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How To Drive Interested Prospects to Your Business Every Day for Pennies

No doubt about it, we are living in a digital age. Never has it been easier and faster for consumers to research, shop, and buy.

I’m not telling you anything you don’t know. But do you know how to maximize technology to generate more sales for your business?

How To Drive Interested Prospects to Your Business

So the big question is for my small business owners–is throwing up a website enough technology to generate sales for your business? This is okay and is a good start, but alone is not enough to generate quality leads in this digital era we live in.

Once upon a time, not too long ago, it use to be that a website was a sort of online brochure or business card that you sort of threw up with a few keywords built-in and that was enough for any small business. This was fine when there was not much traffic on the Internet and your competition was limited.

Then one day, some guy in silicon valley thought what if we could make a phone smarter?  And boom, the first smartphone came out and people loved them. Then a few years later Wi-Fi was put everywhere. Now it became so easy to go online.

Today 98% of people will research online before buying a product or service from a company. The bigger the ticket item, the longer they will research and shop.

You have a website for your business up. So all should be good, right? Wrong.

First things first, you have to get traffic to your website. Then you have to convert visitors by getting them to fill out a form or download something.

According to Google, 96% of traffic to the average website leaves without taking further action. (Some websites it is closer to 99.99% of people leave without taking further action.)

How many leads have you gotten from your website this week, this month, this year?  If the answer is “not many” you are missing some marketing points.

Point 1: You have to get people to your website. Search Engine Optimization (SEO) helps but it still relies on chance. There is no business in existence today that does not have 100x more competition than it did just 10 years ago. So SEO by itself is not enough.

Your competition is a lot better organized and has more funding for competing on the Internet.

So what do you do?  Hire some 20-something year old to run some Google ads or Facebook ads? It’s better than nothing but you will probably spend a lot of money and not get much business, especially if your website is not designed to convert traffic to leads and customers.

Point 2: The best way today to create traffic and sales is Direct Mail.  Direct mail is the only form of advertising where you can reach 100% of your best prospects with limited competition.

You might say, I’m not interested, postage is too expensive.

If you are running Google PPC ads, depending on the industry you are in, you are going to pay anywhere from $2.50 on the low end, to $50 – $60 per click on your ad.  A click does not mean anything unless you get a new customer.

Unless you know what you are doing you might even have a lot of people clicking on your ad who are not qualified or are looking for something you do not even offer.

Or on the flip side, you can get a mailing list of the exact people that you want to do business with and the United States Post Office will deliver into their hot little hands a targeted mailer from your business for only about 19 to 29 cents.

They are going to see your message. They are going to hold your message. Now what they do after this is going to be one of three things:

ONE: They are going to throw your mailer in the trash because they are not in the market or because your message did not generate interest for what you sell.

TWO: If your message piques their interest, 98% are going to Google your business, read your reviews and check out your business on the Internet.

If your website is confusing, difficult to navigate, or not set up to convert the traffic to leads, then you are not going to get a lead. They will go to the next business (your competitor) that pops up on the Google Search when they typed your name into the browser.

We help small businesses by building websites that convert more visitors to customers. We also have methods we use to identify and follow around prospects who have been on your website after they visit your site. (It is part of our Direct Mail Scout program.)

THREE: Being so interested and inspired the prospect picks up the phone and calls you. This is usually a very low percentage at first.

Remember you have piqued their interest. They are not ready to buy or talk to someone. They are researching. How long they research and shop depends on how big the ticket item or commitment is.

The point I want to make is that if someone is on your website today THEY HAVE SOME SORT OF INTEREST, NEED, OR QUESTION. They are a prospect. You are losing business if you do not have the tools in place to convert that interested person to a bonafide lead.

Most businesses spend a lot of money marketing but will lose their hottest prospects because they do not have a way to follow up with and market to these hot prospects.

Direct Mail Scout is a game-changer for a small business. It combines target direct mail, with Google, Facebook, and even Youtube to follow up with your hottest prospects every day – affordably. Direct Mail Scout, most importantly, will also identify prospects who are on your website with no form fill out required.

If you are tired of wasting money on marketing that does not produce, you should schedule a no-obligation demonstration of the Direct Mail Scout program.

Your Small Business Website

What is the best website builder for small businesses? Should you use a website template and do it yourself?

Should you have your niece build a website? (After all, she is a millennial, and they all pop out of the womb experts in the internet and websites.)

What about hiring a professional? Oh, wait! That sounds too expensive! How much would it really cost to get a new website designed for my business? Ah, forget it I probably can’t afford it.

small business website

So what is the best way to get a website built for your small business?

If your concern is simply price and getting a website designed for cheap, well there are thousands of options for you.

What you should be asking is how do you get a website built that will generate new customers and sales for your business.

10 years ago you could get away with throwing up a cheap website. Not any more.

98% of your prospects will research and shop online long before they make a purchase.  The bigger the ticket item the longer people will shop.  So having a good website is vital today. Notice I said good, not cheap and there is no such thing as good and cheap.

Your business’s first contact with a new prospective customer today often will be via your business website.  Most businesses have hundreds of competitors online so having a website that represents you well is very important.

If you have a home service business like HVAC, plumbing, electrical, landscaping, or anything related to construction, roofing, or building your website is the first impression and your prospects will make a value judgment. In short, you do not want to look like a “chuck with a truck”. Even if you started your business last week your website needs to convey professionalism and communicate that your company is the “safe & right decision” for your potential customer to make.

 Sorry, that’s just the way it is.

Things You Have To Have On Your Small Business Website

  • Obviously, your website has to look aesthetically pleasing. Things like font choice, color balance, eye trail, and correct graphic elements combined that sell your story and business.
  • Your website has to be easy to navigate. This is more difficult than you think, as most cookie-cutter sites are not set up for this. If you do not know how to program and change the template your website will fail.
  • Your website has to be optimized so you show up on searches. 72% of people do not get past the first page of a Google search. Are you aware of how and what people are searching for when it comes to your business?
  • It has to have a flow pattern that guides people through the visit.
  • Do you know what causes people to hit the close button leaving your website to go to a competitor’s website?
  • Do you know what the tools are to help convert visitors to leads?
  • Do you know how to drive traffic to your website?

Having a poorly designed small business website today could cost your business hundreds of thousands in lost opportunities and sales.

So the money you are saving by “doing it yourself” is not saving you money and is, in fact, shackling your company sales and growth and potentially losing you money.

So how much should you expect to spend when having a professional design a website for you?

The answer to that question is, it depends on what you need.

For a basic business website, you should expect to spend anywhere between $2000 to $3000 (90% of businesses fall into the basic website category). For a website that is more advanced, it will range between $6000 to $20,000 in cost to build.  (Advanced websites get into building design and function from the ground up–a lot of custom programming, secure customer login portals, shopping carts, copywriting, user testing, and advanced SEO).

It depends on your business and what you need.

The money you spend on a website will be well worth it, as it will generate returns that far exceed the cost of building it.