From Donuts to Dollars

Arun Tibrewal [ http://www.arun.info ]

Mini Websites are quickly becoming one of the most powerful and cost-effective solutions for promoting and marketing online.

The traditional approach was to build a large site with hundreds of pages selling a variety of products. This technique has often proved to be confusing to the visitor, causing many more click-outs than click-throughs. The average web surfer is searching for very specific information, and if they don't find it in three to five clicks, they're history.

Small business owners especially can get a leg up on the competition through creating mini sites or special landing pages for products. For example, if a web surfer searches for donuts and finds hundreds of sites selling donuts, she will search for the most direct path to buy his donuts. More value will be given to the sites that offer donuts directly, instead of the ones who first explain about the company and so on. Direct marketing tactics are much more effective in this marketplace, where the closest competition is merely a click away.

Capitalization on visitor psychology is an important aspect of direct marketing. Say, for example, a visitor landed on your homepage looking for donuts. Which approach would they be more willing to respond to, example one or example two?

Example 1: Welcome to our site, we produce best of products in world. We have pizzas, donuts, burgers and blah, blah, blah. We are established on blah, blah, blah, with the vision of our founder Mr. XYZ and also greet your visitor with an eye catching animation.

Example 2: Looking for donuts? You have come to the right place. Below are our regular offerings along with the price, Check out today's special, just for you. Like a custom donut of your choice? Click here. Would you like to know more about us? Click here.

It is obvious from this example that the visitor will give more weight to example two.

Here are a few reasons why:

1. The visitor was searching for donuts, not your company specifically. They are interested in the donuts first, and your company second.

2. Example two provides exactly what the visitor was looking for without a lot of extra clutter so the visitor can see immediately that she has found what she is looking for.

3. The visitor can learn all they need to know about the donuts and your company in just a few clicks.

4. Example two loads fast and does not distract the user with unnecessary flashy animation.

5. Example one contains information about products that the visitor was not looking for.

6. Even search engines will give a higher ranking to example two because it provides more specific information about the product being searched for.

In essence, capturing the attention of a visitor and directing them toward your product is more important than explaining who you are, because your product is what will eventually build and define your brand. Allowing the visitor to quickly view and compare pricing and information on products is essential to maximizing sales and a mini-site is a great way to isolate products.

A wise marketer once said, "never allow a buyer to think twice as that may provide a chance for a competitor to grab the deal."

Read More article on Search Engine Optimizations 2006 and Online Marketing Promotions  here. Please took your time and read my Marketing Blog

About the author:

Arun Tibrewal is an online marketing expert with 14 years of experience. Presently he is the CEO of  an outsourcing company at www.kpoweb.com. More articles of him can be find at his Free online marketing guide here.

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