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DP Ball Advertising
A Message From Dan
Representation
Contact Us
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Importance of
Internet Marketing |
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Of consumers who made a purchase in the last month,
48% said the Internet drove initial awareness, 57%
said they learned more using the Internet, 55% used
the Internet to decide where to buy, and 56% made
the final purchase decision using the Internet.
Horan concluded, "As consumers work their way
through the purchase process, the Internet is far
and away the most important media they use... "
Details of the Frames of Reference study are
being presented on the OPA's annual, eight-city Eyes
on the Internet Tour. A copy of the final report
will be posted on the OPA website (www.online-publishers.org)
at the end of the Tour |
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| Hot
Topic |
The Web industry
scoffed when Jake Winebaum and Sky Dayton bought the domain
Business.com for $7.5 million in 1999. At that time, the
purchase set a record as the highest amount paid for an
established domain name. But, who's laughing now?
The pair turned Business.com into a Web portal that receives
conversion fees for sending traffic to sites selling real
products and services. Now the duo are ready to sell, and
sources say Business.com could fetch upward of $300 million.
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Optimize your website |
| Four out of every
five Internet users say they use a search engine daily.
Additionally, 80% of all surfers say they stop looking for a
site after 30 results.
The higher your site is positioned within
a search engine or directory, the more traffic your site
will receive. Optimizing your site and strategically
submitting is a measurable/traceable method of attracting
self-qualified customers. |
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Consider your website goals |
"The goal is to
develop a consistent identity, satisfied customers and
increased sales, not just a web presence. If the website
cannot provide your customer service reps with an avenue to
maintain relations, your sales staff with a tool to increase
sales, and your customer an avenue to interact with you then
it is not doing it's job. It has to look good, offer quick
navigation, incentives to use your services, and reasons to
return . . . In other words, it has to function; It has to
have a purpose; It has to have content."
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Your Website Should be a Tool Used to Compliment and
Enhance Your Existing Advertising and Marketing
Schedule. It Should Also be Used to Bring in New
Business and
Keep in Touch with Current Customers.
Sending the right message and eliciting a response from
your potential customer is what advertising is all
about. Identifying the need of your visitor and
developing the tools to meet that need are not new
concepts. The message remains the same.
Internet advertising is
one more media tool for
marketing your product and sharpening your image. And,
just like any tool, quality counts, maintenance is
essential, and you absolutely never get more than you pay for . .
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The same proven methods used in your traditional
advertising will work on your website. This is not just
a space to let people know you exist, or even show them
your extensive product line-up. This is an advertising
medium. Without the appropriate message you will not
convert your visitor into a customer. In one word:
ADVERTISE!
" the study looked at the
purchase process. . . it is truly stunning to see that
the Internet is
leading every other media by at least 50%."
OPA Study --
read more
Increase sales by building your
website for optimization in the search engines.
Developing a website with the right message is now just
half of the battle. In order for your message to do the
job effectively, it must be read by an interested
consumer. Drive traffic to
your website by effectively and completely optimizing it
within current search engine guidelines, and utilizing
SEO strategies that move you up in the ranking for more
exposure.
Remember: The internet is a global marketplace, but most
of the commerce is within the buyers local business
community. Tap your region with your advertising.
Optimize your
site with appropriate coding, graphic
treatments, keyword strategies, metatag strategies and
external linking strategies. Develop sitemaps and make
your site content rich. But, don't use SEO blackhat
techniques that can get your site removed from the
search engine indexes, such as keyword stuffing, links
to 'bad neighborhoods', doorway pages, link farms, etc.
Tread carefully. If you are unsure, you need to hire a
professional.
Read
More Information About Search Engine Optimization in our
Spring Newsletter
At DP Ball Advertising we are in a
unique position to create your website
or optimize your existing one.
Developing RV advertising since the mid 80's and
websites since the internet's infancy we added it to our
list of useful media for RV advertising. We continued to
develop aggressive messages that brought immediate
results with our direct mail, radio, television,
billboard, newspaper, magazine and trade journal
advertising. We have developed relationships with RV
manufacturing marketing departments, RV publications, RV
vendors and suppliers and met with dozens of people
within the industry over the years.
Some simple things to think about when evaluating your
website
Overall Look
Your visitor makes his/her assessment of your website
within seconds of entering it for the first time. All
flash and no substance doesn't cut it - your site must
have a highly professional appearance. Search
engines don't read graphics or flash animation so if you
choose to use these, your web
developer must know how to ad alternate text to graphics and
optimize flash by using additional text as well.
Most
people avoid pop-up boxes, and skip long Flash intros.
Pop-ups are associated with spyware, viruses, adware and
the like. Avoid them. Flash requires more memory and can
take a long time to download. On a dial-up connection,
people generally won't wait or they will skip over it.
Video is hot, and people wait for it these days. If you
choose to use video, use it in a way that the user has a
choice in the matter. Don't create a video intro. That
is certain death for a website. Go for clean,
simple, and attractive. Under whelm your visitor.
Home Page
Your home page must convey your main message concisely.
Think billboard. Say what you want to convey right up
front - simply, clearly, and immediately.
Message
It is hard work getting visitors to your site. Give them
a reason to stay. What is your offer? Where is their
incentive to act? Exactly to whom is it directed? What
makes your site better than others like it? What is in
it for me if I stick around? There is a common term
being bantered about called funneling.
You must create
your message to direct your visitor to the place within
your website where something will happen. The call to
action takes place and the visitor responds and becomes
a customer. Conversion. No pointed, strong, benefit rich
message and no offer mean no conversion. At DP Ball
Advertising this direct response advertising is our
specialty.
Layout
Is your layout appealing? Is your layout the best
possible one for the contents of your site? Keep it
simple. Keep it clean. Appealing to the eye. Comfortable
to stay and visit a while.
Logical
Is your site designed in a logical manner? Would I
be able to understand what you want me to do when I
visit...even though you haven't been able to brief me in
advance? Is the progression through your site logical or
will I get confused, discouraged or lost? Ease of
navigation and quick loading pages are number one on the
list when it comes to visiting. Make sure you can
accommodate your visitor without ruffling any feathers.
Content
Provide what your visitor is looking for. They came
for information. Don't disappoint them.
Contact
Provide your visitor with a means to contact you,
ask for a quote, request a brochure. Interact with them,
collect their information while assuring them you won't
sell it to a third party, and you are well on your way
to developing a relationship.
Our 22 years of experience in developing effective RV
advertising, and our ability to design websites which
appeal to the RVing community enables us utilize those
sites for advertising development. With our thorough
understanding of the nuts and bolts of search engine
optimization we can also direct traffic to your site and
convert them to customers.
We
also can improve existing RV dealership websites to
perform well within the searches that users from RVing
community enter. We can improve your ranking in all of
the major search engines.
Now... we are not saying there is a magic formula to do
all of that. But there are formulas that search engines
use, and we understand them. We are saying that there is
hard work that needs to be done, but it is well worth
the effort. Development of content, public relations,
articles, and more is absolutely within our wheelhouse.
Our understanding of the RV industry is thorough and
intimate. We dare say, we are absolutely unique within
the industry and invite you to utilize our services to
your advantage.
Read
More Information About Search Engine Optimization in our
Spring Newsletter
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Contact DP Ball Advertising
to Discuss Your Website Development
CALL TODAY: 888-273-7763
or
email Dan Ball
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| Jeff Plemmons, owner of
RV Superstore of
Mocksville in North Carolina |
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I've been working with Dan
Ball for several years with positive
results. I like the fact that he specializes
in RV Dealership advertising and knows the
industry well. He has a handle on just what
it takes to increase customer response and
the results are always increased sales. It's
as simple as that. Why would I go anywhere
else? I look forward to continuing my
relationship with DP Ball Advertising for
many years to come.
From developing advertising concepts and
overseeing production and placement of
radio, TV, newspaper and trade journal
advertising to development of our website,
they have helped position us where we need
to be in our market.
They designed our logo, signage, banners,
license plates, unit stickers, stationery,
and business cards. When I participate in
shows I know that DP Ball Advertising will
develop our materials and help us stand out
from the crowd.
DP Ball is an advertising agency, not a
production house, and are able to develop
advertising concepts that draw customers to
my dealership, using strong messages along
with offers, incentives and successful calls
to action.
DP Ball Advertising has also succeeded in
positioning our website very well within the
search engine results pages. We currently
rank on page one of Google for all of our
products and services. Nearly 20% of our
sales come from internet contact.
I call the advertising that Dan Ball does,
recession proof. The results that he is
providing for us are excellent. I wouldn’t
consider marketing my business without the
help of DP Ball Advertising.
Sincerely,
Jeff Plemmons
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Read more of what RV Dealers are saying
about working with DP Ball Advertising.
Jeff
Plemmons of RV Superstore of Mocksville,
Mocksville, NC
John
Farber of Farber RV Superstore,
Columbus, OH
Dave
Kobos of Apalachee RV Center,
Leland
Waggoner of Chilhowee RV Center,
Knoxville, TN
Brad Scott
of Scott Motor
Coach, Lakeland, NJ
Darren Young of Bluenose RV, Nova Scotia
Barry Brown and Shirley
Brown of Browns RV Superstore, McBee, SC |
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Internet & the
purchase process |
Online Publishing
Association (OPA) Has Released the First Portion of Their
Online Advertising Study
excerpt . . .
Internet & The Purchase Process
The study looked at the purchase process, and the results
underscored the dominant role of the Internet in every
stage. Of consumers who made a purchase in the last month,
48% said the Internet drove initial awareness, 57% said they
learned more using the Internet, 55% used the Internet to
decide where to buy, and 56% made the final purchase
decision using the Internet. Word of Mouth, which also has
strong Web components, was second in importance -- however
the Internet outpaced all others by at least 50%.
Horan said, "As consumers work their way
through the purchase process, the Internet is far and away
the most important media they use. With consumers buying
everything from groceries to cars online, the Internet's
importance may seem obvious. But it is truly stunning to see
that the Internet is leading every other media by at least
50%."
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