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Do visitors leave your website without doing or buying anything (bounce rate)

Your website probably exists to:

  • Inform
  • Persuade
  • Stay in touch
  • Sell
  • Connect (lead generation)

But when someone doesn’t find exactly what they want within 3 seconds… or they are too rushed to really consider your message… and they try to leave your website without taking an action (they ‘bounce’)… probably never to return – it may warrant taking ‘drastic action’.

That’s where ExitSplash comes in by greatly reducing any websites high bounce rate.

It’s a tiny script that drops quickly and easily onto any webpage (or site wide) that will help send visitors to any page that you deem appropriate, whenever they try to exit out of one of your webpages.

Watch the video…


It’s so simple yet devastatingly effective.

I used a previous piece of code from Dave Guindon and can vouch for the quality of his work.

If you want to capture more website visitors and turn them into subscribers or customers, this is a very worthwhile addition for your site.

…check out ExitSplash

Social Media Marketing

There are 3 broad categories of marketing: Paid Advertising. PR. And Referrals.

Social media marketing can and should occupy all 3 categories.

Companies have embraced the benefits of social media, buzz marketing, and social collaboration. But most, including big brands, still do not know how to implement it.

Having been involved with social marketing before the terms ‘web 2.0′ or ‘user generated content’ were coined, I can share my perspectives on how to approach social media marketing effectively and efficiently.

Modern PR

First, recognise that social media can be seen as synonymous with online public relations.

Your PR firm may not like that. And nor may your digital or brand agency. But strip away the fads, and it’s easy to recognise that any advertising, marketing, or promotion is geared to just a few desired outcomes:

  1. Creation of brand preference (pre purchase)
  2. Trigger a direct sale (purchase)
  3. Maintain brand loyalty (post purchase)

Public Relations is about creating that bonding in your market. And social media is simply a modern day version of that.

And ironically, with the rise of social media, we are seeing a return of PR journalist relationships becoming personal 1:1 relationships. Mass syndication is fine. But for optimal PR coverage online, we need personal ties with key people (centres of influence) in our industry or market.

Journalists don’t want to be spoon fed a cut-n-dry press release, and consumers themselves will readily pick up news releases if they are interesting, valuable, easy to read. I.e. Make them read like compelling stories, and fill them with detail from which the consumer journalist can pick and choose what they syndicate, distribute, plagiarise or share. (This has given rise to the social media news release.)

For simple and free press release syndication, try PR Log.

Publish your papers and presentation files on sites like:

  • http://www.slideshare.net/GavrielShaw
  • http://www.scribd.com/GavrielShaw

Consumer Trends

In the social media world people associate with personal brands more than with company brands.

“Over 50 percent of consumers perceive companies that provide communication features such as real-time dialog as progressive, advanced, and eager to please the customer.”

People interacting with people on a personal level is what the social web is all about.

And that is the essence of ‘social media marketing’.

People don’t interact with brands per se. They interact with people, which may help create brand preference. But never put the brand forward as the important part of any social media effort. Just as Pepsi found recently, pushing brands through social media can be very costly.

Viral Marketing

The holy grail of marketing is to create a highly leveraged effect that spreads a positive message about your service far and wide, for free!

Hotmail was one of the first companies to grow so quickly online through viral marketing. They restricted access to Hotmail email accounts and allowed members to introduce 10 of their friends. That campaign grew hotmail like wild fire.

Wikipedia, the online encyclopedia not only has top search engine rankings for more phrases than I care to fathom, but has been created purely from social collaboration of visitors contributing information and creating pages (user generated content).

One model of social media marketing recognises 6 types of ‘web 2.0 website’:

  1. Media Sharing – YouTube, StimTV, Podcasting, etc.
  2. Social Bookmarking – Delicious, Diigo, etc.
  3. Citizen Media – Blogs, Tag Engines, RSS Feeds, News sites like www.nowpublic.com.
  4. Collaborative Directories – Wikipedia, Prefound, Zimbio, etc.
  5. Collaborative Harvesters – Digg, Netscape, Reddit, Popurls, etc.
  6. Social Networking – Facebook, MySpace, Squidoo, Twitter, etc.

But how can you take advantages of social media marketing, making sure you stay ahead of the trends, keep high brand visibility, whilst not throwing money at the wind?

A good place to start is with…

Blogging

“Our blog should be the base of operations, but we should have outposts in many of these places and become active participants. It’s just how things are done these days.”

Expand into…

Micro-Blogging

Twitter is an example of micro-blogging. Short syndicated messages.

Participate in ‘the conversation’ in your market by finding topical, note worthy, fun, interesting, things on sites such as http://stufftotweet.com. Use http://alltop.com for current market research, and again use such research to build your tweet presence. I use the twitter client TweetDeck for all my Tweeting needs.

See the Tracking section for ideas on how to monitor the performance of social media marketing.

Contact me with your requirements or interest.

Continue at the main Conversion page.

5. TRAFFIC

You have a plan, a selected target market, a product, and a conversion mechanism.

Now you need traffic. People, prospects. Folks with cash and a desire for what you have available.

Let’s consider key traffic sources in modern marketing:

Online Traffic Sources

My advice is to group sources of online traffic into 5 areas.

  1. Search Engine Marketing Programs
  2. Paid Advertising Programs
  3. Email Lead Gen Programs
  4. Partner Programs
  5. Social Media Programs

Search Engine Marketing Programs

SEO – ‘Free visitors from search engines’ is what some SEO’s call it. But having worked as SEO Manager for the largest independently owned loan brokerage in the UK, I can tell you that traffic from the search engines is not free. Despite not paying per visitor, you still pay in resource time and expertise to be able to rank highly for enough key terms to bring consistent and targetted traffic from SEO.

PPC - A very fast and relatively easy way (easy if you know how I guess) of bringing hordes of traffic to your site almost instantly, and completely trackable for performance measurement. As SEO Manager for the loan brokerage we managed a Pay Per Click budget of thousands of pounds every month (I won’t disclose past clients figures of course).

Social Media Programs

A relatively new phenomenon that has evolved with technology beyond the old Internet’s bulletin boards, and message boards, into full blown personality profile driven, video enhanced, user generated communities.

Tapping into Social Media is expensive, but vitally important to 1. keep up to date with trends in your market. 2. survey and understand your target prospects. 3. Develop inlinks to your site important for SEO. Tapping the viral distribution of your marketing messages by users sharing with their friends. Etc.

Paid Advertising Programs

Banner advertising/display is often the first resort of corporate marketing. Paid Ads should be seen as a significant yet small part of the overall generation of new visitor traffic. Also consider sponsor opportunities that is tied with lead generation.

Data Acquisition Programs

List rental and co-registration.

Joint Venture Programs

Affiliate Marketing – Having a horde of loyal affiliates that actively promote your product to their client / customer database is fantastic, important, and just as complicated as the other sources of traffic.
Partners and revenue share opportunities such as CPA.

Offline Traffic Sources

There are many ways to skin a cat. Here’s how I skin my offline traffic sources into 5 broad categories:

  • Broadcast media – tv, radio, newspapers, magazines
  • Space advertising – flyers, billboards, print-ads
  • In-person events – industry events, exhibitions, conferences, trade shows,
  • Direct marketing – leaflet distribution, direct sales, direct mail
  • Partnerships – Individual or company, formal or informal – other people of influence that can bring you leads

Converting Traffic Into Leads

All that new visitor traffic according to the Aggresive Marketing Traffic Model above, should be directed to open content which attracts them into an optin process so that you acquire their contact details (at minimum this should be their first name and email), and only then do you introduce them to your actual sales offers.

This gives you the opportunity of building a Database Program with a pool of prospects that can be educated and enticed over time, so that at the right moment for them, when their desire or pain is most pressing, you will be in contact with them so they see your offer and by.

Extend your keyword research with buyer terms such as ‘buy’ ‘wholesale’, ‘cheap’, etc.

The final aspect of the Professional Marketing Matrix to help you successfully generate traffic and convert them into beaming customers is Tracking.

Stay tuned to the most important updates on generating demand in the experience economy as it is published.