Web Marketing – The New Reality

Why are some websites successful while others flounder? They offer similar products, services, content and branding, yet some consistently outperform their competition with a higher ROI.

Common website owner complaints are, “How can I boost my traffic. It’s a numbers game, the more visitors, the more buyers.” Or “I get traffic, but my conversion rate is very low. They are leaving the site without buying.” Or “I need better qualified visitors.” Or “I can’t seem to reach my customer base.”

You Want Answers!… “I Want the Truth!”

You may have guessed that there is not “one answer fits all” to this web conundrum, yet there are answers and good reasons why! The starting and ending point begins with Web Marketing. It’s a broad-based category that is quite specialized. A web marketer will take into consideration all the moving parts of a website – construction, content, appearance, branding, navigation, promotions, relevance, search engine optimization (SEO), and web analytics.

The marketer will also review the USP or unique selling proposition – what makes your products or services stand out from the competition; review its features and benefits, understand the customer, and assess the conversion probability. For example, studies have shown that the highest performing Landing Pages are those that match more closely with the motivation of the customer. The second key factor in determining whether a customer buys from you or not is how clearly the value of the purchase is identified. More simply put, if you can fulfill the needs of customers and provide that solution, they will buy.

Another key component in a web marketer’s arsenal is taking these lessons learned and promoting them throughout the Internet. Sometimes called Off Page Marketing or Search Engine Marketing (SEM), these strategies include online PR, pay per click, niche marketing micro-sites, blogs, video marketing, social media networking, list building, e-communications, local directory listings, search engine submissions, and promotions.

The Hottest Web Marketing Trend

And because video is the hottest web medium, it is imperative to develop video content that will feature professional presenters that deliver focused, well-scripted messages that motivate and leave a lasting impression on the visitor. If done right, these videos can create motivational and psychological triggers that tap into human desire and motivation. Your videos can also be optimized for the search engines, driving more traffic to your site. And once there, they will be motivated to investigate your products and services. It is on your website where they will get a solution to their needs with an engaging video, great content, special offers and the incentives to buy, buy, buy.

Achieving Web Success

In conclusion, a good web marketer will look at all the moving parts of your online business and determine an overall implementation strategy geared to results. Not just traffic, but real ROI.

TeamWork Builds Web Success

The Web Success Team specializes in building and marketing direct response websites that take full advantage of the latest developments on the Internet. The Team has an arsenal of effective web strategies, online tools and proven techniques to promote your products and services. And we’ll show you ways to increase the amount of qualified traffic to your site through the expanding “social web” and how to convert visitors into buyers at a high rate of return.

How To Use Direct Mail Marketing and Websites As A Marketing Solution

Websites served a valuable function pre-2008. Most were set up as a beautiful and fancy on-line brochure. Now, the recession has changed how most people use the web and this has caused a major marketing paradigm shift.

Business websites now must go beyond the brochure stage and actual be a useful tool for web visitors. It is now time to make your website profitable, more meaningful and serve up a great website experience.

Most importantly your website must be found and it must have relevant information based on what your visitors are searching for. It only takes a visitor 3-10 seconds to determine if your website is relevant to their search. Companies need to be strategic and creative with every dollar and leverage the following three strategies. That is where direct mail marketing working in conjunction with a well designed website comes into play.

Building and designing a great website does not do any good if no one stops by to look. A company can develop an entire marketing strategy with email blasts, SEO, pay per click and social media marketing but one of the most directs ways to get the public to stop by is using direct mail marketing.

Have an online only sale to advertise? Send a postcard to a select group informing them to stop by and take a look. Offering closeout deals on certain products or services? Send a mini brochure to past and existing clients directing them to your website for more information.

Direct mail marketing will direct potential buyers to stop by, but don’t forget your website must have direction also.

1. Make it easy to help customers find exactly what they want on the first click. This involves analyzing exactly what your prospect is searching for and give them a page full of relevant information that help them fulfill their desire to learn more about your product.

This often means directing them to a dedicated campaign landing page rather than the homepage. A landing page can be a page on your web site or a specific page designed for just one purpose, but either way it must present relevant, compelling content, using information based on what your prospect is search for.

2. Create a Call-To-Action. Your Call-To-Action helps you achieve the most important function for you that you can hope from your web visitor: creating a conversion! A conversion can be just about anything from making a sale to getting your visitor’s personal information, so that you can continue marketing to them. Getting users to the right page is only half the battle, the next step is showing them what to do once they’re there.

3. Check your success. The previous two strategies won’t do you much good if you aren’t capturing conversion data to know which programs, campaigns and activities are getting you results. This is where web analytic programs come into play. While Google Analytics is free and incredibly comprehensive, there are a number of other places you can find analytics software. Using an analytics program is a necessity as it shows you how to cut the losers, keep pushing the winners and the best thing of all, allows you to test to see what really works.

If your company is looking to increase website attention and draw in more customers, think direct mail marketing. You’ll be glad you did.

Pre Trade Show Marketing Is Critical

There are multiple ways to communicate with your target market.

Some methods of communication are much more effective, appropriate and cost efficient than others. As always, your budget will dictate how many touch points you can have with your target market. Also keep in mind that you should be trying to find ways to drive the right people to your exhibit at the lowest cost per qualified lead.

Remember, you need to let your prospects know where your booth is located on the showroom floor. Use tag lines such as “see us at Booth 1635 at the such and such Trade Show” in news releases and other communications such as direct mail leading up to the show.

Don’t make your customers and prospects hunt you down.

Recent research has shown that 83% of the most successful companies at a range of exhibitions (in terms of business generated and leads collected) were the ones that took the trouble to undertake pre trade show marketing such as mailing their prospects and customers before the show. (Source:CEIR – (Center for Exhibition Industry Research)

You can increase your ROI by integrating various pre trade show marketing tools to direct qualified buyers to your expensive booth. Diversity in your pre trade show marketing strategy will yield greater results and you will record a much higher success rate, with increases in both target visitor attraction and sales lead conversion.

Please do not take a one-dimensional approach to your pre trade show marketing, as you will not get the desired results from the trade show.

Trade show promotions are designed to engage your potential customers through a personalized, multi-step marketing strategy that facilitates your ability to reach your trade show objectives.

This includes pre-selling attendees through phone calls, personalized invitations, direct mail or email, to introduce your products and encourage them to visit your booth.

By knowing your target audience, you should target prospective trade show buyers for your products and/or services, prior to the trade show commencing, by creating a positive image and brand awareness.

To maximize your trade show effort tailor your messages to the concerns, needs and interests of your prospects.

Take the time to really determine your target audience! It’s very important.

And, don’t underestimate the power of a pre trade show marketing campaign. An effective pre trade show marketing promotion can deliver increases of 50% in conversions to qualified leads.

Always build a portfolio of activity that will drive the lowest cost per qualified lead and map out your timeline so that you give reasonable notice to your prospects.

It’s always a good idea to segment your list for better results and have a contextually relevant and compelling offer.

You will want to come back to it at a later point when it is time to prove your ROI so keep tabs on what your pre-show marketing tactics are costing you.