A Quick and Simple 5 Step Formula for Marketing Success

"Those that fail to learn from history, are doomed to repeat it" – Winston Churchill

At least once a year, better yet every 6 months, and even better still, every quarter, it’s time for each of us to pull back the curtains and take an honest, hard, and close look at our business – Take our pulse so to speak and gauge exactly how we’re doing.

It’s time to reflect on what’s working as well as what’s not working, set refined or new sights, and make the necessary course corrections for our respective business.

So with that being said, here is a simple 5 step formula to help you to reflect, refine and realize your marketing success.

“Marketing Success Timeline”


Directions to Get From Point ‘A’ to Point ‘B’
|
Point ‘A’------------------------------------------------------ Point ‘B’
|                                                                                     |
Where You Are Now                                Where You Want To Be

1. Clearly Define Point ‘A’ – "Where You Are Now"
   Take a clear snapshot of the current state of affairs of your business and then examine that snapshot by determining what’s working and what’s not working.



2. Clearly Define Point ‘B’ – "Where You Want To Be"
   It’s time to do some soul searching. Ask yourself the point blank and often avoided questions of “What exactly do I want?” and “Where do I want my business to be in a year/ 3 years/ 10 years/ etc.?” Being honest and thorough here is the key to true success because this will focus you on your truly desired destination and should dictate how you market yourself to your target audience.



3. Map out Directions to Get From Point ‘A’ to Point ‘B’ (HINT: This is Your Marketing Plan)
   Just like when you’re driving a car, where the clearer and more direct your driving directions are, the faster and easier you will get to where you are going; the same holds true for your business here, except in this case, the driving directions are your marketing plan. If you don’t have a marketing plan, put on the brakes and create one immediately, you just might be driving your business in the wrong direction. If you do already have a marketing plan, then it’s time to refine it, by doing more of what’s working and less of what’s not – it’s that simple! And remember the fastest path between 2 points, as illustrated in our timeline example, is a straight line – don’t allow yourself to get sidetracked, stay on the path.



4. Start Traveling Your Path to Success
   A key concept for you to grasp here is that any plan, no matter how comprehensive it may be, is useless if you don’t take action on it. So guess what? It’s time to take massive action and start traveling the path to success!



5. Track Your Progress along the Way
   Now, while you’re traveling along your marketing success timeline, there will be lots of luring forks in the road and turns that you can take that could drastically alter the direction you’re heading. Worst case, if you’re not paying attention, one wrong turn can take you the complete opposite direction of where you want to be; getting you lost just enough to put you out of business. So it’s critical at regular intervals to check your course and make sure you’re still on track. Additionally know that as you progress along your path, you will grow wiser every day, so you may be able to sharpen or shorten your path by applying other or more streamlined marketing strategies and tactics.

Remember though, that the fun is in the journey, not in the conquering of your destination – so enjoy the ride.


© 2006 Online Marketing Muscle -- All Rights Reserved.

Liked this article? Want to use it in your eZine, blog or web site? You have my blessing so long as you include this complete blurb with it (including links):

Online entrepreneur Dean Mercado, "The Motivational Marketer", is creator of the acclaimed 'Pumped Up Networking' system geared to explode your business through professional relationships.  To learn more about it and to sign up for his FREE eZine the 'Marketing Minute' – a weekly multimedia eZine designed to give you a jolt of marketing wisdom in less than 5 minutes, visit www.OnlineMarketingMuscle.com.

7 Killer Tools You Can Use On A Shoestring Budget Without Having a Web Site

When most people think of Internet marketing, they think solely of web sites. Are they right or wrong? Well both. While web sites are a key component of Internet marketing and in many cases are the only Internet marketing tool businesses use, they are not the “be all, end all”. They are not required for Internet marketing. However, I do highly recommend them as they are best suited to sit at the core of your Internet marketing plan, the hub so to speak, but that’s a topic for another conversation.

So here are 7 killer Internet marketing tools that you can implement on a shoestring budget without having to have a web site of your own:

1. Email Marketing – When properly implemented, there probably isn’t a quicker, better, and less expensive way to stay in front of your prospects and clients than to leverage the power of email. You can literally touch an unlimited amount of prospects and clients with a single click – how’s that for power?!



2. Blogs – Blogging is a great tool when you would like to step it up a notch and stay in constant contact with your prospects and clients. Some ideas on how to use it might be to post what’s new with you or your business, post informative content as a value-add to your clients, or hold and interactive forum with your clients geared towards understanding how to better serve them.
   
   There are a handful of free or low cost blog hosts out there that really make this process simple (e.g. Blogger and TypePad).



3. Article Marketing – This is a phenomenal approach to bringing notoriety, interest and ultimately leads for many types of businesses. It can be used as a major differentiator or value-add on why someone should buy from you instead of your competitors. Whether your clients are local, regional, national or global -- articles are portable and usable in all situations -- that's part of their charm.



4. eZines – Much like blogs and article marketing, eZines are great way to stay in touch with your prospects on a more scheduled basis. Additionally, they are probably the forerunner in helping you develop a list of prospects to market and sell your wares.



5. Affiliate Programs - Get others promoting and selling for you. This tool can become the equivalent of having both a full blown marketing and sales staff that gets paid on performance. They don’t promote and directly lead to a sale for you, they don’t get paid. For the do-it-yourselfers, there are plenty of tools out there to help you set up this type of program. For everyone else, there are excellent service providers out there who can coordinate and manage this process for you (e.g. Clickbank and Commission Junction).



6. Viral Marketing – Again, a great approach for getting others to promote and help create a buzz about you, your business, your products and/or your services. The best, most genuine way to get this started is by creating raving fans out of your existing clients and then helping them help you spread the word.



7. Public Relations – If I tell you I’m the best at what I do, you’ll take it with a grain of salt. Maybe you’ll believe me, maybe you won’t. However, people tend to believe what they read. So if a respected publication tells you that I’m the best at what I do, that usually holds more weight and adds instant credibility to me.

Spend some effort here. Become a resource for the press. You help them and they can significantly help you.


I highly recommend you spend some time with these. Explore how you can implement one, some, or all of these Internet marketing tools to help explode your business.

© 2005 Online Marketing Muscle -- All Rights Reserved.

Liked this article? Want to use it in your eZine, blog or web site? You have my blessing so long as you include this complete blurb with it (including links):

Online entrepreneur Dean Mercado, "The Motivational Marketer", is creator of the acclaimed 'Pumped Up Networking' system geared to explode your business through professional relationships.  To learn more about it and to sign up for his FREE eZine the 'Marketing Minute' – a weekly multimedia eZine designed to give you a jolt of marketing wisdom in less than 5 minutes, visit www.OnlineMarketingMuscle.com.

Internet Marketing: 10 Deadly Sins of a Poorly Designed Web Site

Face it. There are tons of web sites out there but very few that actually pull their weight and get results. Effective web site design is not easy. If it was, every business that put up a web site would realize enormous success. It takes many different skill sets to pull together a killer web site.

That being said, here is a list of web site design sins for your edification. Consider these deeply and I highly recommend you make sure your web site doesn’t commit them.

Web Site Sin # 1 – Web site does not have a crystal clear objective. Why do you have or want to have a web site in the first place? What do you want it to do for your business?

Web Site Sin #2 – No clear call to action. This sin dovetails on the previous one. Once you are clear on your web site’s objective, make it real clear to your visitor what action you want them to take. Clearly spell it out. Trust me, leave no room for interpretation.

Web Site Sin #3 – Web site does not have a means to capture visitor’s contact information. You are missing a tremendous opportunity to gather prospects who are clearly interested in what you have to offer – hence qualified prospects to market to going forward. Do whatever it takes here. Offer what we call an “ethical bribe” in exchange for their contact information.

Web Site Sin #4 – Web site doesn’t give visitors a reason to come back. Unless your web site is a one-time sales web site, you must keep it chock full of new and great content to keep it producing for you.

Web Site Sin #5 – Web site has no substance, all style. Dovetailing on the previous sin, focus should be more on adding valuable content as opposed to having flashy animations. Flashy animations may wow your visitors once (if you’re lucky), but great content starts building a relationship or dare I say a dependency on you. Bottom line you’re adding value to your prospects.

Web Site Sin #6 - Web site has an “it’s all about me” mentality. Keep the copy conversational in tone and focus clearly on what’s in it for your visitor. Make them feel that it’s all about them – make them feel special.

Web Site Sin #7 - Web site is inconsistent with your “Brand”. Your web site does not have to be the best looking site out there. It is far more critical to be consistent (same overall look, feel and design as your other marketing materials).


These next three sins are absolutely inexcusable and should not require much explanation. Nothing will frustrate your visitor more and detract from your credibility faster.

Web Site Sin #8 – Poor or inconsistent navigation. Don’t make people think. Make it real easy for visitors to find what they are looking for.

Web Site Sin #9 – Dead links. This is a credibility killer. Always do what you say you’re going to do. It is amazing what people can read into a dead link – the worst being that you simply don’t care enough about you visitor.

Web Site Sin #10 – Slow web site. I know, it’s hard to believe but not everyone is using high speed broadband Internet connections yet. A little compassion here goes a long way.

© 2006 Online Marketing Muscle -- All Rights Reserved.

Liked this article? Want to use it in your eZine, blog or web site? You have my blessing so long as you include this complete blurb with it (including links):

Online entrepreneur Dean Mercado, "The Motivational Marketer", is creator of the acclaimed 'Pumped Up Networking' system geared to explode your business through professional relationships.  To learn more about it and to sign up for his FREE eZine the 'Marketing Minute' – a weekly multimedia eZine designed to give you a jolt of marketing wisdom in less than 5 minutes, visit www.OnlineMarketingMuscle.com.

7 Reasons You Need to Market with Articles Now

Looking for a simple way to get an edge on your competition?
Successful businesses who are in it for the long haul continually apply innovative marketing strategies and tactics to differentiate themselves and get that edge. Two such killer marketing strategies are positioning and relationship building. And guess what? Article marketing is a proven tactic that just happens to address both of those marketing strategies. Is it the “be all, end all” of positioning and relationship building? Absolutely not. However, it is an excellent step in the right direction. And on top of that, there’s probably a good chance that your competition is not using this tactic. Face it. It takes some time, skill, and effort to write and effectively use articles, that’s why the masses don’t do it however, those looking for an edge do.

So why choose article marketing as one of you marketing tactics? Here are 7 exceptional reasons:

1. It is quite simple. People love to buy from and deal with the best. Writing and effectively marketing your articles helps you position yourself as the expert in your field.


2. Let's take this first concept a step further for reason #2. Let’s be blunt here, as an expert, you can justifiably increase your rates and charge more for your products.


3. If your articles are good and distributed properly, they can spread like wildfire and literally cause a viral marketing frenzy. Ultimately driving business your way.


4. A big part of Internet marketing has to do with the Search Engines like Google, Yahoo, MSN, etc. It’s critical that we play their game. That being said, Search Engines love content such as articles! Many Internet marketers try the latest fad to trick Search Engines into getting a better ranking. If you have a lot of time and/or money on your hands to keep up with the latest trends and the ever changing Search Engine rules, then do what you feel is right. However, one tactic still holds true with improving Search Engine ranking, and that’s article marketing.


5. People love to be and feel well informed – It helps them make better decisions. Your articles can serve as the source for the input they seek. And who better to buy from then the source that provided the information in the first place.


6. Talk about getting major bang for the buck, articles can easily be repurposed in a variety of ways. For example:
   
   
   • They can become content for your or someone else's newsletter;
   
   
   • Used as free giveaways to prospects/clients, in seminars, at networking events, etc;
   
   
   • Used to spark conversation in a blog or an online networking group such as Ryze;
   
   
   • Combine multiple articles into an eBook, book or info-product that can be sold or given away in exchange for contact information;
   
   
   • Become the basis for a live seminar or teleseminar;
   
   
   • And we can go on and on and on.


7. Articles when distributed properly are a great way to stay in touch with clients and prospects. Studies have shown that on average it takes around 7 touches before a prospect buys. Why not use articles as some of those touches? This will help continually boost your prospect’s perception of you as someone who consistently adds value.

We live in an age where information is king. We all know something others would be interested in knowing. Share your knowledge and like a magnet you’ll draw your prospects towards you.

© 2006 Online Marketing Muscle -- All Rights Reserved.

Liked this article? Want to use it in your eZine, blog or web site? You have my blessing so long as you include this complete blurb with it (including links):

Online entrepreneur Dean Mercado, "The Motivational Marketer", is creator of the acclaimed 'Pumped Up Networking' system geared to explode your business through professional relationships.  To learn more about it and to sign up for his FREE eZine the 'Marketing Minute' – a weekly multimedia eZine designed to give you a jolt of marketing wisdom in less than 5 minutes, visit www.OnlineMarketingMuscle.com.

Marketing: Your Brand Is About More Than Just Good Looks

First let’s clear up a common misconception of what a “Brand” really is. A brand is more than just your company’s name or logo. It’s more than just a particular type of product you offer such as Q-tips brand of cotton swabs. It’s more than just the look of the packaging of your product. In a nutshell your ”Brand” is the culmination of everything your prospect’s 5 senses can pick up on about you.

It’s the image you present at all times. From the company’s logo and color scheme all the way to the manner in which your employees dress.

It’s what your prospect hears from and about you. From what they hear about you in the media to how your customer service team handles incoming complaints.

It’s the feeling your prospect gets in all their dealings with you. From their satisfied or unsatisfied interaction with you to the relationship building activities you carry out.

It’s the pleasant or unpleasant scents that get associated with you covering everywhere from the scent of your product or facility, to even your employees.

And lastly it’s also the tastes that get associated with you. From the taste of your product (if it’s a product meant to be tasted) to the quality of coffee or tea you serve.

As you are probably beginning to see the picture I am painting for you, your brand encompasses everything about you. Hence you can see why it’s important to always put your best foot forward.

Let’s take this one step further. Even more important than being perfect in your eyes, is being consistent in the prospect’s eyes.

Consistency is the key to branding. It is terrible branding practice and just plain unacceptable to offer great service one day, and bad service the next. You are better off being consistently mediocre. Then at least the customer knows what to expect and is generally more satisfied. Another example of bad branding is having a different look and feel for your website as compared to your other marketing collateral (e.g. business cards, brochures, etc.). Ultimately, your prospect should be able to recognize you at a quick glance – just by colors, design style, logo, etc.

For instance, let’s take the fast food retailer McDonalds. They have done a spectacular job at branding. Their food tastes consistently the same no matter which location you eat at – essentially around the world. What you see, hear, feel, smell, and taste are pretty much consistent and acceptable across the board.

Bottom line, branding is essential to establishing your identity in the marketplace and consistency is the key to effective doing that. Prospects want consistency! Consistency breeds comfort and comfort is an aspect of relationship building - a key marketing strategy.

© 2005 Online Marketing Muscle -- All Rights Reserved.

Liked this article? Want to use it in your eZine, blog or web site? You have my blessing so long as you include this complete blurb with it (including links):

Online entrepreneur Dean Mercado, "The Motivational Marketer", is creator of the acclaimed 'Pumped Up Networking' system geared to explode your business through professional relationships.  To learn more about it and to sign up for his FREE eZine the 'Marketing Minute' – a weekly multimedia eZine designed to give you a jolt of marketing wisdom in less than 5 minutes, visit www.OnlineMarketingMuscle.com.