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Posts Tagged ‘advertising campaign’

Business Marketing Tip: Focus on the Positive

Wednesday, February 6th, 2013

Focus on the PositiveHave you struggled to achieve satisfactory results from past business marketing efforts? You’re not alone. Most entrepreneurs waste lots of valuable time struggling to find effective advertising solutions. Trying to grow a business and spending a small fortune in the process, only to get back very little in return, is a painful and unpleasant experience. The failure to bring on new clients via effective advertising will keep you from becoming successful. This inability to generate leads is common in new businesses, and forces most one-time business owners to abandon their dreams, back to the safety of a 9 to 5.


Don’t let past marketing efforts that failed to produce new clients lead to a fear of failure, or convince you to abandon advertising completely. It takes money to make money, all successful business owners and managers embrace this fact. New clients are a necessity for any business to grow and remain strong, without them your business will fail. So, the question is not whether you should market your business, the question is how can you best market your business? Yes it takes money to make money, but that money needs to work smart to make an impact. You need to find out how to allocate the money you do have into advertising methods that guarantee higher margins of profitability, and invest your advertising budget in new lead generation techniques that result in a measurable increase in new clients.


How could a profitable advertising campaign help your business grow? Visualize the success you want, and then focus your resources on the positive to make it happen. A positive outlook could provide the spark you need to evaluate and learn from negative advertising experiences, and create a successful marketing plan from past failures. Here’s how:

  • Go back and make note of every advertising method you have ever tried in the past
  • Now examine and make note of all of the current ways you are spending money to advertise your business
  • List each marketing type above in a spreadsheet
  • For each method in the list, write down the total amount of money spent on that advertising method to date
  • You should also calculate in the cost of time allocated by staff members to the total amount spent for each
  • Now add up how much projected revenue you’ve gained from each of those methods to date
  • Including recurring revenue from clients who found you via that one method but used your services multiple times


Your list may resemble the following, an example marketing analysis data provided by a Phoenix area IT firm:


Marketing Methods Analysis


How can you take a list like this one, built with data from your own business, and focus on the positive to turn around negative advertising adventures? To start, look at your list as a framework to learn from and build upon. The first step is to identify which advertising methods work and discard all others. It’s important to avoid wasting marketing budget if you want your business to grow. See the following graphic, we went through our sample list and crossed out all forms of marketing that resulted in wasted budget:



The above methods, crossed out in red, cost a total of $142,112 but only resulted in a total of $12,224 in revenues. That’s a total loss of $129,888. The first step towards success in marketing is eliminating those methods that fail to generate more revenue than they expend. If you are losing money, consider another medium. Your most important resource as a business owner is time, so don’t wait forever to take action. Reallocate your budget immediately by eliminating every advertising method you’re spending money on that isn’t working (those items in red above). Once you free up this money, you can either move those funds to advertising methods on your list that are proven to be profitable, or try new marketing avenues that you haven’t yet explored.


Focus on the Positive to Improve Your Advertising

To improve on advertising methods that are not as profitable as they could be, the solution is to focus on the positive. The return for methods on your list that are close to break-even can usually be improved by making a few adjustments. In our example above, the question was how can we improve our video ads to make them more profitable? For your list, evaluate your products and services from the your customer’s point of view. What service or product are you currently providing that existing clients really like? Think about all the positive qualities of your product, service, and offer, and hone in on what your customers are looking for. Next, change up the message in your lower performing advertising methods to better deliver on the needs and wants of your ideal client. It doesn’t matter if you’re creating articles for content marketing or producing videos for social media sites. Pour your enthusiasm and pack value into what you’re doing, the main idea here is to focus on the positive. In our case, for a recent video content marketing campaign, we re-thought the entire campaign to come up with ways we could produce higher quality videos that were more engaging, entertaining, and useful for our target clients.


Whatever you do, keep a positive mindset and don’t be afraid to invest in your business. Remember, it takes money to make money. While you should definitely try new things, you should also keep a watchful eye on your investments and tend to them on a regular basis to maximize results. Doing so will allow you to eliminate obstacles and negative investments, focus in on those things that are working well, and create powerful new marketing messages to attract new customers.



seenBEST Web Design

Design Your Next Website with Potential Customers in Mind

Friday, June 29th, 2012

Your business relies on your customers, while products and services are designed to serve the needs of those customers. Marketing and advertising campaigns are planned to impress them. So, why would you build your website around anyone’s needs but theirs? It is very important to carry out any future website design with your targeted customers in mind.


A customer centric website focuses on your customer’s interests and offers them everything they are looking for. It should look like it is dedicated to customers only. It should have friendly navigation which allows the visitor to quickly find information about your products, services, and company with ease. It should be informative, attractive, and engaging.


Customer Centric Web Design Features

When using a website for marketing purposes, the conversation about a new website design should start with a conversation about your target customers. It is very important to understand what they are looking for, how they think, and how they feel about your industry.

  • What emotions will potential customers have when visiting?
  • What are the top questions they will have about your products or services?
  • What customer needs do your products or services address?
  • How will the customers prefer to interact with you, online, in person, or via telephone?


A deep understanding of your customer can help determine important features to integrate with the website. Everything, from the colors used in the design, the layout of the page, the images used on each page, and the contents of each page should be determined by customer needs. For example, say you are selling products that potential customers may want to do more research on before they buy. In that case your website can feature a product catalog with high quality pictures of the products and a description with additional information and specs. If you are in a services sector, you can provide articles of information describing your values and what separates your services from those of your competitors. If you feel that your ideal customers are going to do a lot of price shopping, your website can feature a comparison chart through which they can analyze the pricing differences between you and multiple competitors. The possibilities are endless.


Customer Engagement

Finally, providing a well-designed website with sufficient informative content and visually attractive graphics is a great start. But if you want to increase traffic and sales, take customer engagement one step further. The Integration of social media on your website helps to amplify marketing efforts and increases awareness of your brand. The use of feedback/testimonials on your website will help alleviate concerns and help potential clients feel comfortable in choosing you for the services. And let’s not forget about the most important part of any marketing website, a good call to action. Knowing what your customers want and how they want to get it allows for the placement of strong and highly relevant calls to action that convert visitors into sales.

seenBEST Web Design

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