Your Value Proposition is Critical to Your Small Business Internet Marketing Plan

All of your advertising, both offline and online, needs to be centered around the value proposition that you use to identify the actual and inherent value that you provide to your customer or client in exchange for their money. This is really what you bring to the market.

In order to succeed with your online marketing efforts, though, having your value proposition very well defined will provide you with some great benefits. In the online world, you will stake out your space through the expeditious use of certain keywords and keyword phrases that point directly to the value that your company brings to the market.

Traditionally, sales people were taught to invent a “Unique Sales Proposition” or USP that distills their whole sales pitch into a single sentence that “says it all” about what they are selling. They are taught that their USP has to be the underlying mantra on which their sales program is built and that each person will necessarily invent their own USP to put the situation and the values in their own words.

Defining Your Value Proposition

Much the same is true for the “Value Proposition” for your business. You need to do some thinking and clearly define, in as few words as possible, what it is that a customer or client receives from transacting business with your company. You need to cut out all of the fluff, here and get down to specifics. For example, a family owned Italian restaurant famous for its dishes from Southern Italy might have the following as their Value Proposition: “Joe’s Italian serves the finest in Southern Italian cuisine at affordable prices in a family atmosphere” This statement clearly states the values that Joe intends to present to his customers.

Extracting Keywords From Your Value Proposition

From this Value Proposition, you can begin to lay out an effective advertising campaign based on keywords that pertain to it. Again using the same example, some important keywords for Joe’s Italian might be “southern Italian Cuisine Birmingham, AL” or “Affordable Italian Food Birmingham AL” or “Fine Italian food 35244″. Each of these keyword phrases captures the essence of Joe’s value proposition and then combines that with a geographic locator to appeal to the local search community.

Since those searching for a Birmingham dining spot on the Internet probably have an immediate need, Joe must then direct that traffic to his website where the searcher can learn of the location, directions, his menu and even the menu prices.

Now if Joe’s Italian also specialized in Pizza, he could further refine his Internet marketing plan by using an entirely different set of keywords that will provide recognition to those who are searching for “Pizza” rather than “Italian food”. While pizza is certainly an Italian food, somebody looking for a carryout pizza is usually searching for a different result than if they were searching for fine Italian cuisine. Therefore, Joe’s should also use a keyword like “carryout pizza 35244″ to make their business available to those searching for pizza.

So, the crux of the issue is to begin with the value proposition for your business and make that the central part of your Internet marketing plan. Then, from that, create a list of keywords and keyword phrases that potential customers would use to search for you. Be sure to include some geographical reference to make your business readily available to those in your local market.

Acupuncture Marketing – What’s the Best Way to Get More Patients?

Dear Forward-Thinking Acupuncturist, what’s better than a college degree in marketing? A life degree in relationship marketing.

The reason I say relationship is because most people look at marketing as creating some sort of brand that makes people somehow want to buy your product or in this case your Acupuncture and TCM service. Branding does work but only if you’ve got deep pockets and can spend A LOT of money upfront without seeing an immediate result.

The secret weapon acupuncturists like you can use is a direct-response marketing approach in your healing business. One very important thing to remember is that when you market your services whether it’s on your website or offline, you can’t make everything about you.

It is ALWAYS about what you can do for them. You see, in the prospects eyes you being in business for 20 years really doesn’t mean anything emotionally. Now, they might say “Wow, that’s impressive” and then click the back button on the internet browser and start looking for another clinic that tells them what THEY, the prospect, will get.

People buy based on emotion. And when you inject emotional direct response marketing into your business you’ll start to notice how many more prospects actually convert into paying patients. Your acupuncture marketing should be based, like in life, on emotion. You can’t expect someone to chose you because you’ve been around for “X” amount of years.

But if you become their friend and develop a relationship, you’ll not just have a patient “getting some acupuncture” but a life-long client who ONLY wants to work with you. Not because you’re flashy but because you’re sincere and honest.

That’s how you want to run your marketing.

The Powerful, Profitable Benefits of a Direct Mail List

Marketing lists is the very core of any successful online business. Company decision makers who wants their business to grow must extend the efforts in building and increasing the value of their marketing list. Building a direct mail list is one of the most important marketing strategy for your business.

No salesman would ever venture out without the list of potential clients. According to the golden rule of telemarketing, ” The money is really in the list.” The bread and butter income comes from your direct mail lists which composes of your well established customers.

It is important because you get to keep your most valued prospects. You have the advantage of providing them news, updates or promotions in order to entice them to buy again. Basically, direct mail lists are lists that will enable you to communicate straight to the consumers. It could be in a form, of catalogs, promotional letters, and in the more recent advent of online marketing.

Many company owners consider the list as one of the most valuable asset for their business growth. It is because it is what provides them greater chances of closing a sale in a more consistent manner.

One of the most important advantages of the list is that it never grows old. You can always inform customers of the new products or promotions your company is offering, every transaction is a new way of increasing your sales. The more targeted your list is the likelier the contacts are to purchase your products and the more chances you have of closing a sale. Thus, ensuring growth in terms of profit for your company.

What are the advantages that you can get out of the direct mail list that you have? It includes the following:

Quick response – While you are assured that the list is easier to control specially when communicating with your targeted audience, you also get an assurance that audience wouldn’t have to wait to get a response from you. If you also include order options in your messages your audience have a more convenient option of responding to your offer.

Highly targeted audience – When you build the list you can target and send information more selectively. You can reach any company that you think fits your target audience.

Personalized – You have the benefit and choice of sending out information in a more personalized manner. Whichever you think is more appropriate for a specific audience. You have the power to affect how people perceive your company because you can make your messages so personally relevant.

List of loyal customers – Direct mail lists puts you in a greater advantage specially in identifying loyal customers. It allows you to easily build up a list of contacts that has a greater chance of purchasing your products and services in the future.

One-to-one level of communication – It’s you and the customer. You have the opportunity to persuade customers to purchase your company’s products and services.

Direct mail allows you to communicate effectively with your target audience. It builds awareness of your company and deepen the relationships between you and customers.

When you are looking to build your list focus on important matters, aiming for the objectives of your business will ensure success. Marketing is an important tool in the growth and development of a business. You need to build an effective direct mail list, build trust and good will with your target audience.

To start, you can build your own list or seek guidance from established direct mail list providers and see how they can help your business grow through an effective direct marketing strategy.