an ongoing Safari in the ever changing
Jungle of Online Marketing...
RUMBLES is an ezine for
advertisers, providing useful information about online marketing
and advertising. We help you save money and time, by
sharing ways
to improve your online advertising
results.
For the first time in 8 years... I pretty much took the summer off. I apologize
if you felt slighted. That is something I've always preached against. Call me a
hypocrite... but I did it. Thank you to those who have not begrudged me the
time off.
This has been an unusually hard year for most small and large businesses. You don't need me to tell you that.. But the one thing we cannot stop is getting the word out about our business, if we want to survive. There will always be ups and downs, feast and famine. You can choose to persevere through all seasons. Even hurricane seasons..
Just keep doing what you do... focus on what you do well, and keep the main thing.. the main thing.
Those who hope in the LORD will renew their strength. They will soar on wings like eagles; they will run and not grow weary, they will walk and not be faint. IS 40:31
Sincerely,
Rhonda Hailey
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Feature Article..
REALITY... Numbers to Focus On by Rhonda Hailey
You
might think that 478K readers means you should expect at least 400
sales. ( I've actually had customers with such lofty expectations.)
In
reality... advertising... ezine, search engine, direct mail or
otherwise is a method to attract qualified prospects...not sales. Your
website.. and your follow up system and customer service has the job of
making the sale.
I always like to break it down... say for
instance: 478K readers = 3% open rate... (people who see your headline,
and are intrigued or curious enough to open your email) = 14,340 who
actually look at your marketing message. You should expect effective
advertising to generate between 1- 3 % response rates.
Of that 14,340.... 3% actually click thru to visit your site... = 430 unique visitors.
Of
your 430 unique visitors... 1 out of every 10 should respond to the
information on your website for more information, equating to 43 new
qualified prospects.
Numbers you need to focus on....
- The number of people who see your message
- The percentage of these people that RESPOND. It's not howmany ads you run,
but how many people pay attention to them that matters.
- The percentage of respondents that actually give you their contact information and add themselves to your database. These are the people who have tagged themselves as qualified prospects, and are interested in learning more.
It's
essential to identify these numbers daily and weekly to track the
success of your advertising, both in terms of your advertisings'
ability to generate traffic, and your websites' ability to convert that
traffic into qualified prospects.
Do the math:
1. Determine the number of UNIQUE visitors to your web site daily or weekly. This information is in your weblogs available from your cpanel. Using tracking software to determine where your visitors are coming from will help you spend your advertising dollars more wisely.
2. Divide the number of unique visitors by the number of people who contact you, either by filling out a sub form on your site, or calling the contact number given. This is your conversion rate of site visitors to qualified prospects.
At
least one out of ten visitors should be contacting you and adding
themselves to your list of qualified prospects. Your job is to maintain
contact until you have provided enough information for them to make a
buying decision.
Nothing works better than a phone call.. but
auto-responders are the answer to immediate gratification for your
prospect, and 24/7 hands free automation for you, until you can make
that telephone contact.
For every 100 unique visitors to your
site per week, 10 to 25 should be sending you an email or calling to
request more information about your products and services. With
consistent advertising each month, your list of qualified prospects
should grow.
The conversion of qualified prospects to sales is a
function of your website.. not your advertising. If your advertising
message is generating the traffic; but they aren't converting to
sales... you may need help with the design of your website. Sometimes
it is something as simple as color choices and or how much information
is on the page, or even the size of the fonts. Small changes like one
or two words or phrases can turn your site into a sales conversion
machine.
If you are an independent or small business owner, you probably
don't
have the large corporate advertising budget of a major hospital
or
Coca-Cola...
You must find ways to get your name, brand and message
to your target market in less expensive ways.
Less expensive does not mean you have to resort to cheap or
tacky
gimicks.
The more you know
about the best prospect for your product or service, the
easier it is to implement guerilla tactics.
If your business
serves folks from all over the state, country or
multiple countries.. then the internet is definitely your
friend. But what if your
business serves a 20 mile radius or less? What if you
can narrow that target market down even further... by gender,
age, income and interests?
Seek out the media
and resources that your prime prospect reads/ uses on a
regular basis and purchase "space" or ancillary
products/ services to get the most bang from your advertising
buck.
For instance, if
your prime prospect is a parent in a certain school district/
town, with children who attend K-5; a perfect media for you
would be book covers, directories, folders/ materials that the
school uses to keep in touch with parents.
One offline service
that we provide are SCHOOL FOLDERS.
These are often referred to as the "Take Home
Folder" and is what the teachers/ schools use to send
important papers to / from parents. IE: PTA letters,
school newsletter... graded papers, etc. It's an open
line of communication between the school and parents.
These
are perfect for the guerilla marketer.
1. It Targets
a specific part of your market
2. Your
message is UP CLOSE, in the face of your target
every
single week for the entire school year.
3. You get Brand
Recognition
4. You Establish
TRUST/ bond with the community
5. You get EXCLUSIVITY,
so only one Chiro or Ins Agent, etc.
6. It doesn't
get thrown in the trash.... so you get LONGEVITY
7. and the
cpm is extremely Cost Effective.
AWESOME!
If this guerilla
tactic sounds like something that will work for you; contact
me via my private messenger below. We serve 100's of school
districts. Maybe one of them is yours. :)
Spring Prints On SALE Now.
Sincerely,
Rhonda Hailey
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Discover
a solution to the deterioration of email reliability, meet some
of my
fellow
publishers and see what's happening on the Q today: Here
The page
loads
slow due to LIVE feeds, but it opens in a new window; so you can
read
the
rest of this issue while you wait.
I can
add tidbits and special interest articles at my Q channel
without filling your
mail-box
or cluttering up the weekly issue. And its a great way to make
reading
RUMBLES
an interactive activity because you can make comments or ask
questions
without email.
Some publishers have abandoned email altogether. I don't
intend to stop sending to my email subscribers, yet;
but certainly to offer the email-Less alternative; and to be
ready for the inevitable.
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Your FREE CLASSIFIED can appear in RUMBLES every week.
Just look for the Ad Code in every regular issue (published here
on Thursdays).
This weeks Ad Code: IS 40:31
Those who hope in the LORD will renew their strength. They will soar on wings like eagles; they will run and not grow weary, they will walk and not be faint.
Send me your classified via
my private messenger.
Then watch for it in the next issue.
Remember to include the Ad Code in the body
of your message.
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