Stuart R Jordan Consulting LLC - Circwiz.com

Marketing on the internet continues to be the ultimate challenge for publishers.

While publishers have struggled to identify a successful marketing solution, numerous internet marketers have built profitable businesses.How do we explain the paradox where the experienced marketing organizations are struggling while fledglings are succeeding?The answer lies in the marketing methodology.Traditional marketers have been burdened by preconceived notions of how to market.

The new guys not knowing any better have rewritten the rule book.

Successful internet marketing comes from a combination of the traditional basics of direct marketing and the unique characteristics of the internet.

DIM is a multi part process that uses email, surveys, blog postings, and multiple free content offerings to generate interest and sales.

DIM is a marketing program that spans a period between 45 - 60 days.

DIM has three distinct phases.

Listen & Learn

The initial goal is to engage the customer base. Gauge their interest. Identify their hot buttons and concerns.

Sharing

With this knowledge, the next step is to offer content that focuses on those aspirations and frustrations, educates on the ways to address these challenges and achieve results, and finally introduce a solution.

SellingThe final phase is to present the detailed solution. Offer social proof of how it has worked for others. And, present a strong offer filled with unique incentives.

For publishers, DIM offers numerous applications.

• Renewal series for internet generated subscriptions.

• Reactivation promotion for expired customers.

• Cross-sell marketing for house email database.

• Free-to-paid conversions.

Campaign StrategyDIM requires the development of a campaign strategy that:

• Defines goals
• Identifies assets
• Creates the marketing theme
• Sets campaign timing & sequence
• Develops the offer

InvolvementDIM starts with an involvement phase that:

• Creates pre-sale market awareness
• Solicits interaction to gauge market interest and product reaction
• Gathers social proof

Marketing ContentDIM uses marketing content to:

• Define problems/needs
• Establish authority by educating the audience
• Creates demand by offering solutions
• Support concepts with social proof

Sales EffortsDIM uses multiple marketing techniques including:

• Email efforts
• Squeeze pages
• Long form sales letters
• Blog pages