Guest Author - Dennis Regling
The internet is a wonderful sales and marketing tool. Unfortunately, very few of us learn how to use it effectively.
There is the idea that if you build a website and get lots of hits, you will make money. The common thinking is "more hits equals more money." A lot of money is spent to generate hits. There are companies that will guarantee you hits in exchange for your hard-earned cash.
Although this sounds logical, it does not work. Unless your product or service has a very wide appeal and is an impulse buy, this will not work for you. It's like mass mailing your offer to everyone in the phone book.
Lots of hits does not necessarily equal lots of money. If you are paying for unqualified hits, it could mean a great loss of money.
For the entertainer, the webpage is a great place to quickly and inexpensively get your sales message to your prospect. Everything you once put in a package and mailed to your prospect can now be delivered over the internet.
As an entertainer I am interested in only two types of hits. I want my webpage easily found by individuals or companies actively seeking services I offer. I also want my webpage available to prospects responding to offers I have made through my sales promotions.
I get a handful of inquiries from churches and other groups each year who find me through search engines and listings on pages for entertatiners. You may use Google AdWords to generate hits only from those searching for your "key words." Unfortunately, unless your key words are very specific, you may be paying for hits from curiousity seekers. However, key words that are too specific will not generate leads.
Sadly, too many businesses are depending on just this method exclusively. It will generate leads, but you are also competing with the other magicians on the web.
The hits I really want are from those prospects I have sent a postcard or sales letter to. My prospects have been pre-screened, and my offers sent to those that can use my services. The offers are designed to send them to my webpage for more information.
If you want to attract event planners, you might mail a postcard to a mailing list of prospects offering a free report at your webpage. On your webpage, you will collect their personal information and introduce them to your services.
If you wanted to do Blue & Gold Dinners for the Cub Scouts, you might mail every Scout troop in your market area a postcard offering a Free Report on "How To Make This Year's Blue & Gold Banquet the Best Ever!"
On your webpage you would have the report. Of course, the report should be full of good information, but especially, it should explain how hiring you will benefit them. After reading your report, they can then check out your other links with testimonials, details and contact information.
It is good business to have your business easily found by customers who are ready to buy. A nice website, some good meta-tags, and search engine submission make it simple for people looking for your services to find you.
It is better business to find qualified prospects, send them to your webpage and then stir them to action.
Be sure to check my archives for more articles.