Internet Marketing – Business Objectives and Priorities

Business Objectives and Priorities Must Drive Marketing Strategies

Part of Annex Media’s article series to help business leaders and entrepreneurs apply the most efficient and effective use of their marketing budgets.

I’ve heard business owners speak of the search engines and SEO as something they’re scared of or liken it to a Casino as a good way to lose money. Well, you shouldn’t be scared of internet marketing using pay-per-click marketing on engines like Google nor should you be gambling with your marketing budget.

Define Business Objectives First, Then Begin Advertising

Let’s first separate marketing from advertising. To me, the act of advertising is placing ads and is but a tactic in executing a marketing strategy. The precursor to any marketing, though, is to define business objectives, and goals. The business model and goals must drive marketing research, analysis and turning that knowledge into executable actions.

Business Driver One – Be Profitable

Let’s face it; the ambition of most businesses is to make money – to drive profitable revenue. With that overarching goal, your marketing plans should obviously consider your target market and reconcile it with customer and product/service profitability.

Business Opportunities and Marketing Allocation – An Example Simplified Case Facts:
• An alternative health centre (AHC) offers four different main services – A, B, C, D.
• The business owner and marketing manager launch Google PPC marketing and are having some success.
• A campaign is running and the daily budget is set at $100.
• On average, the budget reaches its daily maximum before the day ends and thus is receiving ¾ of potential clicks for the day.
• After costs, it is determined that the business is just breaking even.

What are the key questions? [Go ahead and list some of your own before reading on].

• What is the revenue “opportunity” based on the center running at capacity (fully booked)?
• What is your current capacity utilization?
• Which service type is most lucrative?
• Who are your best/target customers and where do your customers come from?
• How much your competitors charge and what is the competitive environment?

All these questions beg answers that will add up to create a formula for a marketing strategy.

In this case:
– The revenue opportunity is measured as hours of operation (which can be changed) x revenue potential per hour X operating days per year.
– It is discovered that current centre utilization is 25%. Tremendous capacity remains.
– Services A and C are equally profitable, B is less profitable and D is the least profitable.
– Customers are typically female (85%), relatively affluent and between 20-40 years of age. They come from as far away as 40 kilometres with most coming from within the city.
– Competitors charge 20% more. The competitive environment is “medium” intensity. There are only 2 competitors within the city, but none offer all four services. They’re more “clinical” whereas this Centre provides more of a spa experience with inviting reception (couches, library resource centre, complementary coffee/tea).

You might glean that there are immediate opportunities for AHC. Besides effectively marketing the differentiation (spa environment and price), what can AHC immediately do to more effectively leverage marketing budget?

We have defined that services A and C are most lucrative and thus most, if not all the marketing spend should be allocated to these offerings? All of it? Well, we should aim to exhaust sales of the most lucrative services and only once they reach full utilization (which boosts profitability) should we then spend a single dollar on the less lucrative services. As budget is running out in the middle of the day, should we up the budget? Absolutely IF it is proving out – and trust the numbers – that you are growing profitably. In fact, budgets should keep going out as long as there is a measured return on marketing investment (ROMI).

Also, our quick assessment tells us that offering a superior environment (spa/lounge/coffee perks) to an affluent female target may also tell us that AHC’s lower price may in fact be detrimental to its brand and the projection of the quality of their services. This customer base, in fact, may be quite willing to pay much more for the service. These are important questions for business owners to consider.

Of course, this is just a “snapshot” case but it does provide some important considerations for leaders of any business or organization. Whether you’re looking to boost registrations, memberships or sell products via an ecommerce website leveraging internet marketing can drive you to new heights of success.

Article Author: Carm Maesano, Managing Partner

To learn more about marketing strategy and how you can grow your business leveraging the internet and strategic marketing approaches, visit Annex Media’s website at http://www.AnnexMediaMarketing.com .

Article may be distributed with appropriate credits and links in place.

Copyright Annex Media Marketing, Inc.

Internet Marketing Workshop Mississauga Business Enterprise Centre SEO-SEM

2012-2013 Annex Media Business Strategy and Development

Business and internet marketing strategy consultant, Carm Maesano, will be the expert speaker at upcoming fall 2012 and winter 2013 seminars focused on business internet marketing. Seminars hosted by the Mississauga Business Enterprise Centre.

PRLog (Press Release) – August 1, 2012 – The Mississauga Business Enterprise Centre (MBEC) will host Internet Marketing workshops this upcoming fall and winter. This seminar series continues and is of value to business owners/entrepreneurs and company managers looking to extend business opportunities leveraging the internet.

Carm Maesano, Partner at Annex Media Marketing, will be the featured speaker. As an expert in the area of business and marketing strategy with extensive operations experience, Carm brings practical business experience and insights that connect with learners. This introductory session will help attendees filter and focus their thinking on how to approach their internet marketing efforts.

Primarily, the sessions will focus on search engine optimization approaches and the importance of effectively creating online marketing campaigns (PPC marketing) to achieve positive return on marketing investment. Ideally suited for those wanting to gain or grow their online visibility, the seminars highlight how the internet can be utilized to establish metrics and benchmark performance to ultimately grow business opportunities and revenue.

Gaining visibility on the internet should be a business imperative for any organization. With the vast majority of purchase decisions influenced by online search (if not transacted online), it is crucial that companies present their brands and messaging on the internet in a manner that drives conversions.

The two hour internet marketing seminars will cover topic that highlight the importance of market research and analysis, geo-targeting, particularly important for local or regional businesses, and strategies for prioritizing and allocating marketing budgets. The primary objective is to introduce search marketing, and how to manage opportunities and risks associated with online advertising.

Upcoming workshop dates and times are as follows (registration required through MBEC):

Fall 2012: October 30, 2012 Time: 6:30 – 8:30pm
Winter 2012: March 6, 2013 Time: 6:30 – 8:30pm

MBEC serves Mississauga and the western part of the Greater Toronto Area. MBEC is located
within Mississauga’s City Centre complex.

To learn more about business and marketing strategy and how you can grow your business leveraging the internet and strategic marketing approaches, visit Annex Media’s Learning Centre on their website at http://www.AnnexMediaMarketing.com.

# # #

Annex Media Marketing provides business leadership consulting services on researching and implementing business strategies. Specializing on aligning business objectives with marketing tactics to increase lead generation and conversions.

Business Strategy and the Internet – Search Engine Optimization and PPC Marketing Workshop at MBEC

Define marketing strategies to achieve business results. Today, every organization must leverage the internet and new media to remain competitive. Annex Media’s Managing Partner, Carm Maesano, leads Mississauga Business Enterprise Centre seminar.

PRLog (Press Release) – Jul 26, 2011 – The Mississauga Business Enterprise center will be hosting a feature presentation for business owners and managers seeking to improve their marketing strategy leveraging the internet.

Carm Maesano, Managing Partner at Annex Media Marketing will be the guest speaker. This professional development series provides business leaders as well as current and aspiring entrepreneurs to gain a stronger understanding of internet marketing and new media, an increasingly vital part of any business development strategy.

“Introduction to Search Engine Marketing” provides insights on search engine optimization (SEO) and pay-per-click (PPC) marketing and tips on how business owners can best harness its power to achieve business results. Ideally suited for those wanting to gain or grow their online visibility, this seminar demonstrates how the internet can be utilized to establish metrics and benchmark performance to ultimately generate business conversions.

“Every organization is unique and because of that business priorities and corresponding marketing strategies must be aligned. This is often a miss among organizations – whether they’re for profit or not. Every website should have clearly defined objectives and metrics in place to gauge performance and provide meaningful information to achieve results.” says Maesano. “With the economy still lagging, those who have meaningfully invested in their business-marketing strategy leveraging new media time and again are the winners weathering poor business conditions” he adds.

The two hour internet marketing workshop covers topics that highlight the importance of market research and analysis, geo-targeting, particularly important for local or regional businesses, and strategies for prioritizing and allocating marketing budgets. The primary objective is to introduce search marketing, and how to manage opportunities and risks associated with online advertising.

The workshop is open to the public for a fee (registration required). MBEC serves Mississauga and the western part of the Greater Toronto Area. MBEC is located within Mississauga’s Central Library. Registration is available online through the City of Mississauga website.

To learn more about marketing strategy and how you can grow your business leveraging the internet and strategic marketing approaches, visit Annex Media’s Learning Centre on their website at http://www.AnnexMediaMarketing.com .

# # #

Annex Media Marketing provides business leadership consulting services on researching and implementing
marketing strategies. Specializing on aligning business objectives with marketing tactics to increase lead
generation and conversions.

Annex Media Managing Partner Speaker at Halton Region and Mississauga’s MBEC E-Marketing Seminars

By Annex Media Marketing, Inc.
Dated: Sep 20, 2009

Internet marketing strategy firm Annex Media announces Managing Partner, Carm Maesano, to speak at
separate seminars focusing on ebusiness and internet marketing in Halton Region for the Halton Business
Development Centre and Mississauga’s MBEC.

Annex Media Marketing announces Carm Maesano, Managing Partner, will be the expert speaker in
separate upcoming workshops focused on e-business and internet marketing. Both events are targeted at
small and midsize business owners/managers – or entrepreneurs hoping to launch ventures – who would
like to learn more about the internet channel and how it could help drive business results.

“Today, new businesses immediately view the internet as they primary place to market, while established
businesses realize there’s an inevitable shift compelling them to spend finite marketing dollars online rather
than off” says Carm Maesano, Managing Partner at Annex Media Marketing. “Whether you actually sell a
product online is irrelevant, the vast majority of consumers today use the internet to research products and
services before walking into any brick-and-mortar store these days. Your web presence today is arguably as important or more than your physical location” Maesano adds.

Halton Region’s Business Development Centre will be sponsoring their E-Business workshop to be held at Burlington Central Library Wednesday September 30, 2009 from 6:30 to 8:30pm.

MBEC, Mississauga’s Business Enterprise Centre, will be holding their E-Marketing workshop Thursday October 29, 2009 from 7-9 pm at the Mississauga Central Library.

For more information on these seminars, please contact Halton Region’s Business Development Centre or the Mississauga Business Enterprise Centre (MBEC) respectively for registration information and topic details.

To learn more about Annex Media Marketing, visit www.AnnexMediaMarketing.com.
http://www.annexmediamarketing.com
###

About Annex Media Marketing, Inc.: Annex Media is a marketing company specializing in internet marketing to advance the online visibility of organizations large and small. Annex Media employs leading search engine optimization practices and search marketing strategies to ensure business leaders are harnessing the power of their web presence to drive targeted web traffic to increase leads and sales.Based in Burlington, Ontario (Halton, Canada), Annex Media serves large multinational clients as well as small business. http://www.annexmediamarketing.com

Category Marketing, Internet, Business
Tags Internet Marketing, online marketing, SEO, search engine optimization, sem, search marketing,
e-business

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Annex Media Releases Internet Marketing Article Series: SEO, PPC, and the Role of Research

Annex Media Marketing, Inc.
May 2009

Summary: A recent workshop sponsored by the Mississauga Business Enterprise Centre (MBEC) featuring guest speaker Carm Maesano, Managing Partner at Annex Media Marketing, Inc. has spawned a soon to be released three part internet search engine marketing article series covering key aspects of SEO and PPC marketing. The series takes real world questions from business owners in attendance, typical of most business leaders unfamiliar with the power and precision of online marketing, and breaks it down into focused components.

A recent workshop held at the Mississauga Business Enterprise Centre in Mississauga, Ontario titled “Internet Marketing, Growing Your Business” was well attended by current and prospective business owners. The workshop featured guest speaker Carm Maesano, Managing Partner of Annex Media Marketing, Inc, and provided a primer on the world of search engine marketing.

The internet marketing workshop, focusing specifically on search engine optimization (SEO) and search engine pay-per-click marketing (PPC, Google AdWords) was an opportunity for business leaders gain an introductory overview to search marketing and ask questions relevant to their needs.

“In two hours, we covered many important facets of internet marketing — but business owners were hungry for more as they caught onto the power of internet channel and what it could do for their business.” said Maesano. At the core of the presentation were two recurring themes; including the importance of preliminary “discovery” research and the “chain of relevance”.

“A light clicked on when it became clear that PPC marketing doesn’t have to be a bidding contest for ad placement, but a useful advertising medium that once targeted very precisely, can return tremendous ROI.” Maesano said. “On the SEO side, misconceptions on how to boost website rankings were clarified and quick improvement tips were provided.” Maesano added.

Based on the questions asked during the session, it became clear that many business owners considering search marketing, particularly SME’s, would benefit from a similar discussion. With real world questions in hand, Maesano has undertaken writing of an article series covering the main components of search engine marketing ideal for business and marketing leaders new to online marketing.

The series, titled “SEO and PPC Internet Marketing: Differences, Similarities and the Role of Research” will be completed shortly with “Part 1: Pay per Click Marketing” set for release next week. Part 2 will focus on the basics of SEO while Part 3 will delve into the importance of research and “keyword discovery”.

Annex Media Provides Internet Marketing Workshop

Open to the Public at MBEC
Burlington, Ontario, Canada 02/23/2009

Annex Media announces Carm Maesano, Managing Partner, will host a workshop at Mississauga’s MBEC April 8, 2009. “Growing Your Business – Internet Marketing” will highlight how the internet can be leveraged to generate online leads and grow sales.

Annex Media’s Managing Partner, Carm Maesano, will be speaking at Mississauga’s Business Enterprise Centre (MBEC) this coming April 8, 2009. Business owners and managers new to internet marketing will have a great opportunity to gain insights and practical tips on establishing an internet marketing strategy.
Maesano notes, “More than ever, smart business leaders realize marketing on the internet is a must. This imperative is magnified at a time when every marketing dollar must be accounted for and highly targeted to potential customers. The internet allows just that.”

The two hour internet marketing workshop, titled “Growing Your Business – Internet Marketing” will cover search engine optimization (SEO) and paid search marketing. An overview of Google Adwords will be provided, including tips on utilizing key features like geographic and demographic targeting and how to effectively build keyword lists. PPC bid strategy advice will be provided to keep cost-per-click and overall paid search marketing costs within budget. “Small and medium sized businesses can start marketing online with only a few dollars a day – prove or disprove the benefits, and allocate budgets from there. There are ways for local businesses to target their service area, not the globe – which many don’t realize.” Maesano adds. “It’s all about efficiency.”

This internet marketing primer will help any business owner who is interested in initiating online marketing campaigns or those who already have some basic knowledge. The workshop is open to the public. MBEC serves Mississauga and the western part of the Greater Toronto Area. MBEC is located within Mississauga’s Central Library. Registration is available online through the City of Mississauga Recreation and Parks website.
To learn more about internet marketing and how you can grow your business using the online channel, visit Annex Media’s Learning Centre on their website at www.AnnexMediaMarketing.com.