If you’re reading this, I’m assuming you’re either a) a Viagra consumer, or b) a marketer, market researcher, or management consultant who is working on creating a text-only website for Viagra.
What is text-only marketing?
Well, it’s fairly self-explanatory: a text-only website isn’t accessible to anyone with a visual impairment, such as people who are blind or have low vision. So, in theory, people with poor eyesight will have no problem reading the text on a non-visually-stimulating website.
The Three Steps to Text-Only Marketing
If you’re looking to create a text-only marketing website, there are three primary steps you need to follow.
Step one: Identify the target audience for your product. Who is the intended audience for this website? What do they need or want? What are their pain points?
You can find answers to these questions using Google Analytics, your sales and marketing dashboards, or through in-person conversations with potential customers. Once you know who the target audience is, you can begin to craft a persona for the person. This will help you identify the kind of content, language, and layout that will be most engaging to this audience. In addition, you can start to think about how you will promote the product (e.g., via email, social media, etc.).
Step two: Create content that will engage your audience. Once you know who you’re targeting and what they need, you can begin creating content that is catered toward them. For example, you can create a blog post in a very specific niche, or round up some of your favorite articles on a certain topic and republish them on your site. Essentially, whatever content you create should serve a clear purpose and should provide the reader with value.
To create text-only content, you will need to first identify key performance indicators (KPIs) that can be used to gauge your site’s success. Some examples of KPIs could be: daily average time on site, percentage of visitors who made a purchase, average order value, etc. You can use tools like Google Analytics to track these metrics.
Step three: Test different approaches to grow your business.
Now that you have content that is engaging your audience, you can begin to experiment with different approaches to grow your business. You don’t necessarily have to implement what works best for you, but you should at least consider what’s being offered. That way, you can determine whether or not this is the right direction for your business.
For example, you might notice that some of your blog posts perform best when published intermittently throughout the month. While this might be the case for your particular product or service, it might not be ideal for other businesses. When deciding which direction to take your business, it’s important to consider the circumstances surrounding you and your industry. Does your industry have a seasonal pattern for sales? Are you currently at a low point in sales? Have you been experiencing tough competition?
Hopefully, this was a helpful overview of text-only marketing and how to create a successful website. If you want to learn more, here are a few places you can learn more:
- Online Marketing Specialties Group’s blog post about text-based marketing
- HubSpot Blogger’s guide to creating text-based content
- B2C Marketing Blog’s guide to creating a successful text-only marketing website
- Neurons Impact’s blog post about creating a profitable text-only website