Strategy Writer
News November
2009
Tips and techniques for electronic marketing
It's been easy to make money using the Internet up until the past year. But it will get more
difficult unless strong tactics based on solid strategies are used to create excellent content. Until now,
even weak concepts could flourish online. The truth is websites that have the most influence on customers
are based on age-old direct mail techniques employing convincing facts and proof, persuasiveness,
compelling action, testimonials and guarantees that make any action feel risk-free for the
buyer.
It's astonishing how many websites are built or written with little regard to how the Internet really works.
Another mistake online marketers make is skimping on free information. Free information is a
marketers chance to let prospect's sample quality information while establishing expertise and building
credibility. To the degree the information accomplishes this, conversion rates will skyrocket. To the
degree the marketer skimps on free information or provides poor quality content, conversion rates will
suffer.
Are you creating websites for your clients or for yourself that harness the real power of online marketing?
First encounters matter most
The most important time you can spend creating a new electronic marketing campaign is on perfecting the first
sale or encounter the prospect has with you. Once the relationship is established, you can move to add-on
sales, upgrades and new products.
The first sale establishes trust and everything after it builds the relationship. The relationship strengthens
by increasing the customer's average unit sale and buying frequency, convincing them to buy more often
throughout the year and giving them such a good buying experience they stay with you long term.
Promise seven things, but deliver a dozen. In other words, under promise and over deliver--deliberately.
What's your strategy for exceeding customer expectations?
A little known fact: What's the best font for online
content
For those of us who grew up in the print generation (now affectionately referred to as
offline), the rule of thumb for typeface was a serif font (like Times Roman) because it was easier to
read. Did you know this isn't true for online content?
The resolution online creates an imperfect serif, making it less
attractive and harder to read.
What fonts work best?
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For e-mail marketing messages, use 12-point Arial or
Verdana.
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For websites, try Helvetica, Arial, Verdana, and other popular san
serif fonts. If your web pages are too light to read on screen or
when printed, use a boldface font like Helvetica Bold Condensed.
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Type size for web content should be 12-point type or
larger.
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For web page headlines, use Impact or Arial Bold two or more point
sizes larger than the body copy.
About Strategy Writer
By finding a copywriter who understands search engine optimization and how to integrate it from the beginning
of a web project, you'll save hundreds or thousands of dollars.
SEO should be applied as part of your initial web content project, not sold as an add-on service.
The only time to pay extra is after your site is up and running and you need outside support to boost and
maintain your site's ongoing optimization. Otherwise, you should expect optimized content when the content
is written.
Finding a copywriter who also understands Internet marketing can give electronic campaigns the boost they
need for success.
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