Though web-based marketing is actually another subject matter, utilizing a website to enhance response to your direct mail is essential.  Pick up any newspaper today, and you will be hard-pressed not to find some articles discussing the Internet, the World Wide Web, and the tremendous profit potential for businesses to market their products at a fraction of the cost of traditional advertising channels. 

For independent brokers and consultants, it is not whether you should market on the Internet but how.  Today, thousands of “cybermalls” are appearing everywhere on the Internet, selling everything from computer hardware to automobiles.  The reason for this is that internet marketing utilizes one of the most productive marketing methods to the extreme…. Networking!

Marketing on the Internet provides your consulting/brokering business with media capable of reaching over 4.5 billion users worldwide for a bargain flat fee of $10 or $20 dollars a month, broadcasting your message to suspects and prospective clients whenever you desire.  As with other methods of direct marketing, a soft offer or FREE giveaway is essential to its success.  Email marketing and internet advertising should always direct recipients to your company website through hyperlinks where the FREE offer can be easily accessed and downloaded.

Why You Should Use the Internet For Your Business

When looking at various web pages in your browser, you will notice some fascinating pages and others bland or boring. Many times, this has to do with the purpose of the website and its use.  Web pages can be used for:

• Demographics gathering
• Obtaining information
• Advertising
• Sales
• Customer support

Web Sites, Direct Mail, and Lead Generation

Your company website is an indispensable component in lead generation.  This is especially true for those brokers and consultants entering the industry on a part-time basis and depending heavily on direct mail marketing to locate their first clients.  The importance of web-based marketing is growing.  Recent studies indicate that over 75 percent of business owners now find service providers (including consultants) by using the Web.  Whet your prospect’s appetite with a great direct mail cover letter and brochure, but send him to your web site for additional in-depth information on the benefits of asset-based lending, factoring and other forms of alternative commercial finance.

Always include your web address in the body of your cover letters, on direct mail replay cards, and as an alternative method of subscription to your offers.  In addition to providing a medium for visual support, websites can offer the prospect an option for a quick response by completing an online request form.  For even faster response times, you can include a provision in your website for immediate download of white

papers, case studies, and small booklets using PDF format, thus completely eliminating the necessity of your prospect completing a reply card and mailing it.

Incorporating Web Site Form Fields

Your company website should contain multiple form fields for prospects and visitors to:

• request a current FREE offer.
• request additional information on a topic.
• subscribe to your monthly newsletter.
• request an appointment or have you call.
• Email for answers to questions.

Before you launch any direct mail campaigns, send yourself several test replies from the various form fields of your website to make certain that they are functional and operating correctly.  Proofread the card and see that the URL (web address) you provided in your direct mail package is correct.  Check to see that all reply cards or information reference the prospect’s ability to respond to your offer immediately via your website.

Web Sites Work Hand-in-Hand With Direct Mail  

Your company website should work hand-in-hand with your direct mail campaigns, supplementing the information contained in your direct mail package.  As mentioned, web sites are virtual billboards that can contain much more in-depth product information than you can possibly include in a cover letter or brochure.  You can easily promote your web site by including your web address:

• on your after-hours office answering system.
• on your business cards, letterhead, and brochures.
• in all classified and classified-display advertising.
• on all fax or e-fax communications.
• in messages left on your prospects’ answering machines.
• in targeted email marketing campaigns.
• on your company newsletter and related articles.

Websites also deliver a readily available source of support for your referral network as those you meet begin to direct business your way.  Though prospects may receive glowing reports from associates regarding your financing capabilities, many may be cautious shoppers and would prefer to find additional information prior to making a telephone call.  Professional-looking websites give you the ability to advertise at will, explaining all of your services and benefits for just pennies a day.