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Natural Net MarketingInternet Profit in 30 Days

A tested and proven, twelve-step, action plan 

that will quickly increase your online revenues


Outline



Introduction

Section A. How to Target Your Customer Base

Step 1. Determine What You’re Really Selling
Step 2. Check Out Your Competition
Step 3. Put Yourself in Your Customers’ Shoes
Step 4. Create Your Customer Profile
Step 5. Find Out Where Your Customers Congregate

Section B. How to Grow Your Online Business

Step 6. Test Proven Methods of Web Advertising
Step 7. Turn Your Website into a Marketing Tool
Step 8. Build Credibility

Section C. How to Turn New Customers Into Loyal Customers

Step 9. Use Email as Your Main Direct Response Tool
Step 10. Reward Customers with Bonuses
Step 11. Give Great Customer Service
Step 12. Find More Products to Offer

Conclusion


Introduction


To understate the case, your chances of succeeding in business are greatly increased by knowing what business you’re really in. So here’s the test question: If you have a commercial website, what business are you really in? Multiple choice makes it easy; choose one of these:
(a) e-commerce
(b) a virtual storefront
(c) an online catalog
(d) none of the above
While any of the first three choices are true enough to be said, "none of the above" is the right answer. Why? Because we’re after an answer that’s even more fundamental.

 
Doing business with your website is a new form of an old business: mail order. From the marketing perspective, it’s Direct Response Marketing. In an article in Fast Company (April-May’98), Seth Godin, the CEO of Yoyodyne, described it as "the finest direct marketing medium in the history of mankind." Godin is right, and the right answer to the question is that your website puts you in the direct sales business.

 
What if you’re not actually processing orders on your website, but sending your prospects elsewhere to buy? Where the orders are placed is essentially irrelevant. You’re still in the direct sales business.
 Success in the direct sales business requires that you do direct response marketing. The plan that follows is based on the fundamentals of direct response marketing, adapted to the Internet.

 

 

How to Target Your Customer Base

Step 1. Determine What You’re Really Selling

Objective: Define exactly what your prospective customers want to buy from your company. When you can explain the benefits in two sentences, you’ve achieved your goal.
 

In general, companies tend to talk about features of their products and the company. But your prospects are primarily interested in the benefits. "If I buy this product," they want to know, "what will it do for me?"  
This step is about your benefit statement(s). Look at your products as solutions to your prospects’ health problems. Explain how your products can solve those problems in two sentences. Our associate, Declan Dunn, calls it, "the elevator presentation". He says, "Imagine that you get on an elevator with your target customer and you only have until they get off on the next floor to describe exactly what your product will do for them." 
 Energy, immunity, longevity, less fat, more muscle—be as specific as you can. 



Step 2. Check Out Your Competition

Objective: To be familiar with the choices your prospects have on the Internet.
 

You’d be surprised at how often companies skip this step. They know what their competitors are doing in the physical world, so they assume they know about the virtual world too. Not necessarily. The Internet is a special medium, and it makes a big difference whether or not your competitors understand it or not (chances are, they don’t, and you can take advantage of that). 
And don’t forget that the Internet tends to level the competitive playing field. A start-up can look just as formidable as a fifteen-year-old company. Also, you might find competitors you didn’t know about—there are companies doing business on the Internet and nowhere else.  
 

Step 3. Put Yourself in Your Prospects’ Shoes

Objective: To position your website through your marketing so that your prospects know why they should choose you over your competition.
 

Shopping on the Internet, the competition is not blocks or miles away, they’re only a few keystrokes away. So at this point you can take advantage of the fact that your competitors are probably using their websites like electronic brochures or magazine ads, not like the superb direct response sales mechanism it really is. Reacting like your prospects, you would probably choose to favor your website if: 

 
There is a clearly stated Unique Selling Proposition (USP; see How to Determine Your USP).
There are clearly stated and motivating benefits.
There is an immediate reward for visiting, like a free report or subscription to your online newsletter (ezine).
You are an excellent information resource for your niche(s).
Your site loads quickly, is logically arranged and easy to navigate.
Your sales process is simple and quick.
You provide easy-to-use email interactivity to answer questions and fulfill customer service.
Key words in the above points are "easy", "clear", "quick". Remember that the number one reason people choose to make Internet purchases is convenience. To do a better job of solving your prospects’ problems, you must to it conveniently! 
   

Step 4. Create Your Customer Profile

Objective:To know who you are selling to so that your communications address their needs and interests.
 

Who is being addressed by your marketing communications? "Everybody" is the wrong answer. You can’t sell to everybody in general, it has to be somebody in particular: 
Male? Female? 
In their 30s? 40s? 50s? 
College degree? Professional person? 
Average income? Above average? 
What motivates them?
What problem are they trying to solve?
Get a sense of the identity of your typical buyer by asking such questions, then address that person—not everybody. 
Once prospects becomes customers, you can begin to learn specifics about them. You will establish trust and they will willingly answer questions in the "tell us about yourself" category. (At the outset, it is best not to ask for more than name and contact information.) Be prepared to organize this information in a contact manager or database. In time, you’ll be able to address specific segments of your database, or even address customers individually. 
   

Step 5. Find Out Where Your Customers Congregate

Objective: To target the best places for your marketing messages.

Myth: There are millions upon millions of health seekers endlessly surfing the Internet.

Reality: People do the same thing on the Internet that they do in the rest of the world. They find a limited number of places—typically between ten and twenty--that appeal to their health interests and they tend to go to those places repeatedly. 
 

People "hang out" on the Internet—this step is about discovering where they do it. Where do they go to keep up with the topics that interest them? Where do they go to communicate with people of like interests? Those are the places to target with your marketing messages. 

 

The PR factor: Press releases give you the opportunity to broadcast news about your health-related website. And, because of email, sending press releases is far simpler than the traditional hard copy method. But the fundamental rule is the same: Make sure your press release is truly news-worthy, don’t abuse media contacts with fluff.
 

 

How to Grow Your Online Business

Step 6. Test Proven Methods of Web Marketing

Objective: To make your marketing cost-effective by focusing on what works best.
 

One of the great advantages of online marketing is that testing is so comparatively inexpensive and fast. And the availability of tracking software, statistical software, and the statistics available from most Internet Service Providers makes it simple. You can and should track whether your visitors come via search engines or the various other parts of your marketing mix: 
Email from your opt-in list
Email from other lists
Online newsletter ads
Banner ads
Classified ads
Business directories
Free areas
Calculating the conversion rate from these various sources will show you where your marketing dollars are best spent. 
 

Step 7. Turn Your Website into a Marketing Tool

Objective: To ensure that your site is fully integrated into an effective direct sales process.

1.  Establish as many points of contact as possible on your home page. Use it as a place to generate emails, phone calls, faxes, and snail mail enquiries. Set up autoresponders to:

fulfill requests for free reports and other promotional pieces
send sales letters and announcements
answer surveys
enter contests

Gathering email addresses is really the name of the online marketing game.

2.  Place your offers in the hot spots. Because we read left to right, top to bottom, the hottest spot on a computer monitor is the upper left hand corner. Because people tend to scan websites rather than read them, the hottest areas are the top, the left hand margin, and the bottom. (A survey found that banners placed at the bottom did 200% better than the same banner in the middle of the screen.)

3.  Make sure your visitors see a clear ordering process early in their visit. On average, people visit successful business sites for seven minutes, during which time they see no more than 20% of it. (These numbers tend to be higher on news, entertainment, games, and chat sites.)

4.  Bring people to your site via "portal pages",  not just your home page. You can appeal to a micro-niche with a specialized product, bringing them to an internal page which, of course, is linked to the rest of the site.

5.  Employ tried and true direct response techniques. The average customer makes his or her first purchase on the fifth visit to a website. The more you can shorten this cycle, the more profitable your website will be. Try:
 

a free ezine (online newsletter)
a free report on a health topic related to your products
a coupon they can print out or email to you via a form
a "bonus reserved for you"
free health evaluation software

forms that ask questions for prospects to answer


Step 8. Build Credibility

Objective:
CredibilityTrustRelationshipLoyal Customer

1.  Develop the promise behind your offer.
 

Your offer and the way you present it will make or break your online business. Use headlines and bullets to quickly establish what you’re promising.

 
Build curiosity, get your prospects clicking on your headlines and hyperlinks, get them exploring. The more they look, read, email you, ask questions, the more qualified to buy they become. 

 
Develop your promise in content pages—this is where you build towards closing the sale. Headlines and bullets get them involved, content leads to the sale. 

 
2.  Give your customers the chance to tell you what problems they want to solve.
 
Your customers are looking for a solution to a problem, even if they haven’t consciously identified it. By helping them define what they need, you drive them to the solution. The key is asking the right questions and listening to the answers. "Top three" questions in a survey form often work well: you might ask them to name the top three: 
    benefits they see in your product
    benefits they would like to get from your product
    problems they think your product might solve
Or simply provide them with the opportunity to express themselves. Use a form with a blank comment box for them to write in.

3.  Convince them your product can solve the problem.

The two best tools for this are:

  1. Third party literature from credible sources, and
  2. Testimonials
Both are good, but testimonials are best because they are more human, less abstract. But don’t sign testimonials "J.S. of  San Jose, California; sign it "John Smith of . . . " The person’s initials are much less convincing than their name. Solicit testimonials with a bonus, such as a free bottle of x for a usable testimonial--including the person’s name--about x. 
 

 

How to Turn New Customers into Loyal Customers

Step 9. Use e-mail as your main direct response tool

Objective: To use your opt-in lists to establish a relationship with your customer that he or she values enough to tell others about you—the Internet is a great instigator of word-of-mouth advertising.
 

"Opt-in" means your customer has exercised the option to be included on your email list. You have their permission to communicate to them consistently over a long period of time, or until they request that you stop. 
 
 
Here are some ways to use your opt-in lists:
your online newsletter
product updates
website updates
stories/testimonials
contests
surveys
Send your customers offers repeatedly, but be wary of over-doing it. You don’t want to be so persistent that you bug them, cause them to quit your list. Your goal is to find that core of customers that take you up on just about every offer you make—they pay your rent. It is 5-6 times cheaper to sell to an existing customer than a new one. 
     

Step 10. Reward Your Customers with Bonuses

Objective: To make it clear that you truly value the relationship.

Examples of great bonuses for your customers:

  1. A password-protected "members section" for special reports, discussion boards, and special offers. 
  2. Samples of new products. 
  3. Informational, product-related audiotapes. 
  4. Free ads in your classified ads section. (You don’t have one? Consider it—they’re a great attraction.) 
  5. Attach a dollar value to a health report and send it digitally—free. 
Be creative. It’s not just good business to make your customers feel appreciated, it’s fun!  

Step 11. Give Great Customer Service

Objective: To make it a pleasure to do business with you.
 

Is the customer always right? You bet—even when they’re wrong. Worried about losing money on a transaction? Don’t worry, it’s an investment in a long term relationship; the longer the relationship, the greater the return on investment.

 
deliver quickly
include some form of "thank you"
deliver on all promises
cheerfully handle complaints as quickly as you fulfill orders
Michael Dell of Dell Computers does not focus on his sales volume, which is over $3 million per day and growing rapidly. He believes that customer service online is what forges a relationship and brings people back to buy again and again. Surveys show that he is right. Your customers want the sense of other human beings working with them, supporting their buying decisions. Great customer service is not a bonus; it’s a necessity for building customer loyalty. 
     

Step 12. Find More Products to Offer

Objectives: To make your website a more attractive place to shop and increase your revenues.
 

Shelf space is no problem on your website. Theoretically at least, you could have a million products. Don’t try it, but you get the idea . . . and that’s where affiliate programs enter the picture. 

 
What products or services don’t you have that would make sense for your customer base? Chances are, you can find it available through at least one other company’s affiliate program. 

 
How about increasing your revenues by setting up your own affiliate program? You can do that too. Made famous by the booksellers amazon.com, affiliate programs are an Internet phenomenon that make joint venturing possible on an unprecedented scale. 


     


Conclusion
You have gone through a mini-tutorial on Internet direct response marketing, the kind of marketing behind successful websites. Are we worried that you’ll just take the information and do it all yourself? No. You don’t have experienced marketers with extremely deep natural products backgrounds just sitting around doing nothing, waiting to become instant experts. 

 
You’ll probably recall that one of the principles in the tutorial is that your prospects are looking to you to solve a problem. Likewise, in the relationship between your company and Fred Rohé Marketing Solutions. You are our prospect. Your problem is either that: 
  1. You have a website that isn’t profitable, or
  2. You have a website that isn’t profitable enough, or
  3. You will have a website and don’t know how you’ll make it profitable.
Our purpose in taking you through the tutorial is to show you how we’ll solve your problem. We’ve taken the mystery out of the process--our two companies will be on the same page during the process of solving your problem. 


One last point: You may feel that your company has the resources in personnel and time to handle certain aspects of your Internet direct response marketing. That’s fine, we’ll work out a split of the responsibilities. Let’s work together to make your Internet venture a real profit center!

 


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info@naturalnetmarketing.com
 

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