Category: Marketing

Dec 26 2008

Starting Up Your Effective New Marketing Campaign 4

Your Company Presentations

Now that you have developed, tested and tracked your most effective sales pitches, and developed your collateral sales materials, you need to do your first sales presentations, in person, and through PowerPoint. You will also need to practice them, in order to come off polished and clear.

Firstly, you need to practice introducing yourself and your company or enterprise. This is your elevator speech, as it were. You have 30 seconds to say what you sell, and what the key benefits are.

As for Powerpoint presentations, we like Guy Kawasaki’s 10/20/30 rule: no more then 10 slides, 20 minutes, 30 point font so people can read it.

If you are afraid you might run out of things to talk about, have a couple of slides spare at the end of your presentation that show the products, give screen shots of the website, and so on, to show your most successful strategies or projects to date.

Otherwise, be prepared to take questions, and answer tough ones.

Next, be prepared to rehearse, and rehearse often, until you are able to do the 30 second speech and core presentation without any pauses, ums, or ramblings.

In our next articles, we will give you ideas on how to get even more bang for your marketing time with your 30 second elevator speech and presentation.

Dec 24 2008

Starting Up Your Effective New Marketing Campaign 3

Your Company Website

It does not have to be fancy, but DO get one up there ASAP once you have decided to either go into business for yourself, or have decided to become an affiliate selling products you are genuinely interested in on behalf of other companies.

The key thing is to get the url up so it will start to propagate on the web. Make sure your basic contact information is there, and start putting up your sales materials as you develop them, paying special attention to keywords.

We have discussed how to get websites up quickly in other articles, so it is enough to say for now that you want something you can change quickly, and organize and re-organize easily, which is why WordPress blogs can be such a great type of website to set up.

Once you have your site up, you can start using it for lead generation, offering a free special report or some other giveaway of value which they are interested in enough to be willing to part with their email address.

This is a particularly crucial step for anyone who wishes to be an affiliate. Sure, you are hoping for sales at the back end, and the retailer to pay you for the products that are sold, but a qualified list is also worth money to you personally.

You can marketing to those people on an ongoing basis, so that even if they are not interested in your first offer, or whatever marketing message they see at the retailer’s site, you will have a chance to communicate with them to refine your sales pitches.

Even more important is what we mentioned above, the art of pre-selling.  You are generating the sizzle prior to them ever clicking over. So hopefully, if the site is highly-converting, professional one, the sale will be that much easier.

Or, you might think you can do better than the material they are using. In which case, hone the marketing message you think your audience will really respond to, and then test and track it.  You have little to lose except some time and effort. And everything to gain if you manage to boost sales and revenue.

Dec 20 2008

Starting Up Your Effective New Marketing Campaign 1

Starting Up Your Effective New Marketing Campaign 1

Starting a new business or becoming an affiliate is one of the most exciting times of your life, especially at the thought of all the sales starting to come in.

However, there are certain steps you need to take once you have decided to try to go into business for yourself, and the key element is going to be marketing.

Marketing has been defined as the sizzle of the steak. However, if you sell too much sizzle, but don’t deliver enough meat, you might have some very unhappy customers.

If, on the other hand, you offer too little sizzle, you won’t leave them hungering for what you have to sell.

Your balance needs to be plenty of sizzle, and a juicy steak big enough to really tempt them, and also make them feel like they are getting real value for their money.

So, how can we do that? This series of articles will offer you some basic how-tos to help get you started with your new, effective marketing campaign.

Oct 05 2008

Business Development Primer

Dave Bullock has launched a new Business Development Primer for any owner who wants to triple their business.

Profit Engineers

Jul 26 2008

Creating Relevant Marketing Messages 13

Remember, a visit isn’t necessarily triggered by receiving an email — subscribers can go to your website and purchase a product at any time. You marketing messages and calls to action should be site-wide and pervasive.

While it is true that every page of your site has the potential to be a home page, thanks to email marketing, you can guide the sales process much more commandingly through emails with well-crafted subject lines, a sales message, and a link that takes them to a well-designed special landing page complete with sales letter, than you can by allowing people to simple wander around your site clicking on whatever strikes their fancy.

If you have Crazy Egg in place, chances are you can follow their actions on the page, or across a number of pages in your sales process or funnel. Set up a landing page dedicated to each of your mailings and watch what they do.  Improve each landing page as needed in light of your observations.

Even though the questions you are asking and answers you are gathering might not be traditional “email metrics,” we still need to look at these events, because they can still give us insight into our subscribers’ needs, wants and interests — and we can use that information to create more relevant email campaigns.

Once you start looking at email beyond the immediate results you get (opens and clicks), you can really start to figure out what your subscribers are doing with your emails, and what motivates them to do business with you compared with any other site.

Then you can hone your offers to improve your conversion rates, which means a larger return on investment and a more plump bottom line.

3509 words

Jul 25 2008

Creating Relevant Marketing Messages 12

Your analysis of your email campaign should yield big dividends if you moderate your marketing message in light of what you have learned.

You might also want to think about what other subscriber actions, if any, might you include in your analysis.

For example, who is contacting customer service, and what are the kinds of questions or comments they are communicating? Are they having trouble completing their registration. Are there technical issues with your unsub feature?

Note that some of these actions (purchases, visiting your website) take place on your website, rather than directly in the email, but the email is the triggering event.

We have been sending out marketing emails every day for the past two years, selling health information, and not a single email has failed to generate revenue. It may be the difference between 1 order and 150, but at least there are sales, and we have learned from every mailing.

Split testing, giving different offers to the ones who buy versus the ones who don’t, making great offers to your Hotlines (your newest registrants, when they are most keen and excited about your site) to get them right into your sales cycle, these are the kinds of strategies that can help make your email marketing a success.

Jul 23 2008

Creating Relevant Marketing Messages 11

Once you have started your email campaign, track their actions.

Ask the question:

* What are my subscribers doing?
* What so those actions mean?

We can look at several actions when deciding what a subscriber is doing:

? Do they open emails? (Which subject lines worked best?)

? Do they click links? (Which calls to action worked best?)

? Do they purchase from the landing page you are sending them to? (You can use Crazy Egg to track this page. Watch what they do on the page, and adjust your message or layout accordingly. What is your conversion rate from click to purchase)

? Do they visit other pages of your website (Which pages, and what are they doing on them?) (We recommend with your landing page that you have a ‘closed loop’—don’t overwhelm them with too many choices or they will end up doing none of the actions you hope for. Narrow your sales funnel, and they will be much less likely to escape from it)

? Do they purchase products at the site? (Which ones, and how much do they spend?)

? Do they unsubscribe? (When?)

? Do they contact customer service? What about?

Jul 22 2008

Creating Relevant Marketing Messages 10

Getting started with Aweber

If you are starting a mailing program, you will need to create and then input some basic data about the new list into the interface. Then you will need to design your email address capture forms. This is a simple enough process; the hard part is getting people to sign up. But here are some handy hints to consider.

First of all, you need to be clear about what they are signing up for. A Newsletter, sure, but what about discounts, special offers and so on. Are you giving a free PDF as an instant download? If you do this, make sure that the download is only given once they have confirmed.

Second, your order coupon-is your order mechanism working well? Is it sufficiently persuasive in getting them to part with their personal data?

How much personal data are you asking for? Why not just start out with first name and email address?  Be clear about what you are asking for too-you can populate the fields with an example.

Third, you can guage how successful your sign up message is and how keen they are to get your material if they confirming. We won’t go into all the reasons why you should make sure your list is double opt-in. Take our word for it, in the long term you will be glad you are Can-Spam Compliant

The main thing is, are your instructions clear to get them to confirm? If you offer a free PDF download, make sure it is the incentive for them to click through to complete the process. It should be on the last page, not in the email itself.