Page 114 - Duct Tape Marketing

A Web Presence That Works Day and Night

can even personalize a page on your site for them: “Welcome, friends
of Bill Smith.”

Automate Distribution of Marketing Information
As you will learn more fully in Chapter 12, a key component of

the Duct Tape Marketing lead generation machine is to promote the
distribution of free or low-cost information and tools that allow your
prospects to get to know you. A Web site can provide a valuable inter-
face for the automation of this process.

Capture Lead Data
When someone reads an ad on a billboard, they may make note of a

service, but they may not need that service for months. By that time, your
billboard is no longer in sight. One of the fundamental tools of a Duct
Tape Marketing Web site is the ability to exchange premium information
for the visitors’ contact information. Once you capture this information,
you have the key to begin marketing to this prospect for months and
years, assuring that your ad is top of mind when it’s buying time.

Seek Professional Help

There is no question that Web design, programming, and search engine
technologies can be confusing. You may never have the desire to learn
how to write HTML code or anything to do with how your Web site
works. But your Web site is one of your most powerful marketing weap-
ons, and you must be very involved in how it supports your business.

There are many, many very qualified Web designers and search
engine experts. In most cases, your business will be better served if
you seek out a professional to delegate this task. You cannot, however,
abdicate this task simply because it seems too technical. If you do, you
will wind up with an expensive Web site that does little or no good.

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