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Casual Articles - Marketing Tips for Your Company Website
I used to believe changing careers in midlife was akin to flyinig solo across the Atlantic. I could only imagine Charles Lindbergh's relief and overwhelming sense of accomplishment upon his safe landing. But who knew the biggest risk I would take would lead to a six figure income at age 64?After spending 25 years as an entrepreneur with my husband in retail, I was offered a job in the very industry I had abandoned to become self-employed. Since our retail business was cyclical, the liklihood of a stea
You are sitting at your desk, reading your email and open the latest missive from your boss. Once again the bonehead has come up with a new direction for your company. You clear your throat and ask the person next to you "Have you seen what the idiot has sent us now?." In the cafeteria you sit with your co-workers grossing about how stupid this company is. But this doesn't just happen today. Everyday you find yourself at odds with the management. And while you have always been a "good soldier" and done exactly
Susan LaPlante-Dube, Entrepreneur.com columnist and president of Massachusetts-based Precision Marketing Group, offers the following pointers to assure you’re getting the most out of your website investment:
1. Online marketing is marketing
“Like all successful marketing efforts, you must develop a clearly defined goal for your website and have an understanding of your online target market,” says LaPlante-Dube.
She encourages retailers to decide whether their site will:
replace their sales and marketing kit
close sales
create a secondary revenue stream serve as a virtual storefront support other marketing activities by providing a professional online presence
Most cellular retailers will choose all of the above, with less emphasis on closing sales and creating secondary revenue. The next step, adds LaPlante-Dube, is asking yourself if you can accomplish these objectives with your existing target market. In other words, you must be certain your would-be customers
As a change leader, it is up to you to insure that people believe in the change you are leading. Gandhi is oft quoted as saying, “You must be the change you wish to see in the world.” He certainly did that as he lived as a pauper among his people and brought down the British Empire with nothing but his example. You must do the same.It is common to see the exact opposite. In one company we worked where the change being shouted was massive the leaders did nothing different. While they were attempting to le
Susan LaPlante-Dube, Entrepreneur.com columnist and president of Massachusetts-based Precision Marketing Group, offers the following pointers to assure you’re getting the most out of your website investment:
1. Online marketing is marketing
“Like all successful marketing efforts, you must develop a clearly defined goal for your website and have an understanding of your online target market,” says LaPlante-Dube.
She encourages retailers to decide whether their site will:
replace their sales and marketing kit
close sales
create a secondary revenue stream serve as a virtual storefront support other marketing activities by providing a professional online presence
Most cellular retailers will choose all of the above, with less emphasis on closing sales and creating secondary revenue. The next step, adds LaPlante-Dube, is asking yourself if you can accomplish these objectives with your existing target market. In other words, you must be certain your would-be customers
Change can be good or it can be bad, change of any kind good or bad has an effect on individuals. This effect is some times positive. However, most of the time it is negative. People naturally resist change and this resistance to the change cause's stress and then stress leads to other problems. If we work in an environment where change is occurring all the time, employees will be under constant stress, quality and quantity of production will be lower. We must make changes if we are to improve our operatio
“Like all successful marketing efforts, you must develop a clearly defined goal for your website and have an understanding of your online target market,” says LaPlante-Dube.
She encourages retailers to decide whether their site will:
replace their sales and marketing kit
close sales
create a secondary revenue stream serve as a virtual storefront support other marketing activities by providing a professional online presence
Most cellular retailers will choose all of the above, with less emphasis on closing sales and creating secondary revenue. The next step, adds LaPlante-Dube, is asking yourself if you can accomplish these objectives with your existing target market. In other words, you must be certain your would-be customers
Have you ever considered just how much the vehicles we drive communicate our image? Take for instance the hybrids and fuel economy cars. Drivers of these usually present an environmentally conscious image. And then, there are the owners of Porsches, Mercedes, and Lexus. What identities do you associate with these? Luxury? Prestige? Wealth? And what about the sport utility vehicles: Do they promote adventure? Spirit? Drive? What about motorcycles? Do they signify freedom? Bravery? Singularity? The cars
close sales
create a secondary revenue stream serve as a virtual storefront support other marketing activities by providing a professional online presence
Most cellular retailers will choose all of the above, with less emphasis on closing sales and creating secondary revenue. The next step, adds LaPlante-Dube, is asking yourself if you can accomplish these objectives with your existing target market. In other words, you must be certain your would-be customers
Carve out a market position to maximize your marketing investmentIn the marketing world, positioning is a relatively new concept. Introduced in 1982 by marketing gurus, Al Ries and Jack Trout, the idea behind positioning is to clearly define what your practice represents to the patient. Through this unique position, a level of mindshare is devoted to your practice. These positioning efforts should clearly communicate what your practice offers.Prior to the 1980's, Madison Avenue advertising executi
“Be clear about what you want your site to accomplish,” she says. “Clarify your objectives and measurements to know if your investment brings you the expected return.”
2. Design and content are equally important
“When visitors arrive at your site, the overall look and feel determines whether they stay or move on. Your site needs to reflect your brand and be consistent with your other marketing pieces. Also, your site needs to be easy to use and navigate. So design is important.”
Once a visitor has decided to stay, it’s up to your copy to keep them there. It should be relevant and answer visitors’ questions, logically directing them to important points and enticing them with calls to action throughout the site.
“Use familiar language, anticipate their questions, address problems they have that your company solves – speak to your target market so they feel you ‘get it.’”
Susan LaPlante-Dube’s website copy tips:
Use “we” instead of “I” i
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