Michelle’s Intro

Why Customers Won’t Buy From Your Website

Posted on June 25, 2009. Filed under: Michelle's Intro, Others |

There are 2 key factors that influence whether or not your customers will buy online. These factors (supported by recent academic studies) are:

1. Perceived Security of your site

Browsers have significant concerns about the risks associated with providing their credit card details and personal information online. If you want to dramatically increase the level of purchases made online at your site, it may be necessary to target a significant portion of your online campaign at alleviating your customers’ security fears. Clearly, reassurances about security and privacy provided by online retailers to date appear to have been largely ineffective.

A risk-free security policy (e.g. automatic refund for queried transactions) from the perspective of the consumer may mean your company as the service provider bears greater risk. But weigh this up against the alternative, which is lower or no online sales at all.

2. Previous online purchasing experience

Research has shown that browsers who have purchased online previously are more likely to purchase again. The implication for your business is that it may be more logical to focus communication and marketing strategies on targeting those who have purchased online previously – e.g., advertise on other online vendor sites, gain databases of people who have purchased from websites. By targeting these people, you are increasing your chances of reaching buyers who are already accustomed to online purchasing.

It may also be easier and more cost effective for you to focus on generating repeat business from your own previous online customers.

Some interesting findings to arise from recent internet studies have been the things which do NOT influence the online purchasing intentions of consumers. Factors which buyers find insignificant when deciding whether to purchase online or offline include price, seller reliability and convenience.

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5 Steps Internet Marketing Plan

Posted on June 3, 2009. Filed under: Michelle's Intro, SEM, SEO, Web 2.0 |

Internet Marketing Plan Step 1 – Defining Your Customer

Defining your customer is as important as defining your products or naming your business. Answer these questions as honestly as you can. In other words, don’t project your expectations or hopes on them. What is your perfect, solid customer really like?

  • Is my perfect customer male or female?
  • Does my perfect customer work out of the home or in the home?
  • What is the job profile of my perfect customer – an executive, manager, worker, entrepreneur, stay-at-home parent, etc.
  • What is the net household income of my perfect customer?
  • What level of education does my perfect customer have?
  • Does my perfect customer have room in her spending budget for my product/service on a one time, occasional or constant basis?
  • How do my perfect customers use my product/service – do they buy it for themselves or as a gift?
  • Does my perfect customer spend a lot, some or minimal time on the Internet?
  • Where does my perfect customer look for my product/service? Both online and in physical locations?

Once you have this written out, you should have a good picture of where to start looking to place your message and how to write your message copy.

Internet Marketing Plan Step 2 – Choosing Your Targets

Now, where are you going to post your ads? A coordinated effort across several sites and venues commonly frequented by your customers is the most effective marketing campaign. If you are seen in several places your visibility and retained message is much stronger. Complementary sites that you can help cross-promote to your visitors, who will then see you there too, will provide excellent reinforcement of your message. Holiday specific sites that are well promoted are excellent areas to consider.

When considering a site or newsletter for your ad, look at factors such as traffic, search engine placement, external linking (how many places link to it), quality of current ads and types of messages being presented in current ads. Are there many competitors of yours already or is the advertising of a complementary nature to your business? Are the ads completely unrelated to your business and to the intended traffic of the site? These are all clues to measure a best fit of your message to the traffic of the site.

Pay-Per-Click (PPC) advertising is another consideration for your Internet marketing campaign but can be daunting for someone new to this form. If you’re new to PPC, stick to places that allow you to set limits on daily expenditures. Google is a good example. This will also help you to experiment and determine the most effective keywords by paying close attention to the statistics of the PPC campaign.

Conversion rates are an important measuring tool. What you need to do is determine what exactly you want to measure for your marketing campaign. Is it sales orders? Newsletter subscribers? Downloads of your free e-book? A conversion rate is the number of click-throughs it takes to achieve your target measurement. Your page may have 1000 hits, 14 clicks and 1 sale in a day. Your conversion rate is 1:14 or 7.1%. In other words, 7.1% of the clicks are generating a sale during this period.

Close monitoring of your conversion rates will quickly tell you what is working and what is not. Don’t hesitate to change, tweak or modify your ads if needed. This is a process in constant motion until you find the best fit. Remember too, an ad may work superbly in one place but not in another.

Internet Marketing Plan Step 3 – Budget

While some folks think this should be the first step, realistically you can better create the budget for your marketing plan when you have a good idea of the costs involved. That can only be done once you’ve figured out your targets. You probably already have a figure in mind of how much you can really spend, so go back to your marketing campaign sheet and total up the costs of all the ad spots you’d like to do. Chances are that total will exceed your overall spending limit.

Internet Marketing Plan Step 4 – Creating Your Ad Content

Internet marketing works best when you focus only on one or two things. You may have a variety of products but pick one or two items that are good sellers and have a solid appeal to your target market for your marketing campaign.

Next ask yourself, “What am I selling”? It’s rarely the product or service. You are selling a benefit, something that registers at the emotional level. If you are selling fishing rods, for example, you’re selling the excitement of successfully landing that monster in the lake. If you are selling cosmetics, you’re selling beauty.

The most successful ads use words that relate to the customer. Use You and Yours and never put the focus on Me, Mine, Our, My or We. Create several emotional words associated with the product – fun, comforting, relaxing, stimulating, addictive – and use at least one of them in the ad.

Coupons are also an effective marketing tool. They can be easily tracked either manually or by an automated shopping cart system. Use different codes for different advertising locations and you’ll quickly see which ones get the best attention.

Internet Marketing Plan Step 5 – Tracking & Monitoring Your Ads

Tracking and reacting to your campaign’s successes are critical in maintaining an effective marketing campaign. From your website stats to PPC stats, there are many ways to determine what is working and what isn’t. By paying attention you’ll learn volumes about your ads and how to hone them for best results.


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How a consumer thinks

Posted on May 28, 2009. Filed under: Michelle's Intro | Tags: |

  1. The first time a man looks at an ad, he doesn’t see it
  2. The second time, he doesn’t notice it.
  3. The third time, he is conscious of its existence.
  4. The fourth time, he faintly remembers having seen it.
  5. The fifth time, he reads the ad.
  6. The sixth time, he turns up his nose at it.
  7. The seventh time, he reads it through and says, “Oh brother!”
  8. The eighth time, he says, “Here’s that confounded thing again!”
  9. The ninth time, he wonders whether it amounts to anything.
  10. The tenth time, he will ask his neighbour if he has tried it.
  11. The eleventh time, he wonders how the advertiser makes it pay.
  12. The twelfth time, he thinks it must be a good thing.
  13. The thirteenth time, he thinks it might be worth something.
  14. The fourteenth time, he remembers that he wanted such a thing for a long time.
  15. The fifteenth time, he is tantalized because he cannot afford to buy it.
  16. The sixteenth time, he thinks he will buy it someday.
  17. The seventeenth time, he makes a memorandum of it
  18. The eighteenth time, he swears at his poverty.
  19. The nineteenth time, he counts his money carefully
  20. The twentieth time he sees the ad, he buys the article or instructs his wife to do so.

Pretty true until 2009 huh.

Written by Thomas Smith 1885

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Free Online Marketing Consultation

Posted on May 18, 2009. Filed under: Michelle's Intro, Others | Tags: , , , , , , , , |

There have been a lot of questions on our consultations and service fees. I have said it a zillion times that consultation is FREE! 🙂
The service fee really depends on the complexity of your project, which includes SEO, SEM, Design and Development etc etc…

And it will be better to have a consultation before giving you an exact quotation. Trust us and we’ll give you our very best.

I hope this helps ^^

Michelle Joanna

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Free Twitter Background Design ^^

Posted on May 18, 2009. Filed under: Michelle's Intro, Others |

Hey Peeps

The respond for the Free Twitter background was so good that our designers (includes me) are all piled to the brim. I hate to say this… but i cannot fulfill everyone’s request. (how on Earth would I know that demand is so great! :P)

Thus, I’ll have to select the right Twitterer to project the right image for my company, Bain & Mercer Group
So far, I have created one for Mr Colin Ong. See www.twitter.com/m4s

To request for your free Twitter Background, please send me an email at bainmercergirl@gmail.com

Michelle Joanna

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Mac Vs PC

Posted on May 9, 2009. Filed under: Michelle's Intro | Tags: , , |

I just thought this video is really hilarious. If i’m not wrong, you can only see this video on youtube. It cannot be played on the US TV! And from my point of view, the points stated in the video are very true.

Enjoy laughing your ass off!

BTW i’m a Mac-maniac ^^

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