How to Build a Direct Response Web Site
Page 5

Roll Out – Getting Traffic

A direct response web site is not like direct mail or direct response ads.  With direct mail or direct response ads you push it into the prospect by mailing it or placing your ad in a certain publication.  With a web site you must bring the prospect to you.  Here is a list of ways to do that:

• Pay to Click Advertising:  Purchase advertising with a service like Google, Yahoo, or MSN.  Ads of this type are based on a key words.  When prospects type in certain key words these ads are presented as part of the search results.  If the ads are on a web site, typically they are based around the theme or content of that web site.  The purpose of pay to click advertising should be to sell your offer (see above) not try and sell your product or service, you simply don’t have enough room to do that in an ad.  Instead, entice the user to learn more about your offer.
  
  
• Email Marketing: With Email marketing you can blast out an email to a permission based list.  Either your own or purchased list.  The most critical factors are to insure that it is both permission based and that follows the rules of CAN-SPAM 2003.  The email message should also sell your offer.  It should give the prospect a way to act on the message and visit your web site, which then picks up where the email leaves off and continues to sell the prospect.
  
  
• Offline Advertising: Using offline advertising such as direct mail, press releases, and direct response display ads.  The blending of offline media with online media is a rapidly increasing trend in marketing.  The purpose of this tactic is the same as the others, sell your offer.  Convince the prospect that they want to visit your site.  Once they visit the site the power of the web site takes over and finishes the selling process.

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© Copyright 2007 by Michael Temple