Chalinda Abeykoon's List: Marketing

• Tips for Marketing on Your Own Web Site

• • Attract attention with your home page and headline.

     
   

  • Maintain interest with text that’s about “you,” not about “me.”

     
   

  • Build desire with frequently updated content.
• Include many calls to action.

• • Make your site easy to use and navigate.

     
   

  • Post your phone number and street address on every page.

• • Collect e-mail addresses to communicate with prospects and customers.

     
   

  • Test your site before launching it.

     
   

  • Use results of your traffic and sales statistics to improve your site.
• You should see those increased sales once your site accomplishes these goals:

• • Draws new visitors to your site.

     
   

  • Keeps them there for several pages.

     
   

  • Brings them back for repeat visits.

     
   

  • Answers “What’s in it for me?”

     
   

     
   

• • Blogs, wikis, chat rooms, and message boards

     
   

  • Social networking or guest book pages

• • Free postcards, screensavers, music downloads, or other offers

     
   

  • Games and contests

     
   

  • Coupons, discounts, or free shipping

     
   

  • Online events

• The Web sites in this list can help you define and find customers:

   
   

  • ClickZ

     
   

  • Internet.com

     
   

  • MarketingProfs

     
   

  • MarketingSherpa

     
   

  • Web Marketing Today
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• You can have a powerful brand without having a power brand
• • Knowing the brand image that you want to project
   
  • Having commitment and discipline to project your brand well
   
  • Spending what's necessary to get your message to your target market
   
  • Managing your marketing so that it makes a consistent impression that etches your desired brand image into the mind of your target prospect
• Consistency builds brands
• When your marketing communications create a single impression for your business, they build a strong

• y consistent in your marketing by

    
  • Projecting a consistent look.
• and. S
• • nsistent tone in your communications.
   
  • Projecting a consistent level of quality, demonstrated by consistent communications, consistent products, and consistent services.
• Projecting a co
• Stick with your brand. Don't try to change your brand image unless you're certain that it's no longer appropriate for the market.

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• The Branding Process

• • Determine what you’re branding.

     

    Decide whether your brand will be your one-and-only or one of several brands in your organization.

     
   

  • Research.

     

    Investigate everything there is to know about your product and the market in which it will compete.

     
   

  • Position your brand.

     

    Define what makes your brand unique and how it will slot into an available space in the market and in your customers’ minds.

     
   

  • Define your brand.

     

    State what your brand stands for, what unique benefit it provides, what it promises to consumers and associates, and the image that will permeate everything from your marketing communications to your product design, business character, and consumer experience.

     
   

  • Develop your brand identity.

     

    Include all possible elements in your brand — brand name, logo, tagline, and other brand signature elements.

     
   

  • Launch your brand internally first.

     

    Introduce your brand in-house before announcing it via publicity, advertising, promotions, and presentations.

     
   

  • Manage your brand.

     

    Develop brand champions, deliver a consistent brand experience, understand your brand’s value, leverage your brand’s reputation — with caution, and protect your brand through usage rules and legal rights.

     
   

  • Monitor, evaluate, and update your brand.

     

    Keep your brand relevant and credible in light of changes to your business.