Category Archives: Marketing

The Critical Importance Of Lead Validation In Internet Marketing

Speculation can lead to some bad decisions — ask any stockbroker. When it comes to Internet marketing, you need as much information as possible to make as informed decisions as possible, considering decisions based on speculation introduce risk into the equation. However, too many Internet marketers end up speculating about their lead generation without knowing it. That’s because those marketers don’t take the time to validate the leads created by their websites.

Google analytics data only tracks conversions on a website, even though nearly half of conversions are not true sales leads. Whether they’re job applications or incomplete form submissions, these non-sales conversions skew the numbers and can fool marketers into thinking they have created more leads than they have. Without knowing how many actual sales leads they’ve generated and where they came from, marketers are, in effect, speculating on the success of their websites. That can lead to some bad decisions that otherwise could have been avoided had they taken time to validate the leads.

The following presentation breaks down the reasons why lead validation needs to be part of any Internet marketing campaign, to help you be more informed — and keep you from speculating.

Do you have the skills of the modern marketer? [infographic]

With the incredible advances in technology, the modern marketer needs both art and science to win. As the infographic below shows, you’ll needs skills in writing, graphics, and social media as well as hard science skills such as analytics and performance tracking to be successful.

But having the right mix of both art and science are skills in short supply. So if you’re a traditional marketer or ad man, brush up on analytics, budgeting and operational prowess. And those of you who are happier with Excel and CRM’s like salesforce.com, think about picking up copywriting, email marketing and photography techniques.

Regardless of which camp you’re in, you’ll need all of the skills below to be successful in today’s marketing department.

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Advertising and Marketing Quotes

  • “He who has a thing to sell and goes and whispers in a well is not so apt to get the dollars as he who climbs a tree and hollers.” – author unknown
  • “I do not regard advertising as entertainment or an art form, but as a medium of information.” – David Ogilvy
  • “Advertising is the ‘wonder’ in Wonder Bread.” – Jef I. Richards (1995), advertising professor, The University of Texas at Austin.
  • “Advertising is selling Twinkies to adults.” – Donald R. Vance
  • “Words are loaded pistols.” – Jean Paul Sartre
  • “What would you attempt to do if you knew you could not fail?” – unknown
  • “So this is the little lady who wrote the book that started this Great War?” – Abraham Lincoln to Uncle Tom’s Cabin writer Harriet Beecher Stowe
  • “Beneath the rule of men entirely great, the pen is mightier than the sword.” – Edward George Bulwer Lytton, an English novelist (1839)
  • “In good times people want to advertise, in bad times, they have to.” – Bruce Barton, co-founder BBDO (Batten Barton, Durstine and Osborn) Agency
  • “Most men lead lives of quiet desperation and go to the grave with the song still in them.” – Henry David Thoreau
  • “Other people paint beautifully on canvas or write wonderful poetry. I like making deals. Preferably big ones.” – Donald Trump
  • “Words calculated to catch everyone may catch no one.” – Two-time presidential candidate Adlai Stevenson
  • “Either write something worth reading or do something worth writing.” Ben Franklin
  • “The right name is an advertisement in itself.” – Claude Hopkins
  • “Let’s say you have $1,000,000 tied up in your little company and suddenly your advertising isn’t working and sales are going down. And everything depends on it. Your future depends on it, your family’s future depends on it, other people’s families depend on it . . . Now, what do you want from me? Fine writing? Or do you want to see the sales curve stop moving down and start moving up?” – Rosser Reeves
  • “Yes, I sell people things they don’t need. I can’t, however, sell them something they don’t want. Even with advertising. Even if I were of a mind to.” – John O’Toole
  • “The fact is, everyone is in sales. Whatever area you work in, you do have clients and you do need to sell.” – Jay Abraham
  • “You cannot tailor-make the situations in life but you can tailor-make the attitudes to fit those situations.” – Zig Ziglar
  • “Words mean things.” – Rush Limbaugh
  • “Top-flight sales copy is never a cost. It’s a profit center.” – Clayton Makepeace
  • “Loving your customer boils down to one thing – creating an almost fanatic sense of loyalty in your customer such that they wouldn’t think of buying from anyone else.” – Brad Antin / CommonSenseMarketing.com
  • “Your offer can make a hero or a bum out of the finest, slickest string of words you ever turned out.” – Eugene Schwartz
  • “Promise, large promise, is the soul of an advertisement.” – Samuel Johnson
  • “Many a small thing has been made large by the right kind of advertising.” – Mark Twain
  • “Every word, sentence, and headline should have one specific purpose – to lead your potential customer to your order page.” – Shelley Lowery
  • “People go through life with their minds only half turned on, except when they are promised an adequate reward for their full attention. Ordinarily their attitude toward nearly everything they see, read and
    experience is – so what?” – Maxwell Sackheim
  • “The written word is the strongest source of power in the entire universe.” – Gary Halbert
  • “Don’t underestimate the value of beginning a headline by naming the people you want to reach.” – John Caples
  • “Everyone – no exceptions – responds to well-written, persuasive, emotionally based copy. Not everyone can write it, that’s why copywriters are often paid so much, but no one can escape its power.” – Joe Vitale
  • “Before a test is run, you have to have a set of logical arguments in favor of each ad tested. After, you learn which set of arguments is stronger.” – Walter Weintz
  • “Clearly in today’s skeptical environment, people buy people long before they buy products or services. Even with the best intentions, people often do not buy simply because sales professionals do a lousy job of positioning or presenting themselves before the sale takes place.” – Richard Weylman
  • “If you don’t get noticed, you don’t have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.” – Leo Burnett
  • “The aim of marketing is to know and understand the customer so well that the product or service fits him or her and sells itself.” – Peter Drucker
  • “Delay is the death of the sale.” – Gary Halbert
Why Is It? (a/k/a The Advertising Poem)
A man wakes up after sleeping
under an advertised blanket,
on an advertised mattress,
pulls off advertised pajamas,
bathes in an advertised shower,
shaves with an advertised razor,
brushes his teeth with advertised toothpaste,
washes with advertised soap,
puts on advertised clothes,
drinks a cup of advertised coffee,
drives to work in an advertised car,
and then, refuses to advertise,
believing it doesn’t pay.
Later when business is poor,
he advertises it for sale.
Why is it?

Marketing Glossary

Algorithm
Mathematical rules search engines follow to rank web pages. Figuring out search engine algorithms is a significant part of Search Engine Optimization (SEO). If you understand how the search engines calculate relevance, you can make specific changes to your web pages to rank higher.

Anchor Text
The clickable part of your hyperlinks. This text also helps search engines understand what the linked-to page is about.

Banner Ad
A rectangular display advertisement placed on a website or participating search engine. Clicking on the ad takes you to the sponsors landing page.

Browser
A computer program to view and interact with websites on the Internet. The most common browsers are Microsoft’s Internet Explorer and Mozilla’s Firefox.

Click fraud
Process where competitors or other unscrupulous individuals click on paid advertisements without intending to purchase or interact with the website. Click fraud can happen manually, by one individual at a time, or en masse using a program. All major search engines detect and combat click fraud.

Click-through
The action taken when a user clicks on a paid display ad or other hyperlink and arrives at another website or landing page.

Click-through rate (CTR)
The percentage of clicks on an ad divided by the number of times the ad was viewed. The number of clicks on an ad divided by the times it was viewed. For example, an ad with 5 clicks for every 100 views has a 5% CTR.

Conversion rate
The percentage of desired actions (sale, lead, etc.) divided by the number of clicks on the ad. For example, 10 sales from 100 clicks would yield a 10% conversion rate.

Cost-per-acquisition (CPA)
The cost an advertiser is willing to pay for a desired action (click, sale, lead, etc.).

Cost-per-click (CPC)
The cost incurred to a sponsor when a user clicks on a paid text advertisement.

Cost-per-thousand (CPM)
Used in traditional as well as online advertising. Refers to the price a sponsor pays for the display of 1000 advertisements.

Crawler / Robot / Spider
A program used by search engines to visit, examine and catalog factors on a given website. The crawler then follows all outbound links to other websites to repeat the process, eventually reaching all linked websites on the Internet.

Directory
A topical list of websites viewed, ranked and catalogued by a human (as compared to a search engine, where these functions are done by a computer program). Directories tend to have better and more relevant results when searched topically.

Geographical targeting
Enhancing website elements or paid marketing campaigns to reach a specific geographical area (such as your state or county).

Hyperlink / hypertext link / link
An element on a webpage where clicking on it takes your to another webpage or website.

HTML (hypertext markup language)
The programming language browsers use to render a webpage.

Inbound link (or Back Link)
The link from another website pointing to your website. Search engines use the number of links in their algorithms to assess the popularity and importance of your website.

Inbound Marketing
The multi-step process of creating extensive content (articles, blogs, videos, etc.) about solution(s) you provide for your target market’s problems or aspirations; then optimizing and implementing strategies and processes to help your content get found by those prospects already learning, discovering and shopping online for an answer to these objectives.

Index
The entire collection of web pages a search engine can draw from when queried by a user. The index is composed of the pages found by the crawler.

Impression
A count of the number of times an advertisement is viewed. For an example, an ad viewed 1000 times is said to have received “1000 impressions”.

Keyword / key phrase
The word(s) used for a search engine query.

Keyword density
The percentage of keywords and key phrases as compared to the total number of words. Keyword density is a factor in many search engine algorithms.

Landing page
A specific web page reached when visitors click on a display ad, organic listing or text based advertisement.

LinkedIn Optimization (LIO)
The art and science of manipulating your public LinkedIn profile, and thus rank higher on both search engine queries and LinkedIn searches. LIO generally includes achieving 100% completeness on your public profile, making and receiving recommendations, participating in groups, and answering questions within your industry.

Link farms
Websites containing only links with little or no genuine content.

Link popularity
A measure of the number of websites linking to a given webpage. Link popularity is a factor in many search engine algorithms.

Link text
The underlined and clickable text contained in a hyperlink. Well-written link text describes to the user what they are likely to find if they click on the hyperlink.

Listings / natural listings / organic listings
The non-sponsored information appearing on a search engine results page. Listings are organized with the most important webpage being listed first, and so on. Sites appear in the listings because an algorithm has deemed then appropriate for the keyword or key phrase query.

Long Tail Theory
The economics of abundance. With Search Engine Marketing, it means you can make more by selling less with certain infrequently used keywords or keyphrases.

Meta tags
HTML elements on a web page. Meta tags tell the crawler what type of content, the description of the page and associated keywords. The most important HTML elements are the title tag and Meta description tag. Meta keywords, although commonly used, have little or no influence on search engine rankings.

Online marketing
A vehicle for interaction between prospects and your website. It allows any user connected to the Internet to receive, view and act upon advertising messages as well as with organic, or non-paid, listings.

Optimization services
Services offered by a business to increase search engine optimization of a website. These services generally are performed with a goal of increasing the rank of a website with one or more search engines.

Outbound links
Links from your website to another website or webpage. The visitor generally has to leave your website to follow an outbound link.

Page view
The number of times a given webpage has been viewed. For example, a website viewed 500 times is said to have received “500 page views.”

Paid inclusion / paid listings / paid placement
Payment for listing on a search engine or directory. Paid inclusion does not guarantee organic ranking for any keyword or key phrase.

Pay-per-click advertising (PPC)
A marketing program where text or other advertisements are displayed based on specific keyword or key phrase queries. Advertisers then pay the sponsoring search engine based on the number of click-throughs to their website. These listings are generally separated from the organic listings.

Query
A keyword or key phrase request to a search engine’s index, which results in a search engine results page (SERP).

Search engine
An Internet website used to search the web for websites matching your keyword or key phrase query. Google.com, MSN.com and Yahoo.com all have search engine functions.

Search engine optimization (SEO)
The art and science of manipulating web pages to influence search engines, and thus rank higher on the search engine results page (SERP) for a given keyword or key phrase. SEO generally includes a review of the website’s architecture and HTML structure, content development and in-bound link development.

Search Engine Marketing (SEM)
A high-level marketing program, often including search engine optimization and pay-per-click advertising, with a goal of improving the conversion rate of a website or webpage.

Search engine results pages (SERPs)
The page displayed after a user queries a search engine.

Social Marketing
A type of website requiring user participation or user generated content. The three main types of sites within social marketing are social media (e.g. Flickr, YouTube), social networking (e.g. Facebook, LinkedIn) and social bookmarking (e.g. Delicious, StumbleUpon).

Spam
The practice of sending unsolicited e-mail messages to promote a website or webpage. CAN-SPAM Act of 2003 was enacted by Congress to combat spam.

Title Tag
An HTML meta tag with text describing a specific web page. Arguably the most important piece of data on your web page, since it’s also the clickable portion on search engine results pages.

Uniform Resource Locator (URL)
The domain name or Internet address for a given website or webpage.

Universal Search
Blended search results which pulls data from multiple sources, and may contain images, videos, maps, live search results and news stories.

Modern Marketing over Traditional Marketing

Marketing is going through a revolution.  From the days when sales people used some form of advertising or traditional marketing methods to modern marketing strategies like online marketing, SEO and E-mail marketing.  Traditional or non-traditional, marketing is a widely used method to inform potential customers about products and services and to establish a customer base.  Whichever method, marketing will enable you to engage with your customers in every way possible.

Technology advances have forced companies to change their marketing strategies.  From traditional methods, they get to embrace modern ways to carry out their marketing campaigns. Companies have spent billions to strengthen their marketing strategies. They have adapted several new methods of promoting their products and services to compete with the rising market. Although many have relied to modern marketing today, there are still businesses who opted to use the traditional methods to do their marketing.

Traditional marketing is used by businesses to get the word out about their product or service, whether it is by pushing a cart load of wares around, distributing flyers or advertising in newspapers.   Anyone that is trying to sell something used some sort of these to get their products noticed.

Door to door sales also constitute the traditional marketing.  In some industries some form of knocking on doors is the best way to do business even today.  Another one is by using Yellow Page.  The yellow page is a very thick book filled with thousands of business listing of business owners throughout a specific area.  People would often look through the book to search for businesses that interest them.

Now, there are a lot of other traditional marketing methods that people use to market their businesses, yet because of the emergence of new technologies, they don’t respond to these methods like they did before.  Instead of a business spending millions on television advertising or on other traditional marketing strategies they can save on using some modern marketing strategies like SEO, B2B telemarketing and email marketing and promote just as effectively.

E-marketing is another name for web marketing or online marketing.  It is a business strategy that is increasingly being adopted over the traditional forms of marketing.  For businesses that aim to establish an online presence in a cost-effective way, then this is a much preferred solution.  One of the advantages of e marketing is that it can reach a wider client base for it uses Internet as medium to connect with millions of potential customers.  Unlike with traditional marketing strategies, e marketing can undertake all sorts of tasks like customer service, information management and public relations at low costs.

Some businesses die because of their weak marketing strategies.  Success in business requires careful and longer research of the market, product and service.  Really it takes time to learn what method works for your business.  You will constantly need to find and adapt methods that will meet your needs.  Take a step now.  Outsource your marketing activities to reliable call centers before your competitors eat their way into your potential customers.