Marketing and Advertising – Tips to Improve the Marketing and Promotion of Virtually Any Business

The vast majority of business owners are not great marketers. I’ve been able to identify more than 80 different ways to advertise and promote just about ANY business and the sad but true fact is that the average business owner effectively uses less than 12 of them! Most tolerate moderate success using the same old, tried and true methods and never really grow their company’s potential.

To me, marketing is the arguably the single most important aspect of building a successful, sustainable and profitable business. Certainly a great product or service, excellent customer service, well trained employees are also critical to overall success but without marketing and promotion, the best made widget will never make it to market.

Methods to market and promote your business abound, and the arena is both specialized and rapidly changing. For the small business owner, staying up on new and improved ways to get your message out should be part of your weekly activity list. Every small business owner should strive to be a better marketer.

Four points to keep in mind as you plan your marketing campaigns going forward

  • All campaigns have to be client/prospect centered…think like them
  • Craft a message that speaks directly to your targeted prospects
  • Select the media types that will reach them
  • Make sure that your customer service is ready

All campaigns have to be client/prospect centered…think like them

Put yourself in your prospects position. How do they think? What do they need? Speak in terms of the BENEFITS of your product or service, use FEATURES as necessary but sparingly. Once a prospect understands the benefits to them, they’ll ask about the features.

Craft a message that speaks directly to your targeted prospects

First things first, you have targeted your prospects haven’t you? Identify specifically who are you trying to reach with your campaign. Branding campaigns try to reach the masses, think Coke (R), trying to reach thirsty people. You and I can’t afford branding campaigns, that means we need to pre-plan on the front end and specifically target and segment our prospects for maximum campaign effectiveness.

Then craft your message in such a way that your intended prospect looks at your ads and says to themselves “They’re talking to ME!” Then give them the information they need to take the specific action you want them to take.

Select the media types that will reach them

In today’s advertising saturated environment, the average consumer is subjected to more than 3,000 messages a day. If trying to cut through that wasn’t enough, your message needs to be seen or heard at last seven times before it begins to make an impression on your prospect. To compete in this environment you need to use multiple targeted media. By targeting your prospects carefully, and crafting your message to them specifically, you’ll be able to identify the most logical media choices to get your message in front of them.

Make sure that your customer service is ready

This is the most commonly forgotten aspect of marketing. All of your advertising dollars will be wasted if your sale representatives, tele-marketers, operators, receptionists and service staff are not trained and ready to do their part in making the prospect’s encounter with your firm positively memorable. Marketing is not a department, it’s an attitude and a comprehensive series of actions that must exist throughout your business.

If your business is stuck, market share is shrinking and competition seems to be getting stronger, you need to fight back with targeted ads to break out of the clutter and make your business shine. If you’re competition is slowing down, cutting back on advertising or struggling in any way, that the BEST time to pounce with new, innovative and creative advertising campaigns.

Make every marketing and promotional dollar count. Targeted prospects, specifically crafted copy with a compelling offer and an outstanding customer service team waiting for them when they arrive equals a winning recipe for profitable business success.

Free Effective Internet Marketing and Promotion

Free effective internet marketing and promotion

Now I bet you (like me) have probably searched around the internet for the best forms of advertising or promoting your web pages. I read through e-book after e-book on SEO (search engine optimization) and this is all well and good to know, but it will take you months of studying, constant testing and recording, endless rules (that might be all well and good for one search engine, but may not be acceptable for others).

The bottom line is that it takes allot of endless hours/weeks/months of hard work and will not ensure you get visitors to your site, believe you me I learned the hard way!

So how do you effectively promote your site and ensure a stream of free quality traffic to your web site? The simple answer (and a golden ticket) is e-books. Yes, that’s right… e-books.

How? Well, let me explain…

People do not like to be told what you want them to buy; I bet you can tell straight off when you read a personal website and a sales web site. I know I can! To put it in simple terms, an e-book is an information product that will do all the selling for you, without trying to sell a thing.

How? When someone reads an e-book, lets use a poker strategy e-book as an example, they specifically want to read about that subject (other wise they would never have got it in the first place). You may have read e-books and noticed the links weaved into the ‘normal conversation’. These are generally affiliated links that make these people allot of cash, without ever using a search engine.

So how do does this promote your site/services?
You create an e-book that is relevant to your content, and instead of trying to sell your products/services, you review them. We humans don’t like to be told what to do or what to buy, we naturally blank out when we read a sales page that tells us to ‘buy now!’ or something of a sort.

We’ve trained ourselves to blank out sales banners at the tops of web pages and distrust ‘sales men’, but have no reason to distrust a third party or an expert in that field. This is why effective marketers make so much cash online, they don’t sell the product at all they sell their opinion. Example: “I’ve read many poker strategy guides in my time, but found the best one (in my opinion) at http://www.yourwebdomain.com. It’s extremely low in price for the information it contains…”

By the time the prospect have read your e-book and gt through to your site, they know exactly what the product/service is and are clicking the link in the e-book to specifically buy that product… and you haven’t used any sales copies that take allot of work and time to perfect.

Not a writer? You don’t need to be!! You can go to Elance.com where you post what you would like done (poker strategy e-book and review written) then professional writers will bid on your post (I’ll do it for $20), then you just choose the best price. Just ad your Hyperlinks into the text and you have one of the most powerful free promotional tools on the net.

Another option is to go to Google and search for ‘royalty free poker strategies content’. These are all free hot content you can chop and change as much as you like, even create completely new products. These articles/e-books are also highly informative and provide you with a ready to go product to promote your site free of charge. You can even post or use this article on your site if you want!!

Find out how to promote your e-book quickly and free at my web site (currently being constructed) where I’ll offer loads of completely free business and marketing advice that won’t cost you a penny. Sign up for the mailing list and I’ll let you know as soon as the site is ready.

Kind regards,

How to Market and Promote Your Business on YouTube For Bigger Profits

If you have decided to promote yourself on the Web and you are stuck, let me give you a quick boost to help you jump start your marketing. Many people feel that they can’t seem to get enough eyeballs to their website. They spend money in search of ways to bring in leads.

The essence of business is providing a service or solution to people who want and need a solution. The start of the process is finding someone to whom you will provide the service or solution. That means using marketing to find the right people to service. YouTube is one of the best ways to kick-start your online marketing in these times.

YouTube is a video sharing website where ordinary users can upload, view and share video clips on a wide range of subjects. The company started in 2005 by three former PayPal employees. Now millions of people stop by the website each day to see video clips that tickle their fancy. They get video information on subjects that interest them or entertainment them and also connect with companies who promote their products and services through their videos.

The company distributes a wide variety of user-generated video content, including movie clips, TV clips, and music videos. They offer advertising opportunities for large companies as well as promotional options.

One of the biggest advantages that YouTube offers small businesses is its low barrier to entry. “Uploading videos to YouTube is free, and you don’t need high-end production values because the video plays in such a small (320 x 240 pixel) window,” Miller said. “By using simple camcorders and consumer-grade equipment, you can keep your costs well under $1,000.” I set my video format to 640 by 480 and use MP4 or Flv video codex.

If you have a new product to introduce and a sales force to train, you can set up a YouTube Channel and set . In the old days you’d fly salespeople from around the country to a central office and put on a day’s worth of hands-on training. Doing so is both time-consuming and expensive. Instead, consider using YouTube for your product training.

Create a series of short training videos, upload them to YouTube and provide access to all of your company’s affiliates through your channel’s subscription option. Whenever you produce a new video, they will be notified. This way you are creating an archive of product information that anyone can access at any time. Videos are becoming a standard way of building content; YouTube can be your bandwidth provider for no cost hosting.

You can use YouTube to promote a company’s retail stores as well. You can produce a full 60 second to three minute infomercial and by tying it to your niche get massive traffic to your website. Your website can then promote your physical location. If you sell clothing or design and cut hairstyles, you can put on a show. The show can be uploaded to YouTube and promoted all over the county. A series of videos will get your audience growing and bring in more prospects.

This is an excellent way to put yourself ahead of your competition. Whether you are an affiliate, a store owner or a consultant, use YouTube to promote your products, services and even recruit members. Take the time to review YouTube’s policies and avoid copyright issues.

Music Marketing and Promotion – What’s the Difference?

What is the difference between music marketing and music promotion?

Marketing and promotion are often confused among indie musicians. There is a difference between music marketing and music promotion. Let’s first look at marketing.

Marketing

Marketing is about getting your target market to know who you are, what you have to offer, why you are offering it, and why what you are offering is something they want. Marketing is about getting your target market to know, like, and trust you.

Does your target audience know you? In order to get your target market to know you, they have to know that you exist. Your target market need to know about you and your music. How do you do that? You show up where they are. You should know where they hang out, what they read, where they shop, and what events they attend. You or your street team need to have a presence in front of them. You can do this by performing where your target market hangs out, posting flyers where they are at, or by having an online presence through your website and social media sites. Basically, find out where your target market hangs out and show up there!

Does your target audience like you? Once you are in front of your target market, now you have to connect with them! Engage with them! Care about them! Have a message and a purpose that resonates with them. What does that mean? On a personal level, tell your market why you do music. What inspires your music? What’s the mission behind your music? On an artistic level, create music that they will like. Marketing is about engaging and connecting.

Does your target audience trust you? Sometimes you will find that once your target market knows you and likes you, they will probably trust you, but that is not always the case. During this phase of marketing, your target market is thinking: “Ok, I know who you are and I like you and I like your music, but can I trust that your album or your live show is going to be as good as you say it is?” Marketing is about building trust.

Music Promotion: Getting them to act.

Promotion is about behavior modification. It’s about influencing and persuading others to act. If you have done a successful job in your marketing, your market will say: “I know who musician X is, I like his/her music, I think the album will be amazing.” But promotion is about getting them to take the next step, getting your market to say “I am going to buy the album now.” If you are marketing a live show, you want them to say “I want to buy tickets now”. How do you get your target market to say this? Create compelling offers! Offer limited time only discounts/special prices, special limited edition albums, music packages and bundles.

To learn more music marketing and promotion tips, click here to visit the Music Success Blog site at: Indie Music Success

Understanding the Difference Between Marketing and Promotion

Are you an online marketer? Or do you simply promote affiliate programs? Marketing is truly the most misunderstood word in use today on the Internet. Let me see if I can clarify this issue just a bit.

In Marketing 101 at your local university, marketing is actually the process of Product, Place, Price and Promotion.

PRODUCT

No business can exist without a product or service to sell.

In a nutshell, entrepreneurs are the people who believe in a product, service or idea, so much that they are willing to invest their lives into the development of their dream.

Historically, every major corporation in the world was started by an entrepreneur with a dream and the drive to make it a reality.

However, there comes a time in the life of every corporation when those who fear the gambling nature of their founder, squash the entrepreneurial drive that made the company a viable concern in the first place. The entrepreneur will either submit to the careful nature of the stockholders, or he will be forced to leave the company he created.

The only entrepreneurs who withstand the pressure to move more carefully are those who have maintained majority control over their companies.

PLACE

In the offline world, place is defined by location. On the Internet, place is defined by domain name and the web hosting service chosen.

Both online and offline, place can make or break a company without respect to the quality and value of the product, service or idea.

PRICE

Selecting a price is determined first on a basis of whether the company wants to be seen as a discount or a value company.

Take for example Wal-Mart and Staples.

Wal-Mart is the lead discounter in the marketplace. Staples on the other hand is the specialist in office supplies.

Both sell a significant number of office supplies despite the fact that the lowest price can usually be found at Wal-Mart. As a value dealer, Staples can afford to charge more for their products than Wal-Mart.

So the question for you is whether you want to position your company as a discount or value company.

Testing has shown that products and services can be sold at any number of prices and still reach a significant number of people.

The challenge of selecting the best price for your product or service will require a certain amount of testing.

UNDERSTANDING THE PRICING EQUATION

Let’s assume we are selling a product. Let us also assume that we know that the product can be sold for $10 or $50. Let us also assume that if the price dips below $10 or rises above $50, then the product sales fall off significantly.

Our challenge is to determine the best rate at which to sell our product.

Testing has shown us that we can sell 1000 items a week at $10. Testing has also shown that we can sell 500 items per week at $50. And testing has shown that we can sell 650 items per week at $45.

At $10, our projected weekly earnings are $10,000. When we sell the product at $50, we know that we can earn $25,000 per week. Most importantly, we know that we can earn $29,250 when our product is priced at $45.

With the imaginary testing we have done on our imaginary product, we can easily see that selling our product at $45 per item will earn us more money over the long haul.

Thus, when we make the decision for a national rollout of our product, then we will price our product at $45.

Of course, this is a very simplistic analysis of the point I am trying to make. Though simple, I believe this analogy will help you understand the methods of developing a product’s prices.

PROMOTION

Promotion, on the other hand, is the process of notifying the consumers for your product or service of your availability to serve them.

Methods of promotion vary distinctly and should be arranged to meet very specific goals.

As with product, place and price, promotion should not be left to chance. You should test every ad, every media, and every price point to determine the best bang for your promotional dollars.

HEADS UP!

If you are an online promoter or marketer, please factor in the most important element concerning the cost of your promotions.

What element is that? Your time!

Value your time at a certain dollar amount, and figure in your time into the cost of your promotional accounting.

I say this because too many online promoters lose sight of this concept and spend 20 hours to generate one sale while using free advertising. Even if you rate your time at the federal minimum wage, then you will have invested $105 of your time for one sale that might only net you a gross sale of $45!

ARE YOU TRULY A MARKETER OR ARE YOU JUST A PROMOTER?

Most people who run a business on the Internet call themselves marketers. Yet, most of these same people are really just promoters wrapped in the label of a marketer.

True marketers do not promote without a lot of advance work. They spend time planning, testing and measuring their actions and results to get the most out of every dollar spent and earned.

Entrepreneurs finesse the art of marketing as they build their company into a major enterprise.

If you are a promoter who does not keep an eye on the total marketing equation, then you are bound to fail.

If you do call yourself a marketer, then do what a professional marketer does. Make sure that every dollar spent is spent well. Make sure that every dollar earned is put to good use. Market well so that when the people of the next generation look at your life, they will see a fine example of a successful entrepreneur that they will strive to emulate.

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