Monday, 4 October 2010

Set Your Marketing Goals In 10 Simple Steps: How To Plan For Your Success

Does this sound in any way familiar?

*Last year you declared that it was THE year to grow your business. You may even have made a to-do list that included things like "Make more money," "Find new clients," etc.

But despite creating your trusty list, life got in the way, as it is wont to do, so you're no closer to meeting your goal now than you were this time last year.

In fact, just thinking about what you (gulp!) didn't accomplish makes you a little uncomfortable and disappointed. You might even have talked yourself into thinking that you simply can't find the time to start working on your goals, what with all the last-minute client challenges, employee issues and hurried attempts to do any sort of marketing at all.*

The good news is that it doesn't have to be so difficult to reach your goals. If you know my work and/or subscribe to my newsletter, you know that I'm a planner at heart. It's the very best way to ensure that you will actually reach the goals you want to achieve this year ... and beyond.

Here is a simple, yet helpful method to plan for your own success. Just grab a pen and paper, and you're ready to roll!

1. Think about where you would like to be in 3 years. I pick 3 years because it is a reasonable amount of time in which to expect fairly large changes to take place -- such as achieving nationally known status as an expert in your field, a substantial increase in your net earnings or simply finding a better clientele that doesn't stress you out. Many of your goals may take a while to achieve, above and beyond a mere 12 months. (We all know how quickly a month can pass us by!)

So think long and hard about what you would like to achieve, first and foremost.

2. Why do you want to achieve those goals? What is your motivation? Because you really want to make them happen, or because you think you *should* achieve them?

Now is not the time to play "should'ves." Instead, ensure that every goal on your list is motivated by the right goals, namely that you want to see them come true because they are ideal for your skill set and key strengths.

What's key here is to rule out goals that you have set for yourself that actually aren't in line with your value system and dreams. It's time to concentrate on what YOU want! This will save you many hours of time and frustration.

3. Make sure you're aiming for goals that are high enough! Many of my clients initially have a tendency to sell themselves short; only after discussing their potential do they see what they can truly achieve.

It's also important to ask yourself very seriously if you are simply planning not to fail. No, you don't want to take risks that will majorly undermine you if they fail, but you do need to take calculated risks that stretch you to new heights.

4. What will it take to get you there? You want to consider the steps that will get you to each of your goals.

If, for example, you are currently making $45,000 a year and hope to achieve more than $1 million in business in 3 years, you have to determine the changes you will make in your business model as a whole that will allow you to do so.

You might need to:

-- hire more employees to handle the increased business

-- stop trading hours for money (or as many hours for money) by starting to help groups of clients rather than individuals and/or branch out into information publishing

-- begin recruiting clients in ways that reach out to large quantities of targeted prospects rather than focusing on less time- and cost-effective marketing methods

-- expand your reach outside your local area

-- get to know people that can help you reach your goals

-- start weeding out the clients you don't enjoy working with and concentrating on the ones you do, who typically bring in more for you while requiring less handholding

-- etc.

Spell out the broad steps that you will need to make in order to move ahead, along with the amount of time it will take for you to achieve them.

5. Which skills do you need to gain in order to achieve those goals? If you want to make more money with your business with a minimum of expense, I highly recommend that you do the following:

-- Establish a clearly defined brand for your business, which you can use from this point forward as the foundation for literally all of your business decisions to follow. My High-Concept Brand Bible home-study manual will walk you through all of the steps in the process.

-- Improve your copywriting skills. Learning how to write effective sales copy is one of the very best ways to save yourself time and expense on your promotions. That's true whether you ever gain expert-level copywriting ability or continue to hire out all of your copywriting work in the future. Just knowing what to look out for is a tremendous help. My FREE sales letter tutorial is a good starting point.

-- Learn the ins and outs of direct marketing. This will allow you to reach a wider audience, and you will learn the nuances of sales psychology that cause your prospects to act quickly. (Don't worry -- you don't have to use cheesy hard-sell tactics, but you do need to learn how to motivate people to take action.)

-- Plan to expand your firm beyond your own capabilities? You'll need to learn how to manage staff, potentially handle more complex tax requirements for payroll purposes and other non-marketing related concepts that will directly result from your marketing decisions.

Make sure to list all skills that you need to improve upon.

6. Assess which goals are realistic to achieve. What is viable? What isn't? If you need to learn a lot of new skills, how much time can you realistically plan to dedicate to doing so? Do you have the financial ability to afford the training?

Secondly, are any of your goals contradictory? For example, if you wish to raise your income by selling more personal services and want to make 6 figures, will you be able to raise your rate enough in your market to realistically accomplish this?

Then, and only then, you'll be ready to ...

7. Create a 1-year plan. I started with the longer-term plan because it helps you visualize the things that you truly with to achieve -- and allows you to see the significant gains you can make with concerted effort. However, you need to build some interim steps in the process, 1 year at a time. At this point you want to outline the goals that you would like to achieve in that 1-year period.

8. Map out the steps that would allow you to achieve those goals. For instance, if your goal is to gain 12 new clients this year, what will it take to reach them?

Be very specific about what you plan to do at what point during the year -- along with how you plan to find the time to achieve them. It might mean hiring a virtual assistant, getting help from a marketing professional like yours truly and/or sending out mailings to clients and prospects on a monthly basis.

Oftentimes each goal has a number of subgoals, such as gathering names of prospects, getting design work done, joining local organizations and attending meetings, hiring a consultant and so forth.

9. Add the steps in your 1-year plan to your calendar. I use Microsoft Outlook solely for the calendar function, which allows me to set up reminders and manage my time more effectively. You can also use a paper calendar or Daytimer organizer -- it's not the medium that counts, but what works best for you!

Make sure to add an appointment to your calendar for each of the major milestones in your plan, and then commit to keeping them. If you let one slide, immediately reschedule it. If you're not committed to your own success, you can't expect to make progress.

10. Assess where you are once a month, and adjust your schedule accordingly. There's no sense beating yourself up if you suffer a minor setback; just find a way to get back on schedule the following month.

We all have professional and personal challenges that get in the way of progress from time to time -- illness, family matters, etc. Forgive yourself for serious matters that you cannot plan for; it happens to the best of us. If you suffer serious setbacks, it might be time to reassess what is feasible to accomplish in the near future.

If you do end up reworking your set of goals, go through these steps once again to ensure that you aren't setting yourself up for failure. Every successful business owner I've ever known (and frankly, every successful person I've ever known) has understood the value of putting yourself in a position to succeed!

Sunday, 3 October 2010

Marketing Without Ego

Our ego can get in the way of marketing our business.  From our need to be right, to talking about ourselves incessantly; coming from an attitude of arrogance to getting attached to the outcomes of what we do, these are just some of the ways our ego can get in our way.

If it's all about us, then it isn't about our customers.  It's imperative that we are aware of how we conduct our selves and the impact it may be having on our success. 

Our ego, however, can serve us as well.  Our ego can help us in setting boundaries and standards of performance.  It can give us the confidence to know we can make a positive difference for our clients.  If we can't believe in what we do, no one else will. 

Ego, in a healthy way, is about playing to our strengths and not to our weaknesses.  How can we step away from our ego and market our business more effectively?

1.  Maintain an open mind.  When we come from a place of ego, we tend to be narrowly scoped.  Usually we have difficulty seeing beyond what we can understand.  We think we know the only way, that we have all of the answers.  Business success, however, demands that we see the bigger picture.  We must be open to new ideas, trends, opinions, and most importantly, to the variety of potential customers or clients with whom we'll undoubtedly interface.  An open perspective may lead us to developing new and innovative products or programs.  It may allow us to seek out others who we might otherwise dismiss, possibly creating the opportunity for strategic business alliances or partnerships.  An open mind opens us up to opportunities.

2.  Listen more than you speak.  It's been said that we were given two ears and one mouth so that we could listen twice as much as we speak.  While there is definitely merit to this statement, it really goes one step deeper.  Almost every single time we speak, we are speaking from a place of ego.  We are talking about ourselves, something we saw, something we did, something we have an opinion about.  While that is all good and fine, when it comes to business we need to make some adjustments.  Business is about serving the needs of others, specifically your target market.  It's all about them.  To be successful, you need to listen to what they say.  What are their biggest problems, needs, and desires?  What are they looking for you to do for them?  How can your products or services solve their problems?  The only way to determine that is by listening closely and carefully.  When you speak, come from a place of inquiry and curiosity.  And, make sure that everything you speak about relates back to the client in some way.

3.  Serve others instead of ourselves.  Most of us are in business to make money.  That end is worthy and necessary to meet our goal of making a living.  But, in order to create a successful business our orientation must be from the standpoint of serving others.  It is by serving others that we serve ourselves.  Of all of the business blunders, this is probably the one that leads the way to slow growth or to eventual business failure.  Each day, we need to evaluate our activities.  Certainly we must handle various administrative and operational tasks for our business.  But, aside from these, all other activities need to be focused around serving our clients.  Ask yourself the question:  Is what I'm doing serving or going to serve the needs and requirements of my clientele?  If the answer is “no”, re-evaluate why you are doing it.  You may be wasting time, money, and energy pursuing activities that will have no value.  Orient everything you do around serving others and you'll naturally end up serving yourself as well.

4.  Practice humility.  Humility or the state of being humble is an absolute must in business.  For no matter what we do in life, there will always be times when we cannot control what is happening around us or to us.  By developing an attitude of gratitude and being thankful in the moment for things going well, we'll be able to weather the storm much better when things go awry.  Practicing humility means that we must face our own failures and imperfections.  It also means that we must know our place when it comes to dealing with others - that we must treat others as we would like to be treated.  It demands that we set aside our ego and realize that we are no better and no worse than anyone else; that we are on our own path that is unique to us and for us.  There is no place for ego in a humble heart.

5.  Don't get attached to outcomes.  Being attached to outcomes is a surefire path to disappointment and a waste of our mental energies.  It is our ego that fuels our intense desire to create specific outcomes.  And, just like clockwork, this type of attitude leads to disappointment when the desired outcome fails to manifest.  No one can control the outcome of a situation.  All we can do is make decisions, based on the best data possible.  There are a myriad of intervening circumstances that can derail even the best of plans.  For this reason, it's important to set aside our egos and understand we only have so much power to steer our course.  We need to develop a sense of peace that we have made the best decisions based upon what we know and leave it at that. 

6.  Avoid perfection.  A big ego usually accompanies an attitude that everything has to be perfect.  Perfect is an impossible idealism that keeps people from moving forward and accomplishing all that they can.  Perfection will prevent you from giving a speech because you don't think its good enough.  Perfection will stop you from writing a book, making a phone call to a prospect, or presenting a teleclass on a topic you love.  Don't let this unproductive attitude invade your life.  It's rooted in ego - a need to be right, a need to be better than others and beyond reproach.  Ironically, most people are not drawn to perfectionists, as they are often perceived as uptight, unrealistic, and better than everyone else.  Your clients will be drawn to you because of who you are -- failures, mistakes, and imperfections - the whole nine yards.  People will seek you out because you are a real person - someone they can identify with.  Don't let perfection stand in the way of being who you are.  

7.  Make mistakes.  Mistakes are a part of life.  And really, there are no mistakes; there are only experiences.  Experiences provide us with feedback that allows us to make other decisions that lead us towards what we want to accomplish.  If we aren't willing to have experiences, we aren't going to have a life or a business for that matter.  A big ego will often prevent us from having experiences because it perceives that a “mistake” is a bad thing and a sign of failure. The funny thing about this is that you're probably the only one who notices the mistake, as other folks are much too busy being concerned with their own lives.  Get out of yourself, shed your ego and start living.  The most successful business owners are the ones who step out, have experiences and fail their way to success.

8.  Be right, not righteous.  There's a big difference between being right and being righteous.  Being righteous is all about your ego.  You think that you have a monopoly on “right”; that you know and have all the answers, and that everyone who does not believe as you do is wrong.  Righteous folks are frightened folks.  Often they are raised on fear-based ideas put forth by otherwise well-meaning parents or institutions.  They are wrapped up in their own world, unaware of other people.  They don't know how to respect others because they themselves harbor nothing worthy of respect.  After all it's ludicrous to believe anyone has a monopoly on truth or what is right.  Still, however, you may see this creeping into your own approach to business.  Whenever you feel the need to express righteousness, know that it's your ego rearing its ugly head.

9.  Consult others.  Seeking out counsel, information, wisdom, or feedback from others is a wonderful way to bring creativity, inspiration, and motivation to all that you do.  If your ego were in play, you wouldn't even consider such a thing.  Ego is all about you.  You don't have a place for others, their ideas, or their feedback.  Business is all about interfacing with others, from your colleagues, to your vendors and supplies, to your all important customers or clients.  Just like with the idea of “having an open mind”, tremendous opportunity can come your way by consulting with others.  Don't close down the doors to success.  Instead, open them wide by setting aside your ego and connecting with others.

10.  Let others tell your story.  Why not completely take you and your ego out of the picture and let others speak for you.  Testimonials and referrals are, by the far, the most powerful tools you can use to build your business.  People relate to the stories that others tell them.  They hold much more credibility than if you were to talk about yourself and your client successes.  Actively gather testimonials from the folks you do business with.  Make sure to include a few of them in your various marketing materials.  Post them to your website for everyone to view and read.  If someone says wonderful things about you but is uncomfortable writing a testimonial, offer to transcribe what they tell you and then send it to them for final approval. 

© Copyright 2004 by Alicia Smith

Saturday, 2 October 2010

Log File Analysis and SEO

<p>If you own or manage a website, you are probably already aware of the
importance of your log files or site statistics. Such data can give you insights
about your site's usability, errors in your HTML code, the popularity of your
site pages and the type of visitors your site attracts. But did you know it can
also highlight the success or failure of your search engine optimization
campaign? </p>
<p>There is specific data about your web site that you should be looking at in
your log files on a regular basis. Several variables should be examined monthly
or even weekly to ensure your site design and page optimization is on the right
track: </p>
<p><b>1. Entry Paths</b> </p>
<p>Most sites can be developed and analysed around the concept of visitor
pathways. If, for example, your site is a Business to Business (B2B) site and
you service small, medium and large businesses, there should be pathways through
your site designed for each class of visitor. An extremely simplified example
would be: </p>
<p>Clients coming to the site through an optimized home page: </p>
<p>home page ---> small business page ---> order page ---> order confirmation
page <br>
home page ---> medium business page ---> order page ---> order confirmation page
home page ---> large business page ---> order page ---> order confirmation page
<p>The site entry pages for these pathways are often optimized home pages or
optimized content pages. The final page of this route is often the action that
you want clients to take on your site (e.g., sign up for your newsletter, buy
your products online or contact you for further information). You can easily
determine how effective your pathways are by tracking the entry paths on a
regular basis via your site stats. </p>
<p>You should have some idea of the main pathways that clients take through your
site, both for monitoring the effectiveness of your page optimization and
conversions, and for the purpose of subsequent site redesign(s). A good starting
point to track the pathways through your site is via the graph or chart called
"Entry Paths" in your log files / site statistics. </p>
<p><b>2. Top Exit Pages</b> </p>
<p>These are pages from which most visitors click away from your site. Why is it
useful to track these? Because exit pages can tell you: </p>
<p>a. If there is a technical problem with the page that is causing visitors to
leave your site. For example, if there are broken links, or the form on the page
is not working properly etc. </p>
<p>b. If your site design is breaking the strategic pathway, for example, you
may have links to external sites that are inducing clients to click away before
buying your product or signing up for your newsletter. </p>
<p>c. If there is something on these pages that is encouraging visitors to leave
your site. For example, an unprofessional design or confusing layout. </p>
<p>In your log files / site statistics, the graph or chart called "Top Exit
Pages" is the place to learn why visitors are leaving your site. </p>
<p><b>3. Single Access Pages</b> </p>
<p>These are entry pages that are viewed once before the visitor clicks away
from your site. Similar to Top Exit Pages, Single Access Pages can tell you a
lot about why people are not staying on your site for long. </p>
<p>Have a close look at the search terms used to find your site. Single Access
Pages can often indicate that your target search terms are too broad. For
example, you may be getting a lot of traffic by targeting "printer cartridges"
but if you only stock a particular brand of cartridge, then people seeking other
brands are not going to find what they truly seek when they arrive at your site
so they will leave immediately. This can be resolved by narrowing down your
search terms to be more targeted and focused on your niche products and
services, for example, by changing "printer cartridges" to "HP printer
cartridges" and so on. </p>
<p>To see what pages of your site are viewed once, look for the graph or chart
called "Single Access Pages" in your log files / site statistics. </p>
<p><b>4. Most Requested Page(s) and Top Entry Pages.</b> </p>
<p>Tracking these pages is key to measuring the success of your SEO campaign. If
your optimization is effective, the Top Entry Pages and Most Requested Pages
should be those that you have optimized for target keywords. The Top Entry Pages
are particularly relevant as you consider the pathways through your site. Do the
most popular entry pages have any relationship to the start pages for your
plotted visitor pathways? Or are visitors entering and navigating your site via
ways you didn't intend? You can use this information to continually tweak your
page optimization to guide visitors to the right pathways. </p>
<p>To see your most requested pages, look for the graph or chart titled "Most
Requested Pages" in your log files / site statistics. Also look for "Top Entry
Pages". </p>
<p><b>5. Page refreshes</b> </p>
<p>Why are visitors refreshing pages on your site? Are the pages not loading
properly? The "Page Refreshes" variable is another one to monitor on a monthly
basis via your site stats to ensure that there are not site usability issues for
visitors. </p>
<p><b>6. Referring Domains and Referring URLs</b> </p>
<p>Where are your visitors coming from? Are they coming from sites that are
linked to yours? Are blog authors or forum members talking about your site?
Referring Domains will tell you what sites are linking to yours, while Referring
URLs will list the actual pages where the links are located. These can be little
gold mines because you can often find valuable sources of traffic via links to
your site that you didn't even know existed. </p>
<p>In terms of an SEO campaign, these links can all add to your site's overall
link popularity, an important factor in the ranking algorithms of many search
engines, particularly Google. Monitoring these metrics can tell you if your site
requires a link-building campaign or help you measure the effectiveness of
various online and offline advertising campaigns. </p>
<p>In your log files / site statistics, Look for the graph or chart titled
"Referring Domains" and "Referring URLs". </p>
<p><b>7. Search Engine Referrals</b> </p>
<p>How many of your visitors are coming directly from search engines? What
percentage of overall traffic does this represent? This is a good variable to
track to help you keep up with how many search engines are listing your site
(both free submission and paid submissions), how much traffic they bring and
whether to renew your paid submissions. It can also tell you whether you need to
increase the number of search engines your site is submitted to in order to
build on your link popularity. As a a very rough guide, you should be receiving
at least 30 percent of your site traffic via search engine referrals. </p>
<p>To see search engine referrals, look for a chart or graph called "Search
Engines" within your site statistics. </p>
<p><b>8. Search Phrases</b> </p>
<p>This topic is related to search engine referrals generally, but gives added
insight into what terms you were actually found for in the search engines. Do
these terms match what your site was optimized for? Are there any surprising
terms that you might want to develop site content for? Some log file analysis
programs will even break down what specific phrases your site was found for in
which particular search engines. The more detailed the data you have, the more
closely you can tweak your optimization campaign to your precise market. </p>
<p>To see the search phrases your site was found for, look for "Search Phrases"
or "Search Phrases by "Search Engine". </p>
<p><b>9. Landing pages for Pat-Per-Click Campaigns, etc.</b> </p>
<p>If you run a pay-per-click campaign or dedicate specific pages to advertising
product specials, you may use special landing pages or tracking ids to monitor
your traffic and conversions. Your site logs can help you track these by showing
you how many visitors they each had and what they did after they visited those
pages. </p>
<p><b>10. Metric values that show a radical change from developing trends</b>
<p>Any site metrics that show a dramatic change from one month to the next could
pin-point a problem with your site or with your optimization campaign. For
example, if your search engine referrals have dropped dramatically, it could
indicate that you have been penalized in a search engine (or more than one).
Noticing changing trends early gives you the chance to investigate problem areas
and make adjustments if necessary. </p>
<p>Please note that all log file analysis and site statistics programs are
different and use slightly different terms to describe the metrics listed above.
If you're confused, ask your site admin or hosting provider to highlight these
for you. </p>
<p>Remember, your log files are gold mines filled with nuggets of information
about your optimized web site. If you keep digging on a regular basis, you'll
eventually strike it rich with success. </p>
<br><a href="">This article was published using Article Submitter</a>

Friday, 1 October 2010

Welcome to Desiclassifieds: Free Classifieds, Free Ads, Free advertisement

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