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Guest post by: Francis Kamau Become an Author

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With many online merchants, all using blogs to sell their products, the battle for attention is immense. Today online customers are more discerning and they can be put away from your blog by very small things.
First majority of the customers search specific keywords to get the list of blogs and websites that offer those products. I don't want to talk about how to get to the top of search engine pages, many people have written about search engine optimization and I don't think that I can add much.
Always imagine the following scenarios when the customer lands on your web page.
• A customer can close the web page immediately they get in
• A customer can scroll all the way down your web page without doing much.
• A customer can get interested and start clicking around looking for more information and products.
I want to give names to the types of customers who land and leave, I will call them the 'uncommitted', the second lot of customers who scroll and then leave I will call them the 'investigators' and the final lot of those who stay I will call them the 'committed'.
Why do you have the uncommitted visitors in the first place, it means that your advertisement is recruiting people who don't need in the first place. It means that you have not segmented your market perfectly and you have no filtering methods. You need to be more strategic in your advertisements and other marketing tools.
Ask yourself this question, what message is my advertisement giving out. You should be concerned if the uncommitted visitors are more than a third; it means that a third of your communication is targeting the wrong customer and you need to review your communication channels and your advertisement messages.
The other question is who are these investigators are? People come and scroll down your page and just leave. This means that you promised them something in your blog promotion and they did not get it. This is an issue with your customer satisfaction. They move to another site and if don't get what they want they move on.
These investigators could be window shoppers and if you gave them enough information they could come next time to buy, you have a chance of converting them to lifelong customers. This lot is the most difficult to manage and all you can hope is that they keep coming until they get what they want.
But also a strategic analysis is required because if they are more than a third it you have lost another third who likely to buy from you. Captivate this lot by making it easy for them to subscribe to your newsletter and to receive updates through RSSS feeds, mobile phone and emails. This way you might get something from them in the long run. But strategically don't waste a lot of time and money promoting to them.
Now we go to the third group, these are the committed customers; they seem to like your offer because they are interested. Always remember that that a customer will stay in your site because they feel you have something to offer. These are the customers you must engage by making them take an action. The question you are about to ask me now is how do you make them take an action.
I call these customers committed because your blog represent your brand. Your brand is a result of effective use of colors, images, fonts, and the entire theme that creates the right image to your target customers. If you need to understand who these people, you can track them from where they come from. This way you will know who your target customers are and which mode of communication is giving the best return. This way you can concentrate more effort on that mode of communication. When I say communication I mean the advertising mode and other promotions.
The other thing that you can do is convey a message of professionalism, by being truthful and transparent in your offer. If you do not trust an affiliate program, why tell somebody else to join. First understand any offer you give to your customers, because if you fail them they will never trust you again.
The other way of looking professional in the internet is by offering sensory satisfaction through colors and fonts for this you need to contact a creative artist and graphic designers to help you design effective blog fitting with your theme. For example if your business is to deliver parcels across the globe, you need to bring out speed, reliability, transparency and global network theme and only a creative can help you in that.
Remember that you blog is your brand, the logo and the symbols are marks of what your business stand for. Your entire blog is your brand identity and it makes you get differentiated in the market place.
Other things in your blog that your customers will identify with are things like the strap line. A strap line is the line below the logo or you brand name that delivers the ultimate emotional benefit of your brand. Strap lines have emotional benefits like "peace of mind", connecting you with love ones", "make you feel good".
With all these you will be able to captivate the imagination of the committed customer and you will also know the best way to promote and advertise your business.

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