It’s Girl Scout cookie time and you don’t have to go out of your way to find a group of girls in green uniforms with a table full of colorful cookie boxes and sweet smiling faces asking if you want to buy a box or two or three. From the outside, these girls may look like [...]Continue Reading
Archive for “Get More Sales”
Are you getting ready to launch a big, Google Ad campaign just because you think it might work? Well, it may be just what you’re company needs to boost online awareness. But before you begin your pay-per-click (PPC) campaign as part of your search engine optimization (SEO) process, there are three main questions to ask [...]Continue Reading
Are you staring at a blank screen ready to write some search engine optimization (SEO) copy for your Website? Hold on! You need a call-to-action for your SEO copy first! Before you start writing, you should know exactly what you want site visitors to do on that page of your Website. Do you want them [...]Continue Reading
According to recent market research, more than 15,000 websites are currently using HubSpot, an all-in-one marketing tool that aims to do for small and medium-sized businesses what full-fledged marketing consultants do for larger companies. HubSpot strives to have every major marketing feature that small and medium-sized businesses need – Search Engine Optimization (SEO); lead generation, [...]Continue Reading
Here are 5 reasons that may indicate that you are ready to move up to Salesforce as your contact and lead management (CRM) provider. Ask yourself if these statements apply to your needs. If so, you may want to investigate Salesforce to see if it’s right for your company. 1. You want a system from [...]Continue Reading
I don’t know about you, but I’ve talked to many, small business owners who are really watching their budgets closely and saving as much money as possible. With this in mind, it can be more difficult to get to customers to use your products and services. Yes, competition may be tough, but if you know [...]Continue Reading
You have your cup of coffee, your laptop and a quiet space to work. You are ready to write the copy for your Website. But then, the white screen stares at you. You have a thought…. No, that’s not good enough… more staring at the screen… Ugh… writer’s block! Well, most of us have been [...]Continue Reading
Want to start your specialty product business this year? Then you MUST attend the (SPREE) Specialty Retail Entrepreneur Expo & Conference. Be part of the world’s largest event for the $12 billion specialty retail industry! No matter if you are a retailer, or prospective entrepreneur looking for the newest concepts, or interested in starting or [...]Continue Reading
Have you been ripped off by a search engine optimization copywriter (SEO)? Well, I just heard from another entrepreneur who hired a big, SEO research firm. Unfortunately, things did not go well, and this new business owner needed some help. With this in mind, I thought it was time for a quick review so here [...]Continue Reading
I started my Saturday this past weekend with a midwest to westcoast flight. By the time I was over the Rockies, I was so excited to get to work on the new ideas filling my head that I couldn’t WAIT to get off that plane! I had just finished reading through Josh Linkner’s brand new book, [...]Continue Reading
“My site is optimized for the search engines, and it’s not showing up online.” Yep. I hear this a lot. And unfortunately, I have to tell a lot of entrepreneurs that they just wasted their money. Maybe you can relate? Did you just spend a lot of time and money on a search-engine-optimization (SEO) service [...]Continue Reading
Have you ever spent a lot of money on a traditional (print, television, radio) advertisement for your business and have it not work? I have, many times. And then in frustration I would claim that “Advertising doesn’t work.” But if it doesn’t work, why do companies like Geico, Coca Cola and Macy’s spend millions of dollars on advertising every year?
The truth is that they wouldn’t spend money on something that doesn’t work. And for companies like these, it makes sense given the massive numbers of people they need to buy their products every day in order for them to be profitable.
The reason that they use these mediums is simple; because television, radio and print is a very effective way to reach massive quantities of prospective buyers on a consistent basis.
Reach and Frequency
The marketing concept we are talking about here is called “Reach and Frequency.”
Reach is the total number of prospects who hear your marketing messages. Frequency is how often they are marketed to.
Seth Godin uses a colorful and appropriate analogy about reach and frequency in his book Permission Marketing.
Think of it this way: Marketing is like planting a garden. Which is better? Planting many seeds and watering them only once, or planting fewer seeds, but watering them consistently over time?
Just like your seeds will die if you only water them once, so will your marketing messages die in the minds of your prospects if they only hear/see them once.
Frequency Builds Trust
When consulting with one of my clients recently I asked about how our marketing and advertising was working. The question was, “Why are more people calling? Is it because of our radio ad? Newspaper insert? Website? ” I was surprised by his answer. He said “It’s not just one thing; it’s everything.”
When customers call they say that they saw our insert in the paper, but then they had driven by a few times and seen our place, but then they also heard us on the radio, and they had seen us on TV too. And they had finally decided they needed to come in and see us.
My client says that it’s all about “Reinforcement.” Another term for this would be frequency; and frequency builds credibility and trust. All of the marketing strategies we use on a regular consistent basis work together to bring more customers in the door.
Your reach and frequency needs will determine which advertising media will work best for you. Just don’t do what I did and run only one advertisement and then give up. Plant an assortment of seeds, water them regularly and then harvest bushels of success.
Always be marketing.
- How to Become a Marketing Superstar
- 5 Small Business Marketing Secrets from Big Box Retailers
- 5 Easy Ways to Turbocharge Response to Marketing Materials
Wendy Kenney is the best selling author of How to Build Buzz for Your Biz, Tap into the Power of Social Media, Publicity and Relationship Marketing to Grow Your Business, available on Amazon.com. She has been featured in the New York Times, Wall Street Journal, USA Today, and Newsday. For more information go to http://23Kazoos.com.
Have you ever spent a lot of money on a traditional (print, television, radio) advertisement for your business and have it not work? I have, many times. And then in frustration I would claim that “Advertising doesn’t work.” But if it doesn’t work, why do companies like Geico, Coca Cola and Macy’s spend millions of [...]Continue Reading
Ok. You have a newsletter registration on your home page, and people have started to sign up. Great! Now, what do you do? A. Sit back and watch who signs up. B. Communicate with your new registrants right away. C. Send valuable information to your list on a regular basis. If you answered B and [...]Continue Reading
Finally! Your new small business is up and running, and you put up the “Open” sign. The only problem is, no customers are waiting to buy your products and services. What do you do? Small Business Public Relations to the Rescue! It’s time to build buzz by contacting the media, posting SEO press releases, using [...]Continue Reading
Small Business Public Relations – What Is It? When many entrepreneurs think of public relations (PR), they think about sending out a press release. But PR is so much more… It entails all of the communications you have with the media, customers, employees, partners, etc. Why Do You Need It? By communicating with your customers [...]Continue Reading
You have your new Website up and running, and are ready to start bringing in sales. Perhaps, you spent hours writing the copy yourself? Or maybe you hired a big, Web company to design a site with all the bells and whistles? Either way, you are not finished…. unless, you did this one, key step… [...]Continue Reading
1) Learn From Your Own Blog Do you check out your blog posts to see which posts are getting the most re-tweets or comments? You should. Every week, I go through my posts and take notes about what worked and what didn’t. If you don’t know what your audience liked in the past, you won’t [...]Continue Reading
If you need to bring in new sales immediately and are overwhelmed with all of the Webinars, books, programs, services, and other “opportunities” that come across your desk on a daily basis, stop for a moment and take a breath. Here are three tips to help you simplify the process and actually see an increase [...]Continue Reading
Before I will work with a company on their marketing strategy, I need to make sure that they are of the right mindset. Unfortunately too many business owners have taken to believing certain crazy myths about marketing. Sorry, but I’m here to debunk those myths. Here’s the top 4. 1. Marketing is all I need [...]Continue Reading
Our friends at Kodak have generously (and very strategically) sponsored our next and upcoming 1-hour webinar: Ways to Increase Profitability and Productivity Gene Marks, a business management expert and entrepreneur I hold in high regard (as do Forbes, Business Week and American City Business Journals where he provides regular columns), is going to walk through proven, [...]Continue Reading