Archive for the ‘Marketing’ Category

Okay, so you’re already sold on the concept of link building. That’s good… everyone knows how valuable inbound links are to your marketing pages and web sites. I know you’ve heard it countless times but are you implementing an inbound link plan each and every day?

I’m here to say that the majority (9 out of 10) clients I work with are not implementing a cohesive inbound link strategy on a daily basis. The good news is that about 80% understand the importance of inbound links and about 30% actually have plans for generating them, but a mere 10% are actually doing something about it.

Why Inbound Links Are Important
If you want to reach the top of major search engines, then you’re going to have to tell the search engines why they should rank you. Do you have unique content? Are you a credible website? Can you provide a good user experience? These are all important questions you should be asking yourself as you consider developing an inbound linking strategy.

Tip #1: Here and Now
Start with an idea of where you are. Regardless of what type of tool you use (free or paid) to evaluate your current SEO status: rankings, keywords, sites linking in, etc., make sure you have a good idea of where you’re starting from - and ultimately where you ant to get to. Additionally, plan to check your progress at least once a week. You want to see if your inbound links are helping you success on search.

Tip #2: Begin With Your Competitors
One of my favorite link building strategies is to start with your competitors. Who’s linking to them? Are the links from high Google PR sites? What else can you learn about your competitors linking strategies? Start with your competitors or who is already ranked in the number one position for the keyword term or phrase you’re optimizing for.

Tip #3: Focus on Anchor Text
Another great SEO tip for inbound linking is to evaluate all of the existing inbound links to your website. Whether you use the simple “link:” code via the Google search box, Alexa, or some other tool, create a list of sites linking in and work with them to apply the proper anchor text to the link associated with your keyword. For example, contacting a site and asking them to update your URL (ex: http://www.yoursite.com) with anchor text (ex: Improve search rankings) can make all the difference.

Tip #4: Quality Content and Social Media
If you provide quality content on your site or simply cover something that would be of interest to your target market, allow others to comment, bookmark and share. Quality content is what search engines like and so will your readers. Develop quality content and encourage others to share it. This creates quality backlinks to your website.

Tip #5: Three Way Linking
Okay, “reciprocal linking is dead”. Yeah, I get it.. don’t necessarily agree but we wont debate that here. The good news is that we don’t have to talk about it since the best linking option is one-way linking. This can be achieved through a 3 way link. Trying to make a difficult to explain concept relatively simple, exchange links with another website but do it using a 3rd site, not your own. This allows one-way links in either direction.

These tips cover a great deal and have worked for me when it comes to helping my websites and blogs, as well as others, build a significant number of inbound links to their website steadily over time.

WARNING: You may be the anxious type, looking to build hundreds or even thousands of inbound links to your website(s) in the next 48 hours - DON’T DO IT! Although I successfully did this in the past, Google is penalizing sites who are too fast out of the gate when it comes to link building. You should look to ad 3 - 5 quality links to your site on a weekly basis. Slow and steady wins the race.

Find more link building tips and strategies in, “SEO Made Simple: Strategies for Dominating the World’s Largest Search Engine” available at Amazon.com.

For more free marketing advice, visit the marketing experts at http://www.MarketingScoop.com.

Announcing the beta launch of the Internet Marketing Forum!

Over the past year, I’ve heard from countless marketing professionals, entrepreneurs, and small to medium sized business owners that finding the right information online is often a difficult and time consuming process.

If you’re like me, when you’re searching for answers, you want them fast. After doing some research I decided to take matters into my own hands - to find a solution for this ever increasing problem. The need for on demand solutions to the most difficult and challenging marketing questions.

The Internet Marketing Forum is now live!

Even though I’ve been on the Internet for more than a decade, I was never a big fan of message boards and the like. Quite honestly, until about a year ago, I had never even posted on a forum. But I quickly learned the value of becoming a forum participant from both the perspective of posting questions as well as contributing with answers and explanations on topics aligned with my experience.

After making a rather substantial investment to update MarketingScoop.com (my main marketing website) by adding a forum, I’m happy to announce the beta version went live earlier this week. I’ve already received great feedback from visitors and have already started work on a version 2.0.

Now It’s Up To You!

The success of this forum, designed for those interested in marketing, is entirely up to you! I know that each of us needs a resource to connect with others in marketing and who have skill sets outside our own. This community can also help to validate Internet marketing concepts and ideas. I encourage everyone reading about this release to visit the Marketing Forum and register for free.. make a post, answer a question, and let the marketing community know you’re out there.

Please give me your feedback! This forum is intended for us… marketing folk (with a bent towards online marketing) so let me know what you think. What would make it better? How can we improve it?

Special Bonus: For anyone visiting the site and registering (FREE) within the next 48 hours, I’ll gladly email you a sample chapter from my top selling book, “SEO Made Simple: Strategies For Dominating The World’s Largest Search Engine“. Simply comment on this post with your email and feedback. I won’t publish any comments that include email so your info is safe.

All the best and happy marketing…

M.Fleischner

For more free marketing advice, visit the marketing experts at http://www.MarketingScoop.com.

Man, this is crazy. Everywhere I look, I’m hearing discussions about Twitter, Facebook, MySpace, and YouTube. These sites have been around for a while but I guess that all of the fanfare is due to critical mass.

Is It Too Late To Jump On Board?

A number of people have asked me about their involvement with social media. They’re asking, “Is it too late?” “Should I open and account?” etc. Here’s the good news… it’s never too late. And in fact, those starting later in the game do have some advantages over those who have been online for a while, it’s all a matter of perspective. Here are some tips if you still haven’t developed a complete social media strategy.

1. What do you want from social media? Think about what you want social media to do for you. Are you trying to promote your company or product? Do you want to establish yourself as an expert? Focus on the purpose and that can help you successfully implement a comprehensive social media plan.

2. Create a detailed plan. For those of you who read my blog regularly, you know that I’m all about planning - to a degree. Here are some things you should write down: Social Media Sites where you want to be included. What will be your theme? What steps are involved (registering for accounts, placing icons on your web site or blog, including references to profiles in your signature line, etc.)? Who will be managing day-to-day tasks?

3. Assemble a team. Who’s going to be executing on your social media strategy daily? If you haven’t figured it out already, it’s a lot of work. Assemble a team, use automation tools, or hire resources via eLance.com.

4. Establish goals. What are you trying to achieve on each social media platform? How many followers? How many fans? By when? Consider the outcome you’re striving for and you can quickly achieve your goals.

5. Be realistic. It takes time to get comfortable with social media and achieve the goals you’re striving to hit. Start slow but remain consistent in your efforts to succeed online. The key is to stay with it. Just like the social media sites themselves, it takes time to hit critical mass - but once you do, you’re golden.

Now is the time to get involved with social media. From my perspective it’s never too late. So don’t hesitate to visit Twitter.com and other social media sites today. Set up an account and get started after mapping out your social media plan.

For more free marketing advice, visit the marketing experts at http://www.MarketingScoop.com.

Web sites, Blogs, Tweets, Facebook… they are all creating a significant amount of content. The question is, “What are we supposed to do with it?” The leading marketers know the value of original content - and they are using it every day to grow their business.

Here are a few ways that I’ve used content to build and audience, sell products, or develop a strong house list.

1. Webinars. When interacting with others via social media (Twitter, Blog Comments, etc.) I often get a sense of what people are talking about. This is great information when determining content for your next online seminarn. Do something that’s ‘on topic’ and you will get a tremendous result.

2. Web site promotion. Are you promoting your site through search engines? One of the best ways to do so is through on-page optimization. Create content or widgets that will help your browsers take action on your site or keep coming back for more. Consider adding a Twitter widget to your site or button that allows individuals to ‘retweet’ your content.

3. Free downloads. One of the best uses of content that I’ve seen in the past 12 months is the ‘free download’. If you have content related to a timely topic or simply an area that your niche has a particular interest in, create a free download. I recently visited a site to get a pdf of Using Twitter For Business.

4. Create sign ups. Can you dole your content out one post at a time (or one lesson at a time)? Have users sign up for your informational series. A simple web sign up form can be posted inviting individuals to join your list in exchange for a name and email list. Be sure to use an auto-responder for maximum benefit.

These are just a few tips you should consider if you are being bombarded with content. Of course, always remember to get permission to use someone else’s content and be sure to provide proper attribution.

Don’t be overwhelmed by all the content coming your way. If you need to, shut off the feeds and proactively look for content to support your business needs. As always, have a plan and get started. You’ll be glad you did.

For more free marketing advice, visit the marketing experts at http://www.MarketingScoop.com.

Given the tremendous success that Twitter is enjoying these days and because I think it’s a really neat tool for all of us to use, I wanted to give you some additional background on Twitter and explain why using it can be beneficial for you and your business.

What is Twitter and what can it be used for?

Twitter is a social media tool that allows its users to interact with one another by answering the question “what are you doing right now?” in less than a 140 characters which equates to about 20 words or so.

In a relatively short period of time Twitter has created a mass following. From Celebrities to business owners through out the world, Twitter allows the immediate interaction with an engaged audience be it large or small.

Some of Twitter’s most highly followed entities are Ashton Kutcher and President Barrack Obama. The later has even announced the selection of his candidate for Vice President of the United States simultaneously via text messaging, email and Twitter.

Twitter is used nowadays by businesses from many walks of life. Many of them are twitting because it allows them the ability to inform and interact further with their current and prospective clients.

Who can join Twitter?

Anyone can join twitter and begin twitting in minutes, it is completely free. It’s also very easy to do and doesn’t take long to sign up for an account.

Why should I be following the MarketingBlog on Twitter?

Our tweets provide ongoing updates on how to improve your online marketing in a cost effective manner. When we find an interesting case study, technology or helpful anecdote that businesses and professionals can benefit from, we share it with our readers.

We tweet on a daily basis on topics that are vital for your marketing and its advancement. By connecting to @mfleischner you will be kept in the know on issues of online marketing, SEO, search marketing and a number of social media topics.

How do I get started using Twitter?
1. Go to http://Twitter.com.
2. Click the get started button.
3. Enter your name, a password and an email address.
4. Use the settings button to add a bio of yourself or add a photo.

How do I follow the Marketing Blog on Twitter?

Once you are logged in go to http://twitter.com/mfleischner and choose the follow button. It really is that simple!

For more free marketing advice, visit the marketing experts at http://www.MarketingScoop.com.

Reporters are dying to quote entrepreneurs, small business owners and consultants just like you. The trouble is, they don’t know you exist! If only you can get your hands on a great media contact list, then you can get your name and credentials in front of reporters. This way they will contact you when they are writing a story that would be perfect for you.

So how can you get your hands on a great media list that’s filled with information about reporter’s who want to quote you in their articles? Many companies sell names of reporters. Like everything else on the Internet, they vary by quality, features and services. Before you buy a media list, be sure to ask questions like the ones below.

10 Questions You Must Ask When Buying a Media List So You Get the Most Bang (Publicity) for Your Buck

1. When was the list updated? Reporters change jobs quite frequently. And many newspapers and magazines are laying off people. So you want to make sure the list is updated on a daily or weekly basis. Otherwise, you’ll waste time, money and energy sending messages to people who don’t work there!

2. What contact information is included in the list? You’ll want a list that has name, title, email, phone and snail mail address. Yes, snail mail. This way you can send books or product samples. You’ll want email for sending pitches, press releases and press kits. You’ll want the phone number to pitch by phone. Of course, you will have much of this information on your website, but you’ll want to have every means available to contact reporters in the format they most desire. Reporters can be very, very picky!

3. What information is included about the reporter? Most basic lists you’ll find on the Internet will have contact info, but not much else. That’s not enough to do target marketing. You want to know what topic (referred to as a “beat”) the reporter is covering as well. Some of the best companies offer additional insights into the beat. For example, some lists will tell you if reporter A only covers politics with a conservative slant. That will help you when you fine-tune your pitch to her.

4. Do you get a list that is sorted by the topic the reporter covers? Some list companies will sell you the entire database of each publication. That’s way too broad for most people and will lead to a lot of waste. In other words, it’s not enough to know that Jill writes for Business Week. You want to find the person who covers your topic. Because if Jill doesn’t, she’ll just throw away your message.

5. Does the list contain a reporter’s personal information? Most lists don’t have information such as “like to bowl,” or “wrote a screenplay” or “recovered from cancer.” But if the list has this information, you might gain extra insights into the reporter and you might be able to build rapport faster.

6. Does the list have the publication’s URL? Let’s face it, not everyone knows everything about every publication. Nor is every publication available at your local newsstand or library. However, if you have their URL, you can easily read about the publication, get its view on the world and read articles by that reporter. It’s a great time saver.

7. Does the list have web-only publications, like websites and blogs? These outlets are beginning to play a much bigger role in telling stories to you audience. Don’t overlook the online-only opportunities.

8. Does the list show circulation figures? Since you don’t have all the money in the world to send out books or product samples, or even to call everyone on a good list, you must decide who is important. That’s where the circulation figures come in to play. Start with the biggest and work your way down. If you don’t have the circulation figures, you don’t know who the big boys and girls are.

9. Is the list searchable and sortable? Look for a list that is delivered in a digital form, like a spreadsheet or a word document. That way you can use sorting and searching tools to find the best reporters.

10. What rights do you have to the list? Some companies give you one-time use of the list. They even “seed” the list with fake names so they can tell if you use the list more than once! Look for a company that gives you unlimited use of the list so you can get the most value for your investment. If you follow these tips, you’ll find a list of media contacts than can serve you well at a price you can afford.

Guest post by Dan Janal who is media relations expert, author and speaker who coaches entrepreneurs, doctors and wellness professionals just like you on how to get publicity and turn it into REAL profits. Now, Dan invites you to go to http://www.bullseyepublicity.com to get a free e-course on how to successfully pitch reporters with media lists. Go to http://www.bullseyepublicity.com

For more free marketing advice, visit the marketing experts at http://www.MarketingScoop.com.

I recently put Google Analytics tracking code across all of my websites and blogs. I found out some very interesting things that make me MAD!!!! I’m sure it comes as no surprise that most people get to The Marketing Blog through a Google search for marketing blog or Internet marketing blog. But did you know that our bounce rate is 80%?

For those of you who aren’t using Google Analytics or have a background in analytics, let me tell you that anything over 50 pretty much sucks. The bounce rate is the percentage of people who hit your page and then leave.
The good news is that I publish all of my posts on a single page (up to 4) so you really don’t have to click anywhere to get the content. I do this because I personally hate clicking around sites only to get distracted by shiny objects. So truth be told, I don’t have much to be mad about because one way to read this statistic is that you guys/gals are finding what you need right there on the home page.

If you’re looking for me to cover any specific topics that are marketing, internet marketing, seo, or search marketing related, let me know. I find the most productive aspect of this blog to be all of your feedback and comments. Thanks so much to my loyal readers and everyone reading this post - I’m certainly not mad at you… keep marketing!!!

For more free marketing advice, visit the marketing experts at http://www.MarketingScoop.com.

There’s a lot going on in my marketing world today. My book, SEO Made Simple was just released in paperback (ISBN-13: 978-1442169203) and is available on Amazon for anyone interested in learning more about my search engine optimization methods. Okay, with that out of the way, I thought I’d reflect on a great Webinar I saw today.

The topic of the Webinar was how to test a landing page that ranks well for a given keyword or keyword phrase. I was drawn to the presentation because I’ve been spending quite a bit of time optimizing pages lately and wanted see what it was all about. The jist of the presentation was how to maintain the organic ranking of your web page while running an A/B split test (essentially testing 2 pages side-by-side).

Although the presentation was a bit technical, it did give me some insight into different ways of running an A/B test and maintaining your ranking for the given page. However, I like things EASY. When they started talking about canonical tagging, I tuned out. If you want to test two pages to try and increase conversion rates, here’s what I recommend.

1. Register for Google Webmaster Tools.

2. Use Google Web site optimizer A/B testing.

3. Enter the URL’s of the pages you want to test. WARNING: Only test one element at a time. The best way to do this is start with the existing page and change a single element like the placement of copy, the offer, the form, etc.

4. Run it until you stats are significant. There are tools on the web that can help you determine statistical significance.

5. If your new page converts a higher percentage of users (at a higher dollar value) than replace the existing page with the new one.

6. Rinse and repeat.

Using this method, you don’t have to worry about a change in organic rankings because Google rotates the URLs for you and each one is unique. The key is to have a very targeted test, test page, and system for collecting the results. Google does it again… make my day!

For more free marketing advice, visit the marketing experts at http://www.MarketingScoop.com.

I recently entered into a debate with a Direct marketing guru about email marketing. It’s amazing what you’re reminded of when you talk to someone with a similar background and a wealth of experience.

When considering a new campaign, we talked about our list. As you probably already know, studies have shown that the success of any direct marketing campaign is comprised of 40% the list, 40% the offer, and 20% creative. I often have to remind people of that stat when they start commenting on design saying that this box should be bigger, the blue should be a different shade, etc. Sorry, I digress.

So anyway, we’re having this discussion about emailing the entire list a few times each month or just simply emailing “new” people who have been added to the list - and obviously purging opt outs. My argument was that if an individual didn’t respond to the first few emails, they should be suppressed. I mean why keeping Spamming someone if they’re clearly not interested.

My friend said that a lack of response doesn’t mean they are disinterested, just that they are not interested at the moment. Hmm.. pretty deep but true. When life events happen, people often move from not interested to very interested and it can happen quickly. So if you stop reaching your audience just before a change, life event, or sudden need - and someone else comes in with an offer - you lose.

The motto of the story is that when using email marketing, don’t be afraid to reach out to your audience again and again until they opt out. Chance are that if they showed initial interest, at some point they will be ready for your product or service and you want to be there when they are. Vary your message a bit so that people don’t get annoyed. However, don’t be afraid of over communicating. A valuable reminder to anyone who using direct marketing!

For more free marketing advice, visit the marketing experts at http://www.MarketingScoop.com.

Hey all.. guest post from Joanne Black today on the importance of building relationships with your customers. This is not only a core marketing principle but essential for anyone looking to make the most of a down economy.

Yes, the economy is lagging and budgets are cut. Yes, we have competition. Yes, clients are postponing buying decisions. So what?

If you focus on building relationships and implement the sales strategies I reveal here, you’ll be able to close more deals and get more sales now. People will buy from you even in a lagging economy — no matter what your price point.

3 Ways to Get In, Get Started, and Close More Deals

Sales Closing Tip 1: Recommend New Approaches

Good salespeople have always talked about creating value. Now we need to put ourselves in our clients’ shoes and be creative. We must get in and get started. Think smart, not big. It’s always smarter to have a smaller piece of something, than a big piece of nothing. Begin with a smaller project, a reduced order, or a regional, rather than global, implementation. Get in, and get to know the client. Let them get to know you. Get to know their business.

Sales Closing Tip 2: Create Metrics

Sit on the same side of the table as your client. Work together to determine the best way to get started. Always, always, create metrics with your client. How do you, together, define success? Get agreement that once this project is successful–according to the metrics you’ve agreed upon–that the client will work with you to identify other sales opportunities within their organization. A successful project breeds a successful relationship, which leads to successful referrals. This means more sales leads and more money for you!

Sales Closing Tip 3: Negotiate or Walk

Yes, the client will want to negotiate on price. That’s their job–to build business while watching the bottom line. How many times have you submitted a sales proposal to a client, and had them say, right off the bat, “Great! Where do I sign?” It doesn’t happen. We always want to get the best deal, so why wouldn’t our clients? If you must adjust your price, then adjust the scale of your project or the deliverables as well. Always get something in return and write it into your agreement.

Maybe the client agrees to write a testimonial or promises to refer you to another business unit in their organization, or to someone they know at a different company. Maybe you barter some of your services. Bartering is an age-old way of doing business, and it makes sense in many cases if you want what they have and they need what you have. Perhaps the client has software that your company needs, or a consulting methodology that could propel your business. You get the picture. Work it out. If you can’t work things out, be willing to walk away. It’s a tough decision, but it may be your best strategic sales decision. You’ll be off to the next client who values what you offer and is willing to pay for it.

If you follow my advice in this article , you will build lifetime customer relationships with clients who want to buy from you over and over again even in a lagging economy. You will get more referrals. And, you will close more sales. So, what are you waiting for? Get in and get started now!

America’s leading authority on referral selling and founder of No More Cold Calling®, Joanne Black helps salespeople, sales teams, and business owners get more referrals and attract business fast without increasing the cost of sales. Discover how to turn prospects into clients more than 50 percent of the time even in a lagging economy with her No More Cold Calling sales programs at http://www.nomorecoldcalling.com./

For more free marketing advice, visit the marketing experts at http://www.MarketingScoop.com.