“Cyber Monday” is a term that was first used in the business community back in 2005, and is a colloquial term for the Monday after Thanksgiving. Many companies have reported seeing substantial sales increases on this day, and “Cyber Monday” is now an internationally recognized marketing term. What this story illustrates is a greater narrative, in which selling is moving online at a rapid pace. To keep your business profitable, advertising online is a must, and there are some basic guidelines you can follow to make the transition a seamless one.
In today’s blog we will be discussing one of the many different ways to generate quality sales leads in 2014; using your site as a sales funnel. The most clear-cut way to advertise online is to use Google Adwords and Google Analytics for your site, but it is far from the only option. Setting up a nurturing campaign for your website is a simple and equally effective way to use your site as a sales tool.
A nurturing campaign is essentially a way to persuade visitors on your site to provide you with their name and email address, in exchange for information of interest from your company. This “white paper” can be anything from a “what to do list” to a special guide detailing something that your company has to offer. Once the visitor submits their email address, you can then send them a series of follow-up emails at pre-determined intervals. You can use these emails to generate additional interest in any deals or promotions you may be offering, or to gain a following on social media by mentioning your profiles on Facebook, Twitter, LinkedIn, etc.
No doubt you have received some of these emails before, and though it may sound over-used or redundant, research maintains that email is still one of the most effective sales platforms there is. Not to mention, once you have the program in place, emailing visitors in your database for future promotions is free. Advertising can’t get much more cost-effective than that.
The author, Bob Ottaway, is President and Founder of Ottaway Digital. Established in 1999, it has been a pioneer in SEO, digital advertising & social media since 2006.