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Posts Tagged ‘internet marketing strategy’
Can You Guess The Leading Direct Response Advertising Tag Line?
Written by Bob Cavanaugh
Thursday, 26 August 2010 11:58
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If you have not listed your phone number with the do not call registry, I can almost guarantee that you get at least one call per week, usually during the dinner hour, telling you about some once-in-a-lifetime opportunity that you simply cannot afford to miss. There will probably be a recorded message asking you to press one on your telephone keypad to speak to a sales associate and arrange shipment of some new product or service. It will normally end with the leading direct response advertising tag line, “Don’t miss this opportunity!”

This is direct response advertising at its best. There are many more ways to advertise for direct response including mailing back a post card or calling a toll free number or even clicking on an Internet link or image to place your order.

By definition, direct response advertising refers to a method of advertising or promoting a product or service in which you, the targeted customer, are asked to respond directly to the marketer. The best explanation is probably an example.

Because you are a member of several handyman and home improvement clubs, you frequently receive information about new products, books, etc. You receive a brochure promoting a big annual sale on a specific brand of power tools. The brochure encourages you to visit your local home improvement or hardware store to take advantage of the sale. This is not direct response advertising.

Later the same day, you log on to your e-mail account and find an email from the manufacturer of the power tools. The same sale is announced in stores nationwide. But you are given the opportunity to click on a link or call a toll free number and learn about a special offer only available to premier customers. This is direct response advertising.

The second example includes all four of the basic elements of direct response advertising:

1. There is an offer (advance copy of the film).

2. Sufficient product and sale information to allow you to make a decision about responding.

3. You are asked to do something specific to take advantage of the offer.

4. Multiple ways to take the requested action.

Direct response advertising is popular with sales and marketing people because it has a built in measurement mechanism. The number of responses and purchases tell the marketer how effective the advertising campaign was.

If you own a small business or professional and want more information about lead generation, view the short video, “How Article Promotion Can Drive 25,000 – 50,000 New Prospects to Your Web Site Each Month – For Free.”

 
Five Tests Of An Effective Business Marketing Strategy
Written by Bob Cavanaugh
Saturday, 21 August 2010 09:39
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Despite their best efforts, small businesses and professional services companies sometimes find that they just do not achieve the results intended or their business marketing plans cannot be fully implemented. Marketing plans can fail or miss the mark for a variety of reasons. One of the most common reasons, however, can be found in the business marketing strategy and not in the action plans.

This list is not comprehensive, but here are five criteria of a business marketing strategy that must be incorporated if your marketing plan and your tactics are to succeed.

1. Alignment with Business Strategy. It is absolutely essential that you align your business marketing strategy with your business strategy. The marketing strategy needs to flow from the business strategy. For example, if your growth strategy is to increase business by adding a new product, you will be working at cross purposes if your marketing strategy is to focus on selling your existing products.

2. Respect the budget. The budget sets the limits for your business marketing strategy. No matter what audience you need to reach or what product or service you are marketing, budgets define reality. You must keep things in perspective within those limits if you expect to meet your marketing objectives.

3. Defining. Your business marketing strategy should define your marketing plan, as well as how you plan to accomplish it. The plan should include all of your marketing activities and tactics. Yet it must also permit some latitude for changes that have a very high chance of success.

4. A sense of perspective. It is unlikely that you will be marketing a single product or service to a single, specific audience. A successful business marketing strategy will keep all tactics and campaigns in perspective to maintain a focus on marketing objectives.

5. Audience Determined. A good business marketing strategy will reflect significant research into the desires, needs and preferences of your target market. It will, then, use the tactics most likely to reach that audience where they can most commonly be found. It will reflect your understanding of the message they need to hear and the communication medium they prefer.

If your business marketing strategy includes these five criteria, you will be well on your way to building a solid marketing strategy that will accomplish your objectives and grow your business in the strategic direction you have chosen.

If you own a small business and want more information about lead generation, view the free video, “How Article Promotion Can Drive 25,000 – 50,000 Visitors to Your Web Site Every Month – For Free.”

 
Companies Seeking More Clients Find Bright Future with Local Online Internet Marketing
Written by Seiss Taylor
Tuesday, 26 January 2010 06:47
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If you are a business owner or marketing executive in a business, I’m sure it’s old news to you that a major shift in the buying habits of people began in the late 90′s and now involves an estimated 83% of the population. Yep, According to the Kelsey Group, 83% of the populations now first search online before buying their products or services. For many businesses local internet marketing has become a primary for generating revenue. However, most business have missed an incredible opportunity with internet marketing that’s been staring them right in the face.

Does your business depend on conventional advertising to stay afloat like many local market focused businesses do? If so, this could be bad news for your business. You see it is simple; most people are going to be doing research on major purchases online. If you can get your business to the front page of Google and offer customers relative information you will be in position to acquire some very hot leads.

Why the big shift to the internet?

People are turning to the internet in droves because they can find out so much information about a business. But, it actually goes deeper than that. People are moving toward the business that is offering the most good information relative to what they are looking for. They are looking for the business that is an authority on the subject and will be more likely to make a purchase from them.

One Site is not enough!

You will not get the traffic you need if you have only one website and it is poorly placed on the web. Truth be told even a site that has ranking on the front page of Google will not bring you the traffic your business needs when you are targeting a local market only. This of course depends quite a bit on the search volume for the particular keyword or phrase that you have chosen for your internet marketing campaign.

Pay per Click will only give you 20% of Traffic

You will miss about 80% of traffic if you rely on pay per click campaigns to promote your business online. According to Google Statistics 70-85% of traffic will click on the Google local search and natural search results. This number will vary depending on the type of business you have. Why is that you might ask? Simply because customers are looking for information before they are convinced to buy! This is the beauty of the World Wide Web!

Authority, High Visibility and Dominating Local Natural Search is the Key

Information about the products and service they desire and an authority on the subject is what most customers are looking for when they search online. Because of stiff competition on the internet, just having a good-looking site that ranks well on Google will not make you succeed.

As the business owner you should be thinking about the three types of internet exposure

1. Visibility- What is the number of times you can be found on the front page? 2. Authority- Have you made your company the go to guy on the internet? When customers make a return visit, are they looking for your site? They should be! 3. Dominance- Have you obliterated the competition when it comes to Google’s front page? For both local and natural search results. You should!

I recognized the internet marketing opportunity staring me in the face and jumped on it.

I personally own a home improvement corporation that fell victim to the huge shift in buyer habits. Off line advertising that use to work great in the 1990′s either was legislated away, and or just quite working well because of the huge buyer shift to the internet. I shifted my efforts to internet marketing.

After recognizing the huge opportunity that apparently few were seeing, I formed a local internet marketing corporation that I not only used to liberate my struggling home improvement corporation, but other companies as well. Using the Visibility, Authority, and Dominance pillars of promotion, we have produced amazing results. Of course a lot of work and time goes into a local internet marketing campaign of this size. Most internet marketing firms do not possess the skill or the organizational structure to pull off a campaign like this and still make money. However, when properly organized with the proper systems in place, it is possible. We do it every day.

Seiss Taylor is President of Web Excel Inc. an Atlanta ga internet marketing company that is created from its inception to build 1st page dominance, greater brand awareness, and authority for its clients in any metro area. Obtain more info at Atlanta internet marketing strategy/