In todays economy it more important than ever to get the most from your advertising dollar. There are many avenues of advertising and getting your business in front of people. Yellow pages, newspapers, word of mouth and growing in ever increasing popularity, internet searches for a business of choice. If you have been wondering whether having a web site and online marketing strategy is important, let me answer now…having an effective online presence is VERY important.
Take a look at the statistics on local searching trends…
A study conducted by TMP Directional Marketing in July 2008, revealed that more people are looking for local information via search engines, while the use of print yellow pages and white pages is declining. That translated into 31% for search engines searches compared to 30% print Yellow/White Page searches.
This means that in 2008, search engines like Google, Yahoo and MSN were the leading source of information for local customers.
The TMP study also revealed that large numbers of local searchers take some type of action. They call, do in-store visits and even send email to the businesses they feel can assist them.
The best news is…these local searchers (customers) are usually in the final stages of their purchasing decision and are ready to spend money!
Does Your Website Sell?
Most people simply will not pull out their credit cards the first time they visit a website.
If you get 1,000 people to visit your website, chances are only about 10 will buy. That’s roughly 1% of your visitors. This is because most customers just don’t know you or trust you enough on their first visit to actually make a purchase.
Unfortunately, most website owners just let the remaining 99% of their traffic leave their website.
That means that after spending all that time building their website and getting traffic to their website, 99% of their traffic just goes out the window! As you can imagine, that’s a giant waste of money. Instead of wasting your traffic like this, you can instead capture the contact information of your visitors.
If you capture the contact information of 20% – 50% of your visitors (hint: a direct response website), over the long run you’ll convert much more than just 1%. Additionally, you can get repeat business by capturing your existing client’s email contact information. Studies have shown that just a 5% increase in repeat business translates to over a 25% increase in YOUR annual sales!
As a small business owner do you need a website to succeed? Absolutely not! Small business has succeeded for thousands of years without a website. Can it help? Absolutely! But a small business owner must use every available means to get the word out about his/her service or product. Just like a mechanic who has a tool box of tools necessary to repair an auto a direct response website is an effective tool among many tools that is at the disposal of a small business owner.
How does a Direct Response Website Work?
To put it simply, a direct response website collects the name and email of potential and current customers. It has a automatic lead generation system built into it. Here are a few examples of how to utilize it:
- place a sign at your cash register saying, “Go to nameofyourwebsite.com and sign up for our newsletter and receive a 20% off coupon that can be used on your next purchase.” Or place the note on the end of receipts, instead of sayong have a nice day, call your customer to action, like signing up for your newsletter. When they sign up the coupon will be immediately emailed to them…it has already been set up.You are building a list of people who like your store and product that can be emailed with specials and discounts any time of day and night. How powerful is that!
- lets say blue widgets galore in your back room and you need to move them. Send out a email to your customer list of a special sale you will be having….I think you get the picture. With a direct response website you will have access to customers and potential customers with a touch of a button.
If you would like more information on incorporating a direct response website into your small business advertising portfolio then please get our free report “Increase Profits and Lower Marketing Cost by Avoiding These 5 Mistakes.” Just enter your name and email address and it will be emailed to you within the next few minutes and see first hand how powerful a direct response website is in keeping in contact with both existing and potential customers.