Category Archives: eMarketing

Making My Business More Known

I have set up a small business in South Africa that helps overlander travelers. These are people who travel usually from Europe down either the East or West coasts of Africa to Cape Town. When arriving here they may want to store their vehicle, ship it home or just need a place to crash for a while. There are not a great amount of people doing this but I believe in time this number will increase.

I have opened the business and now I need to get people through the door, I have a website (www.africanoverlanders.com) which I have paid for some SEO services for and I am now very high in the rankings on my keywords. I have a facebook page (Africanoverlanders) which I post things happening, offers and encourage members to post on it, like a difficulty with a border crossing etc. I also ask other owners of facebook pages if I can advertise on their page. I have posters up in other campsites around the continent.

I have now come to the end of my small pot of marketing skills. I don’t have a huge budget but does anybody have any other ideas how I can promote my company further. Any ideas at all would be welcome so that I know I am doing as much as possible.

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Jay’s Answer: Since you have Google Analytics installed, what have you learned – are you getting traffic (especially from the keywords you’ve targeted) and not getting any people contacting you or are you not getting sufficient traffic?

Looking at your home page, it’s not until your last paragraph do you detail what your visitor would care about. Why not link from some of these words (campsite, accommodation, storage, etc.) to your inner pages.

Why not have a link to a map of where you’re located and also list yourself using free services such as: http://www.google.com/places/)?

Finally, make it more obvious how to contact you – put your contact information in your banner and/or footer of your pages.

So I Have A New Blog…Now What?

What is certain to totally wreck a blog?
-or-
How can I dodge the pitfalls of blogging?

Any assistance will be gratefully appreciated.

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Jay’s Answer: I’d suggest to research what your target market is searching for (using a free tool like https://adwords.google.com/select/KeywordToolExternal), and then using these searches to inform your blog article content. That way you’re creating a way for the right people to find you.

Measure your traffic and see what articles are more popular.

Encourage a discussion of your findings to the visitors.

Ensure you can spread your thoughts in a social media environment that your prospect’s might more easily stumble upon including LinkedIn or Facebook.

Can a Psychic use Affiliate Marketing?

I’m a phone and email reader with great reviews, reputable, etc. What kind of network might I use are there networks that will pay by performance or by sale? Looking for a site that does this.

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Jay’s Answer: While I’m sure there are affiliate networks that you can use, my strong suggestion is not to use them, for the following 3 reasons:

  1. Since there are lots of competition for affiliates, to get any quality leads, you’ll need to give a large % of your fee to your affiliate.
  2. Affiliates are best used for selling a concrete product, not a service. Products are easily quantized, but services are hard to compare/contrast.
  3. Affiliates may misrepresent you/your services.

The fantasy is that you can have an army of people who’ll act as your 100% commission sales force. And it’s just that – a fantasy. To help others sell your offering, you need to help them do it. You’ll need marketing materials, case studies, guarantees, etc. to help them to learn about you. Then, if you do get a lead, you won’t know what the “magic” was to attract them, so you’ll never be able to grow your own business.

My suggestion is to get crystal clear about who you’re trying to attract as your customer, and consider why they should use your services (instead of a personal coach, or a business coach, or take classes in a local school, etc.) and trust your advice. From some of these questions are the kernels of your marketing strategy.

Boost Sales of Exercise Machines

We have manufactured over 5700 of our exactly 4 minute per day exercise machines, but that is in 21 years. Any ideas how to speed the process and get more sales? Recently Special Forces (military) got a few of our maschines. See video of our factory: www.NewRomVideo.com

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Jay’s Answer: The first thing that caught my eye was your website’s appearance. The price point of your product puts it into a “luxury” category, yet your website’s look and feel doesn’t match the positioning of your product. This detracts from the confidence of your message.

Since the product isn’t seen regularly by your prospective customers, you need more social proof that what you’re selling is a “smart investment”. Your testimonials aren’t current. Given the “luxury” positioning, having celebrity endorsements (ideally, unpaid) would amplify your message.

If speed of workout is a major benefit, then it would seem that a gym owning a number of machines could have more clients using the facility without increasing the wait time of the workout. In addition to health clubs, this would point to Navy ships (that have onboard gyms) as likely beneficiaries.

If you want to do something remarkable – buy back the machines from people that don’t want them – and resell them at a discount to others. It shows that you’re not trying to simply make sales, it shows that you’ll be around for the long haul and only want the equipment in the hands of people who love it.

E-mail Blast Subject Lines?

I am designing an email blast to announce our new claim procedures for our services. The email blast will be geared to insurance adjusters. The new claim procedures blow away what my competitors offer and save time and money for the insurance adjuster/company. What would be a subject line?

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Jay’s Answer:

  • Insurance Adjusters Are Going To Adore Us…
  • New Claims Procedures Guaranteed To Save You Time & Money
  • Adjust Your Expectations Much Higher…

 

Best Link Structure For Recruiting(jobs) Site

I am start working with one website that allows companies to post jobs on it. So I am start thinking about the best way to structure the data on it. At the moment I really like structure of google jobs section, Kinda like:

%Jobs(or any other keyword)% › %Country% › %City% › %Job category%› %Job Name%

So what do you think about this site structure from the SEO point of view? Because I really want to implement strong internal linking strategy in this project.It will be website that will be focused on job posting in only one Europe country. So I think that the jobs primary need to be sorted by cities right?

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Jay’s Answer:   If it’s only for one country, then ensure the city + country name are always shown together. That’ll help SEO (for example, search for “jobs in berlin germany”.

The order you’re showing assumes that people are looking for a job in a specific city, rather than focusing on what the job is (“show me all jobs for tech support”) or starting salary (“show me all jobs that pay over ….”).

Facebook Marketing Strategy

The benefits to an award-winning business

(Photo by Sean MacEntee)

1 in every 13 people on earth are on Facebook. In the United States, over 70% of the internet users are on Facebook. If you haven’t already created a page for your business on Facebook, you’ve strongly considered it. But do you know how to use Facebook for your business marketing?

First, here are the standard basic steps to get you started:

  1. Create a Facebook page for your business, brand, product, or cause using the standard templates.
  2. Create a “vanity” URL to better brand your page.
  3. If you already actively blog, connect your blog’s feed to Facebook using tools described here.
  4. Get people to “like” your business. By having someone like your business, your business shows up on their Info page – which is a “public vote” for your business. Give people a reason to “like” or “friend” your page – For example, create information that only fans can see on Facebook.

If you’ve done all four of these steps, you’ve basically recreated some of your website’s information on Facebook. That’s good if people are searching for you on Facebook, but otherwise, you haven’t leveraged the “social” aspect yet.

“Social” is about a conversation between you and others. Not a one-way speech. Not trying to sell people anything. It’s about listening to what people are saying and occasionally sharing something remarkable. Think of good social media skills as akin to being a great cocktail party guest – by being at the party, everyone is richer for the experience. That means, don’t try to sell. Instead, try to introduce people to others, knowledge, and interesting ideas. Try to make others’ lives better. That’ll make you someone worth paying attention to.

But what makes Facebook a better social platform for marketing? Two things: Facebook Ads and tagging. Because Facebook compiles so much information about each user, it allows a very fine granularity for targeting your prospective customers (for example: newly engaged, newly divorced, newly employed, newly moved, interested in certain clubs, etc.). But tagging is where you can spread your message for free, if done right. For example, let’s say you want to release your new case study. You’ll likely send a press release and feature it on your website/blog. But you can also tag the individuals featured (with their permission, of course). Tagging gets your message in front of their friends – and this is the magic. Before you might have to ask others to post a blurb about something you did that featured them. Now, you’re basically given the opportunity to post on their “channel”. Don’t abuse this privilege, but do think about how to feature others to spread your message. A true win-win.


Warning: Don’t use Facebook in lieu of your own website. If you read the fine print, Facebook has the right to shut down your Facebook page at their whim. Also, be careful what you upload to Facebook (from Facebook’s Terms of Use):

For content that is covered by intellectual property rights, like photos and videos (IP content), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook (IP License). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it.

 

Is This Site Good Technically And Experientially?

Does the site www.tescoentertainment.com do the most important things it should, to:

1. be technically effective and efficient in attracting traffic?
2. give a high-class on-site customer experience?

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Jay’s Answer: Instead of asking me – add analytics to your website to get solid data. Who’s visiting? How did they find you? What did they look for? Did they buy anything? Once you have a baseline, then start by doing a split test to see how you can improve the conversions (visitors -> customers).

Alternative Video Email

I have been using a video email service for a couple of years. It allows me to dash off a note with my laptop to a customer or prospect. Many times this contains information that is confidential, so I have been to use a redirect such as youtube posting for the entire world to view. The problem is the service I have been using has no customer service number. Now the site is not working and I have sent 8 emails with no response. Another one bites the dust? Do you have a suggestion or experience with a similar service that is easy to use, private and allows the attachment of documents plus an email message?

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Jay’s Answer:  A few suggestions:

  • http://www.getresponse.com/features/video-emails.html
  • http://www.benchmarkrichmedia.com/
  • http://www.flimp.net/video-email-marketing.php
  • http://www.bombbomb.com/features.html

What Are The Best Practices Of Web Video?

We’re developing a greater online focus of content marketing. This will include online video in hopes that it will generate a positive experience by adding value to the user’s business.

I’m trying to find some research or specific best practices as to what format is best for the web experience. What is driving my search is there is a preference within the powers that be for well produced segments – almost a news report style – for our video. I suspect this is unnecessary and may even hinder the user experience. My thought is video should rarely be over 2 minutes and should be relentless on its focus on the content, not the production.

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Jay’s Answer:  If you’re thinking of video, make sure you have a visual message.  Not all messages are visual (some are better in writing, some simply spoken) and not all spokespersons are video-friendly.

#1 – make sure you have great audio. People will put up with a grainy visual if the sound is crisp.

#2 – make sure that the video plays quickly for casual viewers. If it takes “too long” to load/play, people won’t wait.

#3 – shorter = better. If you have a lot of information to convey, try doing smaller chunks that string together (but could be played out-of-sequence).

#4 – closed captioning support for people with hearing difficulties

#5 – as in all forms of communication, keep the message simple (and easy to follow). Tell what you’re going to talk about, talk about it, and summarize. Too much information = overload.

#6 – if you have to choose between (for budget reasons) a great looking video and a well-scripted video, choose the well-scripted. While eye candy is sexy, it’s also easily forgotten.

#7 – great results don’t require big budgets, but do require a creative team who understands your message, your needs, your budget, and the technology.