A reseller can build a strong hosting business by employing intelligent online tactics specifically designed to increase sales. These tactics include the integrated use of e-mail advertising, signatures, targeted mailings, banner ads, text-link advertisements and even contests. The use of online marketing tactics is utilized by most resellers due to its low-cost and high-level of response.
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According to a consumer study released by NFO Worldwide in 2000, most respondents are influenced by the Internet in general and e-mail in particular, when making purchase decisions concerning technology and telecommunication services. Online promotions generate three to fives times the consumer response rates of traditional promotions. By targeting those most likely to buy, online marketing tactics produce highly targeted prospects that result in an extremely high return on your advertising investment.
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Indeed, e-mail and newsgroup-based advertising is one of the most accessible, popular and cost-effective methods in use to promote a reseller business because it can reinforce key messages about your business, especially if the messages are factual and informative. E-mail and newsgroup postings are also important because it is an inexpensive way to build interactive, online relationships with potential clientele.
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Signatures embedded into your e-mail are essential because thy act as an electronic business card, which continually reinforces your brand. E-mail and newsgroup groups are extremely effective because of the scope of their audience and their longevity. Newsgroup postings are efficient because they are archived, and because literally thousands of potential consumers might read about your products and services if you post to an extremely active newsgroup.
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E-mail is also popular with resellers since many find that satisfied customers will actually forward your sales e-mails on to friends and acquaintances for referral. Targeted or direct mail campaigns are also popular, since they allow resellers to send marketing messages directly to individuals or businesses that have requested information about hosting services. Many targeted e-mail lists generally start from $150 to $250 for 1,000 e-mail addresses. Some marketing firms will allow direct rentals of e-mail lists.
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The important factor in direct mail campaigns is that they are opt-in. Only users interested in purchasing hosting services will be subscribed to such lists. Usually the best method of soliciting your services via an opt-in mailing list is by creating an informative newsletter that provides help tips about hosting general, and information about your services in particular. Newsletters are often forwarded to a wider audience, providing opportunities to resellers to widen their exposure. For this reason, it is often a good strategy to include a subscription option. Contests can also be integrated into newsletters to increase their appeal, establish a brand, build site traffic and obtain qualified leads.
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Contests can culminate into a large number of leads by providing an incentive to fill out a questionnaire that provides in-depth contact and marketing information. Potential clients should be offered the opportunity to win a free period of hosting or some other item of value. Such offers especially appeal to small business consumers, who will continue to monitor your corporate Web site or newsletter to determine whether they have won. More traditional methods of promotion include the use of banner ads and text-based advertisements on hosting-specific information sites.
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Pricing can vary widely, depending on the number of ad views for the market audience. As part of a banner or text-based advertising campaign, seasoned resellers offer incentives, which typically include waived set-up fees, an initial month free or a discounted rate. By leveraging a combination of these online tactics, many resellers can attest to bolstering their sales multiple-fold.
