Monday, June 11, 2007

12 Ways to Maximize Paid Search


Malayalam Comedy

Catalog Success Magazine in their January issue has a very interesting article on how to maximize your paid search marketing this year. Pay per click has become an important source of traffic and sales for online marketers; hence it is esential to get the best ROI from this advertising medium. Here are their tips:
  1. Invest in Google - being the largest search engine, you'll be rewarded with the largest return for your time
  2. Grow your term list - test 3 to 10 times as many distinct keywords as there are pages on your site
  3. Make your landing pages relevant - send search visitors to the most relevant selling page on your site
  4. Split out branded from non branded terms - advertising on your brand makes sense because the cost is low and sales are high; but traffic is not incremental. Grow non-brand keywords aggressively
  5. Use strong bid management technology - invest in a bid management tool that operates on the keyword level and allows you to specific different metrics
  6. Track paid search into your call center - if you have a 1-800 number that people call on to buy from you, check if the customer found out about you through your paid search ad
  7. Bid by margin - compute margins based on actual products ordered, not on terms advertised as certain ads will generate significant orders
  8. Use contextual advertising with caution - potential customers from contextual advertising such as Adsense are viewers, not searchers and are less qualified prospects
  9. Scrutinize your affiliate programs - don't allow affiliates to advertise on your brand name, and don't provide affiliates with better offers than on your site
  10. Manage your agency - if you are using an agency to manage your paid search, establish clear return on investment metrics. As the agency has no role in your brand reputation, take into consideration how you will compensate them given that a large portion of your sales will be driven by your brand name
  11. Audit your search programs every six months - look at the costs, sales, and other metrics
  12. Obsess about conversion - the ultimate winners in paid search are those with the highest conversion rate

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Online Clubs Are Often


Credit Cards: A Small-Business Financing Tool

As a former lawyer who dreaded tie-shopping, Greg Shugar of Naperville, Ill., knew other businessmen probably shared his feelings. So not long after founding an online store called the TheTieBar.com with his wife, Gina, in 2004, he added a service to make shopping more convenient for customers -- not to mention, lucrative for his own business.

He started a Tie-of-the-Month Club.

For $199 a year, customers signed up at www.thetiebar.com to receive a silk tie each month. So far, the Tie Bar, which designs the ties and has them manufactured in China, has more than 150 subscribers, with more than a dozen on their second year.

Read more on The Wall Street Journal Online.


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Content Rich Creativity


Using the Competition to Boost Your SEO Performance

We have all heard the term content-rich, but what does content rich really mean?

Content rich means different things for different individuals, because what one person finds useful, another may not. Content rich is all about providing information that is considered valuable to your target audience. Information that visitors might find useful could consist of product or industry facts, statistics, reviews, tutorials, or educational information related to a specific industry.

How to Make Your Website Content Rich

When creating a content rich website, do not be afraid to think outside of the box. Unique ideas will generally garner more attention than the mundane and more common content concepts. Over the years the unique content that has garnered the most attention, the Subservient Chicken and JibJab, may not be appropriate for a business website, there are still lots of "out of the box" things that you can do.

H
ere are some ideas on how you can build content for your website that will attract website visitors.

Calendar of Events

If you website appeals to a specific audience manage and maintain a calendar of events. The events should relate to a specific region or topic.

Ex. Hawaii Local Events - http://calendar.gohawaii.com/ (regional) or ex. Librarian Events - http://www.infotoday.com/calendar.shtml (topic specific events)

Sponsorships and Contests

Conducting a contest is a great way to generate interest and incoming links, everyone wants to win and in order to garner votes many competitors will tell their audience about contests and voting options.

Example: Software Marketing Resource targets software developers and software marketers. They recently held 'Software Vendor Awards'. Software developers and marketers were invited to nominate the companies they felt were worthy. The same audience was then given the opportunity to vote on the top nominees, and finally, winners were announced. Each stage of the contest resulted in buzz and increased web traffic.

Ex. - Software Marketing Resource - http://www.softwaremarketingresource.com/winners.htm

Product Reviews and Testimonials

Consumers will often refer to product reviews to discern what product they should purchase. A number of websites have capitalized on this by providing independent product reviews and or independent consumer reviews.

Manufacturers can provide product reviews for related or complimentary products. Product reviews with candid the reviews are most credible if both the product negatives and positives are illustrated.

Ex. - epinions - http://www.epinions.com

Forums / Newsgroups

User generated content is a great way to capture the keyword long tail. There is no easier way to facilitate user generated content than through the use of forums and newsgroups.

Ex. - NotePage - http://www.notepage.net/forum

Blogs

Blogs are search engine spider food. Why? Because they can provide relevant related content that is updated regularly. Use blogs to communicate with your audience.

Ex. - Security Blog - http://www.security-port.com/blog.htm

Maps

If your website is regional or local, provide tie ins to Mapquest or Google to show visitors a visual representation or directions to surrounding communities or local events.

Ex. Marriott - http://marriott.com/property/mapandnearbyairports/default.mi?marshaCode=dentc

Photo Contests / Art Contests

Everyone loves to win. If your website targets a consumer audience, contests can be a great way to interact with your audience. Contests also make a website sticky, because contestants will frequently revisit the website to check their standing, or determine if they are an actual contender. Many contestants will link to the content from blogs encouraging their readers to vote. All in all, contests can result in extra attention.

Ex. - Dog Photo Contest - http://www.pamperedpuppy.com/contest/index.php Videos ex. - Dog Breed Videos - http://www.dog-pound.net/videos.htm

Stump the Expert / Knowledgebase / Q&As

Frequently asked questions have been dropped for a more modern approach to question and answers. Post "stump the expert questions" or construct a comprehensive knowledgebase of related information.

Writing Articles / How to Guides

When writing your articles, think about what your website visitors want to know, not what you want to tell them. In other words write for your audience not for yourself. Not only does an article archive gradually expand a site, it gives webmasters the opportunity to optimize for a variety of phrases and to educate their audience. How to articles are always a great website addition.

Ex. - Small Business - http://www.small-business-software.net/free-website-content.htm

Niche Directories / Lists

Topical portals have long been a popular on the web. Authority sites that focus on niche markets generate interest. Niche sites can be comprised of lists of helpful tools, the best niche blogs, popular news stories, industry specific terminology, and industry resources.

Ex. - Podcasting Tools - http://www.podcasting-tools.com

Copying or replicating a service or information on another website, while possibly still of value, will not usually generate as much interest as a new concept. Do not be afraid to reach outside the boundaries of your website to provide quality content.


About the Author: Sharon Housley manages marketing for FeedForAll http://www.feedforall.com software for creating, editing, publishing RSS feeds and podcasts. In addition Sharon manages marketing for NotePage http://www.notepage.net a wireless text messaging software company.


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Love's Good for Business


Couple lets Web visitors choose their next hometown

Since Valentine's Day is this week, I was curious to see whether being in love helped entrepreneurs. Did romance give business owners and managers an energy boost, or drain their time and energy? When it comes to the bottom line, is it better to be married or single?

So I had my company conduct a survey of the readers of my email newsletter to determine the effects of love, marriage, and being single on their companies.

The conclusion? Fall in love or walk down the aisle and your bank account benefits.

Overwhelmingly, entrepreneurs reported that love was good for the bottom line, with 59 percent reporting positive financial effects.

In fact, entrepreneurs are upbeat about the effects of love and marriage in three of the four areas surveyed: finances, focus, and self-esteem. The only area in which entrepreneurs reported slightly more negative than positive effects from being in love was the impact on their time.

Better yet, pop the question this Valentine's Day -- it'll be good for business. Fully 82 percent of married entrepreneurs reported that being married improved their company's finances.

More than two-thirds of male respondents reported positive financial effects of being in love (69 percent) or married (68 percent) on their business.

Women, on the other hand, weren't quite as cheerful. Only a slight majority reported that being in love had a positive financial effect on their business (53 percent). However, three-quarters of women felt that marriage gave them a financial boost.

Perhaps this is a result of a buoyant outlook on life, with 95 percent of entrepreneurs indicating that being in love improved their sense of self-esteem in business. Marriage likewise improved self-esteem, although by slightly less -- 87 percent of married respondents got a heightened sense of self-esteem from having that wedding ring.

Happy marriages evidently lead to bigger businesses. Entrepreneurs with the largest businesses in the survey (21 or more employees) reported the greatest positive effects of being in love or being married.

Eighty-nine percent of entrepreneurs with larger companies said marriage had a positive financial effect, and 80 percent said being in love helped the bottom line. Sole proprietors were less upbeat: Only 59 percent said being in love gave them a financial boost, while 70 percent said marriage did so.

So take heart when you shell out those big bucks for Valentine's flowers and candy. The money will come back to you with a stronger bottom line!


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10 Biggest Mistakes In Affiliate Marketing And How To Avoid Them


Tap Into Your Own Talent

Though anyone can achieve success with affiliate programs, not everyone manages to do the same. The reason? Well, there are 10 of them, actually. These are the biggest mistakes that make success in affiliate marketing very elusive. Study them well, and read up on how to avoid them. Hurdling through these mistakes can spell the difference between monumental profits and dismal performance in your affiliate marketing campaigns.

1. Believing that people would just click on their affiliate links. Though an affiliate's job is merely limited to pre-selling, pre-selling involves more than just displaying the affiliate links. It also entails encouraging people to click on them by enumerating the benefits that can be derived from the affiliate merchant's products, giving favorable recommendations about the use of the same, and providing an encouraging offer that would entice readers to check out the package.

2. Believing that there's such a thing as organic traffic. Organic traffic, or traffic that is naturally generated by a website, is a myth. There is no such thing! If you're hosting your affiliate links in one website, you can't expect people to find it just like that. You have to make them find it. This can be done through effective SEO techniques and efficient marketing strategies.

3. Believing that employing one marketing strategy is enough. Some people actually think that submitting one article to the article directories would give them the amount of traffic they need. This is a fatal mistake. Limiting yourself to a single, or even a couple, of marketing tactics would be limiting the number of visitors you could generate for your website. Also, you'll fail to tap into other segments of your targeted market if your tactics aren't flexible enough to expand.

4. Failing to study your campaign's performance. Most affiliates merely check on how much they have earned per day, and if such an amount remains at low levels, they fail to make corresponding adjustments because, well, they don't know which aspects of their campaigns need improving. It is important to study every facet of our marketing strategies. How many visitors are we generating for our website? How many of them are unique? How many are returning? How much time do they spend in our pages? Where are they coming from? To where are they exiting? These are the questions that can be answered by an excellent visitor tracking software program, and these are the questions that could help us improve the performance of our marketing endeavors.

5. Failing to find an affiliate program which actually offers sellable products. Some affiliate programs may offer as much as a 95% commission per sale. But if the products are impossible to sell, you'd never realize the profit the program promises.

6. Failing to find an affiliate program with a proven record of consumer satisfaction. The credibility of an enterprise depends on how people view it. If the affiliate program has established great relationships with the members of its target market, then it has established a brand which is recognizable for its excellent service. You'd have an easier time pre-selling such an affiliate program's products.

7. Failing to keep abreast with the latest developments in the industry. There will come a time when the marketing knowledge we know would become obsolete, more so in the field of internet marketing where everything transpires at a rapid pace. You have to constantly update yourself with the newest trends, techniques and news in this field to always keep your competitive edge.

8. Failing to invest on knowledge. Knowledge likewise evolves and you have to evolve with it. Buy noteworthy eBooks, special reports and the likes... those which would teach you the latest tactics to help you conquer your field.

9. Resting on your laurels once a semblance of success is achieved. Success is not eternal. You have to sustain it. If you leave your business alone once it shows the promise of success, you're just setting it up for failure.

10. Believing that affiliate marketing is a "get rich quick" scheme. It is not. You have to invest a certain level of commitment, a lot of time, some financial resources on occasions, and a whole lot of effort if you want to truly realize the many wonderful things that this field does promise.

Free Ebooks and marketing / making money online newsletter at http://www.PennyMaster.com/index.php?ref=isnare


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Getting Out of a 2-Year Cellphone Contract Alive


Inside Canada's $4-billion pet industry

The two-year contract. It is the bane of a cellphone owner’s existence, especially one who must have the latest hot phone at a discounted price.

Two years is a long time, and few other marketers can get away with demanding it, much less adding to it. Every time you walk back into the cellphone store or call the customer service operators, it seems, the contract is extended. Lose the phone or ask for a replacement, and the contract is extended. Sign up for a family plan, same thing.

But try getting out of a contract early? You can do it, but you will have to pay an early termination fee of as much as $240.

Cellphone companies do not make it easy to break two-year contracts. But it can be done through shrewd negotiating or by turning to the innovators on the Internet who match contract sellers with people who want to assume the contract.

Early termination fees are intended to compensate phone companies for the discount they gave on the phone upfront. Most mobile phone companies charge the full fee no matter when the contract is scheduled to expire. Verizon Wireless recently decided to prorate the fee, and some of the other companies do that in certain cities.

The companies will waive the early termination fee if you die. Pretending to be dead, however, does not work well as a way to break a contract. Sprint Nextel, Verizon and Cingular, for example, may ask for a death certificate. T-Mobile says it does not. “They want to take people at their word,” said Graham Crow, a spokesman for the company.

Joining the military can sometimes work to break a contract if you are going to be stationed overseas. Sometimes, though, the company will suspend the service for the duration of active duty, which is not a great deal. Upon returning home, you would still be stuck with the remaining period of the contract and a much older phone. Buying a new phone would only extend the contract further.

Next to death, moving to a place where your phone company does not have service may not seem so draconian. Each company provides maps on its Web site or at its stores that show the general service area, so you can easily figure that out. But companies will ask for proof of the new address. The T-Mobile spokesman warns that it has to be a legitimate address, and post office boxes will not work.

There is an intriguing escape clause in contracts with phone companies that offer “roaming” services, though it is intended to give the carrier a way out. When a cellphone is used outside the provider’s network, calls are routed through another company’s network. The consumer pays a monthly fee for this service, which the carrier uses to pay the other phone companies to handle those calls.

Roam too much and your phone company starts losing money. Find a place where your phone goes into roaming mode and make at least half your calls from there. Every carrier said they would cancel the contract, though it might take them a month or two to notice.

A more practical approach has been bandied about on a number of blogs since October, when many carriers raised the price of text messaging. They pointed out a clause in contracts that says if changes adversely affect your rates or service, the consumer has the right to end the contract early without paying a penalty.

It was not that easy. Some companies, like Cingular, now AT&T, refused to budge, according to its spokesman. Sprint was more accommodating, though a spokeswoman said Sprint approached early termination requests on case by case. That means the consumer has to argue with customer service.

Sprint says a customer will be released from a contract if a price change has a “material adverse effect” on the customer. In other words, prices have to go up, not down. The customer has to be actually using the service in which the price changed. How much they are using it is the critical factor. The spokeswoman said Sprint’s “customer care representatives” have guidelines, but she was not going to reveal them.

Though the contract says customers have 30 days after a price change to get out of the contract, Sprint may be more generous. “They can always call customer care and see if there is a way to reconcile,” said Emmy Anderson, the Sprint spokeswoman.

Liza Tremblay, a 26-year-old owner of Bay Burger in Sag Harbor, N.Y., gave it a shot to get out of her contract with Verizon and avoid paying $175. (She wanted to use Cingular because colleagues told her the reception was better.) She followed a script she found on Consumerist.com. “I used a lot of big words, and I think I got across the idea that I meant business,” she said.

But then the Verizon service representative threw her a curve ball. They wanted her to fax her contract so they could see the clause she was referring to. She dug through her papers and found an old one — she had been with Verizon almost 10 years — and after a few more transfers to call center supervisors, they let her out. “Obviously, they had a copy of the contract,” Ms. Tremblay said.

More often than not, the company will steer the customer into a new calling plan rather than breaking the contract. “Typically, a customer calling up is not dissatisfied with the service, they are dissatisfied with their plan,” said Brenda Rainey, a Verizon spokeswoman. Nonetheless, she said, Verizon demands to see that a price increase has a significant impact on the consumer. “We are going to look at usage patterns to see if it is material,” she said.

In other words, after a lot of machination and arguing, you may not win in the end.

The solution might be, as it so often is these days, in the power of the Internet. All of the companies allow a contract to be signed over to someone else. So a number of entrepreneurs have created a new online business in trading those contracts. The best known are Celltradeusa.com and Cellswapper.com. For a fee, $20 at Celltradeusa and $15 at Cellswapper, these companies will match a contract holder to a buyer. The contract buyers pay no fee, providing them a way to save on a phone and on activation fees.

The sites have search engines so you can find a plan length, minutes and price that you like. Once the match is made, the cellphone company arranges the transfer.

The risk is that you may not find a buyer; Cellswapper, however, does not charge a fee until a match is made. Adam Korbl, the chief executive of Cellswapper, said his service makes about 100 matches a week and currently has 350 plans listed.

Be careful if you want to keep your phone number when you trade your account, which you are allowed to do. Some of the phone companies use this as a pressure point for keeping you on board, so make sure you arrange with the carrier to keep the number before you transfer the contract.

Derek C. F. Pegritz, an English composition instructor at Waynesburg College in western Pennsylvania, wants to switch cellphone carriers because of dropped calls, but he isn’t sure how he’ll do it.

“I’m shelling out $90 a month for a phone that basically sits there and collects dust,” he said.

But getting out of his contract will cost him $170. Mr. Pegritz has tried to explore other ways to be released from the remaining year of his contract, but the best he hopes for is a compromise by Cellular One. “I’m looking forward to that about as much as I’m looking forward to getting several teeth pulled next week,” he said.

FOLLOW-UP TIP: A reader recently suggested a handy tool for bypassing automated call routing at call centers. Get Human (www.gethuman.com/us/) is a database of call center numbers and the secret codes needed to get to a human.

A list of useful cellphone company numbers can be found at http://consumersadvocate.wordpress.com/2007/02/19/cell-phone-company-phone-numbers/
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How to Research Your Market


Sheltering Income from Your eBay Business

Starting a business is a little like buying a car: You need to do some research before taking the plunge. First, figure out if there's demand for your product or service. Do a competitive analysis. Find a place to set up shop. And create a plan to differentiate your offering.

Doing your due diligence can mean the difference between success and failure, and it doesn’t have to cost a penny. Networking, online research, informal focus groups and other do-it-yourself methods can often do the trick.

Consider the case of an event facility in the South. It started as a place to hold weddings. Located in a beautiful old house, it attracted wedding business, but wasn't turning a profit because it usually sat empty on weekdays.

So the owners contacted members of a nationwide wedding planners' association with similar estate-type settings in other geographic markets. They discovered that others in their situation filled the gap with corporate meetings and by offering bed-and-breakfast arrangements. Today, 40 percent of the facility’s business is corporate events, and the owners are building a lodging facility on the grounds to expand their offerings.

Before you get the research ball rolling, you need to come up with a solid business concept. Once you have a concept, you need to determine if it's viable. To figure out if you should go ahead with your business idea, you need to ask questions like these:

  • Is the market saturated? Does your city really need another hardware store or flower shop? How much money is spent in your industry each year in your area? Is there room in the market for one more business?

  • Does the market want what you’re offering? If you’re thinking of providing day care for dogs or a facility where people can cook a week’s worth of meals in a group setting, will anyone care? Or if you’re developing a new online service for day traders, is it something they can’t live without?

  • What’s the competition doing? What do they do well? What do they do poorly? What’s unique about them? Can you offer something different that'll encourage customers to patronize you instead of more established businesses?

  • Can you reach your target audience? If you’re selling inline skates, are you opening in an area with a population of the right age and disposable income?

Once you're sure of your business idea, dig in deeper. You need information that'll help you develop a unique business proposition that'll give you a competitive advantage. The best sources of information will vary depending on the type of business and circumstances, but options include the following:

  • Trade information. In the wedding site example cited earlier, the trade association for wedding planners provided a direct pipeline to the information the event facility was seeking. Other trade information can also be found in print or online trade publications, or by walking the aisles of a trade show.

  • Demographic and economic data. Try the U.S. Census Bureau’s American FactFinder, State Data Centers or most recent Economic Census to find things like age range, income, number of businesses by type in a geographic area and total sales in your category. For even more information, a reference librarian can point you to other specialized databases.

  • Business groups. Your local chamber of commerce may be able to help you find the information you need. Also try government-sponsored Small Business Development Centers, which assist entrepreneurs and small-business owners.

  • Local universities. Sometimes professors at business schools are interested in having their graduate students do a market feasibility study for course credit.

  • Local competitors. If you’re starting a local business, shop the competition and check their websites. Or find a similar business in a similar city and ask to talk to the owner. Also look for similar businesses for sale and contact the brokers for information like why they're selling and what their financials are like. You may be interested in buying that business yourself.

  • National competitors. Do an online search of businesses in your industry and evaluate what they offer to help fine-tune your idea.

  • Potential customers. Run your idea up the flagpole with informal focus groups. Talk with friends of friends--but not your own friends or family, since they may not tell you the truth--and old customers or existing customers if you’re already in business. This is the acid test to see if your plan is ready for prime time or needs tweaking.

All this detective work will pay off, either by helping you validate your business plan, sending you back to the drawing board, or convincing you to shelve it altogether. And don't worry if that happens--inspiration will strike again.


Brad Sugars is Entrepreneur.com’s Startup Basics columnist and the founder of Action International, a business coaching franchise.


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