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Convincing clients to promote .
RailMan

5+ Year Member



 
Msg#: 3266486 posted 10:02 am on Feb 28, 2007 (gmt 0)

(whinge time first!)
why is it that people spend thousands creating a business, paying for a website, buying in stock, then refuse to promote?
why do they see promotion as a cost even though it will generate sales and bigger profits?
why don't they see the value in promotion?

we have been in business for several years specialising in ecommerce and promotion - we know what we're doing and we're very good (we do the job properly from day 1)

we have approx 300 ecommerce clients yet very few will take promotion seriously
a few have paid us to promote their sites (we handle PPC and everything else)
some tinker with DIY promotion (normally adwords), don't do very well, give up and settle for the free traffic they get from google (they haven't got a clue about search engines etc)
we tried various techniques to convince them to promote - but all they see is the cost

3 years ago we gave up chasing them to pay for anything - if they want something they come to us - works fine for us and we're never short of work - if they did all want us to promote their sites, we'd need a LOT more staff and much bigger offices!

we give them all the info they need about promotion - simple, plain english - we have all sorts of guides and info on our sites saying what promotion is, why they need it, what benefits it can bring, examples etc etc etc - even some basic DIY guides - it's all good quality, plain english etc - but still they don't promote

i'm semi-retired at the moment and i enjoy life - but i've got a good sized customer base with massive potential .... temptation is there to grow my own business .....

can i convince people to part with their money?
if so, how?
or should i just not bother?

 

vincevincevince

WebmasterWorld Senior Member vincevincevince us a WebmasterWorld Top Contributor of All Time 10+ Year Member



 
Msg#: 3266486 posted 10:12 am on Feb 28, 2007 (gmt 0)

Case studies, case studies and more case studies

Show them a store in a similar sector, where you have actually handled promotion, where the budget was the same as you want them to give you, and what the results were in terms of ROI and vistor numbers.

axgrindr

5+ Year Member



 
Msg#: 3266486 posted 10:29 am on Feb 28, 2007 (gmt 0)

can i convince people to part with their money?
if so, how?

Give me a guarantee. That always works with me.
"In 3 months we will improve this by that much or you don't pay."

And no long term contracts. Give the client the option to opt out of the deal if they start to feel uncomfortable or not happy with the performance.

netguy

WebmasterWorld Senior Member 10+ Year Member



 
Msg#: 3266486 posted 1:55 pm on Feb 28, 2007 (gmt 0)

RailMan, as impressive as it is, I'm certainly glad I don't have your 300 ecommerce clients. It's difficult to believe that there would be that many short-sighted clients who refuse to do any type of online marketing.

In our case, we introduce the promotion side at the outset. Every website proposal includes SEO/SEM upfront, as well as our recommended monthly budget for ongoing promotion. Since virtually all of our business is referral, it may be easier for us to push the promotion side since new clients come to us and say they want what their friend Tom, Dick, or Harriet has. Since their friends have the promotion, they want it as well.

I wouldn't consider any web design project that does not include a minimum of SEO and an AdWords campaign.

The reason is simple. No matter how fantastic the site we create is, without promotion it will generally just sit there beside the millions of other non-performing sites, and the client would ultimately blame us for their lack of sales. When we combine a balanced program of SEO and PPC, the client sees immediate results through the PPC program, and even stronger performance after the SEO kicks in.

While it may be difficult to change your current client's ways after-the-fact, I would strongly urge you to incorporate SEO/SEM upfront in your future proposals. Be ready to back it up with solid success stories, and most customers will buy the "overall success package" rather than just purchasing a website.

Steve

RailMan

5+ Year Member



 
Msg#: 3266486 posted 12:20 am on Mar 1, 2007 (gmt 0)

>>Case studies, case studies and more case studies
we've done some - but no matter what you put in front of people you've still got to work at selling ....

>>Give me a guarantee.
not a chance ....

>>And no long term contracts. Give the client the option to opt out of the deal
but i'd have to take on staff and wouldn't be able to simply opt out of employing them just because the clients opt out ...

>>It's difficult to believe that there would be that many short-sighted
>>clients who refuse to do any type of online marketing.
it's not that they do NONE - a few pay us (our fees are reasonable) and some do their own promotion but it's generally poor quality - think 2 or 3 basic ads on google always pointing at the home page and using a handful of popular keywords - they rarely go beyond that, no keyword research, never look at other PPC engines or link building or anything
most just sit and wait for the free traffic from google etc etc

>>without promotion it will generally just sit there beside
>>the millions of other non-performing sites
yup ..... but try getting that message across ....

>>Be ready to back it up with solid success stories
hmmmm ..... means i'd have to work to get work ..... or i can just relax and enjoy life ....

vincevincevince

WebmasterWorld Senior Member vincevincevince us a WebmasterWorld Top Contributor of All Time 10+ Year Member



 
Msg#: 3266486 posted 12:26 am on Mar 1, 2007 (gmt 0)

>>Give me a guarantee.
not a chance ....

Why not? As you are so confident that it will work - tell them you'll only charge the raw PPC fees and refund your labour and consultation if it doesn't.

RailMan

5+ Year Member



 
Msg#: 3266486 posted 8:41 am on Mar 1, 2007 (gmt 0)

>>Why not? As you are so confident that it will work - tell them
>>you'll only charge the raw PPC fees and refund your labour and
>>consultation if it doesn't.

they must be WILLING to use PPC or other promotion, not just tempted by freebies (or possible freebies)
and they must see that promotion is an investment, not a cost ...

axgrindr

5+ Year Member



 
Msg#: 3266486 posted 12:19 pm on Mar 1, 2007 (gmt 0)

>>Give me a guarantee.
not a chance ....

oh, sorry. It was just a suggestion. From your post I got the idea that you were asking for suggestions.
I must have been mistaken.

RailMan

5+ Year Member



 
Msg#: 3266486 posted 2:08 pm on Mar 1, 2007 (gmt 0)

>>From your post I got the idea that you were asking for suggestions.
>>I must have been mistaken.

maybe you were!
it doesn't matter what we do in a sales pitch, what incentives or gimmicks we offer, the point is, they don't want it in the first place
offering this or that *might* make them want it, but also requires us to convince them to part with their money

we all know that promotion is essential - without it the site just sits there doing nothing

when we buy a car, we know we'll need to put fuel in it to make it go anywhere - fuel type and fuel consumption are sometimes factors in the choice of car we buy - fuel is essential - and we there are no salesmen trying to convince people to put fuel in their cars ....

in the same way, website owners should consider promotion to be essential and we shouldn't need to convince them to promote their sites

one local client with a small chain of high street shops now has a website with approx 5000 products (and another 7000 in the database waiting on descriptions / prices etc) - he replaced his delivery vans and had them signwritten to match his website (they do look good!) - his web address is on carrier bags, till receipts, everything

we talked about promotion before, during and after the web development (just as if they were inseparable)
we provided guides to everything - how the site worked, what promotion he needs on the web etc
we explained what we'd do for promotion - we estimated cost and ROI
we demonstrated PPC with live accounts and how we track conversions and ROI etc (did it all step by step and he understood every part of it)
we offered our services free of charge

but he has just 6 "basic" ads on google and one on YSM - he set these up himself, all pointing to his home page ....
he knows how to run shops succesfully, but not how to run websites succesfully
like most of the others, he came to us wanting the website, nothing more - he's very pleased with the website - he's got what he wanted and nothing more ....

sometimes it doesn't matter how good the sales pitch is - if they don't wanna buy, they won't

this particular client has been asking us to do some updates for a couple of months now - we keep saying we're really busy promoting another large site and how successful it is ....
we're going in to see him later this month - and we might well talk incessantly and excitedly about how well the other site is doing ...

axgrindr

5+ Year Member



 
Msg#: 3266486 posted 3:23 pm on Mar 1, 2007 (gmt 0)

Again, apologies for replying to your post. My bad.

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