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TIPS
FOR INTERACTIVE MARKETING SUCCESS
Search
Marketing
1)
Sponsored search is the quickest and largest volume search marketing
opportunity.
2) Google and Overture represent 80 percent of the market opportunity.
3) Overture ranks listings purely based on bid price. With Google,
your click rate is taken into consideration.
4) Start small, bid within your means, check stats multiple times
per day, especially initially.
5) If you don't have the time to manage the process, consider employing
a management service.
6) Creative is very important - Include the search term in the title
whenever possible. Properly done descriptions will increase the
likelihood that qualified prospects will click, and reduce the likelihood
that unqualified prospects will click.
7) Take the time to thoroughly setup tracking in order to measure
the cost per lead or customer acquisition on a per search term basis.
8) A one time investment for Natural Search Results Ranking optimization
is worthwhile, consider reviewing every 6-12 months
Online
Display Advertising
1)
Be direct in your creative and include a strong call to action.
2) Utilize larger sized formats whenever possible.
3) Include rich media when available. Rich media generally provides
higher response rates, but has the same media costs as non-rich
media.
4) Make sure to negotiate and ensure elements such as frequency
capping, geo-targeting, above the fold appearance, are all taken
into consideration.
5) Close the loop on tracking - ensure that you are able to measure
from the impression to the sale or lead. Measure site, placement
and creative effectiveness.
6) Try and identify "cost per acquisition" marketing opportunities.
Publishers are taking the risk on these.as opposed to the advertiser.
7) Integrate online advertising with other marketing efforts.
8) Create a specially designed landing page when necessary to directly
relate to campaign objectives.
9) Make sure that the audience of a particular site or placement
within a site matches up to your ideal prospect/customer.
Email
Marketing
1)
Ask for permission to email people. Build your list of opt-ins.
Make the sign up process easy.and prominent on your website.
2) Your privacy policy will build trust if done properly. Address
what you are doing with the user's information, both now and potentially
in the future. Post it in an obvious place.
3) Email should be relevant, timely and beneficial to the user.
Value can take the form of: newsletters, discounts, contests, last
minute availability, event reminders, invitations, prizes, memberships,
bonuses, coupons, exclusive sales, free samples and/or demos.
4) The subject line is the most important 35 characters of the email.
Focus on it!
5) Make sure your company or brand name is who the message is coming
from. This is much better than from individuals.
6) Personalize the message. Greet the recipient by first name and
provide customized content whenever possible.
7) Measure success. The key metrics are: Open rate, click-through
rate, forwarding rate, unsubscribe rate, bounce rate and of course.conversion
rate.
8) Monitor email frequency. Generally shouldn't be more than once
per week for an opt-in list.unless there is a particular reason
for greater frequency or it is requested.
9) Tuesday through Thursday are generally the best days to email.
10am to 2pm are the best times.
10) HTML emails generally have twice the click-through and response
rate.
11) Test every aspect of the email campaign: Subject line, From
Line, Message Copy, Layout, Message Length, Timing and Frequency.
12) Make sure your organization is CAN-SPAM compliant: www.spamlaws.com/federal/108s877.html
Web
Presence
1)
Carefully consider all design elements in your web presence to provide
for intuitive and consistent navigation throughout the site.
2) Be specific and to the point. If your objective is to generate
a lead from your website, make the lead process direct and immediately
available.
3) Use methods such as email collection, exit surveys, etc to further
capture visitor interest and learn more about them.
4) Keep the loading time as fast as possible by reducing heavy imagery.
Be mindful that 75 percent of all Internet users still access the
Internet via dial-up.
5) Keep text at a good size - and keep your message short. Assume
that your potential customer is wearing glasses and has a maximum
30 second attention span.
6) Reduce external links as much as possible. It's good to show
things like Association logos, but don't link to their sites.
7) Provide multiple means for contact. Many people still don't feel
comfortable submitting information on the Internet. Provide phone
number, fax numbers, and mailing addresses if possible.
8) For advanced marketers - Technologies such as Push-To-Talk (www.estara.com)
provide additional means to communicate with your customers.
9) When appropriate, use community building features such as message
boards.
10) Keep content fresh.
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