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Marketing Introduction

The main purpose of marketing is to determine what your customer wants, not necessarily what you already have to offer (which is accomplished through advertising, promotion, publicity, etc.). So a prime benefit to internet marketing is the ability for your customer to respond to information rather than being a passive viewer. This expands your market share by modifying your product or service to meet your customers' needs.

Online marketing is a complex field that ties together creative and technical aspects of the Internet such as design, advertising, sales, and technical knowledge. Even so, internet marketing costs less than traditional marketing and is more flexible. You can "target" your customer or publish information to a global audience. Below are just a few benefits of the marketing services we offer.

3 Steps to Success

There are a few key steps that are needed before you jump into promoting your existing products or services.

Step 1: Do the Market Research

Find out what's right for your company. We hate to be the bearer of bad news, but the single most important thing you must do to be successful is your homework. You need to know if you are offering the right product, to the right customer, at the right time, and at the right price. Who are your current and potential customers? Are there new markets you should be considering and where are they? To find this out you can have your customers fill in a questionnaire, put a survey or poll on your site, or use Analytics to determine what part of your site your customers or viewers find most useful.

Step 2: Create A Marketing Plan

A marketing plan is part of the overall business plan you prepared when starting your company. It includes your product, the price, in what place it will be sold, and how to promote it. Basically, this is the information you found out in Step 1.

Step 3: Promote and Publicize

How do you let your potential customers know about your product or service? There are more commonly known methods like media advertisements: TV, radio, and print. Other "tried and true" alternatives are direct mail, trade shows, sponsorship of events, public relations, and merchandising. There are also newer ways such as "viral" marketing. With all the new communications tools available, it is possible to get your current customers to promote your product for you through Facebook, MySpace, Twitter to name a few. This last method can also backfire if you don't have a good customer relationship.

Site Analytics

  1. Understand the who, what, why of potential customers' site interaction.
  2. Track reports on a monthly basis lets you know what works and what doesn't.
  3. Recommended actions based on monthly reports.
  4. Improvements to your existing Web site to increase traffic

Site Optimization Testing

  • Boost sales by understanding what content or layout is effective.
  • Tailor your customer inquiry forms to encourage viewers to fill them in.
  • Add customers by expanding your geographic sales area.
  • Increase your business by offering complimentary services or products.
  • Test conversion rates to see what is the most successful strategies.

Google AdWords

  1. Reach customers who want your product or service
  2. Fully control your ad budget - including a maximum per month amount
  3. Easily create and edit your ads
  4. See your ads on Google within minutes of creating them

Search Engine Optimization

  • Improve your Web site ranking.
  • Understand what, why, and how your competitors' site are ranked.
  • Get found by improving your incoming and outgoing link strategies.

Related Links

It is a good idea to have a basic understanding of marketing. The more you know, the better you can communicate your specific needs to a consultant.

Featured Books:

2012 Hiatus
Web 2.0 Expo
Article on The Verge magazine

Strategic Marketing in a Slowing Economy
A video provided by the Small Business Association (SBA). The tutorial covers exploring new markets, creating a marketing plan, conducting market research, and provides market resources.

MarketMotive - Learn internet marketing from the experts. Online video courses & certification on demand.

Free Management Library/marketing - This site is a community library on many management subjects.

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