Turning your non performing website into a marketing tool

[mlou]

Here are some steps to website promotion:

1. Create a website marketing plan…
Think goals and objectives. (short and long term)
Be realistic and stay focused. Remember the 4 p’s of marketing – promotion, placing, pricing and product.
Example: Spend one hour per day on prospecting new customers…

2. Target your goals …
Attracting more targeted consumers to your website will increase sales.

3. Use several advertising strategies…
Use search engines, email, forums, newsletters, writing articles, posting on blogs, press releases, testimonials, use RSS feeds, online radio advertising, use interactive surveys, discount coupon (available only online), use "refer a friend” link, use “bookmark this page”, ppc.

Rewrite webpage content to increase your conversion rate and start an ongoing SEO campaign.

Do any of you offer a “podcast” ?

4. Promoting continuously…
Website url on business cards, letterhead, on delivery van, send postcards to website customers by “snail mail”, add a signature to your email.

BIG HINT:
You need to use your URL and tag line at every point of contact with the customers.

5. Calculate your ROI (Return on Investment)…
If you do not track your promotions you can waste large amounts money on aimless advertising.

6. Analyze your website traffic…
This will tell you which marketing is bringing you traffic. It will tell you which keywords the visitors are using to find your website, which webpages are producing visitors and where your visitors are coming from.

7. Test, monitor and track your marketing results…
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[Dazeal]

Mlou, this community is truley blessed to have you, I wonder how many people really know how awesome the advice you give here is? MOst of us, evne me, don;t have time to implement some of your sage advice, but it is on my to do list.

I think someone should write a book about everything you and Cathy say and sell it Ok enough ass kissing... but seriously, there are about half a dozen others here that know there stuff and when others here see one of you guys post, our ears should perk up and eyes open.

Want to raise money for this organization? You have the talent here for a nice book for the florist of today. Now who is going to publish it?

 

[BOSS]

Now who is going to publish it?

RealFlorist Publishing..... of course

And Daz...not poking, I agree with you!

 

[mlou]

I know most florists are initially skeptical about marketing their floral services on the Internet.

If you are really serious about growing your floral business then use testimonials on your website, in your ads, brochures, direct mail, and other promotions.

Testimonials have literally become as much a part of internet sales and marketing plan as adverisiting

Most websites marketing internet products have testimonials webpages.



Sources:

More Tips on Using Testimonials, samples of a release letter and sample of Soliciting Testimonials
http://www.marketingtoday.com/marcom/testi2.htm

Florists Testimonials sample
http://www.oldtownflorist.com/testimony.htm
http://www.galenaflorist.com/Galena-IL-florist-testimonials.html
http://www.glidden-florist.com/testimonials.php
http://www.jflorist.com/en/act/testimonials/
http://www.edenflorist.com/Testimonials.asp


BIG HINT: not only have testimonials on your website...It is a good marketing strategy to get yourself (your name and url) onto the testimonial pages of some of your vendors. Put as much information as you can about your business, blog or website. (don't forget an anchor link to your website)
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[mlou]

OK, I have had several calls about testimonials...
Yes, you are welcome to call me, but it will benefit more florists if your questions are posted on FlowerChat.

The number one question...
Why should I use testimonials?

Look at it from the customers point of view...first do a search on Google for "local florists" There are 2,260,000 listed as local florists

So who do I believe? Who can I trust?
What floral website will not rip me off after they get my money?

That's the questions millions of potential customers are asking!

We hate to have to admit this, but... making purchases from unknown florists on the web can be real frightening. There are too many cons, scams, cheats and bad businesses on the web.

TRUST is something you have to develop with your visitors in order to make sales on the web.

Even "Big Business" realize the value of testimonials... 800flowers, Amazon, Proflowers, EBay

People are more comfortable ordering on the web when they can read what people like themselves think about the product. It makes them feel better knowing not only that other folks like them bought it, but what they thought of it.

BIG HINT: Make a list of reasons your customers may be hesitant to order flowers from you on the internet. Pick the top three or four reasons, then post customer comments that address those issues.
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