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February 2, 2008
A: There are four key things that can make a Web site more searchable: 1. Insert keywords/phrases, tile and description meta tags into your Web pages. Limit the number of keywords on each page (to about 8 or 10 keywork phrases). 2. Submit your Web site to be indexed with the two most widely-used search engines, Google and Yahoo. If you have a website with Global Marketing Plus, this is available to you for free, plus you get listed on many other search engines! 3. Pursue mutual links to other businesses with similar but noncompetitive interests. 4. Keep your Web […]
January 12, 2008
Lately I have been getting lots of questions concerning search engines. So I thought I would answer some of those questions. Q: What is search engine marketing (SEM) vs. search engine optimization (SEO)? A: Search engine marketing (SEM) refers to “paid” or “pay-per-click” listings on search engines such as Google and Yahoo. These listings are essentially paid ads that show up as “sponsored links” or “sponsor results” on search engine results pages when someone searches for a keyword/phrase that your company has bid on. Search engine optimization (SEO) is also called “organic” marketing and is free if you do the […]
November 18, 2007
You can test just about anything, but here are the four most important things to test, in order of importance. The Market. Who you market to is most important. A mediocre offer in a mediocre package can do reasonably well, if delivered to the right audience. No offer or creative genius can make the sale if it goes to the wrong person. The Headline. It’s number two because if it isn’t right, your audience will never see the rest of your offer. It captures attention and converts it into interest. Without a powerful headline, you’re dead in the water. The […]
October 16, 2007
“Hello, is this here the Sheriff’s Office?” “Yes, what can I do for you?” “I’m calling to report my neighbor, Virgil Smith. He’s drillin’ holes in his firewood and hiding marijuana inside!” “Thank you very much for the call, sir.” The next day, the Sherriff & his deputies descend on Virgil’s house. They search the shed where the firewood is kept. Using axes, they split every piece of wood, but find no marijuana. They sneer at Virgil and leave. The phone rings at Virgil’s house… “Hey, Virgil! This here is Floyd. Did the Sheriff come?” “Yeah!” “Did they split yer […]
October 6, 2007
Autoresponders are one of the top promotional tools available online today. They are also known as mailbots, automatic email and email on demand. (Remember the very popular fax on demand?) Autoresponders are designed to automatically respond to any email message sent to it with an automatic response. Why are they so popular? Some reasons are: · Autoresponders have a vast variety of uses. · Autoresponders eliminates the need to manually answer every response, saving hours of your valuable time. · Autoresponders make your information available to your prospective customer 24 hours a day, 7 days a week. It is very […]
September 16, 2007
Good relationships, with customers, technical support staff and ISPs are the cornerstones of a successful email marketing strategy. David Hughes, director online marketing at Tank Group, said that abiding by best practice guidelines when using email marketing was a key part of building a strong relationship with consumers. Claiming that brands should aim for “way above the legal minimum standards”, he said that “gaining a consumer’s permission to email, does not mean you can exploit them, customers need to be wooed.” Lorraine Petit de Mange, European head of CRM, at Opodo discussed the “how much is too much” debate surrounding […]
September 3, 2007
For retailers, the decision whether to advertise is easy, for the answer is always yes. Advertising is a great way to attract new customers who will, in turn, spread the word about your business to others. It also reminds previous customers that your business is still there to serve them. However, which medium to use is only part of the decision-making process. Designing and implementing an advertising strategy requires thoughtful planning. Like a reporter, you need to ask some basic questions: Who is your target market and what media is best to reach to reach them — newspaper, magazines, radio, […]
August 15, 2007
Spend whatever time it takes to develop your own UNIQUE PURCHASE APPEAL. One sentence to one paragraph that describes how your business is different from the competition in a way that appeals to your target customer. Then infuse your “UPA” into everything you do, everything you say. Make sure your customers know it, feel it and see it in every action taken by you and your employees. It should be reflected in every ad, every promotion, every customer service activity. This is the most powerful marketing concept on earth.
August 7, 2007
“The computer for the rest of us.” That was the Unique Purchase Appeal that changed the world. It was Apple’s UPA for the Macintosh, and it enabled Apple Computer to bring the entire computing world to its knees. Macintosh is why there is Windows today. But Apple wasn’t paying attention, and when Windows came along, the Mac lost its UPA. Apple was too slow to respond and many times, it’s been a company in trouble.