Monthly Archives: October 2016

Building Web Traffic For Internet Marketing

40Developing a marketing strategy for a product is a very important process. A strategic plan has to be formed, which includes a short-term and a long-term plan for the strategy to be successful. Short-term plans are strategies that bring a temporal boost in traffic to the site.

Although this technique could be considered important, they are only used temporarily and should not be relied for the long run. In contrary, long-term marketing plans are strategies that bring steady streams of targeted traffic over time. These strategies will persist to generate outcome for years to come.

These short-term marketing strategies include purchasing advertisements. Although there are many types of advertising that could be bought on the internet, the best are usually pay-per-click advertisements. The reason is that pay-per-click advertisements are usually targeted to audiences related to the products, and payment is made only when visitors reach the website through the advertisements. The most popular pay-per-click advertising programs are those offered by search engines, such as Google, Yahoo or Bing.

Another short-term strategy is through forums or discussion boards. Taking part in forums that are related to the products being sold is a great way for knowledge sharing and eventually make more sales. This way, signatures can be designed to promote the products, where the signature will appear in every post that is made. However, in most forums, deliberate advertising is forbidden. Hence the only way to promote products is through the signature.

The next short term strategy is to be listed on search engines. Listing the products’ sales page on top search engines would provide some traffic, but ranking on the top lists of the search engine is profoundly difficult. Nevertheless, paying for a higher rank on the search engine may be an option to consider. There are search engines that charge according to the number of visitors referred to the site through specific keywords. However, the prices are usually higher than the prices of the advertising program because the site would appear on the list of results rather than in the advertisements sections.

Moving on to the long-term marketing plan, as mentioned before, long-term marketing plans produce steady streams traffic over time. This plan is usually more focused on, as it is the main source in maintaining sales for a long period. Such plans would include publishing e-magazines, such as email magazines, internet publications, or newsletters through email or blog. The advantage of having a personal publication will help bring in a list of targeted potential customers.

Another effective way is to provide free trials of the products. Create trial versions of the product, distribute it freely, and allow others to distribute it freely as well. This will give potential customers some insights on the product and encourage them to buy the full version. Include teasers in the trial product and give potential customers reasons to buy the full version.

Article writing is another effective way to increase sales. The plan is to write articles that will target potential customers. Allow the articles to be published freely as well. This will also help create back-links to the site when others republish it on their site with a reference using a back-link. When more and more people republish the article, more back-links will be created. This will drive traffic from the other people’s sites back to the main site where the article is first published.

In conclusion, sales will increase considerably when a marketing strategy using short-term and long-term plans is developed and implemented. All the plans outlined are effective ways to drive targeted and steady flow of traffic to any site.

Product Marketing – Stand Out From The Crowd

39Having a successful company is directly dependent upon the product marketing plan that you have in place. With the proper techniques, you will be able to stand out from the competition and enhance your brand image.

In order to increase sales, you will need to have a positive identity in the marketplace. It is important that your product be associated with quality and satisfaction. To accomplish this, it is necessary to resolve customer issues right away and go the extra mile. When this occurs, a customer will be more willing to leave you positive feedback on review sites and social networking pages.

A good merchandise representation will lead to additional clients and a larger bottom line. A customer’s perception of your product is everything and it certainly applies to this type of promotional activity. The item that is for sale is a reflection of the company, so it needs to be positive, friendly and valuable. Customers should be able to associate your item with a name, mark or design that is distinguishable and unlike any other.

Expanding your client base is the only way to increase transactions. The right advertising efforts will go a long way in enhancing your company’s growth potential. Brand management involves research and strategy. An item must be appealing to the target market, so a company should know exactly what the customer is looking for. Tuning into your client base is your biggest asset.

Product marketing can take the form of Internet advertisements, in-person communications, radio, television, SMS, online social networking and much more. The possibilities are endless and are available to anyone that has the drive to improve their sales. A successful business does not need thousands of dollars in order for their promotional budget to be effective.

Most customers are simply looking for an honest and trustworthy company that provides an affordable item that really works. As a result, it is vital that your efforts also take into consideration the rating that the company has at the Better Business Bureau. Many people rely on the reviews and complaints that are left on this site, so it is important that you do everything in your power to gain an excellent rating. Without trust, your manufactured goods will not survive. It is crucial that your clients have confidence in your company’s abilities.

Customers that have good experiences with your item will convert into repeat business. Focusing on an item’s continued quality and reputation builds awareness and fortifies its identity. A business is only as good as its manufactured goods, which is why advertising is so important. Remaining competitive is directly based on the item’s overall performance with your customers.

Keeping customers happy takes time and skill and does not happen overnight. Clients need to be handled in the appropriate manner in order to maintain a good image. The brand is an extension of the company’s purpose and clout. With the right amount of dedication and product marketing, your company can expand beyond your imagination. Promoting yourself correctly can help you meet your bottom line and improves your public relations.

4 Tips For Successful Product Marketing

38That being said, there are four key tips to better connect with your customers:

1) Use terms your customer can relate to, not industry jargon.

This point is illustrated eloquently by Jay Cross of the popular online marketing blog PronetAdvertising.com. In his article “Speak Your Customer’s Language”, he stresses that marketers often become so entrenched in their fields that they believe everyone else knows as much as they do.

“As businesspeople we develop tunnel vision regarding our products. The better parts of our days are spent actively working in our fields. We are more experienced and well-read than most ever care to theorize about. This leads us to use super-specialized language that doesn’t always click with customers. I was as guilty of this as anyone. When I did anti-spyware I was guilty of calling my product a “data-driven Internet security solution” or “gateway threat prevention.” And while these terms do apply in a certain context of knowledge (say, a rival CEO’s), they are outside of the realm of a typical customer’s knowledge base. Now that I’m out of that market I can see it with fresh eyes, including the much simpler terms the common man describes it with.”

The solution to this problem is to discuss your products with people outside your company and outside your market. This is the only true way to learn the outsider’s perspective. Once you get an idea of what this is, you can apply it to the packaging and marketing of whatever product you have to offer.

2) Focus on benefits, not features.

This is one of the most oft-made mistakes in all of marketing. To an extent, this is understandable. When you have spent months or years toiling to create a new product, you are naturally excited about all the little things that make it tick and want to describe them to your customers. The problem, as with the last tip, is that the customers do not share this context of knowledge or enthusiasm. So what is the difference, precisely, between features and benefits?

A feature is what something IS. For example, a 50 number speed dial, or a 6 CD changer.

A benefit is why someone CARES. For example, fewer keystrokes and less hassle changing CDs.

Sadly, Entrepreneur.com notes that “not one in ten companies understands the difference” between features and benefits when it comes to preparing marketing campaigns or materials. For this reason, many well-intentioned marketers stress features over benefits and the bottom line suffers as a result. If you want put your marketing efforts into hyper drive, go over everything you put out with a fine-toothed comb and make sure benefits are top, front, and center. You will be amazed at how much of a difference this makes.

3) Write at a fifth-grade level. Really.

This might sound like we are demeaning your customers, but rest assured that this is not the case. It is simply a fact that most buyers respond better to simple language than complex language. In his book “Meaningful Marketing”, Eureka! Ranch founder Doug Hall notes a study proving this to be so. “Whether it’s the lack of reading done by most adults after high school, the immense information overload people experience, or a little of both, consumers simply shut down when confronted with lengthy tomes. The solution? Read your marketing material to a child in late elementary or middle school. Do they understand your product? If not, what did you need to tell them before they did? Incorporate what you learn into your marketing and you will be astounded at the results.”

4) Know whether your customers are right-brained or left-brained

Most of us are familiar with the idea of diving people into categories of right-brained or left-brained. Right-brained people are supposedly more emotional and impulsive while left-brained people are apparently more logical and deliberate in their decisions. In most cases your customer base will be a mixture of both, but one group tends to outweigh the other. You should make it a point of determining whether most of your customers are right-brained or left, as this can significantly amplify your marketing efforts. For example, left-brained customers will expect fliers and copy with lots of facts, product comparisons, and a clear demonstration of value for the money spent. While this is important to right-brainers too, you are more likely to win their business with enthusiasm and energy.

Running a product marketing campaign with these items in mind will help increase conversion rates on most marketing.

Consumer Product Marketing Success Depends

37Recently I had the opportunity to review a new beverage concept submitted for consideration by an entrepreneur. This young chap had collected reams of information, concrete data on his drink’s wellness benefits, packaging renderings and marketing trend information on the mass market soft drink category. His due diligence was impressive and seemed indicative of a driven, passionate innovator.

My staff came away from the meeting impressed on every level. We had spent several hours advising on the various options and strategies that could possibly be utilized to fully commercialize the drink. The beverage was in concept form, so a turn-key product development menu of work elements needed to be detailed. The entrepreneur taped the meeting and took copious notes as we essentially provided him with an oral business model and a rudimentary business plan.

Before the initial meeting we had not seen or been appraised the content of the proposed beverages unique selling proposition. Once unveiled, we immediately searched the internet to discover competitors. We found only one direct competitor.

In a category as wide and deep as drinks, to find but one direct competitor in a space is unusual. The normal rule for seizing and commercializing a Unique Selling Proposition is that we look for an identifiable niche in a broad category. Even though the concept we were reviewing had an existing competitive brand, we could easily customize a strategy to potentially command this niche.

As we reviewed the competitive brand we had discovered, one thing became immediately apparent; the owner of the existing drink had gotten to market first, but had not executed any type of strategy that was leading to sales success. Our Consumer Product Development and Marketing Consulting firm uses a proprietary system to analyze the commercial viability of concepts and small and micro-brands. When we applied these key measurements to the extant beverage brand we saw error after error in marketing execution working to the detriment of the product.

The information we had gathered convinced us that our prospective client had an excellent opportunity to seize the space if he executed a disciplined, customized Marketing and Branding strategy. Every year new waters, soft drink, energy, teas, coffees, juices and wellness drink brands are launched and find varying levels of success. Though the category would seem to be saturated, the actuality is that there are always new entrants and stores are always seeking the next new and fresh thing. The missing element for those that fail is always the failure to properly execute.

This applies to every consumer product category in which we work. From Pet Products, to Cosmetics, to Jewelry, to Giftware, to Sporting Goods and many others, the market craves novel products that offer fresh features and benefits. The key to success in Marketing Consumer Products is to get to market as quickly as possible AND execute a strategy that supports the Business and Sales Model.

We see many entrepreneurs confuse the importance of being first (and it is important) with the more crucial goal of being first and executing on strategy. One without the other is like a beautiful sports car without access to fuel. Neither goes very far.

Geoff Ficke has been a serial entrepreneur for almost 50 years. As a small boy, earning his spending money doing odd jobs in the neighborhood, he learned the value of selling himself, offering service and value for money.

After putting himself through the University of Kentucky (B.A. Broadcast Journalism, 1969) and serving in the United States Marine Corp, Mr. Ficke commenced a career in the cosmetic industry. After rising to National Sales Manager for Vidal Sassoon Hair Care at age 28, he then launched a number of ventures, including Rubigo Cosmetics, Parfums Pierre Wulff Paris, Le Bain Couture and Fashion Fragrance.

Product Marketing Plan

35Your product is as nothing without a crushing offer. You’ve done the spadework and come up with your list of assets. You just have to arrange them in such a way that together they give you the maximum leverage.

You know which modalities to use… text, video, audio, live streaming, webinar and/or teleseminar because your market research will have told you that.

Let’s take video for example. I use it in some product launch marketing plans but wouldn’t go near it for others.

What’s the deciding factor?

The same factor that always has been and always will be the only factor to pay attention to:

What the people in your market respond to.

And the emphasis in that phrase is on “people”. You see, too many so called internet marketers view their market as a nebulous mass – and that’s a serious mistake. Your market is made up of individuals. People just like you and me who have goals, hopes, dreams, aspirations, deadlines to make, families to feed, bills to pay, hobbies to engage in, and on and on.

As David Ogilvy so aptly put it, “the consumer is not an idiot, she is your wife”.

So you have to understand at the deepest level exactly what forms of communication the people in your market like best. And if you don’t know that, then you have to test and test some more until you do know… or just ask them!

Be aware too, that preferences change, so you have to stay on top of new media and new technology and be testing on a regular basis if you want to maximize your effectiveness.

All the time that you are romancing your list with your product launch story they have no idea that you are about to launch a new product. They just appreciate the great content that you are giving away for free.

Just Remember that when you pivot and start talking about your product, your potential customers have only one question at the forefront of their minds.

And it’s not…

“Why should I buy this product?”

It’s more like…

“Why shouldn’t I buy this product?”

They are looking for reasons NOT to buy.

Your job is to create an offer that is so overwhelming that they feel compelled to pull out their credit card and buy from you.

The alchemy involved in distilling an overwhelmingly powerful offer takes careful thought and considerable skill.