eskimosoup are proud to announce we are now serialising our Internet Marketing Wow! programme for free.
Internet Marketing WOW! is a training programme that provides everything you would ever need to know about getting your organisation up to scratch with internet marketing.
Whilst this has been previously presented as a one day event for clients and associates, we are now sharing the insights online to our facebook friends. The programme provides tips, tricks and techniques we can use everyday that helps clients increase their online presence and persuade more customers to buy from them.
Become a fan of our facebook page to get hold of your copy.
Another Great Article and video from our Friends at Upright Solutions
This article serves to show the often unseen connection between a search conducted on Google and that person paying the invoice you issued to them.
A person or company that has a requirement for a product or service will be placing that order with someone but there are some milestones to reach before that happens.
The Internet is nothing new really. When you boil it down, it’s just old concepts on a new medium.
So it is with generating business through the web. This short article aims to help you see the similarities between making a sale before the Internet and making a sale now that we have it.
As a guide we’ll be referring to the following document which you can download and make use of later if you like:
Download Internet Sales Funnel Diagram
You might recognise this as a traditional sales funnel. In the old days the top of the funnel would be the number of cold calls made.
The next stage down in the funnel in the old days would have been number of brochures sent out perhaps.
The next stage in the funnel in the old days would have been number of appointments made or number of quotes sent out and eventually the numbers of sales made.
Then at the end of the sales process you can work out average sale value, total value of sales brought in and then how much gross profit was made.
This is very similar to the new age, except instead of cold calls and paper brochures etc we automate the time consuming part of the process using Internet marketing and our websites.
The one’s that do review it, don’t know how the information can help them make decisions.
Bottom line, your website is absolutely the hub of all your marketing. I don’t care what you do exhibitions, leaflet drops, networking, direct mail, telemarketing, advertising it doesn’t matter, guaranteed the place every prospective customer will turn next is to your website.
It’s your living connection to your prospective customers. It’s dynamic, changeable and interactive (or it should be).
If you want to maximise that marketing expenditure, don’t let people fall through the cracks.
Website visitors are GOAL DRIVEN. Once they have read your leaflet or seen your company at a trade show they go to your website FOR A SPECIFIC PURPOSE.
If your website doesn’t serve that purpose you may as well not have bothered spending the time and money going to the trade show, because you’ll have dropped the ball.
‘Web analytics’ as it’s called isn’t just a means of segmenting website visitors into categories according to where they came from (search engine, online directory etc) but with professional help it can also track your offline marketing.
The holy grail of business has always been knowing what activity most influences or generates new business. If we could get a better idea about that we’d make a lot more money at the end of the year.
Web analytics can go a long way to helping us with this.
By default analytics systems categorise your website visitors into three major categories (visitors from search engines, visitors from other websites, visitors who knew your website address).
But there’s nothing to stop you from creating as many categories as you like, allowing you to see exactly how many people where compelled by whatever piece of marketing material they came across.
So the next time you go and exhibit at a trade show or put out an advertisement, spend £10 on a new domain name that relates to what you are advertising such as ChristmasChocolatesOffer.co.uk and then forward visitors to that address to your real website.
Because the only place people could have found out that website address is from that particular advert or trade show, later when you review your website tracking you’ll see exactly how many people wanted to know more about your offer.
You can even track how many of those people ended up making an enquiry after getting more information.
We mentioned a couple of articles ago that we do this with our email footers so even if we don’t get through to decision makers when we call them up, we at least know if people are reading our introductory letters and emails and then wanting to find out more by visiting our website.
So stop shooting in the dark with your marketing money and turn the lights on by embracing web analytics.
Until next time keep that Profit Up. Original Post by Upright Solutions - Internet Marketing Consultants
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