Online-Business-Internet-Marketing

What is your Unique Selling Proposition?

Whether they explicitly state it or not, your customers expect you to answer the following four critical questions about yourself:

1. Why should I read or listen to you

2. Why should I believe what you have to say?

3. Why should I do anything about what you’re offering?

4. Why should I act now?

Whether you advertise, publicize, preach on street corners or knock on doors, if you can’t deliver solid answers to these four questions, selling anything will be an uphill battle. When you can answer those four questions — quickly and with confidence — then getting new customers becomes a whole lot easier.

Stop reading this for a moment and write down your company’s answers to these four questions. Is it difficult? If so, you need to pause and really think about what you do.

The world is full of companies and salesmen who don’t really know exactly what they sell or why you should be excited about it, yet, they are eager to proclaim that their stuff is better than everyone else’s.

Every time you communicate with your customers, whether in person, on the telephone, on your website, in email or via the media, you should be answering these questions in some way, shape or form. If you’re not addressing those concerns, then why say anything at all?

Your Unique Selling Proposition

A Unique Selling Proposition, or USP, is a very precise answer to the four critical questions above . It’s the quick version of your message, the essence of your sales story.

It’s the message that stays in your customers’ heads after they’ve forgotten everything else. It’s what you say when a guy next to you on an airplane asks you what you do.

One of the best examples of a good USP is Domino’s Pizza. When Tom Monaghan started Domino‘s, there was no shortage of pizza joints in the Yellow Pages. It’s not like he invented the idea of delivering food either. Yet Dominos was one of the great success stories of modern business. The world beat a path to Tom Monaghan’s door!

One of the key reasons for this was the clarity of his marketing message,

Domino’s Unique Selling Proposition, which was:

"Fresh, hot pizza delivered in 30 minutes or less, guaranteed."

You probably never memorized this phrase, but isn’t it still pretty much what you remember about Dominos? This was not “clever,” nor did it have anything to do with lovely females. It was a definite statement of value, well understood and relied upon by their customers. Prior to Dominos, nobody made a pizza delivery mission statement as clear and well known.

What is your USP? Can you clearly define it? It doesn’t have to be a single sentence – it might take a few paragraphs – but one of the best exercises you can possibly do is write it down on a piece of paper.

Does it answer the four key questions? Does it describe what’s truly unique about you, compared to everyone else in the market, especially your direct competitors?

Jimmy Burns Tampa Bay St. Pete

Editor and Developer Email Contact

StPeteBusiness

Online Business Internet Marketing

CPUMechanic

ChipsXP and ChipsXP Store

TampaBayWebHost

You can think of internet marketing plan as the vehicle that takes you to your chosen business destination. So, your internet marketing plan should cover everything you do to promote your business, and should set out the steps you need to take to get you where you want to be.

Here are 7 keys to a winning marketing plan. It should be:

1. Written: A plan that’s not written down is not real and won’t be used. But it should be limited to a couple of pages to keep it simple and easy-to-manage.
2. Targeted: Your plan has to make clear who each element is aimed at – such as prospects, existing customers or business partners.
3. Measurable: You need to know what techniques are working best and to keep track of important data like the cost of acquiring a customer.
4. Diverse: You can use more than 100 different marketing tactics and tools but a good plan concentrates on using a few effectively.
5. Timed: The regular and schedulable actions needed to be set out in a constructible calendar so that it can be easily monitored and managed.
6. Resourced: Your plan needs the appropriate budget and resources – enough but not too much – making use of free resources and the power of imagination to get best value.
7. Leveraged: To get the best return on the time and money you invest in marketing, you need to leverage all your activities in as many ways as possible.

The real power of your plan comes from the tactics and tools you choose for your internet marketing plan. The problem is that most businesses either use so many marketing tools that they don’t use any of them effectively.

Or they rely on too few resources and fail to make the impact they should.

It’s important to choose tools that you are comfortable with and that fit your available resources.

Circumstances vary but you probably want to be using about 2 – 5 different tools at any one time; and it’s a good idea to focus initially on one or two of them to make sure they are working effectively or is it just wasting your marketing budget.

The following seven categories should help you choose the most appropriate tools for your needs. You should mix different categories as well as different tools.

1. Use traditional marketing approaches: This includes tools such as traditional advertising, classified advertising and direct mail.
2. Apply the power of creativity: This includes tools such as rewards programs, viral marketing and creative business cards.
3. Build your personal brand: You can use techniques such as speaking, writing articles and networking.
4. Promote your business online: The key is remembering that this is just another way of reaching your market rather than being a market on its own. Successful online marketing now includes tactics such as forums, podcasts and teleseminars.
5. Harness the marketing power of publicity: Publicity is a great way to reach a lot of people with a limited budget using tactics such as press releases, event marketing and media kits.
6. Build strong fusion partnerships with other businesses: Tactics can include joint marketing campaigns, product sharing and endorsements.
7. Build long-term relationships with your existing customers: Tactics include thank-you letters, testimonials and research.

With these suggested keys, categories, and tools a profitable internet marketing plan may be created without the burden of a huge budget.

Jimmy Burns Tampa Bay St. Pete
Editor and Developer Email Contact
StPeteBusiness
Online Business Internet Marketing
CPUMechanic
ChipsXP and ChipsXP Store
TampaBayWebHost

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Jimmy Burns Editor of Oline-Business-Internet-Marketing and StPeteBusiness

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 Jimmy Burns Tampa Bay St. Pete
Editor and Developer Email Contact
StPeteBusiness
Online Business Internet Marketing
CPUMechanic
ChipsXP and ChipsXP Store
TampaBayWebHost

What Tools do you use to compose an Online Business?

This question is asked redundantly from newcomers to intermediates, and yes, even experienced marketers and designers everywhere. For the experienced ones everyone wants to know what’s the most automatic, time-saving, and advanced web designing platform out there. The same goes for the content blogging platform.

Then there’s the intermediates, who wants to know every piece of software they may have missed. They may or may not use it, but a least they know that it exist. They believe it’s a position of status among the elites to talk about various published software of who knows what!

And now the newcomers. A strange but courageous bunch ready to accept all information. Ready to read and study all sorts of ideas and software, but only if they knew someone to implement all that information and software. What? You expect the newcomers to accomplish it?

Well, yes, they can. It doesn’t take a lot to implement something like an online business. But, there is one tiny most important aspect of forming an online business and that’s a little knowledge of html and php. That’s a whole new article in itself and I shall write that one soon, but for now, I’m going to stick to the tools and stay away from experimenting from template transformation and Search Engine Optimization (SEO) until later.

You may use the MS Windows built-in Wordpad to view and edit any html, php, or CSS file, and if you just observe and predict what will happen to that template if certain changes were inserted, you’ve figured it out. For some, it may be an instant ‘WOW!’, while for some a couple of months of screw ups and appearing bald is what may be required. Thank god for labels within programs!

Now, the most important tools of your online business is the copywriting or business content of your web site. I use from Windows Live, the Live Writer. It’s a great piece of free software from Microsoft and even spell checks for you. It will switch views from a What You See Is What You Get (WYSIWYG), to a web preview, and finally the actual html code with the ability to paste javascripts.

The second is the blogging platform for placing your business content, or SEO Copywriting, into a presentable, categorized,  and meta tagged article with links, pictures, and information such as where, when, how, and contacts. I use three different platforms and all have their special traits about them.

I use Joomla! for massive information content management and customer interaction. I use B2Evolution to place several blog subjects from one source into one web site. And finally, Wordpress is for one simple and clean setup of an online business web site. The best way to host these online business options is through dedicated IP Web Server for security and customization.

Next, you’re going to need a photo or image processing/manipulator. Programs like GIMP 2 are great for manipulating images with imprints or watermarks and its free! More precision processing will be like Paint Shop Pro — a little expensive, but really so easy to understand and use.

In my experience, I’ve discovered that Google loves Portable Document Files (PDF) over html articles when the proper information of author, description, and keywords are implanted into the PDFs. I would construct a static website with proper PDFs inserted into the web pages as links and a snapshot picture. I found my keywords to be in first page Search Engine Results Page (SERP) with very little promotions. For my static web page, I use Website Tonight and for my PDF conversions, I use OpenOffice and Scribus. OpenOffice and Scribus are free for download, but Scribus is faster to load on screen. While Website Tonight is not free, it is very inexpensive and does include a hosting site for your finished static web site.

There’s one more, but I’m going to save that one for my html and php write up. Other than that, that’s all the tools I use for my online business of internet marketing and affiliate sales. It takes some patience, a little involvement, a little contemplating, but your creations will award you with emotional achievement and steady pocketbook wealth. Stay tuned for Part IV!

Jimmy Burns Tampa Bay St. Pete
Editor and Developer Email Contact
StPeteBusiness
Online Business Internet Marketing
CPUMechanic
ChipsXP and ChipsXP Store
TampaBayWebHost

You must make your Profitable Online Business relevant your chosen keywords and keyword phrases. The content MUST match your keywords. Your content has to be centered around your keywords. In other words, everything on your Profitable Online Business  should be related to your keyword.

 Google pays special attention to keyword relevancy. Your site’s visitors also pays special attention to how relevant your web site pages is in regards to what they’re searching for? And they vote by using the back button. That’s why I usually paid special attention to the Bounce Rate of any page I create. If it’s too high, it means my page is not satisfying the searchers and I have to go back to the drawing board and find more enticing content. I use Google Analytics to find my Bounce Rates.

Another marketing trick I use – I always give my site’s visitor’s another route out. I put an affiliate link above the fold on almost all my profitable online business. This link is directly related to my keywords and I pick affiliate products/programs that have a 90 day or more cookie attached to it. Over time if that affiliate link converts into sales – I keep it. If it doesn’t, I replace it with another affiliate link. Trial and error until you find what works.
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Another Marketing Tip: Did you know that it has been proven that when you give a list of products and prices – most buyers will go for the middle price! I didn’t believe this one until I tried it on one of my sites. Now you still have people  buying the top and bottom price, but the majority will go with the middle price. Put your highest paying affiliate product there.

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When I am creating my web pages I still keep my visitors in mind at all times. I design my pages to give them valuable content/information they can use and want. The marketing/affiliate links are used sparingly among the content.

Another simple method I use to make my web site pages into a profitable online business – I always have an opt-in or sign-up form on all my pages. This allows me to follow up with my visitors with a series of emails containing further information and of course a few links to my affiliate products or programs. Again, the emphasis is on giving information, rather than direct selling.

Next part series, we will talk about and layout a couple of simple desktop publishing, web publishing, picture manipulator, and server platforms for the simple tools to compose a profitable online business.

Building a profitable online business takes some planning on your part; you must do some homework and research on the topic or subject of the business. Most of all you must keep it simple. There are many elaborate web designs, software, and sound effects toward comprising a profitable online business. However, keep in mind that we’re not running an art contest, but rather an internet marketing strategy for an online business to become profitable and sustainable, even in a world recession.

 You must keep it simple to allow yourself to be a participant in building and promoting your online business and internet marketing strategy. That way, you can produce a profitable online business using simple publishing software, web design tools, simple ecommerce web site solutions, and simple research tools to keep costs low. Keeping costs low should help you accelerate toward the sales goal that you have set fourth on your online business. AND, this is important and I’m sure I will receive many debates with this one, to eventually hire smart, but not super geeks, Employees! You teach them simple techniques, they update and promote, you save money thru cheaper labor, and YOU shall receive an abundance of personal time for yourself and your family! Believe me, IT IS WORTH IT.

 As a matter of fact, now is the time to build a profitable online business, as more customers search the internet for services and products, that they can no longer purchase locally. Remember, future customers are not just looking for the lowest prices, but the best services obtainable for their money. Many local small businesses have collapsed due to their negligence of guerrilla style advertising (which is another topic that I’ll write about on another new blog I’m building at http://small-business.stpetebusiness.com) and lack of internet marketing strategy. Now, where are those customers going to go for their items or services?

Today, I’m going to discuss the first action toward building a profitable online business:

 Do Keyword Research BEFORE You Build Your Web Page

Before you even start your web page, you must do some simple keyword research just to see if your online business is viable. Keywords are what people type into search engines such as Google, Yahoo and MSN to find what they are looking for on the web. Keywords are the backbone of the Internet. Keywords will also determine if you have a profitable online business so you must do some research. I first do a simple check to see how much traffic my chosen keyword phrase is getting each day. If it’s getting no traffic, then it will generally be of no use to me; if it’s getting just 5-10 visitors a day, then I can work with it. I use SEO-Book and WordTracker to do a simple check of the traffic.

http://tools.seobook.com/keyword-tools/seobook/

http://freekeywords.wordtracker.com/

 
Next I type the keyword phrase into the three major search engines and have a look at the SERPs, check out the competition and also how many marketers are advertising this keyword. If it has advertisers, it’s probably a profitable keyword. Marketers don’t advertise if they’re not making money. If you see a site that as both organic and paid listings for a particular keyword you should pay special attention. Especially if they’re buying PPC traffic over the long haul.

 Marketing Tip: When you search in Google/Yahoo/MSN pay strict attention to both the organic SERPs results and the Paid Advertising links for your chosen keywords. If a marketer/webmaster has a top five organic listing and they’re also buying PCP traffic for the same keywords – this should tell you they have found a profitable keyword or keyword phrases.

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A  really simple way to check out your Keyword Competition is to download the free SEO-Quake toolbar and place it on your Firefox browser. Then type your keyword into Google search – all the links/sites that come up will have valuable

SEO information attached such as PageRank, Pages Indexed, Traffic stats, Age, Owner… and so on. 

Using free sites like SEO-Book and programs like Google Adwords Keyword Tool at https://adwords.google.com/select/KeywordToolExternal will give most of the information you need to do your keyword research. Basing your web page on a certain keywords and keyword phrases you want to target is the foundation for building a profitable profitable online business.

Next week again on mixing a batter of  keyword relevancy, publishing software, ecommerce web sites, and web deigning software to bake a profitable online business.

Emerging Trend #1: Consumers Are Increasingly Turning To The Internet Online Business As A Way To Save Money

According to this survey, 80% of consumers say they’re now shopping toward Internet online business to save money. And further, 95% of these people report that they’re motivated to buy by offers of free shipping, and 83% are motivated to buy by special prices. Clearly, 2009 will be the year of the deal!

So if you currently offer special discounts on your ecommerce website, get them up front and center, so your visitors can find them instantly. Do NOT wait for them to dig around your ecommerce website and possibly stumble across them. And if you offer free shipping, don’t hide that fact away on your order form. Shout it from the rooftops! It could well be the detail that pushes your visitors into making that crucial buying decision.

BUT…Before you put all of your eggs in the “special deal” basket, there’s one other related trend you should know about…This same survey reports that 88% of people are shopping toward Internet online business in order to save time, and 83% say that they do it because it’s less hassle than hitting the malls. So not only are your visitors coming to your ecommerce website trying to save money, they’re also looking for ease and convenience. So make sure you’re giving it to them, by offering the best customer shopping experience possible. As we’ll all soon discover, it’s the websites that offer a combination of pricing and IMPECCABLE customer service that will continue to thrive this year.

Emerging Trend #2: Consumers Are Making More And More REPEAT Purchases Based On Automated Recommendations

This recent 2008 Razorfish Consumer Experience report shows that a whopping 65% of online buyers made additional purchases from a ecommerce website based on automated recommendations the site gave them.

That’s 6 out of 10 of your customers buying MORE, based purely on your suggestions for other products they might like.

Sounds like the perfect job for email marketing, right?!

I strongly believe that the people who thrive in 2009 will be those who spend a LOT of time using email marketing to nurture the relationships they have with their customers and subscribers.

But to be really effective in building these relationships — and in recommending the products people will be MOST interested in — you’re going to need to be smart about your list.

Gone are the days when having a BIG list was your main goal! It’s time to think “quality” rather than “quantity.”

If you build a huge list filled with people who couldn’t care less what you’re offering them, then all your email efforts will be wasted.

It’s far better to have a smaller list of highly qualified subscribers.

The other thing to pay attention to as you focus on your email efforts in 2009 is the kinds of emails you’re sending out.

I’m finding that shorter, more concise promotional messages are far more effective than long, drawn-out emails that bombard the reader with information.

Finally, the savvy email marketer will spend a lot of time TESTING in 2009.

Currently only about 40% of Internet marketers do any testing at all, which is practically criminal, because those who do test are twice as likely to get email marketing conversion rates of 3% or MORE!

So make sure you test different kinds of offers, different subject lines, different times of day and week for mailing, etc., to make sure you’re really capitalizing on your email.

Emerging Trend #3: Shoppers Are Making More Purchases Based on Recommendations Received Through Social Media Sites

Here’s a surprising statistic: 49% of Web users now make a purchase based on a recommendation they received through a social media site (like Facebook, MySpace, and so on).

Okay, maybe that’s not so surprising, but you know what is? Apparently only 25% of online retailers created a Facebook page this year!

Despite its clear success rate, marketers have generally been slow to make the leap to social networking.

So if you haven’t tested the social media waters, NOW is the time to get started!

Social networking is the perfect way to develop your online presence, and continue to cultivate lasting relationships with your potential customers. It’s also, as the statistics show, a great way to start generating extra income!

But before you run off and start building your social networking profiles and pages, you should know that other forms of social media sites will also be crucial tools for your business in 2009.

Take the social bookmarking sites, for instance (like Digg, Delicious, and StumbleUpon).

Currently, 52% of people are using these sites as they search for information online, and a full 81% of users read the links marked as “most popular” or “most emailed.”

So what does this mean for you? Another key strategy for you in 2009 will be to create lots of content, and get it to appear on these sites.

You’re going to want to write articles that are relevant and useful… and that your readers will want to pass along to their friends, family, and colleagues, and recommend on the social bookmarking sites.

In doing so, you’ll continue to raise your online profile, establish yourself as an expert in your field, and build those all-important relationships with your potential customers.

Emerging Trend #4: A Typical Internet User Is Spending 20% MORE Time Each Day Reading Blogs

Nielsen Consumer Insight reported in December that people are now spending 20% more time EACH DAY reading blogs.

Do YOU have a blog yet? Do you add new posts to it on a regular basis?

If you haven’t started a blog yet — or if you haven’t been giving yours the attention that it deserves — TODAY is the day you should start!

As with social media, blogging is GREAT for establishing your reputation online, for building relationships with your market, for creating new content for your site, and can even help you get a TOP ranking in the search engines (which in turn can generate up to 7 TIMES more sales).

And you don’t need to be a “natural-born writer” to create your own blog, nor do you need to be a technical wizard!

There are plenty of places where you can even get FREE blogs to get yourself started…

… and as for the actual writing, a blog is all about showing YOUR personality, and sharing your opinions and ideas. So don’t sweat it if you’re not a word nerd. Just write from the heart, and your readers will love it!

For tips and ideas for starting your blog, check out this article.

Emerging Trend #5: Web Surfers Are Spending 46% MORE Time Watching Online Videos

Finally, a trend that will continue to have a HUGE impact on Internet marketers everywhere — and really change the way we sell online — is the growing popularity of online video.

Check this out: 94% of Internet users now watch online video with some level of frequency, and people now spend a whopping 46% MORE time each DAY watching videos, compared to last year!

So if you haven’t dipped your toe into the online video world, you’d better get cracking!

Video, like blogging, has multiple benefits for your Internet online business:

You can use video in your salescopy in order to more effectively sell your product… you can use it for SEO purposes and traffic generation (Google LOVES video!)… to create informative or educational videos for your niche… and to spread the word about your business.

And you don’t need to have a lot of complicated equipment or technical expertise to produce your own quality videos.

If you’d like to learn how to create your own simple videos, and get them up on sites like YouTube, check out this brief “how-to” article. It explains all of the basics for you, and gives you a few other resources to give you extra help.

There’s no denying that 2009 is going to present some challenges for ALL of us, but you don’t have to hide your head in the sand and wait for the recession to blow over!

You can still make serious money online despite the economic downturn, just as long as you focus your efforts on a few key areas, such as those mentioned above.

To give you even MORE help on important Internet online business trends for 2009 and how to take advantage of them, view this free two-hour video presentation for you to watch.

And when you watch the video, you’ll also discover why 2009 is actually a GOOD time to START a new Internet online business, and — in detail — how you can do it in just FIVE DAYS!

You can watch the video here.

 Jimmy Burns Tampa Bay St. Pete
Editor and Developer Email Contact
StPeteBusiness
Online Business Internet Marketing
CPUMechanic
ChipsXP and ChipsXP Store 
TampaBayWebHost

Did you know that online business spending is predicted to INCREASE by 14% this year?

According to eMarketer reports, this year, online business sales in the US alone will jump from $136.8 BILLION to $142.4 BILLION (that’s an INCREASE of nearly $6 BILLION in online spending).

 
Or how about this statistic: Nielsen Consumer Insight reports that in 2009, consumers will spend 17% MORE time on an online business websites every DAY!
That’s a whole lot MORE people shopping with online businesses, and spending a whole lot MORE time doing it!

So there’s no doubt in my mind that there will be plenty of opportunities for you to earn a good income with an online business during 2009, no matter whether you’ve already got a website up, or you’re just getting started… but you’re going to need to be pretty savvy about how you spend your time, energy, and resources.

 
So despite what you’re hearing about the current economy, this is still an EXCELLENT time to start an online business or grow your internet business! And I’ve arranged to get you some FREE help doing it…

You’ve probably heard of Derek Gehl, right?
He’s the Internet marketing professional that’s made over $100 MILLION in online sales as head of the Internet Marketing Center.

Derek’s been hard at work, researching and identifying the BIGGEST online business trends for 2009, and coming up with strategies that ANYONE can use. Take advantage of these trends now to make more money with an online business this year than ever.

And now he’s turned all of his research, predictions, and strategies into a two-hour online presentation… and he’s given me permission to give you unrestricted access to the whole thing for FREE!

 
But I know first-hand that, due to the time-sensitive nature of this information, Derek’s only going to make it available for a short time. So, if you want to find out how to not just survive in 2009, but actually THRIVE with your online business, you need to check it out right away at:

 Online Businesses of 2009

Jimmy Burns Tampa Bay St. Pete
Editor and Developer Email Contact
StPeteBusiness
Online Business Internet Marketing
CPUMechanic
ChipsXP and ChipsXP Store

Sure, everybody knows you have to have a domain name to get on the Web, but which one?

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Jimmy Burns Tampa Bay St. Pete
Editor and Developer Email Contact
StPeteBusiness
Online Business Internet Marketing
CPUMechanic
ChipsXP