|
Home / Business / Marketing
The Human Side Of Ad Tracking
By:Ian G Williamson
Do you know why people buy from you?
What part of your offer put them over the edge? Let's face it, you worked for a long time on your sales copy. You created bonuses, designed a guarantee, sweated over the benefits and how to communicate them. But which of those factors really connect with the buyers? What actually motivated the purchase?
If you knew, you could pump up the benefits and the parts of your offer that really drive sales. But how can you tell?
Actually, it's very easy. You just ask.
I do it every day and it takes me virtually no time or effort to get unbelievable information. How?
I add a simple email to my autoresponder series immediately after a customer purchases.
Here's what mine says:
Sample Email Request
====================
Hi {firstname},
It's Jeff here, from CBmall.
I'm doing a bit of market research.
Can you tell me how you found out about CBmall? Was it a
Newsletter? Ad? Search engine? Do you remember who
referred you?
Or perhaps you were reading the 10 Powerful Ways CBmall
Makes You Money?
And what specifically made you decide to make the
investment? What was the benefit that put you over the
edge and turned you into a buyer?
This is important, because soon you will be sending traffic
to the mall and this may help the CBmall sales information
get better. Which will help you make more money!
Please just reply to this email with the answers.
Thanks so much for your help,
Jeff Mulligan
CBmall.com
====================
Every day these emails go out and every day I get valuable information. To me, finding out why people buy is more important than why they don't. (although I try to find that out, too) That's because there are so many reasons a person may not buy, many of which are beyond my control.
But knowing what turns on buyers is a huge benefit to me as I fine tune the copy. For example, here are some of the comments I get:
**** The Results Provide Great Customer Insight ****
"I read all the info and I liked the fact that I did not have to create a web site and a bunch of other stuff. I am new to internet marketing as well as being technically illiterate but I figure I can follow instructions for the most part and you offer the support I will need."
"Personalized autoresponder and newsletter."
"Reason: The eBook, 10 Powerful Ways CBmall Makes You Money, made good marketing sense... Also the products on ClickBank - CBmall are terrific and good sellers...."
"I found your ad at clickbank.com"
"I first heard of CBmall from your newsletter which I subscribed to in December but was not convinced. My next step was to get the 10 Powerful Ways CBmall makes you money. This made things much clearer. The number of products available is impressive. The targeted traffic that is shared amongst owners is a useful bonus. The guarantee means no risk, which is essential as I am on a small pension."
**** What You Can Learn ****
OK let's look at this small sample to see what I can learn from it.
* My ad on the ClickBank web site is working - keep it going.
* I have a lot of beginners who don't have a web site of their own. I should continue to highlight this feature.
* People like the fact that there is a built-in autoresponder that puts their affiliate links on all the messages that go out. It means they get multiple chances to sell. Perhaps I should promote this more.
* My eBook and eCourse, 10 Powerful Ways CBmall Makes You Money, is working.
* Look at the last message. This is evidence of how important follow-up is. This person waited 3 months before she felt comfortable ordering.
* My guarantee is very important.
While I can only show you a small sample here, there are many more that echo these thoughts. Put them together in your head and you can see clear trends about what features come up most frequently. For me, ease of use, the ClickBank affiliation and the personalized autoresponders are the most common reasons people buy. I have adjusted the sales copy to highlight these features.
What will you find out?
Note for ClickBank affiliates: If you use ClickBank, you know that you get the email address of your customers. You can use that to send a quick email requesting this information.
A word about timing: I have found that this works really well if you send the email out immediately after the purchase. Mine goes out at the same time the thank you email goes out. This way, the reasons are still fresh in the customer's mind, and they are in a very cooperative mood - often quite excited from their purchase and anxious to do anything to help.
How to reply: I set up a simple macro so that I can just hit reply, activate the macro, and hit send. It just takes a few seconds. Mine just says:
"Thank you for helping out with your input. I really appreciate it. I look forward to helping you make extra money with your new CBmall."
That's all you need, but you should be sure to acknowledge their answers with a reply.
**** How This Helps Your Affiliate Program ****
Here's another great fringe benefit of this tactic. Often customers will specifically mention the newsletter they were reading or the web site they were visiting that first told them about CBmall.
When they do, I will frequently copy the email and send it to that newsletter or web site owner. Since these people are my affiliates, it's a great way to show them how their CBmall promotions are working. It also shows them I am paying attention to their business.
Remember that "mind share" is important in keeping your affiliates active and promoting your products. I've garnered considerable good will through these quick little messages.
**** Summary ****
In summary, while ad tracking is vital to learn WHERE your business is coming from, an autoresponder message to find out WHY you got your business is often just as valuable. Implement this simple tactic and give yourself a better understanding of what is working for you. Use that knowledge to fine tune your site for maximum conversions.
Digg
del.icio.us
Blink
Stumble
Spurl
Reddit
Netscape
Furl
Article keywords: marketing, affiliate, adverts, tracking
Article Source: http://www.articles2k.com
Jeff Mulligan has an MBA and 20+ years of marketing experience as an ad agency Senior VP and VP Marketing. CBmall is a site that provides different ways for ClickBank affiliates to earn income on ClickBank InfoProducts.
|
|
| Top Marketing Articles |
- 1). The Benefits Of Branding By : Marcia Yudkin
Branding is the process of creating distinctive and durable perceptions in the minds of consumers. A brand is a persistent, unique business identity intertwined with associations of personality, quality, origin, liking and more. Here’s why the effort to brand your company or yourself pays off.
1. Memorability. A brand serves as a convenient container for a reputation and good will.
|
- 2). New Marketing Program Draws Thousands To Its Free Teleseminar By : Patrick Riley
Less than three short months ago, a new 1Step System was born with a very real potential for generating a great deal of income in a short time. Co -founders Rod Stinson and Chris Koehl have brought this opportunity to people all over the world. Many are joining now because the company is still in its infancy, which from a marketing standpoint is surely the best time to get on board.
|
- 3). Direct TV and the HD DVR By : dave4
With the inclusion of free or price-reduced TiVo-powered DVRs (digital video recorders), the benefits of DIRECTV have become so much greater. Particularly compelling is the high definition DVR combo that new DIRECTV subscribers can currently receive at a fair price. Of course the question to be asked is: If I can receive a free DVR with my DIRECTV subscription, why dish out the extra cash for the upgrade? There are quite a few reasons.
|
- 4). Seven Offline Viral Marketing Ideas By : Matt DeAngelis
Recently I participated in a forum discussion about offline marketing – that is using more traditional marketing offline to drive traffic to your website or blog. I can still remember the first time I saw a URL in a TV commercial and how cool I thought that was.
The offline world has the constraint of geography, so the least expensive forms of viral marketing are going to be geographically bound, which can be challenging for some sites.
|
- 5). Social Bookmarking - The Ultimate Viral Marketing By : Matt DeAngelis
Social Bookmarking could be one of the best things that ever happened to websites and blogs.
Basically Social Bookmarketing sites allow users to create a set of content bookmarks. These bookmarks are organized by tags, which are (usually) arbitrary words or phrases the user can assign to content. This gives the user a way to classify, rank and organize content using tags.
|
- 6). John Warwicker - Co-Founder of Tomato Design Company By : Robert Palmer
Design company Tomato
( http://www.tomato.co.uk ) was founded in 1991 in London by John Warwicker, Steve Baker, Dirk Van Dooren, Karl Hyde, Richard Smith, Simon Taylor and Graham Wood. In 1994, Michael Horsham and Jason Kedgely joined.
tomato specializes in: Architectural Design, Consultancy, Drawing, Education, Electronic Interactive Media, Film & Commercial Direction, Graphic Design, Fashion, Motion Graphics, Music & Sound, Strategy, Branding & Identity, Photography, Publishing, Title Sequences, Typography, Writing.
|
- 7). The Onset of Digital Vinyl Banner Printing By : Charmaine Joy Caro
Is your business customer-oriented? Does it speak of your company identity? Does it offer the customers the right services and products they really need? If you think your business still needs a little push to effectively make it to the peak of success, then you should opt for vinyl banners for your promotional campaign.
Vinyl banners are proven promotional tools that give boost to your ad campaign.
|
- 8). Teasing Colors in Printing Services By : Maricon Williams
People are basically visual creatures. They are easily turned on by what they see. The outrageousness of the design, graphics and colors teases their sense of sight. It sends excitement and thrill that generates more appetite to stare longer and be charmed.
Among design, graphics and color, the latter is the most difficult to show accurately. This is because color perception can be affected by lots of factors.
|
- 9). Full Color for Stunning Brochures By : viojieley
Have you ever feel so engrossed in something so beautiful and breathe taking? Perhaps a picture or image of a person or a scenic spot that you just find it so difficult to take your eyes off it. If you have, have you ever wondered what made you stare? Well, most of these pictures become attractive because of its color. Yes you read it right, color is the culprit.
|
- 10). Before You Do Anything: Try It Out By : James Calvin
So you know, roughly, what you want your home business to be. Before you go any further and start investing, though, you need to try it out. Here’s how.
Build a Prototype.
If you plan to sell physical things, or you’re going to do something like starting a website or making software, then you should build a prototype to see how your idea will work out.
|
| New Marketing Articles |
- 1). Birkenstocks & The Customizable Art Of Footwear By : JM Anderson
Birkenstocks are a German brand of quality footwear, which is best known for it’s contoured footbed. When most people purchase a new pair of shoes, they expect to have a ‘break-in’ time. This usually lasts for a few days and, at that time, the shoe is pretty comfortable and broken in for everyday wear. The main difference with Birkenstocks is that they approach the ‘break-in’ time much differently.
|
- 2). Millionaire Marketing in 3 Small Steps By : Allyn_Cutts
What is money? A child might say that it’s something rich people have and poor people don’t. An engineer might go into a detailed and lengthy explanation, but we all know that money is what really “makes the world go around.”
In the business world, money is the definition of success or failure. That’s why it’s vitally important that every entrepreneur has a good understanding of money – even if their business is still struggling to get off the ground.
|
- 3). Free T Shirt Offer – Are they really free? By : Isabel Rodrigues
The modern day craze has created a huge demand for designer clothing all over the world. Many young guns are going for a casual wear than what it used to be 20 years ago. A simple T-shirt and low waist jeans makes both the genders comfortable. It’s become almost a compulsory act to hang out in t-shirts and jeans even in colleges. Youths like to have wide collection of t-shirt of current fashion.
|
- 4). How To Promote Your Home Based Business On A Shoestring Budget! By : Kris Bickell
Getting customers is the key to success in any business. There are many ways to promote your home based business - the only way to know which ones are best for your business is to test. Here are some tips for getting customers without spending a fortune!
1. Tell everyone you know that you are starting a business AND ask them to tell everyone they know.
|
- 5). Cash in on Neighbors By : Allyn_Cutts
What could be more welcoming than the spicy smell of hot apple pie to receive you into a brand new neighborhood full of people you’ve never met? Hopefully you life has been full of warm, hospitable neighbors wherever you’ve lived. Perhaps not…
If you’ve ever had a bad experience with a neighbor, you know just how much those invisible people really know about you.
|
- 6). Technology Controlled Marketing By : Allyn_Cutts
RSS feeds and blogs took Internet marketing by a storm in 2005. Every time we turn around there’s a brand new marketing vehicle speeding down the Internet highway. In the fast paced race of the virtual world, it’s easy to get swept away in the current of technology.
If we’re honest with ourselves, we’ll admit that computers have taken control of both our personal world and the business world.
|
- 7). Finding Your Niche In The Business World By : Cheryl Johnson
Who am I and what do I love to do? Well, isn't this the twenty million dollar question! A more appropriate question might be "Who was I and what did I love to do?"
As you search to find yourself, and what it is you love to do, you may find the task harder than you thought it would be. Try to think about your childhood. Can you remember what thrilled you as a child? Like many people you've probably forgotten what brought try joy and excitement to your essence.
|
- 8). 7 Marketing Ideas to Expand Your Customer Base and Profits By : Joel Sussman
Copyright 2006 Joel Sussman
How do you grab people's attention, arouse their interest, trigger their desire, and motivate them to take action? Answer that four-part question correctly and you've identified the secret to achieving tremendous sales and marketing success in your chosen business or field. To complicate matters, however, the potential answers are as numerous and multi-faceted as the growing number of niche markets, products and services, and marketing trends in our culture.
|
- 9). The Housing Market Pitfalls and How I got Trapped. By : Mars
The housing game in Gainesville Virginia, let alone all other areas in Virginia, has become something to smirk at. I mean it’s obvious that during the real estate boom everyone made money except those that were watching from the sideline and jumped on the train as it was inching away only to slip and get crushed on the tracks. Well welcome to my world.
|
- 10). One Little Secret that Makes People Listen to You By : Kathryn Beach
As a marketer, you should be focused on one and only one thing. Not your company, not your product, but on filling your customer's needs. You have to start out with a clear perception of who your target customer is (the more details you know, the better); what his or her needs are, and how your product or service fills that need better than any other.
|
|
|
