Transcript here - TechnologyOnTap.org

“If you build it, they will come.”
BULL!
Whoever told you that if you build a website
you’ll have constant traffic flow and
generate leads 24/7, lied.
In this room…
Who is actively engaged in marketing?
Who uses the internet for business
development?
Who has a high degree of success?
For successful Internet results
• Embrace one of two purposes for being there;
Sales development or Lead generation
• Connect with qualified purchasers.
• Draw them in to your message.
• Convert qualified visitors into qualified leads.
Make a phone call
Generate an email
Fill out a form
Place an order
The Internet is interpersonal
• Qualified purchasers are people.
• We are not machines and can’t be programmed.
• Each individual has a unique personal experience.
• We do not purchase the services you sell.
• We purchase the result. The result is the benefit.
• Your content needs to address my benefits.
The Internet is alive!
• That is its beauty.
• It is a fluid, constantly changing environment.
• Mismanaging your site leads to:
Deteriorating traffic
Poor sales
Insufficient lead generation
Zero growth
A belief that the Internet is a “Necessary evil”.
A Case Study
USHC® is a 40 year old direct
marketer of 75+ health & nutritional
products in a highly competitive
national market.
Problem:
Internet sales show no growth and
marketshare is consistently slipping
to growing competition.
Start out stats – 8/03
• Visitors
Daily
Weekly
570
3,980 15,900
• Page views
• Page views/visitor
• Sales
• Total customer universe
Monthly
42,850
2.69
$8,136.10
8,200
New business stats – 10/04
Daily
• Visitors
Weekly
Monthly
3,460 24,240 96,950
• Page views
• Sales
• Total customer universe
186,040
$38,770.70
14,530
14 Month Growth
+609%
+434%
+476%
+76%
How’d we do it?
Big secret #1
Routine review and page update
– Update product information and service benefits
– Tweak content aimed at specific customer issues
– Match your services to customer benefits
– Develop an opt-in newsletter or other communication
– Create a more pleasant visitor/customer experience
How’d we do it?
Big secret #2
Create valuable reasons to visit your site.
•
•
•
•
Offer updated information
Free newsletter subscription
Valuable industry “buzz”
Additional services
How’d we do it?
Big secret #3
Promotion develops new business leads
–
–
–
–
–
–
Use your “house” list for promotion
These are your current & previous contacts
Utilize email & snail mail
Incorporate offline advertising options
Snail mail to a prospect list
Incorporate pay-for-performance advertising
Do not use email and “pop ups” to prospect!
How’d we do it?
Big secret #4
If “Free” worked, everything would be!
Postage is not free
Printing is not free
Advertising space is not free
Your CNNNJ membership is not free
Internet promotion is not free
How’d we do it?
Big secret #5
Pay-for-performance works!
Uses your prospect’s words & phrases
Control ad quality - Better ads get better results
Improves your natural ranking, too!
Remember these
numbers?
Visitors
Page views
Sales
Total customer universe
+609%
+434%
+476%
+76%
Meet my new business partners!
National Internet search
revolves around these three
advertising affiliates.