2009-02-11 Hi Everyone, I hope you are all having a great week! Rachel Phillips
Is there a standard way to measure conversions?by Mike MoranI constantly counsel people to make their Web site more than just an online brochure—they must measure their conversions online and offline so they know what it's worth to bring that extra visitor to their Web site. Only then do you know what to spend on marketing. Simple, right? Not always. What do you do when you have multiple ways of measuring conversions?... SEO Bootcamp: Bring in the SEO Before You Build Your Siteby Jennifer LaycockLast week on the SEO 101 WebmasterRadio.FM show I host with Ross Dunn, we talked about some of the pet peeves we have about working with SEO clients. One of the things that came up in the discussion was companies that hire out their web development and THEN call an SEO once the new site is live. Ross and I talked about the frustration of having to tell a potential client the site they just paid oodles of dollars for doesn't have a shot in the engines, and how nice it would be if companies would call in an SEO consultant up front. Google's Latitude Has Vast Mobile Marketing Potentialby Ross DunnGoogle upgraded its Mobile Maps application this week to enable location-awareness. Called Google Latitude, this upgrade is not ground breaking but it does signal a change for the mobile landscape now that Google has put another foot in that arena. So where could this technology lead with Google at the helm? I put a few ideas together that seem entirely plausible and totally within the realm of Google's current capabilities.... How do you find keywords in a specialized industry?by Mike MoranI am frequently asked how to find search terms in a specialized industry—the other day I was asked specifically about the Biotech and the Medical Device industries. I think part of the reason this question comes up is that we search experts always use popular examples, such as "digital cameras," to demonstrate keyword research. But what if you sell apnea monitors? Surely a product that specialized needs a different approach, right?... In Tough Economic Times, We All Can Get By With a Little Help From Our Friendsby Scott AllenWhen the economy is recessed, it's easy to go into self-preservation mode (both personally and in our businesses). Thinking about others can easily get put on the back burner. However, when times are tough, it's more important than ever that we work together and help each other out. To borrow a concept from the Beatles, we all can get by with a little help from our friends. If we all do this, we can make it through tough times, together. Return to the Top of this Page
Return to the Top of this Page In response to... Is there a standard way to measure conversions?Great perspective, Mike. You say... "But what if you know all this already..." and then fill in the blank w/ Web metrics. Ok but I'm confident you'll agree -- defining conversions is a good "first step" but in urgent times like these marketers are challenged to go further. Specifically, the obvious next step is to organize around behavioral conversions -- whether you're a retailer trying to induce a sale or looking to generate leads or trials that ultimately convert into a customer. This involves connecting Web metrics to business metrics and creating systems across the enterprise (not just marketing!!) to drive behavior. Marketing (the discipline) becomes shared. Leading retail and B2B marketers are understanding the "chronology of purchase intent" and organizing around it to drive actions not just create "branding" through reach-and-frequency. Think direct marketing right? Then apply it everywhere. As marketers we'll be paid less (in 2009 and beyond) for our ability to move customers toward a purchase and more based on the ACTIONS we create -- and measure. It all must be measured as you illustrate perfectly. Marketing accountability but across the enterprise! More evidence from 2008 Customer Experience Impact Report (Harris Interactive): Jeff Molander Return to the Top of this Page Free SEO ToolsThinking of buying SEO software? Then try the best SEO tools free first! Skaffe.com Directory: Show off your website Express Submit today.Quality directories like Skaffe.com offer you strong search engine exposure. WoW DirectoryPowerful and affordable directory marketing services. Submit your website today! Return to the Top of this Page COPYWRITING Practice Pacing The Rhythm Of Your CopyWEBSITE DEVELOPMENT Getting Visitors To Inquire "Crufty" Web Pages How Important Is Valid Html Source Code For SEOECOMMERCE Is Paypal Considered Professional Experiences With First Data CorporationSEARCH ENGINE OPTIMIZATION How To Optimize A Website In Google.co.inDIRECT MAIL How Many Postcards Is Considered A Good TestOTHER SALES AND MARKETING How To Improve My Marketing And Sales Skills Toilet Paper & Entrepreneurs: What Do They Have In Common How Do You Set Yourself ApartCHAT Lost Season VPREVIOUS WEEK Small Business Forum Update For February 4, 2009 (If you like our search engine news, you'll love our small business news.) Return to the Top of this Page
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