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Intelligently Integrating Your Internet Identity
While some businesses were seemingly created to only be marketed online, many other companies were around long before promoting a web address became a popular (and profitable) thing to do. The problem is, many of these existing businesses are not building a habit of promoting their online identity. I'm personally working with two advertisers right now who have invested thousands of dollars in a creative online campaign -- but are failing to promote the websites in their traditional media campaigns. The "build it and they will come" model has been dead for a long time gang. Even when companies DO remember to include their web address or email in their print, radio, or television ad -- they fail to do so in an effective manner. It's slapped-on or squeezed-in at the last minute, with nothing to encourage its use or make it stand out from any of the other information. Here are three insights for integrating your internet identity in an influential and intelligent manner... 1. Give Reasons Websites, emails, and free downloads are no-risk ways for curious prospects to learn more about your business while avoiding everyone's inherent fear of being sold something. Instead of simply pasting in your email or URL, invite people to download a free checklist or industry white paper. A top-10 list of the biggest mistakes new home buyers make would be incredibly valuable and instantly qualify your prospect if you were a realtor targeting first-time home buyers. 2. Give AccessWho says you have to use the same domain name for everything? Just because your "official" website is SomeBoringCorporateNameWeReservedToProtectOurTrademark.com doesn't mean it's the one you need to use in every single ad campaign. Using our realtor's example above, why not use GetAPlaceOfYourOwn.com or LandlordsReallySuck.com? Even if you ARE BigRealtyCompany.com, using exclusive landing pages for different campaigns will help your prospects get more information on the topic in which they are most interested. Using different landing pages for different campaigns (or even for different media used to distribute the ad message) and then tracking the visitor entry stats for that page will allow you to better gauge the results of that product, service, or advertising medium. 3. Give InformationWith specific landing pages should come specific information. Certainly the clever domain name could simply send them to your regular boring old Home page, but if you'll spend a little extra time adding special content themed to that domain, the better you'll be able to provide your prospects with the information they want. If someone is entering a domain called LandlordsReallySuck.com, you can pretty much guess they are sick of renting and trying to find details on buying their first home. Give them information on the buying process, provide them with a calculator that shows how much the value of a home can increase over the years versus paying that same amount of money to a landlord. Give visitors two or three items they can explore on their own (articles, calculator, testimonials), provide another two or three that require them to enter an email address or contact info before accessing (PDF download, search home listings, new buyer checklist), and then offer express contact information with a representative for a no-obligation Q&A session. This could take the form of a special email address, Instant Message, phone number, or any new 'click-to-call' service that allows site visitors to call directly from your web page. ---Businesses need to realize that if they would simply use their existing radio/tv/print advertising dollars to get the ball rolling, a successful executed strategy for promoting their websites could allow them to outgrow the need to advertise using traditional media. Focused content and targeted spin-off sites will help sites organically climb in search engine rankings (instead of gambling on keyword positioning.) Super-serving your most interested prospects by providing easily accessible and useful information when they want it most, will earn your company the role of a valuable and trusted resource. One that is interested in helping a prospect to BUY, rather than just trying to SELL something.