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Online Marketing Mistakes
Four Critical Online Marketing Mistakes To Avoid
Here are the critical mistakes in Online marketing which you
can use as examples of what not to do in your Online marketing
I have also included easy steps to get your Online marketing
plan back on the track to success.
MISTAKE #1 - An Ineffective Website
Your Website is a marketing tool which should have a purpose
in the process of selling your product or service. 99% percent of the Websites currently on the Internet do not
have an effective sales function. Most sites are full of dazzling
graphics or "eye candy" which try to wow you with the
way they look, instead of offering you the information you need
to make an informed decision.
Your site should be designed to either make a sale now or in
the future by moving the browser towards making a purchasing decision.
Here are five simple ways to make your site more effective:
A Professional "Look & Feel" - Based on a recent
University survey addressing specific credibility issues of Websites,
46.1% said the Design Look ("Look & Feel") was
the most important. This means that your Website should look
as professional as possible and convey that you are a viable
and trustworthy company. This alone will increase your Website
Include a powerful headline to catch the browser's eye.
Use copy that explains the benefits of your product or service
from the browser's point of view.
Build credibility with testimonials.
- Include a "Call To Action."
Example Of A Call To Action:
Either buy your product or request more information about the
product... respond... do something.
MISTAKE #2 - Ineffective / Inefficient Advertising
The typical consumer is exposed an average of nearly 3,000
marketing messages per day! Americans are so bombarded
by advertising that they have learned, by necessity, to tune a
majority of it out. This means that advertising just does not
work like it did in the past.
The situation on the Internet is no different. There is an enormous
amount of e-mail, banners and Websites all competing for the browser's
attention. Most company's advertising dollars end up being wasted.
So how does one advertise profitably on the Internet?
Develop mutually beneficial relationships where
you simultaneously teach your potential customers about your company
while learning their needs.
How do you do this?
E-Mail is a marketer's dream come true. It's the Internet's "killer
app." E-mail is nearly free, it's fast and it can
be sent multiple times for no increase in cost. E-mail enables
you to keep in touch with potential customers, educate them and
build relationships with them.
The most successful way to use e-mail in your marketing plan
is with a method coined “Permission Marketing”
by Seth Godin. With permission marketing, you build a
list of people to whom you send your e-mail messages. To accomplish
this, you simply *ask permission* to send people more information
about your product. You educate them, and give them incentives
and reasons to buy your product as well as “spreading the
word” to their friends and family about your product. Your
e-mail list can be used in a variety of ways including a newsletter,
a discussion list for exchanging information on a certain topic,
and the classic direct sales list, which you use to make sales
NOTE: Be sure not to abuse the power
that e-mail gives you in your marketing campaign. You should only
send e-mail messages to people who have specifically requested
or "opted-in" to be on your mailing list or newsletter.
The primary methods of advertising on the Internet are the banner,
the button, and e-mail ads. These methods invite the browser
to "click" on a banner or link that pulls up
a site. The percentage of browsers who actually "click"
is usually very low. If a browser does "click", statistics
show that sometimes over ninety percent (90%) "turn around"
after viewing just one page of the site.
To make your advertising campaign more profitable and effective,
you can use the following techniques:
Internet advertising is a buyer's market. For example: It
is likely that you will not have to pay the full price quoted
for advertising on Websites and online e-zines. In many instances,
the price of the advertising can be negotiated.
As previously discussed, it is ineffective to send a browser
to your site via a banner. A more effective method is to offer
the browser something in return for visiting your site. A
good example of this would be to offer a free sample. In order
to receive the sample, the browser will have to submit name
and e-mail address. This list will enable you to educate the
browser about your product or service, converting the browser
to a customer.
You may be saying: "What if they don't
want to join our promotion or newsletter?" Well, if
they're not willing to sign up for your promotion, then they're
probably only looking for a free handout and are not really interested
in what you have to offer in the first place. People who are not
interested in what you have to offer are people that you will
not want on your list anyway.
Example: Let's say you're in the consulting
business and you want to gain more clients. Offer a free class
or consultation in an advertisement, but in order to receive this
"freebie" they have to sign up for your newsletter.
These two simple techniques of first negotiating a lower advertising
rate, and then, educating a prospective buyer with e-mail will
greatly increase the effectiveness of your advertising campaign.
MISTAKE #3 - Incorrect Promotions / Publicity
The Internet is the greatest communications tool ever invented.
It offers you an inexpensive, fast medium for transferring a large
amount of information. The Internet's technology can deliver text,
sound, pictures, video, financial transactions and software.
A big mistake many companies make is not promoting properly.
You have to network, promote and use publicity on the Internet,
but you must be careful and respect its culture and intolerance
toward blatant ads. This is where most people get into trouble
on the Internet.
How Do You Promote Successfully?
The best way to do this is to change from an advertising frame
of mind to a publicity frame of mind:
Instead of mass promotions, profile the exact types of people
you wish to reach, find the sites they visit, and partner
with those site owners to endorse your product. For more information
read the Business 2.0 article titled: "Web
Ads That Work... Really. Smart companies plot their own strategy
and get business--not just traffic."
Instead of pitching a new product to the media, pitch a
newsworthy story idea, or event.
Instead of purchasing banner advertising at the influential
Websites that serve your target market, use an affiliate program
offer these Websites a healthy percentage of profits for the
extra sales they generate by endorsing your product.
MISTAKE #4 - No Follow-Up
Having repeat customers is crucial to the success of any business.
However, with online marketing, this obvious fact is almost always
overlooked. With so much talk about "getting hits" or
"generating traffic" to a Website, very little attention
has been focused on bringing customers back for repeat visits
or purchases. This is a big mistake.
There are many easy ways to bring people back and increase the
number of purchases as well as increase your company's profits.
This is called "the back end." The "back end"
is usually the most profitable asset that a company has since
the expense of gaining a customer or new visitor, "the front
end", has already been spent.
Following up is the key to getting those repeat visits and sales.
Here are a few follow-up techniques…
- Use a mailing list and follow up.
- Use a Newsletter to educate your list of clients and prospects.
- Have special promotions listed on your site and announced
in your newsletter.
These are just a few of the many techniques you can use for building
an effective back end sales system.
If you keep these four (4) critical mistakes to avoid in mind
as you market on the Internet you will be on the right track to
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