Tips
For NETrepreneurs
Make Sure Your Web Site Is Right
Before You Advertise
By Kevin Nunley
Recently a customer spent a
pretty hefty sum of money to promote his web site. I knew
something was wrong when he contacted me three weeks later
saying he hadn't sold a single product.
His site looked good. A professional
designer had given it a great look with slick graphics. Unfortunately,
when I went in search of the product he was advertising it
took five or six clicks to find it.
Here is what happened to prospects
and why the site wasn't selling anything:
1. The prospect sees the ad.
2. She clicks to the site.
3. She is greeted with a doorway page.
4. When she finds the link at the bottom of the doorway page
she is taken to a home page with very little information on
it.
5. If she clicks on the "home" link she gets the doorway page
again.
6. If she clicks on the "about us" link she gets the home
page she is already on.
7. One more click and she might find the product page with
the item she came looking for.
How many customers will look
through page after page to find the product or service you
advertised? Not many. Click rates go down dramatically after
the first page. Hardly anyone will click three levels deep.
Moral of the story: have your
opening web page clearly promote whatever you are advertising.
Otherwise, your ad dollars may be wasted.
Avoid the One-Shot
Marketing Gamble
By Kevin Nunley
It can be a real temptation! You
could announce your new business through a long series of small
newspaper ads, or go for the one big ad on TV News.
Go with the newspaper ad. Here's
why:
I can't say it enough. The key
to effective marketing is to find something you can afford--then
use it over and over again.
Sometimes this means repeating
your marketing faithfully for weeks or months. Only after your
ad message has had plenty of time to sink in will the public
begin to notice you and buy from your business.
"Which marketing tool should I use?"
people often ask. I always reply: Use the one that reaches your
prospects AND that you can AFFORD to use consistently month
after month!
Keep in mind that before anyone
will buy from you, they have to notice your marketing messages.
Then they must become interested in your message. Finally they
have to decide to take action.
This three-step process takes time.
Kevin's staff of top editors
will rewrite, tweak, or add to your website copy to make it
sell. Most customers report sales JUMP after we work their
copy over. See http://DrNunley.com/webcopy.htm
Reach Kevin at kevin@drnunley.com.
Please
share your tips: e-mail tips@nukanweb.com
|
