The Top 7 Tips for Advertising Online… In Any Economy
The idea for this article began during the “here comes the recession” buzz in the media. Later, in response to feedback from clients and potential clients we realized the need for getting these tips completed and on the site.
Finally, after reviewing a copy of the Fairfield County Business Journal it was time to move from idea to action.
I won’t discuss some of the inaccuracies and misconceptions in the original FCBJ article here. If you read the original article and would like me to discuss it with you, kindly leave a comment and I’ll get back with you…
So this post will serve as part rebuttal, part revelation of the realities regarding online advertising and marketing.
Buckle up, because here we go…
1. Have a Clear Goal
This point may seem obvious to many of you. But the key to web marketing campaigns is having a clear, and MEASURABLE goal in mind before you start your campaign.
And this involves knowing business “stuff” like:
- cost per lead
- conversion rate
- cost per conversion
- lifetime value of a customer/client
- back end offers
And the list goes on.
For people in business, keep in mind that web marketing INTEGRATES into your existing sales process.
So think about how you will be able to tie your online marketing efforts into your existing offline systems.
2. Understand Your Audience
There are two related issues under this broad (and very important) category. First, know what your target audience WANTS or NEEDS.
Second, know their language so that you can clearly and effectively communicate your offer to them.
What do you do if you have no idea about either of these critical points? Well, go ask them…
3. Get Your Metrics in Place
Web metrics and real time reporting make online marketing the single most EFFECTIVE marketing available to your business.
Point is, you can generate valuable market data in an afternoon (provided, of course, that you get enough traffic).
So, BEFORE launching any web marketing campaigns, make sure your metrics are in place so that you can track, on a daily basis, the effectiveness of your campaign.
Side note: this function is NOT something you want to outsource. You need ACCESS to the data, and you should not rely on someone providing you reporting.
On a related note, do NOT use Urchin to track your web metrics. For starters, you will not get real time reporting or customizable reports — which are a MUST.
4. Understand What You are Paying For
Proposals do not need to real like a copy of “War and Peace.” Meaning, a one page proposal should be sufficient to communicate what you’ll be paying for.
That said, web marketing firms have a way of defaulting into “techno-speak.” So before signing on the dotted line with any company, make sure you know what you are getting.
And if you don’t understand some of the terms or what they mean to your business, ask…
5. Choose the Right Web Marketing Firm
That said, your results will depend on large part to the choice of web marketing firm you decide to us.
There is a big difference between them, based on one simple fact:
The internet is a RAPIDLY evolving environment. And many strategies you’ll get pitched have been obsolete for more than a couple of years.
So what can you do?
Well, for starters ask for references. Case studies. Anything “objective” to aid in your decision process.
6. Monitor Your Progress
Okay, so now you’ve got the ball rolling. Now here comes the fun. At a minimum, every new web marketing campaign should be monitored AT LEAST one time a day.
Why is that?
Because of the “law of small numbers.”
Here’s the point — you don’t need thousands of visitors to know if your web page is converting traffic into business.
On a similar note, for pay per click advertising, you don’t need thousands of “impressions” to know if your ad is working.
The lesson? Check your stats as often as possible when starting something new. And make sure you can track the effectiveness for each component of your marketing campaign.
And as you monitor your progress, that leads to…
7. Test & Measure
In other words, you will want to make improvements as you go. And you can only improve your results if you are tracking your results in the first place.
Ready for a shocker?
The only failure in web marketing is not tracking results and recording feedback during the campaign. Because even if your web marketing efforts don’t turn out as you would have liked (or even expected), you gained VALUABLE market research.
But only IF… you are tracking results.
Got it? This point cannot be overstated enough.
One final point before we wrap up. The internet is really no different than other marketing/advertising media. Except for one exception — the speed at which you can test ideas and get feedback.
So, understand that web marketing, like any other marketing, is a process. Every element of your web marketing efforts needs to be tested in order to be optimized.
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Watch Your Mouth!
Or, 3 Lessons on How Your Language Matters
Okay, so maybe that headline was a bit over the top. Not to mention a bit tongue in cheek.
But behind a statement we can all recognize (and probably more than once heard while growing up) is a powerful business idea lurking just beneath the all too familiar surface. And a point absolutely critical to your business success, both on and offline.
This lesson involves YOUR use of language.
More specifically, how you talk TO your prospective clients and/or customers about your goods and services.
1. It had better be about them…
Let’s start at the beginning. What you are saying and why your saying it in the first place had better capture your readers attention. Also it had better be content wise to what they are looking for, or they’re outta here!
2. If at first you don’t succeed, you better change what you are saying…
Or at least who you send it to…
Be careful of sending the same old marketing that didn’t get you anywhere back when you first sent it, isn’t going to change results the next dozen times you send it. In fact, if the marketing piece sends back 0.0%, then you REALLY need to examine what your sending as a message and who you’re sending it to.
3. Recent, Relevant, and Right what they were looking for!
If they are talking about it, searching for signs of it, YOU had better be talking about it yourself. You must keep up with the way your prospects are communicating a need for what you have.
However, if the WAY your talking in your marketing is stuffy business speak, your going to miss out on a large segment of the population because you aren’t speaking their language.
Next Steps…
Any questions? Comments? Did we hit a nerve?
Drop us a line by leaving a comment. We will reply (here, and by email if you’d like) as soon as we’re able. And if there’s a topic you want us to discuss, let us know.
To receive monthly emails with summaries of all our latest content, sign up for our “Monthly Web Tips” above. Does that sound fair enough to you?
To discover how our web marketing firm can help you with your online presence, traffic, leads and sales, kindly follow the link. You can also review our web marketing services to better understand how we work with clients just like you.
Newsletter Marketing: Three Critical Mistakes to Avoid
Newsletters (or ezines) are certainly not new. Yet, from time to time we’ve noticed some serious problems in how business owners implement this strategy.
So here’s a quick list of the three most common (and biggest) errors to avoid:
1. Use of Double-Opt In
This is the age of permission-based marketing. You must get this point, because it’s critical to your success (and email deliver-ability). Now, nothing irritates me (and most people) more than getting uninvited emails in my inbox WITHOUT my having asked for them. Or without being notified that I was added to someone’s mailing list.
And that includes newsletters.
If you think I’m alone on this point, think again.
Just because you met me (or anyone) at a networking event and got my business card, does NOT mean you can just start sending lots of uninvited stuff to my inbox. That does not constitute permission. Prior to sending along that newsletter, why not INVITE me to join your list?
And that’s where “double opt in” comes in.
Basically, this is a two-step procedure. First, someone either enters their name and email address on your website, or you enter their information into your list management solution. Either of these steps will generate and automatic email to the person being added to your list, alerting them that they have to “opt in” to receiver further information.
This is the permission part of your marketing efforts.
Once they confirm the request, then you are free to send them emails, info and of course, your newsletter. At least, until they choose to unsubscribe.
If you’re providing your list with good content, that should not happen.
2. No Call to Action
Okay, so let’s assume you’ve done the first part right. Now what?
You’ve gone to the trouble of adding folks to your list. And no doubt crafting your newsletter takes up a great deal of your time and energy.
After all, we’re all trying to do the same thing. Which is, growing our business by sharing our insights, experience and expertise with other people to differentiate ourselves from the competition.
Now that I’m on your list, why not include a “call to action” in each newsletter.
What’s a call to action? Just what the phrase implies.
In other words, what would you like your potential customer to do? Check out your website? Attend a talk, or tele-seminar?
In exchange for the great content you’re sharing, it’s perfectly okay (and absolutely necessary) to ask the reader to take some sort of action.
Permission based marketing is about continuing a conversation with your potential client. You’re building a relationship. And like any good relationship, it’s about give and take.
3. Including Too Much Content
One of the downsides to email marketing, and this includes newsletters (or ezines), is the fact that all that wonderful content you’re sharing with your list does nothing to help your website’s search results.
Building an online presence is about content, traffic, and conversion. Newsletters can help with traffic if you include links to your site “for more information.”
Presumably, the reader will come to your site to check out what’s going on there.
But packing each newsletter issue with tons of content does not help your site establish a larger “online footprint.” Online, content is king. Search engines just love unique content.
And so does your site visitor.
Remember this, anyone coming to YOUR site wants to find information there that’s NOT available anywhere else. And that includes your newsletter.
So, do not re-purpose content from your newsletter unless you add something of value to it. Say a new spin, update, or other point of view. Doing that will help you accomplish two goals. Maintaining contact with your list, AND helping your site get better rankings on the search engines.
4. So What Does This Mean For You?
Email marketing is about growing your list. Maintaining ONGOING communication with them. And then promoting special offers, announcing event notifications, and sharing interesting information to your list members.
To do this, and do it well, be sure to address these three issues.
You need to remember this one point. If you’re using your newsletter to convert prospective customers into paying clients, then don’t start off on the wrong foot by failing to respect the inbox of the people you meet.
Next Steps…
Any questions? Comments? Did we hit a nerve?
Drop us a line by leaving a comment. We will reply (here, and by email if you’d like) as soon as we’re able. And if there’s a topic you want us to discuss, let us know.
To receive monthly emails with summaries of all our latest content, sign up for our “Monthly Web Tips” above. Does that sound fair enough to you?
To discover how our web marketing firm can help you with your online presence, traffic, leads and sales, kindly follow the link. You can also review our web marketing services to better understand how we work with clients just like you.
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