Self-Devpt. Nuggets™

The ideas I offer here can benefit members of sales and marketing teams in companies, who, in addition to offline efforts, have been tasked to use the web to find buyers, by the company (be it micro business or multinational) that employs them.

And of course solo operators (e.g. independent consultants/professionals) who do self-marketing, will also benefit from reading through this piece.

My purpose here is to impress upon you the kind of thinking you need to have, to make the most profitable use of the web to find new business and/or repeat sales.

First of all, understand that “getting” a website built, is NOT the end you seek. Even if it feels like it. Instead that is simply the means to (what should be) your desired end.

Your ultimate purpose as a person in business is to make SALES. Period.

Based on the above, your marketing efforts online – and even offline! – will best be setup to revolve around your website.

Why? Because it remains the most powerfully cost-effective marketing medium available. And I assure you it can be used to sell virtually ANY product or service. You just need to know how.

If you do it right, you will achieve the twin outcomes of LOWERING your overall marketing costs, while INCREASING your marketing reach and impact (AND SALES) over time.

To succeed, you need a website that WORKS ….

How do you know a website that works?

[NB: I’ve covered this aspect in previous write-ups – linked at the bottom of this one. They provide full details, with step by step guidelines you can follow. If after all that you need help taking what you’ve learnt forwards, get across to me via tayo at tksola dot com.]

Now, a website that works is one that attracts potential buyers to you…

It will win you sales leads, and sometimes convert prospects to real buyers.

But don’t get it mixed up. The website will not work alone. At least not the way I use mine, and guide my clients to use theirs. It will work as part of Web Marketing System (WMS).

A WMS based website will often be working even when you sleep…

For instance, it will make people return to read more of your content. When it makes them follow you on Twitter, add you as a friend on Facebook, join your channel in Youtube, or add you to their circle in Google.

All of this can – and will happen – 24/7. Round the clock, even when you’re in bed. You’ll just wake up to see alerts and notices about new connections, and/or enquiries etc. I experience this very regularly.

The web based resources I listed can – and should – be used as components in your web marketing, to complement themselves, and with your website right at the heart of it all.

Never forget that selling is a process…that does NOT happen all at once!

Therefore anything that helps you put prospects into your sales funnel, is WORKING for you. Even though you may be yet to see it.

By integrating your website, into a WMS, you can only improve your chances of getting found by those who need what you offer.

In my experience based opinion, a website should NEVER used in isolation…

It is always best deployed as a key component of the WMS. That’s really the best way to achieve maximum results at the lowest possible cost of time, effort and money.

I say this from over a decade of using the web as my primary marketing medium. And I speak based on fantastic results I’ve achieved as I mastered the process, by learning from what I was doing wrong, and studying those who knew better.

Note also that a website that works is not necessarily one that brings you compliments and admirers...

I know this foregoing statement can be a bit of a blow some people’s egos – maybe not yours. But the truth of the matter is that having people scream “Wow, your website looks beautiful!” has ABSOLUTELY nothing to do with the potential ability of that website to perform.

In reality, when a website performs, it’s going to be bringing you enquiries about what you sell.

People, who never knew the website existed, who had never heard about you, will contact you. Because – directly or indirectly – they made contact with your website, or whatever else you put on the web to promote your business,

That is when you can say you’re getting results from the use of the web.

So your website would be like a focal point, and every other marketing you do would revolve around it…

At least that’s how it works in what I call a Web Marketing System, that I use, and which I develop and implement for my clients.

I don’t know how you intend to use your website, but I strongly advise you use the ideas I offer.

Here’s why I am ALWAYS so conficent in recommending this approach to others.

It’s the results I’ve gotten (and that I continue to get), as a multipreneur, using the web, getting people to buy from me, from in and out of Africa…

Total strangers send me money, sometimes close to N50, 000 (about $300 USD) into my bank account (or via other channels). And then I send them an MS Excel automated (Excel-VB driven) workbook app – like my Ration Formulator – and/or one or more of my PDF e-books or reports etc.

Then we become friends and some have remained subscribers to my newsletter for over years!

Most of these people are CEOs of their own businesses (often farm based ventures).

The only reason I SUCCEED like this, is that I have a website that works...

And it works because it gets me noticed by my target audience, through it’s links with other components of the WMS I mentioned above, with which I have integrated it.

One more thing: The “beauty” of a website plays little, if at all any significant role in your ability to sell!

Years of careful study of successful websites, has revealed their CONTENT QUALITY and USABILITY, and not how nice they looked, was key to their LONG TERM success.

So, keep that in mind. You want to aim for longevity. Not beauty that people will eventually tire of!

What endures is the quality of useful information you offer via your WMS. It is what will WIN you devoted followers who will rave about what you do to others, growing your brand for you via word of mouth.

And you would not need to pay anyone. They would be glad to do it. Why? Because using a WMS like I recommend will make you add useful value to them.

Everything I say here is what I do daily. And I see the results in various forms – in terms of name recognition and credibility, as well as financial returns.

Get this: Many times my WMS based websire has helped me close offline sales with clients! (True Story)

For instance, one time a client (the account of a large Lagos based hospital) asked me a question about how I could build an automated Excel-VB driven Payslip Generator application for his department.

I asked if his PC was web connected. He said yes. I asked him to join me and I went to my website, to show him Youtube videos embedded there, of demo apps I had built, with features similar to those he wanted.

But I did not stop there. I downloaded a zipped version of one of the apps and did a demonstration right on his PC.

The next day he gave me a cheque paid 100% in advance (N45, 000) to build the app!

That happened in 2007. And that software is one that I’ve built an advanced version of, having sold it to other companies within and outside Lagos, in Nigeria.

See how this works?

When using the web, especially when you adopt a WMS, like I recommend, you will only be limited in how you can attract buyers, and make sales, by your CREATIVITY!

So, what makes a website sell, is what you say (and put) on it, and how you say (and use) it.

I won’t go into elaborate details on that. Just click on the linked articles below to learn more.

Now, if you follow this approach I recommend, some people may criticize you.

Here’s my advice. Go away from them after thanking them politely, into a quiet place, a room maybe.

Then think carefully about them and what they said.

Ask yourself if that person is a potentially profitable buyer of what you offer.

Is s/he someone who has FELT need for the solutions your website offers? If yes, then it may be wise to take what s/he says into consideration, to make modifications.

But be sure s/he is sincere in the feedback given to you. Sometimes wishful thinking can make you “think” a person is a serious prospect, when s/he is not. I’ve been there…and done that. So I know.

My point is you need to focus your efforts on attracting people that want what you offer so badly, that they are determined, and prepared to pay you profitably to get it.

Those are the kinds of people your website that works should bring to you – IF it’s properly setup.

Always remember that you cannot cash compliments and admirations for your website in the bank. I said this, years ago, in one of the articles linked below. Nothing has changed since then.

And I know it’s obvious. But a lot of people think the number of compliments they get on how pretty their website is, is what proves it’s working.

My question is always: How is it working? Is it putting more money in your pockets (by bringing buyers independently of you)? Or is it helping you KEEP more money in your pockets by helping you reduce your marketing and sales costs?

If your website is NOT doing either of the above, then it is NOT working. Sorry.

Granted, making it pretty will not be bad. So congratulations. But beyond that, what else does it do for you?

Remember, you are (or will be) spending money annually, to keep online (via domain name registration and hosting renewals). What happens after that?

For the entire year, how many people come to you, as prospect or as buyers, through that website without you being the one who told them to go there?

That is how you will know how well it’s working. If you’re the one who always has to tell people your website address, so they can go there…your website is NOT working.

And if it’s your friends, relatives and associates (i.e. those who already know you) who visit it, it’s NOT working the way it should either.

Remember I told you how mine continually connects me, for the long term with complete strangers, from far and near?

Well, that’s the kind of experience you WILL have, if you do this right!

Final Words: In summary what I’m saying is…Make the Most of Your Website!

Aim to use it to cut down your Cost of Customer Acquisition (COCA).

How do you do that?

Use it to recruit increasing numbers of potential customers. Use it to generate larger numbers of sales leads.

How do you do THAT?

Simple: Get a website that works!

And I just told you lots about that what features such a website must have.

As a reminder, here’s what it must do for you: It must bring pre-qualified prospects to you, and also help you sieve through them, to find those ready to do business with you.

Read the linked articles below, to learn more specific steps you can take.

Good luck!

USEFUL LINKS/FURTHER READING

A Website That Works Wins You Repeat Visitors, Leads, & Sales: NOT Admirers & Compliments!| EzineArticles

You Do NOT Have To Be Expensive To Make Profits | SD Nuggets