7 Points of Contact in Your Marketing
Copy
By Dina
Giolitto
They say it takes seven points of contact
before someone who shows interest in your Web site, knowledge,
products, and/or services becomes a paying customer. Even
people who are already your fans often need that extra poke
to help remember the ways you provide value to them. What
does this mean if you're an online business owner? It means
that it takes a lot of concerted ongoing effort to attract,
convert, and retain clients.
Some avenues for success:
Keywords. Refine
your keyword strategy and combining with a plan to add new
original content every month.
Sign-up form.
Collect subscriber names and sending a monthly newsletter
that shares information your readers want and advertises your
latest offers.
Article/blog marketing.
Submit articles and blog posts to authority sites in your
industry that rank well (because they give you a link back
plus human interest).
Networking.
Build profiles and participating/sharing your links on sites
like Ryze.com, Squidoo.com, LinkedIn.com, etc. Lead visitors
back to your site and "capture" via your subscriber
form.
Blogging. Blogs
are indexed quickly. You can even ping the blogosphere to
let people know you've added something exciting to your blog.
Many marketers play host on their blog, inviting and inspiring
vigorous debates that keep folks coming back for the daily
dose.
Your Web site can also be promoted in the
form of newspaper advertising, client giveaways that share
your brand/company name/URL, postcard campaigns, press campaigns,
radio guest spots and such. This will bring more clicks, which
contributes to your site’s overall popularity.
The search engines use a math algorithm
to “count and rate” the effectiveness of your
Web site content and linking strategy. Much like real people
in the social hierarchy who “rate” you on who
you know and which important people seem to trust you, the
search engines “rank” you according to which “reputable”
sites point at your site. You are ranked and categorized on:
The number of inbound links from higher
ranked Web sites and blogs
The number of pages and links on your site that contain your
targeted keywords
The exact words used in the HEADER and keyword links throughout
your site (the engines actually "read" and "index"
or file you away in their memory for your primary topic categories
- think of an index, like the back of a cookbook)
If you rarely or very occasionally update
your site, then you’re not going to see the results
of someone who aggressively self-promotes all the time using
the above listed methods. Sure, you can have a Web designer
and/or copywriter help you launch a static site, which is
better than nothing. But it will not drive business the same
way that a Web site that’s being constantly updated
and aggressively marketed will.
Without beating around the bush here, Web
site marketing requires a lot of work in order to be successful.
Nevertheless, the results of turning your site into a money
making machine are well worth it if you stick it out through
the lean times. And once you begin to see real results, there's
no turning back!
Copyright 2007 Dina Giolitto, Wordfeeder.com
Copywriting and Marketing. All rights reserved.
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