In this article on Online Marketing I will provide guidance on keyword tools, how to differentiate your niche, how to develop effective web marketing pages, web sales and squeeze page tips, and web measure and tracking.

Use a Keyword Tool

Try Inventory.Overture.com or Google Keywords to quickly determine which search phrases and keywords are the most popular for your particular product and service line. These are great tools to find out what keywords are most effective to develop the significant content of your website for the particular products and services you offer. These tools also allow you to catch the competitiveness of the keyword. Using a good keyword and content system on your website will help you rank in the general search results to get that free traffic and help pinpoint your paid for traffic so your cost per click is minimal per customer converted.

Narrow Your Market Niche

The narrower your niche, the narrower and more specific your marketing and web content, the more profitable you will be online.  Become an expert in a certain area, develop content on your website that is resource based and relevant to your expertise, and develop specific key words to drive traffic to your site.  Make sure your Business Plan and Marketing Plan are Marketing Niche driven. To get an idea what people are buying on the Internet, go to ClickBank.  Also be sure to research your competitors on the web.

Highly Effective Web Marketing Pages

– Squeeze Page:  This is a single request Opt-In webpage that directs the web visitor to Action: Opt-In for a Resource Article or Newsletter or Email List, Make a Purchase, or Get More Product or Service Info.  This is an excellent page for visitors who have been pre-qualified via an On-Line Marketing forum.  A great page to offer a Free Newsletter, Tips, Article, etc to establish credibility.

– Sales Page:  Compelling headlines and delineated benefit points that stress your Product or Service’s economic value and asks the visitor to Act.  Usually a building block process works the best, guiding the visitor to a sale in a serried of steps.

– Blog:  Write 3-4 blog posts a week about your area of industry and expertise, giving away free advice and information.  Many blogs offer areas where visitors can provide feedback.  I recommend you read the feedback prior to posting and be sure to respond to all Blog Feedback.  A Blog is a wonderful way to dramatically increase targeted traffic to your website, stay in touch with your customers, and generate the viral marketing affect. 

– Membership Web Page:  Put your site’s best, most valuable, exclusive content on a membership site and charge for monthly membership.  A membership website has hard to come by experienced-based information, and the member site creates a community of comparable goal driven individuals who can communicate through forums and find common solutions.

– Online Brochure:  Describe your Products and Services, offer the Benefits and Value of them and ask the visitor to take Action.  Action could be a Sales Page that asks for the Sale or an Opt-In for a Free Informational Article (Squeeze Page).

Sales Page Tips

Some important elements to consider when developing your Sales Pages:

  • Define one Urgent Customer Problem per sales page.
  • Headline states the Problem in a Few Words with your Most Significant Benefit juxtaposed.
  • For example:  Are you currently losing Customers?  Learn about our System to keep & increase your Customer Base, even in a Recession!
  • Reaffirm the Problem.  Build Empathy.
  • Provide Solutions
  • Handle Common Objectives:  i.e.  experience, expertise, testimonials, articles, books, industry experts, data; confidentiality, privacy & security policies; after the sale support (this is crucial!).
  • Organized with Bullet Points:  Stick with Benefits, not the features.
  • Low Risk / Irresistibility Factor:  Take as much risk out of your offer as possible with freebees, discounts, add-ons, but don’t give it away.  Think about Guarantees, Warranties & Return Policies.
  • Build Value:  Then cost really becomes a less than or non-issue.
  • Ask for Action!  Ask for the sale and direct the customer to the next step.  Give an incentive to act now.
  • Recap Benefits:  Give them an alternative if they prefer not to act and be sure to ask why.

Squeeze Page Tips

Use your Squeeze Page with the Sales Page.  An Opt-In (or choices) on the Squeeze Page leads to a specially designed Sales Page for that specific Opt-In.  Some Squeeze Page tactics and components to consider: 

– Increase Customer Conversion Percentage:  Free Guide or Article; Free Consultation; Free appraisal; Free Newsletter; 30 Day trial run of Product or Member Site, etc.

– Use the Opt-In Information Gained:  You can build a great database of customers that want to be marketed to by asking for their email address.  Use the database for other Product Offers if they don’t purchase; to ask why they didn’t purchase; to introduce new products and services; to provide alerts, discounts and specials; to ask for referrals; to offer affiliate programs; to get repeat business- the opportunities to Opt-In are endless!

– Conversion Tips:  Position your Opt-In Box at the top; use interactive strategies (i.e. questions, survey); bundle and add options to offers; follow-up; set expectations you can deliver on; provide an option when a customer clicks out of the site.

– Progression Model with Option to Buy:  I like this type of Squeeze Page Strategy.  Give a customer the chance to go at his or her own speed and purchase easily anytime in that process.  The tactic is to allow the customer to progress one page or step at a time to find a comfort level and then having the option to buy at anytime in the sales process.  You can offer a certain sales level as a customer ascends through the Process and moves through your ascending in price offers and packages.

– Design a Qualifying Progression Model:  Separate “Browsers, Opt-Ins and Buyers” into different strategical Target Groups with customized tactics for each group.  Basically, divide and conquer!

Measurement

Tracking your web visitor traffic flow is absolutely critical so you can effectively and strategically increase your conversions and change strategies on the fly when a model isn’t working.  Tracking also helps you to determine very quickly what Sales Page and Squeeze Page combinations work best.  Basically, track your visitors so you can increase conversions, as well as, profitability per customer.  Define your Visitors Value so you can predictably project what it will cost you to acquire a new customer for each Sales Level. A great Free Measurement Tool is Google Analytics.  

About the Article Writer – Frank Goley, Business Consultant, ABC Business Consulting

Frank Goley is a business consultant, business turnaround consultant and business plan consultant for ABC Business Consulting. He has been helping companies to succeed for many years. Frank wrote his first business plan over twenty years ago. He is an expert in developing business plans, marketing plans, funding plans, strategic plans, turnaround plans, web marketing strategies, and project specific business plans. Frank is also a business coach and a web development, web marketing and web seo consultant. Frank is the author of a business plan book, The Comprehensive Business Plan Workbook – A Step by Step Guide to Effective Business Planning, and he has over 50 published articles and e-books on business success strategies. He also writes the Business Success Strategies Blog.


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