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Home > Interactive Marketing FAQ

Marketing FAQ

Frequently Asked Questions

The following is a list of frequently asked questions that we are often requested to explain to our contacts and clients. You may wish to read the entire page of questions and answers or just select your specific questions by clicking the links below.


What is Web Site Optimization?

Web site optimization is the process of optimizing your website to perform better. Website optimization can include improving your web site's search engine rankings, reducing file sizes to speed up download times, and "Conversion Rate Optimization" - the process of getting more sales and leads.

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What is Conversion Rate Optimization?

Conversion Rate Optimization is the continual process of optimizing your website and landing pages to generate better results from your visitor traffic. For example, more leads, opt-ins, and more sales.

Conversion Rate Optimization is also the fastest and easiest strategy to increase your sales without spending more money on increasing your traffic.

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What is "Organic" or "Natural" Search Engine Optimization?

"Organic" SEO is the process of raising your website rankings and visibility in the "natural" listings area (not paid listings) of the search engine results pages (SERPs). This strategy is used to for increasing qualified visitors or "traffic" to your site.

Click here for more information about Search Engine Optimization.

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What is Pay-Per-Click (PPC) Optimization and Management?

Pay per click optimization and management is the continual process of making your Google AdWords and Yahoo! PPC Campaigns generate better results.

For example, more visitors, higher CTR's (click through rates), lower cost per conversion, etc.

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What are "Landing Pages?"

Landing pages are specialized web pages that marketers send their visitors or "traffic" to for increasing conversion rates of advertising campaigns.

Here's a simple example:

If you're in the fruit business and sell apples, oranges and bananas, build 3 web pages: 1 for apples, 1 for oranges and 1 for bananas.

Then start a Google AdWords search engine advertising campaign. Send people looking for "apples" to the apples landing page, people looking for "oranges" to the oranges landing page and so on.

Click here for information on increasing landing page conversion rates.

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What is A/B Split Testing and "Multivariable" Testing?

A/B Split Testing and Multivariable Testing is the process of testing and improving components of your web pages (such as your headlines, offers, words, images and buttons) to see if it increases or decreases the performance or responsiveness.

This process is used to answer your important questions such as:

  • Which headline generates the best response?
  • What words work best for your offer copy and order buttons?
  • What is the return on investment (ROI) of your marketing campaigns?
  • And more.

For example:

  • A simple headline change can produce a 1,900% increase in income;
  • Colors of your background could boost your sales by up to 30%;
  • Adding audio to your order page could increase your sales by 437%;
  • Changing the wording on your order buttons could boost sales by 319%.

In fact, the most successful companies test everything. For example, www.GoToMyPC.com increased their conversion rates by 400% by testing over 15 elements of their web pages.

Click here for information on A/B Split Testing and Multivariable Testing.

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What are the top components of a web page
to test to maximize sales, leads or opt-ins?

The top 6 conversion components that should be tested and improved to boost your conversion rates…

  1. Headline
  2. Offer
  3. Lead (1st Sentence/Paragraph)
  4. Benefits
  5. Images
  6. Professional "Look & Feel", proper formatting, etc.

Click here for more information on improving the conversion rates of your web pages.

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What is the difference between marketing and selling (sales)?

Marketing is the process of attracting attention, raising the interest of your target market, and influencing their decision-making process. It is the tool that educates and prepares your prospects and then compels them to respond. Your marketing gives your sales team the opportunity to close sales rather than chasing them down.

Marketing includes identifying unmet needs; producing products and services to meet those needs: and pricing, distributing, and promoting those products and services to produce a profit. For more information, see our "Marketing In The New Millennium" page.

Selling is the process of closing (selling and getting the order) prospects that you have "pre-conditioned" with your marketing messages to contact you and purchase your product. The critical element of sales is having prospects contact you who want to talk to you, and want to hear how you can benefit them. For more information, see our "Sales Systems" page.

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What is advertising?

Advertising is the tactic of attracting public attention to a product or business, with paid announcements in the print, broadcast, or electronic media.

DISCLAIMER: I know this sounds ridiculous to be defining advertising, but I needed to in order to tell you about a better form of advertising for most businesses - "direct response advertising." See below...

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What is direct response advertising?

Direct response advertising is the business of designing, writing, and placing advertisements that ask the reader to respond by either calling a phone number, sending a business reply card, or visiting a website for more information.

Direct response advertising is salesmanship in print or over the air. As salesmanship, it makes a solid case for your company, product or service and overcomes sales objections. It answers all major questions and it promises performance or results, and backs the promise with a risk-free warranty or money-back guarantee.

Used effectively, direct response advertising can produce tons of qualified and favorably-oriented prospects for your company. At its best it literally compels people to call, write in, or buy.

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What is publicity / public relations / PR?

Publicity, Public Relations, or "PR" is the art of gaining media and public exposure for your company, product or service through communication techniques. The most popular publicity vehicles are the distribution of articles, news releases, and pitch letters.

Publicity is different than advertising since you do not directly pay for publicity (unless you hire someone to conduct your publicity campaign). Instead of purchasing advertising, you can use publicity techniques to "spread the news" about your product for less cost and higher-impact than advertising.

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What does "Optimize" mean in regards to marketing?

To "optimize" means to make as perfect or effective as possible. Smart business owners are getting more results from their marketing budgets and saving money by increasing the effectiveness of their current marketing materials through the process of optimization. For more information, see our "Optimize for Results" and "Optimize your Website" pages.

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How can I double the effectiveness of my marketing?

Once you have launched your marketing strategies and tactics, you must keep track of what is working and what is not working. Simply knowing can double the effectiveness of your marketing budget – eliminate the tactics that are not working, and optimize the tactics that do work. For more information, see our "Optimize for Results" and "Optimize your Website" pages.

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What are the 10 most important rules of marketing?

We think Jay Conrad Levinson, author of "Guerrilla Marketing" summarizes this best in his list of the "10 Most Important Marketing Secrets"…

  1. You must have commitment to your marketing program.
  2. You must think of that program as an investment.
  3. You must see to it that your program is consistent.
  4. You must make your prospects confident in your firm.
  5. You must be patient in order to make a commitment.
  6. You must see that marketing is an assortment of weapons.
  7. You must know that profits come subsequent to the sale.
  8. You must run your firm to be convenient for your customers.
  9. You must put an element of amazement in your marketing.
  10. You must use measurement to judge the effectiveness of your weapons.

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Why do I need a marketing plan?

A marketing plan saves you time and money. Without a plan, it is difficult to know which activity to do and when. It saves you time and keeps you focused. It saves you money because you have identified your target market and strategy, and following the plan, you will engage in the right activities to accomplish your goals.

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Why do I need a marketing calendar?

A marketing calendar is one of your company’s most valuable assets. It enables you to plan your time, your budget, and it prevents you from engaging in "hit-or-miss" marketing which results in inconsistent sales revenues. Your marketing calendar also aids you with planning, buying, and staffing for your marketing.

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Why do I need a web site optimization and marketing consultant?

An experienced and skilled marketing consultant can save you money by making your marketing materials and tactics more effective. They can also reduce your learning curve by recommending marketing strategies and implementing the proven marketing tactics that will accomplish your business goals. A marketing consultant also makes your marketing plan happen and can be less expensive then hiring a full-time staffer. A Marketing Consultant can also be your principal profit-generating asset. For more information, see our "Ways We Can Help You" and free consultation pages.

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Do you offer anything for free?

Yes! There are many free resources offered at this website. You can download our free Website Optimization Guide (PDF), read our Search Engine Optimization presentation, and read our helpful marketing articles from the Interactive Marketing Newsletter.

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Start today...

Call 541-280-3363 or Sign Up For Your Free Consultation. Learn how you can get more results from your current marketing budget. Optimize your web site to and increase your leads, sales, referrals, and profits. Click Here For More Info

For more information about Interactive Marketing and the website traffic building and conversion rate optimization services we offer, call us at 541.280.3363 or fill out our form for a FREE consultation.


Interactive Marketing.
19565 Buck Canyon Road Bend, Oregon 97702
Tel: 541.280.3363

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