Thursday, February 19, 2009

Micro Campaigns to Target Customers and Make the Telephone “Ring” - By

Is your website under performing? Not producing enough targeted traffic, leads or sales? Then it is time for a change of online marketing tactics. You should consider developing niche micro-site campaigns to target customers and make the telephone or email “ring.”

First let’s define the problem. You may be a medium to small company with a number of products or services. The questions I ask my clients are: Do your products or services relate to each other? Is your customer base the same for each of them? Or do customers need to be marketed to differently? What are your unique selling points? Are your messages clear, concise and quickly understood?

To address the above concerns, here are 8 strategies to get better results and boost sales:

1. Look at the Big Picture: Keep it simple
The old adage, “less is more” holds true for the web. Visitors view a website in chunks, scanning to see what catches their eye and engages them. If there are multiple messages or conflicting ones, the viewer won’t take the time to sort them out. They’re gone in less than 10 seconds. It is counterproductive to jam everything into a website, all that does is make it cluttered and confusing.

Your micro campaign should be direct and to the point. They are single page or 2-3 page websites that target a specific product or service. If you need to have a lot of content to explain your products or services, consider a 1-2 minute video. Make your pitch concise and simple. Visitors will appreciate the clarity and you will project a professional image and instill confidence . They will react positively, recognize that you are not wasting their time because they can understand it quickly. Then they are more apt to respond to your message or call to action.

2. Think Out of the Box: Be creative and innovative
Never get too comfortable with what you are doing or how you are selling your company’s products or services. You need to reach those customers that aren’t responding to this method or approach.

You can tailor a mini-campaign just to those potential new customers (i.e. a more youth oriented audience). This does two things: it won’t isolate your more traditional viewers and it won’t conflict with your current offers or messages. In marketing terms, we call this the low hanging fruit — ripe for the picking, providing you get there before the competition. Again, get creative, think out of the box, make an impact, and take a risk!

3. Make an Immediate Impression:
Campaigns should get their attention with a sense of urgency, a timely call to act now!
Now that your message is clear and concise and you have their interest and attention, close the deal with a sense of urgency. If you are selling products, have time-dated specials with real value and savings; for a service, offer something value added and have the first 10 people to call will receive… Use of a flash element to draw their attention can be effective. Graphics should enhance the branding, never overpower it.

4. Target New Customers: Develop new markets.
People like to think of themselves as unique, individuals, and not part of the herd mentality. You can capitalize on their self-image by addressing new customers in ways that will appeal to them. Whether it is a lifestyle, the dream of a better quality of life, or as a means to an end — making their life easier. Remember, different markets will require alternative approaches. Tailor your branding and customize your message. Then of course test and track your sales approach. Get feedback from customers, new and old, how they use your products or services and then create a niche campaign directed to their specific needs.

> Get the other 4 strategies at:

1 comment:

Web Success Team LLC. said...

You rock, Marci, I really enjoy your links, tags and blogs. You are a walking SEO encyclopedia. Keep it coming.