Aligning Your Business With The New Marketing Paradigm

Going into business is the dream of many people. Being a business owner represents a level of freedom and a potential for greater earning potential, but it seems there is something going wrong with the dream. Figures derived from chambers of commerce from western countries all tell a similar story. The rate of business failure is extremely high. While there are all kinds of variables involved with running a business, from choice of niche area, location, name, supply chains and pricing; there is one specific variable that has an enormous influence on the outcome and that is marketing.

I speak with business owners of all kinds during the course of my work, I often ask them questions about how they go about promoting their business. Invariably I get responses like: “We don’t have a website, but we do have a Facebook page, it does not really seem to do very much for us, we don’t have many ‘likes’ and not many people visit it. We spend a lot on radio and local newspaper adverts” While I know there are lots of savvy business owners out there, that response is quite typical of a range of business. What I usually try to do is explain that online marketing is an integration of many strategies, and that a Facebook business page must be managed. The style of posting must carefully chosen on all social media to encourage engagement, and natural discussions, not one directional advertising. Some are prepared to listen, and some of these become my clients. There are many that do not seem to quite get what I am saying, or perhaps think they can muddle on by themselves. I have to say how is that working out for you so far?

There really is a new paradigm in marketing, many of the channels used almost exclusively even up to about 2-3 years ago are experiencing a dramatic reduction in demand. Newspapers are increasingly abandoning their paper publications and moving to an online model, AM/FM radio is competing with internet radio stations that are springing up all over the world, television is being challenged by online video channels and podcasting. It is very clear that the internet is the primary medium of our times.Where all the people are, that is where marketing efforts are best directed. Business is being done online at  increasing rates, businesses are being searched for and engaged with from smart mobile phones, tablets, and of course desktop PC’s. The smart business owner should be directing their marketing primarily online to maximize return on investment. Putting up a half-hearted Facebook business page, or one that merely acts as a bill board is never going to cut it, you may as well not bother. Beginning with a Facebook page that is assembled with good quality graphics. You should then go about posting interesting, concise stories about your business, short videos explaining what your business does, with humor and emotion preferably. Pictures, short text that invites comment works best with visitors derived from targeted advertising. This is the great strength of Facebook, its advertising platform is unique. With Facebook advertising it is possible to direct your messages to precisely the people who are interested in your business area, right down to each demographic detail. You can place the ads on their timeline, not just the sidebar.

Recent changes to the Facebook advertising platform have enabled the use of videos. Facebook is not the only game in town, of course, there are many other channels, with specific communication styles that appeal to different sections of the world community. Not every social media channel is going to be relevant to your business area, nor should you attempt to cover all of the social media platforms. I would suggest that the costs of hiring an online marketer to help you is going to pay massive dividends, by cutting costs on your marketing you are practicing false economy. I see this all the time, it is understandable, but quite wrong.

Today’s business owner is advised to direct their marketing efforts online to a ratio of 80% online, to 20% offline and it is advisable to hire an online expert to manage your online presence. You have enough to do running your business, you cannot be expected to devote the time in keeping up with online changes. If this is not possible, at least get someone to set up your website, and your Facebook business page. If you do this, you are more assured of still being in business long after the statistics indicate you will probably fail, about 1 to 2 years.

How to Run an Email Marketing Campaign Properly

Email marketing is a tool for reaching your existing and your potential customers.

When it’s used effectively, it can deliver the most bang for your buck than almost any other form of internet marketing.

It must contain a call for the recipient to do something, like click on a link. This call should be made as easy and as non-threatening as possible, but still motivate the reader to take action, like signing up for a free newsletter or report.

Email marketing is just another form of direct marketing which uses an electronic means of distribution, as compared to the letter box drop and junk mail techniques. Obviously these printed campaigns work very well, otherwise you would not keep getting the flyers delivered to you.

With flyer campaigns, the control over its use is that if you do not specifically put “No junk mail” on your mailbox, you are deemed to be receptive to its receipt. Email campaigns are the direct opposite, in that the recipient must specifically request that he get your email, and under the CAN-SPAM Act of 2003 no sales emails can be sent without that request.

Despite this, email campaigns have certain advantages over the printed flyer.

o An extremely low cost per customer, in fact almost nothing.

o Your message is highly targeted it only goes to customers who are interested in your product and have so indicated by by using a double opt-in process of confirming their initial interest by means of a follow-up email in which they are again asked for their permission to be sent information.

o Emails can be customised, and made personal, using the recipient’s first name.

o It is completely measurable – match the number of emails sent against the number of responses.

o It uses a person’s main connection with the internet – their inbox.
Every email you send out should be considered an opportunity for email marketing, by including your site address as part of your signature.

You can use newsletters to keep your customers informed, or just to keep in touch. They don’t have to be necessarily long, just a few points. I rewrite the ones I receive, just using the main points, and it would only take me about ten minutes.

Newsletters tend to be more useful for long term goals rather than an immediate sale, and should always provide an opportunity to visit your website, where you can promote your products. They should be used to create a long term relationship with your customer.

If you are sending out a direct sales letter, always put the sign-up form where it can be easily seen – above the fold and throughout the email.

Always provide an opportunity for the customer to cancel their permission to receive emails from you, so that you cannot be accused of spamming.

One good technique is to try and include a small gift in your emails. It could be a music track, or an eBook – all of us have our hard drives cluttered up with information, you should have plenty of stuff you can give away. The aim is to get your customer to look forward to your emails and not just delete them when they see who it’s from, an offence I am probably guilty of!

The importance of getting motorised blinds for your home

What are motorized blinds? Motorised blinds allow for easy control over light and privacy by using a remote-control device that is installed near the windowsill. This allows you to operate them without having to get up from your seat.

There are many different types of motorised blinds on the market, so it is important to do your research before you make a purchase. Some popular examples include roller blinds, roman blinds in Sydney and vertical blinds. If you are looking for better insulation and energy saving properties, then honeycomb blinds in Sydney are also a popular choice. Each type of motorised blind has its own unique benefits that can be tailored to fit your specific needs. If you are looking for a way to save energy in your home, then installing motorized roller shades would also be a good option. Roller shades are made of thick fabric that helps keep heat in during the winter and out during the summer. They can also help reduce glare and improve privacy. If you are looking for more convenience, then consider purchasing motorized roman shades.

Motorised blinds are much safer for those homes with children and pets because they can be operated with a remote control, which eliminates the need for cords that could be dangerous. Additionally, motorised blinds help to improve your home’s insulation and energy efficiency, making them a great investment for any homeowner. If you are still unsure if motorised blinds are right for you, be sure to consult with a professional who can help you choose the best type of blinds for your home and lifestyle, and also one that suits the current interior of your home.