Be Smart with Your Marketing Dollars

Lets face it. Sometimes marketing takes a back seat to things like paychecks, rent and utilities in the budget. Its a catch-22. If you don't do some marketing, the business may not find you. What is the best use of your dollars when there are so many people promises about their marketing product? Here are some frequent questions I have been asked.

Popular Marketing Questions
Should I spend $500 to support the neighborhood little league (or insert other fun, feel good sponsorship here)? Yes, but only if your customers hang out there, otherwise forget about ROI. If you just want to make a charitable contribution, go for it.

I am thinking about an internet ad campaign, what do you think? I think your website better be ready. Does it match the message in the campaign driving the traffic? Is it easy to use? Can you "buy now" easily? Is it well designed?

Should I advertise in the Yellow Pages? NO. Do you use the Yellow Pages to find a product or service? Do your customers find you through the Yellow Pages? Doubtful. And don't let them tell you about their web services either, there are other ways to get traffic to your website that cost little or nothing.

Here are a few basic test questions:
Am I reaching my target client with this activity?
Will my potential client be ready to buy when the marketing message reaches him/her?
Is my marketing/sales materials ready to sell?
What is the frequency of this activity? Is it just a one-time deal or continue over time?

What Makes A Good Logo Design?

Clear Message

A good logo design should convey a message to your target clients - giving information and communicating ideas. Poor design damages communication of the message. What does your logo say? Classy? Simple? Busy? Crazy? Offensive? Dated? (This is true of all of your identity materials from logo to flyers to website.)

Design Principles

A logo should also utilize good design principles: balance, proportion, emphasis, space and contrast. Emphasize motion, state less with more, create variety with contrast - all these things can be moulded into your message and your logo. Current design trends and color choices will help your logo keep from looking dated. A design professional can help you achieve great design that is in line with your message and well worth the investment.

What not to do... This great website, although not for the easily offended.

http://yourlogomakesmebarf.com/

Writing Your Own Web Content

If you have a current website or you are in the midst of creating your website (whether you do it yourself or you have a web designer) you are going to need written content. And if you don't have either option in the works, then OMG what are you doing?! A website for your business is a must-have unless you really don't want any more business than you already have.

So how do you get started?

Here are some tips:

1. Write from your customer's perspective - use "you" and "your" instead of "I" and "we" as much as possible.
2. Use colorful words.
3. Be concise but don't write too little.
4. Use emotions and stories.
5. Know your message!
6. After all that, write to optimize for search engines.

Writing for Search Engines

Writing for search engines typically involves keyword research and using those keywords:

1. In your page titles
2. Within your main content
3. Using a keyword theme for each page

What are keywords?

Keywords are words and phrases that folks use to find things on the internets - its what they plug into Google and you hope they find your site. Don't assume that what you think your customer is searching for, occurs in reality - a little research can go a long way.

Start with a simple outline that might look like this:

Page Name: Home Page

Keywords: Cog, cogs, red cogs, blue cogs, AnyTown, USA

Heading: Get Your Cogs! Red Cogs! Blue Cogs! Shipped from AnyTown same day.

Copy: Blah blah blah, cogs, blah blah blah, red cogs, blue cogs....etc

Don'ts

1. Don't forget the first tip of writing for your customer before writing for search engines.
2. Don't over do it. "Keyword stuffing" is when you keep using the same words or phrases over and over.
3. Don't hide your keywords.