Category: marketing strategy

Marketing 101: Click-Through Rates

Posted by admin - - Advertising, marketing, marketing strategy
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Click-Through Rates (also known as CTR) is a method by which the success of an online advertising campaign is measured. CTR is determined by dividing the ‘number of visitors who clicked on an ad’ placed on a webpage by the number of ‘impressions’ (the number times that the ad was delivered). The result is represented in percentages. If therefore out of a hundred (100) impressions of a banner ad, just one person clicks on it, the CTR would then be 1%. The popularity of banner ads has dropped and with them, the CTR. The average CTR for a banner ad these days is about 0.2-0.3% as against above 5% when the banner first began to appear. (more…)

Internet Marketing Strategy & Planning

Posted by admin - - business management, marketing, marketing strategy
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A strategy lays the foundation for the success of any enterprise and the internet is no exception. The fact is that on the internet, given that the rules are quite different, there is a more pressing need for a marketing strategy and an accompanying plan to execute it. In all, a great strategy and the ability to execute it will guarantee success in the contentious scene of internet marketing.

In order to have a great strategy, it is imperative that a great product or service be in place. The strategy is after all, built around the need to successfully promote such a product or service. The product or service ought to be available on the internet and delivery via same ideally should be made possible. The uniqueness of the product or service is a very critical factor in its success. This is because of the need to reduce competition for customers.

In practical terms, when you have ensured that the product or service to be promoted meet high standards, you have to take some steps: (more…)

5 Incentives You Can Use in Your Marketing Plan

Posted by admin - - Advertising, communication, customer, e-mail marketing, engagement, marketing, marketing strategy, Social Media, Viral Marketing
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Rewards programs have become an integral part of the marketing plans of many enterprises especially small businesses as it helps to not only attract new customers but also retain existing ones. Of course, creating a strong customer value proposition is also at the center of any rewards programs. A rewards programs could be simply built in-house by an enterprise to save costs but then if there is a budget for it, that function could be outsourced to a professional firm specializing in that field. The advantage of outsourcing the design and execution of your rewards program to a professional is the wealth of experience and long list of collaborators that the professional would have built over time. These would include third party companies and major merchants. The following advantages could accrue to a small business by virtue of such collaborative rewards programs:

i. Creation of a series of rewards that would have appeal cutting across the customer base

ii. In conjunction with partners, design a partnership plan that would have a long-term and strategic value.

iii. Infusion of the rewards program with innovative items such as experiential opportunities and local rewards.

iv. Reduction of offsetting of program costs via marketing activities that are co-funded, marketing exposure, co-branded partnerships as well as merchant funded rewards.

The fact remains however that reward programs, no matter how well designed, enticing and beneficial, still needs to be ‘sold’ to customers. There are therefore various incentives that can be used to encourage customers to buy into and participate in the reward program. Some of these incentives include: (more…)

Marketing 101: Permission Marketing

Posted by admin - - communication, customer, e-mail marketing, marketing, marketing strategy, permission marketing
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Email marketing is one of the most effective means of strategies in contemporary marketing. Its efficacy is used in meeting various objectives such as customer acquisition, integration of advertising messages with emails as well as enhancing customer loyalty and goodwill. Studies have confirmed that email marketing has a Return On Investment of (ROI) of $57.25 for every dollar spent. These figures were provided by the Direct Marketing Association. It is therefore impossible to ignore this marketing strategy in the overall marketing campaign. In carrying out email marketing however, there are certain tools that will enhance its efficacy particularly as these tools help you automate the entire process thus saving you precious time. This automation tool is known as an autoresponder and it helps you keep in touch with your new and existing customers with ease. Of course, there are many of such tools out there but then it is very important that you select the very best of them to avoid having problems. (more…)

Direct Mail and Your Small Business

Posted by admin - - Advertising, communication, customer, marketing, marketing strategy
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Blue FiveDirect mail is a marketing practice in which the promoter or seller of a product or service sends marketing messages directly to the prospect or buyer. The uniqueness of the direct mail practice is the opportunity it affords the seller of delivering the message without using another medium so that there is no loss of control of the way the message is delivered or presented to the prospect. Another point of differentiation from other forms of marketing is that the promoter also gets use one distinct opportunity to promote, pitch and probably make the sale.

There are different types or methods used for implementing direct mail and these include sales letters, catalogues or other pictorial marketing collateral, sales letters combined with brochures. (more…)

5 Best Ways To Use Banner Ads

Posted by admin - - Advertising, communication, customer, marketing, marketing strategy
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Banner ads were one of the earliest types of ads that appeared on the internet and were certainly very popular. HotWired ran the first banner ad online in October 1994 for AT&T and subsequently became a source of revenue for online advert companies, generating estimated billions of dollars in ad revenue. Actually, banner ads became increasingly unpopular as a result of the roaring success of the paid search model popularized by Google. The standard measure of a banner ad’s success is the Click-Through Rate (CTR) and at its peak, banner ads had a CTR of 5% and above. These days however, banner ads command a CTR of just 0.2-0.3%.

In spite of the drop in the popularity of banner ads, it still remains a viable means of advertising and still appears on a lot of websites. Unfortunately, a great deal of the complaints regarding the efficacy of banner ads is as a result of the inability of the advertisers to observe the basic rules and changes in order to realize good results. There are some practices that can be incorporated into a company’s banner ad program that will have a positive effect on the campaign. (more…)

Traffic Building With E-Mail Lists

Posted by admin - - Advertising, marketing, marketing strategy
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‘The money is in the list’ has become a classic statement among internet marketers as well anyone who wants to do serious work online. As our focus is on internet marketing in this instant, it is important to state that having an email list is one of the surest ways on making sure that your efforts on the internet yield positive results. Of course, driving traffic to your site is a prerequisite but then how do you drive traffic to your site in the first place? While SEO methods are quite reliable, having an email list will make things far easier for you in driving the desired traffic to your site. (more…)

Using Rewards in Your Marketing

Posted by admin - - Advertising, marketing, marketing strategy, Target Market
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The major objective of a rewards program in marketing is the creation of vibrant customer value proposition. There are many of such programs in existence these days including bonus points as reward for purchases made, frequent flier rewards and frequent buyer plans among others. Whichever type of rewards program you choose to implement, it is very important that it not only engages your customers and participants in the program but also differentiates your rewards program from others. Customers usually react positively to enterprises that indicate that their loyalty is valued and they prove this by participating in rewards programs.
Rewards programs therefore need to be a critical part of an enterprise’s marketing strategy. The design and inclusion of rewards in a marketing strategy however needs to be a carefully planned and executed process. In order for it to be a success, some factors must be considered and these include: (more…)

Marketing 101: Web Design & Marketing

Posted by admin - - marketing, marketing strategy, Web Design
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At first look, there does not seem to be much connection between the design of your website and the marketability of your business. The fact however is that there is a connection in the sense that a lot of the marketing depends on the professionalism with which the website is designed. This boils down to the fact that considerable effort needs to be invested in ensuring that the necessary things need to be done in terms of the incorporating current trends in the trade while designing your website.

Inasmuch as there is the need to follow current trend, there are still some basic factors that have to be considered without which the current trends will make little impact. They are as follows: (more…)

5 Challenges of B2B Marketing

Posted by admin - - marketing, marketing strategy
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Blue FiveBusiness-to-Business marketing refers to the practice of marketing products and services to enterprises for their continued operation. The focus here is on the enterprise as against the consumer. The key factor in this kind of marketing is also logic and the relevance of the products and services to the organization. However in the practice of marketing in the B2B market, marketers face certain challenges and these include the following: (more…)

5 Marketing Privacy Issues You Should Know

Posted by admin - - business management, marketing, marketing strategy, privacy
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Blue FiveMarketing is quite easily one of the most dynamic professional practices. This is based on the fact that human behavior changes with time and with the advancement in technology, marketers struggle to adapt their messages to a demographic that is changing rapidly in order to remain relevant. The internet of course, has had a huge impact on the way marketing messages are crafted and then put across to the consumers. However, in using the medium provided by the internet, marketers also face a big challenge because there are some issues that crop up. These issues are serious as they affect the lives of the consumers so much so that governments have been compelled to legislate on them to eradicate or at the very least, mitigate their effects.  These issues include the following: (more…)

5 Most Important E-Mail Marketing Statistics

Posted by admin - - Advertising, customer, engagement, marketing, marketing strategy
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Blue FiveStatistics is one of the most important factors in the success of any business, online or offline. Our focus here however, is on the importance of statistics in online marketing. The internet is a very vast terrain and as such, demands a lot of work to succeed. The kind of statistics that you will need depends on the nature of business you operate. The nature of the business also will determine the kind of campaigns you will need to design and execute to get your business noticed, drive traffic to your site and generate the right amount of interest to get your target audience doing exactly what you want them to do such as making a purchase.

There are many tools for carrying out research in order to derive these statistics and work them into your campaign. Additionally, you have to understand that there are also statistics that apply generally to the industry you in which you are operating. In executing an email campaign in promoting your services or products online, you will have to make use of certain statistics. These are very germane to the success of your campaign and your online business. It is also important that you see how your campaign is faring on all each of the statistics. These statistics include the following: (more…)

Easy Web Analytics & Your Small Business

Posted by admin - - business management, communication, marketing, marketing strategy, Web Design
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The term ‘web analytics’  refers to the collation, measurement, analysis and reporting of internet data. The objective of web analytics is to understand and optimize the usage of the web. Its use is not restricted to the measurement of internet traffic to a website but can also be used to carry out market and business research. Additionally, it can be integrated with a marketing campaign so as to understand the effects of the traditional means of advertising on the traffic to the company’s website. The fact however is that web analytics have become an imperative for the success of any online enterprise especially a small business as it gives the small business owner the opportunity to determine the response rates to the website’s online investments.

In carrying out web analytics, there are certain terms that are used widely, representing specific metrics. These include among others:

  1. Hit: This refers to a request made on a web server for a file
  2. Page View: A request made on a web server for a particular file representing a page on the site.
  3. Visit/Session: While a visit is defined as a number of requests from a unique visitor for a page with a time lapse between each request of not more than 30 minutes, a session takes place when the unique visitor does not depart from that site to another within that same time frame of 30 minutes.
  4. First Visit/First Session: This occurs when a website has a visit from a visitor who has not been to that site before.

In carrying out web analytics for your small business, it is important to take the following steps:

  1. Collate Data: The first thing that you must do is to collect sufficient data and you can easily do this using any of the web analytics tools like Google Analytics. These data include among others, web logs, form to email requests and CGI requests.
  2. Convert the Data: You will also have to convert the data generated by the web analytics tool to a format that you can easily work with. Luckily, most web analytics tools do most of the work for you.
  3. Data Analysis: Bearing in mind that web analytics helps you discover trends, you need to analyze your data by looking for the following:
  • If there is a specific timeframe for some visits
  • The most popular pages on the site
  • Whether visitors browse more than a page before departing the site
  • The average time used by your visitors on the site
  • The source of traffic, if they come from search engines
  • The primary exit pages for your site
  • The sites linking to yours.
  1. Integrate The Insights Obtained: Now that you have gotten answers to these questions, you have to integrate the answers into your efforts by remedying any deficiencies.
  1. Watch The Difference: The purpose of the changes you are making is to create a better impression with your visitors. See how that works.
  2. Re-evaluation: Web analytics is not a one-off activity. Once you have implemented the necessary changes, you need to embark on re-evaluation to ensure that all is right.

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Unique Blogging Strategies

Posted by admin - - engagement, marketing, marketing strategy, Social Media
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Web logs, abbreviated as ‘blogs’ have become quite ubiquitous and an integral part of internet marketing. Although they are not necessarily for internet marketing, they have been adapted as a form of communication between a target audience and an enterprise. In recent times, there has been an explosion in the number of blogs and bloggers particularly with the free blogging platform provided by Google and WordPress. The sheer number has also made it necessary to employ strategies to promote your blog if it is to become prominent enough to meet the objectives for which you set it up, whether commercial or otherwise. Of course, give the fact that there are already many bloggers out there in what has come to be referred to as the ‘blogosphere’, you will need some innovative or unique blogging strategies in order to make your mark in blogging. Here are five of such strategies:

i. Content Strategy Development: A lot of factors come into play in determining what the frequency and topics of your postings on your blog. The objectives however, are always to engage your readers, convince them of your position as an expert in the field as well as promote your ideas.  The content you will develop must therefore be able to accomplish these objectives.

ii. Propagate Your Idea: Remember, in starting a blog, you are aiming to engage people in discussion. If you really want to get people talking about your idea, you must simply propagate it. You must talk about it in other places other than your blog. Forums and social media networks are also places where you could spread your idea. That way, traffic to your blog starts building and others start talking about it.

iii. Build Authority: People want to talk with experts. If you do not display authority on the very issue about which you are blogging, your visitors will soon drift away. Authority demands attention and gets it. One of the greatest strategies that you can use in succeeding with your blogging is to establish and continually display your authority and not just that but also give your visitors or blog followers the benefit of other people whom you regard having authority in that field. This will serve to portray you as being selfless.

iv. Teach Something New: Including a ‘How To’ post once a while help you add value to the time your blog followers spend with you. People are always on the lookout for something that will help them achieve their own goals in life. Helping them do to that will enhance your relationship and the success of your blog.

v. Pose Questions: One of the most important things about a blog is that it is meant to get people talking. One sure way to achieve that is by asking questions. When you ask questions, people tend to contribute as well as read answers provided by other followers. Ultimately, this creates a kind of engaging atmosphere which happens to be a key blogging objective.