General Business and Finance Blog

Every company or an organization need to have a good management strategy. This will make the company able to manage the entire aspect in the company. A good management strategy will help to improve the capacity of company because the company and the employee who work there able to work together and have the same understanding about how the company work and also about the company vision.

There are lots of aspects in manajemen / management that people and company need to learn. There is much free information that was available in the internet and people can get it easily. In Strategimanajemen.net people can get various articles about management and also get the information they need. The site was written in Indonesian so Indonesia people, can get the information on their native language.

The article that was providing in there was divided in some major category, and they are business strategy, human capital, management books, management skills, power point presentation and also zona advertorial. There are also some free eBook about business strategy, or free catalog about marketing, finance, IT and other area. The article written by a person who has the knowledge and experience about management, business, career and skills, so it means people can get the experience from experienced people.

What’s the most important word in marketing?

Free?

Why?

Truth?

Honesty?

Integrity?

At first glance, it seems like a simple question. But the more you think about it, the more complex it gets. One could probably argue any number of answers based on his beliefs, values or type of business.

But is there really one word that’s more important than all the others?
One word without which your marketing efforts will be successful?

I recently surveyed dozens of marketing professionals, authors, consultants and small business owners on my blog. The results included a wide range of words; from the emotionally charged to the pragmatic; from the right brain to the left brain and from the customer focused to the company focus. But all of the suggested “most important words in marketing” fell into one of two categories: Traditional Marketing or Modern Marketing.

Traditional Marketing: The Old School

Traditional Marketing used to be all about advertising. It was expensive, short lived, and had little to do with the Internet or word of mouth. Also, it aimed its messages at passive audiences. Leading expert and best selling author Seth Godin calls this “Interruption Marketing,” in which the marketer talks directly to as many consumers as possible.

Now, although this traditional style of marketing has lost some of its prowess to the fierce competition of the web, it’s still a powerful medium through which companies can reach their customers. Let’s see which words the experts chose from this category.

NOTE: before you read the survey results below, take a minute to answer the question for yourself: What do you think is the most important word in marketing? Once you’ve made your decision, read on and see how your answer compares.

NEW

“NEW is probably the strongest word in marketing,” explains Ronnie Horowitz from The TRIZ Journal. “People are attracted to new products like a magnet. Introducing new products on a constant basis is the best way to get attention and invaluable free publicity for your business.”

WHY

Michael “The Success Doctor” Fortin believes the most important word in marketing is WHY. “It is much better to communicate why you are original, special or unique; why you are better, different or superior than competitors – not just the fact that you are. Imply your superiority by specifying as much as possible.”

CUSTOMER

Sivaraman Swaminathan from Customer World says we shouldn’t overlook the obvious word, CUSTOMER. “I think marketing has evolved because the focus is on the customer. The soul of marketing is the customer. Period. In marketing, you will fail even if you have greatest passion for the wrong target audience; you will fail if you don’t know whom you should respect, and you will fail if you don’t know which customer to trust.”

YOU

Similarly, Robert Middleton from Action Plan Marketing said, “The most important word in marketing is YOU. That is, marketing needs to convey very clearly what’s in it for the client or customer.”

FREE

FREE was also touted by several experts as the most important word. Edward “Skip” Masland, owner of Web Solvers says “FREE was, is and will always be the most powerful word in marketing. It attracts eyeballs. It gets results and responses quickly. And marketers may not profit today – or tomorrow – but if they can generate a groundswell of interest from something free, they know they will profit sooner or later.”

On the other hand, Bob Serling from Idea Quotient wrote an article claiming that FREE was the most dangerous word in marketing. “I’ve been advising businesses for nearly 20 years that a business model driven by attracting prospects through giving something away for free is almost always a model for failure. And it doesn’t matter whether you use this model online or offline – it will nearly always fail.”

LISTENING

Next, Karen from Dezign Matters explained that the most important word in marketing was something you DON’T say. “I think the word is LISTENING. A little time leaning back and listening quietly can save time, money and leave the client and customer feeling that someone truly heard what they were trying to say.”

BECAUSE

Michael Daehn, author of Marketing Ingenious explained, “I read a case study about cutting in lines at a copy machines. The hypothesis was that the word ‘please’ would get the best response. But the results proved that the word ‘because’ received a much better response given that the word offered a reason to let someone cut in line. Therefore, we as marketers need to give customers a reason to buy.”

RESULTS

Lastly, Michael Cage from Small Business Marketing Systems said the most important word in marketing was RESULTS. “Small businesses are often suckered into fluffy, fancy marketing concepts that sound great but produce absolutely nothing in the real world. If the business owner or marketing department can’t tie what they do to results, likewise, they need to step back and get it right before passing go.”

Modern Marketing: The New School

20 years ago, nobody knew what the words “blog,” “RSS feed,” “personal branding,” “viral marketing” or “google” meant. But now – at the risk of sounding cliché – the rules have changed. Business is different. Customers are smarter. And marketing isn’t the same old run-a-bunch-of-ads-and-hope-people-buy-your-stuff system.

Now, it’s all about creating an emotional connection. It’s about being unforgettable, unbelievable and unique. It’s about providing an experience that’s so fantastic, customers not only remain loyal to you – but they tell all their friends to do the same.

Here’s what the experts said about the most important words in Modern Marketing.

RESPECT

It’s not surprising that Seth Godin – author of seven best selling books about how to make your business remarkable – always emails me back within 30 minutes. I drop him a line every once in a while to pass along an interesting website or, in this case, ask a question. He replied with a brilliant one-word answer: RESPECT. Period.

AUTHENTICITY

John More, owner of Brand Autopsy, maintained the most important word in marketing was AUTHENTICITY. “With the world becoming one gigantic ad, consumers today can sniff out anything that smells the least bit fake and inauthentic. Success will come truer and faster if companies can design products, programs, and services that are authentic in meaning, purpose, and delivery.”

Moore dug deeper on the topic of authenticity and explained that “Authenticity is usually a by-product of a purpose-driven business. And unfortunately, there ain’t enough businesses out there with the purpose of making a positive difference in the world.”

PASSION

Similarly, Tom Asacker from A Clear Eye says it’s all about PASSION. “Passion for one’s business and for one’s calling inspires and attracts people. They want to be to believe, to belong; to become. And that’s the essence of marketing today.”

Tom and John’s posts on the blog discussion generated high amounts of support from other experts. Laura from the Smart Musings blog agreed by saying, “John and Tom are right. Consumers can distinguish between authentic and inauthentic marketing. Authentic messages will strike a chord with them. That may encourage them to buy. And once they become a customer, then they may too become passionate about the product. And that is the ultimate goal of marketing: not just to have passionate employees, but passionate customers.”

TRUST

Another popular word was TRUST. Kevin Berringer from Reflections on Business Blog simply said, “No trust = no belief = nobody listens.”

EXPERIENCE

Then, Chris Ray from Interactively Speaking voted for the word EXPERIENCE, as in The Customer Experience. “I believe this word summarizes respect, authenticity, passion, results, etc.” said Ray. “It ultimately decides whether or not a company succeeds.”

AROMA

Next, Jim Seybert from the Jim Seybert Company offered a most unusual suggestion: AROMA. “Brain scientists tell me that smell is the only sense that goes directly to the limbic lobe in our brains – and triggers nothing short of primal emotions. Marketers should pay attention to the ‘aroma’ of their brand. They need to identify the unavoidable, immediate and emotional reaction customers experience upon coming into contact with their brand.”

OPEN

Another intriguing response came from Nellie Lide of The New Persuasion Blog. Her word was OPEN. “You’ve got to be open. Open to others. Open to customers. Open to employees. Open to new. Open to old. Open to scrutiny. Open to derision. Open to joy. Open to different.”

TRUTH

George Silverman, author of The Secrets to Word of Mouth Marketing says it’s all about TRUTH. “Marketing has become synonymous with hype. The truth, compellingly told, is all you need. Just tell it in an interesting way, usually with a story. This allows you to tell the truth about your product and the truth about yourself.”

No Word

The last respondent of the survey was Sean D’Souza from Psycho Tactics. He decided to take the contrarian’s point of view. “There is no one single word that’s the most important in marketing. Making such a claim would be like saying your heart is the most important part of your body. I think we try to make things too simplistic. In reality, marketing is a series of things that coordinate together to create magic.”

It’s All In The Hunt

In case you haven’t already figured it out, the answer to the question “What’s the most important word in marketing?” is: it all depends.

Typical marketing answer, huh?

But ultimately, it’s not about the answer – it’s about the question. It’s about the creative thought process each businessperson goes through when he considers what the most important word in marketing is…to him.

Personally, I chose the word CONFIDENCE.

In other words, I want to instill confidence in the minds of potential customers that if they step onto my company’s front porch, they will be working with a credible, valuable, trustworthy individual whose unique school of thought will help them produce results.

But that’s just me. That’s how I roll.

Now, it’s up to YOU to reexamine what “marketing” truly means to you and your company. In so doing, you will gain a better understanding about who you are, what you do and whom you do it for.

So, what’s the most important word in marketing…to YOU?

Article marketing is something that has been around for many decades. Collaborations existed between newspapers and companies, where the company would write article content, which the newspaper would get to publish. In exchange for the article, the newspaper would publish a little bio piece on the company. This exchange has been around for a while, and the internet has only made it easier to match up companies with writers. With the internet came internet marketing, a broad category that encompasses article writing. These two concepts blend together since article marketing needs to be a part of internet marketing, and internet marketing needs article marketing.

Article marketing is a way to get advertising for free. Businesses can advertise through the creation of articles, and internet marketing campaigns benefit by the creation of content, which raises the presence of the company behind the internet marketing campaign. Internet marketing covers many fronts, but most of them are costly, and do not provide the symbiotic benefit that the combination with article marketing provides. Within the world of ecommerce, the union of internet marketing and article marketing provides both parties with the means to get content and links back into the participating companies.

If you want to build a powerful internet marketing business, one of the best ways for you to achieve this is through article marketing. While most forms of internet marketing are not powerful enough on their own to achieve results, article marketing can create astounding results in a small amount of time because the powerful things that it does. Not only does article marketing build powerful and important one-way links from popular sites with high page ranks, but it also gives potential viewers new avenues for reaching your website, and simultaneously establishes you as an authority on the subjects that you are writing about, allowing potential visitors and customers to trust you enough to sign up for your newsletter or buy your products.

If you want to create an effective internet marketing business, using article marketing would be a wise choice. Many companies have been successful implementing only article marketing strategies, showing just how effective these strategies can be. They will allow you to create powerful one way links to your website, which will give search engines a larger reason to continue indexing you, raising your search engine results in the process. They will allow you to turn valuable and informational articles into a means of becoming an authority figure, so that customers will come to trust your word. And they will create numerous new avenues for visitors to pursue to find your website, often from places that they normally would not even be looking. If you want to create an effective internet marketing business, article marketing can make that happen for you.

Article Marketing Key To Successful Internet Marketing

Article Marketing can be the one key you need to finally become successful in Internet Marketing. However, thousands upon thousands of other hungry people like you and I have heard the same thing. Therefore you and I are going to have to master the art of article writing to beat out our competition. Some of the suggestions in this article may well be the key you need to kick start your article marketing.

Let me tell a quick story about how I started using articles to break into the Internet Marketing world. As I was getting ready to retire, I knew there was no way my family would have any kind of financial security with only the income of social security and a small pension from the federal government. So like so many others it was an easy decision for me to try my hand at Internet Marketing.

And like thousands of others I failed miserably. Then one day a good friend of mine, kicked my butt and told me to concentrate on what my strengths were. Strangely enough as the two of us brainstormed my unknown strengths and known strengths, we kept coming back to the art of writing. To make a long story short it turned out I was pretty darn good about turning out short articles.

Now what you may not realize is I just revealed one of the keys to successful article marketing. Have you figured it out yet? Sure you have! I told you a true short story.

Your readers and customers love stories, especially when they are true. You’re going to have to trust me on this; most folks know when you are stretching the truth. If you are writing an article on a particular product, make sure your story is believable.

If you don’t, get ready to not make any sales or very few sales. Furthermore, chances are when the customers you made a few sales too, find out the product doesn’t do what you said it would, they are going to ask for a refund. However, the real damage caused by this is your loss of creditability. In other words these people will never buy from you again.

Now let’s look at another truth about article marketing successfully on the Internet.

One of the most successful article directories on the World Wide Web today is EzineArticles.com. Christopher Knight, the owner and prolific article writer of EzineArticles.com, advocates that when you write articles you should keep the articles short and to the point. His suggestion is to keep your articles between a minimum of 250 words to a maximum of 1000 words. Mr. Knight’s reasoning behind this is today’s readers want their information as fast and quick as they can get it. Frankly, he is absolutely correct.

The two keys discussed are just a couple of the keys you need to do article marketing on the Internet. You should take your time and explore other tips and suggestions about Internet marketing using articles.

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Everyone should know by now that the key to a successful home business is a successful marketing plan. Because the World Wide Web is so large, good home business ideas have to be paired with effective online tools. Traffic has to be driven to your site everyday in order to gain more potential customers. So you’ve seem to have built a great platform for an internet home business. You have a great product. Your website is attractive and easy to navigate. Your virtual staff is ready. So why is it that your product

isn’t selling like hotcakes as you expected? Here are a few tips to pave the way to a successful home business:

Get On Those Social Networks Now

Social networking sites are the new advertising medium and are a must nowadays for a successful home business. They can even be a great supplement to your website. Facebook, for example, offers a Fan Page application where businesses can open and share updates with their customers and potential customers. People want the illusion of movement in online stores, so updating constantly is a must. A social network organizing site, Hootsuite, will help you by organizing constant updates so there will always be pre-prepared posts to input even when you’re not around. Twitter, Multiply, LinkedIn and

Tumblr are other great sites for finding potential customers for your internet home business.

Back Links

To add up to your home business ideas, it never hurts to check out competition. See what they’re doing, how they’re marketing their product and which customers they’re raking in. You can even comment on some of their activities. Just make sure you put a back link going to your internet home business website, so that the next time a potential customer is looking for options or a similar product, yours can be easily seen, at your competitor’s website!

Set up a Blog

Remember that this is the age of voyeurism. Everybody wants to be entertained. That said, for a successful home business, blogging is an effective tool for helping your target market find your internet home business website. Make keyword rich entries. You can research your keywords through tools like Digital Point Keyword Suggestion or Free Research Term. After all, your home business ideas won’t be much use if the search engines don’t pick it up.

Submit Articles to Directories

Whatever it is you are selling, whether it’s a product or service, articles are the best way to gain credibility not to mention visibility to your home business ideas. It can also be used to push your internet home business higher up the web traffic ladder. To oversimplify, just write a series of articles in relation to your own product. A subtler method is recommended. Nobody wants to read promotional collaterals endlessly. You may submit it to article directories like Ezine, Article Snatch or Article Base. Make sure you insert a link going to your own website.

There are still plenty of marketing tools you can use to build a successful home business. Trends are changing everyday so make sure you’re up to date with the latest online tools to support your home business ideas.Everyone should know by now that the key to a successful home business is a successful marketing plan. Because the World Wide Web is so large, good home business ideas have to be paired with effective online tools. Traffic has to be driven to your site everyday in order to gain more potential customers. So you’ve seem to have built a great platform for an internet home business. You have a great product. Your website is attractive and easy to navigate. Your virtual staff is ready. So why is it that your product

isn’t selling like hotcakes as you expected? Here are a few tips to pave the way to a successful home business:

Get On Those Social Networks Now

Social networking sites are the new advertising medium and are a must nowadays for a successful home business. They can even be a great supplement to your website. Facebook, for example, offers a Fan Page application where businesses can open and share updates with their customers and potential customers. People want the illusion of movement in online stores, so updating constantly is a must. A social network organizing site, Hootsuite, will help you by organizing constant updates so there will always be pre-prepared posts to input even when you’re not around. Twitter, Multiply, LinkedIn and

Tumblr are other great sites for finding potential customers for your internet home business.

Back Links

To add up to your home business ideas, it never hurts to check out competition. See what they’re doing, how they’re marketing their product and which customers they’re raking in. You can even comment on some of their activities. Just make sure you put a back link going to your internet home business website, so that the next time a potential customer is looking for options or a similar product, yours can be easily seen, at your competitor’s website!

Set up a Blog

Remember that this is the age of voyeurism. Everybody wants to be entertained. That said, for a successful home business, blogging is an effective tool for helping your target market find your internet home business website. Make keyword rich entries. You can research your keywords through tools like Digital Point Keyword Suggestion or Free Research Term. After all, your home business ideas won’t be much use if the search engines don’t pick it up.

Submit Articles to Directories

Whatever it is you are selling, whether it’s a product or service, articles are the best way to gain credibility not to mention visibility to your home business ideas. It can also be used to push your internet home business higher up the web traffic ladder. To oversimplify, just write a series of articles in relation to your own product. A subtler method is recommended. Nobody wants to read promotional collaterals endlessly. You may submit it to article directories like Ezine, Article Snatch or Article Base. Make sure you insert a link going to your own website.

There are still plenty of marketing tools you can use to build a successful home business. Trends are changing everyday so make sure you’re up to date with the latest online tools to support your home business ideas.

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The definition of social marketing (versus social media) is promotion of social programs and ideas such as recycling, highway safety, family planning, energy conservation, and use of libraries. Social marketing typically relies on donated funds and may be engaged in by public, nonprofit, or for-profit institutions. Another definition of social marketing according to Wikipedia is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.
Social marketing works to help people change their behaviors to become healthier or to improve society or the world in some way. On the continuum of methods to bring about health and social change are the two used most often: education, which uses rational facts to persuade people to change their behaviors, and coercion, which forces people to adopt a behavior under threat of penalty for not doing so. Somewhere in between those two points lies social marketing — the use of commercial marketing methods to persuade people to change their behaviors for reasons that go beyond the rational facts to appeal to their core values. So often, people know exactly what they should be doing and why, and they still disregard what their head tells them. Social marketing adds heart back into the mix and utilizes emotional appeals to resonate with the part of the brain that determines what people actually do, as opposed to what they know they should do.
Lets think about what social marketing is and what social marketing is not. Social Marketing is a process that uses commercial marketing techniques to promote the adoption of positive health or social behaviors. Social marketing is an approach that benefits the people who are adopting the behaviors or society as a whole, rather than the organization doing the marketing. Social marketing may include some of the items in the “not” column above (okay, not the dating service) but those activities in and of themselves are not social marketing. Now the things social marketing is not. Social marketing is not viral marketing. Social marketing is not word of mouth marketing. Social marketing is not dating or match making services. Social marketing is not public service announcements. Social marketing is not focus groups or cause marketing (companies adopting a cause to improve their image and get more sales).
The health and social communications field has been rapidly changing over the past two decades. It has evolved from a one-dimensional reliance on public service announcements to a more sophisticated approach which draws from successful techniques used by commercial marketers, termed “social marketing.” Rather than dictating the way that information is to be conveyed from the top-down, public health professionals are learning to listen to the needs and desires of the target audience themselves, and building the program from there. This focus on the “consumer” involves in-depth research and constant re-evaluation of every aspect of the program. In fact, research and evaluation together form the very cornerstone of the social marketing process. Social marketing was “born” as a discipline in the 1970s, when Philip Kotler and Gerald Zaltman realized that the same marketing principles that were being used to sell products to consumers could be used to “sell” ideas, attitudes and behaviors. Kotler and Andreasen define social marketing as “differing from other areas of marketing only with respect to the objectives of the marketer and his or her organization. Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society.” This technique has been used extensively in international health programs, and is being used with more frequency in the United States at the national, state and local levels for such diverse topics as drug abuse, exercise and human trafficking. Social marketing is helpful to people who want to improve themselves.

There are many companies who employ the services of a marketing consultant to help their business to reach as many potential clients as possible. For somebody who has not got a background in marketing, a marketing consultant can be an invaluable resource. A marketing consultant can provide their expertise to ensure that a business can reach their target market successfully. As they have spent years honing their skills, marketing consultants can really use their expert and effective marketing strategies to help a business which is, perhaps, not achieving its full potential.

Of course, if you are considering using a marketing consultant, you need to make sure that you are getting good value for money and it really is worth looking into the background of your marketing consultant to ensure that they are effective. You need to make sure that your marketing is reaching the right people at the right time with the message that you want to convey. A marketing consultant can really facilitate this happening and, if the right marketing consultant for your needs is found then you will be able to expect a higher return on your investment than you have spent on marketing.

One company which offers the services of a marketing consultant is Opportunity Marketing. They offer a personal service from a dedicated expert marketing consultant who will work with you to provide fresh marketing ideas so that your ultimate marketing strategy will have the maximum impact on your business. Opportunity Marketing has over fifteen years experience in marketing and so you can feel confident that your marketing consultant will be employing the best possible marketing strategies for your business.

Executive Summary

            Word of Mouth Marketing is a book divided into two parts: The Essential Concepts and How to Do It. In the first part of the book, Andy Sernovitz defines word of mouth marketing and tells why it such an important concept and what it kind do for your company. He introduces the big ideas in the first part, and then elaborates on the ideas in the second part.

            The book focuses on four rules of word of mouth marketing and the five T’s of word of mouth marketing. Rule one is to be interesting. Everything that you do as a marketer should be something that people will want to tell their friends about.  Rule two is to make the message easy to be shared, and find the ways that make it easier to spread. Rule number three focuses on customers being the root of all you do. Happy customers will do your advertising for you for free. The final rule is about trust and respect. Everything you should do should be ethical and honest.

            The five T’s of word of mouth marketing make up the majority of the book. The author introduces them in the first chapter, and he elaborates on each of them in each chapter of the entire second part of the book by explaining how to take them in action. The talkers are the enthusiasts who possess the connecters to help relay your message. Chapter five is dedicated on how to identify these talkers, how to create a communication channel to reach them regularly, how to give them topics to talk about, and how to keep them happy and motivated.

Topics are the messages that give your talkers a reason to talk. Chapter six is dedicated to explaining how to easily give your talkers something to talk about, how to find a great topic, and how to take care of your topics to become a buzz worthy company. Tools are ways you can help your message travel. Chapter seven gives three must use marketing tools to help you move your message along. Rule one is to ask people to spread the word, put everything in an email, and put a tell-a-friend link on every page of your website.

The idea of taking part in the conversation is another important factor in word of mouth marketing. Participating results in good customer service, which is what word of mouth marketing is all about. Chapter eight focuses on this and who should join the conversation, how to go about replying and joining in the conversation.

            The final “T” of word of mouth marketing is tracking what people are saying about you. Chapter nine talks about finding out who the talkers are, which topics are working and if they are making a difference, and joining in the conversation.

            With the explanation of the key concepts and real world examples on how to apply them, this book shows how any company can be successful through word of mouth marketing.

The Ten Things Managers Need to Know fromWord of Mouth Marketing

1.            Word of mouth marketing is the cheapest, easiest, and most effective form of advertising.

2.            It is important for marketers to join in the conversations people are having about their product or service via blogs and websites. If they don’t join in and keep the good conversation going, it will die out.

3.            Satisfied customers that spread word of mouth are the most important assets you can have. They will do your marketing for free.

4.            Ask yourself, “is this worth talking about” before you decide anything. If it’s not worth talking about, it’s not worth doing and won’t make money.

5.            Always be prepared for negative word of mouth. Think of this as an opportunity to learn and improve.

6.            Put honesty and ethics before everything. You can’t fake good word of mouth; the truth will always come out in the end.

7.            Every customer matters. Your most loyal and supportive customers may not be big spenders, but still do most of the talking.

8.            Keep your topic to be talked about simple yet unique. This makes it easy to be remembered and therefore easy to be repeated!

9.            It never hurts to ask your loyal customers to write a good review or testimonial on your product or company. When people see these on your websites, it helps the word of mouth to keep circulating.

10.            Someone on your staff should dedicate time every morning to searching the web for mentions of your major products. The quicker you respond, the easier it is for talk to circulate.

Full Summary of Word of Mouth Marketing

Preface and Introduction

             Andy Sernovitz begins this book by explaining how important and simple word of mouth marketing really is. This is such an important strategy that every single company in the world, big or small, needs it to increase sales and get the buzz going about why your company is so great. He makes word of mouth marketing sound simple when he first describes it as “joining in the conversation that people are having every day with other people.” He gives credit to pure creativity on his part and talking to many people for his success factor. Word of mouth is such an easy tool to a successful business that it is sometimes looked over because companies are so focused on advertising.  In this book, Sernovitz gives inexpensive ways to get people talking about your company.

            Sernovitz defines word of mouth marketing again by “Giving people a reason to talk about your stuff, and making it easier for that conversation to take place.”

 People are always asking their friends and anyone around about products before they buy them. It’s so important to have good things floating around about your business to get more people to trust you and what you sell.  The author relates this to his golden rule of business: “Earn the respect and recommendation of your customers, and they will do the rest. Treat people well; they will do your marketing for you, for free. Be interesting, or be invisible.” While getting people talking online is important, that is not all word of mouth marketing is about. Before something makes its way online, it has already been discussed by a good bit of people. Of course, this concept only works if you have good products and services to give to your customers. If you don’t do a good job, you won’t get good talk from people. People talk whether it is good or bad, so it is important to learn the right way to react to negative attention and turn that attitude around.

Chapter 1: What is word of mouth marketing?

            Sernovitz simplifies this concept even more by defining it as everything you can do to get people talking. Of course, the marketing aspect of word of mouth marketing is what makes this so successful. In order to get your word out there, you have to work within the conversations people are having and join in! Working with the right people, sending out a few e-mails, and really understanding what people are saying helps the marketer to get on track with the word of mouth marketing campaign. Great customer service is what good word of mouth boils down to. Customers will reward good treatment with good word of mouth. Organic word of mouth springs naturally from the good parts of the company, and amplified word of mouth is an intentionally spread campaign to get the buzz going about a company.

Sernovitz gives four rules of word of mouth marketing. The first is to be interesting. Before spending money to run an ad really think about whether someone would tell their friend about it. Ads are costly, and need to be worth talking about. The second rule is to make it easy. All it takes is to find a simple message and help people share that message. After that, think of creative ways to easily spread the message. The third rule is to make people happy. This rule is self explanatory, go that extra mile to help customers. The fourth and final rule is to earn trust and respect. If a company doesn’t have the customer’s respect, how are they supposed to get good word of mouth? Ethics should be the center in everything a company does to achieve success.

The success of a word of marketing campaign branches from understanding what aspects of a product or service get people talking. Sernovitz gives three reasons people will talk about you and your company. The first is you and what you are selling. Whether they love you or they hate you, they will make sure that the word gets out. If your product is worth talking about, it WILL be talked about. This involves time and creativity. The second reason people will talk is based on ‘me’ the customer. We want to feel like we have a voice and helping others with their decisions allows us to use that voice. The third reason is ‘us’ and being a part of a group of others with similar interests as us. It makes us feel excited when we are recognized.

The five T’s of word of mouth marketing are the basic elements that make this a success. Talkers are the group of people that care to talk and share your message. Topics are the reason people talk. The best topics are simple and easy to repeat. Tools are what spread the message to a wide audience. Tools such as: handing out menus, free samples, or a special sale that’s worth mentioning are examples that will help move the messages in the right direction. Taking part in the conversation by answering comments on blogs and discussion boards lets the customer feel even more like their voice is being heard. Tracking what people are saying and staying up to date helps marketers stay in touch on what needs to be improved.

The author reiterates the importance of honesty and ethics in marketing with a couple of rules on the subject. Word of mouth is all about open and honest communication with consumers and the community with zero deception involved. Another rule is to never start fake word of mouth because it will not work.

This chapter ends with the author stating again how the word of mouth campaign should come first. It is cheap, effective, and customer friendly. Now it is time for you to make room for this marketing in your budget plan and set clear objectives!

Chapter 2: Deep Stuff: Six big ideas

            The first big idea is about consumers being in control. Since people are already talking about you, every decision made from here on out is done with the consumer in mind. They hold all the power in your marketing decisions. This is why customer reviews on company’s websites have become so popular.  Keep in mind that the opinions a person will almost always trust is from someone that they know who is just like them. Once this opinion is shared, it will travel a long way.

The second big idea is about marketing being about what you do, rather than what you say. If you don’t have a good product, you can’t fix that with good advertising. The author compares good word of mouth to love when he says, “You can’t fake love—or positive word of mouth.”

 The third idea comes from the internet being like a permanent record. Once something is said about a product or service, Google will be able to find it. So, if something is sad about you, handle it well. Participating in conversations comes to play again by telling your story and what went wrong.

The fourth big idea deals with honesty, which is extremely important. Your true colors will always come out eventually, so you should always be honest with the people who are giving you your business.

The fifth idea discusses the costs associated with losing customers through bad word of mouth. You can spend all the money in the world on search engine advertising, but if bad reviews come up, that is a potential sale loss. Your reputation should be factored in with the balance sheets.

The last idea he discusses in this chapter summarizes the ideas to show why this concept makes more money than any other form of marketing or advertising.

Chapter 3:The Word of Mouth Marketing Manifesto

            This chapter consists of one page and 12 main ideas that this book summarizes and talks about.

Chapter 4:The 5 T’s in action

            This chapter begins the second part of the book which focuses on proactive and practical ways to get people talking and spreading your good messages. The author lists these 5 T’s again and prepares the readers for the ideas he has in the following chapters. Some will be easy, and some will be more complicated. He suggests starting with the easier ideas first to get the message out before you continue to more difficult ideas. He starts off with an idea of giving out some free food at a restaurant to those waiting for a table. People will remember this and want to tell their friends (if the food was good of course!)

Chapter 5:Talkers

            This chapter goes deep into detail about how to find and recognize the talkers, the different types of talkers, and how to please and contact them. While it might seem important to focus on pleasing the big spenders of a particular store, talkers are people just like us and could be your newest customer. Again, the author reiterates the importance of treating every customer with respect. Now how exactly do you go about finding these talkers? The first obvious talker is the happy customer with enthusiasm and passion about whatever service it is they received.

 Possibly one of the most important types of talkers is the online talkers. As the author previously stated, everyone can see what’s been posted online, so contacting these talkers and keeping them happy is extremely important.

A third type of talker discussed is those wearing logos. This is free publicity for anyone who sees this customer sporting your company’s apparel. Make sure your customers have access to goodies with your logo on it.

 Another important talker is your very own employees. A happy employee can go a long way. A happy customer can be more than that when they are a diehard fan of your company. That will really get them talking. When having a professional endorse and support your product, that’s more free publicity right there.

            When you find these talkers that have strong credibility and passion about your product, create a plan to reach out to them! When you notice an enthusiast at your store, ask if you can put them on a VIP list. When you see a good review by someone online, contact them and offer them some sort of coupon for becoming a part of the VIP list. By designing some sort of blog or newsletters for your talkers, you will be able to reach them all in one setting. Keep them updated on these newsletters and show them their business is important to you. Acknowledging your talkers publicly and with thank you letters for their business is a great way for them to feel appreciated.

Chapter 6: Topics: What will they talk about?

            The goal to have good topics to talk about is to catch the consumer’s attention. Find something unique to your company to run with and get people talking. If it’s special and creative, chances are it will be repeated. The best topics of conversation are surprising and unexpected. This is what differentiates it from its competition. The product features is what word of mouth marketing relies on because the special features are what gets talked about. Make sure whatever feature your product or company capitalizes on is easy to explain to another consumer.

            Once you have found your ‘topic’ the work has only just begun. You need to keep improving it to continue to give people a reason to talk and to keep it relevant. To ensure that your topic is going to be worth talking about, test the waters by mentioning it to a few people to see their reactions and how far it goes. People will see your commitment to the product and that will go a long way.

            The author proceeds to give some of the inexpensive ideas that keep people talking about your product. He suggests that a special sale will always result in someone telling their friends. The trick is to give the sale something special to where it will have to be repeated. The appearance of exclusivity like a “secret” discount is something to keep the word of mouth moving.

            “The difference between ordinary and extraordinary is that little extra”. Extraordinary customer service is an extremely powerful word of mouth tool. Think about it-you’re going to be more likely to refer somebody to a friend when they do not hesitate to go that extra mile to make you happy.

            When a company partners with a charity, it results in immediate word of mouth topic. It is going to be hard to forget when someone tells you to go to a certain store because the proceeds are going to a great cause. This may give people that do not normally donate to charities a chance to help out just by buying a certain product. This will also raise the credibility and image of any company.

            When a company spends the money to run an advertisement, they need to ensure that the ad is catchy, simple, and easy to be repeated. If you have a truly great and extraordinary product, this goes even farther. Make your entire brand something to be talked about by incorporating word of mouth into it by focusing on what people talk about and capitalizing on it.

Chapter 7: Tools: How can you help the message travel?

            It’s great when you have a product worth talking about, but this chapter focuses on something even more important: helping the message travel. Word of mouth is much more powerful when you help it move along. The author has already discussed how to find out who the talkers are, now it is time to help them help you.  The tools are all about speed and portability of the message at hand. Viral e-mails make are easy to spread along, as well as popular blogs and review sites. Changing the message every so often is also important to get the topic moving.

            The author lists three must-use word of mouth marketing tools: Ask people to spread the word, put everything in an email, and put a tell-a-friend link on every page of your website. It can never hurt to ask a talker nicely to help spread the word. They are already happy with you and your service, so they should be happy to help. Because e-mail is the fastest form of communication and word of mouth, put everything you are doing in an email already designed to be forwardable. The message can be repeated more than once with tactics such as adding extra lines on tell-a-friend forms.  Make it so easy for your talkers to help share your message that they have no excuse not to help you out. Having a “share video” link and the HTML code ready to be pasted on your website are good ways to keep this message going. The classic “two for the price of one” offer capitalizes on relying on that extra customer necessary to bring into the store to take advantage of this deal.  Always be thinking about why a customer would benefit when their friends use your product too.

            Producing tangible items to share with friends is extremely beneficial as well. Giving your customers handouts have two functions: they remind people to talk and they are conversation starters. These are extremely important for companies that sell products online and out of catalogs. Think of the shipping package as an opportunity to spread word of mouth. Stuff the packages with coupons and flyers as well as some sort of special token of your appreciation.  Samples are an obvious word of mouth tool that companies don’t always take full advantage of.  When you know who your talkers are, mail them something. People will always like free stuff. By handing out “swag” with your logo on it, this is giving tons of people the opportunity to see it daily. They are conversation starters.

            The author finds a great deal of importance in blogs. He says that blogs are a tool for extending and accelerating the conversation. Blogs are about linking, sharing, and connecting. Take this opportunity to easily post your conversation starters on blogs. Anytime you have an update you want to share with your talkers, you can post it on your blog. The conversation can take place right here on your blog, and it will help you to build credibility.  When you ask your customers to give you a nice recommendation or testimonial, you can ask for permission to share them on your website or blog. This is a great way to show your great recommendations to get people talking.

Chapter 8: Taking Part: How Can You Join the Conversation?

            The author defines word of mouth as a dialogue. When someone says something about you, you need to answer them. It is part of your job to join in to keep the conversation going. A big idea suggests that word of mouth is as much about customer service as it is about marketing. Participating is what makes for really good word of mouth.

            The author explains how to join the conversation by first finding it. He suggests having someone on your staff searching the web every morning for mention of your major products. Because you can’t always be there when people are having real-world conversations about you, it is important to stay on top of the online conversations. You should reply and respond to product mentions every chance you come across. The more available you seem to your talkers, the more they will feel special and will talk. When someone says something nice about you, thank them! They are more likely to become an active talker when they feel appreciated. It is just as important to respond to negative talk as it is to positive talk. When someone has a problem, the best thing you can do is apologize and find a way to fix it. Fixing problems is the most powerful marketing you can do. The author states that an unhappy customer tells five people, and a formerly unhappy customer who is made happy tells ten people. The solution to negative word of mouth is more word of mouth marketing. Make your responses calm and respond like a regular person instead of a PR person. Follow up with the negative customer and do something wonderful to make up for the trouble.

            Another big point is to find the right people to take part in the conversations. A formal word of mouth team is not necessary, the ones that will do the job the best are those that have a passion for what you do and who enjoys being online. It’s not the PR or marketing people, but those that have true enthusiasm for your company. Credibility is a huge part; your blog needs to be real and plain spoken. For the employees that are going to be participating in these conversations, training and guidance should be given to ensure they know the rules and employ them correctly. Good manners and common sense will always keep you out of trouble. When you take part in the conversation, it is not an opportunity for a sales pitch. Stick to the conversation at hand and respect the communities where the conversations are taking place. It is best to begin your comments with, “I work for _____, and this is my personal opinion.”

Chapter 9: Tracking: What are people saying about you?

            When you track what people are saying about you, this gives you a chance to make it better. Online tracking tools can break down where the talkers are from, which sites they’ve come from, what sites they’ve looked at, and what they searched for to get there. Encouraging feedback and tracking tell-a-friend forms is a good tool to track the conversation. These tell-a-friend forms give you a ratio of number of referrals divided by number of page views. This is your “buzzworthy” index.  Direct mail is a useful tracking tool because the order forms usually have detailed codes that tell you who received each letter or catalog. A very powerful measurement technique is called the Net Promoter Score, which starts with the question, “Would you recommend this product to a friend?” Then it rates the response on a ten-point scale. This is a short chapter because he says these are very advanced techniques, but that they are available. A more simple technique is to ask the question, “How did you hear about us?” Make sure there is a clear choice that indicates word of mouth; you’ll probably discover you are getting a whole lot more word of mouth than you think.

Personal Insights

Why I think:

The author is one of the most brilliant people around…or is full of $ %, because:

As I was reading this book and writing my summaries, I kept getting overcome with déjà vu. It did not take me long to figure out why. The author constantly mentioned the same points over and over in slightly different wording. This made the book very redundant to read and summarize because I felt like it made ME sound redundant as I was summarizing the chapters and mentioning the same things multiple times. Don’t get me wrong, he had some very good points that I think could lead any business into the right direction, points that I will no doubt take into consideration in my future endeavors.  I just think this book would be better shortened into an article featured in a business magazine or something of the sort.

With business conditions today, what the author wrote is – or is no longer true – because:

The business conditions today make the topics presented in this book relevant because of how easy and cheap the concept of word of mouth marketing is. With the high advertising costs, businesses that are struggling or looking to save money rely on word of mouth to gain clientele and high profits. With word of mouth marketing, their happy customers will do their advertising for them for free by sharing their good experiences. As long as these business owners and managers work hard to produce a product worth talking about, then they will be talked about. Not only is this concept relevant today, but it has always been relevant and it always will be. People are always going to talk no matter what the business conditions are, it just helps that people’s talking makes it easier on business owners and marketers.

If I were the author of the book, I would have done these three things differently:

1.            I feel like he repeated the same main concepts over and over with different wording. It wasn’t a long book, but I would have made it shorter so I did not repeat myself so much.

2.            I thought that chapter 3 was unnecessary because it was only one page summarizing 12 points in the book. I thought that was once again repeating himself and could have been highlighted in another chapter.

3.            I would have added some pictures. I think these would have helped the main points jump out and he could have used them for some really good examples of good advertisements.

Reading this book made me think differently about the topic in these ways:

1.            I never understood before why sometimes my managers would go out of their way and money to give unsatisfied customers what they want and more. Now I realize it is because in the long run they will make more money off of that one customer by the satisfied results they will share with their friends.

2.            It made me realize how important each and every customer really is. Losing one customer amounts to much more than that after they tell their friends and the bad reputation keeps traveling.

3.            It made me realize the importance of taking part in online conversations. This really makes customers feel like they have a say so that they will keep talking.

I’ll apply what I’ve learned in this book in my career by:

1.            I am going to focus more on my good customer service. Often times, I would write off a rude customer, but now I will do what I can to keep them satisfied.

2.            I am going to be more active in the online community. This gives opportunity to see what people are saying about you and how you can gain from what they are saying.

3.            I am going to do everything I can to get my happy customers to recommend my business to other people. I will make it easy by asking them to refer friends and giving them brochures and other items to give out.

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Contact Info: To contact the author of this “Summary and Review of Word of Mouth Marketing,” please email Caroline.Coats@selu.edu.

Biography

David C. Wyld (dwyld.kwu@gmail.com) is the Robert Maurin Professor of Management at Southeastern Louisiana University in Hammond, Louisiana. He is a management consultant, researcher/writer, and executive educator. His blog, Wyld About Business, can be viewed at http://wyld-business.blogspot.com/. He also serves as the Director of the Reverse Auction Research Center (http://reverseauctionresearch.blogspot.com/), a hub of research and news in the expanding world of competitive bidding. Dr. Wyld also maintains compilations of works he has helped his students to turn into editorially-reviewed publications at the following sites:

Management Concepts (http://toptenmanagement.blogspot.com/)

Book Reviews (http://wyld-about-books.blogspot.com/) and

Travel and International Foods (http://wyld-about-food.blogspot.com/).                 

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Getting started with internet marketing doesn’t have to be an overwhelming experience. In fact, with a little bit of work, you can be well upon your way to marketing a business, product or service in just a few hours. This article will take you through some of the fundamental methods many marketers use the internet.

Method 1: Article Marketing

Article marketing entails writing articles for websites, blogs and article directories related to your websites niche and later distributing them across the net.

There are two primary purposes to article marketing:

Build backlinks

Traffic Generation

The first and arguably best goal of article marketing is to build backlinks. Backlinks are very important to search engines as they help determine the overall value of a website. The more backlinks pointing to a website, the greater value it has to search engine users. With article marketing, you can use your articles to build your own backlinks instead of waiting around for others to link to you.

The second goal of article marketing is to drive traffic to a landing page. The landing page can be any page optimized with content related to the article with the intent to increase sales, convert visitors or just to drive traffic. A well written article that ranks high within search results can have a tremendous effect on boosting traffic to your website.

Method 2: Video Marketing

Video marketing is a relatively new comer to the internet marketing world. The popularity of video has continually seen a rise over the last few years which has translated into great opportunities to market websites, products and services.

Video converts well mainly because it triggers emotional responses much easier than text. Many internet marketers have begun creating promotional videos for websites like Youtube, dropping in a backlink and driving a massive flood of traffic back to the website.

Video creation is very cheap and quick to produce. A small 0 camera or web cam is all that you need to begin producing great videos for your internet marketing campaign.

The two most powerful video marketing topics are:

How-To’s

Reviews

How-to videos help explain a product or service in detail while reviews act as word-of-mouth advertising – it increases conversions.

Method 3: Pay Per Click

Pay Per Click isn’t a new concept and can still be one of the most effective ways to drive traffic to a landing page. One of the biggest contenders to pay per click is Google Adwords.

Google Adwords, which displays within Google search results, is a system where advertisers bid on keywords and create ads related to their niche. These ads, after being displayed, are shown across search results and within the Google network such as Adsense. With enough budget, thousands of visitors can flock to your website in mere hours.

Method 4: Search Engine Optimization

Search Engine Optimization is a collection of methods and techniques to craft websites to rank well within search results. In a nutshell, search engine optimization (SEO) are various theories (since search engines keep their algorithms a secret) such as keywords, backlinks, on-page optimization and niche relevancy.

With the correct choice of keywords and backlinking (the two most powerful factors of SEO), websites will continue to rise to the top of search engines and gain the majority of clicks which will eventually lead to conversions.

Method 5: Social Media Marketing

Social Media is the newest method of internet marketing and encompass using websites and services such as Facebook, Twitter and even blogging. By far, social media is the most inexpensive way to market your products and services. Using social networks and media, you will be able to generate buzz around your website, products and services by influencing conversations amongst its members.

Here are three ways you can use social media for internet marketing:

Create an ad campaign, fan page or personal page on Facebook and invite users to become your friends. From there, you can talk directly with your community, insert links and drive up traffic to selected landing pages.

Building a following on Twitter will help create a community in which each new tweet (messages sent on Twitter) which includes your link to be shared amongst other users and leads to clickthroughs and conversions.

Blogging is a great way to share information about any number of subjects where users can later comment and share this information with friends online.

Method 6: Email Marketing

Email marketing, much like direct marketing through traditional methods like postcards and physical mail, is by far one of the most powerful ways to market online. After users have opted into your email list, you can slowly drip on them with your marketing messages.

A good rule of thumb is to give away 10x the amount of great information for every email which promotes your products or services.

One of the main draws of email marketing is the ability to retain a list even if your website has low rankings within search engines. Once a user is on your list you no longer have to pay expensive fees as you would through pay per click marketing.

Method 7: Tracking and Conversions

One overlooked aspect of getting started with internet marketing is tracking, testing and converting visitors.

Tracking is a crucial part of every internet marketing campaign so it’s possible to see hard numbers to later determine whether each marketing campaign is successful. Tracking can be as simple as website visitors or the tiniest detail such as user interaction with a form.

Testing, often done through A/B testing, plays a vital role with internet marketing. With each new campaign launch, it’s important to test every segment from the website to the advertising platform to help determine the return on investment of each part.

Finally, converting visitors is the overall goal of internet marketing. The conversion is based on an infinite amount of factors; through rigorous tracking and testing you will be able to see how visitors interact with your landing page and what compels them to buy so you can later reproduce these results more efficiently.

Final Thoughts, Tips and Tricks

Beginning internet marketing take many years to develop a great understand but the fundamentals can be acquired in a relatively short amount of time.

Through various marketing methods such as articles, blogging, video, email and social media you will continually improve the overall effectiveness of your marketing campaign. As each of these methods evolve and you become more experience, you will be able to drive a massive amount of traffic, convert visitors and build a strong online brand.

This article discusses various internet marketing techniques that are very powerful and can be used in just about any industry to increase ones online marketing effectiveness. These methods can help one demonstrate their expertise in a certain niche by providing relevant information to one’s target market. All of these methods can provide back links to your website, or landing page, that not only directs consumers to one’s website but also helps with search engine rankings as well.

Reaching Targeted Traffic Through Article Posts

By submitting relevant and accurate articles, one can help to establish their business online as a credible source of valuable information while also driving targeted traffic (customers or clients) to their main websites. Article writing, in a sense, helps to reinforce a brand. Articles typically run about 350-700 words in length and can be posted to article websites such as Ezine, Articlecube, Articlegarden and others that produce high ranking search engine search results. Article marketing is a very effective marketing strategy if done correctly.

Incorporating Multimedia Video into a Marketing Strategy

Various video site profiles can be established for an internet marketing campaign or business such as a YouTube channel, and submissions to Revver, BoFunk, Kewego, Video.yahoo and Metacafe should also be considered. These videos should be “Tagged” with Keywords that will ensure that people that are searching for specific information using search engines (i.e. Google, Yahoo, Bing) will find the videos for ones business.

Benefits of Having a Blog for Internet Marketing Campaigns

Blogs are a great way to communicate, as long as there are frequent communications being issued. A Blog can allow you to provide subject matter expertise in your businesses’ niche in an informal manner. Anything less than once a week will typically result in stale information and decreased user interest. Blog entries can also post directly to Social Media sites such as Twitter and Facebook. Blog sites that are recommended for anyone looking to start using this technique are WordPress, Blogger, and Squidoo.

Social Media as a Powerful Tool for Small Businesses

Social Media presents another rapidly growing media to reach a target market. Social Media sites such as Facebook, Twitter and LinkedIn are typically must haves in any internet campaign. Setting up multiple sites for one’s business or marketing strategy allows for reaching a large audience based on their specific demographics and interests as well as their social media site preference. For example, some people use Twitter more than Facebook and vice versa, while many professionals use LinkedIn.

One great feature within social media that can be used as a simple marketing tool is the option to link all of these accounts together. For example a public relations announcement for ones business is ready to be posted. An individual can post the news to the business Facebook page, that information will then automatically be posted to Twitter and then LinkedIn. This not only saves time but helps to maximize exposure as well.

Regardless of what strategies one uses for their small business, just remember that quality content is key to provide your target audience with relevant information. This will position a business as experts in the particular niche as well as a trusted source.

Internet marketing business is so hot now a days, cause it is very easy to start if you know what you have to do actually. The interesting thing is you don’t have to invest anything to start an internet marketing business. As there are many shapes of internet marketing business. Like you can have Adsense as an internet marketing business, Affiliate internet marketing business, Email internet marketing business and so on.

Who Can Start An Internet Marketing Business?

Anybody can start an internet marketing business, if he has a little knowledge of computer. I will say everybody who has a job even he/she has to have an internet marketing business as a part time work for an extra earning. Because in this financial cricis situation, it is helping many of the persons to run their families. Even the persons who don’t have jobs, are earning handsome from the comfort of their home with it and are working for their online business for full time. It even don’t require your whole day to work for it, you will be working for few hours a day for your internet marketing business and it will run for you automatically 24 hours and 7 days a week without any rest to produce money for you all time.

How To Start An Internet Marketing Business?

It is so easy to start an internet marketing business. As there are many opportunities to make money online from the comfort of your home. You just need to decide for which internet marketing business you want to work for yourself. Then you need to register a website, which will be running all time to produce money for you. It requires only a few dollar to register your website domain name and a hosting account from where it will be online all time. That’s it.

How Much Money Can Be Made With An Internet Marketing Business?

See, it depdends on you how hard work you do for your internet marketing business. Actually in the start you will need to work hard, because you will be in learning process. So, as soon as you will learn and master it, everything will be easy for you and will be enjoying making money in no time. As people are making millions with their internet marketing business. You will also be able to earn handsome, just learn the depth and apply that knowledge and never ever give up to be successful with your internet marketing business.