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Q: “What is the skill set and market knowledge required to move into Marketing from Sales?” expert answer, marketing strategy

My Response:

Moving from Sales to Marketing is like going from a Sergeant to a General in the army. Sergeants are concerned with tactics – “how do I capture a hill?” Generals are concerned with strategy – “how do I win this battle?”

Marketing is a strategic role that includes the following four aspects, classically defined as the 4P’s of Marketing:

  • Product Management
  • Pricing
  • Promotion (or advertising)
  • Place (or channel/sales)

Within each of the P’s is an entire discipline for developing strategies and executing tactics to advance the marketing objectives. As a sales guy, you were executing at the tactical level of just one of the P’s… (more)

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online marketing, marketing strategy

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Q: “Does anyone think that Web 2.0, e-commerce, customer interaction online, etc. is vital to the survival of small businesses in today’s world?” expert answer, marketing strategy

My response:

It is absolutely vital to the survival of ALL small businesses in today’s world.

There are 2 global economic trends that support this:

1. Specialization of manufacturing – during the Industrial Revolution, if you wanted to produce a widget, you needed to build a widget factory. Which means that unless you had the capital, you were shut out of manufacturing widgets. The only improvements and progress made in widgets were made by widget manufacturers.

Today, anyone with an idea for an improved widget can have it manufactured cheaply and easily in one or more countries that specialize in fabricating or manufacturing on demand.

The bottom line is that it will be very difficult – if not impossible – for a business to differentiate itself by claiming that its products are “superior” when any of its competitors can easily have an identical product manufactured for them… (more)

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online marketing, marketing strategy

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Q: “What are the five most important eMarketing topics of interest to online marketers?” expert answer, marketing strategy

My Response

“These are what I would consider the Top 5 e-Marketing topics:

1. Why your website is ineffective at generating business;
2. How search engines work, and what SEO really means;
3. How to use self-published content to increase sales;
4. How to use personalized content and e-Messaging to increase sales; and
5. How to use paid search to increase sales… (more)

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online marketing, marketing strategy

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Q: “I am starting a new business and am trying to get my website off the ground. I really would like it on the front page of Google, maybe even Number One. Any tips?” expert answer, marketing strategy

My response:

Sorry to be the bearer of unhappy tidings, but your website doesn’t have anywhere near enough content to earn top rankings – unless the search is EXTREMELY targeted (e.g. searching for “dura tire”). The analogy that I often use is that search engine visibility is a lot like gravity:

  • Objects with more mass have stronger gravity than objects with less mass. You weigh less on the Moon than you do on Earth because the Earth has more mass.
  • Websites with more CONTENT are more visible to search engines (all else being equal) than those with less content.

To be clear – when I say “content”, what I mean are “words on the page”. You may not be aware of this, but images are virtually invisible to search engines – they can’t “see” inside the picture to “read” the words. The same goes for Flash websites – really cool, gorgeous graphics, and totally worthless for increasing search engine visibility… (more)

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online marketing, marketing strategy

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