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17 Jan. - Google, AOL Cement Advertising Partnership
 Beating
out rivals that reportedly included Microsoft and Yahoo!, Google took a stake in Internet service provider AOL.
Both companies have a lot to gain from the deal, but it does have its down side -- and AOL may yet regret the
move. Keep
reading to find out more >>
01 Feb. - C|NET news - How
to evade Google search - Companies must take steps to ensure that the search giant's prolific Web bots don't
grab content they want to keep hidden.
25 Jan. - www.seochat.com - Duplicate
Content Penalties: Problems with Google’s Filter - Does Google penalize a person for having two websites
that have the same or similar content?
19 Jan. - MercuryNews.com - Feds
after Google data - The Bush administration on Wednesday asked a federal judge to order Google to turn over
a broad range of material from its closely guarded databases.
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Are you 'hooking' potential customers? Get your potential customers to COME BACK!
Viral Marketing describes any strategy that encourages individuals to pass on a
marketing message to others, creating the potential for growth in message's exposure and influence.
NOT ALL SALES ARE MADE IMMEDIATELY. Some people are impulse buyers online, but most are not.
This is true for both e-commerce and service businesses. There are many reasons why browsers won't buy immediately:
- don't have the money
- want to 'shop around'
- want second opinions from other sites
Whatever the case, getting customers to come back is CRITICAL for future sales and word-of-mouth
(viral) marketing.
Viral marketing works something like this:
- Customer enters site
- They signup for future reminders/notices/ information/sales/specials (usually through a newsletter)
- They get reminded that you exist
- They come back, then ...
- do nothing but get another newsletter next month!
- buy something, and/or...
- ...tell others that you exist
The goal is to never lose contact with your potential customers. What is not lost, is gained!
Like any marketing, viral marketing works when the marketing piece is targeted toward the right
customers. Here are some important things to consider if employing viral marketing:
- Make sure that it's a completely optional opt-in
- Allow browsers to opt-out effortlessly
- Make sure that there is information on why signing up is beneficial to the browser,
and what they will find in your newsletters every month.
- When sending a newsletter, make sure that the content is rich and relevant to your target
audience, don't just say, "hey! here's a rehash of stuff that we say on our website!"
All this ensures that the right customer will sign up, and when they get the information, it
will compel them to come back and tell others.
A more in depth example of a newsletter signup can be found below, under '3. Marketing Tips Online'
Viral Marketing can be employed in a variety of ways. The newsletter is the most standard form,
but consider this example of how viral marketing can be used with connecting to the right people. In fact, read
our previous newsletter about 'connector' people.
I have a client called the Union Hotel and Victorian
Mansion which used this system to increase bus tour bookings, which were profitable and simple to book. In
the beginning of working with Christine (the owner of the hotel) I targeted patrons (people booking
individual rooms) because I thought they were the money maker. Wrong. Tour operators and travel agents
are the money maker, because they for the same time spent, Christine increases her sales by about 34 times. Travel
agent (bus tour operator) is in yellow. I believe the diagram below is pretty self explanatory:
So, we adapted a newsletter campaign for bus tour operators and other travel agents by:
We have plans to do it for wedding coordinators,
car clubs, historical groups, etc. NOW we're cooking.
Why is this viral marketing? Let's review the definition
again...
"Viral Marketing describes any strategy that encourages individuals to pass
on a marketing message to others, creating the potential for growth in message's exposure and influence."
Bingo.
Don't want to do this all yourself? I can run a Dadamail newsletter for you! Basic
setup is $300. Or, get the whole enchilada; research of content, building of newsletters (12), setup of signup
boxes and why pages can be had for under $900. Contact us for more information >
^ top
Newsletters are a PERFECT example of Viral Marketing. And creating the right signup experience
and delivery of your newsletter is important to satisfaction.
There are many newsletter programs out there, but the two that I have personally used are...
- Dadamail - FREE, but requires programming; if you're
know HTML design and have a programmer you can use, then go with this
- Constant Contact - $15/month (to start),
requires no programming and no HTML experience, but interface is tricky.
I personally use Dadmail, because I know programmers and know HTML. I also run about 16 newsletters
every month for clients, so the 'no cost' option is great. If you are just a single website user, and don't have
HTML experience (and want to do the newsletter yourself) then go with Constant Contact.
Here are some tips when putting a newsletter signup onto your website:
- Newsletter signup is visible on every page if possible, and make it prominent
- Make sure that there is a 'why' page connected to the signup box,
- Explain on that page (1) why it's a great idea to sign up and
what you are going to give them (2) at what time interval and (3) that you will never share browsers information
with anyone (and you shouldn't)
A newsletter is a mini-website right on a browser's computer, so make sure that it has rich content
that is relevant to the consumer. I don't think it's as important whether you have snappy graphics or not, just
that there is great information. Here are some content tips.
- break down information into sections, make it digestable
- for particularly long newsletters, create an index at the top (In this issue...)
- make all information relevant; if you can say, 'my subscribers will love that information
tidbit' then include it
- create an overall theme with each newsletter if you can
- dont' change the format much from sending to sending
- make sure the thing is on time within a few days every month (or quarter, etc.)
- Tuesday
and Wednesday are great days to send out newsletters
- refer back to your website a time or two, taking the person directly to the relevant information
- Include expanded informaton on your website if necessary, and include other websites if relevant
- this is great if you have a certain product and the manufacturer's website has more information (but they
can't buy it there)
- remind people that they can send the newsletter to others, and spread the word; if they find
the content within a newsletter relevant and rich, they will send it along! I swear!
Union Hotel and Victorian Mansion is a pretty
cool place. Go to the website and 'feel the flow' of the newsletter signup.
^ top
 Gregory's
Note: I have read this book about three times, because it's so important to us 'intellectuals'
or are not naturals at business. Emotional intelligence, for lack of a better value, keeps us in there plugging
away at the future. I am a stronger person today for this book.
I think Amazon.com's review said it best:
"There was a time when IQ was considered the leading determinant of success. In this
fascinating book, based on brain and behavioral research, Daniel Goleman argues that our IQ-idolizing view of
intelligence is far too narrow. Instead, Goleman makes the case for "emotional intelligence" being
the strongest indicator of human success. He defines emotional intelligence in terms of self-awareness, altruism,
personal motivation, empathy, and the ability to love and be loved by friends, partners, and family members.
People who possess high emotional intelligence are the people who truly succeed in work as well as play, building
flourishing careers and lasting, meaningful relationships. Because emotional intelligence isn't fixed at birth,
Goleman outlines how adults as well as parents of young children can sow the seeds."
It's a cheap book, too. You can find used ones for about $13 everywhere. Buy a few for those
'nerdy' friends that sneer at financially successful 'average' people!
Daniel
Goleman's book ONLINE >
^ top
Gregory's Note: Part of life is laughing out loud at the absurdity
of the world. The Onion helps me accomplish that. Longest laugh session: 17 minutes. Various giggles throughout
the next 14 hours.
Check out www.theonion now! >
If you have suggestions as to content, layout, or relevance of material above, don't hesitate to
email Gregory at gregory@leyline.net.
^ top
----------- (END OF NEWSLETTER) -----------
Would you like to be informed of online marketing as it develops?
Sign up for the Leyline Marketing mailing list and receive a monthly newsletter
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...a $350 value!
- detailed explanations of sales and marketing techniques, both on the web
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- upcoming dates of free and paid seminars by Gregory Cox of Leyline Web
Promotion
Our job here at Leyline Web Promotion is to help you make informed decisions regarding
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If you sign up to our mailing list, your email address and interest preferences will be
recorded in our database.
Privacy is important to us; therefore, we will not sell, rent, or give your name or
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So register above! If you have any questions or comments, feel free to contact us.
Sincerely, Gregory Cox, 805-258-3112 |
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