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Successful Marketing Using Websites and Why So Many Businesses Get It Wrong
Many great website concepts are developed, launched... and then flop! The primary purpose of a website for any business is to generate increased revenues or reduced costs, or both. If it doesn't meet these goals it's going to be canned. So why do apparently good concepts fail? Because without all the pieces in the puzzle, we can't get the full picture.
How many people currently visit your website each day, week or month? You'd be surprised how many people have lengthy meetings with me about improving their website, but when quizzed about statistics they can't provide any data. The best website in the world is unlikely to pay for itself if only 5 or 10 people are visiting it each week. You must have statistics.
Statistics enable you to establish your current benchmark, monitor your progress, and identify which aspects of your site are successful and which aren't. Products like LiveStats, Webalyser and AWstats will give you detailed information about which pages people are viewing, how long they're staying for, what types of browser and computer they're using (so that you can ensure your site functions correctly in their browser), and how they arrived at your site (for example, were they referred by a search engine or perhaps another commercial website).
Without statistics to measure your success, you'll have no idea whether your website is money well spent or not.
Not getting many people to your site? They need to hear about it! Even if your online catalogue looks fantastic, your advertising copy is eloquently worded, and your shopping experience is a breeze, it's pointless if people don't know it's there. Your statistics will confirm for you how many people are (or aren't) visiting your site, so now you've got a benchmark from which to begin.
How can you promote your site and your business? There's a range of ways, and the exact mix will vary from business to business, and product to product. Search engines are often a great place to start. If you can fine-tune your website so that it shows up on the first page of Google's search results, you may well attract alot of interest. Likewise, you can use paid advertising opportunities such as Google Adwords to ensure that search users are exposed to your advertisement.
However, if you offer a product or service that people aren't aware of and therefore don't search for, you're going to need to use methods which get you in front of them, rather than waiting for them to search for you. This might involve online advertising, cross-promotional activities with another company, or offline strategies including magazine advertising, television, radio, outdoor billboards, direct mail, email marketing, letterbox drops, tradeshows, and more.
If people aren't visiting your site, you'll have to promote it.
The most important component of any marketing/advertising you undertake is always the wording, whether that be on your website or in brochures, flyers, letters, or advertisements.
A great looking website that doesn't tell the potential client what they need to hear, and help them develop an emotional attachment to your company, product or service, is missing out on great opportunities. Simply through improving the wording on a client's brochure, website or other communications, I've been able to double and triple response rates. Spend the time (or pay somebody who understands) to understand what motivates your customers, and how you can word things to generate desire within them and drive them to action. You need to interest them, build trust, show them how you can benefit them, and instil a sense of 'need' or urgency that compels them to act now.
Say it right!
What's the purpose of your website? Is it to generate new customers and sales? Is it a customer service facility? Is it primarily to consolidate your image?
If you're selling professional services to senior executives, they're probably not going to buy online with the click of a button. But they do want conveniently accessible information. Perhaps your website improves your relationship with existing clients by enabling them to view account information or project status.
You don't need your website to be all things to all people. You need to determine the key benefits you're seeking, and focus on the features and facilities which deliver that. If your site looks like a retail store and your client is seeking professional consulting, they're not likely to respond appropriately to your website. Take the time to agree with your internal management, web developers, and any other stakeholders, what the real objectives of the site are, and then stick to them.
Do the right job, and do it well
If you've come up with a great website design but haven't covered the topics mentioned above, don't be puzzled when it fails!
1. Know the facts about who's visiting your site, and continue to follow this data as you undertake any marketing in order to gauge your success.
Web Marketers - Get Some Professional Help!
There is lots of freelance help available on the internet, from writers, editors, proofreaders and other professionals in the writing industry to software developers, graphic designers, web designers and all manner of other technical and business specialists.
5 Sure Fire Ways To Send Visitors Away For Good
Way No. 1 - Clog Up Their Internet Connection
Building An Effective Banner Campaign
Banner advertising can dramatically help you increase traffic to your web site. Banner advertising can be a very cost effective marketing solution and can help you to gain access to millions of internet users. It can also prove to be a huge waste of time, even creating a net loss rather than increasing your bottom line. So we'll try to guide you onto the path to true results and a very successful Internet Marketing campaign using banner ads. First things first: What's it going to cost you? Assuming you're going to design and building your own banners, you can still loose money on the cost of advertising if you're not careful. Work out the estimated cost of each banner advertising campaign: Cost-per-Visitor: If you pay $10 per thousand impressions ($10/CPM), and you get a 2.0% click-through (20 visitors), your cost-per-visitor is $.50 ($10 per 20 visitors). Cost-per-Sale: Now you know about what you're going to pay per visitor. So what does that amount to per sale? Well, if 1 in every 20 visitors buys your product, your cost per sale is $10.00. Total Sale Amount : $9.95 USD Paypal's Fee Amount : -$0.59 USD Net Profit Amount : $9.36 USD So if each sale of your product produces a gross profit of $9.36, then your net profit per-sale will be -$.64 ($9.36 gross profit - $10 cost-per-sale). This campaign is not profitable! As you can see, something has to change in order to make a profit. That's why it's important to track and calculate every campaign. So what went wrong with this example? -Paying too much for the banner space? -Need a better click-through rate? -Need to charge more for your product? The truth is that only you have the information required to decide but at least at this point you're in a better position to make a qualified decision. Return on Investment Ratios: Your return-on-investment (ROI), before non-marketing expenses, is 0.0% ($0.00 total net profits with a $10 investment). Experiment by advertising on multiple sites or using different banners if your budget will allow it. Find the perfect campaigns that yield the highest ROI. A few terms to know: » CPM - Cost Per Impressions (The "M" comes from the Roman numeral for 1,000). So $20 CPM represents $20 per 1,000 displays of a banner). An Impressions is simply each time your banner is shown. » CPC - Cost Per Click. You pay an agreed amount for each click-through to your site. » Click-Through (CT) - A click on an ad which takes the viewer to another site. » Click-Through Rate (CTR) - This is the number of people who click on an ad (banner or text link) divided by the number of displays of the ad, represented in percentages. Example: 500 people click on an ad that has been shown 10,000 times, which works out at: 500/10,000 X 100% = 5%. » Run Of Site (ROS) - This means your banner will be displayed on all or most pages of the site. Buying or Creating your own banners: You can find a graphic designer to create your banner or you can simply learn to design and build you own. We have done both on this site and our research shows almost equal results when using identical conditions. We're not going to give tutorials on banner design but we will offer a few tips to help get you started. If you decide to purchase your banners: Do your research. There are many so called ' graphic designers' that have very little training or experience with any type of graphics much less internet marketing or banner advertising. Get any promises or guarantees in writing. Keep in mind that anyone can setup shop online and many have no idea what they're doing to say the least. Do it yourself banners: There are several options when it comes to creating your own banners. Again, we're not here to teach you how to design and build your own, just to guide you in the right direction. Here are a few things to consider: » Think through your design. » Decide on a format. » Flash or Animated. » Image or HTML. » The best banner size. » Image load times. Image or HTML? Well, most of the banners we see are image based, whether .gif, .jpg of flash. But there is another very simple alternative. The HTML banner. You can even combine images and HTML to create incredible banners. A couple benefits of using a HTML banner are: » HTML banner will normally load faster. » On a HTML banner, you can promote many links. Banners sizes: 468 x 60.....Full banner 234 x 60.....Half banner 392 x 72.....Full banner with vertical navigation bar 120 x 240...Vertical banner 125 x 125...Square button 120 x 90.....Button #1 120 x 60.....Button #2 88 x 31.......Micro button A few tips: Use attractive and attention grabbing images. Keep your text short and simple. Use proven key words like "free" and "now". "Free" is a very powerful incentive for the viewer to click on the button. Even the words "Click Here" can increase your click-through rate. Use a large font size for your message text. Create different versions of the banner. Test different banners to improve your click-through rate. Animate your banner, but use as few frames as possible to keep the file size to a quick loading minimum. Test new banners with a Pay Per Click network, before you use them in Pay Per Impression campaigns. Many sites display two different banners on each page, while others display the same banner at the top "top fold" and bottom "bottom fold" of each page. When given a choice, it's usually best to choose the top fold of page because the viewer is more likely to see your banner. You can expect to pay a lot less for "bottom fold" of page banner spaces. Brian Hawkins - Entrepreneur, Internet Marketer, Online business consultant, Author. Site owner and administrator of several sites including: http://www.extremesitepromotions.com/ and http://www.csc4u.com/
The Center of Your Internet Business, You
As an Internet entrepreneur your ultimate goal is most certainly the success of your Internet business but statistics show that real money are made by a small percentage of the online businesses. An Internet business takes a great deal of time and effort, it's not easy to build and maintain it and you need total commitment to succeed. Lack of complete passion for your business and of the desire to succeed will most likely result in failure.
The 3 Rules To Maximizing Profits From Banner Ads
Placing those ads on your site are designed to do just one thing, make you and the advertiser money. No it's not rocket science but there is a science to doing it right.
5 Secrets to Building a Successful Internet Business
Everyday I talk with people who want to get started on the internet with their own business. But the whole process seems a mystery to them whether they have an affiliate marketing program, a real estate course or they sell health and fitness products. The easiest way I found to walk people through the basic building blocks is to use a real life example of building a brick and mortar business. Success on the internet is possible when you know how to build it and drive targeted traffic to your website.
GoDaddy?s Super Bowl Commercial Success
GoDaddy made a calculated decision to nationally "brand" their name using the Super Bowl commercial. They also decided to make their commercial "news" by making it a racy play off of last year's Janet Jackson fiasco using the Senate Hearings theme. This made the commercial more then just a commercial. It made it News. I read about the commercial in Time magazine 2 weeks before the Super Bowl even aired it. Using this clever trick GoDaddy was able to make the most of their airtime by receiving press before and after the commercial. This extra press only further "branded" their name with consumers.
The Power of Reverse Advertising
How many times have you heard that posting on FFA sites are a complete waste of time?
Making Your Money Work For You ? And Not The Other Way Around!
Most people spend their entire lives working hard for someone else. What most people do not realize is that there is a better way. How about if instead of you working every day for your money, your money worked for you, 24 hours a day, 365 days a year?
Five Simple Steps To Make Money Online This New Year
Most people in a new year make resolutions to make more money and attempt to make money online. However it is also true that a vast majority of people fail to actually make money online. Why is this? Most people in their haste and enthusiasm to make money online go all out and attempt to "try their luck" and go around purchasing advertising to promote and try to sell whatever affiliate program or home based business opportunity that they have with no results to show for it. So not only are they not making money, they are losing money online.
Build Your Marketing Muscle
During a saxophone lesson the other day I realized how much regular practice can help a part time internet marketer. My teacher taught me a long time ago to just play for 15 minutes a day to progress. I was shocked when I first started doing it, but it works. And it works fast.
Silver Surfers: Successful Online Marketing to Seniors
If you are marketing to an older audience, don't discount the value of a website. People over 50 account for more than 50% of discretionary spending in the United States, and they are going online to buy. And, they have money to spend.
An Internet Marketing Plan Is Crucial
A Internet marketing plan provides you with a way to define your potential market and allows you the chance to position your business for optimum sales. You wouldn't start on a trip without map, would you? Likewise, starting an online business without a well thought out strategy Internet marketing plan is a recipe for failure. Let's look at some things you must consider when starting to write your strategy Internet marketing plan.
How a Multi-Faceted Approach to Site Promotion Can Secure Your Search Engine Positions
Copyright 2005 Tinu AbayomiPaul
A Frugal Internet Marketing Strategy That Works!
So you finally created the website that your business or brand needs to market globally, but nobody is clicking on your site and the phone never rings. It seems that you have immediately become fodder for those other marketers to sell you their manuals about web marketing, but you might as well have spent your website development money on a gym membership.
Book Yourself Solid Key Number 2: Choose Your Ideal Clients
The Book Yourself Solid article series continues with
Keys to Successful Internet Marketing
So you've started your business and you have a website up and running, now you need to know how to successfully market your business on the internet. With new internet marketing technologies developing daily, sometimes the choices seem confusing. Which internet marketing tools are going to yield results?
Heres A Quick and Simple Way To Find Hot Niche Markets
"Here's A Quick and Simple Way To Find Hot Niche Markets"
E Is for Everything?
Just this week, a member of my audience asked me the following:
Online Marketing Donts
There are over 200 million people worldwide connected to the Internet, with over 64 million regular users in America. It's no wonder that such a vast audience has made online marketing one of the fastest growing industries in the world. However, half the trick of conducing successful ecommerce is finding a way to get people to your site in the first place-hence online advertising.
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