Internet Marketing – Brand Vs Direct Response Advertising

Most businesses get advertising wrong. Online is no exception, as a matter of fact, in some sense it may be worse. Businesses both offline and online get brand vs. direct response advertising mixed up. Essentially, there’s no reason any business other than very large corporations needs to do brand advertising. Let’s talk more about this.

Everything about advertising has been thought of before. All this stuff you see on the Internet, free ebooks for the price of your email address, software you download and pay for a month later only after you’re sure you like it, tracking codes, A/B split testing, …all this stuff was invented before the 1920s!

Most of what we use in internet marketing is an application of the principals of the greats like Claude Hopkins, the advertising genius who thought of using coupons to track results of ads. (If you haven’t read Hopkins’ book The Science of Advertising then you’re in for a real treat!)

So, why is it that advertising is so misunderstood when applied to Internet marketing.

I can’t tell you how many times I get emails that say: “Help, I’ve got this great website, but no traffic and no sales! What do I do?”

Okay, in a nutshell, here’s the problem.

Let’s suppose you build a great looking website and put it on the Internet. Let’s also suppose you do some basic search engine optimization and, maybe, pay per click advertising so that you’re actually getting some decent traffic.

The question is what are you doing with the traffic? What do you expect your visitors to do?

Most websites ask their visitors to do too much thinking.

Suppose you search for plumbing tips. One of the search results intrigues you and you click through to the home page of a high-end fixture and plumbing supply company. There’s the usual About Us, Contact, Blog, Articles, Recent Jobs buttons on the navigation bar. What are you the visitor going to do? Probably you’re going to hit the back button and leave. If you stay on the site, you’ll bounce around some, then click out.

Really what could happen here? I believe most website owners with websites like this believe the quality of their website will convince visitors they are the ones to do business with.

I got news for you. There are a ton of great looking websites out there, all competing for your prospect’s attention. The best thing would be for the prospect to pick up the phone and call the company and talk to a real live sales person. That’s probably not going to happen, at least in 99 out of 100 visits.

What needs to happen is you need to take a page from the world of direct marketing and offer your visitor something free (but worthwhile!) in exchange for their email address. According to what you sell, you could offer your visitor a free trial of something.

Anything! to keep them and to get their email address!

Once you’ve got that, then you can start really marketing to them and building a relationship.

Social Media Marketing: Branding Your Company

Many small business owners struggle with retaining customers after an initial use of product or service. What these business owners don’t realize is that there is a cost free quite effective way to do this. Social Media Marketing is becoming a large part of how companies interact with its customer base and also a way in which they gain new customers.

With a Facebook page, your business is gaining visibility, which will allow you to obtain new customers. Thus, the challenge is to create a special relationship with the people who follow you. In this sense, Facebook facilitates business interaction between the company and its customers. It is an excellent opportunity to survey people who follow you, to let them express themselves, to better understand their expectations and to be better prepared to respond. Your Facebook page is the place to talk about your business, and thus inform their news. Use it to promote your offers, your products etc. Take advantage of Facebook to promote your blog posts, news about your company, the events and your partnerships. Facebook is also an opportunity to improve the Search Engine Optimization (SEO) of your site. This way prospects and potential customers who are looking for information can find you more easily. All of these reasons explain the importance for a business to continue using a social network but especially to develop it in order to collect the benefits.

Professional blogs have become a strong medium of communication in the professional sphere. Here are three good reasons to create its corporate blog:

• Better SEO: The major advantage of a corporate blog is to provide a tremendous boost to your SEO. Compared to the website that can be static, the blog frequently adds new pages to create targeted content. With a business blog, prospects are much more likely to find you via the search engines, and can easily be directed to your site.

• A reassuring proximity that can influence your image: with a professional blog, you show another aspect of your company: a less formal side and more forward in the exchange with your customers. The tone is freer and less commercial than on a website. The user can react and interact with you by leaving comments. This proximity creates a reassuring image of the company but also helps to develop the relationship between the company and its clients.

• Easy editing and updating speed: It is very simple to add links, images or even videos. You are fully independent in its management

Many companies post online videos on YouTube without worrying about SEO. However, if you are a company that cares for the contribution of your YouTube videos, a good SEO strategy will help you to generate more traffic to your videos. Here are some tips that will enable you to get more traffic to your videos and ultimately bring more traffic to your site.

• Write an extended description of at least 200 words: YouTube does not (yet) have the ability to detect the subjects of a video. The more you give a long description, the more Google and YouTube will come to understand the subject of your video. YouTube uses keywords to rank you in its results so do not hesitate to use them.

• Optimize your video based on the keyword: if you properly tag your video with the good keywords, the search engine will propose them when it considers they are relevant videos.

• Share your videos on social networks: Sharing on social networks will bring in significant traffic. You can ask your friends to share the video on their different accounts. Do not hesitate to post your video on several sites.

• Subscribe and comment: ask to your followers or viewers to like, subscribe and comment on your videos. The more viewers that your videos attract, the more YouTube will give importance to your video in its ranking.

• Order your videos: From the moment you start to have a lot of videos, order them into playlists for the users and associate these to a certain topic.

Digital Marketing Brand Strategies and Local Media Websites – 3 Ideas To Maximize Online Presence

The internet today is no longer limited for getting news and directory assistance. Because of its wide usage, the number of companies that have used it as a form of marketing has increased sporadically. As such, small companies have been able to receive the fame they need with the help of this medium. The best thing about integrating digital marketing brand strategies and local media websites is that they are generally a lot cheaper compared to traditional forms of marketing.

If you are the owner of a small business and you would like to let more people know about your product or service, the internet is your friend. Since you can easily target your audience, you will not have to spend a lot of time, money and effort on a narrow scope. With this, you easily get to let people know about your product.

If you would like people to know more about your business, it is important that you build your online presence and reputation. This is the best way you can let your public be aware that a business such as yours exists. But how do you do it?

3 Ideas to Maximize Online Presence with Digital Marketing Brand Strategies and Local Media Websites

• Blogging

Business owners are now taking the time to let the public know more about their products and services. By way of a blog, they let potential customers read more information about these products and giving them a more personal feel. As such, they get to build a repertoire that they can be trusted for their business.

• Social Networking Sites

Aside from blogging, businesses are now taking over the social networking sites. These companies make use of websites such as Facebook, Twitter, LinkedIn, and Digg just so they can let their public know more about them. This is also a great way they can drive traffic to their blog. In the process, they get to improve their online reputation.

• Forums

Nowadays, there are a lot of websites that contain user forums. Mostly, these forums contain individual topics that people find interesting. If they find something that’s of use to them, they join the forum. Business owners can take advantage of these websites because it will give them a way to talk to their prospect and answer their concerns.

You can follow the above mentioned ideas on how you can maximize your online presence. By doing so, you will be able to get the attention of your target market. This is a great way you can effectively market your business. Fortunately, these ideas don’t require a lot of money to implement. This is why there are several who have found these as a great opportunity for them to be known to the public.

DIY Marketing – Branding Secrets Top Business Owners Know and Use

Branding your company may seem like a simple set of tasks. Choose a niche, a service or product to sell, a company name, a logo, business cards, a website and “Voila!” You are in business! It is true you can be “in business” with little effort. However, the level of success you experience will depend on whether you know — and use — fundamental, yet little known “secrets”. Your understanding of these four secrets will catapult you ahead of your competition right from the start:

1. Your company’s values must be in alignment with your personal values. Your company brand represents you and all you stand for. You are going to spend many hours, days, months and years working in your business and representing your business. If your company is an accurate reflection of your own personal core values, and not in conflict with any of them, the long hours you will spend working in your business will be much less stressful. In fact, your work life can be a joyful, playful expression of who you are and what you care most about. We all want to do work that feels like play. Now is your chance to create or re-invent your company to become an expression of you and to create a “skin” that you will feel comfortable living in for many years to come.

2. Your brand is created only in part by you. It is co-created by the public in how they view you. You have control over the message you send out about who your company is, what is stands for and what it promises. You have no control over how the message is interpreted by its recipients, your prospective customers. Your brand is also subject to the tides of public opinion. Plenty of companies have fallen victim to their own best marketing efforts by creating unwittingly a marketing message that is negatively received by the public, causing untolled, and sometimes irreparable damage. Creating and refining your marketing message to appeal to consumers is an art you must master to be successful.

3. Discovering, rather than simply imagining, who your ideal client is will determine your level of success. Crystallize your understanding of the client you seek to serve. Fiction writers create a “back story” for each of their fictional characters before they write a word. They conjure biographical details about each character, describing what his life influences have been, which then informs his character. The author then literally “knows” how each character would behave in a certain situation and knows what his character’s response to various stimuli would be. As a business owner, you must “characterize” your ideal prospective customer in this same manner. This knowledge is necessary for you to craft products and services that you prospective customer will respond to and buy.

4. Your customer is seeking an experience not merely a purchase. Because of the large number of choices available, consumers have become accustomed to expect a pleasant and desirable experience with any purchase. Consumers have been trained to believe that if they buy a particular product or service, that their lives will be transformed for the better, if even briefly. A trip to Starbucks is an event and evokes pleasurable feelings in the consumer that run much deeper than just the purchase of a hot beverage. A trip on a cruise ship is much more than mere transportation from one destination to another. Your product or service will be more attractive if it promises and delivers a pleasurable, perhaps even life-changing experience.

Whether, and how soon in your company’s life, you master these fundamental secrets will be a determining factor in your company’s success.