Consulting AND INTERNET MARKETING SERVICES    

Marketing your business online can seem daunting! Especially if you lack the knowledge to do it. It is even overwhelming for businesses that have had an online presence for years. Where do you start? Who can help? and how can you tell, if who you hire is experienced enough? These are all questions that even the best of internet businesses ask themselves.

Most internet businesses, search for the perfect expert online. But is this really the best way to find an expert? You need find out if the consulting and internet marketing services focus on the following basic guidelines.

  • Can your expert give you conversion rate optimization (CRO)
  • Web Design and Development
  • Search Engine Optimization (SEO)

Conversion Rate Optimization

Your conversion rate is the number of viewers who visit your site that actually end up buying your product. So an ideal situation would be to get 100% of your viewers to convert and become buyers of your product. Unfortunately this isn't that simple. You do have to work to get your readers to convert and you do that through a multi-dimensional process called conversion rate optimization. This process uses emails, newsletters, and your website to persuade and convert your viewers to buyers.  How many viewers you get to take action on your website depends on how good your marketing process is.

One of the first things you, as the internet business owner, needs to decide is whether or not your conversion rate is living up to your expectations. Other questions you also want to ask yourself are:

  • Did you define up front what you wanted in return for your investment, your effort, your time, your money?
  • What do your prospects receive from your site? They get to your website hoping to get something that adds value to their life. The question is do they get that?

Conversion is a multi-dimensional process whereby your emails or your website persuades prospects to take action on your site. Your ability to get your visitors to take the action you want them to take is a reflection of your entire marketing process and their level of confidence in your ability to deliver.

Is your Internet marketing living up to your expectations? Did you define up front what you wanted in return for your investment of time, money, and effort? It's critically important that you determine up front how you will measure the success from any marketing initiative whether online of off. What are your prospects goals? They arrive at your website hoping to find something that can add value to their lives and/or their business. They look to you to fulfill their needs. What are your calls to action? What is it you want visitors to your site to do? Do your visitors have any of the following options:

   1.  The ability to Sign-up for a newsletter?
   2. Download a whitepaper?
   3. Enter a contest (in order to get their contact information)?
   4. Download a free trial of your software?
   5. Call you for more specific information about their particular needs?
   6. Purchase your product or service directly on your website? (if you are a commerce site)

For instance do you have goals for the number of unique visitors you want to have come to your website on a daily, weekly, or monthly basis?

How well do you understand the art and science of integrating marketing and sales to convert a visitor into a customer? Commerce is all about sales in one form or another.

In order to get the sale, you have to persuade the prospect that what you are offering is of value and that it will satisfy their needs! The bottom line is that sales is the process of persuading others to do what you want them to do! Anytime there is an exchange of value, the process of selling it taking place.

Marketing is not sales. Marketing paves the way for sales to take place. Sales and marketing must work together in order for the prospect to convert from a visitor to a customer. Visitors may arrive on your website and be interested in what you have to offer, but they still need to be sold. Once visitors begin to interact with your online store, all the marketing in the world won't save you if your site isn't designed to convert them. That´s why it´s important to design your site with conversion in mind.

Building a solid foundation

There are essentially three fundamental ways to increase your revenues online.

   1. Increase your conversion rate - Work on improving the number of website visitors who actually take your desired action. Improving your conversion rate is a matter of performing there are literally thousands of modifications or tweaks to your site, which will increase the number of visitors who convert to paying customers.

For example, simply reducing the number of clicks or steps that are requires for a prospect to complete the buying process can help. Why do you think Amazon patented their '1-Click Checkout' process?

  • Clarify your unique selling proposition (USP).

  • Reorganize your checkout process to prominently display your guarantees and your commitment to security and privacy.

Just these adjustments can create more buyers for you. Imagine what you can do if you optimize your whole site for conversions.

   2. Improve your merchandising by encouraging your paying customers to spend more money by cross selling and up-selling to them.

  •  Another option might be bundling products or services into packages.
  • Improve your copy - by engaging a professional copywriter to educate the prospect of all the benefits of your products or services can have a dramatic effect on revenue. (Intuitive and effective web design)

   3. Increase the amount of traffic arriving at your site. The theory is that more visitors will equate into more sales. However, most of these options require you to increase your financial investment. Some tactics of this process include search engine optimization, (SEO) and pay per click (PPC) advertising. Public relations (PR) and e-mail marketing that encourages visitors to return can also be effective.

These three things give you the  foundation of a solid online business and should be executed in the following order:

  • design for conversion
  • merchandise for additional revenue
  • drive more traffic to your business

It's the only sane and sound method of building an online business that will stand the test of time!
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