Category Archives: Website Marketing and Promotion

Client Attracting Websites

Is Your Website Failing To Attract Enough Clients?

If you are therapist, coach or healing professional looking for help in attracting more clients  through your website? If so, check out this 8-week tele-seminar series offered by Juliet:

Did you know…

Research shows that you only have 2-4 seconds to capture the attention of your web visitors before they click away to the next website?

There is now a wealth of research on what makes websites successful.
This tele-seminar series will show you how to implement this research so that your website attracts all the clients you want.

Discover:

  • how to get your web visitors’ attention within a few seconds of landing at your site
  • what pages and type of information converts the most visitors into clients
  • how to make your site information-rich so visitors keep coming back for more
  • how to make your site rank higher in search engines
  • the best low-cost methods for promoting your site both on and off the Internet

Join us for the Client Attracting Websites Series…

Dates: Eight Tuesdays from October 23 – December 11, 2007
Time: 5:00-6:15pm Pacific Time

Calls are held on a teleconference phone line.
If you can’t make all the calls, you can listen to the audio-recordings afterwards.

Save $100 with our Introductory Pricing:

Early Bird Fee; $149 +GST (If you register BEFORE October 5, 2007)
Regular: $199 + GST (If you register AFTER October 5, 2007)

For more information: http://www.julietaustin.com/clientattractingwebsites.html

Using Video To Drive Traffic to Your Website

Marketing Experiments did a cool study to explore whether a video could increase targeted traffic to your site and guess what they found? Yup, it works amazing well.

Here is what they did:

They put entertaining (not promotional) videos on YouTube and Google video and then measured the times they were viewed, how many people clicked to the website (mentioned in the video), and how many site visitors converted to subscribers.

They concluded that it was well worth the effort and came up with these suggestions for using video:

  1. Keep your video clips short, preferable under 5 minutes.
    Most people browse through a number of videos when visiting sites like
    YouTube and Google Video, and may be unwilling to give any one video
    too much of their time
  2. Ensure that your video has
    interesting, entertaining or provocative content. If it doesn’t "wow"
    people, they will have little incentive to share it with other people
    they know, or across their social networks.
  3. Be cautious
    about including commercial or promotional content. The most powerful
    short videos are those which are purely entertaining. It’s when people
    click through to your site that the time is right to add your sales
    message.
  4. Don’t plan on creating just one video. It is hard,
    if not impossible, to accurately predict which videos will enjoy wide,
    viral distribution. Our own testing demonstrated that some videos were
    shared more than ten times as much as others. So plan on creating a
    series of clips, and learn from the one which performs the best.
  5. Optimize
    your video clips to maximize distribution across social network sites,
    use tags and bookmarking links to help people find, save and share your
    videos.
  6. Create videos that multiple people (possibly some of
    your customers) appear in. The best team of viral marketers you can
    hire are people who appear in your video and pass the video to their
    friends and family.

You can read more about their research here and watch one of the videos they used in the study here.

Improve Your Email Marketing Campaigns

Darren Rowse points to a post by Steven Spencer that addresses the issue of decreasing open rates for email marketing campaigns. I have heard a lot of people recently talking about how it is getting increasingly difficult to reach your market via email.  I too have noticed a drop in my open and click through rates.

Steven provides some great tips on how to improve response rates to your email campaigns. Here are his main points:

  • Clean up the email format to make it more ’scannable’.
  • Consider smaller, more targeted campaigns, tied to broader campaign strategies.
  • Get more specific in your Subject line.
  • Practice spam filter avoidance.
  • Experiment with send times.

You might also want to read a post I pointed to earlier that tells you how to improve your response rate with HTML emails.

Resource Site for Internet Marketing

A lot of people are talking about a new site called, Tubetorial. It is a site that has video tutorials for various aspects of marketing online. It seems like a great site, lacking in a lot of the hype found  on most websites related to Internet marketing.

One of the posts is called 7 Steps To Creating and Selling Niche Information Products. It’s a great little tutorial that provides an excellent summary of how to go about creating and selling information products.

If you are want to know more about marketing on the Internet, you might want to check in with this site often. It looks like it’s going to be very useful.

A Unique Method of Using Testimonials

Testimonials are crucial to your online success. There are a variety of ways to gather and use them and John Jantsch describes a unique method for using testimonials in his recent post The Small Business Reverse Testimonial Referral Tactic:

When you receive a testimonial from a client, clip a very powerful
sentence or paragraph and print (you can do this in-house with post
card templates from an office store or StockLayouts)
10-12 postcards with you client’s comment, a simple offer and your
contact information. Then, send these cards to your client and ask them
to jot a hand-written note and send them along to folks they think
would benefit from this offer. (Yes, put postage on the cards for them.)

Whether you try John’s method of using testimonials or use others, make sure you are collecting testimonials from your clients and customers on a regular basis. I ask all my clients for testimonials. Some I gather from comments they have made to me throughout our work together and others I glean from an interview I hold with them when we complete our work together.

Websites More Convincing Than Celebrities

A new report by AccountAbility shows that celebrity endorsements are second last (next to leaflets delivered to the home) in terms of convincing consumers to buy. At the top of the list is packaging (which, if you’re a sole practitioner in a health and healing field, can be your website and other marketing material). It’s nice to see that websites and other Internet sources come quite a bit ahead of celebrities. That knowledge could save you a lot of money! ;)

Though not a very strong influence yet, it’s good to hear that certifications, such as Fairtrade do play a role in consumers’ decisions.

Success with Pay Per Click Advertisting

Brian Clark at Copyblogger has a great post summarizing how to make the most out of your pay per click ads. He notes the two commom mistakes people make when using pay per click:

1. Sending traffic from your pay per click ads to the home page of your website or blog instead of to a specific landing page.

2. Not making an attempt to to establish a relationship with those that don’t buy (i.e. getting subscribers to your newsletter or blog), once they get to your site so that you can market to them in the future.

He then outlines 5 steps for boosting your conversion rates for sales while also increasing subscriber numbers for your newsletter or blog.

While the method Brian describes is well known by those marketing on the Internet, as he points out, many people still neglect to utilize it.

Fiddleheads and Your Competitors

Seth discusses the issue of competition and how most people wish their competition would just go away because they assume they will do better if there are fewer people selling services and products the same or similar to those they offer. He gives an example of vendors selling fiddle heads at the market. He points out how you actually need the competition because the more there is to purchase at the mall or the market, the more people will show up there to buy.

The same is true for socially responsible/green businesses. The more businesses that exist, the greater the demand for products that are sustainable, green, etc., and the more people will want to buy from these businesses. It’s also partly a matter of education. Your competitors are helping to educate your market. The more people learn about the benefits of dealing with ethical and socially responsible businesses and their products, the more they will want them. 

Instead of fearing your competitors and wishing they would go away, what would happen if you welcomed each one and viewed them as helpers in growing your business?

Move Your Website Visitors Forward

Gerry McGovern writes on the purpose of websites over at Marketing Profs: Daily Fix blog. He explains how the purpose of web navigation is to keep people moving forward. He points out that it should not be focused on where the visitor has been or could have gone.

He uses a driving analogy to explain his point:

Let’s say you’re out driving. You come to a junction where you are
offered a choice between heading to New York or Boston. You take the
road to New York. That’s a decision you have made. Would you find it
useful to be constantly reminded that you can still turn around and
head to Boston? Would it be helpful to be reminded of all the places
you’ve passed as you head to New York?

Your job is to understand the primary direction your most important
customers are heading, and to remove obstacles in the way of them
arriving at that destination.

These points are crucial for the success of your website and yet so many people still are just not getting it. So take a look at your site, reduce the clutter and confusion, and lead your visitors along the path towards the action you want them to take. It’s really quite simple. Don’t make it complicated.