Stanley Cherkasky
Managing Partner
Change Management Consulting, Inc. (CMC) is a global management consulting and training company dedicated to helping organizations of all sizes improve performance, achieve goals and advance leadership capability. |
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Greetings!
Welcome to our monthly newsletter. It delivers valuable news, best practices, and resources to enhance your organization's competitive position. Since our focus is on achieving business results, we truly become a business partner to our clients. This is accomplished through a combination of assessments, customized training, and management consulting.
Our diversified products and services are complementary, and based on best practices and innovative design. CMC's core competencies include: change management, leadership development, strategic planning, continual improvement initiatives, compliance management (ISO quality and environmental management systems) and Lean Six Sigma. |
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Happy Holidays from Change Management Consulting!
We at Change Management Consulting, Inc. (CMC) wish you and your family a joyful Holiday Season and Happy New Year.
As we embrace our families, let us also remember those less fortunate than ourselves and give from our hearts.
All
of us at CMC look forward to continuing our
client relationships and establishing new ones. May 2010 bring each of you new opportunities and success.
Stan Cherkasky
Founder and CEO
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Reduce Marketing Costs AND Increase Sales!
Many of CMC's clients have inquired about how to trim marketing expenses without sacrificing effective sales lead generation. These inquiries have increased during the current economic downturn. The answer is simple - transition your marketing from expensive hard print advertising and other media programs to more economical Internet marketing. In fact, this reflects a growing trend among organizations that have actually discovered they get better results while reducing costs.
To illustrate how your organization can benefit from online marketing, we turned to our marketing partner, Al Kernek, president of Pacific Endeavors LLC and author of several books on this subject:
"In addition to retail outlets, online marketing has proven to be very effective in helping B2B organizations win new customers. Today, when a business has a need, whether it is for a service provider, designer, manufacturer or supplier, they are likely to search the Internet to find a solution. Even if established supplier relationships exist, businesses often look for alternative bids from qualified contractors. And for those seeking to grow their business, it goes without saying that you must have a credible, robust Website and strong online presence to attract new customers. The irony is that online marketing costs substantially less than newspaper, magazine, radio, or television advertising, yet it can be so much more effective!"
Some online strategies Al recommends are:
- Treat your Website as a marketing tool rather than an online information brochure. Sell your organization and its capabilities in a tone appropriate for your target audience. The purpose of your site should be to establish credibility, generate sales leads and capture new business.
- Websites must grab visitor interest with the first ten seconds. Make sure your home page is designed to accomplish this. Easy navigation and relevant site information are essential. Include "calls to action," whether it is a "get a quote," "act now," or a "contact us" page.
- Make sure your Website is optimized around keywords for the search engines. Unless your site comes up within the first three pages of a search engine inquiry, it is invisible on the Internet - for all practical purposes, most people never look further. Having your site displayed on the first page of search engine's organic returns is extremely salient advertising...and it's free!
- Promote your Website by acquiring incoming links from other relevant sites. The number of high-quality incoming links to your site plays a major role in generating interested site visitors and attaining search engine ranking. Distributing online press releases and articles with embedded links to your site is an excellent strategy for building traffic, as these are picked up for content for other Websites, newsletters and blogs.
- Realize that it takes a long time for Websites to rise in search engine ranking. This period can be mitigated by creating targeted sites focused on market niches and specific locations. The more focused your site is, the better! Meanwhile, quick marketing visibility can be achieved through inexpensive, targeted "pay-per-click" advertising accompanied by landing pages designed to either achieve sales or generate qualified sales leads.
- Keep in contact with customers and prospects alike - strive to build an "opt in" email list by offering a free, interesting monthly newsletter with valuable information. Promoting services and products via email costs a fraction of direct mail while achieving better results.
The great thing about investing in online marketing is that it yields a perpetual marketing machine running twenty-four hours daily, seven days a week. Once established, organizations often experience significant sales growth by (1) reaching a worldwide audience, and (2) providing a solution at the exact moment that a prospective customer is searching for it!
For a free consultation, contact Al at akernek@SmallBizSmartMarketing.com or call toll-free (866) 284-4955.
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News Briefs
Jupiter Research, in an October 2008 survey, reported that search engine advertising is climbing. 83% of search advertisers plan to maintain or increase their marketing spend in the next 12 months.
A January 2009 survey, by the research firm Compete Inc., reported that buyers of goods and services will look online more. Last year saw a 10% increase in people who research online before making a buying decision.
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