Small businesses increase ROI with specialized landing pages.

by Claudia Hafner

As a small business that has been in operation for awhile, your marketing efforts may have been through direct mail, radio and newspaper ads, and more. You may be  spending the standard 10% of estimated gross income on your offline marketing, and you know you need to include or expand your internet marketing. Much of your offline efforts are a one-shot deal, with the call-to-action being 'Call Now!' As people use the internet more and more for research and shopping comparison, your website becomes an extension of that postcard, or newpaper/radio ad. But more effective than sending people to your homepage, is to send them to additional information related to that post card or ad.

With a specialized landing page that continues the conversation the prospective customer is having in their head about your product or service, you are able to provide them more information to help them along in their decision-making processs.

This page should also include an offer of something they can take away. It could be a 'how-to' article, a worksheet, a coupon. Anything of value for which they leave their contact information. With an email address you can continue to inform them about the product or service they have shown interest in.

Through this process of driving prospects to your targeted landing page and providing them a specific call-to-action that converts them to a lead, you have increased the value of your marketing dollar from a one-shot deal to a sales process that turned a prospect into a lead. This lead will give you many more opportunities to provide them with information as you become a trusted provider and establish yourself as an expert in your industry.

Start creating your specialized landing pages and convert visitors to leads with this downloadable worksheet.

Download our Landing Page Worksheet.

 

 

Why your small business needs integrated marketing communications.

by Cristine Hafner  

The purpose of integrated marketing communications is to ensure that your message is consistent in the variety of media you use to reach your customers. This includes both online and offline promotions and advertising with the intent to create maximum impact at a lower cost.

Why is integrating your marketing media and tools important today?

• There are so many more choices in the delivery of your message and the form it takes that it makes it more imperative to be consistent.
• Customers have 24/7 access to services and products so you need to include 24/7 marketing tools in your mix.
• Today’s ability to target audiences allows you to maximize your marketing dollars by being selective.
• Global competition has leveled the playing field meaning you are competing with many more vendors with bigger budgets.

How will integrating your marketing communication pieces make a difference in your business? Often small businesses use the newspaper, magazine or radio station they are advertising with to create their ads. Then they have the quick print company put together a brochure or sales sheet for them. Each one develops a different look and message and does something different with the logo, the colors and fonts. The result may cost you fewer dollars but nothing looks related. There is no synergy. So is money really being saved or is an opportunity for branding your company being squandered?

Suppose every day you went to do business in the community wearing your nametag, but you disguised yourself as someone different. One day you had neat black hair, and looked sharp in a brand new outfit. The next day you had curly gray hair down to your shoulders, heavy rimmed outdated glasses and had a very casual outfit. And then the next day, gelled hair looking like a rock star. Would anyone recognize you? Would they associate you with your business if they didn’t read your nametag? I doubt it. If you are consistent with how you present yourself people will recognize you even without reading your nametag. They will automatically know you by how you dress and act.

It’s no different with your advertising and communications pieces. Take a look at all of your marketing materials and do an assessment. Are the quality, message, coloring, imagery, and overall tone consistent? Remember with consistency comes recognition. And with recognition comes trust. And with trust comes sales.

Next look at the media you are using to deliver your message both online and offline. Do you go with the least expensive or do you really look at what media would have the most impact to reach YOUR customer. Do you make decisions based on who knocks on your door instead of following your plan? Do you use print advertising because it’s the only thing you are familiar with? Maybe it’s time to mix it up and try new ways of communicating with your target audience. Integrate your media by trying alternatives to your previous marketing methods. For example a direct mail campaign that is supported by an online landing page with calls-to-action and follow-up emails might produce more results than an on-going print ad in the local newspaper. Or consider a special promotion to encourage your store customers to sign up for online offers using your print ad that directs people to your web site. It’s time to think of ways to use social media to nurture client relationships.

Keeping your marketing communications consistent and the mediums varied becomes easier over time because you are clear about your message and how you present yourself and how to effectively reach your audience. This will save you money and attract many more customers.

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