Category Archives for "Internet Marketing"

Feb 18

Email Marketing Terminology Tripped Me Up

By John Aberle | Business Lifestyle , Business Systems , Internet Marketing , Relationship Selling

It seems with Internet marketing there is always something to learn. The past two days brought me another of those lessons. I was feeling really good about finishing my 8th lesson of the 9 lessons I’m giving people who join my community by opting onto mailing list. Then I noticed that not everyone on my list had received all of the lessons. And some lessons seemed to be missing – bummer.

So I started to make up the missing lessons. In the course of trying to create an autoresponder campaign to ensure this wouldn’t happen again, I discovered my error. So what was the lesson here? It was a reminder of the problem with communications that all salespeople and marketers experience with customers: terminology. We often use terms, expressions, and words to mean slightly different things. This is why it’s so important to ask how people mean what they just said and to periodically during the conversation repeat back in your own words what you heard or read.

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Jan 12

Your blog as the hub of your Internet marketing

By John Aberle | Business Lifestyle , Business Systems , Internet Marketing , Relationship Selling

Although many Internet marketers recommend making your blog the hub of your Internet marketing, I know of no brick and mortar companies that would go that far. Nevertheless, maintaining a blog is one of the most powerful tools you can use to promote your business. After all, a static website merely gives you an address. Now you need to attract visitors. Probably the most popular dream of most businesses with websites is to find themselves on the first page of the generic search for their most important keywords because it costs them nothing.

Using your blog as the hub of your Internet marketing improves your search engine rankings because of your frequent updates. And thanks to plugins and apps, one post on your blog can get sent out automatically to Twitter and Facebook as well as other sites. So you improve your search engine positioning at the same time you strengthen your community.

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Jan 07

The Hidden Things on Your Websites Search Engines Look for

By John Aberle | Business Lifestyle , Business Systems , Internet Marketing , Relationship Selling

Although the first impression is critical when it comes to websites, there’s more to an effective website than meets the eye. For marketing purposes, what you don’t see can have a major impact on the ability of your site to be found by people who want the products and services you provide. It would be like locating your business on a busy highway then erecting a wall between your company and the road so nobody could see it as you drove by.

So what can you do to help your website be found? This critique will focus on Internet marketing. Typically, good graphic designers lack the marketing background to maximize the effectiveness of your site for you. This article focuses on the things you can do in the design of your website to become more attractive to the Internet search engines.

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Jan 03

Slater’s Website Creates that Critical First Impression

By John Aberle | Business Lifestyle , Business Systems , Internet Marketing , Relationship Selling

Do you remember the last time you met someone and took an instant like or dislike to them? Have you ever bought a book because your first impression was so strongly positive? Regardless of what decisions you’ve made based on first impressions, we all do it. In sales and marketing, it’s long been known that we make our first impression on a prospect in the first 20 seconds. If it’s not positive, we may never get to make a second impression.

First impressions are more critical in Internet marketing than they are in business because people can click off your site and onto another almost instantly. In fact, research shows that you have 1/20th of a second to make that first impression. Nobody makes a decision that fast on the content. The first impression your website makes depends all on the appearance, which includes pictures, white space, and graphics. I personally find examples help me understand concepts better so I’m going to analyze Slater’s 50/50’s website to show how this works. With his website, Scott Slater continues to demonstrate a good understanding of marketing. For my purposes, it’s instructive that he misses a few more subtle points, which I’ll mention as we go along. Overall, Slater’s 50/50’s is a good example of what a small business can do to promote itself.

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Dec 26

Social Networking Gets Slater’s 50/50 off to a Strong Start

By John Aberle | Business Lifestyle , Business Systems , Internet Marketing , Relationship Selling , Sales and Marketing

The first time I heard about the concept of viral marketing was in Malcolm Gladwell’s fascinating book, The Tipping Point. He described the elements necessary for a product to take off and catch the public’s imagination like a virus. The impression I got was that while you can know what elements are necessary, you can’t guarantee that you can get the mix right when you deliberately try to make a product go viral.

This remains true about social networking. Some things are so well done that they capture the imagination of a few people who are influencers, and those people spread the word. If they’re respected and their followers or audience agrees, they too tell their friends. Suddenly your product or service goes viral. At least that is every marketer’s dream. What you have to say should be entertaining or informative. Though important, video is not the key. Slater’s 50/50 is an example of a business doing well in its first months thanks to raving fans who use the Internet to tell others about their restaurant.

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Dec 11

Slater’s 50/50 Uses Traditional Marketing Tools to Help Launch Restaurant

By John Aberle | Business Lifestyle , Business Systems , Internet Marketing , Relationship Selling , Sales and Marketing

If you think that Internet marketing and social networking have replaced traditional marketing, think again. By picking the right traditional networking tools, you can reach many prospects that you won’t touch in any other way. As much as I believe in web-based marketing, it’s just one tool, though a multi-faceted one like the Swiss Army Knife. It actually works best when used to augment traditional marketing.

Like my last two articles, I’m going to continue to explore Scott Slater’s marketing efforts for his Slater’s 50/50 “Burgers by Design.” This post will look at how Slater effectively uses at least nine pre-Internet marketing activities to draw customers and to keep them coming back. So whatever your business consider including traditional marketing methods to reach and appeal to people interested in what you provide as well as to keep them coming back.

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Dec 01

Slater’s 50/50 Restaurant Demonstrates the Power of Soft Sell Marketing

By John Aberle | Business Lifestyle , Business Systems , Internet Marketing , Relationship Selling , Sales and Marketing

How would you like to launch a new restaurant and by the first weekend have a waiting line of patrons? That’s what Scott Slater did. Recently I had the pleasure of dining at a Slater’s 50/50 in Anaheim Hills. Not only did the food win Dorothy and me over, I was impressed with how successfully Scott Slater launched this business and how well it appears to be doing in only 90 days. So I wrote two additional articles for Examiner.com, an interview and an analysis of his marketing efforts, especially his social networking in “Anaheim restaurant Slater’s 50/50 uses social media to generate traffic and reviews.” In today’s article, I cover the first of the seven points from that analysis, the ideal customer profile. In subsequent articles, I’ll go into more detail on each of the remaining points.

While your small business may seem to have nothing in common with a restaurant, generally good marketing is good marketing regardless of the business or industry. The main differences revolve around knowing your best customers well enough – and knowing what they want and need that you can provide better than your competitors – so that you know where to find additional people like them and how to appeal to them. You can avoid using pressure, control or manipulation when you present what your ideal prospects want. By really understanding your ideal customer profile, you are able to design your product and you marketing to speak to their concerns, which is what Scott Slater has done so well.

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Nov 02

Yes, You Can Teach Old Sales and Marketing Dogs New Tricks

By John Aberle | Business Lifestyle , Business Systems , Internet Marketing , Relationship Selling , Sales and Marketing

American English has lots of interesting expressions and clichés. I like them because they tend to convey concepts or morals, as in “the moral of the story” is, like in melodramas. Good writers try to avoid them because they become so overused they lose their punch. Nevertheless, the moral of “You can’t teach old dogs new tricks” seems to be that as people age, they get so stuck in their ways that they refuse to learn.

However valid that once was, in Internet marketing the leaders I like to follow are within five to ten years of my age. In some cases, like Judith & Jim, I know how old they are because they’ve told us. I turned 62 in June, by the way. I don’t recall how old Cathy Perkins, the WordPress Wizard, is; but I know from things she’s said she’s done that she’s around my age, maybe a little younger. Alex Mandossian, from what I know of him, fits in this group as do Jeff Herring, the Article Guy, and Tom Justin. One of the women in Soft Sell Marketers Association has told us she’s 74 and just getting a handle on Internet marketing. The important factors are, therefore, not chronological age, i.e. how many birthdays you’ve had, but rather how curious you are and how strong your motivation to learn is.

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Sep 25

Skip Manipulating by Customer Service Report Card

By John Aberle | Business Lifestyle , Business Systems , Internet Marketing , Relationship Selling , Sales and Marketing

Charles Green got me thinking the other day about the right way and the wrong way to ask for testimonials. He was actually talking about how to do customer service surveys but his point applies to asking for testimonials as well. In Trust-Based Selling, Green wrote, “It’s manipulative to ask customers point blank if you have given them excellent service; it is embarrassing, self-serving, and highly self-oriented.” (p. 201)

The reason I’m writing about this is because it relates also to requesting referrals and testimonials. So how does a heart-based, soft sell salesperson get testimonials? I think it’s a bit of a tightrope walk to do it right without losing the trust you worked so hard to develop. The key to heart-based, soft sell sales lies in which has priority, my prospects’ challenges and desires or my profit. Assuming I have earned their trust and delivered what they need, I have found customers very willing to give me a testimonial.

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Jul 15

Don’t Let Your Passion Blind You to What Your Customer Wants

By John Aberle | Business Lifestyle , Business Systems , Internet Marketing , Relationship Selling , Sales and Marketing

I’m a big believer in walking the talk. Yesterday, however, I asked my client how I did. What he told me was eye opening, and my ego would have preferred to not have gotten the answer. Despite the soft sell sales training I do in which I stress using questions to understand before selling, I almost allowed my passion blind me to what my client wanted.

Actually, we’d had a great session. We were talking about sales and marketing activities he can take to grow their business in these tough times in one of the hardest hit industries in America: apparel. I was teaching him about the soft sell sales approach to selling: get to know the customer’s concerns and interests, her issues.

We also chatted about how difficult it is to get to the buyers these days. And that’s where my own passion overrode my listening skills.

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