Adding Videos to your Blog

You've probably seen blog posts that show a Youtube screen that allows you to play a video clip hosted in Youtube without having to go to the Youtube site. It is really very easy to place Youtube videos in your blog posts. Just go to the Youtube page of the video you want to include in your blog, and you will find a small profile form to the right of the screen with information about that particular video clip. There, you will find two pieces of code: one called "URL", which is the web address of the video clip, that you can use to link to it, and another one labeled "Embed", which shows you the code you have to cut and paste to actually see the screen in your blog.

Just remember that just because a video is in Youtube doesn't mean that it is not copyrighted. Make sure you have the right to use the material before you put it on your blog. Other than Youtube, you can also find videos in Google and Yahoo!.

Tech Tags: blogging small+business entrepreneurship internet+marketing internetmarketing

Online Marketing in 2007

We're entering 2007 and, as search engines become more sophisticated, small sites with limited authority are finding it increasingly difficult to rank well. Gone are the days when link exchanges or anchor text was all you needed to worry about to increase your visibility and traffic. The web is becoming more social in nature, and sites need to be more interweaved in the community to be successful. There is a great article in Aviva Directory that is especially relavant to us, small internet business owners. Here it is:

Little Known Ways to Brand on the Cheap: 99 Tips for Poor Web Startups

It is about 10 pages long, but there is some great, must-read advice there, so I suggest that you print it, grab a yellow marker and a cup of coffee, sit in your favorite chair and go through it. Then, put it to practice. Enjoy.

Tech Tags: small+business entrepreneurship marketing branding internet+marketing online+marketing

Using Testimonials to Increase Sales

Testimonials are like referrals: they greatly increase the probability of converting prospects into customers. Bob Leduc, a sales consultant with over 30 years experience in marketing and sales, estimates that sales letters with testimonials perform up to 65% better than the same letters without the testimonials.

To get testimonials, he suggests to give customers a postcard asking them to tell you what did they like about your product or service, and then mail the postcard back to you (postage paid). Most of them will be glad to do that for you. You can then sift through the postcards, select the ones you like the most, and ask those customers for permission to use their feedback as testimonials in your marketing pieces.

Kevin Nunley, an experienced copywriter and web marketer suggests us to "get someone who is a recognized name in your field to say something good about what you sell. Let them mention their own interest in the testimonial. This is why blurbs on book covers go, "Best book I've ever read," Joe Blow, author of How to Get Rich. Joe lends his good opinion as a way to get a mention for HIS book".

Another good way to get testimonials, especially if you're just starting out, is to pay somebody to review your product, service, book, website, or whatever it is that you offer. There is a new service called ReviewMe that does just that... there is a caveat, though: ReviewMe reviews must be unbiased (you cannot pay for a positive review). However, if you practice rule #1 of getting testimonials: "always provide a great service and deliver what you promise", you will do OK.

Finally, here are some more testimonial basics:

• Testimonials must describe a specific benefit, for example: "your product allowed me to accomplish three times as much in half the time", instead or "your product is great".
  
  
• Always include the name, city and/or website address of the person giving the testimonial. You can omit the address, for privacy.
  
  
• Send the person giving the testimonial a thank you note, or, even better, a small, symbolic gift like a gift certificate of a free sample. However, make sure you do this after you've received authorization to use the testimonial, or it will look like a bribe and may offend the customer, who most likely would have been glad to give you the testimonial with no expectations of receiving anything.

Tech Tags: small+business copywriting marketing

How To Write Effective Sales Letters

No matter what business we are in, we need to be able to produce marketing material that sells. David Frey, president of Marketing Best Practices Inc. reminds us that we don't have to be award-winning copywriters to create effective sales letters, that writing great sales letters is more of a science than an art, and that anybody can produce compelling sales pieces by following a 12-step template:

1) Get attention
2) Identify the problem
3) Provide the solution
4) Present your credentials
5) Show the benefits
6) Give social proof
7) Make your offer
8) Give a guarantee
9) Inject scarcity
10) Call to action
11) Give a warning
12) Close with a reminder

Read the full article here and learn more about the 12 steps to writing effective sales letters.

Tech Tags: small+business copywriting marketing

Useful Tool: Technorati Tag Generator

I've written before about the importance of including Technorati tags in blog posts. Until recently, I was crafting the HTML code of the tags by hand, by copying and pasting code of previously used tags and modifying them accordingly. Fortunately, I've found this automatic Technorati tag generator that makes creating Technorati tags a snap. Just type the name of the tags you want to use, press a button, and the tag generator gives you the HTML code to cut and past in your blog posts. Thanks to Fintan Darragh from Market West for this smart and useful tool.

Technorati Tags: blogging technorati

Top 10 Web Design Tips

Jim Kurkal, the author of Blog to Riches, has put together a handomely illustrated, 14 page PDF document with his top 10 web design tips. He covers timeless topics like how to use color effectively, how to create an attractive layout, why it is important not to forget the usability dimension, etc. Great information and a must read for small business owners who are planning to design a website or revamp an existing one. You can follow this link to pick up the document. Thanks to Jim Kurkal for sharing this valuable information with us.

Leverage: A Key to Success and Wealth

Here's a quote from Ron Pate, successful real estate investor and author of "Leverage: A Key to Success and Wealth":

"If you carefully study the actions of people that have achieved significant wealth, you will find that one of the key differentiators between them and the average individual is their use of leverage, usually in a variety of ways, while the majority of people tend to conduct themselves in most or all areas of life in generally non-leveraged fashion. Interestingly, the more a person learns to employ leverage successfully, the faster his or her financial growth tends to accelerate. Since people who successfully employ leverage accomplish exponentially more in the same amount of time then people who do not take advantage of this powerful tool, they tend to have more free time and not only greater financial resources, but more balanced and fulfilling lives."

Read this article to learn about the four critical types of leverage you must employ if you are to achieve maximum success in the shortest possible time.

Contributed by Ron Pate.

Technorati Tags: Small Business, Leverage, Entrepreneurship

Use Technorati Tags in Your Blog Posts

Technorati is one of the largest search engines for blogs. They index content based on categories called tags. Blog posts labeled with a certain tag appear in a specific section of Technorati's site dedicated to that tag, usually hours after being posted. The fact that search engines regularly crawl Technorati's site, and many web surfers discover and subscribe to blogs they find in Technorati, should be reason enough for any blogger to tag their posts.

You can use this Technorati Tag Generator to automatically create the HTML code for the different tags you want to apply to your post.

After you've finished posting and have added tags to your post, you must notify Technorati that you've updated your blog. You do this by going to Technorati's Ping Form and typing the URL of your blog in the input box. Technorati will then crawl your blog and add your new post to its index. You can see my Technorati tags for this post here:

Technorati Tags: Marketing, Internet Marketing, Blogging

Customer Service Excellence

In no other functional area is the old cliche "there are no problems, only opportunities" more true than in customer service. Research shows that when a company solves a problem that its customers are experiencing, customers tend to return the favor by becoming more loyal to the company than if the problem hadn't existed in the first place.

This and other interesting customer service insights is what Jonathan Byrnes, author of The Bottom Line column for the Harvard Business School Working Knowledge Newsletter shares with us in this article called "Nail Customer Service". You can follow the links in the body of the article to access other interesting pieces by Jonathan showing us, as his bylines promise, more "innovative methods for increasing profit from an existing business without costly new initiatives".

Don't Be A Marketing Day Trader

Many businesses pursue marketing strategies in the same short sighted, reactionary manner as yesterday's day traders. They never develop a marketing strategy. They do not consider the long term. They lack patience. And, like day traders, they receive the same dismal results. Steven Van Yoder suggests us that rather than chasing the latest get-rich-quick scheme, we take a long term approach and build our reputation first. He explains us how in his article: Don't Be a Marketing Day Trader.

Contributed by Steven Van Yoder.

Technorati Tags: Marketing, Internet Marketing, Small Business

Blog Writing Styles

Blogs have taken the web by storm. They have allowed all kinds of people, interested in the most varied subjects, to communicate and interact with each other. The posting styles that bloggers use can be very different, and I have identified two major styles.

Some bloggers seem to prefer short posts, usually a personal comment backed by one or more supporting outbound links. Others prefer long posts, usually more elaborate dissertations that may or may not include outbound links.

The short posting format is easy to write and read. Everybody with a strong interest in a certain topic will probably know of many good articles, citations, resources and products related to that topic. It is not hard to launch a blog about that subject, and steer readers in the right direction via regular short comments sprinkled with useful outbound links.

If done properly, this kind of format is conducive to turning a blog into a "hub" (a site that offers many useful outbound links). The drawbacks of this style are that the outbound links will send visitors away. Also, short posts don't usually get many inbound links and are harder to index by the search engines. This means that short posts will usually have trouble ranking very high. On the possitive site, if you post relevant comments regularly and send your visitors to useful resources, they are likely to come back often.

The second format, the long post, is usually an article about a specific topic. Instead of pointing readers to other resources, the post itself is the resource. This type of post is more difficult, since not all bloggers have the ability to write long, articulate, compelling pieces. Long, well written articles, tend to attract inbound links and raise the link popularity of the blog where they are posted, therefore they are more likely to rank high in the search engines. Long posts made of original content will turn a blog into an "authority" (a site that other sites in the same topical community link to).

It is not uncommon to find bloggers using both posting styles. In fact, I believe that the combination of short posts and long posts is the format that is best suited to make the blog more interesting and valuable for readers and search engines alike.

Nick Usborne's Web Copywriting Guide

Nick Osbourne is one of my favorite web copywriters (you can find some of his great articles in my website's archives). Nick understands what it takes to write effectively and persuasively for the web, and offers his readers a ton of value through his Excess Voice website and his Web Copywriting Blog. I highly recommend subscribing to his newsletter. In times like these, when dime-a-dozen newsletters are chocking our inboxes, Nick's is one of the few that are really worth reading. Fortunately for us, Nick is offering his new guide to Writing for the Web, a 35 page PDF document detailing the 7 biggest challenges faced by web copywriters, free of charge to those who subscribe to his newsletter. These are some quick links to some of Nick's best web pages:

Excess Voice Home:
http://www.excessvoice.com

Excess Voice Newsletter Archives:
http://www.excessvoice.com/archive.htm

Excess Voice Newsletter Subscription Page:
http://www.excessvoice.com/newsletter.htm

Web Copywriting Tips page:
http://excessvoice.com/web-copywriting-tips.htm

I am sure you will find this information useful and that you will add Nick to your A-List of web marketing resouces.

The Two Variables of Website Conversion

When you sell something through the web, to maximize results you must focus on two variables:

a) Traffic
b) Website conversion

The first variable, traffic, is closely associated with Click Trough Rates (CTR). Whether your source of traffic is a search engine, a link in another website, or a pay per click ad, you must focus on achieving high click through rates of targeted traffic (the kind of visitors most likely to buy your product).

The second variable, website conversion, is measured by the conversion rate (CR), namely, what percentage of your visitors convert into customers.

If you have tons of traffic, but no sales, it may indicate that something is wrong with the quality of the traffic you are attracting, or with the ability of your webpage to convert (maybe due to bad sales copy, unfriendly page design, etc).

I have found a very interesting and well written white paper titled Understanding Website Conversion Rates, that offers a thorough introduction to the subject of Website Conversion. It's author is Kevin Gold, co-founder of Enhanced Concepts, a traffic generation and conversion enhancement strategy company.

He has also written a series of two articles that talk about the issue of conversion in pay per click campaings, which are also worth reading: The Art of Pay Per Click - Part I, and Part II.

The Lifetime Value of a Customer

This literally can be the most profitable thing you'll ever do for your business and that is to understand exploiting the actual value of your customer. It's been called the Marginal Net Worth and the Lifetime Value.

What is the current worth of one of your customers or prospects? It's the total profit of an average customer over the lifetime that they do business with you. That includes all subsequent sales minus advertising/marketing and your fulfillment expenses.

Let's say the average customer brings you $75 per sale. They re-purchase 3 more times in a year. Their average order amount is $300. On each $300 reorder, you make $150 gross profit The average life lasts 2 years. Every new customer is worth $975.

You reach the 975 by adding the $75 initial profit to the 3 other purchases each year of $300. Only $150 is profit, so $150 times 3 equals $450. If they do that for 2 straight years, that's $900 plus the original $75.

If this is our average customer and they're worth $975 in profit and it only costs you $30 through your advertising/ marketing expenses to get them, every time you spend $30 you receive $975 back.

You would be foolish not to increase your advertising/ marketing and promotional budget to produce as many of these $30 cost customers so you would spend $30 over and over and over again to get $975 back.

Theoretically, you could spend $975 to get that customer because you know they will come back and spend $975 and you will break-even. Of course, we don't want to do this. Remember, this is an average customer. Some will buy more and some will buy less This is an average number.

Now you "know you can spend up to $975. You could just as easily be spending 100% of your $75 profit just to get that first sale because that's just the first sale's profit, and you'll still end up with $975 over the next 2 years.

If you offered to give that $75 service for free and it doubles your customers, it "would double your profits over the next 2 years.

One in 100 business owners think about this You want to spend everything you can justify to bring in a customer as long as that customer costs you less than they earn you. If you can't afford to spend more than the entire profit from the first sale, remember you'll be making money just in a few months from them. Start out spending what your cash flow can justify. After a quarter or several months after their re-order profits come in, then you can step up your ad budget.

About the author Abe Cherian is the founder of Multiple Stream Media, a company that helps online businesses find new prospects and clients, who are anxious to grow their business fast, and without spending a fortune in marketing and automation. http://www.multiplestreammktg.com .

Web's #1 site to find "free resources to Plan, Build, Market, and Maintain your website": http://www.multiplestreammktg.com/resources.html

Does Your Site Deserve a Top Ten Search Engine Ranking?

New site owners are especially eager to achieve high search engine rankings quickly and usually have unrealistic expectations of what search engine optimization can do for them. Donald Nelson, owner of A1-Optimization, reminds us that the goal of a search engine is to pick the best sites in any given field, and suggests us to ask ourselves five questions to see if our site fits the mark:

1) Are you an industry leader?
2) Does your site look good?
3) Is your site content rich?
4) Is your site and authority site?
5) Has your site been around a long time?

To the degree that you answer "yes" to those questions, you will have more chances of search engine success. Read the full article.

The Long Copy vs. Short Copy Debate

There is the camp on the hill that say “long content is better”. It’s never about length of copy, it’s always about whether you have communicated your offer to your audience effectively and answered their wants and needs. That’s all. If you can do that in one line then why write a saga about it?

There are some equally ridiculous theories about short copy and using embedded links within page content to get people to move through your website and be subjected to more short pages. People mistakenly assume that if I have to scroll down a page that it’s bad from a usability perspective. Let me ask those people, when was the last time you went to a website page you were really interested in and stopped reading because you had to use the scroll bar?

Read more about the Long Copy vs. Short Copy Debate in this interesting article by Steve Jackson, editor of Conversion Chronicles.

Improve Conversion by Cross-Linking Your Pages

One of the greatest challenges for online marketers is how to reduce the "bounce rate", meaning the percentage of vistors who leave your site without doing anything. The folks at the Conversion Chronicles noticed that by linking to four of their articles from the body of another article, bounce rates were reduced from 90% to 38%.

This is how this works: Let's assume that an article on your site talks about search engine optimization, and that it touches on the subjects of keyword selection, website architecture and blogs. You could then link to articles on your site that deal with those three topics from the body of the search engine optimization article.

This will give your visitors the option to learn more by following those links (as oppossed to just leaving your site). By doing so, they will delve deeper into your site and will stay longer, giving you more opportunities to educate them, develop trust, and lead them further into the persuasive process.

This technique also offers important search engine optimization benefits, as the search engines will follow the embedded links, add the linked pages to their index, and pass along Pagerank from the linking page to the destination pages.

Five Reasons Why I Like Blogs

Blogs are probably the easiest way to have a website. With blog software, it literally takes minutes to have a professional looking site up and running. These are the five things I like the most about blogs:

Blogs are easy to create:

You don't need expensive or complicated web editors or web design software to create a blog. Blog vendors offer you a variety of templates you can choose from. Most likely you will find among them one that offers the look and feel you're looking for. Your only web design expense may very well be to pay a graphics artist to design an attractive logo that makes your site unique.

Blogs are easy to maintain:

Blog software allows you to post online, which means that you won't need to bother with FTP software. This also means that you can post anywhere, not just from your own computer. You may be in a hotel room in China, and if it has an internet connection you can log in and update your website from your web-based control panel. Your blog's software will automatically move your most recent post to the top, while archiving older posts by date or by topic, so you don't ever have to bother to move web pages around.

Blogs are search-engine-friendly:

Since blogs assign each post an individual URL address, each of them will have it's own, separate web page. If you take care of making each post very focused on a specific topic and carefully choose the keywords that best describe your post (using them in the post title and post body), they will stand a very good chance of ranking well with the search engines. Also, since blogs tend to be updated regularly, search engines will crawl them often (search engines love fresh content), adding your new posts to their index.

Blogs allow you to interact with your customer base:

The best websites allow your customers to interact with you and give feedback. Since blogs offer you the option of enabling a "comments" field after your posts where readers can give you feedback, your visitors will not only be more inclined to come back, but you will have at your disposal an effective and inexpensive way to get to know your customers better.

Many great blog hosts are free:

There are several excellent services that offer blog hosting for free. The most well known of them is Blogger, a free blog service owned by Google. Signing up takes minutes, it offers many different templates and customization options, and also gives you the option of tying your blog with your Google Adsense account. That way, not only is the service free, but you can also make money. The downside to all these great advantages is that they have encouraged the creation of a huge number of me-too and low quality blogs that don't add value and hardly get any traffic. Don't fall into that trap. Before jumping to create a blog, remember that to be successful you must write about a focused and original topic, or offer a unique perspective on a common theme. In the end, as the cliché says, it all boils down to quality content.

Web Conversion Averages

Web design and search engine optimization efforts will mean very little if we are not able to convert visitors into customers. Website conversion rates vary widely, depending on several factors, like: kind of product, company's reputation, quality of web copy, web's usability, etc. The folks at the Conversion Chronicles have put together some facts and figures on website conversion that shed some light on the subject. They have also written a free Ebook with lots of useful information to help you increase your conversion rate (highly recommended).

Why Do You Need Good Copywriting

While getting traffic to your site is important, it means nothing if your website doesn't convert. Other than having the right product for your target audience at the right price, the best way to increase conversion rates is with good copywriting. My two favorite copywriting authors are Robert Warren and Nick Usborne. You can find Robert Warren's articles in article archive page. You can also download his 10 page special report: "Ten Copywriting Blunders That Are Poisoning Your Website". I have also posted one of his most recent articles: "Don't Let Hyped Copywriting Destroy Your Business" on my website. Nick Usborne publishes Excess Voice, where you will find a new copywriting article in every issue. Previous issues of Excess Voice are archived here. Remember, whether your website's conversion objective is to get your readers to subscribe to your newsletter, fill up a form, ask for more information, or buy a product from you, your chances of success will increase significantly if you pay close attention to your web page copy.