Category Archives: eMarketing

How Can I Attract More Online Customers?

eMarketing

I need a strategy for a training online and web conferencing renting business based on Twitter, Facebook, LinkedIn, blog, YouTube. The purpose is to attract new clients for online training or for renting the web conferencing platform.

– How could I find Twitter followers?
– What profile to create on Facebook, who and how to invite and in what position (friends/fans), to do what? Why would they befriend my company?
– How to use LinkedIn?
– How to link all of those?

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Jay’s Answer: Your ultimate goal is simply to get more clients. By using Twitter, etc. you’ll be adding a number of layers of work with an unclear benefit to your business (even if you get people following you, etc.).

People who need your specific services will find you online through the search engines (using a set of keywords). Make sure that your website is well-optimized for these terms and consider PPC as well.

To build trust in your offerings, do it the old-fashioned way: testimonials, case studies, and guarantees. If you clearly articulate your benefit, showcase others that have used it (and are big fans), compare how much better your services are, and have a low risk to try it out you’ve got a good start.

Another avenue to explore: focus on a niche that you can help. For example, web conferencing for college interviews, corporations who are cutting costs, angel investor groups, etc.

How To Get Started With Social Media

eMarketing

My company sells packaging (gift bags, boxes, ribbon, tissue, etc.) to small retailers, home businesses and consumers via an ecommerce store (retailpackaging.com), paper catalog and call center. We’d like to get involved with social media. This is what we’d like to achieve through our social media efforts:

– More internal links (both to content we create, and deep links to products).
– Increase the perception among potential retail/home businesses that we’re a company that cares about them.
– Build loyalty with existing small retail customers. Getting them to return to our website for the content and potentially make repeat purchases.

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Jay’s Answer: Right now your website is all about selling your products. So if someone comes to your website looking for supplies, you have a “match”. However, if someone is looking for packaging ideas or how to improve the presentation of their products, you have a “mismatch”. Perhaps that’s what your blog can be about: tips for presenting products (case studies, photos, etc.) in attractive ways that boost the sales (and potentially increases margins) of products. In other words, help your customers make more money and they’ll be coming back to you.

How Can I Promote Our Web Conferencing Services?

eMarketing, Publicity

We have the best solution for web conferencing: robust, simple and economic. What is the best way to promote it to non-using clients? We already have 30 days free trial for the full version and free trial for 3 person web conferences.

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Jay’s Answer: You have two potential groups: people that use a competitor’s product (but are unsatisfied) or people that haven’t used a web conferencing product (because of techno-fears).

It’s easy to find the first group: they’re already searching for web conferencing products online. The second group is harder: they may be using teleconferencing products (for simplicity’s sake) or only face-to-face meetings.

The problem is that you want results fast. Neither of these groups is likely to come in droves quickly for your product, because few clients need to regularly web conference. The “regulars” have found a solution that is acceptable (if yours is much better than the competition, and you can prove it, then that’s your USP). The “occasionals” may need education to teach them WHY online meetings are much better than face-to-face, and how to make money doing online meetings. This takes time, though.

Your best bet is to start networking with businesses in your community to find those that do frequent meetings, and build testimonials. Alternatively, create an affiliate program to encourage others to help you sell the services.

How To Promote My New Online Outlet Store?

eMarketing, Starting Out

We are setting up an outlet store on our website, www.seekwellness.com. We currently have a store already set-up, but we have decided to set-up a second store on the site that offers volume discounts, buy-in-bulk, free products, etc. It’s our way of helping our visitors during the tough economy. Where we need assistance:

  1. Do you have suggestions on how to promote this store without taking away from our existing e-commerce sales?
  2. Are there any other products you can suggest for us to add to the store?

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Jay’s Answer: I think you’re going about this backwards. Why not combine the two stores into one, and offer a category of “specials” or “closeouts” for many of your outlet items (or offer product suggestions based on price range)? Right now, people shopping one store won’t see the other offerings, and since you’re targeting the same people, you have the potential for missed sales.

What Should A New Owner Do?

eMarketing, Products, Publicity, Starting Out

I’m a new owner of existing restaurant that wish to increase the amount of clients . Based on your experience, what would be the best and fastest way to attract customers?
And should I change the name of the restaurant?

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Jay’s Answer: If the restaurant wasn’t doing well, then rebranding it makes sense. Don’t put “under new management” signs up – people don’t care. If the food is good, the word spreads. If it doesn’t, it spreads faster. New management is a plea for trying it again, because there was a problem.

If the restaurant is doing well, then increasing # of customers (or average expenditure/customer) is your goal. Don’t rebrand – do improve the menu, adding some high-priced items (not necessarily to sell these, but it will psychologically cause an increase in the the avg. expenditure/customer). Build a loyalty program to increase the pull to come to your restaurant.

A Tagline For An Online Women’s Store?

eMarketing, Names + Taglines

I just opened an online women’s store (shopinyourpajamas.net). I’m still working on putting more products in the online store. To give you an idea, I’m featuring, very nice, products and products that women want. I will also be putting nice pajamas, spa stuff, a few accessories (designer sun glasses), the very much sought after wrinkle cream (and all these products are the best of the best)..meaning, these are the products that REALLY work. I’ve set up the store so that women, can go to this one store and basically find what they want for their face, body, spa, unique items, etc., and know that they don’t have to worry if it works or not… I’ve done major research and have gotten many polls and ratings on the eye creams, the skin care and even the fragrances I have…So, I’d like a catching TAG line for my online store.

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Jay’s Answer: Congratulations on your new website/store.

Based on your target market/concept, here are some taglines to play with:

  • (Cozily) Find The Best Merchandise
  • Have More Time For Yourself
  • Relax. We’ve Found The Best Products.
  • Who Knew Shopping Could Be So Easy?

Customer Living = 2 Apples?

eMarketing, Services

I’m stuck — On our campus we have just finished building a new student housing complex. As with many campuses students have a meal plan and eat at a dining hall. This new community is by far the most expensive living option.

I’ve been asked to determine if adding kitchenettes to the complex would increase it’s attractiveness, and if so how much. We have built a mock-up of the kitchenettes in one unit. Some of the admins who are in favor of the kitchenettes have taken a few students to review the remodeled unit and an original unit. They are convinced that the research I’ve done to date that points to the price as the biggest deterrent must be wrong. They base that decision on the fact that when they show the same group of students both options most prefer the kitchenette unit.

While I’m in agreement that the kitchenettes will help (a little) spending more money on this is taking us in the wrong direction since price is the issue.

Are you aware of some kind of published research that gets at what I’m calling the two apples problem? If I give someone the choice between one free apple or two free apples most will choose two apples even if they only want one. Without factoring in price the opinions gathered that way are (in my mind) useless. Is there by any chance a term for this kind of problem that might clue me in on where to look for info?

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Jay’s Answer: This topic is described well in Chapter 1 of Dan Ariely’s book “Predictably Irrational“. It’s hard for people to deal with an either-or situation, and you can artificially manipulate people’s biases (or simply learn how to pitch the offer) by introducing a 3rd choice into the equation. People can’t cope with A vs. B well, but A vs. B vs. C allows them to feel like they can make an informed choice.

The one vs. two free apples is covered in another chapter as well…

Publicity For Eye Doctors?

eMarketing, Publicity

I work for 2 eye doctors, they have a marketing consultant giving them ideas that they want me to implement. The first being a fund raiser, that is someone comes in for an eye exam, they will not be allowed to use their insurance but will be given $30 off the regular price which will still cost $120.00, for each person that a particular group gets to come in within 2 months. $60 will be donated to that group. My problem with this is, what would make the individual come in and not use insurance and just donate $60 to the group, the would come out cheaper. The doctor’s logic is aim toward people without insurance, but if they don’t have ins, then more than likely, no job, or can’t afford it. So with today’s economy, I don’t think the high price of $120 is a good strategy.

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Jay’s Answer: I agree with you – it’s not a compelling strategy.

I don’t know what % of their clientele have insurance, but restricting its use isn’t a wise idea. The doctors will get a $60 tax credit and result in a simple (pre-tax) net of $60 income/client. The client will pay $120 and the feeling that they’re helping their organization. Additionally, the offer is hard to explain, which makes marketing it less effective.

What else could they do? They could focus on the fact that people don’t regularly change their eye doctors, and get their payoff by the second visit. For example, they could give 50% of their net (after insurance pays) to the member’s organization. That would help the organization (and give them an additional tax credit), but still doesn’t give the individual a compelling motivation. If they could pick the name of a new client (from a bowl, after 2 months) and reward that person with a free weekend away to a nearby spa/hotel destination, then this “everyone-wins” offer might be the ticket. The nearby spa/hotel may donate their services in exchange for the PR the doctors generate.

How To Reach C-Level Execs For IT Solutions?

eMarketing, Products, Services

We market a comprehensive IT outsourcing solution and as such am looking for a way to reach C-level execs. The rub is that in many instances the C-level people have little familiarity and thus a low comfort-level in making IT decisions.

We’ve had near zero success in targeting IT folks – as we apparently threaten their ego and even their jobs – and nearly every attempt ends in their sabotaging our efforts.

We’re working on focusing on our clients, trade shows and SEO. But in addition I’d like to focus on direct targeting through direct mail possibly as well as partnerships with other vendors who target the same market.

Any suggestions on how to go about this or alternatives would be greatly appreciated.

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Jay’s Answer: Based on looking at your website (www.isutility.com), your key benefit is saving money in IT expenditures. If so, your target market would be CFOs and/or comptroller. These people don’t care about the specific IT issues, they care about the bottom line and want to ensure that spending less doesn’t equal getting less. For these people, they need well-written case studies. One of your case studies that I looked at (Wexler Surgical Supplies) describes what you did, but not concrete ROI results. How big was the company (both in # of employees and annual revenue)? What were their expenditures before/after? What were their short- and long-term results?

You’re right you don’t want to target IT directly, since you’re threatening their jobs.

Don’t forget that you can also target government organizations, since their budgets are always stretched thin and their needs are similar to Fortune-500 companies.

Your existing website needs some updating of copy to be more professional and better target your market as well.

How Much Should I Charge For My Web Advertising?

eMarketing

I’m near launch of a subscription site and am now delving into what rate(s) to charge for advertising on the site . . . really know little about structure of that so any advice would be helpful.

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Jay’s Answer: An advertiser will care about how many unique visitors you get, where they come from, if they buy from you, their demographics, etc. The more information you have, the more valuable your visitors potentially are to advertisers. To get some of this information, you’ll need to install web analytics (such as: http://www.google.com/analytics/).

As for the value of an ad, it depends on how much you can show how targeted your visitors are and how willing they are to spend $ (and how much).

As for ad rates, here are some articles that you may find useful: