Search Engine Optimization for New Business Marketing

This blog will not be that long and wordy. So I say now. 

This is the end of week 4 of class and I have not only found out how important it is to use SEO (Search Engine Optimization) as a part of marketing, but I also found out that I need to make sure that I am setting up the analytics for each post otherwise I cannot measure how well my marketing efforts are. 

Its amazing the mistakes one has to make before they can learn. Yet I am in good company. (For a minute I remembered Thomas Edison who failed many times before he succeeded. I needed that reminder.)

I recently learned the difference between Paid searches (those are the searches that show pictures or have the word [AD] in the beginning of the description); and the organic searches which have detailed descriptions to help direct to you what you are searching for. I also learned the importance of using keywords so that when a consumer types in a specific search, if they use the keyword that you set your website will appear for them. This is important when it comes to generating leads. 

This is the area that I am working on - generating leads which leads to potential customers. Unfortunately because I didnt have the analytics set correctly in this blog for the last couple of weeks posts, I missed out on the gathering of some very valuable information that would have directed me on how to proceed in my marketing. But, I am in there for this week. Not only did I correct the errors from the last couple of weeks, but also, I set up today's post correct. 

"Mistakes are the stepping stones to success. " - Jodi Lynn 

Knowing how to set up your blogs for search engine optimization is very important because it helps you to reach the target market with your product. I do a lot of searching when I am writing for some of my other blogs, I never really considered before that I can have my information set up so that others can search for my work. I am really looking forward to incorporating this information not only in my writings, but also in the work that I do of selling fragrances for the home. 

Here is what the search engine looks like:

Now imagine that for your business you can set up a search engine so that whenever someone looks for a product that you may sell and they include a keyword, your website will come up. This is very possible and important when it comes to generating leads. 

As I get better at setting this up, I look forward to sharing more. 

The Things That Matter In Direct Marketing

This week I had to consider one of the websites that I have been following and researching in order to learn about direct marketing. Of the three that I had chosen (Amazon, Vista Print, and Pink Zebra Home), I decided to focus on the company that best exemplifies good direct marketing strategies - online and offline.

At the offset, I mention that my affiliation with the company not be taken into consideration because due to this being a class assignment it was important that I be objectionable. Therefore, I was looking for things that could have been done different in the way of marketing, but instead I found myself even more impressed by Pink Zebra Home the company.

Looking at their offline direct marketing strategies first, considering an email that was sent to me in regards to an order that I started but never completed, not as a consultant but as a customer, I am impressed that they kept track of the items and then reached out to me to see if I still wanted to purchase those items before they are no longer available considering that the catalog of scents are preparing to change in about a week.

If you have received any emails from Pink Zebra, you would notice that they make it easy for you to contact them. Their emails are interactive where you can click on them and be taken directly to the order page. You can also opt out from receiving the emails if you no longer want to be bothered. This all shows that they are CAN-SPAM compliant which is a government requirement for all marketing materials.

Now taking a look at their online direct marketing strategies by means of their website, they show that they understand the marketing mix that is used for direct marketing programs. It is slightly different from the 4P's of the traditional marketing mix (Price, Product, Position(place), and Promotion). The marketing mix that supports direct marketing programs are the offer, the list, the media used, the creative execution, and the service support.

One visit to the Pink Zebra website (www.pinkzebrahome.com/ESSENCEdePinkbyJodiLynn) shows that the company has a lot of product variations to offer to those who enjoy fragrances and home decorations. They are easily accessible from computer, tablet or smart phone. They are very creative in how they present their product whether using email service providers or by allowing the consultants to create their own marketing materials to be used on the social media sites.  Also, the website is very interactive and easy to use. One of the things that I really like about the website is that you don't have to guess at the prices of the product. Everything is right there and easily navigable.

Consistency Is the Rule of the Day

When I began this week of study, I stated that one of the changes that I would make is that I would blog daily. The reason for this change is because I wanted to see if that would drive more views to my site and maybe some communication. Baby steps for me.

Well, already I failed my attempt to blog daily. That is crazy because I write daily. I post on Facebook daily. I have no idea why blogging daily is such a challenge. But, water under the bridge, I am here today, and what is my topic? None other than...

Consistency 

Keeping in mind that I am studying Internet Marketing. I am looking at how to use online and offline strategies for marketing. I am getting a lot out of this class because I am able to apply it to what I do with Pink Zebra. BUT...

I am finding that I am not sure that Pink Zebra is what I really want to Blog about. I am finding that my blogs, and vlogs, should be my writings. I remember stating when I first began my classes in  2010 (or maybe it was 2011 when I got this realization),  that the product that I am really marketing is myself as a writer. 

But through this class I am able to see if I am really reaching anyone or if I am just speaking words into the wind. I really hope that I am blessing someone. I really hope that even in my school blogs that I am helping someone in the area of the direct sales projects. 

As for me, consistency is very important, I have found, because with so many voices vying to be heard on the Internet, I realize now that I must be consistent in speaking. The minute I slow down, the minute that I back away, the minute that I get silent, I am replaced. I have seen this as I have stepped away from Facebook several times. BUT...

I have also learned that when stepping away from Facebook, there should be a purpose for it. Sort of like redefining oneself. METAMORPHOSIS is what I once called it. That moment when I go into a shell as one thing but emerge as another. It is my growth process. 

In this period of growth, where I am being called upon to find my voice, to not be as silent as I can be, I find that the message is to be consistent. Consistent in speaking to the public. Consistent in sharing. 

I already know what my next lesson will be. It will have to do with the delivery of the message. It will have to do with the presentation which plays a big part in engaging the public. For that lesson, I have been looking a lot at YouTube. I have been paying attention to the personality of the video. So much I have to learn. To be consistent and not be camera shy. 

Im getting there. One day at a time. This week I simply need to focus on consistency. 

The Decision to Apply What I am Learning

So I am studying Internet Marketing this semester. This is a timely class when it comes to the fact that we live in the day and age when everyone is selling something and what better place to do it but Social Media.

Not only do I use social media to post about my direct marketing company affiliations but so does many of my friends. I can't help but to think that we use our Social Media pages like a child visiting the beach for the first time but does not know how to swim. They stick their feet in and wade in the shallow waters until they get comfortable enough to delve in and swim. This is the same with those starting out as an Independent Consultant for some company - for me it is Pink Zebra Home, the candle fragrance company.  We post our company information all over our Facebook pages hoping that someone connected to us will take a look at our product and purchase. Some are successful with their products and some are flailing - not failing, but flailing.  LOL

What I am learning is that the issue with the success or struggles that one has with marketing their products is that we really haven't taken the time out to really consider our target market. That is a first when creating a marketing campaign. You must know your target.

For me, I have found that my market is huge. Everyone likes "smell goods". I have found that when I am at the Flea Market, I have just as many men customers as I do women. I also find that the children are attracted to the bright colors so they will see my set up and draw their parents over to see what it going on. I also find that many times it is assumed that I have candy instead of fragrances because of the look of the product. Because I am set up in such a way that the product can be demonstrated, I do very well with the offline marketing, and this is because I am very interactive with my products. I allow my customers to open the jars and smell them.

But online marketing is a different story. I find myself very challenged in this area. Off the top, one of the things that I can see that I do not do is I do not flood the social media pages with my product line. I called myself listening to the voices of those on social media whom at one point I heard say that they were not pleased with how social media changed to becoming a lot of advertisements when they simply wanted to keep up with friends and family.

Being that I am a writer, I slowed up on posting a lot of my flyers because I didnt want my family and friends to think that I was trying to shove my product down their faces. Though I knew that if they smelled the product and tried it they would love it, I didnt want them to feel as if that is all I wanted from them was to make a sale. So I decided on giving away FREE SAMPLES just so that everyone could check out the product for themselves. I did that a lot. I became known for giving away free samples. That backfired on me too. While I still enjoy giving away FREE Samples, I really have to rethink/revisit how I incorporate that as a tool of marketing.

Internet (online) marketing really isnt as easy as it appears. There is a whole format to this and some make look so easy. Just this here BLOGGING about direct marketing online is a challenge. What do I say? How do I capture the attention of my tartet market? How do I connect the customer with the product? How do I create value in my product for the customer?

I tell you some make it look so easy, but there is a real strategy to doing this. My campaign has to tailor around the target market and not around the product. Then because the customer really does have a short attention span due to the fact that so much information is coming at them - so many voices are rallying to be heard, I have to make sure that my voice is the loudest. I do this by deciding on the right message. With the message there needs to be a hook that would give the potential customer a reason to want to call me at 931-591-5300, or visit my website at bit.ly/ESSENCEdePink.

Yes, my plugs just then was shameless.

I am in week three of trying to figure this out. This is the week that I have to begin to apply what I am learning. The first lesson that I am being pushed into is that of blogging. I made a promise to my professor that I would blog more because the goal during these next 8 weeks is to study the analytics of this blog page and yet, if  I dont have participants how can I study it. I had to admit that just posting once in the week is not going to drive participants to my page. I gave my word yesterday that I would graduate to posting at least once a day.

I cannot say that this is easy, though it should be. I am beginning to see the success my husband is having because he is posting at least three or four times of day and he is rotating his posts so that he has more content. Before I start doing this with Pink Zebra I must understand it by using this Classroom assignment to blog as a point of measurement.

Will I get more participation this week if I post everyday and alert more to the fact that I am here. What about if I attach a picture to this Blogger? What affect/effect does pictures have? I have got so much to learn.

Oh, bye the way, (another shameless plug), Pink Zebra is getting ready for the release of the NEW Spring/Summer 2018 fragrances. In order to make room for the new line of scents, many of the old product line has been put on sale. They are calling it a garage sale which began today and ends on January 25th. I invite you to check out the sale by visiting my website: bit.ly/ESSENCEdePink .  Look for the link for the Special Sale. I put my order in today.

It Starts With An Effective Business Model

Pink Zebra Home is the company that I will be considering at this time.

PinkZebraHome.com sells fragrances in the form of candle wax melts and oils to the consumer through Independent Consultants who either direct the consumer to their personal website or who have product on hand to sell to the consumer.

Pink zebra home uses several different business models as a means of operations. The business model that is immediately noticeable is the Manufacturer (direct) model. This is a direct sales company which relies on Independent Consultants to connect consumers with the variety of fragrances and products offered by Pink Zebra Home. Because the product is not sold in stores, this business model is a very effectual model that is used by all direct sales companies, such as Avon, Scentsy, LulaRoe, and Paparazzi. The Manufacturer (direct) model uses Independent Consultants to bring the product to the consumer instead of waiting for the Consumer to find the product on a store shelf.

 Another business model, used by Pink Zebra Home, addresses the way the company advertises its product to consumers. The advertising model that is used provides consultants with the resources that they need so that they can create their own marketing materials. These resources include the use of company logos and instructions in reference to specific requirements when designing our own flyers to market products to our target market. This allowance of the Consultant to be creative in the design of their flyers while maintaining the company logo for the purpose of branding. This model is profitable to the company because they don't incur expense by allowing the Consultant to be creative in reaching their targeted clients.

 All customer orders placed with the company is done through an Independent Consultant. Whenever a new customer contacts the company needing assistance in completing an order, or in choosing a fragrance, the company will contact one of its ACTIVE consultants that live near the new customer. This is indicative of the brokerage model in which buyers are connected with active sellers in the area. This creates customer value by personalizing the purchasing and customer service experience. This model might not be very profitable for the consultant who represents the company if there are a number of consultants that live in the area that are considered active. At this moment, I am not sure what the process is for connecting new customers with consultants when there is more than one active consultant in the area.

 Again, considering that a company can operate using various business models, another business model that Pink Zebra Home uses is the utility model. This model requires that orders are paid for in advance before the product is shipped out. This is a profitable business model for the company because it keeps them from having to deal with collections for orders that were shipped out on credit.  When orders are entered, customers are taken directly to a check out page where they can pay for the orders before they are shopped and prepared for shipping (within 7 to 10 business days).

Having separate business models that addresses the various aspects of the company's operations is important towards the growth of the company. Using one business model straight across the board in reference to how the company operates might not necessary foster growth. For example, we have already stated that the company uses a manufacturer direct model when selling its products to their customers. Well, the company also offers fundraisers where the customer who hosts a fundraiser through the consultant can receive 40% from the company in return for orders that they have gathered on behalf of their organizations.

The company has recently found that there has not been much participation in the fundraisers, and for those who have been trying to do fundraisers, they have had much difficulty in getting sales. The company has had to pull the fundraiser option and reconsider the business model that they have previously used because it was not working. There is a community business model that is used by nonprofit organizations to do fund-raising for their organizations. The fact that the community business model works for nonprofits does not mean that it will have the same effect for organizations that are for profit. One of the reasons why it is thought that the fundraiser option has not been profitable is because many want to be able to purchase the items from the regular catalog. In reference to their fundraisers, there is a better way to make money. This does not necessarily mean that the company should not do fundraising, but they can consider the possibility of offering a different product, a more unique product that is not similar to that which is offered in the regular catalog.

 In considering the company, Pink Zebra Home, there are two other business models that I have noticed that can only be seen from the consultant side of operations. Using the affiliate model, amazing incentive trips are offered to the consultants with the rewards being based upon the sales of the consultant.  With the subscription model,  all Independent Consultants pay a monthly fee in turn for having a personalized access to the company's website so that anyone who logs onto the website using the consultants login ID (www.pinkzebrahome.com/ESSENCEdePinkbyJodiLynn) is able to place an order and the consultant will get credit for it. Consultants are also able to choose to subscribe to the monthly Club Pink which would allow them to get a carton of the New Scent of the Month which is separate from the scents offered in the current catalog. The Club Pink is only available to consultants who have subscribed to participate in this monthly new release.

VISTAPRINT's PARADIGM as a class assignment Week 1

January 5, 2018

While I am not new to blogging, I am new to this site. So off the top I ask that you forgive me for any blurbs that might occur as I attempt to navigate this site that is new to me and become comfortable writing here.

I am told to record my insights on one of the companies that I chose to follow in reference to how they market using the internet. The company that I decided to choose is a company that I use quite often. They are my go to company for any marketing materials that I might need. The company that I will be considering with this blog is VISTAPRINT.COM.

Vistaprint.com is an internet-based company that creates, makes, prints, produces marketing and promotional materials for large and small companies alike. Their online technologies to create value for their customers are they help with graphic designs, logo designs and website designs. They also assist with email marketing and social media marketing.  Their offline technologies include print media such as flyers, business cards, banners, calendars, clothing, you name it.

I find it amazing how they create value for their customers by using their customers saved designs and layouts as the means of advertising the various products. Instead of expecting the client to try to visualize their designs and layouts on the various promotional tools offered, they show those various tools with the customers designs already on them as if the product was already made. This creates value for the customer. It even entices the customer to place an order of the particular item creating in the customer the desire to have something that they didn't initially know that they needed. I even fell prey to that created want and purchases a bumper sticker that is now housed on the back of my computer instead of on the back of my car.

The fact that they save the customer's designs and previous order so that it is very simple for the customer to re-order is an excellent strategy for customer retention. Their using the customers designs throughout their website to show/display the various services that they offer creates customer value growth by making the customer feel special to see their logos and designs advertised and promoted back to them. It gives them further ideas of how to market their own products in ways that they might not have previously thought of from gift giveaways, to promotional items such as clothing and pens, cups and more.

The minute you log onto Vistaprint.com you are shown various discounts that are available to you and you are shown the products original cost less what it would cost using the discount code provided. Many times there is more than one discount code that is available, and the customer is able to change the inputted discount code to see which code would provide the bigger discount. The availability of discounts, along with the site being interactive so that the customer can create their own personalized design and not limit themselves to the templates of already created designs, encourages customer conversion.

Vistaprint also makes use of their own products, so you will find advertisements for their products on the various social  media sites encouraging you to visit their website. They make use of cookies, so when you input certain instructions or keystrokes on your computer, for example, say that you are looking for a printing company or you need flyers, you will begin to see advertisements for their products pop up on your social media sites and in your search engines. The purpose of this is to gain customer acquisition.

Also as customers utilize their products and share their own products created through Vistaprint.com, this creates for the company Word of Mouth advertising with is still the top marketing tool available.

I am a customer of Vistaprint.com. A very satisfied customer I am with this company and have ordered from them on more than one occasion, even using their re-order capabilities. I would definitely suggest to others to use this company. They do guarantee their products 100%. They also have some really good discounts from time to time, offering as much as 50% off.

They do offer customer support services that are both automated, preventative and there are human agents to assist where needed. The automated services are instructions that walk you through every facet of creating your own layout design or using one of their templates. If for some reason you incorporate a picture and the dimensions would cause the product to come out blurry (that has happened to me several times) there is also a preventative services that would send red flags and help you to create a product that would achieve greater customer satisfaction. Also, if for some reason you are not understanding how to use the website, or you submit a product and they company sees it and has questions in reference to your satisfaction with the final product, the company will even reach out to you.

This is a business that is marketing to a business as a B2B entity, but this business also markets to customers, as well as government or non profit organizations because of the type of product/service that they are offering. Their reasonable prices really appeal to their customers and to nonprofit organizations.

Well, as you can see from this post, I am very pleased with this company, and definitely do suggest to others who are looking for promotional tools to market and advertise their business and/or events, that they consider this company.

Before I forget, they also offer to their customers a Refer-A-Friend bonus wherein if your friend orders using your link, you will receive $10.00 off your next purchase. So that you can check it out, click this link http://vistaprint.extole.com/s/jdbgl