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Your Business Is Doomed With One-Size-Fits-All Marketing
Copyright (c) 2008-2023 Dan Lok
Deciding exactly how you'll market your next product, business, or campaign is one of the most important questions you can ask your self. And I do hope you even bother to ask. The correct answer will decide your success or failure.
Should you go for the sale in one step of marketing magic? Or should you spread it out over two or more steps? There's no clear, one-size-fits-all answer. And here's why...
The general guideline is to use a multi-step campaign for higher priced items, or products that require a shift in your prospects behavior. We humans tend to resist change, as you know. So you'll have to engage in some wining and dining, and education to persuade them to believe the benefits vastly outweigh the price or inconvenience.
A new product on the market scene will usually perform better with the multi-step approach. Again it has to do with human nature. Allowing some time and space for people to 'warm-up' to the new kid on the block.
If you think about it... the best solutions to many marketing problems can be found simply by considering good 'ole human nature! Ask your self how you would react to your own marketing message. Or, ask others you know.
But remember what I said earlier. Sometimes the very best approach isn't always clear-cut. I'll explain...
Think of the marketing context. Example: What if you want to sell a high ticket product to your 'segmented' list of previous buyers? Here's a quick sidebar...
I hope you do segment your marketing list. Categorize your list into those who have bought from you and those who have yet to buy. You can take it further by categorizing by product price-points. Low-end and higher-end buyers. See?
It makes for much, much smarter marketing. If you segment your list you'll be setting your self up for maximized ROI.
Ok... back to the example...
Offering a higher priced product to a segmented list of previous 'higher end' buyers won't require as much wining and dining. And remember these buyers are 100% warm prospects... assuming they're satisfied with what they previously bought from you!
You can usually get away with sending them straight to your sales page.
What are some examples of effective online multi-step marketing?
There is no clear winner in the online world. This is simply due to so many variables such as product, market, origin of traffic prior to seeing your message, quality of traffic, keywords that capture prospects in different buying stages, etc.
There are many more variables involved. But those are just a few to think about.
But... landing pages can be extremely effective for several reasons. The first useful task they perform for you is to filter out prospects who'll only waste your time and bandwidth. Why... ?
Easy. If someone is NOT willing to give you their contact information, then they'll more than likely not respond to your message on the other side.
And landing pages also serve as a mini pre-sell. If your landing page copy is good and full of great benefits, then they'll click through with demonstrated interest in what you have to say.
Other online forms include pop-ups. You have entries, delayed, and exits. Each one can be effective, and the only way to find out for sure is to test. Pop-ups form the initial consent by your prospect to enter in a long term, multi-step marketing campaign. More on that in a minute...
You need to be aware of several important concerns with 'pre-exit' pop-ups.
Perhaps the greatest risk you run is distracting your prospect with too many messages. Ideally, you want your reader to focus on your most desired result. And an entry or delayed pop-up, of any variety, will only serve as a distraction.
Exit pop-ups can be effective for converting some who you would have lost, anyway. And with effective copy, you can capture those who were sitting on the fence.
One of the greatest marketing sins committed by BOTH online and offline businesses is failure to adequately follow-up. Amazing as it sounds, many offline businesses make NO effort to follow-up with their contacts.
And this is where you can set your business apart from the rest.
Keeping sincere, valuable contact with your prospects and customers will compel them to remember you. They'll remember that you continued to provide them with valuable information. They'll also remember that you cared enough about them.
Entire books have been written about multi-step marketing! This is just a taste that'll get you headed in the right direction
A former college dropout, Dan Lok transformed himself from a grocery bagger in a local supermarket to a multi-millionaire. Dan came to North America with little knowledge of the English language and few contacts. If you're ready to take your online business to the next level, go to: http://www.websiteconversionexpert.com/public/department32.cfm
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Top-Level Category: Business Online Articles || Related Categories: Internet Articles
10 Most Recent Articles Written by Dan Lok
Wealthy Salon/Spa Owners View Problems As an Opportunity To Grow, Struggling Salon/Spa Owners Don't!
Written by: Dan Lok |
Distributed: 2011-07-07 |
Word Count: 485 |
Page Views: 6792
| Votes: 4 |
Rating: 1.50
Wealthy salon/spa owners focus their energies on growth and
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Written by: Dan Lok |
Distributed: 2011-07-05 |
Word Count: 477 |
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Question: How often are you sending your mind contradictory
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Word Count: 467 |
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| Votes: 6 |
Rating: 1.50
You are wondering what can I learn from an Italian deli on
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Word Count: 841 |
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Distributed: 2009-08-04 |
Word Count: 682 |
Page Views: 5236
| Votes: 23 |
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| Votes: 21 |
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Word Count: 439 |
Page Views: 10206
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Word Count: 1399 |
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| Votes: 10 |
Rating: 1.80
Visit several marketing blogs or marketing forums, and you
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Word Count: 1025 |
Page Views: 8076
| Votes: 13 |
Rating: 2.08
If you've been marketing products online for any length of
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Word Count: 1229 |
Page Views: 6236
| Votes: 10 |
Rating: 1.40
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Distributed: 2013-07-30 |
Word Count: 991 |
Page Views: 8661
| Votes: 14 |
Rating: 2.43
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| Votes: 11 |
Rating: 1.45
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Word Count: 1191 |
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| Votes: 11 |
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Word Count: 677 |
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Google currently indexes over 8 billion web pages. However,
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Word Count: 445 |
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With the rapid expansion of the digital economy, the web site is
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Word Count: 1407 |
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Amid recent news reports that there continues to be an ongoing
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Distributed: 2007-07-16 |
Word Count: 917 |
Page Views: 6861
| Votes: 26 |
Rating: 3.58
At a recent Internet marketing seminar, I was sitting around the
hotel lobby with approximately 20 other seminar attendees and
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extreme frankness. Our proximity to the hotel bar certainly
contributed to our 'conviviality.'
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Distributed: 2007-02-07 |
Word Count: 593 |
Page Views: 3551
| Votes: 25 |
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Employ these 15 tactics to improve your search engine rankings,
engage visitors and convert more sales.
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Written by: Judy Murdoch |
Distributed: 2008-04-15 |
Word Count: 981 |
Page Views: 6040
| Votes: 15 |
Rating: 3.47
Last week I was attending a conference and mentioned to someone I
help small business owners create information products. The other
person was very friendly until I said "information products."
Then the temperature in the room dropped about 10-degrees
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Written by: Craig Ritsema |
Distributed: 2006-08-29 |
Word Count: 699 |
Page Views: 5563
| Votes: 25 |
Rating: 3.44
Webmasters everywhere are constantly on the lookout for fresh and
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results. So what is the trick for you to keep a steady supply of
this quality content coming your way?
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Written by: Harold Hemmings |
Distributed: 2009-08-06 |
Word Count: 1357 |
Page Views: 2743
| Votes: 8 |
Rating: 3.38
Online marketers everywhere are finally starting to tap into
the Twitter Marketplace. Marketers are getting involved in
Twitter at awesome rates, but all seem to have one
unanswered question: How do we actually monetize this
marketplace? It is my goal that by the time you have read
this article, you will have a clear idea of exactly how to
monetize your activities in Twitter.
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Distributed: 2006-06-14 |
Word Count: 1407 |
Page Views: 7451
| Votes: 40 |
Rating: 3.35
Running an online "empire" of approximately 1600 websites and
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have to be much more productive than the average person in a
"regular job."
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Written by: Diane Metz |
Distributed: 2007-07-10 |
Word Count: 882 |
Page Views: 2709
| Votes: 6 |
Rating: 3.33
Want to win the favor of Google? Then you've got to build a
long-term relationship with her. Many new SEO strategies are
simply recycled old-tricks. And Google is a smart gal who can see
right through them. Position your website for the future by
understanding what Google really likes â€" and what she
really loathes.
Treat Online 'Guests' With Respect
Written by: Rick Sloboda |
Distributed: 2007-07-27 |
Word Count: 472 |
Page Views: 30470
| Votes: 33 |
Rating: 3.33
Does your website show your customers lack of respect? Review the
following checklist to find out.
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