Tag Archives: Corporate Decision Makers

A Marketing Secret You Need To Know

Browse the new WordPress version of my 6 year old Farm Business Support Service website.

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Note that it’s still being updated, and some links will take you back to the old site.

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THE MARKETING SECRET YOU NEED TO KNOW

Marketing is like throwing mud at a barn wall. After a while, some of it begins to stick.

I got the above phrase from reading an excellent bestselling book titled “Startup Entrepreneur”, written by James R. Cook.

It was a bible of sorts for me in my first few startup years. I told anyone I met about how great the book was.

One day, someone visited me, and some hours after he’d left, I could no longer find it…LOL!

But I must have read it 10 times or so. As a result, even though I no longer had the print copy, I could literally recite passages from it by heart.

On the morning of Thursday 30th August 2012, I got a call from a lady official of the Ministry of Agriculture, who told me she had read some of my Farm Business Ideas articles on the web.

We met later that same day, to discuss work they are trying to do, to support farm business owners out here.

It was a very useful session, and she gave me great details about a World Bank assisted project they’re implementing to support farm owners with grants and capacity building resources.

I’m preparing a special report that will be made freely available online on this great opportunity for farmers.

Update: Click here to view the report published via a blog post last November.

My main reason for mentioning the above however, is really to point out

how VERY powerful intelligent web marketing can be, for getting yourself noticed, if diligently applied.

Too many business owners out here fail to understand that marketing requires diligent commitment and patience – and that smart use of the Internet can equip you to keep at it, cost-effectively, to get the results you want, in multiple folds :-))

Make sure you choose a vocation that you have a passion for. It is the key to your success in life.

tayosgp

NEW PAGE: Tayo’s Guest Posts

I’m a multipreneur, and SD Nuggets is designed to be a multi-disciplinary blog. So, expect to see links on the new Tayo’s Guest Posts page to my guest posts published on blogs in different niches.

If you run a high profile blog, website or print publication, and would like me to write for you, get in touch via my Writing Service page.

The Seven Pillars of Success

This week’s issue of my Public Speaking IDEAS newsletter, was sent out to subscribers via email some hours ago.

Title: The Seven Pillars of Success (A Speaking Success Guru’s Recommendation) Click here to read.

Succeeding At Your New Job (Even When You Get No Handover From Your Predecessor)

What you are about to read are tested and proven ideas for succeeding under some of the most challenging situations possible in paid employment.

It Can Happen To You – So Get Prepared

Just in case you’re telling yourself this cannot happen to you, let me assure you that it can. By this, I refer to a situation in which you assume a new position at short notice, and without the benefit of a handover from the original job holder.

It happened to me a number of times in a space of about three years while I was still a middle level manager working shifts. There were other competent persons that could have been chosen for the roles assigned to me. Some were more than a few years senior to me in age, on the job and/or in the company.

The fact that I got picked so often suggests the decision makers believed I would add worthwhile value. My success in handling those early career opportunities, eventually won me high profile senior management roles, later in my short career (I quit after 7 years, to pursue a long standing dream of self employment, despite mouth watering career prospects). I narrate some examples later in this article.

Adapt the strategies described below to your unique situation, and you’re likely to achieve similar or better outcomes to mine.

1. Visualize The Possibilities: There’s no guarantee you’ll get it right. But you need to carefully consider what positions in the company (within and outside your current company location), you can reasonably expect to be assigned, in the event that the need arises.

Check out the backgrounds of senior or more experienced colleagues and/or bosses who started out from your kind of position. That’s one reliable way to know what can happen. If they could have gotten where they are today, by starting from where you are now, then it’s possible you can too.

And sometimes, even if it took them 5 years to get there, circumstances could make it take you just 6 months to do the same. Somebody could resign (or get fired) without warning, and there may be no other person except you with the needed training, background, education, skills, experience or maturity, to fill in the gap.

"Solagbade! Do you want to do what some people did in 5 years in 5 months?"

A senior colleague actually made the above statement to me, less than two years after I joined the company. And he was not exactly smiling when he said it either.

Among other things, I had been identified for my spreadsheet automation skills, which got me nominated into a company wide computerization project team, alongside senior managers. This put me in the spotlight, to the extent that departmental heads courted me to help automate their routine reports. I got a lot of attention – and some priviledges too. This apparently irked him, and at some point, he could no longer hide his feelings.

Expect that this may happen to you too, if you excel. Be as glad as I was if/when such person(s) voice their "frustrations". You’ll be able to steer clear of them if necessary. As Robert Kiyosaki noted in one of his books, vicious backstabbing is common in the workplace. If you plan to go far up the ladder, watch your back.

2. Get Familiar With Job Descriptions and Workplace Instructions/Guides: Every position in a company – no matter how small – requires a clear definition of roles and responsibilities to be played by the job holder. A job description is a document in which such details will normally be found. In addition, key processes and operations need to be documented in a way that ensures continuity and consistent quality/output, regardless of which employee is involved.

In other words, these documents would provide step-by-step guidance for carrying out every key operation or process in the company. If followed diligently work gets done to completion with minimal or no errors. It is to be expected that your company will have a formal system for creating and updating such documents in place.

Their existence in companies referred to as "world class" or "ISO certified" enables them routinely churn out top quality products and services based on a Right First Time philosophy. So, to get up to speed with the right way your job should be done, and also how people under your supervision should be operating, job descriptions and work instructions/guides will prove invaluable.

If it so happens the company does not have job descriptions and/or work instructions, view that as an excellent opportunity to make a difference while there. Get approval to have them developed, and (if time permits) champion the process. Your achievement will not go unnoticed, I assure you.

3. Read Books and Study Workplace Archives: I did this a lot anytime I got seconded. I never told anyone though. It was my little secret. Usually during the first week or two, I would spend many extra hours AFTER close of work (whether shift or normal working hours), reading through old handover notes in the file cabinets; daily, weekly and monthly reports; special project files and as many other documents relating to the job I was to do as I could find.

This helped me quickly internalize useful details about the job, and what had happened before I came in. I used that knowledge to ask questions when I spoke with those I had to work with. It was always amusing to see their surprised looks when I spoke with familiarity about stuff that took place before my time. Quite often I won their trust, respect and cooperation subseqently – because they saw that I was prepared to work.

Of course, by studying experience based books on management (by gurus like Peter Drucker for instance), and applying the mostly simple concepts, I was able to leverage the knowledge I gained from studying archival material in the workplace, in doing my "temporary" job effectively.

4. Identify The Competent/Long Serving – And LEARN from them: Whenever the opportunity presented itself, I got close to older and more experienced colleagues, to have informal coaching conversations with them. Those sessions usually revealed valuable insights I later found use for. I also periodically courted senior managers or departmental heads. Usually when they called on me to use my spreadsheet skills to generate reports based on their data. While with them, I casually studied the work they did, and how they did it.

All of this helped me greatly, as I was able to over time demonstrate the ability to "think" like a senior manager while still a middle level manager. By the time I got assigned to act as Production Manager in February 2000, I already knew quite a lot about what the job entailed – including complex aspects like calculating capacities, planning production etc.

Anytime I found myself around top level executives from my function in the workplace, I was never shy about showing what I could do. You should not be either – because the company needs people who can help it progress. This strategy got me noticed by those who mattered. It can work for you too.

5. Acquire Knowledge and Skills That Enable You Make A Difference: The company did not send me on any special management courses to prepare me to do those "surprise" jobs. I had to learn on-the-job. There was often no time that could be spared. So I resolved not to let those who gave me that opportunity down. I invested hundreds of hours before and after my shift periods/normal working hours, to learn anything extra that could help me do a good job. If you are sincere about contributing to the company’s progress, opportunities will appear to you, to achieve that purpose.

One Example: During my one year induction in Lagos brewery, I showed active interest in the custom Lotus spreadsheet based report automation I saw my expatriate Training Manager – RAC – doing for the company.

That won me his trust. Especially when I demonstrated the aptitude to quickly grasp the little he exposed me to. He soon gave me a laptop, so I could help check for errors in the massive formulas used in the Variable Cost Analysis Spreadsheet application he built for use in the different breweries.

By the time I was redeployed to Benin Brewery on completing my training, I got thrust into the spotlight when (on RAC’s recommendation), I successfully corrected an error in the Benin Brewery version of his spreadsheet application. After that, all kinds of opportunities to work with other senior managers began coming my way. When you work with senior managers that early in your career, and succeed in impressing, you WILL get talked about.

This last point is the key to succeeding perpetually at work . You do not need necessarily need to acquire a special skill like I did. But it would be worthwhile to LEARN to do useful (not fancy) things that can help you overcome obstacles, or make others happy to have you around.

Why You Should Take The Ideas Offered Here To Heart

I successfully employed the strategies described here – REPEATEDLY – to achieve superlative workplace performances in the large corporate multinational I worked over a 7 year period.

Within a year of joining the company, I went from being a green horned production shift brewer to packaging shift manager (actually back and forth between packaging and production departments over a 2 year period – at least three times).

Once, while working as a brewer, I was informed of my immediate "temporary" redeployment to packaging, to fill a vacancy arising from a recent promotion exercise. The Packaging Manager explained that the suddenness of the incumbent’s promotion made it imperative to pick a replacement, who could quickly fit in, even if brought in at short notice. I apparently fit the bill. Some weeks later, after a replacement manager had arrived, I returned to the brewing department. Indeed, almost all my movements at the time had one thing in common: They were implemented at short notice.

Between late 1995 and the end of 1997, I went from being management trainee to packaging shift manager, production shift brewer (actually back and for the between packaging and production departments over a 2 year period). Not long after that, I was removed from shift duties and re-assigned as Brewer-In-Charge of the Malta processing section (which was like a separate department, with its own multi-shift workforce).

In 1998, I was nominated twice to act as Technical Training and Development Manager (a high profile and sensitive position, one step above middle management level). The first time, it was for a month. And I got a handover from the job holder who was going on annual leave. The second time around, it was for a 3 month period. And I got NO handover.

What’s more, my new boss (i.e. the Technical Manager) chose to go off on leave during this second period. I was – as they say – O.M.O i.e. On My Own! That was a classic example of a trial by fire situation I was put in. Management sometimes does this to "test" a young manager’s mettle and see if s/he will crack under pressure. I never did "crack". Instead I excelled repeatedly. And my appraisals reflected it. When I chose to leave the company, the brewery head felt he had seen enough in 11 months of working with me, to stick his neck out by writing the following glowing comments about me (see below) in a send forth greeting card:

Handwritten testimonial by Andy R. Jones about Tayo Solagbade

Summary

Going on secondment to do another person’s job – even if it’s not in a higher position – is an opportunity to show decision makers what you can do. How you handle it can determine how far you go in the company. It’s like competing for a place on the team to the world cup or Olympics. Or presenting a popular TV show on prime time. You need to make the most of it. But do so, with the aim of making a useful or positive contribition and impact. And not just for selfish glory.

What helped me succeed was my willingness to learn from ANYONE and EVERYONE I felt could help me – even if I had to seek them out myself. This was in addition to plenty of hard work and personal sacrifice to acquire useful knowledge/skills and use them to make things work the way I wanted them.

If you really want to fly high in the corporate world, you must be ready for sudden or surprise assignments – because they will come. And those who nominate you to will expect you to deliver. Every time you do, they may become more willing to send greater career advancement opportunities your way.

Opportunities that many others may not get easily would tend to come to you as if magically. You will have become a high performing employee, regarded highly by your company’s decision managers as an asset to be used to boost the company’s ability to achieve its goals.

Top 5 Steps To Perfect Employees

A few years ago, I was invited by the Center for Management Development, to deliver a one hour lecture based on a management research paper I’d just written titled “Self-Development As A Tool For Achieving Career Advancement“.

In delivering that paper, I decided to look at the subject from both perspectives i.e. that of the employer, as well as the employee’s. It’s always the best way, because both parties must work together to take the company forward. This article is based on excerpts from that lecture.

47 page management research paper titled "Self-Development As A Tool For Achieving Career Advancement

What follows below, are 5 Proven Steps You Can Take To Develop A Perfect Employee Workforce.

1. Demonstrate Management Buy-In

This is a fundamental requirement. Aim to demonstrate at all times to all parties involved that you (i.e. management or decision makers) are unflinchingly committed to helping employees develop their capacities optimally, in order to meet the company’s workplace performance expectations. In other words, you must back your words with action. Or better still, walk your talk.

For instance, let’s say you demand that sales reports be e-mailed in by field officers country wide over the weekend, for use in generating weekly reports for the 11a.m Monday review meetings. If some sales personnel work in locations with unreliable Internet access, you will need to arrange viable alternatives (e.g. a mobile wireless internet enabled laptop). Without this, reports are likely to come in late…and your employees could get discouraged or even frustrated. The same reasoning applies to asking factory workers to improve weekly output, without resolving a long standing problem of late input delivery by suppliers.

Do not give your employees any reason to believe you do not mean what you say.

Challenge them by showing you are committed to doing whatever it takes to support them towards achieving the goal you have announced. There’s however no need to go on a spending spree to make this happen. Simply assess viable options for making your plans work, then explore ways to implement them, as cost-effectively as possible. About eighty percent of the time, there will be a lower cost way to get things done, than the first ones that come to mind. Do more thinking, questioning and searching, to get it. Once everything is in place, let employees see that it is, and make you rules about non-performance clear to all concerned.

With management buy-in established and demonstrated, the next steps outlined below, should be easy to implement.

2. Focus On In-House Training

Too many times business decision makers feel they only need to throw money at employee training and development, to improve workplace performance. The truth however is that human beings are simply too complex to be treated like machines. With people, input does not always result directly in the output you want. And that’s why personalized (experiential) learning in a familiar environment tends to work better for us.

Why send another group of employees out to attend a training course, when a competent, experienced employee who has already been on THAT course (and has shown evidence of using what s/he learnt to improve job performance) is available?

Apart from being familiar with the peculiarities of the working environment of her colleagues, such an employee would also be able to develop case studies by drawing from her personal experiences. She could use such case studies in giving illustrations, which the others would possibly be able to relate to, making the learning experience more real.

Project based in-house employee training could also be considered. In this case, a group of employees could be made to learn by working together in multidisciplinary teams on meaningful problems drawn from their working environment. This kind of approach produces a self-help, mutual leaning atmosphere that enables the organization to identify and utilize “trapped” pockets of “experience and wisdom”.

Years ago, the above approach afforded me a very rapid rise from the lower cadres into senior management roles in a large corporate multinational, in less than 7 years of joining the company. The company’s decision makers were smart enough to see that I made good use of any learning I was exposed to. So they repeatedly chose me to go on high profile secondment assignments (e.g acting as departmental head, and also working as a member of key project groups comprising senior executives – even though I was not one). I was also nominated to attend key learning events, in and out of the country, with a view to subsequently returning to conduct similar learning events for other employees. The benefits to the company were multi-faceted.

Apart from my personal experiences, verifiable studies have equally shown that in-house training delivers more value for the money invested – in many cases. There will of course always be exceptions. However if your company really wants to move ahead in this regard, you will find it useful to follow the guidelines offered above.

3. Entrench A Reading/Thinking Culture

A good library, well stocked with relevant books, magazines etc all loaded with up-to-date information, will not get visited if employees are not made aware of its existence. In addition, employees must be encouraged to invest in useful (“How To”) books and do it yourself tools (e.g. Typing Tutor CDs, audio books, e-books, pod casts, webinars, teleconferences, membership websites etc).

Managers, executives and other leaders who are in a position to influence, should themselves set the example by adopting healthy reading/thinking, learning and re-learning habits. They could for instance, take time to stimulate the thoughts and interests of their reports by sharing insights they get from their own learning. Before long the culture will spread across the organization as a whole with very noticeable benefits.

There is of course the need to strike a balance between reading, and reflection on what is read – as captured in the quotes below:

“Reading can be a powerful catalyst for thinking; it has the potential for stimulating wisdom.” – Michael Angier

“Reading without thinking gives a disorderly mind, and thinking without reading makes one unbalanced” – Confucius

4. Deliberately Use Job Secondments For Employee Development

Secondment of employees to higher or parallel positions to the one they are already familiar with, could be utilized to develop them. The organization will however have to make EACH employee realize that going on secondment is not an end in itself, but a means to an end.

In other words, let them know that going on secondment is meant to be a developmental move for them. What’s more, upon completion of the acting assignment, the boss to whom the seconded employee reports needs to challenge her to outline what learning she has picked up. It is infact advisable that every such employee, be made to take a short break (could be a day or two) to reflect on her experiences and submit a written report upon returning to work.

Nothing helps to cement learning acquired from experience better than a review via personal reflection. During this activity, all actions carried out during secondment are “re-visited”, and decisions reached by the employee on how she would behave when confronted with similar challenges in future.

Successful employees interviewed by researchers often mentioned their on-the-job experiences – both good and bad – as having the greatest impact on their development. This is very useful information, that has guided smart business decision makers to continually explore better ways to provide job-based developmental experiences for their employees. By implication therefore, organizations that truly want “ideal” employees (i.e a well-motivated, effective and efficient workforce) will need to systematically expose individual members of their workforce(s) to relevant job-based experiences.

5. Institutionalize “Experience Sharing” By Older Employees With Newer Entrants

In this final step, the key objective is to shorten the learning curve of new (or less experienced) employees. It is a highly effective strategy that’s been in use for years (in various forms) by successful organizations the world over.

Consider this analogy: For those of who had the opportunity of growing up with aged parents, grandparents or relatives, the value of life learnings picked up from these older people, who had experienced them, often remains immeasurable. The foregoing is why one such young person can get described as having an “old head on his/her young shoulders”.

There’s no sense in letting younger/less experienced persons go through the painful process of making all the same mistakes and traumatizing discoveries that older/experienced employees already know how to avoid. Parents who spend time/share their own learning with their children actually spare the latter the pains of finding out those same things the hard way i.e. by themselves.

To put it another way, why should we waste valuable time re-inventing the wheel?

Relating this to the workplace, your company’s employees could benefit more if you engage a competent workplace/career coach(or even a retired, but highly skilled ex-employee) to spend time with them as individuals and/or groups – sharing experiences, and helping them make more sense of them. We need to enable our organizations to rise beyond our current levels of achievement, by equipping those coming after us with knowledge/skills we have gained.

A few hours with an accomplished individual can dramatically enhance the ability of the exposed employee(s) to perform better at work, to meet the company’s expectations. You will spend less and get more long lasting benefits to your people using this approach, than if you simply sent them on a generic external training course. (Fill/submit this form, and a free PDF copy of my 47 page management research paper titled “Self-Development As A Tool For Achieving Career Advancement“, which offers more information on this subject, will be sent to your inbox).

Summary

In today’s rapidly changing world, organizational decision makers must realize that if they want sustainable improvements in employee productivity, it WILL NOT happen through repeated resort to salary increases or even promotions.

Instead, getting employees to willingly give their best efforts at work, can only be reliably done by setting up a self-sustaining environment that perpetually makes the employee feel good about doing his/her job. The 5 steps outlined above, if intelligently adapted, can help you achieve that goal.

Make Your Comments or Requests!

What are your thoughts about the steps outlined in this post? Have you any experiences or observations to share on how well they might work in different organizations? Can you share any steps you believe can help a company effectively develop its employees to perform satisfactorily on the job? If you have a topic in mind you’d like me to write about in future, why not let me know? Or maybe you need help getting your staff to deliver(?). I’d love to hear from you in the comments section below, or via tayo at tksola dot com!

About Tayo Solagbade

Self-Development/Performance Enhancement Specialist – Tayo Solagbade– works as a Multipreneur, helping individuals/businesses develop and implement strategies to achieve their goals, faster and more profitably.

Depending on his availability, Tayo accepts invitations to deliver customisable talks, keynote speeches and training/coaching programs on topics relating to his areas of experience based expertise and interest. Visit http://www.tksola.com to learn how you can invite Tayo, to speak at your next meeting/event.

As a multipreneurial freelance writer, Tayo Solagbade’s versatility, and use of in-depth research (on and off the Internet), equip him to quickly produce 100% original – and easy to understand – write-ups. When he’s not amazing clients with his superhuman writing skills (wink), Tayo works as the creative force behind:

a). The Self-Development Nuggets blog:

www.serenediary.spontaneousdevelopment.com

b). The Public Speaking IDEAS blog:

www.spontaneousdevelopment.com/blog

 

Marketing Your Biz Online: 3 Factors That Can Stop You From Succeeding

Who should read this article? Anyone running (or planning to run) an offline business, who desires to take advantage of the Internet to achieve cost effective marketing reach and impact. I assume you already have a website or plan to get one. It’s a basic requirement for marketing your business online. My purpose here is to challenge you to avoid the pitfall of investing your hard earned money in building a website just for the sake of looking good, or keeping up with others. (NB: At the end of this article, I invite you to post ANY questions about how to attract potential customers via the Internet, so I can provide answers to them. )

Your purpose should be to make your business run more profitably (through reduced expenses on business promotion, increased leads generation/customer conversion etc). Sadly, in building their business websites, some CEOs still focus narrowly on how they feel, rather than aim to serve the interests of those they wish to do business with, who NEED the solutions they offer.

The truth is people looking for solutions get attracted to the person who offers the most convincing “argument” or “presentation” for addressing the problem they have. Now, sometimes, that person may NOT be the best looking or most attractively dressed. This is especially true on the Internet – which is why I call it the greatest leveler of all time. The Internet allows small companies or individuals compete on an equal basis with large corporations, and even win.

If your website only “looks pretty”, but does not make a compelling offer, it will lose potential buyers to the competitor. This is a proven fact.

Below, I discuss 3 important factors you need to consider carefully to ensure marketing your business online is successful:

1. Your Web Marketing Strategy

A Web Marketing Strategy spells out periodic steps you will take, to promote your business using carefully adapted marketing tools and resources based on (and off) the Internet. In a way, it’s like a business plan – albeit a dynamic one, to be tweaked based on results you get – for your online presence.

Most progressive minded and profit focused individuals/businesses today, use the Internet to dramatically cut their business promotion costs, while extending their marketing mileage. They do this based on a carefully developed plan of action – or Web Strategy. It is crucial that you implement a sustainable web-marketing strategy, to fully reap the rewards of taking your (brick and mortar?) business online.

By this I mean:

1. Your website’s appearance must be consistent with your offline image/status as a business aiming for constantly improving performances. So, the design should not be sloppy. You need not aim to win a beauty competition with it however. Such extra efforts should be channeled towards creating response generating content on it.

2. You must agree a formal strategy for leveraging the website to be used as the cost effective yet highly powerful marketing tool that it can be.

3. Your clients (prospective or existing) should be able to find – on your site – anything and everything they need to know/use in order to do business with you quickly – and easily. Simply put, your website should make you do less work in continually “selling” yourself to get more business, from new or existing clients. In other words, you need more than web design.

The days when a website design with bells and whistles swayed visitor buying decisions are long gone. These days, such aesthetics are readily delivered within minutes using powerful automated web design applications. Even a 5 year old can do it. What you NEED instead, is to use a custom web-marketing strategy to make it “sell”.

2. Your Website Leads Generation Ratio™ (WLGR™)

One effective way to asses how well your website is doing, is through the measurement of a parameter I call the Website Leads Generation Ratio™. That’s why I’ve listed it as another factor you need to pay attention to, if you want to succeed in marketing your business using the web.

If a reasonable percentage of your website visitors do not contact you (giving you the opportunity to convince them to do business with you), then your website is wasting money. The standard for the web is quite similar to that for traditional offline marketing i.e. 1 to 3% of those exposed to your marketing messages are likely to respond (NOT buy).

WLGR™ is calculated as follows:

Number of visitors to your site who decide to make contact with you(via email, office visit, phone etc) : Total No. of visitors to your website.

i.e. Website Leads Generation Ratio™ = Website Respondents : Total Website Visitors.

Using the above formula, if 100 people visit your website in a month, and only 5 contact you, then your site’s WLGR™ will be 5 :100 = 2%.

To get your website to deliver satisfactory WLGR ™, you need to build it to convert visitors to leads, by incorporating response generating copy, and not just content.

Like Michel Fortin says “content informs“, but copy “invites people to take action.” And that’s what you want to happen on your website i.e. for more people who visit it and who fit your ideal customer profile, to take action to at least get in touch with you about your products, and services.

If you cannot set this up yourself, I suggest you hire the right person or company to do it for you. There are eight(8) Questions I recommend you ask anyone you’re considering, in order to verify they have the ability to give you the desired value for your investment.

Send me an email via “8questions at cbstudio.biz” with your name and phone number, and I’ll send you a PDF containing the questions. Read through them, and then call me on 234-803-302-1263, if you’d like me to give you a general idea of the kinds of answers that the right provider is likely to supply. You’ll come away better equipped to make the right choice!

3. Getting The Right People To Visit Your Website

Not every business will offer products and services that are wanted or needed by virtually everyone such as toothpaste, water etc. This is why you need to get the right kind of people to visit your website – if you want to make sales.

You may not even need to aim for high traffic to your site. Instead work hard to attract optimal traffic of people looking for the solution (product or service) you offer. When such people visit your website, they are MORE likely to contact your with enquiries and/or orders, because what they see and read will interest them.

Some business owners very unwisely purchase traffic. Most times this yields less than profitable results. And that’s because that method involves getting large numbers of people with widely differing interests driven artificially to your website. Without the right web marketing strategy, you might have people who do not fit the profile of your intended customer, visiting your website. And they will often leave without even saying hello. That doesn’t help you in any way!

So, how do you get the right kinds of people – aka “Pre-Qualified Prospects” – to visit your site?

The simple answer is, by creating website content based on accurate insight into what your target audience wants, and where they can be found. In short, this amounts to creating content that will get them to find you through search engines.

It is a well known fact that organic or natural search results are most favoured by people searching for information on the web, compared to the sponsored ads that pop up on the SERPs (i.e. Search Engines Results Pages).

With Google’s re-invention of what it takes to achieve top search engine ranking, websites that pay attention to doing what I propose above, today enjoy well deserved search engine visibility for their favoured key words and search phrases.

You can achieve similar results. But your website copy alone may not do the magic.

For best results, you’ll need to develop an integrated approach. This will involve leveraging a variety of web based platforms (e.g. social media, e-mail newsletter management services etc), in conjunction with your “response generating” website, to capture the attention, and interest of potential clients or customers. That’s why I always advocate adopting a custom Web Marketing System(WMS)*. Once you have your WMS in place, you can continually tweak it, to maximize pre-qualified leads generation, which over time will eventually convert into sales.

TIP*: Among other actions, you will write useful articles, special reports, white papers etc. Then publish them on your website and promote them via social media platforms, as well as through a newsletter medium(if possible). Do this on a regular basis, without fail. The objective is to cultivate a followership of potential customers by publishing informative and educative content that is likely to appeal to them. Sooner than later, they will come to trust you, and eventually decide to buy from you – and even refer others.

For The Same Amount Of Money, You Can Get More Than Just A Pretty Website!

If you place an advert in a news daily for instance, it faces these challenges:

(a) “Expiry” due to between 1 day to 1-week newspaper shelf life.

(b) Difficult odds of getting read by your target audience due to over 80 pages of news/competing adverts in the same paper.

(c) Not everyone who reads that paper will fit your client profile.

(d) Also not all who fit your client profile will read that paper – or see your advert.

Your website should complement – but not replace – your offline conventional marketing efforts (such as the above), in such a way that you dramatically cut down your expenses on the latter.

Interestingly, the money and time you’ll spend getting a bells and whistles website, will often be the same – or even more than – it would cost you to cater for the three powerful factors discussed in this piece. Yet, the latter can determine the success or otherwise of your business marketing.

Adopting a Web Marketing System (which effectively incorporates the 3 factors discussed in this article, and more), will get you more marketing mileage, while complementing your use of newspaper adverts/other conventional advertising/marketing methods.

It will do this by :

a). making them MORE impact-full (because you’ll include “offers” from your Web Marketing System in those ads that’ll boost responses

b. reducing your need to use them as frequently as you used to (because you’ll get MORE results from combining them with your Web Marketing System). This will save you loads of money.

c). drastically reducing the time and effort it takes to carry out your routine marketing and advertising activities, especially creation/generation of leads, responses to enquiries and follow-ups (through intelligent use of automation).

So, do not just build a website and fold your arms waiting for it to grow leads. Go further to set up a self-sustaining custom Web Marketing System around it .

If you don’t know how to do it yourself (or you need a few pointers) get in touch with someone who does. Someone with real world relevant experience. Who understands the unique marketplace in which you have to operate. And who will be willing to go the extra mile to help you succeed in spite of any obstacles you may encounter. Someone who knows what it takes, having successfully done (and probably still doing) it for him/herself. Someone like…well…me.

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My name is Tayo Solagbade (doing business as “CB Studio“). Unlike most other providers, I sell “Solutions” and NOT “Commodities” or “Processes”. In otherwords, I solve problems. Would you like to spend less money to make more sales of your products and services? I can help you harness technology & the Internet to do that – and a lot more. If you’re willing, we can build a profitable relationship in which I continually apply over 10 years experience to help you succeed in marketing your business online.

Need help attracting potential customers via the web? Post your questions and any other details of what you need my help with in the comments section, and I’ll respond with answers you can put to immediate practical use. If you wish to keep it private, send your message to info at cbstudio dot biz. You can also call 234-803-302-1263. Visit www.cbstudio.biz to learn more about how I can help you make your website work.