Improve Your Follow Through Marketing Skills
by Mary Jane Brenner
More Advertising Articles
Published on this site: December 2003 - See
more articles from this month
Are you getting people to your site, but just not turning out the
number of sales you'd like to see? Perhaps you're not following
through with each visitor as much as is needed.
No matter how good your promotion is, you won't be taking full
advantage of it until you have a complete follow through plan.
Naturally, there are many ins and outs regarding getting more sales
from your web site. However, let's walk through the basic
plan you should have in place. From there, you'll be able to
adjust all those ins and outs as necessary.
The main purpose of advertising is to interest people enough to
get them to your web site. Obvious statement, I know, but
many people try to accomplish too much with their advertising.
It's not the time to try and solicit sales, just interest.
Lead people to your site by intriguing them with the main benefit
your product or service provides them. Interest them in what
they have to gain by checking out your site. Then instruct them
to do so. Give them a reason and an instruction to visit your
I don't know how many times I've clicked over to a web site
only to feel completely lost as it had nothing to do with what first
Don't lose people! Your promotion piqued their interest on a
specific topic. Mention that topic right in the title of your web
site. Then expand from there. People will most likely read what
you have to say since you've already interested them with your
advertising, but not if they think you've changed subjects on
Immediate Follow-Up Offer
Sometimes people are in a hurry. Sometimes they look at your
site and sense a sales message coming on. Sometimes they just
change their mind before your page loads up. Whatever the
reason, people don't always read your site.
However, what if you could offer them an immediate free taste
of what it is you're offering? Offer free information by way of
ecourse, ezine subscription, or ebook download. Or offer a
way to get a free sample of your product, or enter a contest to
win free products.
Whatever it is, do it immediately. Design some way to capture
the name and email address of your site visitor as soon as
possible. This will give you a way to follow up on the initial
interest you created in them from your advertising, even if they
don't read through the message on your site.
Expand on your Main Benefit
From there, expand on the main benefit you first offered to them
through your advertising and site headline. Give them more to
go on. Relate other benefits, full information about your
product, and testimonials of previous customers, all the time
focusing on what they will gain from your product or service.
Secondary Follow-Up Offers
Give yourself repeat chances to initiate follow up contact with
your site visitors and to keep them interested in what you have
to offer. Mention your initial follow-up offer again, offer other
related information, resources, descriptions, testimonials, ezine
subscriptions, contests, whatever. Do your best to try and
capture the name and email address of each visitor to your site
such a format that you can stay in contact with that person over
Remember the first benefit you used to attract people's attention
to your site in the first place? Don't forget to include that in
summary of your product's benefits at the end of your sales
copy. It was what interested them in the first place, right? Don't
forget to include it in a re-cap of what you are offering.
Everything varies according to what you are trying to sell, of
course. At times, selling is not what you are trying to accomplish
with a web site either. However, these basics remain the same.
They are the essence of follow through Internet marketing, and
they can help you achieve better results from your promotion.
Ask yourself how you can improve the way you follow through
with visitors to your site and I'm sure you'll soon be seeing better
Mary Jane is the Publisher of Succeed Online News,
You'll find Internet Marketing Tips, Techniques and Promotion
Resources. Tools, & Articles on all phases of Small Business
Development, & E-Commerce Solutions! http:/SucceedOnlineNews.biz
MJ also owns 2 Instant Turnkey Info Biz Sites,