But wait, in this article I am going to share with you a great online technique AND a software program that can manage this very effectively for you.
If you have started down the road of eMarketing, you may have a sign up box for a newsletter, or a 'contact us' form on your website, some companies have a 'fill in this form for your free consultation'. This is all great and is a good start to getting your website working effectively for you.
But if you do this, you are missing a trick... these people are NOT segmented, you have no idea if the person that fills in the form is interested in product X, product Y or product Z.
So the purpose of collecting their data (to market to them and get them to your business,) is weakened, as you are unable to speak personally to them about their specific problem. The more specific you can speak to your prospects, the more compelling your marketing message will be.
Now lets look at an alternative.
Step 1:
Set up a small single page website that is dedicated to ONE problem, let's say problem X. The site should be highly optimised for the search engines and speak specifically to the people with THAT specific problem.
There should be no other distractions on the site... simply talk about their problem, talk about your unique solution, then offer a Knock Em Dead Offer. The best offers are in the form of a free help guide download or a simple 4 email eCourse on how they can go some way to solving their problem. The offer should offer instant gratification by helping them... this is why eMarketing is so powerful as this is possible by using downloads etc.
Step2 :
On this page put a sign up form to your eCourse or download. Now make sure that this form puts the data of the people that subscribe on to a specific list. A list that ONLY has people that are interested in solving that particular problem. Aweber.com offer a great service for this, their software is $19 per month and allows you to 'list build' in this way.
Step 3:
ALL future marketing that goes to these people can now be highly targeted. You know what their problem is... so show them loads of great ways of solving it by coming to your business.
Step 4:
Provide a link to your main website. In a recent Chris Barrow blog post he says this is:
The door opener.
The sprat to catch the mackerel.
Start by giving people what they want – it will get them in the door – and then you can weave your magic.
This is an excellent way to describe what we are doing here. We target our marketing to specific people, gather their details by offering a KEDO, then you weave your magic with the other services you offer by placing a link to your main website... but only after they have provided their details and added themselves to a specific list of people with a particlular problem.
Step 5:
ALL future marketing that is related to this specific problem then needs to direct prospects to your new single page website. So if you do anoffer in a local publication, or some leaflet drop DON'T GIVE THEM YOUR REGULAR WEBSITE, instead, point them at your new single page 'product X' website... here you talk specifically to them, gather their details and measure your Return on Investment much easier.
Summary:
All this ensures your marketing is co-ordinated across all mediums (online, printed, publications) it allows for easier ROI calculations and is far more effective than using your main website for specific marketing excercises.
For more help on setting this up just contact me.
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