Chris Jaeger

2008 Online Marketing To Brides Checklist

Here are the first in a series of things you should add to your 2008 Online Marketing Checklist...

1) Search Engine Optimization

Make no mistake, search engine optimization (SEO) is not easy and the competition is tough, especially for any popular keyword or keyword phrases, but it's smart to make an effort and doing it right is the key to success. Why?80% of the brides and grooms who start an Internet session start with a search. 70% (or more, depending on who you believe) start with Google. In other words, having a top ranked site, listed on the first page of the search engine results page (SERPS), or in the "top ten" is like having a money tree in your back yard - that is if your website can CONVERT the brides and grooms who visit into inquiries and sales.

2) Conversion

Speaking of CONVERSION... conversion is what it's all about. All the traffic in the world means nothing if it doesn't convert into some form of action - an inquiry, a phone call, or a sale. Sure, your website may "look great" but does it convert your visiting traffic into inquiries and phone calls? If you have 1000 qualified visitor sessions this month and don't get at least 100 inquiries (10% conversion) you have a problem at your website. It means there is something at your website that is actually hurting your sales and it's pretty safe to say you are losing business to a competitor.

3) Search Engine Marketing

Also known as pay-per-click (PPC), pay-for-performance search engine MARKETING is a smart move, particularly if your CONVERSION is good or very good. Pay-per-click advertising is also called "sponsored link" advertising (at Google, Yahoo! and MSN). Think about it for a minute and it makes perfect sense. You put an ad on a page that shows up when a bride types in the keywords you want to appear for. She reads it. She says "hey, I need a wedding caterer (or fill-in-the-blank), this ad sounds good, maybe they can help me. Click. Frankly, you can't get better traffic than that. Don't be fooled though, PPC campaign design and management isn't for do-it-yourselfers. Get professional help and you'll get a solid return-on-investment (that is quite easy to measure).

4) Leverage Technology

When a bride or groom makes an inquiry there is no reason NOT to give them the information they need immediately and do it using an auto-responder. Your prompt follow-up will leave a good impression and often the first person to follow-up can close the sale! I'm sure you've heard this yourself: "We made so many inquiries and you're the only person who followed up with us." Don't assume brides/grooms read your website A to Z. Don't assume they read your unique value proposition, understand why you are different, have clearly understood your value/benefits! An auto-responder / immediate follow-up to an email inquiry with a summary of your services, prices, UVP, value/benefit, and a few choice testimonials... is the perfect door opener and segway to closing a sale... which brings me to #5...

5) Follow Up By Phone On All Inquiries Immediately

Do you want to close more sales in 2008? It's simple. Pick up the phone and CALL the brides and grooms who have made inquiries immediately. I mean within 10 minutes if you're online. Without any excuse, the same day or first thing in the morning if it's an inquiry that came in over night. Increase your sales 30%, 40%, even 50% or more this year by just calling back the brides and grooms who make inquiries via your website IMMEDIATELY. Combine this with an auto-responder and get double the bang!