The Question is: Who should you advertise with?

The Answer is: The leader of your demographic viewership, right, if you can! maybe…depends on what your selling, kinda

Next Question: Why?

Answer: They are the leaders in their realm, vertical or however you want to divide segments. The real answer is in the “Unique Users” portion of this table. So, if I am a unique user, I have verified this how? I gave them everything they asked for to get whatever I was after, Name, E-Mail Address, Phone Number, Age, Weight….and depending on what site, much more. But let’s stop here. It is enough to “Life Stage” and “Qualify”.

So I am a 42 year old male (They know this because I told them when I signed registered) and my portal or default search engine (Google) knows what I have Searched for today because I agreed to help them when I do a search (Places to Stay in Daytona for Bike Week). On the results page they have shown the top places to stay on a map. But, I have other choices such as the areas above the Map and to the right of the map. Yep, we have all seen it and this is what most customers think of when you say Internet Marketing.

But think about this, what if I was in Knoxville Tennessee and was on the Wall Street Journal’s Web Site and there was an Advertisement on the right side of the article that I was reading that promoted “Stay Here in Daytona for Bike week, Rates Guaranteed not to be Beat!” AND, it had a cool Biker Chick on it! How did they know? Let’s just say they talk to Google and know that I am 42, Male, looking for a place to stay in Daytona.

Neat hunh? They know because I gave them that info. But here is the cool stuff, they also know where you live generally (By IP Address). It sounds a little bit like BIG BROTHER! But it is really to help you.

Ok, I just reserved a place to stay in Daytona during Bike week, I am good to go, put my credit card information in and it went through, whew….but what do they know now? Your going to be in Daytona Florida from March 6 through the 8th and earlier today you listened to Kenny Cheseny and Zak Brown Band is going to be in Daytona at Ocean Deck on the 7th. So on your results page what do you see? Yes, Zack Brown Band Tickets for Half Off, but there are another dozens ads for restaurants and entertainment with the happenings for the time you are going to the there.

Ok, ok check this out and I will post the good stuff after… Hover over the Squares in the graphic to see the information

http://news.bbc.co.uk/2/hi/technology/8562801.stm

Hold true to “What Works” and then make it better.

Think our clean designs and philosophies are our own? OK, so I have worked with SINGER and all those big brands, but where did I learn that “less is more”?

http://www.webdesignfromscratch.com/basics/simplicity.php

We still have to do all the SEO that we preach, but we always have to bring the design back to simple. Google understands simple, look at their web site.

Why would I do this? We are doing more work on this subject than we are design. So I am moving the most relevant content to the front of my web site.

Throwing acronyms out there to increase the hits to this blog, is not the goal of this post. My purpose here is to discuss what your goal for a web page is, or what it should be.

• Get Found

• Convert

• Track/Optimize

Unless your educating someone, using social media to provide valuable information in exchange for contact information or establishing yourself as an expert in your industry, every page of your web site should have 3 goals in mind:

Get Found

1. Is the title of your page relevant to the key words or phrases the page is targeted to and the proper number of characters?

2. Is the description of your page relevant to the key words or phrases the page is targeted to? Are they the proper amount of characters?

3. Is the content of the page targeted to the demographic?

4. Are you using useless words?
“I have a Question for you” Why would you not just ask the question? Example: Question c: above old school or useless phrased:

“Are the pages phrased appropriately for the education level of the key demographic that the page is targeted towards?”

New School or Google Phrased:

“Is the content of the page targeted to the demographic?”

My keywords here are “Targeted Demographic”.

Convert

When a visitor lands on your page, what do you want them to do? If your a restaurant, you probably want to get them into your dining room. If your a garage, you want them to bring their car in. If your a doctor/ into your waiting room and if your a mortgage company you probably want to make them fill out an application.

What do all of these have in common? You WANT THEM TO DO SOMETHING! Then make it apparent. Maybe offer them something, a Discount, a Free Download, a Coupon, does it really matter?

INTERNET MATH

If you had zero conversions last month and 25 this month at a 10% discount and you spent $2,000 to get them there and your customers lifetime value is $10,000, your ROI is one bazillion dollars! OK, maybe not, we need to run you through an ROI calculator, (we really like the bazillion dollar calculator) but we need a true ROI analysis.

Track/Optimize

So have you really been tracking how many visitors you have on your website?

If you are, do you know where your visitors are coming from?

If you do, can you increase that? Can you develop the areas that are not the most productive?

Siebal Systems (CRM), used to have an annual rule, no matter what, the bottom 10% of the sales force was eliminated annually! You could have been an industry top performer and still have lost your job because you didn’t keep up with the thoroughbreds.

If they could do this to people, why would you not track, analyze and do it with your inbound marketing campaigns?

So your doing adwords? Working good? Why not add 10 times the amount of keywords you currently have? All Targeted and relevant. It costs you no more if no one clicks on it. So why not try 10 to 15 variations of ads? Again, costs no more. So now you could use Analytics to track which keywords are top “Bait” and which Conversion Pages are the best.

Now you should be able to take a top bait ad and send it to a best converting page. Think you could do it better? I bet you can, so test it and optimize it again.

What if your product manager brings you a great new idea, but the management or sales team just doesn’t know if it will work? Why not test it and see before investing in engineering and production?

This is the basis of an inbound marketing campaign. Invest in conversions. Invest in being reactive. It is easier to convert someone that is looking for your product or service than it is to seek, sell and then convert.

• 66% of marketers plan to invest in social media over the next 12 months, but only 36% plan to monitor and analyze the success-or failure-of their efforts
• 84% of Marketers are shifitng a portion of thier direct marketing (outbound) budgets to social media (inbound)
• Marketing Takeaway: Make sure you are re-allocating your budget and efforts regularly, based on results.

We started wrapping up our meeting and I asked if I should follow up with him towards the end of next week.  He said unfortunately he would not be here next week, he was going to Reno and that I should follow up with him the following week.

So, as I was pulling out of the parking lot I went over the meeting in my head, in my presentation I asked him how familiar he was with Pay Per Click advertising, His head immediately started going back and forth, “I don’t want someone to be able to click on my ad over and over again and cause me to spend money!” I explained to him how he would be protected, and started walking him through the campaign ideas we had.

By the end of the session his head was nodding up and down and saying, “yep, I get it now!”.

Did he really get it? His business is down, it is a poor economy, “I need to sell some more before I can pay you, call me when I get back from Reno. Oh, while I am out there I am going to look that this” and show’s me a picture of a shiny Porsche.

Man, this sounds familiar, while working at Mediapulse during the Dot Com crash, I was hearing the same story. ‘Well I will have to get back to you next month Ricky, my investor is sending my next round of funding, so I am going to head to Mexico while the funding is taking place’, and gets into his Mercedes and drives away.

During this time in the late 90’s early 2000, my friend gave me a book “Selling the Invisible”. I have always been a “Picture This” kind of guy, but this book taught me how to sell Value.

So, did the realtor see the value in what I was presenting him? I am afraid not. His only current form of advertising is Signage in the yards of the homes he is listing, print classifieds and his MLS. His competitors are doing very low bid’s on pay per click and with the minimal budget we proposed he would crush them and more than double his current activity. Probably, for about the price of his plane ticket to Reno.