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Five
Tips for Internet Marketing Success
Copyright 2007 by Scott Buresh
Do you view your website as an expense or as an
investment?
Surprisingly, many companies seem to view their website
as a necessary cost of doing business, not an
opportunity to attract an audience and gain new
customers. The following five tips can help transform a
non-performing website into an effective sales and
marketing tool.
1. Make sure potential customers can find you on the
search engines.
Most businesses don't take advantage of search engine
optimization, but few things on the Internet can be as
beneficial. A recent Forrester Research report showed
that 80% of web surfers
discover the new sites that they visit through search
engines. According to iProspect, 85% of web users use
search engines to find solutions and vendors. A properly
executed search engine
optimization campaign can drive numerous, highly
targeted visitors to your site, typically at a fraction
of the cost of traditional advertising. Without high
search engine rankings, you will only get visitors that
find your web address through word of mouth, regular
advertising, or other limited means.
2. Use content to get repeat visitors to your
site, not flashiness.
Rich media, such as flashy graphics and audio,
may impress your visitors the first time they
see your site, but they are unlikely to come
back for it (or recommend your site to others
because of it).
If repeat visitors (meaning potential customers)
are your goal, you are much more likely to get
them to return if your site offers content that
they find valuable (and with any luck,
indispensable).
This helps to establish your company as an
expert in your field while building a level of
trust with your visitors.
3. Develop regular e-newsletters and
announcements to inform and keep up to date with
current and potential customers (but only those
who ask for them).
A properly executed newsletter campaign can help
your business retain existing customers and
attract new ones. Routinely sending out
informational content that your newsletter
subscribers find valuable is another excellent
way to build a level of trust with them while
continually establishing yourself as an expert
in your product or service area. Over time, your
recipients will be increasingly likely to
recommend your products or services to others. A
newsletter can also be used
to announce special promotions and sales. A
recent Doubleclick survey of more than 1,000
Internet users found that more than 82 percent
of them had made a purchase online during the
past year
as a result of some sort of advertisement they
received through email. The study revealed,
however, that people were much more receptive to
email from companies with whom they already had
a relationship.
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4. Make sure your existing marketing materials promote
your online presence.
Make sure that all of your print advertising; business
cards, letterhead, etc. display your web address. In
addition, you should mention your website address on your
phone message,
in the signature of the emails of everyone in your company,
and in any radio or television advertising.
This simple step can drive a good deal of highly qualified
prospects to your site for relatively little cost, but many
companies are still using the same marketing materials that
they used before
they had a website (and missing out on a great opportunity
to build traffic).
5. Make sure your website content is focused on your
customer's needs and interests, not your company.
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A common mistake that companies make on the Internet is
focusing their Internet marketing text too much upon
themselves. Visitors are more interested in learning about
how your
products or services can benefit them than about hearing
about how wonderful you are or learning about the history of
your company. Unlike other media, on the Internet you have
very little time to communicate your company's unique
selling proposition (USP). The most effective websites
are those that quickly answer the question "Why do I need
this product/service?" Here's a quick test- does your
Internet marketing copy use words like "we", "us", and "our"
more often than words
like "you" and "your"? If so, your copy may be too
self-centric. A change in focus would likely help you to
better connect with your visitors.
ABOUT THE AUTHOR:
Scott Buresh is co-founder
and principal of Medium Blue
Internet Marketing. For more helpful tips and a
free site analysis,
please visit
http://www.mediumblue.com
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