Go forth and make money!

So it behooves me to do a few things:

• Make sure that their website is running in tip-top shape
• Modify their site to position them for the best rankings
• Start an offsite campaign which includes link building, listing their site on Yelp!, Mixx, etc
• Fine-tune the PPC campaign to produce highly targeted traffic
• and more

The biggest part of my mission in this case is to get people to the website. Once they are there, I can use tools like CrazyEgg to see just where they are clicking. I can watch them coming and going via Google Analytics. I can see what pages they landed on, and I can see at what point they abandoned the website.

Now, as someone who is only making money if they actually contact the real estate agency, I need to make uber sure that those leads are not only happening, but that I can track them. That’s where the fun starts.

Currently on most websites, there are a few ways you can contact the business: email, phone and online form. These are all fine tools, but there are a few problems.

Email

Since I took over this website in an already-functioning form, the email addresses listed on the page were there long before I came along. If a new visitor sees a home they like, they can click and send an email to the agent. They can ask to see the home, ask questions, whatever. They don’t, however, have to mention how they came up with the email address in the first place.

This causes a problem, because that email address can be on the signs in the home’s yard, business cards, flyers or whatever. There is no way to 100% be sure that that lead was generated from a visit to the website. So I’ve got to fix it.

There are a few things I can do here.

1. Change the email address
   Probably the easiest fix. Set up a forwarder that goes to the old email address, but shows that it came via website_lead@domain.com or whatever. Incidently, in this case I can’t set up a forwarder because the system that the real estate agent is set up on doesn’t allow new email addresses, and certainly not forwarders.
2. Add a subject line message to the link
   It wouldn’t be hard to add something like this to the code: <a href=”mailto:info@domain.com?subject=Website_Referral”>
   I’ve always found this a bit hokey. First, you have to assume that the visitor is actually going to click on the email link on the website. Second, you have to assume that their browser knows how to accurately handle the click and open their email program. Third, you have to assume that the visitor won’t just delete what you’ve stuck in there and write their own.
3. Remove the email address
   Well that’d be just plain silly. It’s an option, yes, but not one I’d do. Why take away a way for a potential customer to contact the client?

So what’s the best fix for my scenario? Number two, I guess. Hopefully it sticks. Got any other ideas?

Online forms

Forms. I love ‘em. Well, in most cases. Forms let us collect info from any visitor that cares to fill one out. They are widely used, particularly by those people who want to communicate only via online methods, who have a question, or who just don’t want to talk to someone face to face (or ear to ear).

If you have a decent amount of ‘control’ over the website server, you can write scripts to do all kinds of cool things with the forms. I’ve used Mootools to generate some fancy-looking popup forms, I’ve written fake form scripts (that look like they are searching a database, etc) and more. Forms are great as I said, unless the user won’t fill one out.

There’s a fine line you have to walk when using a form. You want to collect a bunch of information from the visitor, but at the same time you don’t want them to be turned off and click their BACK button. So you’ve got to collect just enough that you can get by, and hope they will give you more info if they are interested in your product/service.

But what happens if you don’t have ‘control’ over the server? Perhaps you use Yahoo!’s shopping cart, which lets you build a form, but doesn’t let you add custom fields (such as a CC: email address). People can fill out the form, contact your client, and you have no idea there was ever any contact made.

If you have a thank-you page of some type, you could set up a goal in Google Analytics for that page. You’d then know that someone made it that far, but that’s about all you’d know.

Ultimately, I think this one comes down to trust. You are going to have to trust that your client will credit those leads to you.

Phone calls

Ok this one is my new favorite.

In the past, a marketing company had no control over getting credit for phone calls that were generated because of their campaigns. Whether it was a billboard, direct mail, or whatever, there really was no way to track these phone calls without purchasing a second line and installing it in their clients office (expensive).

Along comes call tracking – a cool new service that lets you get as many virtually forwarded phone numbers as you’d like, at a very reasonable cost.

I’m not going to go into great detail about how the call tracking works, but let me just say I’ve used it now for several months for several clients, and there is no doubt where these leads are coming from.

Basically, I get a custom phone number just for a client’s website. It can be a local or toll free number, whatever. Same cost. When a visitor comes to my client’s website, they see the phone number and perhaps call it. The call is routed through the call tracking system directly to the clients office. They get the calls just as they did before, but the call is credited to the website – because that is the only place it is listed.

So the phone problem is solved. Leads are counted, and my pocketbook increases.

I’d love to hear other creative ways that you use to make sure those leads that you are generating actually count. As a part-time affiliate marketer, I know it’s tough sometimes to trust your end vendors – are they crediting you with all your leads, or just most of them? It’s good to know there are at least some ways that we can keep them honest (not that they aren’t – I’m just sayin’…)

• Do customers buy more when there are certain colors near the register
• Do customers tend to shy away from certain products during certain times?

…and so on.

But they also try to get into the customers mind (and mess with it a little bit).

Recently Starbucks started hiring ‘expediters’.  These people are equipped with a cute little headset, and  usually show up when the lines start getting long.  If you happen to walk in during a long-line period, these little smiling gremlins may show up to ‘pre-take’ your order.  You tell the expediter what you’d like to order, and he/she repeats it into the headset.  You assume she is forwarding your order to the barista’s – but you’re wrong.

When you get up to the counter, the clerk will once again take your order.  By then you may be slightly confused, as you’ve already ‘placed’ your order – or so you thought.  The workers behind the counter will get busy building your super mocha latte and off you’ll go ten minutes later.

So what happened?  Why did you pre-order and then order again?

Starbucks, along with many other companies, ready-to-consume food companies in particular, has discovered that by taking your pre-order during a period of longer lines, there is an emotional connection made between customer and store.  The longer line may persuade some to leave, but by taking your pre-order, you are more likely to stand in the long line and complete the transaction.

Stores with an expediter saw an increase in sales and less walk-outs.

I have several clients who have very nice online presence for their retail or service businesses, but they don’t ‘sell’ online.  By this I mean they have products listed, but you can’t (and probably won’t) simply purchase a $2400 piece of furniture over their website.  They see this as a possible barrier, and have worked on ways to get those window shoppers converted to warm leads by use of what is similar to Starbucks’ expediter.

On every deep product page, we have placed a rather large button that says something to the tune of ‘Find out More about this Armoire’.  The button, when clicked, opens a brief form right there on the screen (via Litebox) which asks for the users name, phone and email.  It also gives them a small comment box to ask about sizes, price, etc.  Behind the scenes, we dump the product name/ID that they are inquiring about, so we know exactly what they’re after.

We don’t want a potential to find a product, then have to search out a Contact Us page.  There’s a potential for lost leads there, so we need to become the middle-man between product and contact.  We expedite their purchase (or at least turn them from a window shopper to a warm lead).

I also use this for some of my lead generation websites.  I have a website that ranks well for certain types of loans.  If I get those potential customers, and pass them on to a particular loan company, I’ll get a commission off that loan when it converts.  Simply building a page with links that say ‘click here to apply’ doesn’t work well any more, so I need to somehow make a small emotional connection with the visitor.

How do I do that? With a form, right there on the home page (and practically any landing page for that matter). The form is simple.

• Name
• Email
• How much do you want?
• When do you want it?

There’s also a checkbox (already checked) asking if they’d like more offers if this one doesn’t work out. The options for “how much” are set to a nice number (say, $10k), and the “when” options are set to something like “24 hours”. When the visitor clicks the Submit button, I flash a little page with one of those ‘processing’ icons (you know, the little ones going around in circles making you think some big server somewhere is crunching away at your information) and then about 6 seconds later the visitor is taken to my loan affiliate.

I’ve accomplished three things here – I’ve made an emotional connection with the visitor – they think my website is providing them with the best possible loan option. I’ve passed along a warm loan lead to my loan company, and I’ve retained the email for future newsletter use.

The emotional connection is a tough thing to do today.  With so many websites competing for most any niche, you need to make that quick grab for attention before your user hits the Back button. Engage them, make them think you are working for them, and you’ll convert more leads to sales.

I started doing Internet marketing in 2006. I had no idea what I was doing. I bought an ebook (no longer available) and was inspired to give it a whack. I made some MFA pages and after several months got to about $5/day.

That sucked. But it was enough to keep me motivated.

Two years later and I’m pulling in a nice set of checks each month. Usually I deposit them and put most of the money back into my business, and I spend some on the kids.

But this month I thought I’d treat myself. And I did.

That’s me this past weekend on a 57 foot charter boat off the coast of Alabama. I’m fighting an Amber Jack and eventually I win.

I took my 15 year old son, left Friday, rented a nice apartment on Dauphin Island, and drove back on Monday. The entire 4-day trip was paid for with just two checks from affiliate marketing. It was awesome.

So for you that are wondering if you’ll get there, you will. Stick with it, learn some search optimization for your website, build links and you’ll have checks bigger than mine. Then you can tell me about your adventure.