Tag Archives: positioning

Beyond The Launch: Stop Serious Membership Site Mistakes

Memberships are a great way to establish a solid source of recurring income from your website, and if you’re in the process of brainstorming for products to offer your customers, here are some important points you need to consider to ensure a successful membership website, and not just a successful membership launch.

Don’t let the well run dry.
The rush and hustle to launch a website can overshadow the fact that you need good content to come out on a regular basis so customers will keep coming back. Starting out with a bang won’t do any good if you create a product that you can only sell one time. That’s the trick to re-purposing good content, see. People learn in different ways, and there are always those who will pay more to get the value they want in the way they want it.

Personalization through packaging and different formats are a great help here:

  • You can use content and re-format the information by condensing its essence into infographics.
  • You can offer helpful niche-specific templates, e-guides, and PLR.
    You can collect your articles and refine them into an ebook, or  outsource the material to make an audiobook for people on the go.
  • You could collect and expand your most popular articles into a series of short niche ebooks.
  • You can package your video lessons or collection of related webinars into a video course — and  aside from that online course, offer to bundle transcriptions,  audio-files, PDF’s and templates with that course and present it as a premium package, with premium prices.

Continue reading Beyond The Launch: Stop Serious Membership Site Mistakes

Thinking Ahead in Marketing Communications

When it comes to internet marketing we have tons of tools available to help us, but without clear goals supported by solid plans, even the best of tools won’t do us any good. We need to have  compelling  goals and solid processes to help use leverage the tools and resources we have. To be successful at fulfilling our targets, we need the ability to make and re-make well-formed plans  that will  bring us closer to realizing the big picture that our goals paint for us.

What are the helpful tools, skills,  and processes that an entrepreneur should work to make their own? Continue reading Thinking Ahead in Marketing Communications

Do You Have A Mobile Strategy?

Is your business dependent on the internet for its customers? Then maybe you should devote some serious thought and time towards creating a mobile strategy. Here’s why.

In a previous article, How To Develop A Mobile Mindset, we pointed out that the world-wide population of smartphone users is expected to exceed 2 billion by this year.  Smartphone users can do business and leisure from their phones — having your website optimized for mobile platforms lets you keep connected to your customers and your target market wherever they are.

The internet is not limited to personal computers — when you design your website to be mobile-friendly, you get to meet your customers where they are, whether they use tablets, phablets, or smartphones

Now, optimizing your website for mobile platforms is different from creating other initiatives for smartphones. The first deals with website design and content presentation, the second goes deeper into things like mobile apps, related security issues, and the like. The goals in this second area should relate to your business needs and goals as well. Continue reading Do You Have A Mobile Strategy?

How To Use Product Reviews As An Effective Sales Strategy

When it comes to making buying decisions, people want to make a good choice, and for that, they turn to the internet to get the the information they need. As a customer yourself, you want to make an informed decision, so you look around. You do the research.

If you want to keep things affordable, for instance, there are numerous tools you can use to track prices. For example: Lifehacker’s Five Best Price Tracking Tools article shows the top 5 price tracking tools as voted by their readers.

But the most effective way of getting all the information you need to decide is through looking at product reviews.  For that, simply look at Amazon’s rating system as the best example out there.

 

Amazon prides itself on keeping their product ratings and reviews honest because their reviews system is incredibly important to selling products –and as the world’s biggest e-commerce company, Amazon’s continued survival is all about the sales. Good reviews — and a cutting-edge review system– is good for their business.

Customer’s can’t touch or examine products displayed online, and so, keeping the reviews honest helps protect the reliability and trustworthiness of Amazon’s brand And customer-supplied proof of product quality helps support all  the customers and the marketplace. It’s social proof and information-sharing. Continue reading How To Use Product Reviews As An Effective Sales Strategy

How To Get High-Value Sales Leads from Your Opt-In Page

When it comes to online marketing, one of the key pillars of a building successful online business is having a healthy and growing mailing list.

It’s simple, very basic business advice for today. You establish a website, you give good, valuable content, relevant to your target market, and you build an email list.

  • You offer freebies, people sign up to get those in exchange for their names and email addresses.
  • You get names and email addresses, you build a  mailing list of people who have given you their permission to contact them and who have shown they are interested in your content.
  • You build a pool of subscribers, a group of people who have pre-qualified themselves to be your customers simply by signing up, whether to get notified every time you update, or receive a free report with relevant, valuable, helpful information.

 

That’s part of the basic practices. The further on you grow into managing your business and connecting with your customers, the more you can develop an eye towards spotting the nuances and driving needs of your market. You want to succeed, so of course you study better ways of monetizing your website, leveraging your content, and converting your leads into actual sales.

You study your customers. You study your conversion rates. You read customer feedback, etc.  and you act on what you learn, adjusting your actions to make the best next choice.  With this consistent study, the real-time analysis,  and staying on top of things…you  sharpen your business acumen. And you develop your gut instincts.

The further along you get, you can realize that some tactics or strategies need to be revamped or discarded entirely,  to make room for ones that work better. It’s at this stage that you can truly start taking counterintuitive-seeming steps that actually help maximize your work and leverage your mailing list. Continue reading How To Get High-Value Sales Leads from Your Opt-In Page

How To Use Personalization In Marketing

If you’ve been keeping up with marketing industry trends, you ‘ve probably heard a lot about personalization. Given the competition you face and the rising customer expectations because of that, it’s becoming more difficult to  sell  your products to anonymous, generic market prospects.  The pressure is on to create marketing campaigns that can really connect with people. The difficulty lies in finding the best ways to do so without breaking the bank, or investing in personalization tools that are labor and time-intensive.

To get past  the initial confusion and concerns, we need to define what personalization is in this context. In marketing, personalization breaks down into two things:

  • It is identifying the relevant attributes of a person. We can refer to demographics, customer behavior and profile, and their potential towards the product. Will they embrace it? Is the particular market viable and lucrative enough to support the effort?
  • Then, it is customizing their online experience with your company or business by showing them the product, content, choices or opportunities most relevant to their needs and desires.

Personalization tasks you to study your target consumers: you get a sense of their personality, their needs,  and their wants, and you create an experience with them that presents products or experiences that  hits their emotional and rational points.  This is to show them that your products will fulfill their needs and help them answer their wants.

It’s like getting taking all the relevant details of your target consumer to create a ‘focus personality’ — someone to aim your messages to specifically, tailor ads and marketing strategies to, and create  focused  messages for. Instead of  crafting messages towards a generic consumer, you  address the personality of your market.

Whether you’re a business-to-business  marketer, or a business-to-consumer marketer, personalization helps you create a more meaningful interaction with your prospects when you can present the best content they need at the right time.  And that is only the beginning. Continue reading How To Use Personalization In Marketing

How Video and YouTube Can Strengthen Business and Market Share

Let’s start with the facts:
YouTube is the third most visited site in the word, right after Google and Facebook. The site gets over a billion unique users visiting on a monthly basis, and their viewership base is helped along by the sheer number of videos they offer, with more coming in: a 100 hour’s worth every minute, according to them.

If you’re a US based business, Nielsen ratings identify YouTube as reaching more US adults (18-34) than any US cable network, and you can also reach a world-wide audience easily, what with 80% of the traffic coming from outside the country. When it comes to accessibility and global reach, YouTube “is localized in 61 countries and across 61 languages.”

With millions of subscribers, it’s virtually impossible not to have a significant population of your target market included in the YouTube tribe. When you include videos in your marketing strategy, you’ll be adding an enormously powerful tool and YouTube’s brand to work in your corner. In conjunction with Google ad platforms (Google bought the company in 2006), there are thousands of channels making money for their content-creators. You won’t be limited to laptops and desktop users, since the videos are also available on mobile device platforms.

Another good thing is that you’ll have a form of copyright protection built in with YouTube’s Content ID system, which filters identical files uploaded by other members and checks them for matches.

What can you do with YouTube?
Inform, educate, respond. You can teach your customers how to get the most out of your products. Continue reading How Video and YouTube Can Strengthen Business and Market Share

The 2 Little Things to Convert Visitors Into Customers

21 October 2013, by A. Cedilla

When you want to think about the most basic elements of a successful marketing campaign for your online business, what comes to mind? Market penetration? Ad segmentation? Profiling? Number of likes and re-tweets??

With all the marketing tools that technology affords us, sometimes it’s the simple things that get pushed off to the side. Yes, research is important, branding is vital, knowing our customers and niche is the lifeblood of a busiacness, but like thin threads running through all of them, there a couple of things that are necessary to transform visitors into customers.

First of all, prospective customers need to be assured of getting real quality, whether it’s in a product or a service. They will recognize quality when the products or service is effective in solving the problem for which they intend it to solve.

Of course, it can be quite difficult to prove that on first look, with no hands-on assurances, so what can you do to show them you’ve got the real deal and the perfect fit?

You provide proof that the products works, and the assurance that with your product, this time the customer can change his situation with your products.

Proof of effectiveness can be supplied by the following:

  • Visual records, when applicable – Whether in the form of videos of the product being used in real-life situations (and not just in sanitized, just-for-TV circumstances), or before-and-after photos, the closer you get to capturing the image of getting the target market’s problem captured and resolved with your product, the more the message resounds with them that you have a product that works on their bugaboo. Continue reading The 2 Little Things to Convert Visitors Into Customers

Quality First: Looking Past Page Ranking

07 June 2013, by A. Cedilla

Sometimes in the push to get more visitors to your website, on slow days you might find yourself sitting in a corner of your office after checking your site metrics, muttering darkly about page rankings and comparative quality of content. You work hard to find the best writers for your website content, push to provide quality products, service and support, post testimonials, use the best keywords, and yet, and yet….*mutter-mutter*

On those days, try to look at things from another point of view. Actually, a million-million points of view.

You are doing business on the world wide web.  Something that has billions of virtual connections, intersections and rootlets, and thousands upon thousands of groups and communities building out, building deep and building bridges… If you’re micro-focused on getting to on the list of “who’s on first”, you could miss out on other things that can prove to be even more powerful.

For a business to succeed, it’s not only about the first look, it’s about the ones who linger, and the ones who stay (plus of course getting them to stay, and keep them coming back, but that’s for later).

Climbing up the page ranking is different from creating a successful presence online. Page ranking is trying to take advantage of algorithms and particular words to get ahead. Getting known online is easy –scandalmongers do it all the time– but building something of worth, something that will live longer than a scandal, takes more than that.

Search engines are not people — people want value, relevance and connection. Search engines calculate. You picked your niche for a reason. You keep finding out new things about the people in your market, you start and grow a relationship with them, you cultivate your customers and use good, strong strategies to strengthen that relationship, you grow your own fan-base. You’ll have people broadcasting your message for you.

Search engines can’t do that. Continue reading Quality First: Looking Past Page Ranking

Advertising and Marketing: Explaining A Beautiful Relationship

24 May 2013, by A. Cedilla

Advertising is letting people know you exist and that you’re offering certain products and services. Marketing is creating and carrying out campaigns to develop a mutually beneficial relationship with the people occupying your target niche by fulfilling their needs for certain things.

Targeted advertising focuses your marketing efforts on the certain group of people who are most likely to buy your products because of their particular needs and desires.

To be successful and make money, any business-owner not wanting to crash and burn must know his particular market within a market.

Malls have their own special sections for those. Aside from the various specialty stores within them, any mall worth its salt would have men’s wear women’s wear, infants, and health & beauty sections, just as examples. The customers can go to the place where they are assured they can find what they need in one location. Think of Amazon with its online ”departments’ classifying everything it offers from appliances to watches.

Targeted advertising is you sending your marketing focus and efforts among the people most likely to need and want what you’re selling, and the most probably to buy that from you.

Pretend you have stacks of old magazine subscriptions lying around: Which of the ones below would interest you, and why? Continue reading Advertising and Marketing: Explaining A Beautiful Relationship