Back in 1999 I worked with a number of companies performing Y2K Audits for SME businesses and now...
Building a Better Online Business
Creating and managing your online business requires you to follow the same basic principals of any business - relying on sound Business Strategies. There are however, a few practices that differ or that just are unique to an online business. Here we share our views and experience with you to help you develop a more effective and profitable online business.
Clearly understanding the difference may seem fundamental in our experience has shown that many either don't see the difference or simply confuse these two essential concepts in business. Appreciating that these disciplines are quite different and how you apply the strategies to your business can make the world of difference to building your sales funnel and then converting opportunities to sales.
Quite simply, marketing is creating a presence in your market – it is how you bring customers to your front door. Key aspects of marketing lie in your ability to create your branding
- Positioning your business
- Identifying your value proposition(s)
- How you communicate your branding
- Walking the talk
Your branding defines your business’ "personality" reflecting your values. People relate to brands through their senses – people "feel" good about brands.
As a feeling spaced notion marketing companies spend a lot of time on feeling-based sensory cognitive is such as sounds and looks. Your logo, not to be confused with being your brand, is but just one of the aspects that make up your total brand.
Clearly articulating your value propositions, your points of distinction and how you deliver to your customers’ needs makes up your brand. How this is achieved is the role of marketing.
It is not the purpose of marketing to create sales. As mentioned, your marketing gets people to your front door. Advertising is about making sales – what you do with them once they are at the front door.
Some of the confusion stems from the fact that some advertising can also be marketing. You may run an advertisement for a special which at the same time could be building on your marketing – brand promotion.
Your advertising should have a specific and clear "call to action" (CTA) – what are you wanting the person seen the advertisement to do! How this CTA is framed, will depend on the medium used to run the advertisement –TV, print, e-mail or web.
It is no science so there are no guarantees
While some of you may think that there are magic bullets to solve all your marketing and advertising needs, and unfortunately aren't. There are techniques and initiatives that follow best practices that can improve the likelihood of success and at the end of the day you must test, measure and revised approaches no matter how you do it or who does it for you.
Why? Because we are dealing with people in the purchase decisions these people make up based on sale in physical and psychological barracks.
It doesn't matter whether you are using traditional media channels or digital – the basic principles will always apply. In a situation of digital technologies we have so many tools at our disposal. Getting it right from the beginning can make or break your website or e-mail marketing campaign.
If you would be interested in getting your marketing and digital advertising campaign working effectively to your business, Top Left Designs offer a comprehensive digital marketing solutions to small and medium businesses. We will be pleased to discuss your own situation providing an obligation free assessment of your call marketing position and advise you of any significant weaknesses in they currently have.
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