Build a Community
A key axiom of business holds that marketing has three purposes:
- Increase number of ordering customers
- Increase frequency of each customer's orders
- Increase amount of each customer's orders
With a web site, "orders" may have nothing to do with product sales; the concept may simply equate to interactions with your site (beginning with visits).
With that in mind, earlier discussions of boosting recognition and traffic are all about 1, increasing number of people who visit. Building a community out of visitors, meanwhile, addresses the remaining goals. Increasing the frequency of visits (i.e., making a visitor into a repeat visitor) covers 2, while getting each visitor to stay longer and do more upon each visit takes care of 3.
The following pages compile ideas for building and supporting a community.