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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