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Profitable Target Marketing: 6 Lessons from Major League Baseball by Bobette KyleDoes your business struggle with profitable onlinemarketing? If so, you are not alone. Attracting the rightcustomers to a site and keeping them coming back - whilealso turning a profit - can be a challenge. Consequently,I'm always on the lookout for ways to demonstrate profitableonline strategies.Last night, as I watched the Baseball All Star Home RunDerby and visited Major League Baseball's Web site, itstruck...
•How To Measure and Improve Site Success, Part 1: Plan and Evaluate Marketing Programs
How To Measure and Improve Site Success, Part 1: Plan and Evaluate Marketing Programs by Bobette KyleMeasuring and understanding your Web site's success is acritical process that is sometimes overlooked. Many times,marketing efforts stop at getting traffic to the site.Traffic alone, however, does not make a site successful. By"connecting the dots" between your marketing programs andend results, you can improve performance. Ultimately, sitesuccess depends on how well your site performs with...
•5 Steps for Developing a Tag Line for Your Product, Business, or Website
5 Steps for Developing a Tag Line for Your Product, Business, or Website by Bobette KyleA tag line is the one or two line descriptor that often comes after a product logo or company name. It is one of those things that looks simple but isn't. Large companies pay advertising agencies a lot of money to develop tag lines for their companies and brands.Many companies, however, do not have a large enough budget to hire an advertising agency. If you belong to one of these small budget businesses,...
•The 5-Step Web Site Marketing Plan
The 5-Step Web Site Marketing Plan by Bobette KyleDo you have a marketing plan for your site? If not, it may be time to think about developing one. A marketing plan helps you make the right day-to-day and long term decisions. Without one, your site is less likely to be a success.Creating a marketing plan need not be scary or difficult. It does not require a marketing degree or a lot of experience. You do, however, need to put some quality time into your plan. Building your plan is a five...
•Brainstorming with Props - "Goodie Bags" and The WSJ
Brainstorming with Props - "Goodie Bags" and The WSJ by Bobette KyleWhen developing new strategies or products, coming up withunique ideas is often a struggle. It is one of the reasonswhy, in any industry, there is so much repetition. One wayto generate new ideas and "get the creative juices flowing"is by brainstorming using props. There are several ways toincorporate props into a session. Two of my favorites arethe Wall Street Journal (WSJ) and goodie bags.~~~~~~~~What is...
•Affordable Market Research
Affordable Market Research by Bobette Kyle____________________________________________________________Publication Guidelines:You may use this article as long as the byline, resourcebox, and links remain intact. If the article does not fityour Web site/newsletter guidelines, please requestadjustments. mailto:bobette@WebSiteMarketingPlan.com .Please notify the author of use and provide a sample copy ofthe publication.Word count: 943Formatted 60 characters per line.Email questions to...
•Your Web Site's Objective
Your Web Site's Objective by Bobette KyleBased on the strategic marketing plan book "How Much for Just the Spider?"Do you know your Web site's objective? With an objective to help overcome your main challenges, you can work smarter, not harder. Through this second article in the four part Web Site Marketing Plan series, learn how you can consider business building models and customer stages when setting objectives.Think of a Web site objective as the "big picture". In general terms, the...
•Strategies for Your Web Site Marketing Plan
Strategies for Your Web Site Marketing Plan by Bobette KyleBased on the strategic marketing plan book "How Much for Just the Spider?"How strong are your Web site strategies? Do they move your business toward achieving your objectives or overall goals? Think of your strategies as a framework that clarifies the approaches you will take in meeting your Web site's objectives. They are more specific than the objective, but do not include exact details. After developing the strategic framework,...
•Choosing Tactics for Your Web Site Marketing Plan
Choosing Tactics for Your Web Site Marketing Plan by Bobette KyleBased on the strategic marketing plan book "How Much for Just the Spider?"Objectives, strategies, and tactics - these are the parts of a solid strategic marketing plan. Your site objective defines the big picture, strategies provide the framework, and tactics fill in the details. Tactics are where the action takes place - these are the things you will do to bring your plans to life.There is no shortage of Internet-related...
•Developing a Web Site Marketing Plan
Developing a Web Site Marketing Plan by Bobette KyleDeveloping a Web Site Marketing PlanPart One of a Four Part SeriesBased on "How Much for Just the Spider?"by Bobette KyleFor many of us, finding the time and commitment to complete amarketing plan for our Web sites is difficult. There are so manyother obligations vying for our attention it is tempting to pushplanning to the back burner. Giving into that temptation,however, means putting your business at a disadvantage. Yourmarketing plan is...
•Integrating Streaming Media into Marketing Programs. An Interview with Ronni Rhodes.
Integrating Streaming Media into Marketing Programs. An Interview with Ronni Rhodes. by Bobette KyleStreaming Media - audio, video, and multimedia clips played over the Internet - seems to be everywhere lately. Few of us, however, know how to effectively use it on our small business sites.I recently spoke with Ronni Rhodes of WBC Imaging, http://WBCImaging.com, who specializes in Streaming Media services. She is here to help us understand how and when to use Streaming Media in our marketing...
•Direct Mail Advertising; Email Is Not Like Postal Mail.
Direct Mail Advertising; Email Is Not Like Postal Mail. by Bobette Kyle____________________________________________________________Publication Guidelines:You may use this article as long as the byline, resourcebox, and links remain intact. If the article does not fityour Web site/newsletter guidelines, please requestadjustments. mailto:bobette@WebSiteMarketingPlan.com .Please notify the author of use and provide a sample copy ofthe publication.Word count: 627Formatted 65 characters per...
•Accepting Payments Online: An ECommerce Web Site Overview
Accepting Payments Online: An ECommerce Web Site Overview by Bobette KyleThere are a seemingly infinite number of choices and configurations to accepting payments online. Choices range from almost total "do it yourself" programming to turnkey packages.You can accept online payments from an ECommerce Web site in two general ways:1)Through your own online merchant account and/or2)Through a third party online payment processor.Accepting Payments Online through your own Internet Merchant...
•Reach Your Web Site Goals By Attracting the Right Visitors (Part 2 of 2)
Reach Your Web Site Goals By Attracting the Right Visitors (Part 2 of 2)
by: Bobette Kyle
An important question to answer when creating or revising a Web site is "What are the goals of this site?" because the answer will drive your site design and marketing decisions.
In Part 1 (http://www.webmarketingarticles.com/CustomerDecision.htm), I took a look at understanding your site visitors' decision making process and providing them with the right information, thus converting more visitors to...
•Hosting Options for an Ecommerce Web Site
Hosting Options for an Ecommerce Web Site
by: Bobette Kyle
Deciding how to host your ecommerce Web site and what approach to take can be daunting. There are several approaches available, each with different advantages and disadvantages.
Storefronts
If you have a small business, you may want to consider a storefront or an online mall. For a fee, these services help you build a small Web site to sell your products. These "site in a box" Web site services include everything you need to sell...
•7 Questions to Ask A Potential Internet Merchant Account Provider
7 Questions to Ask A Potential Internet Merchant Account Provider
by: Bobette Kyle
Recently, I went looking for an Internet Merchant Account. My mission was two-fold:
1. Open an account for myself and
2. Research options for my new ecommerce information site Take-Payments-Online.com.
After some research, I thought I'd found an attractive Merchant Account offered through a reputable reseller. As it turns out, I learned the hard way that I was wrong.
Fortunately, my experience can help...
•Reach Web Site Goals by Understanding the Customer Decision Making Process (Part 1 of 2)
Reach Web Site Goals by Understanding the Customer Decision Making Process (Part 1 of 2)
by: Bobette Kyle
An important question to answer when creating or revising a Web site is "What are the goals of this site?" because the answer will drive your site design and marketing decisions. A good way to choose the correct goals is to think in terms of the customer decision making process.
Customer Decision Making Process
Not all visitors to a site have the same needs. Karon Thackston,...
•The Big Picture: 5 Questions that Can Boost your Business
The Big Picture: 5 Questions that Can Boost your Business
by: Bobette Kyle
As business managers, entrepreneurs, and Webmasters, we strive for unobtainable perfection. Why do I say unobtainable? Because when we focus on perfection in one area, we forego attention elsewhere. Limited money and time mean you must choose from the endless parade of advice and recommendations. This creates a dilemma. How do you choose which to embrace and which to pass up?
Consultants, specialists, and/or other...
•Guest Articles: Good for Some, Bad for Others
Guest Articles: Good for Some, Bad for Others
by: Bobette Kyle
A recent debate started me thinking about how some marketing strategies can be right for one Web site, but wrong for another depending on the site’s purpose and the underlying reasoning behind the action.
If an action doesn’t directly and logically plug into site goals, then there are likely more profitable ways to spend that time and effort.
Publishing third-party articles on a Web site is one of those marketing strategies...
•Guide to a Profitable Marketing Mix
Guide to a Profitable Marketing Mix
by: Bobette Kyle
You may have heard the term Marketing Mix used in connection with marketing planning.
Marketing Mix means the combination of promotions, products, places (distribution channels), and prices you chose for your business. Including both short term and long term strategies in the marketing mix can make for a more profitable business.
Long term strategies build brand/company awareness and give sales revenue a permanent, gradual boost. Short...
•Today's Definition of Marketing. Has it Changed?
Today's Definition of Marketing. Has it Changed?
by: Bobette Kyle
With the continued proliferation of the Internet, the meaning of the word "marketing" also proliferates. There seem to be as many definitions of marketing as there are marketers.
Many see marketing as a series of tactics or gimmicks. Some push pyramid programs [multi-level marketing (MLM) or network marketing] as the way to successful marketing.
Others may say the Web has made traditional marketing obsolete. I say the...
•How to Get Started on Your Marketing Plan
How to Get Started on Your Marketing Plan
by: Bobette Kyle
When developing or updating a marketing plan, knowing where to start is often a challenge. To better develop effective marketing strategies, begin by gathering information about both your business and the larger business environment (competition, trends, statistics, etc).
Internally, the amount of information you gather about your own business will depend on your company size. Information can include business strategies and plans;...
•5 Ways to Encourage Impulse Purchases
5 Ways to Encourage Impulse Purchases
by: Bobette Kyle
I just bought six square pieces of spongy fabric for $20 and walked away happy - "victim" of an impulse purchase.
I was at one of those big show events and walked past a demonstration booth. I even knew it was coming. About 50% of the people walking out were carrying two bright yellow cylinder-things.
As we walked toward the convention center, I told Tim (my other half), "There's one of those guys with a microphone in there, doing a...
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