Right now, Internet Marketing is trendy. Business owners are swamped with different marketing techniques and tactics. You have “Social Network Marketing” on Facebook and Twitter. You have “Search Engine Optimisation” and “Pay Per Click Ads.” You have “Article Marketing” and “Video Marketing” etc.
And you know what, you could employ all the above tactics and not make a single sale. You see, the problem many business owners have is that they believe that just by employing the basic techniques they will make sales. This is most definitely not the case. These techniques are only as good as your value proposition.
To be successful online, you need to forget about all the internet marketing tactics (I call them megaphoning tactics) such as PPC ads, SEO and Social Media and focus on your target customer. Your value proposition must be a perfect fit. How you approach this can be simplified into two main areas.
1) People are actively searching for your product/service.
2) You have a new innovation but people are actively searching for a solution to a problem that your product solves.
For people who are actively searching for your product you play “snap.” It’s exactly like the card game. Your goal is to match their internal thought process. It’s a bit like opening a combination lock when you “match” it on enough levels, the lock will open and you will make the sale.
Your sales process should emphasis clarity over persuasion as Internet Marketing expert Dr. Flint McGlaughlin from MarketingExperiments.com regularly states. You should ad credibility and be specific with statements.
Another secret that many non-marketers don’t know about, is that you don’t just write one marketing message. You work copy around several value propositions and test them. You keep the one that makes the most sales. You must let your target market tell you which is the best one with their actions.
For the second method, and this applies to a lot of start-ups with new innovations, you must angle your new innovation as a solution to a problem. Your search engine advertising along with ad placements to attract traffic should reflect this theme. Your value proposition will be weighted more towards solving a problem than method one. You must back this up with clear results showing that your innovation works. Again, you must test several value propositions to find one that will give you a worthwhile Return on Investment.
One you have established a profitable value proposition then roll out your social networking, PPC, SEO etc.
When I see businesses jumping into Internet Marketing tactics before they have worked out their core value proposition it reminds me of a shopkeeper paying money to advertise a shop that’s door is constantly locked.
Remember, megaphoning tactics require something of substance to megaphone. Make sure your conversion rates are high enough to turn a profit before investing the time, money and energy on Social Networking, PPC, SEO, Video Marketing etc.