Putting up a pretty brochure website on the internet instead of a site designed to get you  real results.

One of our subscribers sent me these as an email – I hope you get a few laughs from it like I did but also take note:

I’m fairly sure you don’t want your subscribers laughing at your stupid email subject lines?

…and How To Fix Them Before They Crash Your Company.

The majority of people in the modern world (and many parts of the developing world too) are almost constantly connected to the internet. Nearly everyone you know, young, old and especially the boomers, is communicating regularly by email, chats, Tweets and audio/video over the internet. Tablets and smartphones are accelerating the always connected trend.

Most people in your target market have purchased something online using their credit card, PayPal or both.

A huge percentage of people with disposable income to spend are now:

• Searching online for products, services and other information
• Shopping or making initial inquiries online to businesses they’re interested in purchasing from online.
• Communicating with friends, family and service providers online not just with email but they’re also using online chat services, Facebook and Twitter, voice communication like Skype and Google Voice, Instant Messenger services from Yahoo and Microsoft and even using web cams to communicate with real time video.
• They’re getting most of their news, entertainment and social interactions from online video and social networking sites.

So, if you’re not using the internet as part of your business marketing strategy you’re missing a fundamental and vital media channel and the preferred communication channel for your most lucrative clients and prospects.

The internet is replacing 20^th century media like newspapers, yellow pages, radio and television and it’s already more effective and more economical than postal mail and the landline phone.

Exactly what does this mean for your business?

Online Marketing Mistake # 1: Trying To Run Your Business Without Using the Internet…

…It’s Worse Now Than Running It Without A Phone Or Mailing Address

If you’ve got a shop or an office where the public is welcome then yes, you still need a LOCAL phone number and physical address. In fact, the #1 purpose of local internet searches is to find the phone number for the desired product or service provider.

A Google Local Listing will help you do this – no website required (get a free guide to getting a Google Local Listing at the end of this post)

But if you see clients or open your shop only by appointment (or don’t have a fixed physical location), then having a website and email marketing system is arguably more important than the phone/address combo.

Now we know most business owners aren’t totally clueless, they’ve forked over hundreds, even thousands for a “pretty” website; but a website that attracts leads and keeps your customers returning is a whole other thing. If you’ve found yourself wondering what good paying for a brochure site has done for your business then you know what I’m talking about.

Next we’ll talk about mistake #2: Using your web presence improperly (and wasting large chunks of cash in the process).

You can claim your Google Local Listing free report by clicking here.

You’ve heard of the popular review site Yelp.com?

If not, you will. Last week Inc magazine ran a long article about the site that started off with a cautionary tale about a small local bookstore owner and a critical shopper’s interactions via the site (and in person). I cringed as I read what transpired.

First off, a semi-anonymous review can be very valuable or very vindictive. When people think they’re protected by an online “username” they say (write) things they’d never say to someone’s face. In this case, the reviewer was echoing what others had said about the shop. And he offered a suggestion on how to correct the problem. In my experience, most people who post internet reviews have a bone to pick and it’s often personal (ie they didn’t like the color scheme of a restaurant or some such thing).

But the shop owner took it personally (how can you not?) and decided this particular reviewer was going to feel her pain. I won’t repeat all the details; just suffice it to say the interaction did not turn out positively for the local business owner (read the full story at Inc.com – You’ve Been Yelped).

The article concludes with the story of another shop owner who has learned to deal with and even use the review site for improving and growing her local business.
While Yelp.com is strongest in the California Bay Area market (where the start-up is based), the concept of internet based reviews is here to stay and you need to form a plan to not only deal with it but use it to your advantage.

Becoming active in the popular social media channels is a good start. Did you create a Facebook page? If not, get my step by step guide to setting up a Facebook page here. Do you have a Twitter account? You don’t need instructions, just go to Twitter.com, and get started (be sure to upload a picture, it is a personal medium).

Now go take a look at Yelp.com in your local business area. If you’re not listed, go ahead and set yourself up. You’re not supposed to solicit reviews but if you let your email list know you’re listed one of your folks might be inspired to give you a nice review. Then put a Yelp.com visit on your weekly calendar.

Part of this new social media world is spending time to keep in touch; and you might just learn what people really like (or don’t like) about your products and services and stay on step ahead of your competition.

Anyone have a Yelp or other review site story to tell? Comments below, please!

Most businesses should have three objectives online: to have a presence in the 21^st century medium, to stand out from the competition, and to capture leads.

You need 4 elements or components to accomplish your goals:

The Website

Your home or landing page will generally be the initial point of contact. It needs to answer the questions “What do you do?” and “Why should I trust you?”  By talking about the reader NOT about you and your business.

Consumers will make a split-second decision on whether they’ll stay to learn more or go to a competitor. Don’t lose them at the start.

An ABOUT US page builds the trust factor. Explain exactly what your company does. Remember, your visitor wants to know:

Who you are, why you do what you do, and what makes you special.

Finally,  a CONTACT US page to clearly explain how to reach you. Make sure it includes all methods:

• • address,
  • phone number,
  • email address, and
  • a Google Map with directions to your store or office.

These three pages create a basic online presence, but not much more. Now, to set your business apart from everyone else, you need to create a company blog.

The Blog

A Blog is just a continually updated news or content section of a website.

So why is a blog important?

• For one, it shows that you know what you’re talking about. It helps you identify yourself as an expert and your business as unique.
• Secondly, a blog is constantly updated. It gives people a reason to come back to your site. The more contact you have with your consumers, the more likely they are to buy from you.
• Also, consumers have become savvier and will search out information. They want more than a simple explanation of what your product does. They want to know how to use your product, examples of interesting things people are doing wqith your products, and how you can make their life easier (remember WIIFM).

Email List and Newsletter

You need a service provider for effective email marketing. I use Aweber obviously (look to your right for a trial offer). Getting visitors and customers to sign up for your email list means you no longer have to wait for them to come to you, you can go to them. You can offer specials and keep them up to date on new products.

This is where you start to see the payoffs!

Your Social Media Accounts

Your blog is part of your social media profile and should be the central hub. The hub directs people to your  social media profiles to build a connection. And all your social media accounts link back to your blog. Every time you post to the blog you’ll tell everyone via your SM accounts.

There’s no better time to start using email in your marketing efforts than… NOW

Before you can worry about which style works best for your list or when’s the best time to email your prospects, you have to just get started [ad#Aweber banner 468 x 60]

.

But once you’ve got a few messages in your AutoResponder series and a few people on your list, it’s time to get tweeking your program.

.

Aweber provides the best tools for measuring the responses you’re getting. You can see who when and even where your readers are and which links they felt compelled to click on.

.

Not sure what they want now? Run a survey and let your readers tell you.

.

Based on the measures and surveys, you can modify and improve your email auto-responder series which will lead to more sales and more profits.

.

So, you got into the IN box and got their attention – congrats!

Getting the click thru

But what you do now that they’re looking at your lovingly written email determines if it’s all worth it or not.

.

There are two schools of thought on email content.

One says the click thru to a “money page” is the only way to make it pay off.

The other says providing relevant content in the email builds loyalty and trust and that is what leads to long-term success.

.

Both work – you gotta find which one works for your list.

Yeap, back to the old split test.

.

But when in doubt, or when you’re just starting an email list, I’d say opt for the content rich approach. Give them enough to make opening your next email worth their while.

.

Then add a freebie sweetener after serving the main dish.

.

Wanna Marketing With Lee freebie?

Click on the “Free Reports” tab above and just ask!

.

She's waiting for your offer - don't disappoint her.

Without an offer your market cannot refuse, you don’t have a business.

.

And you certainly can’t create marketing materials that produce any measurable results.

.

.

But be careful. What you think your prospects NEED and what they WANT and will BUY may be entirely different things. The difference between what people SAY the would do (think focus groups) verses what they actually DO, with their own money, can be quite different.

.

That’s why online marketing via pay-per-click ads, banners and landing pages are such a revolution. You collect real time data at minimal cost before you commit thousands to other media.

.

If you haven’t learned how to set-up and run a Google AdWords or Yahoo Search Marketing campaign yet, put it on the top of your to-do list. If there’s no room on your list, hire someone to help you but beware: hire someone who puts their own money into play, not an ad agency who always plays with OPM (other people’s money).

.