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How to find the right people for your product or service.

Jose Ward - Wednesday, January 13, 2010

How to find the right people for your product or service.

Web Analytics is the key to understanding the best sources of traffic for your web site.

Internet Traffic
The best way to understand how your companies marketing strategy is performing offline and online is by analyzing the traffic metrics in the context of your performance, as compared to your industry, industry sector and competitors.  Search for and find patterns in the data that indicate the strengths and weaknesses of your traffic acquisition strategy.  How are you doing in the category terms compared to your competition?  How does this compare against your brand terms.  Do they change across geographic boundaries, such as countries, states and maybe even cities?  How quickly can you identify new audiences for your products and services?  Where do you competitors get their traffic?  To answer these strategic types of marketing questions, you have to do a head to head web analysis.  Then you can develop a strategically focused plan of attack.

There are plenty of FREE and some great competitive intelligence tools in the market place from Google, Yahoo, Microsoft, Compete, Hitwise and others for web analytics.  Who is using them in your company to analyze your competitor’s data?  Most companies rely are their webmaster!  Is he or she really the right person for the job?  Did you learn anything from last Christmas season from your IT department that gave your marketing department and ad agency insights?  Did they find any new opportunities for your products and services?  D o you have a process to evaluate and understand online and offline Strategy?  Today, entrepreneurs, as well as marketing departments have to really focus on the brands, the categories, the keywords, the states or countries that are areas of focus for online and offline advertising to extract maximum impact from their marketing dollars.

Step 1.               Google Search Based Keyword Tool

Step 2.               Google Insights for Search (beta) Tool

Step 3.               Google Ad Planner Tool.

Time and time again, when I analyze internet traffic data, at least half the people came from search engines and the other half come from an individual category topics (category keywords).  The best place to start is with the Google Search Based Keyword Tool (SBKT). http://www.google.com/sktool


You can be great at the head and great at the tail.  You don’t have to guess!  The Search-based Keyword Tool generates relevant keyword and landing page ideas specific to your website.  It can also help you identify additional advertising opportunities that aren’t currently being used in your AdWords ad campaigns (i.e. Long tail Keywords).

After looking at this data, I recommend that you look at Google Insight for Search (GIFS) http://google.com/insights/search .  Google Insights for Search is especially useful for Internet Marketing researchers and advertisers (anyone running a Google PPC Campaign) because it help us measure and understand the interest in pertinent search terms related to your brand and industry/category search terms.

Finally, use the Google Ad Planner(http://www.google.com/support/adplanner ) which help you identify websites that your audience is likely to visit so you can make better-informed advertising decisions.  Google Ad Planner, allows to:

  • Define audiences by demographics and interests.
  • Search for web sites relevant to your audience.
  • Access aggregated statistics on the number of unique visitors, page views, and other data for millions of websites from over 40 countries.
  • Create lists of websites where you’d like to advertise and store them in a media plan.
  • Generate aggregated website statistics for your media plan.

When you look at trends for search you can analyze data for yourself and your direct competition inside a category?  When you want to analyze your head terms and want to see your ad performance in terms of competition use Geo-targeting?  When you want to analyze understand the Long tail use the Search base tools?

By merging Search behavioral and demographic data and adding search data NOW the segment is even more relevant because they people have actually searched for these things.

Demographic and Search = Key to Finding your best customers!

Clearly improving relevance for audience you’ll see higher click through, higher conversions and higher sales and a promotion for you.  If you do all this competitive analysis is that all of this work is just that start.  All this work is not going to help you if your web site stinks, so  DONT STINK! Make sure you web sites navigation works well and that the user enjoys the experience.

In Google Analytics in the visitors reports section there is a report called Benchmarks.  Benchmarks compares your site’s performance with a group of websites that are of a similar size and similar business.  If you want to do Keyword Research, you can use Insights for Search to analyze the business category.  Make sure that you do this analysis at least monthly!

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Back Links for SEO

Jose Ward - Tuesday, October 20, 2009

Backlinks for Search Engine Optimization

Email Linking The Globe
Backlinks are a link from another website to your website. The search engines love them because it is a way to finding new content to index. Backlinks are one of the most important aspects you need to consider when you're trying to build a higher ranking in the search engines. The search engines can perhaps find and index your site without backlinks, but without backing backlinks the search engines will never suggest your site to any of their visitors.

Every backlink to your site is like a vote for your website (well page on your website) from another website. When your building backlinks (Link Building), it's important to make sure you don't get too of them at the same time, It's best to try and build them over time, it'll appear to be more natural to the search engines that way, and won't raise suspicion or get your site flaged. Search engines will find backlinks to your site over time as well, as they visit new websites and and revisit older ones.

The search engines take note of where they find the backlinks, and what the pages are about, and how important they consider the page is. The search engines use all this information to build their search indexes and display results to visitors. To some sites, Backlinks are used as a way to get visitors to paid for listings on their sites, this is mainly restricted to paid directories, there are dozens out there, but also you must consider that directories paid or free, are really just a well structured link farm, and aren't the best source of backlinks for your websites.


The best way of building backlinks is trying to get other sites to link back to your site on a page that is relevant to your content, as an example, if your website was about cars, and the page you wanted to improve your search lists for was about ute's, you'd try to get backlinks on pages that covered ute's first, then cars, and try to avoid to other, because they wouldn't be on the same general subject, and would be practically worthless. Another way to think about it is, if you are at work, and 2 people say you're doing a good job, is not as good as 20 people saying you are a doing a good job, which person would you go to first? When building backlinks there are several things you should try to avoid, the first one is un related content, if your site is about baby toys, you don't want backlinks from car sites, webmaster sites etc, as they wouldn't be considered relevant and pretty much discounted by the search engines. Another one is avoid services that offer packages like "get your site submitted to 700,000 search engines", in the end they will be harmful to your site and not beneficial to it.

 Free Backlinks and Backlinks from Articles.
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5 Tips to Increasing Website Traffic

Jose Ward - Tuesday, October 20, 2009

Increasing Website Traffic

If you are someone who sees opportunity in websites, I can assure you you’re looking the right way. However, in order to make money from any website, you need to get traffic to it. Because new webmasters don’t have money to invest into their websites, a good choice would be to increase website traffic for free.

Search Engine Optimization Tips

The first way to increase website traffic for free is by getting joint venture partners or affiliates. If your website sells a red widget, then simply look for other websites selling something related to your website – to red widgets. For example, if Bob is selling green widgets than his customers might be interested in your red widgets. Then, you simply offer a commission to Bob – normally 50% - for every sale resulting from his list. It’s quite simple – he sends an e-mail to his customer / opt-in base with your offer and you split the profits 50/50. This is truly a very good way to increase website traffic for free.

The second way to increase website traffic for free is by getting free links. You can offer link exchanges to the websites that are in your market, and this way anyone really interested in buying a red widget who has seen many websites selling red widgets will have came across your link often. This is a more branding approach, but it can also make you some sales. It’s also a good way to increase website traffic for free. You can list your website for FREE in our Directory, Submit Articles and get a Free LINKS to your website by visiting http://resources.nettrafficbuilder.com

The third way to increase website traffic for free is with manual surf exchanges. This might not seem like a good form of getting website traffic for free, however people are always manual surfing on websites and if you can do the same and promote your website, you’ll get it shown in front of many people. These people might not buy anything right away, however they will have seen the website and your website name, thus getting your website known.

The fourth way to increase website traffic for free is by being active in your niche. To dominate your market, go to all the red widget forums, discussion boards, article bases and community networks and discuss with people about red widgets. You can then leave your URL in your signature. It is a good way of showing your credibility and getting your website around. People trust people who don’t hide behind their website but show up face to face and prove that they know what they’re taking about.

The fifth and best way to increase website traffic for free is with SEO. Search engine optimization is one of the best ways around of getting quality free traffic, and a lot of it. Because people are actually searching for red widgets, you have a very high chance of selling them one, which makes this traffic very profitable. In other words, you should be practising SEO. Search engine optimization is a great way to increase website traffic for free, however there is work involved. You must change your website to make it search engine friendly, and then you must get links pointing to it so that it can get a higher Page RankPage Rank, the higher you will be listed. Now, getting links takes time – you have to e-mail each Webmaster in your market area and ask for a link exchange, you must constantly monitor your website’s rankings, you must analyze your competition… By hand, SEO takes hundreds of hours to do if you really want a #1 ranking for a popular keyword.
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Blogging and Internet Marketing Tools

Jose Ward - Wednesday, October 14, 2009
October is already here and I'm still in Madrid, Spain.  That means Halloween, the World Series and Ad-Tech are right around the corner! Can you guess which one I'm most excited about?
 


This fall brings with it fun opportunities, and I've agreed to write/contribute regularly on Internet Marketing for the NEW Technorati The first article is titled (4 Key Steps to Maximize your Internet Marketing Investment in Google PPC Campaigns) should be live this week.
As part of my ongoing quest to provide the best resources and to highlight the Internet Marketing Tools, I am also rolling out a new Tools section that will be featured more prominently in the US and in Spain. The Tools Section will feature marketing ideas & best practices for business owners and Internet Marketing professionals

In addition, I'm deciding on how best to share in Spanish all my favorite SEO Tools, Google Tools, Yahoo tools, Social Networking tools, Web development tools, Keyword tools, and Link Building tools.

Tomorrow is Blog Action Day 09

October 15. Blog Action Day is an annual event that unites the world's bloggers in posting about the same issue on the same day on their own blogs with the aim of sparking discussion around an issue of global importance.  Guess what this years issue is....Global Climate Change.  You can find more information on http://blogactionday.org.

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Google’s Logo Celebrates Its Anniversary with Bar Code Today

Jose Ward - Wednesday, October 07, 2009
Another day and another Doodle.  The truth is I look forward to seeing the NEW Google Doodles. I think that so many companies could do something similar with thier logos. 

 

Here is a collection of my favorite Google doodles.  Which one is yours?


The bar code (or barcode, another acceptable spelling) is a representation of data that is machine-readable. You’ve probably seen them close to everywhere, on almost every product you can buy that was mass-produced somewhere.

Since I'm not that graphically creative, I figured I finally have my chance.  I'll make a Barcode of my name today so now my doodle is also as unique as I am.

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Key steps to get listed in Google Search Results

Jose Ward - Wednesday, March 04, 2009
There are good ways and bad ways to target various keywords. If you choose the wrong way, search engines will think that you are a spammer. If you choose the right way, your website will get higher rankings. The following three steps will help you to get high rankings for as many keywords as possible. Targeting several keywords on your website is crucial if you want to get high rankings on Google. The more keywords that are related to a special topic can be found on your website, the more likely it is that Google will find your website relevant to that topic.

Step 1: Remove stuffed keywords from your web pages

    Some people think that the best way to optimize a website for multiple keywords is to add them on every web page and separate them with a comma.

    These websites usually have extremely long meta tags with dozens if not hundreds of keywords. You won't get high rankings on Google with that method. Add dozens of keywords on a web page is called keyword stuffing and all search engines consider this spam. You actually risk your web site being black listed or removed from ALL search results.

    To do: Check if your web pages contain long keywords lists. If yes, remove them from your pages.

Step 2: Optimize different pages of your website for different keywords

    If you add many keyword on the same web page, then the web page will be somewhat relevant to many keywords. If you optimize a web page for one keyword/keyphrase, then your web page will be very relevant to this keyword.

    It is much easier to get high rankings if the web page is very relevant to the searched keyword. For that reason, you should optimize as many pages of your website for as many keywords as possible.

    The keywords for which you optimize your web pages should be related. If you have a shoe shop, optimize different pages of your website for the keywords sports shoes, sneakers, sandals and boots. By having optimized web pages for these keywords, you show Google that your website is relevant to the topic shoes.

    To do: Find the best keywords for your website and then optimize different pages of your website for different keywords.

Step 3: Add keyword modifiers and combine these variations

    In step two, you have optimized your web pages for keywords such as sneakers and sandals. The next step is to add modifiers to these keywords on your optimized pages. For example, the sneakers page could include these keyword variations: Tampa sneakers shop, Tampa nike sneakers retailers, cool sneaker shop in Tampa, etc.

    It's usually a good idea to combine all of these keyword variations in one sentence (for example for your web page title): Buy cool Nike sneakers in our sneakers shop in Tampa. With this single sentence, your web page can be found for many keyword combinations that are included in this sentence.

    To do: Find keyword modifiers and add different keyword variations to your optimized pages.
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7 KEY RULES FOR WRITING GREAT CONTENT & ONLINE ADS

Jose Ward - Friday, January 23, 2009

Following good copywriting guidelines is key to improve the results of your internet marketing, and in front of potential customers.  Understanding that, here are some proven strategies for writing great content and ad copy.  Do a search on eBay for a product your looking for.  You will quickly discover why the most successful eBay sellers are good copywriters.  They get the most on the job training!  Always use and think about the "Page Title" and "Meta description", together they are your best chance to convey your message to online searches and convince web traffic to click through to your website.  It also is critical component of Google/Yahoo/Microsoft search in determining relevance for your website.  Understand the ultimate pupose of your headline (H1 tag) is to get your reader to read the next line of copy.

1. Use KEYWORDS:  Including the keywords makes it more likely that your page or ad will appear in a search query.
2. Focus on Your Target Market   
3. State the Reasons WHY they should become your customer. Make it simple & conversational
4. Offer an Incentive: Answer what is in it for me (the customer).
5. Create a Sense of Urgency: Think VERVE - Visceral, Emotional, Resounding, Visual, Empathic.  Walk the fine line between fact and hype.
6. Use Call to Actions: "Register Now", "Free Trial", "Buy Now",
7. Highlight your Unique Selling Proposition (Competitive Advantage)


Don't
1. Be Clever
2. Be boring
3. Don't assume your prospect knows what you know.
4. Don't focus on the process.
5. Don't merely try to arouse curiosity.

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Key Metrics to Drive Results from Your Sales & Marketing Pipeline

Jose Ward - Wednesday, January 21, 2009
In Sales & Marketing you need to continually try, measure and improve to get great results.  Results that improve over time. The metrics of web site traffic is a huge topic just by itself, and goes way beyond Google Analytics and Alexa. There are a number of books just about web metrics—if you are interested in this topic, you might want to check out Jim Sterne's Web Metrics: Proven Methods.  Now, I don't think it matters much whether you are using a Seibel, Salesforce.com,  Microsoft Dynamics, ACT or the Custer Relationship Management (CRM) functionality built into NetTrafficBuilder.com. 

If you a CEO, CMO or VP of Sales & Marketing responsible for growing your business, you need to focus on your sales pipeline and measuring these key metrics on a weekly, monthly, quarterly and yearly to related to feeding and growing your customer base
.



How many Visitors came to your website.
How many of the Visitors turned into Prospects.
How many Prospects turned into Leads.
How many Leads turned into Opportunities.
How many Opportunities turned into Customers

Visitors can be driven to websites, as a result of organic search (SEO), Pay per click search (PPC), Online PR coverag, Directories (Yahoo, Business.com), Email Marketing or traditional media advertising. You can measure the cost/month, number of visitors/month, and leads/month, From these metrics you can and should measure the conversion rate of visitors to leads, cost/visitor and cost/lead
associated with each source at each phase of the Sales & Marketing Funnel;

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Critical Steps to Consider in Planning an Internet Marketing Effort

Jose Ward - Thursday, January 15, 2009
The simple truth of Web communication and internet marketing is that any information can be communicated to anybody  at any time over any device. This is good news for marketers but requires a thoughtful planning effort before any actual internet marketing development work is begun. Of course, this is not the case in most situations. Many Web sites are thrown together with little or no previous planning, and then Web designers and developers are held responsible for the enormous expense and minimal results.

1)  Look at your current communication efforts. Who is the current audience served by your organization's traditional media activities?

2)  Looking at a particular communication activity, how is the information presentation targeted to a specific audience and how does it meet the needs of this audience?

3)  Look for opportunities to develop Web communication models that replace or transform existing models to Internet-based communication.

4) Understand the cost of the communication

5) Assign value to communication
 
6) Understand fixed versus variable delivery costs of communication in traditional versus internet communications
 
7) Justify internet communication based on delivery costs and value

8)  Assign costs to traditional media

9) Justify internet communication based on replacing current communication efforts

With a strategy now in place, consider current internal economics and add that to the plan. Will the current financial situation affect the strategy?  Lastly assess the financial justification for Internet communication based on the replacement of traditional variable-cost media with fixed-cost Internet communications. Compare this assessment to the economic strategy mentioned in item. Can the justification affect the strategy?



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7 Secrets of a Great Landing Pages to improve lead generation

Jose Ward - Monday, January 12, 2009
If your online marketing and conversion rates for your Google PPC campaigns, email marketing and banner advertising are between 2% and 4% like most companies, you are probably are not even using landing pages or landing pages are an after thought.  Landing pages are supposed to be goal-oriented and focused on the visitor's original search query. It often makes sense to pick out pages that are already in a website (e.g., in a large shopping site). You will usually want to make custom pages specifically for PPC and test out variations of those pages.

1. Great landing page should have captivating titles with keywords that focus the page on a particular theme or offer. 
2. Break out sections of the landing page with different titles. Use a similar strategy for ad titles. Keep the language simple and easy to scan, and highlight benefits of your product or service.
3. Clear Call to Actions have a well-labeled button, a link that addresses the user's needs, or a contact form right on the landing page.
4.  Use Persuasive Copy that sells and highlight the key differentiators of your product or service from your competitors. Positive testimonials, reviews, and case studies that show the superiority of your product or service get results.
5. The Landing Page MUST support the ad claims that triggered the visitors click.  They work together with the ads to generate conversions.
6. Including a secondary call to action keeps the dialog going.  Offer a newsletter sign-up, a free white paper, a catalog, a sign-up to become a member of a company's forum, or some other device designed to keep the conversation going with visitors.
7. Always Check out your competitors landing pages! Learn from the strategies they employ and attempt to provide something better for your landing pages.


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