The battle of marketing channels...

Dear reader and success seeking entrepreneur
have you ever seen the
diminishing return of your marketing efforts?
What do I mean? Well, let's say that you used
to advertise in Yellow Pages and you know
that you are getting some leads from this
marketing channel.

Even better - you know how many are coming in
(because you've read one of my previous
newsletters about the importance of testing
and measuring. And you've been committed to
your business - so that you've implemented
the measuring system)

However lately you have found that this
marketing channel produces less and less
leads for your business. Giving you not
sufficient return on your marketing dollar.
It's time to revise your marketing strategy.
And employ different marketing
channels...(yes - not one, not two but many!)

FACT! is that majority of your potential
customers prefer to do their homework, before
committing to actually enquiring with you.

You see, as the customers we prefer not to be
pressured by sales people into buying
something. On top of this we have less and
less time to physically drive to your
business premises and talk to you about
possible purchase.

What do we do? Irrespectively of your own
preferences and what you think about it -
most of your prospective consumers chose to
research your business/product on the Net.
The most popular tool by far is Google.

Here's what you do: stop reading this
newsletter - open the new browser and type
your product and/or services name with your
geographical target market into Google
search.

I.e. if you are a real estate agent in Half
Moon Bay - type "real estate agent half moon
bay"; if you are mechanic in Byron Bay - type
"mechanic byron bay"; if you are mortgage
broker in Ashburton - type "mortgage broker
ashburton"...

What did you get? See, on Google if your name
is not first or at least on the first page -
then you won't be found and you will loose on
potential business to your competitors.

Do I suggest you pay-per-click using AdWords
as your marketing channel? Or big and popular
word "SEO" (search engine optimise) your
website? Maybe...[[firstname]], are you going
to waste your marketing dollars - could do,
easily so.... follow the steps bellow to assure
the maximum ROI on your marketing dollar.

Here are the steps:

1. Have your website done (layout, content).

2. Make sure that your website is "local
business optimised" for Google purposes. What
do I mean by this? Well, in Google type "[your
business type] [your local area] [your city]"
i.e. "panelbeaters newmarket auckland" or
"mechanic ivanhoe melbourne"

3. Make sure that your website has linear
navigation - one page = one purpose. In other
words - don't confuse your prospect with
multiple choices, give them an offer and tell
them how to get it.

4. Before doing anything - capture your lead
details, so that you can "short follow-up" or
"long follow-up" with your prospect.

5. Have a follow-up strategy in place. This
involves an auto responder - that send your
prospective customers an add-value info about
your business, your product or service. This
process builds value in your future
prospect's eyes and establishes you as a
market leader in your field of the
expertise.

6. Develop a complete presentation package to
convert your prospect into happy customers,
who refers business your way for the years to
come, at the fraction of the conventional
advertising coast

I suggest you to take a test - here and see
if your web site is good marketing channel
today. Click on link bellow:

If you want to learn more about great
marketing and selling techniques both online
and off-line - consider attending one of my
training in Australia and New Zealand - click
on the link bellow:

Sales skills training:
http://www.bbi.co.nz/dmitristern/sales

Business training:
http://www.bbi.co.nz/dmitristern/business