In my opinion, web conversion should be the first marketing step for any small business, if you’re comversion isn’t optimised then you are wasting money on all your other marketing activity as it isn’t 100% effective. If you think you can’t afford it save some money by cancelling any print adverts you have for a month or two and you’ll be amazed by the results!!

(another) Ed

Business Blog

@Shuaib – totally understand where you’re coming from. Generating content is a massive issue and why companies like http://www.PureContent.com have sprung into existence. I’ll be covering ways to generate content soon. (E.g. The survey I announced on Monday took me about half an hour to setup using SurveyMoney.com — 117 people took it and gave brilliant feedback and told me what topics I need to be covering — not only about landing pages but all sorts of subjects. In other words, I now know exactly what issues to be covering in future. And high on my list is… content generation for bricks and mortar businesses

Thanks for all your comments.

-Ed.

Isn’t it strange – perhaps a better word is funny – Shuaib that I’m running a ‘brick & mortar’ business too (but thank you for the ‘notable’ exception compliment).
Still think it is mostly down to prioritising, and taking one step at the time. I even think that you have to start with step 3: have your messages in order so you have materials to converse with/about, then start with step 1, followed by 2.
Main thing in this is ‘Starting’!

Karin H

Very briefly, I get all what you are saying here, however once again I feel ‘bricks & mortar’ small businesses will have some problems when it comes to step 3 of the 3 steps you mention in the section entitled: “So what’s the answer?”:

“1) Capture names and email addresses by advertising and promoting a gift or special offer — and create a simple landing page like mine that people volunteer their name and email address in return for said offer.” – POSSIBLE WITH A BIT OF TECHNICAL & MARKETING KNOW-HOW (HOPEFULLY FROM YOUR FORTHCOMING PRODUCT THAT WE WILL ALL BE RUSHING OUT TO BY!)”

“2) Capture tonnes of highly targetted names and email addresses (of real prospects, not just suspects).” – ONCE AGAIN DOABLE AS ABOVE

“3) Finally, use email, blogs, surveys and other online communication tools to open dialogue, build a relationship, give you the chance to explain your product or services in more detail and create a profitable ‘lifetime relationship’ with your list.” – THIS BIT HOWEVER, SEEMS TO BE A FULL-TIME PERMANENT JOB WHICH WILL REQUIRE PERMANENTLY HIRING SOMEONE WITH THE RELEVANT MARKETING & TECHNICAL EXPERTISE.

So in conclusion, what I suspect most small-businesses will end up doing is, do the first 2 steps, and unless they can afford ED-RIVIS CLONE VERSION 1.0 (which is highly unlikely in the current climate), will never get round (obviously they are some notable exceptions like Karin!!) to do this email relationship marketing, as they are already too stretched managing / running their ‘bricks & mortar’ side of their business and marketing (sorry just talking from personal experience, maybe I am in the minority here!).

Any other businesses that feel any different, will no doubt follow up with their comments.

Thanks

Shuaib

A topic close to my heart (since my hobby – web design and web-marketing – is turning into a second career it seems). Too many me-too’s start with craving the results instead of building the foundation for this result.

Foundations: in proper navigation of the website, in content on the website, in options/choices even you give your prospects to start the conversation with you. And don’t forget the foundation in how to and how quickly you will reply to all inquiries. And the foundation of building highly value incoming links – it all takes time, preparation and perseverance.

Then, and only then, can you expect the results. And then you can build on it further.

Karin H. (Keep It Simple Sweetheart, specially in business)