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In the beginning, there was darkness . . . then we brought light
It is often surprising to go to a store, and see several items bannered about at deep discounts of up to 70%! You are aware of how much these products cost: and here you are, drawn to these same items, with a price cut that is hard to refuse! Most sellers are aware of customer psychology, that to draw them in, you need something substantial to shock them out of their senses. And what a better way to do that, but through a shocking price cut of 70%-off!
In supermarkets, you see bargain items that consist of chocolates, cookies, fruits, and vegetables among others. Most of these items are highly perishable and would need to be sold quickly. Seeing these deep price cuts then, would make you wonder if there is something wrong with these items. You check on the expiration dates, and ascertain if the veggies and fruits are nearing their rotting stage. In most cases, you will find out that the cookies and chocolates are nearing their dates of expiration; and the fruits and veggies are nearly overripe or are losing their crispness.
It’s a tease basically – you know what a tease is right boys?
You are drawn to the site and would be entice to buy. However, buying those items would also make you buy other things that is needed to go with them – meat, fish, condiments and others. If you think of it, these last three items are not on sale, but you need to buy them since they have to be added to the bargain veggies. It is the same thing with the chocolates and cookies. You buy them at bargain prices, but you have to buy the drinks and colas that go with it. If you look closely, these drinks are not on sale. What happens, is that you buy some items at discount prices, but you end up buying a whole lot more of items – with no discount!
This is an Internet services marketing strategy that is called – Loss Leader Method. The enticement for consumers to come, are the deep price cuts on some items; with the intent of making them buy other items that are not on sale. This has been a proven marketing strategy in retail stores, and are now also being use online to generate traffic and sale on certain sites.
Use it – it works!
This concept in online marketing is done via the use of lateral keywords. This is not exactly the same as the Loss Leader strategy but similar in its use. Lateral keywords are words that relate to each other, but are not exactly the same thing. An example of this would be:
*swimming pool and pool maintenance
*online work and writing online
*web hosting and domain names
It can be seen that the first two group of words are related to each other. People who would search for swimming pools would also be most likely interested in pool maintenance, and other matters related to swimming pools. In the same manner, people who search for internet services online work would also be interested in writing online. The third group, which is web hosting, would interrelate closely with people searching for domain names. Hence, targeting the former could most likely lead the traffic to the latter.
The Importance of Keywords in Websites
Keywords are Strategic Moves and Necessary
SEO is Critical too!
For the Loss Leader Model to work online, you need to use popular keywords that would help drive traffic to your Professional Web Design site. These may not be the actual products that you are trying to push, but it would help expose you to the same group of people that may be interested in your product. Having these keywords may not earn you money, but you would get notice by these same people, who may eventually be your buyers later on.
The advantage of doing this technique, is to get search volume clicks to your site, which may not be generated without the use of popular keywords. These keywords would assure you that you get to targeted audience, though indirectly. This online marketing technique is often referred to as lateral keywords method.
The concept is similar to the Loss Leader Model in the physical world – that is to drive-in the traffic through another route. It can also be summed up, as sacrificing a couple of items for the success and survival of the rest.
The end is near my friend
Internet Services online Marketing has gone beyond the reach of traditional models. In cyberspace, the use of massively popular keywords can help drive home the traffic to a related site – which is your site. The ingenious use of this technique, can very well spell out the success of an e-business in cyberspace!
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Written by: Andrew Kelly