Objective of marketing
The first question you need to ask yourself and everyone involved in the marketing is "Whats the objective of marketing?"
Everyone in the business must have a clear understanding of what you are looking to achieve from your marketing dollars. Once you are all clear on what you want the marketing to do, you need to put in place a system to measure the success of the marketing. Henry Ford once said "If only I knew what half of my marketing spend was working, I could save a fortune".
This can be measured through the number of opportunities that now present to your business. Has web site traffic grown? Do we have a greater brand awareness in the market?
Once you know how effective your marketing is through measuring, you can work out the effective cost per response for your advertising. You need to put in place a system to effectively find out from your prospects "how did you get my details". Did they look you up in the Yellow Pages or did they Google the business? Did they see the ad on the TV or heard it on the radio? If so, did they remember the details or need to look them up?
Once you know how much it costs to obtain a new customer you should calculate how much it costs to retain an existing customer or get them to refer a friend. Most small businesses dont spend anything on retaining customers yet these can be the most profitable long term.
It is interesting to watch how much money businesses pay to get a new customer and complain about the cost of marketing, yet dont do anything about retaining their existing customers. In fact some businesses seem not to want their customers to come back, they deliver a poor experience and just move onto the next new customer. The most powerful form of marketing is word of mouth.
Word of mouth is a double edged sword. Treat every prospect as if you would want to be treated, most people want service and to know you have their best interest at heart. If they dont feel this then word of mouth can work against you when they tell their friends what a bad experience it was with your business.
Everyone in the business must have a clear understanding of what you are looking to achieve from your marketing dollars. Once you are all clear on what you want the marketing to do, you need to put in place a system to measure the success of the marketing. Henry Ford once said "If only I knew what half of my marketing spend was working, I could save a fortune".
This can be measured through the number of opportunities that now present to your business. Has web site traffic grown? Do we have a greater brand awareness in the market?
Once you know how effective your marketing is through measuring, you can work out the effective cost per response for your advertising. You need to put in place a system to effectively find out from your prospects "how did you get my details". Did they look you up in the Yellow Pages or did they Google the business? Did they see the ad on the TV or heard it on the radio? If so, did they remember the details or need to look them up?
Once you know how much it costs to obtain a new customer you should calculate how much it costs to retain an existing customer or get them to refer a friend. Most small businesses dont spend anything on retaining customers yet these can be the most profitable long term.
It is interesting to watch how much money businesses pay to get a new customer and complain about the cost of marketing, yet dont do anything about retaining their existing customers. In fact some businesses seem not to want their customers to come back, they deliver a poor experience and just move onto the next new customer. The most powerful form of marketing is word of mouth.
Word of mouth is a double edged sword. Treat every prospect as if you would want to be treated, most people want service and to know you have their best interest at heart. If they dont feel this then word of mouth can work against you when they tell their friends what a bad experience it was with your business.
Different types of marketing - Awareness and Directional
All marketing falls into two catergories, awareness and directional. The first one is when the advertiser is looking for a consumer, this is traditionally called awareness advertising, you are creating an awareness of your products and services, even though they might not be in the market now, when they are they may look you up. The other is when the customer is looking for the advertiser. The customer knows what they want, they just dont know how or where to get whatever it is they are after.
Some of the most common forms of awareness advertising is television, radio, bill boards, letter drops and other print media. Once a consumer is aware of the products and services it is likely they will search for this through a directional medium. Some of the most common types of directional advertising is Google, Yellow Pages and, if they know the name of your business, the White Pages (both print and online).
To be truly successful you need to have a combination of both. We will go into more detail of these types of advertising later.
Some of the most common forms of awareness advertising is television, radio, bill boards, letter drops and other print media. Once a consumer is aware of the products and services it is likely they will search for this through a directional medium. Some of the most common types of directional advertising is Google, Yellow Pages and, if they know the name of your business, the White Pages (both print and online).
To be truly successful you need to have a combination of both. We will go into more detail of these types of advertising later.
So what is search marketing?
Search marketing is the process of gaining traffic and visibility from search engines through both paid and unpaid efforts. It encompasses:
For those who want to learn more about either SEO or SEM, click on the link's.
Search engines are today the number one way people find businesses in their area and Google is the go to Search engine in Australia with over 90% of people using google everyday. Google is so well known it is now a noun "just google it"
Mobile search is on the rise as well with consumers more likely to turn to their phone when mobile for products and services when they are ready to buy.
To capture these searches you not only need a website that is both desktop and mobile compatible, you need that website to be found on google's front page when people are searching for services you can offer.
Capture those consumers with a Google Search Engine Marketing program as well as optimising your website to be "trusted" by the search engines and appear on page one within the search results through organic ranking as well as maps based search.
As accredited advanced Google Adwords specialist who has managed hundreds of Adwords campaigns I know what needs to be done to your website to improve page rank as well as quality score and better campaign performance improving campaign performance.
Fixed management fees that are not hidden or excessive like most of the larger Search Engine Marketing providers.
I help business reach local consumers when they are looking. I am able to give advise and support in all aspects of your marketing strategy as a experienced Media Advisor within Sensis Yellow Pages for over 9 years.
- SEO (Search Engine Optimisation): Earning traffic through unpaid or free listings
- SEM (Search Engine marketing): Buying traffic through paid search listings
For those who want to learn more about either SEO or SEM, click on the link's.
Search engines are today the number one way people find businesses in their area and Google is the go to Search engine in Australia with over 90% of people using google everyday. Google is so well known it is now a noun "just google it"
Mobile search is on the rise as well with consumers more likely to turn to their phone when mobile for products and services when they are ready to buy.
To capture these searches you not only need a website that is both desktop and mobile compatible, you need that website to be found on google's front page when people are searching for services you can offer.
Capture those consumers with a Google Search Engine Marketing program as well as optimising your website to be "trusted" by the search engines and appear on page one within the search results through organic ranking as well as maps based search.
As accredited advanced Google Adwords specialist who has managed hundreds of Adwords campaigns I know what needs to be done to your website to improve page rank as well as quality score and better campaign performance improving campaign performance.
Fixed management fees that are not hidden or excessive like most of the larger Search Engine Marketing providers.
I help business reach local consumers when they are looking. I am able to give advise and support in all aspects of your marketing strategy as a experienced Media Advisor within Sensis Yellow Pages for over 9 years.