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BULL! “If you build it, they will come.” Whoever told you that if you build a website you’ll have constant traffic flow and generate leads 24/7, lied.

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Presentation on theme: "BULL! “If you build it, they will come.” Whoever told you that if you build a website you’ll have constant traffic flow and generate leads 24/7, lied."— Presentation transcript:

1 BULL! “If you build it, they will come.” Whoever told you that if you build a website you’ll have constant traffic flow and generate leads 24/7, lied. Whoever told you that if you build a website you’ll have constant traffic flow and generate leads 24/7, lied.

2 Who is actively engaged in marketing? Who uses the internet for business development? In this room… Who has a high degree of success?

3 For successful Internet results Embrace one of two purposes for being there; Connect with qualified purchasers. Draw them in to your message. Convert qualified visitors into qualified leads. Embrace one of two purposes for being there; Connect with qualified purchasers. Draw them in to your message. Convert qualified visitors into qualified leads. Sales development or Lead generation Make a phone call Generate an Fill out a form Place an order Make a phone call Generate an Fill out a form Place an order

4 Qualified purchasers are people. We are not machines and can’t be programmed. Each individual has a unique personal experience. We do not purchase the services you sell. We purchase the result. The result is the benefit. Your content needs to address my benefits. Qualified purchasers are people. We are not machines and can’t be programmed. Each individual has a unique personal experience. We do not purchase the services you sell. We purchase the result. The result is the benefit. Your content needs to address my benefits. The Internet is interpersonal

5 That is its beauty. It is a fluid, constantly changing environment. Mismanaging your site leads to: That is its beauty. It is a fluid, constantly changing environment. Mismanaging your site leads to: The Internet is alive! Deteriorating traffic Poor sales Insufficient lead generation Zero growth A belief that the Internet is a “Necessary evil”. Deteriorating traffic Poor sales Insufficient lead generation Zero growth A belief that the Internet is a “Necessary evil”.

6 A Case Study USHC ® is a 40 year old direct marketer of 75+ health & nutritional products in a highly competitive national market. Problem: Internet sales show no growth and marketshare is consistently slipping to growing competition. Problem: Internet sales show no growth and marketshare is consistently slipping to growing competition.

7 Start out stats – 8/03 Visitors5703,980 15,900 Page views 42,850 Page views/visitor 2.69 Sales $8, Total customer universe 8,200 Visitors5703,980 15,900 Page views 42,850 Page views/visitor 2.69 Sales $8, Total customer universe 8,200 DailyWeekly Monthly

8 New business stats – 10/04 Visitors 3,46024,24096,950 Page views186,040 Sales $38, Total customer universe 14,530 Visitors 3,46024,24096,950 Page views186,040 Sales $38, Total customer universe 14,530 DailyWeekly Monthly 14 Month Growth +609% +434% +476% +76% +609% +434% +476% +76%

9 Big secret #1 Routine review and page update – –Update product information and service benefits – –Tweak content aimed at specific customer issues – –Match your services to customer benefits – –Develop an opt-in newsletter or other communication – –Create a more pleasant visitor/customer experience Routine review and page update – –Update product information and service benefits – –Tweak content aimed at specific customer issues – –Match your services to customer benefits – –Develop an opt-in newsletter or other communication – –Create a more pleasant visitor/customer experience How’d we do it?

10 Big secret #2 Create valuable reasons to visit your site. Offer updated information Free newsletter subscription Valuable industry “buzz” Additional services Create valuable reasons to visit your site. Offer updated information Free newsletter subscription Valuable industry “buzz” Additional services How’d we do it?

11 Big secret #3 Promotion develops new business leads – –Use your “house” list for promotion – –These are your current & previous contacts – –Utilize & snail mail – –Incorporate offline advertising options – –Snail mail to a prospect list – –Incorporate pay-for-performance advertising Promotion develops new business leads – –Use your “house” list for promotion – –These are your current & previous contacts – –Utilize & snail mail – –Incorporate offline advertising options – –Snail mail to a prospect list – –Incorporate pay-for-performance advertising Do not use and “pop ups” to prospect! How’d we do it?

12 Big secret #4 If “Free” worked, everything would be! Postage is not free Printing is not free Advertising space is not free Your CNNNJ membership is not free Internet promotion is not free If “Free” worked, everything would be! Postage is not free Printing is not free Advertising space is not free Your CNNNJ membership is not free Internet promotion is not free How’d we do it?

13 Big secret #5 Pay-for-performance works! Uses your prospect’s words & phrases Control ad quality - Better ads get better results Improves your natural ranking, too! Pay-for-performance works! Uses your prospect’s words & phrases Control ad quality - Better ads get better results Improves your natural ranking, too! Remember these numbers? +609% +434% +476% +76% +609% +434% +476% +76% Visitors Page views Sales Total customer universe Visitors Page views Sales Total customer universe How’d we do it?

14 Meet my new business partners! National Internet search revolves around these three advertising affiliates. National Internet search revolves around these three advertising affiliates.


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