When you invest in promotional products as part of your marketing, your goal (of course) is to get the phone to ring. But even with your phone number printed on the swag you give to prospects, they’re usually going to include a review of your website in their due diligence before making a decision.
That makes your website and your digital marketing an important part of the promotional items campaigns. Here are a few ways to make sure that your website pulls its weight and helps convert prospects to paying customers.
Perspective is Everything
Your prospects don’t care about you.
Your prospects don’t even care about what you do.
Your prospects care about what you can do for them.
Our clients (and the rest of the Andigo team) get tired of hearing me say that. It’s one of my favorite marketing truths. Unfortunately, too many marketers think they can work their way into a prospect’s heart by telling the prospect (repeatedly) how great their product or service is.
That’s never going to work, partly because prospects just don’t care and partly because they just won’t believe you. We’re all too inundated with marketing messages to believe much at all.
So everything about your site should be from your prospects’ perspective:
• The language you use
• A focus on the benefits for the prospect rather than the features of your offering
• How your site is organized
If your promotional campaign is general, it’s OK to invite prospects to your home page. But if you’re creating gift items for a particular audience segment – whether an industry vertical, a particular role, or anything else – you should create a landing page that is specific to the campaign.
The goal is to create continuity between what your prospect is holding in his or her hand and the information they find when they accept your invitation. Breaking that continuity leads to a far higher bounce rate, where prospects land on your site and leave without exploring beyond that initial page.
Ask for Action
Finally, remember that you have to ask for the sale. You may not want to do that on the prospect’s first visit to your site, but you do want to get them to take the next step. That step might be signing up for your email newsletter, downloading a worksheet, or watching a how-to video.
You can’t force a prospect through their buying process any more quickly than they want to go, but you can create a sales funnel that helps point them in the right direction. That’s particularly important for more complex sales cycles.
The best part of these approaches is how versatile they are – they won’t just help your promotional campaigns, but any marketing or advertising that leads through your website.
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Author Bio - Since 1996, Andrew Schulkind has asked clients one simple question: what does digital marketing success look like, and how can marketing progress be measured? He is a veteran digital strategist and founded Andigo to help firms encourage audience engagement through solid information architecture, a great user experience, and compelling content. A dash of common sense doesn’t hurt, either.