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MARKETING COMPANY ARTICLES
Philadelphia Business Directories
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STRATEGIC MARKETING ARTICLES
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03/15/10 - Philadelphia Internet Consultants Can Make Your Web Site Shine Online and Maximize Your Return on Investment
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A seemingly great website can offer a poor return on investment if web surfers can’t find it! Business owners who have worked for years to create and polish their product and service, know they must have a prominent on-line presence to compete in today’s market place, but don’t always know how to make their product or service shine online, and attract business.
Many smart business owners recognize that their greatest talents lie within selling service they offer, but not necessarily how to translate that into web traffic. The Internet has many ways that will help you drive traffic to your website and the key is to work side by side with a Philadelphia Internet Consultant to take advantage of what the Internet has to offer.
Where do they go to ensure the best return on web site investment? They increasingly turn to Philadelphia Internet Consultants. There is gold to be found when products are sold through the Internet, and Philadelphia Internet Consultants can be the key to finding it, by driving traffic to a business’s web site, and applying all they have learned to ensuring top return on a web site investment. The best Philadelphia Internet Consultants are partners and collaborators with their clients to come up with a web site solution that is competitive, is consistent with the business message and market they need to attract, engages site visitors, and calls them to action.
A strong web site has a purpose, and requires organization, planning, and time. A Philadelphia Internet Consultant will apply proven strategies to help a business achieve its internet objectives, while freeing up the business owner to concentrate on the business itself. An Internet Consultant will effectively help businesses to improve their on-line presence, take advantage of Social Media marketing, site link exchanges, blogs, and other web site attraction techniques to help prospects find the web site early and often! The right Internet Consultant pays for itself, saving businesses internal costs, time and labor in the development of a web site, and most importantly attract more business on a global scale than ever thought possible.
Philadelphia Internet Consultants can test a variety of on-line marketing strategies and email campaigns to various market segments, suggest web site content that is filled with the right key words to ensure online searchers find their site first, and assist with the copy writing and submission of key word laden articles relevant to the business product and service. These steps when vigorously put forth, dramatically improve a web site’s search engine page ranking allowing their web site to be the first found when web surfers are looking for their product. Philadelphia Internet consultants understand that creating a cost effective website plan, including a well thought out Website Marketing with the ability to measure your results, that ATTRACTS and SELLS is more than a marketing strategy, it’s an art. An art, that lets business owners achieve a prominent on-line presence, and PROFIT.
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03/15/10 - Philadelphia Internet Marketing & SEO Expert, Trust is Key when Hiring!
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For the most part, business marketers today know how to use the Internet to attract business...or do they?? Marketers of businesses of all sizes are finding out that developing a great web site is only the first step in a multi step process designed to stand out among thousands of web sites and grab the attention by web surfers. In order for businesses to become the “go to” site for their product and service offered, hiring a Philadelphia Internet Marketing & SEO Consultant is as necessary as developing a web site in the first place. SEO means search engine optimization. Simply stated, when you search a search engine for a product or service, a list of sites will pop up, followed by pages and pages of similar sites. The first pages of results are considered the most popular and relevant to the search engine utilized. A Philadelphia Internet Marketing & SEO expert will ensure that business take the right steps to be found by search engines and web surfers, and that their business sites are at the top, or close to the top of that list. Internet Marketing & SEO consultants and experts are plentiful right now, so value shifts to finding the Philadelphia Internet Marketing & SEO Consultant that’s right for you, and your business objectives. The best Philadelphia Internet Marketing & SEO Consultants are knowledgeable as to how search engine algorithms promote top search engine rankings within the most popular search engines used on the internet such as Google, MSN and Yahoo. The Philadelphia Internet Marketing & SEO Consultant you hire, may be responsible for the development and design of your company’s website, as well as optimizing your site so it is found, thru the placement strategic site links, the creation and submission of on-line articles that contain key words used by web searches, and also via pay per click strategies to attract and track visitors to your site. The world of search engine optimization is dynamic, changing day by day. It is important to oversee the activities of your Philadelphia Internet Marketing & SEO Consultant, and be a true partner with your SEO Consultant, providing informative and relative content pertinent to your industry that will impact blogs, articles, and relative link. When you hire a Philadelphia Internet Marketing & SEO Consultant, transparency is the key to avoiding the ones that claim to be SEO experts, but are not. The Philadelphia Internet Marketing & SEO Consultant should be able to explain the exact steps and services provided to help improve your search engine rankings and attract business on-line., and the associated pricing. Services may include: article copy writing and submission, case studies, press releases, white papers, pay per click campaign development, social media marketing, blogging, key word tracking, relevant link exchange, email campaigns, creative copy, database development, results assessment and more. The bottom line is hiring a Philadelphia Internet Marketing & SEO Consultant that you can Trust with your web site. Trust can be earned by examining the track record of the SEO Consultant. Past successes will show how this will relate to your goals. Ask about references demonstrating past pay per click statistics, google ranking improvement, and sales results. Take time to review the many options available. Don’t rush into the SEO hiring decision. Establish a budget and goals, and by taking the necessary steps to find the right fit, you and your business will profit on the web!
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01/31/10 - Got an Effective Marketing Plan? A Marketing Plan Outline
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Developing an effective marketing plan requires time and expertise. Here is a simple outline to help get you started. Please contact us you think you can use some professional help. :)
Marketing Plan Outline
1. Executive Summary – A brief overview of the proposed plan for management
2. Marketing Situation – Relevant background data on the market, product,competition, distribution, and market trends
Market Situation – defines market size, growth and key segments
Product Situation – Provides sales, profit, trends, cogs, spend, distribution history by product
Competitive Situation – Describes major competitors size, share, strategies, spending, and comparisons
Distribution Situation – Describes each distribution channel and its relative importance in terms of percent of total sales, volume, distribution costs, growth potential, and competitive status
Target Market Situation – Describes end users in demographic, psychographic, and lifestyle terms; actionable information such as buyer wants, needs, attitudes, perceptions; segment growth or decline and why
Macro-market Situation – Demographic, economic, technological, political, social, cultural trends that have a direct impact on the company
3. Situation Analysis – External opportunities and threats, internal strengths and weaknesses, and issues facing the organization
4. Objectives – The goals of the plan in the areas of sales, market share, and profit
Marketing objectives may include sales revenue, sales volume, market awareness, distribution channels, average price
Financial objectives may include gross sales, cost-of-goods, gross margin, net profit, cash flow, return on investment
5. MarketingStrategy – The approach to how the marketing objectives will be achieved
Descriptions of target markets, segments and customers, product lines, distribution/sales channels, unique positioning/messaging, pricing, marketing/promotional spend, research and development and market research plans
6. Action Programs – The details of what will be done, who will do it.Whenitwillbedone, and how much it will cost.
7. Projected Profit-and-Loss Statement – The expected financial outcomes of the plan.
8. Controls – Indicates how ]the plan will be monitored, measured, and refined.
© 2007-2010 Sagefrog Marketing Group, LLC. All rights reserved. Based on “Contents of a Marketing Plan” from Marketing Management: Analysis, Planning, Implementation, and Control. Seventh Edition © 1988 Prentice Hall by Philip Kotler of the J.L. Kellogg School of Management at Northwestern University. Sagefrog Marketing Group, LLC www.sagefrog.com 215-230-9024
About the Author:
Mark Schmukler, Sagefrog Marketing Group, Strategy and Managing Partner, leads Sagefrog's marketing strategy, research, and interactive marketing practices. He brings more than 25 years of global marketing and consulting experience to his work. He managed worldwide marketing accounts and worked on famous branding campaigns for Kodak. He also helped pioneer e-Business in the late 90s when he was recruited by VerticalNet to lead their global business development and execute some of the largest Internet deals in history.
Early in his career, Mark cofounded Desktop Graphics (the makers of DrawArt™ desktop publishing software) and Doyle Consulting (a management consulting firm specializing in growing early-stage health and information technology companies).
Mark has a very diverse educational background. He studied Engineering, Computer Science, Business and Pharmaceutical Marketing at Penn State, Rochester Institute of Technology, Wilmington College, Kellogg School of Management at Northwestern University and St. Joseph's University.
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01/31/10 - Great Public Relations Is More Than Press Releases
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Often, when people think of public relations, press releases come to mind. A comprehensive, strategically planned PR program should consider all of the following programs:
? Press Releases. Announce new projects, completion of projects, new executives and awards. Releases are issued to reporters on your contact list
? Press Kit. Includes a corporate backgrounder, executive biographies, service overviews, photo pages of completed projects and testimonials
? Contact List. Target reporters and editors from local and business media appropriate vertical market publications
? Editorial Matrix. A matrix of appropriate editorial opportunities maps out print feature opportunities for the coming year
? Media Relations. Relationships with key publications ensure that your company is included in the appropriate editorial opportunities, including feature stories, buyers’ guides and industry round-up articles
? Speakers Bureau. Work with event planners to place your executives as speakers at appropriate industry or local area events - thus, establishing your company as an expert in the industry
? Awards. Nominate your company and staff for various awards sponsored by publications, associations and other organizations
? Newsletter. Develop a corporate newsletter to send to business associates, clients and prospects
? Case Studies. Write success stories that are pitched to editors and reporters at key publications
? Bylined Articles. Research bylined article opportunities and ensure all deadlines are met and material requirements are fulfilled
? Crisis Communications. Develop a plan to respond to a crisis before it occurs
? Community Relations. Develop a community relations program to demonstrate your involvement in the area
? Media Monitoring. Monitor and track your coverage in the media
Public relations is marketing too.
The public relations professionals at Sagefrog Marketing Group, LLC can integrate a strategic PR program into your business’s marketing mix and provide you with a monthly report recounting all activities performed on behalf of your company. Sagefrog is a full service marketing, interactive and public relations company. We specialize in health, technology and business marketing for companies based in the greater Philadelphia and New Jersey area. Sagefrog’s services include marketing strategy and research, brand identity, marketing materials, websites, online marketing, public relations, advertising, tradeshow support, direct marketing and email marketing.
For more information, please contact Sagefrog Marketing Group at (215) 230-9024 or info@sagefrog.com
About the Author:
Mark Schmukler, Sagefrog Marketing Group, Strategy and Managing Partner leads Sagefrog's marketing strategy, research, and interactive marketing practices. He brings more than 25 years of global marketing and consulting experience to his work. He managed worldwide marketing accounts and worked on famous branding campaigns for Kodak. He also helped pioneer e-Business in the late 90s when he was recruited by VerticalNet to lead their global business development and execute some of the largest Internet deals in history.
Early in his career, Mark cofounded Desktop Graphics (the makers of DrawArt™ desktop publishing software) and Doyle Consulting (a management consulting firm specializing in growing early-stage health and information technology companies).
Mark has a very diverse educational background. He studied Engineering, Computer Science, Business and Pharmaceutical Marketing at Penn State, Rochester Institute of Technology, Wilmington College, Kellogg School of Management at Northwestern University and St. Joseph's University.
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06/01/09 - Expand your Firm's Creativity by Starting a Blog
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A couple of months ago, Domus, Inc., a full-service marketing communications agency in Philadelphia, began its own agency blog (Domus agency blog). So far, it's been a resounding success, but not just because of the traffic being generated and the connections occurring between us and the market. As importantly, it has become a creative outlet for our staff to think about and expound upon current, relevant topics. With a schedule of one entry per week from a variety of voices within the agency, we've published posts in areas such as branding, client service, internet marketing, resource management, and strategic consulting. Each post has required at least one person (but usually more) to consider not just what needed to be published, but what was actually occurring in the agency, with our clients, and in the market in general. As such, we as an agency have become more focused and more effective in our every day activities. Domus' success with its blog is not unique. Other organizations who embrace this new medium also experience successes in ways they had not previously imagined. Consider what it might do for you and your organization.
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05/08/09 - Climbing the Pyramid of Marketing Mastery
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Team and a Dream's Skip Shuda provides a short introduction on the "Marketing Pyramid of Needs" in this five minute screencast (http://www.screencast.com/users/SkipShoe/folders/Jing/media/60730e35-f9b9-41ea-865a-6b5a69c3a664).
This simple framework encourages you to follow the three simple marketing steps towards mastery of "See it, Say it and Be it". By walking up each step of the pyramid, you can ensure that you have all the elements in place for a successful marketing effort. It can also help you to answer questions like, "When am I ready for a Blog?" or "Can Social Media really help my company?". If you haven't done the necessary preparatory work, then your premature marketing efforts can be wasted.
Furthermore, the framework sets the stage for the successful measurement of marketing efforts. A marketing metrics dashboard is a key component to ensure that you stay on the path to Market Mastery once you've started your journey. The framework is discussed in more detail on a recent article at the HP Logoworks Blog article "See it. Say it. Be it. Multi-Channel Marketing in a Web 2.0 World" by Skip Shuda.
Visit www.cheaprevolution.com to read more articles.
By: Skip Shuda
About the Author:
As an advisor-builder with a sense of adventure, Team and a Dream® founder Skip Shuda has worked with numerous startups since 1983, including Destiny WebSolutions, which he founded in 1994. Destiny was named the 1998 Startup Company of the Year and grew to $25 million in annualized revenues and 120 team members in 2000
As the leader of Team and a Dream, Skip has a passion for working with Internet startups using his experience, lessons and tools to assist fellow entrepreneurs. Team and a Dream helps to accelerate the launch of web businesses through a focus on the creation, refinement and deployment of strong eBusiness models. Their work involves market and competitive assessments, internet marketing and social media strategies. Skip is an active participant and speaker in the Philadelphia entrepreneurial community. His work includes teaching at the Wharton Small Business Development Center and consultation with the Ben Franklin Technology Partners of Southeastern PA, two key economic development engines in the Philadelphia region. He runs the Integral Philly Meetup community.
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04/14/09 - Lehigh Valley Marketing Firm Launches New, Visually Stunning Website for Healogix
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Striking new website is part of multi-pronged visual branding and marketing plan April 6, 2009—Lehigh Valley, PA—Altitude Marketing launched a groundbreaking new website for their client Healogix on March 5, 2009, as part of Healogix’s greater branding campaign. The crisply designed website has been submitted for design reviews and received five star ratings. The bold design and clean lines make it user-friendly while still being technologically advanced. Healogix, which does marketing research and consulting for the pharmaceutical and biotech industries, recently engaged Altitude Marketing to begin a visual branding and marketing strategy. Altitude Marketing, the Lehigh Valley’s fastest growing integrated marketing and web development firm, delivered positive results. Healogix has seen the upshot stemming from Altitude Marketing’s multifaceted marketing plan which included new print materials and literature, a new website, trade show display and an overall plan of attack for the target industries. “As a fast-rising force in the pharmaceutical industry, Healogix needed a brand identity that was clean and modern–professional with an edgy attitude,” said Andrew Stanten, president of Altitude Marketing. “Working closely with the company leadership, we developed an eye-catching design gestalt and rolled it throughout their entire creative suite from web to print, all under the tightest of deadlines.”
About the Author:
Altitude Marketing, located in Lehigh Valley, PA, provides a wide range of expert integrated marketing services, including planning, design, writing, production and ongoing management for print media, advertising, PR, web development and electronic communications. Altitude Marketing clients appreciate our big picture approach to communications. We lead with research, analysis and planning–and follow with compelling writing, beautiful design, leading-edge technology and cost-saving project management.
Media Contact
Gwen Hoover
Altitude Marketing
1020 Chestnut Street, Suite 201
Emmaus, PA 18049
610-421-8601
gwen@altitudemarketing.com
www.altitudemarketing.com
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02/05/09 - Finding Opportunity in a Down Economy
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As a small business owner, you may be feeling the pinch today and worrying about planning for tomorrow. Most likely, you are questioning whether to scale back your existing marketing plans or do away with them altogether.
The answer is neither! Uncertain economic times provide the perfect opportunity for you to take stock of your existing customer base and to leverage those relationships in order to weather the downturn - and stay competitive in the future. Now is the time to assess the fundamentals that drive your business: knowing your existing customers; acquiring new customers; connecting with customers in meaningful ways and delivering the right solutions to meet customers' needs. Now and in the coming months we're going to cover these topics and help you create an actionable, effective marketing plan that will help you survive - and thrive - in today's uncertain economic climate. Understanding Your Customers Your existing customers are your most precious asset, even more so during challenging economic times. These customers not only provide your most immediate revenue-generating opportunities, they are also a gateway to new business. By understanding your customers better, you can make your business more attractive to both existing and new customers and be positioned to successfully market through the economic storm. Here are two steps to help you learn more about your customers: Profile Your Customers You can get to "know" your customers better by creating a profile of their characteristics, buying habits and interest. For example: - What are the characteristic of your best customers? How old are they? Are they male or female? How close do they live or work to your business? What is their income? How often do they buy? What is their purchase behavior?
- Why do your customers choose you over the competition?
- Which customers are most likely to refer you to prospective customers?
- What preferences and interest have your customers noted in their conversations?
Segment Your Customers Use the information you've gathered from your customers profile to segment your existing customers into groups with similar characteristics. Segmenting your customers this way will help you identify those customers with the greatest potential for generating revenues and/or for referring new business. It will also help you prioritize the most effective ways to market to each customer group. Possible customer segments include: - Personal characteristics such as gender, age, income level or special interests
- Buying habits, such as types of purchases and frequency
Next month I'll take a look at understanding your marketing effectiveness and what you have to offer. Until then, please feel free to comment on the topics I covered here and add your thoughts. I'll share them in the next issue. You may contact me at dan@hotmetalgraphics.com.
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08/16/07 - Search Engine Optimization and Your Content Management System – Can wo
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One of the most effective marketing tactics in today’s online world is search engine optimization (SEO). This process allows your website to be placed at the top of search engines like Google and Yahoo! when a search is conducted for a particular phrase. SEO is so effective for two major reasons. First, 213 million searches are conducted a day, according to SearchEngineWatch.com. That’s double the number of people who watch the Super Bowl, and successfully optimizing a website costs significantly less than a thirty-second ad during that football game. Second, when one of these 213 million people performs a search for a particular product, he or she becomes a very targeted customer. Consider this – if a prospective college student searches on Google for an Apple Power Mac G5 computer, that person is most likely very interested in seeking information on or purchasing an Apple Power Mac G5 computer. Similarly, if a prospective college student searches for “journalism degree in Philadelphia,” it can be assumed that the prospective student is considering going to Philadelphia to study journalism. If your website is optimized for the right keyword phrases, you will receive an influx of highly targeted customers looking for the exact type of product or service your company provides. It will make your sales job much easier. A typical misconception regarding SEO is that marketers need to know how to code a website in order to take advantage of it. Thanks to content management systems, this is not true. Content management systems like OmniUpdate, which has a program designed specifically for higher education, allow people to make easy changes to Web pages without ever touching the code. As OmniUpdate says on its website, the company offers “powerful browser-based Web content management systems that enable even non-technical faculty, staff, and students to easily create and edit text, insert images, and create new Web pages without HTML or programming.” This means that anyone can use a system like this to improve a website’s SEO and receive greater visibility. The two ideas can work together to form a perfect strategy, and the rest of this article will give some examples on how this is possible. For one, SEO relies on dynamic content, or constantly changing text. The tools that search engines use to determine the relevancy of a Web page like to see content change at least once a month. Having a content management system allows you to do this easily, without having to know the difference between a <b> tag and a </h2> tag. Dinkum Interactive to create the ideal page titles and meta, alt, and heading tags, but want to constantly update the content of the page, a content management system like OmniUpdate allows you to lock out certain portions of the code. This means that you could change the elements of the website that customers would see without having to worry about altering the SEO code. It would remain protected. Another unique feature to OmniUpdate is the ability to use PHP and CSS in addition to HTML coding. PHP and CSS are very recent introductions to the online world that add a great deal to a website’s SEO opportunities, but are difficult to learn and cumbersome to deal with. OmniUpdate takes the hassle out of using these new codes by doing it for you, allowing you to focus more on the look and content of the site. A final benefit to using a content management system is that a marketer no longer has to rely on a Webmaster or tech person to add a link to a website. Having links coming in and going out drastically improves SEO rankings, but it can be frustrating waiting for a busy techie to get around to it. Content management systems, however, allow you to add any links you want at any time, quickly and easily, which will not only improve the functionality of your website, but will improve its SEO. It may be easy to assume that search engine optimization strategies and content management systems are two separate entities, and, in essence, they are. But the two can be used together to form a very powerful force. Creating the right SEO strategy takes a great deal of marketing knowledge, but many marketers have never learned proper website coding. Content management systems allow marketers to work on a website without having to worry about the code. It gives them the power to create a successfully marketed website without having to rely on other people. Of course, using a consulting firm like Dinkum Interactive ensures that your SEO strategy is as good as your marketing one, so sometimes it’s good to ask other people for help. But once you’ve gotten your strategy down, you can run it however you like.
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TM Philadelphia Marketing Company Directory
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