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]]>It’s actually a trick question, it’s probably not just one thing. For most businesses, it’s usually a combination of several factors, but the end results are always the same; Failure to get consistent, high quality (we call them pre-qualified leads) traffic to your web site. Inability to get and stay ahead of the industry curve. Finally, frustration trying to achieve the success that you possibly could have obtained if you’d had control of those five critical factors.
The web has already come a long way, but this year, everything we know is going to change and morph into the next generation of the web.
Not every business is going to be able to keep up. To keep ahead of the accelerating change curve coming in the next few years, you’re going to need a lot of help to get where you need to go – and I can’t help everyone, there’s not enough time.
We’ve Created A Solution To These Problems.
The problems I’ve described have always been there, but what if, you already had me factored into your yearly marketing budget? What if someone was consistently coming to you with great new ideas and insights? What if, you had someone to bounce ideas off of, and really strategize with – someone who “gets it” as much as you do? And what if you could reduce the cost of building web sites and web programming by as much as 50%. Imagine where you could go from there. Imagine then, what you and I could create?
So we’ve decided that instead of trying to juggle 45 or 50 different web sites, it makes more sense to concentrate our work on a handful of clients, five or six at the most – the ones who really get it. The forward thinking elite who understand just how critical a marketing tool the web is – and who want to fully engage and integrate it into their business structure.
WHAT MAKES US SO DIFFERENT
I have three marketing degrees. One from a fancy university and the two others that I’m even more proud of – Certified Guerilla Marketing Coach and Duct Tape Marketing Specialist. Through my affiliated company, BostonBuisnessBuilder.com, I teach “street smart marketing” to businesses. Those latter two degrees have taught me the essential street level marketing skills that really work and actually make people buy. That’s why my AdWords campaigns often get double and quadruple average national results. That’s why the copy I write, gets a far better response than virtually any in-house marketing department.
I’ve also got some of the best programming technicians and graphic designers available, people that I’ve worked with for over 15 years. People that you have, and can continue to trust. This new program will allow me to take charge and do what needs to get done, on a regular, consistent basis. To build great web structure, to hold monthly meetings, integrating the newest software, Google products, reservations platforms, social media SEO, blogging, responsive web sites, landing pages, perhaps a website rebuild, search engine optimization (SEO), e-newsletters, design, troubleshooting – the list is extensive of things that need to get done. In fact I often call the list of things to do, “Must Have, Need to Have, Should Have, Like to Have”… With this program you’ll receive design and programming charges at a greatly reduced fee. This will allow you to build all the new web tools you’re going to need now, and in the near future, to compete against the really big guys. In simple terms, it will be like opening an in-house web division inside your company.
We’re Personally Connected to Your Site & Your Business
Along the way you’ve done your part by running a great company, and we’ve done our share by giving you a great site, with quality functionality and fast service. You know when you speak to us, you’ll get honest answers and unbiased opinions. We know your industry, your geographic location and we’ve taken the time to learn your specialized marketplace and especially how you run your businesses.
Results You Can Expect
• Much lower programming costs. This will allow you to build, deploy, maintain and update your site(s) at a fraction of the cost charged by other firms.
• Responsive web site design. In today’s world the site needs to fit the device and we want to update and maintain one site, not three or five different platforms. Responsive web site design using HTML5 and CSS standards solves that problem.
• We will continue to program and design the way we always have – maintaining strict schedules, keeping prices and programmer time in check.
•Improved organic search rankings in the search engines measurable by monthly ranking reports provided to you.
• Vastly improved Paid Ad CTR (click-thru-rate) for words/phrases measurable by monthly ranking reports provided to you.
• Pay-Per-Click monitoring and management
• An increase in site “stickiness” measurable by site statistics and monthly ROI meetings provided to you.
• Site Copywriting to achieve both sales and organic SEO rankings. We’ll be looking at your existing site copy and with your cooperation make changes to ensure it is both search engine compatible and viewer friendly. This can include the addition of keywords and phrases to your existing body text or the drafting of entirely new body text for various pages to ensure ranking relevancy and content satisfying to both search engines and viewers.
• Local Search Enhancement. People buy and shop locally, then regionally, then nationally. Your site needs to be listed properly (and then checked frequently) in these local, regional and national search directories. Proper local search also boosts your national search results.
• Full SEO Research, Consultation & Programming. We’ll undertake extensive keyword research using SEO tools to determine what people are typing in to search engines to find products and services similar to yours. We also look at your competitors site to find the search terms and techniques they are using in their site code. Then we’ll analyze the resulting keywords and phrases for performance and determine how many other sites are competing for high rankings with the same terms. In consultation with you, we’ll revise and streamline the list to come up with the priority search terms the site is to be optimized for.
Safe Guard Your Data
For your safety, all of our programmers are trusted key partners located in the USA. This is critically important in your industry as it is one of the most heavily attacked types of business in the USA. We personally know and have worked with our programming staff for over 15 years. If your programming is done overseas, it would be extremely easy for credit card PCI Compliance to be compromised and other vital personal data stolen. This could cost you tens of thousands of dollars in fines.
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]]>The post What Do People Really Buy? appeared first on dlfWebgroup, Inc..
]]>THINK
People seek a wide array of benefits when they’re in a buying mindset. If you are channeling any one (or four) of these benefits to the client at the moment they are in a deciding mood, you’ve virtually won the sale or appointment.
EYE OPENING THOUGHT
Remember, people do not buy because marketing is clever, but because marketing strikes a responsive chord in the mind of the prospect. It’s resonance makes that person want the advantages of what you are selling or proposing.
Your customers do not buy because they’re being marketed to or sold to, instead they buy because you help them realize the merits of “owning or possessing” what you offer.
So What Do People Really Buy?
• They buy Promises you make. So make them with care.
• They buy the Promises they want personally fulfilled.
• They buy Solutions to their problems.
• They buy your Credibility (or don’t buy if you lack it).
• They buy You, Your Long Time Employees, Your Service Department (if you have one).
• They buy Wealth, Safety, Success, Security, Love and Acceptance.
• They buy your Guarantee, Reputation and Good name.
• They buy Other Peoples Opinions of your business.
• They buy Expectations based upon your marketing.
• They buy Believable Claims, not simply honest claims.
• They buy Hope for their Own and their Company’s future.
• They buy Consistency.
• They buy the Stature of the Media in which you market yourself.
• They buy the Professionalism of your Marketing Materials.
• They buy Value, which is not the same as price.
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]]>How To Dramatically Increase Your Conversion-To-Sales Ratio
It happens more often than not. You get a fair amount of visitors to your web site, but few sales result. You make some changes, but sales continue to be flat. What’s Wrong?
Before you even take a step toward looking at your website analytics, you must know which questions to ask? In order to ask the right questions we are going to take the most difficult step a website owner can make; we are going to take off our own shoes for a day and completely step into the many shoes of your customers.
This task may seem daunting at first. In order to make it easier you may need help from a friend or random stranger that fits the demographic of your target market and who doesn’t stare at your site all day. That person should be instructed to find a few products that they really like and purchase it from your store with their own money on the line. Now here comes the fun part. Have them write down every question that they have during the shopping process.
You may have to perform this task several times to collect enough qualitative data before moving on. The type of questions you want them to ideally think about are: Why do I need this product? What are the specifications of the products? What information do I evaluate in comparing 2 or more products? How does this website compare to others?
If you can afford it, there are several more precise, systematic methods like focus groups to collect this information.
The goal is to collect their questions and identify what you’re missing on your site.
Once all of the questions are collected from your shoppers, put them aside. If you have not done so yet, perform the same task yourself, writing down all of the questions you think your customer may have. Then compare the questions, you may be amazed to see a completely different list of questions from your shoppers. Start tallying up questions that are similar through out each list, and place the most frequent questions near the top of the list.
Prioritizing will help you begin the process of making changes to your site.
• Are you answering the most important questions on the right sections of your website?
• Are those answers clearly highlighted making it easy for your shoppers to make a buying decision on your site?
In this example, the main question that both you had and your shoppers had as well was: what is the price and how much do I save? Similarly, you had also anticipated that color options would be important.
What this exercise brought out was one key new bit of information within the example: your customers want to know how the products will feel when they wear it. It’s so simple, but you didn’t think it was important until you did your data collection from your shoppers.
This activity should help you begin the process of finding what elements and changes need to tested throughout your site. You may discover that the few shoppers you enlisted today may not reflect the majority of your customers questions and attitudes. This is why testing is so important to make your site the best e-commerce store possible.
So to summarize, here are your steps:
First, find a base of people to ask your questions to. You can start with people who know well who fit your demographic. Eventually, you should gather focus groups to collect larger sample sizes.
Secondly, have them list all the questions they have while shopping. You should do this exercise as well.
Third, collect the questions and systematically organize them in a way that reflects common questions.
Finally, create a set of tests to answer these questions throughout the relevant parts of your site and see how connecting more with your user can take your conversion rates into higher territory.
Remember, the industry standard of 1% conversion rate simply means that 99 of every 100 visitors to your site still need to be convinced and this is a very simple, but smart approach to getting there.
We can help you succeed on the web. Call us at 508-833-9931
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]]>How to Make Yourself Irresistible to Crazy-Busy Customers
What’s really going oninside the minds of those frazzled customers to cause them to keep you at adistance, brush you off, dismiss you entirely, or stick with the status quo?
Several things are inplay, but once you recognize how they think—and what you’re doing that isbringing them to the breaking point—you can change your behavior so that theydo the opposite and pay attention to you.
1. Complexity Brings Them to a Screeching Halt
Overwhelmed people can’ttake in, sort through, or make sense of massive amounts of information, ormultiple variables for a major change initiative. When they sense that theeffort required will make their lives even more complicated, they call it quitseven if the change would have been good for them.
2. They Subscribe tothe ‘If It Ain’t Broke, Don’t Fix It’ Philosophy
Busy decision makers don’thave time for things that aren’t urgent. They may limp along with all sorts ofmakeshift solutions and workarounds. Their current inefficient way of doingthings may even drain massive amounts of money from their pocketbooks or theircompany. Despite all that—and the fact that it makes sense to change—they don’tdo it. It’s too much work.
3. They Think Making Risky Decisions Is Career-Inhibiting
Nothing is moreoff-putting to busy people than the thought of a risky decision that could turninto a quagmire, require additional effort for approval, or put their careersat stake. Even a small whiff of risk is enough to prevent many customersfrom taking any action—or cause them to do business with another company.
4. Most of Their Options Seem like Near-Clones of One Another
Most products and serviceslook pretty similar these days—especially to busy people. Even if you have a marketplacelead, customers believe it’s only temporary and that competitors will sooncatch up. When customers can’t differentiate, they default to price as a keyfactor.
5. They Suffer No Fools
In every conversation andinteraction, frazzled customers ask themselves, “Does he know what he’stalking about? How much work has he done in this field? Is the company wellknown in my industry?” If they detect insecurity, knowledge gaps, or BS,they won’t want anything to do with the seller or his company.
None of the above thingsshould come as a shock to you. We all think like that when we are overwhelmedwith work and responsibilities. It’s a normal human reaction, but it stillmakes selling tough. And in a challenging economy, that type of thinking isexacerbated as your prospects struggle with even greater workloads and fear ofjob loss.
How to Be Successful Selling to Crazy-Busy People:
• Keep thingssimple. Everything – as much as possible.
Writeshort, but concise emails. Cut unnecessary material from proposals. Show them how you’ll make it easy for them.Give them fewer decisions.
•Demonstrate a strong business case. Show prospects the value they’ll get from making a change. Help them seehow they’ll achievetheirprimary business objectives.
• Minimize the risk.Demonstrate your personal competence upfront.Talkabout experiences with similar customers. Propose smaller initial contracts.
• Prepare, prepare,prepare. If you aren’t prepared, you aren’t credible.In fact, you’re just like every other self-serving salesperson. Make sure every meetingwith you is well worth their time.
Do these things and you will be irresistible. And that’s exactly what you want.
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]]>The post Responsive Web Design. Are You Ready? appeared first on dlfWebgroup, Inc..
]]>Optimal Browsing
A responsive website would give your users an optimal experience while browsing through your products and services through different mobile devices without the glitches of zooming and pinching.
One Web Site to Make, Maintain and Market
It can prove quite troublesome and expensive to maintain and market different websites for different platforms. A Responsive Website removes you from the trouble of doing this by working on every platform.
Did You Know?
• 85% of mobile phones sold in 2011 were web enabled
• 25% of web users are mobile only
Is It Time To Rebuild?
If it has been more than 2 years since you refreshed your website, it’s time to start thinking about an overhaul. Content Management Systems are much more robust than they were several years ago, and provide many new features for you and your users. Content Management Systems also empower you to make changes to the site’s content without extensive knowledge of HTML. In addition, some older features are becoming outdated. If your current site still uses “Flash programming” you are in trouble. Many phones don’t currently support it, meaning that customers won’t be able to see your content. Adobe, the manufacturer of the Flash platform just laid off 750 employees and is shuttering one of their divisions responsible for the development of Flash for mobile devices.
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