0816_TOEFL-Test-and-Score-Manual-1997

Marketing Strategies ● 145
• Figure out something interesting to share and write a blog. Karen
Caplan, president of Frieda’s, a produce importer, posts a great blog
on her site: www.friedas.com. Caplan comments on industry trends
as well as her personal view on life and business.
• Promote discounts and special offers via Twitter and Facebook. Try
Groupon, LiveSocial, and other group coupon platforms.
• Showcase your product on your home page. Hire a professional photographer
and include multiple views (if appropriate). Consider hiring
a professional copywriter. It will be worth it since bad copy can really
dampen sales.
• Be creative but judicious with graphics. Make sure they tell a story, not
just look cool.
• Display your company’s name, phone number, and e-mail and street
addresses on the home page and every other page so people can contact
you immediately. Make sure someone answers the company phone
24/7 (easy to do with call forwarding).
• Hire an expert to optimize your site for search engines (see Great
Idea #74).
• Monitor Google, Bing, and Chrome frequently to check your rankings.
• Tailor your site to appeal to your customers. If you sell auto parts, you
probably don’t want a lot of Flash animation on your site. Keep it simple
and play to the masses.
• Update your web site at least once a week—on a schedule. Give customers
a reason to return often.
• Publish a monthly e-newsletter with links back to specific landing
pages on your site.
GREAT
Take Advantage of Co-op Advertising
Do you ever wonder how local merchants get their
IDEA
name and address featured in the glossy magazine
ads for a luxury car or watch? They do it through “co-op advertising,”
designed to draw customers into your store.