SEND THANK YOU NOTES

Did you know that a large percentage of new business comes from referrals? Send a personal, handwritten thank you note to anyone who refers someone to you.  This will perpetuate more referrals and I bet your competition isn’t doing this! Who doesn’t love to get something in the postal mail besides bills and junk mail?

AUTO ID PLATES AND LETTERING

How often are you stuck in traffic and end up staring at the license plate in front of you? This is the perfect place to display your web site address. If you have a short slogan or tagline, it can be placed on top with your web site address on the bottom. There are also companies that offer nice lettering to place on your back or side window. Have you ever searched for a pen and paper while trying to memorize the magnetic sign on the truck for handyman services, plumbing or hardwood flooring? The person in the vehicle behind you could be your next customer!

LABELS

Use labels with your web site address and catchy slogan to seal your correspondence. This is one more way to flash your web site address in front of a potential customer. I recently purchased some products at a trade show. Luckily the vendor had placed a label on the back of the product so I could go to the website and order more for friends. Without that label she would have missed out on some sales after the event was over. Create your own labels with your website address and phone number for wine bottles to give as gifts.

POSTAL MAIL

How often do you stay in touch with your clients & business associates? At a minimum, quarterly correspondence will keep you fresh in their minds. Several online printers offer full color postcards, business cards, bookmarks and note cards. Create a one-page newsletter or tip sheet and include a promo item. I got one recently that was a message in a bottle. Very clever!

In addition to your online communications – these offline efforts will help you stand out from your competition. It’s all about being creatively unique and memorable. Have fun with these and remember, if you’re not promoting your site – who is?

You can also type into Google “Your City Directories” like “Los Angeles Directories” or “Key West Florida Directories” and see which ones may be a good fit for you. When you type in specific keyword phrases that pertain to your industry the local directories tend to be at the top. For example, periodically I will type in “Colorado Web Designers” or “Denver Web Designers” to see which directories are at the top.

Advertising in directories is a great way for people to find your business. I have been advertising in local and industry specific directories for several years with terrific results. The directories usually have some type of tracking systems in place to see how many times people are looking at your ad. They will send those reports to you. List your business for free in some directories or they may offer a 3-month trial for free. Other directories charge a monthly or annual fee. Additionally, I check my Google Analytics to see how well my online advertising dollars are working. Have fun and I’d love to hear which directories work the best for you!

Your Website Copy must APPEAR easy to read before your visitors start reading it. Use an easy to read layout for your web content. Bullet points are very effective. People scan rather than read online.

Conversational
Use a consistent style of writing throughout your website. Getting the right tone is treading a fine line. Too formal, and the website seems cold and inhuman. Too informal, and the site can seem frenetic, erratic and pushy. Write in a friendly and interesting manner. Don’t sound boring and impersonal. Your visitors should enjoy reading your web content and get hooked into it.

Make website copy sound informative and professional to your customer at one time, and entertaining and friendly at another.

Bad: Our Company is very efficient, reliable and affordable and we have been around for years. We also have a very impressive portfolio of clients that we have previously worked for. We are definitely the best choice.

Better: Let us spoil you with our exceptionally friendly and personal customer service!

Included with every new site design:

• Keyword phrase research and implementation.
• Our 13 years of web wisdom and creative marketing expertise.
• A baker’s dozen of delicious homemade cookies – YUM!

People don’t like to feel they are reading a textbook. They like being talked to. Write in a conversational style as if you are talking to your customer.

Create Action
Your website copy is totally useless if it cannot put your customer to action. After all, you are trying to sell something, right? Give them an irresistible call for action.

Include frequent invitations to contact you by e-mail, and make it really easy for people to do so. And answer every email within 24 hours. A brief response today is worth far more than 1000 words three weeks later.

Include real names and real photos of real people. Include your real address in an obvious place and on every page. This will help make the “human connection” with an otherwise flat electronic screen.

Search Engine Friendly
Web content or copy must be search engine friendly or you will not attract your ideal clients. Develop 3-5 word keyword phrases and write your copy around those. Think about conversations you’ve had with your clients and write answers to their questions.

As a website owner, let’s use the retail store analogy – you invest money in the building of the website or the retail storefront. Next, you open your doors for business or your website goes “live”. The thinking is that once the website is built, the search engines should find you immediately and the cash register will start ringing. Is this realistic? Why are online expectations so drastically unrealistic from offline expectations?

Many website owners have budgeted no time or money for online advertising or marketing yet expect dollars to come flooding in. I get dozens of emails every day with desperate pleas like, “Can you fix my website?” “What’s wrong with my website?” Or my personal favorite, “I can’t spend any more money on my website.”

If you want excellent results from your website then it’s a smart idea to invest some time and money into the marketing of the site. Here are three budgets and scenarios to consider.

Piggybank of Money – You have more time than money and can afford to wait for results. Focus on your website usability and how to attract your ideal clients. Research keyword phrases, start reciprocal linking ,cross-marketing efforts and actively engage in social media. Educate yourself by taking some seminars or teleclasses. Take immediate action on what you learn.

Stash of Money – You want immediate results and have a pretty good budget. Optimize your site to the max so the search engines and your target audience will find you. Consider a pay-per-click campaign. Invest in Google Ad Words. Enhance your offline marketing strategies to compliment your online strategies.

Buckets of Money – You want maximum results and have no budget limitations. You know what conversion rates are worth and will strategically test and measure results. Implement everything outlined in the previous two budgets plus Google Sponsor Spots. Invest in more than one pay-per-click program. Pay for listings in relevant industry, geographic and target market specific directories. Hire a Public Relations and SEO firm that will maximize your on and offline efforts.

In any of the above scenarios it’s a good idea to keep reinvesting some time and money into ongoing website efforts. When you find something that works, keep doing it and take it to the next level. For example, if you find that you’re getting lots of traffic from industry-specific directories, contact them and see how you can do more business with them. Maybe you got several clients from a website that you’re linked with. Contact that website owner and thank them, then suggest more ways you can promote each other’s business.  And finally, talk with your competitors. Are your online goals and expectations realistic? Ask your competitors how they are doing, what is working and what they’ve found to be their most effective online marketing strategy.

I gotta tell ya, this twittering is like texting on steroids. I’m still weighing out the time vs. benefit. Stats show that 60% of people who start on Twitter become Twitter Quitters. The piece I find fascinating is that it can be educational and easy to find resources with Twitter search. The company is growing rapidly and new uses for it are developing all the time. So, we’ll see what transpires in the next few months.

The first thing I noticed on Twitter was how many people started following me that are supposedly Twitter experts. They asked me to sign up for their Ebooks, Ezines and Courses all about making money with Twitter. This just added to my state of being overwhelmed. Then I became afraid that I wasn’t doing it right.

I started to wonder why some strange people were “following” me. It’s weird to think that, I know! What’s the point of having thousands of followers? I don’t just automatically follow everyone who follows me. I’m only interested in following people who have something of interest to me. For example, if I look at their tweets and they mostly say “having a bagel for breakfast” or “looking for something to do” or repeated self-promotions – I do not follow them. I unfollow people who tweet every few minutes about nothing. The ones I like to follow have current marketing tips, web trends, good resources, links to articles or quotes.

I downloaded several tools and apps for Twitter like Tweetdeck and Tweetlater. Another learning curve here as there are a gazillion apps out there. Now I’m trying Twitterific. I also downloaded the Twitter widget for MAC and that’s pretty handy. When I post on Twitter it’s supposed to show up in Facebook but if I post on Facebook it will not show up in Twitter.

Below are just a few items I’ve “tweeted” about in the past in no particular order.

# Just finished reading The China Study – extensive research and startling truths about what we’re eating.8:23 AM Jun 2nd from web

# Client Relationships – funny and true! http://bit.ly/DCwfL2:39 PM Jun 1st from web

# Wine & theatre event Quilters musical in downtown Denver http://bit.ly/smGg312:04 PM May 29th from web

# New blog post: Five Web Faux Pas to Avoid http://bit.ly/MNFdH6:48 AM May 27th from Twitter Tools

# Savvy Web Marketing in 5 minutes http://thewebmuse.com/blog/12:03 PM May 22nd from web

# List of website tools and resources http://bit.ly/BF59s11:53 AM May 21st from web

# “Family isn’t only blood – it’s the friends you love, across the generations.” – Michael Caine11:45 AM May 20th from web

# Q&A Laptop Cafe in Denver today at 2:00 – always learn lots of useful info http://www.creativemarketin…11:48 AM May 19th from web

Leave a comment below about your likes, dislikes and experiences with Twitter. I’m always learning! You can follow me on twitter here: www.twitter.com/webmuse

Those of us with websites, blogs and ezines may want to showcase lots of products or services with too much text. You’ve seen the websites I’m talking about – too much text, too many calls. The reality is that simpler really is best.

Have you ever walked into a restaurant and been presented with way too many choices? It’s early in the morning or late in the day and you just don’t want to think about what to order. How many times have you ordered off the handwritten sign with just 3 choices because it was easiest? I know I’ve done that many times when my brain is just too tired to think.

Let’s use The Web Muse site and Muse News as one example for you. We have many pages trying to tell you everything we do. There’s web design, marketing, consultations and MORE. In addition, we have lots of free content and resources so the site is of value. The curse is putting too many words on the pages and knowing that people scan rather than read online. On the Home page in particular it’s best to keep the text brief yet get your message across to visitors.

In the Muse News it’s so tempting to share ALL the latest resources and information. Once again, getting carried away with too many words when the majority of readers are “scanning” this online. When I write beyond my self-imposed 2-page limit I put those new thoughts, ideas and resources into the next month’s issue. This works great because then I’ve got a good start on the next issue. This might work for you when you find yourself feverishly writing too many thoughts or ideas.

If you’re not seeing results from your website, blog or ezine – then try simplifying. You may be surprised by the response and the results. I would enjoy hearing from you on your tips for simplifying and may share those in a future Muse News.

How many people are going to find out about your website off-the-web before they are online? Print your web address and e-mail on every piece of paper and promotional material that leaves your office. Your web address and e-mail address should be on business cards, brochures, letterhead and envelopes. The recipients of these items may not know you have a website and will be prompted to take a look. If they know about your website, maybe they haven’t been back to visit and will place your business card by their computer as a reminder to check it out.

Color postcards of your website are good for direct mail or to hand out at trade shows.

Advertise your website on your car or delivery vehicle with a personalized bumper banner or chrome-like lettering. It’s an inexpensive way to get lots of local exposure. Assuming the average person drives to and from work daily in rush hour traffic in a large city, each plate will be seen and understood a minimum of 3,000 times per day.

Colorful Images in Longmont, CO has a wonderful selection of address labels. How about putting your web address on a sticker and use it as an envelope seal? You’re sure to find some creative labels that are suitable for your business. These also make great gifts for someone with a new website or a nice thank-you gift for someone that links to you.

Post-it Notes® are used as frequently as paper clips. Try to include as much contact information as possible on your Post-it Note without making it look cluttered. Use your web address and phone number with your company name or tag line.

Click below to share your best offline marketing tip that brings more visitors to your site.

Prequalify clients with your FAQ's

A great way to pre-qualify potential clients that visit your website is to add a FAQ or Do’s/Don’ts page. This will help fine-tune the types of clients who will contact you for your products or services. To develop your own FAQ page, think of the top questions your ideal clients ask you. Browse your emails for the most commonly asked questions and your responses. When people are shopping for a product either on or offline, the FAQ can help close the deal.

Here is a short example:

Just like each client is unique – every web company has unique offerings. Here’s what we do and don’t do:

We Do:

• Create customized web designs.
• Work virtually with companies outside of Colorado.
• Respond to every phone call and email within 24 hours.

Think about what makes you stand out from your competition. Put the top 3 on your website, you might also include one of these benefits at the end of your voice message.

We Don’t:

• Create cookie-cutter web designs.
• Work nights or weekends.
• Niche our services to a specific industry.

This works because people who are looking for template sites instead of custom will go elsewhere.  For those seeking a 24/7 company they will realize this company is not for them. If they are seeking a company that works only with a specific industry then they’ll surf on.

Our Ideal Clients:

• Value an on-going relationship with a professional web company.
• Want to attract their ideal clients and know their target audience.
• Have fun with positive attitudes!

Equally important is clearly identifying who your ideal clients really are and putting this on your website.  It’s pretty amazing what happens when you actually put this in writing and believe your ideal clients will find you. It really works!

Here is an example of an Architect who clearly defines his design counseling services to prequalify potential clients. htp://www.wingesaia.com/counseling.html

Have some fun with this and I’d love to see the page on your site where you prequalify your best clients. Click below to post a comment.