Internet Marketing And Search Engine Optimisation Can Double, Triple, Quadruple The Return From Your Current Advertising

You will just love this idea if you value the relationship you have with your customers. It will drive sales like mad, has the potential to grow your customer base and the return from your traditional advertising spend will be maximised.

As business owners we are always willing to invest in the growth of our business. Some of us spend a few hundred dollars a year on advertising, others 10s of thousands. It does not matter how much we spend we all want the best possible return from the outlay. However what do I hear when I speak to business owners about their advertising. They don’t know what works and especially now they just do not know what to spend it on. Do we take advertisements in online directories or yellow pages, are people still reading the local paper?… and it goes on.

So here’s a true story. It’s not mine but really gets to the crux of this article. I will keep the client’s details private.

To truly maximise the return from their direct marketing, the client felt they needed to increase the size of their direct marketing email database. Being able to communicate with people who were genuinely interested in their product was a top priority. An email database in excess of 50,000 people was their goal.

To achieve the goal looked tough at first, however the brief was simple. So a competition was developed where people could win a complete outdoor entertainment area including, furniture, Barbeque and more. A celebrity cook came with the prize and he/she would cook a meal for friends and family. (Something most people would want)

So using smart internet marketing techniques and autoresponders a web page was developed where people would enter the competition. They could also enter in store as well as by SMS. The promotion was advertised using traditional media, TV, radio, magazines as well as online (banner adverts etc) all pointing people to where they could enter.

It was such a great prize that the response was overwhelming (the prize that everyone wanted as well as combining both offline and online media to drive the promotion. By combining the too the client was able to build a database in excess of 50,000 email addresses. The client achieved additional free national media coverage that they were not expecting, they also achieved sales growth in many of their stores ans they were over the moon with the result.

So what did we learn. It costs approx $50 to maintain a client and $350 approx to get a new one. If you can you should be focusing most of your attention on bringing your old customers back. It’s not that hard to get peoples email address and mobile phone number so you can market to them in the future, you just have to remember to ask. If you want to get the best return from your advertising dollar you need to be marketing directly to your customers.

Remember it easier and cheaper to bring a current customer back to your business.

By focusing consciously on your the result you wish to achieve with your marketing you can double, triple, quadruple the return from your advertising spend.

Want to find out more about internet marketing, then visit Heatley Gilmore’s site on how to choose the best search engine optimisation package for your needs.

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