Just concluded an interview with Larry Kim of WordStream and he showed us an onpage SEO tool that would help website owners and bloggers develop content for their pages and find the right words and topics to attract their desired audiences.
WordStream On Page SEO Tool
Uploaded by RoySencio. – College experience videos.
Everyone in business nowadays knows that you have to be online to have serious earnings potential and stay competitive in the marketplace because the vast majority of consumers are online and many go online to seek out their future purchases or compare prices on items. Thus having a recognizable online brand identity and specific marketing is essential for a successful product sales campaign. Developing a brand strategy for online business is similar to developing one for regular marketing purposes, you simply have to redefine some elements and take your mission and goal of expansion and credibility further.
1. Define product demographics
Who will be interested in your product and want to purchase it? What kind of person is the brand made for? Set some clear demographics so you know who you’ll be marketing to and have some sort of concept of what you might do to spark their interest or catch their attention.
2. Tune into demographics’ online portals
Once your target group has been identified you’ll need to figure out where they are online and what they’re into that will allow you to reach them. If you’re marketing to 30-50 year old women you may be looking into parenting forums, working woman websites and mom savings blogs as this group seems to spend a great deal of their time online in these arenas. Hire people to blog and post on these sites to start discussions and talk about your products. This will give you an unbiased look at what the average view of your product is and how you can improve the brand or further strengthen its presence online. These online portals are also where you’ll later be advertising and pushing the brand identity later on so it’s nice to establish a presence early on even if it’s an invisible one that you simply use as a reference.
3. Create some demos
Make a couple examples of your brand identity items including an online logo, slogan, overall look and marketing campaign. You need to have more than one option so that if one proves to be unsuccessful in the beginning you have another to turn to later on. Or you can give consumers the option of choosing what they like in a poll, competition or survey of some sort.
4. Ask customers
Once you have a potential online brand strategy in place you can have a test run with your target consumers. This can be done a number of ways; through a survey, a free trial, incentive and reward programs or even a competition. Have a consumers come up with your brand identity for you through the guise of a competition in which the winner gets a cash prize or other large prize. Surveys can track what consumers think of your current brand identity and provide helpful feedback on what works or doesn’t work with your current design. This can be a voluntary survey however those with rewards or incentives yield higher numbers of people filling them out and giving more detailed answers.
5. Track results
Once you have a brand strategy in place you need to track the results to see if it’s working at whatever the goal of the strategy was. If the brand is new then the strategy is likely to increase awareness among the public and interest amongst the target demographic base. If the brand is more established the goal might be to increase the earnings by a specific percentage over a designated length of time. Watch the number of hits you get on ads, on your website, polls and so on. See if one market does better than another and after finding out why decide how to rearrange your marketing campaign funds and adjust your brand strategy accordingly.
If you have any questions about online branding, visit my blog and use the contact form to ask.
Yesterday I had the opportunity to speak before a group of small business owners who wanted to know how they could market their businesses online through a website.
While a lot of questions were posed, one topic that kept popping up and which lead to an interesting discussion from different participants is Twitter.. if it is really worth considering as a marketing channel. One participant quoted a drop off rate of about 60%.
So is Twitter really worth the time and effort? Here are key points that came up and I wish to underscore for you.
- Twitter is not a magic bullet solution for improving an online business, it is just another networking opportunity just like any other, a venue for you to meet new people.. whether those relationships become significant.. turn into business opportunities or personal relationships, is up to you and who it is you meet
- Just like any venue or opportunity to network, results may vary and that would depend largely on the people who are at that venue, or on that channel, and if they would be interested in YOU, who you are and what you have
- It is about YOU, when you get on a social networking site, people see and get to know you and what you do, if you interest them then good, if they don’t fancy you then no harm no foul, move on… again think of Twitter as simply a virtual version of real life meet ups, mixers and such
- Since Twitter is a medium to network and build relationships, then leverage on that opportunity, the chance to establish, build and maintain relationships that CAN lead to business opportunities, establish your authority and earn trust.
A lot of people have this misconception about Twitter and I think it is primarily the fault of Internet Marketers who sell information products and software that are to do with Twitter, a key part of their marketing focuses on huge income generated from Twitter. So that people are then lead to believe that Twitter is the ultimate solution to improving a business on the internet.
So, should you Twitter?
My honest answer would be, it depends on your results.. Like any marketing activity you undertake, you need to have some sort of way to gauge results of your actions, so if you are on Twitter your metrics may be things like traffic sent from Twitter, click through rate on your links, number of people following you, number of mentions of your name or number of ReTweets other people give you.. and maybe ultimately number of sales generated from people as a result of your correspondence or contact with them on Twitter
Image Source: http://roystonrobertson.blogspot.com/2009/04/twitter-cartoon.html
Brand identity is extremely important for a company’s survival, growth and overall longevity. Customers want to shop from or use the services of a company they can trust due to the satisfaction they have shown and their track record. Consumer confidence is key. Once you have established a brand identity and have a complete concept of how you are perceived by the public your work still isn’t done. In fact, it’s never done. To remain competitive online you have to continue to strengthen your brand identity so you won’t be forgotten or outsold and overshadowed by another retailer or service provider.
Connect on Social Networks
Social networking isn’t just for personal contacts and relationships anymore, millions are using these networks for work as well. Businesses can create pages which people can then become “fans” of. This gives a brand a forum to reach potential customers on a personal level. They can have a unique experience with the brand online and turn to it whenever they please. These networks allow a brand to experiment with new concepts, ask for feedback from consumers and of course, promote their product or service. Creating individual pages and networks for each brand allows consumers to show off their lifestyle to others as well. By displaying pages you’re a fan of other people can see what you’re into, the products you use and what you like to do as brand identity can translate into personal identity as well. Then personal referrals turn into business sales for you because one person tells their friend and they tell someone and so on.
Offer Incentives and Rewards
The power of personal referrals is incredible. Offer an incentive that customers get a percentage of sales back in the form of credit, points or free gifts and hundreds upon thousands of people will be motivated enough to send the information to their friends and family in hopes of earning enough points, credits or other rewards to get free items. Discounts, promotions and incentives are great selling points to get new customers in to try your product. Rewards programs keep the customers you have from trying something else when your competitors offer new discounts and freebies. The better your incentives and rewards programs the more customers you’ll be able to secure for the long run and the stronger your brand identity will become because you’ll have gained credibility from your following.
Google Ads
Advertising will always help strengthen your online brand identity because it will remind consumers first that you exist, second that you’re a trustworthy and viable company and third that you’re the best. The more that your brand name is seen the more people will begin to associate it with being the best. Using Google Ads is easy and the most reliable and popular form of advertising online. Your ads will be displayed on various websites which you can target based on your product demographics base. The more you want your ads seen the more ads you pay to have shown, simple and easy.
If you have any questions about online branding, visit my blog and use the contact form to ask a question.
A lot of Verizon subscribers have been waiting for the Google Nexus One, but it seems it would be in both Verizon and Google’s interests to delay.. for Verizon it gives them time to get rid of some of their 3g smart phones Palm Pre Plus and Pixi whose prices they have slashed down to $49.99 and $29.99. While Google, well, best not go head to head with the currently launching iPad from Apple which is making waves this weekend.
Apple’s new iPad hit stores just this morning and here in San Francisco, people in the hundreds have been lining up… some had been there all night, other had arrived early that morning.
I am guessing they will wait about a week or two, so the iPad launch will come to pass, and Verizon users who had gotten iPads or have an interest in them won’t be distracted and will give their undivided attention to the Nexus One Verizon version, when it is finally made available.
Apple Store on Stockton Street, San Francisco at 7am Saturday
Image Source: http://news.cnet.com/2300-31324_3-10003023.html
Advertising on TV networks has always been a little complicated and expensive… it actually still is! It can be a long process that involves too many people… there are the people that put your ad together then there are the people who recommend the right places to air your TV ad and make those placements and book your TV spots.
Today, Google AdWords allows you to book your ads on TV networks all by yourself. Watch the video below to see how it works.
Mark Twain had an idea about copywriting when he said to “Kill all your darlings”, meaning say it straight and say it great. The same goes for creating copy that promotes your brand.
With all the media bombardment at every turn, you’ve probably seen it all – exaggerated headlines, over the top testimonials and claims. It might be effective in catching the attention of your customers but it’s a lousy way of building long-term patronage and partnerships. What happens when the hype is over?
Here are a few rules to follow when creating your content or copy:
1. Simple = Good
Simple is always better. It’s easier to remember and harder to miss. According to Luke Sullivan (Whipple, Squeeze This)
simple breaks through all the advertising clutter. So before you start writing, don’t forget to check your cliches at the door.
2. Numbers aren’t always great
Lose 10 pounds in 7 days or 10 Tips to A New You will grab a person’s interest but this will only lead to a one-time buy (hopefully).
When your customer snaps out of the starry-eyed high and find out your product doesn’t work then the numbers will definitely spell trouble for your business.
3. Most of the time, there’s never anything more
We’ve heard of this line and some people have even fallen for it once or twice. It goes more or less like “But wait, there’s more! If you call now, you get the Super Pro Ultraxxx for a very low, low price of $99.99.” Would you seriously consider buying the product? Or for those who were cuckolded, would you want to buy another one? I don’t think so.
According to Simon Glickman and Julia Rubiner of Editorial Emergency “It’s not just a matter of making sales; it’s a matter of making lasting connections and establishing a brand that offers genuine value. And treating potential clients with respect. And sleeping at night”
The bottom line is: Don’t treat prospects like suckers born every minute. Write good copy and establish lasting relationships. Long-term clients build your brand so talk to them and communicate with them accordingly.
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Article by Guest Author: Carla Marie Adlawan
Carla Marie Adlawan, fresh from university with Business degree in hand, decided to jump into the world of advertising as a copywriter. Four years later, she’s still spitting copy at the same agency and from the same desk. She’s had years of experience working with local and multi-national clients spanning various industries from IT to F&B, Real Estate to Communications, Retail and Merchandising to Transportation and the Academe.
During her free time she prowls the streets to rid the city of crime, which is another term for freelance.
Visit her blog, Writings of a Street Rat.
If I were to pick one word and use that same word as the sole criteria and absolute basis for how well your website is ranked on Google, the word would be relevance. Relevance of a search term to content on a page; relevance as evidenced by link popularity of that page on other web pages on the same website or on other websites and corresponding click throughs from those links; relevance as manifested in behavior of visitors that land on that page; relevance as quantified by click throughs from a website’s search engine results page (SERP) listing. The latter two, has recently recently become even more important to SEO professionals with Google’s personalized search results feature that rolled out in December of 2009.
With Google personalized search, the search results (listings) you see on Google’s SERPs will show you websites that you have actually visited in the past and spent time on because Google has factored in your previous search behavior (your act of searching on Google, clicking a listing and spending time on certain websites, and how often you visit) into the way they rank pages on your search. Google does that automatically, even if you have not activated this feature, but you can actually get search results that does not take into consideration your previous search behavior by clicking the “view customizations link” on the SERP.
So if you are a website owner tracking your rankings or an SEO professional tracking rankings because it is a key metric to gauge results of your SEO activities, then your metrics are skewed or to a graver extent, inaccurate and misleading.
Google is watching what you click on in search results and learns that you like certain sites. For example, if you often search for specific keywords, and on the top 10 organic listings on the next page there is a web page ranked on the number 9 spot, if you click that site and visit that site regularly, or search for the same keywords later or search for related keywords and you end up visiting that same website, over time Google gives that site a boost in rankings, might end up being in the top 3 or even ranked number 1, because it starts to believe that you like that website. But the ranking boost it gets are only for your results you see on your browser, and not for all other searchers and users. In other words if the site is number 1 on the Google listings you see on your browser, it is not number 1 on other users’ browsers especially if those users have not had previous interaction with that website.
So if you are tracking your rankings, if done with the personalized search feature active, you will not get an accurate representation of what your rankings actually are in general for the city/country you are in.
There has also been a question of privacy, “is Google invading your privacy by watching what you are doing and taking note of your behavior on the websites you visit?”
More information about you is actually kept if you are logged into to your Google account while performing these searches, if logged out, there is only limited data that Google collects about you and your behavior, but still it is enough to change what you see on the results page. Below is a table that shows you what they gather if you are logged in or logged out.
So is personalized search bad?
In the aspect of tracking behavior I believe Google to be walking a thin line.. as the char above shows, it appears that by logging in to your Google account, Google takes this as a sign that you allow your behavior and identity to be monitored. But, has Google informed you about this?
Second thing is, as a Search Engine Optimization (SEO) consultant, the biggest concern is keyword rankings of clients might not be credible or accurate, however this can be easily remedied by simply doing the search again without search customizations. Moreover with a better understanding of how personalized search works, SEOs can make adjustments in order to even leverage on personalized search that is active by default, and use that to get that a ranking boost for their websites. I know I have, but if asked how… I am afraid I rather keep this strategy to myself and not make it easily and publicly available.
Reference and Image Source: http://searchengineland.com/google-now-personalizes-everyones-search-results-31195
A lot of people get a little confused when it comes to branding, so I recorded this video on how to create an online branding strategy to help you put together a plan that will develop trust in your brand.. whether it is a product, service, company or simply your name; increase visibility on search engines and a corresponding increase in traffic from search engines; and finally increased visibility on other websites such as Web 2.0 and social sites plus an increase of referred traffic from these websites.
If you have comments or questions please use the comment form below. Please feel free to share, ReTweet or send this video to your friends who might find it helpful.
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