How do you promote a web site for a company that has an extremely limited buying group? Sure, most
of the companies on the Internet today sell one small product or service, which is searched for by
thousands, if not millions of people every day. But, if your company is like ours, you don't have a
lot of people searching for your product. Or your competitor's product! Our company is in the high
voltage capacitor business. There just aren't a lot of uses for our product in today's "smaller,
faster, cheaper" world. What does all of this mean? It means that I have to work twice as hard as
most web developers or promoters to get hits to our site. If your company is like our company, then
you will want to follow the experience driven methods I have listed below.
1. Links, links, links.
I can't say enough about getting sites to link to yours. It is a very simple method, but it takes
time and it WORKS! In my case, I have simply searched for companies that would require one of our
parts. I then write to them and let them know that we would be interested in a link to their site.
Nine out of ten times, they link to us without ever asking for a reciprocal link! Most search
engines today take into account the number of other sites that link to your site. They assume that
if other companies are linked to you, that your site must be good. Another approach is to search
for links to your competitor's page. Go to the sites that come up, and ask them to link to your site
as well. You will be amazed at the number of web sites that are simply devoted to linking to other
pages! To search for links to a page, try using AltaVista or HotBot. As an example, type in the
following: link:www.yahoo.com You will be amazed at the results! Of course, after you request
links to pages, you will have to wait until the search engines have indexed again before they know
that you are now linked to other sites. Search Engines index on a rate from every two weeks to ever
six months.
2. Meta tags.
You MUST make sure that you have your Meta tags generated properly. This has been covered by Web
Pro News an infinite amount of time, and it is just as important as registering your own domain
name. Without Meta tags, most search engines will just pass over you. For a brief explanation on
Search Engines and for a free Meta tag evaluation, visit Northern Webs at
http://www.northernwebs.com/set/setsimjr.html
3. Text Only versions of your site.
If your page is available to other countries, as our is, it is a good idea to have a text only
version of your site. Why? Because most of the people who are not located in the United States do
not have the Internet connection speeds that we here in the US take for granted. Most of these
people also have older computers with slower processors and low graphics capability. It has to be
annoying for people in foreign countries to go to a site that has a product that they need, only to
find out that they can't read the fancy Flash programming. I do not currently have this text only
version, but I am working on it as we speak. So, to all of you in foreign countries, I have
listened to your requests, and I am taking action!
4. New Killer Content.
Sure, you can have two thousand pages on your site. But, if someone has read them all, why would
they come back? You have to continuously update your page and add new killer content. I suggest a
weekly column or monthly bulletin. You just need something to keep the visitors interested in book
marking your site for future viewing.
If you really want to gain visitors, then you will. When I started our site, we had 25 visitors a
day. Now, we have had 100,000 NEW visitors in the past three months. We now have a 50% return
visitor rate. In our industry, that is good. For our business, it is working phenomenally! The
last bit of advice I can offer is to continually read the Web Pro News daily! It offers intelligent
and cutting edge information, which will help your web site grow exponentially.
Monday, November 5, 2007
Save Time and Money Marketing to One Audience
Let's say that before this year ends, you want to market your book at $20 to
170,000 business women over 40 who want to create a relationship. You have
found them on top Web sites through a search for "listening,"
"communication," and "business women."
If you sell your book for $20 to 20,000 business women out of the total
number, your market is worth $400,000.(your book makes you $400,000). In one
year, is that a realistic number for you, considering the cost of your book
to produce? (your cost is almost free as an eBook). Will you put enough
marketing time and money into it to make enough money over your investment?
Will you make the money you want? How much time and money are you willing to
spend to make the $400,000? Are your numbers realistic?
Focus your marketing efforts and money on one audience at a time. Then you
won't waste time and money chasing the wrong market. You won't diffuse your
marketing time and money. You will have a specific sales goal, and you will
sell enough books to make you smile through the next big holiday!
170,000 business women over 40 who want to create a relationship. You have
found them on top Web sites through a search for "listening,"
"communication," and "business women."
If you sell your book for $20 to 20,000 business women out of the total
number, your market is worth $400,000.(your book makes you $400,000). In one
year, is that a realistic number for you, considering the cost of your book
to produce? (your cost is almost free as an eBook). Will you put enough
marketing time and money into it to make enough money over your investment?
Will you make the money you want? How much time and money are you willing to
spend to make the $400,000? Are your numbers realistic?
Focus your marketing efforts and money on one audience at a time. Then you
won't waste time and money chasing the wrong market. You won't diffuse your
marketing time and money. You will have a specific sales goal, and you will
sell enough books to make you smile through the next big holiday!
Sunday, November 4, 2007
Think Like a Publicist To Achieve Like a Star
Have you picked out your Oscar's night outfit? I have.
You should. Have you thought about what you will say when
you accept your award? I have. You should. At least in
your mind, that wonderful playground for imagination - the
very place we are going to venture today for great publicity
ideas.
Razzle, dazzle, sparkle, and shine. Isn't this how we think
all those stars get to the Oscars in the first place? However,
it's less glitter, and more planning that creates the reality.
First comes the dream, then the work, then usually a host
of disappointments to test the resolve, then a series of
small successes, and then....publicity. It is a fairly predictable
road, but often as business people we forget to plan our
own personal Oscar's night.
We also miss the key ingredient - publicity. Marketing
is what gets you in front of your target market to make the
sale. Publicity is the spotlight that shines on you and solidifies
you with mass appeal as the popular expert in your field.
You drive marketing to your buyers. Publicity drives the
masses of buyers to you.
When your focus has been marketing it's a little tricky to
change your paradigm to publicity. However, the important
difference between marketing and publicity is your target
audience. You are no longer pitching to buyers of your product
or service, now your audience is the media. This means editors
and producers. These important people are looking for one
thing, the story. A unique story. Something inspirational,
motivational, newsworthy, or educational. Period. Nothing
else will do.
In order to be successful in the media you have to think
like a publicist and find your unique story. If you don't
have a story, it's time to create one. What is unique about
you or your business? Sometimes it's an attitude. Like the
employer that regularly asked her employees what they didn't
like about their jobs and then proceeded to shift responsibilities.
It may be an event, like a charitable event that raises
money for starving children but serves beans and rice at
the gala event to demonstrate how it feels to be poor. It
may be your wit, your way of thinking, what you care most
about, or how you integrate your values into your business.
Only, you can find it, but trust me, it's there.
Begin to explore your own unique angles and media curves
by keeping notes on your thoughts and attitudes. Scribble,
color, or paint it out - it really doesn't matter as long
as you begin to devote time to exploring your "story". Not
your ad, not your price, not your product, but your story.
Once you've angled into your own unique media offerings,
find the appropriate avenues to make your pitch. Take care
though, the media should always be treated with good will
and respect. Do not, I repeat, do not go for the hard sell.
This is not the time. If you must, save the hard sell for
marketing, or better yet, chuck it all together. Do not
wheedle, whine, or beg the media. Make your pitch, respect
their time, and their decision, then work toward building
long term relationships. In the end, you'll have the kind
of names in your pocket to begin dropping at parties, and
you will be a star! A star with the mind of a publicist.
You should. Have you thought about what you will say when
you accept your award? I have. You should. At least in
your mind, that wonderful playground for imagination - the
very place we are going to venture today for great publicity
ideas.
Razzle, dazzle, sparkle, and shine. Isn't this how we think
all those stars get to the Oscars in the first place? However,
it's less glitter, and more planning that creates the reality.
First comes the dream, then the work, then usually a host
of disappointments to test the resolve, then a series of
small successes, and then....publicity. It is a fairly predictable
road, but often as business people we forget to plan our
own personal Oscar's night.
We also miss the key ingredient - publicity. Marketing
is what gets you in front of your target market to make the
sale. Publicity is the spotlight that shines on you and solidifies
you with mass appeal as the popular expert in your field.
You drive marketing to your buyers. Publicity drives the
masses of buyers to you.
When your focus has been marketing it's a little tricky to
change your paradigm to publicity. However, the important
difference between marketing and publicity is your target
audience. You are no longer pitching to buyers of your product
or service, now your audience is the media. This means editors
and producers. These important people are looking for one
thing, the story. A unique story. Something inspirational,
motivational, newsworthy, or educational. Period. Nothing
else will do.
In order to be successful in the media you have to think
like a publicist and find your unique story. If you don't
have a story, it's time to create one. What is unique about
you or your business? Sometimes it's an attitude. Like the
employer that regularly asked her employees what they didn't
like about their jobs and then proceeded to shift responsibilities.
It may be an event, like a charitable event that raises
money for starving children but serves beans and rice at
the gala event to demonstrate how it feels to be poor. It
may be your wit, your way of thinking, what you care most
about, or how you integrate your values into your business.
Only, you can find it, but trust me, it's there.
Begin to explore your own unique angles and media curves
by keeping notes on your thoughts and attitudes. Scribble,
color, or paint it out - it really doesn't matter as long
as you begin to devote time to exploring your "story". Not
your ad, not your price, not your product, but your story.
Once you've angled into your own unique media offerings,
find the appropriate avenues to make your pitch. Take care
though, the media should always be treated with good will
and respect. Do not, I repeat, do not go for the hard sell.
This is not the time. If you must, save the hard sell for
marketing, or better yet, chuck it all together. Do not
wheedle, whine, or beg the media. Make your pitch, respect
their time, and their decision, then work toward building
long term relationships. In the end, you'll have the kind
of names in your pocket to begin dropping at parties, and
you will be a star! A star with the mind of a publicist.
The Big Bang Publicity Campaign
Famous is as famous does and the famous get known through publicity.
Yes, that’s right, fame doesn’t discover you, you create it through
strategic campaigning. What’s more, the techniques for increasing
your exposure isn’t as difficult to attain as you might think. A
great publicity campaign starts with courage, then planning, and lastly,
it succeeds through persistence. If your not sure why you should
seek fame, consider fortune because the two go hand in hand.
Fame will bring your business into the forefront of your target audience
faster than any advertising campaign can hope to do. It solidifies
you as an expert and creates a deep, abiding confidence in the consumer.
It makes you a shining star with infinite possibilities. So what’s
are the steps you ask? Well paste a gold star to your forehead and
let’s get started.
1. Press Releases: Increase awareness through a press release.
Yes, I know, press releases have become quite the popular little
tool around cyberspace with releases being blasted hither and there,
but is it working? Probably not. Blasting your press release will
bring blasted little results. Instead, thoughtfully put together
a very dynamic one page press release and target publications that
would be most interested in you and your business. Don’t drone out
the details, make that press release sing your praises. Then send
it to a real live editor and follow up with a phone call. In other
words, let the press release be the invitation to your follow up phone
call. Begin making connections with the media. Be polite, be excited,
and be patient.
2. Create A Press Kit: A Press kit is basically an exaggerated press
release turned into a package. It’s more complex, tells more about
you and your company, and is all pulled together into a nice neat
folder. Of all the questions I receive, first is, what is a press
kit? Simply, it is a folder of information about you or your business.
It should contain:
A. An Introduction Letter
B. One or Two Press Releases
C. A Fact Sheet (This contains the facts about you or your business.)
D. Bio Sheet (Which is a biography of you and your accomplishments.)
E. Copies of Published Articles
F. Company Literature
G. A Business Card
Send your press kit when an editor, publisher, or producer wants to
know more about you.
3. Newsletters Offline. Don’t forget that a whole world exists offline.
Locate newsletters or smaller print publications offline and submit
articles. This can be a very dynamic way to increase your exposure
as well as add to your press kit. You can locate newsletters in your
subject area by visiting the local university library reference section.
Ask for a directory of trade newsletters and do your research. Once
you have been published, it’s easier to step up to the larger publications.
Fame starts small and then snowballs onto itself.
4. Speak Up! Yep, that’s right. Start giving speeches on your area
of expertise. Start locally at civic clubs and local educational
programs. Then find the local talk radio shows and make your case
to the producer. It’s surprising how many talk radio shows are actively
looking for new speakers. Once you have achieved Talk Radio, the
opportunities will start coming to you.
5. Publicity Pitches: Put together several dynamic article ideas.
Just the ideas, not the actual article. This is called a Publicity
Pitch. Take those ideas and then pitch them to editors of targeted
publications. This can work very well as it saves Editors time and
puts the outline right into their hands. As a past Editor I know
how well this works. Editor’s love ideas, especially ideas that are
completely outlined and correct for their readership. This means
don’t send pet article ideas to cooking magazines. Send pet articles
ideas to pet publications. Seems like a no brainer, huh? But you’d
be amazed at what editors see that don’t apply to their own publication.
Fame comes from planning and persistence. It has it’s rejections,
but if you can learn not to take it personally, it will eventually
work. Remember, once you start, keep going. Once you stop, you have
to start all over.
Yes, that’s right, fame doesn’t discover you, you create it through
strategic campaigning. What’s more, the techniques for increasing
your exposure isn’t as difficult to attain as you might think. A
great publicity campaign starts with courage, then planning, and lastly,
it succeeds through persistence. If your not sure why you should
seek fame, consider fortune because the two go hand in hand.
Fame will bring your business into the forefront of your target audience
faster than any advertising campaign can hope to do. It solidifies
you as an expert and creates a deep, abiding confidence in the consumer.
It makes you a shining star with infinite possibilities. So what’s
are the steps you ask? Well paste a gold star to your forehead and
let’s get started.
1. Press Releases: Increase awareness through a press release.
Yes, I know, press releases have become quite the popular little
tool around cyberspace with releases being blasted hither and there,
but is it working? Probably not. Blasting your press release will
bring blasted little results. Instead, thoughtfully put together
a very dynamic one page press release and target publications that
would be most interested in you and your business. Don’t drone out
the details, make that press release sing your praises. Then send
it to a real live editor and follow up with a phone call. In other
words, let the press release be the invitation to your follow up phone
call. Begin making connections with the media. Be polite, be excited,
and be patient.
2. Create A Press Kit: A Press kit is basically an exaggerated press
release turned into a package. It’s more complex, tells more about
you and your company, and is all pulled together into a nice neat
folder. Of all the questions I receive, first is, what is a press
kit? Simply, it is a folder of information about you or your business.
It should contain:
A. An Introduction Letter
B. One or Two Press Releases
C. A Fact Sheet (This contains the facts about you or your business.)
D. Bio Sheet (Which is a biography of you and your accomplishments.)
E. Copies of Published Articles
F. Company Literature
G. A Business Card
Send your press kit when an editor, publisher, or producer wants to
know more about you.
3. Newsletters Offline. Don’t forget that a whole world exists offline.
Locate newsletters or smaller print publications offline and submit
articles. This can be a very dynamic way to increase your exposure
as well as add to your press kit. You can locate newsletters in your
subject area by visiting the local university library reference section.
Ask for a directory of trade newsletters and do your research. Once
you have been published, it’s easier to step up to the larger publications.
Fame starts small and then snowballs onto itself.
4. Speak Up! Yep, that’s right. Start giving speeches on your area
of expertise. Start locally at civic clubs and local educational
programs. Then find the local talk radio shows and make your case
to the producer. It’s surprising how many talk radio shows are actively
looking for new speakers. Once you have achieved Talk Radio, the
opportunities will start coming to you.
5. Publicity Pitches: Put together several dynamic article ideas.
Just the ideas, not the actual article. This is called a Publicity
Pitch. Take those ideas and then pitch them to editors of targeted
publications. This can work very well as it saves Editors time and
puts the outline right into their hands. As a past Editor I know
how well this works. Editor’s love ideas, especially ideas that are
completely outlined and correct for their readership. This means
don’t send pet article ideas to cooking magazines. Send pet articles
ideas to pet publications. Seems like a no brainer, huh? But you’d
be amazed at what editors see that don’t apply to their own publication.
Fame comes from planning and persistence. It has it’s rejections,
but if you can learn not to take it personally, it will eventually
work. Remember, once you start, keep going. Once you stop, you have
to start all over.
Developing Your Work-at-Home 'Scam Radar'
The work at home market is huge, and growing everyday. You
can hardly be online for one minute before you're confronted
with business opportunities and offers of home based work.
For the 'newbies' to the work-at-home market, here are a
few tips to help you avoid the scams ...
1. ENVELOPE STUFFING IS A SCAM.
You've probably seen those mouth-watering ads that tempt
you with the promise of $2 (or $3 or $4) for each and
every envelope you stuff.
Does the phrase, 'Too good to be true' come to mind?
It should. In this technologically-advanced era, we have
envelope stuffing machines that can do the work cheaper
and faster than hiring a home worker. Even without a
machine, why would a company pay someone $2000 to stuff
1000 envelopes, when they can pay any number of willing
local workers the same MONTHLY salary to stuff unlimited
envelopes?
This is how it works: Normally you pay a 'startup' or
'materials' fee - or sometimes the scammer states that
the fee is to 'make sure you're serious'.
You stuff the envelopes with a flyer or circular that
attempts to scam another poor soul into parting with
the startup fee.
In all these years online, I have never met anyone who's
made even a single dollar with envelope stuffing.
2. STAY AWAY FROM ASSEMBLY WORK
It sounds so reasonable. You pay for materials and
instructions. They send you a kit. You assemble the
item, and the company buys it back from you to sell to
their own customers.
Reality: you pay the startup fee. You get the kit and
assemble the item. The company rejects your assembled
product because it 'doesn't meet quality standards'.
You can stuck with a ton of junk, which you may or may
not be able to resell to customers you find on your own.
Are there legitimate assembly work opportunities?
Possibly. A healthy dose of skepticism will help to
protect you from potential scams.
3. "NO EXPERIENCE NECESSARY" = BE CAREFUL!
"No experience necessary" is most often termed, "Entry
level position" in a real job listing. It isn't too
likely that a company would hire someone with no
experience to work from home because:
= Training them would be difficult.
= Companies tend to prefer telecommuters who have
*proven* that they are capable, independent workers
who don't need supervision.
Sure, there are legitimate companies that will train you.
However, companies that are offering telecommuting work
are likely looking for qualified prospects with proven
track records.
4. DO THE MATH.
There are loads of job postings that state that you can
earn several thousands a month, working 20 hours a week
doing typing or data entry or some other administrative
work.
One I saw recently claimed that the company would find
all of your clients for you. You work 4-5 hours a day
and make $5000/month.
Let's look at the math: Assume you work 5 hours a day,
Monday to Friday. That's 25 hours/week or 100 hours/month.
At $5000/month, you're making a whopping $50/hour just to
type!
This is not at all likely. The company could hire
someone locally, pay her a monthly salary that's LESS
than that, and have her work a full week.
5. IS MONEY THE ONLY REQUIREMENT OF THE JOB?
Above all, legitimate companies are looking for people who
can get the job done. They tell you what types of skills
are required and what your responsibilities would be. Then
they ask for your qualifications, a cover letter, a resume,
and perhaps references.
Scammers, on the other hand, ask for money. So long as
you send them your money, you're instantly qualified!
6. "WORK AT HOME" IS SECONDARY TO THE JOB.
Once again, employers are looking for qualified employees
or contractors. They're *not* looking for "telecommuters".
However, one of the job "perks" may be an option to work
from home.
A headline that screams, "WORK AT HOME!" will attract every
would-be telecommuter, from technical people to clerical
staff to sales people and stay-at-home parents. It doesn't
"pre-screen" the applicants.
On the other hand, legitimate job postings tend to list
the position title, such as PROGRAMMER/ANALYST or
TELEMARKETER. This helps to "qualify" the types of
people who apply for the job. The company's valuable
time is then spent reviewing only potentially qualified
applicants.
7. THE ONLY PERSON THAT CAN GUARANTEE A JOB IS THE
EMPLOYER.
There are several websites offering access to databases
of jobs (some free, some for a fee). These jobs are
posted there by employers. Now, the employer is looking
for a specific type of person to fill the position ...
if the website you've joined claims to be able to guarantee
you a job - even though they're not the ones doing the
hiring! - then it's time to look elsewhere.
Please remember that these tips apply to work at home jobs
or opportunities. They *don't* necessarily apply to the
building of a home business! Home businesses are something
else altogether, and may require you to invest at least a
little money up-front. But that's another topic for another
time.
Legitimate work-at-home jobs really are out there! Just be
cautious when considering any telecommuting position. Don't
assume everything you come across is legitimate -- and don't
automatically assume it's a scam, either. Be open to new
possibilities and do your research. Happy hunting!
can hardly be online for one minute before you're confronted
with business opportunities and offers of home based work.
For the 'newbies' to the work-at-home market, here are a
few tips to help you avoid the scams ...
1. ENVELOPE STUFFING IS A SCAM.
You've probably seen those mouth-watering ads that tempt
you with the promise of $2 (or $3 or $4) for each and
every envelope you stuff.
Does the phrase, 'Too good to be true' come to mind?
It should. In this technologically-advanced era, we have
envelope stuffing machines that can do the work cheaper
and faster than hiring a home worker. Even without a
machine, why would a company pay someone $2000 to stuff
1000 envelopes, when they can pay any number of willing
local workers the same MONTHLY salary to stuff unlimited
envelopes?
This is how it works: Normally you pay a 'startup' or
'materials' fee - or sometimes the scammer states that
the fee is to 'make sure you're serious'.
You stuff the envelopes with a flyer or circular that
attempts to scam another poor soul into parting with
the startup fee.
In all these years online, I have never met anyone who's
made even a single dollar with envelope stuffing.
2. STAY AWAY FROM ASSEMBLY WORK
It sounds so reasonable. You pay for materials and
instructions. They send you a kit. You assemble the
item, and the company buys it back from you to sell to
their own customers.
Reality: you pay the startup fee. You get the kit and
assemble the item. The company rejects your assembled
product because it 'doesn't meet quality standards'.
You can stuck with a ton of junk, which you may or may
not be able to resell to customers you find on your own.
Are there legitimate assembly work opportunities?
Possibly. A healthy dose of skepticism will help to
protect you from potential scams.
3. "NO EXPERIENCE NECESSARY" = BE CAREFUL!
"No experience necessary" is most often termed, "Entry
level position" in a real job listing. It isn't too
likely that a company would hire someone with no
experience to work from home because:
= Training them would be difficult.
= Companies tend to prefer telecommuters who have
*proven* that they are capable, independent workers
who don't need supervision.
Sure, there are legitimate companies that will train you.
However, companies that are offering telecommuting work
are likely looking for qualified prospects with proven
track records.
4. DO THE MATH.
There are loads of job postings that state that you can
earn several thousands a month, working 20 hours a week
doing typing or data entry or some other administrative
work.
One I saw recently claimed that the company would find
all of your clients for you. You work 4-5 hours a day
and make $5000/month.
Let's look at the math: Assume you work 5 hours a day,
Monday to Friday. That's 25 hours/week or 100 hours/month.
At $5000/month, you're making a whopping $50/hour just to
type!
This is not at all likely. The company could hire
someone locally, pay her a monthly salary that's LESS
than that, and have her work a full week.
5. IS MONEY THE ONLY REQUIREMENT OF THE JOB?
Above all, legitimate companies are looking for people who
can get the job done. They tell you what types of skills
are required and what your responsibilities would be. Then
they ask for your qualifications, a cover letter, a resume,
and perhaps references.
Scammers, on the other hand, ask for money. So long as
you send them your money, you're instantly qualified!
6. "WORK AT HOME" IS SECONDARY TO THE JOB.
Once again, employers are looking for qualified employees
or contractors. They're *not* looking for "telecommuters".
However, one of the job "perks" may be an option to work
from home.
A headline that screams, "WORK AT HOME!" will attract every
would-be telecommuter, from technical people to clerical
staff to sales people and stay-at-home parents. It doesn't
"pre-screen" the applicants.
On the other hand, legitimate job postings tend to list
the position title, such as PROGRAMMER/ANALYST or
TELEMARKETER. This helps to "qualify" the types of
people who apply for the job. The company's valuable
time is then spent reviewing only potentially qualified
applicants.
7. THE ONLY PERSON THAT CAN GUARANTEE A JOB IS THE
EMPLOYER.
There are several websites offering access to databases
of jobs (some free, some for a fee). These jobs are
posted there by employers. Now, the employer is looking
for a specific type of person to fill the position ...
if the website you've joined claims to be able to guarantee
you a job - even though they're not the ones doing the
hiring! - then it's time to look elsewhere.
Please remember that these tips apply to work at home jobs
or opportunities. They *don't* necessarily apply to the
building of a home business! Home businesses are something
else altogether, and may require you to invest at least a
little money up-front. But that's another topic for another
time.
Legitimate work-at-home jobs really are out there! Just be
cautious when considering any telecommuting position. Don't
assume everything you come across is legitimate -- and don't
automatically assume it's a scam, either. Be open to new
possibilities and do your research. Happy hunting!
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