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Copyright © 2010 Pleiades Publishing Services, Co 1 How To Use Marketing To Grow Your Business H. Sandra Chevalier-Batik.

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Presentation on theme: "Copyright © 2010 Pleiades Publishing Services, Co 1 How To Use Marketing To Grow Your Business H. Sandra Chevalier-Batik."— Presentation transcript:

1 Copyright © 2010 Pleiades Publishing Services, Co 1 How To Use Marketing To Grow Your Business H. Sandra Chevalier-Batik Research Analyst & Content Developer Pleiades WebCenter

2 WHY you should be collecting your visitors' information Studies have shown that it takes an average of FOUR TO SEVEN points of contact to make a sale and you won't make it to the second point of contact if you don't have a way to reach your visitors after they've left your site. Copyright © 2010 Pleiades Publishing Services, Co. - 2

3 WHY you should be collecting your visitors' information People pay close attention to their and more people are buying online every year marketing statistics from PostFut82% of online buyers have made at least one purchase in response to an promotion 67% of users open at least 60% of opt-in s they receive 32% have made an immediate online purchase in response to an ! 59% have gone on to redeem an coupon in an online OR off-line store Copyright © 2010 Pleiades Publishing Services, Co. - 3

4 WHY you should be collecting your visitors' information By collecting visitors first name, last name, and address, you can stay firmly on their radar and expose them to your products time and time again all at nearly no cost to you! An opt-in list is the very foundation of your online business. Copyright © 2010 Pleiades Publishing Services, Co. - 4

5 WHO you should be considering when you build your opt-in strategy Just as the best businesses are created in response to the needs of a specific niche market, so are the best opt-in offers Unless you can specifically say who you're aiming your strategy at, you're going to have a hard time running any kind of an opt-in campaign OR for that matter your business Copyright © 2010 Pleiades Publishing Services, Co. - 5

6 WHO you should be considering when you build your opt-in strategy Stats are your friend… You can find out a lot about your site visitors' preferences and habits by looking at the server logs that your web host supplies Or if you have a WordPress site install the StatPress Reloaded plugin Copyright © 2010 Pleiades Publishing Services, Co. - 6

7 WHO you should be considering when you build your opt-in strategy What's the most popular page on your web site? What pages do visitors stay on for the longest time? Build your opt-in offer around what's on those pages Copyright © 2010 Pleiades Publishing Services, Co. - 7

8 WHO you should be considering when you build your opt-in strategy Also consider the questions or comments you get from customers after a sale What do they want to know? What do they like or dislike? The more hard information you have on your target audience, the easier it will be to come up with an opt-in offer that answers their specific needs. Copyright © 2010 Pleiades Publishing Services, Co. - 8

9 WHAT to offer your visitors to get them excited about "opting-in There are numerous incentives you can use to encourage people to give you their personal information but not every offer will suit every web site or business Figuring out what our visitors value and building the relationship from visitor to customer, is the difference between a successful opt-in campaign and not so much Copyright © 2010 Pleiades Publishing Services, Co. - 9

10 WHAT to offer your visitors to get them excited about "opting-in" Because people already get so much these days, you need to provide them with a really compelling incentive to opt in to your list According to an Ipsos-Reid poll, 71% of all Internet users have unsubscribed from at least one list because the information delivered wasn't sufficiently interesting or relevant. Copyright © 2010 Pleiades Publishing Services, Co

11 WHAT to offer your visitors to get them excited about "opting-in" Most people think of newsletters right off the bat when they are first developing an opt-in incentive for their web site Starting your own online newsletter is one of the most effective methods of building your opt-in list It's an incredibly powerful way to position yourself as an industry expert with your customers and subscribers, and it reminds them regularly of your presence Copyright © 2010 Pleiades Publishing Services, Co

12 WHAT to offer your visitors to get them excited about "opting-in" Before you start a newsletter Think about how much interesting and relevant information you can deliver to your specific audience How much time you have available to put it together so it can be delivered on a regular schedule If you're going to be hard pressed to come up with interesting, relevant information offering a free newsletter isn't the best way to collect addresses Copyright © 2010 Pleiades Publishing Services, Co

13 WHAT to offer your visitors to get them excited about "opting-in" If a newsletter isn't a good fit for your business, don't worry there are other ways to collect addresses, and they require less time and effort. 1. Offer a free course If you have a lot of know-how in your area of expertise, you can turn your "expert" status into a free multi-part course on a subject your readers are interested in learning Ask yourself what kind of information your readers want from you what do you have to teach them? What have they come to your site to learn, or what kind of information were they seeking? Copyright © 2010 Pleiades Publishing Services, Co

14 WHAT to offer your visitors to get them excited about "opting-in" 1. Offer a free course By using delayed autoresponders, you can set up the different lessons in your course to be ed to subscribers at specified intervals, all without any effort on your part. Your delayed autoresponder program could be set up to send a new lesson to subscribers every seven days meaning that subscribers would automatically be exposed to your company and your offer four times over the course of a month. And the best part is, you are contacting them with information that they have specifically requested. Great example: Jack Canfields 21 days of Success Principles Copyright © 2010 Pleiades Publishing Services, Co

15 WHAT to offer your visitors to get them excited about "opting-in" Offer a free course Don't forget that your course can contain text, audio, graphics even video whatever suits the material you're delivering Just send your subscribers a link to the web page where your course can be found Unlike , your web site doesn't put any restrictions on how much rich media you can feature GREAT EXAMPLE: Joe Vitale Copyright © 2010 Pleiades Publishing Services, Co

16 WHAT to offer your visitors to get them excited about "opting-in" 2. Offer a free eBook A free eBook can be a great incentive, depending on the kinds of products or services you offer If you offer a free eBook, you'll have to take the time to actually write it Your eBook doesn't need to be hundreds of pages long to be useful An information-packed eBook can be as short as 8 to 10 pages, and still provide value for your opt-in subscribers. Copyright © 2010 Pleiades Publishing Services, Co

17 WHAT to offer your visitors to get them excited about "opting-in" 2. Offer a free eBook Not only does a free eBook help build your list, it also helps familiarize your visitors with you and your products or services Make your eBook viral "Viral marketing" is a strategy in which you encourage your customers to pass on a marketing campaign or message to others Copyright © 2010 Pleiades Publishing Services, Co

18 WHAT to offer your visitors to get them excited about "opting-in" 2. Offer a free eBook With viral eBooks, word about your business spreads quickly to highly targeted potential customers You can even create a new opt-in offer for people who've received the eBook from friends Put a link in the eBook to a special landing page that features the offer and collect a "second generation" of opt-ins Copyright © 2010 Pleiades Publishing Services, Co

19 WHAT to offer your visitors to get them excited about "opting-in" 3. Offer downloadable articles If your site contains a lot of useful, original, content-rich articles, one of the best ways to collect addresses is to require that visitors to your site opt in to your list if they want to download those articles. As long as you offer useful information, and the downloadable articles contain something that people can't get for free somewhere else on your site, you can expect site visitor to sign- up to get relevant information that they need. Copyright © 2010 Pleiades Publishing Services, Co

20 WHAT to offer your visitors to get them excited about "opting-in" 4. Offer other "downloadables Articles aren't the only items you can offer for download on your web site why not offer eCards screen savers desktop wallpapers that your visitors can enjoy in exchange for their opt-in information? Copyright © 2010 Pleiades Publishing Services, Co

21 WHAT to offer your visitors to get them excited about "opting-in" 4. Offer other "downloadables If you sell books about dog training Offer eCards or printable cards with photos of adorable puppies If you rent resort condos, you could easily create a screen saver with pictures of some of your most beautiful destinations With themed screen savers and wallpapers, you could be on your visitors' computer screen EVERY DAY whether they were online or offline Copyright © 2010 Pleiades Publishing Services, Co

22 WHAT to offer your visitors to get them excited about "opting-in" 5. Offer a contest, puzzle, or game Running a contest on your web site works on the same principle as dropping your business card in a jar at the local cafe in hopes of winning a free lunch for your office The cafe collects information about its customers, and the customers get the chance to win a valuable prize. Both parties benefit, and it doesn't really cost the cafe anything more than a few burgers for the winner What prize could you offer your visitors that complements your business and would appeal to your visitors Copyright © 2010 Pleiades Publishing Services, Co

23 WHAT to offer your visitors to get them excited about "opting-in" 5. Offer a contest, puzzle, or game Depending on the kind of business you run, there are a ton of different options for this type of opt-in incentive. Some examples include: A contest to win an item (or a coupon for a percentage off an item) related to your product. Say you sell party favors hats, toys, and streamers. You could hold a contest to win a free birthday cake from a bakery in your area or a percentage-off coupon for a party rentals place Copyright © 2010 Pleiades Publishing Services, Co

24 WHAT to offer your visitors to get them excited about "opting-in" 5. Offer a contest, puzzle, or game A contest to win one of your products. But remember don't offer to give away the primary product you sell. People will enter the contest hoping to win and leave your site without considering an actual purchase A weekly puzzle or quiz a crossword with words that relate to your business, or a "multiple choice"-type quiz, an animated jigsaw puzzle, or a game of "Hangman"! You can set it up as a contest and draw a name from the winning entries to award a prize or require that people give you their opt-in information to get the answer Copyright © 2010 Pleiades Publishing Services, Co

25 WHAT to offer your visitors to get them excited about "opting-in" 6. Offer a survey Surveys are a great way to generate opt-ins, and they also provide a valuable service to the people who take part in them For example, if you had something to sell that was of interest to gardeners, you could mention your survey in relevant newsgroups, forums, or related newsletters, and give a link to the survey page on your web site Copyright © 2010 Pleiades Publishing Services, Co

26 WHAT to offer your visitors to get them excited about "opting-in" 6. Offer a survey Your survey could delve into what types of products gardeners are using in different kinds of gardens, or what kinds of gardening challenges they face in their particular region Let participants know that you will send them the results if they give you their name and address Because participants have to come to your web site to fill out the survey, you should be able to take advantage of all that new traffic and generate a significant number of new opt-ins. Copyright © 2010 Pleiades Publishing Services, Co

27 WHAT to offer your visitors to get them excited about "opting-in" 6. Offer a survey You might even incorporate a survey question such as "Would you like to receive a complimentary copy of our monthly newsletter (or eBook, or course) with tons of gardening tips and tricks?" If they answer "Yes" to that question, you can add their name to your opt-in list Copyright © 2010 Pleiades Publishing Services, Co

28 WHAT to offer your visitors to get them excited about "opting-in" 7. Offer members-only forum/discussion board Members-only forums and discussion boards can be a major draw for people in niche markets. Because their areas of interest are often unique and specific, they sometimes have a hard time getting the information they want, or finding other people who are interested in the same things. You can step in and provide a community for like-minded people to meet and discuss their hobbies or their concerns or pretty much anything to do with your market. Copyright © 2010 Pleiades Publishing Services, Co

29 WHAT to offer your visitors to get them excited about "opting-in" 7. Offer members-only forum/discussion board If you can provide a forum that appeals to your market, people will RUSH to give you their opt-in information to be a part of it. This will also give you a great opportunity to learn more about your customers and what kinds of products or services you can develop to further meet their needs AND grow your business Copyright © 2010 Pleiades Publishing Services, Co

30 WHAT to offer your visitors to get them excited about "opting-in" 7. Offer members-only forum/discussion board You'll need to participate by establishing some community rules and moderating the forum Occasionally you will need to start or contribute to some topics of discussion However your subscribers will do most of the work by creating valuable content Copyright © 2010 Pleiades Publishing Services, Co

31 WHAT to offer your visitors to get them excited about "opting-in" 8. Offer members-only specials One of the easiest ways to encourage visitors to opt in with their personal information is to offer them a chance to save money It can be as simple as the following text: "Do you want to receive our special MEMBERS-ONLY offers? Every month we bring exclusive deals to our subscribers that you can't get anywhere else! To start saving now, just sign up below." Copyright © 2010 Pleiades Publishing Services, Co

32 WHAT to offer your visitors to get them excited about "opting-in" 8. Offer members-only specials This is a great way to drive opt-ins AND sales, and to make your potential customers feel appreciated before they even buy your products There are many different opt-in incentives available you just need to apply a little creativity to choose the one that's right for you and your target market. Copyright © 2010 Pleiades Publishing Services, Co

33 HOW to promote your opt-in offer Even the BEST opt-in offer can be ignored if you don't know how to present it to your visitors Build a compelling opt-in offer that no visitor to your site will ignore aren't tough to write, but they do require a little bit of thought and time on your part Experienced Content Developers have three hard-and- fast rules they follow when writing an opt-in offer: Copyright © 2010 Pleiades Publishing Services, Co

34 HOW to promote your opt-in offer Rule #1: Emphasize benefits, NOT features To persuade visitors to sign up for your offer, you NEED to answer their biggest question: "What's in it for me?" Always emphasizing the benefits of your product or service, as opposed to the features Copyright © 2010 Pleiades Publishing Services, Co

35 HOW to promote your opt-in offer Rule #1: Emphasize benefits, NOT features Here's an example: Suppose you are offering an eBook on your Business Services site If you were to write... "Download our FREE eBook, written by a real CPA."...you'd be advertising a feature You are telling your visitors a fact about your eBook. Copyright © 2010 Pleiades Publishing Services, Co

36 HOW to promote your opt-in offer Rule #1: Emphasize benefits, NOT features Here's how it reads if we emphasize benefits instead of features: Don't pay a penny extra on your taxes! Discover 10 simple things that you can do to save hundreds even thousands! of dollars on your return this year! Just enter your name and address below to get your FREE eBook! You've hooked your visitors by letting them know how THEY will benefit by signing up for your offer by avoiding costly taxes in the future. Copyright © 2010 Pleiades Publishing Services, Co

37 HOW to promote your opt-in offer Rule #2: Include a call to action If you want people to take action on your site (such as sign up for your eBook), you need to have a call to action that tells them exactly what you want them to do For example, if you want your visitors to opt in to your list You should include a link that says something like, "Subscribe here to receive dozens of FREE PowerPoint templates every month!" Copyright © 2010 Pleiades Publishing Services, Co

38 HOW to promote your opt-in offer Rule #2: Include a call to action You might think it's obvious that you want people to opt in to your list especially if you've written a great sales pitch that explains how your opt-in offer solves their problem… But no matter how convincing your copy is…If you don't provide your potential customers with a very specific call to action, you're just leaving them hanging. Copyright © 2010 Pleiades Publishing Services, Co

39 HOW to promote your opt-in offer Rule #3: Include a link to your privacy policy A lot of people still feel a bit reluctant to hand over their personal information to someone they've never met before The best way to ease their fears is to include a link to your privacy policy whenever you ask for personal information Copyright © 2010 Pleiades Publishing Services, Co

40 HOW to promote your opt-in offer Rule #3: Include a link to your privacy policy Having link to your privacy policy on every page of your site lets people know that you are committed to protecting their privacy, and makes them feel safe leaving their address with you Your privacy policy should state explicitly: What information you collect from your visitors How you intend to use it. Copyright © 2010 Pleiades Publishing Services, Co

41 WHERE to put the opt-in on your web site Now that you've learned about HOW to craft a winning opt-in offer, lets look at WHERE on your site it should go to get you the maximum amount of opt-ins A MarketingSherpa study showed that only 52% of eCommerce sites have a prominent call to register on their main home page Copyright © 2010 Pleiades Publishing Services, Co

42 WHERE to put the opt-in on your web site If your homepage contains a long sales letter, you'll want to put the opt-in form somewhere around the second "page" of text By this point, you'll have grabbed your visitors' attention and shown them that your site offers some valuable information. They'll be more inclined to give you their address once you've established your credibility. Copyright © 2010 Pleiades Publishing Services, Co

43 WHERE to put the opt-in on your web site If your homepage DOESN'T have a long sales-letter you'll want to place your opt-in form prominently within the "first fold the portion of your web site that is visible to a visitor without scrolling Place the opt-in box in the same place on every single page of your site The more chances you give your visitors to opt in, the higher your conversion rate is going to be Copyright © 2010 Pleiades Publishing Services, Co

44 WHERE to put the opt-in on your web site You can create an opt-in offer that is specifically targeted to a particular page on your site For example: If your web site is a catalog site selling home aquarium products, and you have a special page dedicated to different kinds of fish food, you can include an opt-in offer on that page for a free report "The Top 5 Mistakes People Make When They Feed Their Fish." Copyright © 2010 Pleiades Publishing Services, Co

45 WHERE to put the opt-in on your web site And on your page dedicated to exotic breeds of fish, you could offer a free eBook "Tips and Tricks for Caring For Exotic Fish That way, you could establish yourself as a fish expert with your potential customers… and at the same time as you capture their information for your marketing purposes Copyright © 2010 Pleiades Publishing Services, Co

46 Opt-in Strategy Final Thoughts Building a successful opt-in list is one of the most important things you can do for your online business There's no reason you shouldn't be able to get at least 10% of your site visitors converted to subscribers If you are getting less than 5% of your traffic opting in to your offer, you know you need to tweak your strategy. Copyright © 2010 Pleiades Publishing Services, Co

47 Five Marketing Myths Originally marketing was seen as the ultimate tool -- inexpensive, instantaneous, and 100% measurable Common wisdom says that thanks to spammers, marketing click-through rates are a fraction of what they used to be Yet some legitimate marketers manage to earn six-figure incomes (and higher) relying almost exclusively on as their marketing medium? Copyright © 2010 Pleiades Publishing Services, Co

48 Marketing Myth #1: Marketing Is No Longer Effective Has the volume of received daily ruined the effectiveness of marketing The idea that marketing is no longer effective really stems from people failing to make the distinction between spam and legitimate, permission-based marketing Permission-based marketing continues to be a tremendously powerful, easily traceable, and instantly measurable way to market your product or service A recent DoubleClick study reports that 69% of American users have made purchases online after receiving permission- based marketing. Copyright © 2010 Pleiades Publishing Services, Co

49 Marketing Myth #2: Promotions Will Damage My Credibility If you launch a poorly designed campaign, of course you will damage your credibility The same goes for a direct mail campaign filled with spelling mistakes or an offensive newspaper advertisement However, if you spend some time creating a well- formatted promotional that is of real value to your customers and subscribers, you will actually enhance your credibility Copyright © 2010 Pleiades Publishing Services, Co

50 Marketing Myth #2: Promotions Will Damage My Credibility Here are three easy steps to ensure that your customers and subscribers receive professional, quality messages from you every time Make sure that your offer is directly relevant to your subscribers' interests. If they opted-in to learn more about gardening, don't send them offers for candles Copyright © 2010 Pleiades Publishing Services, Co

51 Marketing Myth #2: Promotions Will Damage My Credibility Be sure to proofread everything you send out at least a couple of times. And get someone else to proofread it for you as well Sign up for a free address at each of the most popular services, like Hotmail and Yahoo!, and test your promotions to those addresses before you send out your mailing This will help you catch any formatting glitches that might show up in those services Copyright © 2010 Pleiades Publishing Services, Co

52 Marketing Myth #3: My Customers Will Think I'm Spamming Them Spam is basically unwanted that has been sent by a company with which the recipient has had no prior contact. Spammers usually get their lists of addresses through a wide range of other unethical sources. Permission-based is quite the opposite. Marketers who practice this type of marketing have previously been in contact with the individuals on their opt-in lists. Copyright © 2010 Pleiades Publishing Services, Co

53 Marketing Myth #3: My Customers Will Think I'm Spamming Them The people who make up their lists include current and former customers, as well as those people who have left their addresses with the company for the purpose of receiving from them -- be it a free eBook, a newsletter, or promotional messages. And studies indicate that users are well aware of the difference between the two. According to IMT Strategies, more than 80% of people feel negatively towards spam, whereas 78% of the people surveyed in a recent DoubleClick report said that they wanted to receive from their favorite online merchants. Copyright © 2010 Pleiades Publishing Services, Co

54 Marketing Myth #4: People Will Unsubscribe From My List If They Receive Promotional s What is the point of collecting opt-in addresses if you aren't going to use them? People who leave their addresses with you fully expect to receive from you. Why else would they have given you their contact information? According to a joint study recently released by The Direct Marketing Association and the Association of Interactive Marketing, 63% of companies surveyed reported that marketing was their most effective customer-retention tool. A "customer-retention tool" simply refers to a method of preventing your customers from buying products or services from your competition rather than you. Copyright © 2010 Pleiades Publishing Services, Co

55 Marketing Myth #5: Campaigns Are Difficult To Design And Deliver Once you've learned the basics, the process is a breeze. And there are new tools being created all the time that make the process even easier Like everything else in your business it takes practice Copyright © 2010 Pleiades Publishing Services, Co

56 Final Thoughts: Armed with some basic information and a few simple tools, any business can make a profitable component of their marketing programs. The truth about marketing is that it remains an incredibly powerful and cost-effective way to sell goods and services, despite what the people behind the myths would have us believe. Copyright © 2010 Pleiades Publishing Services, Co

57 Final Thoughts: The key to making advertising work for your business lies in understanding how it can help you build and maintain relationships with your customers (and customers-to-be). The responsible use of permission-based will allow you to tap into the profit-generating potential of your opt- in list more efficiently -- and cost-effectively -- than any other marketing tool. Copyright © 2010 Pleiades Publishing Services, Co

58 Final Thoughts: Armed with some basic information and a few simple tools, any business can make a profitable component of their marketing programs. The truth about marketing is that it remains an incredibly powerful and cost-effective way to sell goods and services, despite what the people behind the myths would have us believe. Copyright © 2010 Pleiades Publishing Services, Co

59 Final Thoughts: The key to making advertising work for your business lies in understanding how it can help you build and maintain relationships with your customers (and customers-to-be). The responsible use of permission-based will allow you to tap into the profit-generating potential of your opt- in list more efficiently and cost-effectively than any other marketing tool. Copyright © 2010 Pleiades Publishing Services, Co


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