Three Easy Lessons to Take Your Online Marketing to the Next Level
I just spent the last week in two very different, but parallel universes. After helping researchers in a federal government agency work on getting their science understood and used in the marketplace, I tapped the wisdom of a conference full of online marketing gurus. The common thread? These experiences reinforced several lessons that will help you succeed in attracting the right kinds of clients. Here are ideas and resources to help you take action: Lesson 1: Be yourself when you market. This is particularly true if you offer a really complex or academic service (like the scientists I mentioned) where it's natural to cite lots of references and sources. Instead of getting caught up in stiff or unnatural language that stands between you and the audience you're trying to connect with, just be yourself. I see a
lot of people struggle with this when it comes to writing "copy" for their website, an e-newsletter or sales letter. In the wise words of my new friend, Fred Gleeck (online marketing genius and co-host of this past weekend's Subscription Website Publishers Association Conference
http://www.swepa.org), "Just write the truth. The truth as you see and feel it. People will then feel more comfortable about the copy you write. They may not be able to put their finger on it, but it will be more believable and it will increase sales. Forget the hype and "slightly" untruthful copy. Adopt a writing style that makes sure that what you say and what is ACTUALLY true are in complete harmony." To tap more of Fred's wisdom, visit him at http://www.fredgleeck.com Lesson 2: If you don't have one, start an e-newsletter TODAY! The key to successful online marketing comes down to one thing: a basic, opt-in e-newsletter. Why? Because you're invited to "touch" your readers regularly with small samples of your thinking. In turn, you invite them to check out more resources on your website. It becomes easy for them to spread the word about you. It's a way to get new contacts from your offline networking into your online marketing system. A really good e-newsletter, written in your natural voice (see Lesson 1) is the engine that drives your marketing machine. Don't let excuses like "my website's not ready" and "we don't have our editorial calendar planned out" stop you. The point is to start connecting with your target audience at least monthly to build the relationship. My favorite resource for how-to is Debbie Weil at www.wordbiz.com. Debbie will get you up and running in no time. Lesson 3: Nobody cares about you...and here's what to do about it. According to PR expert Paul Hartunian (http://www.prprofits.com), nobody cares if you've just released the greatest new service, gotten promoted, hired new staff or spoken at another conference. What they do care about is how you can rock their world. If you start your marketing message with, "We are pleased to announce...," you're dead in the water. What you need to do is: 1) use a basic template to write press releases that work (Paul has 'em); 2) torture the media by telling them what problems you solve, but not how you solve them (they'll have to call you to find out); 3) develop a simple 3-page media kit for quick follow up (your 1-page press release, a 1-page "so what?" bio, and a 1-page FAQ sheet). The other hot thing that the press likes these days is online media rooms. This is a dedicated place on your website where they can, in one or two easy downloads, check you out and get what they need to write a story about you. An easy way to do this is via the Media Room product at www.dvcotechnology.com. The 3 easy steps to improve your online marketing efforts? Step 1: Be yourself when you market. Step 2: Start an e-newsletter (monthly, at a minimum). Step 3: Remember that nobody cares about you (only how you can rock their world). (c) 2004 TurningPointe Marketing, Inc. All rights reserved. Marketing educator, Kelly O'Brien, is creator of the "Create a TurningPointe!" Marketing Bootcamp. To learn more about this step-by-step program, and to sign up for FREE how-to articles and 20-page marketing guide, visit http://www.turningpointemarketing.com
Related News
|
 |
|
|
RELATED ARTICLES
A Business Guide For The Very New Internet Entrepreneur
Did you recently buy your first computer and just started surfing the Net? Isn't it fun? All the new websites and places to go, sights to see! Have you ever wondered if you can make money with your newfound toy?
Avoid Marketing Stagnation Using 3 Basic Methods
You joined an online marketing program, placed some ads, and then thought, now what? The majority of new marketers pause at this point, and many never come back.
Understanding the Power of Viral Marketing Online
The story of how Hotmail moved from zero to a couple of million subscribers in a few months is one that is often told in many sites all over the net. However it is a story that many do not quite understand. If they understood it, we would be seeing many more online success stories and fewer online failures. Because the word has also been over-used by hype peddlers, many times people associate the word viral with spamming and other online activities bordering on the illegal.
Why Your Talents Alone Arent Getting You Anywhere Online
The bottom line is that there are plenty of really talented people out there who will never be heard from because they don't understand even the most basic principles of marketing. Marketing isn't often taught in Fine Arts courses because the instructors, by nature, are better at teaching the craft than they are at marketing themselves in the craft. Most marketing experts haven't fine tuned their artistic talents enough to have a product worth marketing.
Advertising Sucks! Long Live The Web!
How much does an advert in Yellow Pages cost? How many enquiries would you expect to get back for that investment each day? 1? 10? 100?
Converting Visitors into Subscribers
Copyright 2005 Javier Salces
A Person Of Value
One of the "secrets" in Internet Marketing is knowing that you need to be patient enough to develop the kind of business building savvy that people want. It takes time.
The 9 WORST Internet Marketing Mistakes
Have you ever wondered how can you possibly figure out how to market your Internet business when you're bombarded with so much conflicting information? Lots of "how to" advice applies to many online businesses.
The Paradigm Shift of Internet Marketing
There is a trend going on in the world of internet marketing. If you truly open your eyes and pay attention to everything in the internet marketing world, you will notice this specific trend that is rapidly invading our email inboxes from every internet marketing guru out there. This trend is a marketing shift from text ebooks to more high valued products like multimedia online presentations and software products.
How To Top The Medal Tables With Your Website
The Olympic motto is "Citius, Altius, Fortius" meaning "Swifter, Higher, Stronger" so let's talk about how you can improve your website in each of these ways..
Viral Marketing:10 High-Impact, Viral Marketing Strategies,To Explode Your Sales
Hello, do you have any website that is not bringing
in a lot of sales?
5 Surefire Ways to Increase Sales
The Internet has changed how people do their business. Even small business owners are able to reach global market inexpensively nowadays, selling anything from apparel, collectibles, to computer software, service and coaching.
Being Part Of Groups
There are many different ways to have fun and socialize on the internet. One of the most fulfilling things that you can do is join one of the many social groups that exist.
Road Map to Internet Marketing Success
Today, the internet has become part of our life. We communicate, trade, and find entertainment over the internet. It makes our life simple, easier and get faster communication. Evertyhing is done by one simple click.
Increase Sales: The Secret To Using Offline Advertising To Magnify Your Online Sales
Since the internet happened, and everybody went for the
gold rush, most people have simply forgotten offline marketing.
Dollars In The Details!
When it comes to your marketing message, the little things count. Trouble is, you'll never come to respect how much, until you make a commitment to science.
Yahoo Search Marketing: Is an Effective Online Marketing Tool
Yahoo! manages to utilize its huge network of websites and portals to provide Yahoo! Search Marketing services which provides you an opportunity to advertise your business in a number of methods. The methods are sub-divided in the following categories:
Maintaining The Focus For Success In Online Business
Maintaining Focus is important for success in online business. One must have clearly defined goals and taking steps to accomplish them is key factor.
Niche Marketing the Right Way!
Niche marketing is hot these days.
Membership sites pop up everywhere inviting you to make
tons of money. All you have to do is find or buy the
highest paying Adsense ads and add them to your pages
filled with automatically generated content.
I Hate Asking for Referrals! ? 6 Proven Methods for Getting a Flood of Referrals Without Asking
Yes, I admit it - I hate asking for referrals - don't you? Be honest. Doesn't your heart start to pump faster and hands start to sweat even thinking about asking a customer for a referral?
|
