The Web Design Business Kit Chapter 6 - Market Your Business

The Perfect Lead

I’ve said it before, and I’ll say it again: there are a million different ways to get the attention of your market.

When people think of “marketing” they tend to think of large, costly tactics. Radio advertising. Newspaper inserts. Be aware that not every marketing tactic you use has to be a large-scale, one-to-many transmission like a flyer or an ad in the local paper. In fact, a small-scale promotion allows you to target with much greater precision the needs of a particular market segment.

We often generate leads from highly qualified prospects. In its simplest form, this promotion might see us run a competition for a lucky customer of the local stationery supply store. The competition’s prize is a free template-based Website. The stationery store owner is happy to allow us to run the competition through his store, as it makes him popular with his clients (one of whom is the lucky winner of a free Website).

We also receive the 100 or so entry forms submitted by competition entrants. We have 100 names, titles, business names, addresses and telephone numbers of business people within our area who have expressed interest in a Website! As you’ve guessed, these forms are the basis of the next step in our marketing process. I can feel some business coming on!

These competition entrants are mailed a “You’re a winner” letter, which informs them that although they didn’t win the free Website, they have won a free mouse pad and a free hour-long consultation with a Web consultant to help them identify whether their business would benefit from a Website. The letter finishes by telling them that the writer will be in touch.

That letter is accompanied by an article we’ve written, titled “Does your business need a Website?” In addition to this, we generally toss in some articles that have been written about us, along with testimonials from happy clients.

Now we have 100 potentially hot prospects expecting a call from us. They expect that we’ll set up a meeting to discuss their needs for a Website. Don’t ask them to call you. They won’t get around to it.

Let’s look at the characteristics of this market segment.

• They want a Website (otherwise they wouldn’t have entered the competition).
• They’ve been educated about the benefits of a Website (in your letter and article).
• They know about our business (which has also benefited from the implied endorsement of the stationery store, which increases our perceived credibility).

From those 100 hot prospects, I’d be surprised if we didn’t make three sales.

• That’s three new clients. That’s at least $6,000 even if they only want a teensy weensy Website.
• That’s three more clients on our ongoing list.
• That’s three more clients to give us referrals.

And here’s another interesting tip: always give the competition winner options for the
site they win. For example, offer:

1. the template site for free, or
   
2. the template site plus a few other added extras for a little money, or
   
3. a custom-designed site, with the total bill discounted by $1,000.

They’ll almost always choose from the two options that will cost them money. We have a client who manages a resort and runs a monthly competition for two nights’ free accommodation.

80% of the winners extend the length of their stay by up to five nights! And 42% of the winners re-book to stay within the next twelve months.

Now, these are just a couple of ways to market your business for a minimal investment. Don’t blindly follow the herd by tossing your money away on marketing tactics that don’t work. Research your market, talk with your market, analyze your market—that’s the way to very cost-effective marketing.

Key Points

• Tightly targeted marketing is inexpensive—and should generate a decent ROI.
• Research your audience, and use what you learn to refine your marketing efforts.
• Ask your clients how they found you. This should indicate what marketing channels your prospects will use.
• The perfect lead is well-qualified. Qualified prospects are best, so try to use marketing tools that prequalify the potential client.