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13 More Marketing Tips To Supercharge Your Business
- Understand and stick to your theme. After you have identified
your target audience and know what you want to offer to them that is unique
and what they want based upon market research, stick to it.
- Give rich, relevant product information. Web users want access to as much information as possible, but they want to
find what matters most to them, in as little time as possible.
- Sell benefits, not features. A large percentage of marketing communications don't stress the benefits that
the products or services bring to their audiences, but stress product/service
features instead. The unfortunate outcome is that sales are adversely affected.
An old sales technique is to describe the solution or feature and tell why
that is an advantage, but always stress the human benefits that the prospect
will obtain by buying the proposed solution.
Why People Buy Your Products or Services.
- Provide price comparisons.
Make it easy for the customer to buy now,
without leaving the site. This is important for price sensitive markets, where
comparisons can be easily made. Otherwise, you should focus on value pricing
instead of competitive pricing.
- Keep it simple.
Is your web
site easy to buy from? Try Amazon.coms One Click Ordering to see how easy it is to order.
Hold onto your wallet when doing so. :)))
- Give marketing top priority. Frequently entrepreneurs put marketing on the back burner, but it's
importance cannot be over-stressed. Marketing (or the lack of it) can make or
break a business.
- Plan your promotional efforts carefully. Don't spend too much time,
money and effort on expensive marketing methods, overlooking low-cost ones.
Be cautious with the way you use your limited capital. You can lose a lot of
money quickly, if not careful. A full page print ad in a large circulation
magazine, for example, can run several thousand dollars for just one issue,
but may not pay for itself in sales. On the other hand, free publicity and
other forms of low-cost promotion cost next to nothing, yet can be valuable
marketing tools.
- Use repetition in your marketing efforts. Many fail to realize that marketing is most effective when the marketing
message is repeatedly brought to the attention of the target audience. A sizable
number of prospects won't respond to marketing communications the first time,
for various reasons. But presenting the message repeatedly - perhaps a second,
third, fourth, fifth time, or more - will eventually convince a percentage of
them (as long as they are legitimate prospects) to act on the offer. Repetition
increases the credibility of the business in the eyes of the customer,
particularly if the promotional efforts are seen in different media. The key is
using marketing methods you can afford to use repeatedly without breaking the
bank. With a limited amount of money to spend (and who isn't limited) you
will get better results concentrating your promotional dollars on smaller
audiences to create multiple exposures then diluting the message over a wider
audience.
- Use
cross-media promotion, even if your business is solely a web business. For
example, you can migrate non-web customers to the web, remind web users to come
back, and find customers that haven't found you that can be effectively targeted
using traditional media. As you well know, each medium has its strengths and
weaknesses. And remember to tie the different media together. Your credibility
grows when the customer sees you in more than one medium.
Use the Web to build brand recognition. The best way that you build a
brand is to deliver a quality product. First build a reputation through
satisfying customers, getting good public relations, then promote the brand.
Be a customer service leader. Sales and marketing promotions can drive
traffic to your site. Additional marketing can increase the frequency of
customer visits. But, high-quality and responsive customer service can make
lifetime customers out of your customers. Collect customer data. You will need it for
personalization and other one-to-one web marketing efforts. The basic benefit is increasing targeting and decreasing waste in marketing
program budgets. The data you gather will make your marketing
more effective and more efficient. Customers will be more likely to buy because you have presented
information that is uniquely relevant to them. You can create
cross-merchandising (a.k.a., upselling, cross-selling) programs that can
increase your average online order size. Most importantly, this personalized
interaction will increase customer loyalty over time.
You must seek the
permission of your users to successfully collect data. Inform them on how you will be using the data.
Let them know that the information will be used to alert customers to new
goods or services that are most relevant to them and that it will enable you
to present
personalized content and product information.
By
establishing this trust-based relationship, you'll be sure to capture relevant
and accurate information.
Remember to also make it
easy for customers to access information serendipitously by not locking them
into their personalized view. Let them explore!
- Take advantage of the Web's real-time nature. This will increase frequency
of visits. Just remember to match the timing information with your audience and
your goals for the web site. For some web sites, it make perfect sense to
present real-time news, for others it make sense to present information hourly,
daily, monthly or quarterly. Once you have determined what timing is best for
you and your customers, make sure you communicate it to them so they know how
often to visit your site.
- Ensure privacy. In order to speed along the pace at which people will buy
online, explain how encryption provides the necessary
security and how shoppers can tell when it is being used.
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