Tap International Markets

As we enter into the second decade of the 21st Century it is more and more apparent that we are living in an ever-shrinking world! The people at Pathmaker Marketing are not only aware of this, but, rather, they stand ready to help you and your company compete in an ever expanding arena where English is not the only language spoken. As a result, Pathmaker Marketing is always looking forward to helping you accept the challenge of Internationalization!!
At one point in time, Internationalization meant that a company would be reaching out and expanding into other nations around the world. Today, however, the nations have come to us. The number of ethnicities that surround us is remarkable and, as astute business people, we need to do all that we possibly can to tap into these most viable markets.
How, exactly, can Pathmaker Marketing help you do this? First, they can assist you in doing a survey regarding the number of possible ethnic markets that you are currently missing out on! Once accomplished, the next step will be to help you consider to be the major aspects of Internet and Social Network Marketing!
The key to this program will, of course, be the utilization to put virtually all of these Marketing Programs into a myriad of languages. To show the extent of what can be accomplished, please take time to visit one of Pathmaker Marketing’s most recently completed projects, a 3D Virtual Tour of the Tenboom Museum in Haarlem, Holland at www.tenboom.com. Due to the extensive worldwide interest in this particular topic, the client’s goal was to have it presented in twenty different languages.
Think of how wonderful it would be if prospective clients could go to your Website and click on a tab that would allow them to read it in their native tongue - - Español, Deutsch, Francais or whatever! Rather than struggling trying to decide what, exactly, you have to offer that they may need, you can imagine their thrill in being able to do their research so much more readily and easily.
In regard to Keyword Research, you will be opening up a whole new world of obtaining Winnable Keywords for Page Ranking with Google, Yahoo, Bing and other Search Engines This, in itself, might open the doors to actually doing business overseas, to say nothing of serving the prospective clients in your own community!
Building on the concept of Keywords and Winnable Terms, imagine how beneficial it would be to have your Blog Posts be in more than one language! As your knowledge is shared in multiple languages, your stature as an expert will build exponentially and there is no telling what heights that can lead you and your company to!
As you increase the number of languages you are offering your services and products in, you increase the number of Websites and Directories that you can be Linked to. Whether you strive for Unilateral or Reciprocal Links, additional links will give you additional opportunities.
As Social Networking continues to be the rave, imagine how many more “friends” you can have, and how many more people you could “tweet” if your postings and twitters were multi-lingual. A wonderfully simple way to expand your number of contacts, with the help of Pathmaker Marketing your Networking efforts can become even more profitable!
One of the areas we have been particularly successful in is assisting clients with instituting and conducting Contests and Sweepstakes. By conducting your contests in more than one language, you have positive testimonials that are not limited to only those individuals who can speak and read English.
Finally, imagine the positive affects of being able to produce a monthly E-Newsletter that could be distributed in multiple languages! Again, whether you want to Market around the world or just in your own community, the ability to do so in more than one language can be a tremendous boon to your business!
To learn how, exactly, you and your Company can benefit from an Internationalization Program you need to contact Pathmaker Marketing to schedule a private phone conversation with CEO Randall Mains as quickly as possible. After all, you want to reach everyone in your community!

Develop Email Fundraising

by Randall Mains
The primary goal of your email fundraising is to raise gifts or sell products, not deliver ministry (that’s what your e-newsletter does). E-fundraising is an entire course in itself that fundraising professionals like Pathmaker Marketing teach, but when done effectively, it can become an monthly income-producing channel for your ministry that might even rival your direct mail and telephone fundraising efforts.
But you’re not ready to do e-appeals until you’ve properly introduced your newfound friends to your ministry. Once they know who you are and what you stand for, then you can begin implementing fundraising for nonprofits and begin requesting their support for your worthy causes.
In general, the basic components of any email solicitation include your Subject Line, your message in HTML and/or text, and your Landing Page.
The primary goal of your Subject Line is to get your emails opened. The primary goal of your email is to get click-through traffic to your Landing Page. And the primary goal of your Landing Page is to get conversions on your offer (i.e., gifts or sales, leads, list signups, etc). Each component has a specific goal, but they must all work together harmoniously to produce effective results.
There are different schools of thought on basic email fundraising strategies like: short email to long landing page, or long email to short landing page, but to determine what works best with your constituents, you just need to test, test and continue testing.
In addition, there’s the landing page process of effective internet marketing, which brings to mind to importance of your understanding of landing page conversion protocol. This subject is a big one and we’re only touching its surface today, but to show you how advanced you can become in this arena, here’s a patented formula I use to improve landing page conversion:
Landing Page Conversion = 4m+3v+2(i-f)-2a
m= the user’s motivation; v= clarity of the value proposition; i=incentive to take action; f=friction elements of the process; a=anxiety about entering information. Proper use of this formula from the Marketing Experiments Corp. can significantly improve your landing page conversions.
The formula basically says that the greatest weight in the conversion process is given to the motivation of the donor to support your cause, followed by the strength of your value proposition, followed by your incentive less the friction of your checkout process, less the anxiety that the donor feels about doing business with you online.  Three factors can improve your conversion rates, while two factors can decrease them.
For more assistance with your email fundraising, contact Pathmaker Marketing 623-322-3334.

The "Musts" in Web Design

When it comes to web design there are several basic "Musts" that need to be kept in mind - the Do's and Don'ts, if you would, of website design. Here are a few points you will want to consider:

✔ Design - it isn't about you: You need to ensure that your site caters to what your visitors like, not you. With that thought in mind, there are numerous things to avoid, and your web designer should not only know what these are, but should stay away from them.

✔ Ease of Use - make it easy to find your content: Visitors need to be able to easily see what you have to offer and to be able to readily get to it. Make sure your site is easy to navigate around.

✔ Copywriting: Too little and your visitor leaves uninformed; too much and they leave bored.

✔ Interactivity: One of the cutting edge aspects of web design is providing the capability of "involving" your visitors. A good web design should create opportunities for visitor participation.

✔ Technology - use it to facilitate meaningful conversation: Use state-of-the-art technology to determine your visitor's likes and interests by the way they browse your site, thus allowing you to "cut to the chase" when you do follow up contacts.

✔ Content - make it useful: "Content is King!" might be an oversued expression but that doesn't make it false. Make sure your page contents are relevant to your visitors.

It would seem that the above is all you need to know about designing the perfect website. The reality is we have just barely scratched the surface! For more on web design, visit Pathmaker Marketing.

Your Website - An Important Business Investment

A website is one of the most important investment a business will ever make. When designed and managed correctly, it is a most cost-effective salesman and is also the marketing real estate visible throughout the world, benchmarked against the millions of other websites online, so it pays to make the right impression.

The most important factor in creating a good website is having good content. Plan its presentation well. Understand and respond to the needs of your two key audiences – your target market and the search engines. Bear this in mind when your design your site. Your web design should strike a balance between the technical and SEO functionality, design aesthetics, navigation and layout.

Web design is now an essential element of overall brand positioning strategies. Whether you are an online-only E-commerce business or an offline business using a website as a online marketing tool, your web design and content needs to accurately reflect your entire marketing strategy.

Good Web Design Principle #5: Fine-tune Your Image

Have you ever had friends who never seem to change, never seem to rise above themselves, never seem to grow, never improve? Quality improvements and dynamic enhancements will always out-trump maintaining the status quo, particularly online. It was mentioned in an earlier that you should regularly change your site. You should update your site frequently (weekly or even daily) but no less than monthly, and you should consider a new web design annually. You need to remember that the Internet is a dynamic place. You need to constantly update your site.

Consider updating your site with articles, blogs, communities, and other ways for your constituents to interact with you. Maintaining the status quo will give you a headache, as will updates for the sake of updates. Remember your strategy and objectives and put all updates through a litmus test of whether or not they achieve the objectives or fit squarely into the strategy.

Good Web Design Principle #4: A Hard Working Site

Developing a hard-working site avoids the problems that occur when your website is all looks but no brains.

I don’t know what your dating career was like – or is like – but did you ever go out with someone who was a knockout in appearance, but 15 minutes later you discovered his or her vocabulary was limited to grunts and giggles? Many websites are like that too – all looks but no brains. And that’s a major headache! Here are some practical web design suggestions for creating a hard-working website.

• Develop an incentive based opt-in landing page to encourage people to sign up for your e-newsletter.For example, a well designed website will take into account the critical functionality required by your original objectives. It’s not just about looks, but about smarts as well. This refers in part to how well your site converts your visitors into useable assets, such as list, leads, gifts or sales. These are the names and addresses, both email and snail mail, of people who want to hear from you, or buy your products or support your ministry through gifts. If you send emails to people who don’t want to hear from you, you’ve got big headaches in store for yourself. So ideally, everyone you deal with is someone who has opted-in to receiving something from you online: your e-newsletter, your free information, your products, etc.
• Develop an electronic welcome series via an auto-responder email system that immediately sends your lead the information they requested. If your site is intended to generate leads, does it fully function in that capacity? If it does, it will allow people to interact with you by signing up for a newsletter or something else of value to them (not to you, to them). Your well-designed site will have easy-to-use pages that allow people to give you their contact information. These pages will do a good job of convincing the reader to give you that information. Follow up this email reply with a packet of information dropped in the mail. Have someone make a telephone follow-up call as the last part of an efficient lead follow up system.
• Have your critical info appear above the fold so readers don’t have to scroll down to find them. Create a good database for holding these names and critical information about them – typically called “the back end.” And one of the most important and most overlooked aspects of generating leads is having a way for people to tell others about your site: add Tell a Friend functionality. If the object of your site is to sell products, is your ecommerce easy to use and fully functional? Make sure all products have a photo and one sentence description. Make sure you have a good shopping cart system, and test it often to ensure that nothing has broken – so you lower shopping cart abandonment rates. If your site is designed to generate memberships, does it accomplish that purpose well? It’s similar to name generation in terms of the need to convince people to fill out a form, but your site needs to have a community feel if you want people to become members. Even though it would be nice to believe people will automatically want to interact with you because of your wonderful products, services or outreach, they won’t. They need to know what’s in it for them, and it has to be easy and fun for them to come back to your site.
• Make sure your web design allows for an interactive way for people to communicate with you. A church or ministry might want to install a Prayer Wall onto your site that your members can update with prayer requests for various issues of the day or items specific to your ministry. Let the content be uploaded automatically but monitor it in case you need to remove anything inappropriate.

Good Web Design Principle #3: An Attractive Appearance

This is the original blind date fear — What’s this person going to look like? They might sound good on the phone but it’s a different story, if in person, looked like they just crawled out of a vacuum cleaner!

First impressions count for a lot, and a website that looks unprofessional is a tough headache to overcome. It reflects poorly on your entire organization.

By contrast, coordinating the important web design puzzle pieces like Site Copy (or text), Graphics, Navigation, and Organization, you can create an appearance that is both attractive and memorable.

Great example: www.gmtiinfo.com

• Be careful to balance all your site ingredients.Too much of any one thing can be bad, plus overuse of graphics, bells and whistles can cause your site to load slowly if they aren’t optimized and coded appropriately.
• Make sure your site loads quickly. A good rule of thumb to follow is that you have 3 seconds or less to get a visitor’s attention. If the site takes too long to load, they’ll move on and miss your message.
• Stick with what works rather than reinventing the wheel. Major companies do research all the time on how people read web pages, how they go through the checkout process, how they use site navigation, and so on. You can benefit from this research without having to repeat it yourself. Preview what works for the major players like amazon.com, Google, Yahoo and others. One example of this simple principle is that people expect the main site navigation – or links to the other major sections of the site – to be located on the left side vertically, or across the top horizontally. Stick with one of these two approaches to site navigation, and visitors will find it easier to interact with your site.
• Keep colors to 2-3 complimentary choices. Too many colors look tacky, and too few look unprofessional. Choose an appealing color palette and use shades of it to create the appearance of more colors and to keep colors from clashing.
• Choose fonts carefully. There is only a limited range of fonts that will display online (in text) anyway, so stick with the basic fonts that work like Ariel, Verdana, Courier, Times New Roman, Geneva and Georgia.
• Plan for growth and avoid complexity. If your homepage is over designed, you won’t have any place to put important updates – and you should update your homepage regularly if you want people coming back. So, don’t get boxed in to restrictive designs, nor develop endless sub-page designs.
• Begin with a clean, professional design for your home page and develop 3-4 sub-page variations that flow from the home page design. A relatively small amount of investment in this area can give you an enormous lift in appearance and professionalism.
• Stay relevant. Make sure your text and images work together to tell your story succinctly and provide relevance to your reader. Have a reason for all images, and make sure they communicate your message whether they are looked at with or without the text. Same with the text – make sure it tells the same story as the images. Don’t use irrelevant images nor write irrelevant copy. You need both to be in harmony with one another to convey your most central messages.

Developing an attractive appearance overcomes the “Not much to look at” criticism in web design.