Advertising Is the First Step
Marketing Is The Finish
Line
After
you've started your
pay-per-click (or other) advertising campaign, the next strategic
decision is "What's next?"
The
answer is also strategic -
get a marketing plan in place.
Advertising
is tactical. You
figure out how to get people to your web site. Marketing is
strategic. You define and decide what to do with them once they get
there. Your search engine managed pay per click campaign, if
chosen well, should do a good job of bringing the visitors to your site.
So,
think for a long
moment. Put yourself in the position of the person who comes
to your web site by that adword click. What do they
see? What's on their mind when they click the link?
(You should have a good idea for this based on the search term you paid
for.)
A lot
of people new to Pay Per
Click ads have this expectation that someone will click on the link,
see the picture of the product, whip out the credit card and buy on the
spot. A little bit of soul searching and/or common sense will
show why that expectation is a recipe for disaster:
How
many times have you done
exactly that behavior?
Most
likely, what happened is
that you skimmed the offer, hit the back button, checked competing
offers, and thought it over.
Visitors
to your web site are
(more or less) like you. They're going to do the same thing.
Now,
that should put some context into the mix for you, and tells you
something you should be doing. Comparison shopping.
Take a
look at other sites
that come up on the AdWord you bought. What offers are
there? How are they presented? How does yours stand
out from the mix in a positive manner? What sort of mood
would a customer be in if they're hitting your site in a given search
pattern? Will they be happy, sad, grieving, stressed, or
passionate about something? Make sure your web site fits the
mood of the visitor to make that positive impression, so they'll come
back after doing the comparison shop.
What
questions will be high in
the minds of your visitors when they're hitting your site?
What questions do they need to have answered in order to make a
properly informed decision? What are the answers they need,
and how can you present them? Here's a bit of truth in
marketing, and when selling you need to answer those
questions before you ask for the money.
Given
that they're going to
hit the back button eventually, you need to find a way to build a
relationship with them. The best relationship is one where
they bought a product from you, are happy with the product, and come
back for repeat business; ultimately, you want to migrate all your
contacts on your web site to this model. Before you can get
there, you need to establish trust and responsibility.
One way
to do this is to offer
some part of the content they'd be buying for free - a teaser
offer. Even better is to offer them a series of teaser
information, in return for their contact information a valid email
address. This is opt-in marketing, and will help you get
targeted messages to potential buyers fast; the software you use to
make this work is an auto-responder, which puts out a pre-written email
message out in response to a form or link.
Sharon
Gantt AKA our resident Queen of Search
Engine Copywriting created & managed hundreds of ad campaigns
on the majorsearch engines. Discover how to increase your sales, get
better cashflow with targeted effective online marketing .
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by Leadpros.com in Association with Ground
& Pound Competitive E-Marketing
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