Automatic Marketing

[ Pobierz całość w formacie PDF ]

related products. The value of these leads will then be determined by
your conversion rate that is, what percentage of leads become cus-
tomers. It then becomes a mathematical equation how much you can
spend to acquire a lead.
Of course, your conversion rate will be affected dramatically, up or
down, by the quality of your survey questions, the products you are sell-
ing and the skill of your conversion campaign. The quicker you follow up
with your conversion program, the more productive your leads.
As you can see, I m a huge fan of the survey as a marketing tool. It s a
tool I often pull out of my kit.
79
Chapter Twelve
How to use the Internet to automate
your marketing
Turn your Web site
into a PowerPoint presentation
The Web site is the brochure of the 21st century.
But unlike the old static brochure that serves little if any true market-
ing purpose, your Web site is an absolutely critical marketing tool. Your
Web site is an integral part of your entire marketing strategy.
Most businesses treat their Web sites as an afterthought. They pay a
Web site designer (usually one with no marketing background) to put up
a site and that s it. The site then just sits there without ever changing
much like the old-fashioned brochure that just sat there (usually in the
company s closet gathering dust).
But your Web site can be changed everyday. You can use your Web
site as a bulletin board for late breaking news on new projects you are
offering. All your marketing media should promote your Web site. Your
Web site can be a repository for all your archived newsletters, special re-
ports, blogs, books, audio recordings, and videos. Your Web site can be
populated with compelling sales-oriented audio and video. Your Web
site can be a dynamic, interactive, full-blown PowerPoint and multi-
media presentation.
Your Web site, for very little cost, can make your small business look
as big and powerful as the world s largest corporations. You cannot be in
business in any serious way today without a terrific interactive Web site.
When people want to learn about you and your company, the first
place they will go is to the Internet to check out your Web site.
If you have no Web site, or if your Web site is boring and unimpres-
sive, people will assume your business is not real. You will be judged, in
many cases, by your Web site because that s all many of your prospects
have to go on. But the purpose of your Web site is not primarily image
81
Automatic Marketing
building, which is how most businesses use their Web site. They have a
Web site because they know they must. But they don t know what to do
with their Web site.
The power of Google AdWords
I m having a lot of fun with this tool, an incredibly powerful engine for
generating leads and testing messages and themes. And it does not re-
quire a lot of money if you proceed cautiously and correctly.
I ve become a bit of a Google AdWords junky.
I ll summarize how it works. You ll have to try it for yourself and do a
lot of tinkering with this tool before you begin to understand how to
make it work for you.
You can waste a lot of money if you aren t careful.
So here s how it works.
People go to the Internet to find information about subjects or to find
products. What they do is type keywords and phrases into Google on
their browser. They then wait a few seconds and see what pops up in the
search listing.
Google is the world s most popular search engine. Almost everyone
uses Google for his or her searches. And Google powers the searches for
many other lesser search engines as well, including AOL, Ask Jeeves,
EarthLink, Hot Bot, and others.
What Google does is allow you to bid on keywords and phrases. The
keywords you ve selected and bid on are then linked by Google to mini-
ads Google allows you to create (in Google s format) for display on
searches of the keywords and phrases you ve selected for your ads. Your
ads are linked to your Web site, or the Web site you ve created for the
product you are selling.
There are some important tricks to making Google AdWords work.
Trick #1
Select narrow keywords and phrases that describe exactly what you
are selling. If your keywords are too broad or too popular, you will spend
a fortune to get your ad listed high enough in searches to have any
impact.
82
Benjamin Hart
The keyword computers would not be a good keyword for most of
us because we would be going up against Dell, Microsoft, and the huge
computer companies. And there are so many companies selling com-
puters, especially on the Internet, that we would get lost like a grain of
sand on a beach.
What you want to use Google AdWords for is a specialized product.
Suppose, just for fun, you test the keyword Iguana.
According to Google, I can have a near monopoly on the word
Iguana for almost nothing. And, according to Google s Traffic Estima-
tor function, I will be the very first listing for about 10 cents a click for
anyone looking for information on Iguanas.
Also, according to Google s Traffic Estimator function, there seem to
be quite a lot of people searching for information on Iguanas. Why is
that?
Well, I did not know this before, but it turns out the Iguana is a popu-
lar pet. More importantly, people who own an Iguana as a pet, love their
Iguana, are Iguana fanatics. These Iguana owners worry about the health
of their Iguana. They want a healthy Iguana so their Iguana can live a
long, healthy, and happy life.
So a plausible business strategy is to craft a product, specifically de-
signed for Iguana owners, perhaps a book titled something like: How to
Make Your Iguana a Healthy, Happy, Long-living Iguana.
Judging by the number of clicks I see estimated for the keyword
Iguana, my guess is someone could make a healthy profit producing
just such a book and using Google AdWords to market it.
Google AdWords is a great tool for entrepreneurs and marketers to
reach niche markets with highly targeted and specialized niche products.
Trick #2
Make sure the Web site your Google ads are linked to are precisely on
point with the keywords you ve bought and the subject of your ad. Do
not link your ads to your general site, which might be offering many ser-
vices and products. Link your ad to a Web site and response or order
form specifically designed for your keyword and Google ad.
83
Automatic Marketing
Trick #3
Test different headlines on your ad. You ll find an enormous differ- [ Pobierz całość w formacie PDF ]

Odnośniki