ARTICLE
Presentation (PDF) File Size: 13296 kb File Type: pdf Open in new window MASTERING INTERNET MARKETING Lorraine Ball | Roundpeg A World Potential Customers Stages of the Purchase Cycle Your Website is the Center WHAT SHOULD YOU MEASURE? Visits | Views | Conversion If you build it, will they come? Visits Metric: Sessions (Visits) • Objective: More visits than a year ago Metric: Visits • Where do visitors come from? • Where Does Traffic Come From? Organic Search, Direct, Referral, Social, Email Action : Target Each Source • Increase – Direct traffic with off line activity – Organic traffic with content – Referrals with directory listings and cross promotion – Social traffic with activity – Create or expand your email list – Consider paid advertising when all else fails VIEWS (INTEREST) People come, now what? Metric: View • Objective: At least two pages per visit • Common mistakes – Too many choices – Slow load speed – Non-responsive design – Poor navigation Metric : Interest • What attracts people – Landing pages Metric: Interest • What are people interested in – Most popular posts – Path – Do you have internal links Common Mistake: Interest • Common Mistakes – Old, thin or unoriginal content – Not treating your website as the center of your marketing Action: Create Clear Path Conversion • Contacts and inquiries • Newsletter signups • Service requests Action: Increase Conversion • Give people something to do – Add downloads, check lists and surveys – Create web based offers – Add service renewal and scheduling Acquiring Customers • Time… Money… Energy… Effort • Takes 7 touches, on average, for a sale – Some buy right away – Others research and try – Some show interest but don’t trust you Internet Marketing Builds Relationships Conversion Program • Offer • Sign Up Form / Landing Page • Follow up Program Conversion: Offer Promote Offer • Newsletters • Social media • Print • Face to face • Wherever your customers are Promote Your Offer Where Your Customers Are - Incoming or Outgoing Calls - Events and Meetings - Email Signature - Place of Business Guest Book - Social Media Calling Your Audience to Action • Calls to Action include… – Links to click on – Information to print out – Phone numbers to call – Instructions • Describe the immediate benefits… – What’s in it for your audience? – Why should they do it now? Conversion: Trade for Email Conversion: Sell the Offer with a Landing Page Follow up with Email • Drip Campaigns • Newsletters Email Content – Share your expertise – Use facts & testimonials – Give guidance & directions – Offer discounts & coupons – Exclusivity & VIP status – Hold contests & giveaways* – Acknowledge your audience Determine Appropriate Format • Newsletters – Frequency: Regular i.e. monthly / weekly – Lots of educational content (typically non-promotional) – Use bullets, summarize information, be concise • Promotions / Invitations / Surveys – Frequency: Depends on your business and sales cycle – Focus on promotion / limited content – Use content to invite click-through or other action • Announcements – Frequency: Event-driven – Press releases, holiday greetings, thank you cards… – Use content to build deeper relationships Keep Customers Coming Back • The value of a customer – You’ve already paid for them • It’s 6-7 times more expensive to gain a customer than to retain a customer 1 – They spend more • Repeat customers spend 67 percent more 2 – They are your referral engine • After 10 purchases, a customer has already referred up to 7 people 2 Sources: 1. Flowtown, 2010 2. Bain and Company Frequency and Delivery Time • How often to send – Create a master schedule – be consistent! – Include frequency in online sign-up “Monthly Newsletter” – Keep content concise and relevant to planned frequency – Invest time to repurpose content on social channels • When to send – When is your audience most likely to read it? • Day of week (Tuesday & Wednesday) • Time of day (10am to 3pm) – Test for timing • Divide your list into equal parts • Send at different times and compare results – Re-stimulate social conversations: repost, retweet Questions? Ask me about our weekly seminars Ask about a free trial of Constant Contact Stay in Touch Lorraine Ball. lorraine@roundpeg.biz | @lorraineball www.roundpeg.biz Facebook.com/roundpegindy