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Creative Marketing Tips … “Simple Things You Can Use In Your Business To Attract More Clients”
The single most important activity you can do in your small business is create a unique marketing strategy and plan. When was the last time you saw a company marketing themselves in an outrageous way? In this day and age it looks like everyone...
Direct Mail Marketing Now As Easy As Email
Is the United States Postal Service (USPS) a marketing innovator? As it turns out, the kind folks in the blue shorts are in fact making it easy for even the smallest business to duke it out with their biggest competitors by using the USPS “mailing...
Endorsement Marketing Secrets
Endorsement marketing is having famous or reputable people recommend your product or service to others. They could be celebrities, star athletes, musicians, etc. Choose people that are related to your business and might actually use your product or...
The Ultimate Marketing Secret
Hold on a second! I know you’re eager discover this marketing “secret” is, but before we get to that, I’d like you to do a quick exercise. So grab a pen and a piece of paper, this won’t take long. Ready? Write down every method you currently...
Web Marketing: Design Mistakes That Drive Customers Away In Droves
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Get Results: Start with Your Marketing Message and Objective

Recently I was talking with a very bright traditional marketer on the value of integrating Internet marketing into an enterprise's marketing mix. Personally, I have witnessed significant and measurable increases in the online results of an enterprise when they include traditional marketing strategies like direct mail, radio, television or publicity with their internet marketing strategies.

Although he did not disagree with the concept, he re-focused the discussion on the importance of an enterprise establishing their marketing message and objective even BEFORE contemplating their traditional or Internet marketing strategies. What an excellent point! What about you...

* Have you created a clear and concise marketing message?

* Have you defined your customer benefits and integrated them into your message?

* Have you established a measurable objective to determine your success by?

Your Marketing Objective Defines Your Results

Business owners and marketers have a tendency to think in broad terms about their marketing objective by focusing on ones such as "generating traffic" or "designing a website." Instead, the effectiveness of their internet marketing strategies should be driven by specific marketing objectives established from the end result required of the business to be economically sustainable.

For example, "generating traffic" is not directly tied to a financial objective like "generating a cost per sale of $75." The common misperception of "traffic equals sales" has wasted tremendous amounts of business' capital on poor quality website traffic. In addition some businesses have developed negative attitudes towards Internet marketing by falsely associating poor results to it instead of to a lack of an objective.

Recently a new client described his horror story of spending a significant part of his budget on contracting with a paid search service provider. The resulting paid search campaign was a major failure in terms of satisfying the client management's net profit objective. Actually, to be precise, the campaign caused a massive negative net profit.

After asking further questions to understand why the situation occurred, I discovered that the blame could not be attributed to the service provider's failure to perform but instead to the client's failure to define the correct marketing objective.

The client contracted with the service provider under an objective of "generating traffic" versus "generating a positive net profit." The goal of "generating a positive net profit" involves a more strategic performance-centered setup and management of a paid search campaign which this particular service provider was not capable of delivering through their business model.

Unfortunately, directed by the client's defined objective, the service provider delivered massive volumes of paid search "visitor traffic" which failed to satisfy the client's non-communicated but expected


increase in positive net profit.

Your Marketing Objective is the Balance between Determining Success and Failure.

By defining a measurable objective, an internet marketing strategy is regulated by the resulting increase or decrease of it. From this perspective, a simple "yes/no" decision is made as to the success of a particular strategy: "Yes" it achieved the marketing objective and should be maximized; or "No" it fell short of achieving the marketing objective and should be dropped or the message adjusted and tested again. Without a measurable objective, the success of an internet marketing strategy is determined by subjective means versus real data.

A Clear and Concise Marketing Message Ensures Achievement of Your Objective

The marketing message is essential for generating performance from your Internet marketing strategy. Rather on your website, landing page, or paid search ad, the message attracts visitor attention, qualifies the type of visitor and persuades the visitor to complete your defined marketing objective.

An excellent book written by Doug Hall titled, "Jump Start Your Business Brain" outlines three essential components every effective marketing message should include. They are:

1. Overt Benefit: answers the customer-centric question of "what's in it for me?" 2. Reason to Believe: what persuasive credibility shows that you will do as you promise? 3. Dramatic Difference: what is your uniqueness to the customer?

The rudimentary knowledge gained from these three essentials is that you must focus on your visitor and answer their buying questions. By satisfying your visitor's needs in a manner that persuades them to buy, they will correspondingly satisfy your needs.

Are You Satisfying Your Visitor's Needs?

An easy way to assess whether your marketing message is even capable of satisfying your visitor's needs is to count the number of times your website copy states "you or yours" versus "we and us". Although primitive, this exercise will immediately tune you in to where your marketing message is directed. If you're talking more about "we" then about "you" then you're focusing on the wrong message.

Instead of spending more time on developing a traffic generation strategy, re-focus your time and thinking on developing an effective marketing message with a measurable objective. Ultimately your traffic generation strategy will achieve higher returns and stronger results when you attract the most qualified visitors through an effective marketing message and gain "data-driven" insight from a measurable objective.



About the author:

Kevin Gold is CEO of Enhanced Concepts, specializing in turning website visitors into leads or sales, co-editor of WebSalesability.com and published writer. Get a free report, "12 Sure-fire Ways to Increase Your Website Sales" and an exclusive 5-day website conversion email course by visiting www.enhancedconcepts.com.

 

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marketing.about.com
 
Marketing.org - Home of the Business Marketing Association
Serves the professional, educational and career development needs of business-to-business marketers.
www.marketing.org
 
Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
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Advertising, Marketing, Media and PR News - Brand Republic
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ...
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Marketing Magazine - Marketing News - Brand Republic
Marketing Magazine - Marketing News - Brand Republic.
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Marketing (Canada)
Offers a Canadian source of news and articles on marketing, advertising and media.
www.marketingmag.ca
 
BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
www.clicksor.com
 
Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
www.marketingjobs.com
 
The Chartered Institute of Marketing
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ...
www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
www.technorati.com
 
Marketing Profs - Marketing Concepts and Strategies: Expert ...
Marketing knowhow from professionals. Newsletter, articles and how-to's.
www.marketingprofs.com
 
Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
www.gmarketing.com
 
Business Marketing - Small Business Marketing
Business marketing - Read everything your need to know about small business marketing.
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ClickZ Internet Marketing Solutions for Marketers
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Direct Marketing Association: Telephone, Mail & Internet Marketing
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ...
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  • inner directed marketing a new way to prosper in tough times

  • insider secrets to internet marketing

  • interactive marketing your key to success in 2005

  • internet affiliate marketing 101 its all about relationships

  • internet marketing

  • internet marketing 5 reasons why your business must have an online presence

  • internet marketing advantages and disadvantages

  • internet marketing agent needed from home

  • internet marketing and the art of motorcycle maintenance

  • internet marketing are you penny wise and dollar foolish

  • internet marketing avoid blind sheep mentality

  • internet marketing a maze in a haze

  • internet marketing basics

  • internet marketing content is king

  • internet marketing expert cant give away 100 bills

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  • internet marketing for dummies

  • internet marketing for sales leads

  • internet marketing guide

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  • internet marketing idea publish an ezine

  • internet marketing idea use internet marketing to sell network marketing or mlm

  • internet marketing in the future

  • internet marketing is changing right before your eyes

  • internet marketing is confusing isnt it

  • internet marketing is like a roller coaster ride

  • internet marketing is not like off line marketing

  • internet marketing i dont know everything neither do you

  • internet marketing just got easier new web traffic roi calculator launched

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  • internet marketing predictions for 2006

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  • internet marketing requires lots of patience

  • internet marketing secret know your competition

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  • internet marketing success is a cumulative effect

  • internet marketing success requires a business plan part ii

  • internet marketing success requires a plan part i

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  • internet marketing top 13 tips to promote your website

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  • introduce to pluginnetproefit com marketing strategies that empower success course

  • in marketing you need to focus on the benefits

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  • is a marketing plan the same thing as a communications plan

  • is database marketing a good thing

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  • joint venture marketing and what it can do for you

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  • kiss marketing the basics

  • knock knock aka internet marketing application for non internet businesses

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  • learn how to measure the effectiveness of your online marketing campaigns in a free pdf download

  • learn successful e mail marketing tips

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  • lost in translation how to get your marketing message to an international audience

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  • make your 2005 email marketing plan successful six useful tips

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  • making the transition from classic marketing to virtual marketing for artists

  • making your web site an effective marketing tool

  • manufacturers shift marketing budget away from direct mail in 2006

  • manufacturers shift marketing budget away from print advertising in 2006

  • manufacturers shift marketing budget away from tradeshows

  • manufacturers shift marketing budget to the web

  • marketing

  • marketings endless road

  • marketings greatest enemy

  • marketings magic bullet

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  • marketing 102 aiming vs spraying

  • marketing 2005

  • marketing and multiple streams

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  • marketing and selling through the mind of your customer

  • marketing and the hired guerrilla

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  • marketing as a second language

  • marketing as a spiritual practice

  • marketing as a spiritual practice ii unearthing your potential

  • marketing a misunderstood or scary product or service

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  • marketing a professional practice free by writing

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  • marketing basics gather it all up

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  • marketing strategies stop struggling and start attracting

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  • marketing tourism online part one the basics

  • marketing tourism online part two attracting visitors to your website

  • marketing to a global audience

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  • marketing to hispanics latinos

  • marketing to the affluent with wine

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  • marketing to your niche markets with stories

  • marketing trends from the digital frontlines

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  • marketing vs business brochures

  • marketing vs sales

  • marketing vs selling why theres a difference

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  • marketing wizard shares her 2004 marketing forecast

  • marketing yourself online freelancing 101

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  • massage marketing made easy marketing plan for therapists and bodyworkers

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  • michael jackson classic marketing blunders and your wallet

  • mlm cyanide pills top 5 sure fire ways to kill your network marketing business

  • mlm network marketing success secret own the product

  • mlm training the mlm success secret of the master skill in network marketing

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  • mobile marketing a new age strategy

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  • modern marketing with postcards

  • money making real estate marketing ideas

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  • moving beyond marketing rituals to increase profits

  • multicultural marketing taking care of business at hand

  • my border collies internet marketing advice no 4

  • my dumbest marketing blunder and how you can avoid it

  • my experiences of internet marketing with no knowledge and a very limited budget

  • my favorite home business marketing ideas

  • my marketing budget is small how can i make the most of it

  • nation branding and place marketing the place

  • natural marketing for full business success

  • network marketing

  • network marketing dos and donts

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  • network marketing its all about customers

  • network marketing success are you wasting your time with the wrong prospects in mlm

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  • network marketing success secrets the mlm success power of passion

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  • network marketing who do you know

  • net marketing a passion or an obsession

  • neuromarketing smart marketing or jedi mind control trick

  • news search is influencing internet marketing

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  • new publications will provide innovative tips on marketing good niche products in the niche market

  • new realities for e mail marketing

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  • niche internet marketing tactics part i

  • niche marketing 10 product creation tips

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  • no bull guide to internet marketing

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  • offline network marketing recruiting vital for an online business

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  • of habits focus and success in online marketing

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  • online marketing 10 volcanic ways to erupt your website sales

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  • online marketing matrix

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  • online network marketing 101a basic must steps to follow to be a successful marketer

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  • optimizing marketing programs through customer feedback

  • outrageous marketing for outrageous success in 2002

  • outsourcing your web marketing

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  • overview on qualitative data collection techniques in international marketing research

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  • part 1 an introduction to internet marketing

  • pay per click adverting and article marketing compared

  • pay per click marketing copy tactics to avoid

  • pay per click marketing does it work for industrial companies

  • pay per click marketing for hotels

  • pay per click marketing how to waste your advertising budget

  • pay per click search engines are the top internet marketing tools

  • peer to peer marketing

  • permission marketing with tip sheets

  • picket marketing

  • pin the tail on the web marketing donkey

  • pixel marketing the secret behind the phenomena

  • planing your marketing

  • play the internet marketing video game and win 1000 a

  • polls and surveys a great path to free publicity for marketing minded financial planners

  • postcards effective marketing tool

  • postcards with an edge 7 ways to use postcards in your marketing campaign

  • postcard direct mail marketing 15 ways to grab attention

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  • preventive marketing offers small mid sized business owners an ideal way to maximize their results for minimum investment

  • principles in marketing to women

  • profitable target marketing 6 lessons from major league baseball

  • progressive marketing tactic

  • promotional marketing products selecting the perfect item

  • pr the wildcard marketing strategy

  • publicity and marketing magic for financial planners the four mores

  • publicity marketing minded financial planners never say these words to a reporter

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  • put your marketing to the so what test

  • race and marketing does skin color still matter in america

  • read this sell more direct mail marketing is about benefits not features

  • real estate internet marketing is the way to go

  • real estate investors how to get a powerful marketing education for free

  • real estate marketing 10 ways to improve your marketing in 2006

  • real estate marketing do you use direct mail

  • real estate marketing how to measure your direct mail success

  • real estate marketing how to use the media to your advantage

  • real estate marketing online are you capturing leads or losing visitors

  • real estate marketing online can prospects use your website

  • real estate marketing online search engine tips for agents

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  • real estate marketing with rss

  • recovery marketing hop on and take a ride

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  • relationship marketing online

  • relevancy the new black for online marketing

  • religion and online marketing the 21st century pulpit

  • restaurant website promotion how to boost your business using tested online marketing tactics

  • revealed the myth of making money through affiliate marketing

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  • review email marketing benchmark guide 2006

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  • rss a new face of online marketing

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  • rules of thumb for marketing to your past customers

  • sales and marketing terminology

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  • sam n ellas homestyle restaurant better known as effective use of humor in your marketing materials

  • satisfied employees a powerful marketing strategy

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  • schmidt and cutler articulate marketing voice for manufacturers

  • searching for free marketing tools you already own the best there is

  • search engine marketing are you accidentally hiding from potential customers

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  • search engine marketing john alexander interviews seo author susan oneil about the early days

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  • sex and the gods of internet marketing

  • shady marketing tactics what they will cost you and your business or learning to market responsibly

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  • skip christmas this year do give thanks marketing instead

  • small biz marketing stategy when to launch a new product

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  • small business marketing and advertising branding vs direct response

  • small business marketing are you using a net or a spear

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  • small business marketing secret 1 the most important word in advertising

  • small business marketing secret 2 marketing is like fishing you need a hook

  • small business marketing secret 3 what you should have learned in science class

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  • small business marketing secret 6 a bucket of hot dogs and a squirt of word of mouth advertising

  • small business marketing series choosing a niche market

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  • ten tall tales of traditional marketing 1

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  • the 10 commandments of guerrilla marketing design

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  • the 3 ps of internet marketing

  • the 4 active marketing ingredients that could make or break you

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