When it comes to Internet Marketing, the last thing you want to be doing is using your website as an online brochure. Even worse, you don’t want to be spending money to drive traffic to a website with an unknown conversion rate. Maybe that was OK in 1995, but fast forward to 2010- websites have evolved to being more than just digital brochures.
Web Hype- Fact or Fiction?
There is a lot of hype about how great the Internet is for Sales and Marketing, but in reality it is just another channel to communicate your value proposition and sale message. Just like TV, Radio, Print, Direct Mail – it’s incredibly easy to waste money if you are not able to measure results.
The real difference between Internet Marketing and TV/Radio/Print/Direct Mail is that customers are actively searching for your products and services. All the other channels are based on showing a sales message to an audience that you think is going to respond.
Traditional channels can generate a profitable response. Don’t discount those other channels- Direct Mail can be extremely effective with the right list. If they didn’t work people would not still be using them.
Internet Marketing vs Traditional Marketing
The main problem with the other traditional marketing channels is the high cost of entry and the short shelf life. You get one shot to communicate your message. If your ad is not effective, it will be ignored.
Internet Marketing has 2 key advantages over Traditional Marketing:
- Everything is completely track-able both on a micro and macro scale
- The cost to entry is substantially lower- as in $100 vs $10,000
The primary benefit of Internet Marketing is that when implemented correctly, every click can be tracked. Not only can every click be tracked, but the source of every visitor can be tracked. Visitors from one particular source are called a traffic segments.
When taken to a large scale (1000+ visitors per segment) trends start to develop. One trend we want to constantly be watching is the percentage of visitors from each segment that take a desirable action. This is called conversion rate.
With proper statistical insight, you might find that visitors who come from Yahoo are twice as likely to make a purchase or fill out an inquiry form than visitors from Google. If you were able to identify this trend, you might realize that it would be a waste of money to run ads on Google, when your target audience is searching on Yahoo.
The blind leading the blind…
SEO and PPC guys probably won’t tell you this. They will probably say something like – 85% of all searches are done on Google. The real question is- Where are your customers searching and what are they doing when they find you? Are 85% of your customers using Google? Are 50% of the people who come to your site leaving after 20 seconds? What traffic segments actually turn convert to leads? What percentage of web leads convert to actual customers.
If you can’t answer all of the above questions, you might as well take your Internet Marketing budget and bet it on a hand of blackjack. It is CRITICAL that you get your stats setup before you start cranking up the spend.
Easier said than done.
Implementing conversion tracking and analytics can be a daunting task for the average web designer, but if you are going to invest any money into any type of advertising or marketing, it needs to be track-able.
We often encounter prospects who think that there is some kind of magic to website optimization. These are the people who are easily sold on expensive “black box” seo campaigns by “gurus” claiming to be able to put you on the first page of Google – which will bring forth a flood of leads, new clients and overall instant prosperity and revenue growth.
The reality is that 80% of the work is properly setting up statistical tracking. Once properly implemented, all you need is a 4 hour monthly checkup with your analytics expert. The focus should be identifying weaknesses in the site (statistically proven weaknesses not intuition or guessing) and giving your web designer/developer instructions on how to fix those weaknesses. Then you review the performance impact next month and move on to the next weakness. This constant optimization eventually turns your website from an online brochure to a sales lead machine!
An Easier Way to Get Sales Online
Thanks for taking the time to read our take on the importance of proper statical setup before engaging in Internet Marketing (or not if you just skipped down).
We realize that there is a percentage of business owners out there who just don’t want to deal with all this techno-mumbo-jumbo. You want to focus on running your business. You want your ad agency to make the phone ring (or fill your inbox with web inquiries).
eHotLeads offers an easier way to do Internet Marketing. We offer high quality sales leads on a Cost-Per-Lead (CPL) basis.
This means no management or large investments on your part.
You only pay when we produce sales leads for your company.
We take care of the sales letter, the graphic design, the website programming, the statistical tracking, the Pay-Per-Click management, the SEO and provide you with high quality sales leads.
Our unique approach allows you to engage an expert Internet Marketing agency with out costly upfront fees or long term commitments.
For a free no-obligation price quote please call 503-776-0764.
When you call you will get a recording asking for your name, phone number, email address and website. Please speak slowly and give us your contact information. We will not call you back unless requested, but we will provide a price quote via email and our lead generation experts will spend an hour reviewing your website. In addition to your price quote and website review you will receive a special report containing an easy to implement strategy that we have used to boost our clients response rates by 37%.