Marketing Mishap #1: Failing To Realize the Importance of Having An Online Presence. A knowledgeable business owner today knows that more and more buyers are employing the use of search engines Yahoo, Bing, Google to find what they need from merchant websites and local providers. Connecting consumers with merchants is the major advantage of making you presence felt online. The question on most business's minds must be: Are my existing customers and potential customers finding my business online? Or worse: Are they finding my competition? Having a web site, a commanding online presence and an effective online marketing strategy is crucial to the growth and survival of a business today. Statistics and studies on local searching trends give proof of this: In July 2008, a local search study conducted by TMP Directional Marketing, the largest local search marketing agency, revealed that the use of print yellow pages was declining in favor people using search engines to find the local information they wanted. The statistics showed that Google, Yahoo and similar search engines were the preferred source of information for locals, garnering 31% as opposed to print Yellow/White Page searches, at only 30%. It was further revealed by the study that a significant number of local searchers not only conduct searches, but take action (i.e. make calls, visit the stores, send email inquiries, and the like). What is even more significant is that these potential customers are in the final stage of their decision-making and are ready to make purchases. Furthermore, a study by comScore data revealed that local searches increased 76% between February 2007 and February 2008. During this same time frame, studies also showed that the searches per searches increased from 6.5 to 11.3. This is an interesting finding, considering that for every dollar that U.S. consumers spend online, an average of $5 is spent at local establishments on off-line purchases, which are the immediate actions that follow their search engine research (MIT Technology Review, 04/2005, "e-Commerce Gets Smarter"). Another study, this time through a survey by the NGP Group, showed that 97% of consumers in the United States use the Internet to get shopping information. Of this number, 51% in turn would shop over the Internet but make off-line purchases. This and other growing factors surrounding local searches are evident through Google's natural listings, within which ten local searches show up. Google is progressively becoming more aggressive in terms of local search, including local search results. The greater visibility of local and regional search engines and directories further strengthens this point, especially since the major search engines are ranking them high on search results. |Based on these figures and trends, we can see that consumers - your customers - are searching for you online. The likelihood of your potential customers finding you online is high, given ever-changing consumer habits which are dictated by online activities. This is why establishing a solid online presence paired with well made website in today's world is highly recommended. By simply upgrading your web site to a direct response, fully functional web site, you increase both your customer base and your potential for greater profits. Marketing Mishap #2: Making An Ineffective Web Site That Takes Away Your Marketing Budget Sure, you may have a stellar, design-savvy website. But if your website can't be found by people online, all that effort to look good and professional is just useless - a lot of fluff and nothing more. This is a major mistake in all businesses, especially those who commissioned their sites to be fleshed out by designers with no experience in online marketing. Sadly, many businesses have websites that are not properly targeting to search engines, thus, they never get listed. This means that any potential visitors or customers miss out on otherwise great opportunities, products or services. Your competition might be luring your potential customers with their engaging websites! In both scenarios, failing to have a website that gets traffic is short-changing your business. With the proper tools to help you get it out! A productive, engaging, market-ready website is such a powerful tool, getting you the online presence that you need to attract customers. Marketing Mishap #3 Failing To Have a Direct Response Website A general mistake by many business owners is putting out far too much for web sites that are lackluster performers: They've got the looks, but not the knack. These businesses can afford to pay a hefty price for "branding" their web site, yet sometimes the web site does not deliver nor increase profits. This is because a branding site is limited to just acquainting visitors with a mission statement, some objectives and some contact details. They do not elicit potential customers to take any immediate action. The solution to a non-performing website is simple: Change to a targeted, visible and engaging direct response website. Among businesses, the most coveted online action is that of getting your customer to spend his money. You would also want your customer to subscribe to an Automated Customer Lead Capture System. Adding this configured system immediately makes your site a Direct Response site. The Direct Response website is the fastest way to market your business to your target audience and keep them hooked on you. It's superior to branding because it demands an immediate action. Having a direct response website allows you to expound your business locally among interested visitors. It would be best to keep in mind that local businesses are what catch the attention of local and prospective customers. This is why having a Direct Response website is the most efficient way to leverage your marketing tactics. Mistake #4 Failing To Collect Client Email Information And Make Follow-Ups Unfortunately, many businesses forget about the all-important aspect of getting your client's information. You must keep your client information as it allows you to use technology for personalized customer follow-ups. Known as an Automated Customer Lead Capture System, or ACLC), this web-based marketing tool lets you capture your customers' most vital online details, like their full name and email address. If your site is powered with ACLC, you can easily communicate your offers and other news in a matter of minutes. Because it affords you with a fast, efficient response to your customers' requests and queries, you make an excellent impression as a business. When your customers subscribe to your Lead Capture System, they can automatically receive special announcements and notifications regarding the business. Everything from discounts to company news can be made available to your clients through newsletters and reports, adding value to your company and providing them with an educational angle of your business. Automation of this Lead Capture System makes it highly convenient for you, the business owner. You can rest assured, knowing that your information is being sent out to your customers and prospects on a timely basis. Marketing Mishap #5 Failure to Employ the Services of Knowledgeable Online Marketing Experts Careful planning a strategy with proper development of a direct response website will yield soaring profits for your business. A valuable, marketable website is constantly evolving, flexible to change, and abreast with the latest in Web-based technology. In order to be assured of adequate performance from your site, it's best to know, at the very least, the fundamentals of website development and online marketing. However, a top performing website is best created by a professional who knows how to configure and manage a comprehensive online marketing campaign.Your money will go a longer way when spent on a website that is built on solid online marketing strategies. See it as a wise investment, not as a loss. In the long run, you'll save yourself the disappointment.
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Sadly, many businesses have websites that does not target search engines, thus, they never get listed. This means that any potential visitors or customers miss out on otherwise great opportunities, products or services. What's worse, your competition might be luring your potential customers with their engaging websites! In both scenarios, failing to have a website that gets traffic is short-changing your business. Think of your business website as a potential gold mine or profitability. How ...
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