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Rochester, New York

Your Web Site as a Traffic Filter

If someone were to tell you to limit the amount of traffic coming to your web site, how would you react? A typical first reaction might be, “the more traffic to my web site the better, right?” Ironically that is rarely the case. The topic of “the right traffic” is one of those counter intuitive strategies for web sites.

Here is an example. One of the most popular articles on this site, “Beach Running Tips,” doesn’t have anything to do with internet or event marketing. I get a decent amount of daily traffic because of the article. Yet over 99% of the users just read the article and leave. The traffic is of little or no use to my business.

The Right Traffic
It isn’t about how much traffic you get to your web site, it’s about how much of the right traffic you get to your web site. Traffic to your web site is analogous with foot traffic into a retail store.  If you get enough people through the doors, some people will eventually buy something. Yet, if you get the right people through the door of your store, you’ll sell significantly more.

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Keeping Your Event List Engaged

How often do you engage your list?  Engaging your list means sending some type of information to a group of target market subscribers. The materials could be anything from an email newsletter to using “snail mail” to keep in touch.  In other posts I’ve given out information for growing your list. In today’s post, I’m going to quickly look at some ways to deal with people unsubscribing from your list.

When you’re growing your list it’s really important to get your timing interval set for what works best for your target market. Over the years I’ve seen both sides of the engagement spectrum, from too much to too little. My clients engage their list anywhere from once a quarter to every week. Contrary to popular belief, too many people under engage their list.

Ask Two Questions . . .

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Tracking Your Advertising, Old School

A few months ago I attended a local marketing meeting with some very smart marketers. During one of the sessions a gentleman started to talk about the importance of accountable marketing.

During the discussion he brought up an important point, “Everybody should be carefully tracking their advertising effectiveness. I know that the $3000 I spent on just my yellow pages ad has brought me $53,261.29 in revenue to date.”

After the gentleman had given his yellow pages example he went on to point out, “If you ask most business owners what their return on investment is for their advertising, almost all of them respond with - I have no idea.”

Would you invest your money into anything if you couldn’t quantify what you were getting in return?

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Huge Marketing Decisions: The Devil is in the Details

Over the last few weeks I’ve been sending and producing a decent amount of electronic event marketing materials for clients.  Part and parcel of the emails is the data which the system provides.  Collecting good permission based data has opened my eyes to marketing possibilities and other view points I would have never of considered.

As an example, have you ever had a scenario where you knew you were absolutely positively right about something? Then, you find out an important piece of information and what you were convinced was an absolute gets completely turned upside down.

Having good data tends to force us to consider other marketing solutions or ideas.

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The Second Worst Thing For Your List

A few years ago a clients had an email subscriber list of almost a 1000 people.  Recently, the client’s list was migrated to a new database that featured tracking of email open rates and bounce backs.  The first newsletter I sent out for my client utilizing the new system returned horrifying results.  Over 60% of the emails were returned undeliverable. Of the 40% of emails that were delivered less than half actually opened their email.  The end result, of almost 1000 emails sent only about 200 people opened the email my client sent. Unfortunately the client hadn’t sent an email to their subscriber list in some time. 

The problem was further compounded by the fact that there was no tracking to determine email effectiveness. You can’t improve if you can’t measure and reapply knowledge.  In order for any email list to be effective you must be able to track open rates, click through, and bounce backs.  I recommend a third party application like 1ShoppingCart or Constant Contact.

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Your Domain Name and Television Advertising

For today's post I'm going to concentrate on getting the most out of your web site with television advertising.  The premise hinges on the core concept of web centric marketing. How many details can you remember about a commercial you just viewed? Chances are not very many.

Getting the viewer to remember your domain name should be one of the main objectives of any form of advertising. A domain name is far easier to remember compared to numerous other details. One of the fundamentals behind web centric marketing is to get people back to your web site where they can digest the information at their own pace.

Starting Point

I'm writing from the premise that your commercial already has a unique selling proposition for the viewer and that it doesn't drown anyone with too much information. Make sure your messaging connects with the viewer in a meaningful way.

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Get Your Marketing Message Across

Last week I listened in to a teleconference presented by Eben Pagan. Some people might know Eben by his pen name David DeAngelo. One of Eben's most successful web sites can be found at doubleyourdating.com

If you visit the doubleyourdating web site and cringe, hold off judging "a book by its' cover." The model used for doubleyourdating.com generated over $20 Million USD in revenue for Eben last year. Some of the core marketing concepts he used to generate his $20 Million in revenue were presented in his teleconference.

For today’s post I’m going to share my notes from Eben’s teleconference. The crux of Eben's information focused on marketing, listening, and testing.

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Do You Test Your Web Site Often Enough?

If you bring up the subject of testing your marketing, most people let out a groan of exasperation.  Most companies don't like to test their marketing or their web site. The process to develop a web side is arduous enough, then to go and test can be even more work.

The honest truth is that testing your marketing message and your web site is one place that will make a world of difference in terms of your online success.  You should constantly be asking yourself if your marketing and web site are connecting with your end user.

The Right Kind of Testing
One problem companies have with testing their marketing or web site is the potential hit to their ego. Companies put a great deal of pride into their work.  In the case of the company web site, it's the company's version of a digital presentation.  Difficulties arise when companies can't separate themselves from their own pride. The company's ego is getting in the way of its' online success. The best kind of testing is accomplished when a company can separate itself from its' ego. Putting the user as your focal point will put more dollars into the bank, guaranteed!

What to Test

When it comes to web site testing the possibilities are nearly endless. There are a few core areas where you should definitely focus your efforts.

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Stop Drowning Your Users

Have you ever gone to a new web site and been completely lost upon arrival? If so, take note of that feeling. Too many business web sites have a tendency to overwhelm their users upon arrival.  It’s like getting hit with a fire hose of information. Instead of staying focused on a very specific message that connects with the user, web sites try to cram as much information onto the home page as possible. If you want to be successful online you can’t drown your users in information.

Being Bombarded by Advertising
Consider how much advertising you get bombarded with on a daily basis: billboards, television commercials, radio advertising, junk mail, etc. If your target user sits down to their computer after being bombarded with advertising, what is their frame of mind? They’re probably at their wits end and won’t entertain any more marketing ploys or advertising.

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A Hands-On Approach for Online Success

On Tuesday, Baeth Davis of HandAnalyst.com was good enough to give me some of her time to conduct a phone interview. I would encourage anyone reading this post to give her web site a quick look over before proceeding further, HandAnalyst.com. Per her biography, "Beth is a professional palm reader specializing in non-predictive palmistry." Beth was just recently awarded the Glazer-Kennedy 2007-2008 Information Marketer of the Year.  She sells a Hand Analysis home study course on her web site, entitled "How To Read Your Own Hands: 5 Proven Steps To Bring More Health, Love and Money Into Your Life," and provides a variety of coaching and consulting services. During my telephone conversation with Beth, she gave some tremendously helpful advice and insider knowledge on how she's attained a high level of success. The best part is that her success continues to grow. Anyone looking for success on the Internet should read carefully and think about some of the ideas presented as they pertain to their own web site.

Going Beyond the Graphics

Too many businesses get caught up in how a web site looks. Beth does web usability followers proud by emphasizing the delivery of high quality content before graphic design. At the same time she doesn't believe that web sites should be ugly. She actually passed along a great quote regarding web design:

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