Be a Marketer

Have you ever spent money on advertising but then didn’t get the results you felt you should have? I know I have. Any of us who have ran a business has had this happen to us.

According to the ad rep, you just didn’t do it often enough, or for a long enough period of time. In other words, you didn’t spend enough money with him.

Well maybe you’ve heard this definition of insanity: Doing the same thing and expecting different results. So who’s insane, the rep, or the person who keeps giving him money for the same thing expecting different results?

You’re told that what you need is “exposure”, when you know what you need is sales.

Unless you have endless funding to create a brand name, you probably don’t have the budget to buy ‘impressions’ and hope for the numbers to eventually tilt in your favor.

You want return on investment NOW, you want RESULTS!. When you spend $1 in marketing you’d better get $2 back in sales – better yet, $3 or $4 or more, depending on the Life-Time Value of your clients.

Let me show you what I mean.

Recently, I decided to sell my pickup. Who was my target market? Someone looking for a pickup. Where would I find that market? Places where pickups are advertised – because that’s where someone looking for a pickup is likely to be looking.

I could have just put a sign on my truck and waited. Or put a sign in my yard. After all, thousands of people see my truck every day. And hundreds of people drive by my house every day. But what percentage of those people are looking to buy a pickup? One percent? Probably less.

But of the thousands of people looking at the truck ads in the paper, or on the internet, how many are interested in buying a truck? A lot more than one percent.

What’s the difference in these two approaches? The sign was way cheaper – or was it?

What was the ROI? Zero.

The internet ad I placed was $40.00. My truck sold for $20,000. What was the ROI? I got results because I employed the principles of Direct Response Marketing.

I wasn’t interested in building name awareness in the general public’s mind so that one day down the road, when someone out there became interested in buying a pickup truck, he’d call me. No, I needed results NOW.

I determined who my target market was, used the right medium, and delivered an effective, “matching”, message.

Now it’s true that if you offer a product or service that many will want eventually, such as window washing, but not all of them want it now (so we’re not talking groceries here), you should design an ongoing marketing strategy that will move the ‘not now’ folks to come to you first when they are ready.

But it’s wasteful to spend your marketing dollars on those that will never use your service or product. (e.g. Renters don’t usually pay to have their windows washed)

That’s where target marketing comes in. Unless you sell groceries, the general public is too big a target. Kinda like blowing up the whole barn to get rid of the hornets’ nest under one of the eaves.

Direct Response marketing is the answer for the small business owner with a limited advertising budget. And an essential strategy for a large business with a large advertising budget. In either case, an effective message to a targeted audience will get you the results you desire.

Let Your Business Reach More People With Search Engine Marketing

Advancements in technology have encouraged business owners and retailers to opt for search engine marketing (SEM) to advertise their business. Compared to traditional mediums, this method reaches a wider audience and is also more affordable. With the help of professional SEM providers, you can can easily optimize your online marketing budget and devote more time to fulfilling your core business objectives.

The Internet has made it possible for more people to reach each other and communicate. This is why more businesses are starting to use it as their primary medium for advertising.

More consumers are also using it and search sites to research on products before making their purchases either in an actual store or online. Because of this, marketers are developing new ways to direct potential customers to the websites that can provide the products or services they are looking for.

One of the most effective forms of search engine marketing is paid placement, or increasing a website’s visibility in top search engine pages such as Google and Yahoo!

Some SEM providers do more than just direct people to a company’s website. They come up with strategic keywords and also take the time to research on their client and the industry that it belongs to. This knowledge can help guarantee that the traffic directed to the client’s website is not only increased, but also targeted.

Aside from increased and targeted website traffic, professional SEM providers can also handle the bidding and positioning of their clients on search websites. Through consistent placement and positioning, clients can effectively market products and services on the Internet and get the conversion that they’re aiming for.

Resource Box

Nett Solutions offers quality search engine marketing services that can guarantee sales and increased targeted traffic for businesses. For a fixed monthly fee, this leading SEM provider can provide fixed search engine positioning in today’s top search engines such as Google and Yahoo! Aside from its SEM services, Nett Solutions also offers PPC management and other Internet marketing solutions. For more information, visit NettSolutions.com or call 1-949-330-7060.

The Principles of Small Business Online Marketing

Many people view online business as being something totally different than the old style small business that existed in the pre-internet days. This can be a serious mistake. The truth is that the general principles of business have not changed. They remain the same regardless of the vast amount of technology that is now available to us. It has always been important to generate traffic, for example. The need for advertising and the necessity of making it easy for your customers to spend their money with you are just as vital to the online business as to the little country store of 50 years ago.

Professional web designers are aware of this important fact. It is their job to adapt these time honored business principles to the technology that has opened up a new and global market place. In the old days, one of the important principles of small business was expressed as location, location, location! On the internet, location is expressed as search engine ranking.

The problem with the internet is its vast size. The number of websites is mind boggling, and if your company is providing a specific service in a specific location, its site will be lost in that immensity unless you can direct customers to it. For example, if you are running a mortgage company in Utah, a Utah web design will be necessary. It will not help you much to have people in China viewing your website. The idea of proper Utah internet marketing and mortgage website marketing will be to direct customers to your site that are both in and near Utah and interested in mortgages.

The search engine is the device that provides this direction. It is a process known as SEO, or search engine optimization that allows the major search engines to find and rank your companies site. SEO is the advertising mode of the online business. The method is different and new, but the principle has remained constant.

The need to ease the customers’ way to spend their money is a function of proper web design also. This idea is known as being “user friendly.” The website becomes your sales force. It must act as a salesman would act by answering questions, directing customers to the right products, and closing the sale. The well trained salesman could increase sales in the old style business and it the same way a properly designed website can do the same thing. Once again, the principle has remained the same. It is only the method of applying the principles that has changed.