Category Archives: eMarketing

How Can I Market A Sports Simulation Website?

eMarketing, Starting Out

I have a sports simulation website (chancebot.com) that runs simulations of the professional football season to determine each team’s chances of making the playoffs. I had a similar site last year where I did the calculations by hand for one specific team. That site (the first one) was actually mentioned on an ESPN radio talk show. So naturally I have it in my head that sports talk radio is probably a good marketing channel for my site. I have even gone so far as to build an interface that allows somebody to quickly and easily set up a request for a special simulation that can analyze the impact of possible future outcomes.

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How do you plan to make money at this? For example, you could be a sponsor for the “prediction minute”. In exchange for your predictions, you’d get a mention (on radio) or graphic (for television). That would hopefully attract people to your website, and then..?

The best hook for me would be your accuracy. If you can claim, in the last 4 years, I’ve been accurate 83.4% of the time, then you’ve got my attention. Otherwise, your numbers are as good as a dice roll.

The second part of your communication would be “what’s in it for them?” Why would using them be beneficial to their show?

Also, don’t use email to get their attention. Identify the producers of the shows you want to target, and write them a letter and follow-up a week later with a phone call (mention to them you’ll be calling in the letter). Tell them what you like about their show, and mention your idea for something new – something you can promise as an exclusive for their region.

How Can I Launch An E-Boutique?

eMarketing, Starting Out

I am planning to launch an e-boutique in around 3 months and am looking for tips and strategies. Ideally, I don’t want to be just another site you might find in searching. My e-boutique will cater to ladies (25-55 years) and sell mainly upper body clothing (for career, casual, dressy, maternity) including the usual styles/fabrics/etc in addition to more exotic offerings such as a couture blouse or a hemp jacket. I plan to use one type of product to capture a variety of styles whether light and feminine, avante-garde, fashion-forward, etc.. I would like the website to also be a place of learning and fun with articles, blog, contests, etc with the emphasis on having fun with style, trying new things and being creative. Not everything may be launched at the same time, but that’s the direction. There is no brick and mortar store, but it is a desire for the future.

The start up process could probably take less time but I have a full-time job and therefore have to be creative with time. I am currently building the website as well as working through merchandise, operating conditions, delivery, and other back-office functions. But the marketing is stumping me.

I am new to the selling side of e-commerce. How do I get people to my site as a relative unknown in an ocean of e-commerce sites? What can I do now? I’m particularly concerned about my official ‘launch’? How do you launch with more than friends and family? or is that all you need to start? Is it necessary to do an official ‘launch’ or just complete the website as well as office matters, and just submit to the search engines?

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If you haven’t already, create a strategic marketing plan. Getting traffic alone isn’t enough – you want the right people looking at the right time. Getting your business message placed correctly is more than simply putting up your website, listing it in a few places, and waiting for the phone to ring.

You’ve identified who you’re targeting. How much will the average sale be? Will they be from the US? Who is your online competition? What, besides information, would make your site more appealing to them?

Creating a business is more than a website and figuring out stuff to sell. It’s a bigger vision of where you’re going, how will you get there, what resources will you need, and what milestones are you creating for yourself?

Web Marketing For Dummies

Book Reviews, eMarketing, ,

Web Marketing For DummiesWeb Marketing is more than just having a website – it’s the strategy of using a website in conjunction with e-mail, e-commerce, chat rooms, blogs, etc. to attract customers. If you are just starting out marketing online or even if you already have a professional website, it’s worth your time to review this book.

The book starts (Part I: Getting Going With Online Marketing) by helping you to develop your online strategy: Who is your target market (by market segmentation), The 4 Ps of marketing (product, price, placement, and promotion), and domain names.

Part II: Building a Marketing-Effective Website focuses on making your website work: marketing copy, graphics, testimonials, and an online store.

Part III: Exploring Online Marketing Basics focuses on strategies for increasing traffic to your website: email marketing, viral marketing, and search engine optimization.

Part IV: Spending Online Marketing Dollars gives you ideas for how to spend your advertising dollars to build traffic: Pay Per Click Ads, Banner Ads, Classified Ads, and Podcasts.

Part V: Maximizing Your Web Success describes using web analytics to measure your ROI, avoiding legal nightmares, and planning for the future.

Part VI: The Part of Tens gives 3 quick checklists for your online marketing: 10 Free Ways To Market Your Website, 10 Most Common Mistakes of Web Marketing, and 10 Tips for Tired Sites.

Reading this book won’t make you a web marketing guru. But it will help you to understand how to improve your own online marketing and how to work with marketing professionals.

Psst! Do You Know Who’s Talking About You?

Creative Business Ideas, eMarketing

Eavesdrop

Unless you are a large company, you probably do not have your own clipping service scouring the media looking for mentions of your business, your competitors, or industry trends. So what’s a small business to do?

Use Google Alerts. It’s a free service from Google that emails you when your search terms are newly used online (news, blogs, video, websites, and/or groups). Google Alerts will email you daily, weekly, or as-necessary.

As a minimum, create alerts for all your “public” employee and your business name. Ideally, also create alerts for your competitors, your industry, website-optimized keywords, and target region. You can even create alerts for a breaking story. It is also easy to delete the alert (all the necessary information is sent in your alert email).

Steps:

  1. Go to Google Alerts
  2. Create an alert for each search term.
  3. Start reading.

How Can I Create A Online Classifieds Website?

eMarketing, Starting Out,

I’m starting up an online paid classifieds advertising website and am looking for some marketing and advertising ideas that are outside the box.
Believe it or not Craigslist doesn’t cover our area, we only have one newspaper which has a monopoly on advertising to a county of 130,000 souls.

Currently the county residents are being squeezed by the local paper, I think I can do better and have already received commitments from local businesses committing to banner advertise on the homepage, so we are beyond break-even before we ever launch.

My real question is as to how to think guerilla in launching my attack on this newspaper that so many residents and business owners have already voiced their disdain for?

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Let’s set aside the issue that Craigslist can quickly take over your market from you (and in fact, if your goal is to fight the local newspaper, this might be the easiest path — contacting Craiglist) as well as having the newspaper launch an online component to their printed advertising.

You’re asking how to advertise your site when the main form of advertising is your competition. I would suggest starting with the early adopters of online searching. Focus on the under-30 crowd (whether they be at high school, college, nightclubs, bars, music stores, book stores, video rentals, and movie theatres) first. Provide not just advertising, but weekly summaries of “what’s happening” (with the ability for them to post free upcoming community events). That will help start the “buzz”.

How Can I Help My 7-Year Old’s Lego Business?

eMarketing, Starting Out,

My 7 year old son has been bugging me for quite some time to help him start an internet business. I thought it might be a good lesson in business, so I agreed. He decided he wanted to do a Lego site and sell Legos. I set up a blog for him on blogger. He made up a domain name and created a tagline. He is making video lego reviews, making and sharing Lego creations, and giving out lego tips. (I actually think he is pretty good – but that could just be me being a proud mom). I saw that you could become an affiliate of Amazon, so we did that and created a lego store. I also put adsense on there for him. Now of course we’ve got to get people to come to the site. We just put up the site up last week, which is at www.LegoAdventures.com What suggestions do you have to let people know of this site? I’m pleased with certain results, but I’m not pleased with the conversion to revenue (zero).

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The problem is that his store is selling a commodity product with no value added. This is causing a disconnect between your visitor and the site.

Here’s my thinking. A 7-year old. That’s interesting. I look at the site. Watch the video. And see that he likes certain sets and think, I can buy those sets elsewhere. He’s not selling sets that he designed or instructions for converting existing sets to something more appealing.

The “hook” of your son’s age/perspective is great. But selling something generic isn’t. I would consider a different notion. Instead of trying to sell sets, try to increase traffic to the site. Then sell ad space. Play with the PPC keywords to increase traffic. Get the site listed on other kids and Lego sites. Have your son become the Lego equivalent of movie reviewers for the young crowd. That will help on 2 fronts: opinions are interesting to readers and it may help to attract interest from the Lego company itself (which you son currently would love to work for).

Should I Put My Headshot On My Blog?

eMarketing, Starting Out

I am building a professional business blog. I see many sites with actual Faces on them but as a minority I feel this would be a disadvantage. Even when people think they are not prejudiced they really are. Not intentionally but why should I take a chance? I know a face adds credibility and trust but my gut feeling is to not put a face or put a white face. I plan to monetize the website but I just don’t think I would get taken as serious for my recommendations. What do you think?

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People make judgments on how people look, how they dress, how tall they are, how thin, etc.

If you’re marketing yourself based on what you know, then appearance doesn’t really matter (as opposed to marketing your looks for a modeling job, for example). Instead, focus on providing something of value to your potential customers. That’s what they really care about. How you look helps them put a face to the words.

How Can I Sell Safety To Parents With Teen Drivers?

eMarketing

Driving crashes are the #1 cause of death for teenagers. Parents are in control of their kids as they begin driving and it’s their responsibility – legally and morally – to safeguard their kids and the public that’s exposed to the dangers that could result from a new driver on the roads.

Our company delivers education to parents to inform them of (a) their legal obligations and (b) of their parenting duties as they begin the most dangerous phase of their parenting career. We also deliver (c) products and services that are proven to reduce crash rates. In short, we help parents keep their teens safe and alive behind the wheel. See www.safeteendrivingclub.org for the whole story.

Our #1 marketing challenge: most parents either don’t know what they should do to safeguard their kids as they begin to drive. Others, frankly and sadly, just don’t seem to care. These seem to believe sending a son or daughter to driver’s ed is all that’s needed.

What do you suggest we do to (as much as possible) overcome the “it won’t happen to my child” attitude?

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“How to overcome the ‘it won’t happen to my child’ attitude?” – Provide statistics. What’s the chance that 16-year-old will get into an accident? Get injured? Die? A 17-year-old? 18-year-old? Since you’re selling accident avoidance products, you need to tell me the same statistics for those that have purchased them. That will inform my ROI as a consumer.

Your business name is “off”. Safe Teen Driving Club sounds like you’re marketing to teens. This is clearly NOT what you’re doing. Compare this to “Mothers Against Drunk Driving”. Instead consider a name like “Parents For Safe Teen Driving”.

Is your website getting poor traffic or traffic that doesn’t convert? I’m guessing you’re having conversion problems, because the site itself doesn’t lead me through the education/sales process simply. Instead, the home page presents me too many options – some selling, some education, and WAY too much text for me to navigate.

A subtle issue I have – you’re using a .org domain name yet you seem to be a .com company. I generally assume a .org is a 501(c)3 I wouldn’t assume a .org would be trying to sell me a bunch of products. I would encourage you to have a 501(c)3 company that does the education and a for-profit that does the product sales. It would be much clearer what you’re selling. I do see that your for-profit donates money to non-profits that support young people and their family.

You’re not selling insurance. Most of the products you’re selling force teens to be more responsible for their driving to avoid being “busted” (GPS devices, bumper stickers, and breathalyzers). The teenSMART teaches education. The legal/roadside assistance is for in-case of a problem.

Together your products may give parents peace of mind. And that’s how I’d package your offering: present the ROI of your products, testimonials from “satisfied” parents (from everything to major accidents), insurance executives, and highway patrol. Highlight the reality of an teen driving problem, its potential for injury/death, and show your solution to the problem.

Should We Include www Or http:// In Our URL?

eMarketing,

I was wondering if there are advertising industry standards on displaying website URLs in print ads? (for brick & mortar company having a website).

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Definitely not http://

If you omit (the redundant) www you can increase the text size of the URL in your ad.

I have seen some less tech-savvy folks not understand that www. is optional, and couldn’t find a URL in an advertisement.

So it depends on who you’re targeting – tech savvy or not. If you’re not sure, put in the www.

For a second opinion, check out: GoodURLBadURL.com

How Can I Advertise My Discussion Forum?

eMarketing,

What are some good ways of advertising a discussion forum to increase membership?

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Since you have a forum, you’ve no doubt have in mind who should be part of the forum.

The next step is for you to figure out why people would want to be part of the forum. Are there already forums for these groups? If so, what makes your forum better? Forum membership takes time on the part of participants, so people won’t switch memberships unless you’ve given them something much better.

Let’s say you’ve compared your forum to all the competition, and realized that indeed you’re targeting an under-served group that would truly benefit from membership.

Now, you need to find where the under served group goes online. Blogs? Websites? Reads newsletters? You need to get your advertisement in front of your target.

Simply posting your forum to a list of forums won’t attract the people you’re looking for.