Ten Ways to MROI-Maximize Return on Your Investment in Marketing

Written by Susan Dunn


MROI means Maximizing Return on Investment. How do you do this in marketing? Track, measure, analyze, strategize. The more data you get, andrepparttar more you massage it,repparttar 121390 more you learn, andrepparttar 121391 smarter your marketing is going to be. Here are some questions to ask yourself when you plan your marketing strategy.

1. What arerepparttar 121392 historical patterns of behavior of your clients or customers? Do they respond more inrepparttar 121393 fall? At New Year's? Gear up for these times inrepparttar 121394 coming year.

2. What clients have brought inrepparttar 121395 most revenue? These clients are "worth" more. (Rememberrepparttar 121396 80/20 rule.) Where did they come from? Why did they choose you?

3. What else might these high revenue-driving clients like to buy from you? Distance learning? Ebooks? Tapes? Promotional products?

4. What contacts brought inrepparttar 121397 most business? A particular ezine? Something on your website?

5. What products, services, or programs have brought inrepparttar 121398 most revenue? Replicate these!

6. Where have your referrals come from? Rememberrepparttar 121399 80/20 rule -- 80% of your referred clients probably came from 20% of your referrers. Rewardrepparttar 121400 people who refer to you. Find more like them. (80/20 Rule)

You Belong in the Spotlight

Written by Cathleen Fillmore


You Belong inrepparttar Spotlight: Promoting your business by writing and speaking

Having a strong publicity strategy is key to staying in business. With so many competing images inrepparttar 121389 marketplace, it’s critically important to maintain a high profile. Maintain isrepparttar 121390 operative word here – a start and stop effort won’t get you long term results or credibility inrepparttar 121391 eye of your customers.

Be clear aboutrepparttar 121392 objectives you want from your publicity campaign. You may want to increase your firm’s name recognition, bring in more clients, make a time-specific offer to existing clients or introduce a new product. Even if you’d like to achieve all of those goals, decide which one is most important to you and letrepparttar 121393 others become incidental. Clarifying what you really want to achieve helps you makerepparttar 121394 best use of your time and money.

If you think of your publicity campaign as a wheel, then consider speaking and writing to be two major spokes. And all they’ll cost is your time.

Begin with a demographic profile of your target market. What books do they read, what associations do they belong to and what magazines do they subscribe to? Starting withrepparttar 121395 magazines, study a few back issues. The editorial will tell you a lot aboutrepparttar 121396 magazine’s focus and approach and readingrepparttar 121397 articles will give you a sense of typical style and length. Isrepparttar 121398 article chatty or solemn? Is it directed towards beginners or those well-established inrepparttar 121399 field? Checkrepparttar 121400 magazine’s website, request editorial guidelines and then think of an article that would fit those guidelines.

Once you have a solid proposal, send it torepparttar 121401 editor, telling him why you are qualified to write this article. Then follow up with a phone call three to four weeks later. While you can send out multiple submissions, it’s best to tailor each query torepparttar 121402 readership of a particular magazine. This approach takes a lot of patience but it’s well worth it inrepparttar 121403 long run.

Another strategy is to target a specific company, ask for copies of their newsletter and offer to write a monthly column for them on e-commerce, customer service, publicity, marketing or whatever relates to your area of expertise. Or if your target market is found in your community, offer to write a weekly column forrepparttar 121404 local newspaper.

You can also publish and distribute your own newsletter, of course. And you can maximize your exposure by going online with it. You can keep in touch with your clients or prospects on a monthly basis by giving them free information.

Contributing to ezines is a really effective way to get your name in front of thousands of people. Susan Sweeney, an internet marketing consultant at www.connexnetwork.com, suggestsrepparttar 121405 following resources for findingrepparttar 121406 right ezine: http://www.infojump.com, http://www.ezinesearch.com, http://www.magazine-rack.com, http://www.etext.org/Zines and http://www.factsheet5.com. Having your name in print establishes you as an expert and gives you instant credibility. You can often include a brief bio along with your byline and possibly a photo as well atrepparttar 121407 end of your article.

Keep copies of any articles you have published – these become part of your promotional portfolio.

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