Get Results: Start with Your Marketing Message and Objective得到的结果：从您的营销信息和客观的

Three Powerful Reasons You Need To Check Out Michael's Traffic Videos 三种功能强大的理由，您需要检查了迈克尔的交通视频
* Simple (yet cunning) techniques that get your site on the map as fast as humanly possible and send masses of hungry buyers to your pages *简单（但狡猾的）技术，让您的网站在地图上快人的可能和发送饿了群众的买家到您的网页

Article source: http://www.isedb.com/ . 文章来源： http://www.isedb.com/ 。 Used with author's permission. 用作者的许可。

Recently I was talking with a very bright traditional marketer on the value of integrating Internet marketing into an enterprise's marketing mix.最近我跟一个非常光明的传统营销的价值整合互联网营销到企业的营销组合。 Personally, I have witnessed significant and measurable increases in the online results of an enterprise when they include traditional marketing strategies like direct mail, radio, television or publicity with their internet marketing strategies.就个人而言，我目睹了重大的，可衡量的增加在网上的结果时，一个企业，他们包括传统的营销战略一样直接邮寄，广播，电视，宣传他们的互联网营销战略。

Although he did not disagree with the concept, he re-focused the discussion on the importance of an enterprise establishing their marketing message and objective even BEFORE contemplating their traditional or Internet marketing strategies.虽然他不同意的概念，他再次集中讨论的重要性，企业建立自己的营销信息和客观甚至在考虑自己的传统或互联网营销战略。 What an excellent point!什么出色点！ What about you…你呢...

• Have you created a clear and concise marketing message? •你创造了一个简洁明了的营销信息？

• Have you defined your customer benefits and integrated them into your message? •你界定你的客户利益和综合它们纳入您的邮件吗？

• Have you established a measurable objective to determine your success by? •你建立了一个可衡量的目标来确定您的成功？

Your Marketing Objective Defines Your Results您的营销目标确定您的结果

Business owners and marketers have a tendency to think in broad terms about their marketing objective by focusing on ones such as "generating traffic" or "designing a website."企业所有者和营销有一种倾向，认为从广义上讲他们的营销目标的重点，如“发电量”或“设计一个网站。 ” Instead, the effectiveness of their internet marketing strategies should be driven by specific marketing objectives established from the end result required of the business to be economically sustainable.相反，他们效力的互联网营销战略应该是推动具体的营销目标确定从最终的结果需要企业在经济可持续的。

For example, "generating traffic" is not directly tied to a financial objective like "generating a cost per sale of $75."例如， “发电量”没有直接联系的财政目标，如“生成销售成本为75美元。 ” The common misperception of "traffic equals sales" has wasted tremendous amounts of business' capital on poor quality website traffic.共同的误解“交通等于销售”浪费了大量的商业资本对质量差的网站的流量。 In addition some businesses have developed negative attitudes towards Internet marketing by falsely associating poor results to it instead of to a lack of an objective.此外，一些企业已经开发消极态度互联网营销的虚假联系穷人的结果而不是缺乏一个客观的。

Recently a new client described his horror story of spending a significant part of his budget on contracting with a paid search service provider.最近，一个新的客户描述了他恐怖的故事开支的重要组成部分的预算就承包了付费搜索服务提供商。 The resulting paid search campaign was a major failure in terms of satisfying the client management's net profit objective.由此产生的付费搜索广告系列是一个重大的失败而言，满足客户管理的净利润目标。 Actually, to be precise, the campaign caused a massive negative net profit.其实，要得到准确的运动造成了巨大的负面净利润。

After asking further questions to understand why the situation occurred, I discovered that the blame could not be attributed to the service provider's failure to perform but instead to the client's failure to define the correct marketing objective.经过询问进一步的问题，了解为什么发生的情况，我发现责任不能归咎于服务提供商的不履行，而是向客户未能确定正确的营销目标。

The client contracted with the service provider under an objective of "generating traffic" versus "generating a positive net profit."客户签订合同与服务供应商下一个目标“的交通”与“创造一个积极的净利润。 ” The goal of "generating a positive net profit" involves a more strategic performance-centered setup and management of a paid search campaign which this particular service provider was not capable of delivering through their business model. “的目标产生了积极的净利润”涉及一个更具战略意义的业绩为中心的设置和管理的付费搜索广告系列这尤其是服务供应商不能够提供通过他们的商业模式。

Unfortunately, directed by the client's defined objective, the service provider delivered massive volumes of paid search "visitor traffic" which failed to satisfy the client's non-communicated but expected increase in positive net profit.不幸的是，由客户确定的目标，服务供应商提供大量的付费搜索“访客流量”而未能满足客户的非传达，但预期增加积极的净利润。

Your Marketing Objective is the Balance between Determining Success and Failure.您的营销目的是平衡确定成败的关键。

By defining a measurable objective, an internet marketing strategy is regulated by the resulting increase or decrease of it.通过定义可衡量的目标，一个互联网的营销策略是由所产生的增加或减少的。 From this perspective, a simple "yes/no" decision is made as to the success of a particular strategy: "Yes" it achieved the marketing objective and should be maximized; or "No" it fell short of achieving the marketing objective and should be dropped or the message adjusted and tested again.从这个角度看，一个简单的“是/否”作出决定，以成功的一个特定的战略： “是”它实现了营销目标，应当最大限度地发挥;或“否”它不及实现营销目标，并应取消或调整的信息和测试再次。 Without a measurable objective, the success of an internet marketing strategy is determined by subjective means versus real data.如果没有一个可衡量的目标，取得成功的一个互联网的营销策略是由主观的手段与真正的数据。

A Clear and Concise Marketing Message Ensures Achievement of Your Objective简明扼要的营销信息以确保实现您的目标

The marketing message is essential for generating performance from your Internet marketing strategy.营销信息是必不可少的创造业绩从您的Internet行销策略。 Rather on your website, landing page, or paid search ad, the message attracts visitor attention, qualifies the type of visitor and persuades the visitor to complete your defined marketing objective.而在您的网站，登陆页面，或付费搜索广告，邮件吸引游客的注意，资格类型的访客和说服游客来完成您的界定营销目标。

An excellent book written by Doug Hall titled, "Jump Start Your Business Brain" outlines three essential components every effective marketing message should include.一个很好的书由Doug大厅名为“跳跃创办你的企业脑”概述了三种重要组成部分每一个有效的营销信息应该包括。 They are:它们是：

1. 1 。 Overt Benefit: answers the customer-centric question of "what's in it for me?"显性效益：回答客户为中心的问题， “有什么值得我吗？ ”

2. 2 。 Reason to Believe: what persuasive credibility shows that you will do as you promise?有理由相信：什么有说服力的信誉证明，你会做你的承诺？

3. 3 。 Dramatic Difference: what is your uniqueness to the customer?戏剧性的差异：你有什么独特的客户？

The rudimentary knowledge gained from these three essentials is that you must focus on your visitor and answer their buying questions.在简陋获得的知识，这三个要点是，你必须把重点放在您的访客并回答他们的购买问题。 By satisfying your visitor's needs in a manner that persuades them to buy, they will correspondingly satisfy your needs.通过满足访问者的需求，以说服他们购买，他们将相应地满足您的需求。

Are You Satisfying Your Visitor's Needs?你是满足访问者的需要呢？

An easy way to assess whether your marketing message is even capable of satisfying your visitor's needs is to count the number of times your website copy states "you or yours" versus "we and us".一种简单的方法来评估是否您的营销邮件甚至能够满足您的访客需要的是指望了多少次您的网站上复制内容为： “你或你的”还是“我们和我们” 。 Although primitive, this exercise will immediately tune you in to where your marketing message is directed.虽然原始，这项工作将马上调你到那里您的营销邮件的指导。 If you're talking more about "we" then about "you" then you're focusing on the wrong message.如果你谈论更多的“我们” ，然后对“你” ，然后你把重点放在了错误的信息。

Instead of spending more time on developing a traffic generation strategy, re-focus your time and thinking on developing an effective marketing message with a measurable objective.而不是花更多的时间就发展交通的战略，重新集中的时间和思想，制定有效的营销信息与衡量的目标。 Ultimately your traffic generation strategy will achieve higher returns and stronger results when you attract the most qualified visitors through an effective marketing message and gain "data-driven" insight from a measurable objective.最终您的流量一代战略将实现更高的回报和更有力的结果当你吸引最合格的游客通过有效的营销信息，并获得“数据驱动”有识之士可衡量的目标。

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