Top 3 Tips From a Digital Marketing Agency For Creating Your New Website

So, you’ve made the decision to create a new website for your business – awesome! Even if you’re far from a coding expert and will need a little help along the way, there are a few things you can keep in mind during the development process so you really build your brand.

As a digital marketing agency in Perth, we have a LOT of experience with websites so we’re here to help by sharing some of our juiciest tips to make sure you get the results you want when creating your new website.

Know what you want

One of the first things you need to decide is what you want to achieve with your website. Having a clear idea of the intention of your website now means you don’t have do an overhaul down the track when you realise you’ve done in the wrong direction. Are you looking to generate interest in your business so you have more leads? Do you want a way to display your work to potential clients? Do you want an Ecommerce website so you can sell your products directly?

Having a clear goal in mind means you can target the features of your website to achieve this, such as investing in high quality images if you want an Ecommerce website.

Get your URL right

Your URL is what people need to type in to get to your web page. Don’t get too fancy with your URL – you want it to be short, to the point and memorable. You want potential customers to get a sense of your business from your URL and a clever URL now means you don’t have to change it later. Make sure the URLs for all of the pages of your website are also just as clear and concise.

For example, to learn about our website services you need to visit https://www.dilate.com.au/websites/. This is clear, to the point and you know where you’re heading. To avoid confusion, make you check that there are no websites out there with a very similar URL.

Think about style and features

When you’re at the stage of thinking about what your website will look like, it can be easy to be overwhelmed with choices. Firstly, think about the style of your brand so you can zero in on themes which will fit. Are you going for a minimalist, elegant feel or do you want something fun and dynamic?

Have a look on other similar business websites to get a sense of the features which might apply to you so you know what you like and don’t like. Once you’ve narrowed down what elements you like and what type of theme fits your business, it makes the design process a whole lot easier.

Dilate Digital is a digital marketing company based in Perth who offer a range of services depending on the needs of your business. If you’re looking to launch a new website, we can work with you to create a site which is totally unique and captures the personality of your business.

If you need a digital marketing consultant in Perth, speak to the team at Dilate Digital today on 1300 345 283 and we can get you started.

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Top 3 Tips From a Digital Marketing Agency for Creating Your New Website

So, you’ve made the decision to create a new website for your business – awesome! Even if you’re far from a coding expert and will need a little help along the way, there are a few things you can keep in mind during the development process so you really build your brand.

As a digital marketing agency in Perth, we have a LOT of experience with websites so we’re here to help by sharing some of our juiciest tips to make sure you get the results you want when creating your new website.

Know what you want

One of the first things you need to decide is what you want to achieve with your website. Having a clear idea of the intention of your website now means you don’t have do an overhaul down the track when you realise you’ve done in the wrong direction. Are you looking to generate interest in your business so you have more leads? Do you want a way to display your work to potential clients? Do you want an Ecommerce website so you can sell your products directly?

Having a clear goal in mind means you can target the features of your website to achieve this, such as investing in high quality images if you want an Ecommerce website.

Get your URL right

Your URL is what people need to type in to get to your web page. Don’t get too fancy with your URL – you want it to be short, to the point and memorable. You want potential customers to get a sense of your business from your URL and a clever URL now means you don’t have to change it later. Make sure the URLs for all of the pages of your website are also just as clear and concise.

For example, to learn about our website services you need to visit https://www.dilate.com.au/websites/. This is clear, to the point and you know where you’re heading. To avoid confusion, make you check that there are no websites out there with a very similar URL.

Think about style and features

When you’re at the stage of thinking about what your website will look like, it can be easy to be overwhelmed with choices. Firstly, think about the style of your brand so you can zero in on themes which will fit. Are you going for a minimalist, elegant feel or do you want something fun and dynamic?

Have a look on other similar business websites to get a sense of the features which might apply to you so you know what you like and don’t like. Once you’ve narrowed down what elements you like and what type of theme fits your business, it makes the design process a whole lot easier.

Dilate Digital is a digital marketing company based in Perth who offer a range of services depending on the needs of your business. If you’re looking to launch a new website, we can work with you to create a site which is totally unique and captures the personality of your business.

If you need a digital marketing consultant in Perth, speak to the team at Dilate Digital today on 1300 345 283 and we can get you started.

The 3 most common web development fails

With innovative web development, Perth businesses can create a memorable brand which means more visitors and customers who want to stay on your site to have a look around. However, along with good web development there is also the bad. If you’re aware of some of the common web development mistakes that businesses make, you can be prepared so you don’t fall into the same trap. So today, let’s look at our top picks for web development fails.

1.      Too many bells and whistles

Some businesses seem to think that more stuff you have on your website the better and end up with a site which is overloaded with fancy fonts, pop up videos, overlong content and images in every blank space. This approach is completely overwhelming for visitors and means that the design of your website detracts from your actual product or service. More doesn’t equal better with your web development so don’t be scared of having some blank space on your website with carefully placed content and images. With that in mind, don’t go nuts with creative fonts as these can be hard to read. Choose an easy to read font and stick with it throughout the website.

2.      Not creating the website for your audience

No matter how amazing your website is, if it’s not catering to your target audience then you’re fighting a losing battle. Too many businesses make the mistake of designing a website without considering the demographic or group of people they want to attract. You need to take this into account when deciding on the content, tone, images and appearance of the website so you’re attracting the attention of the right audience when they click onto your site. Without matching your website to the customers who you want to use your product or service, you risk losing valuable conversions.

3.      Lack of mobile friendliness

So, your website looks great on the computer and is easy to navigate with no speed issues. That’s great but is not the only thing to consider. How about when you click into your website from a mobile device? If your website transforms into a hot mess on a smartphone, you still have some work to do. These days, it’s expected that your website will be mobile friendly and you need to take this into account with your web development. Online searches through mobile devices are becoming more and more common and you’ll be missing out on a lot of potential customers if your website is slow to load or difficult to navigate. Make mobile compatibility a priority and you’ll be reaching a much bigger audience.

Dilate Digital are Perth web developers who can create a powerful and interactive digital experience. From small business to large organisations, we know that every client is unique and create websites to reflect the personality of your business using the latest web technologies.

For creative Perth web development, speak to the team at Dilate Digital today on 1800 345 283.

Why Facebook Advertising Works

Facebook isn’t just a way to socialise and share pictures of your cat – it’s also a great way to promote your business. If you haven’t considered Facebook advertising, now is the time to start as it’s an effective way of reaching your target audience and engaging with potential customers. Today, let’s look at the reasons that Facebook ads can be so effective.

A low cost option

Advertising can be expensive and businesses need to strike a balance between reaching their intended audience without blowing their budget. Thankfully, Facebook advertising is a relatively low cost option and you can tailor your ad campaign to suit your budget. This means you’re reaching the huge audience present on Facebook without overspending on your advertising budget.

Facebook Advertising Perth

Reach a wider audience

Tapping into Facebook advertising means that you’re reaching a bigger audience, particularly those who use mobile devices. People spend a lot of time of Facebook throughout the day, with many users accessing this platform multiple times, and well positioned ads can increase brand awareness to a large audience compared to other forms of online advertising.

Ability to target your audience

The problem with some forms of advertising is that you have to put your ad out there in the hope it eventually reaches your target audience. Facebook advertising makes the process easier by providing options to target your ads to specific demographics. You can target your ads to a specific gender, marital status, certain interests or location to make it more likely that the Facebook user viewing your ad will be interested.

Make edits easily

Even if you’ve proofread a hundred times, sometimes you just don’t notice a mistake until your ad is live. Luckily, Facebook makes things easy by allowing for quick editing of your ad as required. This means that any issues, such as typos or incorrect links, with your advertising can be rectified quickly.

Increased traffic to your website

Having strategic Facebook ads in place can lead to increased traffic to your website when interested users click on an ad. This means that people who otherwise may not have found your website are made aware of your brand and can be introduced to your product or service. Of course, you need to make sure you have interesting content within your website to give interested users a reason to return.

Provides tracking for your campaign

Even through Facebook ads are relatively inexpensive, you still want to be assured that your campaign is working for your business. To make it easy to keep track of how your campaign is going, Facebook offers a number of metrics such as how many times your ad was shown, the amount of clicks it received and cost data.

At Dilate Digital, we provide Facebook marketing for Perth businesses and help you connect with users to promote your business. Our experience and expertise in social media marketing means that your brand is promoted to your target demographic through carefully developed ads.

For Facebook advertising strategies, contact Perth based Dilate Digital today and we’d be happy to help.

Web design 101: How to Make Your Website Pop

They say that content is king but you also need to have an attractive and accessible website if you want visitors to keep coming back. Your website is the first impression visitors get of your business so you need to make it count. If you’re looking to overhaul the web design for your Perth business, keep reading for our strategies for making your website stand out.

Keep it clutter free

It’s easy to get over excited with your website design and fill up every possible space with pictures, scrollbars and graphics. However, too much clutter can be overwhelming for visitors and they just won’t know where to look. Don’t be afraid of paring things back and leaving some blank spaces on your website. You want visitors to be drawn to important parts of the site such as key content and calls to action.

Web Design Perth

Use high quality images

Invest in high quality professional photographs on your website to add to the visual design. People are drawn to beautiful images and it can make all the difference to invest in quality. If you use stock images, make sure they’re high quality and show up well on the website. If an image doesn’t look professional, don’t use it.

Make it mobile friendly

With people relying on their mobile devices to search the internet, it’s no good having an aesthetically beautiful website which is slow to load or doesn’t display properly on mobile devices. Make sure any web design you go with is also mobile friendly for ease of use or you risk users closing you down pretty quickly.

Use an easy to read font

Although an elaborate, cursive font may look amazing, it can be off-putting to visitors when they have to struggle to make out what the text says. Leave out exotic fonts and instead opt for something that’s easy to read. To test whether you’ve chosen the right font, ask people to have a look at your preliminary design for feedback as to readability.

Don’t go nuts with colour

It can be tempting when designing your website to go for striking colours but you need to make sure your colour scheme doesn’t drown out your content. Make sure your colours don’t clash and experiment with different palettes until you find the right combination.

Consult an expert

Although you can have a go at designing your website yourself through tools such as WordPress, it’s easy to find yourself halfway through the process only to realise you’ve bitten off more than you can chew. Get some preliminary ideas together and approach some website designers for a consultation. They can help to develop your ideas and manage the nitty gritty details of the actual web design.

Whether it’s ecommerce website design or a general business website, Dilate Digital will work with you to develop a unique and user friendly website. Our websites are mobile friendly, easy for you to update and we use the latest technologies to create a design that’s beautiful and functional.

To speak with one of our website designers, contact Perth based Dilate Digital today and we’d be happy to help.

Why SEO is Essential For Perth Businesses

Stand out from the crowd: Why SEO is essential for Perth businesses

If you’re not already on board with an SEO (search engine optimisation) strategy for your Perth business, it’s not too late to get things started. It is all about increasing your visibility in search engine results through a number of strategies and if you want to compete online with other similar businesses, you need to start investing in your SEO or you risk being left behind. Not convinced you need to develop an Search engine optimization strategy for your business? Read on!

Brand awareness and visibility

The online world of business is a competitive one – if users are searching for a particular product or service, chances are that they’ll be left with thousands upon thousands of results. The trick is to make sure your business is right at the top of the search engine results which is where your SEO strategy comes in. Users are impatient and if your business is showing on the second page of search results, you’re very unlikely to be seen. However, with a strong SEO campaign in place, your brand is right up there above the rest of the competition.

A user friendly experience

Any good SEO strategy isn’t just about your website ranking highly in search engine results – it’s also about optimising your website to make it as easy as possible for visitors to navigate. There’s nothing more off-putting to a potential customer than finding themselves in clumsily set out website but a good SEO strategy coupled with strong content means that your website is clear and gives the visitor exactly what they want. Used correctly, SEO will help increase traffic to your website, give credibility to your brand and provide clarity to potential customers.

 If you don’t, the competition will

SEO isn’t going anywhere and if you decide that you don’t want to make it a priority for your business, there will be other businesses that are taking their SEO strategy seriously and will have better visibility above you. The trend towards people using search engines to find products and services will only increase in the digital age, particularly with the increase in mobile devices, so you need to make sure the competition doesn’t leave you behind.

SEO can fit any budget

The great thing about SEO is that you can adjust your strategy to suit your budget. Some businesses may worry that SEO will cost the earth but there are simple and cost effective steps you can take to improve your SEO and reap the benefits of higher search engine ranking.

Dilate Digital is an digital marketing company based in Perth who specialise in digital marketing solutions for your business. No matter the size of your business, we can help to develop your SEO which will increase your visibility and beat the competition. We offer a number of services around keyword analysis, page optimisation and link building and we work with you to develop a targeted strategy.

For more information about how our Search Engine Optimization services can help your Perth business kick goals, contact us today and we’d be happy to help.

Top 5 Benefits of PPC Advertising For Perth Businesses

While it’s possible to achieve high search engine ranking for your business organically, this can mean a lot of work which is why many businesses also use PPC (pay-per-click) advertising to appear at the top of search engine results. While some businesses are reluctant to take the first steps into paid advertising, there are a number of compelling benefits to adding this strategy to your digital marketing campaign. When it’s done right, PPC for Perth businesses is an important part of your digital marketing strategy and helps you stand out from the competition.

Increased visibility

The beauty of PPC advertising is that you have increased visibility when compared to organic search results and you appear right at the top of search engine results. For the impatient digital audience, the closer you are to the top of the search results the better and paid ads are a fantastic way to get the edge over your competitors.

Improved conversions

Because you’re connecting with users who are actively searching for your product or service at that time, you have a greater chance that a click on your ad will lead to a conversion into a sale or other action. Your conversion rate for your ads can be improved by simple steps such as making your keywords specific, such as specifying that your business is located in Perth.

Reach your target audience

Rather than a general advertising campaign where you reach out to everyone in the hope of coming across someone who might be interested in your business, PPC advertising allows you to tailor your ads to your target audience. The ability control factor like the location, timing and keywords of your ads means you’re more likely to reach your ideal demographic.

Flexible budget

You can choose your own budget for your PPC campaign and adjust this along the way when needed. This means you can cap your budget at an amount you’re comfortable with so your campaign doesn’t get away from you. Speaking of your budget, you only pay when a user clicks on your ad so you know your money is well spent.

Measurable results

One of the best things about PPC advertising is that you can measure everything to see how effective your campaign is. If you’re finding that you’re not getting enough clicks or a particular ad is too expensive, you can try other things to optimise your results. It leaves out the guesswork and gives you the right tools to monitor progress.

The most common form of PPC advertising is through Google AdWords and to assist with your AdWords, Perth businesses can turn to a digital marketing agency for assistance. For AdWords services for your business, look no further than Dilate Digital. Our skilled staff will work with you and your business to develop an AdWords strategy so you can get on top of your competition.

For more information, give us a call today and we’d be happy to have a chat.

Dilate Digital is a leading digital marketing consultancy that provides high PPC Advertising services to small and large sized businesses. Our PPC services are powerful enough that can let your business to shine on the digital map.

Savvy SEO Services On A Shoestring Spend

Whether you’re a new business owner who can’t afford the elastic marketing budget of your competitors, or if you want to skim some cash from your marketing budget for your extortionate morning coffees (Perth coffee must have gold flakes in it these days), you should definitely take note of these SEO services and tips.

Usually you’re going to get more out of your marketing when you invest more, but this article is about trying to get more out of your marketing without investing mega-bucks – which means that you will have to work with your creative juices at a concentrative effort instead. You’ll need to think a little further out of the box than usual and to indulge in some market research to ensure that you’re remaining close to your audience. This is specialised work and not many businesses will have such an intensive look for themselves at the finer parts of SEO. Pretty soon, you could be clocking up the same ROI for your brand as any SEO company would!

Hone in on Long-tail Keywords

Your audience wants to jump straight on Google or Bing and find the answers to their needs or queries, so your business needs to understand user intent. This is why long-tail keywords – key phrases that are longer and more specific than keyword searches -are so important.

Long-tail keywords are perfect for shoestring budgets; the competition is lower due to more variations, and conversions are higher because your offering is accurate to their searches. Think about it – ‘red shoes’ could mean that the person wants to see a picture of red shoes. ‘Red winter shoes or boots for sale’ means that they probably want to buy some red winter boots, and if you’re one of the few people targeting for that then you’re in a pretty great position!

Google is always advancing their algorithm to boost up content that is relevant to specific searches and customer queries, so if you’re aiming to make yourself known in the world of long-tail keywords, Google wants you to be there too. Make the most of these reciprocal benefits, and produce high-quality content with these long-tail keywords.

Create And Publish High-Quality Guest Blogs

Share your knowledge with a brand new audience and generate backlinks, with guest blogging. It’s easy and low-cost, but it pays to execute properly.

You’ll need to find sites in your industry that accept guest blogs that are relevant to you and your brand; then you’ll need to develop a piece of content that speaks to their readership while maintaining your voice. Maintain a relationship with these other websites so you can continue to publish guest blogs and continue to boost your online rankings.

This is a great way to boost SEO with just a bit of time spent, and you can use this platform to find new audience members that may be waiting for a brand like yours to fall into their lap.


Local Optimization

You could spend megabucks and still struggle for nationwide visibility – why run before you can crawl? Local optimisation will focus your limited budget back into your local market or audience, where you can establish yourself as a trusted brand.

How, you ask? Simple:

 

Google My Business and Local SEO Accounts

Google My Business is the directory that Google stores local businesses on, which are what you see if you search a brand into Google. It shows opening times, contact details, reviews, and directions, so this is great for customers to find you and potentially convert.

Generate Local Reviews

Local reviews are paramount. One of our new clients is two amazing, talented women from Melbourne who run a beauty salon. After mishaps with their previous marketers, we decided to take a look at their website for them. The website has bad links, almost no images, poor presentation and a lack of content. So why the heck was it converting at all? It looked like a website someone had abandoned in 2004 but it was converting at 10%.

Do you know what it did have? Customer reviews from a dozen clients who had celebrated them and their services, and singing their praises.

Think of word-of-mouth marketing, and give those people a keyboard. This is a great way to build a reputation in your community and will increase exposure because Google Local uses these reviews to understand your business.

 

Every SEO company team knows the value of these tricks, and here in Perth there’s plenty of small business that could benefit from useful information such as this. Implement them at your own business and see how your brand could take off!

10 TED Talks To Inspire And Excite Business-Makers And Big Thinkers

If you’ve been living under a rock of disillusionment and lethargy, it’s time for you to crawl out and greet the world of TED Talks.  TED Talks are a popular circuit of conferences held globally which live up to their tagline of ‘ideas worth spreading’. No matter what you’re into, TED Talks can show you a brand new perspective with compelling and creative flair.
From Bill Gates and Bono to Jamie Oliver and Julian Assange, TED Talks are packed with humour, knowledge, and invaluable insights – this is your chance for a business consultation from industry giants. We’ve dug up a treasure trove of speakers, perfect for sparking brain cells as you deliberate over your business, brand, or big idea.
1) HOW TO GET YOUR IDEAS TO SPREAD
BY SETH GODIN
Marketing guru and successful author, Seth Godin delves into the concept of why bizarre, bad, or bawdy ideas are more successful at gaining our attention than boring or banal ones. This talk will make your understanding of ‘ideas’ do cartwheels with the concept that being too ‘good’ can actually be detrimental, and encourages businesses and entrepreneurs to be remarkable and ready to roll the dice on risks. Godin has proven his mettle and published a number of bestsellers including “Purple Cow: Transform Your Business by Being Remarkable” and “All Marketers Are Liars”.
2) LIFE LESSONS FROM AN AD MAN 
BY RORY SUTHERLAND
Behavioural economics is an ace up your sleeve if you’re an entrepreneur or business owner. Rory Sutherland is the Vice Chairman of Ogilvy and Mather, an advertising and marketing agency that towers over the globe – one good reason to take down every word. Listen as Rory explores why changing the perceived value of a brand, product, or service, can influence opinions and purchase decisions. Sutherland’s presentation has been crafted to be not only astute and entertaining but brimming with vital material for any and every business owner and entrepreneur.
3) ARE WE IN CONTROL OF OUR OWN DECISIONS 
BY DAN ARIELY
Dan Ariely is a professor, author, and behavioural economist, and his astonishing research findings illustrate to the extent that the decisions we make are not only inevitable, but predictable. Listen closely, because the cogency of this concept can not only assist you in maximising your business performance, but could help with your budding marketing campaigns. Ariely has written a selection of books on this subject including “Predictably Irrational” and “The Honest Truth About Dishonesty”.
4) HOW GREAT LEADERS INSPIRE ACTION  BY SIMON SINEK
Columbia University strategic communications professor, author, and motivational speaker. Simon Sinek’s deceivingly simple name conceals the list of impressive titles. His understated but stirring leadership model echoes this, beginning with the “golden circle of motivation” and moving into why you do what you do, rather than what you actually do. He has written a book exploring this subject further called “Start With Why”,
5) WHERE GOOD IDEAS COME FROM  BY STEVEN JOHNSON We’ve all seen the lightbulb ‘Eureka’ moment – where ideas are reduced to that one moment of absolute clarity. Steven Johnson refutes this process with the evidence of history on his side, and will have you pondering your next big idea. Johnson is an author of multiple bestsellers, showcasing the intersection of science and technology intertwined with his personal experience. His book “Where Good Ideas Come From” touches on this TED topic, and expands further into the history of human innovation.
6) THE PUZZLE OF MOTIVATION  BY DANIEL PINK If you’ve been using cash like a carrot on the end of a stick, then check out this TED Talk to rethink your conventional reward system. Using cold hard cash to motivate your staff may actually be more harm than good. Pink is an author, journalist, and former speechwriter for Vice President Al Gore. In this talk, he examines the possibility that people will actually perform worse when motivated by monetary rewards.
7) THE 8 SECRETS OF SUCCESS  BY RICHARD ST. JOHN “Is success a result of luck or intelligence?” According to renowned author and success analyst, Richard St.John, the answer is neither. St. John has spoken to over five hundred very successful people and asked them to define what it was that they would credit their success to. The final results of these answers revealed eight traits that are attributable to successful people. Read more in St. John’s book “The 8 Traits Successful People Have in Common”.
8) WHAT PHYSICS TAUGHT ME ABOUT MARKETING 
BY DAN COBLEY
‘Chalk and cheese’ you’re thinking, right? Marketing and physics might seem to appear on opposite ends of the spectrum, but Cobley, a marketing director of Google, has an unbridled enthusiasm for both. Cobley uses the scientific method of Heisenberg’s uncertainty principle, Newton’s second law of motion, and the second law for thermodynamics to reimagine fundamental theories of branding.
9) WHY WORK DOESN’T HAPPEN AT WORK 
BY JASON FRIED
Esteemed president and co-founder of 37Signals – a company specialising in web-based productivity tools. He is adamant that the ‘office’ isn’t good place to work, with ‘ASAP’ and meetings creating toxicity. His suggestions can help you to charter your office back towards success, and he’s dishing out this advice in his talk. If this topic intrigues you, read an extended piece in the book “REWORK”, co-authored with David Heinemeier Hansson, to unearth new ways to ideate creating and working.
10) LET’S RAISE KIDS TO BE ENTREPRENEURS  BY CAMERON HEROLD
Parents will love this one – Herold maintains that weekly allowances encourage children to form the wrong habits while nurturing the expectation of a regular paycheck. Cameron Herold doesn’t provide his children with a weekly allowance – instead, his children are encouraged to look for work in the yard or around the house and negotiate a price, developing their entrepreneurial spirit and forward-thinking. Herold makes a compelling case for a new form of education and parenting to give budding entrepreneurs the tools to forge their path, rather than teaching them to limit themselves to the path predetermined for them by current sociological constructs. Herold has been raising businesses from the dust all this life and uses this knowledge to coach CEO’s from across the world. Read more in his book “Double Double”, designed to help businesses double their profits and revenues in three years or less.

6 Key Sales Principles Of Influence From The Dilate Archives

Because who doesn’t love the sound of their own voice?

We’ve been indulging in some light reading of Dilate articles gone by – half-expecting to dig up thinkpieces riddled with outdated SEO tips and recommendations for softwares now long dead and gone.

Imagine our surprise when we stumbled across this forgotten gem – still ferociously relevant and keen-eyed, these 6 influence principles of selling are focussed around the psychological triggers and consumer behavioural attributes that can provide you with seriously outstanding results for your digital marketing and conversion rate optimisation. Read on to learn more about the human traits that will always define digital marketing and web design, no matter how far and wide the technology grows.

CONSISTENCY:

Most business owners understand the inherent importance of consistency when aiming to attract and retain a customer base.

A public commitment to your business mission will prompt potential customers to gravitate towards your brand, and provide you with the incentive to remain closely aligned with this mission statement. Your consistency instills trust, and you’ll find customers more likely to make commitments to your product or service.

Nurture the small commitments – even an email subscription or social media following can blossom into a fully-fledged purchase. If you can make a compelling offer to get your product into their home, the familiarity of your brand makes them far more likely to purchase from you in the future.

For example, many online shoppers will know the feeling of reassurance when they read a no-fuss returns policy. No obligation? I can just try it on and send it back if I don’t like it? I’ll take twenty!

By the time the cash is sent and the product is received, the buyer has committed to the product anyway and will probably not return it (unless there’s a serious defect).

RECIPROCITY:
The general theory of reciprocity that customers may feel urged to offer something in return. If you’ve ever wandered through a supermarket and found one of those day-defining free sample stands, you’ve probably experienced this first hand when you found yourself compelled to buy the cheese you just stood there snacking on for forty minutes. Just me?

This can be a massive psychological trigger for online retailers, where you can simply offer a free gift with a purchase. Sample sizes of other products can give your customers the opportunity to experience a new product which they might be tempted into purchasing with their next order.

If you don’t deal in physical products, you can still enlist this principle in the form of e-books, free recipes or newsletters, or something else to generate gratitude – and hopefully a sense of reciprocity.

LIKEABILITY:
Emotive connections are an integral aspect of customer-brand relationships.
Most customer service experts will know that a honeyed smile and a warm reception will go a lot further than a vinegary grimace, and this extends to your product and how it is interpreted by your customers. This is why our beloved celebrities often endorse products that would otherwise lack that adoration.

You might not have room in the budget for a big-name celebrity to jack up your likability, but it is still possible to maximise this – tell your story and create a personable brand infused with real world experiences and relatable outlooks. Hark, for example, social media.

You can develop your brand to be the ‘celebrity’. Some companies are known for their outrageous tweets, scathing social commentaries, or entertaining online musings, and social media allows your brand to fan out across audiences as they like and share and like and share.

SOCIAL PROOF:
Think of safety in numbers – social proof can cement your reputation for better or worse, so consider the power of popularity and credibility.

It can be as simple as offering a ‘Most Popular’ page, where visitors can quickly see how sought-after your products are. This can be verified by online ratings and reviews left by previous buyers and provides the consumer with the assurance that other people love what you’re doing, so probably they will too.

EXPERTISE & AUTHORITY:

To develop customer confidence, establish yourself as a figure of authority in your niche.
Because, in our heart of hearts, we’re programmed to succeed socially, we are also programmed to seek out and respect hierarchies of authority. If you can present yourself as an industry leading thinker, or provide customer support for your products from professionals within your niche. If you sell a selection of kitchenwares, you may invite a professional chef to pick out his favourites and create a collection