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The Dynamic
Duo
© 2004 By Bob Osgoodby
No we’re not talking about “Batman and
Robin”, but something that can make your online marketing
efforts produce positive results.
Have you ever noticed that in every shopping mall, there is
what is referred to as an anchor store? This is normally a
large store that attracts a lot of customers, and the other
stores in the mall benefit from the "spill over" customers
that go there.
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As far as your online marketing
is concerned, your Web Page should be the anchor
for your sales efforts. This is the place where
you want your potential customers to go for
information about your Company. This is where
you can make or break your sale. |
Many people make serious mistakes when
designing their Web Page. Let's face it - if someone comes
to your Web Page, they are looking for information.
While
beautiful pictures are nice to look at, they seldom have a
reason to exist on your Web Page. Why? Because they take too
long to load, a visitor will quickly become frustrated, and
they "click away" to something else - a lost opportunity.
If you want a presence on the Web, your design goals should
be simple. You should have a page that loads quickly and
doesn't require the visitor to page down to get your primary
message.
Face it - you have seconds to capture their attention. The
page should be attractive, and stimulate the person to page
down, or link to other pages. This is where you can then
expand on what you are trying to present. Once you get them
to page down, or click on a link to another of your pages,
the odds are that they will read it.
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Any advertising program should be geared
toward one goal and that is to make sales. Your ads in
Online Newsletters or Web Classifieds also have one purpose,
and that is to get them to request more information. Here is
where Autoresponders and Web Pages shine. They are your
silent salespeople who are available 24 hours a day, 7 days
a week. Used in combination they are the "dynamic duo".
So, if you want to design your own web pages or contract
with someone to do it, what should be your first steps?
First - browse the web looking for web sites that you like.
If the page loads quickly and is attractive, it is a
candidate for your design consideration - bookmark it. After
you find several examples, and if you are HTML proficient,
download your favorite and look at it with your web page
design software. Can you use the same techniques that they
used?
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Do not use any of their graphics or text
that are included in the web page. These are normally
copyrighted and could cause you a "heap" of trouble. If you
are not HTML proficient and want to contract with a third
party, inform them of the web site you like. This can save
them a lot of false starts in their design efforts for you.
Second - provide content that might encourage visitors to
come back to your site. This content should change on a
periodic basis, and does not have to be limited to your Web
Site. A News Ticker for example can be something you can
use, as well as a link to the Weather Channel.
Finally, you have to market your web site. Your URL and
E-mail address should not only be publicized online, but
offline as well. Put them on your letter head, your business
card, your offline advertising - anyplace where people can
see them. We send out postcards with specials all the time -
you can bet they are there. The Internet is not magic – but
if you include the “dynamic duo” in your bag of tricks, it
just might be for you.
ABOUT THE AUTHOR:
Did you know that subscribers to Bob
Osgoodby's Free Ezine the "Tip of the Day" get a
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