|
|
 |
|
|
|
|
|
|
|
"Your Internet Information Source... Technical Made Practical" |
|
 |
|
|
• How Can I Compete In This Market Today? How Your Organization Can Gain Credibility • 7 Keys of Website Marketing Success The Wisdom of Right and Wrong |
|
|
How Can I Compete In This Market? How to Gain Credibility
In this age of Fortune 500 companies and snowballing mergers, how can a small or medium sized company gain credibility and recognition? I'm glad you asked... Because the answer may please you!
Do you ever see the television advertising budgets of the 'Big Guys" as they invest mega dollars into broadcast media, and wish you could do the same? Or do you hope for a direct mail campaign where we can reach many with your ideas or services? If you have, I join with you, because I have too. I used to think how good it would be to have a $200,000 advertising budget to show up with the "regional companies". I would often calculate the cost of going "public", just to have a chance to advertise and promote our way into the "Big Leagues". In recent years, the tables have turned. Yes they have. The playing field is more level now than 150 years ago in the gold rush and land rush days. Here's why... a small organization can, if it chooses to, have the same presence and impact on the internet, as an organization 100 times its size. How can this be, you ask? Every form of media has become so expensive that it's hard to participate and harder still to show a return on investment. However, the one arena that has leveled the playing field is; The Internet. With a modest investment, you can have a market presence, credibility and a powerful impact in your field! My first website cost a little over $7,000 to build, but it added $195,000 in new business that year. The next year was surprising, with almost double that in new revenue. That is all good news, but since that time the investment cost for a strong web presence has dropped in half. I don't want to minimize the main ingredients of faith, honesty, integrity, excellence and a love for people. Because without these, any company will burn out and fade away. I believe in these ingredients as "the only way to go". However, we are living during a time of rich opportunity, where a first year startup organization can wisely invest frugal dollars and manifest a market presence that is compelling, informative, useful and inviting. To state it simply, the internet provides the best return on investment of any promotional activity I know of. Period. But you have to be convinced of this and believe it yourself. Many people are afraid of technology and they let this fear keep them away from their potential. But for those who are not going to let the market change pass them by, they can enjoy many benefits from this low priced media. I share this knowledge 10 times each day. So here we go again. I have been involved in advertising media since 1973. The most cost effective and productive media I've ever discovered is a website on the world wide web. Bar none! Even though my first website was very costly back in 1996, it still out-produced every other form of advertising we did, by a margin of 3-to-1 or more. In all areas; new client leads, customer service, and business generation, a website is the cost-effectiveness winner! With the proper support from you, here are a few features your website can produce:
I know that for some people, the world wide web can be somewhat fearful. But, I've seen so many people with grey hair, jump into the high tech arena, and really love it. And more than love, greatly benefit from this technology.
I have a personal invitation from Bart Dailey, President of American Marketing, to give you his phone number and the open door to contact him. Bart tackled this internet bull by the horns recently, and now he is a "pro". Now he takes all his new prospects through an interview online, applications online, all products are online, all documentation is online, his video is online, and much, much more. Call Bart Dailey at 210-820-3322. (I suggest you do this while he is still willing to give free internet guidance) This article is not intended to change your opinion on the subject, only to open your mind a little to the idea. So until next time, happy marketing and happy computing.
See the "7 Keys of Website Marketing Success" in the next column.
Happy Marketing,
Greg Schipper
Have a topic? Email me, let me know your interest.
|
7 Keys of Website Success Wisdom of Right and Wrong
1. Make your website exciting, relevant and moving. Use many illustrations, awesome product photos and lots of Flash movement. Here are some examples: 2. Build Trust and Credibility Through Customer Referrals. Get referrals and photos from every customer you can. Here's a super example. Your new potential customers don't have to take your word for it, just check out your referrals.
3. Market your products or services using a USP.
A USP is a "Unique Selling Position". To be successful in small business
you don't have to be the best, but you should offer a unique position.
Identifying, developing, and incorporating your USP into everything you do
is challenging. But the reward is worth every effort. It will
differentiate you, distinguish you, and give you advantage over everyone
in your marketplace.
4. Develop an Email Newsletter and Email Database. This is actually two related projects in one. Collect business cards and email addresses wherever you go. Plan to stay in constant touch with every potential client through email. It's free, fast and can be persuasive. Most sincere business people "study to show themselves approved". That is, they grow in knowledge of the profession they are in. In fact, after 10 years, you become an expert in your field. It is just like having a PHD in your profession. What you know is valuable to your customers. If fact, much of the online business purchases involve selling the information people have accumulated. Solomon wrote; "Though good advice lies deep within a counselor's heart, the wise man will draw it out." Proverbs 20:5. The wise person desires to learn from a successful person's understanding, and take direction from the man or woman who knows the solution from time-tested experience! The most effective way to gain clientele through your accumulated knowledge, is to create a newsletter. By email, a newsletter is referred to an e-zine, short for e-magazine. Your e-zine would be a monthly newsletter, complete with several stories and photos. When your content is informative, well written and well illustrated, your following will multiply very rapidly. Every e-zine issue should have a subscribe button where new people (who had the newsletter forwarded to them), could click-on and subscribe! I know of e-zines that have escalated to thousands of subscribers this way. Here's why: Just like George Mueller of England in the 1850s, he kept his support base fully informed with an exciting, detailed and accurate report of how the ministry was functioning. His "newsletter" (actually called the Mueller Report) was so popular, that people "begged" to be included and later would prayerfully and financially support the ministry. Are we any different today? Your e-zine should continuously direct readers to your website. 5. Establish a Joint Email Endorsing Campaign. Email works so well that now we want to double your email database and reach twice as many people. From another business you know and trust (not a competitor but an affiliate), setup an email exchange program and cross referral program. Each refers the other in their newsletter on a regular basis as well as exchanges email addresses. After you have several successful months using a joint email endorsing campaign, make this relationship once again with another affiliate.
6. Maximize Traffic Through Search
Engine Placement Strategy. This is a project for a marketing
and computer expert. Search engine
promotion is probably one of the most well known and used ways of being
able to "target" your market. Most people start here when they begin
promoting a website, and they know that a search engine can bring in as
much as 80% of their website's traffic. The best thing about search engine
placement is that it is a very cost-effective and productive way to
advertise their website. 7. Remember and practice the "Tip of the Iceberg" rule. Creating and publishing your website is just the "Tip of the Iceberg". The remaining 90% is unseen below the surface. These unseen features are important to the success of your website.
1) Business Cards, show web address |
|
To Subscribe to this newsletter, click here. If you have questions or features you would like to see covered, please send an email with your request. |
|
