I have written before on PPC advertising and why it is so effective, but today I would like to insert a P.S. to my other postings. PPC is great at driving traffic to your site to generate phone calls, and immediate purchases in your online store, but there is another strategy that can be deployed when using PPC advertising - using it as a medium to grow your email marketing list.
Say someone clicks on your ad, they look around your site and say to themselves "hey that is great, but I don't need this RIGHT now" so they bookmark your site and probably forget about you. Imagine now, if that same person clicks on your ad, and as they start browsing through your website sees a box on the side of every page inviting them to join your email marketing list - perhaps for the promise of something - a white paper, 10% off your first order, free shipping, etc.
Now the person has signed-up for your email list. They have given you permission to keep in touch with them. When they are ready to purchase your product or service, all they have to do is click on your latest email. They will feel more comfortable doing business with you than the first time they met you with their click because you have built a rapport with them through your relevant emails. Perhaps they even get a better deal because you have been sending them specials. Perhaps they have even forwarded one of your emails to a friend and you got a referral out of them. You see my point - using PPC in combination with email marketing can be an effective way to target your "I'm ready to buy now" customers AND those customers who are "just looking."
Thursday, January 26, 2006
Friday, January 20, 2006
Superbowl Street Cleaning
Ok, this post isn't exactly about small business marketing, but as I was driving down I-696 today I noticed that there was hardly a bit of garbage to be found down the entire stretch between I-275 and Telegraph. While I was on I-275 I saw groups of people cleaning up the garbage on the side of that road. Looks like even our suburban streets & highways are getting a good cleaning for the Superbowl.
Wednesday, January 18, 2006
Website Tips for Customers
While trying to book my latest trip to Malta, I was on www.Cheaptickets.com (I wish they were cheaper). Every time I searched I was taken to a page before my flight results showed that has a "CheapTickets Tip" The tips were OK, but the problem was that they were labeled Tip #385, Tip #724, Tip #126...now I don't really think they have up to 700 tips that they randomly show, but I think if they were going to label them so high, they should at least have a higher number of rotating tips so I don't see Tip #126 every 3rd time.
Which brings up a point for small business owners - make sure your marketing messages are not transparent. If you are advertising online about having great service but don't respond to emails people send you as a result of that ad - what good is the advertising? If you tell your customers you do something "the best" and then don't take care of them the way "the best" should - you are not going to grow your businesses.
Transparent marketing messages are a deal killer.
Which brings up a point for small business owners - make sure your marketing messages are not transparent. If you are advertising online about having great service but don't respond to emails people send you as a result of that ad - what good is the advertising? If you tell your customers you do something "the best" and then don't take care of them the way "the best" should - you are not going to grow your businesses.
Transparent marketing messages are a deal killer.
Monday, January 16, 2006
Microsoft AdCenter Feedback
As someone who runs search engine marketing campaigns for companies, I was recently invited by Microsoft to participate in their MSN AdCenter pilot program. They sent me an email saying that since I was invited as a beta user, they would like some feedback on AdCenter. There are a few problems with their request 1) once you login to AdCenter there is no where to easily post feedback (having a feedback? Link would be especially helpful, and 2) the link they provided at the bottom on the email requesting feedback takes you to a form page labeled “sales help” - doesn’t exactly convince me that the feedback I give them is really going to be read. So, since I do have some feedback for Microsoft I decided to post it here to see if the web really connects us all as they say it does. So Microsoft, if you are listening…..here is my feedback on AdCenter…..
1) Geo-targeting. You have a big problem with the geo-targeting area of campaign set up. Let me give you an example. I am in Rochester, MI. I decide that I want to target my ads by city. I scroll down to the cities starting with “r” there are 3 Rochester’s listed. How do I know which one, if any, is Rochester, MI? All three are labeled Rochester with no greater explanation. What I choose one of the Rochesters and I choose the one for Rochester, NY – then I have just wasted a lot of money for ads appearing in an area that I don’t service. So then I decide ok, lets choose Detroit. Now does this target the Detroit DMA or does it only target the city of Detroit? I don’t know? Please – give people some idea of what the boundaries are for these “cities.” It would also be nice to be able to target by state.
2) Keyword research. It is really annoying that only 10 keywords show up on each page and then you have to move to the next page to see the rest. I don’t want to waste time scrolling through pages to see all my keywords. I want to see them all right away. Also, where are the count numbers coming from? More detail would be appreciated. And finally, I want to be able to copy/paste keywords into your program from notepad and Word. Importing from a file and/or copying from the keyword tool doesn’t always cut it.
3) Orders. It looks like in an effort to be original they have renamed Google’s “campaigns” to “orders.” This is confusing and unnecessary. An order is something that I buy once. I don’t order PPC advertising. Also, when I login it takes me to my “order” page. However, there is no date or time on this page to show me when the results of my “order” was last updated. I can go to reports to view yesterday or later’s data, but I want to know right when I login what my campaign is doing for me now…that is ½ the purpose of using PPC advertising – instant feedback and management control.
So Microsoft, that is my feedback after using my new AdCenter account for the past few days. To my other readers, I know this isn’t really of that much interest to you, but I am hoping someone out there from Microsoft is listening so I can better mange your search engine marketing campaigns.
1) Geo-targeting. You have a big problem with the geo-targeting area of campaign set up. Let me give you an example. I am in Rochester, MI. I decide that I want to target my ads by city. I scroll down to the cities starting with “r” there are 3 Rochester’s listed. How do I know which one, if any, is Rochester, MI? All three are labeled Rochester with no greater explanation. What I choose one of the Rochesters and I choose the one for Rochester, NY – then I have just wasted a lot of money for ads appearing in an area that I don’t service. So then I decide ok, lets choose Detroit. Now does this target the Detroit DMA or does it only target the city of Detroit? I don’t know? Please – give people some idea of what the boundaries are for these “cities.” It would also be nice to be able to target by state.
2) Keyword research. It is really annoying that only 10 keywords show up on each page and then you have to move to the next page to see the rest. I don’t want to waste time scrolling through pages to see all my keywords. I want to see them all right away. Also, where are the count numbers coming from? More detail would be appreciated. And finally, I want to be able to copy/paste keywords into your program from notepad and Word. Importing from a file and/or copying from the keyword tool doesn’t always cut it.
3) Orders. It looks like in an effort to be original they have renamed Google’s “campaigns” to “orders.” This is confusing and unnecessary. An order is something that I buy once. I don’t order PPC advertising. Also, when I login it takes me to my “order” page. However, there is no date or time on this page to show me when the results of my “order” was last updated. I can go to reports to view yesterday or later’s data, but I want to know right when I login what my campaign is doing for me now…that is ½ the purpose of using PPC advertising – instant feedback and management control.
So Microsoft, that is my feedback after using my new AdCenter account for the past few days. To my other readers, I know this isn’t really of that much interest to you, but I am hoping someone out there from Microsoft is listening so I can better mange your search engine marketing campaigns.
Saturday, January 07, 2006
6 for 2006
Here are six technological tools I think businesses should consider implementing this year. The first three deal with ways in improve your marketing efforts, the second three deal with ways to streamline your internal operations.
1. Email Marketing
Email marketing is successful when used correctly for just about any business. Yet many people write-off email marketing because they only think of the emails they receive from online retailers boasting of their latest sale with “free shipping.” The term should actually be used to describe targeted, traceable communications to potential and current customers, or individuals who can refer others to your business. Maybe you have services that your customers don’t know about, maybe you have excess inventory that you would like to get rid of, maybe you hired someone new that may bring certain customers in your door, maybe you opened up a 2nd location – there are hundreds of events that you can announce to keep in contact with your customers. Tracking who opened your emails and how many clicked on the links in your email to go to your website offers a measurable way to track the success of your advertising. As long as your emails are relevant, timely, and valuable, your customers will appreciate getting your latest news and will reward you with loyalty. http://www.strategicwsinetsolutions.com/page.asp?PId=49046
2. Pay-Per-Click
An advertiser once said “half my advertising doesn’t work, the problem is, I don’t know which half.” December’s newsletter focused on the benefits of pay-per-click advertising – You only pay when someone clicks on your advertisement. Did you know that you can set up a pay-per-click campaign even if you don’t have a website? Did you know that if you do have a website, you can use pay-per-click to tract the specific phone calls and emails you receive as a result of that ad? When using pay-per-click advertising no one has to wonder which half of their advertising is working. Online demo: http://www.strategicwsinetsolutions.com/WSILocal.asp?PId=45178
3. Streaming Video / Video Email
As more households sign-up for high-speed internet access, the amount of time spent viewing steaming video is increasing. Over 50% of internet users view online video (eMarketer). Most of us associate video with news providers, but there are a number of reasons beyond the latest headlines to offer streaming video. Product demonstrations, service descriptions, facility tours, interviews with employees or executives, and job descriptions are just a few examples of ways streaming video can move beyond the realm of the daily news with streaming video on your website. Looking for something really unique to capture your clients attention? Try adding streaming video to your emails. Online demo: http://www.strategicwsinetsolutions.com/VideoEmail.asp?PId=40891
4. eLearning
Consistency, traceability, and resource management are the reasons most companies incorporate an e-learning solution into their internet strategy. Consistency - eLearning provides a way to ensure that all of your employees receive exactly the same material in exactly the same way. You don’t have to worry about different trainers covering different topics, or some document being left out of the training manuals. Traceability - Track exactly which modules in your e-learning system employees have read or viewed, test them on their knowledge, and allow them to virtually interact with other e-learners or trainers on the modules – with written documentation on everything. Resource Management – free up time for yourself and your employees by putting your training online. The time saved won’t only be on the employee’s first day, it will continue through the employee’s first weeks. Instead of coming back to ask questions that were covered the first day, the new employee can logon to their e-learning page and look up the information themselves. E-learning Hint: Have an employee leaving and haven’t hired a replacement? Have the employee record a going away training message for the yet-to-be-hired replacement. Online demo: http://www.strategicwsinetsolutions.com/e-LearningSolutions.asp?PId=36870
5. Document Management
We all know the woes of having documents stored on a variety of discs, computers, and servers and wondering “am I using the latest version?” Why not make this the year that you take control of your documentation? A document management system allows you to track the who, what, when, and how of your documentation. The best part is that the system is web based allowing for employees to access documents anywhere there is an internet connection. Online Demo: http://www.strategicwsinetsolutions.com/DocumentManagement.asp?PId=36873
6. Web Conferencing
Although the benefits of web conferencing are obvious to most of us – reduced travel time and costs – the technology is barely used by most small and medium sized businesses because they think it is only something for the “big guys”. The truth is web conferencing is a very cost effective tool. This is an on-demand system that can be used when you need it with no monthly fees. But what exactly is web conferencing you may ask? The term web conferencing can actually refer to various technologies, including video conferencing where each participant can see and speak to each other via steaming video; it can include having everyone logon to a centralized platform where a presenter shares his desktop or PowerPoint presentation; or it can include recording presentations for viewing by other employees or customers at a later date. No matter what form of web conferencing you use you can be assured that company communications will improve. Online Demo: http://www.strategicwsinetsolutions.com/WebConferencingSolutions.asp?PId=36871
Wouldn’t it be great to look back on 2006 with satisfaction because it was the year that you saw your business grow by increasing your customer base with new e-marketing methods and streamlining your operations with the latest tools?
1. Email Marketing
Email marketing is successful when used correctly for just about any business. Yet many people write-off email marketing because they only think of the emails they receive from online retailers boasting of their latest sale with “free shipping.” The term should actually be used to describe targeted, traceable communications to potential and current customers, or individuals who can refer others to your business. Maybe you have services that your customers don’t know about, maybe you have excess inventory that you would like to get rid of, maybe you hired someone new that may bring certain customers in your door, maybe you opened up a 2nd location – there are hundreds of events that you can announce to keep in contact with your customers. Tracking who opened your emails and how many clicked on the links in your email to go to your website offers a measurable way to track the success of your advertising. As long as your emails are relevant, timely, and valuable, your customers will appreciate getting your latest news and will reward you with loyalty. http://www.strategicwsinetsolutions.com/page.asp?PId=49046
2. Pay-Per-Click
An advertiser once said “half my advertising doesn’t work, the problem is, I don’t know which half.” December’s newsletter focused on the benefits of pay-per-click advertising – You only pay when someone clicks on your advertisement. Did you know that you can set up a pay-per-click campaign even if you don’t have a website? Did you know that if you do have a website, you can use pay-per-click to tract the specific phone calls and emails you receive as a result of that ad? When using pay-per-click advertising no one has to wonder which half of their advertising is working. Online demo: http://www.strategicwsinetsolutions.com/WSILocal.asp?PId=45178
3. Streaming Video / Video Email
As more households sign-up for high-speed internet access, the amount of time spent viewing steaming video is increasing. Over 50% of internet users view online video (eMarketer). Most of us associate video with news providers, but there are a number of reasons beyond the latest headlines to offer streaming video. Product demonstrations, service descriptions, facility tours, interviews with employees or executives, and job descriptions are just a few examples of ways streaming video can move beyond the realm of the daily news with streaming video on your website. Looking for something really unique to capture your clients attention? Try adding streaming video to your emails. Online demo: http://www.strategicwsinetsolutions.com/VideoEmail.asp?PId=40891
4. eLearning
Consistency, traceability, and resource management are the reasons most companies incorporate an e-learning solution into their internet strategy. Consistency - eLearning provides a way to ensure that all of your employees receive exactly the same material in exactly the same way. You don’t have to worry about different trainers covering different topics, or some document being left out of the training manuals. Traceability - Track exactly which modules in your e-learning system employees have read or viewed, test them on their knowledge, and allow them to virtually interact with other e-learners or trainers on the modules – with written documentation on everything. Resource Management – free up time for yourself and your employees by putting your training online. The time saved won’t only be on the employee’s first day, it will continue through the employee’s first weeks. Instead of coming back to ask questions that were covered the first day, the new employee can logon to their e-learning page and look up the information themselves. E-learning Hint: Have an employee leaving and haven’t hired a replacement? Have the employee record a going away training message for the yet-to-be-hired replacement. Online demo: http://www.strategicwsinetsolutions.com/e-LearningSolutions.asp?PId=36870
5. Document Management
We all know the woes of having documents stored on a variety of discs, computers, and servers and wondering “am I using the latest version?” Why not make this the year that you take control of your documentation? A document management system allows you to track the who, what, when, and how of your documentation. The best part is that the system is web based allowing for employees to access documents anywhere there is an internet connection. Online Demo: http://www.strategicwsinetsolutions.com/DocumentManagement.asp?PId=36873
6. Web Conferencing
Although the benefits of web conferencing are obvious to most of us – reduced travel time and costs – the technology is barely used by most small and medium sized businesses because they think it is only something for the “big guys”. The truth is web conferencing is a very cost effective tool. This is an on-demand system that can be used when you need it with no monthly fees. But what exactly is web conferencing you may ask? The term web conferencing can actually refer to various technologies, including video conferencing where each participant can see and speak to each other via steaming video; it can include having everyone logon to a centralized platform where a presenter shares his desktop or PowerPoint presentation; or it can include recording presentations for viewing by other employees or customers at a later date. No matter what form of web conferencing you use you can be assured that company communications will improve. Online Demo: http://www.strategicwsinetsolutions.com/WebConferencingSolutions.asp?PId=36871
Wouldn’t it be great to look back on 2006 with satisfaction because it was the year that you saw your business grow by increasing your customer base with new e-marketing methods and streamlining your operations with the latest tools?
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