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.

Effectiveness of Email Marketing – Part II

Creating Email Auto Responders & Offers

When you are ready to write your actual email auto responder, there are a few things to consider.

The first is what is your objective:

Do you want prospects to click on a link within the email?

Do you want to give?

They could be directed to one of your affiliate links where you could attempt to bring in more affiliate income. They could be directed to a product page. They could be directed to an opt-in page. Or they could be directed to a long form sales letter landing page or even your blog.

These calls to action that you are trying to entice from the reader will be embedded in your actual email auto responder or broadcast message. They may be added as a text link, as a direct URL link, as a phone number or as a request for more information via email.

One of the best advantages of an email auto responder as a direct marketing tool is that since it is electronic, all of your links will be live.

When a costumer clicks, he or she is automatically taken where you want them to go. This is extremely advantageous over other direct mail marketing techniques that have an added step in between the potential client reading the piece and the actual action to respond. Once you have decided what your goal is in terms of a call to action, you can determine the actual content of the email auto responder. The content that will work the best for your email will be determined by the type of business you are using it as a marketing tool for, and the type of target audience you are sending it to.

For example, if your business is in financial services, you may decide to build credibility through sending relevant article material in an email auto responder.

If you are trying to sell a product and your goal is to direct the m to your website, you may send a series of emails that are designed to fall in sequence that provide repetitive reasons as to why the client would want to click and consider buying. When considering whether you want to design an email auto responder campaign or a single follow up, always consider your purpose.

Also, you will certainly have a variety of emails that you will utilize as part of your direct marketing campaign. For example, you might have a single email auto responder that you will use to follow up with a direct marketing lead to serve as an introduction. If you offered something written for free, you may use an email auto responder to deliver this information.

If you are working to convert leads into paying clients, you may use an entire series of 10-25 emails that are sent out weekly, bi-weekly or monthly to keep your generated lead list warm.

Now that you understand a bit more, you are ready to produce the actual email auto responders written copy.

Keep on the lookout for the next series in this email marketing training.

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.