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Casual Articles - Giving Voice to Your Marketing Personality on the Web
Your website is up and running, you have great looking pages, terrific copy, great product or service, the SEO gods have smiled upon you, gigs of bandwidth traffic. A lot of sweat and hard work went into setting up your site, to draw in hordes of customers. But what kind of customers are they?Do they bookmark your site? Give you repeat business? Refer their friends? Or are they out doing the “lowest cost search here” thingy? Do they fall to other places offering cutthroat deals? What do they say about you? Are your customers content with you? Do you have loyal customers?*Convenient Hassle-free serviceIs your site easy to navigate? You know where everything is at, but you’re not the one buying. Is it obvious to them how to retain your services? Is it an easy process? Do you make it convenient for them to re-order? Or do you make them jump through hoops each time?*Expert AdviceShow off your expertise. Who knows more about your subject matter, you or those who came to your site looking for a solution? Keep current in your industry. Share some of that knowledge. Let your light shine. Add content throughout the year. Anticipate your client’s needs with the change in seasons, holidays, market conditions, etc. What is changing in your
Experienced marketing executives understand most customers make purchases based on wants rather than needs, and that relationships trump
Now that Google was added to the dictionary maybe we can find out if they are the online marketer’s friend or foe. Let me check to see what the definition of Google is… nope no such luck still don’t know exactly how Google works. So much for using a dictionary to understand the meaning of a word.Seriously sometimes it’s hard to figure out if Google is on our side or working hard against us. In one hand they launched one of the most successful affiliate type programs on the Net (AdSense.) Many online marketers are making good money with AdSense. On the other hand Google continues to make new marketing software ineffective as fast as it can be sold. This is the same software that is being sold on hundreds of sites on the Net today.The truth of the matter is Google is being true to its mission which is to provide the best quality search results for its users. The problem is their mission collides with us making money quick online. The software that they find a way to beat was developed to automate the process of building money making websites. With automation always comes abuse and when you combine abuse with laziness you end up with spammy sites that add no quality information to the Net. These are the sites that Google tries to find a way to punish.Think about it… one of th
Every company has a personality whether they know it or not. If you don't develop and foster an appropriate marketing personality for your company, your employees and customers will do it for you, and that could be disastrous. Successful companies pay serious attention to creating and implementing a dominant corporate identity; and use it to deliver a consistent, coherent and cohesive Web-presence in the methodical and persistent pursuit of the company's core marketing objectives.
Marketing Personality and the Web
With the right marketing personality in place, companies can deliver their message in a memorable manner using all the assets at their disposal. Unfortunately, most businesses have failed to connect the dots between this not-so-abstract notion of marketing personality and its implementation in the ever-expanding Web-based business environment.
Today every business has a website; a company's Web-presence has become their single most important marketing platform, able to reach millions of potential customers on a one-to-one basis. But despite its promise; the Web has failed to live-up its potential - not because it can't, but rather because business leaders resist using its inherent multimedia capabilities.
Prospects are People Too
The Web like marketing is not about technology but rather communication; in order to attract, inform, and persuade our prospects to become customers, we must communicate how our companies can benefit those prospects; and in order to do that, we must relate to those prospects in a very human way.
Experienced marketing executives understand most customers make purchases based on wants rather than needs, and that relationships trump h
Network marketing is often tied to home based business ventures. Get rich quick. Find me two people and build an empire. Sounds familiar doesn't it. Well the internet and infomercials have hit the media with a big bang. You cannot surf the channels without seeing at least one new venture promising a yacht and full release from corporate America. So let's break it down to simple terms. A network is a group of things tied together in its simplest form. Phone lines all converging on a switch box become a phone system from which 100's of calls go in and out of. Thus a network. Traditional direct sales organizations are made up of *typically* Vice President of Sales, Regional Sales Managers, District Sales Managers down to Account Sales Representatives.This is your traditional look and feel of a corporate to field organization. Question I have is what’s the difference between this and a home based business owner who recruits a line of business builders under him and profits from their collective sales? Nothing in my opinion. The Vice President of Sales gets paid on the overall sales of the lowest level of his or hers organization? Well, if that is true, then it is no different than your basic Network Marketing Company we see day in and day out.So, what separates the good opportunities from the high
Marketing Personality and the Web
With the right marketing personality in place, companies can deliver their message in a memorable manner using all the assets at their disposal. Unfortunately, most businesses have failed to connect the dots between this not-so-abstract notion of marketing personality and its implementation in the ever-expanding Web-based business environment.
Today every business has a website; a company's Web-presence has become their single most important marketing platform, able to reach millions of potential customers on a one-to-one basis. But despite its promise; the Web has failed to live-up its potential - not because it can't, but rather because business leaders resist using its inherent multimedia capabilities.
Prospects are People Too
The Web like marketing is not about technology but rather communication; in order to attract, inform, and persuade our prospects to become customers, we must communicate how our companies can benefit those prospects; and in order to do that, we must relate to those prospects in a very human way.
Experienced marketing executives understand most customers make purchases based on wants rather than needs, and that relationships trump
It is amazing how well direct mail and direct marketing works for some types of businesses. Having been involved in many mobile service type companies, I can tell you that direct mail doe work especially if you are doing home services. I have talked to auto detailers, pool cleaners, chimney sweepers, satellite TV salespeople, driveway resurfacing specialists, landscapers and even deck cleaning companies who were competitors with our company. All of them said the same thing about direct marketing through the U.S. mail; it works!Direct mail also works for auto service companies such as; carwashes, oil change businesses, body shops and even car dealerships. If you are in a service business you will be surprised how well direct mail and direct marketing works and if you do home type services such as cleaning you will be shocked as to how much the percentage of call backs you get on every single mailing.Provided you do not clutter the ad and are smart and personable when the potential clients call you then you should have excellent results to help grow your business. I recommend direct marketing and direct mail for deck cleaning and treating businesses. It has always worked good for us and helped us target our customers in clusters by ZIP code. Please consider this in 2006.
Today every business has a website; a company's Web-presence has become their single most important marketing platform, able to reach millions of potential customers on a one-to-one basis. But despite its promise; the Web has failed to live-up its potential - not because it can't, but rather because business leaders resist using its inherent multimedia capabilities.
Prospects are People Too
The Web like marketing is not about technology but rather communication; in order to attract, inform, and persuade our prospects to become customers, we must communicate how our companies can benefit those prospects; and in order to do that, we must relate to those prospects in a very human way.
Experienced marketing executives understand most customers make purchases based on wants rather than needs, and that relationships trump
Do you have a list of e-mail addresses of your customers or prospects? Do you have a list of e-zine subscribers? If you have their permission, send them an e-mail survey to conduct market research. See if customers are satisfied with your products or services, or see if they enjoyed their visit at your web site.You can learn things you didn't know about your business by surveying. Maybe your customers buy your main product just to get the free gifts. Your visitors may think it's to hard to navigate through your web site. You may find out that most of your customers make over $100,000 a year. By knowing this type of important information you can improve your web site, products/services, advertising, and marketing.3 Popular Types Online Business SurveysCustomer Satisfaction Surveys - what did you like or dislike about our product or service, what can we improve or add, how satisfied are you with our customer service, etc.Web Site Feedback Surveys - did you find it to easy navigate through our site, did you find the information you wanted, what did you like or dislike about the site, how did you find our site, etc.Demographic Surveys - what's your gender, age, income, occupation, marital status, etc.Sometimes people don't want to take the time t
Prospects are People Too
The Web like marketing is not about technology but rather communication; in order to attract, inform, and persuade our prospects to become customers, we must communicate how our companies can benefit those prospects; and in order to do that, we must relate to those prospects in a very human way.
Experienced marketing executives understand most customers make purchases based on wants rather than needs, and that relationships trump
Windshield repair is a fast growing industry that bears an increasing number of new entrepreneurs every year. One of the primary challenges to growing a windshield repair business is that of learning how to deal with the auto insurance companies, since they will be a very large part of your newly formed business.A windshield repair specialist, specifically one that has third party vendor status, can either get paid through the client's insurance first, or directly by the customer first. How should this best be dealt with? Let us review several options to see which makes the most sense for you.1) The first option is of course, to simply repair the client's windshield. This is the cleanest solution if you can do it. Have the client pay you directly up front, and then they can recover the money from their insurance at any time in the future. This is definitely the best for you, in that you get paid immediately without waiting for the insurance company, but it is not really always the best customer service. If you do choose to go this route, at least keep a ready supply of stamped envelopes available, so you can address and mail them for the client at your expense.2) Secondly, you could initiate the insurance claim for the windshield repair by calling the toll-free claims number on t
Experienced marketing executives understand most customers make purchases based on wants rather than needs, and that relationships trump hard evidence in the decision making process. The bottom-line: people buy things they want rather than things they need; and they buy them from people they like and trust, rather than from the lowest bidder.
A reliance on technical answers to human questions is a strategy doomed to fail. No matter how large or small you are as a company, and no matter how many prospects and customers you have in your database - they are all people not abstract business entities; their decisions are human not mechanical; and their dealings with you are based on relationships not transactions. Failure to grasp these fundamental issues has lead to botched business tactics like telemarketing that irritates, offshore service centers that regurgitate proforma answers, and websites that run on autopilot ignoring real enquiries from real people with real concerns.
Anyone who has every tried to decipher the arcane assembly instructions on a new product should know enough to know that written Q&As, FAQS, and database driven knowledge bases are not a substitute for the sound of the human voice. After hours of racking your brains trying to figure out what the instructions mean, they all of a sudden become clear when your spouse or friend reads them to you aloud. We understand, we learn, and we relate to what we hear. It is a primal imperative.
How We Learn, Comprehend, and Remember
Despite the
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