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small business marketing
The Workbench Community for Small Business Marketers
According to Network Solutions, only 17% of small businesses have an internet marketing plan. Get a head start on 83% of you competition today!
When it comes to business websites, a return on investment expected. To get any kind of return, your site needs to have a goal to which all actions will be compared. Do you want your website to inform, share news and information, communicate with different locations, entertain, or make a profit by selling information, services, or products? Imagine that you can have only one action on the website. What would it be? That's your website goal. Beyond this, only you can define what exactly you want other people to do on your website. From this goal, you can research and develop your audience, keywords, site structure, site design, content, and promotion for your website.
· What am I offering?
· Who needs this?
· Where are they online and offline?
· What action do I want them to take?
· What sets my site apart from others like it?
· How can I attract more attention?
· How much time can I invest in updating my site?
· How much money can I invest in Internet Marketing?
The marketing goal is always to attract and convert your target market into customers. Internet marketing techniques are a little different than conventional marketing, but the general strategies still apply. People still buy based on their needs and you still want to make it obvious that your product or service will fulfill one or more of these needs. People are also tired and annoyed by intrusive advertising, so you will need to be natural in your techniques. Instead of trying to break through barriers and blast your message through the clutter, try earning your target market’s trust by building relationships.
· Provide Value To Your Market – On the web, people can leave you with one click if you do not provide them with what they want.
· Communicate Respectfully – No one likes SPAM. No one wants to wait on hold when they call Customer Service. No one wants to wait a week for a response to an email.
· Be Trustworthy – People buy from people they like and people they trust.
· Be Personal – Websites are visited by individuals not organizations.
· Build Relationships – Your customers will feel comfortable with you and talking about you to others.
· Network – Online and Offline the best way to grow is through personal connections and interaction. Online social networks and communities can be a powerful resource for finding customers and creating relationships with them.
· Create An Email Marketing Database – Sending regular emails create and maintain relationships with your customers. It is very important to be trustworthy and honest in these emails. DO NOT SPAM! Do not sell your client’s information, and do not send mass emails more than once a week. DO provide value, do allow people to opt-in and opt-out of every email, and be personal in your communications.
· Create A Network Of Links – Links are the key to the internet. You want to make sure you only add outgoing links on your site if you are sure they are useful to your customer. Only link to helpful and trustworthy sites. The same goes for sites linking to yours. Every link to your site is an online referral for your business. While you can’t stop anyone from linking to your site, you can seek out and develop relationships with your vendors, online communities, and other trustworthy and helpful sites that your customers visit.
· Create Attractive Content – Content has always been king. Write a blog, post articles, make a Top 5/10/50/100 List, create a photo gallery, or any other content that will attract your customers, links from other sites, and attention from the search engines.
· Organic and Paid Search Results – Search Engine Optimization techniques can only get you so high in the rankings. However, you can always jump to the front of the line with a little cash. You can buy Pay-Per-Click ads on your core search terms; you can hire a good, trustworthy SEO expert, or buy links on popular websites and directories.
Never! Unless you close up shop or sell your site to Google for millions of dollars, you are going to want to continually update your website, evaluate your marketing plan, add new techniques, expand your niche, and continue to grow. The minute your site becomes stale your audience begins to move on. With the millions of websites available in the world, someone is posting new information or creating new techniques to reach your target market every day. Developing an effective online presence is becoming more and more similar to any brick and mortar store. If have to use the old elbow grease, network, and actively seek out new customers to grow your business.
· Share your news and press releases on your site.
· Ask your customers and vendors to share information.
· Take part in blogs, forums, and social sites online.
· Post to your own blog on a regular schedule.
· Create a space for your customers to help you improve your site.
· Reward active participants on your site with gifts and gadgets.
· Watch your competitors and other experts in your field.
A declining economy affects many businesses. Many times these businesses cut the marketing and advertising dollars first in an attempt to trim the budget. Sometimes this is justified, but most of the time it is a huge mistake.
When the economy is slow, it is the perfect opportunity to reach new prospects and grow your market share while your competition is doing nothing. Most likely, much of the clutter and noise in your market has cleared out, and you will have a much stronger voice. When the economy turns back around, and it will, you will be in a much better position than your competitors!
However, in a slow economy, it is more important than ever to squeeze every last penny out of your marketing and promotional dollars. Taking a more targeted approach with your advertising effort is the key. Use your broad format advertising dollars from print, television, or radio and use it in a marketing campaign where you can track results and focus on a key demographic. If you are still purchasing media, now is the time to lock in long term rates, as these entities are hurting and will likely accept a low rate with a long term agreement from you.
Explore a referral marketing plan where you have absolutely no risk. Qualify your referrals so that you’re not spending a dime unless you’re getting additional business from a referral. Now is the perfect time for this, as your customers want a reward, and you want another customer. Referrals often increase your market share, because your customers will think of people already using your product or service. All you need to do is come up with a worthy referral gift, start calling your customers, and ask for a referral. Once again, qualify all referrals before you reward them. A referral is deemed qualified when they have spent an appropriate amount with you.
Do you have hunters or gatherers on your sales staff? In tough times, you are going to need people who seek out the new business, cold call, and work your prospects effectively. It is more important than ever to keep your sales teams focused, so explore ways to incentivize and reward them for hitting goals. While all other companies are making cut backs, show your employees that you’re still willing to reward those who perform. This easy step will motivate your team, raise morale, and will ultimately drive your sales higher and higher. Once again, this in an expense that pays for itself with low risk, as you spend nothing unless a sales goal is achieved.
Form partnerships with compatible companies. Opportunities to save money are everywhere, you just have to ask. Chances are that at least one company you know is interested in a co-op campaign or event driven marketing activity. After all, everyone needs new marketing opportunities, and they are looking to save money just like you!
When the economy turns around, there will be winners and there will be losers. Have you positioned your company to be one of the winners?
Author’s Note: John Groves has over 10 years experience in marketing and promotions. He has been a Promotions Director for several broadcasting outlets, and has executed hundreds of events for small businesses and franchises including the largest free concert event in the state of Missouri.
Currently, John is a Marketing Director for Ad Trends Advertising, Inc. in Blue Springs, MO. He develops and manages marketing campaigns for several companies. Ad Trends Advertising, Inc is a full-service marketing company specializing in promotional products, corporate apparel, printing services, graphic design, and custom websites. Previously, he worked for Cumulus Media Partners in Kansas City. He can be reached at 816-228-1123 or preferably by email: John@AdTrendsInc.com
Referral Flood is a comprehensive 118 page how-to guide to referral marketing, a 60-minute referral marketing audio CD seminar, 54 real-world referral marketing system examples, a 70 minute audio CD explaining the inner workings of each real-world referral marketing example, and referral marketing toolbox of letters, postcards, business cards, and other referral marketing tools all rolled into one easily accessed product. Two ways to buy digital files for immediate download. - $97 or 3 ring binder with audio CD - $129 More . .
This product comes in several formats. Visit this link to select the version you would like to receive.
(Digital Version for Immediate Download Now Available)
How A Simple Shoe Shine Helped Me Discover the Single Greatest Small Business Marketing Strategy On the Planet.
Every small business owner I know admits that they got started this way...yet not a single one understands and uses the power of this marketing method.
Introducing ...
Referral Flood - How to create a flood of new business without spending one dime on advertising
An insider's shortcut to referral marketing that will supercharge your business, your wealth, and your life...even if you don't know a thing about marketing.
| From: John Jantsch Dear Business Owner: Over the course of the last 20 years, I have worked with thousands of small business owners, either in one-on-one consulting or through one of the many marketing workshops I have presented. | |||||
| At some point I began seriously trying to understand as much as I could about how small business owners really get new clients. So, I began asking every small business owner I worked with how they had built their business to this point. Well, I'll tell you right now that it didn't take very long before I noticed a pattern...no that's wrong...I noticed an overwhelming trend so big that only a complete idiot could miss it. Most Small Business Owners Start Off Building Their Businesses Through Referrals. Okay, okay, I know everybody knows that. I mean, you do some nice work for a client, and they tell their Uncle Louie, and then Uncle Louie tells Cousin Vinnie, and boom, you're off to the races...bringing in business faster than hot cakes. But here's where it gets weird. Ask any one of the 1,721 business owners that I have visited with what they do to purposely generate referrals , to take full advantage of this marketing powerhouse, and you will get mostly blank stares or what I call the long lost look of the "Plague of the Accidental Referral." Do you want to know what I discovered? I asked and I asked and what I discover was that the number one reason that small business owners don't use the secret weapon of referral marketing to grow their businesses, fatten their wallets, and crush their competition is fear. At first that didn't make sense to me so I did a survey of 112 small business owners and fear was by far the number one reason small business owners hesitated in tapping into the power of referral marketing. See a sample of this research Now fear comes in many shapes and sizes. Some fear rejection, some fear they don't deserver referrals, some fear they will come off looking desperate...but all in all...this is the common stumbling block. In my book, small business owners are mostly a very courageous lot, but when it comes to looking a client right in the eye and asking for a referral, they seize up in fear. They know, I know it, and now you know it.
So let me jump to the story of how I discovered the secret to unlocking this fear. One bright sunny summer morning I was headed into Starbuck's for my usual shot of coffee, when I noticed a sign in the window next door. "The sign simply said, Earn a 100% Refund On Your Shoe Shine." I must admit, I was curious. So I peeked my head in the door and was greeted by an elderly gentleman that invited me to step inside. "Son, let me heal your shoes, for you have gone far too long without tending to their needs," came the voice. Now how do you say no to that? Next thing I know, I'm in the chair chatting with Wilfred, the owner of the store.
As he proceeded to shine my shoes he went on at great length about the differences in shine technique, polish, and application. I'll confess, I was intrigued. Then, in an effort to make small talk, I asked Wilfred how his new venture was going. Here is what he said. "Business is just fine, but I can always use more customers who understand the seriousness of the impression the state of their shoes makes on their success in life"
I was taken aback by his comments, but then, without hesitation he pulled 4 cards out of his back pocket and proceeded to explain to me that he wanted me have these business cards as a gift. If I would simply hand these cards out to friends, neighbors and colleagues, he would offer the holder of these cards a free shoe shine, and furthermore, for each of these cards that came back in the door, I would earn a refund on today's shoe shine. In fact, he said, "If all four of these cards show up, I'll give you a 100% refund on today's shine." "I don't advertise, I put everything I have into making you look good, and then I expect that you will tell others who appreciate and need that." Now, even as a self-appointed marketing expert, with a whole bunch of marketing experience, I was indeed humbled. What Wilfred showed my that day was the missing ingredient to growing a business by referrals. Wilfred showed me how to unlock the paralyzing grip of fear that most small business owners feel. The entire process tumbled at my feet in crystal clear fashion. The Amazingly Simple Secret Behind The Most Successful Small Businesses In The World Is the Word SYSTEM. Effective Referral Marketing requires a system. As the saying goes...The System Is The Solution. It's as true in marketing as it is in accounting, or hiring, or production, or any other aspect of your business. And that's the missing link, the greatest secret. See, Wilfred had a system for identifying his target market, educating them, getting their interest, making them an offer they couldn't refuse, making referrals part of the deal, and finally, guaranteeing that everyone who walked into his shop, would come back for more.
Since that day, I have spent over a year focused on learning everything I could about referral marketing and referral marketing systems and I'm proud to announce that what I have compiled is certainly the most comprehensive real-world study of referral marketing systems ever committed to paper. Referral Flood is a comprehensive 118 page how-to guide to referral marketing, a 60-minute referral marketing audio CD seminar, 54 real-world referral marketing system examples, a 70 minute audio CD explaining the inner workings of each real-world referral marketing example, and referral marketing toolbox of letters, postcards, business cards, and other referral marketing tools all rolled into one easily accessed product. Referral Flood - 118 pages, and 3 audio CDs packaged and shipped to your door in a 3-ring binder (Digital Version for immediate Download Now Available) I chose to package Referral Flood in a 3-Ring Binder and ship it only as a "hard" product containing all 118 pages and 3 audio CDs (2 program CDs and 1 Bonus CD) because it is meant to be a reference manual that you can put your arms around and hold and refer to over and over again. I just don't think digital download type programs allow you to do that. It may take a few more days to arrive at your door, but, believe me, it's worth it. And besides, I assume you plan on being in business for the long haul, so what's a couple of days. By the way, the program is 100% useable content. I didn't add pages and pages of filler just to make it a bigger book. I want you to focus on building referral systems not reading my wonderful prose. Quite simply, nothing like this program exists anywhere - at any price . The super-intense "insider" education contained in this course will be worth hundreds of thousands of dollars to anyone who puts it to work in their business. I've done the hard part...all you have to do is dig in and find the right system for you business, tweak the tools and examples included, and stand back and watch while your business begins to produce a consistent flood of new business. Here's some of what you'll find in Referral Flood
That's just a small sample of what you'll find in Referral Flood. There are 18 chapters in this program and over 3 hours of audio training...all designed to short-cut your marketing education. Referral Flood gives you the exact super-detailed roadmap you need to start generating your very own flood of ridiculously-successful marketing.
Even If You Don't Know A If you're just starting out, or you've successfully struggled to grow your business for years. If you have a service business, product business, retail business, construction business, professional services business...it just doesn't matter. Maybe you have a home business, network marketing business, online business or even a sales territory to build. Referral Flood will help you succeed in ways you never imagined. You Will Earn The Money You Invest In This Program Back 10 Times The First Time You Use Even One Of The Referral Marketing Systems I Reveal To You But here's the best part... When you order your copy of Referral Flood, you can completely check it out, see all the secrets, listen to the audio seminar and audio explanations, tear through the proven examples and forms and then...and only then...decide if you want to keep it. And did I mention I have some bonuses for you just for giving Referral Flood a look. When you order you will also receive: BONUS #1 - Referral Flood Power Interview with Robert Middleton - 60 minute interview captured on CD with 44 page transcript. (This CD and transcript sells well at $35)
3-Month No-Risk If you don't think Referral Flood can help catapult your business to fame and fortune just ship it back to me and I will cheerfully refund all your money. You don't even need to give me a reason for returning it. See, I know the power of this program and I'm confident you will get it the first day you dig into the material. You win no matter what because I shoulder all of the risk. Here's how to order: You have 3 options. 1) Order securely online - We will ship your package the day you order 2) Order by fax - Just fill out this PRIORITY ORDER FORM and fax it directly to my office fax at 1-816-363-5412. This line goes directly and only to me. "http://www.referralflood.com/amex.jpg" border="0" alt="" width="40" height="26" "http://www.referralflood.com/disc.jpg" border="0" alt="" width="40" height="27" 3) Order by mail ( you may pay by check payable to Jantsch Communications ) - Fill out this PRIORITY ORDER FORM and send it to: |
The Ultimate Marketing System is a complete small business marketing system consisting of 12 workbooks and 12 audio CDs - the product of over 20 years of working with some of America's most successful small businesses and independent professionals. (See entire list of titles included below)
AudioAcrobat.com Player code BEGIN - a quick audio overview of the program
AudioAcrobat.com Player code END one who has helped thousands of small owners grow their businesses with a proven step-by-step system. Now you can have one of America's most respected small business marketing experts guide you along the marketing path for a fraction of the cost of what others have paid to get this same expert advice and coaching?
The Duct Tape Marketing Ultimate Marketing System is a collection of 12 lessons and 12 audio CDs that make up the most complete small business marketing self study program ever created.
Each lesson contains a thorough explanation of one critical small business marketing topic, real-life small business examples and worksheets, forms and tools needed to help you implement the lesson
Listen to an overview of the principles of Duct Tape Marketing - Running time:1 hr:15 minutes
(Right click this Small Business Overview link and "Save As" to download)
Each module is available as an individual product, but when you buy the complete system you save $117 over individual module purchase.
Module 1 - Differentiate and Dominate
Lesson #1 – Discover Your Ideal Target Market
Finding and focusing on a market that values what you have to offer is an essential marketing step. Defining this ideal client and finding more just like them is the purpose of this lesson.
Lesson #2 – Creating a Unique Core Message
Most prospects view one business like another. All accounting firms do the same thing, all electricians do the same thing. When this perception exists you are left to compete on price. One of the most important marketing strategies the small business must master is the art of differentiation. Finding an important point of difference, one that matters to your ideal clients is the major focus of this lesson
Lesson #3 – Give Them an Image - It’s All About The Package
One of the elements that contributes greatly to the success of your firm is the experience that your clients and prospects have with your firm. A great deal of this experience can be found in the image that your firm projects in its marketing. This image and how you present your products and services can be the key to delivering your core unique difference and making your firm the obvious choice in your industry.
Module 2 - Magnificent Marketing Materials
Lesson #1 – A Marketing Kit That Speaks To Each Prospect
Forget the tri-fold brochure and step up to a marketing tool that will educate your clients and really show them how you have what they need. The inexpensive and flexible marketing kit allows you to personalize your communications and speak to each prospect individually. - includes example pages from real-life small businesses.
Lesson #2 – Tell Them A Story and Win Them Forever
Stories help you sell your products and services more effectively by helping you connect with your clients and prospects on a much greater emotional level. Today's prospect is looking to do business with firms that they can connect with. This lesson teaches how to use this powerful marketing tool and extends the value of your marketing kit
Lesson #3 – Case Studies and Testimonials
Demonstrating the results your work has obtained for actual clients is a great way to prove that you and your products and services can, in fact, perform. This lesson will show you ways to consistently obtain the information you need to create compelling case studies and client testimonials.
Module 3 - Lead Generation Machine
Lesson #1: Advertising: Creating a plan for guaranteed results
Most small business waste what little money they put into advertising. It's not that advertising doesn't work, it's that they don't understand the right way to put it to work. In this lesson you will discovers ways to get your advertising to produce stunning amounts of high quality, qualified leads.
Lesson #2: Referral Marketing: Generating a flood of new business without spending a dime
I have generated most of my business by way of referral - all without spending one dime on advertising. For some industries, referrals are the only way to gain access to your ideal target market. Not many people go to the phone book to find a doctor, lawyer or accountant! Learn how to generate referral in a systematic way and discover some great promotions used by real-world referral generating small businesses.
Lesson #3: Public Relations: The most believable form of marketing that exists
Some of my most effective sales have been produced after a publication had good things to say about me or my products. There is something very powerful about a third-party endorsement from a magazine or newspaper. In this lesson we will learn how to tap into this little understood lead generation strategy.
Module 4 - Harness the Internet
Lesson #1: Creating a content based web presence - content, concept and offline integration
A web site and should be so much more than a static brochure. This lesson will help you understand how to create content that educates and helps you stand out. Extend your web site to become a tool to generate leads and serve your customers.
Lesson #2: Building traffic and repeat visitors - optimization, list building and local search
Web sites have become an essential marketing tool no matter the size or purpose of your business. Local shoppers are using the Internet to find local businesses in every city in America. Miss this session and you may get left behind.
Lesson #3: Extending the conversation blogs, podcasts, RSS and online PR
Blogs have moved beyond a trendy new tech topic to a must have small business marketing and communication tool. Blogs help your search engine traffic, help demonstrate your content knowledge and build trust within your market.
The Ultimate Marketing System 3-Ring Binder holds over 400 pages of small business marketing information and 12 Audio CDs
AudioAcrobat.com Player code BEGIN
- how to order instructions AudioAcrobat.com Player code END D IGITAL VERSION : Download the Ultimate Marketing System immediately and save $$ - Digital version comes as 4 separate PDF ebooks and 12 mp3 files that you download to your computer. It's the same information, just a different format - $299
The Ultimate Marketing System is THE small business marketing roadmap.
3-Month No-Risk
100% Money Back Guarantee
If you don't think the Ultimate Marketing System can help catapult your business to fame and fortune just ship it back to me and I will cheerfully refund all your money. You don't even need to give me a reason for returning it. See, I know the power of this program and I'm confident you will get it the first day you dig into the material. You win no matter what because I shoulder all of the risk.
Your Investment in the Ultimate Marketing System is $ 399 - Invest in your business today! - Buy as a complete system and save $117 over individual module purchases
Bonus packages - get these valuable bonuses when you order - $275 value
Here's how to order: You have several options.
ORDER PRINTED 3-RING BINDER VERSION - $399
1) Order securely online - We will ship your package the day you order use Google Checkout
use my secure online shopping cart or,
2) Order by fax - Just fill out this PRIORITY ORDER FORM and fax it directly to my office fax at 1-816-363-5412. This line goes directly and only to me.
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3) Order by mail ( you may pay by check payable to Duct Tape Marketing ) - Fill out this PRIORITY ORDER FORM and send it to:
Duct Tape Marketing
916 W 47th Street
Kansas City, MO 64112
USA
ORDER DIGITAL VERSION - $299
1) Order securely online - You will receive a link to a page that will allow you to download all of your files immediately.
use my secure online shopping cart or,
or use Google Checkout
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