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.

Easy Article Marketing – Brand Yourself With Articles

If you haven’t branded yourself yet, using articles is the easiest (and in my opinion, the best) way to do it. Here’s how to brand yourself with articles:

Decide your niche.

The first important step is determining your niche. Who is your perfect audience? What are their interests? What do they enjoy doing? How can you relate to them?

When you know your niche inside and out, it is easier to talk to them. This makes writing articles for them to read much easier and quicker as well.

Write often.

Once you’ve established your target market (niche), write articles as often as you can. It does absolutely no good to write a handful of articles to submit, then stop there. You have to write frequently to build up a good audience.

Speak openly about the topic(s).

One of the best ways to relate to your target customer is to speak freely and openly about the topics they are intersted in. Take a positive, but open stance, and openly discuss important issues. Remember to stay upbeat, despite the topic.

Stay on target.

Don’t hop from one subject to another. Stay focused and on target with your niche’s interests and concerns. If your target market is 50-something singles, don’t write about marriage issues or child-rearing issues. Write about things that your target market is interested in, such as dating after 50, or introducing your new love to your grown children.

By following these simple methods, you can quickly brand yourself as an author. You’ll build a following of people who enjoy reading your articles and will keep coming back for more.

Planning for the Discovery Meeting for Your Free Marketing Plan

If you plan on taking advantage of the offer for a free marketing plan, then you need to know what you have to get together before you have the discovery meeting with your consultant. Your consultant will then create your free marketing plan that will include recommendations for what additional marketing services can help your business.

What is a discovery meeting?

The discovery meeting brings you and the marketing professional together to talk about different marketing services offered. They will be looking to understand your business better – in its current state and your future vision. The marketing consultant will also explain the variety of marketing services offered so you will be better able to understand the final marketing plan when it is delivered.

What are some of the marketing services offered?

Marketing services go far beyond keyword research and website optimization. It can include everything from brand development, SEO consultation, telemarketing services, email marketing, white papers, publishing and more. A marketing plan doesn’t create a path from point A to Point B; it takes a dynamic approach to identifying the influences on your demographic to then create a multi-channel marketing web that is specific to your brand, product or service.

What do I need to have ready?

To prepare for your discovery meeting you first have to contact Marketing.com using their online form, chat option, or via email or phone. They will want a brief overview of your product and services, and then they will schedule the discovery meeting. For the discovery meeting you will want to bring along:

• The existing marketing plan or strategy
• Analysis reports
• SEO strategies
• Product/service descriptions
• Development descriptions
• Demographic information

The marketing professional will then be able to look at these and ask more specific questions to gain insight into what would be the best marketing services to include in your plan.

What makes up a marketing plan?

The marketing plan is the overview of multi-channel approaches you should be implementing to develop and retain your prospects. It may include a call for brand development and demand generation as well. If your existing strategy is somewhat successful, but you want to grow – the marketing services it recommends may be more focused on customer relations – such as social media marketing, email marketing and telemarketing services.

What happens next?

After your discovery meeting, your consultant will complete and finish your free marketing plan for you. Once you have reviewed the plan, it is time to decide what will be your strategy of implementation. This can involve an analysis of your competition to begin to prioritize what areas of your marketing need the most attention first. The strategies are considered dynamic and are responsive to the ongoing data analysis of your SEO performance that you should be collecting and reviewing on a regular basis. With your marketing plan to guide you with marketing services that will be effective for your business, you can increase your presence, influence and retention quickly.

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