Always try to finish the loop for maximum marketing ROI

Yesterday I had a note from a client who was disappointed by the low number of website visitors following her presence at a well attended wedding show.

She wrote:

“I did what was supposed to be a BIG wedding show. … I checked my {website} stats from this weekend and there were really very few hits. I am surprised. I had by far the best booth and some of the best work. I actually had one young lady tell me I deserved an award for my booth. It was very welcoming and people were able to set in comfortable chairs. … I have done follow-up emails already today to each person individually and my stats have not increased.”

“It was on my signage (my signage was 4×8 feet), my card 4×6 , my beautifully packaged pricing info that I only handed to really interested brides (in the form of a folder so not to get lost). Basically everything in very clear writing. I also added it and my blog as links at the bottom of my follow up email. I don’t get it. I checked my website both days to make sure it was running.”

As you can see she did an excellent job of presenting her website URL, she took her site name to the top, but what was missing was a reason for people to visit her website. It is important to get people to your website because it makes another contact and reinforces your brand during their decision making. But, if you don’t provide them an explicit benefit to visit they will not close the loop for you.

When you present your website information always try to think in terms of a brief statement with an explicit benefit for visiting. It can be a free report, tips, a modest upgrade to a package, newsletter sign up, your blog, a drawing etc. The more benefits you can share the more likely someone will be motivated to take the effort to actually visit your website.

So; 1) ask them to visit your website, 2) share the address, and 3) give them a good reason to do it. And, that’s the completing the loop.

Related posts:

1. My CameraDojo podcast with expert photographers Kerry Garrison and David Esquire on website search optimization/marketing and getting the most from your blog
2. How to choose the right content keywords for maximum organic search traffic
3. A new marketing agency devoted to only wedding and bridal businesses
4. Direct Email Marketing and the Rule of Seven
5. MUST DO – follow up those wedding and bridal show leads