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WEBSITE MARKETING

How To Start Marketing Correctly And Avoid Failure
By: Developer Shed
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    2004-03-16

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    How To Start Marketing Correctly And Avoid Failure
    by Charles Kangethe

    A Problem For Marketers
    -----------------------

    Very often new marketers lack a solid success plan.

    Many start with high hopes and great expectations, but in
    "failing to plan, they plan to fail".

    Here is how to start correctly...


    Step # 1 - Planning
    -------------------

    Your first task is a modified SWOT analysis.

    * Strengths - Note your personal strengths in terms of
    skills, knowledge, experience, and personality. How can you
    use your strengths to give your business a competitive
    avantage ? Be realistic and objective.

    * Weaknesses - What are your weaknesses ? What personal and
    business skills do you need to improve on ? How will you
    remedy these ?

    * Opportunities - What business opportunities will you
    exploit ? For instance are you interested in selling
    digital or "real" products ? Are you going to work largely
    alone or are joint ventures your forte ?

    * Threats - What issues do you forsee ? Identify the
    competition, consider your cash flow, think about targeted
    traffic and search engine ranking etc. How will you cope
    with each issue ?

    Your next task is to create a business plan consisting of :

    * Financial Plan - Here you write up your borrowing
    requirements, your own capital stake in the business,
    and general business budgets.

    * Marketing Plan - Detail your marketing and advertising
    strategies. Set budgets for these key activities.

    * Sales - Estimate sales levels and timescales when you
    anticipate the sales.

    For more details on constructing a business plan consult

    * An accountant

    * Your bank

    * Your local small business advisory service or

    * Use Internet resources such as :

    The small business administration for US businesses
    http://www.sba.gov/starting_business/planning/basic.html

    Business Plan for UK businesses
    http://www.businessplanning-4-
    you.com/businessinfo/business_plan_uk_.html

    International business can start at
    http://www.bplans.com

    Above all, your business plan must be realistic in the sales
    estimates and it must not under estimate your time and
    money costs.


    Step # 2 - Research and Find A Niche
    ------------------------------------

    If planning is the "road map", research shows the
    "destination".

    Research and planning are simultaneous, parallel
    activities. One is incomplete without the other.

    * Product Centric Research :

    Based on your SWOT analysis, define the business, products
    or services you want to focus on.

    For instance if you have a strong interest and experience
    in a sport, or the breeding of a type of pet, you may choose
    to cater for others with similar interests.

    Being easier, most new marketers use a Product Centric
    approach to define their business interests.

    * Market Centric Research :

    This is the difficult, but more likely to succeed, approach.

    It focuses on identifying clear market needs and then
    finding very specific products to satisfy those needs.

    This approach is based on market research techniques such
    as interviewing people about their needs and then finding
    out how best you can satisfy those needs.

    With this approach you know your business will succeed
    before you commit money !

    Your aims in finding your niche are to :

    * Identify a "hungry" market

    * Find out the exact nature of the "hunger"

    * Determine how best to satisfy the "hunger"


    Step #3 - Create a Feature Rich, Content Site
    ---------------------------------------------

    Most people will not buy from you at their first visit,
    even if they have previously expressed an interest.

    Visitors must learn to trust you, before they will buy
    from you.

    It takes time and communication to build trust.

    A content rich website is an invaluable tool for building
    trust.

    Building and marketing such a site achieves two goals :

    * Depending on your advertising strategy, it attracts
    targeted traffic, and builds good double-opt in mailing
    lists.

    * It encourages "pull" marketing where customers come
    looking for you, rather than the more costly "push"
    marketing where you go looking for customers.


    Step # 4 - To Be An Affiliate Or Not To Be
    ------------------------------------------

    The content rich website is the top of your marketing
    funnel. A mechanism for pulling in highly targeted visitors
    who have expressed an interest in your product or service.

    This builds trust, but little hard cash.

    New marketers are often concerned about what to sell,
    real money comes from "Back End " products.

    * The first and easier option is to research and join good
    affiliate programs. These not only pay good money for hard
    work, but they provide high quality, good value back end
    products.

    An excellent example of such a program can be found
    at http://shmyl.com/bgz

    A good affiliate program, such as http://shmyl.com/bgz, not
    only provides you with products, they also provide web
    templates and sites for you to use immediately.

    You can be marketing in the time it takes to sign up !

    * The second more difficult option, but one which offers you
    more flexibility and control, is to create your own
    products.

    Until the end of March 2004 we are offering a FREE e-book
    at our website to show you how to create your own info
    products in less than two hours.

    (If you read this article after March 2004, contact us and
    we will send a copy of the e-book to you.)

    If you choose the do it yourself option, you will need to
    build a professional product web page, per product, along
    with all the merchant facilities such as credit card
    processing required to make the site operational.

    Visit http://www.iprobuilder.com/14127 for the easiest
    currently available point and click, "No HTML Required",
    professional web site building and hosting program.


    Step #5 - Get The Sale
    ----------------------

    Whichever option you choose, you need excellent copywriting
    to market your products and services.

    Even if you use Market Centric research, do not fall
    into the trap of thinking that your market will buy
    whatever you show them on your product sales page.

    The copy must be compelling and drive the prospects to
    take the action you want i.e. buy from you.

    Copywriting is an art almost anyone can learn. However, if
    you feel your skills are not yet good enough then pay for a
    copywriter to do the work.

    Good copy can sell almost anything. Bad copy cannot sell
    the best product in your chosen business line.


    Step #6 - Mind Set
    ------------------

    From discussions with other marketers, many people get to
    step 5 ready to sell products, typically 6 to 9 months
    after setting up business.

    Frustration begins when sales fail to materialise and
    your cash flow is more out than in !

    Be prepared, pre-plan and you will avoid this frustration
    because :

    * Your business Sales Plan will indicate a realistic
    timeframe and level of sales.

    * Your SWOT analysis will have prepared you for business
    issues as well as opportunities.

    The planning you carried out up front is your insurance
    against frustration, and disappointment. It is also an
    excellent yardstick by which you can measure your progress.

    This focuses your mind and effort on attaining small
    successes which build up over time into major career
    successes.

    This is why it is critical to go through the planning and
    research stages in fine detail, realistically and
    objectively.

    ------------------------------------------------------------
    Conclusion

    Use this outline blueprint to create your own detailed
    business road map and put success in your own safe hands.
    Guaranteed.

    ------------------------------------------------------------
    Charles Kangethe of http://www.simplyeasier.com is a leading
    new wave marketer and a published author from England. The
    "Simply Easier" brand name is your guarantee of high value,
    quality Marketing Products, Services and Resources.
    -----------------------------------------------------------
    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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