. This can be anything from downloading a free sample to calling for a free (emphasis usually on free) consultation.
3. Don't Underestimate How Important Analytics Are
According to Basilico, analytics are the "lifeblood" of understanding this whole system and how it works. You can't run a business without understanding numbers, and there are so many unique and new ways you can analyze your website or online platforms. One of the main ways is that they can help you measure what pages people are visiting on your website and how long they are even staying on the page.
To learn more about Brain Basilico, check out his website here: http://www.b2b-im.com
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