MarketingLAUNCH.com

GUIDE: Web Marketing D/FW (Blog)

Archive for the ‘Marketing’ Category

« Previous Entries

7 Top Tips in SEO (Search Engine Optimization)

Posted by karenses on November 6, 2008

Interested in being in the top of search engine rankings when someone’s looking for your product or service? (Uh - yea!?!?)  Assuming you do, then you’ve got to use SEO strategies when designing your web site and posting content. It doesn’t happen naturally, it’s about planning and placement.  So what are a few of the key proven techniques you may ask? 

Sally Falkow has written an excellent post called, “How to Get on Page One of Google.” Below are many of the highpoints:

  1. Get a domain name that contains a top search term for your product or service
  2. Include a mix of rich content including video, text and images
  3. Make sure your site architecture is bot-friendly (bots are the computers that search the Internet for content); a good start, be logical in your structure, use keywords in your headers, support your content with like content, make links relevant and more (note: no frames or tables in your page design).
  4. Have a blog on your site
  5. Generate keyword-rich inbound links (critical and challenging)
  6. Have a database of content for people and search engines to search
  7. Issue search-optimized press releases (using an affordable tool like www.prweb.com). A  well optimized press release can achieve page one placement in Google even though your website does not.  And if you add links to the release, when it gets picked up on other sites that link will add weight to your inbound links.
  8. Include RSS feeds on your site (RSS feeds are a method of content syndication).  RSS provides fresh content -with links- and gets spread across the web, bringing new niche traffic and inbound links to your web site and if you’re lucky, page one visibility in Google. (Check out Press-Feed.com to create an RSS feed.)

This hits the highpoints, but read on for more on SEO Optimization >>

Posted in Marketing, SEO & Paid Search | Tagged: , , | Leave a Comment »

Remark-able Stuff Spreads (Seth Godin)

Posted by karenses on October 25, 2008

In a world of too many options and too little time, our obvious choice is to ignore the ordinary stuff. Marketing guru Seth Godin spells out – why, when it comes getting our attention, bad or bizarre ideas are more successful than boring ones. And “early adopters”, not the mainstream’s bell curve, are the new sweet spot of the market.  (View Video below to learn more)

Posted in Marketing | Tagged: , , | Leave a Comment »

15 Steps to Marketing Your Business

Posted by karenses on October 14, 2008

Below are 15 steps to creating a marketing plan around your business.  These are a few basics to get you started. 

Step 1: Target Market – Determine who your ideal target client (market segment) truly is.

Step 2: The Product Service Package – Develope your full suite of products and services that align with market demands from product, pricing, placement and promotion.

Step 3: Differentiate and Dominate – Develop and communicate your CORE marketing message.  Understand and communicate what your value is -and that which sets you apart from the rest.

Step 4: Give Them An Image – Communicate using a complete marketing package to ensure all messaging and visuals are in alignment.

Step 5: Develop Your Story – Create meaning by telling your story so that it resonates with your audience.

Step 6: Marketing Materials – Develop marketing materials that educate and stand out; simplicity is key.

Step 7: Web Site – Develop a content-based business web site; make sure it aligns with top search engine optimization guidelines. 

Step 8: Business Advertising – From web to print including free listings, paid advertising, sponsorships, partnerships and more, every sale starts with a lead.

Step 9: Direct Mail – A solid lead generation tool when your market segment is highly targeted and your messaging and offer resonates with your audience.

Step 10: Public Relations – Create news around key milestones within your business. Write and release PR messages via Blogs, online news wires (i.e. http://www.prweb.com) and more to gain media attention and expert status.  Look online for templates. Follow SEO guidelines.

Step 11: Referral Marketing – Building a systematic referral marketing machine such as an Affiliate Marketing Program or Agent Referral Program.

Step 12: Search Engine Initiatives - Generate leads from the Internet including Search Engine Optimization (SEO), Search Engine Marketing (SEM), Pay-Per-Click (PPC), Search-friendly PR and more.

Step 13: Blogging for Business – Develop a Business Blog and communicate… with your customers, the media, prospects, partners and more.

Step 14: A Selling System – Turn prospects into clients and clients into partners; automate your sales process as much as possible with leading (and affordable) automation tools; be clear on how to manage each stage in the sales cycle.

Step 15: Marketing Automation – Automate and extend your marketing with technology tools.

Posted in Marketing, Marketing Programs | Tagged: , , | Leave a Comment »

5 Quick Tips for Effective eNewsletters

Posted by karenses on October 7, 2008

For companies large and small, an email newsletter is a great idea… IF you keep in mind, the key success factors in developing one.  Here are a few top tips for turning your e-newsletter into a powerful marketing tool.
         
1. Understand Your Readers: Newsletters are a time to build your relationshp with your customers and prospects. Be sure to discuss topics of interest and provide value for your audience. Of course, some self promotion is OK.  Consider the 80/20 rule – 80% of the content should be about them and 20% of the content mentions your company (and how it relates to them of course). 
        
2. Get Personal: Of the hundreds of communications the average business reader receives daily, you MUST find ways to seperate yourself from the pack. Be unique, be real… include your personality and connect via the human factor. Readers like to know there’s a real person on the other end.
             
3. Visually Appealing: The appearance of your e-newsletter is important.  As with everything on the web, keep it brief. From a few seconds to a few minutes, that’s all you have to capture their attention.  Use bullets, enticing headlines, fluid font treatments, relevant graphics and easy navigation.  Don’t clutter up your communications. Cut content & creative 1, 2 even 3 times.
     
4. Feedback is Key:  As with Blogs, forums and other communication mediums, in today’s online world feedback is part of a successful communication cycle. Don’t be shy.  Ask your readers to comment on the newsletter – both likes, dislikes and future ideas.  As with any communication, interaction draws you closer to your customer (and to a sale).
                 
5. Contact Information: Keep in mind, the ultimate purpose of email newsletters is to develop your brand, build relationships and provide top-of-mind awareness regarding your products or services (in turn make sales). Make sure your would-be customers know how to reach you (via click, call, email even fax). Always make it easy to communicate with you.
           
Create newsletters that provide value to your readers and just maybe they will thank you wtih a sale.  Keep it simple, keep it short, and take full advantage of the powerful communication tool that it is.
        

Posted in Email Marketing, Marketing | Tagged: , | 2 Comments »

DeMystifing Common CAN SPAM Myths

Posted by karenses on October 3, 2008

Quick Overview : Webinar provided by Jigsaw

  • Email continues to be the preferred method of communication in B2B
  • 80% of marketers say email is strongest performing media buy
  • 50% are now emailing prospects, not just customers
  • Per the Direct Marketing Assoc, email produced the highest absolute response rates for those whose primary objective was to generate leads

Myth: CAN SPAM requires explicit permission or “opt-in”

Reality: CAN SPAM is about notice & consent – not “opt” anything

  • Regardless of consent, there are certain requirements when sending unsolicited commercial email.
  • It is the subject matter of the message and how you identify it that is the key.
  • Again, Opt-in is NOT required however, Opt-in will help with deliverability, results, etc… so, you should try to convert “prospect” emails into opt-ins; but it is not required by law

CAN SPAM covers both emails you send to your customers (opt-in – to marketing emails) and your prospects (not opt-in)

CAN SPAM IS NOT: A Data Protection Act – only personally identifiable data – NOT business data

CAN SPAM does:

  • Ban false or misleading header (origination) info – must be identifiable
  • Prohibit deceptive subject lines
  • Require your email gives recipients an easy / 1 click opt-out method
  • Must stop sending within 10 days of receiving opt-out
  • Must be able to process request at least 30 days after you send the email (live link)
  • Requires that you identify as a solicitation or advertisement
  • Clear & conspicuous – email intent, opt out, valid physical postal address

Additional fines for e-mailers who:

  • Harvest email addresses
  • Generate emails using a “dictionary attack”
  • Use scripts or other automated methods
  • Relay emails through a computer or network without permission

Recent Modifications

  • 1 Click opt-out
  • PO boxes are OK
  • CAN SPAM applies to businesses and individuals

BEST PRACTICES: CAN SPAM Compliance

  • Applies to Business Email – not PII (Personal Identifying Information)
  • Requires no questions asked removal opt-out process
  • Open-ness and transparency (i.e. header, subject line, etc…)
  • Aggressively, continuous testing
  • Use only reputable data vendors
  • Stay away from manufacturing and/or harvesting emails
  • Stay on top of change: 40% change rate per year – ensure list hygiene with quarterly updates
  • Continue to utilize all best practices you’ve developed around opt-in
  • Manage deployment of emails yourself / in-house or through a legitimate ESP… don’t send via 3rd party list providers

DMA Guidelines for Ethical Business Practices

  • Clear communication
  • Clear description on how you collect and use your data
  • What type of data you keep and how you secure it
  • Accountability and enforcement inside your organization
  • Multi-channel opt-outs
  • Easy access to policies
  • Commercial solicitation online/including email

Marketers may send commercial solicitations online under the following circumstances:

  • Can send solicitations to their own customers
  • Individuals have given their affirmative consent to the marketer to receive solicitations online
  • Individuals didn’t opt-out after opportunity was given to do so
  • For third party lists: must receive assurance that individuals on list did provide consent to receive solicitations or have already received opportunity to opt-out but have not chosen to do so
  • The individual is not the marketer’s in-house suppression list
  • Within each email solicitation, marketers should furnish individuals with notice of automated mechanism to “opt-out” (EZ & Fast opt-out)

RE: Rent, sale or exchange of emails

  • Assure that you do not rent, sell or exchange their email addresses for online solicitation purposed
  • If individuals request that their names be removed from marketer’s in-house list, then marketers may not rent, sell or exchange their email addresses with 3rd parties for solicitation purposes
  • Only marketers that rent, sell or exchange info need to provide notice of a mechanism to opt-out of information transfer to 3rd party marketers

Where do I find emails?

  • Use reputable sources
  • Scrutinize capture methods
  • Test, test & test
  • Datahouses once were the sole provider of data (i.e. D&B, Harte Hanks, InfoUSA, etc..)

In Web 2.0 world there are new ways to acquire data

  • Web Crawling: Generate, Hoovers, ZoomInfo, Spoke
  • Social Networking: LinkedIn, FaceBook, etc…
  • Wiki/Community: Jigsaw, NetProspex (Strongest Data Quality)

What email issues do they Address?

 

Data

Challenge

Traditional

B2B Compilers

Crawling

Social Networking

Wiki / Community

Email compilation

W

M

W

S

Email Changes / Hygiene

W

M

W

S

Email Appends

M

W

W

S

Email Deployment / Mgmt

M

W

W

M

Email integration with CRM

M

M

W

S

(S)             Strong (M)  Medium     (W)    Weak

 

How do I keep them accurate?

Traditional technologies

  • eCOA (Change of Address service)
  • Hygiene/update services
  • Deliverability reporting, management

Best new technologies

  • Include the above, plus…
  • Jigsaw-like real-time updates
  • Generate-like frequent web crawling updates

In Summary …

  • Email for Acquisition / Prospecting is a growing trend –make sure you’re not left behind
  • Utilize CAN SPAM to DO responsible email for prospecting, not to PREVENT you from doing so.
  • Utilize Best Practices at all times
  • Choose your data providers, deployment providers, and hygiene/update providers carefully.

Posted in Email Marketing, Lead Generation, Marketing | Tagged: , , | Leave a Comment »

5 FREE Marketing Tools

Posted by karenses on August 19, 2008

Need some FREE Marketing Tools to get your business set-up and growing fast? If yes, then read on…

One of my favorites is www.VISTAPRINT.com, where you can get FREE 4-color business cards (qty 250) - choosing from over 40 pre-set templates (or upload your own design). They also offer FREE pens, magnets, notepads and more.  Definitely worth checking out.

Also, did you know you can become a “Salesforce Automation Expert” in a matter of weeks with www.SALESFORCE.com? And yes - it’s FREE.  Although limited access, this trial version allows you to get comfortable with the tool, quickly understanding it’s value - in turn becoming a “champion” for Salesforce.com within your organization.  Now that’s “Trojan Horse” marketing. Love it!

Since we’re talking about creating a sales database, you might also want to check out www.JIGSAW.com.  An online “rolodex” of “everyone’s contacts”. You share yours and I’ll share mine and we can all sell to each other. This lead generation tool has an amazing accuracy rate and provides consistent value. 

How about providing educational webinars and product demos to your sales leads to minimize the sales cycle?  You can do that too.  It’s easy - and yes, they too offer a FREE trial at www.GOTOWEBINAR.com. A very cool tool! I’m a big fan!

Last one for today…

Want to become a Blogger? Then visit www.WORDPRESS.com.  This FREE web-based blogging platform will get you up and running in a matter of minutes. Yes, really. Then you too can say you’re plugged in to the “social media wave”. Get blogging today!  What do YOU have to say?

Posted in Lead Generation, Marketing, Social Media | Tagged: , | 1 Comment »

Create Print Ads THAT WORK!

Posted by karenses on July 8, 2008

     

Print advertising can be an effective medium, if done with out-of-the-box creativity and focus.  Most ads out there are mediocre at best.  Don’t waste good money on placement of bad creative and messaging.  Below are a few tips to remember:

 

1.  Headlines need to grab the reader’s attention. Intrigue, challenge, ask a question, highlight an offer… whatever you do, don’t be boring!  (Recently, I came across this plain black & white billboard: Your wife is HOT! You better call the AC company… It definitely got my attention.)

 

2. Stay focused on one core message.  When writing copy, use minimal text focused on a central idea.  Your core message should be to-the-point and kept short. (Got Milk?)

       

3. Make your point visually.  We all know one picture tells a thousand words.  Choose your imagery wisely and DON’T do what all your competitors are doing.  Create something that separates you from the rest.  Select images that convey your message in an unexpected way.

 

TIP: Create a sample file with great ads that grab your attention and work for you.  Call it your inspiration file and review each time you create a new campaign. Get inspired!

       

Posted in Advertising, Marketing | Tagged: , | Leave a Comment »

Write Better Web Content

Posted by karenses on April 22, 2008

Writing web site content might look easy, but let me tell you – it’s harder then you think.  Most people can write.  Our high school degrees require it.  The challenge is – most people can’t write well. 

In many instances, companies don’t spend money on professional copywriters / marketing writers (especially in start-up technology companies – where the content is highly technical and budgets are tight), so it’s usually up to a random marketing person to pony up. If you live in that reality, below are some quick tips that can assist in making content generation a bit easier.

How important are keywords?Copy Writing Scared Girl

Yes. Keywords are absolutely important.  With that said, don’t overload your web site content to such a degree that readers can’t understand what you’re trying to say.  For example:

MarketingLAUNCH marketing services are the most effective marketing services in the industry.  Marketing services is what we do, and our proven marketing techniques assist small business in marketing their services.

TIP: Before you start writing, research and decide upon a handful of keywords (for a specific page) you want to include and keep that list in front of you when you’re writing.  Then integrate those word/word groupings if and when you can — avoiding the saturation point.  Strike a balance, informative content with keyword descriptors only as it makes sense.

Don’t waste people’s time!

When writing for the Web, get to the point – and fast!  Remember that reading on the Web (short content blocks are best) is entirely different than print (mostly long elaborations).  You have to keep it short to maintain interest (think Cliff Notes version).  Not too much, not too little – again, the key is finding the right balance per quality and quantity of content.

Focus on your key strengths

Instead of writing about “ALL” the benefits your product/service offers and being all things to all people, find a “FEW” of your key differentiators and focus on those.  If you try to present too many competitive advantages, people won’t remember any of them.  Stick to a top few and hammer them home and you should be on your way to effective online messaging.

Create a functional layout – critical for readability

There are some key elements you should always include when writing for the Web. 

1.  Make sure to include a header and/or title.  Something at the top of the page to tell me (and search engines) exactly what I’m going to be reading about.  Make it specific.  Use words I understand.  No cute phrases or fluff that has no relation to what I’m about to read. 

2.  Also include the main message within the first few sentences.   If I have to spend more then a few seconds on your content, I’m clicking <back>. (Bye-bye customer.)

3.  In turn, to ensure I do move forward as I read, make sure you include relevant links within the content I’m reading, that move me from one content block to another “related” content block.  Seamless messaging is key.

As you can imagine, there are many more techniques you can use.  Hopefully these will keep you focused on a top few that can make a difference – right now.  Have your own ideas, please share…

Posted in Blogs & Wikis, Content is King, Marketing | Tagged: , , , | Leave a Comment »

Consumer Advertising (Quote of the Day)

Posted by karenses on April 6, 2008

“The philosophy behind much advertising is based on the old observation that every (wo)man is really two (wo)men—the (wo)man (s)he is and the (wo)man (s)he wants to be.” Quote from William Feather.  Read entire article: Ideals and Promises: Selling an Achievable Dream to Your Target Market >>

Posted in Advertising, Branding, Marketing | Tagged: , , | Leave a Comment »

Generate Sales Leads with Webinars

Posted by karenses on March 9, 2008

Web events are great for building brand awareness, positioning your company as an expert in the industry and generating sales leads. From Webcasts, Web Conferences and Webinars, these content driven techniques work very well in B2B environments, where you can adapt them for product demos, market research presentations and/or educational sessions in exchange for contact information. 

With that said, don’t poison the effort with overt sales pitches and marketing messaging.  In the beginning, it’s all about the audience; if they respond with interest, you can then start communicating your specific value proposition. 

Depending on the audience and purpose, you can promote a Web event like any other online offering.  Your goal is to capture a targeted and captive audience and to deliver quality content, allowing 15-45 minutes of uninterrupted user contact.  Make sure you segment leads via the signup form about registrants’ levels of interest, so you can easily follow-up on the most profitable leads first.  

Webcasts: Generally refers to a live, video-only, Internet broadcast.  Inherently passive, it’s delivered from one speaker to many listeners, often 50 or more.  Mostly, works best in B2C environments for performance events, entertainment and/or educational content.   

Web Conferences:  Primarily used for small group presentations that are data or document driven.  Web conferences support two-way interaction and are generally used near the close of the sales cycle.  Conferences mostly involve some combination of teleconferencing, PowerPoint presentations, live desktop-based whiteboards, and chat software. 

Webinars: Webinars are the most complex format, mixing multimedia components such as one-way audio conference, PowerPoint presentations, (sometimes video), whiteboarding, live polls or surveys and one way instant messaging for participants to submit questions. 

Making Webinars Work

Designed to reach a large number of participants over a widespread geographic region, Webinars generally require a sequence of activities to be successful: promotion, registration, confirmation and reminder emails, thank you messages, access to presentation materials, usually recorded Webinars for those who couldn’t attend, and feedback via surveys.   

Expect fall-off from registration to attendance; perhaps only 30-40% of pre-registrants actually show up.  Of those, you’ll probably find only 5-10% of your registrants are close to sales ready.  Move carefully in these environments.  Use these opportunities to build credibility and trust.  Establish a relationship and answer questions objectively.  Timing is everything. 

Here are some tips for planning Webinars: 

  1. Focus on high quality, relevant content to attract a strong attendance.
  2. Your promotion should clearly answer, “What’s in if for me (WIIFM)?” 
  3. Consider paid ADV or newsletter sponsorships to promote your Web event.
  4. Record and post your Web event on your web site to provide ongoing value.
  5. Obtain feedback via online surveys – maybe even share the feedback as part of your follow-up “thank you” email.
  6. Always include contact information for future contact.

Consider Web events as premium branding and lead generation opportunities.  Various web-based solutions are available from Gotowebinar, Microsoft Live Meeting, or WebEx, just to name a few.  Have ideas to share, please do in comments below.

                    

Posted in Branding, Lead Generation, Marketing, Marketing Mediums, Marketing Programs | Tagged: , , , , | 1 Comment »

« Previous Entries