Webcenters Online Blog

The Elements of Engaging E-mail Marketing Campaigns!

noreply@blogger.com (Webcenters Online) — Fri, 06 May 2011 16:06:00 +0000

Our prospects and clients will undoubtedly see the value of our Web solution's e-mail marketing tools, but they may not know how to maximize the potential of these unique features. We can help them get started - and establish even greater credibility in our Web site business - by discussing these e-mail marketing tips!

First, it's important to emphasize that e-mail marketing is a proactive method of promotion, as Michael Thompson explains on DMNews:
"With e-mail marketing, you can shift from a reactive posture to a proactive stance that lets you engage and control interactions with customers."
That significant distinction is a defining characteristic that sets e-mail apart from other advertising avenues!
Next, talk to the clients about their e-mail marketing goals. Advise them to sit down and determine exactly what they hope to accomplish with their e-mail marketing messages. What action will they urge e-mail recipients to take? Thompson offers the following three guiding questions to help establish these "business rules":

"When and how often do you want to engage?"
"What data do you need to execute that communication?"
"What constitutes over-contacting the customer?"

After our prospects and clients determine that information, they'll be one step closer to implementing an outstanding, effective e-mail marketing campaign! At this point, it's just a matter of understanding how to accurately target their customer base. This is where our Web solution's site statistics section really comes in handy! Business owners can quickly consult this section to determine how to create relevant, targeted messages for their contacts.
According to Thompson, "Relevance is the most important aspect of e-mail marketing. Recipients are much more likely to act if what they receive is relevant to them."
This may seem like a no-brainer, but it's worth pointing out! The user-friendly features in our Web solution makes e-mail marketing completely effortless!

The right way to win referrals! Part 2

noreply@blogger.com (Webcenters Online) — Wed, 13 Apr 2011 14:53:00 +0000

"Once your prospect has converted from prospect to client, you need to have a direct conversation about referrals with them," he writes.

But remember to capitalize on other opportunities to mention your need for referrals. McCord tells readers to "Consistently drop referral seeds," though he also cautions against beating prospects over the head about it.

"Simply, gently mention that you're referral-based when the opportunity arises. Prospects and clients aren't stupid and if they hear it enough, they'll put two and two together and figure you'll eventually be asking them for referrals," he writes.

Another clever tip offered by McCord is to set a "referral acquisition meeting." This can be a great part of your follow-up process! After your prospects have purchased your Web solution, follow up with them to ensure they're satisfied and that they've started to establish their online presence. Whether it's a brief phone call or a face-to-face conversation, it won't take much time or effort for you to remind your client about referrals, and mention what you're looking for in an ideal prospect. It's one final way for you to plant those seeds that McCord's talking about!

Finally, he advises readers to go above and beyond merely obtaining a name and number from clients.

"Get a direct introduction from your client to the referred prospect." Whether your client sends a letter or e-mail to the referral, or you take it a step further and schedule a lunch meeting or conference call, it's important for all parties involved to actually connect in a way that optimizes your credibility and helps your referral understand how much value the referring client places in your solution! As McCord puts it, "An introduction turns a name and phone number into a real referral."

The right way to win referrals! Part 1

noreply@blogger.com (Webcenters Online) — Sat, 02 Apr 2011 20:24:00 +0000

This week, we've got referral tips from sales trainer Paul McCord! Use them to solidify your relationship with referred prospects.

It's about more than just asking for referrals. McCord explains that referral generation is "a proactive, disciplined process that begins the moment you meet a prospect and continues throughout your relationship with the person or company that generates a consistent flow of high quality referrals."

"Proactive" is the perfect way to describe the referral cultivation process! While you may get leads through word-of-mouth advertising, it's far better for you to actively seek referrals from your clients!

McCord's first tip is a no-brainer: "Let your prospect know you're referral-based!" Your prospects and clients may not realize how valuable referrals are when it comes to the success of your Web site business. That's why you need to have a direct and open conversation about potential referrals. McCord suggests doing this after your prospect has made a purchase from you:

Four Steps to SEO Success

noreply@blogger.com (Webcenters Online) — Thu, 17 Feb 2011 00:08:00 +0000

You may have prospects or clients who are intimidated by site promotion and search engine optimization, but your Web solution makes it a completely painless process! With these tips inspired by SEO expert Patrick Gavin, and your prospects will be climbing the search rankings in no time!

Define your keywords. Focus on "key products, services or areas of expertise," advises Gavin. And remind your prospects not to forget about local-oriented keywords that will help nearby customers locate the business! "For example," Gavin writes, "an attorney may identify 'bankruptcy law' as a primary keyword, then add 'bankruptcy attorney' as a related term and 'Chicago bankruptcy attorney' to attract local visitors to the website." Gavin also tells readers to review the competition. This is a common strategy among larger companies, and it's a great way to see what successful businesses are doing to draw traffic!
Keep the content fresh and relevant! After deciding on some keywords, it's time start using those terms and phrases in Web site content. This way, according to Gavin, businesses can "improve their position on the search engine results page for relevant searches." (Pssst: Emphasize our new blogging tool to really pique your prospect's interest in your solution!)
Leverage social media! Do your prospects have Twitter, Facebook or Google Buzz accounts for their business? If so, they'll love our new social network widget! This exclusive feature allows them to integrate their social network accounts with their site...it's an effective way to create a comprehensive online presence that larger corporations spend tens of thousands of dollars to create! It's also a great way for businesses to optimize their site and expand their promotion efforts!
Measure, measure, measure! There's a reason why we packed so much information in the site statistics section of your Web solution. These metrics will help businesses evaluate the effectiveness of their online marketing, especially when it comes to search engine optimization! Gavin says that businesses should "continuously review their performance and adjust their strategy accordingly to actively improve their site and maintain an edge over the competition!" We've made it easy for small businesses to do just that!

Many Web hosting companies tack on extra charges to provide tools like these, but we've included everything in our solution!

Don't Lose Track of the WIIFM Factor!

noreply@blogger.com (Webcenters Online) — Tue, 15 Feb 2011 00:13:00 +0000

As any experienced salesperson will tell you, potential buyers have on question on their minds: "What's in it for me?!" Successful sales hinge on anticipating that question and answering it effectively! Your partners' business is no different. That's why they need to understand the value of targeting and customizing their e-mails. They should be creating messages that are relevant to specific customers' preferences and they should include exclusive discounts that reward e-mail readers for their continued loyalty!

Targeted E-mails

noreply@blogger.com (Webcenters Online) — Wed, 09 Feb 2011 00:59:00 +0000

E-mail marketing messages should be tailored to match the recipient's needs, too! To that end, experts recommend gathering information right away - as soon as a site visitor opts in to the e-mail list - so that messages can be targeted to their preferences! During the presentation, your prospects will see how to create and send e-mails that are targeted to specific groups within their contact list. This process only takes minutes with your Web solution, and the rewards are extraordinary!
"Any time you make another step toward tailoring your e-mail to your readers' interests, you're going to come out ahead, no matter who your readers are," according to Harmon and Madison.

Find A Form That Fits

noreply@blogger.com (Webcenters Online) — Fri, 21 Jan 2011 16:00:00 +0000

Similar to the previous tip, Madison and Harmon say that both B2B and B2C businesses should hold on to their successful e-mail layouts and use them as forms or templates for future use. Along with the obvious convenience, this is beneficial because it allows businesses to keep their messages "consistent and recognizable." Again, this step is simple with the help of our Web solution! Not only will businesses be able to modify and save their winning forms; they can create a look that's tailored to their business, thus enhancing their business' credibility and boosting their customer retention rates!

The Balance Between Text & Images

noreply@blogger.com (Webcenters Online) — Fri, 21 Jan 2011 00:43:00 +0000

According to Alex Madison and Lisa Harmon at MediaPost's Email Insider, the balance between e-mail text and images depends largely upon the nature of the business.
"While lots of lovely images and minimal copy can boost click-through and engagement for B2C (Business to Consumer) audiences, B2B (Business to Business) subscribers...respond to no-frills creative that prioritizes copy over imagery."
Your potential clients will appreciate how easy it is to use your solution to experiment with text and image content in their e-mail campaigns! They can edit and adapt their messages to suit the specific needs of their business...and they can do it all without paying for additional services!

Comparing Products

noreply@blogger.com (Webcenters Online) — Mon, 17 Jan 2011 15:45:00 +0000

Consumers prefer to compare products and services before making a purchase, and the Web is the perfect tool for just such a task! According to a study by Alterian, 51% of respondents said they "always" compare products or services before purchasing, and 44% responded that they "sometimes" comparison shop!

By using the tools and features included in our Web solution, businesses can ensure visibility, enhance credibility and - most importantly - win against the competition by comparison!

Keep it personal & targeted.

noreply@blogger.com (Webcenters Online) — Thu, 13 Jan 2011 20:57:00 +0000

Odds are you and your potential partners already use one or more of the social media channels we've described. If so, it's easy to expand this usage to meet certain marketing goals! According to Johannesen, "If you have ever sent a URL to someone via email or if you've ever commented on a blog post, you are already a social marketer!"
Web expert Manish Rathi echoes this thought. He tells readers to segment their e-mails to customers based on previous purchases. "Build virtual relationships with your customers based on their buying behavior and preferences." Obviously, any potential buyer is going to pay greater attention to content that pertains to their particular goals! He sums it up by explaining that "The stronger your customers feel a brand affinity with your company, the more likely they are to do repeat business with you!"

Remember: It's all connected!

noreply@blogger.com (Webcenters Online) — Wed, 12 Jan 2011 16:31:00 +0000

Remember: It's all connected! As VerticalResponse's Liz Johannesen tells PracticalEcommerce readers to "establish a virtuous social marketing cycle wherein content could be created for an email newsletter or blog post, sent out via email...tweeted...and posted on Facebook."
That's a trick that will work in any industry! Give your prospects some ideas to get them started - exclusive online discounts, upcoming store events, local media coverage...just about any relevant topic can be used to cross multiple marketing channels! And - of course - mention that it's completely effortless to do this with our Web solution!

Daniel Bitz
WebcentersOnline.com

Using New Technology to Build Relationships!

noreply@blogger.com (Webcenters Online) — Mon, 10 Jan 2011 16:37:00 +0000

As you may have heard, we've recently enhanced our Web solution with some fantastic new social media features! These tools will help small businesses integrate social network and Blogger accounts with their Web site to create a powerful, multichannel digital presence!

This week we're bringing you some advice about social marketing, which Armando Roggio at PracticalEcommerce defines as "the concept of engaging with customers and potential customers in authentic, human-to-human-like relationships, which may or may not be directly aimed at the sale or promotion of a product."

Roggio writes that "Social marketing is one of the most important new trends in online retail promotion. It is effective, builds customer relationships, and offers a better return on investment than some other marketing techniques."

Relationship-building - the primary goal of these channels - is the best way to gain and retain customers...that's why we urge you to consider incorporating some of these ideas into your own Web site.

Daniel Bitz
WebcentersOnline.com

The Future of Shopping Video

noreply@blogger.com (Webcenters Online) — Sat, 08 Jan 2011 18:55:00 +0000

I really like this "future of shopping video". In a couple of minutes it explains how ecommerce,websites, and the internet are changing how people are shopping. It's just more proof that you should have a digital presence. Enjoy!

The future of shopping

noreply@blogger.com (Webcenters Online) — Sat, 08 Jan 2011 18:47:00 +0000

Urgency versus Status Quo!

noreply@blogger.com (Webcenters Online) — Sat, 08 Jan 2011 02:07:00 +0000

Sales Manager Lee Salz has two "powerful" words to share with you that are "guaranteed to drive your revenue and income!"

"Yes, you read correctly...guaranteed...In my travels working with thousands of sales professionals, I've found a common thread in those who are tremendously successful. That thread comes down to two words on which they base their entire sales career."
Salz's two "powerful" words? Synergy and priority.
Today, let's focus on that second word Salz suggests - priority - but with one adjustment. We think it's better to replace priority with urgency. Let's look at this a little more closely:

When you discuss setting an appointment with a Decision Maker, you've got to build a sense of urgency. Small business owners are busy, and it's way too easy for them to put off a business appointment if they don't understand why your solution stands to affect their company so positively. Salz poses the hypothetical, "Why should they buy this today when they can just as easily buy tomorrow?"

It's the same idea with setting an appointment! So what is your major obstacle when it comes to creating a sense of urgency with Decision Makers? Salz says it's "status quo" - general complacency about one's current circumstances.

"Status quo will win every time if you don't have the information you need to understand why the buyer should buy today."

Once again, this is the case with setting appointments! If you can't effectively convey why the Decision Maker should set aside some time to participate in a presentation, you'll have lost the battle against status quo! That means your prospective partner will continue using obsolete, stagnant tools for Web marketing or draining their budget to secure a comprehensive digital presence.

The answer to this dilemma is simple: you've got to emphasize the earning potential that your solution provides. As Salz explains to his readers, "Making money is a priority for you. All else gets cast aside when someone wants to put more money in your pocket...If the solution that you have designed is aligned with the priorities of the decision making buying player, the deal happens. If not, status quo will win it."

Business Blogging got you Stumped?

noreply@blogger.com (Webcenters Online) — Wed, 05 Jan 2011 20:52:00 +0000

Do your potential and existing clients have questions about blogging for their business?

One of the most common concerns expressed by small business owners who are new to digital marketing is that they don't know what to write about in their blog entries. That means they're neglecting a valuable opportunity to market their business and communicate with their customers! And since our Web solution comes complete with Blogger integration tools, it's easy for businesses to maintain a blog as part of their digital presence. So if they ask you about blogging , tell them to...

Tell your story. This is a great way for businesses to get their blog started. Who are you? Who's on your team? Why did you choose the industry you're in? When did you decide to become an entrepreneur? This topic can be separated into a series of entries, too!
Put the audience in your shoes. Tell readers what a day or a week in your business is like. Take us on a tour of your world!
Get out into your community. Being active in various community events (like local fundraisers) creates a win/win scenario for everybody involved - it's a way for businesses to promote themselves while contributing to a worthwhile cause! Use your blog to share that experience with readers. Take pictures; describe the event and tell readers what compelled you to become involved with that particular cause.
Compare your business to the big fish. Small- and medium-sized companies everywhere almost certainly face larger national competitors. If you operate one of these smaller businesses, what gives you a competitive advantage over the corporate giants? Maybe it's your understanding of the local culture. Perhaps you partner with other local companies. Regardless of your industry, you can always make a solid case for your business against the others with just a little brainstorming!
Use your resources! WebCenter Owners: don't miss an opportunity to build value in your solution by discussing its seamless multi-channel integration! Business owners can check their site statistics section to see what their most popular products or pages are, and create a blog post from that information. Or consult your Facebook and Twitter pages to find inspiration from your online community!
Ask the readers! This is another way to leverage multiple features in your Web solution. Send questions or requests for content ideas via e-newsletter, Twitter feed, Facebook or with a simple post on the home page! Customers will love feeling included and will appreciate knowing that their online voice is heard!

Why Should You Go Social?

noreply@blogger.com (Webcenters Online) — Wed, 05 Jan 2011 00:34:00 +0000

As you may have noticed, we're radically stepping up our social media presence through our new blog and Facebook page, and we're encouraging you to do the same! By leveraging these marketing channels, you'll be able to...

...Promote your own business
This one should be obvious! All of the research that you come across about small business' success with social media is applicable to your business, too! But it's not enough to simply open an account - be active on these sites to optimize your visibility.
...Humanize yourself
Maintain appropriate professionalism in your text, images and general profiles, naturally, but don't lose your personality in the process! Pepper in occasional links or posts that aren't about promoting your solution. You can give your audience a sense of who you are without sacrificing your professional tone - with a little creativity, you'll find that balance!
...Demonstrate your understanding of digital marketing
You don't have to be a software programmer or information systems specialist, of course, but it's likely that your prospective clients will expect you to have first-hand knowledge of social media tools! Familiarizing yourself with popular social networking sites won't take long, and the value of what you learn will be immediately clear when you're discussing social media with prospective clients!

We've only scratched the surface of the myriad reasons why you should climb aboard the social media bandwagon! If you're feeling a little overwhelmed by this new frontier, don't worry! As always, you've got support: We're introducing several specially-designed resources to help you understand and enjoy the social networking experience!

The Four I's of Building a Social Community!

noreply@blogger.com (Webcenters Online) — Mon, 03 Jan 2011 18:05:00 +0000

A pivotal step in the successful social media marketing process is to effectively create a community! We're going to focus on four main principles of community-building via social networks: The Four I's of Online Community Creation!
There are numerous variations on the "Four I's" in marketing, but we feel like these are most important for today's purposes. They are:

Invite - Businesses and solo entrepreneurs must promote their social presence and actively encourage their audience to follow them! It's not enough to simply have the accounts; you need to get the word out!
Inform - Once you've attracted your following, keep that growing community informed about upcoming promotions, exclusive discounts, new products and so on!
Involve - As you probably already know, a successful community of followers is founded on participation and involvement! Businesses should invite involvement from their social audience by opening discussions, holding contests, creating polls...think of the possibilities!
Influence - Some marketers use this interchangeably with "impact," but whichever you prefer, the goal is nearly the same: to have a long-lasting and clear community-wide effect. This can be a call to action in the form of making a purchase, of course, but in the social/community-oriented marketplace, it can just as easily be related to a cause that's important to the business or solo entrepreneur. Think beyond your business...it's the best way to foster social network communities!

Know what you want to accomplish!

noreply@blogger.com (Webcenters Online) — Mon, 03 Jan 2011 01:05:00 +0000

"Experts say it's important to set your goals and compare them against traffic statistics," Elliott writes.

He addresses small businesses in particular. "Small businesses tend to be lax when it comes to measuring the effectiveness of online ads or campaigns they've paid for. That's a big mistake."

With your Web solution, business owners are unlikely to fall into that trap! Instead of relying on a third-party firm, they can determine - and control - their own results!

As you're talking to Decision Makers about their goals for the business, find out how they would like site visitors to use the Web site. As Elliott puts it, "...consider what kind of results you expect from visitors. Do you need a contact, lead or sale?"

Depending on the business' unique needs, your prospects may not aspire for site visitors to make a purchase online. They may want visitors to use the site to sign-up for e-newsletters, submit feedback or request an estimate.

So how does this tie in with your solution's site statistics section? Simply put: knowledge is power! When your prospects interact with this feature, they'll see that - in only a matter of minutes - they can view which search engines are driving traffic to their site, which keywords are most effective, what pages are most popular with site visitors and so much more.

Cultivate an understanding of your prospects' goals, identify their hot buttons and create value in the appointment by telling them how your digital marketing solution will help them measure and modify their online success!

Your Digital Solution: A Global and Local Marketing Tool!

noreply@blogger.com (Webcenters Online) — Sat, 01 Jan 2011 16:21:00 +0000

Your business website helps you to reach new markets far and wide, but don't discount the benefits it provides for local marketing, too! This is especially significant in light of the recent "User View Wave VII" survey by BIA/Kelsey and ConStat, which reveals that 97% of consumers use the Web to shop locally!

In a statement about the survey, Steve Marshall at BIA/Kelsey said, "The Internet has indeed become an integral part of consumers' local commercial activity...The data suggest we're at an inflection point where the balance of power in local shopping is shifting to online."

What does that mean for a company like the one you operate? Digital marketing expert Lisa Barone says it's "a sign that without a Web presence, your SMB may find itself invisible."

That's why it's vital for business owners to establish a high-quality, professional Web presence! Businesses can create a virtual storefront that appeals to local customers, and they'll even have the site promotion tools necessary to draw those customers right to their door!

Barone writes, "...use your Web site to share your company story and information, target your neighborhood by providing localized content, give answers to common questions, establish your own authority, and to help you grow an on-site community. Your small business Web site should tell the story of who you are and why someone should trust doing business with you."

Your website makes it all possible! You can reach an untapped market right in your own neighborhood!

Happy New Year!

noreply@blogger.com (Webcenters Online) — Fri, 31 Dec 2010 15:26:00 +0000

We are wanting to wish everyone and their families a Happy New Year!

Become a Good Listener on Social Media

noreply@blogger.com (Webcenters Online) — Thu, 30 Dec 2010 13:56:00 +0000

No, you don't need to be a C-Suite exec for this position! "Listening" simply refers to an awareness of the buzz around your brand or business on Twitter. How can you locate potential followers or measure customer satisfaction via Twitter? You'd be surprised how many services and features are out there to help businesses do just that! Check out Trendrr or TweetBeep, for example, or measure the value of your own Twitter identity using TwitterGrader!

Don't just react. Interact.

You will quickly discover that repetitive spamming and relentless hawking is not well received on Twitter. Users are looking for responses to their questions or concerns, naturally. But to go above and beyond, it's important to engage in ongoing dialogue with users that extends beyond the occasional reply. Essentially, Twitter's a great tool to serve as an interactive FAQ or customer service, but it can be so much more. Here are just a few suggestions for businesses to consider:

Menu changes
Exclusive discounts/promo codes
Re-Tweet articles relative to your industry
Solicit feedback from followers about potential additions to your product line
Headed to a convention or summit? Tweet your experiences while there!

Give it time.

The social frontier moves at a rapid-fire pace, but success on Twitter still takes a little time and patience. Don't get discouraged! You're involved with a marketing channel that levels the competitive playing field better than any of its predecessors! Experiment, get creative, and have fun!

The Power of Social Media

noreply@blogger.com (Webcenters Online) — Wed, 29 Dec 2010 23:14:00 +0000

Here is a great video explaining the power of Social Media.
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

Defining the Different Channels of Digital Marketing

noreply@blogger.com (Webcenters Online) — Wed, 29 Dec 2010 15:01:00 +0000

By now you know that all businesses (including yours!) must embrace a digital marketing strategy that extends beyond merely operating a Web site. But each digital marketing channel plays a different role as part of a broader overall strategy. Let's look at how these individual channels - all of which are integrated and available through your solution - could be used specifically for a comprehensive digital marketing strategy!

Facebook:
Facebook is ideal for creating a community around a business or brand. Seek input from followers and friends, and let them carry relevant conversations, too!

Blogging:
Blogs allow you to establish yourself as an expert! For a business, this can mean weighing in on industry news or even discussing upcoming events within the company to demonstrate growth, credibility and expertise!

Twitter:
Sharing is the name of the game for Twitter! Send out links to articles, videos, images....anything! Twitter's other primary role is quick customer service - respond in an instant to valued patrons with questions or comments!

Email Newsletters:
An email newsletter is perfect for sending out a call to action! Businesses can tell their opt-in email recipients all about upcoming store events, exclusive discounts, new menu items, product recommendations...the opportunities are nearly endless!
[Pssst...remind your clients to insert links to their Twitter and Facebook accounts in their e-newsletters for optimal results!]

Bear in mind, of course, that none of these channels have to be used solely for each purpose we listed here...this isn't an exact science, and there's bound to be some overlap! But as you and your clients move forward with social media, blogging and email, you'll establish more specific goals and a better strategy if you decide at the outset which role each channel will play!

Referrals Are Your Golden Ticket!

noreply@blogger.com (Webcenters Online) — Tue, 28 Dec 2010 03:31:00 +0000

If you're not actively seeking referrals from everyone - clients, friends, networking contacts, family members, etc - you're missing out on a golden opportunity to get in touch with viable leads for your business! And now that we've entered a season packed with warm greetings and social gatherings, we thought it would be a great time to reiterate some valuable referral-gathering tips!

Communicate the importance of referrals in your business. We know there's a (valid) concern about being "salesy" when you bring up referrals, but it doesn't have to be a pitch, and it doesn't have to be obnoxious. You can get the message across in a very casual and sincere way during your conversations with clients...no need to make it formal and rigid!
Tell them who your ideal prospect is. When you approach clients and associates for referrals, you have a golden opportunity to hone in on genuinely qualified leads. For example, you should emphasize that you need to connect with all Decision Makers so that everyone can be involved in the appointment. Or, if there's an industry you like to work with, you could identify characteristics of your ideal prospective client in that arena. You may even want to mention that your ideal referral is a business that acknowledges their need for a comprehensive digital solution and is ready to consider making that kind of investment.
Set up a meeting. Whenever possible, arrange a lunch or meeting over coffee during which your client can introduce you to the individual(s) they are referring. This can do wonders for your credibility!
Don't pull a disappearing act. Here's a tip that's especially appropriate for this time of year. If you haven't followed up with clients, get to it! Send a holiday card and reconnect! The old saying "Out of sight; out of mind" is especially true for busy entrepreneurs. Stay visible and you'll stand a far better chance of growing your list of referrals!
Network & Identify Centers of Influence. Again, this is an ideal time of year for you to get out there and be visible! When you attend networking events, don't discount anyone! Even if the person you're talking to isn't a match for your solution, he or she may be a Center of Influence - somebody who can send an ideal referral your way!