M a r k e t i n g t i p
Driving web searchers to your site...for free
Generating inexpensive traffic to your Web site is possible. It requires little or no understanding of Web technology and should take you only a few minutes. So why doesn't every lease broker do it? Because very few of them know what you are about to learn.
Search engines still behave in the same fundamental ways as they did ten years ago. Users input keywords, and the search engine shows Web pages sorted by relevance and quality of the site. While the algorithms and formats evolve, the basic principles remain true and probably will not change for some time.
By tapping into the power of search engines, you can use them to drive traffic to your site. Many marketers use paid keyword advertising, which by all measures is a sound tactic for lease brokers. But paid ads are far from the only method of generating traffic. Relying solely or mostly on paid ads is like driving your car down your driveway to your mailbox: just because new tools are available does not mean you should altogether abandon the tools used previously. Cars are great for trips that are too long to walk, but it doesn't mean you should never walk.
Before the saturation of paid online advertising, companies focused on building a reputation about their products and services so that prospects would find them. That approach works even better in the online age.
Welcome to the rebirth of the press release. For the purposes of this discussion, forget that news is ever printed on paper. This has nothing to do with your local gazette or the New York Times. This is about driving qualified Internet searchers to your Web site.
We have written before in Broker Program Updates about how to write a press release and how to use press releases to attract searchers. Be sure your headline captures what search engine users are looking for, not just what you are promoting. Think about what your prospects are searching for and include elements of that in your press release. Lace your press release with relevant keywords and phrases, and of course, link to the the page on your site that is the most logical next step for the prospect.
Distributing your releases is the last piece of the puzzle. By taking advantage of the numerous free distribution channels for press releases, you extend your reach in search results. When you post your releases on these sites, you are building content on sites other than your own that shows up in search results and increases the quality score of your own site by increasing the links into your site. Searchers will find the press releases that have become online articles with links back to your site. Meanwhile, your site's own search engine ranking will improve.
Here are several of the most popular free sites for distributing press releases (most also have paid premium services):
These sites offer directories of dozens more free press release distribution sites:
So what are you waiting for? Build a couple press releases and start posting them for free. They will begin to show up in search results within hours and drive traffic to your Web site - for free!
Want more marketing tips? See more.
S a m p l e d e a l o f t h e w e e k
Skid steer financed for challenged credit and new business requires only one payment up-front
Challenged-credit guarantors and start-up business are difficult to fund - especially if you have both in the same deal! Instead of high down payments and cross-collateralization, look to Trucks at Hand and SunBridge Capital for the best deal. The sample transaction below booked two days ago. While 60 month terms are available on every unit in inventory, in this instance the customer preferred a short term length in order to complete the lease as quickly as possible:
Average Trans Union FICO: 614
Verified time-in-business: 1.8 years
Asset: 2005 Fecon skid steer
Amount financed: $74,000
Information needed for credit decision: online application
Monthly payment: $3,138 for 36 months
Due before funding: $3,398 (no capital cost reduction)
Requested broker commission: 10 points = $7,400
Funding status: Booked
More information on SunBridge Capital's credit programs.
Want more sample structures? See more.
S t a t e o f t h e i n d u s t r y
How important is Web site traffic to your business' marketing and sales efforts?
Vote now to see how you compare to your peers.
(If you are one of the first respondents, check back later to see more developed results. All responses are anonymous.)
P r o g r a m a d v a n t a g e
Trucks at Hand promotion extended through November: deferred payments and gift cards
On top of the opportunity to earn ten points on every approval with just one payment due from the customer before funding, brokers and lessee received thousands of dollars extra in October. The special promotion from Trucks at Hand and SunBridge Capital offers deferred payments, a $600 gift card for the lessee and a $600 gift card for you on select units in inventory.
Don't miss out on this opportunity to put more in your pocket just when you need it the most!
For more information on the promotion and a list of assets eligible for the special incentives, visit...
www.SunBridgeCapital.com/promotions/fall-2008.html
