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Print Vs Internet Marketing – Get the Highest Return on Investment

The advancement of electronic media has forever changed the way businesses will reach qualified leads. This article is intended to discuss the pros and cons of search marketing, traditional print marketing, and digital variable print marketing. While every business is unique, annual marketing plans should consider using a combination of all three marketing tactics.

Search Marketing:
It is clear that search engine marketing can be more cost effective than standard long-run printing or direct mail. Companies found on the first page of a Google search for a specific keyword enjoy a 70% click through rate. Search engine marketing is a great way to generate qualified leads. Since customers that visit a businesses website through a search engine has already indicated their willingness to purchase your products or services with their keyword search. While high organic search rankings are definitely an advantage to driving traffic to a website, it does not guarantee conversion from visitor to buyer. A visitor from a search engine must arrive at an easy to understand and professional website in order to become a conversion. The two clicks it took to arrive at a website also means it takes the same two clicks to leave.

Traditional Print Marketing:
Once a mighty driver of the U.S. economy, the long-run offset print industry has retracted over the last few years. The US postal service has also seen reductions in revenue due to the move from direct mail to electronic marketing. Certainly the cost of the marketing material, the envelope, and the postage is much higher than email and other internet marketing. However, there is something to be said about something that a consumer can open and touch. An eye catching marketing piece with a clear call to action is still an effective tool for direct marketers. In fact, some have found the immense cost of search engine marketing or pay-per-click advertising to expensive for some key words and have gone back to direct mail as a means to drive consumers to company websites and online stores.

Advancements in Digital Print Marketing:
What if there was a way to combine the unique targeting ability of search marketing with long-run full color printing? Through digital variable printing, “one size fits all” print marketing is a marketing tactic of the past.

To illustrate the point, let’s analogize using a company with just three distinct market segments. A company is selling a product to women between the ages of 20 and 30, households with more than 2 children, and men over 65. Market research has determined each segment responds to different messages that drive a call to action. Historically, a company needed to develop graphics and a message that was broad enough to reach all their customers in one long offset print run. Rather than targeting each market individually, companies treated them all the same; thereby missing the target in most cases. With today’s digital print marketing, a single run of print can provide a specific message and specific graphics all the way down to a single individual. Imagine a woman in her 20′s receiving a direct mail piece unique to her needs while a man over 65 receives a totally different message targeted to his needs. That is the power of today’s digital print technology.

What Medium to Use?
This answer, of course, is different for everyone. It is recommended that a healthy combination of marketing mediums should be used throughout the year and should be included in yearly marketing plans. All three forms of marketing can be highly effective and depend on the specific industry. For example a restaurant that is truly local may not need to invest in search marketing since reaching global markets would not make sense. This restaurant should focus on who is eating at their restaurant and message those consumer types with a call to action through direct mailings. In contrast a competitively priced retailer may consider more investment in search marketing than direct mail as margins on low priced retail items may not be adequate enough to assume the higher cost of print and postage. No matter what medium, the concept remains the same. A targeted audience with targeted messaging always leads to higher ROA.

How To Make Your Business Stand Out From The Crowd

Never has it been more important than in business today to have a compelling answer the following question..

Why should clients buy from you instead of a competitor?

You need to be able to answer this question clear and concise in one or two lines, which is called your Unique Selling Proposition (USP). Your USP states what separates you from the crowd, what you do different that nobody else does and why clients should choose to do business with you as opposed to a competitor.

So your USP is what separates you from the herd. When developing your USP you need to answer the following questions to identify what it is specifically your client’s want;

1. What are your client’s needs?

2. What are your client’s wants?

3. What are your client’s fears?

4. What are your client’s frustrations when dealing with your industry?

Once you have a list of your client’s needs, wants, fears and frustrations, developing your USP will be much easier. Generally a guarantee works very well, for instance you might guarantee to remove a fear or frustration for clients when dealing with your industry.

A good example of a great USP and the benefits of having one relates to a story about a plumber from Melbourne. Before this particular plumber went into business he identified that the main frustration for clients when dealing with plumbers is that plumbers never turn up when they promise, rather they’ll say I’ll be there tomorrow and turn up 3 days later. So this plumber based his USP on this fact, which was in the form of a guarantee that stated: “We guarantee to be there when we say we will or the job is FREE!” This bold guarantee resulted in this plumbers business catapulting to the number one plumber in Melbourne in a very short period of time… The business went gangbusters!

Oh and by the way who do you think was the most expensive plumber in Melbourne? You guessed it, because people had good reason to pay more and were happy to do so.

The thing is with this example, the bold guarantee held them more accountable and all they essentially did was changed their promise, if they could be there Tuesday, they would say Wednesday to give them a buffer in case something went wrong.

So what’s the compelling reason clients are going to want to flock to your door?

Your USP acts as a hook to attract clients to your business. Combined with the answers from the 4 questions above, use the process below to develop your own powerful USP.

3 Steps to Creating an Irresistible USP:

1. Superior Competitive Advantage – What one benefit will clients get from you that they won’t get from a competitor.

2. Irresistible Offer – Make your offering a “no-brainer”. Add bonuses to sweeten the deal.

3. Risk Free Guarantee – Remove the risk for clients to do business with you by offering a “bullet-proof “Guarantee. Your guarantee must be clear & powerful.

A lot of people I find get concerned about offering a guarantee, which I want to add a few points. Firstly if you can’t guarantee what you are doing you should not be selling it from an ethical point of view and secondly entrepreneurs worry that once they start promoting their guarantee return rates are going to go through the roof, the truth is yes return rates may rise a little, however the extra sales you generate from heavily promoting your guarantee well and truly compensate for it. The benefits far outweigh the negatives.

If you want explosive results you can’t achieve them buy being a boring me too type of business, which is the mistake most small business owners make, they look at their competitors and copy what they do. The 95%ers stick with the boring me too plain vanilla, which results in them fighting over the scraps. While the 5% who know how to play invest the time to develop a bold USP that separates them from the herd, broadcast it everywhere and go from strength to strength.

To find out more about how to make your business stand out from the crowd, build a successful business and attract clients through magnetic marketing strategies go to http://www.BusinessGrowthGuru.com NOW and claim Your FREE copy of Aaron Parsons Best New Book “How To Make A Million Dollars In Your Business In The Next 3 Years Or Less” and also receive a free success audio of Robert Kiyosaki’s former partner DC Cordova, mentor to Billionaires and World Leaders.

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Starting a Vending Business – Free Techniques for Learning About the Business Before You Invest

Operating a vending machine business is a great opportunity for the budding entrepreneur. There are no special qualifications required other than self-discipline, effort and motivation. In a vending machine business you are your own boss. You set your own hours and your earning potential is virtually unlimited. Whether, you’re considering starting out small with a few bulk candy machines or plunging right in with multiple soda or snack machines, the first thing you absolutely must do is research the business before you spend one dime of your hard earned money.

What resources can you use to research the vending business? Prevailing advice is to direct you to ebooks but many ebooks are for sale and are often disappointing in the quality of information provided. A better resource for learning about the vending business and one that will not cost you a cent can be found on the internet in the form of blogs, forums and chat rooms. These are the places where the worker bees congregate, so to speak. Forums, blogs and chat rooms are populated by people in the business. These are the people who eat, sleep and live vending on a daily basis. They meet in their respective settings to share ideas, ask questions, give advice and learn from each other. This is where you should start researching the vending world.

Once you’ve signed up with a suitable venue, spend some time reading through the posts and the archives before asking your questions. That way you’ll have a better grasp of what the business is about and some of the common problems that arise inside the industry which will then enable you to pose concise and coherent questions. Be sure to give the archives a thorough review. Many of the questions you’ll want to explore will probably already be answered there. You’ll certainly want to know about the following four areas: machines, distributors, products and locations. In this writer’s experience, forum participants are knowledgeable and generous in their willingness to help newcomers. Treat them courteously and they’ll respond in kind.

The internet is a great place for researching just about any topic of interest. Forums, blogs and chat rooms allow you to make contact with people who share your topic of interest and are probably the best places to investigate first. However, you can also use the internet to check on reputations of businesses and individuals. There are scammers in the vending business. In addition to taking legal action, which is often a very slow process, victims of scammers are taking to the internet to report their experiences which are instantaneously visible to massive audiences. Be sure to include this technique in your research arsenal.

Finally, check with the Better Business Bureau to see if any complaints have been filed against a company you’re considering doing business with. A single complaint may not be a bad thing but multiple complaints filed against the same company over a period of time should definitely throw up a red flag to be cautious.