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Marketing Tips Galore

These are short blurbs of valuable information that provide helpful hints to quickly improve your marketing, online…and also offline, posted weekly. So come back often! Tips are all archived below.

The Most Recent Marketing Tip:

Cold calling made a LOT easier with online data - September 29, 2009

If you are a B2B company and do not sell services or products by credit card online/phone…in an ideal world, a high % of visitors who hit your site will see your incredible offer(s) for various free information, etc, be impressed, and contact you online or by phone. You absolutely need to have the most engaging web content offers you can to try and get those visitors to part with their contact information. And if you do so you will get a good response…But what about any potential prospect who found your site and were possibly interested? Perhaps they were simply too busy or too distracted, or that day did not have the time or feel like filling out your information request form? What of them...who showed some initial interest? Who were they?

Google Analytics (which BTW is a free web data tracking service) and other quality web tracking services provide network level of web data which, in turn, usually provides the company domain (and name) that clicked into your site. Not a perfect source of information, but a lot better than picking up a phone book or even using a target list of candidates and dialing for dollars.

Then if you want to take it another step, Netfactor, takes provides additional, valuable information to start your cold calling. Check it out, cold call a LOT more effectively, and make more sales. A very small percentage of B2B businesses use this type of online data to make cold calls (or other contacts).

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The best free market research thing around - June 03, 2009

The Google Keyword Tool

Here’s are the basics of how it works: type in a word, or words, or phrase or phrases and Google will spit back a real-time report that show you the volume of searches done on those words/phrases and their iterations last month in the US and an average of monthly searches worldwide. You can also choose to have synonyms listed, and there are more cool features.

So what?

This is real live empirical data about what people choose to search for online – that is what people know about and have in their brains now – vs what you want them to have in their brains. And it’s FREE. Even if you aren’t an online marketer and/or don’t care much about how to get your site better seen on Google (and other engines) The Google Keyword Tool is invaluable when you are pondering e.g. new products or services and trying to figure out how to name or categorize them or you are revamping your current marketing messages but don’t have a good starting place. It’s a lot easier to fall into an existing “silo” in people’s brains – than into one that no one knows of...or has heard about. Or maybe you want to know about your particular brand – and how “interested” people are in it versus a competitor(s), etc, etc.

Pick a few terms that describe one of your current products or services, and try it out. You might be pretty surprised at the results.

Where Do You Rank on Top Search Engines? - April 29, 2009

Want a quick, free and easy way to check out how you rank for any keyword (or keyword phrase) on Google and Yahoo (and also Live) compared to other sites?

There are a bunch of tools out there, but the SEOCENTRO Rank Checker is a good basic one that tells you a lot of top line information in a hurry. Just type in your main domain and the keyword (and if you want…a competitor domain as well) and you’ll immediately see:

Your keyword rank(s) on Google, Yahoo and Live (if it’s in the Top 40)
Other related keywords you might want to check as well
The top 40 url rankings for that keyword
The page(s) on your site that generate that rank(s)…and the same for Top 40.
3 of the key factors that help your ranking (domain name, title tag, or specific url…realizing that these are only 3 factors)…and the same for the Top 40.
Plus the number of pages you’re competing against (which can be a big number)

Rank Checker a nice quick SEO reference if you’re wondering how you’re doing on the big engines with respect to organic (not pay-per-click) rankings. It can also be an eye opener and first step to analyzing if you need some SEO work to become more visible to online searchers. Try it out today!

Look Under Every Rock - March 15, 2009

Prospects and other business folks I know ask me a fair question: How do you generate new leads for Ranseen Marketing?

I’m going to rank them for you for my last 3 years (by total revenues) and then tell a very short story:

Partners who design websites, do graphics designs, develop web technologies, etc.

Website generated leads (my largest revenue client in 2008 actually located me online in Armonk, NY)
Word-of-mouth (e.g. via current clients and other folks I know around Nashville, etc)
“Cold contacts”…which I often conveniently ignore, especially when I’m busy.

There are lots of other ways, of course, to generate business, but those are mine, in rank order over the past few years.

Things are not real cheery in the media these days, and I have to try hard and filter out the negativity. But a few weeks ago I read an article in the local paper about an interesting company that I’d heard of but realized that I knew little about. I checked them out online, and then I did a quick analysis of their website to see if they might need some help marketing online. Then I looked at what a couple of their competitors were doing. The competitors were a light- year ahead, and it looked like they had a big opportunity.

To make a long story short – after a couple emails and a phone call, I was talking to their Director of Marketing who administers a huge ad budget but admitted their online presence was poor except for being able to find their brand(s) online… After one meeting, a couple more phone calls, and a short proposal, I had a new client.

It’s all about digging out opportunities from under any rock, meeting real business needs that you can handle and excel doing, being flexible (e.g. I pitched a “new” fee model for them that I’d never used before). Do those things and you’ll do fine…even in today’s crummy economy.

Your Pay-Per-Click & SEO are Intertwined - February 19, 2009

Without getting into the arcane semantics of “SEO” (Search Engine Optimization) and “SEM” (Search Engine Marketing)…see my site comments…let’s talk a bit about the relationship of Pay-Per-Click (or PPC) as an SEM tactic and the “SEO” as (some define) the things you can proactively do with your own website pages to encourage better “organic” search engine rankings.

Google Adwords (the dominant PPC player) success is now dependent on a LOT more knowledge than it used to be. Yes, any “yahoo” with a crummy website can sign up for an Adwords account and get ads running the same day. And then hope that the business will roll in online. In the olden days of even the early 2000’s, yes, that was pretty true. But that’s now the Stone-Age of PPC.

Besides the fact that you need to know a LOT about Adwords (especially if you’re in a really competitive space): keywords, types of keywords, ad/campaign organization, ad copy, bid types and bid strategy, split testing ads and landing pages, negative keywords, geographical targeting, etc. – you need to recognize that without doing SEO 101, you’re going to have a tough time competing online using Google Adwords.

Let’s cut to the chase, here. Google, which now accounts for about three quarters of all searches, likes relevant pages being found in its searches—whether you then click on a pay ad or an organic “free” listing that Google has ranked (according to its own secret algorithms). If you’ve developed website pages with content relevant to the search term/keyword(s) used, you’ll do a whole lot better and pay a lot less PPC-wise. Your Adwords bid amount is important but only one of multiple factors used to rank your ad you on Google search pages. As important or close are your CTR (Click-Through-Rates) rates plus your Quality Scores.

You need to pay attention to your:

Title tags (what’s in the blue bar at the top of any url and gets automatically bookmarked)
HI headers (basically the “headlines” that you have indicated for your pages)
Content (the words especially near the top of your pages…and not in image or Flash files)
Meta Description Tags
Meta Keyword Tags
Page names (url name)

The most successful Google Adwords players get this. The opportunity, though, is that 90%+ of companies in your space probably don’t – or are too lazy to do SEO. It’s still a great opportunity not only to get a lot better organic rankings over time but also get better results using Adwords…while paying less (hence better returns).

Pen & Paper Productivity - Redux - February 09, 2009

Here’s what a few Debunker readers (see Jan Debunker) had to say about using a pen & paper in this day of warp speed digital communications:

"I couldn't agree with you more. I love my Mac and PC (bi-computing). However, I couldn't live without my handy journal. I have been carrying one since the HCA days in the mid-90's. It was then that I learned that I couldn't remember everything because stuff (like your 47 windows open) was happening too fast. The journal gave me a safe haven. Write down the important stuff. Doodle the creative stuff. My best ideas have been generated on paper and whiteboards, occasionally. Great article and keep debunking the myths of business and marketing." Tod Fetherling

"What a TERRIFIC newsletter! I do all my fact finding with pen and paper and I agree completely." Harriet Spear

"Excellent pen and paper commentary. It echoes my experience. Of course I do all my drafting on the computer, but often my most clear thinking and best edits are when I take the draft into a conference room and close the door. And I have admonished younger lawyers to do the same before they turn over work product to me or others to avoid embarrassment when they fail to catch missing words or non sequiturs which sometimes can be detected by a “manual” review."Jim Schroll

"SO true. I often use my grandmother's writing desk for additional inspiration." Jodi Kravitz

"Ah Ha! So I am not the only one who does not take a PC to meetings. I agree that the laptop can, in fact, impede one’s ability to take good (and more accurate) notes.I enjoyed the column." Dorothy Campbell

PS Yesterday, Feb 8th in Nashville, it was an unbelievable 71 degrees, and I was was able to site on my screen porch to write notes for an hour about a variety of topics. It was awesome! Find a spot away from your Mac/PC that works for you.

Make Yourself Invaluable - January 30, 2009

The best way to retain an ongoing client/customer relationship is to become invaluable – not in the sense that you couldn’t be axed – but, rather, the mere thought of not having you to rely on is painful, uncomfortable and disconcerting to your customer.

How do you do that?

Be really good at something or some things that are true gaps in your client’s business. You don’t have to be perfect at everything – just one or two functions that are continually important to the customer. And it can vary client to client. For me it’s often pay search engine marketing, or organic search engine optimization, or email marketing or keeping their site content up-to-date. Or a combination of a few things that the customer doesn’t know much about or doesn’t have anyone in house to handle – and really doesn’t want to learn. Keep in touch with your customer by phone or email on regular basis. Take them to lunch (and pick up the tab…unless, of course they insist otherwise). And then be at their beckon call whenever they need any little thing done. Be available and get that additional request done in a hurry. Beat their expectations if you can. Sometimes, even do a minor chore or two, gratis.

Because if you really do pay attention, only good things happen. You keep a revenue source (which may not be huge all the time). You’re the first one who knows when the next big project is needed (e.g. like a complete new website or other marketing initiative) and you are chosen (without having to get into some bid situation). You get to keep learning new business skills with your client. You have a client whose always willing to say something good about you (e.g. a testimonial) – and maybe refer you other business as well.

Think invaluable, and you’ll be successful with any client you want to have – for a long time.

Trade Secrets are Rare - January 19, 2009

I’ve run into it more than a few times the past 8 years, but it seems to be popping up even more lately with prospects and clients: the hesitancy of companies to show their best stuff and tell their best story, especially online. Sure, sometimes there is genuinely proprietary information that should not get posted online. That’s just common sense.

But too often companies invoke the veil of secrecy over information that hardly falls into the category of a “trade secret.” They refuse to post either a truncated client list or meaty testimonials (with real names attached). They shy away from differentiating information about their products/services. Instead they want a nicer looking, homogenized re-hash of the same drivel found other competitor sites.

Why…though, is this phenomenon on the rise? I think now it part of the fear factor out the general economy: hunker down, keep what we’ve got, don’t be different, don’t rock the boat – and wait this thing out. Those are the companies who will not make it the next five years. The good news for you others is that you can fill their gaps, create new stuff, and get out there and actively sell…while others watch and wait and die with any real trade secrets that they might have had.

Prospects to Avoid - December 31, 2008

Do you have a clear picture of the types of clients/customers that you don’t want? If you do, you’ll save a ton of time and frustration and become better focused on whom you should be pursuing.

Here’s my list (learned over nearly 8 years of doing this) of the types of prospects I try to minimize my time with:

“Bid” situations where I’m competing against several firms for a project.
Companies with a marketing infrastructure wherein the top marketing person likely sees me more as a threat than a help.
People that exude arrogance or otherwise give me bad vibes from the get-go.
Companies that demand that they do the site design part of a project, internally.
Companies that obviously do not have the money it takes to do the job right (or say that money is not the main criteria)
People who do not respond to reasonable inquiries/requests by email or phone (after an introductory discussion).

What’s your list? Write it down and keep in handy. There are plenty of other prospects out there that need what you offer. The types on your list don’t need or deserve you.

Let the People Vote! - December 05, 2008

One of the many terrific things about Google Adwords is that it helps tell you what messages your online audiences like better…than others.

For any of your campaigns and sets of keywords, you can – and should – run multiple, rotating ads. Why?

There are a number of guidelines (we’ll talk about in 2009) for writing great Google ads, but even the experts can’t predict the results of those ads until they actually run them. They are always “split testing” their ads to figure out which ones people who search like better. That is, which ads get higher Click-Through-Rates (CTR = the number of clicks as a % of total searches or “impressions” for any keyword search).

As you rotate one ad against another ad (or two), Google generates empirical data about what messages your potential customers like versus others. In turn, higher CTR’s (and Quality Scores) get you higher ranks on Google searches. In fact, you can often spend a lot less than competitors per click if you have great ads (with higher CTR’s)… and are continually improving them.

Also, you can use the data to develop or change your website messages – and your offline marketing messages as well. Adwords provides terrific market research, quickly, and is relatively inexpensive. Even if you decide not to invest a lot in Google Adwords Pay-Per-Click, you should use it to hone your marketing messages. The people will tell you what they like better if you just let them. You’ll get more customers as a result.

Google-ize your website today! - November 21, 2008

If you’re serious about business online, being able to measure your web traffic is a prerequisite. There are all sorts of web statistics tools out there. Some good ones are quite reasonable price-wise, and others (for huge e-commerce players) cost big bucks. There are a lot of lousy ones that e.g. come with web hosting packages, and most people misinterpret that data or don’t even know it’s there.

Google Analytics lets you track your web traffic by day, week, month or any timeframe you want with reports, graphs or maps. You can find out what keywords they use (or don’t use) to search for you and how many come via searches, other sites (and which ones), or direct referrals. You can see where, geographically, your visitors originate and check out the individual domains of those who find you. And you can slice and dice much more…

Analytics has gotten a lot better over the last couple years. Besides it breadth and depth of data, it’s super easy for anyone to use. Plus, if you get into Google Adwords Pay-Per-Click, all of that information is integrated so that you can see the whole story in one place.

The best part, though: Google Analytics is FREE. All of my new clients use it. You should Google-ize your site, too!

Your Homepage is Only ONE Key Page - November 13, 2008

I used to tell people that your homepage is 10 times more important than any other page on your website. Hogwash! It is still important, but only ONE of many key pages if you want to be successful online. If you are trying to generate contacts or sales via your site, you may need a handful of other key pages or dozens or hundreds…just as important as your homepage...if not even more so.

You need other key pages (AKA “landing pages”) that speak immediately and directly to what online surfers are looking for (e.g. a specific type of service of product…with an offer and contact form/phone number, or a link to buy it, etc.).

If you do a good job with your organic SEO (and PPC as well), you’ll have lots of individual pages on your site that will rank highly – because each of those pages has specific words and content related to the keywords that potential customers use when they search using Google or their favorite engine. And surfers won’t have to navigate your whole site in search of what they want because they're already there!

In fact, you need to keep adding/revising key landing pages based on your website data – on a regular basis. So yes, your homepage remains important, but it’s only ONE of usually many key pages you’ll need on your website.

Why do ANY Online Marketing when the Economy Stinks? - November 08, 2008

No question, things are relatively quiet out there, right now on the Western, Eastern, Southern, & Northern fronts…buying-wise, online (and offline). Admittedly, over the past few weeks I’m not seeing the same level of online purchasing via orders (or sales from contacts) coming in – compared to what we normally see.

Still, online orders and contacts are happening. Some clients are doing better than others: those offering more critical to day-to-day products/services that customers simply have to have (e.g. in healthcare, etc). People are still looking for the products and services they need, online, in the droves. I haven’t seen a huge fall-off in the volume of searches done (or even the number of contacts/quote requests, etc relative to search volume). But sales, no question, are generally off.

So what’s a business to do right now?

Don’t PANIC. Prospects are still looking for what you offer, but some are not buying your types of products or services as quickly. It will take patience for many businesses. Your prospects and customers will buy eventually if you keep marketing, keep your name in front of them, and keep following-up. And be positive about your own business, products, and services. That, in itself will go a long way…and will rub off on everyone who you touch. You’ll be doing your small part to help turn things around.

Don’t slash and burn your online marketing budget (or offline marketing for that matter). While other competitors (especially bigger ones) are taking draconian measures, you can get a bigger foothold in your specific market(s) by paying more attention to the online data you have (and maybe have ignored), possibly re-deploying available funds, and maybe even experimenting with some new things (new messages, offers, different email and auto-responder sequences, etc). If you must slice some, do it surgically – and not with a hatchet.

Don’t fire key people who you know have contributed to growing your business over the past. They will again. In fact, let them use this time of economic slowdown as an opportunity to be introspective and get your business prepared for 2009. While others out there are moaning and groaning and axing indiscriminately, it’s a perfect time to review what you’re doing and make much needed changes. So that you are ready and positioned to take MORE of the market...not less...when things do turn around.

A lesson from Ed Czarnik – HVAC guy extraordinaire - October 28, 2008

You want to differentiate your business – which is critical in Marketing? Do it based on your Service. Even if you’re selling widgets, every business has a Service component. A ton of businesses need a ton of Service improvement – and so you have an opportunity.

Ed Czarnik, of Czarnik’s Heating & Cooling in Brentwood, TN, is grizzled, rumpled, bespectacled, chain-smoking, funky-hat-wearing guy…and so stunningly better than any HVAC pro whom I’ve ever dealt with that it amazes me every time he shows up. Ed inspired me once again yesterday when he came over and replaced a faulty Honeywell control panel after a couple hours of diagnosing a problem he’d not seen before.

Unquestionably Ed is one of my “Service” role models. Great Service providers like Ed are individuals who:

Are “mad scientists” in that they are passionate and really into what they are doing (One of the best compliments I’ve ever received was that I was “the mad scientist of SEO”).
Love challenges: the harder the problem or issue, the better – and they often find a better way and new, creative solution.
Keep learning (Ed tells me it’s just part of the deal staying current with all of the new HVAC high tech, etc stuff…same with what you and I do).
(If they also sell widgets) sell/recommend products that are high quality stuff that you need (at a fair price).
Suit up and show up every day (rain or shine in Ed’s case – which is what consummate professionals do) and do their very best.
Charge reasonably for their services (make what they deserve without ever gouging anyone).
Get freak’n good results…and IF there is a problem come back and fix it ASAP—no questions asked.

Note: No Service provider is perfect…Ed doesn’t dress great, he doesn’t necessarily show up the exact minute when he says every time (but he does show up), and he’s a bit rough around the edges…but who cares? Too many businesses are concerned with appearances and not substance when it comes to Service.

Let Ed be your business’s role Service model, too, and you’ll leapfrog the competition.

Don’t Toss It Just Because It’s Old - October 21, 2008

I'm big on keeping Marketing messages, copy, and content fresh and new – especially online. And now I'm finally walking that walk again myself with the new www.RanseenMarketing.com site which today, officially took the place of the former www.NoSpinMarketing.com site.

Don't throw away your Marketing stuff just because it's been around for a while. Undoubtedly, some of your Marketing information has withstood the test of time and includes great wisdom and benefits for your prospects and customers. You can tell by the (online and offline) feedback you've gotten, the requests for that specific information, and the web traffic those pages get.

Perhaps you need (like I did…and will continue to do) updating of your older content (please see the virtually new versions of several white papers that were on my old site – and tons of people have accessed over the years). Actually, updating those and making them more useful for you took more work than anticipated. But it was really fun to go through the tons of email Debunker newsletters that I've sent over the past 7 years…that yes, may not look at great but still have lots of good substance.

Please check out the NEW Ranseen Marketing Library that has both new and old – for FREE. And now expect lots more NEW Marketing information that you'll be able to use!

The “You” vs. “Me” Test for Your Website - October 13, 2008

October 13, 2008 -- Look at your homepage and a couple of your other key pages (e.g. if you have a Benefits or similar page, etc). Count the number of times that you use the words "me," "mine," "I," "we," "our," "ours" versus the times you use the word "you" or "yours." Does the former first-person group outnumber the latter group by a lot? Do you put "About Us" first on the navigation bar on your homepage vs the last? If you're not focusing your copy on the "you's" in your audiences, and it's predominantly about "our" stuff instead, then you need to re-work your copy and start talking to your audiences' needs and wants. It will make a huge difference in how they perceive you online (oh, and this goes for offline copy as well).

Please contact Ranseen Marketing if you have questions or comments