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Practice Management > Building Your Business

Marketing myths

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  1. Building a good Web site is 99 percent of success. The only thing that matters is what lays behind your Web site. Define your target market and what benefits you can offer them before starting a Web site.
  2. Catchy content is the key to sales. Content isn’t everything; you should use other strategies as well, trying to earn a reputation in your niche community and to provide customers with quality service.
  3. Offer your customers all kinds of options — the more, the better. The brutal truth is that too many options are likely to confuse your prospects. Many people have difficulties with making decisions and would rather leave your site without buying anything.
  4. Lower prices attract more buyers. The market is lousy with sellers who earn peanuts but are extremely proud of their ‘competitive’ rates. To attract prospects, you can seek some low-cost techniques like offering optional services or seasonal discounts.
  5. It will take a long time before your marketing strategy starts bringing profit. Unlike big companies, small businesses can’t afford long and costly campaigns. So, be more purposeful and choose strategies that work quickly.
  6. The more traffic a site gets, the higher the income is. To ensure a regular income, you should concentrate on your conversion rate. Consider website analyzing strategies, such as heat map, visitor location or bounce rate tracking.
  7. Freebies and gifts are the strongest referral incentives. The only way to get more referrals is to enhance your services.
  8. To succeed, you have to read much about giants in your niche and to use their experience. Having enough knowledge is critical for launching a successful project, but you shouldn’t limit your activity by second-hand rules. If you want your business to thrive, learn to innovate and be independent in your opinions.
  9. Concentrate on your sales rather than on your prospects. To convert, you should know your prospects inside out.
  10. Apply all marketing strategies one by one, and then you’ll be able to compare the results and to find the best one.