Archive for Marketing

Do YOU Know the Marketing Keys?

marketing keysThe Marketing Keys to Success

Key 1 – Do Your Research

In marketing, hard data is everything. You can’t base your marketing on your gut feelings or assumptions you have about your market. These assumptions may not be accurate and, in fact, they could be completely wrong.

This is why we conduct market research. Research involves gathering objective data about your market so that you can use it to make informed decisions based on facts.

In years past, before the wonders of the Internet, marketers had to pay large sums of money and invest a great deal of time to conducting research. Traditional methods include focus groups, direct mail campaigns, surveys, and one-on-one meetings with customers. These methods weren’t cheap. The fact that companies invested so much of their financial resources toward this research shows you just how important it is.

You may feel that you have your finger on the pulse of your market, but the data your research yields may surprise you. Through this research, you need to not only pinpoint the exact demographics of your market, but also how your customers think about your products, your business, other brands they like, and how they spend their money.

There is only one place to get this information. You have to go straight to the source – your market.

Understanding Your Market

An essential part of your marketing plan is to identify your target market. You have to know as much as possible about the people who buy from you. You need to look at large-scale trends among your market as a group, as well as the thoughts and feelings of individuals within this group.

You can gain this data through direct communication with members of your market or through observation. Direct communication, such as conducting surveys or asking questions to members of your market, is very useful. But observation also has its advantages.

When you ask questions directly, a person may feel that they’re put on the spot. They may give you the answer they think you want to hear. Observation shows not what they say but what they actually do. It’s also very easy to observe your target market online through things like social media, online forums, blog comments, and so on.

What you need to research:

Customers. Get a clear understanding of the demographics of your market, their needs, and what factors influence their buying decisions. You also need to segment your market, dividing it into groups according to important differences within it.

Market Dynamics. This includes patterns in your market’s behavior that occur over time. These patterns could be seasonal, occurring at different times throughout the year, or they could be longer-term patterns that stretch over years or decades.

Products. Your research should include what products similar to yours are already on the market. You need to know where your products fit in to the overall scheme of things. It’s also important to know what your competitors are offering so that you can offer unique value with yours.

Industry. Through research, you should look for current sales in your industry. Each industry has benchmarks which state the best and worst performance level in that specific industry.

Suppliers and Other Businesses. Locate suppliers and other businesses you’ll need to rely on when your marketing gets underway.

Market research is ongoing. It’s not something you do just once and then forget about. You need to constantly research your market because it changes. You’ll need to incorporate these changes into your marketing plan.

Action Steps

  • Start with some basic research on the above list. Look at the overall economy and current marketing trends. Find out about the people in your market and create a simple profile. Learn about your industry.
  • Try to look for data that shows trends over time. This is important because you can often get an inkling of future trends by looking at past trends
  • Make points of contact with your customers and give them a chance to express their opinions to you. You can do this through forums, social media or other online groups.

marketing keysKey 2 – Hone Your Marketing Mix

Another important element of your marketing plan is what’s called the marketing mix. Your marketing mix includes the specific details of your plan. From these details, you can derive the strategies and tactics you’ll put into place to reach your goals.

This is referred to as a ‘mix’ because every business’s marketing is different, so you need a combination of factors in your strategy. To define your marketing mix, start with large business goals and work your way down to the smaller details. Each strategy and tactic is related directly to the attainment of one of your business goals.

An important part of the marketing mix is that it’s diverse. You don’t employ just one tactic and call that a marketing plan. When you have many diverse tactics, it multiplies your efforts and allows you to reach and effectively communicate with every segment of your market.

The 4 P’s

To help you formulate your marketing mix, you should think in terms of the 4 P’s:

PRODUCT – Your products or services; in other words, what you’re offering.

PRICE – The price at which you set the product. This price should conform to the market and its expectations.

PLACE – Where you can put your offer in front of your market. This includes distribution channels and all other factors involved in getting the goods to buyers.

PROMOTION – How you can promote the product and spread the word.

PRODUCT is the simplest consideration. This is what you’re offering. Consider the products’ features and how they benefit the buyer. Look at similar products on the market and determine how yours is different or better. Try to figure out which unique problem of your market it solves.

PRICE is fairly straightforward as well, but there’s an important point to keep in mind. Your price should be based on the perceived value in the eyes of your market, not the actual cost. This is why it’s good to look at the pricing and sales of similar products. Your customers expect to buy a certain type of product at a certain price. You need to price your product according to these expectations. Cheap is not necessarily good if your customers expect the item to have a higher price tag.

PLACE refers to the location online or offline where you sell your product. The idea is to find out where your target market is and likes to shop and to put your offer where they are.

Finally, there are many different things you can do with PROMOTION. The whole idea is to spread awareness of your product and brand, both online and off. Again, start with your target market. Consider many types of promotions, both online and offline, and determine which kinds would be most effective for gaining the attention of your customers.

Once you have each of these 4 P’s defined, test your marketing mix from a customer’s perspective. Put yourself in the shoes of your customer and ask questions such as these:

1. Does it meet the buyer’s needs? (Product)
2. Will your customers consider it priced fairly? (Price)
3. Will your customers find the product where they shop? (Place)
4. Will your marketing communications reach them? (Promotion)

Action Steps

  • Draft each of the 4 P’s for your business and its products. If you have a segmented market, you may want to do the same for each segment.
  • Test your 4 P’s from a customer’s point of view.

marketing keysKey 3 – Monitor Your Results

Just as you need objective data in order to formulate your marketing plan, you also need follow-up data to keep it current. You can obtain this data through monitoring. Monitoring your marketing shows you exactly what’s working and what’s not so that you can make changes to your strategy. Just as the objective data you discover about your market may surprise you and destroy your assumptions, so can this follow-up data.

Monitoring means not so much watching sales but watching your customers. Like every other part of your marketing plan, it should be based on your customers and their tastes. Once you start your campaign, pay attention to what they say, do and think in regards to your offering and promotions. Watch how they react.

You should also stay abreast of changes in the market or in your industry. These changes could be the cause behind changes in your customers’ behavior.

There are many tools available for monitoring the progress of your marketing plan. You just need a few that are good and reliable, and give you the specific data you need.

With these tools in place, you can monitor your marketing by setting goals milestones, and seeing whether your efforts reach these goals or not. They need to be measurable so that you can tell whether your tactics are working or not. Decide how you’ll identify success or failure based on these goals and milestones.

Where you encounter success, replicate your efforts and refine so that they’re even more fruitful. For example, if you find that posting a weekly blog increases traffic to your website, keep posting that weekly blog. You may even want to post two per week or add videos to the mix.

On the other hand, where you find results that don’t add up, this is where you need to change your tactics. If you’re placing banner ads on websites similar to yours and the trickle of traffic they’re bringing you isn’t worth the money you’re paying to place them, this is a tactic you should stop.

Look for weaknesses or gaps. Like your failures, there are areas that can be improved. You can tweak them until they’re in line with your marketing objectives.

Action Steps

  • Track sales, leads, visits to your website, and any other metrics that are related to your marketing goals.
  • Set benchmarks you can reach that will define success for you.
  • Put together a plan for following up with your customers after purchase. Ask them what they liked about the experience of why they left for a competitor.

THE 3 KEYS you’ve learned in this report offer just a basic outline of what your marketing plan should entail. There is much more involved in creating a good plan. You need to identify your unique value proposition, state your goal or vision, define your goals and objectives, and create a budget.

This is just a start. If you want to know how to craft a winning marketing plan step-by-step with more details and examples, please check out my course. It leads you through the process one section of your marketing plan at a time. By the time you’re finished, you’ve already brainstormed and sketched the major sections. Please check it out.

During this 4+-session workshop I guide you through a complete marketing plan development. You can you leave with your marketing strategy.

Do YOU Have a Marketing Plan OR Are You JUST Winging It?

Are You Winging it? OR Do you have a solid marketing plan?

Do you have a solid business plan? Marketing plan? Strategic plan? Or are you winging it and hoping?

Creating a plan and sticking to it can improve your results. A plan becomes your blueprint for success. We most often see small businesses winging it, because business development is not their knowledge base. They are wonderful at their craft, but creating a plan and living that plan is not in their ‘wheel-house’.

Developing solid strategies and tracking those strategies gives you the real world information that you need to move your business forward in a predictable and reliable way.

This is especially true for your marketing. You need to have a Marketing Plan….

Marketing isn’t simple. To do it right, it requires a great deal of planning. Small businesses without massive marketing budgets have to handle this aspect of their business themselves or outsource in an affordable way. To do this effectively, either way it should be part of YOUR plan and not just a hope.

This is why businesses create a marketing plan. A marketing plan is a detailed document that includes the data you need to make marketing decisions and set a course of action that you can implement immediately. Drafting a marketing plan takes a great deal of time and work, but in the end, the benefits to having a plan are worth the effort that you have put into it.

Here are a few questions to get you started.

Who Is Your Target Market?

If you’re already selling, take a look at your existing customers. Who are they? What do they like about your company’s products? Try to recall any positive feedback you’ve gotten from them. Naturally, if your brand resonates with these individuals, it will resonate with others like them.

It sounds simple but so many business owners tell us that EVERYONE is their ideal customer or ANYONE is their ideal. Defining your true customers is an exercise that is worth your time. It directly IMPACTS your marketing strategies and tactics.

If you don’t already have customers, defining your target market may take a bit more work. Look at companies that offer similar products to yours. Who is buying from them? Who could benefit from your products? Try doing some market research to glean some idea of who your target market is.d

What Makes Your Products or Services Unique? Why You? How Do You Stand Out?

There are bound to be other companies out there selling goods or services similar to yours. So, what makes yours different? Why would someone buy from you and not another company? Think about it for yourself, why do you buy from one company instead of another? Is it the product or the customer service, the location? There is always something that causes the person to hit that BUY button.

If the unique qualities of your products don’t come to mind immediately, some work needs to be done. Do some soul searching and look for the strengths of your products. Write down everything that you love about your product/service. Include what you have heard from your customers.

If, in the end, you find that your product unfortunately resembles basically everything else on the market, how can you differentiate it to make it unique?

What Do You Want Your Marketing to Achieve?

Every business takes for granted that it needs to market, but why? The ‘why’ is critical. You need to identify exactly what you hope to achieve through your marketing because this will guide all of your efforts and help you choose which tactics are most appropriate.

Are you trying to build your email list?
Do you want buyers directly on your website?
Is your marketing for new leads?
WHAT is a critical question.

Once you know who your target market is, what’s unique about your product or service, and what you want to get out of your marketing efforts, you’re ready to get started with your marketing plan.

Winging it in business is most often not a good strategy. Spending money on marketing with HOPE that it will work is a waste of money. If you are like most small businesses you do not have money to waste.

Learn more about creating your marketing plan with our new report….3 Keys to Marketing Success

  • How to guarantee that all your marketing is focused in the right direction….and you’re NOT wasting valuable time
  • What 4 things every marketing professional thinks about BEFORE doing anything
  • The most important part of any marketing efforts, no matter how big or small your company is
  • The action steps you can take RIGHT NOW to make your marketing pay off

Check it out here:

Is Business Blogging Part of YOUR Marketing Plan

Why Business Blogging Should Be Part of Your Marketing Plan

Marketing plans come in all shapes and sizes. The right marketing plan for your business depends on many different factors. But one thing all businesses have in common is that they can benefit a great deal from business blogging.

Blogging is a tactic used in content marketing. When you write a blog, you publish a steady stream of fresh content. This content draws traffic to your site and earns new readers, while also building a relationship with the readers you have.

1. Business Blogging Is Simple but Effective

Many small businesses don’t want to blog because it’s ‘writing’ and you’re not a ‘writer.’ But blogging is extremely simple. This is why it makes a perfect element in an online marketing plan.

Blog posts can be as short as 300 words or even less, but generally I recommend going for 500 words if you can. They can include videos images, slide shows, and infographics. Each post can cover one simple topic and the writing doesn’t have to be magazine-grade. Write in a conversational tone like you’re talking to a friend and proofread so that there aren’t any grammar or spelling mistakes.

The way to blog headache-free is to set aside a little time each week to write and post. Carve out an hour or so to write something and post it. If you have a team member who can write well, delegate the task to them.

2. How to Get Ideas — LISTEN

The other trouble many people have when they start blogging is where to get ideas. Here are some simple places to get ideas for your blog posts:

  • Listen to what people are asking
  • Answer questions customers often ask
  • Teach readers how to do something simple step by step
  • Discuss news, current events or hot topics on other blogs
  • Answer questions from forums, Q&A sites like Yahoo Answers, social media or blog comments
  • Start by looking at popular keywords and write blog posts around them.

Keep an idea file. Spend some time brainstorming topics at first and then add to it whenever you get an idea. Whenever you need an idea, refer to this file and start writing.

3. Getting Your Idea onto “Paper”

There are many ways to share your idea on your blog.  Writing is of course the first.  Keep it simple. Create an outline of your major points. Write one paragraph about each point, add a few bullet points where appropriate and then add your intro and exit.

You can also create a video of your idea. Especially good for HOW TO type posts.  Embed the video right on your site. Creating a video can be simple. You can do a “talking head” video — you talking into the camera, or a simple screen capture video of you showing people HOW TO do something; or a screen capture of a slide show.  There are many possibilities.

Don’t let yourself get bogged down with the writing.  It is simpler than you think.

4. Working a Blog into Your Marketing Plan

Decide what topics your blog will cover and at what frequency you’ll write and post. If you add a blog to your website, you’ll boost your site’s SEO and give visitors more to do there. You can also use your blog’s analytics and its reader comments to learn more about your target market and its tastes.

5. You Can Also Add a Call to Action

You can offer more information via an e-book or video series or some other more extensive piece of content.  Then you have the opportunity to further engage with the visitor and share more valuable information.

Take my 5 Day Crash Course on Content Marketing for Your Business!

Do I Need Online Marketing?

Online Marketing is Important to Your Small Business Marketing Strategy

do i need online marketing as part of my plan
This is a question that comes up time after time, when I talk with a small business owner, that has a primarily offline business. Do I need to be online? My answer is YES! Yes, you need to be ONLINE and you need to do it well.

Online has several components to it and depending upon the industry your online presence may be limited by regulation, but you still NEED to be online.

There are billions of good reasons to be online. The billions — are potential customers and clients. Each business whether local or global should have an online presence that does a few things for them.

1. educates potential customers and leads
2. captures potential leads
3. engages with customers
4. communicates with leads and customers about the company, events, special offers, new services or products….
5. is a resource for customers and leads.

I hear people tell me, “well my business is all referrals” or “I don’t need online marketing, my business is all local” or “I hate being online” or “my customers aren’t online”.

I love these.  They each may be true to a point, BUT what about the customers that are online, that are searching for what you offer, that are using their cell phone to find a local business of your type?

Do you really have all of the business that you need?

Most small business owners that I talk with are talking with me because they NEED more business. It’s not just a want, its a NEED.

So, do you NEED to be ONLINE?  YES!!


To get there, there are a couple of things I recommend first:

  1. A blog!  Just like this, a blog can be the hub of your marketing.
  2. From a blog you can syndicate your content to several social media sites.

With this ONE step you are building an online presence.

The next key to building an effective online presence is your listings on key directory sites.  This is especially important for local businesses.  You MUST be listed on Google Local Listings….it is here that people that are trying to find you, will.

These sites link back to your website, your phone number and often to directions to your place of business.

With the growth of smart phone usage, this becomes even more critical. AND, you need to be sure that your site is mobile friendly or responsive so that it works on different devices.

Get started with your online marketing with our Landing Page package.

Article Spinning Can Help Your Marketing

article spinningIf you are still doing SEO the hard way, you may want to read this.

All marketers have a clear GOAL in mind. They want to build websites with tons of traffic that converts and makes money.

How To Rank Websites After All These Google Updates??

Marketers also know that they only need two things to succeed online. The first thing is CONTENT. You need to provide good content for your visitors. You need to create VALUE.

You also need visitors that will read your content and buy something from you. As many visitors as possible. And the best and cheapest way to get many visitors is SEO (Search Engine Optimization).

As you know, content is the foundation of SEO as well. To get those “high quality, contextual” links, you need content. TONS of content that is published all over the web. With a link back to your website.

The second thing is KNOWLEDGE. Not just any knowledge. EXACT knowledge. You need to know what to do with all that content in order to get visitors. You need to know EXACTLY where to publish it.

The Easiest Solution

affiliate-promo-material-1-banner-300x250Well, the only thing you actually need is a good, nay, GREAT article spinner. I’m using Spin Rewriter 6.0 (the new version was just launched TODAY!). With its special ENL semantic spinning algorithm, it’s able to create TONS of unique and perfectly readable content. With a single click. No work required.

Spin Rewriter developers also added the extra article generating algorithm in the 6.0 version. From now on, Spin Rewriter will only generate the most unique articles out of the spinning syntax, which will make your content even more UNIQUE and Google proof.

The guys at Spin Rewriter really went the extra mile for you. Every new user of Spin Rewriter also receives a 60-page 34-days to 7,000 Daily Visitors SEO Blueprint that reveals just what to do with the unlimited source of content to set up websites and improve Google rankings. Simple, EXACT, day-by-day instructions. You can find a video with all the incredible functionality right here:


This way, you’ll finally have EXACTLY what you need: A website with traffic that makes money.

Talk soon,


P.S.: Don’t forget to take advantage of the 5-Day FREE Trial!! There are no strings attached… and you can grab it here:


What is YOUR Business Reputation?

reputation managementHave you ever wondered if your business reputation was being trashed?

Do you know what people are saying about your business?
Your business reputation is important. You need to know what is happening to your reputation. Well you need to.

With the Internet there are many places that people can post a complaint as well as a good review. But do you know where they are and what they say?

It simply isn’t worth the risk to stay in the dark.

Your Reputation Is YOUR Business

It’s important to know exactly what is out there about you; 1 – You can improve anything that seems to be a ‘sore point’ in your business to increase customer satisfaction overall 2 –

You can stop an ‘outbreak’ of bad feedback from one disgruntled customer that could stop your business in your track. You can of course, set up a Google Alert and find some of the problems. But not all.

It has been a challenge to find it all.

NOW you can track EXACTLY what people are saying.
The best part is that it is not going to take you hours and hours of research.
Now, there is a system, a software actually, that I found that monitors your reputation for you.
Its important to keep on top of your social presence and image.

This software — easy to use and set up, not only monitors your reputation but it can also monitor your keywords. (or your competition).
I started using it and found some key pieces of new press that went out for direct competitors. It was helpful and useful to my business.
I can check in on the software each day and deal with anything that comes up right away!

If you are wondering about your business reputation, STOP and find out!!

Click the link below to learn more about why reputation management is so important and how ignoring it can literally destroy your business overnight.

Protect Your Biz

Strategy vs. Tactics in Marketing

Lead GenerationHave you developed a suite of marketing tactics or have you developed a strategic marketing plan?

Many, many business owners have strung together a bunch of marketing tactics.  They think it is strategic but they don’t fit together well and they don’t work strategically.

A marketing strategy should take a prospect through a process that first gets their attention, then educates and guides until they have reached the point that they WANT to buy from YOU because they see YOU as the person that has what they need.

But when you decide to start using a new tactic without thinking through the entire process of the buyer, you will most likely fail. The tactic will be blamed as ineffective and you will not see the results that you want.

It is vital that strategic marketing be well thought through.  You should NOT be calling the newspaper to run an ad without a well thought out strategy for what people will do when they see your ad.

I was talking with a business owner just the other day that said — ‘well, I just want brand recognition’.  That is great for Coke or Pepsi or McDonald’s, but most small business owners cannot afford to do just brand recognition.  They need to do lead generation and lead conversion.  Brand recognition takes a lot of money. Using a tactic for brand recognition without a strategic system for lead capture is sure bankrupt many a small business owner.

But — with the right strategy you can make an ad work for you.  Marketing is not a puzzle — but it does have a lot of pieces to it and they need to be strategically put together.

The newspaper ad — needs to have a call to action!  That call to action takes the prospect somewhere — you need to think this through. The call to action should NOT be “Call ME!”.  That just is not realistic.  What is a good call to action?

A strong call to action has a lead capture system built into it.  It compels the prospect to give to you their name and email (minimally) and in exchange you provide something of value to the prospect.  Most commonly — this is a landing page with an offer of a free report/video series/tip sheet/white paper…etc.  It is too early to jump to the free consult.  And the offer needs to be compelling.  The lead capture form needs to be automated. You do not want to be manually sending out free reports to people. Using a service such as Aweber, Get Response, Mail Chimp or Zoho provides this to you.

Once you have captured the lead, then you have the ability to continue to follow up with people.  Auto-responders can provide a great deal of follow up for you, automatically.  Eventually, you do want to be talking with the prospect.  When depends on you and your business.  But when you do — this needs to be thought out also. What is the goal of the conversation?  How can you guide the lead to that goal?  Using a script to do this increases your conversions.  Just winging it and hoping that each of your staff do the same is likely to decrease your conversion rate.  When you script out the call or the office visit or the webinar then you are thinking the entire process through.  You aren’t forgetting a piece.

Throughout the process you need to be tracking what worked and what didn’t. If there is a step that doesn’t work — then refine it.  Do not give it up.  Revise and refine to get it right.

Take a few minutes to look at your strategies — are they well thought out?  Is there a system in place?  Have you put scripts in place for your staff?

Join the webinar this Thursday to learn what you are probably doing wrong in your marketing:

JOIN THE WEBINAR: Everything You’ve Learned About Generating Leads is Wrong!!

Getting Excited!! Small Business Marketing

keyAlmost There!

Wow!  It is getting closer and closer…. I am starting to get excited because it is incredible.

What, you wonder??

My new marketing solutions resource!

I’m not ready to reveal all.  But it is coming together really well.

You know how it feels when you have been working on something and then things just start falling into place… well that’s what’s happening.  The pieces are coming together.  I am almost ready to polish everything and then I will reveal all….

If you want to be on the VIP notification list. I will keep you updated and let you know when the doors are officially opening!!

VIP Notification List

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Coaching Bizology Offers Special Video Conference

Are you using video marketing in your business?  Business Success Coach, Donna Price, is.  She is showing off her suite of tools that she uses in her business.  Join her for a special video conference on December 14th at 8:00 PM for the Ulimate Video Toolbox Conference.  Turn on your webcam and join the video conference.

For all of the details visit:Ultimate Video Toolbox





Blogging Lab: Learn HOW to Blog

Five Week Blogging Lab

The Blogging Lab is a hands on learning lab to get your blog site up and running.  If you have always wanted a blog but didn’t know how to get it going, this lab will show you step by step.

Or perhaps you are thinking of transitioning your website to a blog — then we will show you how to do that.

This five week blogging lab will take you by the hand and give you a demonstration, step by step of full process of setting up a Word Press Blog, installed on YOUR domain.  And then you will have access to the recordings.  Some labs will include a workbook, review book or e-book.

December 1st 7:00 PM – 8:00 PM: Lab # 1:  Installing WordPress onto Your Domain:  IN this session we will review HOW to install Word Press and get it set up and running.  We will look at themes and the look and feel of the site.  There are a wealth of themes available for your blog and ways to get it looking just like you want.

December 8th and 22nd: 7:00 PM- 8:00 PM: Lab # 2 & # 4:  Plugins give Word Press Blogs more functionality.  During these two labs I will show you the essential plugins and how to install and configure them.  Then in the second lab we will show you premium plugins such as shopping cart, affiliate plugins and membership site plugins.  You will also learn how to connect your blog to your social media.

December 15th: 7:00 PM – 8:00 PM: Lab #3:  Content Rules:  For a Blog to be a blog you need content.  In this lab we will review how to add content to your site, what to add and how much to add, how often.  I will also show you a couple of plugins that can assist you in adding content.

January 5th: 7:00 PM – 8:00 PM: Lab #5: Monetizing Your Blog:  Now, you might want to make some money from your blog.  During this lab we will look at money making blogs and how folks are able to onetize them.

Included in the labs are several e-books about blogging.

Each lab is recorded via Video Conferencing and RePlay links will be provided.  You will be able to go back and watch the lab again in the event that you missed some important details.

A special report regarding Plugins

An E-Book on Cash Blogging

And more….

This isn’t one of those long rambling sales pages — simple to the point.  If you want a blog this lab will get you up and running in 5 weeks.  Be up and online before the holidays and start the new year off with a new blogging presence.

Buy one lab or save on the FULL Pass, receiving all 5 labs for just $99, a savings of over $46.00.

Register for Blogging Lab:  Getting Your Blog Up Running and Looking Good in Newton, NJ  on Eventbrite