What’s Your Identity?

Written by Claire Cunningham


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2)COMPANY LOGO – Have you identified a distinctive typeface? Do you have a symbol? Do you need one? Have you had your logo produced professionally? Have you identified logo color(s)? Do you use all of this consistently? 3)TAG LINE – Do you need one? Do you have one? Does it clearly describe your company’s unique position? Is it customer benefit oriented? Do you use it consistently? 4)PRODUCT NAMES – Do you have them? Do they follow a pattern? Do they make sense with your company name?

If you answered “No” or “Don’t know” to any of these questions or if you’re thinking about changing your name, logo or tag line, consult a marketing communications professional with experience in company identity issues. Investment of time and money up front will yield benefits inrepparttar long run.

Claire Cunningham, president of Clairvoyant Communications, Inc., has 20+ years’ experience developing and implementing successful business-to-business marketing and communications programs. Sign up for Claire’s monthly newsletter, Communique, at www.clairvoyantcommunications.com Claire can be reached at 763-479-3499 or e-mail to claire@claircomm.com


Making your web-site an effective Marketing tool!

Written by Frank Williams


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From your traffic reports you now understand who is visiting your web site. Now, based on what you intended to have your web site do, you can now formulate questions with which to approachrepparttar traffic reports to measure your site's effectiveness.

Here are some ideas:

Are your pages too long? Often, I see long pages with key content "belowrepparttar 120608 fold" - belowrepparttar 120609 first screen full of information. Many visitors won't scroll downrepparttar 120610 page if they're not immediately engaged by it; therefore they'll missrepparttar 120611 lower elements.

Is this happening on your site? Look for clicks onrepparttar 120612 links that are further downrepparttar 120613 page - are you getting an appropriate amount of traffic torepparttar 120614 inside sections that these lead to? How much time isrepparttar 120615 average visitor spending on your long page - are they clicking off torepparttar 120616 first thing that catches their eye - if so, is this really where you want them to go? Global Marketing recommends that you keep your pages short and torepparttar 120617 point with a call-to-action atrepparttar 120618 end of each page.

What's hot and what's not and what to do! Knowing your "most requested pages" gives some key clues about what's hot - and from that, which content might be worth developing further. This should also make clear, what isn't working. If there's a hot content area - a highly requested page that doesn't translate into its required outcome, something's wrong. For example: you believe you have an exciting offering, but your visitors don't - so perhaps you should rethink your content or product, or you do have an exciting offering, butrepparttar 120619 page copy isn't reflecting that effectively, or perhapsrepparttar 120620 price is too high.

Something else is stopping visitors from completingrepparttar 120621 transaction - perhaps you're asking for too much information, orrepparttar 120622 shopping cart isn't working. Your traffic reports may not tell you whatrepparttar 120623 solution is - but they should give you a pretty clear idea of where your problems lie.

Gain valuable marketing research virtually free You are already using your web site to broadcast your company message, and present products or services for sale. You might as well glean market information about new products and emerging purchasing and technology trends.

Use your web site as a testing ground for new products and ideas. When you find an area on your site that isn't performing optimally, you can make small incremental changes, and immediately seerepparttar 120624 results reflected in your traffic reports. Keep tweaking until you hitrepparttar 120625 winning formula for each page thus maximizingrepparttar 120626 results you want for your product or service.

Use an internal search engine. An internal search engine allows you to trackrepparttar 120627 keyword searches that visitors perform once they're on your site. This can verify that your message and intent of your marketing effort is working. It will also provide clues to other requirements your visitors seek.

A comprehensive website can make a huge difference inrepparttar 120628 growth and profits of your company. Drive visitors to your website again and again through website discipline. Become an exceptional web presence!



Frank Williams is a marketer. With many post graduate courses in management, leadership, marketing and technology to his credit, Williams is a widely respected speaker, author and technologist. He has significant knowledge in marketing strategies and is the founder and CEO of Global Marketing, Inc. - a leader in business, marketing and sales consulting

Other valuable articles can be found at: http://members.cox.net/glmarketing/glmarketing/index.htm


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