In this blog post I provide you with a quick case study on Internet marketing using Google AdWords and the power of website development using KISS (keep it simple stupid).
We have a great client that came to us after they had paid a different marketing firm $10,000 to launch a Google AdWords advertising campaign. With the other marketing firm, the client spent $10,000 on Google Advertising and were unable to generate one single lead. That's right. They spent $10,000 and did not get one single lead. Ouch!
So the client comes to us telling us how the other marketing firm wasted their money and generated no leads. Obviously the client was now very skeptical of marketing firms and did not want to throw away their money a second time. So, my job was to quickly solve the problem of why this company was getting zero leads and turn things around and make the client successful.
My first step was to review their website to see how good it was as a sales tool. Well, that was the problem. Their website had been developed by a programmer who wanted to add every bell and whistle available to show what a great programmer she was. There were talking characters and flash and tons of programmer "junk" everywhere. Just a total mess. And, after spending 10 minutes on their home page I still could not figure out what the company sold or how to contact the company to buy what they sold. This is the problem of hiring your web programmer to design and write content for your website.
Website programmers know how to write website code. However, they are NOT marketers even though they like to pretend they are. And, they are NOT copywriters even though they like to pretend they are! Hiring your website programmer to design and write content for your website is just as insane as hiring your web programmer to handle your company's accounting or to be your corporate attorney. If you want your website to be a powerful sales and marketing tool, hire a professional Internet marketer and copywriter to design and write the content for your website--NOT a website programmer.
Okay, enough of my ranting about hiring your website programmer to make your website a marketing tool. Just don't do it.
So here is how I solved the problem of the website not generating any leads or sales even though a lot of traffic had been sent to the site. I (a professional marketer and copywriter) redesigned their website making it very simple and nearly all text based. I removed all the flash and talking characters and crap and made everything very simple. The entire focus of the website was to explain the benefits of the service being offered and to get people to sign up and purchase the service.
Second I created very targeted niche-based Google AdWords and Google Content network advertising campaigns.
Result: After spending $7,000 on Google Adwords and the Google Content network through my marketing firm, my client has generated over 1,000 leads in 2 months. So, they went from spending $10,000 through a different marketing firm and getting zero leads to spending $7,000 (to date) on Google Advertising with my marketing firm to generate over 1,000 leads and a solid 20% lead to sales conversion. Needless to say, our client is incredibly happy and has signed a long term contract with us to manage all of their marketing.
Conclusion:
1: Keep your website simple and focus on selling. Do not add flash and talking characters and all that crap unless they are absolutely essential to increasing leads and sales AND you can prove they increase your leads and sales.
2. The job of your website is to SELL. It is a sales and marketing tool and the purpose of your website is to generate leads and sales. Therefore, the text on your website must focus on selling the benefits of your product or service and persuade people to buy from you. To have great sales text for your website, you really should hire a professional marketing copywriter. Do NOT have your secretary write your text and do not have your website programmer write your text. Hire a professional copywriter. It will make a huge difference in the success of your website as a marketing tool.
3. Your Google Advertising campaign needs to be niche focused so you attract the right type of people to your website--people who are highly interested in buying what you sell, and buying now.
That's it. As I keep saying over and over, keep your website (and all of your marketing and advertising materials) simple and easy to understand. I once read a brilliant quote about using simplicity in marketing; "Nobody ever complained that something was too simple to understand." I can't remember who wrote it but I live by that rule. If you want to sell, keep your marketing message simple and easy to understand and people will buy from you.
To your success in marketing!
Peter Geisheker, CEO
The Geisheker Group marketing firm
http://www.geisheker.com
(920) 471-1638
"We don't help you compete, we help you dominate!"
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