Dumping Your Web Marketing Can Offer Benefits

Zane Safrit, CEO of Conference Calls Unlimited struggled with pay-per-click fraud and other lead-generation efforts via the Web. That is, until he decided to stop all marketing and lead gen efforts via the Web. Suicidal? Hardly.

As Anne Holland, of MarketingSherpa, recently discovered in an interview with Safrit, it catapulted the company to new heights. How did he do it? That’s right, Brian Clark fans, via a big “word of mouth” push among his loyal customers.

I make this entry on the heels of Wayne Porter’s recent entry (now turned discussion) wherein a group of pros are discussing the age old practice of “loyalizing” customers. What is most striking about MarketingSherpa’s case study is the complete abandonment of all things Internet… and a shift to complete reliance on “old world” strategies (using customer testimonials to sell from, “high touch” / personalized grass roots “good will generation” tactics, driving people to the phone rather than a static Web site).

The results? “Based on paid accounts and paid minutes of use, we’ve grown by over 40% this year!” Safrit says. What’s more, after nine months the site now has three times more monthly visitors than it did when the company relied on outside Web ads.

Read about it for free until November 5.

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