February 24, 2006
Wow - it's been a long time
It's certainly been a long time since I posted a new entry to this blog. Sorry - with both my information products training groups and my site crashing twice because of the new traffic generation techniques I devised, things have been a little hectic.
Let's talk quickly about traffic generation. It constantly amazes me that most people make the mistake of believing that traffic generation must center on online marketing techniques, since your web site is online. Bad move!
Some of the best traffic generation techniques are using offline methods to drive tons of traffic online to your site. I have clients who are using postcard mailings, space ads, and spot radio to generate huge, ongoing waves of traffic.
Now, in case you haven't seen the information on Traffic Jam Plus yet (this is the system that generated sooooooo much traffic it crashed my site twice in 10 hours), you can get a tour of the system at:
http://www.TrafficJamPlus.com
But whether or not you decide to check this out - I can't urge you strongly enough to begin exploring offline methods to drive tons of traffic online. It's the hottest tip I could give you on building your business.
Posted by Bob Serling at 06:59 PM | Comments (1)
October 10, 2005
The most overlooked vehicle in marketing
Want to produce exceptional results on a shoestring budget? Then you should be using postcards.
I'm shocked that more marketers don't use these power-packed little demons on a regular basis. Unless you're marketing to large businesses, almost nothing beats the return on investment that postcards deliver. Here are some ways you could be using postcards to make your business more profitable:
1. Mail thank-you notes to your customers EVERY time they buy
something from you. No one does this. If you do, you'll build
tremendous loyalty and repeat sales.
2. Use them to offer a free or low-cost report. Then convert these
new prospects to buyers. Hint: make your prospects call a toll
number (they pay for the call) to request your report. This
significantly increase the quality of your leads.
3. Use postcards to draw traffic to your website. Offer them free
information - a report or white paper - but make them sign up to
get it. Yep, it will increase the quality of your leads and get
rid of the tire kickers.
If you aren't using postcards to promote your services, you should be. I've used them for years and they've never let me down.
Posted by Bob Serling at 03:05 PM | Comments (0) | TrackBack
September 28, 2005
The truth about response rates
How do you really measure response rates? Is the old concept of aiming for a 2% response rate true or misleading? Here's the truth, the whole truth, and nothing but the truth...
The idea of aiming for a 2% response rate to your marketing campaign has been around forever. It originated with direct response mailings and has carried forward to online marketing as well.
Just how good a gauge of response is this really?
Well, if you apply a little common sense, you'll quickly see that it's completely meaningless. Here's what I mean. 2% response rate for selling cheap items - in the $15 to $20 range - will kill you. There's just not enough profit there to make it worth the investment of your time, energy, and money.
But how about a 2% response rate if you're selling time share units at a luxury resort where the average selling price is $50,000 or more?
In this case, 2% would shoot your profits off the charts. But you're not likely to get a rate anywhere close to this.
So what do you use then as an accurate, completely reliable gauge of response to your marketing? The answer is simple: dollars in versus dollars out. Did you make a profit or not? And if you did, is it enough of a profit to keep the campaign going or would you be better off investing your resources in another campaign or project?
Always remember, the only thing you can deposit in your bank account is dollars, not percentage rates of response.
Posted by Bob Serling at 04:25 PM | Comments (1) | TrackBack