| The most remembered and largest success stories | | | | as perhaps gaining some useful knowledge in certain |
| over the past few decades always seem to have a | | | | areas. |
| similar aspect in mind when it comes to marketing: | | | | Perhaps your company sells gardening equipment. |
| Tell your story, sell your story, LIVE your story. | | | | Your blog may perhaps be set up so that you can |
| What exactly does this mean? | | | | answer peoples questions regarding their gardens, |
| It means that to effectively market your product, | | | | garden designs etc..., all the while marketing and |
| service and your entire company you must be a | | | | advertising your company as the undisputed expert in |
| compelling story-teller and effective communicator. | | | | that area of expertise. |
| So let us delve a little bit deeper into the art of | | | | 4: Mailing Lists / Emails |
| storytelling and make no mistake, it is an art form. | | | | Mailing lists and email newsletters and promotions are |
| Discover your story: | | | | somewhat akin to a blog. The basic difference |
| What is the motivation behind your passion? What is | | | | between the two is that while users and readers must |
| the excitement that led you to take a chance on your | | | | visit your site to read your blog updates, with a mailing |
| business? | | | | list they decide to receive your news in an email |
| Is it geared to your audience? | | | | format. |
| Does the story that you tell above directly impact on | | | | This format allows you stay in touch with your |
| the emotions of your customers? | | | | customers periodically without the need for the |
| Share your story: | | | | customer to visit your site. |
| Figure out the best means of communicating your | | | | Great caution and care needs to be used when you |
| story with your target audience. This will then let you | | | | are thinking of using a Mailing List / Email Newsletter |
| know where to best spend your marketing $$$. | | | | form of advertising though. |
| Provide Value, Provide Service, Be Real: | | | | Most countries nowadays have very strict guidelines |
| Make sure that your story and hence the brand of the | | | | on the use and updating of peoples' personal email |
| company or image you are trying to build actually | | | | addresses and information. They must 'Opt-In', which in |
| provides value and service to your target audience. Be | | | | a nutshell means that they must ask to be put on your |
| real about it as well. Authentic stories and attitudes will | | | | list and there also has to be a very simple 'Opt-Out' |
| take you a lot further than a bunch of BS. | | | | solution to enable people to remove themselves from |
| Types Of Marketing: | | | | your list. |
| 1: Website | | | | We always advocate the use of extreme care when |
| Straight out of the gates is one of the earliest and | | | | handling customers and readers email addresses. DO |
| most recognised forms of advertising and | | | | NOT SELL these lists as 99% of the time they will be |
| self-promotion on the internet for as long as the | | | | used by unscrupulous individuals to send SPAM out. |
| internet itself has been around. | | | | Treat these email addresses in the same |
| A website is a definite MUST for your business, | | | | confidentiality status as your existing customer base. |
| regardless of size. | | | | 5: Social Media |
| These can range in definition from your most basic of | | | | Which brings us to the current Grand Daddy of online |
| sites including Name, Location, Business Hours etc... to | | | | advertising and marketing. |
| your fancy, full graphical interactive type website or | | | | This latest trend in marketing is becoming more popular |
| one with an online store that you can use to capture | | | | with each passing day. The social media presence is |
| sales. | | | | not really new, it has been around for years, but lately |
| We always advocate letting professionals do what | | | | people and businesses have seen the opportunity that |
| they are best at. A backyard, thrown together site will | | | | this form of media presents to business, no matter |
| look exactly like what it is. A professional site on the | | | | what size. |
| other hand, will be designed in such a way as to make | | | | In our view, if you do not have a Facebook or Twitter |
| it upscale-able cutting edge, as long as the time and | | | | account then you are passing up an opportunity to |
| effort are taken to ensure that this form of advertising | | | | indirectly and directly interact with millions of possible |
| and marketing is kept up to date. | | | | clients. |
| 2: Search Advertising | | | | These form the 5 basic principles of online advertising |
| Can anyone say 'Google'? Yep, Google is the | | | | and marketing, as they stand today. |
| undisputed king in this kind of advertising and marketing. | | | | Things to keep in mind using online marketing in today's |
| They have made this type of marketing and | | | | world: |
| advertising popular using short 'Promoted Links' when | | | | - Be Patient. |
| users of their services go searching on the Google | | | | These forms of advertising, especially Blogs and Social |
| site. | | | | Media, will take a while to get up to speed. It will NOT |
| This is a possible 'low-cost' mechanism to allow you | | | | happen overnight. |
| and your business to reach potentially millions of users. | | | | - Persevere |
| Unlike most traditional forms of advertising, these types | | | | You believe in your product and company right? |
| of marketing and advertising only makes you pay | | | | Believe in this process. It will not disappoint you. |
| when a user clicks on the 'Promoted Link'. Return On | | | | - Treat This As Other Marketing And Advertising |
| Investment in this type of marketing and advertising is | | | | You would not hand out a blank cheque to an |
| great! | | | | advertising or promotion company so do the same |
| You can also, as part of the Google service, ensure | | | | thing here. |
| that your advertisements are 'Targeted' to particular | | | | Set a target budget, both in monetary terms and time |
| parts of the market. | | | | effort spent, and stick to it! |
| So, for instance, you sell used cars. You can set up | | | | - Update, Update and Update! |
| your advertisements to target 'Keywords' that will be | | | | Keep yourself and your business at the forefront by |
| the type of search criteria that someone looking for a | | | | ensuring constant, relevant information! Update your |
| new used car may be searching for. | | | | blog, newsletter and website as much as possible! |
| 3: Blogs | | | | - Ensure You Have An Consistent Online Presence! |
| Blogs have become much more noticeable of late and | | | | Make sure that anyone who has the ability to update, |
| for good reason. | | | | answer questions or promote your business in the |
| A useful Blog enables you to create an ongoing | | | | online world knows what the image you want to |
| conversation with your customers and readers of your | | | | portray about your company is! |
| blog. | | | | I guess the above just goes to illustrate that YOU are |
| Blogs are used for a large variety of reasons from | | | | the best marketing expert for your company and |
| personal ones to business. | | | | image. If you are going to go to an external consultant, |
| Promoting your new line of products or achievements | | | | make sure that you have absolute input in what they |
| on your blog enables your readers and clients to know | | | | come up with. After all, it is YOUR image on the line, |
| exactly what you are up to at any given point, as well | | | | not theirs. |