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WEBSITE MARKETING

5 Things Every Internet Marketer Must Learn From Mail Order To Increase Their Profits Now!
By: Developer Shed
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    2004-08-27

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    5 Things Every Internet Marketer Must Learn From Mail Order To Increase Their Profits Now!
    by Jo Han Mok

    Understanding that the Internet is another vehicle for
    direct response marketing can potentially make you
    rich!

    It's true. Not many people actually 'get it'.

    Information marketing has much in common with the 'old
    school' mail order business. In fact, many of the
    practices you see online today such as two page direct
    sales mini-sites, mailing lists and unique products,
    come directly from the mail order model.

    Every Internet Marketer would benefit from studying
    the mail order industry. The basic marketing
    principles and practices employed by the industry
    translate naturally to the online environment.

    The five core priorities of successful mail order
    companies parallel those of the online marketer. They
    are: demographics, targeting, testing and tracking,
    up-selling and customer follow up. If you aren’t
    focused on these key areas yet, read on to discover
    why should be, and what it will mean for your bottom
    line.

    Direct Response Lesson #1: Demographics

    Demographic information provides an in depth profile
    of your potential customer. There are two ways to
    acquire demographic information, and two separate
    motives for each method.

    You can:

    • Acquire data from consumer data mining companies
    such as MarketShare Online
    • Acquire data from your existing customer base

    The preferred source depends on your product
    development process and your current resources.
    Professionally gathered data allows you to survey the
    market and create highly targeted products. Rather
    than searching through keyword lists for potential
    niches, you can use demographic data to target
    specific classes of consumers based on their spending
    habits and disposable income. Your marketing strategy
    becomes much clearer with this data in hand. It allows
    you advance insight into your customer’s interests,
    pricing points and mindset. Now, you have a baseline
    against which to test the effectiveness of your sales
    message.

    You should also acquire as much demographic data as
    possible from your existing customer base and mailing
    list. Even when you possess the resources to pay for
    this information you should still query your own
    customers.

    Why?

    Quite simply, you need to compare the profile of your
    existing customer base against your expected customer
    base. For example, if you sell a high-priced
    information product targeted towards small business
    owners, yet find that 50% of your list is composed of
    non-qualified tire-kickers, something is off with
    either your sales copy, your targeting or both.

    Direct Response Lesson #2: Targeting

    Here is a rule of thumb for you to memorize: interest
    and need alone are not enough to generate a sale. This
    is a controversial statement, I know. Ask yourself the
    following question, though: how often have you found
    yourself interested in a product yet not purchased it?
    How often have you needed a product, yet not been able
    to afford it?

    The truth is that, in either case, despite your
    interest and your need, you were only marginally
    targeted when the offer was presented to you.

    This subtle case points to the synergy between
    demographics and targeting. This is why mail order
    companies go to such great effort to acquire detailed
    information on the marketplace. Whether you send 100,
    000 pieces of mail or pay for 100,000 visitors to your
    web site, the goal is the same: put the offer in front
    of the right people, at the right time. If you put the
    right offer in front of the right person at the wrong
    time, it’s the same as no offer at all. It is
    untargeted.

    Direct Response Lesson #3: Testing and Tracking

    You absolutely must test and track everything you do.
    You must track your pay-per-click campaigns, your
    newsletter mailings and the paths taken by visitors to
    your web site. You must test your ad copy and your
    product pricing.

    The testing and tracking phase of a marketing campaign
    marks the proving ground between demographics and
    targeting. Once you’ve acquired the data on your
    potential customer’s behavior, you must track their
    actual behavior to find out if it matches the expected
    results.

    Until you do this, you are really only guessing at
    what works. Every mail order company places a tracking
    code on their post cards. This allows them to zero in
    on the exact location, age, income, race and marital
    status of responsive customers. When you first launch
    a product online, however, you are essentially blind
    to this information until you start tracking. As you
    gather your data, however, you will discover which
    search engines and which newsletters pull the best.
    Over time, you will be able to match this up with
    deeper demographic data collected from your list and
    discover, at the very least, the age and income of
    your customers and which search engines they prefer.

    Can you imagine knowing that men between the ages of
    24-34, for example, prefer Google, or that stay at
    home mothers prefer Yahoo? This type of data is
    priceless because it directs your targeting up front.
    This is the exact goldmine which awaits you when you
    devote careful attention to testing and tracking your
    campaigns.

    Direct Response Lesson #4: Create Robust Order Forms
    for the Up-Sell

    Your order form can pull more profit through impulse
    purchases than you realize. Many internet marketers
    seem to believe that one product should lead to one
    simple order form. This is probably due to so many of
    us being self-taught. We copy what we’ve seen.

    Have you ever stopped to examine a mail-in coupon or
    catalog form? Even when the offer ultimately focuses
    on one major product, the form still includes an
    up-sell and sometimes even a counter-offer.

    For example:

    “Yes! I’d like to order the Incredible Bikini Wax
    System for $49.95 today! Also, please include my 14
    ounce bottle of Instant Soothing Moisturizer, a
    perfect complement to the Incredible Bikini Wax System
    and a steal at only $9.99” (Up-Sell)

    “Yes, I’d like to subscribe to Golfing Today! Instead
    of the incredible offer of 12 issues for $14.99, I’d
    like to receive a full 52 issues a year for $29.95” (
    counter-offer)

    The reason for doing this, of course, is that the
    customer is already interested and already in a buying
    mindset. You’ve done all the hard work to lead him to
    your site and you’ve enticed him with your sales
    letter. He’s on the order form with credit card in
    hand. Why not use this moment to make a complementary
    offer? You can up-sell a related product of your own
    or that of one of your joint venture partners for a
    profit split.

    There’s really no harm in making the offer. The
    customer will either take you up on it or he won’t.
    The important point here is that a robust order form,
    with additional offers, helps you squeeze out extra
    profit and cuts down the work of luring that customer
    back in the future to make additional purchases.

    Direct Response Lesson #5: Post Sale Follow Up

    What happens to your customer after the sale? Take a
    page from the book of mail order secrets and follow up
    with that customer! If you’ve ever purchased anything
    through a catalog, you know what happens. You end up
    on their mailing list and continue to receive catalogs
    and other offers in the mail.

    In fact, you may receive so much mail from that one
    company that you become irritated! While I don’t
    recommend going overboard with your mailings, I do
    recommend moving your customers to an announcement
    list or newsletter.

    You don’t want a one time shot with that individual.
    Rather, you want to build a lasting relationship. Your
    follow up process should be designed with several
    goals in mind:

    • Keeping your name and brand in front of the customer
    • To build trust and credibility by sharing supporting
    material that adds value to the product
    • To maintain contact so that you can make additional
    offers in the future

    Customer follow up is so important it can’t be
    stressed enough. There is a rule which states that 80%
    of your sales will come from 20% of your customers. In
    other words, if someone purchases from you once, they
    are likely to purchase from you again provided you
    take appropriate action and keep them connected to you.
    Remember that your customers are human and may go
    through a variety of emotions after making a purchase.

    They may experience buyer’s remorse. They may feel
    nervous about sharing their credit card information
    with you and then never hearing from you again. They
    may absolutely love you and your product and want to
    reach out for more information. You must tend to each
    of these variables in order to gain the customer’s
    trust and appreciation, so follow up!

    What will you do with the five lessons presented to
    you in this article? You have before you a nearly
    complete outline of a profitable business system for
    online marketing. Take these principles to hear and
    put them into practice. Know your market. Speak to
    your market. Connect to your market. I guarantee your
    profits will soar.








    ------------------------------
    Jo Han Mok is a frequent guest and featured speaker at
    Internet Marketing bootcamps and conferences on
    subjects such as copywriting and Joint Venture
    Marketing. Visit his website to get a simple
    step-by-step plan that can take you from ground zero
    to having money deposited in your bank account from an
    online business every single day for the rest of your
    life!
    == http://www.SuperFastProfit.com

    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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