Tag Archives: web page content

Online Direct Marketing for Beginners

Online direct marketing is a highly targeted and measurable process. With direct marketing, you can immediately identify correlations between separate marketing efforts and your bottom line.

Because direct marketing is highly targeted communications, you can save money by testing different online direct marketing ideas to different groups of your target market. This tells you which idea works best and that’s the one you roll out on a bigger scale.

Although online direct marketing is similar to its offline counterpart, having technology as your medium allows infinite creative possibilities for your execution and offers better organization of your data.

Below are 5 essential steps towards making your online direct marketing campaign generate ROI and increase your bottom line.

1.    Acquire
The key principle behind direct marketing is only talking to the people you want to talk to. This assumes that you already know your niche and you already know what you want to tell them.

Most marketers see their target market as just that—a group of people within their desired market. As a discipline, direct marketing challenges marketers to see their niche as individuals. As opposed to billboards or TVCs whose success relies on traditional marketing (the more pairs of eyes the better), direct marketing seeks to reel in high-value individuals (the few who actually make an impact on your sales because of their loyalty and voluntary advocacy).

Marketing research is essential to find these high-value individuals. In which States are they? Which dealers do they frequent? Would they prefer to receive emails or text messages? Besides their names, all of these form part of your data acquisition. Give them a reason to share with you their online contact information.

2.    Communicate

Now that you know whom to talk to and how you can get to them, it’s time to figure out what to say and how to say it.

Similar to coming up with relevant web page content, direct marketing calls for the same attention when crafting your message. The recipient of your online direct marketing effort should feel that you’re talking to him as an individual.

Personalize each message as much as you can, depending on the data you’ve gathered. Use his first name. Find out which of your products he likes. Talk about that product instead of immediately cross selling.

3.    Close the feedback loop

Allowing your niche to respond to your online direct marketing efforts can seal you the deal. Encourage them to talk back. Let your niche know that you genuinely care about what they feel and what they have to say.

Use this opportunity to give individual replies to the feedback you’ve received, based on individual preferences, needs, and issues. Store these details in your database for reference and tracking.

4.    Update

Make sure that your database is always updated. Your list of names has no use if the email addresses or their SMS numbers have already changed. With every material that you send, you can include a link that directs them to a page where they can update their profiles if they wish to continue receiving material from you. You can also do the updates yourself when you reply to their feedback.


Is Your Pay Per Click Campaign Ready?

1.    Know your product’s USP
It’s not enough to know your product’s attributes. If you’re selling gum, your brand’s attributes will be the same as the next Joe who sells gum. You have to know what makes your gum different from Joe’s products—this is called your unique selling proposition (USP) and this is what you focus on.

Highlight what makes you different from your competition. It’s not just a matter of “I have more” or “I have better.” It’s a matter of “My product will solve your problem” or “My product can help you address this particular issue that you’ve had for a long time.”

In our example, your product is gum. It’s not enough to keep coming out with new shapes or flavors. You could attract more attention if you tie your “cool new flavored” gum with a health benefit like being an aid for oral hygiene, or helping kids adjust the distance between their teeth.

2.    Conduct qualitative market research
Always let your niche guide your marketing efforts. As a marketer, it is your job to bridge the gap between your brand’s identity and the image that the market has attached to your brand.

Qualitative market researches help you save money—knowledge protects you from paying for unwanted clicks. Information like geographical concentration, lifestyle, and which websites they spend their time on will help you make your PPC ad placements relevant.

Qualitative surveys are also good sources of your niche keyword list. Remember that AdWords are keyword-based. It is important that your ads and your website content are optimized for the same audience using the same language that your niche can relate to.

3.    Organize your website

Beefing up your website doesn’t stop at graphic design and a site map. Your content is the life and blood of your website.

People who use the search function usually know, or at least have an idea, what they’re looking for. When your web pages come up as part of their results, they expect your site to give them information relevant to their searches. If you’ve optimized for the keywords that the visitor used, then your content should be related to the query.

The best website content is consumer-focused. Write for your niche. Make them feel that your brand understands and cares about them. Give them a reason to explore further and check out your online catalogue.

4.    Match PPC ads and landing pages
PPC ads like Google AdWords are clickable ads. You have the freedom to determine which web page each ad will lead to. It is important to match your ads with the right landing pages. You wouldn’t want to turn off a prospect with web page content that has nothing to do with the ad that he has read.

5.    Post regular updates

Setting regular updates go beyond your ads. You should be conscious about what’s happening to your market and update your content accordingly. In the same light, conducting periodic qualitative market research gives you fresh information for you to update your niche keyword list so that you remain relevant all the time.


How to Pick Successful AdWords

Successfully rolling out your AdWords campaign requires more than the number of placements that you can own. In fact, having your AdWords appear frequently but randomly can do you more harm than good. Pay-per-click ads charge per click—it doesn’t matter whether the click you’ve paid for translates to sales or not.

Knowing the business model of AdWords, it is important to be careful about where your ad appears and who gets to see it. Below are 5 tips that can help your AdWords appear with searches that are relevant to your niche market.

1.    Know your niche
Although AdWords are simple and affordable to execute, mistakes will surprisingly cost you dearly. This is why it is important to look into conducting market researches.

Investing on knowledge about your target market doesn’t only allow you to improve your products and services. A well-planned qualitative market research gives you a better understanding of your niche—who they are and how they think. This gives you a good idea on how they use words and how they talk about your brand and your competition. Knowing these things can help you craft better AdWords copy and bid for the best, most relevant niche keywords.

2.    Misspell
Good web content relies on relevant topics, good writing style, grammar, and spelling. However, AdWords heavily rely on niche keywords that are dictated by the users. You have to take into consideration the different possible word combinations and ways of spelling. For example, the word football can also be spelled as futbol (taking European and Latin American fans into consideration) or even as footbal (studies show that this is how people misspell the word most often).

It is also important to figure out which words are most often misspelled and how people usually spell it wrongly. For your AdWords ads, it’s okay to optimize for misspelled words, as long as the content in your landing page is relevant and of good quality.

3.    Know your competition
It is important to keep yourself updated with your competition’s web content. Based on what’s available to the public, you’ll be able to tell which words they’re optimizing for. Their keyword list could be similar to or very different from yours.

Optimizing for different keywords shouldn’t make you panic. Always go back to your consumer research. Ultimately, it is the consumer who searches for you and it is for them that you optimize your content and AdWords.

4.    Write great AdWords content

AdWords give you some space to give a short headline and a description of your offer. Writing copy for AdWords could actually be more difficult than writing for your web content because the number of words you can use is very limited.

Be concise. Find a benefit that is unique to your brand and own it. That’s what you write about.

5.    Write great web page content

Each click that you pay for should lead to great landing pages. Your AdWords deal with the awareness, your web pages do the selling. This doesn’t mean that you should write sales pitches—in fact, do not write sales pitches. Your web page content should be of value to your niche so that they have a reason to stay and find themselves browsing your online catalogue.

Attract Free Traffic by Social Bookmarking

What is social bookmarking?

Social bookmarking is a great way to follow your niche all over the web while simultaneously allowing others to follow you (representing your web page) all over the web.

Here are some of the most widely known websites conducive to social bookmarking:
• Facebook
• MySpace
• Twitter
• Plurk
• Blogger
• Digg
• StumbleUpon
• Delicious

Maximizing the reach of online social networks helps your website become more accessible without relying on search engine rankings. Most of these social sites allow free usage, making your brand twice as visible without eating into your marketing budget.

Free or not, it is recommended that you learn more about the opportunities that social bookmarking offers, so that you get the most out of all your online marketing efforts. Below are the 3 fundamentals of using social bookmarks to attract the right people to your website.

1. Find out which social networks and pages your niche frequents

The basics are there to help you build a solid foundation. Go back to knowing your niche well. It would be helpful to figure out a select number of social bookmarking sites to work on instead of spamming the web with your site.

It would work to your advantage if you limit the “appearances” of your website or web page to places where your niche needs you to be—for example, a blog that talks about your category in general or a Facebook Group page of your brand.

2. Comment on entries that are relevant to your web page content

It would also be a wise move to build up your online presence by gradually increasing visibility in content-driven websites like blogs and forums. Pitching in comments that are relevant and informative helps build your credibility, which is very important if you’re a new player in the market.

Make sure you mention specific sections of your website that are closely related to the topic being discussed. If allowed, you can leave links to your webpage, exactly on the content that addresses the issue. If you spread yourself through the correct social bookmarks, your niche will follow you back to your website, and they’ll appreciate all the helpful content that you have to share.

Make use of your website to keep track of visitors’ behavior. Give them the opportunity to type in their own comments and leave their own trail. Follow them all over the web and discover other social bookmarks where you can add yourself.

3. Create an account, add your own content

Having a host of unofficial fan sites dedicated to your brand means that you’ve done well. Do reach that point. It would be a good idea to give your potential fans a little inspiration: create your own social network account. This will give you a chance to introduce your brand image in a way that is far from hard-selling.

Most social sites have fields that allow you to put interests, hobbies, beliefs—all wonderful opportunities to talk about yourself without the risk of being negatively challenged.

3 Strategies for Social Bookmarking

Adding social bookmarking to your online marketing mix can be a little tricky. Like search engines, social bookmarking websites have rules that users need to follow. For most social bookmarking sites, one of the most important rules is not allowing users to use the social bookmarking site as a means to promote one particular web page or website.

This rule is often implemented to keep the mission of social bookmarking sites intact: the goal to create a community that enables an individual to share informative or entertaining resources online that are relevant to his social bookmarking network. The great thing about this rule is that it controls spamming. On the other hand, it could result to a website being banned from the bookmarks, whether or not it belongs to the user that keeps bookmarking the site.

Don’t get stuck with the idea that social bookmarking is dangerous and detrimental. When done right and according to the rules, you’d be able to reap the benefits of niche traffic streaming into your web pages.

Below are 3 strategies to help you get your web pages bookmarked.

1. Create quality web page content
Before even attempting to bookmark your own pages, ask yourself if your content is worth reading, let alone be presented for worldwide consumption. Even if the anti-spamming law doesn’t exist, people will still not visit your site when they find out that it’s a waste of time.

Coming up with good content doesn’t mean talking about your brand non-stop. It means connecting with your niche and figuring out what their issues are and what’s important to them. Find a problem that your brand can solve. Every time you create content, keep your niche in mind. Give them a reason to come to you.

2. Share your knowledge through blogs and other websites
After bookmarking a handful of your best web pages, it’s time to have others find you worthy and bookmark you. A good strategy for this is to guest-write for blogs that talk about your category. Not only does this up your credibility, it also opens another Pandora’s Box of your niche. If the content you submit is good, then you will be bookmarked. Just make sure you leave a URL that leads readers to your related web page.

In relation to expanding your reach through other’s blogs and websites, it is a good idea to bookmark the websites and blogs where you contributed. This encourages the entire community to pay it forward and bookmark you.

3. Share your knowledge through forums
Joining different forums also helps increase your chances to be bookmarked while adding to your credibility. Make sure you join topics that are related to your brand or category. Pay attention to peoples’ questions and pick out issues that only your brand can solve. Reply to these posts with helpful tips. If people respond well to your contributions, you can eventually add links to relevant pages from your website.

Check back regularly for follow-up questions and other opportunities to make your brand shine. Make as many friends as you can and if they request you to add them up as your social bookmarking friend, happily oblige!