Archive for the ‘Offline Marketing’ Category

Joseph Kellner Haircolor Advice For The Salon Owner!

April 2, 2009

The following post is written by our premium business member Joseph Kellner. Joseph Kellner is a top hair colorist and makeup artist in Orlando Florida.

groupshotsimgp0016okUse The Internet To Boost Business During A Recession.

1) Increase the number of customers.
2) Increase the average size of the sale per customer.
3) Increase the number of times customers return and buy again.

That makes sense, don’t you agree? Recession or no recession, those are the primary ways to grow a business.

To this I would add that, although those are the only 3 ways to increase your revenue, there are two additional ways to increase your bottom line profits: increase productivity and cut your operating expenses.

For every dollar you save through those methods, 100% of the savings falls to your bottom line. With the Internet, you have a higher degree of leverage and accountability as compared to traditional media.

Here are the 4 major ways a quality web presence can help you improve in all of the above areas… We call them the 4 “Profit Points” of E-Business. The best part is, most of these strategies can be implemented without spending more money on advertising

1) Improve Conversion Of Website Visitors to Leads and/or Sales.

a. By improving the current design and website strategy.
b. By integrating email marketing and using automated follow-up.
c. Email marketing can also be used to communicate with current customers.
d. Hosted CRM solutions can help you streamline your sales process.

e. Implement “squeeze” pages or landing pages.

2) Increase Your Number Of Leads Without Spending More on Advertising.

a. Your website gives you global visibility – promote your url everywhere.
b. Visitors can find you via search engines and online marketing (but you must optimize).
c. Your website can help you improve effectiveness of traditional media via direct response.
d. Your website makes it easy to offer incentives (whitepapers, reports, demos, consultations) in exchange for contact information.

3) Save Money By Improving Productivity and Business Processes.

a. Utilize E-Commerce and automated order taking, billing, and fulfillment.
b. Take advantage of email marketing vs. expensive mail and telephone communication.
c. Utilize company Extranets and Intranets to centralize data and documents.
d. Offer online training and e-Learning (deliver training online and save money).

4) Increase Customer Retention and Customer Value

a. Increase in average transaction value (use up-sells via web order forms).
b. Increase in number of transactions (via frequent email and web communication).
c. Lower customer attrition through more frequent communication and improved
customer service (Online Chat, Email newsletters and Help Desk systems).
d. Setup an automated referral program.
e. Utilize social media strategies to build a community.

Joseph Kellner

Address:     1507 Park Center Drive Orlando, FL 32835
Telephone:     (407)421-5857
Website:     www.josephkellner.com

Good Help Is Hard to Find

February 11, 2008

Finding the right person or company to help small businesses with their search engine marketing (SEM) is also part  of the problem of small businesses getting on-line.  Now there are literally thousands of SEM  companies on-line–that is not the problem, the problem is many small business owners are not on-line to begin with.

If they are not on-line, where do they look–off-line, with companies that “know” and “trust”.  A logical place would be the advertising company that have been using for years. I read an interesting article last year, Ad Agencies Partnering with Search Marketing Firms (or Not), which talks about SEM marketing firms and the traditional ad agnecies and how the two can  or should work together.

Though it would make sense for these two types of companies to partner up, it is not that easy.  Amy Auerbach, former VP Group Director, Media Contacts  was quoted in the article, “..she believes that partnering with search experts is absolutely necessary. But, the bigger question is, will the ad agency bring the SEM firm into the project at the appropriate time…”

Small business need to read this article, to understand the dynamics that might be happening behind the scenes.  The articles points out there are can be creative disagreements and cultural differences between these types of companies which hinder the partnering process.

Search Mojo mentioned this topic on their blog and believe is important to partner with traditional ad agencies. They state, 21% of their revenue in 2006 was from such partnerships.

Small business do not have the time to waste or to be in the middle of a battle. Now I am not saying these partnerships do not exist but right now it would seem, the small business owner will need to work with 2 different companies when it comes to on-line and off-line advertising.

SEM companies should partner with the traditional ad agency (and vise versa) to provide a comprehensive solution for both company and client.  As the article concludes, the author states, “this [will work] best when all marketers involved realize that they each bring different skills to the table,  find synergistic ways to work together, and check their egos at the door.”