Using Pay Per Click As A Small Business Marketing Strategy

Pay per click as a marketing strategy is great at sending qualified leads to your business. As a small business owner using a variety of small business marketing methods is the key to your overall success of generating traffic to your website and therefore your business. There are many pay per click providers to choose from
At present besides the big one in Google Adwords there are also a number of great other tools. Facebook Ad’s will become the number 1 pay per click advertising method and there are also twitter pay per click, linkedIn pay per click, gmail pay per click and yahoo pay per click. So you can see your business has many different options.
Pay per click marketing allows you to put an ad on the search engines and when someone see’s your ad and click’s through it onto your website you are charged for that click. How popular your keyword is which determine how much you have to pay. For example popular key words like ‘small business marketing, web design, etc can cost upto per click on some sites and as little as $ .90c on others.
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If you are using pay-per-click search engines for direct product marketing, you need to know how much each click is worth. Pay per click marketing campaigns are fantastic as that they can be executed quickly – within in a few days.
To understand how beneficial pay per click marketing could be for your business, do a keyword search for yourself. Let’s say your business was around dog grooming and you covered the Sydney area. Go onto google.com and type in the search ‘dog grooming sydney’ at the top it will tell you how many people per month search for that particular key word.
Our rule is if there is not over 30,000 people per month searching for it, then it is not worth doing and maybe using a different form of pay per click is the way to go.
Facebook pay per click can reach over 39 billion people, but before you get to excited ask yourself this question. Does my product or service get used by people who hang out on facebook?
Gmail pay per click allows you to have an ad showing on people’s email. You could have your ad showing at the bottom of your competitors daily emails.
Overall pay per click marketing for small business owners is a great strategy that allows business an instant hit to their website page. With all marketing you do you need to ensure that the return you are getting is worth the investment.
Small Business Ideas That Can Earn You Income from the Internet

Article by Sammy JayJay
The rapid growth of the World Wide Web has given birth to numerous small business ideas that business-minded individuals can exploit to earn them substantial amounts of income online. It is no longer uncommon to hear nowadays of people becoming millionaires just by starting an online business. The great thing about the internet is that it’s still growing so you shouldn’t worry about “opportunity shortages”. However, the online business rush has caused a lot of markets to get saturated. With that said, if you can start an online business now, do it. Don’t wait for tomorrow. Everything is moving so fast online that a single niche can get saturated in just one passing day.Here’s three of the best small business ideas that you can build today to start earning from the internet.1. Affiliate marketing. If you have experience with offline sales, it has a lot of similarities to affiliate marketing. You don’t own the products and services you are selling. You are merely the middle man. You simply sign up with an affiliate company or program then start promoting their products or services. If you are able to sell something, you earn a commission from it. Depending on the company you signed up with, affiliate commissions can range from a few cents to several hundred dollars. To be successful in affiliate marketing though, you should have excellent internet marketing skills. You should be able to get your affiliate products in front of the right customers.2. Blogging. Among the small business ideas mentioned here, this is the easiest to set up. There are free blogging platforms out there so you can have a blog running in just a matter of minutes. You need to understand though that earning a significant income from blogging will take some considerable time. Weeks, months, or even years. You need to build your blog’s readership first before you’ll be able to make money from it. There are also numerous ways on how you can monetize a blog. These include banner advertising, display advertising, affiliate marketing, and direct ad selling.3. Freelancing. If you have a skill or talent, i.e. writing, web design, illustration, etc., you can offer it online as a freelancer. There are dozens of online job boards and directories where you can find potential clients for your services.If you are looking for small business ideas, the three ideas mentioned above could be everything you need. Start out with any of them before you branch out to more complicated business endeavors.
Mumbai Public Relations Development Over The Years

‘Mumbai’ now has become a tag of sophistication and class. The name of this place itself has become a wonder in itself. Not only the place but the population comprising the city is just wonderful and famous for the harmony and peace with which they have been living since the ancient times. With the development of this city many organizations have also come up to maintain good public relations. Generally we use an abbreviation for the word public relations- PR. With the ever increasing population of this metro city, the necessity of good PR just becomes indispensable. Many steps have been taken by the Government of India as well as the Government of Mumbai to achieve this task.
Today the city is well known for its public relations that it has with the government, many organizations, industries, corporations, etc. The success of any city is marked by its public relations. The better the public, more is the development of the city. The relations in Mumbai have led to the integration of the city where the development is increasing day by day. One of the biggest examples which can be taken is of the entertainment industry in Mumbai, which has reached heights of popularity not only across our own nation but the entire world. This industry which is full of glamour and glitter is also incomplete without public relations. The example mentioned above is just about the entertainment and cinema industry, but public relations are an important factor of each and every part of the city. PR is basically a kind of communication between the public (as the name itself suggests) and various organizations which can vary from entertainment organizations to business organizations and so on. Even relations require the use of well trained speakers and professionals and the city of Mumbai is obviously not short of any kind of human capital. Even the field of business is incomplete without relations.
These days, commercials and advertisements are also a way of improving relations and there use has been effectively noticed in many well managed organizations. The common people may also contribute in improving public relations by undertaking demonstrations and using hoardings. The well developed nations like the US and many more are famous for their good public relations. Hence we can say that good relations are a symbol of the development of a nation or a city. The use of well trained professional public speakers makes the task of advancing public relations. The PR of Mumbai City or we can say that the public relations of Mumbai have become quite enhanced till date. We all know how important it is for a nation or a city to maintain good relations within it that is between the public and the various other institutes. In case the relations are not good, the city is in high danger to suffer from social as well as economic backwerdness. So we conclude that good PR symbolizes overall development.
JPL today announced a new strategic alliance with Abel Communications, adding public relations services to its portfolio of integrated communications capabilities. As part of the agreement, Abel will expand by opening a new Harrisburg office within JPL, offering services including media relations, social media, and content development. The firms have collaborated for more than a year on integrated programs for mutual clients and view the official partnership as a natural evolution. By working together more closely and fluidly, JPL and Abel can offer clients the full range of brand building services, all under one roof. “We selected Abel because the firm brings a fresh, progressive approach to PR that combines traditional tactics with social media and content development, leveraging the latest in emerging technologies,” said Bill Kobel, vice president of strategy and integrated programs at JPL. “For clients, we can now deliver fully integrated programs while removing the cost and hassle of dealing with multiple agencies.” Abel’s capabilities complement JPL’s expertise in branding and marketing, web development, video production, learning solutions, and meetings and events services. “The opportunity to partner with JPL is very exciting because of the firm’s depth, talent, and strong reputation for outstanding creative work,” said Abel Communications President Greg Abel. “Together we can help clients navigate this fast-changing communications landscape and deliver the right …
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Crisp: Marketing Strategies for Small Business (Crisp Small Business & Entrepreneurship Series)
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Learn to handle sales, publicity, public relations, promotion, and advertising in cost-effective ways.
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Strategic Public Relations: 10 Principles to Harness the Power of PR
Strategic Public Relations: 10 Principles to Harness the Power of PR
Strategic Public Relations is a modern blueprint to build truly effective PR communications. It's A Fact: PR helps build successful businesses. Yet, with 24/7 news channels and an ever-increasing blur of Internet activity, the public relations landscape is radically changing. Strategic Public Relations offers practical principles as well as precise, useful pointers to help readers understand the morphing landscape and leverage contemporary PR to achieve maximum benefit.
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Niche Small Business Marketing Strategy

The classic catch-phrase of “pick a niche to get rich” is probably a bit over used. It is used by countless business coaches, trainers, and speakers. The phrase is usually well intentioned. Going after the big markets is expensive. It would be nice to compete head to head in major markets like Health, Consumer Products, Beverages, etc, but those take a big pocket book.
Most entrepreneurs want to enjoy freedom. Yes, of course, a goal is financial gain, but usually isn’t the primary reason for starting a business. When most people look to create a business they want something they enjoy. What would be the point of creating a business that you don’t enjoy doing?
Many people get trapped starting a new business by looking at just a few items:
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1. How man of “X” units can I sell?
2. What is the gross profit on “X” unit?
That’s usually where it stops. People want to know the “bottom line” of the business they are getting into. They look to transform their marketing strategy to sell the “X” product without much thought of anything other than the gross profit (and hopefully net profit). With this approach you might create a business that you can make money at, but you won’t stick with it for long.
In selecting a niche for your business, whether you have a business operating right now or not comes down to more than just the numbers. When selecting a niche for business, I invite you to consider the following:
1. What do you have a passion for?
2. How can you match your passion to a marketing plan?
3. How can you match your passion to a market that is in need?
4. What would make you get up daily and be excited to take action?
When you can answer a minimum of the previous four questions you will be able to discover a niche that matches your budget and your personality. Choosing a niche just based on money won’t get you to the success that you desire. Selecting a niche just based on passion could leave you broke. Striking a balance of marketing strategy, the right niche, and your passion will bring you the net income you deserve.
Online Marketing Ideas – Maximizing Small Business Marketing Ideas
Online marketing has taken a center stage for every small business providers and managers to embrace and include his/her marketing ideas. Executing your online marketing ideas however, might not be as difficult as many are made to believe. The logic is that you just have to identify what and how to remain within the competition.
Online marketing ideas are simply steps your business should takes to identify, attract and retain customers which include every technical details ranging from marketing research to advertising and sales packages that creates awareness and demand for your products and services. Your online marketing ideas are what set you apart from your seen or unforeseen competitors. To this end, the guides below will refine how small business online marketing ideas can be harnessed.
Surveying Your Online Business Competitors
The first most critical step in realizing your online marketing ideas is surveying your online business competitors to identify areas and opportunities for improvement. This step is crucial for small businesses to assimilate the habits of their own competitors that already know which segments purchase what products and how revenue, profit and market size change among the various segments.
The key to surveying your online marketing competitors are mainly to understand their customer’s satisfaction and loyalty which you can use on the reverse to target their weak point for a competitive advantage. Though it pays to know as much as possible about your competitors’ habits and customers’ satisfaction, keep in mind that it is not an easy exercise, but once you undertake to do it and it is properly done, be rest assured that you will be ways ahead of your competitors in growing your online marketing ideas.
Repetitive Online Marketing Communication.
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The idea and ability to generate online marketing repetition is considered crucial in its entirety. Marketing repetition is very powerful and effective so much so that it brings to the attention of your target market. Business marketing repetition is a useful online marketing idea that does not only build familiarity, trust and credibility to your customers, but also highlights the needs and usefulness of your product and services.
Marketing repetition is good online marketing idea because online customer’s memories unlike brick and mortar business customers are at best short or at worst stateless. Most customers will only start to recognize your company and products after seeing them over and over again and gradually come to recognize your company stability and genuineness and overtime develop enough trust to start doing business with you.
Building Profile of Your Ideal Online Customers
Developing an ideal customer profile is a useful online marketing idea of converting consumers into customers. Profiling your ideal customers will among other things help your business avoid the mistake of trying to be all things to all people. Your ideal customers are those that will likely blend with your message and suggestions and notify you when something does go wrong.
The ultimate aim of customer profiling is to identify your ideal customers and find out what traits there are that they have in common. This knowledge gathered can serve as a dual leverage. One, it does not only eliminate potential interruptions in your sales process and decision-making, it empowers you to craft a marketing message that appeals specifically to this group of customers.
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Another essential element of online marketing idea is to know what makes your business or brand unique or stand shoulder high over competitors and then look for ways to incorporate them into your marketing message to showcases the special knowledge and expertise your business offers
Online marketing is a media where you and your competitors are largely selling products with similar benefits and features. You need to think about how you can ensure that you are building a long term competitive advantage based on a but and offer to your consumers.
The bottom line conclusion is that marketing is at the very core of your online business on which your success or failure depends on. It is therefore important to accurately equip yourself with vast array of online marketing ideas before embanking on it. Also, keep in mind that marketing is an ongoing process. If you treat your efforts with priority, your ability to identify, attract and retain profitable customers should increase.
Public Administration Model

PUBLIC ADMINISTRATION MODELClassic Bureaucratic Model
The Classic Bureaucratic model has two major components:
a structure or a design of the organization
the ways by which people and work are managed within the organizational design
The structure of this model draws heavily from Max Weber’s perception of bureaucracy with five components:
a hierarchical arrangement of units and positions in a pyramidal structure
duties and powers exercised based on the principle of division of labor
uniformly applied written rules for carrying out specific tasks assigned
impersonalness of relations among the members of the organization subject to formally established norms of conduct
choice of personnel based on technical competence
An organizational chart is a chart which represents the structure of an organization in terms of rank. The chart usually shows the managers and sub-workers who make up an organization. The chart also shows relationships between staff in the organization.
The model sees organization chart as:
indispensable for fitting men in the slots and positions in the hierarchy
the duties and positions are described
personnel are classified
a compensation plan with corresponding pay scales is constructed
Managerial features:
This model derived from the scientific management theory of Frederick Taylor
emphasizes work processes at the rank and file level
advocates scientific study and design of work flow
procedures creates an ethos which recognizes mutuality of organization and employee interest
The organization provides for the sociological, psychological and economic needs of employees
Neo-Bureaucratic Model
Emerged during a time when the behavioral persuasion was beginning to influence the social sciences
The value orientation was not different from the classical bureaucratic model
The basic criteria for management performance
Efficiency
Effectiveness
Economy
Accepted classic administrative principles, control mechanisms and structural framework of organization
Considered most important was analysis of policy decisions and justification for the use of certain processes in decision making
*Note: This model relaxes the structural constraints which the classic model imposes.
The classical bureaucratic and the neo-bureaucratic models are part of the same group of organizational and administrative thought. The rigidity and inflexibility of classic organization theory and its expectation that administrators subscribes to its principles and implementing norms and structured organization pattern prescribed the need to bring about a sense of order both in public and private organization aimed at providing a formula for administrative activities.
PODSCORB (Luther Gulick and Lyndall Urwick 1937)
-It is a comprehensive formulation of theory taken as the bible of classical theory.
-It was designed to streamline structure and processes, do away with function overlaps by defining who performs what, to minimize waste material and human resources.
General and Industrial Management (Henri Fayol)
-Although management oriented illustrates the classical approach to organizing
-It suggest that managers perform five action and set there as principles of management.
a) planning
b) organizing
c) commanding
d) coordinating and controlling
Good thing about the classical theory:
Division of work (Fayol) led to specialization of functions which reduced the number of concerns the employee had to worry about.
Unity of command implied that orders emanate from one direct supervisor thus providing direction since activities sharing a common objective are managed by only one person.
While advocating centralization, it accepted variances as situations dictated, range from centralization to decentralization was left open. The issue was more a matter of proportion and degree depending upon the capability of administrative leaders and the willingness and the preparedness of the lower members to self-operate.
Suggested clear lines of authority (scalar chain) for effective coordination, but allowed departures from the scalar chain in special cases.
Criticism
“Men are not cog wheel to be treated as spare parts and to be automated by the boss towering on top of the pyramid of power.”
A major challenge to this theory is the article “Proverbs of Administration” (Herbert Simon 1946) pointed out the inconsistencies and tautologies, the lack of sophistication and promanagement bias of the classical school. Likened the classical principles of administration to proverbs which go by pairs, maintaining that for every principle there is an equally plausible but acceptable contradictory principle which leads to an antithetical organization track. The span of control principle with six as the ideal number of subordinates that a supervisor can effectively supervise would not be practicable for large organizations which necessitate putting up additional hierarchical levels. Urwicks unity of command finds the contradiction to Taylor’s functional foremanship. Effective span of control over six may be increased depending upon the ability of the foreman to manage his unit of operation. Departmentalization purposed maybe opposed by departmentalization process under certain conditions.
Classical theory is further faulted for its failure to consider the psychology of the human being as formulator and implementer of policy-decisions. Critics indict its failure to provide contingency plan for resolving conflicts which are bound to arise within an organization, it has failed to visualize the felt need for updating organizational purposes and keeping itself abreast to changing social needs.
Institutional Model
the organization structure of government
It describes the relations among different hierarchical levels
It studies what is being done at each level
It is most concerned with constitutional, legal, and administrative rule as bases for administering the affairs of the state.
Attempted to look into and understand the workings of the bureaucracy especially in the area of decision making.
Use of “informal co-optation” as a strategy of officially bringing administrators into policy determining mechanisms of an organization especially in situations where the administrators need support of certain interest group. (Philip Selznick)
View that policy is the product of incremental steps, it starts with a comparison of possible alternative policies, and that which has the most value is finally chosen.
In Third world countries this model provides clues to solving problems arising from the analysis of policy making process and restructuring of the bureaucracy is frequently done.
Incrementalism is one feature, is not always desirable since policies may require departure fro the past arrangement as to suggest innovation and not incremental change.
Mixed scanning as a solution to this problem (Amitai Etzioni), this incorporates rationalism and incrementalism. Two levels of scanning are suggested:
The high coverage type, when applied to society, is an overview monitoring to pinpoint the indices of the problem.
The truncated type makes a follow up focusing on the specific details of the problem, identifying the causes and prescribing solution.
Human Relations Model
Conceptualizing an organization as a pattern of relations arising out of the interaction of individuals in a work environment makes a “complementary organization”, the informal component complementing the formal component. The informal cannot be reflected in a symmetrically draw organization chart.
Organization is people, it is flesh and blood and “what count most is individuals who fill the positions and not the positions with the description of the functions to be performed”.
The organization values of this model include:
employee and client participation in the making of decisions
self actualization and realization
workers satisfaction, less pronounced differentiation of work
A new Organization theory as social system and a social structure in here human beings relate to one another through a network of sentimental feelings.
The model suggests that efforts be made to achieve internal equilibrium by harmonizing personal and emotional factors of the organizational equation.
Management is therefore tasked with the responsibility of developing diagnostic skills and capability to perceive the dynamics of in formal groups and employee feelings.
Modified Versions of the Human Relations Model
Mark Parker Follet, working on the human factor premise, sees relationships in an organization more in terms of conflict resolution. Three solutions to conflict are offered:
Domination theory- this is more associated with the pyramid structure where the chief or top manager orders subordinates to act in accordance with the wishes of the superior. This arrangement typifies a classic authoritarian model of organization.
Balance of power theory- there is the presumed absence of a dominant leader making decisions. The subordinates who know and understand the problem at hand exercises de facto power. Decisions become a product of bargaining and compromise. There could still be antagonism and resentments develop intrigues,
Integration theory- conflict resolution considers the inputs of participant members, based primarily on “the law of the situation” rather than personalities and relative positions in the organization.
B) Organizational equilibrium theory (Herbert Simon & Chester Barnard)
Regarded organization as a cooperative enterprise characterized by a balance between employee input in the form of skills and expertise, loyalty and commitment to the organization and the output of the organization in terms of reward, recognition and job security and reasonable compensation for the employee.
This requires supervision upgrading which includes
Individuation of contacts and motivation by leadership instead of the use of sanctions.
The command-centered approach of the classicists is replaced by supervisor guidance.
Recommends developmental management of human resources to enable employees to acquire skills and competencies which ultimately benefit the organization.
The centered bias is hoped to be transformed into people centered policy.
The consent model authority is a consequent by product of organization equilibrium. With authority as a function of the value frame of the social system. It implies that authority becomes effective only when subordinates are willing to accept its legitimacy and submit themselves to it. Otherwise known as the permissive concept of authority it lightens the impact of the autocratic chief.
C) Theory of Motivation (Abraham Maslow)
It established an orderly hierarchy of needs made of five levels:
Physiological –food, clothing, shelter, sex, among others. Satisfaction of these needs is self motivated.
Safety and security- which includes job security and fair treatment, satisfaction of which comes from the forces outside of the individual.
Sense of affection and belonging- that one is part of a group and therefore counts in the total enterprise but requires that he cooperates with others in the organization to merit affection.
Esteem and status- which implies self-respect and respect for others.
Self-fulfillment and realization- which means approximating expectations of one’s potentials and capacities.
D) Organizational Humanism (John Dewey)
Do not believe that satisfaction of need is a cure all for the problems of management.
Contend that efficacy of organizations depends upon the multiplicity of factors and situational variables.
Power in an organization should be shared by the rank and file rather than a monopoly of top and middle management managers.
Organization should therefore be open and willing to accept not only suggestion, but also petitions from groups and individual .This kind of arrangement that makes for participatory democratic management and collegiality in decision-making.
This interfacing of employees and managers can go a long way to satisfy socio-psychological needs.
Conclusion:
The human relations model and its modified versions aim at building a positive environment for employees. It is a new organization theory which (Talcott Parsons) sees roles played within culture complex modern as it seems to be, with its new orientation distinguishing it from the attributes of the classical model, it still finds the traditional and the classical useful. The two versions are reconcilable provided commonalities, instead of differences, are sought for and their complementary nature is recognized and more importantly linkages for collaboration established. Once the requisites are secured, a cross breed of PODSCORB-minded and modern organization.
Public Choice Model
It emphasizes provisioning of goods and services by decision makers at different levels.
Decisions must be politically feasible products of the collective will of different entities whose activities are performed and coordinated through institutional networking.
*Authority should be delegated and assigned to different levels
*That function overlaps be allowed to enable the organization to respond to environmental stresses and equip it coping mechanisms to achieve and maintain a stable political order.
Paradigm of Democratic Administration (Vincent Ostrom)
Illustrated the parallelism between economics, where a decision of policy is influenced by the mechanism of supply and demand, and public administration policy which is influenced by the expectation of what it will be able to do for society. Logic of public choice was answer to the Wilsonian integrated and centralized model and doubt about the efficacy of public opinion and popular sovereignty.
Proponents of the public choice model supports the view that authority be allocated to all organizational levels, and negates Wilson’s “dominant center of power” ideal which lessen the need to compromise compound differences, trim plans and suppress principles.
Exponents of public choice, just like the authoritarian-oriented Wilsonians, see the need to man the bureaucracy with civil service professionals.
9 Small Business Marketing Strategies You Can Use to Get More Clients Right Away

Picture these two distinctive scenarios to get an idea of the difference between real, sound marketing strategies, and the lack of any real marketing strategy at all…
* Scenario 1: You’re walking from house to house. At each house, you knock on the door, wondering if the homeowners inside just might have any interest in buying what you’re selling. Today’s a good day, because after 9 houses, someone gives you the time of day, and actually expresses an interest. After 9 rejections, you finally end up in a house where the owner displays some interest in your product, lets you in for a demo, and after a 20 minute conversation, the homeowner finally decides that today’s not the day, and that maybe they’ll buy what you’re selling another time.
* Scenario 2: A potential customer who clearly has an interest in the product or service you provide comes to you for help. They are already looking for exactly what you have to offer, and have actually been searching for someone just like you. They’ve come to the conclusion that what you have to offer they can’t find anywhere else, and they chose you deliberately. Your entire sales process is based on limiting who you accept as a client, because you have more business than you can possibly handle.
These two scenarios encompass two very common marketing techniques. Scenario 1 presents the cold approach to selling, where you go out looking for the clients. Scenario 2 is called lead generation, and it requires a strategic approach to presenting your message to prospective clients in a way that will motivate them to come to you. While the cold approach has been proven historically, it has been exhausted by over-use, and has been diminishing in effectiveness for more at least the last 50 years. Lead generation, however, is fairly new in terms of systematic application, and not many business owners have yet become aware of this powerful tool to create more sales. Lead generation starts with attracting people to you for your unique expertise and offers, and when I refer to marketing strategies to get more clients, this is what I mean.
It’s never too late to invest in lead generation strategies now. Here are a few starting points:
1. Write a business blog and/or a newsletter. Not only does this establish you as a credible resource, it also attracts people who are interested in your products and services and allows you to interact on a personal level with them. Include a squeeze page on your website where people can opt in to receive your free newsletter and you can build a database of the e-mail addresses of people who might want to receive product updates in the future.
2. Include at least a contact form on your website. More and more people shop for goods and services online. Adding a contact page on your business website allows your potential customer more opportunities to contact you without having to give away your own e-mail address if you don’t want to. However, if you are really committed, and have a fully functional and legitimate business, you can go further than the contact form. Augment the standard contact form with your social media accounts (LinkedIn, Twitter, other blogs) to give the impression of real accessibility and breed instant trust in your prospects and clients.
3. Participate in niche-specific discussion boards, forums, and social networks. There are a fair number of people out there who have a lot of questions about your product, service, or industry, and they are almost definitely out there posting these questions in online forums and discussion boards right now. People go where they can interact with other “real” people, and where they can ask and contribute their own answers to questions on their topics of interest. Join these discussions and provide real and valuable insights to people who are looking for answers. Be genuinely helpful, interesting, and personal. It is, of course, important to adhere to the rules of the forum or network. So, be smart, and avoid direct advertisements or solicitations. Use the social web to initiate and foster new relationships. Think for the longer term, and imagine the type of value you can provide for people long in advance of them considering hiring you. If you want people to come to you, you can add cliff hangers to your posts and in your signatures, with the old classic: “There’s a lot more about this topic in my blog. You can find it here,” and post a link. The most valuable facet of these social web spaces is the opportunity to really learn about the inner thoughts and emotions of your clients, and observe how they interact in their “natural” habitat.
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4. Harvest customer testimonials. One free way of generating leads is to let your customers do it for you. The happy customers, that is. Every sales process does not end with closing the sale. It is an open-ended relationship that continues for the life-time of that client. Weeks after your customer bought your product, contact them and ask if they have any problems or questions about it. Go above and beyond with your service, and you will be certain that your clients are happy. And when they thank you for providing such a wonderful product, it’s time to ask for a little something in exchange—a testimonial. Any satisfied customer would be glad to give it to you, and in some senses, they owe it to you for you providing the exceptional service. Don’t be afraid to go beyond your competition and to be uniquely valuable to your clients.
5. Throw out the fluff in your marketing tools. Emotional appeals are effective, but sensational ads are not. The new and more preferred way of advertising products is news advertising, where you rule out the hype and stick to the facts. This is a busy world and customers have no time to sift through propaganda to get to the juicy part. You need to stand out from the clutter by delivering powerful, succinct, and highly targeted messages designed to do one thing: elicit a response. Whenever you invest in a marketing or advertising campaign, think of the campaign as needing to “go for the jugular” – evolve a requirement that your marketing material set a highly targeted and specific mark, and carefully test, review, and optimize your results.
6. Optimize your website for the search engines. When people type a search query into Google, it means they are looking for something they need. Even if you are the best person around to provide the exact solution to their need, if someone can’t find in the first place they look, they probably will never find you at all. More than 80% of consumer purchases begin with an internet search, and upwards of 75% of business to business transactions do as well. With the vast majority of searches that are leading to a purchase, from the lowest to the highest priced transactions, how can you possible afford not to be on the first page of search results? Search Engine Optimization (SEO) is a way of enhancing your website so people can find you easily when they look for you in search engines like Google. It involves techniques such as the use of keywords, link building, and meta-tagging, and can be learned for free online or successfully outsourced to experts. The complexity goes far beyond the scope of this article, but the bottom line: do it.
7. Establish referral systems. Reward your existing customers for giving you referrals. This not only fosters customer loyalty, it also widens your customer base. Often, referral customers are your best customers, because they have been introduced to your offerings by someone they already know and trust, giving you an instant rapport. Plus, leveraging effective referral systems will significantly increase your average ROI on every marketing and advertising dollar. Think of it this way: if one out of every 3 new customers will also generate at least one referral customer, you’ve just added free business with a process that could be as simple as a 18 word question that you ask to every single client systematically, like clockwork:
“Do you know other people of similar quality to yourself who really would benefit from what we do?”
Of course, referral systems can also become very elaborate and complex. In fact, certain businesses are built entirely around innovative referral systems, where the entire infrastructure is a network of referral generating referral clients all selling a very boring, mundane underlying product. Often, these can go awry, and become a pyramid scheme or MLM scam, but if you are serious about understanding referral systems, there’s nothing better to study.
8. Provide free but useful information. When you give your customers something of value without asking for anything in return, you just showed them you care about them. You also have elicited one of the most fundamental and basic principles of human psychology that is universal across all cultures: reciprocity. This is the idea that, if you give something to me, I owe you something of equal value in return. If you invite me to your party, I owe you an invitation to my party. If you buy me lunch, I owe you a lunch. And if you buy me a new car, I’ll feel indebted unless I in turn buy you one. Depending on your products, services, and target market, you could potentially generate significant interest, nearly free publicity, and great lead flow from the syndication of reports, e-books, teleseminars, interviews, webinars, podcasts, and home-study courses. The key is to be sure you’re educational, not “pitchy” or selling, and providing something of real value where prospects and clients alike can learn something new from you with no cost, no risk, and no obligation.
9. Partner up with other businesses who have access to resources that you want or need, and form mutually beneficial alliances. This time, I saved the best for last. This technique, which has been called many things, from joint ventures and marketing alliances to host beneficiary or host parasite relationships. The master key to making this millenia old concept work for you is to always be asking: who already has access or has already created significant success doing exactly what I’m trying to do (or something very similar)? There will always be other enterprises who have access to nearly all the resources you could ever need, and if you are cooperative, clever, and helpful, you will almost always be able to strike a deal to get access to practically any resource you need. Whether you form an alliance to get access to a product you’d like to sell, to a customer list you’d like to sell to, or simply to cut the costs on generating leads by forming cross promotions and joint advertisements, you can always make your own resources go further and increase your efficiency and effectiveness by creative and careful use of partnerships & alliances. Think of one asset of one competitor or comparable business in your industry, and you’ve already taken the first step to forming your joint venture alliance. If you always remember to give before you try go get, you will find doors open to you that you never thought possible.
