FAQ




Newsletter September 2009


In this Issue

6 Marketing Tips to recession-proof your business.

The place of your website.

The blog feature helps you keep track of important events all in one place.

Market your website.

Links and the search engines.

Update your site often.

Welcome to our newest customers.

How to set up and use Anuko's blog feature

Anuko's New User Guide




6 MARKETING TIPS TO RECESSION-PROOF YOUR BUSINESS


1. Many people reduce their marketing spend in a recession.

This is counter-productive, giving people the impression that you have gone out of business, or that your product or service is not worthy of advertising.

I recommend that you increase it, but smartly, by making sure all your advertising and marketing is measurable, then test and measure all your advertising.

Identify your most profitable efforts then expand on those, i.e. run those ads/promotions more frequently and continually focus on those.




2. How do you know which advertising brings the most customers?

One way is when someone contacts you with an enquiry or makes a booking or purchase, ask them how they found you. It’s as simple as that. Don’t just assume, let’s say the yellow pages, because it’s a big name and you’re pay big dollars for your ad, your business would have come from that ad. Never assume – check by asking “how did you find me?” People are happy to tell you “oh I just googled it”, so don’t be afraid to ask. And make a list.

3. When the economy is thriving, people love to buy things.

It gives them an adrenalin-rush and they justify their purchases as a well-
deserved reward. They buy for pleasure! However in a downturn, the thinking shifts. Buyers think more about buying to avoid pain, or because something is a ridiculously low price they buy just because it is a bargain! They buy to reward themselves with small indulgences that give them an instant buzz. So don’t let the TV news scare you off that people are not buying. Because they are. Has the recession stopped you from eating, wearing, buying gifts for your friends and family, getting married, taking your annual vacation, or treating yourself to a bargain? People are still taking their kids away on school holidays and travelling about. No-one has stopped spending completely!

So, it’s not so much a matter of whether they want what you sell, but HOW you sell it, that drives them to your door! In other words, you need to adapt your service/product offer, so consumers see your product differently, to meet their changing needs. This does not mean “overhauling” your product, but about creating a perception in the consumer’s mind - a perception that your product has “changed with the times” and continues to meet their changing needs. It’s then about artfully communicating your marketing message across the board, so customers see that your offering IS a perfect fit for where they are at.

4. Build stronger customer relationships.

In an economic downturn, people often cut costs and unfortunately, one of the costs that they often cut is in the area of customer relationship management. You may have heard that it’s at least six times easier to generate repeat business from an existing customer than it is to attract a new customer. This is why it is so very important to build strong relationships with your existing customers. It’s more cost effective. It’s more powerful. And it will lead to a dramatic increase in highly profitable word-of-mouth. So, develop a customer loyalty program and communicate more frequently with your customers. Show them how much you value their business. Add value to them. Make a difference to their lives. Ask them to purchase again on a regular basis. And, if you’re already doing that, see what you can do to do it better. Make them feel even more valued. And it’s not just by paying lip-service, but about creating a WOW experience.

5. Offer an amazing customer service.

Now more than ever, people are craving a personal “connection”. They’re craving experiences or those little highs to take their minds off the economy. The businesses that continue to give customers an amazing - Really Amazing - customer service experience, are the ones that thrive during a recession. How can you do things much better? How can you put a big smile on your customers’ face at each and every step of the way? Sure, it may cost a little to go that extra mile to add in those little value-added extras, but you’ll be repaid ten-fold - especially when considering that this is an area where many of your competitors will be “cutting back”.

6. Increase your market-share in your existing market segment.

As we all know, during a recession, the size of the market shrinks. Don’t react by focusing on developing a new market (not yet anyway). Focus first on increasing your market share. In other words, “win customers away from your competitors”. You can do that by offering a better service, with better marketing, and a more attractive product. You will already be aware that New Zealand is known worldwide to have the friendliest people. Build on this theme and showcase this extra friendly, extra helpful, best value in your advertising.

Put a human face to your advertising. I despair when I see one ad after another just getting plonked on a website or newspaper with just the basic name, rank and serial number or only pretty photos! I mean you wouldn’t throw a bone for your dog without saying “Go Fetch”. Now I’m not saying people are like dogs, but they do need instructions and even enticement. I mean that an ad with just your name, product and phone number will not bring you customers. Nor do a pile of pretty pictures or expensive logo.

Put yourself in your customer’s shoes. If you were them, what would persuade you to buy your product or service? Why should they come to you and not someone else? Remember Spot the Difference? Tell them about your difference. Personalise your advertising. Most of us are already sick of robotic recordings that need you to press 1, press 2 etc on telephoning the energy department, telephone service, bank or IRD. Humanise your advertising – it’s people that buy your product, not robots.

Start planning your Spring Event: a garden show, art and craft show, spring exhibition, sculpture show, open-air concert, open house, and for children, why not a balloon day, or a punch and judy show? Remember to provide refreshments - sandwiches, tea and cakes, and light beverages. People are more likely to come to your event if it provides something to eat and drink - especially if they have to travel to your event, say a sausage sizzle? Remember also to invite a journalist to cover your event. Also a gold coin donation at the gates/door/refreshment table, towards an established charity won't go amiss. Events benefiting a charity is a good form of marketing. And plaster your notices - everywhere!

Too tired to organise something yourself? Then why not jump on the bandwagon of all the local events, market days and street festivals coming up in your area, and reserve a stall or stand or pitch a tent there! But go armed with your brochures and business cards!


THE PLACE OF YOUR WEBSITE

Remember that your website is only one marketing tool. Although it does not replace the need for traditional forms of advertising, a website - even the most elaborate website - is a Low Cost Marketing Solution. An ad in the yellow pages, a 15-second commercial or even a mass mailing, is usually more expensive than a website and contains a much smaller amount of information.

So please DO avail yourself of the Golden Opportunity that your website affords you to speak to potential customers, especially now that Anuko has developed, with you in mind, a new wild and wonderful ( BLOG/CALENDAR FEATURE to allow you to do just this at no extra cost to our customers, except for your time.


The blog feature helps you keep track of important events all in one place.

This is where you can advertise your local events, concerts, exhibitions, classes, seminars, notices, special offers, promotions, etc, or even if you simply want to "blog".


Visitors to your website like to see what's new and exciting on your page, and if they find it of interest, they will visit your website again and again; and if they bookmark your website for future reference, HELLO - this is a bonus for you and will raise your profile on the worldwide web.

This is one of the reasons why we encourage our users to keep their content fresh and interesting, both for the visitor's enjoyment and to help the search engines find relevant words that people search for, and throw up your website as a hit. (I cannot re-stress enough THE IMPORTANCE OF WORDS on your website. This will be covered in my next E-letter.)

Keeping your calendar up-to-date will generate more traffic (visitors) to your website.
(Have you put Google Analytics Visitor Statistics Counter on your website yet?)


YOU NEED TO MARKET YOUR WEBSITE


Unfortunately a website isn't a "build it and they will come" operation. You need to actively go out and actively get visitors.

I suggest at this time staying away from websites that want you to pay them to actually do the search engine optimization of your website for you. They can charge you anywhere from $5 a day to Hundreds of Dollars a day depending on the type of business you’re in.

While some of these services aren't bad, most of the good ones are Really, Really expensive and a lot of the rest are complete rip-offs.

Not only won't you get visitors to your site – but your site could end up “banned” from the search engines. You can spend just a bit of time and figure it out for yourself, which can save you a whole lot of money.


Once you have your pages up and running, and chock full of useful content, it's a very good idea to try and get other people to link to you. So Go Get Some Links!

An important component of your search engine ranking is determined by what sites link to you.


When an important site gives you a link, it's like a Vote of Confidence in your site.

There are three very good reasons for doing this:

1. Many search engines are now using link popularity (how many other pages link to your page) as a ranking criteria.

2. They figure that if other sites link to your page, it might be useful.

3. You will get traffic from the websites that link to you.

Getting links isn't that hard. When you find a website that has content similar to yours, email the webmaster and ask for a link, pointing out why it would be appropriate.

If he has content on his site useful to your visitors:
  • Link to him without even offering to trade links.
  • Link to him, then email him and ask for a link back.
  • If you come across a website that you think would be useful to your visitors, add a link to them.
A good site for learning the basics of getting links is: www.linking101.com.

All our websites we built have LINKS and RESOURCES page. You are making the web more useful to your visitors, and the good karma can't hurt.

The key to successful link building is always, above all, put other people's interests (your users, and the other site owners) above your own. That helps ensure you get good links and business you can recommend personally (and bad links are worse than no links!)

TRY TO UPDATE YOUR SITE OFTEN

so people can come back and see something new and useful.

“Blogging” can be used to help promote your personal or business brand and attract more customers. A blog can help your brand or business to develop much more search visibility because it allows you to easily create more fresh content that caters to specific demographics as well. And our system has RSS News Feed, so all your subscribers can receive the updates!

HELLO - ARE YOU STILL AWAKE?

If you have read this far and haven't fallen asleep, I hope you will find my First E-letter helpful to you.

I am a mere, humble web designer. I hope we have built you a beautiful website which serves as a vehicle for you to promote your business. Promoting your website and your business, or promoting your business through your website, is your job.

I have taken the time to give you my tips today. I will be posting tips regularly on my BLOG/NEWS page on my website, so you can keep abreast of trends regarding the website/s you have with us, bearing in mind that Knowledge is Power.

Remember, the more effort you put into marketing your business and your website, the higher your chances are of increasing sales.

Here is a note I recently received from a new customer, which I wish to share with you. It is always encouraging to receive feedback like this: "I am learning as I go. Your service is very good. I have learnt a lot about web sites since first contacting you." - Rasheed Hussein, The Lolly Shop


WELCOME TO OUR NEWEST CUSTOMERS

We welcome the following people to our website family:


Networking builds communities. You may have heard the saying "No man is an island unto himself." So feel free to make contact with them to exchange links, share ideas, or buy some lollies.

When we try to do things alone our limitations are often all too obvious. When we join forces, uplift, share ideas and encourage one another our collective power can achieve wonderful things. Together we can move mountains!

Here's wishing you a Warm and Cosy Mid Winter, till the Spring comes again. Thank you for reading my e-letter. (And in case you're wondering, yes that's my cat Westmount yawning. That photo (taken by Inga) was Pet of the Month in a local paper.)

Regars,
Marie Ribeiro

Contact Amethyst Sky Webdesign


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