June 25, 2009
Aim high but make sure you don't miss your mark!
Maybe you’re trying to impress new mothers who have virtually no time for themselves and very little sleep. Perhaps you have your sights set on middle-aged businessmen who seek luxurious lifestyles. Who you’re trying to impress depends entirely upon what sort of products or services you’re offering. The trouble is that it’s pretty easy to lose focus in trying to become desirable to everyone. Here is some valuable information on finding your target market.
What’s a Target Market?
If you’ve been in business for a while, you know that a target market is a group of people that are most likely to purchase your products or services. If you’re selling a weight loss pill, you might be targeting middle aged women who want to lose a few pounds. If you’re selling the most comfortable shoes ever – you might be targeting nurses or others who spend long hours on their feet. These are the people who need what you’re selling the most and who are probably more willing to buy it than anyone else.
Taking it a Step Further
Many businesses make the mistake of trying too hard to target a huge group of people – such as men, women, parents or people who own a car. When this happens, advertising and the message it carries becomes diluted. The thinking behind this is understandable; the more people you target, the higher the potential for sales, right? Wrong. Actually, if you send out a strong message to a highly targeted and smaller group – you will probably sell more. For instance, if you sell organic dog food to everyone who has a dog, you may get some people who are interested.
However, if you target eco-conscious people who own purebred dogs and get them regular vet checkups and grooming appointments, you will probably sell more. If you add that these people should be middle aged and financially stable, you will probably sell even more. The more targeted you get, the higher the potential of sales – if you’ve done the correct research and found the right group of interested individuals.
Give Them What They Want
Another important thing when it comes to target markets is giving them what they want. That market is seeking something – an easier solution, a time-saving product, etc. Give it to them. This is where market research becomes important. Find out who you’re selling to. Find out where they live, what kind of lives they lead, what they are seeking and what they’re settling for. Of course, you don’t need to become a stalker to do this – you can hire professional market researchers or perform the research yourself by visiting forums, sites, local events, etc.
While finding the target market may sound intimidating, it’s actually not. Look at who your major competitors are and the people they are going after. Perform market research and learn about the people you want to sell to. By doing this, your advertising dollars will be saved and your messages will pack a punch that customers can’t refuse.
June 15, 2009
Committing social marketing no-nos and don't even know it?
If you’re on the computer very often, you’ve almost certainly heard the terms ‘Web 2.0,’ ‘Social Marketing,’ and ‘Social Networking.’ In fact, they are a very important part of doing business online in today’s world. However, it seems that many business people and website owners aren’t quite sure what they should be doing in the Web 2.0 world.
Here are 5 things to avoid while taking advantage of social networking.
#5 - Do Not Neglect Your Social Networking ‘Friends’
These are the people you’ve added to your MySpace, Facebook, Digg or other social networking site. A lot of times, business or website owners will just add a ton of people in order to get their friend count up - and then ignore them. These are the people that will be voting for your site or blog. If they send a shout or recommend a page, take a serious look at it and let them know your thoughts.
This way, you can be sure that they will do the same when you send a page or a shout. Rather than adding a gazillion friends right off, look through the profiles and add friends who have similar interests as you. This will cut down on the chances of you getting pages or recommendations of things that you are not interested in at all.
#4 - Do Not Leave Generic Comments
When leaving comments on pages or blogs, read through the information and leave a comment that really adds to the conversation. If there’s one thing that irritates most social networkers, its comments like ‘nice post’ or ‘good job.’ What’s even worse is when you just get a little smiley face. Then you don’t know if they really even read the information.
Leave meaningful comments or comments that actually add some thought to the post. If you don’t have time, don’t leave a comment at all. Just return to the post later when you have a few minutes to actually comment in the correct way.
#3 - Don’t Get Too Personal
If you’re taking advantage of social networking sites in order to drive traffic to your business, you should maintain a professional image. Getting too personal is really not a good idea. I’ve read arguments, insults and some very colorful information while browsing through profiles and it’s not attractive. I kept thinking that I wouldn’t hire these businesses for anything - especially since they don’t know how to maintain professionalism in their own business.
If someone has written something that you don’t agree with, simply don’t comment. Or, comment in a professional way. Rather than telling the person how wrong and stupid they are, find something in their comments that you agree with. Then you can use a professional approach by telling them that you agree to an extent.
#2 - Never Post Something that Doesn’t Belong to You
People do it all the time - find an article that is well-written, remove the current links and add their own links back to their site. Never use someone else’s work at all without getting the proper permission. Not only does it make you look terrible in the online business world, but it is very illegal. Write your own content or hire a professional writer to do it for you.
#1 - No More Spam!
Do not spam your social networking friends with business information over and over again or leave spammy comments all over the place. This is one way to become quite unpopular in the social networking world. If you do it enough, you can even get your profile locked. There are ‘report this user’ buttons with each social marketing platform and since spam is the most annoying thing in the world, people will most likely report you. Only send valuable links or pages to people and never the same one more than once.
By avoiding these things in your social networking ventures, you can have a better chance of succeeding and really becoming a valuable and respected social networker.
June 4, 2009
Take the time to market within your own community.
Looking for new ways to market yourself? Become involved locally.
Image is all about perception, and if people see you as someone that cares about their local community, they will feel more inclined to deal with your business. Of course, make sure that you’re becoming involved for the right reasons - doing something with the sole intention of furthering your business is easily found out.
Some of the ways to give back to others include:
- Sponsor a local event or sports team.
- Offer yourself as a mentor for local school students.
- Build associations with worthy causes - cleaning up the local beach or park, for example.
Marketing yourself within your local surroundings will help define your business profile, whether your business is primarily an online or offline one. Once potential clients see your name in numerous areas, particularly if they’re areas that benefit others as well as you, then their natural inclination will be to do business with you. For this reason, marketing yourself is an essential and invaluable way to market your business effectively.
May 30, 2009
Don't count newspapers out when marketing your business.
While searching the Internet has become an obvious leader in providing information for curious consumers, business marketers still benefit from taking advantage of the many other advertising avenues waiting in the wings.
Let’s take the newspaper for example - from local PennySavers to the New York Times - this form of media continues to grab the attention of commuters, scrapbookers, avid readers, and those who simply enjoy lounging in bed with a morning cup of coffee.
Contrary to popular belief, there are plenty of people who cannot resist flipping through the Sunday comics, browsing the classified ads, and making contact with news and information that is tangible. Sadly, many business owners miss out on a valuable opportunity to tap into the local market when they ignore the power of the newspaper.
Advertising in Local or Regional Newspapers
If you are a small business owner, you must get the word out about your business, especially if you are new to the market. Advertising in the newspaper is a great place to start. However, don’t fall victim to assuming that a large, flashy ad will attract the most attention. Instead of focusing on size, concentrate on frequency. You will gain the best chance of reaching your target audience if you remain visible for a longer period of time. Tailor your ads to alert consumers that you are “the one” to call when it comes to solving a problem or making life easier.
Remember - display ads quickly lose their luster, especially when you can’t afford to keep posting on a regular basis. Choose an uncomplicated classifieds ad to enjoy effectiveness through repetition; and always include your website address so that interested individuals may follow up on your business.
If you’re tallying up the price for promoting your goods and services on a weekly basis (especially when it comes to the Sunday paper) - think again. Getting your name in the newspaper is easier and less expensive than you think. A few suggestions include:
1) Write a letter to the editor. Consider voicing your opinion about a topic that pertains to your industry, market or niche. This will provide a decent opportunity for you to mention your company or business.
2) Ship out press releases with an attached professional image or photo. This tactic helps the public associate a business name or company with a representative image. Brand recognition often plays an important role in persuading consumers to buy.
3) Sponsor an event that receives local coverage. Many times, advertisements are placed in the newspaper displaying the name or logo of sponsors who have contributed to a particular cause. This is also a great way to become a positive presence in the neighborhood.
4) Land a contributing writer position. Gain exposure for your business when you become a familiar face or voice in the community by writing a column in the local weekly or submitting articles to larger publications as a contributing writer. In your bio, make sure to include your website address and company information.
Photo Credits: Jean Scheijen AKA Vierdrie (top), Alvimann @ Morguefile (bottom)
May 21, 2009
Use e-books to build credibility and gain interest for your business.
Ebook writing has become quite a popular request in the Priceless Writers’ inbox. Why? Entrepreneurs and business individuals have found a surefire way to increase sales and conversions by giving them away. In exchange for names and e-mail addresses, visitors receive an informative Ebook containing unique content and useful information.
This marketing technique helps businesses build their contact lists, which is very important. Of course, Ebook writing has become popular because these books are selling at a great rate as well. Information truly is priceless and people are willing to shell out big bucks in order to get it.
The Importance of Unique Content in Your Ebook
Unique Content is very important because readers are tired of getting the same information. Even if the topic is quite popular, taking a fresh angle with your Ebook writing is important. If readers are compelled to read, interested and satisfied with the Ebook, they will be back for more information. They will trust you more and be more willing to purchase your services or products as well. Placing unique content in your Ebooks, or hiring a writer that will is very important to your online business.
Building Credibility with Your Ebooks
As a business man or woman, you understand how important it is to build your reputation and credibility through various methods. What you might not know is that you can do the same thing with Ebook writing! When customers or visitors read the great information you provide them with, your reputation goes up as well as your credibility. You brand yourself as an expert in your niche.
You can guess what happens next. When those readers or their friends are in need of products or services like yours, you are going to be the person they contact. Using this method, the more Ebooks you write or have ghost written for you, the higher your reputation as an expert goes. This translates to more customers, higher sales and more profits.
So, What Kind of Ebooks Can You Feature with Your Business?
Virtually any business can take advantage of this new trend in Ebook writing. For instance, if you are selling organic dog food, you can feature a book that contains tips on how to keep your dog naturally healthy. Or, if you’re in the website design industry, writing an Ebook that contains tips for converting visitors to customers is a great idea. No matter what your niche is, you can use Ebooks to your advantage. Considering the benefits that you can gain, it’s important that you don’t neglect your Ebook writing.
May 18, 2009
Do you know how to keep your consumers and clients happy?
Sometimes, you have to give a little to get a little back in the business world. One of the best places to start is by taking advantage of your presence on the Web. Your website can become a selling machine or traffic magnet just by following a few simple suggestions that allow you to offer new items for extra profit, give away ‘gifts’ to loyal customers, provide valuable information, or supply helpful freebies.
Five ways to boost traffic while sacrificing little include:
1) Ebooks
Many consumers are turning towards digital means of receiving information, tossing physical materials to the wind. From “Low-Fat Dessert Recipes” to “Marketing Secrets Revealed,” e-books allow consumers to gain a bundle of information all in one place, usually for low, convenient prices. As a business owner or entrepreneur, you can tap into this growing interest by offering e-books that relate to your customer’s needs. Most individuals hire a ghostwriter to create their very own masterpiece to place on their website, which will attract potential customers and keep current ones entertained.
A handful of ways to approach using an e-book to your advantage, include:
- Sell for extra profit
- Attract new customers
- Offer as a freebie to boost traffic
- Give to customers as a complimentary gift with a purchase
2) Reports
Many consumers are interested in statistics and hard, cold facts before making a purchase. What better place to gain the information they seek than on your website? Create your own report based upon your experiences or hire someone to research and write a report concerning your business niche. Just like an e-book, reports can be sold, offered as a freebie, or given away to loyal customers. Don’t forget - you have to present interesting, helpful facts and stray from regurgitated information easily found on the Web.
3) Software & Downloads
Attract consumers by offering software that pertains to your niche. For example, if you are a master in graphic/web design and want more traffic to your blog, try offering free software that helps budding webmasters detect broken links, assess Google rankings, or check HTML code. Offering a color wheel download is also helpful for potential clients.
4) Tutorials
Do you know how to do something that you think your current and potential customers would find helpful? For example, if you own an online sewing shop that sells patterns, needles, sewing machines, and other tools - it would be in your best interest to provide weekly or monthly tutorials that show how to knit a sweater or recreate the latest Red Carpet fashions for a prom dress. This practice not only boosts traffic to your site for people looking how to accomplish such tasks, but may also encourage a few purchases you may not have otherwise enticed.
5) Auto Responder Information
Increase traffic to your site by investing a bit of time in an auto responder program that delivers valuable tips, the latest news, and secrets regarding your business niche. Autoresponders are common email-marketing tools that quickly provide information to prospective customers with pre-set follow-ups that will help keep your business in the minds of consumers. For example, if you own a dog grooming business, highlighting the latest health care products for pooches and sharing your secrets for a silky coat will prove quite beneficial. Don’t forget to include helpful links to your site within each email.
May 13, 2009
Are you forgetting your current customers?
It seems everywhere you look these days, businesses are trying new gimmicks to bring in new customers. From offering discounts for the first few months to giving out special packages, most businesses are trying their best to add to the number of clients or customers they serve.
While there is nothing wrong with this, these businesses need to ask themselves the question, “Am I neglecting my existing customers?” If your company has advertised a package or discount, do the words ‘offer invalid for existing customers’ follow?
If this sounds like you, here is a bit of information on the importance of existing customers.
Around 80% of your business comes from around 20% of your existing customers!
People enjoy sticking with a company if their products or services are great quality and the prices are fair. Not only do they have the desire to remain loyal, but they will pass your company name onto their friends and family – who then passes it on to their friends and family and so on. Ah, the beauty of word of mouth advertising. Even in today’s computer-driven world, it remains the best and most viral form of advertising.
Staying in contact with your current customers is also very important!
With the busy lifestyles most of us maintain, it’s easy to neglect certain aspects of our lives or forget about certain things we have to do. When you stay in contact with your existing customers, you remind them of your presence. As long as you do this in a way that isn’t invasive, your customers will appreciate it. Keep them in the loop; send out a newsletter, use a blog to keep them updated or use some other way to remain in contact with your existing customers.
Giving back to your customers is a great way to keep them and increase loyalty!
Your current customers are taking care of you – why not take care of them? Give out those discounts and extra packages to your current customers. This lets them know that you really value their business and you want to keep them. When you exclude your current customers from special packages and discounts, it’s like saying, “We’ve already got you and there’s no need to impress you any further.” That doesn’t work in a marriage and it doesn’t work in business. Give back to your customers and let them know just how important they really are.
While new customers are vital to a business’s growth and success, your current customers are just as important. Once you’ve gained the trust and patronage of a client or customer, you must work just as hard to keep it. By doing so, you will ensure the future success and growth of your company.
May 10, 2009
Search engine optimization is typically at the top of every webmaster’s to-do list. The ability to dominate the search results for a specific keyword phrase promises the success every online business dreams of achieving. Searching for this magical pot of SEO gold has cost many webmasters a great deal of wasted money.
SEO specialists are more abundant than rainwater as of late. While many firms have established great track records and may well be worth their exorbitant fees, even more so-called SEO experts are charging webmasters for a bucket full of empty promises.
Those who understand the truth about SEO know that it all boils down to offering the online community something they need or enjoy.
Before investing a large amount of money into search engine optimization, carefully consider the options available and think about the facts below:
1. Meta tag descriptions and keywords that are not related to your content can decrease traffic to your website. Google does not use meta tags to determine search ranking but, instead, uses these descriptions as snippets to display with the results. A poorly written or unrelated description could make first place ranking useless when it comes to click-through rates and actual traffic.
2. The very best keywords and meta tags are completely useless without the same great content. As noted above, Google is one of many search engines that do not read meta tags to actually determine search ranking. Therefore, a website with no real content in the body will typically not fare as well in the search results as a site with quality, keyword-rich content - search rank will depend almost completely on backlinks in these cases.
3. Pay per click campaigns are not as effective as organic search results. Studies have found that Internet users are typically about 3 times more likely to click a naturally ranked search result before visiting a sponsored site. In fact, a number of users believe search ads are untrustworthy.
4. There’s no need for you to find the search engines, they’ll find you. While submission packages that promise to get your website noticed by every known search engine may sound tempting - they’re of very little use. Search spiders are continuously scanning the web for content and will come across yours without any help at all.
5. A long string of keywords at the bottom of your home page will not increase search rankings. Using too many keywords in the content of your site or hiding text within the pages can ultimately hurt your search rankings rather than help them. Most search engine spiders consider the entire context of a page to determine ranking and pay attention to site using phrases in natural, conversational ways.
Organic search engine optimization centers on high quality content that delivers the information your audience is seeking. Don’t spend money on a service you would not consider if there were no search engines - rather invest in opportunities to enrich your visitors and enhance your brand, then high search rankings and increased traffic will follow.
Image Credit: Ignacio Leonardi
May 3, 2009
It's time to shatter common website maintenance misconceptions.
Building a website for the entire online world to see is becoming more of a ‘given’ in this day and age. From brick-and-mortar businesses to work-at-home gurus, there is an urgency to create brand awareness, communicate with as many people as possible, increase consumer interest, and boost overall profits. However, there are numerous misconceptions that one may fall victim to when trying to maintain their presence on the Internet.
In order to set yourself on the right track towards maintaining a website that meets your needs, as well as those of the public, consider the following classic misconceptions:
- I Can Sit Back and Wait for the Traffic to Roll In: Once you have built a site, curious consumers and interested parties will not bang down the door of your URL unless you put a little effort into marketing. In order to pursue cost-efficient and successful ways of directing traffic to your site, you should warm up to the idea of juggling more than one tactic.
Advertising on search engines (like Google and Yahoo) is a common method, but after awhile - this approach can get expensive. For some businesses, they wait months and sometimes years to break the top 10 of organic searches. Don’t be afraid to think outside of the box. Research affiliate programs, create an email newsletter, consider partnering, and take advantage of keyword-rich, relevant articles.
- My Site is Up, Now My Sales Will Shoot Through the Roof: If you have already been in business and currently enjoy a loyal client base, just because you’ve established a website doesn’t mean you’ll become a millionaire overnight. While you have been building your business and presence on the Web, so has the competition. And now, you’re up against national and international rivals (depending on your niche). You have to constantly explore new ways to stand out and locate consumers most interested in your type of products and services.
- The More I Offer, the Higher My Chances of Making Money: Today’s consumer is interested in purchasing specialized products and services that speak to their needs. Once you’ve determined your niche, stick with it and then focus on separating yourself from the competition. Stray too far from your target audience and you’ll lose your connection to a specialized consumer base.
- I’ll Increase Sales If I Copy Successful Companies: Some entrepreneurs make the mistake of copying their competitors - right down to marketing strategies and website layout. If you think this works in your favor, you’re wrong.
Let’s say you created a soda and used the same bottle design and colors as Coca Cola. In most cases, you’ll only remind potential consumers just how good Coke tastes and how popular the soda is - so popular that a new business decided to follow suit and copy their ‘look.’ While there are plenty of things learned from analyzing the competition, businesses that create their own path towards success become more respected within the marketplace.
- I Need Flash and Animation to Look Professional: We’ve all been on them before - sites that dazzle us with high-quality designs, clever introductions, and innovative features. However, consumers are most interested in finding websites that solve their problems and answer their questions in the least amount of time. If they encounter a site that loads too slowly, it doesn’t matter how good it looks. Most people don’t wait long enough to find out. Give clear, concise, and professional information to keep your visitors coming back for more.
All in all - website creation, development, and maintenance are important aspects when you want to make your mark in the online business world. Whether you wish to sell cookbooks, increase awareness of a new company, attract local sales, or boost your level of credibility - a website can become a valuable tool in making money and furthering your business. Make sure to approach the overall website process with a purpose and a plan.
April 26, 2009
Don't forget your business cards - they get the word out.
Increasing website traffic is always an urgent matter for any website owner. Small business owners in the brick and mortar world - after realizing the many benefits of a company website - can often be at an advantage for promotion techniques using the offline methods they’re already accustomed to. Letterhead, business cards, and printed media are natural places to include your website address - but what if your business operates solely online?
Any webmaster can increase traffic to any website using offline promotion techniques.
In fact, the most successful websites typically use a diverse selection of both online and offline methods to drive more visitors and increase profits. One of the easiest and most cost effective methods is mentioning your website address to family, friends, and colleagues. Add your URL to your business cards, letterhead, and email signatures or consider making business cards specifically for your website if you haven’t already. It makes sense that the more visible your website is, the more traffic it will generate.
There are several different ways you can use business cards, flyers, and other print to promote your online business in your offline world.
- Pass out your card at business meetings, dinner gatherings, or on the golf course.
- Include 5 or 10 cards each time you ship a purchase. Encourage clients to pass along your URL by offering a discount for referrals.
- Leave your card or business flyer on community bulletin boards at convenience stores, libraries, grocers, and other local sites.
- Search for offline businesses with similar clientele and discuss the possibilities of promoting one another. Many local companies will be glad to promote your website to their customers in exchange for an online ad on your website.
Get creative when you promote your website and watch your traffic levels soar - along with your profits!
Printed media isn’t the only place you should consider displaying your website address. Create a moving billboard by placing your URL on a decal for your vehicle; contract an affordable print shop to have your web address printed on pens, key chains, coffee mugs, stickers, or tee shirts.
Take these ideas to your audience.
“If you build it, they will come”…but only if they know it’s there. Promotional paraphernalia is completely worthless sitting in a box. The right techniques can increase your traffic with or without these additional tools.
- Find places where your potential clients gather - and join them. Conventions, workshops, and other public events are a great place to meet people with similar interests and can bring a number of new visitors to your website.
- Start a sticker campaign. A number of websites involve their members and current visitors to generate new traffic. Mail out stickers with your URL and hold contests for referrals, creative placement, and other categories.
- Don’t be afraid to approach your local radio stations, newspapers, or even television stations about possible opportunities to promote a community angle of your website.
Whatever methods you’re using to increase traffic to your website, remember that the key to any successful site is a functional, friendly design with informative, unique, and original content.
