Imagine Intelligent Marketing at Your Fingertips

When you spend your money on advertising, you absolutely must know what is working and why.

Consumers are not spending money the same way they used to. Advertising in newspapers, magazines and television has become a waste of advertising dollars.

These traditional advertising mediums cannot deliver the traffic to businesses that they were once able to. Trends point online.

People are buying on the internet now

10 years ago people wondered if the internet would even make it. They wondered if it might flop because all they could do was send emails and what’s so big about that? Look how far we’ve come.

Today, if your business is not on the internet, it is likely that you are unwittingly dooming your whole business to failure.

Someone at some point will come along and sell the service you have online, with a coupon, and since people shop online and you’re not there, you are no longer competition for that business.

That hurts.

But it is reality.

Your Business Needs Intelligent Marketing

Intelligent marketing means being where your customers are, when they are, and giving them what they want.

It’s simple.

Intelligent marketing means being in complete control of each dollar that goes into your ads.
without getting overwhelmed by more data than you need.

Data that’s telling you what works in your advertising and what doesn’t, and how to get better real time results.

Remember, the internet is just one big bunch of computers. You can track everything.

• You can see where customers came from (Global, down to the city)
• You can see how long they read your ad for
• You can see what they clicked on
• You can see if they use a new or old computer
• You can see how big their monitor is which will tell you how they see your ads
• You can test product prices by making similar offers and tracking results
• You can put up 2 pages and see which one sells best

Intelligent Marketing Increases Sales

You know how to present your business to people better than anyone else.

It’s your specialty.

Imagine marketing that did not limit you to one 30 second spot.

Imagine instead, that your marketing could be like a wonderful educational journey, where your customers learn about you and your business over time, all because they want to know about you.

Imagine marketing that inspires loyalty in your customers.

When you teach your customers about your business over time, and serve them well, they become loyal to you.

That means they ignore the competition because they like you better.

That… is Intelligent Marketing.

Building loyal customers over time is like building an army of volunteer salesmen, who promote for you because they like you.

Intelligent Marketing Saves You Money

• No more over priced newspaper ads
• No more coupon books that work but don’t create real profit
• No more overpriced and underused phone book advertising

You get the point

Why spend money on promotion methods that can’t give you any idea of how well they are working for your business?

You may be throwing money out the window.

Direct Response is Intelligent

Direct Response Email Marketing is advertising that the customer elects to receive because they want it.

Your customers are smart, and they want to know about your business, and they want more than a 30 second commercial.

Your customers will give you their name and email address, and they will ask you to tell them about your business, if you know how to ask them correctly

You can’t get better than that.

To learn more about how you can increase sales, build customer loyalty and cut advertising costs, simply put your name and email address in the box at the top right of this page.

2009 can be your best year in business ever!

Mark Riddle

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Today’s business owners are more open to finding ways to focus on helping your patrons, clients and customers to get goods and services that are not only affordable, but dependable as well.

Finding a good product or service that is a match for your customers is the number one key to successfully finding a joint venture partner.

Many businesses don’t understand the difference between a co-op marketing program, affiliate marketing program, or JV marketing.

The best way to find a quality joint venture partner is to hire a professional who is familiar with the technical aspects of what makes a good match for both parties, and is also a good match for a marketing mix.

A professional joint venture marketing broker can help you arrange a fair deal, and help you avoid the numberous stumbling blocks that happen when tying to go it on your own.

Effective Marketing Kansas City is opening a new service dedicated to helping local, regional and national service and retail firms to build a profitable business.

For complete information contact Mark Riddle about being a joint venture partner, or finding one to help you grow your business.

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“There are always areas where business owners can find real money in the bank profits when they apply a select list of propriety methods” States Renowned Consultant Mark Riddle.

The customers are looking for different answers than they do in times of economic expansion. Knowing what they are looking for and how retail and service customers are searching for new companies to work with helps business owner to get a handle on how the can improve their bottom line with a few improvement.

“Customers are always happy to stay with companies that they feel are taking care of them.  A powerful key to both finding new customers and keeping your current customers is measuring how well you perform certain tasks and improving them. Marketing with the right message and keeping in contact is a major part of customer care.” Says Mark Riddle.

Marketing methods that use social networks, video and sites like Facebook and Twitter is a necessary part of growing your business. Many traditional methods have failed to perform like they have in the past.

Business owners and consumers both are adapting to this new marketing landscape in search of getting the most they can for the purchases. Service companies that are quick to adapt the new marketing methods will be the leaders in the next upturn.
Retailers feel the effects of the improvements quickly because their customers search the internet with Google, Yahoo, and Bing.

These are skills that renowned consultant Mark Riddle brings to each business.  When they find a trusted name they know they’re likely to return to that merchant.

Service companies are also finding powerful marketing success with the uses of marketing consultants

Renowned consultant Mark Riddle is working with Effective Marketing Kansas City, they work with clients from all over the United States and Canada.  Their website is http://EffectiveMarketingKansasCity.com and the phone number is 816-237-8527

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Business to Business electronic transactions are just one of the under used profit centers that local service and retail businesses are overlooking.

Ecommerce services are a growing field, you may not recognize the vast array of options that your business has to offer.

It can be as simple as adding a shopping cart system to your website, or a fully customized ecommerce marketing system that only deals with business to business customers.

You can find a complete marketing solution that is totally unique to your business.

Imagine your company growing both sales and reputation in your region, nationally and perhaps internationally. Opportunity’s that mean more sales, more stability and increased longevity for your product lines that you provide.

It may not be typical for a local business to have a regional and national business, yet during this time of expansion, the businesses that understand b2b ecommerce and the more traditional web ecommerce will have the greater chances to expand and increase markets and market share that simply was not possible only a few years ago.

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The day is busy, and there are just so many things that Bob has to get done before he goes home.

He knows that he needs to stop by his local clothing store to get ready for his new promotion, but some how he never finds the time.

Actually Bob doesn’t know whats going on at the store that he prefers to do business with, he only stops by every few months and it really has been a while since he has dropped by.

What was the name of the guy I got my last sport coat from?  Was it Ted, maybe it was Bill, I really should stop by.

On his way home he notices a little sign on a shop he has never been too, it says Sport Coat Sale so Bob stops by and looks through the racks and settles for a coat, just because he is short on time, and really it doesn’t matter where you do business, they are all the same.

Your his favorite store but you didn’t get the business

Scenes like this play out on a daily basis, its really hard to identify how much business is lost, not because the person got bad service, or was unhappy buying from you.

No the problem is much more devastating than that.

The only reason Bob didn’t come to your store is because you didn’t keep in touch with him.

Sad to say many business spend their hard earned dollars getting people to come in the door the first time, but fail miserably when it comes to contacting customers, and bringing them a sense that they are an important part of your business.

This is the beauty of the automated marketing system.

When you choose to get your own powerful automated marketing system, not only are you in consistent contact with your customers, you also have the ability to let them know of special customer appreciation events.

Sure you could place an ad in the newspaper, or on the radio, but really how special is that?

Instead of being a reward for your best customers, it’s now just another promotion. Blah…

Not only is it more effective when you contact your cutomers with the automated marketing system, its a real money saver too.

You won’t have to spend the huge amounts for a full page ad, or a series of 30 second spots on radio and TV (not to mention the cost of producing those commercials.)

Your automated marketing system is designed to keep your customers YOUR customers.

Have a problem with too much inventory?

Great your automated marketing system can help you with that too.

You can contact your best customers and let them know about your special inventory event for loyal customers only.

Contact me today to learn how the automated marketing system will help your business GROW.

Automated Marketing System

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But it hasn’t been know as a good place for small business owners to get attention of customers.

With the uncertainly and major malls closing their doors after decades of success, the Kansas City small business community is enduring a rough and tumble existence.

Most parts of the metro are growing and many small business owners are struggling to get and keep the attention of their customers.

Businesses from Lenexa, Overland Park, Lee’s Summit, Kansas City North are taking time to examine how to profitably expand their business while maintaining their current customers.

Even businesses in established shopping areas like Independence Center, Zona Rosa, and The Legends at Village West are competing with established business to get their share of customers and business success.

With more and more shoppers looking online before they head out to purchase even small items, the importance of keeping your company at the top of your customers shopping list is becoming more important than ever before.

Fortunately local retail and service businesses are learning about the need to expand their presence to include the internet.

Even with the best of intentions, companies are finding that pretty websites are often just gathering electron dust and seldom generate sales, or retain clients.

It’s Not your Fault

Marketing folks have always thought of the info super highway as a place to get customers from far off places, and it is a great tool for a worldwide presence.

However there is a new breed of business consultants that understand how to create a successful local presence, and build in customer loyalty into the mix.

Effective Marketing Kansas City uses the skills that were developed for national and international marketing, and refined the process to attract and retain local customers for local retail and service business.

I’ve developed a 12 point program that uses the power of the internet to create marketing plans that help local business to find success that wasn’t even available just a few short years ago.

With the combination of social media, such as Twitter, Facebook, Linkedin and other platforms local business can take advantage of targeting local shoppers with news and information about your company.

This is just one spoke on the marketing wheel that brings you more customers and holds on to your current customers.

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One of the great benefits of email marketing is that it
delivers measurable metrics. To run a successful email
marketing campaign, you need to monitor and understand
email statistics such as Open Rate, Click-Through Rate
(CTR), Bounce Back rate etc. Understanding these metrics
will allow you to improve your email marketing campaign and
achieve better results.

1. Basic Email Metrics you should evaluate in each email
campaign:

Open Rate – that is the total number of emails opened
(in HTML format) divided by total emails
delivered/distributed.

Click-Thru Rate (CTR) – calculated as the number of
unique clicks on links in the email divided by the number
of emails opened. It basically means how many people
interacted with your email.

Bounce Rate – represents the total number of emails that
were not delivered and bounced back. There are several
reason why the email was rejected such as the email address
is no longer valid, a server filtered the email out, or the
recipient’s mailbox was full and over quota.

Based on your unique email marketing campaigns
objectives, you can measure more advanced statistics such
as:

- Number of Emails Open based on Region/Country – Number
of Click-Thru based on Region/Country – Number of Sales
based on Region/Country/referring URL – Conversion (Click
to Sales) Rate – Total Revenue per campaign – Return on
Investment (ROI) per campaign

2. What metrics you should focus on?

Well, this really depends on your campaigns objectives.
Open rate is a very important indicator to some extent
however to get a better picture of your campaign
performance, it should be analyzed in combination with
other metrics – such as click through rate (CTR) and click
to action rate (conversion rate).

Why is that? Because CTR and conversion rate are able to
tell you how many recipients took an action you wanted them
to take, such as purchased your product, signed up to your
newsletter, downloaded the whitepaper etc. Whereas the open
rate will only tell you how many people read your email. So
in order to measure the effectiveness of your message, you
need to go beyond the open rate down to the action
level.

3. How to boost the Click-Through Rate (CTR)?

Savvy email marketers not only want to get the email
opened and read but also want to know how many people
clicked through (measured by CTR) and they want this number
to be as high as possible. There are few key points in each
email you should review because they critically influence
the open rate and CTR. Those are:

Subject Line and Greeting: Make you subject line
attractive. Subject line is one of the most important
factors that may affect your email campaign results.
However, please do not over “optimize” your subject line
otherwise it may look like spam email and the client could
delete it without opening it. Keep the subject line short
and specific, and if possible address the subscriber by
his/her name.

Compelling Offer:

It should be obvious from the first paragraph what you
offer as well as why the offer is important to the
recipient and how he/she can benefit from it. The first
paragraph should grab the attention so don’t write it too
long. Include your offer on top of your email and make your
offer attractive to the recipient (discount and free offers
usually make users to click).

Call-for-action: Always include “call-for-action” button
or link to instruct the user to click for more details.

Spam issue: “Spam” issue may affect your successful open
rate tremendously. Most of the ISP and hosting companies
have implemented the “spam filter” that can filter out
suspected spam emails. Please try to avoid using any common
suspected spam words such as “free offer”, “money”, “30 day
guarantee”, “free trial”.

Message Design and Structure: Use same colors and images
in your emails; this will help people recognize your brand.
When you have a lengthy message, try to include interactive
links so people can access more information through your
website. Also, very few people read the email word by word,
most of readers just scanning the message to quickly find
out what’s in it for them. Keep this in mind and structure
your email – include headings to separate the message and
use bullets so the reader can easily see listed features or
benefits.

Today’s readers are busy people and it usually takes
them just few seconds to decide whether to read your
message or delete it. So construct your message carefully
and monitor your email statistics to find out what works
best for your business.

About the Author

Ivana Giardi is Marketing Director at Apex Pacific, the
leading developer of Internet Marketing and Web Promotion
solutions. Apex Pacific helps organizations of all sizes
increase their online marketing presence leading to
stronger business results. If you would like to learn how
to improve your website performance, visit Apex Pacific at
http://www.apexpacific.com.

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