I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great … I've got 10,000 fans on Facebook" or "I have more than 15,000 followers on Twitter." Then I'll ask them how many free e-newsletter subscribers they have. And they'll reply, "I haven't had time to build a list yet. I don't have an e-newsletter."
Wendy Montes de Oca
Whether your goal is cross-selling or lead generation, interstitials are a great way to get your website visitors' attention and take action. According to adspeed.com, an interstitial ad is a full-page ad that appears before (on top of) the actual webpage. This illustration is a sample. Your webmaster or Web programmer can easily put this in place via an html script. In a nutshell, it's an ad in the front/center of the screen (some sites even keep the ad in place if you scroll up or down, which I find annoying).
This is going to be a short post. First, a caveat: No one SEO tactic is the end-all be-all, in and of itself. It is part of a bigger picture using other SEO tactics. So, emphasizing keywords alone will be useless. Several SEO tactics need to be part of your overall SEO plan. Second, I'd like to clarify that there are different points of view on this. However, many webmasters still believe certain tactics—such as alt tags/attributes and keyword emphasis, such as bold, underline, italics—although they aren't critical to overall SEO, certainly don't hurt efforts.
Anyone who's involved in Internet marketing can tell you that Penguin is more than a cute little seabird that lives in Antarctica. The Penguin 2.0 algorithm was released by Google in October 2013 and basically penalized websites for having unnatural, irrelevant, low-quality, spammy backlinks. Those that may come from link farms or sites that pay for backlinks.
Pay per click (PPC), particularly Google AdWords, is a marketing channel that can produce profitable results for your business, whether your goal is lead generation or sales. I have been managing PPC for businesses, as an in-house marketing leader as well as marketing consultant, for over a decade now. Though the years, I have noticed many secrets to success that I wanted to share—especially with business owners and marketers that haven't tried PPC yet.
OK, I know what you're thinking … viable leads typically don't come from sweepstakes and contests. And when not done correctly, that's exactly right. However, just as any online direct response tactic, this one is no different. Over the years, sweepstakes marketing has become refined through testing and targeting. And since the boom in social media, sweepstakes are more popular than ever. But before you embark on this tactic, there are a few core concepts to know—as well as best practices.
If you're an Internet marketer, you know there are several online channels you can leverage without paying upfront for advertising, such as some banner ads or pay per click. Three online channels that are super-hot and showing no signs of slowing down include content marketing, social marketing and search marketing (organic). Each of these online channels have one thing in common: They all maximize content.
Sure, fulfillment and inserts aren't as sexy as other forms of marketing, but they can be viable ways to bring in steady, ancillary revenues. I've seen some online publishers bring in hundreds of thousands of dollars with a carefully thought-out insert program. For instance, taking a direct mail control piece and adding it in customer fulfillment packages as an insert. A no-brainer, right? Wrong! You'll be surprised how many businesses are leaving money on the table by not doing this.
Whether you're an entrepreneur, corporation or online publisher, the power of the lead is critical in growing your business … and your email list. Leads, also known as prospects, are typically the entry level point of the sales funnel.
Most people know Web 2.0 is simply the evolution of the Internet into an environment of interactivity, reader participation and usability. Web 2.0 opens up the dialog between user and website or blog. This connection can help generate traffic and a viral buzz.
As the social media landscape grows with both mainstream and specialized sites, so will the creative ways to communicate to friends, followers and fans. Although the current social network behemoths are Facebook, Twitter and LinkedIn, other venues like Pinterest and Google+ are also carving out a niche for themselves. And MySpace still has a strong foothold amongst the younger demographic. But don't forget that social marketing isn't just for networks. Forums, chat rooms, message boards and blogs are the granddaddies of Web 2.0. These venues are where socializing and interacting in communities originated. Some call it old school, others an untapped resource when used correctly in your online marketing mix. However, before you starting posting away, it's a good idea to know the "best practices" that help make up a successful social marketing program.
Media buying, or online advertising, is more than just a Web strategy to help grow your business. It's both a science and an art. It involves a bit of finesse, competitive research, creativity and good negotiation skills.
A recent study by Google showed nearly 75 percent of consumers surveyed said they want to see mobile-friendly sites. And if you're site isn't one of them, you may be losing leads and sales. The fact that we're a nation that is on-the-go and pretty much living on our smartphones or tablets means that your website should be adapted to these mediums to help monetize your business. It also means that thinking about mobile marketing and how to incorporate various forms of that into your marketing strategy should be high on your list for 2013.
Affiliate marketing has been a viable way to help build ancillary revenues by having someone else market your products. It's generally cost effective and could involve little work. You can go about this through affiliate networks, such as Commission Junction or LinkShare, or simply start an affiliate program on your website and track sales and commissions with affiliate software, such as DirectTrack. Software costs could range anywhere from a few hundred to a few thousand dollars … depending on how robust you'd like your features.
When you're launching a business, it's important to build your brand. But what does that really mean? Your brand is your business—it should convey your USP—unique selling proposition. It's what makes your business unique, recognizable and accepted in the marketplace.
OK, so you've won half the battle. You're driving traffic to your site. Now what? How can you get your visitors to convert? This is a challenge that most every website that sells a product faces. The following are some tried and true tactics that, over the years, I've seen make a difference. Some may seem simplistic, but they DO most definitely impact your online conversion rate.
Many direct marketers are familiar with the practice of list hygiene. In a nutshell, it's going through your email file, looking at inactive, duplicate or bad emails, and removing them or "purging them" from your list. Having a "clean" list means it's more relevant and responsive. The same holds true for backlinks … especially in lieu of recent Google algorithm updates like last year's Farmer/Panda and this year's Penguin, which penalize websites for low quality irrelevant content and backlinks.
I'm taking a short break. I'll be back on July 30. In the meantime, take a look at my previous posts and let me know what you'd like to hear next.