During my career I have provided internet marketing, direct marketing, and web development services for large companies as well as one person startups.
I attended the University of Southern California where I received a BA in journalism and an MBA. As it turns out, both were helpful in a career that began in the print media and transitioned to online services.
My early training was in traditional publishing and direct marketing. I learned the importance of planning, testing and perfecting – concepts I now apply to internet and digital marketing.
During the last few years my work has shifted from optimizing websites to web development. My business website, webfour.net, is exclusively devoted to that purpose.
What I’ve learned from working with very large companies, solo entrepreneurs, and for myself, is that the simple messages work.
Whether I am designing a website or creating an online publicity campaign, my process is to find the essential message and deliver it. It’s an approach that can be more challenging than it sounds, but it has never failed to work.
There are many internet marketers with the skills to generate traffic for their clients. In and of itself, that’s not really much of a challenge.
What takes fineness is generating traffic that eventually contributes to the bottom line.
The marketing term for this is sales conversion: the act of a prospect becoming a customer.
Facilitating sales conversion is my core internet marketing skill.
How I do it
There are three elements necessary to make an online sale: the first is to direct a visitor to a website; the second is to pitch a message; the third is to moving the prospect though the sales funnel.
Directing traffic to a website is no longer just a matter of Google focused SEO. For many businesses, social media marketing has a much quicker and reliable payoff.
Whether traditional SEO or social media marketing is the right method, content development is the basis for traffic generation.
My skill in this area is strategic planning. Understanding the role each form of content plays in the internet marketing process is vital to getting the maximum return on investment.
Pitching the message
When a visitor arrives at a website, there is very little time to make a positive impression and prevent a quick departure. In most cases, the effort is unsuccessful, resulting in a ‘bounce’.
The most successful web designs are able to minimize the bounce rate with two parallel strategies: clear messaging, and a compelling, but minimalist design.
A minimalist design does not mean huge amounts of white space and black and white images. It does means that only the elements needed to convey a message are used – and none other.
This the design used at Webfour.net – my web design agency.
Nurturing the prospect
The online sales cycle online usually requires multiple visits. For most businesses, the first engagement point is an email subscription – or agreement to be notified.
Visitors are prompted to go to a landing page, and then provide their address. If the core sales message was clear and compelling, the visitor becomes a prospect.