Kev Richardson's BizToolz Blog

Don't discontinue print advertising that you've found effective. But be sure to include your URL in any display or classified ads you purchase in trade journals, newspapers, yellow pages, etc. View your website as an information adjunct to the ad.

Use a two-step approach: (1) capture readers' attention with the ad, (2) then refer them to a URL where they can obtain more information and perhaps place an order.

Look carefully at small display or classified ads in the back of narrowly-targeted magazines or trade periodicals relating to your niche. Be careful not to get lost in the middle of 10 solid pages of colorful ads though. You are going to want something towards the front or the back. Sometimes these ads are more targeted, more effective, and less expensive than online advertising and they are generally of higher quality in terms of traffic they bring in.

Consider other traditional media to drive people to your site, such as direct mail, classifieds, post cards, etc. TV can be used to promote websites, especially in a local market.

It's boring to invite people, "Come to our site and learn about our business." It's quite another to say "Use the free kitchen remodeling calculator available exclusively on our site!"

Make no mistake, it's expensive in time and energy to develop free resources, but it is very rewarding in increased traffic to your site. Make sure that your free service is closely related to what you are selling so the visitors you attract will be good prospects for your business. Give visitors multiple opportunities and links to cross over to the sales part of your site.

There are a number of ways to do this depending on your type of business, for example where applicable:

• Allow someone to schedule an appointment online for a reduced price.


• Have a link that will let someone purchase 10 sessions for the price of 7.


• Give them a free interview or first session if they sign up on the website.


• Let them download a free report discussing something of interest to them in your line of business.

And on and on.. The bottom line is you have to have a hook that entices a new prospect. Whether it is a reduced session, a free report, or a brand new iPod, you need to call each new website visitor to action.

E-Mail Strategies

Don't neglect e-mail as an important way to bring people to your website. Just don't spam. That is, don't send bulk unsolicited e-mails without permission to people with whom you have no relationship.

Install a "Signature" in your E-Mail Program

To help potential customers get in touch with you, make sure your details are included on every email you send.

Most e-mail programs such as AOL, Netscape, and Outlook allow you to designate a "signature" to appear at the end of each message you send. Limit it to 6 to 8 lines: Company name, address, phone number, URL, e-mail address, and a one-phrase description of your unique business offering. Look for examples on e-mail messages sent to you.

For Example:

Biztoolz
Kevin Richardson
(if applicable put a physical address in here as well)

www.biztoolz.com.au
info@biztoolz.com.au

While it's a big commitment in time, publishing a monthly e-mail newsletter ("ezine") is one of the very best ways to keep in touch with your prospects, generate trust, develop brand awareness, and build future business. It also helps you collect e-mail addresses from those who visit your site but aren't yet ready to commit to becoming a patient. Ask for an e-mail address and first name so you can personalize the newsletter.

Alternatively, you could establish an auto responder service attached to your website that allows your prospects to sign-up and then send them a regular email about a range of topics of interest to them in your line of business.

You would need to establish a series of quality email content that you could automatically send on a regular basis, weekly would be a suitable time frame, but monthly is acceptable also. Just make sure you don’t spam their inbox, or your newsletter won’t be distributed for long.

Two very good newsletter services are http://aweber.com and http://zookoda.com. Zookoda is free, and offers a lot of functionality for the price. aWeber charges a monthly fee, but gives you every email tool you will ever need!

Your own list of customers and site visitors who have given you permission to contact them will be your most productive list. Send offers, coupon specials, product updates, etc. Personalizing the subject line and the message may increase the results.

This almost goes hand in hand with the “Developing a free service,” and “Publish an Email Newsletter.” The one crucial piece of information they have in common is their personal information. In today’s world, that personal information can mean more to your business than a one time sale, because you can keep going back to them again and again. Your existing customers still should be treated like gold – after all there are other competitors out there!

Offer them something in the mail or by email. Even send out a survey that shows you value their opinion. Send birthday cards with a gift certificate inside! Really, the sky is the limit with this one. It is up to you to think creatively and actually do it! They will love you forever.

And PS. The more creative you are with your offers (as long as they still add value to your services) the more your business will stick out in their head which means the more people they will refer to you!!

Until next time, as always I wish you every success with your business.

Kev
http://www.biztoolz.com.au

Labels: marketing on internet