TRonMarketing

April 5, 2008

Top 10 Google Search Shortcut Tips

Filed under: Email Marketing,SEM & SEO,SEO/PPC,Toolkits — Tony @ 9:52 am
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On April 1st John Jantsch, author of Duct Tape Marketing, posted his “Top 10 Google Search Shortcut Tips”. I though it was another April Fools Joke. What a mistake.
These tips are gems and essentials. As John notes “Using specialized Google searches for SEO and competitive research is a pretty simple, but powerful tool. Many times you can improve your ranking for important search phrases by better understanding the construction of pages that rank well ahead of you. Studying and understanding how a well ranked page is optimized and having access to a list of sites that link to these pages will tell you a great deal about what you may need to do to get similar results.”

Check out John Jantsch’s list at My Top 10 Google Search Shortcut Tips

GREAT LIST

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April 3, 2008

HOW TO ALIENATE YOUR CUSTOMERS

Filed under: Email Marketing,Marketing — Tony @ 2:55 pm
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On April Fools Day I received an email from a pure pay online rug company. They are very successful and there is a lot to admire. What shocked me was how damaging to the company their recent email campaign was. Someone was asleep at the switch.

They had forgotten about their relationship to their clients and they had forgotten the most fundamental issues of appeal and e-mail marketing. The email stated I was the lucky winner of a rug from the company. I was excited and clicked on the email and the first message above the fold I got was April Fools. I had lost. First impressions above the fold count folks..message first.

The image below tells the story. I took a snapshot of what was above the fold on my screen. That is the absolute sweet spot. This is example of how not to email market. Make sure you get to the point quickly and do it above the fold. How many of us scroll down below the fold on the screen. Be honest – I have a 17 inch screen.   PS: Below the fold was a great offer. TO LATE

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Behavioral Targeting is coming of age

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Tom Hespos in an article in Imedia Connection on Behavioral targeting makes a startling claim about its effectiveness. He writes that ” It’s not uncommon to see 1,000 percent lifts in clickthrough and conversion rates when adding behavioral targeting to an online ad effort. With that kind of performance differential between targeted and untargeted ads, it’s more important than ever to understand how your ads are being targeted.Behavioral targeting has captivated marketers and agency people alike with promises of increased return, but it wasn’t until fairly recently that behavioral targeting learned how to scale appropriately. For example, when Tacoda was in the enterprise software business, its clients realized that BT’s biggest issue wasn’t identifying people according to their web behaviors but rather how to find enough people fitting certain behavioral criteria to make campaigns worthwhile.”
Its a great read. Also have a look at Neil Perry’s article on “Agencies & Behavioral Targeting”

April 2, 2008

Email Campaigns and deliverability

Email Deliverability

All marketers have silver bullets that they pull out when sales plummet. Usually they are e-mail campaigns, refined PPC, SEO tweaks and so on. To often however the favorite weapon in a slowing economy is e-mail campaigns. They are fast and quick.

Be careful of the temptation to do one more spin of the wheel and do yourself a favor and read Josh Aberants articleThe banes of deliverability” in this weeks DMNews

What caught my eye in Josh’s article is that even if you did everything right as he said “by crafting appealing offers, providing relevant content and targeting those most likely to benefit, some of those e-mail messages still won’t get through”

Apart from the need to be clear on what people are opting in for one also needs to be careful of list fatigue and consumers getting peeved off. The distance between driving them to report your e-mail as spam is very low. Josh Aberant reports in his article that “half a percent is a common threshold —ISPs will take action to block your messages or deliver them to the junk folder.”

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