Center >> E-Newsletters
Tips From the Front Lines
restraint on your Web site and focus on time spent versus page views.
Microsites bolster trade shows. Product development via e-newsletters.
from AICPA Custom Media Solutions
Effective B2B Sites Show Off Content, Not
With more and more CFOs signing off on marketing
expenditures, ROI has never been more important for your Web site.
The smart money says compelling content, not dazzling graphics,
will attract and retain the right kind of customers, especially
Energy Store’s Web site was recently cited by Internet
Marketing Report as one that showed design restrain to make
its content really shine through.
Visitors are steered to the content, not the Web
page and background, itself via:
- Free floating, less boxed-in layout
- Strong color and effects that draw attention
to the content
- Center-aligned content giving it an up-front,
- Plenty of white space
- Oversize text used very sparingly
Take a moment to check out www.altenergystore.com
and see how you stack up.
Spent Trumps Page Views As Primary Site Metric
Online audience standard bearer, Nielsen NetRatings,
recently discontinued inclusion of page views as its primary metric
for comparing Web sites and started using “total time spent”
by users of a site. That’s good news for more online marketers
and content shapers as it will more accurately reflect and reward
visitor engagement levels with site content rather than merely taking
Experts expect the change to lower the rankings
of sites like Google, where users are primarily searching and help
many B2B sites and video sites like YouTube where users spend more
time browsing and engaging.
Microsites Help Build on Success of Trade
Trade shows continue to do well (see related article
in today’s issue). Not only has trade show revenue surpassed
print advertising revenue in the B2B sector, but trade show revenue
is up over five percent this year and attendance is up three percent
BtoB Online recommends building on that success
by setting up microsites separate from your company’s Web
site. Design it specifically to convert all the contacts you made
at recent trade shows. You don’t need to go crazy touting
all your company’s products and services on the microsite.
Just focus on furthering your dialog with prospects who are “in-market”
and truly interested in your presence at the show.
E-zines Can Help You Discover, Test New
For B2B marketers, electronic newsletters can generate
mountains of useful data on customer preferences and reading habits.
Not only do e-newsletters help you stay at the top of the mind with
our customers and prospects, they can help you come up with new
By checking your click-stat reports for the most
popular article headlines.
Gather your most popular headlines and see if any
topic seem to keep bubbling to the list. Get a sense of whether
the most popular headlines are strategies, how-tos, personality
profiles, industry trends. According to Internet Marketing Report,
you can also take popular headlines and turn them into audio conferences
that prospects will pay to hear. Use the audio conferences to cross-promote
you products, services, trade show appearances and of course, your