Internet Direct Marketing Tip of the Day

Everyone who looks at response rates is acutely interested in how many clicks a given offer yields.

But, behind those clicks are people with their hands on the mouse. Some of those people are at the top of the sales funnel. Some are ready to buy, and some are your competitors.

You could easily say, “Not all clicks are created equal.” It’s helpful to create “personas” for each segment you can identify. Each segment comes with different agendas.

Naturally, the most sophisticated way to track clicks is all the way to the back end, where they convert to a buyer, sign up for a newsletter, or what-have-you.

Yes, it gets wonky and time-consuming. In a B2B situation, it can take up to 18 months from click to purchase. But, it’s the only real way you’re going to know if your budget is spent properly. LC

Tags: Tip Of The Day by Larry Chase
No Comments »

You can easily find out which sites are linking to your competitors and not linking to you. It’s a good practice to find out why they’re pointing to those sites. Is it good content or a partnership? Or, is it a paid ad? If so, how much?

If you have worthy content on your site, it isn’t so far-fetched to ask the sites that point to your competitor to point to you, too. The worst they can say is “No.” The best that can happen is you improve your link neighborhood, which should impress the search engine crawlers the next time they come around to index you. LC

Tags: Tip Of The Day by Larry Chase
No Comments »