Marketing Tips

Improperly referencing your images can cause them to appear broken when you send your message - the dreaded red x. To insure the image is referenced correctly it must appear as, img src="http://www.yourdomain.com...." rather than, img src="/images/picture.jpg". Alt tags are another important part of your images. The new security features on almost every email client these days disables images automatically. Having alt tags in place allow your reader to identify the image and determine if it is safe to enable.

Michael Fleischner — President — Marketing Scoop

Funny enough, clicking around through several pages is a BIG TURNOFF to Internet users. In fact, a web usability study from User Interface Engineering (http://www.uie.com) noted people prefer longer copy on fewer pages! That's right. Users would prefer to scroll down one long page versus hopping around to find their information.

Lorrie Morgan-Ferrero — Copywriter — Red Hot Copy

Make sure your unsubscribe method is in place and working. The CAN-SPAM act of 2003 requires that all email messages contain clear directions on how to opt-out from subsequent mailings. Provide an unsubscribe mechanism that allows those receiving your email to send you and email and indicate their desire to opt-out from receiving further emails from you or your business. If recipients no longer want to hear from you, it's in your best interest to remove them from your list.

Michael Fleischner — President — Marketing Scoop

Consumer's behavior is often consistent with their previous decisions. Therefore, if a customer says "yes" to an offer, make another offer that relates to the first.

— Direct Marketing Tips

Business Turbo-charger #2: Join affiliate programs that align with your current business model This is the fastest and easiest way to add a new stream of income to your business, guaranteed. Your existing customers are three times as likely to buy something from you as a stranger who has no experience with your products. So how do you get these people to buy from you again if you only have one product? Simple -- you offer them an affiliate product! All you need to do is conduct some research into your market and discover what products your audience is clamoring for (beyond the ones you already provide them). Next you need to find an affiliate program that offers such products, and add them to the "back end" of your site. ... Then simply email your list special offers for these products -- and mention them on your site, in your newsletter, and your blog... and watch the extra orders come rushing in!

Derek Gehl — CEO/Marketing Consultant — The Internet Marketing Center

We have short attention spans. So asking a prospect to take even a split second to click to another page may be all it takes for him/her to shift gears and be gone forever. The goal is to keep your prospect in a sort-of trance of subtle persuasion.

Lorrie Morgan-Ferrero — Copywriter — Red Hot Copy

As budgets get squeezed, individuals and businesses will cut back on luxuries. But basic needs must be met. Plus, some will substitute smaller-scale, less expensive luxuries. What does this mean? Some products and services will actually thrive and grow in a tight economy. Understanding what opportunities this presents to you involves knowing your customers and their needs; logically working through their dilemma of reduce spending and lower budgets; and accurately hypothesizing which substitutes will attract more dollars. At the end of that process you will have a list of potential marketing responses to the weak economy.

Bobette Kyle — Author/Propietor of Website — Website Marketing Plan

Are you selling customers what they want or what you think they want?  Communicating with your customers is an amazingly simple and effective way to keep your finger on the pulse of your customers needs.

Joe Kiefer — Sales & Marketing Director — Lorman Education Services

Your customer communication plan is extremely important and should be as personalized as possible.  Figure out how each customer likes to be communicated to and you can eliminate unnecessary and costly communications.  Also, a healthy mix of useful content will keep them opening your messages

Joe Kiefer — Sales & Marketing Director — Lorman Education Services

Website analytics software has become increasingly popular, but it is easy for a business to become overwhelmed by the amount of data.  This can lead to the software going unused or misused.  Make sure you start with the most important metrics and move into more detail as you become more comfortable with the data.

Joe Kiefer — Sales & Marketing Director — Lorman Education Services

How clean is your data?  Having clean customer data can mean the difference between success or failure in a marketing campaign.  Every company should have an on-going process in place for keeping their data clean.

Joe Kiefer — Sales & Marketing Director — Lorman Education Services

E-mail continues to grow in importance as part of the marketing mix.  Make sure you put as much time into crafting your e-mail campaigns and segmenting your e-mail list as you would on the direct mail side.  The price of irrelevance will be a high unsubscribe rate and a reduction in your e-mail list size.

Joe Kiefer — Sales & Marketing Director — Lorman Education Services

A great technique for heading off the endless wasted hours working on trivial things is to give yourself a limited amount of time to complete any given task. Decide how much you want to spend on a certain project, and then STICK to those limits. Be firm! This will keep you from burning up an entire day hunting for that "perfect" image you want to add to your site, when you could have been doing something with that time to complete tasks that would add considerably more value to your business.

Derek Gehl — CEO/Marketing Consultant — The Internet Marketing Center

According to market research from the Gartner Group, more than 50% of web sales are LOST because visitors can't find what they're looking for!

Don't make that mistake.

* Name your navigation buttons clearly so it's obvious what people will find when they click on them.

* Keep your navigation simple and consistent throughout your site, so people don't have to click any more than necessary. Ideally, someone should be able to buy from you in two clicks at most.

* Use ""Buy Now"" buttons that link to your shopping cart or order page every time a product is shown-- especially if you have a catalog site.

Derek Gehl — CEO/Marketing Expert — The Internet Marketing Center

Always take the best seat!
One well-known executive and best-selling author suggests the following:
If you take a customer or prospect to breakfast, lunch or dinner, always take
the best seat. Your back should be facing the wall. This way your client
will not be distracted by all the people walking in and out of the restaurant.
Your client will be focused on YOU.

Angela Kambarian — President of Essential Communications — Essential Communications

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