A 3 Step Plan To Make The Internet Really Useful
A 3 Step Plan To Make The Internet Really Useful
Step 1   Getting Them There
Step 1   Getting Them There
Conventional Marketing
Conventional Marketing
Conventional
Conventional
Marketing
Marketing
Print Web Address On Everything
Print Web Address On Everything
Internet
Internet
Tell People About It!
Tell People About It!
Marketing
Marketing
(every person, every day)
(every person, every day)
Mailings
Mailings
Contact Local Media
Contact Local Media
Mailings to Existing Clients &
Mailings to Existing Clients &
Other Professionals
Other Professionals
How does one,  Get Them There?  Having a site is like opening a physical office   if you don t tell people
about it, they won t know to come. This is probably the most misunderstood aspect of the Internet. Putting
together a web site is a complete waste of your time and money if you do not market it and make use of it as
an educational tool. Professionals that use EstatePlanning.Com's web site service benefit  from  significant
free  marketing  and  promotion  as  well  as  educational  content,  but  the  best  way  to  maximize  your  site s
usefulness is still YOU.
  CONVENTIONAL MARKETING
A) Print Your Web Site Address On EVERYTHING
Include  enticing  copy  to  emphasize  your  site s  content,  such  as  "FREE  estate  planning  educational
information  at  http://www.yoursite.com"  Your  marketing  materials  probably  include  some  or  all  of  the
following:  letterhead,  fax  cover  sheets,  business  cards,  brochures  and  other  handouts,  advertisements,
customized  office items you  give  away (such as  pens,  desk  calendars,  etc.).  One of our  professionals  has
mouse pads and mugs with his web site address on them that he hands out. The simple and inexpensive way
to  get  started  with  this  is  to  print  up  a  page  of  labels  and  stick  them  on  everything.  Make  certain  to  use
language that will entice the recipient to visit your site.
  B) Contact Local Media
If you can land yourself an article in the local newspaper or a spot on local radio or TV station, you might
be  surprised  by  the  number  of  hits  you  receive  on  your  web  site.  For  example,  talk  to  a  neighborhood
newspaper  about  writing  an  article  on  your  site s  free  educational  content,  up to date  information  and
ongoing free seminars. The papers LOVE to write about things that the public can get for free. One of our
professionals received a great response from even small articles in local papers  as many as 700 hits in one
day! If only 5% of those people were to ask you for free information, you would have 35 new leads to call!
You only need to convert one to a client and you ll increase your profits  with no marketing costs! Be sure
to write down your web site s statistics (Lead Tracking which we'll get to in a moment) before and after the
ad runs to see how well this marketing worked.
  C) Mailings to Existing Clients and Other Professionals
Send  a mailing to  your current contacts  both clients  and professionals  and invite  them  to  use  your  site!
Don t  limit  yourself  to  estate  planning  professionals.  Include  local  business  people  and  merchants  you
frequent, too. This is a great way to announce your web site and get the traffic started! We can t stress this
enough... don t underestimate the  power  of  the "word  of  mouth"  generated from your mailing.  Be sure  to
write  down  your  web  site s  statistics  (Lead  Tracking)  before  and  after  the  mailing  to  see  how  well  this
marketing worked. Here s a quote from one of our clients:
"I already have nearly 200 direct hits because of a limited mailing that I did to some lawyers, professional
associates  and  clients.  I  used  their  feedback  to  make  improvements.  I  am  doing  three  repeat  post  card
mailings to my full client base and other names mailing lists. I will stagger the mailings depending on the
number of hits over the next month or two. I am using this site to reinforce my referral base and I expect it
to do well and possibly generate a few more unexpected clients in the process. 
  1993 2004 by Schumacher Publishing, Inc.
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