When you hear the word ‘hacking’ it probably conjures up a pretty radical image in your mind – which is hardly surprising since it is often used in a negative way. In the business context, however, hacking refers to streamlining your path to success. It's about using radical, out-of-the-box, and original ideas to produce a measurable result. (more…)
Businesses tend to use marketing as a way to generate new business by acquiring new customers yet neglect the customers they have served in the past. Marketing can be an effective tool to reach new customers yet it’s even more powerful when used to develop relationships with existing customers, maximising their loyalty to your business.
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As more and more small business owners are becoming tech-savvy and using the Internet to increase their sales, online marketing is getting more competitive. Many are putting together long term online marketing plans that may be putting their success at risk. The digital landscape is evolving fast. The tools and capabilities of those tools change continually so basing your decisions on a marketing plan written a few years ago is fraught with danger. Yes, we do need plans but we need to remain flexible as small business owners so we can capitalise on new opportunities as they arise.
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I had an interesting call from a potential client (or spy) yesterday. They had prepared a number of questions that we ran through on the spot when they called. While they didn't want to say exactly who they were, they told me they were a high-end business coaching company. I was intrigued with the approach and gave them a few minutes of my time. I thought the conversation could help a number of people who sell high-end services so I'll do my best to remember the questions and my answers below.
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A common misconception is: the more options you provide your prospects, the more likely you will make a sale. This thinking comes from the belief that if people are offered choices they are more equipped to make a better decision. The exact opposite proves to be true, more often than not.
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When you hear the word ‘website statistics’, you may think of the number of ‘hits’ your website has generated. Also known as page views, hits account for each time somebody visits your web pages.
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Your web designer will understand your vision for your website better if you can supply as much pertinent information as possible. Consider the target market you wish to view and use your website. Consider how you want these visitors to use your site. This information will not only have an effect on your web content but also how your site is presented to your target audience. When you have defined this, your web designer will be able to make recommendations on the most appropriate approach to get your desired result.
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Many businesses are reaping the benefits of website strategies and internet marketing these days however, there are many offline opportunities that could dramatically increase your online results. It’s about getting the right combination of online and offline marketing that works for your business. One of the best offline strategies that can boost your online effectiveness is direct mail.
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Creative outdoor advertising is probably one of the oldest forms of marketing that is still going strong today. It is a strategy often designed to create brand awareness in the minds of the masses. Outdoor advertising tends to be poorly targeted however it also can be very low cost per contact. You need to be selective where you position your outdoor advertising. The location will cause an association with your brand so you must make sure it is appropriate for your target market. If you were a florist in Werribee, adverting on the side of a South Yarra Pub isn’t likely to do much for your business.
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The short answer is yes. However, more than ever before your advertising needs to work hard to attract attention. Australians are inundated with an estimated 1,500 commercial advertisements from the mainstream media every week. On top of this, every day we’re confronted with ads on our buses, trains, at our supermarket checkouts… they even wait for us in our letterboxes.
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Have you ever wondered why some companies seem to be more successful with their marketing than others? No matter what business you are in, it’s likely there are millions of messages all competing for the attention of your target markets, yet only some messages produce the results companies set out to achieve.
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Effective marketing design requires more than just technical knowledge and an eye for what is beautiful or attractive. How a design can effectively engage the mind and influence human behaviour is far more important than simple aesthetics. Understanding how the brain influences human behaviour can give you insight into how to approach graphic design from a different perspective—and get a better return on your investment!
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‘What’s in it for me?’ is the common response to any marketing material your audience receives. Nothing seems to get a person’s attention more than having them, or someone similar to them, involved in it.
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Standing out from the crowd makes good business sense for any business, particularly if you are a small home business with a limited budget. Your USP is your ‘unique selling proposition’. It’s that particular ‘something’ that makes you stand out from your competitors, and it’s one of your most important marketing tools.
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