Sell More Weddings - http://www.sellmoreweddings.com
(5) Tuesday - September 27, 2005
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My goal is to help wedding professionals nationwide sell more of their products and services using the Internet. I've helped thousands get better results from their web sites. Tell me how I can help you.
I'd also like to draw your attention to my Inner Circle program. I haven't really pushed this in the past but I'm really getting some good results and I know more and more people are ready to take their online marketing to the next level (or get it off the ground!). The Inner Circle is a cost effective way to do just that. If you're looking for a competitive advantage that keeps your online marketing in top-notch form, consider joining today. It's a small investment with big returns.
In this issue of Internet Marketing for Wedding Professionals I'm going to wrap up my discussion of CONVERSION.
+ + Conversion
Follow Up On All Inquiries Promptly
Prompt follow-ups, ideally by phone, will help you close more sales and the brides who make inquiries at your web site are expecting a return call either the same day or within 24 hours. Yes, that's right. Studies show that people who make inquiries online want you to contact them immediately. Keep in mind, your inquiry is probably not the only inquiry she's made. The difference between a sale and losing a sale can be as simple as a prompt follow-up call.
Write Compelling Marketing Copy
If you just throw together some information
about your company, products and services, don't be surprised if you don't get
the results you expected. Sorry, but that's the way it works and poorly written
marketing copy is one of the BIGGEST PROBLEMS I see when people tell me "I'm not
getting any results from my web site but I know have traffic . . ." .
Well-written marketing copy makes a huge difference when it comes to conversion.
Your marketing copy should (1) give a bride the information she came looking for
(the "what's in it for me" message), (2) communicate a very clear and strong
value/benefit message, (3) create trust and credibility (your experience and
professionalism), and of course (4) have a compelling "call to action". If
you're not good at writing marketing copy hire a professional. Poorly written
site copy is a huge reason many web sites don't convert visitors into inquiries
and then sales.
Use EMAIL Newsletters and Announcements
Getting someone to your web site initially is good but getting them to return or return again and again is even better and will help you increase your conversion rates. One way to build repeat traffic is by starting an email newsletter. I call it a “sticky” technique and not only is a traffic building technique, but it is a conversion strategy that is proven to work. In other words make your name (web site) “stick” to a visitor. One way to do this is with email newsletters or announcements. You can use your email newsletter to tell subscribers about new products, services, or special offers. You can also use it to educate them about your products and services and further communicate your expertise and experience (i.e. credibility). EMAIL newsletters are relatively easy to set-up and use. You want to avoid adding people to your email subscriber list without permission, so always provide an easy to subscribe (and unsubscribe) option at your web site.
Avoid Gimmicky Graphics, Animation, and FLASH
Dancing graphics, scrolling marquees, and even
FLASH can hurt your conversion rates as they often challenge people’s eyes and
redirect their attention away from your primary marketing message. The bottom
line is that animated graphics, scrolling messages, and even most uses of FLASH
do not do anything to help you sell your products and services – and probably
are working against you. There are absolutely NO STUDIES that show using
“eye-candy” improves conversion rates. Actually, there are studies that show it
has just the opposite effect. Use attention grabbing graphics sparingly and
carefully and only when it helps you deliver your marketing message
(value/benefit) more effectively.
Design For Results, Not To Impress
The primary objective of most web sites is to
deliver information about specific products and services and get a visitor to
take action – either fill out an online inquiry form, download a “freebie” (but
provide you with their contact information first, of course), or pick up the
phone and call you. You’ll achieve this by delivering a powerful value/benefit
message and then moving your visitor’s attention to your contact information.
“Fancy” web sites might look impressive but my experience tells me they don’t
convert nearly as well as simple, non-techno-fancy, “trying to impress” web
sites that deliver information in a professional and comprehendible manner.
Avoid Odd Colored Backgrounds, Background Images, and Contrasting Text
Odd colored backgrounds and background images that make it hard to read your
page copy will directly and immediately and adversely impact your
conversion. If I can't read your marketing copy I'm certainly not going to be
interested in your products and services. It seems obvious but I can't tell you
how many times I see this.
Personalization
It's important to add a "personal" element to your web site and I recommend
introducing yourself and your staff. Personalization is proven to increase
attention and action. Adding a page at your site about yourself, maybe your
partner(s), qualifications of your staff, and how you started your business will
help you improve your conversion significantly. Integrate crisp and attractive
pictures but be careful not to over do it. Be sure to add a link within the
content of this page to your online inquiry form, something like: "Tell us how
we can help you have the wedding of your dreams?"
Here's a great example:
http://www.mbbride.com/staff.html
* Note the "Free" offer at the bottom of the page.
Promote Your Professional Associations
Telling potential customers about membership(s)
in professional associations is fantastic information at any web site. It might
be the difference a bride/groom is looking for when making that most important
decision: an inquiry for more information or an appointment – yes/no?
Maybe you're a member of the Local Chamber of Commerce, the Better Business
Bureau, or and industry specific association (Association of Bridal Consultants,
Association of Wedding Professionals International, Wedding & Event
Videographers Association). A carefully designed page with good keywords, and
ideally links from those associations from your web site, will deliver great
results.
+ + Are You A Member of My "Inner Circle" ??
Why not? Join today and start getting even better results from your online marketing.
Optimize your:
Website Design
Traffic Building Strategies
Get More Inquiries From Your Website
Improve Your Search Engine Positioning
Pay-Per-Click Advertising Programs
... all for less than .69 cents per day.
For more information about membership visit: http://www.sellmoreweddings.com/innercircle/
+ + Now Online (Inner Circle Member Access Required)
Keywords Forum:
http://www.jimedia.com/phpbb2/viewforum.php?f=5
Full Meta-Tag Suite:
http://www.jimedia.com/phpbb2/viewtopic.php?t=21
Need Great Website Stats (for free!):
http://www.jimedia.com/phpbb2/viewtopic.php?t=10
Glossary of Internet Terms (that you have
to know!):
http://www.jimedia.com/phpbb2/viewtopic.php?t=24
How To Add Your Website to the new MSN Search Engine:
http://www.jimedia.com/phpbb2/viewtopic.php?t=27
Keyword Tools:
http://www.jimedia.com/phpbb2/viewtopic.php?t=28
More Tips, Techniques, and Great Information are in Toolbox area:
http://www.jimedia.com/phpbb2/viewforum.php?f=4
+ + More Traffic, More Inquiries
Conversion is important but if you don't have traffic you never get the chance to get an inquiry, phone call, or close a new sale. Advertise and link your website with WEDDINGPLANNINGLINKS.COM and I'll send you great traffic for a full year for less than .69 cents per day. 95% of my advertisers renew because WEDDINGPLANNINGLINKS.COM works. More information is here: http://www.weddingplanninglinks.com/inquiry.html
Thanks for subscribing to my newsletter. If you like it please share it with a friend and forward them a copy.
Best wishes,
Chris Jaeger
Sell More Weddings
195 East Main Street
Gloucester, MA 01930
(978) 283-8295