The Two Killer Conversion Tools of 2012: Targeted Email Marketing and On Site Video

While Google isn’t making it any easier for companies to perform small business SEO these days, it is getting easier to maximize the profit you can get from the visitors that the big G does send your website. Over the past several years, as internet marketing has detonated, millions of marketers have been perfecting the art of converting surfers into customers.

In order to be really good at converting, a website has to do three things. First, it has to make sure the surfer doesn’t leave right away — in technical terms, it has to prevent bouncing. Second, it has to convince the surfer on an emotional level that their product or service is something they want to buy. Then, it has to give them logical reasons to back up their emotional decision.

The pair of tools best set up to accomplish these three goals are an on-site video and an autoresponder set up to perform targeted Email marketing. The video does the job of capturing the surfer’s attention and keeping her on the site long enough to get over the ‘bounce reflex’. At that point, the site content takes up the job of providing the emotional push to buy and the logical backup.

So if the job is already done, what does the autoresponder do? It covers your butt. Targeted email marketing is the art of talking to a surfer long after they’ve left your page, sharing with them all of the reasons why they should come back and buy your product or service.

Sure, someone who is interested in extra information and signs up for an educational Email course might think they’re never going to buy from you. But in six months or a year, who knows how their circumstances might have changed? Catch them when they’re actually ready just once, and you’ve made your sale. Because it’s all automated, you don’t even have to think about it.

There’s no doubt that over the next year the marketing world will change again and again, but you can be certain that while they might get better, the basic tools — the on-site video and targeted email marketing — will be in play for decades to come.