World Wingstar E-Learning Inc.

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Sales & Marketing
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 Issue 1
How to Help Customers Find You
By Paul Shread Jan. 07, 2013

If customers are having trouble finding you, you may need to change the way you
think.

Todd Ebert, chief marketing officer for online marketing firm ReachLocal,
recommends that small business owners put themselves in the mindset of the average
consumer. Think about how you buy things – and how people might find your products or
services. You typically start with a Google search. You look for reviews, informative
videos, comments on social media sites and recommendations from friends and family.
You visit relevant message boards and online communities to learn about the experiences
of other consumers. You try free samples and trials when you can.

Use that perspective to make sure that your product can be found by all those
means. That means a strong website, Facebook pages and Twitter feeds and YouTube
videos. Use keywords in prominent places so searchers can find you. Solicit customer
testimonials. Consider targeted local ads – they could pay for themselves. And search for
mentions of your company and products online to make sure the information about you
out there is accurate and easy to find.

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Keywords

mindset – an attitude, disposition, or mood.

typically – normally
perspective - the state of one's ideas, the facts known to one, etc.
prominent - standing out so as to be seen easily; conspicuous;
particularly noticeable
solicit - to make a request, application

Elaborate your thoughts:

What is the mindset of common Japanese consumers in your company?

1. How do you advertise your company’s products and services?
2. What are the commonly used keywords to advertise your company?
3. Advertise one of your company’s products. How do you usually convince
your clients? What are your weaknesses in advertising or promoting
your services?

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 Issue 2:
Don’t Ignore Old-fashioned Offline Promotion
By Paul Shread Dec. 18, 2012

So you have a Facebook page, a Twitter account, email newsletters and a website
optimized for search engines and mobile users. Now don’t forget good old-fashioned
offline promotion.

A few years back, marketing firm iProspect found that two-thirds of online
searchers are driven by information obtained offline. That’s a pretty amazing statistic for
a world that has largely become Web-focused. That number may have come down a bit
as mobile internet usage has soared, but it’s still a very telling data point.

So what lessons should you draw from that fact? Be sure to include an email
address, website and social media information on all your marketing materials, including
business cards, brochures, flyers, invoices and even product packaging. Make slogans and
product names catchy and memorable enough so people remember them when they go
to search. Advertising, direct mailings, trade shows, conferences, networking events and
any other public appearance you can think of can also generate interest and leads and
build your brand. So get out there and establish yourself as an expert and promote your
brand in the process. You need to be as active offline as you are online.

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Vocabulary

optimize - to make something such as a method or process as good

or as effective as possible
old-fashioned - no longer modern or fashionable
soar - to quickly increase to a high level
catchy - attracts your attention and is easy to remember

Elaborate your thoughts:

1. What are some of the old-fashioned offline promotions of your company?

2. Are they useful and effective?
3. Which old-fashioned promotion would be significant even in a highly modernized world?

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 Issue 3
Online Video Marketing: This Time It’s Personal
By Paul Shread June 11, 2012

Have you considered incorporating online video into your business marketing
strategy? It’s an effective marketing tool, and one that analyst Laurie McCabe thinks small
businesses should use more. According to comScore Video Metrix, more than 184 million U.S.
Internet users watched online video content in October 2011, for an average of 21.1 hours
per viewer.
“We’re at a point in our culture where we increasingly like to watch things, and a small
business can provide value and education to customers with online video,” says McCabe.
And it’s time to get personal. Jim Dicso, president of SundaySky, says, “The more you can
personalize a video and have it be related to personal interests or issues, the more you can
engage the person watching it.”
A single template can produce multiple videos that can then be personalized based on
a customer’s behavior. The personalization could be anything from addressing the individual
by name to providing shipping invoices, or it could feature products related to the
customer’s purchase.
Finding the financial resources may still be a challenge for many small businesses, but
personalized video marketing is something that Dicso believes should be part of their
consideration. But if nothing else, videos that are relevant to the web page that a user lands
on would be a strong start.

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Vocabulary

incorporate – to add or include something as a part of something else,

for example as a part of anarrangement or a document
personalize – to make or change something so that it is especially suitable
for a particular person
engage – to attract and keep someone'sinterest or attention
template – something that is used as a pattern or an example for something else
invoice – a document giving details of goods or services thatsomeone has bought
and must pay for
feature – an important part or aspect of something
relevant - directly connected with and important to what is being
discussed or considered

Elaborate your thoughts:

1. Do you think it is necessary to personlaize your company’s promotion

templates?
2. How could you personalize the promotion of one of your company’s products?
3. If you are a customer, would be attracted andconvinced by your company’s
promotions?
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 Issue 4
Mobile Marketing Means Easy Money for Small
Businesses
By Paul Shread Oct. 26, 2012

Here’s a number to ponder: 84 percent of small businesses that use mobile marketing
techniques report an increase in new business for their efforts. That survey, from Web.com
and Lab42 earlier this year, should be enough to convince you to invest some effort in your
mobile presence. Here are a few fairly simple ways to do that.

A website that’s optimized for mobile devices will make it easy for mobile users to find
relevant information quickly on your website, like your phone number or how to place an
order.

If you depend on local customers for your business, make sure they can find you. Put
your address in a prominent place on your website and make sure it’s clear where you’re
located and what services and products you offer so you’ll show up in search engines. Do the
same thing on your social media profiles and pages, and consider mobile geo-targeted
advertising if it makes sense for you.

Get your business on Foursquare and encourage happy customers to write a review on
Yelp. There are many ways to reach potential mobile customers. And best of all, the effort
appears to be worth it.

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Vocabulary

ponder –
to think carefully about something for a long time before reaching a decision
convince – to make someone believe that something is true
invest - to use your money with the aim of making a profit from it,
for example by buying
property or buying shares in accompany
depend on something/someone – if one thing depends on another, it is changed or
affected by the other thing
potential - possible or likely in the future

Elaborate your thoughts:

1. Are the customer around your vicinity open for mobile marketing?
2. Personally, how do you find receiving a promotion from a company?
3. Does you company execute mobile marketing?

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 Issue 4
Using Facebook to Generate Word-of-Mouth Marketing
By Paul Shread Sept. 20, 2012

Word-of-mouth marketing used to be about one happy customer recommending a

business or product to a friend. In the age of social media, a single happy customer can reach
thousands of other potential customers, so how can you increase your chances of that
happening?
It’s not enough to just have a Facebook page, for example; you have to know how to
use it. Maryalene LaPonsie at Small Business Computing notes that 40 percent of Facebook
users who become fans of a page do so to take advantage of a discount or promotion, so
offer a healthy discount on a popular product or service to get people in the door.

Contests are another way to win new fans and engage your followers. If you own a
furniture company, for example, ask fans to submit photos of their most pathetic couch or
chair, with the winner receiving a gift card toward a replacement. If you run a contest, be
sure to review Facebook rules and host your promotion through a third-party app.
A recent development on Facebook lets you select which of your fans see your status
updates, so take advantage of this feature to send out targeted messages to fans based upon
their age, location and interests, among other things.
A passive Facebook presence won’t get you very far, but a little effort can make your
Facebook page a popular destination, and in turn generate sales.

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Vocabulary

word-of-mouth – communication that consists of comments that people make to each

other in an informal way, notformal communication such as news
reports and advertisements
recommend – to advise someone that they should do something
advantage -
something that makes oneperson or thing more likely to succeed than others
pathetic - useless or not effective in an annoying way
host – someone who invites
recent – happening or starting a short time ago
passive –
accepting what happens without trying to control or changeevents or to react
to things
destination - the place where someone or something is going

Elaborate your thoughts:

1. Do you have a Facebook account? How about creating a Facebook page for
your company?
2. Have you experienced knowing a brand or product through word-of-mouth?
3. Have you heard other people talking about your product?
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 Issue 5
Hot New Marketing Target: Infants
By Martha C. White Sept. 28, 2011

If you can barely handle the barrage of advertising messages pitched to kids who only
recently mastered tying their shoes, brace yourself: The hot new marketing demographic is
infants and toddlers under the age of three, according to Adweek magazine. Get this: By the
age of three, children in the U.S. can recognize 100 different brands.

That’s an age at which the vast majority of kids don’t even read yet, which shows the
pervasiveness of brands and the success marketers have had getting into those little sponge-
like brains.

“[Brands] are going younger and younger all the time,” Dan Acuff, a former marketing
consultant to Hasbro, Mattel, Nestlé, and others, told AdWeek. “Babies don’t distinguish
between reality and fantasy, so they think, ‘Let’s get them while they’re susceptible.’”

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Vocabulary

barely - used for saying that something almost does not happen or exist, or is almost
not possible
barrage – a lot of criticisms, complaints, or questionsdirected at one person
pitch – the things that you say to persuade someone to buy something or to support you
demographic - relating to populations
vast - extremely large
pervasive – spreading through the whole of something and becoming a very obvious
feature of it
distinguish – to recognize the differences between things
susceptible - easily influenced or affected by something

Elaborate your thoughts:

1. What products do you have suiitable for infants and toddlers?

2. How can your company use infants for spreading and promoting your
brands?
3. What are the famous brands familiar and fascinating to kids in Japan
nowadays?
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 Issue 6
Get Personal with Marketing and Net More Sales
By Paul Shread July 26, 2012

Think you know your customers? Turns out, knowing the four distinct personality trait
categories that people fall into can give you the edge when it comes to making more sales and
increasing revenue.
The Quant Method, currently in beta, is a behavioral marketing strategy that claims to
“create chemistry between clients and their customers” and influence people through their
personality type. Businesses can learn their customers’ personality types and then tailor
communications to build trust and break down a consumer’s resistance to buy.
According to TQM there are four main types of personalities, and each type processes
information differently, especially when making a buying decision:

Thinkers like facts and details, are unlikely to make snap decisions, and they need to be fully
convinced of your credibility and competence before they buy.
Masterminds tend to be fast-paced and results-oriented. They get right to the point. Sell trust
and value, and anchor your pricing realistically.
Olympians take an expressive, aggressive approach to business and are easily bored. Maintain
their interest by explaining how your offer affects them directly and personally.
Diplomats are friendly, compassionate, “feeling” people who want to contribute goodness to
the lives of others. Show empathy, and give them rock-solid guarantees.

Knowing more about personality types can help you optimize email messages and
websites to include specific landing pages with information that the four different personality
types like in order increase conversion rates.

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Vocabulary

distinct personality trait – definite and obvious

give someone the edge – an advantage that makes someone or something
more successful than other people or things
chemistry – the emotional relationship between people, especially when they are strongly
attracted to each other
tailor something to/for - to make or change something especially for a particular person
or purpose
break down – to remove a difficulty that prevents something from happening
credibility – qualities that someone has that make people believe or trust them
competence – the ability to do something in a satisfactory or effective way
fast-paced – including a lot of different things happening quickly
result-oriented - practical and concentrates on achieving a purpose, rather than being distracted
by other matters.
empathy – the ability to understand how someone feels because you can imagine what
it is like to be them
rock-solid - firm and not likely to change
Elaborate your thoughts:

1. What are your strategies to get your clients attention and convince them to
buy your products?
2. How do you get their personal interest and utilize them in your marketing
techniques?
3. What are the types of personalities you often encounter and which of them is
the hardest to convince?
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 Issue 7
Improve Your Lead Generation Results
By Paul Shread Dec. 13, 2012

Buying marketing lists, sending mass emails and cold calling aren’t exactly
easy ways to make sales. Fortunately, there are some simpler ways to develop
higher-quality leads.
The first step is to make it easy for customers to find you. Make sure you
have strong landing pages with a “clear call to action” so potential customers
understand your value proposition and what they need to do to get it. Your
contact information should be clear and easy to find.
Keep online forms simple and to the point. Don’t drive away potential
registrants by asking more questions than you need to. Make your opt-in and
privacy policies clear, and offer something of value in exchange for registering,
like a white paper or report. What someone is willing to register for can tell you
a lot about their intentions, so make sure those reports and white papers are
well targeted.
Once you’ve collected some leads, verify that the information is accurate
and whether they’re likely to be part of your target audience. Prioritize those
who are more likely to convert, but don’t neglect the rest of your list. Nurture
them over time. Send them useful information so they think of you when it’s
time to buy.

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Vocabulary

cold - not seeming friendly or sympathetic

proposition – an offer or suggestion, especially involving business or politics
drive away - to make someone stop wanting something
opt-in - to decide that you want to do something or be involved in something
prioritize - to decide in what order you should do things, based on how
important or urgent they are
nurture - to help someone or something to develop

Elaborate your thoughts:

1. Do your clients have an easy access of registration form or inquiry form in

your website?
2. What are the common information you gather from your forms?
3. How do you assure that the information you’ve gathered are accurate and
reliable?

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