Traditional marketing, i.e. Radio, TV, Print et al, poses significant barriers for a start-up business. Obviously, it’s very expensive. It’s also inefficient, by almost any definition. They lack targeting, and rely on being exposed to a wide audience with the faint hope that a tiny fraction of one percent of the audience will view the ad at precisely the time and place that they are alert, and that they are interested specifically in what you have to offer.
Author Archives: Duran Inci
All Americans are guaranteed our rights to free speech as stated in our Constitution. It’s a wonderful thing, and as Americans, we’re all grateful for it. Until, of course, it’s used against us. Unfortunately, free speech allows anyone to post anything they want about you online, regardless of its veracity or lack thereof. There are a relatively select few out there that abuse this right and use freedom of speech for negative purposes. Social Media, blogging platforms and “complaint” websites provide increased surface area for those with malicious intent to commit defamation. These acts committed online are also difficult to actually remove.
There is a shared norm among the owners of industrial businesses that says it is impossible to market and sell industrial products online. This misconception could not be further from the truth.
This norm is the number one reason industrial business owners are struggling to acquire new leads and new clients. Because they accept this flawed opinion, they miss out on the huge opportunities that different Internet marketing channels could afford them. Internet marketing could generate hundreds of thousands, if not millions of dollars in revenue for industrial, business-to-business companies that target it accurately and learn to use it effectively.
Paying between $2.00 -$5.00 per click for advertisements on Google can get expensive. That is why it is imperative that you make sure your sale is juicy, meaning that the revenue per order must be high enough to justify the per click cost. Also, your conversion rate must be such that you are breaking even, at an absolute minimum.
Maintaining this balance is not always easy, especially since the odds of having your ad clicked on are less than three percent, depending on where in the search results your ad is located. (Search results can have as many as 30 results for any keyword search)
A 2011 study by Flurry, a mobile analytics company, compared U.S. ad spending on different media outlets to the time consumers spent using those outlets. While the spend for television, radio and web are fairly proportional, print only gets 6% of people’s time while marketing companies spend 29% on it. Hardly seems worth it. However, it also reinforces what many marketers have been saying. Advertisers are not taking advantage of ad space on mobile media. Receiving only 1% of ad spend, users spend 23% of their time on mobile devices versus other media.
CPAs are similar to certain other professions such as attorneys, dentists and physicians. They require advanced degrees and training. They need to stay on top of new trends and developments. Many have specialties. They all can be offered through a single individual or through multiple, even, large numbers of colleagues under one roof. 95% of them also offer their services primarily to local markets.
Clearly CPA’s will be in demand for as long as there is a tax code, an IRS and all those Washington DC lobbyists looking for tax breaks and gimmicks.
These days, it’s becoming more and more difficult for companies to bring in new business. Competition is becoming fierce and consumers are now more sophisticated and informed than ever. Many of their purchasing decisions rely on reviews and referrals from a trusted source – whether it is a friend, family member or a company they already do business with.
It is especially true for online marketers because there is still a lot of skepticism about search engine optimization (SEO), affiliate marketing, paid search, reputation management and online lead generation. Internet technology branches out so widely, making it impossible for one person to offer every product or service, which is why it is essential for companies in the same industry to form strategic partnerships.
There is really no doubt that the generation of awareness, interest and inquiry into your goods and services, otherwise known as lead generation, is a huge aspect of online business… especially if you are a B2B company. If you are selling products or services to businesses, you simply must have a lead generation strategy. SEO (Search Engine Optimization), PPC (Pay per Click), Affiliate Marketing, Social Media or Traditional Marketing… regardless of the channels you use, you must aim to have a steady flow of leads coming through at all times. Why? Simple. Leads you are the mother’s milk of sales. More sales mean more money in your pocket.
Consultation is a tough business. You must not only set the right expectations for the client, but you must also understand your client’s perspective on your performance. Many times, regardless of what product or service you provide, you and your client will have a difference of opinion on technology, approach, staffing, training and a multitude of other topics. No matter what the consultation subject matter, it is important to understand where your client is coming from, what their modus operandi is, what they know and what they think they know. That said, there are a few primary considerations that are always important towards achieving client satisfaction.
Even twenty years ago, when people thought of marketing and data analysis, they thought of television and radio ads, billboards, flyers and Yellow Page listings. Then, marketing was a gamble because there was no way to track the success of your campaigns without spending thousands of dollars or more. Market research was impossible for every company, except those with a huge budget. It required you to survey hoards of people, to pay them and the people who conducted the surveys. And the truth is, not much of that data was accurate or useful.