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Revenue Reaping Resolutions
By Eric Rogell
Ring in 2003 with a commitment to a new business plan with focused objectives based on the fundamentals.
The year-end holiday madness has finally ended. Relatives retreated into their mini-vans and canary yellow Buick Centuries as soon as the last spoonfuls of plum pudding passed their lips. The "perfect" red sweater with dancing reindeer has been exchanged for a "Lord of the Rings: Special Extended Edition" DVD, and eggnog is once again rightfully relegated to the dark, hidden recesses of supermarket shelves.
Nothing left to do but strap on your party hat, grab a horn, and ring in 2003 with enough champagne to float Anna Nicole Smith…And make your New Year's resolutions.
I know. Every magazine you open this month has an article demanding you become a better person, along with a list of suggested resolutions you should adopt: "This year I will exercise more often." "This year I will spend more time with my family." "This year I won't watch my downloaded copy of Christina Aguilera's video Dirrty, 14 hours a day."
They're the same every year. So we at Outside the Box decided to give you resolutions you can use - and stick with all the way to the beach, I mean BANK. These are resolutions that will improve your business, increase your revenue, and still allow you to eat cheesecake without breaking any promises.
RESOLUTION: I resolve to improve my advertising and promotional tools.
No matter where your sites are being promoted you'll benefit greatly from fresh banners. I can't tell you how many times I've heard webmasters in affiliate programs beg for new banners and comment that it's like pulling teeth to get them. Banner advertising is a main source of traffic, and a constant supply of updated banners is essential to keep the traffic flowing.
You'll also want to make sure you have enough variety in your banner selection, including a variety of sizes. Most sites have plenty of standard size banners but fall short in the odd size category. Check your ad tool selection today.
RESOLUTION: I resolve to update my content daily.
This one makes webmasters cringe. "I have a dozen sites! Do you have any idea how much work that is?" they cry from behind their screens.
Yes, I do know how much work it is. And I also know how beneficial it is. Many of your members surf your sites every day. Even sites with a huge selection of content can seem neglected, if surfers see the same features on the main page day after day after day for a week. They'll be more apt to keep their membership active if they know new pics are constantly appearing. Even one new set a day can make a big difference in their perception of your site.
RESOLUTION: I resolve to increase my retention average to at least three months.
With so many pay site options, progressively savvy surfers, and a ton of free sites offering a wealth of content, keeping members long-term is becoming increasingly difficult. Webmaster commissions are often between two, and two and a half month's membership fee. Meaning, a cancellation after one month costs you money.
You spend valuable time, energy, and dollars to acquire your members. Make sure they stick around awhile.
How do you ensure recurring members? Some of it is as easy as giving them what they paid for. Some of it is a little more complex. I highly recommend reading Kath Blackwell's article "Retention! Retention! Retention!" in the December 2002 issue of Klixxx. She gives 10 great tips for keeping your members coming back, month after month.
RESOLUTION: I resolve to learn what dialers are and how they work.
The word "dialers" alone is enough to scare some webmasters into going back to a 9 to 5. But these aren't your grandfather's dialers anymore. Dialers are a solid alternative billing solution, and can open up new doors to revenue for your sites. They are worth looking into.
You can find a wealth of information on dialers online, as well as a number of very reputable companies that can help you set up dialers on your sites.
RESOLUTION: I resolve to review the security and redundancy of my hosting company.
You spend a fortune in sweat and money to get your site designed, built, and running. Your banners are working, your affiliates are sending joins, and revenue is flowing. Your database is growing and becoming more valuable. Everything is sailing along fine. Until the day you go to access your site, and can't - and neither can any of your members. Because the server crashed, got hacked, blew a fuse. A frantic call to your host confirms the worst: they have no contingencies for downed servers. Everything is gone…Lost…Along with all of your members.
Businesses have been ruined in seconds because no one ever asked the host company about their security and redundancy. They assumed the host would have included this in the package. Some don't. E-mail your host now.
And finally, resolve to make 2003 the most successful year you've had. Small changes can yield big results. Now go have that cheesecake.
Klixxx contributor Eric Rogell is a professional freelance designer with experience in corporate identity marketing and product development in all media. He has a diverse background, including animation and mail order. He is an adjunct professor at the Art Institute of Fort Lauderdale, and is currently developing marketing programs for emerging e-commerce start-up companies. Write to him at: Eric@klixxx.com.
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