Find out who your website visitors are, and what they're thinking
By: Roger C. Parker
Design to Sell Online
Guerrilla Marketers are proud of their ability to use creativity and highly efficient marketing tools to attract new business and build lasting relationships with previous buyers. Guerrilla Marketing is a term used around the world to describe creative marketing on a budget. The term was first used by Jay Conrad Levinson over 20 years ago, and refers to the world's best-selling marketing book series.
Here's how you can use assessments as a Guerrilla Marketing tool to attract new clients and increase the size of your opt-in e-mail list
Assessments are challenging traditional website registration incentives, such as e-books, special reports, and tip sheets.
Why assessments?
And how do they work?
Assessments are questionnaires visitors fill out on your website.
Instead of immediately providing scores on your site, however, autoresponders deliver scores by return e-mail.
Assessments are easier to create than e-books and reports. More important, you'll learn more about who's signing up for your incentive than just their e-mail address. This permits you to profile specific prospects, so you can fine-tune your later follow-up to their specific needs, when appropriate.
Instead of immediately providing scores on your site, however, autoresponders deliver scores by return e-mail.
Assessments are easier to create than e-books and reports. More important, you'll learn more about who's signing up for your incentive than just their e-mail address. This permits you to profile specific prospects, so you can fine-tune your later follow-up to their specific needs, when appropriate.
What are some of the things you can learn?
Assessments are an easy way to "get inside your prospect's head"
You can create assessments to learn whatever you want to know, at any point in a prospect's relationship with you.
Examples include:
* Frustrations and goals. What problems are keeping your prospects up at night? What are their most important goals?
* Knowledge and experience. Find out how much prospects already know, and other solutions they may have tried.
* Teleseminar content. Find out which topics are important to your market.
* Compatibility. Assessments help coaches and consultants avoid potentially problem clients.
* Progress and satisfaction. Use assessments to measure progress and satisfaction after delivering teleseminars, coaching sessions, or selling an audio or an e-book. Assessments are great testimonial gathering tools.
* Concerns and objections. What's keeping your market from buying? Objections are often the result of miscommunication or insufficient communication.
Used for this purpose, assessments help you clarify misunderstandings and create clearer marketing messages in the future.
Examples include:
* Frustrations and goals. What problems are keeping your prospects up at night? What are their most important goals?
* Knowledge and experience. Find out how much prospects already know, and other solutions they may have tried.
* Teleseminar content. Find out which topics are important to your market.
* Compatibility. Assessments help coaches and consultants avoid potentially problem clients.
* Progress and satisfaction. Use assessments to measure progress and satisfaction after delivering teleseminars, coaching sessions, or selling an audio or an e-book. Assessments are great testimonial gathering tools.
* Concerns and objections. What's keeping your market from buying? Objections are often the result of miscommunication or insufficient communication.
Used for this purpose, assessments help you clarify misunderstandings and create clearer marketing messages in the future.
How do you create an assessment?
Wizards guide you through the process
The best way is to use the tools at web sites like www.assessmentgenerator.com, that specialize in them.
Assessment Generator, for example, offers numerous resources--including sample assessments--to help you choose the right type of assessments and ask the right questions.
Best of all, you can sign-up for a 30-day free trial.
Assessment Generator, for example, offers numerous resources--including sample assessments--to help you choose the right type of assessments and ask the right questions.
Best of all, you can sign-up for a 30-day free trial.
Where do assessments appear?
2 choices
You can host the assessment on your website, or you can host it elsewhere.
Most assessments are added to a website, like the reader assessments following each chapter at Design to Sell Online. In this case, after creating the assessment online at www.assessmentgenerator.com, you copy and paste the HTML code into a page of your website.
If you're going to e-mail your assessment, however, it can be hosted at www.assessmentgenerator.com, and linked to an e-mail you send inviting recipients to fill out the assessment.
Most assessments are added to a website, like the reader assessments following each chapter at Design to Sell Online. In this case, after creating the assessment online at www.assessmentgenerator.com, you copy and paste the HTML code into a page of your website.
If you're going to e-mail your assessment, however, it can be hosted at www.assessmentgenerator.com, and linked to an e-mail you send inviting recipients to fill out the assessment.
How are assessments scored?
Some formats generate scores
Scoring is automatic. You can assign rankings to scores that fall within pre-determined ranges, i.e., Needs Improvement, Average, Outstanding, etc.
Results are instanteously delivered via an e-mail autoresponder.
Best of all, you can include a PDF interpreting the scores and explaining the meaning of different responses.
You also receive a copy of the e-mail, which you can follow-up as desired.
Results are instanteously delivered via an e-mail autoresponder.
Best of all, you can include a PDF interpreting the scores and explaining the meaning of different responses.
You also receive a copy of the e-mail, which you can follow-up as desired.
Step 1: Choose a format
Choose a single format, or include different types of questions
The first two options score themselves:
* 1-5 scale. Use this format to ask website visitors to rate their levels of agreement or disagreement with statements.
* Checkbox. Checkboxes permit visitors to select from the options provided.
* Narrative. You can also invite visitors to respond in their own words, providing as much information as desired.
* True or false. This is an easy to find out how much site visitors already know.
* Multiple choice. These help identify goals, objections, obstacles, or desired features.
* Mixed. You can also combine formats.
* 1-5 scale. Use this format to ask website visitors to rate their levels of agreement or disagreement with statements.
* Checkbox. Checkboxes permit visitors to select from the options provided.
* Narrative. You can also invite visitors to respond in their own words, providing as much information as desired.
* True or false. This is an easy to find out how much site visitors already know.
* Multiple choice. These help identify goals, objections, obstacles, or desired features.
* Mixed. You can also combine formats.
Step 2: Create the questions
Base your questions your marketing goals.
Start by listing the desired end result-the specific information you want to obtain or points you want to emphasize.
Create and fine-tune your questions offline, using a word processor. This makes them easier to edit and organize in the right order.
Then, copy and paste your questions into the forms located at www.assessmentgenerator.com.
Create and fine-tune your questions offline, using a word processor. This makes them easier to edit and organize in the right order.
Then, copy and paste your questions into the forms located at www.assessmentgenerator.com.
Tips and follow-up
How to make the most of your assessments
Here are some proven ideas:
* Deliver scorecards and scoring sheets via e-mail. Avoiding delivering scores on your web site. This eliminates your chance to obtain your prospect's e-mail address.
* Always save your assessments as you prepare them, so you can modify and re-post them as you fine-tune them.
* Send personal assessment comments, or offer brief telephone consultations, to prospects who best fit your client profile.
* Consider offering an appropriate mini-course to prospects taking assessments. A mini-course can be as simple as four or five "lessons" delivered sent by autoresponder.
* Deliver scorecards and scoring sheets via e-mail. Avoiding delivering scores on your web site. This eliminates your chance to obtain your prospect's e-mail address.
* Always save your assessments as you prepare them, so you can modify and re-post them as you fine-tune them.
* Send personal assessment comments, or offer brief telephone consultations, to prospects who best fit your client profile.
* Consider offering an appropriate mini-course to prospects taking assessments. A mini-course can be as simple as four or five "lessons" delivered sent by autoresponder.
Conclusion
Assessments are just one of the many low-cost Internet marketing tools that can deliver big results on a small budget.Knowing what your website visitors are thinking before you have that all-important first conversation with them helps you identify their areas of interest and makes it easy to focus on their major areas of concern.
Once again, Guerrilla Marketing success is not based on big budgets, but on consistently and efficiently taking advantage of low cost marketing opportunities.
You can also try out assessments for yourself at http://www.DesigntoSellOnline.com/assessments.cfm.
My latest book, Design to Sell, describes how to plan, write, and design publications like e-books, newsletters, and tip sheets that you send to those who fill out your e-mailed or online assessments. Download 2 free chapters at www.designtosellonline.com.
Resources
Online sources of design, marketing, and assessment information
Information for planning and implementing an assessment program for e-mail and your website.
Create Online Assessments
Build your own custom online assessments, with aut more...0 points
Download 2 chapters of my latest book Design to Sell
Discover how design can give you a visual edge of more...0 points
Sign up for my free Design to Sell newsletter
Receive concise, helpful design and marketing idea more...0 points
Order Design to Sell today
Recommended by Dr. Ralph Wilson, www.wilsonweb.com more...0 points
Roger C. Parker's Design to Sell blog
Tips for planning, writing, and designing effective small business marketing materials
Graphic design and desktop publishing tips, creativity and productivity tips, recommended design and marketing books, perspectives on current issues.
Fetching RSS feed... please stand byRoger C. Parker's Events blog
Information about past, present, and future upcoming teleseminars, webinars, and marketing events
Weekly interviews with marketing experts like Jay Conrad Levinson, Doug Hall, Harry Beckwith; copywriters like Bob Bly and David Garfinkel; best-selling authors and publishing experts like Brian Jud, Kathi Dunn, and Judith Applebaum; web experts like Tim Kerber, Alex Mandossian, Ryan Lee, Kevin McCarthy, and Rok Hrastnik.
Fetching RSS feed... please stand by
