Wednesday, June 19, 2013
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Thursday, June 13, 2013
Tuesday, March 5, 2013
Article Marketing - What's In A Heading?
The heading of your article is like the external design of a house that is being put up for sale. It's like the display in the show case. It's the key thing that invites readers to digest the contents of the article.
Can you remember feeling really hungry and going to a food court? What makes you purchase whatever it was that you purchased. Wasn't it the way the food was displayed? It's the same thing with written articles and article marketing. The need is what determines the search, and the heading determines the selection. So there are some things that need to be considered when writing an article.
First, assume the position of the reader, and consider what will grab your attention. Something concise, compelling and informative will always pique the interest of the reader. Those first words will either cause that reader to click or scroll past your article.
Article Marketing - What's In A Heading?
Avoid straying from the topic, since the reader is looking for specific and relevant information, endeavor to meet that need. Too much content can indeed discourage a reader, especially if the content does not address the readers concerns. Most Internet readers seek out concise, easy to understand and informative articles.
The heading or title of your article must consist of the keywords; most of them or all of them. The benefit from this is that when publishers are searching for keyword related articles, the search engines look for these keywords, and if the title is compelling enough and body content informative, your article has an excellent chance of being republished.
Having a compelling title grabs the attention of those doing a search on the topic, but it does not stop there. Now that the reader has selected your article, the first paragraph must essentially continue to hold his attention. In the absence of that, the reader can loose interest.
On average, it takes a reader about five seconds or maybe even less to decide on choosing a topic or not. So these five seconds are very important and will determine the success or failure of the article written. Because reading online is so different from reading a paperback, it requires creativity to capture the wide host of Internet readers.
Without a doubt we understand and accept that the title or heading must lead readers to the content and as such is the most important aspect in writing an article, where its success or failure depends on it.
So what's in a heading? Everything.
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Tuesday, February 26, 2013
Article Marketing - Step by Step Instructions for Easy Article Marketing
For easy article marketing, there are just a few easy steps that you should follow in order to make the most of this innovative and effective marketing method. Article marketing is fairly simple in its constituent parts, and consists essentially of just distributing articles across the web and thus drawing traffic to your website. Here are some easy steps to get started with easy article marketing:
1 Write Articles that are Relevant. It is important to make your written content relevant to your target audience. Make sure you keep this in mind while you write and when you choose topics.
2 Make your Articles Current. Although some fields might necessitate articles written about subjects that aren't current, with article marketing it is generally your best bet to write about up and coming topics in order to draw the biggest audience.
3 Submit to a Distribution Service. There are many services and article databases online that allow you to submit articles for free quickly and easily, and that have a wide range of clients who purchase articles from them. Often, these are free of charge, but sometimes you can pay a small fee in order to move your articles to the front of the line, and this is usually worth it.
Following these easy instructions can help you make the most out of article marketing with hardly any hassle at all. This can be a huge benefit to your organization, and can greatly increase traffic to your website.
Article Marketing - Step by Step Instructions for Easy Article Marketing
Article Marketing - Step by Step Instructions for Easy Article Marketing
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Author: Sean Mize. Sean teaches a unique perspective on growing your online information business using 4 key principles: 1) purpose and mindset 2) expert positioning 3) target market activation and penetration and 4) maximizing sales per buyer.
Sean's training is specifically geared towards advanced marketers who are already making money online and want to increase their market share through innovative and cutting edge methods.
You can find out more about Sean Mize here: Sean Mize's Website
Tuesday, February 19, 2013
How To Create An Effective Business Development Strategy
The Business Development Strategy is used to underpin your main Business Plan and essentially it sets out a standard approach for developing new opportunities, either from within existing accounts or by proactively targeting brand new potential accounts and then working to close them.
This document highlights the key issues you should consider prior to compiling your own plan and will hopefully guide you logically through a proven framework.
The key word is 'Strategy', because you are creating a workable and achievable set of objectives in order to exceed your annual target.
How To Create An Effective Business Development Strategy
Your Starting Point:
The key words are Who? What? Where? When? Which? Why? How?
For example:
Who - are you going to target?
What - do you want to sell them?
Where - are they located?
When - will you approach them?
Which - are the appropriate target personnel?
Why - would they want to meet with you?
How - will you reach them?
If you have conducted regular account reviews with your key accounts during the previous twelve months, you should be aware of any new opportunities that will surface during the next twelve months. You will also, when assessing what percentage of your annual target usually comes from existing accounts, need to review data over the last two or three years. (It is likely that you can apply Pareto i.e. 80% of your business will probably come from existing accounts and in fact 80% of your total revenue will come from just 20% of your customers/clients)
You will be left with a balance - i.e. "20% of my business next year will come from new opportunities" - therefore you can then begin to allocate your selling time accordingly.
Ideal Customer Profiling:
Pro-active business development demands that we create an ideal target at the front end - i.e. an "Ideal Customer Profile." The essential characteristics you will need to consider are:
- Industrial Sector
- Geographical Location (Demographics)
- Size of organizations (Turnover, number of employees etc)
- Financial Trends
- Psychographics - i.e. Philosophical compatibility
Many strategic sales professionals merely profile their best existing clients and try to replicate them - there's nothing wrong with doing this but we should always remember that we are seeking an IDEAL and we can always improve on what we already have.
'New' Opportunities From Within 'Old' Accounts:
Because it costs approximately ten times as much, to first locate and then sell to a new customer as it does an existing one (although these costs are rarely reflected in the cost of sales), it is essential that we fully develop our existing accounts working upwards, downwards and sideways, thus making the most of the (hopefully) excellent reputation we have developed already.
Most corporate accounts have several divisions, departments, sites, even country offices and you must satisfy yourself that you have exhausted every possible avenue. Don't be afraid to ask the question "Who else should I be talking to in your organization"?
This is an extract from my FREE eBook - "How to Construct an Effective Business Development Strategy" which is available for download - please see details below.
Copyright © 2012 Jonathan Farrington. All rights reserved
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To download my new revised FREE eBook "How to Construct an Achievable Business Development Strategy" please visit my personal site The JF Consultancy, - www.jonathanfarrington.com
Monday, February 4, 2013
e-Marketing Strategy: 7 Dimensions to Consider (the e-Marketing Mix)
What is e-Marketing?
e-Marketing is still quite a controversial subject to talk about, since no one succeeded to unify the various theories around it; however there is one thing upon which there is no doubt - that e-Marketing first appeared under the form of various techniques deployed by pioneer companies selling their products via the internet in the early 90's.
The frenzy around these new marketing techniques created by e-tailers and supported by the internet rapidly gave birth to a new dimension of what we knew as Marketing: the e-Marketing (electronic Marketing).
e-Marketing Strategy: 7 Dimensions to Consider (the e-Marketing Mix)
There are many definitions to what e-Marketing is, the simplest and shortest one being formulated by Mark Sceats: e-Marketing is Marketing that uses the internet as manifestation media. A working definition is that coming from a group of CISCO specialists: e-Marketing is the sum of all activities a business conducts through the internet with the purpose of finding, attracting, winning and retaining customers.
e-Marketing Strategy
The e-Marketing Strategy is normally based and built upon the principles that govern the traditional, offline Marketing - the well-known 4 P's (Product - Price - Promotion - Positioning) that form the classic Marketing mix. Add the extra 3 P's (People - Processes - Proof) and you got the whole extended Marketing mix.
Until here, there are no much aspects to differentiate e-Marketing from the traditional Marketing performed offline: the extended Marketing mix (4 + 3 P's) is built around the concept of "transactional" and its elements perform transactional functions defined by the exchange paradigm. What gives e-Marketing its uniqueness is a series of specific functions, relational functions, that can be synthesized in the 2P + 2C+ 3S formula: Personalization, Privacy, Customer Service, Community, Site, Security, Sales Promotion.
These 7 functions of the e-Marketing stay at the base of any e-Marketing strategy and they have a moderating character, unlike the classic Marketing mix that comprises situational functions only. Moderating functions of e-Marketing have the quality of moderate, operate upon all situational functions of the mix (the classic 4 P's) and upon each other.
1. Personalization
The fundamental concept of personalization as a part of the e-Marketing mix lies in the need of recognizing, identifying a certain customer in order to establish relations (establishing relations is a fundamental objective of Marketing). It is crucial to be able to identify our customers on individual level and gather all possible information about them, with the purpose of knowing our market and be able to develop customized, personalized products and services.
For example, a cookie strategically placed on the website visitor's computer can let us know vital information concerning the access speed available: in consequence, if we know the visitor is using a slow connection (eg. dial-up) we will offer a low-volume variation of our website, with reduced graphic content and no multimedia or flash applications. This will ease our customer's experience on our website and he will be prevented from leaving the website on the reason that it takes too long to load its pages.
Personalization can be applied to any component of the Marketing mix; therefore, it is a moderating function.
2. Privacy
Privacy is an element of the mix very much connected to the previous one - personalization. When we gather and store information about our customers and potential customers (therefore, when we perform the personalization part of the e-Marketing mix) a crucial issue arises: that of the way this information will be used, and by whom. A major task to do when implementing an e-Marketing strategy is that of creating and developing a policy upon access procedures to the collected information.
This is a duty and a must for any conscious marketer to consider all aspects of privacy, as long as data are collected and stored, data about individual persons.
Privacy is even more important when establishing the e-Marketing mix since there are many regulations and legal aspects to be considered regarding collection and usage of such information.
3. Customer Service
Customer service is one of the necessary and required activities among the support functions needed in transactional situations.
We will connect the apparition of the customer service processes to the inclusion of the "time" parameter in transactions. When switching from a situational perspective to a relational one, and e-Marketing is mostly based on a relational perspective, the marketer saw himself somehow forced into considering support and assistance on a non-temporal level, permanently, over time.
For these reasons, we should consider the Customer Service function (in its fullest and largest definition) as an essential one within the e-Marketing mix.
As we can easily figure out, the service (or assistance if you wish) can be performed upon any element from the classic 4 P's, hence its moderating character.
4. Community
We can all agree that e-Marketing is conditioned by the existence of this impressive network that the internet is. The merely existence of such a network implies that individuals as well as groups will eventually interact. A group of entities that interact for a common purpose is what we call a "community" and we will soon see why it is of absolute importance to participate, to be part of a community.
The Metcalf law (named after Robert Metcalf) states that the value of a network is given by the number of its components, more exactly the value of a network equals the square of the number of components. We can apply this simple law to communities, since they are a network: we will then conclude that the value of a community rises with the number of its members. This is the power of communities; this is why we have to be a part of it.
The customers / clients of a business can be seen as part of a community where they interact (either independent or influenced by the marketer) - therefore developing a community is a task to be performed by any business, even though it is not always seen as essential.
Interactions among members of such a community can address any of the other functions of e-Marketing, so it can be placed next to other moderating functions.
5. Site
We have seen and agreed that e-Marketing interactions take place on a digital media - the internet. But such interactions and relations also need a proper location, to be available at any moment and from any place - a digital location for digital interactions.
Such a location is what we call a "site", which is the most widespread name for it. It is now the time to mention that the "website" is merely a form of a "site" and should not be mistaken or seen as synonyms. The "site" can take other forms too, such as a Palm Pilot or any other handheld device, for example.
This special location, accessible through all sort of digital technologies is moderating all other functions of the e-Marketing - it is then a moderating function.
6. Security
The "security" function emerged as an essential function of e-Marketing once transactions began to be performed through internet channels.
What we need to keep in mind as marketers are the following two issues on security:
- security during transactions performed on our website, where we have to take all possible precautions that third parties will not be able to access any part of a developing transaction;
- security of data collected and stored, about our customers and visitors.
A honest marketer will have to consider these possible causes of further trouble and has to co-operate with the company's IT department in order to be able to formulate convincing (and true, honest!) messages towards the customers that their personal details are protected from unauthorized eyes.
7. Sales Promotion
At least but not last, we have to consider sales promotions when we build an e-Marketing strategy. Sales promotions are widely used in traditional Marketing as well, we all know this, and it is an excellent efficient strategy to achieve immediate sales goals in terms of volume.
This function counts on the marketer's ability to think creatively: a lot of work and inspiration is required in order to find new possibilities and new approaches for developing an efficient promotion plan.
On the other hand, the marketer needs to continuously keep up with the latest internet technologies and applications so that he can fully exploit them.
To conclude, we have seen that e-Marketing implies new dimensions to be considered aside of those inherited from the traditional Marketing. These dimensions revolve around the concept of relational functions and they are a must to be included in any e-Marketing strategy in order for it to be efficient and deliver results.
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Otilia Otlacan is a young certified professional with expertise in e-Marketing and e-Business, currently working as independent consultant and e-publisher. She developed and teach her own online course in "Principles of e-Marketing" and is also a volunteer Economics teacher.
You can contact her via her personal website at BRAINmarketing.net [http://www.brainmarketing.net] or check out her latest developing Marketing resources project at TeaWithEdge.com
Wednesday, January 30, 2013
Article Writing - How to Summarize an Article
So you have a lengthy article and you want to learn how to summarize your article in an effective manner. You can write a summary in just five minutes. Here is how to do it.
Step 1: Start writing your summary immediately.
Don't sit there and think about what to include in your article summary. Start from the beginning of your article and start writing immediately. Your article has numerous paragraphs. Start from the first paragraph.
Article Writing - How to Summarize an Article
Step 2: Pick the most important sentence in each paragraph.
Always start by picking just one sentence from each paragraph. Notice that in every paragraph, there is a key message. If this key sentence doesn't exist, create one for your summary. You should use no more than 2 sentences to summarize each paragraph.
Step 3: Link all the key sentences together.
A summary is like a mini-article for your main article. When you pick sentences from the paragraphs, they may appear to be disconnected. Now is the time to do some "stitching" work. When you are finished, reread the summary again to make sure that the words are flowing nicely.
When writing summaries, do not add anything that you have not written about in the article body. The summary is supposed to be a short paragraph that sums up all the key points. If you add extra materials, they won't seem to fit. Your readers may also be confused because something new just popped up from nowhere.
With practice, you should be able to write summaries in record time. Try to beat my personal best of 2 minutes! - (Well, it's a really short summary.)
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