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Marketing your Business for Success

by: Ryan Hoback

www.motivatedentrepreneur.com

Marketing your Business for Success

By Ryan M. Hoback, Motivated Entrepreneur Incubation & Consulting

A pinch of this, a pinch of that, some creative stirring, and marketing mix that can�t be matched. This is what �marketing your business for success� is all about, capturing the reader�s attention and delivering the intended message. By now you understand that in order to promote your business; an integrated marketing communications idea is absolutely crucial to a successful promotional campaign. This is a concept of marketing that revolves around portraying a clear and consistent message about the company, business, or product and illustrates the company's vision and mission.

What is it that makes your idea stand out, what about your concept is different than what everyone else is doing? Is it different, does it even need to be? Figure out what type of customer � your exact demographic � wants your product or service, then start brainstorming on what it is that appeals to that audience. You need to be extremely creative, visually appealing with your delivery, and intellectually interesting while thinking outside of the box.

We need to start thinking about the niche angle that will capture the attention that we are looking to achieve from our marketing efforts. What is their age, their annual income, and what are the common interests of the group? Using this information you begin to start strategizing on the different types of media to utilize in order to be most effective while maintaining cost efficiency. Newspapers and local trade magazines are by far the most popular in localized markets, newspapers reach a wide audience and trade magazines captures the niche customer base you are trying to appeal too. Radio and T.V. are costly ways to advertise; however with new technology evolving the cost of producing these advertisements is becoming more affordable. Radio and T.V. also have a large audience base, yet can be targeted to individual sectors of the population. Outdoor billboards and transit advertisements are another way to appeal to a mass audience. The internet continues to be the fastest growing segment of the advertising market, and has become more and more effective in its application. An effective internet advertising campaign revolves around a well-designed website that has great functionality, an exceptional optimization program that ranks you high in search engines, and a targeted analysis of websites that have a high number of page viewings from your marketing demographic.

Cross marketing is an absolutely crucial element to the success of your marketing efforts. You must hit the desired target base from different angles with a marketing theme that remains consistent, while at the same time developing advertising that intrigues the viewer into a curiosity about your product or service. Once you have them wanting to know more about what you have to offer, you can start developing a multi-tier marketing plan that keeps them coming back to you.

Another great way to market your business is through professional associations and networking events. The more events and individuals that you introduce yourself to, the more one-on-one contacts you will have made, which can very likely produce a client recommendation. Personal marketing continues to become necessary to keep a business competitive. By constantly self-promoting the business you are sure to keep even, if not ahead of the competition, in addition the appeal that you give off in promoting your business is important. A true marketing campaign begins from the very top level of the company, and runs down to the lowest level of employee, integrating itself in to all aspects of the company.

Consistency pays off in the marketing world; a company who can consistently present their marketing campaign to the viewing audience will have a much higher rate of effectiveness. Your target audience recognizes brands names that they see on a regular basis, they become familiar with that name or logo. This is the true desired result of a consistent marketing effort; it becomes associated by the target audience with your business. This is when you can start implementing 2nd and 3rd level marketing techniques to your established client base.

Throughout this article we have discussed the different types of media and different marketing approaches and tools that should be used. Without the right marketing & promotion your ideas may never take off, when conceptualizing your idea make sure you test it out on a diverse audience. The more opinions and feedback you can receive from the different groups of individuals who you pitch, the more help you will receive in crafting your good idea into a fantastic idea. Remember, you must remain flexible in your approach to creating the concept. You cannot limit yourself to just one idea, or the one that you think is best because you came up with it. You need to develop and test every idea before implementing it into your marketing plan. Following the guidelines above will give you a good reference to get started on a great marketing campaign that will truly be successful!

� Copyright 2004-05 by www.motivatedentrepreneur.com

This article can be used for content purposes on the Internet only with direct reference to the copyright beloging to Motivated Entreprenur, Inc.

About the author:

This article was written by Ryan M. Hoback. He is President and founder of Motivated Entrepreneur Incubation. Mr. Hoback's firm helps entrepreneurs achieve success.

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eMarketing Basics
by: Matt Bacak

eMarketing, commonly known as an Internet marketing tool, refers to 'how' businesses market their services or products online. In this new age of technology, an Internet presence directly affects the success of a business. From an ecommerce site to an informational site, eMarketing begins at your homepage.

Utilize a Website

Every website has one goal and that is to heighten the interest of the reader. For the homepage to be an effective eMarketing tool, web content needs to follow the search engine optimized (SEO) techniques outlined by search engine domains like Google and Yahoo. Once landing on your site, the content will act as a sales letter.

Whether you operate a service or sell products, eMarketing is more affordable than the traditional means of marketing. Over 130,000,000 people surf the Internet daily. It would take a hefty investment to reach this number of people in the more traditional means of marketing.

Producing a website that ranks well in the search engines, will assist you in obtaining more visitors and visitors easily convert into customers at a rather amazing rate.

Cost Comparison

Printing promotional material can be quite costly. With a website, this cost is significantly lower because your site eliminates the need for brochures or an abundance of business cards. Instead of sending a new prospective literature in the mail, re-direct them to your website. It will guide potential customers through the basics of your business.

Studies show that the per-reader response rates of newspaper advertisements are low. This is due to the number of readers that scan over your add that really have not interest in your services or products. Online readers, however, are a direct result of search engines. These people want to know more about your services or products. The likelihood of turning visitors into customers is higher.

Advertising Campaign

With eMarketing, the cost of an advertising campaign is drastically lower. The same rules apply but with less effort. You'll need to locate your target market, address their interest, and show how they can benefit.

Typical, ezines or announcements serve as an eMarketing campaign medium. Utilizing these mediums will improve your online business. Here's how you can get started:

Ezines: Ezines are nothing more than an electronic newsletter. There are several services online that will assist you in writing an ezine. But use caution! It's bad business to send an ezine to someone who hasn't subscribed.

Announcements: Announcements are similar to a press release. Using the electronic transfer of news to an email box, you can announce new events, new services, and new products a lot faster.

Hottest eMarketing Tool

Today, e-books are the hottest marketing tool of the Twentieth Century. Once Internet Gurus grasp the concept of selling their services or products with an e-book, the market jumped. Adding an e-book to your tools of eMarketing is a smart move.

E-books consist of hidden links (as in, not apparent) that the inexperienced e-book reader can't see. These links help promote affiliate programs and sell your services or products. The readers click through the e-book and find themselves at your site.

E-books are an eMarketing medium that needs careful planning. It makes no sense to develop an e-book on dogs if you sell household appliances. To be successful at eMarketing with e-books, you need to write content related to your business. For instance:

� Home Improvement - How to Design a Kitchen

� Accountant - How Small Businesses can Benefit From a CPA

� Web Developer - How a Website Can Help

Bottom Line

eMarketing has saved businesses thousands of advertising dollars. It's an effective marketing tool that every business should take advantage of. With a better understanding of how eMarketing can help improve your business, you can prepare for an eMarketing campaign that will exceed all of your expectations.

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