Flo Schmo, the SMO Pro

Special Guest Appearance by Suzanne James of AdviSEOptimize
Location: Moe’s Diner
Characters: Moe, Flo, Veronica, and Suzanne James
Scene: Flo set up a special presentation from Suzanne James, CEO of AdviSEOptimize for her advice on the best ways to market, and make money, from an internet presence. She meets with the Moe’s Diner team in the dining room after it closes for the day.

Flo (sitting at a table surrounded by her colleagues with an excited expression on her face): “I’ve got a real treat for the both of youse today. Suz here is going to talk to us about marketing and advertising your internet presence.”

(speaking to Suz): “As you might recall, Suz, Moe here is just getting started with a website and Veronica is maintaining a crafting site. Both of them are interested in increasing traffic through providing a value proposition to their target market”

(turning to Veronica): “That almost sounded like I know what I’m talking about, hnh?”

Suz (passing out packets of material and winking at Flo, her partner in SMO): “Can I make money online? I am asked this question almost daily. The answer is simply, yes, if you understand the difference between revenue generating and marketing. Most small business owners confuse the concept of advertising, marketing and sales. Not all are meant to generate an income.

You can have 1000 top Search Engine Results Positions and never make a sale. You can run a $1000 a week advertising campaign in the local newspaper, with no results. This doesn’t mean that the program didn’t work. It may have worked exactly like it was meant to.”

Moe (with a perplexed look on his face as he scratches his bald head beneath his cap): “Huh?”

Flo (poking his doughy middle with his sharp elbow): “Hush now, Moe, and just listen!”

Suz (rolling her eyes and continuing): “Let’s talk about some marketing examples.

For example, I optimize and run Search Engine Marketing (SEM) and Search Engine Optimization (SEO) campaigns for 10 different clients. I have one client who runs marketing campaigns. I consistently win 1 – 5 new top Search Engine Position Results (SERPs) for my clients each month. Even though I can successfully get clients to the top of the search engines, they complain because they are not selling.

Asking a marketer to take responsibility for sales is not logical. The same applies to advertising campaigns. Take a look at a company I work with http://www.adaidm.com. They have a website made to ‘sell.’ Their customer service is easy to access. Their message is clear. And, this company is very successful.

ADA intelligent Dental Marketing, http://www.adaidm.com helps local dental offices market their services. However, they are not responsible for the sales.”

Veronica (raises her hand and hops about spasmodically in her seat).

Flo: “Veronica, do you need to go the bathroom?”

Suz: “Yes, Veronica?”

Veronica (frowning at Flo): “I have a question, Suz. Why market if it’s not going to bring in more sales?”

Suz: “The answer is simple. Without marketing you will not have the exposure needed to sustain business growth and improve profits. Marketing builds an image – a brand – for your business that people recognize. Good marketing creates exposure in the same places where your customers surf the net.

Marketing also helps companies identify their potential clients, untapped markets.”

Mel (placing a hand over his big, grumbling, belly and snagging a donut from the tray on the table): “I’m more interested in advertising, Suz. What can you tell me about that? What can I get from the world wide web that I can’t get from putting an ad in the paper?”

Suz: “Let’s talk about the point of advertising. Advertising puts your message in-front of buyers. If it is the right message then the company’s sales will increase. However, the product must be in demand. No one buys SEO, or logos, or web design. All the companies that sell offer something else to their clients – they add value.

The biggest advertising mistake is to promote a product or service. Do not sell yourself or your product. Instead, sell something that the client cannot get elsewhere.

The ad should never ask for a sale. Instead, it should hook the buyer and convince them to keep reading.”

Flo (wiping a bit of powdered sugar off Moe’s chin with her apron): “See, Moe, I told you! You hafta provide a value proposition to the customer.”

Suz (nodding): “Not how can you generate revenue? Making money is a completely new ball game. One of the first ways to separate people from their money is to avoid asking for money. Let them use credit. Many people are more comfortable increasing their debt than they are decreasing their net-worth.

Asking for the money requires a delicate balance of several factors which may have nothing to do with the product or service being sold:
•    Buyer remorse
•    Value
•    Communication styles
•    Behavioral motivation
•    Personality types
•    Market saturation
•    Intrusion value
•    Perceived value
•    Social significance of the product
•    Problem solving benefits
•    Its ability to open up opportunities
•    Emotional/impulse value

When we build revenue generating landing pages for clients we often touch on the emotions of the consumer, and the fundamental needs of the website owner. Consider the following:
http://waystogetnoticed.com/page2b.html
http://www.win247.co.uk/casino/Best-Online-Casino-Gambling.html

These two pages do not focus on the product, but on the benefits. The first landing page uses education give potential buyers a reason to keep clicking links. The second one offers solutions for potential advertisers, highlighting potential problems and reminding potential customers why they need to buy. Notice, that neither page asks for the sale.

Asking for the sale is a common ‘real world’ tactic, but it doesn’t work well on the net. It is impossible to refute excuses not to buy, so eCommerce businesses need to develop new strategies.”

Moe: “Wow, that was a lot of information, Suz. I don’t know where to begin now.”

Flo: “Don’t worry, Moe. I’ll help you out. After all, that’s what I’m here for.” (she sighs) “Suz, any last words for us before you get on back home?”

Suz: “I’ll leave you with one last thought. Once an eCommerce business owner, freelance professional, or small business entrepreneur understands the purpose of Marketing, Advertising, and Sales, then they are ready to make money.”