Subscribe in a reader Whoop Ass Internet Marketing: January 2008

Thursday, January 31, 2008

What to expect from an SEO Services Provider

SEO marketig typically delivers a much higher rate of success than any other advertising medium. It's also more cost effective. So how can your company else take advantage of search engine optimization?

SEO enables you to reach a larger audience than any other medium including radio, sign-age, print ads and even television. It is also much less expensive in the long run than those same mediums. You should not have to subscribe to the services of an SEO provider. It's a fee for a service and once that service is complete, everything should continue to work.

It's like hiring a plumber. If you have a leaky pipe, you pay for a plumber's services once and the leak is fixed (for a good while anyway). You don't pay him $400/month to keep your pipe from leaking.

How can we say SEO is better than the other methods of advertising? Because it's measurable. With a good website statistics package you should be able to tell where your visitors are coming from, what they're doing on your website, and when they're leaving. You have no idea who's seeing your ads in other forms of advertising.

SEO also responds well to other forms of internet marketing. If you've got an e-newsletter, a blog or a social network marketing campaign, your SEO results typically increase dramatically.

So what does it cost? You should expect a good SEO package to start at around $5,000. Anything too far below that and I would question the results you'll get. That might seem expensive, but when considering a marketing cost, I always try to think like this: "How much is a client worth to me, and how much am I willing to pay to acquire a client?" AND "What if I could potentially reach thousands of interested clients per day?"

Search Engine Marketing: Pay Per Click

Pay Per Click (PPC) campaigns or paid search listings are one of the fastest ways to gain visibility for your website. So how does it work?

Let's start with identifying what a PPC listing actually is. When you search on Google for anything, you'll notice a shaded box at the top of the page with a few listings and a list of rectangular ads running down the right hand side of your screen. You may have also noticed "sponsored links" on websites you visit. These are all examples of PPC listings. In other words, people have paid to have their ad listed in these spots by bidding on certain keyword phrases.

Sounds complicated, right? It's really fairly easy if you've got some time to do a little research first. Some popular programs include Google's AdWords, and Yahoo!'s Sponsored Search. Once you choose your program, you're off and running.

The first step to an effective PPC campaign is researching the key phrases people might use to find your website. (Sounds eerily similar to SEO, I know!) You can do this yourself if you're willing to spend the time and money to learn another tool such as wordtracker or another keyword research tool.

Most PPC programs have some sort of research component to them. There are also plenty of internet marketing consultants who gladly do this task and much more for you for a fee.

After you've identified which keywords are best, it's time to set your budget and see which you can afford. Your placement on a Google or Yahoo search results page is determined by the amount you're willing to bid for someone to click on your ad.

The minimum amount is dependent on how competitive your industry is in the PPC market. Minimum bids can range from $0.05 to $15+ per click. Some of the more competitive - and thus expensive - markets include mortgage and realty.

Once you've set your keywords and set your budget it's time to create your ads. Much like a website, make them compelling and have the overall goal in mind. If you want to target a specific geographic area or certain demographic, this is the place to do it.

Now that you've created your ads, chosen your keywords and set your budget you're ready to launch the campaign. Keep in mind that while you'll never go over budget in a given month, your ads will stop running once you've reached your set budget. So don't overlook the research and choose wisely!

Wednesday, January 30, 2008

Websites: Are They Enough?

In all honesty... no. The idea of having a website for a business is great, but what's it doing for your business? Read on to find out ways you can make your website do something for you!

Before you begin putting together the nuts and bolts of a website for your business, come up with a concept and a purpose for the website. You website should have a primary goal and secondary goals. Identify what they are, and make sure every page on your website supports those goals!

I visit too many websites that convey absolutely no information about a business and how it can help me. Create something that will show people what they're missing by not using your products or services!

That creates the question of how to get people to your website. The internet is not "Field of Dreams"! For those of you who have no idea what that means, it simply means if you build it, there's no guarantee they will come.

You've got to show people the way to your website. I equate a website to having a business card in your pocket. You know you have it, but no one else does unless you show it to them.

There are many tools to drive people to your website which have or will be talked about at some point on this blog. They include SEO, SEM, email marketing, social network marketing, RSS feeds and much more. Further more, the tools which get the best results are always changing. Check out the links on the bottom of the page for good places to start researching these areas, and check back frequently to get more information as we cover these topics in detail on this blog!

More Thoughts on Email Newsletters

According to a 2006 Direct Marketing Association study, for every dollar companies invested in email marketing their ROI was $57.25. Other studies indicate 50 million people check their email 5 or more times every day. So what does an email newsletter do for a business that's so beneficial?

First and foremost, email newsletters provide you another opportunity to connect with clients and prospects. There's a saying in marketing that says any visibility for your business is good visibility! Getting your name in front of people is always a good thing for any business.

Besides staying top of mind with people who already know about you, an email newsletter campaign allows you to extend your network with one simple tool: the "Email to a Friend" link.

While the person on your email list may not need your products or services, they might no someone who does.

Email newsletters also provide you the opportunity to experiment with new marketing ideas, offer specials "only for your email subscribers", and distribute helpful information about your products or services.

Email marketing can be used to drive consumer behavior either online or off-line. They can encourage website traffic or bring people into your store. If used properly, email newsletters really have an endless array of possibilities for your business!

Tuesday, January 29, 2008

Email Marketing and Design

When it comes to email newsletter marketing for small businesses, there are several areas to consider such as design, monitoring results, software packages and outsourcing or in-house production. Let's take a look at each area:

Design is tightly tied to the success of email marketing. You want to keep it simple so as not to overwhelm your recipients, but you also want it to look professional. You can have your newsletter appear as an HTML website or in text like a typical email. As you might imagine, the later is usually far less expensive.

The rule of three is a simple guideline to follow. Keep your design to three topic areas of interest for each newsletter. Each area should have a title and a short 2-3 sentences about the full article located back on your blog, website or other online area. Make each compelling and easy to get to.

Monitoring the results of your website is important as they can tell you what people are interested in, who's reading the newsletter and even automatically send a preselected auto response email based on the action the reader took.

Many times the email newsletter software you select will determine which tools you have available from a design and statistics standpoint. The two common software packages my company uses are Aweber and Constant Contact. Aweber is typically used for clients who don't have a need for the visually appealing, while Constant Contact is used for those who wish to include more graphical design concepts. Aweber has a great auto-responder feature as well.

After you've done all your research or maybe even before, you'll need to decide if you want to manage your own email newsletter or turn to a marketing firm for consulting. I've personally managed an email newsletter for a former employer and will tell you it's very time consuming. But if you don't mind a few extra hours in front of the computer every month it can save you a lot of money.

The best advice I can give you in this area is don't stretch yourself beyond your means. If you're not comfortable with the software or writing newsletters, it will show and you're recipient will know it! We have a little saying we go by here: "If you think it's expensive to hire a professional, try hiring and amateur!"

In email newsletter software, consulting and design you truly get out of it what you put in... regardless if it's time, money or both!

Monday, January 28, 2008

Why SEO?

Search Engine Optimization or SEO is recommended to any business wanting to dramatically increase their business from the internet or gain more internet visibility. There are six (probably more) important things to emphasize when talking about the possibilities of SEO and what it can do for your business:
  1. SEO appeals to a much larger audience than any other medium.
  2. SEO is much less expensive over time than almost any other medium such as radio, television, or print ads.
  3. SEO typically delivers higher success rates than other forms of advertising mediums.
  4. SEO is a measurable tool... not a guessable tool.
  5. Your websites optimized pages will perform for years.
  6. SEO works well in conjunction with other online marketing strategies such as directory listings, inbound links, additional web pages, end-user software, online PR, e-newsletters, and social network marketing.
As you can see, SEO can be a powerful marketing tool at a very efficient cost. You must, however, take the time to do it right. The proper method of optimizing your website requires hours of keyword research, market identification and developing focused content with the proper use of keywords.

To learn more about SEO and other forms of internet marketing visit

Friday, January 25, 2008

Is There A Difference?

Is internet marketing really that different from any other type of marketing? The answer is yes and no.

How can that be? Well, yes because you're using a whole new method to reach people than traditional marketing vehicles of print, television, billboards, signage and radio.

No because you still have the same goal in mind for your internet marketing as your other marketing methods.

One of the most important things to consider for your online marketing campaign is content. Let's face it, you shouldn't have a website just to have one. It should be doing something for you!

You should offer your visitors and subscribers informative, compelling information. Establish that emotional connection that all advertising strives for!

Don't settle for "My company has a website and it's great." You've got a powerful marketing vehicle in a website. If it's not working for you, it's not doing what it's meant to do!

Keep in mind that with every marketing avenue you use, there is a goal behind it. The web is no different. If you don't have a goal for your website, get one!

The goal may be to have someone pick up the phone and call, sign up for an e-newsletter, or buy something from an e-commerce site.

Whatever that goal may be, make sure every page on your website corresponds with that goal. Have a call to action, an invitation or a driving statistic to get your visitors to reach your ultimate objective for them.

Follow this basic idea and your internet marketing campaigns will be more successful!

Welcome Fellow Marketeers!

Welcome! This blog was created for those who are curious about internet marketing and what it can do to help a growing company really take off!

If you want to know about Search Engine Optimization (SEO), Search Engine Marketing (SEM), blogs, e-newsletters, RSS, social network marketing and much more, then you've come to the right place!

The internet is a place where millions of people gather everyday to conduct business, gather information, shop and just hang out. It is the ultimate advertising space enabling you to reach a virtually unlimited amount of potential clients and customers!

Ask any marketing expert and they'll tell you the internet is the way to grow your business. Gone are the days of buying 30-second radio spots and 50-word advertisements in newspapers or magazines. Don't let the world pass your business by... get on board with online marketing!

If you are interested in internet marketing for your business feel free to post your questions here or visit