Market Your Business and Build Credibility
Use Article Marketing to Generate Qualified Leads that Want to Call YOU

What is Marketing?

Whether you are a one-person entrepreneur or a top marketing executive you have probably wrestled with the best methods to market your business, products, and/or services. With a finite budget it is likely you have also wrestled with the best way to stretch your marketing dollar as well. In uncertain economic times you want to be sure to market in the most cost effective way, but also in a way that will grow your business, even when the economy heads south. 

This white paper is about how to market your business to the right audience. Then, how to make that audience not only gain interest and desire for your product or service, but to make them actually want to call YOU ready to buy. It doesn't matter if you are a start-up in your basement or the top marketing or sales executive at a Fortune 500 company. You will get more quality sales leads than ever before. Most importantly, your sales will increase.

The fundamental purpose for marketing is not to make a sale. That is the job of your sales force. The real purpose for marketing is to generate quality sales leads that are ready to convert to a sale. In other words you want to get buyers interested in your products or services.

Think of it this way… When a car dealer advertises on television they don’t expect that their commercial will make viewers walk into the dealership and say, “here’s my money, wrap up that new Beemer.” They expect their commercial to create interest in, and desire for their cars making the ready to buy. So, when the viewer comes in, their sales people can easily take them from interest and desire to signing on the dotted line, and closing the sale.

What is the common argument between marketing & sales departments in both small and large companies? The marketing people generate hundreds, or even thousands of leads, but the sales people often consider only 10-15% of the leads generated to be of any value. Why? Because often marketing campaigns focus too much on the product or service rather than the benefits they provide, and the campaigns are targeted at the wrong people. Therefore, many of the leads generated are from people who do not have the power to purchase.

The leads are people who just want to get on a mailing list to get nice color postcards or brochures every now and then. Sales people refer to these leads as “Seymours.” As in they just want to see more info, and waste more of your time, but have no authority to ever close a sale. They like to kick tires and window shop, but are unlikely to ever lead to a sale.

Sales people often consider marketing people to be a drain on company resources, and they always think they can do better. Often times, they’re right because many so-called marketing people have got it all wrong.

What is the point of having a fancy web site with lots of cool widgets and animation if no one knows you exist? What is the point of having an email capture form if no one ever visits your site? Many marketers put more emphasis on the look of the web site than they do on generating traffic to the site. More accurately, not just traffic, but quality traffic. You want the people who visit your site to be people who already want what you have to offer. Visitors who are just looking won’t make you wealthy. Visitors who are ready to take the next step are a heck of a lot more likely to make your wallet fatter.

Further, a bright, full color, full page ad in a trade magazine looks nice, and the marketing people beam with pride at how good it looks. They often even frame the ads, and hang them in their office. Yippee! If the readers of the trade magazine flip past the ad all the cost and effort to create it is wasted.

So, what is the marketing strategy that will not only bring the right leads to you, but will also build and enhance your credibility at the same time?

Article Marketing.

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