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We already know about wal mart because of their ads in local
papers, on billboards, on the radio and TV. So finding a local
Wal Mart is easy, and so should it also be easy to find your web
site. Although you may not need to use radio and TV
advertisements, you should still use offline promotion such as
business cards or direct mail. Naturally, you want other web
sites to put your billboard ad onto theirs. So that's our first
lesson on how Wal Mart can teach us effective affiliate
marketing. Now let's visit a Wal Mart store.
Once we arrive at Wal Mart, we enter a huge parking lot. Your web
site must also enable a lot of visitors. If your site is on a
slow server, you may be losing customers. That's lesson #2.
As soon as we enter Wal Mart, we are welcomed by a Wal Mart
greeter. This greeter not only welcomes us to the store, but also
offers help in pointing out where to find what you're looking
for. That's lesson 3a and 3b. Your site should welcome visitors
and provide navigation to all the products and services you
offer. You can do this by simply including a graphic on your page
that says "Welcome, Click Here to find what you're looking for"
and have that link go to your site map.
Beyond the greeter is a wide path that branches out to different
areas of the store with banners overhead that tell you what you
can find in those areas. Your site map should consist of main
links, as well as sub-links to corresponding pages. Now we get to
lesson 4, that each page of your site needs to have a topic, a
main header, that defines what each page is about, as well as
provide links, pathways to corresponding pages, because you'll
notice that Wal-Mart arranges their store to group products that
are similar. The hardware section is near the automotive center,
housewares are near food items, lawn and garden items are near
the hardware and pet supply areas, etc. But you can still get
from one area to another.
As you browse the shelves, you see more than one type of item. If
you're in the grocery section; for example, you'll see many
different types of beans. Canned beans, dry beans, even beans
from different companies. That's lesson #5. You should offer your
site visitors more than one choice. If your site offers auto
loans, for example, offer your visitors new auto loans, used auto
loans, even auto refinancing loans. And, you may want to offer
them more than one choice for each type of auto loan. Afterall,
visitors came to your site because they are shopping around... so
let them shop and choose from multiple options. Just remember not
to stick cheese products in your automotive section!
Another thing you'll notice as you browse the shelves, which
leads us to lesson #6... although the shelves are stocked full,
it's still easy to pick out your favorite can of beans. This is
because the shelves are stocked neatly and orderly. The ads you
put onto your site should also be neat and orderly. Mixing in
tall banners with short banners and having banners for totally
different products and services can make shopping your site more
difficult. For example, if you have a page about auto loans, you
wouldn't want to put a tall auto loan banner right next to a
short casino banner. Instead, put a tall auto insurance banner
next to the tall auto loan banner.
As you roam the store, you frequently encounter employess who can
help you find items. This goes back to lessons 3a and 3b. Each
page of your site should have a help link to your site map, or
you should have a site search.
Since Wal Mart makes it easy to find an employee to ask for
assistance, that leads us to another lesson: Does you site offer
customer service? Can visitors click on a button to ask you
questions before they make a decision? Or do they simply exit
your site?
Lesson #7: How many times have you heard announcements in Wal
Mart? They frequently announce specials over their public address
system. We are not suggesting that you force visitors to endure
slow loading sound files. But you can make sound an option. To
see how you can use this marketing option, go to
www.geocities.com/pulsarmarketing
We have an example there on how you can offer your visitors the
option to hear your audible promotion without forcing them to
listen and making your pages load slow. All you have to do is
create a wav sound file, and launch it by using a graphic or text
link such as: "Click Here to listen to our promotion".
The personal touch of a person's voice on your site can help
increase your conversions. But don't force the loading of sound
files. Instead, use the method we recommend at the URL below:
www.geocities.com/pulsarmarketing
Another thing you can do to tell your site visitors about
specials or new products and services your site offers, is to
offer them a free subscription to your newsletter. Now that we've
toured Wal Mart and we're ready to make our purchase, we know our
way to the checkout counter because Wal Mart makes it easy for
us. That's lesson #8. Your site needs to make it easy for
visitors to purchase. If you do not provide any of your own
products or services and strictly use affiliate programs, you
need to make sure your relevant banners and text links are at the
top of the page, clearly and readily visible, to the people
visiting that page.
When we arrive at the checkout counter, besides asking us if we
want paper or plastic and if we will be purchasing with cash or
credit, the cashier asks if we found everything we needed. That's
lesson #9. Make sure you offer your site visitors more options
when they checkout. And, once again, if you do not directly sell
your own products or services and you strictly use affiliate
programs, you can offer your site visitors two links to click on:
One link that opens the offer into a new window so the person may
continue browsing your site after they are done applying or
buying from your sponsor, and another link that simply goes
directly to the sponsor in the same window.
Think we're done learning from Wal Mart? No. After we make our
purchase, and even after we go home, there's lesson #10... the
return policy. If you sell your own products or services, you
need to assure your visitors that you stand behind what you sell,
and make your return policy very clear. If you do not sell your
own products and services, does your site have a way for
customers to resolve problems, or to ask pre-sale questions? If
not, you may lose customers to sites that do provide online
customer service.
10 things Wal Mart can teach about affiliate marketing was
presented by Pulsar Marketing. For more marketing tips, you can
listen to the podcasts at http://www.pulsarmarketing.com/newsletter
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