Archive for the ‘Direct Marketing’ Category

What is your definition of opportunity?

Imagine that it's a typical week for your website – the one that you have planned, designed, to which you have driven traffic, and through which you have made booking and registrations possible. Let's assume that during a given week, 100 visitors cross into the realm of your site; 2 of them make the decision to purchase; however 98 of them leave without investing in your product.

What number captures your attention in the above example? Is it the 2 buyers? Will you wait for another 2 buyers next week? Will you count on luck, or "spray and pray" to deliver a sprinkling of voluntary customers next month, and next year?

Or, do you view the 98 departees as 98 new opportunities for sales?

In truth, your best profit potential lies in the 98 visitors who chose not to buy. If you plan well, after they leave, you will have 98 names and addresses that can lead to potential sales. All you need to do is have a plan for following them up. Just think – if you can get even 2 of those 98 to say "yes," you have converted a larger percentage than you did with your sales page alone.

Here are some points to show why you should be following up:

  • When you follow up with website visitors, you are targeting prospects who have already expressed an interest in your product. They clicked, which means, at the very least, that they are curious. For my regular readers, you know that this means you have gathered an audience of people with "raised hands."
  • Targeted follow-up correspondence answers questions that many of your visitors are not willing to ask (and many people have the same types of questions). Every time you answer a question, you take the opportunity to dispel an objection or a fear.
  • Follow-up breeds interaction, which begs conversation. Think of your follow-up e-mails, postcards, and teleseminars as ice-breakers in a conversation that everyone wants to have, but no one knows how to broach.
  • Marketing research doesn't lie. It tells us that more follow-ups equal more conversions. Stay relevant in the minds of your prospects, and you'll be the first person they turn to when a problem arises.
  • Follow-up is a circular phenomenon. It gives you the information you need to devise better methods of follow-up. When questions are posed, and objections voiced, you are given valuable insight into the minds of prospective clients. With this information, you can plant more seeds and dispel more fears.
  • Follow-up contact is an invaluable vehicle for conveying the idea of urgency. If a conference is set to take place 6 months from now, people will put off registration. But, if you can communicate a special offer through follow-up correspondence, you will light the fire to sign up. Often, discount deadlines and space limitations work well.

To increase conversions and increase your sales, it's absolutely necessary you follow-up with all your prospects – even the prospects that don't buy from you. You cannot follow up too often – you just need to vary your medium to keep your prospect engaged.

Don't hesitate to use the invaluable follow-up for attracting and retaining clients. Leading prospects to your door is never enough – you must give them the incentives to revisit, and to invest.

Bernadette Doyle specializes in helping entrepreneurs attract a steady stream of ideal clients. If you want to get clients calling you instead of you calling them, sign up for her free weekly e-zine at http://www.clientmagnets.com

news210110cWhen it comes to marketing, every single thing that you do to generate leads should have a purpose. Without a purpose, you can end up with an advertising blitz campaign that saturates the market but doesn't have any real direction.

And where does something without direction end up going? Nowhere.

We call this "spray-and-pray" marketing - advertising your business anywhere and everywhere, hoping that people will notice you, praying your hard work pays off.

You'll do a ton of things because you think you need to be doing them. You'll get on Facebook. You'll start to Twitter. You might host a teleseminar or write some articles. Don't get me wrong. These can all be very good leads for your business, but if you don't know why you're doing them, they are just busy, random activities. Unless they are consciously linked to your end point, they will simply exhaust you and your physical resources, like your energy and time. Some of them will exhaust your money as well because they cost money to apply.

Be more intentional with your marketing techniques to avoid becoming frustrated by the amount of time you're spending on lead generation. Instead, your time will be well spent because your marketing is on purpose. What you really want is to be engaging with your clients in your specialty, and that is where intentional marketing will lead you.

But, if do you reach a point of being overwhelmed or disillusioned, where you're putting out a lot of energy but aren't getting the returns, don't be discouraged.

Do not give up. That would be a tremendous waste of your talent.

Part of my own purpose is to support and encourage you to pursue your own path. I know it's easy to get discouraged if things haven't been working out the way you'd imagined. Don't blame yourself, and don't assume that what you are offering has no value because you haven't been able to get people to buy it. That would be a critical mistake.

What you are offering to clients absolutely does have value. You may just be missing one or two of pieces on how to promote it. It's time to tweak your approach and get focused. A tweak or two could be all you need to make your approach more intentional, to turn things around and help you start attracting the clients you want.

You will probably find that you don't need a major overhaul in your business, and that some of the approaches you are using do work quite well. It's not about giving up on what you're doing, throwing it all out, and saying that it was all a terrible waste of time. It's not about throwing the baby out with the bathwater.

It's about evaluating where you are and looking closely at where you want to be.

There are almost certainly pieces of what you're doing that are working. But, that spray-and-pray part of marketing is just not smart marketing. And if you have been doing that, at least you've been taking action. If you look on the positive side, you've been doing something. It may not have been the most effective thing, but you are working, trying and doing the best you can.

Now you know that you need to be more deliberate, more purposeful. And you now know it's time for you to address your business and your marketing with intent.

Bernadette Doyle specializes in helping entrepreneurs attract a steady stream of ideal clients. If you want to get clients calling you instead of you calling them, sign up for her free weekly e-zine at http://www.clientmagnets.com

What comes to mind when you see that the majority of your sales page visitors have left without purchasing?   You may choose from two schools of thought: you may consider them to be lost to the click-away, or you may consider them to be interested prospects that simply need to be followed up with.

Everytime a prospect visits your website – whether they purchase from your or not -   is an opportunity to increase your revenue and grow your business.     The key is in following up with each and every visitor.   But how can you do that?

You must first capture the information necessary for following up, and then you need to implement a plan that makes meaningful, targeted contact.

Your squeeze page, or opt-in page, is an invaluable tool for gathering contact information from your website visitors.   You can't follow up with people unless you have the information necessary for doing so.       The best way to collect names, addresses, and other data is to make it a prerequisite to entering your site.   On your opt-in page, you ask for their details.   This information will then be used by you for following up with buyers and non-buyers in one or more of the following ways:

• E-mail Follows Ups. Your first contact with website visitors should be immediately after they register their details – a sort of "welcome to the club" message.   Autoresponder programs are more readily available, and less costly, than ever – and are the easiest way to accomplish e-mail follow ups.   You can try to orchestrate follow-up emails on your own, but it won't be long before you find yourself buried under the weight of this task.

E-mail follow-ups shouldn't stop after initial contact.   In fact, you should use your email list to stay in contact, to gather questions, to respond to feedback, and to stay relevant in the minds of interested parties.

• Snail Mail Follow-Ups. Standard mail is still relevant.   In fact, it can be a valuable tool for "switching things up."   When a prospect finds you via the internet, and then receives a postcard with valuable information in their mailbox, you instantly establish yourself as a well-rounded and versatile business person.

Services are available, much like those of autoresponder companies, that can do this for you.   Traditional mail can be a great tool for driving traffic back to your sales page.

• The Teleseminar. In your chosen follow-up method, make the offer of free participation in a teleseminar.   This will give prospects the opportunity to hear your voice, ask questions, and to voice concerns.   The dynamic that occurs when you speak to a number of people at once is one that can electrify the transfer of information.   Additionally, you can use your teleseminar to make special offers to your listeners   – a limited-time offer, for instance, or an offer that's only available to teleconference attendees.

Don't fall into repetitive sales tactics.   Mix it up – send a welcome e-mail, then a special offer postcard, then an invitation to an exclusive teleseminar – keep them guessing.   No matter your follow-up plan, ensure that you gather all of the information necessary to facilitate it when your website visitors register their details.   You can't send postcards without physical addresses, and you can't send e-mails without e-mail addresses.

Use your site visitor statistics to your advantage.   Don't view those who walk away as failures in conversion, but rather, as opportunities to follow up and build your turn-over numbers, and your business.

Bernadette Doyle is a marketing specialist who helps entrepreneurs become client magnets and attract a steady stream of their ideal clients. She publishes a free, weekly newsletter. If you’d like to receive invaluable tips and advice on how to attract clients with ease, register at http://www.clientmagnets.com

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