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Posts Tagged ‘eMarketing’

Keywords Are Key: Writing E-Ads Customers Can Find

March 3rd, 2010 by Katherine

When e-marketing outside of a preset mailing list, you need online advertisements that are easy to find. Preferably advertisements that pop up at the head of the Google search results list.

The most basic—and perhaps most important—element of search engine optimization is keywords. They help customers find you by matching what you offer to what people want.

Think like a customer. Only researchers search for the phrase “industry award.” Press releases and honors are fine for convincing potential clients you know your business, but they won’t get you to the head of the line in a search for “data storage systems”—even if your innovative data storage system won you the industry award. Choose words that describe what your current customers buy, and make those words prominent.

Be as specific as possible—in lay language. No one will search for you by the words “super” or “fantastic,” even if your business is superhero memorabilia. On the other hand, it won’t help to list the scientific names for your pharmacy’s products when most people search for medications by their common names.

Beware of keywords that bring you to the front of search results but can’t be found among the visible text on the pages those results link to. Finding a “search result that isn’t” can be infuriating to the semi-proficient Web surfer; and furious consumers rarely make future customers.

Spell keywords correctly! While most search engines make allowances for spelling variations, getting the word wrong won’t put you at the front of the line. However, if your business name or product/service prominently features a commonly misspelled word, assist your search engine ranking by including the “variations” on your site—preferably somewhere invisible in the regular page images.

Do include your company name, and the names of prominent staff members, among the keywords. Especially if your business name is easily confused with some common phrase, include any slogans as well. While the Web surfer looking only by product or service won’t be searching for any of these, the people who have heard of you will. Whether or not your Web address is identical to your business name, people get annoyed (and begin to doubt your professionalism) when they search by exact name and the official Web site isn’t high on the first results page.

Think outside the box! Include keywords that describe your business’s unique attributes, those things that set you apart from thousands of others in the same industry. If you have no ideas, gather the staff for a brainstorming session. Have fun competing for the best keyword ideas!

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eMarketing Book – the essential guide to online marketing

November 9th, 2009 by XDXY eMarketing

emarketing_bookOne of my friend recently shared with me a eMarketing Book – the essential guide to online marketing, 2nd edition, which published by Quirk eMarketing Services. I went through it roughly at the weekend, I got a lot from it, especially some case studies, inspired me in some way, and I thought it worth to read for online marketers, I’d like to share it with all of you here:

Introduction

There is no doubt about it – the Internet has changed the world we live in. Never before has it been so easy to access information, communicate with people all over the globe and share articles, videos, photos and all manner of media.

The Internet has led to an increasingly connected environment, and the growth of Internet usage has resulted in declining distribution of traditional media: television, radio, newspapers and magazines. Marketing in this connected environment and using that connectivity to market is eMarketing.

eMarketing embraces a wide range of strategies, but what underpins successful eMarketing is a user-centric and cohesive approach to these strategies.

The Topic this eBook covering

  • 1. Introduction to eMarketing
  • 2. Email marketing
  • 3. Online advertising
  • 4. Affiliate marketing
  • 5. Search engine marketing
  • 6. Search engine optimization
  • 7. PPC advertising
  • 8. Social media
  • 9. Viral marketing
  • 10. Online reputation management
  • 11. WebPR
  • 12. Web site development and design
  • 13. Online copywriting
  • 14. Web analytics and conversion optimization
  • 15. Mobile marketing
  • 16. Customer relationship management
  • 17. Market research
  • 18. eMarketing strategy
  • 19. Last words
  • 20. Glossary
  • 21. Index
  • 22. Contributors

Thanks for Quirk eMarketing Services provide this great book. Click here to Download (4.64MB).

for more Free eMarketing Whitepaper download, please check: http://xdxy.com/whitepaper/

eMarketing

eMarketing influence C-suite Executives

July 9th, 2009 by XDXY eMarketing

I recently read through a report which forwarded by one of my friend, talking about ‘How Executives Locate and Filter Business Information’, published by Forbes & Google.

emarketing_executive

some points are very interesting like below:

- Executives find the Internet more valuable than any other information source
- Search is the executive’s home page
- Executives will click around
- Text is king, but online video is entering the C-suite’s ranks
- Personal contacts still trump virtual networks

If your business need to touch or influence the C-level Executives, the report is very worth to read.

sharing with you here:

eMarketing ,

Email Marketing Tips for Down Economy

February 21st, 2009 by XDXY eMarketing

It’s an open secret that email marketing is the highest ROI tool at a marketer’s disposal. It’s more cost-effective than direct-mail, paid search and a wide array of other tactics. So it’s no surprise that email is seeing even more action than usual now that the economy’s officially in recession and marketing budgets are flat or decreasing.

Here are a few tips on what to do – and what not to do – with your email program.

Maintain frequency until requested otherwise

When the going gets tough, it’s human nature to do more of something to increase your odds of success. But in email, sending more campaigns with reminder messages, offers and requests to respond will likely backfire and alienate opt-in prospects, customers and advocates. It’s important to remember that your target audiences have many other marketers sending them messages that may not be as valuable as yours – but it can all become a blur when email volumes increase in the PC, social or mobile inbox. Stick to the game plan that audiences agreed to unless they tell you different. Maintain a rhythm to help ensure your messages are anticipated, welcomed, responded to and shared, instead of ignored or shut down with spam.

Focus on value, not fluff

Give people what they want, when they want it, and make it very easy for them to quickly experience the value of your information and offers. This is achieved when marketers apply the right blend of preference center and CRM thinking to help identify wants and needs, and deliver content that is expected and perceived as valuable to each individual recipient (not one-size-fits-all to the entire list). Design can certainly play a significant role in making valuable information easier to understand and act upon. Keep messages short and simple instead of long-winded and complex. This strategy is not only good for email campaigns. Short, comprehensive messages can also be repurposed much easier and faster for mobile marketing messages like SMS.

Be confident

Confidence, not arrogance, is a very attractive quality when people communicate with one another. We’re all a little bit nervous about the economy and certain world events. Prospects, customers and advocates will respond better to email campaigns that are fact-based, relevant and come from a thought leader with a credible voice and calm nature. Remember, great email and messaging is a conversation between people and not a blast to a list.

Incorporate social and mobile

Email, or messaging in general, is taking on new forms via a variety of inboxes across channels, including traditional email, social and mobile marketing. That said, marketers need to remember that their campaigns and content can get more mileage across channels – which can lead to better engagement with audiences at lower costs to marketers. Call it repurposing or just better orchestration, marketers can save money and improve campaign results by thinking in terms of “tri-messaging” via email, social and mobile.

Don’t trash your sender reputation

Sure, email and messaging have great delivery economics on the surface, but resist the temptation to save time and money by cutting corners when it comes to sending best practices. There is a fine line between being a reputable email marketer (that ISPs, spam filters and recipients respect) and a spammer. Stay abreast of how to create a good reputation online, and apply time and investments to remain reputable. This will go a long way to improving your business results and brand equity in any economy.

Author: Erick Mott

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15 best practices of email marketing

February 9th, 2009 by XDXY eMarketing

Email is one of the most powerful mediums that you can use to talk to visitors, customers and prospects.As you may know, most people now spend more time reading their emails than they do surfing the web.

In this article I will discuss 15 best practices that you can use everyday in your email marketing activities. Used wisely and consistently, there’s no doubt you’ll see an increased response from your subscribers — whether it be for more feedback, more product/seminar registrations, or even more orders.

1. Avoiding the Spam Filters
The majority of large Internet service providers now use rigorous spam protection mechanisms to trap unsolicited email before it gets into their customers inboxes. Spam filters generally “rank” each email by a number of different criteria, and, if that email rates above a certain level (such as 10 spam points), then it is flagged as spam and deleted.

To make sure your emails don’t get flagged as spam — and deleted before they even get to your subscribers — avoid using words such as ‘Free’, ‘$$$’, ‘Save’, ‘Discount’, etc in both the subject line and the content of your email.

2. Maximizing Click-Thru Rates
Both web pages and emails can contain a lot of text and graphics, and this sometimes makes it harder to get your subscribers to perform a certain task, such as clicking on a link to see your special offers.

Numerous research papers tell us that the majority of Internet users respond better to a plain, bold, blue text link — such as this — as opposed to a banner or button. So, if you’re going to include links in your emails, make sure they are bold, blue and underlined. This will mean that more subscribers click through, meaning more conversions/sales for you.

3. The Power of Personalization
If you were standing in a crowded mall, which of these would get your attention: “HEY, YOU!” or “HEY JOHN” (assuming your name is John). The power of personalization can and should be used in your emails. In-fact, by simply starting your email with “Hi [subscriber_name]” instead of the boring “Hi there”, you can increase both your reading and click-thru rates by up to 650%. Why? Put simply, it’s because your subscribers feel like they already have a relationship with you as you’ve addressed them by their first name.

4. One-Click Unsubscription
If you want to grow your mailing list, then there are 2 things that you absolutely must have: a double opt-in process, and a quick way to unsubscribe. In some countries, it’s actually mandatory by law that every email has an unsubscribe link in it. The unsubscribe link should take the recipient directly to a page where they are then removed — courteously — from your mailing list.

5. Signup Confirmation
Don’t get accused of spamming — always, and I mean always use a double opt-in confirmation process. Double opt-in means that after your visitor initially enters their email address to subscribe to your list, you should then send them a “confirmation” email. This email should contain a special link back to your email-marketing program, which will then verify that this visitor did indeed sign up to your mailing list.

6. Tuesday / Wednesday = Increased Response
Studies conducted by online research analysts have shown that the best days to perform a mail-out to your list are Tuesday and Wednesday, as this is when people are more receptive to communication. This means that they are more likely to read your content and click on links, meaning more sales.

On Mondays, everyone is still recovering from a hectic weekend. On Thursday and Friday, people are already too busy looking forward to the weekend. We’ve actually experimented with this, and received the best results by sending out emails at around 2-3pm (American Pacific Time) on a Wednesday.

7. Repeat Email Communication
An auto responder is an email that is scheduled to be sent at a certain time interval after someone subscribes to your mailing list. Auto responders are a great way to automatically follow up with your subscribers or provide them with more information on your products/services.

For example, if you provide a free newsletter, you could setup 3 auto responders for new subscribers: the first is sent 1 hour after they subscribe. It contains a thank you message and a link to get 10% off your newly released eBook.

The second is sent 24 hours after they subscribe, telling them about your community message boards, and the third is sent 72 hours after they subscribe, in which you can offer them a special deal on becoming a paid member of your site.

Auto responders help your subscribers build trust in both your company and your brand, and this can help make it easier when trying to close sales in the future.

8. Consistency is the Key
If you’re running a newsletter or frequent email publication, make sure you keep the look and feel consistent from issue to issue. By keeping the look and feel consistent, you help to maintain and strengthen your brand and your image to your subscribers, which again will make it easier to close sales when you need to.

Create a template for your newsletter and whenever you need to create a new issue, use that template as the basis for each issue.

9. On Time, Every Time
When sending a regular email to your subscribers, always make sure that it’s sent on the same day, at the same time. For example, every Wednesday at 3pm. Your subscribers will come to “expect” your email to arrive in their inbox on the same day at the same time every week, meaning that they want to read your content and are generally more receptive to any special offers or promotions you may include.

10. The Half-a-Second Subject Line
When your email arrives in your subscriber’s inbox, you generally have about half a second to catch their attention with the subject line of your email. After this, they will either delete your email or ignore it. In your subject line, try and specify a benefit that the subscriber can expect by reading your email. For example, instead of using ‘OurSite Newsletter Issue #1′, use ‘OurSite Newsletter: 10 Tips for Financial Freedom’.

11. The Free Bonus Hook-In
Free is overused these days, especially on the Internet. However, if you’re looking to grow your subscriber list, then create or source a product of value to your visitors (such as an eBook or discount coupon) and offer it to them for free when they signup for your newsletter.

To make sure they don’t simply type any email address into your subscription form, setup an auto responder to send them the free bonus 1 hour after they subscribe to your newsletter.

12. The Preview Pane
Popular email clients such as MS Outlook show a preview of an email when it’s selected in your inbox. Always have some interesting content at the very top of your email, as this is the part that will show in the preview window of your subscribers email program. If it’s interesting enough, then your subscriber will open your email and continue on reading.

13. Link-Click Testing
When creating marketing emails, try using different text for both content and links. Also try re-positioning images such as logos and buttons. After sending about 3 different emails, compare the click-thru stats and see which one worked best. Now, when you need to send marketing emails in the future, you know that you will be sending the right mix of content and images that will attract the most click-thrus, and ultimately the most sales.

14. Email-Based Learning
Add value to your website, build trust in your visitors, establish your credibility and collect more subscriptions to your mailing list by setting up an email-based learning course. To do this, simply create a series of auto responders (for example, 5) containing unique content. Then, schedule the first one to be sent after 24 hours, the second after 48 hours, etc.

15. Always Sign on the Dotted Line
Always include a signature at the bottom of your emails, as it’s one of the easiest ways to attract more traffic to your website. This signature should include your personal details, your company details, and an unsubscribe link. You can use your signature to link back to your website, and even to other products. Here’s a sample signature:

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