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A good marketing strategy is never set in stone. In fact, in order to enjoy success, a marketer must constantly modify their strategy, changing ad copy, graphics, target audiences and types of media. There is no such thing as a perfect strategy, advertisements and promotion strategies can always be improved. Therefore, experimentation is absolutely crucial.
The first thing you need to do though, in order to be able to gauge the success of a new banner advertisement, or new ad copy from an ezine is to track your visitors. You need to know how many visitors you have and more importantly exactly where they are coming from. There are numerous CGI scripts that will do this for you and if you do not want to configure a script there are several web based services available. Extreme Tracker ( http://x8.extreme-dm.com/ )is a good one.
Now that you know where your visitors are coming from, you can gauge the success of any marketing plan. You should constantly be making small refinements to your advertisements. A good strategy is to use your standard advertisements 80% of the time, and use a refined advertisement the other 20% of the time. This way you can gauge whether the modifications were worthwhile, by comparing the response rates, without risking your whole marketing campaign. If after a certain period of time you decide that the new version is getting a higher response rate, then make this your new standard advertisement. Continue the experimentation though, by forming a new modified advertisement to test.
Changes to advertisements do not have to be large. Changing just a word or two can often make a big difference. For example, adding the word "FREE" to "Earn money" to make the phrase "Earn FREE money," could make a huge difference in sales. Modify ad copy with different phrases, adding power words, or even rearranging the order of words. Try testing different color backgrounds or foregrounds in banner advertisements. Bright colors such as neons are more noticeable and therefore will garner greater attention and consequently higher click through ratios. Try advertising in different ezines. Try targeting your banner ads or newsletter ads to slightly different demographic groups. Try charging slightly different prices. If your usual price is $10.00, try charging $9.95.
By constantly modifying your promotional strategy, it will always be improving, increasing response rates and consequently sales. So start modifying!
*Jeff Lee runs the Free Money Resource, ( http://go.to/earn-freemoney ), devoted to listing and reviewing FREE money opportunities on the web. He also runs the Web Promotion Resource, ( http://go.to/promotion-resource ), bringing you tips, tricks and online resources for web promotion. This article is free to be republished as long as this bio is reprinted.