Marketing your website may face a backlash if you do not follow up few Do's and Don'ts. They represent the necessary conditions for best practice of success in a competitive environment.
DO’S
1. Your website name should be short and straight forward to the point. The shorter the better it is. The maintenance of the people's interest is essential. This what obliges you to chose your words carefully.
2. The usage of the signature line in forums and on email is critical in the online business. Your name, business name, a brief description as well as website link are things that enhances your reputation and crediblility. Be sure to check with the forum administrators to find out what you can and can’t do as far as trying to get free advertising.
3. Do advertise offline to the local community. The local community is another sphere of influence that will help the word spread about your business. If money is an issue, advertise in church directories, newsletters, advertising books for special events, and the word of mouth method. Talking to people in the beauty shop, barber shop, church, and the Rotary Club meeting can earn you hundreds more visitors to the site.
4. Learn all that you can about search engine optimization. The idea is to be ranked somewhere on the first page of search results for as many search engines as you can. Most people only look on the first page because they assume correctly that they are the best places to find the information needed.
DON’TS
1. If you ignore the rules of posting information about your business on forums, they will boot you out. This type of blatant solicitation is prohibited on most forums. They let you use your signature line but adhere to the rules of what you can say.
2. Adding a lot of extra frills to your website page will not make it more attractive to the search engines. People who visit may like the bells and whistles but they won’t find you to admire them if you are consistently placed low in the page rankings.
3. Take a long time to respond to customer service issues. When customers send you email about a broken product or have a question, answer promptly. If you do not they will tell everyone that they know about your rotten service. That type of word of mouth marketing you can do without.
Marketing strategies will either help or hurt you. It takes time to see what works best so try as many as you can. Remember that the object is to attract customers, not anger them.
Niche Markets and How They Affect Adwords Campaigns
Not everyone is a potential customer for a given product or service. Smart business owners know their niche – the particular, well-defined segment of the population that will have interest in what is being sold.
In order to be effective, adwords campaigns must address the advertiser’s niche. This requires an in-depth understanding of who comprises the market and why they buy, and a tightly focused keyword list.
• Who is buying the product or service? Successful advertisers develop a profile of their typical customer. Keywords, titles, and descriptions must appeal to this person. A health-conscious person would be more likely to click thru an ad for “organic meatless recipes”, for example, than “delicious hamburger recipes”.
Reaching the right market – the niche – is necessary to avoid the cost associated with clicks by people who are not likely to buy. Advertisers should strive to avoid viewers who will click but not buy, because they will pay a higher CPC without attaining sales to balance the expense. Low conversion rates are one way to recognize that ads are reaching too broad a market.
• Why do they buy? Marketing experts suggest that purchasing decisions are made for one of three reasons: to fulfill a basic need, to solve a problem, or to create positive feelings about the self. Adwords campaigns should communicate specifically what need will be satisfied, problem solved, or self-image achieved through the purchase.
Viewers are given pages of hits when they enter a search. They need a compelling reason to choose one ad over another. Effective ad titles will increase click-thru rates. The result of these two steps is a lower CPC and a better qualified lead.
To zero in more closely on the niche market, advertisers can employ negative keywords. These are the words that, when included in a viewer’s search, will cause the ad NOT to appear. Developing an accurate list of negative keywords involves several steps. First, using a keyword research tool, enter the keywords chosen for the advertiser’s website. A list of phrases commonly searched that contain those words will be produced. An advertiser selling tulips, for instance, might find that the search phrase “pictures of tulips” is frequently used. The negative keyword “pictures” would then prevent the ad from showing when a viewer wants an image instead of the real thing.
Use keyword phrase matching to further ensure the ad will reach the right viewers. Variations in spelling, common misspellings, interchanged words, and the use of singular and plural forms of keywords allow the maximum number of potential customers to receive the ad in response to a search.
Knowing one’s niche and reaching that segment of the market can enhance an advertiser’s success with Adwords campaigns.
In order to be effective, adwords campaigns must address the advertiser’s niche. This requires an in-depth understanding of who comprises the market and why they buy, and a tightly focused keyword list.
• Who is buying the product or service? Successful advertisers develop a profile of their typical customer. Keywords, titles, and descriptions must appeal to this person. A health-conscious person would be more likely to click thru an ad for “organic meatless recipes”, for example, than “delicious hamburger recipes”.
Reaching the right market – the niche – is necessary to avoid the cost associated with clicks by people who are not likely to buy. Advertisers should strive to avoid viewers who will click but not buy, because they will pay a higher CPC without attaining sales to balance the expense. Low conversion rates are one way to recognize that ads are reaching too broad a market.
• Why do they buy? Marketing experts suggest that purchasing decisions are made for one of three reasons: to fulfill a basic need, to solve a problem, or to create positive feelings about the self. Adwords campaigns should communicate specifically what need will be satisfied, problem solved, or self-image achieved through the purchase.
Viewers are given pages of hits when they enter a search. They need a compelling reason to choose one ad over another. Effective ad titles will increase click-thru rates. The result of these two steps is a lower CPC and a better qualified lead.
To zero in more closely on the niche market, advertisers can employ negative keywords. These are the words that, when included in a viewer’s search, will cause the ad NOT to appear. Developing an accurate list of negative keywords involves several steps. First, using a keyword research tool, enter the keywords chosen for the advertiser’s website. A list of phrases commonly searched that contain those words will be produced. An advertiser selling tulips, for instance, might find that the search phrase “pictures of tulips” is frequently used. The negative keyword “pictures” would then prevent the ad from showing when a viewer wants an image instead of the real thing.
Use keyword phrase matching to further ensure the ad will reach the right viewers. Variations in spelling, common misspellings, interchanged words, and the use of singular and plural forms of keywords allow the maximum number of potential customers to receive the ad in response to a search.
Knowing one’s niche and reaching that segment of the market can enhance an advertiser’s success with Adwords campaigns.
Sunday 29 June 2008
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