There are many ways to promote your products online, engage with your audience and collect information about them. A fantastic example is the How Do You Like Your Vegemite promotion currently being run in Australia.
Vegemite, if you don’t already know, is an Aussie institution that no one outside of Australia seems to get. It’s a concentrated yeast extract that Australians can’t get enough of. Eating it is almost a religious experience.
As we all seem to eat it differently, Kraft have run with that by creating the first ever Vegemite Census, and asking people how they eat their Vegemite. They collect profile information and offer participants the chance to subscribe to forums to discuss Vegemite.
I love it! And I am a cynical old marketer. The thing is Aussies are passionate about their Vegemite and Kraft have turned this into a great way to engage with their customers and collect data about them.
Are you doing all you can to engage with your customers? Perhaps it’s time to think outside the box and look at ways of encouraging your customers to participate in a conversation with you.
You’ll often find web designers and search engine marketers telling you you need content on your site to help you rank highly in the search engines. Unfortunately many website owners find it hard to work out what sort of content they should add to their site – or focus too much on adding content for the search engines and not their users.
I came across a great use of content that should benefit both the search engines and visitors on Specsavers recently. Specsavers sell glasses so what better content to add to their site than a guide to frame choice. Admittedly they haven’t optimised it for the search engines (and are no doubt missing out on valuable traffic) but as far as visitors go it’s a great way to attract prospects and convert them into customers. It can also be used to get people to refer their friends to the site and encourage repeat visits.
So the next time someone suggest you add content to your site step back and think of what you can add to benefit both the search engines and your visitors.
Seth writes an great post about Under New Management notices:
If I liked your store before, now I’m on notice to be careful–it might not be as good.
If I didn’t like your store before, why on earth am I paying attention to your little sign and why should I go out of my way to take another chance?
If you aren’t reading his blog you should be.