MARKETING STRATEGIES & TIPS

KEY POINTS

THE INTERNET MUST BE AT THE CENTRE OF YOUR BUSINESS IT MUST BE DEVELOPED CONTINUALLY
YOU MUST UTILISE EMAIL MARKETING TO CAPTURE WEBSITE VISITORS EMAIL ADDRESSES
PAY PER CLICK MARKETING IS VERY EFFECTIVE BUT MUST ALSO BE IN UNISON WITH EMAIL MARKETING & ‘CAPTURING’ CUSTOMERS OTHERWISE PEOPLE VISIT YOUR SITE AND MOVE ON WITHOUT YOU EVER INTERACTING
FIGURES SUGGEST ONLY 1 or 2% OF VISITORS WILL CONTACT YOU WITHOUT THIS EMAIL MARKETING STRATEGY
PROPER MARKETING CAN INCREASE THIS BY UP TO 10 – 20% EASILY
YOU MUST TEST YOUR MARKETING BY KEEPING FIGURES & STATISTICS – i.e. SALES PER WEEK IN RELATION TO YOUR MARKETING, NUMBER OF NEW WEEKLY ENQUIRIES, etc.,
IF YOU USE GOOGLE ADWORDS IT MUST BE CONTINUALLY MONITORED AND ADAPTED TO INCREASE HITS
CAPTURE VISITORS TO YOUR WEBSITE BY GETTING THEM TO GIVE YOU THEIR EMAIL ADDRESS
THIS STARTS A RELATIONSHIP AND WILL BRING FUTURE SALES
MOST PEOPLE WONT BUY OR EVEN CONTACT YOU WITH AN ENQUIRY ON A FIRST VISIT
MOST VISITORS MOVE FROM SITE TO SITE QUICKLY
ENCOURAGE THEM TO SIGN UP WITH TIPS, FREE OFFERS ETC
GIVE THEM BENEFITS DON’T SELL STRAIGHT AWAY BUILD A RELATIONSHIP AND DIALOGUE
DON’T LET PAST CUSTOMERS DISAPPEAR AFTER THEY HAVE BOUGHT FROM YOU – GET THEIR EMAILS
THIS IS AN UNTAPPED FUTURE INCOME AND ALSO IS GOOD FOR REFERRALS OR RESALE’S OF OTHER PRODUCTS
EXPAND SERVICES – UPSELL e.g. NEW PRODUCTS, ASSOCIATED PRODUCTS, NEW ITEMS, UPGRADES, OTHER SERVICES
YOU MUST SET UP AN AUTOMATED EMAIL MARKETING SYSTEM TO CAPTURE VISITORS TO YOUR SITE AND SEND THEM OUT PERSONALIZED EMAILS
YOU CAN EITHER BUY SOFTWARE AND ADD IT TO YOUR OWN SITE OR USE AN ONLINE EMAIL MARKETING COMPANY FOR A FEE
YOUR WEBSITE SHOULD BE YOUR START TO BUILDING A POTENTIAL RELATIONSHIP WITH EVERY VISITOR TO IT
YOU COULD GET THEM TO SIGN UP BY OFFERING FREE ARTICLES AND ADVICE
IT’S NOT ENOUGH JUST TO HAVE A GOOD WEBSITE – YOU MUST THEN MARKET IT & INTERACT WITH YOUR WEBSITE VISITORS
MOST PEOPLE VISITING A SITE WILL NEVER BUY OR CONTACT YOU STRAIGHT AWAY
TESTING & MEASURING – YOU MUST TRACK WHAT WORKS IN MARKETING AND WHAT DOESN’T
IF IT WORKS INCREASE IT – IF IT DOESN’T RETURN SOMETHING, CANCEL IT – E.G. PRINT ADVERTS
THIS IS THE KEY FOUNDATION TO BUSINESS MARKETING AND SUCCESS
SELL THE BENEFITS OF YOUR PRODUCTS MORE THAN THE FEATURES
MAKE IRRESISTIBLE STAND OUT OFFERS EVERY SO OFTEN BUT DO NOT DECREASE PRICES, OFFER EXTRAS ETC
ITS WORTH SPENDING £1000 ON MARKETING IF IT RETURNS £5000 £ 10000 etc BUT YOU NEED TO MEASURE IT
IF YOU DON’T SPEND THE £1000 – YOU HAVE SAVED THAT – BUT YOU WILL NEVER HAVE MADE THE POTENTIAL INCREASE YOU HAD
YOU NEED A MULTI STEP SALES PROCESS OF MARKETING WITH A FOLLOW UP PROCEDURE
DON’T LET PEOPLE GO AFTER ONE ENQUIRY
IT CAN TAKE UP TO 7 INTERACTIONS FOR MANY PEOPLE TO BUY FROM YOU
FOLLOW UP WITH EMAILS, TELESALES, DIRECT MAILINGS etc
PRICING – U PROBABLY DON’T CHARGE ENOUGH – DON’T BE AFRAID TO INCREASE PRICES
DON’T DECREASE PRICES GIVE A GREAT SERVICE PEOPLE DO NOT BUY ON PRICE ALONE
CONSIDER VIDEO MARKETING – THIS HAS A HIGH VALUE STATUS TO BUYERS & SALES RETURN
MAKE UR ADVERTISING ABOUT YOUR CUSTOMERS AND BENEFITS TO THEM NOT ABOUT YOUR BUSINESS OR YOU
YOU NEED MULTIPLE MARKETING PROCESSES RUNNING AT THE SAME TIME – WEBSITE, PRINT, TELESALES, EMAIL MARKETING, ADVERT LINKS TO YOUR SITE ON OTHER WEBSITES, JOINT PROMOTIONAL TIE UPS WITH ASSOCIATED COMPANIES, RESELLING/UPSELLING TO PAST CUSTOMERS, PAY PER CLICK WEBSITE ADVERTIZING, FREE PR e.g. NEWSPAPER ARTICLES, MAGAZINES,
YOU MUST MONITOR EACH ONES EFFECTIVENESS CONTINUALLY
YOUR WEBSITE MUST BE AT THE HEART OF YOUR MARKETING STRATEGY
GOOGLE ADWORDS PAY PER CLICK ADVERTIZING

GOOGLE ADWORDS PAY PER CLICK ADVERTIZING IS HIGHLY POPULAR BUT IT NEEDS MONITORED CONTINUALLY AND A LOT OF TIME SPENT ON IT CONTINUALLY  KEEPING STATS
BID ON LARGE NUMBERS OF VARIATIONS OF KEYWORDS
DO SEPARATE ADS AND CAMPAIGNS
USE EXACT KEYWORD MATCHING
USE YOUR HEADLINES AS KEYWORDS
CHECK YOUR CLICK THROUGH RATE
IMAD SCOTLAND CAN SET UP AND MANAGE GOOGLE ADWORDS CAMPAIGNS OR ASSIST YOU

Google adwords effectiveness for small/medium businesses can take time and tailoring but its worth a trial at a small set budget