Marketing Trends to consider for 2012
I sort of disappeared in 2011. It was a challenging year for me personally and professionally. While trying to center myself and my business for the New Year, I did a lot of research, attended quite a few webinars and teleconferences and visited a lot of other blogs. My objective was to get a better sense of where things are headed.
• What will our customers expect from us?
• What are their needs?
• Are there gaps in the information and services available that are not being met?
These are the types of questions you might consider when working on a business plan. My objective was to gain a big-picture, longer-range view given the economy, staggering competition and my own need for greater clarity. The results were interesting.
Mobility is only going to increase
Its not news that the use of smart phones, iPads and tablets like the Kindle Fire will continue to grow. The untold story is that these new portable devices will demand more and provide even greater challenges for anyone creating content for the web.
SEO Expert Sean Mitchell says that having a mobile optimized website is a new factor in the search engine rankings. Google considers mobile so important that it has added a mobile robot to scour the results users see when they access the web from a smart phone or iPad.
If viewers have to do a lot of scrolling around or zooming in to read your content, expect to take a hit in search rankings, Mitchell warns.
This means you will need a second website for mobile users – one that is optimized for smaller screens – that serves up just the right information for the person on the go. Contact information, maps, coupons or menus will play a leading role. Your mobile optimized website will probably include fewer, fast loading images because mobile surfers will be less likely to wait for slow pages to load.
Some mobile platforms use software to detect the surfer’s browser. If the software detects a safari or android browser, it automatically re-directs the surfer to the mobile site.
Content developers now need to consider:
• What goes on the main site vs. the mobile optimized website and what linking will occur between them?
• What marketing strategies will you use to drive prospects to your mobile site?
• What will happen to your main site as more people reach your web real estate from mobile devices?
• How will this affect your marketing budget and your tracking systems?
This is going to be fun!
Social media will continue to play a major role in lead generation
Traffic generation strategies will grow even more complex with the need to incorporate dozens of social media sites into your marketing plan. Smaller businesses are overtaxed now. But increasingly, you’ll need well planned Facebook fan pages, as well as an effective strategy for LinkedIn and Twitter. And almost everyday, I hear about a new social media site that you can no longer ignore.
Multimedia will play a bigger role in internet content
To engage site visitors and compete with larger companies, you’ll have to create videos, slide shows, info graphics, webinars, podcasts and who knows what else? This will put a lot of pressure on one or two-person businesses. You’ll either need deeper pockets to outsource some of these projects or joint venture partners to pick up the slack.
So what will all of these new content demands mean for small businesses, home businesses and solopreneurs? It’s going to get harder and harder to compete.
In such an environment, it may be critical to have a recognizable brand that is easily distinguished from your competition. Or you may need to specialize in a very narrow niche.
I don’t have a handle on all the resources that will help you succeed in this environment yet. But join our email list so you won’t miss future blog posts on this topic.
Marcia Ming
P.S. If you’re looking for a complete software package to create mobile optimized websites, take a look at Jason Fladlien’s WP Mobile Pro. It meets all of the criteria I mentioned earlier and is optimized for most smart phone browsers.
Want to Start a Blog? The First Thing You’ll Need is a Great Web Domain Name!
By Nicole Dean
More and more moms are getting into the blogging scene. Some for fun, some for profit, and some for both. Why not make money while you’re blogging about your favorite stuff, right?
It’s easier than ever to get started blogging. But the first thing you need before you begin is an idea for your domain name.
What is a domain name?
It’s the “www (dot) SOMETHING (dot) com” that people will type in to get to your blog. It’s like your address.
How do you Know What is a Good Domain Name?
There are some standards for what is a “great” domain name verses one that makes you wonder what on earth that person was thinking!
In order to help you to come up with a great web name that you’ll love for years, here are my unbreakable rules for choosing a domain.
1. No hyphens. Avoid dashes and hyphens. I’ve been there. Done that. Regret it to this day.
2. No numbers. Do I spell it out “seven” or is it the number “7??
3. Avoid words that are difficult to spell. Although I once was really excited about using a domain with the word “catalyst” in it — I found that no one could spell the darned thing.
4. Domain should end in .com. I don’t bother with other endings like .info or .biz. People tend to type in .com at the end of everything, so it’s usually best to stick with a .com ending.
5. Domain must NOT have any copyright names in it. I would not recommend using “Starbucks”, “Disney”, or any other company name in your URL or you may get a “cease and desist” email. Yes, even though you’re starting as a little mom blogger, eventually you might get huge. So, it’s best to plan for success in advance and avoid using trademarks in your URL.
6. If I’m looking to sell your blog down the road, it must be generic enough. For instance, I wouldn’t buy “NicoleKnowsFootball.com” to talk about my favorite football team if I planned to sell the site ever, because I’d have to find someone named Nicole to buy it.
And my big, bad unbreakable rule.
7. It must pass the Oprah test.
What exactly is the Oprah test? Well, I picture Oprah saying it out loud. “Today I have with me, Nicole Dean, author of Blah blah blah and owner of NicoleontheNet.com”. Is it memorable? Easy to spell?
You can’t do that with MyNumber1-BestHome-Remedy-Treatments4New-Mothers.net.
Why is this Important?
A difficult domain is actually wasted opportunity and wasted traffic slipping through your fingers. If you’re promoting via audio or video (maybe on podcasts or on YouTube) – you need a domain that is EASY to remember. It has to make it into the person’s ears and to his brain and stick. Heck, even if you run into an old college friend and say “Stop by my site www (dot) somethingcool (dot) com” – you’ll want her to remember long enough to actually come to your blog, right? So, make it simple. Make it memorable. And you’ll be glad.
Plus, honestly, it’s a credibility issue. Would you really buy something from MyNumber1-BestHome-Remedy-Treatments4New-Mothers.net? I hope you wouldn’t even think of getting out your credit card for a site like that. SCARY. And would you feel comfortable referring it to your friends? Not a chance.
How do you get a domain name of your very own?
You can get a domain at www.momwebs.com which is also my recommendation for Web Hosting. As you sign up for your domain, you can get hosting at the same time. And… they’ll even set up your blog for you for only $10. Plus, there’s a phone number that you can call if you have any questions.
With all of that help, there’s nothing stopping you from setting up your first blog.
I hope this has been helpful. And, I really look forward to seeing YOU on Oprah!
Nicole Dean is co-owner of Mom Webs Hosting – www.MomWebs.com where you’ll find the host with the most. It offers everything a mom blogger needs – reliability, unlimited hosting, and customer service that never makes you feel intimidated — all at a price you can afford. MomWebs.com was created to help overcome the technical hurdles that may be preventing moms from sharing themselves with the online world. Check out the free training at MomWebs.com
Are Big Product Launches Always Great for Business?
I’m familiar with Jeff Walker and his Product Launch Formula. I know a lot of these big internet marketers brag about their server crashes and how much money they made in a few days. But I question whether a big product launch is always the best idea, given the huge strain put on staff, servers and infrastructure to pull these big launches off and the potential for disaster.
Done wrong, a big product launch could actually damage one’s reputation. Here’s Why.
I recently bought a product that I was totally excited about. It is a scorching HOT product in a niche that promises to dominate the future. I absolutely loved the sales page, the graphics and the videos used to sell the product. And I was equally ecstatic about the training videos – all 50 of them and many other resources. There was no question that these people had over delivered. I thought it was one of the best purchases I have ever made.
Second Thoughts
And then a tiny mix-up involving a second product that was part of an upsell led me to ask big questions about whether I should pursue what looked like a terrific business. Without totally revealing the product, I’ll tell you that part of it involved using the vendor’s software to deliver a service to customers.
More than a week after my purchase I’m still trying to gain access to this second part of the offer. So I put in a ticket with their customer support and apparently with Clickbank. The problem came when Clickbank responded. The message included a note with a number to call which ironically happened to be in my own zip code.
I dialed the number only to learn that the person on the other end was another person who had purchased the product, never received it and had complained to Clickbank. I still don’t know how this mix-up occurred. But now, I had big questions about the services of this company.
Could I count on them to deliver? Would my customers face serious snags in their services? Could my business receive a black eye if I promoted these services?
The people who created these wonderful products are very young. What they put together was extremely ambitious. I am sure they are on their way to earning millions of dollars. But at that moment I started to see this as a risky venture for me because I could not control their services, and yet my business would depend on their delivery.
I share this story to demonstrate how important a customer’s experience can be to your small business. You always have to keep in mind how your customer will be affected by the actions you take.
It might have been better for this company to roll out the business in stages. By all accounts they sold several thousand copies of this package. That was a lot to manage with a big product launch involving a number of super affiliates.
It’s the ancillary pieces – the related software – not the training itself, that gave me pause. If the software works as promised, it should be awesome. But as I started to realize how many people would rely on the services of this young company, I wondered if they would be up to the challenge, given the mix-up I experienced.
The message I would share is to anticipate the things that are likely to go wrong. Plan your product launch to ensure you can deal with the inevitable snags. This product was so good that I bet these guys will overcome these challenges.
Still, I wouldn’t want my customers wondering if I can really deliver everything I promised, because of customer service snags. Remember this story as you plan a new product launch for your business. And let me know what you think by leaving a comment.
Affiliate Marketers: Do You Struggle with Any of the Top 10 Problems With Affiliate Marketing?
Super Affiliate Lynn Terry recently asked her Facebook followers to share their top affiliate marketing problems. The 10 listed here were among 20 major issues people mentionned.
Here’s Lynn’s list of the top 10 Problems With Affiliate Marketing:
Choosing a Profitable Niche- Working with Affiliate Links and HTML Code
- Getting Traffic
- Making Sales
- Writing Content
- Writing Sales Copy
- Motivation & Time Management
- Working with Affiliate Program Managers/Merchants
- Link Building
- Building a Responsive Mailing List
If like me, your online business involves promoting other people’s products as an affiliate marketer, you’ve surely struggled with most of the problem’s on Lynn’s list.
What is really cool about Lynn’s post is that she not only identifies the problems affiliate marketers face, but she also links to previous blog posts she has written that provide solutions to these problems.
With the post and the links, you’re getting a terrific education from a very successful affiliate marketer. So I strongly recommend that you visit her site to read Top 10 Problems With Affiliate Marketing. You don’t want to miss this.
10 Savvy Marketing Ideas for 2011
2011 should be a year of great opportunity as well as many challenges. Many of you are trying to keep your small businesses alive or starting new ones to replace lost incomes.
The good news is that you have never had such a positive array of marketing vehicles to help you succeed. Here are 10 savvy marketing ideas to help you promote your small business this year.
- Exploit social media by developing a presence on Facebook, LinkedIn, YouTube, Twitter and other sites, focusing on the sites most appropriate for your business. Facebook is on fire this year so most businesses should have a presence there — either a fan page or group. We’ll talk more about this in future blog posts. The social media sites you select should mirror your marketing concentration.
- Define and expand your small business brand. If you don’t have a brand, develop one. In case you’re wondering, we specialize in savvy marketing for tiny businesses — the one you’re running from your kitchen table at home, a small shop or office, or the back of your van or truck. To develop your brand, decide what you do best and what you want to be known for. Work your brand into everything you do and all of your marketing. Use your branding to set your business apart from your competition.
- Use video marketing as effectively as possible. There are a variety of ways to use video in your marketing. This topic is complicated so we will do a post on video marketing very soon. Stay tuned.
- If yours is a local business think mobile. How will customers find you from their cell phones? How will your site appear on those tiny screens? Will they find what they need — your location and possible phone number quickly without a lot of scrolling?
- Create a blog and post regularly — at least once a week — on topics of interest to your target market. Your blog can be written, audio, video, or hopefully a mixture of these content forms. You can include photos, other graphics and even photo slide shows as some of the big sites are doing.
- Provide great content – content marketing is hotter than ever! Keep an eye out for content in various formats that will appeal, educate and entertain your target market. We’ve carried several posts about content recently, but look out for much more as the year develops.
- Do keyword research to find the issues and products your target customers care about. This is one of my least favorite activities but I am conceding that you can’t succeed without doing keyword research to discover what your market wants.
- Concentrate on buyer keywords. Using the right keyword phrases, you’ll be able to connect with your audience just when they are ready to buy. I am working on a special feature on keyword research, so join our list or register for our RSS feed.
- Focus – don’t use a shotgun approach in your market. Develop a plan and stick to it. That doesn’t mean you can not be flexible when challenges arise. But you should avoid jumping on every band wagon that comes along, or listening to whomever shouts the loudest.
- Use the talent within your organization to exploit the areas where you are strongest. If your people are better at talking than writing, concentrate on audio media — such as blog talk radio or Ustream. If your team includes writing talent, concentrate your marketing efforts on article marketing, blog and forum posting, and press releases. If you have people who know what to do with a video camera, than concentrate your efforts on video. You need a little bit of everything, so focus on your strengths in house, but be prepared to outsource the things your staff can’t do well.
That list of savvy marketing ideas should keep you busy. Whatever you do, keep learning. As I told you last time we are in the middle of a media revolution. Things are in a state of flux and if you snooze in this environment you will definitely lose. We promise to help you stay on top of all the changes, so visit often.
We’d love to get your thoughts on our 10 Savvy Marketing Ideas. So leave a comment. Tell us what you are doing in your business. Tell us what has worked, or not worked for you.
Change is the only constant in Today’s Social Media Revolution
We’re in the midst of a social media revolution that threatens to reshape the Middle East. The impact of this revolution appears to be transforming media, marketing and advertising in ways that are not yet fully understood.
In the past the advertiser ruled. Now the consumer has the upper hand and a two-way conversation has replaced yesterday’s pitch fest.
I learned a little about what to expect in a revolution as a history major in college. After reading leading works about the French Revolution, the Russian Revolution and other revolutions involving third world nations, I came away with one key lesson: the only constant in a revolution is change.
Already the current media revolution has wreaked havoc on traditional media – newspapers, television, radio and advertising. In recent years, Google and other search engines led the way. But now with the emergence of giant social media networks, all the rules have changed.
Now real people can publish their own messages, pages, pictures and videos and they no longer tolerate one-way conversations.
These dramatic changes have left whole industries in disarray. For example, I belong to a group of published authors on LinkedIn where the big question is will the printed book survive? With the introduction of the Amazon Kindle and the Apple iPad, these writers are rightfully asking how these changes and the growing acceptance of eBooks will affect their livelihood.
Staying on top of all of this change is a daunting task for any business. I can write something only to find that some new wrinkle has altered the landscape entirely.
Several recent studies suggest that we are closer to the beginning of this revolution than the end. I suspect that if we could travel 50 years into the future we might not recognize the media and marketing vehicles.
As a student of history, I would never have imagined that a revolution that began in 1917 with the deposing of the Russian Czar would ultimately culminate in the fall of the Berlin Wall in 1989. As a kid, I used one of those black typewriters with round keys and no power source. No way could I have imagined reading a book on a wireless device that could pull new content out of thin air?
My point in all of this is that you should expect change. In business school, they teach you to not only plan for opportunity, but for the worst case scenario as well. This is not an environment where you can grow complacent.
To get a better idea of what I mean, you should read two recent posts on ClickZ.com, a site I monitor to stay up on changes in the Internet Marketing space.
Learned Helplessness in Marketing
Facebook Ads Get Half the Clicks of Network Banners
Just when the experts think they have it all figured out, some new innovation changes everything.
While you don’t want to respond to every new twist or turn, you do need to adapt to the sweeping changes with strong headwinds. And I suspect that social media like Facebook, Twitter, LinkedIn and YouTube will point the way to the future.
To learn more about the trends taking shape in Facebook marketing, grab a copy of Facebook Marketing Secrets by joining our list.
Blog vs. Static Website: Why Blogs are Moneymakers?
High-traffic content website
If you’re still up in the air about what type of website is best for your small business, or you’re toying with including a blog, here are a few facts that may help you decide.
Despite all the hype, a blog is really nothing more than a website. Essentially a blog is a website with an easy to use content management system that allows for quick updating in chronological order.
Blogs or “weblogs” as they were originally called, trace their roots to online journaling and community building efforts. However, used as a business tool, blogs are uniquely positioned to make you money. Here’s why.
The structure of blogs is perfect for revenue producing efforts.
- Blog sites tend to be heavy on content and their ease of use makes it easy to add updates.
- Regardless of which blogging platform you use, you’ll be able to produce a content-based site with a series of well-targeted pages.
Why does this matter? It’s critical because search engines love content. Textual content keeps search engine spiders well fed and persuades them to visit again and again. Google, Yahoo and MSN reward information-packed sites with better positioning in search results and index these sites quickly.
Blogs have an advantage when it comes to traffic.
Effective blog use produces high search engine rankings and, thus, great traffic levels. Traffic is a key to profitability. Your site won’t make you money if no one sees it. The traffic advantage blogs enjoy with search engines is one of the main reasons to consider choosing a blog for your website or adding one to your existing static site.
You’re probably thinking you can just add a lot of content to your static site and accomplish the same objective. But you should know that adding fresh content to a static site could be more of a hassle, depending on your setup.
Ease of Use Makes Blogs Easier to Update.
Unless you manage your own site, adding fresh content might mean writing the content (or paying to have it written), converting it to HTML, inserting the content into the static page and then uploading the page to the server again. Unless you are using a very easy site manager, it’s probably going to take less effort to add new content to a blog.
If it’s complicated to add fresh content, you’re less likely to add updates as often as you should. Blogging solves this problem. All major blog platforms allow users to create new “posts” and to add them to the blog with a few simple mouse clicks.
There are two other benefits of the blog platform:
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The comment feature makes it easy for site visitors to providefeedback.
RSS symbol
- The RSS “real simple syndication” feature lets visitors sign up to get your feed when your site is updated.
This combination can make your blog sticky, making return visitors far more likely. That traffic, when coupled with the right moneymaking strategy can produce great results.
If your business website is strictly static, you should consider adding a blog. With a blog’s proven traffic-generating advantages, you may be able to create a profitable, high-traffic site that requires minimal effort.
In upcoming posts, we’ll talk about ways to outsource the content creation for your “hungry” blog. So join our list or sign up for our RSS feed to make sure you don’t miss anything. And leave a comment below to let us know if you found this post helpful.
How to Create Quality Content for Your Small Business Blog
Special Guest Post by Sierra Miller from JobDescriptions.net
A small business blog can be a fantastic way to boost revenue. The most successful ones ensure that they do this by adding quality content. This may sound like a simple enough formula, but defining quality content can be confusing. So, how exactly can you tell if the content is considered “quality”, and how do you find it?
Quality Standards Begins with the Reader
Producing quality content begins with the audience. Keywords are, of course, an essential part of driving traffic. However, there has to be a demand for the information you are posting.
Make sure that keywords have the potential to generate traffic. This means that internet users are searching for the information. Knowing the demographic and what they want to learn about is essential.
A good way to do this is to browse forums related to the subject material. Through diligent observation, a small business blog owner can identify topics that generate interest.
Create Content with a Purpose
High quality content gives the reader information they can use. A common mistake that some blog owners make is that they fail to offer the reader value. What does value mean? It is the process of including information that the reader can use, for free.
Each blog post should be between two hundred and four hundred words. Since there is a lot of room for variation in the length of the post, it can be helpful to know what you want to tell the audience in advance.
An easy way to do this is to think about each post as if it is answering a question. For example, a small business blog about appliances may tell the reader how to unstop a dishwasher clog. Alternatively, the topic may be how to make your refrigerator more energy efficient. The possibilities are limitless.
Write Well
A small business blog needs for the reader to feel like they are gaining expert knowledge. This makes the blog more credible, and therefore more likely to make money. For this reason, blog posts need to be well written and flow naturally. Mistakes in grammar and spelling, keyword “stuffing”, or incorporating the use of keywords poorly can create a bad impression.
Keyword density should be between 2% and 5%, as long as the post makes sense. Remember, the goal of a small business blog is to satisfy the reader and create a demand. If no one visits, then there is very little opportunity for performance.
This article was contributed by Sierra Miller from JobDescriptions.net, a complete job description guide. Learn more about managing a small business from her business administration job description.
Website Content – What to put on Your Small Business Website?
If you’re reading this blog post you’re probably knee deep in planning for a new website for your small business. You’ve heard that “content is king” on the Internet. And you may be wondering – What content? Where do I get it? What will help my business?
Your Website Content Needs to Help Your Customer
Keep your customer or site visitor in mind when you plan your content. Whether your site visitors are looking for the solution to a problem, or just surfing for information, your site needs to be all about them. With the exception of the About page, you should not focus on you or your company.
To focus on your site visitors, you need to know what they want. So how do you find out?
- Visit forums and social media sites where your target customers hang out.
- Ask them – Use a survey to determine their interests or ask them to suggest topics they would like to know more about.
- Visit the sites of competitors.
- Track your links in emails and or website, to see what content gets clicked.
- Don’t just track what people buy. If you have articles and other content on your site, pay attention to what articles they read and the videos watched to get a sense of interests outside your present offerings.
- Of course, you want to give them a taste of your product or service, but whatever you share should be what they NEED or WANT. That’s why a lot of people place articles, videos and other content on their websites.
The type of content you include will depend on your business:
If you are a coach, trainer or consultant, you want them to experience your style and what it would be like to work with you. But you need to do that carefully by sharing a sample of what you would provide them as clients. You want them to get a sense of the value you would bring to their business or their life if your customer is a consumer. You can do that with your website’s content or the freebie you give away to encourage them to join your list.
Writers, photographers and graphic designers typically showcase their work, to let the prospect determine if their work is a good fit.
If you plan to develop an ecommerce site, you’re going to want ad copy that will sell your product or service. You’ll also want the prospect to see, hear and experience your product with a photo or video and maybe even a demo. You’ll want them to hear a sample of your talks or speeches if you are a speaker.
Whatever you do, don’t talk about your company.
This sampling of what you have to offer and how it will benefit the buyer is much more important than all the details about your company. You do want to establish a relationship with your site visitor by giving them a sense of your company’s personality – but trust me, they won’t care until they have decided that they’re interested in what you’re selling.
Website content can take many forms.
Be creative. You should offer a variety of formats to suit different learning styles and preferences. Some people prefer to read information while others are more visual. Some people need to hear your material or touch it before they can really make a decision. The more varied your website content, the better.
Let your imagination go. Consider anything that enhances the quality of your prospect’s site visit. In our next post, we’ll talk about how to create great content and where to look for ideas.
Why the Content of your Small Business Website Matters More than its Looks?
Small business owners who worry more about how their website looks than what it says are making a critical error. That’s because site visitors and search engines pay more attention to a website’s content than they do looks.
In fact some elements often found on small business sites such as flash doorways are more likely to prevent a site from being found by humans and search engine robots.
So why is the content of a small business website so important?
One reason is that consumers don’t venture onto the web looking for information about your business. They often aren’t looking to buy something. They want information to solve a problem. Even when they are searching for information about a product or service, they are trying to get the facts that will help them make the best possible choice.
So if you’re creating a website as part of your marketing arsenal, the site needs to work for consumers. It needs to provide the information they are looking for before you can begin to prove that you’re the best company to do business with.
Small Business Websites Need to Speak the Consumer’s Language – Meaning they need to use the keyword phrases consumers are searching for.
Most consumers begin their web exploration by putting keywords and keyword phrases, also known as tags into search boxes – probably on Google.com, although other search engines get a fair amount of searches too.
All of those search engines uses robots to crawl millions of sites using complicated algorithms designed to return the best possible results. If the robots see that the individual is using a computer in Kentucky, based on the IP address from which they are accessing the internet, they are likely to serve up any available local resources when you are looking for a dentist or chiropractor.
On the other hand if geography is not a factor, the search engine robots will look for the most reputable sites with lots of smaller sites linking to them. It’s a good bet that there are a great number of websites all vying for the same keyword phrases. So your first challenge is to identify keyword phrases or tags that give your business a chance to get on the first page of the search results.
That’s not going to be easy unless you have an older domain and lots of sites linking in but that’s a different lesson. It’s important for you to understand the challenge.
Now let’s talk about content.
Search engines robots can’t see your pictures or your site’s design. They prefer sites with lots of relevant content. The site visitor also will respond well to strong content that relates well to their search. You know yourself, that when you perform a search, you will move past entries that don’t appear to offer the information you are looking for.
It’s only after the searcher has determined that you have the right information that they are likely to pay attention to the site’s aesthetics. So you do care about how the site looks but that is only a small part of your strategy in building a website to market your business.
In tomorrow’s post, we’ll talk more about what content really is. A lot of things you may not see as content could be just what your visitors are looking for.
