In this podcast Glenn and Tom talk about business profile pages within the major social media outlets of Facebook, LinkedIn, Twitter, Google+ and YouTube.

What should be considered when setting up a business profile page?

• This social media is about business and is not personal.
• Brand the pages like your Website, they are not personal social pages.
• Allow for ease of communication and content.
• Strive for interaction with these pages from users.
• Develop a strategic plan for social media for 2012.
• Page look and feel, content and how you get support are key areas.
• Include your key products and services.
• Who and what will be the voice of your brand in the social media content?

What are a few examples of strategies for business profile pages.

• The people at your organization are highlighted.
• Smart use of photography works as branding and messaging.
• Link back to your company Website and landing Web pages for conversions.
• The content is the implementation of your strategy.
• Include brief content on services and products.
• Find ways to conveniently help people solve problems or gain benefit.

How is the content posted on these pages different from other content postings?

• Content is brief snippets that drive attention to links or the principle Website or blog.
• Keep content relevant, current and use multiple media.
• Assign someone in the organization to drive this content.
• Keep it brief and interesting with photos.
• Be aware of posting the same content on all social media sites, some variety is needed based on your strategy and how users interact with the content.

Here are the action items from the Podcast:

• Build a great company Website first.
• Layout your social media strategy for the year and find a team to implement.
• Build a business profile page for Facebook, LinkedIn, YouTube, Google+ and Twitter.
• Do user testing and check your stats.
• Recognize direct and indirect benefits that can be measured.

In this podcast Glenn and Tom review 10 Website trends that are expected to be hot for 2012. Plan ahead and be ready for these trends before they happen.

1. Prepare for the “Internets”
• Some Websites are so large, have many users can be considered an “Internet.”
• This includes Facebook, LinkedIn, YouTube, Twitter and the emerging Google+.
• Business profile pages and regular content additions are a must.
• Users will stay on these Web pages for resources, to solve problems and help.
• Each site will have their own strategy and stats monitoring.
2. The Mobile Web
• Mobile traffic is growing fast.
• Develop a mobile version of your site when traffic hits 10% or more.
• Mobile traffic is highly qualified and needs conversion points.
• Adapt your Website to the screen size of the user.
3. Publishing and Content
• Content is free and valuable content will draw traffic.
• eBooks are the future of publishing and magazines are next.
• Stale content is a negative influence of Web results.
4. Google Wants New, Relevant and a High Volume of Content
• Fresh Content is more important than ever for Google’s search results.
• Google will continue to grow and Google+ will increase market share.
• Blogs and regular Website content updates will drive growth.
5. Apple Slips
• Apple will start to struggle for the first time in a while in 2012.
• There is a lack of awesome break-through products.
• Service is dropping in the stores.
• Competitors are likely to come in.
• Lack of leadership will be evident in 2012.
• Excellent run for Apple could start to end in 2012.
6. Offline Success Drives Online Growth
• Brands that are strong outside the Web will enjoy the most growth.
• Websites without a strong offline presence will struggle.
• More strong offline brands will embrace the Web fully in 2012.
7. Wild Election Process
• The 2012 election will be won on the Internet.
• Fundraising will go online and voter influence will come from the Web.
• Obama will easily be re-elected with more online support than ever.
• This will influence elections at all levels.
8. Website Knowledge Explodes
• Knowledge of Web marketing is no longer for the geeks or Web masters.
• This knowledge will explode among small to medium sized businesses in 2012.
• Web marketing terms will become an accepted and critical part of marketing.
9. Integrated Media and the Death of Flash
• User preferences will drive the use of more media on Websites.
• Video, audio, written content, photos, slides, graphics and more will need to be on Websites to meet user needs.
• This will drive job growth for graphic design and Web media jobs.
• Flash will decline and HTML5 and other universal formats will emerge in 2012.
10. Website Development Speeds Up and Budgets Fall
• CMS systems and Web savvy developers will build Websites faster and cheaper.
• CMS templates and modules will make Website success more about strategy, messaging and content and less about development.
• Good design is not going away, but development is now a piece of cake.
• WordPress will continue to lead the way along with substantial growth for Magento.
• This will also drive job growth in 2012.

Here are the action items from the Podcast:

• Be looking ahead at where the Web is going so it is not a surprise when you arrive.
• Set as a New Year’s resolution to include training and education in Web marketing.
• Learn more about CMS, open source platforms of WordPress, Joomla, Drupal and Magento.
• All these things may not happen in 2012, but they are coming soon.

In this podcast Glenn and Tom talk about content for the Web and how often should content be added to blogs and Websites. When is it too much for the user and when is more content needed to drive conversions and traffic.

How often should content be added to a Website or blog?

• It depends on the goals of the site and why is content being added to the site?
• There are pros and cons to the volume and timing of content.
• Content can be added to drive traffic or conversions

How can new content drive more traffic?

• Google is now rewarding new content and punishing stale Websites.
• Find a happy medium from daily posts to monthly updates.
• Think like your target market.
• Seth Godin blog’s too much.
• Steve Marten and Stephen Colbert Twitter too much.

What about back-dated content?

• This is OK to help spread out the dates of your posts.
• Does not work as well if you write many articles or posts.

How does new content drive conversion?

• New content creates new search engine landing pages.
• Fresh content shows the site is relevant.
• Content-rich sites compete better.
• Google loves new content.

Who should write the content and how do we come up with ideas?

• Find a writer or do it yourself?
• Content writers for the Web are available for higher.
• Use topics that happen in your everyday work life.

Here are the action items from the Podcast:

• Schedule and write new content based on your site goals.
• Keep notes of interesting stories and events that happen during the work day or week and turn them into blog posts.
• Review www.CastingWords.com
• Content comes in many varieties including videos, audios, photos with captions and more. Use a variety of content sources.
• Track the results in Google and in your stats.
• Go back and listen to our podcasts on content for the Web for more information.

In this podcast Glenn and Tom review strategies and recommendations on meeting the needs of Website visitors who may not understand your Website or come from various market segments. Can a Website be everything for everyone? Or should it focus strictly on its target market?

Should Websites be expected to meet the needs or even be understood of all Web visitors?

• Remember the Seinfeld Soup Nazi?
• You don’t want your Website to follow that role.
• Look at the upside risk versus the downside risk.
• As a rule of thumb, keep the site understood by as many visitors as possible.
• Follow the 10-out-of-10 rule.
• Don’t assume any Website visitors “get it” just because you do!
• What if Bill Gates visits your home page?

How does a Website go about communicating with a broad ranges of users?

• Keep it simple and use direct, easily understood concrete terms.
• Landing pages should be easily understood.
• More detailed and market specific content should be in place on interior pages.
• Keep in mind the reading level of your visitors.

Is there a risk that the actual target market may be alienated?

• If you upset a segment with content, then buy a separate domain name because you will need multiple Websites.
• Research and talk to your target market and referral sources.

Where should Websites find a middle ground in these area?

• The best and most popular Websites have wide segments.
• The best Websites communicate broadly, even in niche areas.

Here are the action items from the Podcast:

• Analyze your market segments and understand each’s hot buttons and triggers.
• Understand and know how referral sources work on the Web.
• Use this to develop a messaging strategy and Website segmentation approach.
• Track your data and do user testing on broad segments and niches.
• We all tend to be focused too much on how we perceive the world, the Web forces to get out of this bubble or vacuum and better communicate to new and current target markets and referral sources.

Websites Discussed in the Podcast:

• xMatter.com
• eTrade.com
• Delcor.com
• Accenture.com
• Unilever.com

In this podcast Glenn and Tom discuss the importance of developing and implementing a strategy around lead generation and the specific paths users take before they contact your company via the Web. Website marketers must understand how users prefer to convert and the sales funnel they follow on a Website. This drivers a higher percentage of lead conversions.

What is the “lead conversion funnel?”

• The path users take on your site before they make contact.
• Specific content, photos and Web pages that generally lead to conversions.
• Website visitors can take multiple paths and those paths can be segmented.
• They can also come to your site from other Websites.

What are a few examples of how this funnel works?

• Real Estate Websites start with a home search.
• Product Websites that start with shop and compare.
• The Netflix “How it Works” page.
• Special offers and free samples can be part of the funnel.
• A Facebook referral or special offer.

How should Website owners and marketers go about setting up a funnel on their Website?

• The Website should be designed and developed around the content that will drive conversions and make up the conversion funnel.
• It starts from a strategic standpoint and the content follows.
• The navigation menu supports this path.
• Specific pages can be funnel pages.
• The contact us page is a conversion.
• Website clutter is a barrier to the conversion funnel.

Here are the action items from the Podcast:

• Write a Web marketing strategy for lead generation based on content strategies and specific page views.
• Set-up Google Analytics, along with goal tracking.
• Watch your Webs stats on a regular basis.
• Have an excellent Contact Us page (see our previous podcast).
• Develop and improve the writing skills on your team.
• Write conversion-based content, including photos, images and graphics.
• Include a blog and regular content updates.
• Understand how users convert on your Website.

In this podcast Glenn and Tom discuss strategies for dealing with shipping in online sales and eCommerce Websites. Shipping is one of the most important considerations in the user’s interaction with an eCommerce Website. There are many variables needed to evaluate before developing a shipping strategy that meets user needs and maximizes sales and conversions.

Why is shipping so important to Website conversions?

• It is one of the most important considerations in the pricing equation.
• Many strategies need to be considered beyond price.
• Delivery time is a big factor.
• Product condition during transport.
• Product receipt and the user’s location.
• Delivery method and user’s impression of their service.
• Return and customer service.
• International issues.

What do users look for in online shipping costs and processes?

• Users want it free and delivered right now.
• Users are very smart and sensitive to shipping polices and pricing.
• An explanation of shipping policies that is in their favor is needed.
• Turn shipping into a win-win and an advantage for the Website.
• Offer return shipping if it fits in your pricing model.
• See the Zappos and Amazon Websites for examples.

What are considerations from the Website marketer and business manager?

• Don’t take shipping lightly or just pass through your costs with a mark-up.
• Shipping should not be a way to improve margins.
• Think of shipping strategical and develop a plan.
• Understand the numbers and the supply/demand issues around pricing.
• Be aware of how online sales tax impacts users and shipping costs.

Here are the action items from the Podcast:

• Understand the financials and pricing issues around selling your products with shipping included.
• Use this financial information to drive shipping and pricing strategies.
• Write up your online shipping policies and explain how you do it.
• Talk to your target market about shipping through informal surveys.
• Research your direct and indirect competitors.
• Map out the shipping process before the site is built.
• Work with your shipping partner to figure out these issues, they also want you to sell and ship your products.

In this podcast Glenn and Tom review a Website submitted by a listener and Intuitive Website’s Podcast subscriber. The site is eMiniMind.com. Listen to the podcast to hear tips and suggestions to improve your Web marketing efforts.

Here are the action items from the Podcast.

• Simplify and work with a high-end graphic designer for consulting.
• Write simple clear taglines to drive conversions.
• Build on what is working offline.
• Organize the content and simplify the site map.

In this podcast Glenn and Tom review strategies and recommendations on establishing Web-based marketing campaigns that reach across several online marketing channels and tactics.

Here are the action items from the Podcast.

• Brainstorm a list of campaigns and ideas to test.
• Set-up tracking systems in Google Analytics and Website conversion points.
• Develop a promotional schedule and make sure all outlets are covered.
• Launch the program and don’t wait for it to be perfect!

Podcast Number 64 — March 2011

In this podcast Glenn and Tom discuss the importance of online publishing and its impact on Website marketing. They review key marketing strategies from Apple, Amazon, Barnes & Noble and Borders. Find out who are the winners and losers in selling content on the Web.

Here are the action items from the Podcast.

• Understand the importance of Web strategy.
• Know technology trends before they happen.
• Understand the importance of content and technology (online publishing).
• Learn more about online publishing and how this trend can be used to improve your Web marketing efforts.

I am here with the CEO of Intuitive Websites, Thomas Young.

In this podcast Glenn and Tom talk about strategies for Web marketing to mobile devices like the smart phones and iPads. Here is an outline of their discussion.

The Future of Mobile Devices

Fastest growing devices in the tech world and for Web access are small mobile devices like smart phones and iPads
They are creating a new perspective on the use of technology
These devises are still in the adopter stage
More models coming soon to compete with iPads
Read “Dealers of Lightning” on your iPad to learn more about trends

How People Use Mobile Devices

Mobile devises are very basic and not that deep
The trend is toward more detail needed from mobile devises
Mobile devices will begin to replace laptops in everyday use

iPhone versus iPad

Size matters!
The iPad has a large screen and is easy to use and buy online
eCommerce sales on the iPad are double sales for smart phones.

How to Market to these Devices

What are your goals?
What is the strategy?
How do your customers use these devices?

Use of Mobile Apps Versus Websites

Must know how people see your company on the mobile Web
Keep it much more simple, with a strong interface
Sample each device to understand what users see

We end each podcast with an action item plan. What are the key action items for the listener?

Review your Web stats to develop a profile of the mobile user
Look at your Website on mobile devices
Research and survey the possibilities of application development
Set a plan in motion to meet the needs of mobile device users
Consider a strategy for mobile apps and Websites

This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

I am here with the CEO of Intuitive Websites, Thomas Young.

In this podcast Glenn and Tom follow-up on the previous podcast to answer a few questions from listeners and discuss this topic in more detail. Here is an outline of their discussion.

Don’t Underestimate Changes in Marketing and Sales

Several listeners responded to last month’s podcast about the changes in marketing sales due to the impact of the Internet on salespeople efforts to generate leads. Here is a follow-up to that discussion and action steps for salespeople that are on the fence in this area. Listen to the podcast recording to learn more.

Traditional Sales Roles Have Changed

• This is a fact that can’t be ignored
• You will drive negative results unless the
• salesperson adapts to the Web
• Customer and client roles have also changed
• Web marketing is driving changes in the buying and selling process

Think Strategic First

• Strategy and data solve the problem of “my opinion”
• Learn the Four Steps to Web marketing
• Use Web content to drive traffic and sales leads as a lead generation strategy
• Read Seth Godin’s books and Web content

Great Salespeople Will Get it Right

Work the Data, Follow-Up and Conversion Rates

• All Websites should convert at 2% or better
• Poorly converting Websites should be fixed
• Content and usability are key to conversions
• Integrate with your CRM process to automate sales and Web marketing
• Use email to drive new leads and stay in touch

We end each podcast with an action item plan. What are the key action items for the listener?

• Learn more about Web marketing, the Four Step Process
• Revise your Web marketing strategy
• Pay attention to trends, read newsletters and watch stats
• Apply Web principles to your marketing
• Think into the future and be ready for the change!

This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

Here is an outline of their discussion:

Why is it important to convert sales staff to Web marketing staff?

• Selling by prospecting is dead
• Lead generation is the key
• The Web is the best lead generator in history
• Sales people are perfect for this job!
• The basics of selling apply to a Website
• Salespeople will continue to sell
• They become an expert in their marketplace via Web content

How should a company go about doing this?

• Train sales people on database marketing
• Train sales people on Web marketing
• Sales people should how to generate leads on the Web
• eCommerce Websites replace the traditional sales person
• Integrate the sales team with the Web.

How do you find sales people that can do the job effectively?

• People are more Web savvy and comfortable learning Web technologies
• It is easier today thanks to Facebook!
• Look for sales staff that have a passion for the Web
• Incentivize and reward them based on these new skills

We end each podcast with an action item plan. What are the key action items for the listener?

• Evaluate your sales force for possible Web marketers
• Set-Up an CRM system and develop a database and content
• Develop an annual plan of database marketing, content development and a lead conversion strategy from your Website.
• Integrate the Website into the sales team.

This has been the Intuitive Websites Internet Marketing Podcast. For more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

What are a few trends in Internet marketing for 2011?

There are four key trends to discuss:

1. Continued growth in eCommerce
2. The decline of Google as a search resource
3. Growth in email and text messaging in Web marketing
4. Growth in an effective mobile Internet

What is driving growth in each area?

• Increased demographics on eCommerce Websites
• Websites other than Google and Facebook
• Incredible variety of products and specialties
• Mobile devices driven by Apple products
• The smartest companies win as the recession fades

What is the role for Google in 2011?

• Stronger Google local results
• Lower Pay-Per-Click (PPC) charges
• A net increase in PPC for smaller companies
• Tools for Web marketers
• Practical and focused approaches
• Social networking and Facebook
• The Yellow Pages and Google

Can email and texting grow anymore?

• Email marketing and texting will grow as new demographics drive texting
• Many companies still don’t have a corporate email program
• Many companies run terrible email programs
• Spam will decrease in effectiveness

Let’s talk about the mobile Internet.

• iPad, iPhone and iPod
• People want it now!
• People are on the move

We end each podcast with an action item plan. What are the key action items for the listener?

• Build an eCommerce strategy sooner rather than later
• Take a look at Magento as an eCommerce platform
• Explore all options for driving traffic
• Develop an email marketing program today
• Test your Website on mobile devices, including the iPad
• Stay active and current on Web trends and stay ahead of competition.

This has been the Intuitive Websites Internet Marketing Podcast. For more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

Visit www.MastersDegree.com and review the site as you listen to the podcast. Here is an outline of their discussion.

There are several questions to consider for this Website:

• What is the strategy of this Website?
• Do taglines describe the benefits of the company?
• How does the Website generate revenue?
• Who is the target market?
• How does the design meet the needs of the target market?
• Is the navigation easy to use and intuitive?
• How should content be structured on the Website?
• Is the Website SEO friendly?
• What are conversion points on the site?
• Much of the hard work on this site is done!

We end each podcast with an action item plan. What are the key action items for the listener?

• Start with a Web marketing plan and clear strategy
• Define how the site will produce revenue
• Develop traffic generation strategies
• Drive traffic to schools from the site
• Use intuitive search functions based on Web stats
• Develop an interactive questionnaire and degree profile
• Establish clearly defined conversion points
• Research AdSense, ShareASale, or other affiliate networks that may be an option

This has been the Intuitive Websites Internet Marketing Podcast. For more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

What is a social networking or Facebook user profile?

• How people use Facebook and interact with it
• The two biggest differences are the readers and the writers.
• Each can have a big impact on your business and Website traffic.
• A few people drive Facebook as most are readers.
• The book “The Tipping Point” explains how this can happen.
• Review of Connectors – Mavens – Salespeople

How do these drivers behave?

• Connectors know a lot of people and relate and understand others.
• Mavens are information specialists that start word-of-mouth.
• Salespeople are persuaders that convince people to do things.

How should Web marketers work with these social media drivers?

• Foster the growth of these influential people.
• Have a great story to tell.
• Staff and Website content should interact with them.
• Be aware of how to handle a negative reaction.
• The Internet can lead to invisible tipping points.

We end each podcast with an action item plan. What are the key action items for the listener?

• Develop a social media strategy and do something.
• Read “Tipping Point”.
• Find the connectors, mavens and sales people in your network of customers, clients, referral sources, employees and other stake holders.
• Measure result in your stats and overall Web strategy.

This has been the Intuitive Websites Internet Marketing Podcast. For more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

What is Google Instant Search?

• Instant search results as you type
• Launched in September of 2010
• Do a Google search to see how it works
• Will reduce some “long-tail” searches
• 30% of searches are unique and this may change
• Unique searches make it harder for Google to run expensive ads

What does this mean for online marketers?

• It will change how novice searchers use Google
• Drives more traffic to large corporate Websites
• Increase high paying ad click-throughs
• Some change to long-tail searches
• The savvy searcher will ignore those results
• It will make searching faster
• Can be used as a keyword indicator
• Changes how impressions are tracked in AdWords

How does this benefit Google?

• Drives more clicks to paid ads for high volume searches
• Makes it faster to search for some users
• Good PR as they improve the search engine
• Simplifies and focuses searches
• Fewer long tail searches
• Continues their amazing technology

We end each podcast with an action item plan. What are the key action items for the listener?

• SEO is a constantly changing discipline and you have to stay in touch.
• Subscribe to Search Engine Land and other SEO newsletters.
• SEO is always best approached organically and strategically.
• Go use Google and search for your targeted terms.
• Look for the impact in your stats.
• Review what Google has to say about Google Instant

This has been the Intuitive Websites Internet Marketing Podcast. For more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

What is important to know about online content?

• Content drives the Internet and is never done.
• Content must be Web friendly.
• Content varies greatly depending on the type of Website and strategy.

What do you mean by types of Websites?

Here are the types of Websites most common on the Internet and each needing different forms of content:

• General company Website driving leads or branding.
• eCommerce Websites, content is product focused.
• Blogs and articles or content posting Websites.
• FaceBook and other social networking sites.
• Develop content and strategy for each site type.
• Track results for each.

How does content motivate Web users to action?

• Motivations are different on each Website.
• Content drive searches and word of mouth.
• Users look for content, including photos with captions.
• Website call to action is almost always content focused.
• Know how your target market uses each Website.

Key action items for the listener:

• Develop a strategy and content wish list for each Website.
• Hire a writer to post content.
• Track the results in your stats as users vote on the content they like best.
• Modify and continue to add content to drive results.
• Realize that your Web strategy is constantly in need of fresh content.
• Register your brand on all social networking sites.
• Your Web visitors and search engines will appreciate the effort.

This has been the Intuitive Websites Internet Marketing Podcast. For more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

What is the ROI calculator and why is it important?

• A tool for determining ROI from lead generation and eCommerce Websites.
• Use it to develop projections, set budgets, monitor Web marketing spend and determine potential return from Web marketing efforts.
• Follow the instructions on the ROI Calculator Website page found on the link above.

How should the ROI calculator be used?

• First determine if you are looking for lead generation or to sell products online.
• Prorate one time charges monthly.
• Determine the timeframe for ROI calculations, usually monthly.
• Be ready with your monthly spend, include time estimates as well.
• Reset the calculation as needed to determine your budgets.
• Click on the question mark link for a definition of each field.
• The orange fields are calculated for the user.
• Press the blue button to get your ROI.

Key action items for the listener:

• Determine and set budgets for Web marketing.
• Understand the value of a sale in short and long-term.
• Understand et value of all Website conversion rates.
• Visit the ROI calculator and learn how to use it.
• Use ROI calculations to drive Web marketing.

This has been the Intuitive Websites Internet Marketing Podcast. For more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

“I have a podcast topic suggestion: servicing different countries and the options for (search) optimizing your presence in each. For a while I’ve been advocating that organizations should h3ly consider ‘localized’ microsites for each major geographic market; but then I read a blog from Google the other day, and now I’m not so sure. What are your thoughts?” Tim Martin – - Australia

What is a microsite?

• Part of a multiple Website strategy
• Smaller Websites as apposed to one large Website
• Used for different countries, very different markets
• Sometimes used for SEO purpose, but be careful
• Simplifies navigation for the user
• The microsites have one unique domain
• They may link to the main central Website
• Usually have various domain names in this strategy for each microsite
• There is a downside and they can also be a problem for users and Google

What are the keys to making this type of strategy work?

• Develop a strategy first and then implement the microsites
• Have a very clear goal for this strategy
• What is the ROI and how does it effect the bottom line
• To better meet visitor needs, the Website user is what matters in this strategy
• These Websites MUST add value not confusion people
• Microsites must be convenient for the user and their needs
• Make each microsite easy to understand with a clear, direct purpose
• Microsites must have depth of content

When does it make sense for a company to have multiple Websites?

• When you are differentiating brands, services or products
• When you are providing stand-alone resources or information
• When the micorsites can stand alone and be consistent
• The sites can benefit from SEO if done with the right strategy
• Microsites must have depth of content
• Can be used for a short promotion or incentive

What are a few problems that can happen in this strategy?

• Confusing the target market and competing with your main Website
• Upsetting SEO guidelines in Google
• Upset the Google linking strategy
• Higher hosting costs and site maintenance time
• Difficult to keep content updated and sites can become stale or irrelevant
• There is no trick or quick fix to Web marketing

What are a few examples of successful microsite strategies?

• Automotive Sales – Car Dealerships
• Stand alone international Websites
• h3 brand variations – Pepsico
• A stand-alone blog or news Website
• Insurance or mortgage company providing news
• Financial information Websites
• New product announcements
• Promotions, surveys or tests (A/B testing)
• Get a great domain name for your product, service or other key content
• The Intuitive Website’s Four Step Process Website

What are the key action items for the listener?

• Revisit your strategic Web marketing plan to determine if microsites are appropriate for your business plan
• Research the needs of the target market and site users
• Play by the rules of Google and add depth to all your Websites
• Be ready to monitor the microsites and keep them updated

This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

What does it cost to build a Website?

• This is an easy question to ask, but not so easy to answer
• First determine what platform the site will be built on
• CMS – HTML – DreamWeaver, etc…
• Also, review the required functionality of the Website
• Secondly, determine the amount of design needed
• Third, review the actual components of the Website, content, graphics, photos, videos and other elements
• These elements drive your budgets, which are almost all based on staff hours
• Budgets and pricing have begun to stabilize with less variance

What are the various parts of a Website project and how do they get broken into budgets?

• Review the Intuitive Websites Four Step Process
• Strategic planning
• Design elements
• Technology platform
• Functionality
• eCommerce or catalog Website
• Written content
• Photography, video, audio and other media
• Marketing the site on an ongoing basis

What drives variations in Website budgets and pricing?

• Knowledge and skill base of the Web marketer/designer/developer
• ROI and expected results from the Website, see the Website ROI Calculator.
• Client’s understanding of Web marketing is critical to getting the budget right
• Project leadership and management
• Development schedules and meeting deadlines
• You pay what you get for…

We end each podcast with an action item plan. What are the key action items for the listener?

• Re-visit your goals and Web strategy
• Test ROI estimates and budget forecasts
• Visit the ROI calculator on our Website
• Get educated about Web technologies, design, marketing, content and all other Web issues and Website elements.
• Know what you are paying for!

This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

What is Google News?

• The future of news and information.
• Online news portal, like a newspaper on the Web backed by the power of
  Google.
• It can be customized for each user.
• Extremely current and updates can be posted immediately see Google
  latest news.
• All stories are included and can be very niche.
• Google fast flip lets the user see all their favorite news sites in
  one place.
• Another way to get your pages indexed by Google.

How can companies and Websites take advantage of Google News PR online?

• First develop a content distribution strategy.
• Know the difference between information and news.
• Your PR must be relevant news.
• Find the PR sites to submit your custom news articles.
• Press releases should be very relevant and key word rich.
• Include the right contact info in each release.
• Have a strategy for conversion from PR traffic.
• Your news can be fed anywhere online where it is relevant.
• It supplements your current content strategies.

Here is a List of Free PR Websites and their Alexia rank:

• http://mashable.com/2007/10/20/press-releases/
• Free-Press-Release.com (2,425)
• 24-7pressrelease.com (Alexa Ranks: 12,951)
• clickpress.com (16,379)
• ecommwire.com (29,418)
• free-press-release-center.info (23,322)
• i-newswire.com (12,808)
• newswiretoday.com (22,199)
• pr9.net.com (15,806)
• prbuzz.com (118,660)
• prcompass.com (85,418)
• prurgent.com (17,766)
• pressabout.com (20,259)
• pressmethod.com (19,814)
• prleap.com (23,091)
• prlog.org (1,243)
• theopenpress.com (26,034)

Here are two very good paid PR Websites:

• PR.com
• PRWeb.com

Who is going to do all this work?

Brafton.com, HelpaReporter.com, IntuitiveWebsites.com and related sites
can write PR articles for you.

We end each podcast with an action item plan. What are the key action
items for the listener?

• Develop a content strategy for news and PR about your Website.
• Review the major PR sites we have discussed and find the best one for
  you.
• Assign writing to an internal or external team member.
• Track results and monitor search engine rankings and traffic.
• Track conversions back to the press releases.

This has been the Intuitive Websites Internet Marketing Podcast. For more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

Web professionals should know marketing terms:

• Demographics – Objective and measurable data on the user.
• Geographic – Location and what their location means.
• Psychographics – Approaches, opinions and thoughts that are not measurable.

Understand where your users fit in these areas and then tailor the Website to meet what is important to them. The better the site hits the bulls eye, the better the results.

What is important to know about Website demographics?

• They drive the brand, conversions, ROI and the overall success of the Website
• This data can be found in Web stats and through market research with users.
• The better aligned with your demographics, the better your overall Web results.
• Position the site to push hot buttons and drive conversions.

How do you go about understanding these marketing areas?

• You may need additional marketing training.
• Most Website developers have no understanding of how marketing and branding works.
• Marketing is not a hobby or something learned by instinct.
• In a tough economy, businesses with poor marketing suffer the worst.

Every part of your Website can impact these three demographic areas

• Every photo, color, font and tagline and every other part of your Website communicates to your demographic.
• The better this is understood the better your return or Web marketing ROI.
• Also, how well does your site target the user through design and usability?

Key action items

• Look at your stats and conduct user testing to research your demographics.
• Consult a brand expert and usability consultant to make sure you are on track.
• Set-up your Website design and messaging to meet those specific demographic needs.
• Study marketing and branding fundamentals and apply them to your Website.

This has been the Intuitive Websites Internet Marketing Podcast. For more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

First have a great product or service, good marketing strategy, strong brand and a fair budget or plenty of time for Web marketing, including development, design and driving traffic.

1. Start by getting inside the head of the Web Visitor

• Why do users buy your product?
• How do they use the product?
• What do they tell their friends and family about your product?
• Look at what they do, more than what they say.
• Help the Web visitor meet their needs on your eCommerce site.

2. Navigation and Search

• Starts with the user connection with and branding on the home page.
• Communicate that the site is easy to use.
• Use a clear tagline and product photos on the home page.
• Develop consistent navigation menus and overall search capabilities.

3. Product Presentation

• Simple and clear product presentations.
• Great photos with bullet point details and lots of back-up copy.
• Clear pricing, including shipping options.
• Easy to see “Buy Now” buttons.
• Multiple contact methods.

What about the actual buying experience?

This is where conversion rates and sales can really be improved.

• One click to BUY and send shopper to the shopping cart.
• Give the option of registration or purchase without registration.
• Don’t force the pre-selection of menu items prior to purchase.
• Keep shipping fair and free as much as possible.
• Follow the expected standards for Web eCommerce.
• Drive repeat visits to your Website and use email to spark a purchase.
• Many people research thoroughly and consider more options.

Key action items

• Set a thorough process for tracking stats and usability on your eCommerce site.
• Don’t copy another site because you like it, do what helps users and drives conversions
• Realize that an eCommerce Web store is always under construction and being improved upon and set-up systems to do that.
• When in doubt, make things more simple.

This has been the Intuitive Websites Internet Marketing Podcast. For more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

If your company has history and many loyal customers, then bringing a brand back to life on the Web is a great opportunity to build on that history and drive growth once again.

Here are a few steps to bring a brand back to life on the Web:

• Cover the basics of Web marketing first.
• Time and legacy can be the most valuable parts of the online brand.
• Know the trends in the industry.
• Get back to the basis of branding and positioning 101.
• Website branding and messaging supports all marketing efforts.
• Understand the changing market place (get research done).
• What remains in the old brand and what should change?
• Tap into social networks, like FaceBook and Twitter.

Can all this be done in a cost effective manner?

• Yes, if you are smart with your research budgets and time.
• It will take time, but not always money.
• User testing is a great cost effective research tool.
• The challenge will be getting the right people and brains on this project.
• Take a look at the Wonder Wheel and Timeline in Google search results.

What are the key action items for the listener?

• Look at your stats and conduct user testing to research the new marketplace.
• Use WordTracker and Google tools to research the online markets.
• Talk to new target markets and conduct consumer research.
• Expand geographically and across demographics.
• Tap into social networks and get feedback on the brand.

How should a company talk about themselves on their Website?

• Always easiest to talk about yourself.
• Develop an “About Us” page.
• This is the place where people come to learn more about your company.
• Take it seriously.
• If done right, it can drive conversions.
• Users look for value first then want to learn more about your company.
• Opportunity to build trust and credibility.
• The “About Us” page reinforces the brand.

What should be included in the “About Us” page?

• Philosophy and business approach.
• Company history.
• Bios and photos of team members/staff.
• Client lists, case studies, and testimonials.
• Location photos.
• Videos, photos and other content that describe your company

But, how does the “About Us” page drive conversions? First, a visit here shows a high level of interest. The visitor is highly qualified; a trip to this page is likely, not random. Build the credibility and trust the visitor is looking for, then make it easy for them to convert from this page.

Action Plan:

• Create, write or improve your “About Us” page.
• Make the “About Us” page visible on the main navigation.
• Get user feedback on the page and edit as needed.
• Include the items mentioned in this podcast.
• Keep the page current, review it often.
• Measure the stats and conversions from this page.

This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

Download Webinar to iPod or Desktop >
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What is important about the “Contact Us” page?

• Every site needs a “Contact Us” page
• Often not take seriously enough
• It is a very important page, yet many sites don’t have one!
• Part of a conversion strategy
• It is hard to find on some sites
• It is the critical conversion point for many sites

What should be included in the “Contact Us” page?

The five ways to contact you:

1. Phone
2. Email
3. Form
4. Fax
5. Driving directions and locations
6. Additional items to drive conversions

How does the “Contact Us” page drive conversions?

• It is a conversion
• Users visit it for a reason
• Photos of contact people
• Hours of operation
• When someone will get back to the user
• Focus on action and less on content

What about for eCommerce sites?

• Having a shopping cart does not mean no contact allowed
• People should be able to continue to shop from this page
• Reinforce your brand or special offer
• Users should be able to call, fax or email in an order from this page
• Include a printable fax order form or secure submit form
• Make it easy.

What are the key action items for the listener?

• Include the “Contact Us” on your main navigation
• On every page of the site
• Track as a conversion and watch stats to the page
• Make totally easy and simple to use
• Conduct user testing, especially if you have a complex site

This has been the Intuitive Websites Internet Marketing Podcast. For more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

How does the subconscious mind play into Website marketing?

• Users do not know why they do what they do in user testing.
• Their subconscious mind does not know the difference between real and imagined.
• Not logical and is emotional.

In this podcast, we examine the web and the subconscious mind. 

How can Web marketers deal with this?

Web marketers should integrate user benefits with the Website experience. They should keep design consistent to what works on the Web. Usability and your stats are key indicators of success.

Ask Yourself

• What are the key action items for the listener?
• What is your Website’s impact on the user’s subconscious mind?
• Are benefits integrated into the user experience?
• Is the site consistent and trustworthy?

Actions to Take

• Watch your stats and look for evidence.
• Conduct user testing.
• Read Buyology and other marketing books.

Negative Keywords

Google has improved the ability to remove negative keywords from your account.  This feature allows you to tell Google what words you do NOT want to bring paid traffic to your site.   In the new Google interface you can see what terms people are using to find your site (See Search Terms).  You can disassociate certain words from your account and pay for the traffic you want.

Wonder Wheel

You don't need an AdWords account to see this feature.  Do a Google search and just below the Google search you will see a link to more options.  This shows you the most common searches related to the term you selected.   Essentially this is a keyword research tool without having to set up an AdWords account. 

Search Based Key Word Tool

This function works best if you already have an AdWords account.  Compares you Google AdWords keywords and scans your Website for what keywords it thinks you should be targeting.  Basically, the opposite of the Negative Keywords tool.   Finds critical missing key words based on your site content. A great Web marketing tool.

Use of the Content Network for Branding

Ability to put your Website ad on a variety of other Websites (like NY Times etc.)  Google is modifying the way this tool works to focus on branding and improve results.  You must have a strategy to make this work successfully.   If you don't know your demographics or market segments, then you can spend a lot of money on the wrong traffic. 

Historical data on search terms and related terms

Insights for Google search results have been updated and improved.  This can show you where the keywords are being used.  In lower right corner you can find the "rising trends" area, that identifies new, related keywords getting more traffic. These are called break out terms.  Historical trends also are available.

Improve Google Ads with Call To Action!

Have unique titles and clear call to actions on your ads and a clear reason to visit the Website.  Make an offer or other incentive to click onthe ad. 

Action Item Plan

• Learn about Google AdWords and how it can help you determine market segments.
• Set-up strategic campaigns based on your marketing segmentation.
• Use the keyword tools (wordtracker.com is another good source).
• Run a simple test program at minimum cost.  Look for coupons from Google too!

For more information, visit IntuitiveWebsites.com.

What is marketing segmentation?

It is the process of determining the various characteristics of your marketplace and preparing a Website that meets those needs.  Identify the customer and what they perceive as benefits and overall value.  In other words, it is the science of understanding your market place and dividing it into segments.  Segments might include demographics, pricing, quality, and service expectations.   Understand the ranges of expectations and what your target market perceives as "value".

Successful marketing segmentation allows you to better meet the needs of your customer, and do it better than your competitors that may not have that focus.

Two Great Books

1. Blue Ocean Strategy (Kim and Mauborgne)
2. The Discipline of Market Leaders (Treacy and Wiersema)
   There are three market focus disciplines: Operational, Product  and Customer.
   Some rules to consider a) Strive to excel in a specific dimension of value, b) Maintain threshold standards on the other dimensions of value, c) Dominate your market by improving value year after year, and d) Build a well-tuned operating model dedicated to delivering unmatched value

Marketing Segmentation and Web Marketing

Focus your homepage content and navigation to speak directly to the market segment you are targeting.  The content throughout your site should also support your marketing strategy.  Close attention to detail and finding a unique market place are key.  

Use Web based segmentation strategies to drive traffic. Focus on bringing less traffic but focus on the quality of the traffic. Search engine research is a form of market segmentation. Email, content distribution, and strategies on social networking should be addressed to the niche market segment you have identified. 

Action item plan

• Become a strategic Web marketing expert-do your homework.
• Utilize Google Analytics
• Deliver message and a Website that connects with your target market

For more information visit IntuitiveWebsites.com.

What is causing the growth in Web marketing in the downturn?

• A strong need for ROI in marketing
• Cut backs in other areas of the company
• Inexperienced staff asked to manage the Website marketing efforts
• Layoffs leading to more small business start-ups, temps and freelancers
• The Web continues to grow in popularity and use
• Growth of social marketing on the Internet
• Demographic changes and their use of the Web
• Lower consumer spending driving people to the low-cost Internet

Who are the people impacted by the recession and how can Web marketing help them?

• Graduates looking for work
• Experienced job seekers, freelancers and temp workers
• People starting or ramping up a new, small business
• Small and medium sized business in various markets
• Large corporations 

Graduates and Experienced Job Seekers

• Stand out with a Website and your own, personal domain name
• Use the Website as a new type of resume
• Develop a Web page for the company you are pursuing
• Social networking and your content is very important

New Business Start-Ups

• Follow the Intuitive Websites' four step process
• The Web will probably be your main marketing channel

Established Business

• Staffing for Web marketing during layoffs
• When and how to outsource
• Web marketing and Website ROI (our next podcast)
• What are your competitors doing?

Action Plan

• Maximize the Internet in your job search
• Seek outside help
• Learn the fundamentals of Web marketing
• Measure your return and monitor
• Don’t take your Website for granted, you need it now more than ever!

Click here to read the article and learn more.

Tom Young

Also, visit our newest Website, www.FourStepProcess.com.

Coming soon is www.IntuitiveUsability.com a video Website with dozens of usability videos.  There is much to learn from these observations and watching users on a Website.

Let us know what you think and we hope you learn a thing or two.

Tom Young

What is marketing and sales via social networking or Web 2.0?.

Website Examples:
MySpace
YouTube
Facebook (150 million users)
Second Life
Twitter
LinkedIn (Business Networking)
Plaxo

What are the key action items for the listener?

• Task someone with the action plan of social marketing.
• Find your target market on these sites.
• Build and support your community or build one.
• Be appropriate, don’t let it backfire, don’t be rude.
• Doing what has been done offline well, online.

We have big plans for 2009, as we pull together new resources to help you better market on the Web.  Look for new sites on user testing, our four step Web marketing process and more. Sign up for the Intuitive Website's email newsletter at www.IntuitiveWebsites.com to receive updates and announcements on new content as it becomes available.

Also, keep an eye out for new podcasts on social marketing, blogs, podcasting and more, including special guests.

We will continue to improve and update resources that will help you better market your business on the Web in 2009 and beyond. 

How to get results from user testing with very little money:

• Software tools for user testing
• Planning and recruiting tips
• How to run a quick and simple user testing session
• User testing videos to improve a site's conversions

You will learn:

• How to put your time to good use when marketing online.
• The importance of Website ROI
• Focus on call to action and direct response from customers
• How to make use of social networking
• Lower your bounce rate to increase conversions
• What can you give away?
• How to make the most use of Website content

On this site, you see the principles of web marketing in action:

• Make it instantly clear — with messaging, headlines, navigation and graphics — exactly what the site is for.
• Move users to a clear conversion – on this site the conversion sweeps the user from left to right.
• Make every button count – this site has no wasted space
• Place non-essential, non-converting navigation separate from the main, converting nav

This and other examples are outlined in this podcast.

•  Use lots of photos
•  Be sure to have a path to conversion
•  Make sure visuals are attractive
•  Make sure users have access to plenty of information

These and other principles are presented as universal tips for any Website.

Yahoo's attempt to run pay per click (PPC) ads has failed, primarily because their interface is so difficult to use.  This is ironic because Yahoo bought the originators of PPC, Overture.com (before that they were GoTo.com). Microsoft's PPC is not useful for most online advertisers.

The bad news is the Google and Yahoo partnership may run into problems as the government reviews antitrust issues.  People on Capital Hill may not understand how online marketing works and come to the wrong conclusions, which would be bad for Internet buyers and advertisers.

PPC is a self-regulating marketplace.  Advertisers will only pay an amount that brings them ROI.  If Google and Yahoo don't show ROI, then advertisers bail.  It makes good sense to have one interface to manage PPC and Google is the clear winner in this area.  It will only make PPC a stronger advertising source when it reaches more people.

Yahoo would be a much better resource with Google's help and all sides will win, except Microsoft who will probably be driving the lobby to block this partnership.

The Contact Us page is one of the most important pages on a Website, yet many times key information is missing or hard to find on the page which results in frustrated users.

It is amazing to see how many Contact Us pages do not include the most common pieces of contact information such as an easy to find phone number and street address for your company.

Here is a quick check list for the Contact Us page.

- Make it easy to find on the main navigation and home page.

- Include a phone and fax number, email, Web based form, office locations, business hours and driving directions.

- Communicate to users that you want to hear from them and they will get a quick response.

- Place contact information on every page of the Website, especially near important services and product pages.

The last thing a Website should do is frustrate visitors just as they are attempting to contact the company! Follow these tips and make sure your Contact Us page is meeting user needs.

Tom Young

In order to lower your bounce rate and keep people on your site you must two two things. First, great Website content needs to pulls users into the Website and second, you must draw the right traffic into the Website.  Here are a few tips for getting the right traffic.

Optimize your site for your brand and keep your online brand consistent with your offline brand.  our company name should match your Website address and it should be extremely easy for users t o know who you are based on your offline promotions and find your site when they search on your company name.

Look for niches in your key word research. Avoid the trap of competitive key word searches and find many groups of niche key words.

Take advantage of Google local and optimize for local searches.

Develop an email program with great value-added content that brings people back to your Website. Send out your email newsletter once a month.

Four ideas to get better qualified traffic.

Tom 

• More than ever people are shopping on the web.
• More potential business partners/clients are using the web as a first evaluation of your company. Businesses can no longer afford to have subpar look and feel.
• Most individual web users make credibility/trust judgments based on the look and feel of your Website.
• 55-60% of shopping cart visitors abandon the cart. On average over 50% of web users "bounce" – leave a site without looking at another page. Web marketers need to take steps to make their sites "sticky".
• Web marketers must analyze their statistics and do user testing to see where users are having difficulty and correct these obstacles.

The good news is that we will soon be launching Webinars and an interactive slide presentation to educate Web marketing professionals on the four steps to success on the Internet.

In the meantime, keep listening to our Podcasts and look for a lot of new content coming soon about the four steps to online success.

Tom

Action Plan:

• Your Website is always under construction; fix design problems
• Add an Internet marketing manager to the team
• Ask for customer and visitor feedback, and do market research
• Use Website statistics for research and ROI

Resources:

• Intuitive Websites: www.intuitivewebsites.com
• Google Analytics (Formerly Urchin): www.google.com/analytics/
• ClickTracks Statistics: www.clicktracks.com
• Three Steps to an Intuitive Website (article): http://www.intuitivewebsites.com/article14.htm

A poll of 775 consumers by Allurent, Inc. shows that 82 percent would be less likely to return to a site where they had a frustrating experience. Thirty-three percent say they may not shop at the company’s brick and mortar store after a bad online experience. “And 55% of consumers surveyed said that a frustrating shopping experience online negatively impacts their overall opinion of that retailer.”

In addition to issues with high shipping costs, pricing, and inventory problems, other issues that led to negative online shopping experiences included:
-poor site navigation
-problems with checkout
-inadequate browsing capabilities
-not enough product details to close the sale

And, 51% said they abandoned their shopping cart because the checkout process was too lengthy.

Lisa

Website visitors make no distinction between a company’s Website and the business itself.  Your Website is your business in their minds, so your Website is a strong part of your brand and speaks volumes to your target market.  Therefore, how you set up your Website goes a long way toward developing your brand.  A poor Website does more than disappoint visitors; it impacts your brand and may be sending potential customers to your competitors.

Don’t take your Website lightly.  Take a look at how many visitors are coming to the Website and consider the impact on your brand.  Follow our ideas and suggestions on this blog and on our Website to learn how to develop a Website that strengthens your brand by placing positive thoughts in the minds of your visitors resulting in a great branding strategy for your business.

 Tom

1. Building a Brand Online

• Your online brand is how you position yourself on the Web, your strategy and what Web visitors think about your company when they come to your site.

• A solid brand results in valuable word-of-mouth and referrals.

• Understand why anyone would want to come to your Website.

• Give site visitors the content they want.

• Make the site very intuitive and better than your competitors.

• Load the site with many pages of content that help the user.

2. Search Engines

• You must understand how search engines work and drive traffic through organic listings and paid placement.

• Learn all you can about Google Adwords and Yahoo’s Overture.com.  Do this by visiting their Websites and running their tutorials.

• Start with a targeted group of search key words you want to pull up your Website.

• Optimize your Website for Google, Yahoo, MSN and AOL.

3. Email Programs

• Focus on collecting email subscribers form a clearly visible link on your home page.

• Only ask for their name and an email address.  Make sure you state your privacy rules.

• People read important emails and discard those of no value.  Write your email so that it is important to your Website users.

• Manage your list on an external email server and avoid running your email list from your own computer.

• Use your email list as your primary stay in touch program.  When your customer is ready to buy, they will remember you. 

4. Clicks from other Websites

• Think of a getting traffic from other Websites strategically.  Where do your users go for information?  How can your Website be part of that information process?

• Your content can easily be placed for free on sites that need content.  Content is like oxygen for the Web, without it the Internet does not breathe.  Your content must be of value. Website editors looking for great content for their users will take this hot content.

• Be careful of paying to be listed on someone’s Website.  Pursue a cost per click strategy if possible and watch out for set up fees.  If you do plan on paying, always call references and randomly pick companies that have links on the Website, rather than references given to you.

More to come… we will get into more details later in the Blog on all these areas.

Tom Wood-Young

Obviously, making technology simple has been a challenge for years.  We would love to hear your ideas for making the complex simple and making the Web easier to use and therefore provide more benefit to businesses and consumers.

Take advantage of the Web’s biggest benefit to business and society and add your comments to help communicate this knowledge.

Enjoy the Intuitive Websites Blog!

Thomas Wood-Young, CEO

Intuitive Websites, LLC