The Internet is constantly changing. It’s hard to keep up with the latest and greatest and even harder to understand how that technology works and how it can benefit your business… and your life! Take RSS feeds for example. Here’s a simple video produced by CommonCraft.com that explains RSS feeds in plain English. Once you setup your RSS feed reader, be sure to add our blog to it!
I read an interesting article recently about the differences between Search Engine Optimization (SEO) and Search Engine Marketing (SEM). In it the author stated that
“Search Engine Optimizing must be the first step in promoting your site”.
I could not agree more. Most of us do not have an unlimited budget for marketing. With a properly optimized website, it’s like giving the gift that keeps on giving. Once your website is optimized, the search engines will find it easier, and based on the theme of the pages, search engines will categorize your site so it displays in the search engine’s result pages when people search for a product or service that your site offers.
So what exactly is Search Engine Optimization?
Search engines are constantly surfing the web for new pages/sites and sites that have changed since the last time they were visited. It only makes sense to program website pages in such a way that makes it easy and more exact for the search engine to add the site to their index. There are many sound practices that go into Search Engine Optimization like page titles that reflect the content of the page, meta tag description and keywords, page content that is unique – not copied from another site. Another sound Search Engine Optimization tip is to have your page focus on one theme.
Beauty Is In The Eye Of The Beholder
Believe it or not, aesthetics also plays a part in good Search Engine Optimization. Not all search engines are automatic, some of the largest - YAHOO Directory for one - are maintained by real people. If your site is not pleasing to the eye, easy to navigate and loaded with helpful content then it will always run a distant second to one that is.
Recently one of my customers emailed me something that truly excited her. It is a neat system that enables you to add a virtual representative to pages on your website. I tried it and it is really easy! You can record your own message or have a professional talent record the script you supply.
They even have figured out a way you can have your own likeness for the animated person, called a Avatar. You just supply the system with a photo via upload wala, an animated you! You can add your own voice and message via your computer’s microphone. Don’t have a mic? no problem as they provide a special phone number you can call and record your message.
You can add more than one Avatar to your site, so different pages can have different messages. Very cool. My customer has already signed-up and when she is ready I will be adding her virtual representatives to her website. Check out the website by visiting my affiliate link simply by clicking on the graphic in this post. Or you can click on this link: Click here to for a free trial.
Ah technology, you gotta love it. I remember the days when direct mail meant sending out your marketing message via the USPS with special offers, toll-free phone numbers and instant saving coupons.
Mailers on Steriods - Now it’s personal
Not long ago direct mailing advanced with the introduction of Print on Demand which made it possible to personalize each mailer with demographic information via a database. The amount of personalization limited only by the data collected on the prospect or customer. Car dealers that know when their customers historically are in the market for a new car can now target the release of their message around those anniversaries. The mailer contains a personalized greeting, if the dealer knows the receipient’s favorite color and type of vehicle the customer lends toward the mailer could display the latest model in that color. On and on. You get the picture.
A new way to improve direct mailing results - Personalizing the Internet.
Well today you can add what might be the most powerful incentive to act on a mailer’s message yet. “1:1 marketing” provides a link (URL website address) to a special offer that’s waiting online at a website specifically created for the person receiving the mailer! These new hybrid websites are referred to as Personalized URLs or PURLS. Not only can this be printed on conventional mailers but a hot link can to incorporated in an electronic message as well (email, PDF file, etc.)
But there’s more…
Wow, this is great! I have a special offer on a personal website built just for me (look, it says abccompany/Jane_Doe_special_offer) and all I have to do is click to get it, right? Well yes… but before we give you that carrot on a stick, you just need to provide us with just a little bit of information [so we can make our future marketing messages and offers to you even better!]
A win-win situation if you think about it.
So the customer or prospect can now get the special offer simply by visiting their personal web site (and who would not want to do that - just out of curiosity if nothing else). The business doing the mailing gains more demographic info on the target AND is able to track how many people responded to the marketing effort. Trackable direct marketing that recent industry data shows a significant rise in results compared to equal mailings with no Internet ties.
What’s been your experience?
Direct mailing with an Internet tie. Have you done it? If so, how has helped your marketing efforts? What are the Pros and Cons from your experience? I’d love to get your insight!
I recently presented an overview on Blogs and how they can help with marketing to my BNI Chapter. I found that most knew what a blog was, but that few had considered how they could be added to their marketing efforts for little to no cost.
In a popular book by Bob Burg titled “Endless Referrals: Network Your Everyday Contacts Into Sales” Bob writes there are three specific benefits you will find by having a blog for business:
Getting to know you. The blog becomes a part of how you brand yourself. If people read it, they should feel like they are getting to know you and getting to know what your beliefs and values are. Making it easier. Do you have clients who love you but have trouble knowing what to say about you? Encourage them to send their friends and colleagues to your blog as a way to make the connection. That way, they don’t have to feel they have to say the perfect words about your business in order to get the referral. Keep on top of your game. By writing often about your work and the benefits of your products and services, you will stay current and fresh. This will help in all phases of your business, but it will also help you in networking situations by giving you something fresh and new to talk about when having conversations with possible clients and new referrals.
After the Featured Speaker gave her 10-minute talk on what she did and what triggers we should look for that may lead to a referral I mentioned that I wish I had video taped her presentation as it would have made a great addition to her blog. Just then the room got a little brighter as I could tell by the reaction of the audience I had turned a few light bulbs on with that observation!
How has a blog helped your business?
As a Website Designer I am constantly learning about new and innovative ways to market a website and enchance the design and features of websites. I plan to dedicate this category on posting the latest trends and marketing ideas for websites.
If you have something you would like to share please let me know about it!
First posting is coming soon.
Thanks for visiting my website. I am just getting started with my blog but my plans for this category are to keep readers up to date with the new and innovative ways to brand and market small businesses.
My first entry will be on 1:1 Print marketing. A way to personalize direct mailers to increase response rates. So stay tuned!
I would like to start a dialog with other Creatives in our community of Broward County, FL. I am a Graphic Designer and Web Designer who is always looking for new talent to help with my business. Are you in business for yourself as a writer, photographer, illustrator, programmer, etc and live in Broward County let us know about you by adding a post to this category.
