Forget Conventional Marketing - Embrace the Web!

Written by Lee Traupel


Continued from page 1

2) Your marketing objectives have to be supported by your sales team -repparttar sales team has to be incentivized to respond to inbound e-mails and requests for information via a contact form in a timely manner, within 24 hours or sooner. If you have a geographically dispersed sales team then make this clear onrepparttar 121209 web site by providing specific contact points for states, regions and countries.

3) Make sure you IT person/department attends your marketing planning meetings with your sales team - your web site will need some type of a lead capture setup that redistributes leads based on function and/or geographical responsibility. Your IT staff has to create a database solution that captures, stores and distributes leads - this does not need to be done in-house, products like Act (the market leader in contact management software) are now web-enabled, you can capture leads via a web server and share leads with others via a browser and very inexpensively.

4) We don't advocate popup advertising for most of our client's advertising campaigns. But, we have "crossed over torepparttar 121210 other side" and we do (highly) recommend using popups on our clients' web sites to present opportunities that in turn capture leads. Studies have shown effective popup lead captures increase lead generation by 40-85% depending onrepparttar 121211 market segment. Popups can be set so they only launch on a frequency basis per session (visit to a web site) or a number of times for a specific visitor - they don't have to setup so they are intrusive and annoying.

5) Last but not least (drum roll) - makerepparttar 121212 customer's usability experiencerepparttar 121213 most important aspect of your web site. Create a user interface ("experience") that is pleasant for your visitors; i.e. use standard universal (top of page and local page left) menus, utilize 2-3 sentence paragraphs with lots of white space, don't overload your pages with graphics that slow down load times and make sure your contact points (phone, e-mail) are readily available from every page.

So, to summarize; advertising is shifting from traditional to web-based or interactive if you will - so, to get on board this tsunami build a web site that communicates with your prospects/customers, provide contact points via telephone and e-mail viarepparttar 121214 site, involve your IT and Sales staff withrepparttar 121215 lead capture process so they are all stakeholders and utilize popups to accelerate your lead capturing.

Lee Traupel has 20 plus years of marketing experience - he is the founder of Intelective Communications, Inc. http://www.intelective.com, a marketing services company which provides strategic and tactical marketing services exclusively to small to medium sized companies. Lee@intelective.com Reprinted with permission from Intelective Communications - this article may be reprinted freely, provided this attribution box remains intact. (c) 2001-2002 by Intelective Communications, Inc.


New Realities for E-Mail Marketing

Written by Lee Traupel


Continued from page 1

2) Utilize plain vanilla text link advertising - find web sites or portals that have traffic that is comprised of customers who are in your market segment. Then, add a text link (banner ad or graphic button if you will) to a page or pages and negotiate a media buy that is based upon a "cost per click" basis; i.e. paying only for traffic that clicks through to your web site.

3) Creating and deploying a "link strategy" campaign (i.e. getting a site listed via other web sites) is one ofrepparttar best self-sustaining interactive marketing processes available to any company seeking to drive qualified traffic to a web site. This process is not based uponrepparttar 121208 more traditional "reciprocal links" procedure but incorporates some web-based competitive analysis. You start by analyzingrepparttar 121209 links that are pointing back to your top 3-5 competitors' web sites and then establish relationships with these sites and also submit your site to top and second tier directories to augmentrepparttar 121210 number of links.

4) Newsletter insert advertising used to be considered rather mundane and not very effective. But, if you contrastrepparttar 121211 effectiveness of this process versusrepparttar 121212 new opt-in e-mail response ratesrepparttar 121213 heretofore-lowly newsletter advertising has new and vastly improved luster! Also, inrepparttar 121214 past it was difficult to track when and if people clicked on a text link ad in a newsletter - but new technology enables virtually any publisher to provide you with this information, enabling you to track your ROI forrepparttar 121215 media buy. Finally,repparttar 121216 real beauty of newsletter text advertising is that it is very targeted and people want to receiverepparttar 121217 information so you can be confident your ad will at least be viewed by some finite number of prospects.

5) Search Engine Ranking has come of age inrepparttar 121218 last 12-24 months - you can now easily create and deploy a traditional (title, description, keywords inserts in content, submissions and optimization) search engine ranking process that is augmented with a pay per click ("PPC") process. Deploying both ensures you derive long term (traditional rankings) and short term (pay per click) results, withrepparttar 121219 latter being driven byrepparttar 121220 amount of funds you have in your marketing budget.



Lee Traupel has 20 plus years of marketing experience - he is the founder of Intelective Communications, Inc. http://www.intelective.com, a marketing services company which provides strategic and tactical marketing services exclusively to small to medium sized companies. Lee@intelective.com Reprinted with permission from Intelective Communications - this article may be reprinted freely, provided this attribution box remains intact. (c) 2001-2002 by Intelective Communications, Inc.


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