Archive for the “General” category — Page 2
admin • 5th May 2011 • blog, General
Search engine marketing can be complex. Endless opportunities to advertise and market, constantly changing trends and technologies, and overly complex solutions all come with the territory. So, what you don’t need when you’re evaluating or creating your search engine marketing strategy is lengthy explanations about how different techniques work. Instead, seek out advisors who can guide you with simple explanations and techniques based on real results.
1. Establish Your Internet Marketing Strategy Goal
“What is THE purpose of my website?”
Once you answer that question, all other aspects of search engine marketing strategy can be leveraged to help you achieve that purpose. Typically, people use their website for many different purposes. Regardless, you still need to answer this question. The focus you will get from it will help you create a more effective strategy.
Here are the top three most common answers to the question “What is THE purpose of my website?”
- To sell things
- To generate leads for my sales team
- To educate my target audience
It can be this simple! Just decide which of the three answers above suits you best (or create your own) and then move on to step 2.
2. Establish a Search Engine Marketing Plan
Search engine marketing consistently generates leads, sales, etc. at a lower cost-per-lead or cost-per-sale than traditional mediums like TV or direct mail advertising. It makes sense when you think about it: when people want to find something online, they go to Google, Yahoo!, MSN, etc. and search for it.
Search engine marketing is all about SHOWING UP when people search for what you sell, offer, or have on your website. There is a growing body of knowledge (books, articles, etc.) on how to do this. And like anything else, it has become over analyzed and too complex. To further complicate things, some search engine marketing techniques are ethical and legitimate, while some are not. The best approach is to create a search engine marketing plan that focuses on two aspects:
- Search engine optimization – showing up in the “organic” area of the search engine’s results
- Pay-per click advertising – showing up in the “paid” area of the search engine’s results
For search engine optimization, first realize there is no “silver bullet.” There just isn’t a way to easily get ranked consistently high in the search engines. It is a combination of factors that always come down to one underlying truth: build your website according to web standards, with a focus on accessibility for all.
Just like search engine optimization, there is no “silver bullet” for pay-per click advertising, either. Instead, the formula for PPC success is in well-placed bids (what you will pay to have your ad show up) combined with meaningful landing pages (where people go when they click on your ad).
3. Conduct Search Engine Optimization (SEO)
The goal of search engine optimization is to make changes to your website to get higher rankings in search engines. Yet, search engine optimization is a confusing sector. On one hand, there are “snake oil salesmen” ready to get you a #1 ranking with their latest trick. On the other hand, the things that actually do work are very simple, and frankly, just not very “sexy.”
The best strategy to take is a common-sense approach to SEO: develop standards for your website that ALL pages must adhere to. If you do this, and enforce it, you can then branch out to some of the other “niche” aspects of SEO.
Here’s a sample list of SEO standards to enforce on your website:
- Write descriptive HTML page titles that really describe the page it is on (in 255 characters or less)
- Write a summary sentence that really describes the page it is on (in 255 characters or less)
- Write page content that is focused
- Write descriptive ALT text for all images that describes the concept the image illustrates and never use images for text
- Build all pages to comply with current web standards observed by the World Wide Web Consortium (W3C)
Only once your web pages comply with the above standards should you start more advanced SEO techniques, including keyword targeting, 301 redirects, link building (getting more links to your site), RSS news feeds, blogs, and SEO-specific metrics and tracking.
4. Leverage Pay-Per Click Advertising
Pay-per click advertising helps you get more traffic from search engines through advertising in search engine results. You pick terms that people search on. You bid a price per click on your ad that you are willing to pay. You ad shows up when someone searches on that term, and, if you’re lucky, they click on your ad and come to your website.
So, pay-per click advertising really boils down to 3 components:
- Picking keywords to advertise on (i.e. target keywords)
- Determining what to bid for those target keywords
- Writing copy for the ads that show up when people search
Picking keywords is all about knowing what terms your customers, clients, etc. would use when searching for your product or service. There are several tools to help you generate ideas. The best tools also check to see how many searches-per-month your target keywords receive. You typically want to find keywords that generate a lot of searches every month, but are focused enough for your business.
Determining what to bid for your keywords can be a highly-scientific process, sometimes managed by complex software and several key metrics. To keep it simple, let a tool like Google Adwords Traffic Estimator recommend to you what to bid at first. Start there, and start small. Your best bet is to lock-in a low daily budget limit until you are comfortable with the impressions your ads are getting, the flow of traffic from the ads to your website, and what those people do once they get to your website.
Writing ad copy comes down to writing a headline that people will click on, and creating compelling copy below that headline/link that will get people to click.
Headlines are best created by following what magazine covers do: focus on getting attention through eye-catching, short phrases.
Writing effective ad copy below the title/link is really about reinforcing the term(s) search for. This means using the keywords in the ad copy, and starting the copy with an action verb.
By following the approach above, you can create or evaluate your search engine marketing strategy, focus on what matters most when executing your plans, and more effectively achieve your goals.
admin • 27th Apr 2011 • blog, General
Opt-in marketing requires the permission of customer before you are allowed to send or promote any marketing materials, usually in newsletters form delivered via e-mail. The more targeted opt-in marketing mail is sent, the more chances there is to generate sales and more sales. To do this, you must build a list of all those who are interested in your niche and wants to subscribe to your opt-in marketing list.
From your list, you will get your targeted customer, this is a good list since they already have shown interest in what you have to show and sell since they have willingly signed in for your list. These are the people who have liked what they have seen in your site and have decided they want to see more and maybe even purchase what ever product or service your site has to offer.
Here are a few ways to build your list:
1) Create a web form in your site that immediately follows the end of your content. Write a simple short statement about how they would like to see more and get updated about the site. Then there should be an area where they could put in their name and e-mail address. This web form will automatically save and send you the submission. As more people sign in, your list will be growing.
2) Make your website impressive. Depending on what your site is all about, you need to capture your website visitor’s fancy. You need to have well written articles. Make your site useful and very easy to use. Invest in having your website professionally created. Go for a look that borders between simplicity and sophisticated.
3) Provide good service and products. A return customer is more likely to bring in more business. Even then and now, a satisfied customer will recommend a business always. Word of mouth and recommendations alone can rake in more business than an expensive ad. As your clientele roster grows so shall your list. With more members on the list, the more people will get to know about what you have new to offer.
4) Keep a clean and private list. Never lose the trust your customers have entrusted you. If you provide e-mails to others and they get spammed, many will probably unsubscribe to you. Remember, a good reputation will drive in more traffic and subscribers as well as strengthen the loyalty of your customers.
5) Ask! Ask your potential customers and clients for permission to add them to your email list. Tell them the benefits of doing so. If you have customer interaction, place a email sign up paper form on the counter and ask customers to add their email address to the list.
Want to learn more?
How to Quickly Build Your Email List
5 Ways to Build your Email List with Facebook
6 Ways To Build Your Email List Offline
admin • 19th Apr 2011 • blog, General
Have you just started blogging? Or have you been blogging for a while? As you may already know, a blog is an excellent tool to let the world know about your business or your product, to connect with potential customers and promote your expertise. But how can you maximize your blog’s impact? Here are five tips to do just that:
Blog Consistently. Many business owners get excited about blogging, post 3-6 times, and then promptly forget about the blog. I have seen many blogs that were started a year or two ago, have a grand total of five posts, and haven’t been updated since sometime last year.
To get the desired effect (search engine and human traffic), you need to update your blog on a regular basis. Search engines love new content and keep coming back to index it. Potential customers also like new content; it’s what keeps them coming back to read your blog.
Use Your Blog For Branding. Your blog is an extension of your business, so make your blog have a look and feel that mirrors that of your business web site.
If your blog is hosted on the same domain as your web site, you should match the look and feel of your web site exactly.
Use Search Engine Optimization To Optimize Each Blog Post. The purpose of your blog is to get people who are in your target market to read your posts and enter your sphere of influence.
Treat each one of your blog posts as a separate file to be optimized for search engines. Use a keyword research tool to find phrases that are related to the main subject of the post, and weave them into the content of the post.
Have A Special Offer On Your Blog. Do you offer a free special report? Do you offer a mini course as a bonus for new newsletter subscribers? Add the offer to your blog. This will transform people from casual surfers who just happened to find your blog to newsletter subscribers.
Share Information About Your Events, Services, Products and Seminars. You might think that everyone has already heard about your upcoming event on life and work balance or your e-book about achieving financial success. Not so! The person reading your blog might be hearing about you for the very first time, so they have no idea about your event or products unless you specifically tell them.
Avoid overselling, as it will dramatically reduce the number of your blog readers. Do, however, let your blog readers know about your seminars, services and products. If you don’t tell them, nobody will.
A blog is an excellent tool to generate additional web site traffic, get new newsletter subscribers and sell more products. Use your blog to introduce potential customers to your business.
admin • 14th Apr 2011 • blog, General
Developing a relationship with media covering your industry or your local region can be a great source of exposure, including getting links from trusted media web sites. Distributing releases online can be an effective link building tactic, and opens the door for exposure in news search sites.
admin • 12th Apr 2011 • blog, General
These are some simple steps and rules to follow to create your own simply branded photo strip:
1. Image Choice: Decide on 5 images that work in random order. The key difference between personal profile photo strips and the ones on your Facebook page is you cannot change the order.
2. Image Size: These images are horizontal and scaled to 97 X 68 pixels. So either create them at that size or make sure they scale and crop well at that size.
3. Create Photo Album: Create an image album specifically for your photo strip to keep them separate from other content.
4. Upload Images: Add your 5 images here, upload them, and they will automatically load into your photo strip as the most recent uploads. Decide whether you want to publish the images or not for fans to comment on the update.
5. Upkeep Images: Keep it clean. When you add other images to the wall or other photo albums, you will need to X out those images to bring all 5 photo strip images back into view.
Source: 35 Creative Facebook Fan Page Photo Strips
admin • 12th Apr 2011 • blog, General
Want to double or triple the number of new leads and customers you generate each month with your emails? Try focusing your Email campaign with copywriting techniques.
Copywriting is the art of using attractively written content focusing around a service or product to sell. A tool used to tempt the reader by making the items for sale seem attractive, desirable and at the same time beneficial. Copywriting is often described as a play on words where the best and the most persuasive campaigns win.
Whenever you email someone, you’re basically trying to sell a point. So what better way to communicate than with the language of copywriting.
The secret is to balance the right blend of benefits and features in your Email marketing copy. Here are some tips to try in your next email marketing campaign.
- Pack a powerful headline punch. Check top magazine article headlines of the day to see what’s working best. Tailor yours accordingly.
- Draw readers in with a great lead opening. Look to top articles in the news for ideas. And reach out and grab your readers in a similar fashion.
- Keep the main message focused on no more than 3 main benefits your product or service offers the reader. Present credible info, not hype. And include testimonial when possible to back up claims.
- State your proposition in a personal way, since the focus is all about the customer…i.e. write in the “You” form, not “he or she.” And talk about them or things that they can relate to.
- Focus on customer benefits. Offer multiple selling points in bullet form. Write them from customer’s point of view & reflect their needs.
- Thoroughly describe the product. Give the customer all the information they need on the product or service in order to make a well educated decision.
- Create a call to action. Tell the customer what to do exactly, step-by-step.
- State your unique selling position to differentiate yourself from competition. For example, tell why your product is better than the competition’s.
Go for the gusto in selling your email messages with sound copywriting techniques. Sell your audience on reading more, navigating on your site and communicating in some way to show they got your message.
admin • 7th Apr 2011 • blog, General
Anchor text helps tells spiders what the linked-to page is about. Links that say “click here” do nothing for your search engine visibility.
admin • 5th Apr 2011 • blog, General
The success of your email marketing campaign is often based on a set of complex factors. However, a number of these issues can be proactively managed to ensure an optimized response. When developing your next email campaign, consider the following guidelines.
1. Your list.
Certainly one of the most important aspects of any email marketing campaign, your list is directly correlated to your success. Are your names recent? Have they agreed to be marketed to? Have they shown an interest in products or services similar to your own? Make sure that you are using a house list (names you collected on your own).
2. Your subject line.
Getting a user to open your message is paramount any email marketing campaign. The best way to determine the subject line that works best is to break your emails into three random yet equal groups. Measure the response to each email and use the highest producing one as your control. In follow up emails, try to beat the response rate of your control email.
3. Your sender information.
What information appears on the sender line of your email? Will your prospects recognize it? Do they want to hear from you? Often times, emails are deleted without ever being opened due to an indiscernible sender name. Your sender name should be brief and easily understood.
4. Track your results.
Tracking allows you to determine who opened your message and clicked on a link or multiple links within your email. By determining what worked and what didn’t, you can replicate success on your next email. As described above, tracking is particularly important when testing subject lines, imbedded links, and other direct response vehicles.
5. Make sure your unsubscribe method is in place and working.
The CAN-SPAM act of 2003 requires that all email messages contain clear directions on how to opt-out from subsequent mailings. Provide an unsubscribe mechanism that allows those receiving your email to send you and email and indicate their desire to opt-out from receiving further emails from you or your business. If recipients no longer want to hear from you, it’s in your best interest to remove them from your list.
6. Your images are correctly referenced and you’ve used alt tags in each image.
Improperly referencing your images can cause them to appear broken when you send your message – the dreaded red x. To insure the image is referenced correctly it must appear as, img src=”http://www.yourdomain.com….” rather than, img src=”/images/picture.jpg”. Alt tags are another important part of your images. The new security features on almost every email client these days disables images automatically. Having alt tags in place allow your reader to identify the image and determine if it is safe to enable.
7. Test, Test, Test!
No matter what your involvement with email marketing happens to be, it is essential that you follow the guidelines above for successful results. In addition, the key is to test, test, test! After each email campaign, measure your opens, click-throughs, and purchases. Document the specific date, time, list, subject line, and content used to produce your results. Refer back to your documentation prior to your next campaign.
Email doesn’t have to be a complex form of marketing. There are many best practices you can follow and some simple rules that ensure effectively delivery, open and conversion.
admin • 30th Mar 2011 • blog, General
Your content on your website needs to be fresh. Updating on a regular basis is crucial for increasing traffic. Yes, we’re talking blogging. An active blog can increase traffic, will make your website more ‘sticky’ (visitors visit frequent and more often), and can give a voice to the organization.
admin • 29th Mar 2011 • blog, General
If you are like most people, you dread logging into your email marketing program and seeing that you have lost list members due to them unsubscribing. I am here to tell you three good reasons to look forward to getting unsubscribes.
The first is that you are actually using your list. The only way that I have ever seen to not get an unsubscribe is to never send an email. If you are not going to use the list why go to the time and effort to build it. So congratulate your self when you get the unsubscribe because you are actually using your list.
The second thing is that someone is opening your email. To unsubscribe they had to at least open the email and click the unsubscribe link. The good thing is that your headline worked and got them to open your email. Now if you are using dishonest headlines, (“You have won”, “your account status”, and other headlines along those lines) this is not a good thing and you are reaping what you have sown. If you are using a solid headline that matches your email and it gets opened, this is a good thing. Your headline is doing its job.
The third good reason to be glad to get unsubscribes has to do with personality. Now here is a shocker, not everyone is going to like you or your writing style. Those that don’t will unsubscribe. The good thing though is that if they don’t care for your style you will never build a relationship with them. If you can’t build a relationship with them they will most likely never buy from you. So each unsubscribe will make your list more targeted to people who actually like your style and are more likely to respond favorably to your offers that meet their needs.
So now you have three good reasons to no longer dread seeing that people have decided to unsubscribe from your list. Rejoice in the fact that you are actually making your list stronger and more profitable in the long run.
