WordPress is the #1 website creation tool in the world, perfect for online stores, blogging and content management. We at Zappy Tech excel at creating, designing and writing websites using WordPress. Let us help you get your organization online by sending the right message with the right design to your ideal consumer.
Print is still alive and well in today’s age of online digital marketing. Nothing beats a well-designed and well-written piece of print collateral to hand out to your customers, members or constituents. Such items get carried around, placed on desks, and handed off to the next potential fan of your products and services. Let us design, write and print a stunning piece to use in your marketing arsenal.
Well-conceived and well-designed presentations and videos go a long way to impacting your audience with the message you want to convey. Let us take your ideas and knowledge and create a presentation that will stun and enchant your onlookers.
Recently, I was at a seminar, hanging out near the merchandise table. The seminar coordinator, a little nervous about the lack of product sales, remarked that she wished one of the authors of an in-depth how-to DVD learning product was there to talk about the product. It was already the middle of the week and sales for that series was very weak at this seminar.
I suggested that she play a video on a loop near the product, allowing the attendees to see the author and learn more about the product. She took my suggestion one step further and displayed two videos at different times throughout the seminar, establishing a connection between the audience, the author and the product.
What happened? (Glad you asked…)
Sales of that particular DVD product more than tripled, almost selling out completely. Problem solved…and a huge smile on a very happy coordinator’s face.
How did the two simple video showings compel people to buy? By using a tried and true three-step process:
- Establish authority
- Demonstrate the product
- Use testimonials
Step One: Establish authority
Using authority as a tool to sell products and services has been around for decades. You have witnessed it in TV and magazine ads: Michael Jordan selling Nike shoes, Emma Stone selling Revlon products and Barack Obama pushing affordable healthcare.
Lately, though, the whole online marketing world is abuzz with the need to establish authority. And well they should be. With all of the noise and clutter presently on the internet, it is the sites with authority which are garnering all the business. Even Google’s latest releases of it’s algorithms are all geared towards the authority of a website and its content leading towards its ranking on search engine pages.
In my opening example, the author of the DVD learning product is a Roman Catholic priest. His DVD topic? A guide to deepening your prayer life.
By simply presenting two videos that established who the author was, why the DVD was created, users’ testimonials, and the author’s vast experience in matters of prayer, the DVD packages started selling like hotcakes.
This process can work for your marketing efforts, too, whether online or in print. Establishing authority usually includes the following components:
- Being customer focused – present solutions which are credible and effective
- Attracting referrals from peers within your community
- Word of mouth or online social sharing from your customers
- Use of a structured, confidence-inspiring and ethical sales process
Promoting authority components throughout your website, brochures and other marketing collateral can give your customer the confidence they need to buy your products or services. Authority, though, is not the only step in the process to sell more goods and services.
Step Two: Demonstrate the Product
A key element in the stellar sales of the DVD product above was an onscreen demonstration of what the customer would receive in the package and an explanation of the benefits to the customer.
A good product demonstration provides visual support and stimulates interest in the product. Some prospects who are more visual learners or hands-on learners will need to see your product or service in action to grasp its full value and potential. Using video or embedded slide presentations on your website will help deepen their interest and lead towards more sales.
Marketing assets like videos, brochures, pictures and the product itself will help to close the sale by providing tangible evidence to support what you are saying to customers when you are trying to sell them on your product or service. Showing what your product or service can do or even letting the customer experience it will provide the necessary proof they might need to overcome any built-in distrust they may have.
Finally, a demonstration helps you combat product-related concerns by the buyer. If the buyer questions key claims about your product or service, a demonstration can ease their concerns.
In the example of the DVD learning product, many copies were just lying on the table, not generating any interest on their own through packaging or content written on the packaging. But when the video played and the product was demonstrated, then the resources table started raking in the sales.
But demonstration on its own was not enough to sell this type of product. There was one more step needed to get buyers to part with their cash.
Step Three: Use Testimonials
Trying to get conference participants to part with $99 for a DVD program based on the author’s authority and a video presentation was not strong enough to generate sales. What sealed the deal were testimonials from current consumers of the program.
A testimonial is your social credibility. It’s the green flag that waves to your potential buyer telling them that your product or service will work for them just like it has worked for others.
Today’s consumers are used to researching products and services before they buy. The number one thing your potential buyer is looking for is how existing users of your offerings are rating your products or services. Plus, no matter what you are promising a potential buyer, they will believe what others have to say far more than you, especially if you have not established high authority in your market.
A good testimonial from a current customer who has taken the time to convey how your service or product is benefiting them is like liquid gold. Several such testimonials in your demonstrations or on your website will be the wind that pushes your potential buyer to purchase.
It certainly was so for the DVD learning product on prayer. The demonstration was filled with on-camera testimonials of users who had benefited greatly from using that system to deepen their prayer life. Once the video was finished, buyers flocked to the table and the DVDs sold out within hours.
Use Authority, Demonstration and Testimonials to Sell More
Begin today by looking at these three components of your marketing strategy and identify where you can strengthen each.
- If you are lacking in authority, seek out some referrals from peers or ask to guest blog on their websites.
- If you are fielding a lot of questions about your products or services, consider improving your demonstration through videos or slideshows.
- If your customers are leaving your site or store before making the purchase, consider boosting their confidence by providing more testimonials.
A few well-thought out tweaks to your marketing may be all you need to take you from mediocre sales to booming sales this year. Just get started.
Recently, Robert Bruce of Copyblogger wrote an interesting post about the demise of traditional advertising. He proffered that the days of throwing money at ad agencies to make brand placements on national television are over. I could not agree more.
Today’s new dawn of advertising takes place in the social media sphere and on your very own website. You must educate your customers, inform them, and give them something they can sink their teeth into regarding your product or service.
Advertising in today’s economy takes place in:
- inbound marketing using well-written copy for your website, direct mail and blog posts
- informative e-books conveying your expertise to the masses
- word-of-mouth advertising created through stellar customer service
- guest appearances on video casts, podcasts, webinars and blog posts to share your knowledge with a new audience
As Robert Bruce wrote:
If you had enough money, the good old days of brand advertising were truly good, like shooting fish in a barrel. Those days (and that world) are long gone, but the opportunities of the world we now live in dwarf the past.
Today, with a little ingenuity and a lot of sweat equity, you can make a big, positive impact in your bottom line by stepping outside of the norm in your industry and positioning yourself as a knowledge leader through your own in-house advertising.
Traditional advertising is truly dead. So, how are you going to promote your organization today?
Online, one of the most significant keys to success is getting website traffic. The more visitors you have, the better your sales and profits. Presumably you have a niche and you know your keywords, and regularly conduct keyword research to stay on top of what’s popular. Based on those assumptions here are five quick and easy tips to get website traffic fast!
Tip #1: Make sure you’re actually tagging your keywords
Do you spend a lot of time optimizing your content and then neglect to tag them on your webpage? Tags are where search engines look and if there are no tags they’ll pass right by your web pages. Here’s a quick brief on tags.
There are a number of tag types, including:
* Title tags. Title tags are quite possibly the most important place to situate your keywords. Here’s what they look like – <title>Primary keyword phrase here. </title>
Your title tag is where you place your primary keyword or keyword phrase. The sentence will describe your business in less than 90 characters.
* Header Tags. Header tags are next in order of importance to search engines. They’re ranked in order of importance and look like this – <h1>Primary and/or Secondary keywords here</h1>
The “1” designates this header as the most important header on the page.
* Meta Tags. Meta tags provide the small descriptive text found underneath the title tag on the search engine results page. Like title tags these should be kept brief, informative and up to date.
* Alt Tags. Alt tags are used to provide a text description of a graphic. Each graphic on your site should have a description and an alt tag.
Tip #2: Add content to your site daily
Content is essential for traffic and a top search engine ranking. Content is what search engine spiders look for and index – without it there’s nothing to index or rank. Give visitors and search engines a reason to visit and index your site. Make a commitment to provide daily, optimized content and your traffic will soar.
Tip #3: Procure valuable and relevant incoming links
The more websites which link to your webpages the more valuable search engines perceive you to be, though not all links are created equal. Search engines give more leverage to links from sites which are popular and credible and from sites which are relevant to your website topic.
There are different types of links.
– A direct link looks like a basic website address, for example, www.yourwebsite.com
– A text link occurs when the webpage address is embedded in the text. Readers simply click on the link and are redirected to a new website page.
– If the link is to an internal web page, for example an article published on a website, rather than the home page, it is called a “deep link.”
You can encourage linking to your website by:
* Adding content to your site.
* Submitting to article directories.
* Publishing press releases.
* Blogging and participating in social networking forums, chat rooms and social networking sites.
Tip #4: Be Social!
Now more than ever before, internet marketing is about building a community. Whether you offer a forum on your website or you participate in social networking sites, social networking is a valuable traffic generating tactic. Sites like Facebook and Twitter can be powerful tools for generating links and traffic to your site – create a profile and then post comments, links to your site and ideas which generate conversation.
Get involved – many chat rooms and forums are industry specific, find those which cater to your industry, and begin participating. Speak to and connect with a highly targeted audience.
Tip #5: Advertise for more exposure and traffic
Advertising, when handled strategically, can be used to promote your content and products or services. PPC advertising is often the tool of choice because you control the advertising budget on a daily basis and have the tools to test and track your advertising efforts. Once you’ve honed your PPC ads the return on investment can be phenomenal in terms of traffic and purchases.
For maximum results, create a traffic and SEO strategy. Outline your plan and your goals and then take the necessary action. Take advantage of these five traffic and search engine tips to boost your business.
Landing pages are an important part of any email marketing or pay-per-click campaign. These pages are designed to convey information to a specific target client profile.
When written properly, landing pages lead your potential client through the sales process and to the all-important call to action – the button your client pushes to take part in your special offer.