Increase your Bottomline By
Advertising For Relationships
That title probably makes you
think that we're going to talk about personals ads.
In a way, we are. The step that comes after buying
pay-per-click advertising is figuring out what to do with
your traffic once you've got it coming in. After all, it's costing you
money, you might as well try to convert that into cash flow.
Doing that is, in a lot of
ways, like writing a reverse personals ad. Most pay per click
marketers immediately think "Someone comes to my web site, sees my
product, whips out the credit card and buys it!" They'll
think that for the first five seconds, until they look at their traffic
reports, and see where their visitors have
gone. This expectation is sort of like expecting your
customer to respond to an ad that looks
like this:
"Wanted, random visitor with poor impulse control and a ready
wallet." Ask yourself if you'd respond to that kind of ad,
and what kind of relationship you'd expect from doing so.
Your visitors are coming to
your web site because they're looking for something. You even
have some idea of what they're looking for; it's related to the search
term and Pay Per Click ad you bought. However, just because
they're searching for something doesn't mean that they're going to
instantly decide that your offering is the best one
available. They're going to hit that back button, check the
search results against other companies, and try to find the offer
that's best for them. Just like you
would. And, going back to our personals ads analogy,
just like someone browsing personals ads.
Like someone
checking the personals, they're looking for more than just a
package, they're looking for a relationship. In fact, if you
were going to write personals ad of what your typical web searcher
wants, it would probably read something like this:
"Wanted, a confidant who has a
deep abiding passion for <insert search term here>, who
isn't a know it all or flim flam artist, who respects that my time is
valuable, and wants to set up a long term relationship with a lot of
repeat visits for mutual benefit."
Notice what it isn't asking
for? Someone to put a high pressure sell tactic on
them, to finagle their credit card out of their
wallet. And yet, so many pay per click ads lead to web sites
that are nothing but "buy, buy, buy…that it's kind of scary
how bad the marketing acumen is for the people who set them up.
To make the sale, you need to
express your interest in what the customer wants, you need to establish
your credibility, and you need to make it clear that they stand to
benefit from giving you some of their time. Then, you need to
wait, and show them the respect that says "I trust you to make a
reasonable decision – go check out the other sites; you'll be
back here."
The easy way to do this is
to offer them a taste of the content they'll get for
subscribing. You get their contact info, they get your
information content (with offers for products they might be interested
in), and it's a fair trade. This also establishes that you
have a deep and abiding interest in the subject matter, are willing to
share information on it, and are willing to be patient enough to let
them make up their own minds. That shows that you respect
them. Which is the foundation of any lasting, long term
relationship, whether personal, or commercial.
Brett Smith has been placing customer's ads at the
front of the search results of the major search engines for over 12
years. Discover how to increase your sales, get better cashflow and
increase your customer base with targeted effective search engine
advertising.
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