Small Business Marketing Solution – Is Database Marketing Right For You

Database marketing sounds like something Wal-Mart or Amazon.com is fantastic at. And they are. But so are many small businesses down the street. My local coffee shop has one of the best database marketing systems in the world. Their order processing machines remember my favorite cup of joe and serve it up to me hot, on sight, without my even asking.Of course, their order processing machines are bipedal, with organic computers known as brains and eyes in lieu of optical scanners. Database marketing essentially seeks to emulate what the baristas at the Coffee House do naturally.So, how can you know if your company is a good candidate for database marketing? There are three essential questions to ask:1. Do you have best customers? Do you possess a group of customers that clearly drive more profits–not gross sales, remember, but profits–to your bottom line?2. Can you identify those customers?3. Can you reach those customers? Can you communicate with them, individually, and treat them special?It is extremely valuable to you, then, to answer the above three questions…after you answer this one:Are you already a successful database marketer?Many sole proprietors already are. So are thousands of sales reps. They are familiar with their customers, they understand their preferences. If they have under a hundred customers, maybe even fewer than 500, they know their names and their likes and dislikes and know which ones contribute the most to their pocketbook.But once a business achieves a certain size it becomes impossible for any one person to know all the customers. This is where the aid of the computer comes in. But, we don’t want to discuss tactics in this article. Rather, let’s simply focus on whether or not your company is a candidate for a database marketing program. And that means we need to devise some questions that help us answer each of 1, 2 and 3 above.Payment. Can you capture their individual financial contribution? Does everybody pay with cash or credit card, and then scoot out the door? Or do you invoice your customers?Communication. Do you know their name and address? Can you acquire their name and address? How about email address? Can you acquire it?Acquisition Method. Do you know how they heard about your company in the first place? Can you track and quantify how much it cost your to acquire that customer?Decision Maker. Does the person who actually buys from you control the purchasing decision? If you sell to consumers, the answer is probably yes; but if you sell to businesses it can get a bit more complex. In some industries even finding let alone reaching the true decision maker can be tough but–that’s the person you need to market to for you to be effective.OK, the above are entry-level questions to ask when evaluating if your small business is a candidate for a database marketing program. Again, the key advantage the application of a database marketing program affords as part of a small business marketing program is the ability to target best customers. You find those customers that send the most to your bottom line, and spend more of your advertising dollar on them.If you can’t identify and communicate with a best customer segment, then it is probably best to look at a mass marketing program, where you essentially spend the same marketing promotional dollars on each prospect.If you can identify these best customers, then you are ready to learn more about specific database marketing techniques.Remember: Brand (who you are) + Package (your Face to the Customer) + People (customers and employees) = Marketing Success.© 2006 Marketing Hawks

4 Online Money Making Internet Marketing Techniques

The Online Internet world provides lots of inexpensive marketing, usually with full-colour images to go with text. Plus brand new multimedia components provide a little spice to the mix and boost online potential customers and purchases. Below I have listed some top Internet marketing procedures to boost your sales and earnings.1. DIRECTORY – build your own directory on a particular subject matter, putting your own classified ad or banner along the top of your site. Subsequently ask others to add their website links via a link exchange program, register themselves in your directory. This could end in lots of complimentary marketing for you as your directory grows with links across the World Wide Web. Enter “link exchange software” into your favourite search engine for assistance with setup.2. TEACH A SIMPLE COURSE – compose a straightforward step-by-step series of emails in your area of expert status. After that break it up into lesser segments and then place them a series of email within an auto responder with your advertisements integrated either at the top or underneath every message. Ask your website traffic to sign up through on online opt in form accessible through an autoresponder service. As people sign up to your list, they will discover far more in relation to you and your products and services.3. EZINE EBOOK – put out of your mind unimportant daily or weekly ezines. Publish one huge monthly e-zine in the format of an e-book, if at all possible as an Adobe .Pdf file. Add a generous amount of articles with every circulation and frequently featured areas like inspirational quotes, industry tips, favourite sites and advice from the pros. Furthermore add full-colour graphics, multimedia components like audio file links, if you like, and classified ads. At that moment you could charge a monthly fee, enclosing an yearly discounted package acquisition, and promote marketing spots on your ezine.4. TIP OF THE WEEK – Begin sending your customers your Tip of the Week relating to your own area of expertise, linking to your own products and services. You could set it up on your site in a targeted box, via auto responder, a blog, an RSS feed, an audio file or others means of communication. Add your own ad along with your tip for whichever product or service you want to target or maybe even your own online store for all. This will gently remind your target audience where to go to learn more.In summary, by using Internet Marketing techniques customized to fit your own products and services, you can reach out and increase your website traffic and purchase opportunities. Internet marketing can mean a more affordable way to grow your business.


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