Archive for June, 2010

Online Marketing Brisbane

Tuesday, June 29th, 2010

If you want to succeed with online marketing in Brisbane, Sydney or anywhere else there are several factors that you need to be aware of.

What you’re about to learn even though basic will almost guarantee that you online marketing efforts will be successful and make money rather than lose money – if you follow the system.

First of all it’s not about you it’s about the person you are marketing to. In reality the reader of your marketing messages don’t care about you one iota. Unless of course, you can add significant value to their lives or provide a solution to a problem they may be having.

The second thing to consider is that people are time poor and you have to deliver your message very quickly in order to capture enough of their attention so they will take action.

The third thing to consider is how and where you are going to attract leads. Online marketing and lead generation encompasses so many methods that you really need to be clear on the person you’re attracting and then think about where the best chances of finding them might be. If they are looking for answers or information then maybe put some work into getting found on the search engines with search engine optimization or pay per click marketing.

Or perhaps your product or service has enough appeal that you can try buying image ad space on websites that have the matching demographic for your target audience.

No matter which marketing channel you choose there’s one thing that is absolutely vital, and that is, offering the person what they want in order for them to take action.

In most cases offering solutions in the form of content or maybe offering an ethical bribe will be enough to get the result you need.

The next thing you need to consider is the system for collecting leads. For instance do you want them to call you, give you an email address or do you want them to take the first step into your sales system. If you understand the type of lead you want to attract, the market you want to attract the leads from and the environment in which you’re attracting the lead then you can pretty much figure out what your offer needs to be.

So lets presume you know whom you want to attract, you know where you will find them and you know the system you want to use to capture their details or what you want them to do. What do you do next?

You have to build a relationship with the person who has placed enough trust in you to either phone you or give you their details. Please whatever you do don’t treat them as a number. Can you imagine taking the time to visit a store and as soon as you are inside the door someone turns the lights off or worse still continually hits you over the head telling you to buy something?

People generally buy when they’re ready (not when you’re ready) and if you can provide them with the solution to their problems, enhance their life in someway and at the same time make the deal attractive they will convince themselves to take action.

And finally the key to unlocking successful and financially rewarding campaigns is multiplication. Multiplication can be duplicating the system you have built or word of mouth. Now duplicating your system shouldn’t be too hard but word of mouth marketing is an art form but so very profitable. Think of ways that you can deliver over-the-top value, as well as offering spectacular service to the point where potential customers and customers become raving fans.

When you do this people will help spread the word and you online leads will multiply without you doing anything at all. It’s a great thing to watch in action.

It’s All About…..THEM

Monday, June 28th, 2010

Imagine being all excited about going on a first date. You have new clothes and maybe new shoes. You spend more time than usual grooming yourself because you want to make a big first impression.

You arrive at the bar or restaurant five minutes early. You order a drink as you look around and survey the room. All the while doing your very best to look cool and relaxed even though you’re secretly nervous inside.

And out of the corner of your eye you see them. You don’t want to look directly at them because that wouldn’t be cool but at the last moment you turn your head and “notice” them.

“Hi, wow you look beautiful” as you sneak a little kiss.

The expectations are high. Your date is attractive and you know that you’re not the only person in the room looking at them. You know this is going to be a good night.

You attract the waiter’s attention and order them a drink.

“How was your day?” you ask…

“My day was great,” they say.

They continue, “If fact it was the best day ever”.

You’re excited to see the look in their eyes as they share their experiences.

“I went for a run this morning”. “I took my dog, did I tell you I have a dog”?

“After my run I had my hair cut and then I met a friend for breakfast”

The waiter returns with your drinks…

They continue.

“Well my friend who I met for breakfast is the best accountant in the entire world and they are so rich…wouldn’t we all love to be rich”?

“Then after lunch I went to the shops and bought a few things and then I saw some more friends”.

As you sip your drink you start to wonder if you’ll ever get a word in.

They continue “blah, blah and more blah”.

The initial thoughts of excitement have turned into thoughts of “are they ever going to stop talking”?

It continues and pretty soon you feel like reaching across the table and slapping them around the head and telling them to shut up”!

You say to yourself “anything would be better than sitting here pretending to smile and listening to this person talk about themselves all night”.

Maybe you could stand up and leave or eat fast with the risk of vomiting.

Anything but this!

You know you can’t be rude and you sit there and sit there for what seems like an eternity. You know there won’t be any second date and you know you’ll never see them again.

Maybe you can relate because you have had an experience like this. And yet so many people wonder why they have dating problems.

Now you might be thinking to yourself why am I talking about dating when this is an online marketing website company?

I’m sure you know already!

Because it’s not about you, it’s about them and so many people miss the point when it comes to communicating either in person or online.  They just go on and on about how great they are instead of focussing on the other person.

For instance do you think if someone visits your website they want to know how great you are or are they looking for how you can help them with a problem or need?

Sure telling them your credentials will help seal the deal but you have to solve their problems first or at least demonstrate that you have the solution to their problems.

Recently we were asked to critique a website because it wasn’t giving a positive return or generating enough leads to be viable. All we did was change the headline to be more solutions focused and changed a few words of copy to be more benefit orientated and we saw an instant bump in sales.

Then we changed a few graphics on the site and added a response device and the site had a positive ROI.

All of the changes were focused on the reader, solving their problems and offering good free content to start the relationship building process.

Not rocket science, just common sense.

Anything to do with your online marketing should be based on the target reader, helping them find the information and solutions they require and building credibility and trust with your credentials.

Do this and you can’t go wrong…

Henry Ford’s Stool….

Friday, June 25th, 2010

As I wrote the headline I realised that it could be misinterpreted. But it is important and it related directly to marketing your business online.

Henry once said to a journalist when being asked about his success, “see that 3 legged stool over there, well that’s my business”.

He went on to say, “it needs to have 3 legs at the same height or it will fall over, two legs and it will fall over and if it only had one it wouldn’t be a stool”.

What he was referring to was Ford’s success being a balance of sales, production and administration.

The same can be said for marketing your business.

First of all you need to be marketing online and offline. Don’t put all of your eggs in one basket. In fact, to get the best results you’ll often need a combination of offline and online marketing to reach customers. Example being, offline ads promoting your website to pre-sell someone into calling your business.

Then for your online marketing don’t place all of your efforts into just one traffic source. You want to share the load (or risk) between various traffic sources because if for some reason one fails you’ll still be getting traffic. Ideally you want to be found with SEO, Local search, Natural search and PPC.

Here’s a link to a video where I’ll walk you through what that means.

Watch video here.

And finally, make sure you are in a position to handle the incoming calls or enquiries. There’s nothing worse than spending money to attract someone to your business and then having them turn away because of perceived indifference.

Plus this goes without saying. Love your customers and build relationships with them. Enjoy!

Copywriting Checklist – when you want to sell stuff…

Tuesday, June 22nd, 2010

Do you have a headline that reaches out and grabs your target reader’s attention? Not everyone, just the person who will buy.

Is your opening sentence appealing enough to get the reader interested in what you’re saying?

Does the body of copy tell the reader everything they need to know about your product?

Are you reinforcing the USP throughout the copy?

Have you included testimonials?

Have you eliminated all doubt and risk from the reader making a purchase?

Does the reader know how to order?

Does the reader know what to expect when they do order?

Okay that’s our basic checklist for copy. Of course you would have researched the product and the market to figure out the emotional triggers of your product that will get the reader to buy. You’ll understand if your product needs an impulse buy strategy or a consultative strategy.

And you’ll understand how to position your product or service against your competitors based on your unique selling proposition.

Now, here’s the most important thing you’ll need to do. Read it when you’re finished!

Let it sit for 24 hours when you’re done and go back and re-read it. Read it aloud so you pick up any obvious errors and think about how conversational the copy reads. It might pay for you to be alone when you do this or maybe even read it to your dog.

At this point all you want to do is to make sure that the copy reads well to you before you pass it over to others to be critiqued.

Big tip – when you pass your copy over to someone for feedback, just give it to them and ask what they think. Don’t preposition anything. Just get their feedback. If they say your product sounds interesting or ask where they can get it you’ve got a winner. If they say it’s a great ad you’re hosed…

Enjoy!