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By Diane Hughes
A few honest and successful Internet business owners will
attest to the fact that they have made countless marketing
mistakes. Many of them will admit that they didn't get it
exactly right on the first try. However, practically all
will tell you that - without the gumption to take
calculated risks and the persistence to follow through -
they would have never developed a truly successful online
marketing campaign.
Let me encourage you to take a few calculated risks with
your marketing. Extend your comfort zone, so to speak. Step
out of the norm and take a leap of faith every now and then.
What am I talking about? Mainly, that most small business
owners are very, VERY conservative with their marketing
programs. They decide to spend a little money on ezine ads,
purchase the least priced classified they can find, run it
one time, get no response and quit. It doesn't work that
way. Not only will that strategy fail almost every time
online, it will fail offline, too.
One proven principle of marketing is: repetition breeds
remembrance and remembrance breeds sales.
You may not realize this, but it takes an average of 7
times of being exposed to your product or service before
the average consumer even notices that you exist. Not
before they buy... before they even recognize you at all.
Running one classified ad simply isn't going to help.
Because the cost of advertising can get to be a bit
expensive, many small business owners cringe at the thought
of spending more than they *think* they can afford.
However, if your current strategy isn't giving you an
acceptable ROI, it's time to change.
What's the smart and profitable thing to do? Create a
campaign and be persistent with it. Strategically search
out and place multiple ad runs with the same ezines. (I use
ezine advertising as my example, but the same applies to
offline ads, banner ads, joint venture projects, affiliate
campaigns, etc.) Yes, it costs more, but consider this...
would you rather continue wasting money on small one-shot
ads that never produce, or save your funds and run 3 sub
sponsor or top sponsor ads that bring in sales? I think the
answer is obvious.
People can't buy from you if they can't find you.
Advertising (in one form or another) is a must.
Run a few ads on a trial basis. Ask for recommendations
from business associates and select some new ezines to
purchase ad space from. Change your headline or your copy
to see if one pulls better than the other.
It is only by trial and error that we learn and progress.
Why? Because what works for one company, may not work for
you. What works "so-so" for one company might work better
for you! But in order to find out where your customers are
and reach them, you have to stick your neck out once in
awhile.
Will you make some mistakes along the way? Yes. Will you
"lose" a little money on advertising? Probably. Will you
discover a new and successful way of advertising that
brings in stronger results? Almost definitely!
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