by Kevin Donlin
Here are 6 tips to improve your Web marketing efforts, based on my 1) Why buy from you? Use a unique selling proposition (USP) In his EXCELLENT book "The E-Myth Revisited," Michael Gerber writes that Fill in that blank with your USP. I was fortunate enough to do online marketing support for FedEx for two This is the most important strategic planning you can do for your small === 2) Follow-up works! a) Today, I got a new client 60 DAYS after she first called my Yellow Pages Takeaway: follow up by email at least 5-7 times with prospects, offering b) Another new client just paid for my services TWO YEARS after subscribing Takeaway: you must publish a newsletter and gather email addresses from === 3) Keep your Web site instructions simple. a) Number and letter your instructions (I'm doing now!) Tell them: "You can order in 3 easy steps," them limit yourself to 3 (or b) Tell them it's easy. Words like, "easy," "fast," "quick," and "simple" work wonders when c) Tell them what to expect. Your customers don't like surprises, especially when ordering. Tell them For the best example I know of how to walk customers through the ordering d) Less is more. Whenever possible, I REMOVE links from my Web sites, to give customers === 4) Referrals = found money. So, you should be doing everything possible to actively encourage your Here's a quick tip that will send lots of new business your way ... On your Web site's order form, offer a $10 discount to any customer who Customers in the middle of the buying process already have a favorable Does it work? It helped me triple the number of referrals to my resume writing business === 5) Use bonuses to sweeten the deal and make more sales. Here are 3 kinds: a) Informational reports. b) Give away what your competitors sell. c) Give away ANOTHER freebie after the sale.
Guaranteed Marketing system of cost-effective, results-producing methods.
Doing business without a USP is like doing business without pants -- you'll
be just as successful.
when they see or hear your business name, people should say: "Oh, you're
the guys who _____________."
years before starting my own business. I learned from the best about the
importance of standing apart from your competition with a USP.
business. If you take the time to devise an effective USP, you'll separate
yourself from 95% of the competition, who probably compete on price,
service, or selection.
You WILL maximize your online sales by following up with your existing
prospects and clients.
ad. I put here in GoldMine and she replied to the SEVENTH email sent to her.
new info each time, with a gentle reminder that you're still available to
serve them. Use a contact manager, such as GoldMine or Act 2000. Or, use a
free autoresponder like GetResponse (http://www.guaranteedmarketing.com/get)
to my ezine.
visitors to your Web site. This is like printing money. Use listbot.com or
another service to distribute your ezine.
A confused customer will just say NO to your Web site and your business.
Here are 4 methods that have worked for me online since 1995:
however many) steps ... and make those steps EASY.
explaining to customers how to use your site, place an order, etc.
when their credit card will be processed, the name of the company that will
appear on their bill (to avoid chargebacks), and the number to call with
questions.
process, see how it's done at amazon.com!
fewer, more targeted choices. Remember: a confused mind will say "No" to
your site, your products and you.
You already know that referrals are the best, most cost-effective way to
get customers who spend more and complain less, right? Right.
current customers to refer new ones.
gives you the e-mail addresses of 3 friends for you to contact with info
later.
impression of your business, so this is an ideal time to ask for referrals.
in 2000. It can work for you, too.
If you've written any articles or copy for your Web site, chances are you
can package as a free report to give to prospects or clients. Make sure you
give it a value ("A $29.95 value, yours FREE"), because it's human nature
to not appreciate anything without a price tag.
Find the lowest-price product or service that most of your competitors try
to sell ... and give it away instead. The increased business will make up
for it.
This will cut returns dramatically and cement good relations with your
clients. Marlon Sanders does it with his online marketing course. I give
away loads of follow-up advice by email to all my clients. If you use an
autoresponder, it can be done while you sleep.
=== 6) Build relationships with potential business partners online. You already know that you MUST publish an email newsletter, right? Right. But some sites still don't get this. They feel they don't have the time or Find high-traffic sites in your industry that don't offer a newsletter, and Who can say "No" to that? But, does it work? I'm negotiating right now to get one of my newsletters, "Employment About the Author
Kevin Donlin has been selling online since 1994 and
the writing ability. This is your opportunity.
say: "I noticed your site doesn't publish a newsletter. You're leaving
money on the table by not keeping in touch with your prospects and clients.
I can help. I publish a newsletter that doesn't compete with your site. If
you put a sign-up form on your site for my newsletter, you'll build
instant, profitable relationships with your users. And I'll give you a
permanent spot in my newsletter to run your ad in."
Dispatch," onto two Web sites with a combined viewership of 100,000 people
per month.
was Webmaster for FedEx.com from 1995 to 1997. Since 1999, he's shared his
marketing methods via the Guaranteed Marketing site and its companion
ebook, available for free download at http://www.guaranteedmarketing.com