Page 112 - Duct Tape Marketing

A Web Presence That Works Day and Night

Most site owners would benefit from spending half of their traffic
generation efforts and dollars on conversion instead. Hiring a landing
page consultant and testing every element of your site may pay off
faster than hiring an SEO coach.

“People will come back because they like my site.”
Let’s hope every visitor likes what he finds when he drops by, but

give him a valuable reason to come back. Or, better yet, offer him
something in exchange for his e-mail address and permission to send
him updates.

Test landing pages for the specific purpose of gaining surfers’ trust
to gather contact details or you will forever be left to hope they come
back. Use great content, free seminars, and e-books to draw them back.

Social media gets most of the buzz these days, but few things
surpass an e-mail campaign sent to a list of people who trust you to
send them valuable content.

The New Purpose of a Web Site

Many small business owners were originally seduced with the notion
that all they had to do was put a Web site online and wait for the phone
to ring. When that didn’t happen, some became disillusioned and either
left the Web or left their Web site to languish as little more than a place
to collect dust. For a Duct Tape marketer, the primary purpose of a
Web site is to act as a hub to integrate and connect all of your marketing
communication and education to the myriad of other outposts where
you may participate and create awareness online.

The good news is that the educational content outlined previously
in the marketing kit can be the perfect base of content for your Web
site. You must drop that copycat marketing notion that tells you that
you need a home page and an “About Us” page just like everyone else.

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