Determining the Value of Potential Advertising Channels Online - Elijah Logan Longview Texas

Elijah Logan Longview Texas
@EliLoganTx

It’s important for any business to have an online advertising presence. Whether it’s Google AdWords, digital newsletters or industry websites, online visibility is a must in today’s business climate. It’s possible for any-sized business to gain online exposure without breaking the bank through properly evaluating advertising channels and a little Google Ad Words home work.

When you’re evaluating the quality of online advertising channels/ newsletters:

Get information on subscriber/ visitor demographics. In other words, who is visiting the website or receiving the online newsletter? Make sure the readership is in line with your customer base.
How many people visit the site each month? This number will help you determine your cost-per-contact. Just divide the amount you’re spending by the total readership.
Clicks and Click-through Rate: If you’re looking at buying banner space on an online newsletter or digital publication, getting clicks and click-through rate information will help you determine how engaged the readers are with that particular publication. What good is a monstrous readership number if most of them aren’t clicking on anything in the online newsletter?
Do you receive exclusive placement? Most banner ads are shared real estate, which means your ad will be one in a rotation. That effects the number of times your will be served to (or seen by) the readership. That will affect your cost-per-contact number.
Reevaluate cost.Take the total readership and divide it by the number of rotations the space will go through before your ad appears. For example, if your ad is one of ten ads sharing a single space and the website/ online newsletter has a readership of 10,000 your ad will be seen by 1,000 readers instead of the whole 10,000. That new number will dramatically affect your cost-per-contact.
So, what’s an acceptable cost-per-contact rate? It really depends. I know, I know; that answer seems like a cop-out. It’s not. If you’ve found a medium that effectively targets your customer base (especially if you have a product that serves a niche market) and if it reaches the people within that market that can make or influence purchasing decisions, a high cost-per-contact may be absolutely worth it. That’s why investing a little time in qualifying potential adverting channels is worth a try.
Next week’s post will cover information on Google AdWords and how to customize a campaign that delivers results and makes the most of your investment. To get a head-start, check out Google AdWords’ extremely helpful FAQ section at goo.gl/ZQyrO9
Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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Hosted Buyer Event Strategies - Elijah Logan Longview Texas

Hosted Buyer Event Strategies

1. Stand-alone: Create a new hosted/appointment-based event held in a unique destination environment.
2. In-show event: Create structured buyer-seller interaction in dedicated meeting spaces at your existing event, and generate additional revenue.
3. Co-located: Target a unique audience demographic by holding your hosted event at the same time and in the same city as another event. This can create crossover attendance and sponsorship opportunities.
Appointment-Based Hosted Buyer Model: A Different Value Proposition
Hosted-buyer events vary in a number of ways from traditional exhibitions:
1. Unique audience model: At a hosted-buyer event, the audience is prequalified and, typically, hosted (paid for) fully or partially.
2. Unique «supplier» model: «Supplier» vs. exhibitor. Suppliers are prequalified.
3. Unique business model: Event staff sells appointments versus booths.
4. Eliminate traditional uncertainty: A hosted-buyer event has a known quantity and quality of attendees. No «hoping» the best buyers will show up.
5. Go straight to desired result: Buyers networking face-to-face with high-quality vendors.
How to Get Participants
Because these events are usually smaller (with a limited number of buyers and sellers) than traditional shows, marketing must be done differently. Here are best practices for bringing the best buyers and sellers together:
1. Network one-to-one: Work one-on-one in a service fashion, developing relationships and learning about the specific business-development requirements of targeted attendees (buyers), and help identify solutions that your clients (sellers) can provide.
2. Use multiple contact methods: Contact individuals directly via phone and e-mail. Do not mass market.
3. Engage individuals online: Social media marketing can be used to generate brand engagement and produce additional leads.

Be sure to check out the blog at EliLogan.com, and connect at @EliLoganTx

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Booth Staff for Your Next Trade Show - The Value of Technical Experts

Elijah Logan
@EliLoganTx

When most people think of trade show booth staff, they picture a gaggle of first-rate sales reps. They’re talkative, friendly, knowledgeable professionals who will connect with leads, discover the challenges they face in their businesses and mold product-centric solutions.

There’s no doubt that these folks should be in the booth. But they shouldn’t be alone.
The salesperson described above employs a particular set of techniques that have been successful in the past, but are becoming obsolete in modern business to business sales. These techniques were effective on purchasers who understood the problems their business faced, but didn’t know how to fix them. With endless amounts of product information available online, that’s not the case anymore.
This Corporate Executive Board study found that most B2B customers have completed 60% of a purchasing decision before they open dialogue with potential suppliers.
By that time, most customer have reached an understanding of their problem and, through research, have arrived at a solution. When they do begin speaking with a suppliers, they’re looking for the organization who can most efficiently and cost-effectively implement that solution.

This is where the importance of including technicians-turned-salespeople in your booth is evident. Legitimate purchasers are more likely to have detailed questions and these technicians-turned-salespeople are in a unique position to provide specialized information that paints a picture of fulfillment for potential clients’ existing, self-arrived solution.

Employing a focus on technical information shouldn’t stop at your booth. A study by Gelb Consulting shows that 56% of trade show attendees claim that purchasing decisions resulted from various factors, including the trade show booth. It makes sense if they’re among the 60% referred to above. Including technical sections on your website or publishing white papers in industry publications ensures that the information provided by the technical expert manning your trade show booth is consistent across marketing channels and widely available.

Not only will this technique drive sales and lead conversions from trade shows, it will position your company as an industry expert, which is exactly what savvy industrial buyers are looking for.

Are you a die-hard believer in solution sales? Or is the technique another casualty of the Information Age? Share it in the comments! Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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Determining the Value of Potential Advertising Channels Online - Elijah Logan Longview Texas

Elijah Logan Longview Texas
@EliLoganTx

It’s important for any business to have an online advertising presence. Whether it’s Google AdWords, digital newsletters or industry websites, online visibility is a must in today’s business climate. It’s possible for any-sized business to gain online exposure without breaking the bank through properly evaluating advertising channels and a little Google Ad Words home work.

When you’re evaluating the quality of online advertising channels/ newsletters:

Get information on subscriber/ visitor demographics. In other words, who is visiting the website or receiving the online newsletter? Make sure the readership is in line with your customer base.
How many people visit the site each month? This number will help you determine your cost-per-contact. Just divide the amount you’re spending by the total readership.
Clicks and Click-through Rate: If you’re looking at buying banner space on an online newsletter or digital publication, getting clicks and click-through rate information will help you determine how engaged the readers are with that particular publication. What good is a monstrous readership number if most of them aren’t clicking on anything in the online newsletter?
Do you receive exclusive placement? Most banner ads are shared real estate, which means your ad will be one in a rotation. That effects the number of times your will be served to (or seen by) the readership. That will affect your cost-per-contact number.
Reevaluate cost.Take the total readership and divide it by the number of rotations the space will go through before your ad appears. For example, if your ad is one of ten ads sharing a single space and the website/ online newsletter has a readership of 10,000 your ad will be seen by 1,000 readers instead of the whole 10,000. That new number will dramatically affect your cost-per-contact.
So, what’s an acceptable cost-per-contact rate? It really depends. I know, I know; that answer seems like a cop-out. It’s not. If you’ve found a medium that effectively targets your customer base (especially if you have a product that serves a niche market) and if it reaches the people within that market that can make or influence purchasing decisions, a high cost-per-contact may be absolutely worth it. That’s why investing a little time in qualifying potential adverting channels is worth a try.
Next week’s post will cover information on Google AdWords and how to customize a campaign that delivers results and makes the most of your investment. To get a head-start, check out Google AdWords’ extremely helpful FAQ section at goo.gl/ZQyrO9
Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

Five Sharp Ways To Write Emails That Can Get Your Sales Cycle Moving - Elijah Logan Longview Texas

Elijah Logan Longview
@EliLoganTx

Kait. Bill. Nick. All sales email gurus in their own right. All sales reps who taught me the secrets behind emails that convert without even knowing it.
To read ‘Five Ways to Write Emails that Sell’ which is inspired by Kait’s awesomeness, check out the blog at EliLogan.com. To find out how Bill’s and Nick’s sales emails jarred decision-makers out of inattention and into response, stick with me.

Bill’s press release distribution service email achieved the incredible: I received it, noticed it, opened it, and read it. ALL OF IT. So, how did Bill’s email grab his attention and keep it, until the very end?
He didn’t waste a moment getting to the benefit. After briefly covering how his service could help us save money and get free press, he included an early call to action. When you start with a hard-hitting value prop, it makes sense to close early. Folks on mobile devices will also appreciate not having to scroll through an entire email to act.

After Bill’s first call to action, he included three more. How did he create an email that continuously closed without being off-putting? Through structure: he launched into the benefit immediately then closed with a call to action. Below that first close was a bulleted list of the value proposition, further translated into additional benefits. Then close number two. Below that, testimonials with the hard numbers bolded. Then the final close.

He avoided confusion by choosing one method of response for the entire email and sticking with it. All of those calls to action asked us to do the same thing: click. If you have more than one call to action in your email, pick one way you want them to react and stay consistent.

Nick was a sales rep for a marketing automation company who had reached out to me several times and never received a response. He got one with this email.
Subject Line: Curious Silence?
«I reached out to you a few times about *Company Name Here* but haven’t heard back.
Curious if this silence is because you’re currently tied up with other projects or have no interest in evaluating marketing automation for your team.
Would love to hear from you either way.
Have a great day!»
I adopted a version to send to my clients and saw open and response rates skyrocket from prospects who seemed dead in the water. Nine times out of ten, this email generates momentum from even the coldest leads. Here’s why:
This subject line is effective because it’s short, intriguing, and presented in the form of a question, which automatically engages the prospect.
The humor is clever, but not edgy. The copy stays value-based, direct, short, and the low-pressure outro takes a little bit of the edge off. It’s perfect.
The stark choice in his email is easy to spot. It boils the whole situation down to an A or B scenario, which facilitates decision-making like a dream. Spoil your prospects with more than two choices and they’re forced into evaluation mode, which turns talking to you into a task that requires time they probably don’t have.
The stark choice has the power to spur your prospects to action, but can be disastrous if you make the mistake of getting pushy or going for shock value here. End that sentence with something like «saving your business» or «doing the right thing» and just like that, you sound aggressive and hostile. If you’re going to use the stark choice, plainly and objectively state what moving forward with your company looks like for them. Remain informative and objective.
Thoughts? Tips? Share them with me. Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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Booth Staff for Your Next Trade Show - The Value of Technical Experts

Elijah Logan
@EliLoganTx

When most people think of trade show booth staff, they picture a gaggle of first-rate sales reps. They’re talkative, friendly, knowledgeable professionals who will connect with leads, discover the challenges they face in their businesses and mold product-centric solutions.

There’s no doubt that these folks should be in the booth. But they shouldn’t be alone.
The salesperson described above employs a particular set of techniques that have been successful in the past, but are becoming obsolete in modern business to business sales. These techniques were effective on purchasers who understood the problems their business faced, but didn’t know how to fix them. With endless amounts of product information available online, that’s not the case anymore.
This Corporate Executive Board study found that most B2B customers have completed 60% of a purchasing decision before they open dialogue with potential suppliers.
By that time, most customer have reached an understanding of their problem and, through research, have arrived at a solution. When they do begin speaking with a suppliers, they’re looking for the organization who can most efficiently and cost-effectively implement that solution.

This is where the importance of including technicians-turned-salespeople in your booth is evident. Legitimate purchasers are more likely to have detailed questions and these technicians-turned-salespeople are in a unique position to provide specialized information that paints a picture of fulfillment for potential clients’ existing, self-arrived solution.

Employing a focus on technical information shouldn’t stop at your booth. A study by Gelb Consulting shows that 56% of trade show attendees claim that purchasing decisions resulted from various factors, including the trade show booth. It makes sense if they’re among the 60% referred to above. Including technical sections on your website or publishing white papers in industry publications ensures that the information provided by the technical expert manning your trade show booth is consistent across marketing channels and widely available.

Not only will this technique drive sales and lead conversions from trade shows, it will position your company as an industry expert, which is exactly what savvy industrial buyers are looking for.

Are you a die-hard believer in solution sales? Or is the technique another casualty of the Information Age? Share it in the comments! Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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Expert Network Marketing Advice That Will Strengthen Your Business - Elijah Logan Longview Texas

Mingling with guests, signing people to your team, making money while enjoying life — these are just a few reasons that so many people are drawn to a business opportunity like network marketing. Before you decide to cash in your chips to devote your resources to marketing; however, read these tips to help you better understand the market.

You have to make a decision that your network marketing business will be built to be a success. Many people who start network marketing treat it as more of a hobby than a tried and true business and this inevitably leads to why people fail. It is a business and can make you a considerable income, do not treat it as anything different.

Don't leave it up to your website to make you money! You can't just take the «if I build it, they will come» attitude or you will FAIL in network marketing. You have to beat the pavement locally, to build your downline, be it by sharing marketing materials or actually talking to people you meet.

Set yourself up at trade shows locally to present your business to the world. Make sure that the theme of the trade show matches your sales pitch — you shouldn't pay for a table at an anime show, and a hobby show is likely to draw a different kind of crowd than you're looking to sign up.

Solicit the advice of experts. Don't be afraid to ask others who are already successful in the industry for help. Network marketers are some of the nicest people, and are usually eager to help struggling beginners. Most will recall being in your shoes, and how someone helped them on their climb to the top.

Remember when network marketing that time is a very valuable commodity, both for you and for members of your marketing network. You need to act in a timely fashion when there's something that needs to be done, whether it's introducing a product or contacting members of your network. You can't just leave people waiting around.

When participating in network marketing, you should always aim to lead by example. You should never cease training, recruiting, and monitoring. Always keep in mind the KISS formula: «Keep It Simple, Sweaty.» Following this rule will lead to a better success rate for you and the others you are leading.

Keep learning about a strategy until you are able to apply it successfully. Some strategies and tools will be more relevant than others, but you should carefully consider everything you read about. If you have trouble applying a strategy, find out more about it and ask yourself why you are having trouble with it.

If you are asking people for help and advice, ask questions on specific topics. Getting general advice is useful, but sometimes we just need help on the nitty-gritty of getting our business off the ground. Once you learn these specifics, make sure to pass them on to your downline.

Not to make network marketing sound that lavish, but there are certainly worse ways you can make a living. When done properly, MLM can be extremely rewarding and exceedingly satisfying. To help you get started out or to improve your position, employ the tips you've just read in the text above.

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Working With Manufacturers’ Reps And Succeeding At Trade Shows

Elijah Logan

Manufacturer's reps represent importers, manufacturers, exporters, or any combination of the above. The companies they represent pay them a percentage, usually a percentage of the total order. The reps only get paid when they sell. The importance of reps has been diminished by the Internet era. More-and-more businesses are connecting with manufacturers through the Internet, eliminating the need for expensive reps.

Manufacturers’ reps usually represent many companies. They specialize in industries such as gift, building materials, cosmetics, etc. A good rep can help you identify the hottest products, industry trends, and fashionable companies. Through one rep you may be able to connect with many companies, saving you time and legwork.

Many reps are doing more than selling. Some reps may train you or your employees the use of the products they sell. They can help you become an expert about the product they sell. Treat them as a resource not just another sales person.

Trade shows offer multiple opportunities for you to spot upcoming trends, network with manufacturers, importers, and wholesalers. A trade show can be a great resource for finding the right products for your business. There is a trade show for every industry. If you haven’t found one for you’re your industry, you haven’t looked hard enough. New York, Los Angeles, Chicago, Las Vegas, are among the most popular destinations for trade shows.

The most effective ways to locate the right trade show for you is to check with professional associations, trade publications, and convention centers. Trade shows can connect you with hundreds, or thousands, of potential product sources. Attending a trade show gives you the opportunity to demonstrate you mean business. By being there, you establish yourself as a player in your industry. The attendees commit time and money to participate in trade shows that qualifies them as serious buyers. As you meet with key manufacturers you get a chance to compare prices. Being there in person, you have an opportunity to study product quality.

Be ready for sensory overload. Trade shows are fun, but they can be overwhelming. Prior to the show, make a plan and stick to it. Don’t wonder around aimless.

For more trade show and marketing tips visit blog.EliLogan.com and connect @EliLoganTx

Elijah Logan is a consultant and serial entrepreneur who partners with companies across the globe to effectively unlock relationships with clientele in numerous core industries. His expertise was developed through a series of B2B trade shows, effective content platforms, and automates sales and marketing adoptions.
He has developed, produced, and managed 1.4 million square feet of B2B trade show space, serving over 2600 exhibiting companies and attracting over 300,000 attendees from 42 states and 17 countries. These offering resulted in over 550 million dollars in community economic impact, and has generated over 16.4 billion dollars in revenue for his clients.
In the digital content market Elijah has developed over 300 digital properties delivering bleeding edge news, industry relevant communications, and educational marketplaces to facilitate client’s development of effective marketing strategies.

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Working With Manufacturers’ Reps And Succeeding At Trade Shows

Elijah Logan

Manufacturer's reps represent importers, manufacturers, exporters, or any combination of the above. The companies they represent pay them a percentage, usually a percentage of the total order. The reps only get paid when they sell. The importance of reps has been diminished by the Internet era. More-and-more businesses are connecting with manufacturers through the Internet, eliminating the need for expensive reps.

Manufacturers’ reps usually represent many companies. They specialize in industries such as gift, building materials, cosmetics, etc. A good rep can help you identify the hottest products, industry trends, and fashionable companies. Through one rep you may be able to connect with many companies, saving you time and legwork.

Many reps are doing more than selling. Some reps may train you or your employees the use of the products they sell. They can help you become an expert about the product they sell. Treat them as a resource not just another sales person.

Trade shows offer multiple opportunities for you to spot upcoming trends, network with manufacturers, importers, and wholesalers. A trade show can be a great resource for finding the right products for your business. There is a trade show for every industry. If you haven’t found one for you’re your industry, you haven’t looked hard enough. New York, Los Angeles, Chicago, Las Vegas, are among the most popular destinations for trade shows.

The most effective ways to locate the right trade show for you is to check with professional associations, trade publications, and convention centers. Trade shows can connect you with hundreds, or thousands, of potential product sources. Attending a trade show gives you the opportunity to demonstrate you mean business. By being there, you establish yourself as a player in your industry. The attendees commit time and money to participate in trade shows that qualifies them as serious buyers. As you meet with key manufacturers you get a chance to compare prices. Being there in person, you have an opportunity to study product quality.

Be ready for sensory overload. Trade shows are fun, but they can be overwhelming. Prior to the show, make a plan and stick to it. Don’t wonder around aimless.

For more trade show and marketing tips visit blog.EliLogan.com and connect @EliLoganTx

Elijah Logan is a consultant and serial entrepreneur who partners with companies across the globe to effectively unlock relationships with clientele in numerous core industries. His expertise was developed through a series of B2B trade shows, effective content platforms, and automates sales and marketing adoptions.
He has developed, produced, and managed 1.4 million square feet of B2B trade show space, serving over 2600 exhibiting companies and attracting over 300,000 attendees from 42 states and 17 countries. These offering resulted in over 550 million dollars in community economic impact, and has generated over 16.4 billion dollars in revenue for his clients.
In the digital content market Elijah has developed over 300 digital properties delivering bleeding edge news, industry relevant communications, and educational marketplaces to facilitate client’s development of effective marketing strategies.

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Reading Trade Shows Report - Elijah Logan Longview Texas

Trade Show Expert Elijah Logan of Longview Tx

Have you wondered how people work out the viability of major trade shows? How they calculate what is feasible and what is not? When it is feasible and when it is not? This is where Trade Show Reports enter the equation.

These reports are written by data analysts who forecast the future growth of the market. The information contained in the reports allows for the individualized planning of trade shows that anticipate the needs of invitees.

What information belongs in a Trade Show Report? Let us look at the following points:

Management associations coordinates (phone and address)
Location for trade shows and dates
Statistics of the show – how many square feet, how many stalls/booths, how many companies are expected
What industry segment(s) took part
Ranking of the events and shows separately and comparatively
Total market size estimate
Benchmarks
Forecasts of market vis-à-vis high ranking products

Data corresponding to the above points will be collected with the help of questionnaires, interviews, and personal discussions. The correct interpretation of data can create a report which will serve as a guide for successfully organizing the next trade show(s).

There are many other trade show reports which cover other aspects, such as:

Analysis of key industries
Possibility of the industry to hire
Whether revenue from exhibitions will rise or fall in the current year
Global, national and regional major growth strategies
Is the cyberspace killing the tradeshows – how much does it matter
Will investment be high in the current year
What growth percentage is expected in the presented this year

Trade show reports are mostly used as guides. But many times they are also used as a follow-up measure as well. There are reports which look particularly at the profile of the customers and try to organize the data captured to draw an accurate picture of the return on investment from the past trade shows, as well as forecast the future trends.

The trade shows reports are invaluable tools to understand how customer behavior, market growth, or recession rates indicate the industries which will grow best, and the demand of products.

For more trade show and marketing tips visit blog.ElijahLogan.com and connect @EliLoganTx

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