“For small businesses it’s a bad idea to spend money on “brand identity” or getting your name out there. You need people to take action, to buy. Spend money marketing your product or service, not your brand.”
I recently watched an hour long webinar from Infusionsoft on the “Top 5 Marketing Pitfalls”. They had some great information which I plan to share with you here in bite-sized pieces. Pitfall #1 is this,
Pitfall #2 is this:
“Don’t spend money on SEO (Search Engine Optimization or PPC (Pay Per Click) to drive traffic to your website until you are ready to turn those leads into sales right away. You need a systematic way to convert leads into sales.”
Before you get too concerned about driving a lot of traffic to your website, make sure that you have the right things in place so that the people who visit your website will buy product, or at the very least, sign up for your email list (allowing you to market your product to them in the future). Promote your product or email list on the home page in a way that is clean, clear, and engaging. Then make it EASY for them to complete a purchase or sign up on your list; offer simple and clear directions and don’t make them click through too many pages to complete the action.
Notes:
You can watch the full hour webinar at www.infusionsoft.com/marketing-pitfalls-webinar. If you have an hour, I would certainly recommend it.
Infusionsoft offers a unique product that allows small businesses to manage both their eCommerce and eMarketing systems from the same place which makes marketing follow up much more simple and effective. The price is a little high for my budget currently, but if you have the money for it, it looks like a great product. I haven’t seen any other product that offers the ability to both gain contacts so effectively and follow up with every contact based on their unique behavior (instead of sending mass emails that really only target a small percentage of the recipients).
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