Marketing

Friday, August 19, 2005

 

Mostly, advertising is misused and misunderstood. A lot of people confuse "marketing" with "advertising." Advertising is a part of marketing, but not the whole thing! The downside of "misunderstanding" is that small businesses look at this as their only means of getting sales for their business. Many times, the result is miss-spent money with little to show in return.


Advertising can be most effective when you are selling a mass-market product like laundry detergent or coke. However, many small and home owned businesses sell more of a specialized product or services that appeals to a much smaller "niche" market. To understand what can work for you, lets first clear up a few myths about what advertising is:


Myth 1: Advertising is what you have to do to get business. Advertising is simply the purchase of time or space in order to promote a product or service. There are many other marketing methods available such as publicity, promotions, signage and referral programs that could work better for your business.


Myth 2: Advertising is too expensive for small business. It doesn't have to be. You can find very cost effective advertising methods through local community papers, classifieds, "zoning" in your main papers local section (to hit certain zip codes only), industry newsletters and small ads that are placed repeatedly in the same spot of the paper. Cable TV can be targeted and cost-effective as well.


Myth 3: There is only one best advertising method. Just like investing in the stock market, it is important to diversify. You don't want to put all of your eggs into one basket, at least until you find what works best for you. There can be a lot of trial and error, which means that it's crucial to have some type of results mechanism in order to see what works and what doesn't. Sample several approaches all at once, once you have narrowed down the field to those you feel worthy. You will then find the best one or two methods that work for you. This also tells you to avoid any long-term contract with any media outlet until they have been proven a good source. You can even sometimes strike a bargain with a particular media source that you are interested in to allow you to "test" response at a reduced rate.


Myth 4: You only have to advertise on a limited basis. The success of advertising is all about "frequency." It can take up to 5 times before anyone notices your ad, then 10 or more times before they might act on it. Therefore, you have to have enough money in your budget to test the ad over time. Remember that we are exposed to hundreds of ads a day. As a result, we act like "screeners", filtering out any information not useful to us. So, blowing your advertising budget on one 1/2 page ad in your local paper will surely not produce the results you are looking for.


Myth 5: Advertising does all the work for you. You can't place your ad, then sit back and wait for the phones to ring. Advertising is not a passive way to get business. The more active you are in promoting your business through a variety of marketing activities, the more effective your advertising will be. Plus, your promotion activities will greatly enhance your advertising efforts. Most ads produce leads from people that are interested. Therefore, you have to have your follow up messages in place. One of the key factors in this is to have your entire staff be knowledgeable of every ad that is placed, where, when and what their response should be. If someone calls to get more information about your ad, but the person who answers the phone knows little to nothing about it, bang. Dead lead. Have your staff be well prepared to answer all questions.


When a small business should advertise:


*When your target market is reachable by one or more media.


*When your target market is a decent sized mass-market.


*When this is one of the only ways you can reach prospects.


*When you are moving into a new market.


*When your budget permits for frequency.


*When you can reach the most people who can and will buy your product or service through cost effective advertising.


*When your competition does.


*When your competition doesn't.


When a small business should not advertise:


*When it is not cost effective for the return on your investment.


*When your budget will not permit repetition.


*When you expect the adverting will bring in customers by the hundreds.


*When advertising will be your only method of reaching your market.


*When your advertising will be far less than your competition.


*When you cannot afford to have professional ads done.


-------------------------------------------------
Karen E. Hipp, Hipp Marketing
www.downanddirtymarketing.com
Karen@Hippmarketing.com
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This article courtesy of http://magicmarketingsecrets.com.
You may freely reprint this article on your website or in
your newsletter provided this courtesy notice and the author
name and URL remain intact.

 Wheatfield, IN June 2, 2004 -- Over The Mark, LLC is pleased to announce their launch of OverTheMark.com, SEMRank.com and SEMROI.com. Your expert sources for search engine optimization, online marketing tips, Internet marketing, public relations, affiliate marketing and management, as well as offline marketing.

Tanya Martin, Director of Internet Marketing at OverTheMark.com is a full time SEO and Microsoft Certified Systems Engineer with six years experience on the Internet, providing SEO services and affiliate management for online businesses. Her SEO/SEM skill, combined with the marketing power of Debbie Bonventre, Director of Business Development, insures that you will receive the highest possible service. Over The Mark provides SEO, public relations, writing copy, or whatever your business needs may be, to insure the highest possible exposure and profits.

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SEMRank.com offers free tutorials, articles and SEO tools (including Tanya's Sloogle.com Site Listing Pro Freeware and PR Peek Freeware), and more. Whether your business is big or small, long time player or just launching, OverTheMark.com has something for you.

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Contact Info:
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Debbie Bonventre, Director of Business Development
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Email: debbie@overthemark.com





This article courtesy of http://magicmarketingsecrets.com.
You may freely reprint this article on your website or in
your newsletter provided this courtesy notice and the author
name and URL remain intact.

 August 31, 2004 -- Every day thousands of Americans default on their car loans or lease payments as a result, their new or almost new cars get repossessed by the financial institutions and auctioned off in a hurry. The cost of storing the cars outweighs the banks' ability to try to make the lost money back.

Consequently, lucky people who have access to direct sources where the cars are being sold would find themselves overwhelmed by dirt-cheap offers that look unbelievable to the average car buyer. This is real and is being taken advantage of by many car dealers.

Cheap Car Finder is offering unlimited access to the updated government auction database. You will be able to find cars at prices you never imagined. Andy from California used our system to buy himself a BMW. Here is what he told us about the program , "Unreal! All my friends wonder how I could afford my BMW :) Many, many thanks to your site!!"

To purchase a car from a government auction go to
http://www.swapclix.com/car .





This article courtesy of http://easyauctionsolutions.com.
You may freely reprint this article on your website or in
your newsletter provided this courtesy notice and the author
name and URL remain intact.

 

Are your marketing efforts hit and miss? Do you do some marketing every day?


Regardless of whether you are marketing your own program or someone else's program, there are many different ways to market your chosen program or web site. Just a few are safe lists, ezine advertising, classified ads, your own ezine, writing articles, link exchanges, pay per click, posting ads to sites, traffic exchanges, and search engine submissions.


Consistency is a key ingredient to success. The person who does some marketing every day is much more likely to be successful then the person that just occasionally does some marketing. Doing something on an on going basis will keep you focused on your marketing. It should also start producing a steadily increasing flow of traffic to your site.


The Internet is not a place to do half hearted marketing. Half hearted marketing will soon become seldom marketing, which in turn will soon become no marketing. To be successful a person must marketing consistently.


Two many people try some marketing once or twice, and then give up because they saw little or no results. Then they try a different program and start the pattern over.


A successful marketer knows that people seldom buy on the first visit to a site. Often they must see a program six or seven times before they buy. This is why half hearted marketer fails. The successful marketer keeps putting his site before people, which produces brand or name recognition and eventually sales.


There are so many ways available to market that it is hard to keep track and what has been done and what need to be done next. It is easy to become frustrated and confused by so many choices and end up doing nothing.


As an example, lets look at safe lists. There are thousands of safe lists you can join. Most you can join as a pro or for free. With some you can mail every day. With others you can mail every three days, or every five days, or every seven days. Free members can have a different schedule then pro members. Then there are your email boxes to check on a regular basis and clean out. If they get full you can loose your mailing privileges.


A fairly simple way to keep track of your safe list marketing efforts is to create a Microsoft word file to contain your safe list, and other marketing information. If you don't have word then use Word Perfect or whatever your favorite word processor is. You could also use a spreadsheet or even a HTML page.


When you create the file put it where you can access it fast. I can get to mine from my desktop with just a few clicks on the "My Documents" Folder. The files in My Documents are displayed in alphabetical order, so name your file so that it will appear near or at the top of the list.


In the file put each safe list's information on a separate line. Enter the login URL, the username, and your password. Also show the mailing schedule. Then show either the last time you mailed or the next time you should mail. You will need to change the date each time you mail. You may also want to write what was the title of the last ad you sent out. Other optional information might be the size of the list and whether you are a free or pro member.


I recommend that you use the next action date. With the next action date you only calculate the date once and it is easier to scan the file looking for a particular date. For those that you can do every day write �daily' instead of the next action date.


Some search engines get upset if you submit too often. This could also be tracked in your file. Enter the search engine name and the URL to submit your site from. Display how often you can submit and the last or next action date.


You could also track your pay per clicks campaigns in the same file. Display program name and URL. You could also show keywords, current bid amounts, and dates. You might want to also record click through rates.


In a similar fashion you could also track where you have exchanged links and your ezine ad campaigns. There is a logical way to display and track all of your various marketing efforts.


The advantage of using one file for everything is the simplicity of having everything in one location. You can easily scan it each day to see what you should be doing that day.


Keep your file organized. Put all the safe lists in a group. Also group search engines, pay per click, and whatever other methods you are using.


As time passes your file will get longer. However, your daily marketing should continue smoothly because you are organized. This file can contain all of your marketing information, daily tasks, and recurring tasks. The convenience of having everything in one easy to access file can save you a tremendous amount of time. It will also help prevent missing or putting off some of your marketing efforts.


This file can also become a partial history of your marketing. For instance, as you enter your link exchange partners and dates you will be creating a history of your link exchanges.


As time goes on you may want to add other information to your files, such as web sites that you want to check out later. Keep non-marketing things like this grouped together and near the end of the file so that you do not scan them every day when you are doing your marketing.


Please remember to back up your file regularly. This could save you much grief in case of a computer virus or crash.


Most people will not take the time to set up and maintain a simple system like this. By doing so you will be ahead of the crowd. You will be taking a giant step toward being a successful Internet marketer.


Albin Dittli has been writing software for the network marketing industry for 12 years and marketing on the Internet for over two years. Please visit his web site at http://www.The-Home-Business-Center.com. You can subscribe to his free ezine, eBiz Marketing Tips, by sending an email to moneystrategies@listwarrior.com.





This article courtesy of http://magicmarketingsecrets.com.
You may freely reprint this article on your website or in
your newsletter provided this courtesy notice and the author
name and URL remain intact.

 September 2, 2004 -- Every day thousands of Americans default on their car loans or lease payments as a result, their new or almost new cars get repossessed by the financial institutions and auctioned off in a hurry. The cost of storing the cars outweighs the banks' ability to try to make the lost money back.

Consequently, lucky people who have access to direct sources where the cars are being sold would find themselves overwhelmed by dirt-cheap offers that look unbelievable to the average car buyer. This is real and is being taken advantage of by many car dealers.

Cheap Car Finder is offering unlimited access to the updated government auction database. You will be able to find cars at prices you never imagined. Andy from California used our system to buy himself a BMW. Here is what he told us about the program , "Unreal! All my friends wonder how I could afford my BMW :) Many, many thanks to your site!!"

To purchase a car from a government auction go to
http://www.swapclix.com/car .




This article courtesy of http://easyauctionsolutions.com.
You may freely reprint this article on your website or in
your newsletter provided this courtesy notice and the author
name and URL remain intact.