Compelling texts are one way to convert visitors into customers. A plausible sales talk is usually better than a mere listing of characteristics. Enthusiasm is contagious.
Do you want the visitor to do something? Ask him. And make sure he understands how to do it. Each web page should contain a call to action, because every click counts.
In traditional communication, there is one sender and multiple receivers. The more people you wish to reach, the larger the communication cannon you need. With social media, all of these receivers can play the role of ambassador and spread your message. This makes it easier to reach target groups, with less effort.
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