How Web 2.0 can be used for business
Customers have never had so many choices to buy online. So, to help ensure your customers keep coming back, you should try to generate an online buzz about your brand and products or services. Engaging directly with your target audience will help you do this.
Think about what your customers are looking for when they visit your website. Could they benefit from product reviews or advice from previous customers? What can you offer beyond simply selling products or providing information?
Build an online community
Think about how you can use Web 2.0 tools to enhance your relationship with your customers and build a community around your brand. For example, if your business sells tools and hardware, you might consider posting video tutorials showing how to carry out common DIY jobs. You could also have an online forum to let other users of your site share their own advice and tips.
This would encourage people to return to your site after making a purchase and should also attract new visitors. The more visitors you have, the more likely you are to sell. So, even if you can't see an immediate benefit, improving your customers' web experience will help your business in the long term.
Improve your brand's image
Is your business or industry relevant only to the local area you operate in? Perhaps you already have a good local reputation and don't see the need to build a website. However, there are always potential new customers in your marketplace and a good website can be an effective way to minimise your advertising spend and extend your reach.
User-generated content can put your business on display for a worldwide audience. For example, if you run a local bakery, you may not deliver worldwide, but if you add your recipes to your website and let people from New York to New Delhi post comments on them, this will improve perception of your brand. With a website that acts as a permanent online advert, you may not need to use other marketing methods to attract customers.
Many Web 2.0 tools can be added to your site at little or no cost. But you will need to allocate time and resources to monitor user content, to reply to customers and to keep your website up to date.