Online marketing
Online copywriting

Maintenance


Planning an Online Marketing Campaign

 

By Robert W. Bly

 

 

“I want to market my business on the Web, but how do I get traffic to my site?” one client asked recently. “And if I want to sell my product or service using e-mail marketing, who do I send the e-mails to?”

 

Here is one online marketing methodology that has been proven effective for many different types of businesses.

 

The primary concept is that online marketing works best when you e-mail to people who already know you.

 

Therefore, successful online marketers build their “house file” or “e-list” (lists of prospects and their e-mail addresses) using the process outlined below, and then sell to those people via e-mail marketing:

 

  1. Build a Web site that positions you as an expert or guru in your field. This is the “base of operations” for your online marketing campaign.

 

  1. This Web site should include a home page, an “About the Company” page, your bio, and a page with brief descriptions of your products and services (each product or service description can link to a longer document on the individual item).

 

  1. You should also have an “Articles Page” where you post articles you have written on your area of specialty, and where visitors can read and download these articles for free.

 

  1. Write a short special report or white paper on your area of expertise, and make this available to people who visit your site. They can download it for free, but in exchange, they have to register and give you their e-mail address (and any other information you want to capture).

 

  1. Consider also offering a monthly online newsletter, or “e-zine.” People who visit your site can subscribe free if they register and give you their e-mail address. You may want to give the visitor the option of checking a box that reads: “I give you and other companies you select permission to send me e-mail about products, services, news, and offers that may be of interest to me.”

 

  1. The more “content” (useful information) on your site, the better. More people will be attracted to your site, and they will spend more time on it. They will also tell others about your site.

 

  1. The model is to drive traffic to your site where you get them to sign up for either your free report or free e-zine. Once they register, you have their e-mail address and can now market to them via e-mail as often as you like at no extra cost.

 

  1. The bulk of your online leads, sales, and profits will come from repeat e-mail marketing to this “house” e-list of prospects. Therefore your goal is to build a large e-list of qualified prospects as quickly and inexpensively as you can.

 

  1. There are a number of online marketing options, which can drive traffic to your site, that I can help you with (or refer you to an expert I know and trust to help you with). These include: free publicity; e-mail marketing; banner advertising; co-registrations; affiliate marketing; search engine optimization; direct mail; and e-zine advertising.

 

  1. The key to success is to try a lot of different tactics in small and inexpensive tests, throw out the ones that don’t work, and do more of the ones that are effective.

 

 

 

Online copywriting

 

There is often confusion as to what the particular “deliverables” are in online copywriting, what the terms mean, and how much copy is involved.

 

For instance, what exactly do we mean by a “microsite”? How long is it? When should you use it?

 

Here are the most common online copywriting assignments I write for my clients and the definition and scope of each:

 

1. A microsite is a long-copy dedicated Web site designed to sell a product – such as a newsletter, e-book, or conference – directly. The online equivalent of a 6 to 8-page sales letter.

 

2. A long-copy landing page is an abbreviated version of the microsite -- the online equivalent of a 2 to 4 page letter. Used for b-to-b offers and products that require less description (e.g., software).

 

3. A short-copy landing page is simple landing page for a product or offer. Often used for white papers, software demos, and other inquiry fulfillment. The online equivalent of a trade ad: headline, a few paragraphs of descriptive product copy, and order portion.

 

4. A transaction page is similar to a short-copy landing page, but with even less descriptive product copy. It is designed to primarily provide a form where the visitor can either order the product or (if lead generation) request a free white paper or other information.

 

5. A long-copy e-mail is designed to sell a product directly by driving the recipient to a short-copy landing page or transaction page. The online equivalent of a 3 to 4-page sales letter.

 

6. A teaser e-mail is a short e-mail designed to drive the readers to a microsite or long-copy landing page where they can order the product. The online equivalent of a ½ to 2-page sales letter.

 

7. A lead-generation e-mail is similar to the teaser e-mail, but the purpose is to drive the readers to a landing page or transaction page where they can request a free white paper or other information.

 

8. An online e-mail conversion series is a series of follow-up e-mail messages, sent via autoresponder, designed to convert an inquiry into a sale.

 

9. An online ad is typically a 100-word classified ad to run in an e-zine and drive readers to a microsite or landing page. A banner ad is an HTML ad on a Web site.

 

10. A pop-under is a window that appears on a Web site when the visitor takes a certain action (typically trying to leave the site without ordering). It makes a special offer. Usually free, in exchange for the visitor giving his e-mail address.

 

Bob Bly
Copywriter
22 E. Quackenbush Avenue
Dumont, NJ 07628
phone 201-385-1220
fax 201-385-1138
www.bly.com

 

Maintenance

 

Online marketing lends itself to fast and frequent experimentation. Whether your results are stellar and you want to squeeze even more sales from your landing page, or you want to improve on initial results that were not what you hoped, you may want to select our MAINTENANCE option. Under this agreement, Bob will devote 10 hours to working on improving your online sales, for as many months as you contract. This can include new headlines and copy for landing pages, online ads, and e-mails as well as advice on offers, testing, and other aspects of your Internet marketing program. Let us know if you wish to add the MAINTENANCE service.