I want to highlight a few key requirements in online campaigns that illustrate the importance of planning, adequate lead time, and sufficient resources.
The Promotional Message
This is the compelling text and creative informing the target audience about your awesome product/service/etc. This promotional message is not sent to the world, but rather it is targeted to specific audiences. Unique messages that address specific audience requirements should be developed. The objective is to reach high probability prospects with finely targeted messages that compel them towards conversion.
The Custom Landing Page
This is a custom web site page with specialized content that compliments and expands upon the promotional message.
The Visitor Registration Form
We all know about the visitor registration form. But do we all know how important it is to create compelling auto-response messages complete the value proposition and ensure strong conversion rates? There are at least two follow-up messages required for any web form. The first is a ‘thanks for subscribing’ message, which should go out right away upon confirmation of a subscription. The second is a ‘based upon your interest in XXX, here is ___’ message. This all important message delivers a timely response to site visitors based on their expressed preferences and completes the promotion which helps visitors convert and remember you.
These three vital components of successful online marketing strategies require research, compelling creative, graphics production, and performance tracking. Review the time and resources needed and go for it!
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Ed Phelps is a renown Internet marketing consultant, and CEO of Studio VIS Inc. providing strategy, design, and production supervision of strategic web based marketing initiatives for businesses.
