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 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 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.

How do we avoid a busy Website?

• Understand the most important needs of your Website users.
• Focus on only those items.
• It takes courage and smart marketing strategies to make this work.
• The best Websites implement these strategies.

Here are the Websites reviewed in this podcast:

• Apple.com
• Google.com
• HayNeedle.com
• Amazon.com
• TechforLess.com
• oWot.com
• QVC.com
• BestBuy.com
• Netflix.com
• Blockbuster.com
• Snow.com
• CopperColorado.com
• ArapahoeBasin.com
• MerylRunion.com
• SpeakStrong.com

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

• Go back to your business marketing or strategic plan and determine three things you do really well.
• Develop a tagline that works.
• Simplify the design around your brand tagline.
• Fight the urge to add more stuff on your 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.

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 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.

Why do 50 free podcasts?

• We started doing podcasts in Feb. 2006.
• Our company focus is on training.
• People can multi-task as they listen.
• We want to help people understand the Web, most don’t.
• Some hire us to implement, but most just listen to the podcasts.
• Provides us with credibility and a chance to show that we know this field.

What have been a few of the key learning points from the podcasts?

• The comprehensive nature of the podcasts and Web marketing.
• The four step processes is covered in detail.
• Much information in a complex area of Web marketing.

More questions: Do Intuitive Websites’ clients do podcasting?

Why or why not?

What are future plans for the podcasts?

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

• Go listen to our podcasts and take notes.
• You can find the podcasts on iTunes and our Websites.
• Start your own podcast channel and blog.
• Contact us with topics for future podcasts.

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.

What is a generic Website?

• The Website’s only tagline is “Welcome to our Website”
• The Website does not communicate well online
• It does not add value or special insights
• There is nothing unique offered by the site
• The site is an online brochure and NOT dynamic
• It has a high bounce rate

What are few pointers on making the site unique and engaging?

• What works offline should be translated online
• High-level branding and management staff should be involved in the Website messaging and marketing
• A clear direct tagline and /or slogan is needed on every Website
• A well-defined understanding of the target market is critical
• The Website content must speak in the language of target market

Many Websites are loaded with brochure copy or marketing-speak copy, does that lead to a generic site? Brochure copy is the best example of a generic Website. Learn how to write for your target market and the Web in general. Don’t talk about your business too much and use direct and clear communication on all site pages.

How can graphics, images and photos keep a site from being generic?

• Avoid clip art with no messaging
• Use real people with captions in photos and graphics
• Focus on real product photos with as much detail as possible
• Use optional video, slides Flash and other media to tell the story

What are the key action items for the listener?

What makes your business unique and special? Add those benefits to your Website
• Evaluate your Website from the target market’s point of view
• Use clear direct taglines and messaging
• Use dynamic, but unique photography and media with captions and messaging
• Offer product views and descriptions not offered anywhere else on the Web
• Make it very easy to contact your company
• Get feedback through user testing

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 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.

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.

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.

Your Website is an Investment, how much should it cost?

• Build a Website: $5-20,000
• Market and maintain a Website $500-$1000+ a month
• Every dollar should be tracked and return measured
• You should see significant return or ROI
• The key is in how you establish and define return?

Conversion Strategy Defines Return

• Leads, sales, email subscribers and more
• Consider referrals, branding and competitors
• Small changes greatly impact Website ROI

Must Have Web Stats – Google Analytics and Goals

• Unique visitors
• Bounce rate
• Pages visited
• Traffic sources
• Time on site
• Conversions Goals and funnels  

Action Plan:

• Set strategic conversions and offers
• Set-up Google Analytics to measure those conversions
• Build accountability through staff, external consultants and in meetings
• Set conversion goals and run numbers
• Expect a return and make it happen

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!

Why does a business need a podcast?  Huge audience available to hear your message.  People are multi-tasking to be more productive.   Audio can be running in the background while listeners can continue other work at same time.

Blogs and podcasts are really one in the same.  Add your mp3 files to your blog and you have posted your podcast to your blog.   Some great resources are podcastalley.com and podcast.com.

Many people say, "I don't have the technology to create a podcast".   It doesn't take a recording studio to make a podcast.  They can be produced in the comfort of your own living room with little expense.

• Macintosh computers come equipped with Garage Band, a free program that will create your mp3 files.  
• PC users can download a free program at audacity.com. 
• Use a good USB headset and microphone.  One microphone for each person speaking gives best results.
• Professional announcers/hosts are a nice touch.  Voices.com and Voices123.com are two sites to get you started. 

Action plan:

1. Make podcast strategy part of overal content distribution.
2. Get the right equipment (basic usbmicrophone, software, host, music).
3. Experiment
4. Prepare outline of key points
5. Summarize the key points on the blog posting 

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.

By far the biggest difference between the two Websites is Obama’s call to action and McCain’s lack of a strong conversion point.  Obama also focuses on mobilizing Internet communities.  McCain’s Website has less of a call to action and a strong focus towards media events, attacking Obama and news.

Here is a brief look at each candidate’s Website:

McCain

A busy Website that lacks a clear focus.  The site uses several ads, multiple pull-down menus and a strong focus on news with five stories about Obama.  The fonts are large and the site is full of McCain photos, banners and slogans. The Website is fairly static.

Obama

The first thing a new visitor sees is a brief splash page that has a very focused approach moving the visitor towards conversion.  The actual Website has a clean look and several navigation systems. McCain is only mentioned twice on the home page.  The Website is highly interactive with many options for the user.  It is also linked to many online communities and takes advantage of online networks to spread the message.

If the goals of these two Websites are to raise money for the campaign and get the candidate elected, then Obama is the winner with a stronger call to action and better online strategy to spread his message and recruit voters.

Visit the Websites and see what you think of their approaches. Obama certainly did a great job online to earn the Democratic nomination.  This year the Internet will play a more important role than ever in deciding our next president.

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

- Most people check out products on the Web before they buy from a retail store.  The Websites they visit influence their retail buying decisions.

- Cart abandonment rates are still over 50% and are not improving fast enough.

- Almost all businesses use the Web when searching for vendors and business partners.  Many more follow-up on business referrals with a visit to their Website.

- An organization’s Website can build or erode trust.

- Website design and development processes are not working well and there continues to be major usability and design problems with most Websites.

- Slowly, Websites are become more simple with fewer links and more white space.

- Blogs, podcasts, webinars and other forms of content distribution are growing very rapidly among consumers, but most businesses have no idea how to use these technologies or what to do with them.

- More companies are beginning to set Website ROI goals and measure their Website’s success.  The vast majority of businesses still don’t do this. A lack of understanding in this area leads to no strategic Web plan or smart investing in Web marketing efforts.

These trends provide valuable insight into what is working online, how to get results for your site and where you can get ahead of your competitors.

1. It's not clear what the Website is about.

2. The Website lacks a keyword focus.

3. It does not have a solid offer.

4. The link and button titles on the navigation menu are jargon.

5. It lacks a sales funnel, users don't know what to do to create a relationship.

6. It could be more attractive (sometimes LOTs more!).

7. It doesn't include a blog, podcast or webinar.

8. It doesn't include an email program.

9. The tagline is nuanced. It doesn't make it clear EXACTLY what the company does.

10. It uses too much text.

1. An online purchase
2. A phone call from a dedicated Website phone number
3. A form submission for more information
4. A form submission to receive something free
5. An email to the company from the Website
6. Subscribing to an email newsletter, podcast or other content
7. Signing-up for a Webinar, seminar or other event
8. Driving out to your office
9. Sending a link to a friend or referring a friend
10. Viewing multi-media on the Website
11. Making a donation
12. Printing a coupon from the Website

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

Interview with Thomas Young

June 25th, 2007

When should a company consider using a professional Website and what is a reasonable cost range?

Just about everyone in business today needs a Website.  There are few exceptions and those that are exceptions know it.  Cost ranges are all over the board, from a college intern that will do it for free to a high-end ad agency that will charge a million dollars.  You should be able to do a lot for under $20,000.  Our average Website is around $10,000.

What makes a good business Website? What are the most common mistakes you see in Web design?

Meeting site visitor needs makes a great Website.  Major mistakes are common on the Web because people do not understand a Website is part of a strategic marketing plan and not just a pretty design or IT department’s pet project.  The biggest mistake is putting design or technology staff in charge of the Website.  Marketing should manage the Website.

What are the keys to driving traffic to your site?  What should a beginner know about this?

First, tell people about your Website and second learn about and use search engines.  Google has much content and this is a great starting point.  Driving people to a Website only happens if there is value on the site. Both search engines and Web users recognize value and reward you for it.

How good are blogs and e-zines at driving people to a Website?

The big three of online content distribution are blogs, podcasts and Webinars.  These tools will drive people to your Website because they are search engine friendly and people will find the site so they can get access to valuable content. Email is also a great tool for driving traffic.  Excellent email content gets read and bad emails get deleted.

What are the costs/benefits of tracking of Website traffic and conversion rates?  Are there any products you recommend?

This is not an option, if you are serious about tracking your Website’s effectiveness. Your site must have conversion goals and strategies to measure.  Google Analytics is the best tool on the market and it’s free!

1. We don’t really know where technology is going because some of the best ideas have not been thought yet.
2. People will continue to move towards technology to make their lives easier and improve the quality of their lives.

What can Website marketers learn from this?

New ideas that will do the following for your Website visitors:

• Save them time and money
• Make life less complicated
• Help them do their job better
• Improve the quality of their lives (have fun)

Both Gates and Jobs made a lot of speculations on where things are going, but the fundamental items above mixed with great new ideas will drive success in technology and on your Website.

How can your Website do these things?

Tom Young - June 2007

Step One: Get a Strategy

Most Websites don’t have a strategy and are developed for the wrong reasons.  Strategies include:

• Generating leads for the sales team
• Building an online email list
• Selling direct through the Website
• Developing a competitive advantage
• Branding the company

To make sure you are on the right strategy, get feedback from your customers and prospects.

Step Two: Build a Website

After you have talked to customers and you know what they want, build a Website that gives them what they want.  Make this site VERY easy to use.

Step Three: Drive Traffic

Here are the basics of driving traffic:

• Use all offline methods you can
• Search engine optimization and ads in Google and Yahoo
• Emails from your own list
• Partnerships with other Websites
• Podcasts, blogs and webinars

Step Four: Measure Conversions and ROI

What are the results of the first three steps?  Use Web stats and your conversion plan to measure all this on a regular basis.

If you have a successful business, then follow these steps for guaranteed results.

By: Tom Young

When smaller firms heavily brand their business online with high-end graphics and design elements, they run the major risk of loosing valuable conversions. When larger firms focus too much on generating conversion on their Website, they run the risk of loosing market share due to weak branding.

The key lesson to learn for the vast majority of companies on the Web is this: Do not let branding efforts get in the way of conversions.
Tom

Here is how they are alike. You must decide where your house is located and where your Website is hosted. You must also develop a blue print and floor plans for your new house, just as you develop a site map for your Website navigation. Budgets and staff are assigned to their various specialties and many details are covered whether it is a house or a Website you are building. The house is decorated and furnishings are added along with landscaping. Graphics, photos and other visual elements are added to a Website. A house must have a solid foundation and effective heating, water and electrical systems. A Website needs a solid technical foundation and fluid interactive tools.

A house must be maintained and improved upon or it falls apart over time. Websites also must constantly be evaluated and updated and maintained or they to will deteriorate over time. This is where many Websites fall short. Be proud of your Website, as you are with your home and keep it updated and fresh. Keep in mind that your Website will have many more visitors than your house!

At some point the site, and your house, will be in need of an overhaul to keep them fresh and interesting to you and visitors. Here is where a house and a Website differ; a Website needs a new look at least every one or two years and most houses can go longer than that. The problem is many people let their Websites go much longer than they should. This is usually the case because people do not see their Website as a fluid and evolving process. Even though your new home’s construction will finally end, a Website is always under construction!

Tom

When you read the book you will understand the importance of a Web presence for businesses and why Websites need to perform at high levels. There are too many options and low performing Websites will be quickly left behind. Spend time on our blog, podcasts and Website to understand the principles of an intuitive Website and be a leader in today’s flat earth. Otherwise, you might just fall off the edge!

Tom

The CEO, or business leader, is drawn to the Website or avoids it for the following reasons:

• It is a doorway to the world

• There is a lack of expertise in Web strategy on staff

• The CEO is too close to the business

• The CEO may not understand the technology of the Web and its impact onthe business

How does one deal with the CEO who is either not interested enough in the Web or too involved?

When the CEO is too involved in the Website the first step is to understand their role in the company. Their job is to lead and provide the vision for the company, and a good CEO will provide a vision that relates to the company’s stakeholders. Here is a summary:

• Their role is to provide direction, leadership and focus

• Not to micro-manage

• Delegate to the right people

• Build a team and build momentum

• Avoid sample size of one conflicts and a dis-association from the needs of the Web user from an over involved CEO.

Another problem is the CEO who is not involved or doesn’t think the Web is viable for marketing. The challenge here is to get them interested. How? Well education, strategy, ROI and stats are the key. When working with a business leader that does not get the Web do the following:

• Develop a strategic Internet plan

• Educate your CEO on this plan

• Show simple and clear ROI data

• Present regular Web stats to the CEO or manager such as:

- Visitors

- Pages Viewed

- Entry and exit pages

- Search engine key words

- Referrers

- Conversion and ROI data

By the way, this will work with an over involved CEO as well.

These are a few ideas to help in working with the CEO or other business leader who generally has budget control and therefore control over your Website.

And, comScore Media Metrix (November 2005) found that Americans spend 80 minutes online each day with the following activities:

-25.5 minutes on portals
-24.5 minutes on email
-13.6 minutes on retail
-9.8 minutes on community
-9.6 minutes on entertainment
-8.0 minutes on finance
-6.1 minutes on directories
-6.0 minutes on news
-4.8 minutes on technology
-3.5 minutes on search

So, what does this mean for your Website and Internet Marketing? How can you offer content that can be downloaded to cells and iPods? Can you better reach your customers via email or through portals? What opportunities do you have for retail on your Website? Keep watching online trends and don’t be afraid to adjust your Web strategy based on the new frontier!

Personally, I think the community stats will increase with the Echo/Gen Y generation coming on strong. Sites like MySpace are seeing huge traffic from the younger set. How will this impact your online marketing efforts? Likely, online PR and viral marketing will grow as mediums to reach into these online communities.

Lisa

• Have you researched users and competitors?
• Does the Website have a clear strategy and purpose?
• Does the home page describe the company adequately?
• Is navigation intuitive? (The user does not have to think about navigation).
• Is the content really of value and scannable?
• Is the design pleasing to look at including nice photography?
• Is there contact information on every page?
• Are interactive forms and carts easy to use?
• Is the Website being marketed adequately?
• Are the stats being reviewed from the Website?

I own TrendMX and I’ve been happy with it in general. However, it’s now officially pointless to submit to Google, and you do have to be very careful or you’ll get banned.  A tool like TrendMX is helpful and useful for analysis and checking rankings (with anyone but Google, since, as they state, it’s against their rules to do ANY automated queries) – but the key is to NOT do it more than once a month – and to be safe, once every other month. It doesn’t change often enough to warrant checking that often anyway. Yahoo has fewer restrictions, but the results are different – I once had a site at #15 on Google and #3 on Yahoo.

Overall – if you get TrendMX or any tool (don’t bother with Web Position Gold, it’s really not worth the money in any way) just don’t OVERuse it, or your site is toast.

By the way – submitting still does help on the lesser search engines, but one could argue that it’s a waste of time to submit to those as well, since nobody uses them and they require an email to submit a site (which they put on every SPAM list in the universe – that’s where 95% of my spam comes from).

And – I hate to say this – the more Google gets "better" (thereby placing more restrictions on a site and it’s rankings), the less SEO is even worth your time or your money. Google is fast making being an actual GOOD website the ONLY way to get ranked – no more shortcuts.

Spend time on increasing inbound links from reputable sites (no link buying or sharing), writing good interesting content, and increasing usability so people will want to come back. Basically, just build a better site. 

No more shortcuts.

If you are selling products online, then your price must be competitive.  One way around this is to have so much brand loyalty that customers will pay a premium for buying from your Website.  Otherwise, price is almost always a key buying factor.  Price includes shipping, taxes and the usability of your Website.  The total cost to making a purchase.  If you are going to sell products on the Web then be ready for pricing strategies.

A second key strategy is knowledge, especially if you are a service-based business.  Users will review your online content, and if they like what they read, contact you directly.  This then becomes a lead generation tool for your sales team.  It is a lead that happened because they were impressed with the information they received from your Website.  This information is not usually found in the “About Us” link, but rather the content that helps the user reach their goals.

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