Thứ Hai, 30 tháng 1, 2012

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Promoting Your Solution To An Outlined Market

by Aveline Clarke

Thru my work I meet many selling bosses or business owners intent on selling their products with all kinds of selling propositions to various markets. This should be called 'too many targets ' syndrome.

For any particular product, there's a first target audience and most likely secondary markets. If you are making an attempt to capture 2 different markets with the same campaign, you are splitting the focus and this routinely does not work so well. It's precisely the same with selling propositions "hence the name 'Unique ' Selling Proposition.

The answer's reasonably simple: just craft a campaign and choose the media for each audience. This is made simple with the target market splitting provided inside Infusionsoft, which uses automated marketing functionality.

First, You Need To Start to Know Them

Begin to know your top 20% of customers intimately: find out their reading or viewing habits, their purchasing habits, and their interests and tastes. Write all this down in a file called "ideal client profile". Then when you have a new campaign to be written, you can send this to your copywriter to craft a message just for them.

Why do I advise the top 20%? Because that is who spends the most with you (80%, if the Pareto Principle is correct). They're sometimes the most loyal, and will probably cost you less in administration.

Many companies have an offering for each market segment and this makes a lot of sense. But use caution if you cater to both business and purchaser markets, because each needs alternative styles of marketing. For example, you can't get away with a windy internet sales letter for a B2B software product, because your most important consumers will ignore it as fluff. But supplying a free white paper outlining the pros and cons of certain systems would be far better.

Ensure you have a selling follow up system in place to build on this great first intro to your product, and an automated marketing system works even better.

Then, You Must Court Them

Promoting is a lot like dating. Just as the beer swiller at the bar with a one liner gets declined, so does the e-mail marketing pro with a full-on sales message or over-familiar tone, intent on the sale.

If you're setting up amail campaign, spend the first e-mail inviting them and reassuring new patrons that you respect their privacy. The second e-mail should contain some great fresh ideas or knowledge that may help their decision making (business) or overriding issues (purchaser). The third email will build on this; perhaps introduce a worked example of how your solution helped someone, or keep up the interesting articles with links to your website if they want to discover more.

In this tactic we aren't selling in the emails because if they are interested, the linked website pages should be prepared for convincing both cold and warm prospects to your solution.

Often this will not be the way forward because your business has restricted time offers (such as a travel agent or accommodation supplier). In this example, you can 'sandwich ' these offers in between some words that fire up the imagination. Even well made captions will do the job; it's actually superior to an image-laden e-mail that does not even get seen by most email viewers.

I'm hoping this article has you brimming with new ideas to carry out. If you want any help with copywriting, site design, or email promoting, please send us a mail and we'll pass you to a trustworthy professional that's right for the job.

Expert information on <a href="http://www.automatedmarketing.net.au/">marketing your business</a> to a defined market. Learn how straightforward <a href="http://www.automatedmarketing.net.au/marketing-your-solution-to-a-defined-market/">automated marketing</a> systems and technology can make the process a lot simpler.

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New Unique Article!

Title: Promoting Your Solution To An Outlined Market
Author: Aveline Clarke
Email: dirasu.750110.0@articlesamurai.com
Keywords: automated marketing,infusionsoft
Word Count: 598
Category: Marketing
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