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Measuring and Optimizing Natural Search Campaigns for Conversion
2007-04-17 14:02:00
Measuring and Optimizing Natural Search Campa ign s for Conversion Originally Posted: DMNews, by Jeannette Kocsis Conversion on a Web site or landing page is the point where a visitor becomes a prospect or a customer. It may take the form of a purchase, completing a survey or registration, viewing a certain number of pages or any other indication ...
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Measuring Marketing: 103 Key Metrics Every Marketer Needs
2007-04-16 14:03:00
Recommended Reading Measuring Market ing : 103 Key Metrics Every Marketer Needs by John Davis Book Description Marketing is now being asked to be measurably accountable for not only the top-line of their income statement, but also for the bottom-line as well. They’re being asked to account for the total marketing program in addition to its component product programs, its advertising, ...
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The SEO Benefits of Blogs
2007-04-13 13:45:00
The SEO Bene fits of Blog s Originally Posted: RSSRay.com, DaleK, Show Producer on Guest Articles Here?s an excellent article written by this Wednesday?s guest Lee Odden. He maintains a blog full of similarly great material at www.toprankblog.com. Is blog optimization part of search marketing? Absolutely! Blogs are web site content management systems with additional functionality such as comments, trackbacks ...
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18 Things You Need to Know About Web Marketing
2007-04-12 13:47:00
18 Things You Need to Know About Web Market ing (but Are Afraid to Believe) Originally Posted: MarketingProfs by Jerry Bader Maybe you own your own business, or perhaps you’re a critical cog in the corporate machinery responsible for marketing your company, brand, product, or service. If that describes you, here are 18 things you need to know ...

Effective PR on a Limited Budget
2007-04-11 13:51:00
Effective PR on a Limited Budget When word of mouth has run its course, consider a do-it-yourself campaign. Keep in mind you don’t have to get on Oprah right away Originally Posted: Business Week, by Karen E. Klein For small businesses with limited marketing budgets, conducting public-relations campaigns is a cost-efficient and often effective way to find new ...
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Porter?s Five Forces Model
2007-04-10 13:47:00
Business 101: Port er’s Five Force s Model Originally Posted: Bplans.com Understanding the dynamics of competitors within an industry is critical for several reasons. First, it can help to assess the potential opportunities for your venture, particularly important if you are entering this industry as a new player. It can also be a critical step to better differentiate ...
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How to Calculate Marketing ROI
2007-04-09 16:33:00
How to Calc ulate ROI Originally Posted: Mark et ing MO: Marketing Tips from the Trenches Yesterday I was chatting with a young friend who was incredibly excited about a new marketing program she?d launched for her company. She?d spent about $65,000 and brought in almost $130,000 in new revenue. She proclaimed, ?My campaign generated 100% ROI!? Whoops. I ...
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Create a Winning Press Kit
2007-04-02 16:53:00
Create a Winning Press Kit Originally Posted: WEBranding Who can’t benefit from good publicity? Unfortunately, though, the press will usually only beat a path to your door if there is something negative to report, if even then. Instead of waiting for them to publicize the good news, do yourself a favor and create a press kit that ...
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Top Ten Social Bookmarking Sites
2007-03-29 14:49:00
Top Ten Social Book mark ing Site s Using Social Networking to Boost Website Traffic Originally Posted: Associated Content by S. Thompson When it comes to finding great (and not-so-great) content on the Internet, social bookmarking sites are the primary way to do it. A social bookmarking site is a website that allows users to post, list or otherwise share content ...
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Search Engine Optimization: An Hour a Day
2007-03-28 15:01:00
Recommended Reading Search Engine Optimization : An Hour a Day by Jennifer Grappone and Gradiva Couzin Book Description Influence search engine results and bring targeted traffic to your Web site with an hour a day of search engine optimization (SEO). Drawing on years of experience as successful SEO consultants, Jennifer Grappone and Gradiva Couzin provide detailed, practical, and often surprisingly ...
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Why Chief Marketers Must Champion Natural Search Optimization
2007-03-27 17:08:00
Why Chief Market ers Must Champion Natural Search Optimization Originally Posted: Chief Marketer, by Cam Balzer In his address at the McGraw-Hill Media Summit last month, InterActiveCorp (IAC) chairman/ CEO Barry Diller commented on the growing value of effective natural search optimization (NSO). Zachary Rodgers of ClickZ News reported on the address. Here?s an excerpt: A longtime proponent of the ...

Blogging as a Marketing Tool ? Is it really worth it?
2007-03-26 13:57:00
Blogging as a Market ing Tool ? Is it really worth it? Originally Posted, DM News, by Matt Belkin The use of corporate blogging ? from niche companies to the Fortune 500 ? is skyrocketing in popularity. Some businesses view this as merely a means for exposure or to be part of the ?in crowd,? but for a ...
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Twelve Tips for Conducting Effective Surveys
2007-03-25 05:05:00
Twelve Tips for Conducting Effect ive Survey s Originally Posted: MarketingProfs by Brian Henderson We’ve all been on the receiving end of far too many poorly constructed surveys that required too much time and energy simply to share our thoughts. Recently, my favorite local brewery failed to retain my interest during its 20-page saga of a survey. Even though the ...
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Citizen Marketers: When People Are the Message
2007-03-23 14:02:00
Recommended Reading: Citi zen Market ers: When People Are the Message by Ben McConnell & Jackie Huba Book Description The woman next to you in the coffee shop, typing madly on her laptop, just might be determining the ending to next year’s block-buster film or how quickly the hottest new PDAT hits store shelves. In homes, dorm rooms, waiting rooms, ...
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Direct Mail - the Deadly Sin Of Not Testing
2007-03-20 13:44:00
Direct Mail - the Dead ly Sin Of Not Testing Originally Posted, Article City, by Robert Wilkinson If there’s one thing that makes direct mail a reliable method of drumming up new business, then that would have to be the ability to test if different version of a pack achieve a better return on investment. Having processed many ...
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Customer Touch Points: The Next Frontier for Growth
2007-03-19 13:08:00
Customer Touch Points: The N ext Front ier for Growth Originally Posted: Chief Marketer by Lane Michel Growth comes only from increased purchase rates. Purchases are decisions customers make based on their needs and expectations. If you are relevant — or even better are already a positive and necessary part of your customer?s experience — then you have the ...
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Bring It On! Niche Social Networks
2007-03-17 18:37:00
Bring It On! Niche Social Network s Originally Posted: Three Minds@Organic MySpace still rules the web. The site took the overall page view lead from Yahoo! in November 2006, and hasn’t looked back since. According to a Pew Internet Report on Teens and Social Networks , which came out around the same time, more than half (55%) ...
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How much is too much e-mail?
2007-03-16 12:56:00
How much is too much e-mail? Originally Posted: DM News, By Robert W. Bly A couple of months ago, I joined the opt-in e-mail list of a semi-obscure entertainer whose CDs I enjoy. By mid-afternoon of that day, I had received three e-mail marketing messages from him.When a fourth e-mail arrived around 5 p.m., I hollered ?enough!? ...
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Word-of-Mouth Marketing Ideas. Some Worthy. Some Worthless.
2007-03-15 13:29:00
Word-of-Mouth Market ing Idea s . Some Worthy. Some Worthless. Originally Posted: Brains on Fire by Spike Jones 1. If you train your sales force in the ways of evangelism, they become better recruiters. SPIKE SAYS: WORTHY, but not exactly a ?go home and implement? tool. 2. Make it easy for people to find you and tell people about you. SPIKE SAYS: WORTHY 3. ...
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Build Traffic Using Search Engines
2007-03-14 13:26:00
Build Traffic Using Search Engine s Originally Posted: Inc.com A search engine can be a Web site’s best friend. A listing near the top of Yahoo or Google could bring more eyeballs to your site than e-mail, banner ads, print media, and even television ads. And the best part is, search engines don’t cost you a dime. That being ...
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Can?t Read, Won?t Buy: Why Language Matters to Global Marketing
2007-03-13 14:10:00
Can?t Read , Won?t Buy: Why Language Matters to Global Market ing Originally Posted: Chief Marketer, by Donald A. DePalma If you?re reading this article, there?s a pretty good chance that your mother tongue is English. When was the last time you bought something at a store, a restaurant, or a Website that didn?t offer its wares in English? ...

The Five C?s of Web Merchandising
2007-03-12 16:13:00
The Five C’s of Web Merc handising Origianlly Posted: Multichannel Merchant, by Lauren Freedman If you’re like most of your peers, you have a wish list of tools and tactics you’d love to implement on your site preventing you from getting everything on your list. Prioritizing is key ? but how do you determine which tactics should take ...
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6 Reasons Every Company Needs a Marketing Plan
2007-03-10 13:03:01
6 Reason s Every Comp any Needs a Market ing Plan Originally Posted: Emerge Marketing, by Jay Lipe Imagine overhearing this conversation your company?s owner and its sales manager: ?Hey Joe, I was talking with Bill at Zippidee Company?our biggest customer?and he stopped by Barebones Inc.?s?our biggest competitor?s?booth at the Hodown Trade Show,? says the sales manager. ?Bill from Zippidee was at the Hodown?? says the owner. ?Well then, we gotta be at that show next year. Call the trade association and reserve a booth for next year. Start recruiting reps to work the show and reorder the coffee mugs with our logo. Come on, let?s moooove.? Is this proper marketing? This scenario demonstrates how, all too often, a company implements tactics without first planning strategically. It?s a lot like cooking without a recipe. Toss in a little of this, try a dash of that and stir until you think it?s done. It?s no wonder a lot of small business marketing efforts look half-baked! The Top Six Reas...

The Credibility of Celebrity Endorsers
2007-03-08 19:00:06
The Credibility of Celeb rity Endorsers Originally Posted: KnowThis.com, by Paul Christ, March 2007 Each year leading consumer companies give millions of dollars to celebrities to endorse their products. Nike alone is estimated to pay nearly $500 million per year for athlete endorsements. Many marketers are eager to spend their promotional money on celebrities because they believe a strong celebrity can quickly heighten awareness for a brand. However, such promotional techniques also pose risks if something negative happens to the celebrity. Celebrity EndorsersThe selection of celebrities to serve as endorsers seems like a fairly straightforward exercise. All the marketer has to do is look to media outlets and determine which celebrities are most popular. Once a list of top celebrities is assembled the marketer targets the most attractive options and begins to negotiate a deal. While targeting high-end celebrities may work for well-financed companies who sell products to a broa...
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5 Easy E-mail Marketing Improvements
2007-03-08 00:58:02
5 Easy E-mail Market ing Improvements Originally Posted: Conversation Marketing If you’re responsible for your company’s e-mail marketing, here are five things that’ll generate better response and make you a hero: 1. Add ‘whitelisting’ instructions on the signup confirmation page: Telling folks to add your email newsletter’s ‘from’ address to their address books will mean your e-mail lands in fewer spam folders. Adding this to one of our client newsletters improved delivery by 25%. 2. Link to a sample newsletter, from the subscription page: A preview will mean more subscribers. 3. Write a great subject line: ?20% Off All Acme Widgets? is a lot more powerful than ?Acme Widgets Discount?. I’ve seen a great subject line literally double open rates. 4. Test your newsletter: Sign yourself up for Gmail and Hotmail, at least, and send the newsletter to yourself. Make sure it looks OK in those two programs, Yahoo mail, Outlook and Outl...
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Should You Bring Search In-House?
2007-03-07 12:57:02
Should You Bring Search In-House ? Originally Posted: searchenginewatch.com By Duane Forrester Should you bring your search marketing efforts in-house? This is a question many companies are wrestling with right now. It’s a very serious question that’s worth the time it’ll take to make the right choice. “Bringing search in-house” really means, in many instances, creating a new group inside the company ? a new division. Sure, they’ll most likely live within marketing, but they will speak an entirely different language, and they’ll interface with so many other groups within your company that care in building this team is critical. The Value of an In-House Search Program The first step in the process is defining the need. It’s a daunting task, and mistakes can be costly ? both in terms of lost revenue from the Web site, and from spoiled relationships when trying to fit a square peg in a round hole. We’ll talk more about “the fit...
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Retailers Take a Tip from MySpace
2007-03-06 12:56:03
Retailers Take a Tip from MySpace E-commerce sites are letting customers post comments, reviews, and even photos?and finding out a lot about their products in the process Origianlly Posted: Business Week, by Pallavi Gogoi It has been six months since Macy’s opened its Web site to customer comments and reviews, and Peter Sachse, the chairman and chief executive of macys.com, regularly finds himself surprised by what the company is learning from its clientele. The site now gets upward of 350 reviews a day, some full of praise, others with serious concerns. “ChicChix” tells other shoe buyers that the Jessica Simpson Ladonna pumps run a half-size small, while “jcamp” says Calvin Klein sheets and duvet covers don’t need fabric softeners. “Our site has become like a social network. It’s the ultimate word of mouth,” says Sachse, whose macys.com is a division of Federated Department Stores (FD). Retailers are taking a page from MySpace. ...
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Measuring Search Marketing Success
2007-03-02 18:52:02
Measuring Search Market ing Success Originally Posted: Online Marketing Blog, Lee Odden I was recently taking a survey from Jupiter or ClickZ (I don?t recall which) and one of the questions asked about measurement of success for search marketing. While a lot of what you hear from search marketers involves talk about fundamentals ranging from links to rankings to visitors and conversions, the answers offered in this survey included a pretty interesting mix: Increasing brand awareness Building buzz Search share of voice Improving brand favorability Increasing intent to purchase Maintaining brand exposure alongside competitors Engagement with rich media (i.e. video, animation) Engagement with photo galleries, social features, interactive calendars, local or destination information Maximizing value of sponsorships, celebrity endorsements Online purchase Lifetime revenue per user Profit per user Call center calls In-store purchases Call-center purchases Online registrations Generate lead...
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Reasons Why Corporate Blogging Fails
2007-03-02 06:52:01
Reasons Why Corporate Blog ging Fails Originally Posted: seomoz.org, by randfish The task of corporate blogging encapsulates a plethora of pitfalls. Recently, my consulting work and a number of colleagues have illustrated some of the worst problems plaguing companies who attempt to enter the world of blogging. WIth a little luck, pointing out some of these threats can help to alleviate issues for those who might attempt the endeavor in the future. Blogs vs. Corporate Culture In many cases, a blog is NOT right for your company. Some companies simply don’t have the flexibility to tolerate a human voice - their rigidity is a closely guarded asset and one they’re unwilling or unable to loosen. In these instances, it’s not wise to pursue a corporate, rigidly structured, dispassionate, impersonal blog. Instead, concentrate on your existing formal website and use other tactics to communicate. A blog’s unique characteristics don’t match with every organization,...
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50 Ways to Go Global
2007-03-01 06:51:01
50 Ways to Go Global Originally Posted, By Laurel Delaney, The Global Small Business Blog A comprehensive list of sites that will assit in the global expansion of your company, product or organization. How do you go global? Let me count the ways. Here are fifty that will help get you started. 1. The Federation of International Trade Associations (FITA) 2. globalEDGE 3. GlobeTrade.com 4. International Trade Administration, U.S. Department of Commerce 5. Kompass 6. MyExports 7. U.S. Small Business Administration 8. Organization for Economic Co-operation and Development (OECD) 9. PIERS 10. Stat-USA / Internet 11. The U.S. Commercial Service / BuyUSA 12. The U.S. Government Export Portal 13. Laurel Delaney Company 14. Global Trade Atlas 15. Ewing Marion Kauffman Foundation: Eleven Pitfalls to Avoid in Going Global 16. Borderbuster 17. Women Entrepreneurs, Inc.: Build a Website to Go Global 18. The World Bank 19. MarketingProfs Daily Fix 20. Entrepreneur Magazine: Global Village archive...