Glenn and Tom talk about 10 things to do before large investments in social media and SEO. This podcast is a review of Web marketing fundamentals that come before social media and driving Website traffic. Many Web marketers focus too much of their attention on social media and SEO and forget the basics.

1. Develop a clear and sustainable strategy for your Website.

2. Make sure the Website has clear and measurable conversion points.

3. The Website should be very easy to use and valuable for the target market.

4. 100% of site visitors should understand what the Website is about, especially on your home page and key landing pages.

5. The Website should be designed appropriately for the target market.

6. Set-up Google Analytics, test it and set data goals.

7. Develop a strong content strategy for the Website for all products and services.

8. Write a monthly email newsletter and blog daily or weekly.

9. Establish a strategy for social media content marketing prior to launch.

10. Research comprehensive, measurable SEO and PPC programs with strong ROI prior to launch.

Do these ten things and then you are ready to launch a comprehensive SEO and social media strategy.

What are the key action items for the listener?

Take these ten steps and write an action plan or strategy for each one.
A brief plan is better than no plan!
Always remember that social media and SEO are parts of the whole and do not stand alone in Web marketing.

This podcast covers generating conversions in blogs, social media or likes in Facebook and other
social media sites.

How should we define a conversion in social media?

Any interaction between the visitor and your company is a conversion.
If they interact, it’s a conversion.
Most social media site visitors don’t interact, they just read what others are doing.
This is true of blogs as well.
Interactions are hard to measure because they may not be direct.

Why are these conversion important?

There are many examples where social media interaction is not important and can be a
distraction to driving results.
Web activity is building around interaction with social media.
If done correctly, these conversions drive business results including increased Web traffic
and sales for your company.

What should Web marketers being doing to drive conversions in social media?

Developing an overall Web strategy that builds interest.
What is your special content gift or message?
Implementing that strategy with great content.
Assigning the right person to social media updates.
Updating the right frequency of about once per week for social media and more often for
blog postings.

How are these conversions measured?

Likes and followers in Facebook.
Visits to LinkedIn pages and followers.
Google+ circles growth.
Twitter followers.
Blog visits and postings.
Website conversions.

What are the key action items for the listener?

See your social media strategy as an extension of your current business strategy.
Be ready to measure all direct and indirect results from blogs and social media.
Set goals for the various conversions discussed in this podcast.
Include blog and social media marketing in all Web marketing efforts.
Blog valuable content everyday.

Thomas Young

Intuitive Website just launched a new Website, what do podcasts listeners need to know about
the new site?

This simple Website is the result of many year’s of work and thought about Web marketing
and usability.
The new site is an example of the difficulty in making Websites simple.
Our competitor Websites are much more complex.
The site is a work in progress and will improve over time.
It showcases what is key to our prospective clients, our Four Step Process and our
knowledge base.
It will drive leads that are highly qualified and ready to buy our services.

What are the key objectives and goals of the new Website?

The goals of the Website are to drive inquiries for our services.
It does this through ease of use and education.
The Website supports our sales process.
It gets results from a variety of traffic sources.
The voice of the site should connect with our key audience.
We will refer people to the site to drive conversions.

How does the site go about meeting those goals?

The site has very straight-forward messaging.
It uses one level navigation for most pages.
A brief introduction to our services.
A very simple contact us form and fewer options.
It communicates on a subconscious level that we know what we are doing because we
organize our approach around a process and we understand users.

What are the key action items for the listener?

Go checkout our Website and gives your feedback.
Go to the site and subscribe to newsletter and read our articles.
Compare us to competitors in the industry and let us know your thoughts.
Consider a switch to WordPress (our new site was built in WordPress).
Hire us to be your Web marketing, design and development firm.

Thomas Young

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.

Last Minute Ship Dates Email Campaign

A favorite late Holiday marketing tactic is the “last chance to order” email based on Holiday shipping dates. This places a very specific call to action on the buyer and targets select products to drive a strong conversion rate. Use email and Website messaging and recommend products that include free shipping.

Help the Very Busy, Undecided Buyer

This is a very busy time of year and can stress the undecided shopper. People go to the Web to make shopping more convenient, but it’s often difficult to buy the right gift, especially for the person that has everything. Help the undecided buyer with options, add-ons, unique gifts and other ideas to help them find a great gift. A good subject line for this promotion is: “Having a hard time selecting a last minute gift? We can help.”

What is Selling this Holiday?

A great way to help buyers is to show them top-selling products and what is popular.
This assures the Website visitors because many people have purchased this item so the masses can’t be wrong. Top sellers help simplify the decision making process for buyers.

The Brand’s First Exposure

Many customers become aware of your company for the first time over the Holidays. Surprise gifts are common and this leads to new Website visitors. Welcome them to the site with complimentary products, accessories, email subscribe options and other methods for capturing them as a loyal customer.

Post-Holiday Marketing

Don’t stop marketing after the Holidays. Online selling continues strong into January as people continue to buy late gifts or visit Websites selling the gifts they received to find accessories or to buy related items. Many gifts received this year will be a first time exposure to the brand by the gift recipient and they are very likely to go to the Web to learn more and be up-sold. It is important for the brand, for January sales and repeat business. Develop post-Holiday selling strategies to drive these goals.

Here are a few more ideas for last minute Holiday sales and post Holiday sales campaigns:

- Didn’t Get What You Wanted?
Not everyone gets what the gift they wanted. Many people buy gifts for themselves around the Holidays.

- The Perfect Accessory to Your Holiday Gift

- Did One of Our Products Make it Under the Tree?
If you received one of our products as a gift, buy direct for the first time and receive a discount.

- Keep in touch all year long and subscribe to our email offers.
If you enjoyed our products as a gift, you’ll love what we offer all year long.

We hope these ideas offer and few creative suggestions to market for the remaining Holiday sales rush and into 2012.

Thomas Young

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.

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 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.

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.

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.

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.

Once you have made the time to write Website Content, here are a few tips on writing content that will get conversions and provide a strong ROI. Content is critical to Web success and plays a big role in getting conversions. Content can be many things:

• Taglines
• Headers
• Blocks of text
• Captions
• Images/graphics/photo/videos/audio
• Anything on the site where there is a connection with the user.

Where do you start?

• Answer the questions: What does your company do and who is your company?
• Homepage, create connection with the user so they want to dig deeper into your site.
• Effective tagline.
• Write for the target market and for the Web.
• include a contact us link on every single page and give users many options (forms, e-mail, face to face visit, phone call).
• Use links within content to drive the user from small to large content.
• Promotions and an invitation for spontaneous action on every page.

How does Web content drive leads?

Work even harder than in the past on your content. Branding and your services description have to be top notch. Services must make a connection with the branding statement. Well organized, resources content show you are a leader in the service you offer.

How does Web content drive sales?

eCommerce sites must connect a lot of pieces that start with your brand identity. This includes photos and captions and product descriptions written for the target market.

What are the key action items for the listener?

• Communicate brand identity on your home page.
• Carry the brand identity throughout the Website.
• Know what the user is looking for and help them find it.
• Make use of captions on photos.
• Use deep content on the about us pages.
• Also, use deep content in your resources section.
• Place conversion points on every 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.

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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.

Getting content done for a Website is a big challenge.  Our clients either don't have time or do not know how to get it completed.   It is worth the investment to either learn the skills or hire someone to put good content on the Web. 

Why is it such a challenge for small or large businesses to get content to their Website?  It takes time, it's hard to find the time, and it requires skill and practice.  Also, the best content resides with just one person or a  few people in any organization.   Don't use any of these reasons as an excuse for not getting the content on the site.  It can be a team effort.  The team will need to have the following skills, a) comfortable with English Language, b) understanding how people read Web copy and c) an understanding of the content and industry.

One way to make all this happen is to hire an external web marketing team to help direct the process to ensure the content is completed.  Whether the content is created internally or externally it still requires a process and persistence.   If you choose to have content written by an external web copy writer  be sure to hire someone that will spend the time to interview the business team and really learn the industry so the final content is relevant and accurate.

What types of content are we taking about?

• Home page copy and branding
• Key bullet points
• About Us content
• Captions and tag-lines
• Headers
• Product and Services
• Resources based content  (blog, information content)

Where can Web marketers go to get resources or get started?

• Keyword research- content should be keyword rich to help draw search engine traffic.   However, write for your target market first and search engines second. 
• Start with the branding component – homepage messaging.
• Find a copy writer that knows how to write for the Web.  If decide to go internal, make sure they get training to do it well.
• Many good books on Web content
• Call Intuitive Websites to help direct the process and/or find you the right person to write your copy.

Key action items:

• WRITE- and do it every day.  The more you do it the better you will get at it. 
• Take the time to think about and develop a strategy for Web Content.
• Make it a priority in your Web marketing strategy. 
• Share what you have learned, write what you have learned about your industry. 
• Find someone to help you or learn yourself
• Make the time, don’t make excuses.

Next podcast will dig a little deeper on this topic.  We will talk about content that drives the conversions.   Once you have made the time to develop content, next make content that will drive conversions. 

College and university Websites are unique in many ways and we have much to learn from these complex sites.   They have a diverse set of objectives, multiple stakeholders and many messages to relay. College/university Website design and management is challenging and time consuming.

Start by identifying the target markets (students, parents, faculty etc.) and identifying their needs.  Then develop a plan and strategy for the Website based on those needs. The three key areas to focus on are 1) navigation, 2) conversion points and 3) contents/images. 

The University of Colorado at Colorado Springs Website has complicated navigation.   They are using graphics for navigation, many users will not know that these are navigation points.  Below are some recommendations for this site:

• Simplify navigation and focus toward the target markets
• Keep the site design and menus consistent on all pages
• Financial aid and registration areas need to be easier to find.
• Buttons for "Apply Now" can be very effective.  These should be clear conversion points throughout the site. 
• Use real UCCS students and faculty in photos to better personalize the site. 

Let's look at a few other colleges Websites:

• Stanford University: Using image and graphics that are true to the institution and their homepage navigation is easy to follow.
• Massachussettes Institute of Technology: Integrated the experience of being at MIT into their homepage
• Harvard School of Business: Clean homepage design, consistent design throughout.
• Colorado College: Strong photography with a focus on graduation, the first initial benefit from going to college.

Social Networking will have a big impact on future college students.  Social media is central to this target market of college bound high school students.  This is an area of marketing for colleges and universities that is just waiting to be tapped. 

Action Plan for UCCS:

1. Do the research and homework to develop a new site map.
2. Develop conversion points to meet the needs of the users and the college/university.
3. Look at other sites, what are they doing well and not so well.
4. Conduct user testing in key target markets.

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.

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!

Who Will Write the Content?

You need to have someone with the right web writing skills, time and direction to produce the most effective content. Make it a priority and look in-house our out-source.  Content creation is an on going project and you have to keep your content updated. 

How does one learn how to write Web copy?

Use clear headers, bullet points, small paragraphs and clear direct graphics.   Cut your content in half and still communicate the same message.  If your domain does not easily convey what your website is about your headline and tag lines become critical. 

The Principle Law of Website Content 10 out of 10 Rule

All 10 will be able to understand exactly what you do within 10 seconds of coming to the site.    The value your business provides should jump off the homepage.   Your taglines and bullet points should be clear and direct on the home page.   Example pages that are struggling with these concepts are Convene Now and ConsultatitiveHealthCare. 

Avoid Market-Speak to Drive Conversions

Brochure copy should be avoided and cut to the real benefits your provide customers.    Users want to read about what value your business offers not reading about your business.  User convert when the read the content so make sure it is the content they are looking for. 

Develop a Content Theme

Homepage content should be centered around three or four central themes that are key to your business.  User will be looking to answer these questions 1) who are you? 2) Are you professional/qualified? 3)  How can you help me?   If they think you can help, they will convert.  You can reinforce these messages in your navigation and your product and services descriptions  

Your Social Networking tools  should be noted on your Website linked accordingly.  Much of the content on Facebook, Twitter etc. is utilizing the concise content we have been talking about. 

Bad Content is Ignored

Most users do not read poorly presented or written content.  Learn how to write effective content and increase your conversions. Recommended reading:  Killer Web Content by  Jerry McGover,  Letting Go of the Words  by Janice Reddish and Don't Make Me Think by Steve Krug.

Action Plan

• Assign someone to direct content and train that person
• Get inside the head of users and ask the 10 out of 10 question
• Write content for conversions and strategy
• Write content for SEO
• Update your site weekly or more often

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.

Let's take a look at www.PlusMoreMedia.com

Website Audits Review Each of the Four Steps :  When looking at a site we review all four of the steps to a successful Website. 

1. Strategy:  
2. Design and Development
3. Driving Traffic
4. Website Performance

Strategy and Design

• Message is not direct enough to tell us what the site is about in 5-10 seconds.      Perhaps choose a tag-line that follows the navigation.  Focus on  Web graphic design and video production and show differentiation -what makes your company different. 
• Professional design, clear navigation and layout. 
• Suggested a rotator image to get across your message : a "big" image to communicate quickly what your business is offering.
• Simplify the home page and tell the rest of the story within the site.    Scale back on homepage content.
• Focus on conversion point- they are using "Deal of the Month" , this is a good offer and shows a good impression.    The offer should be duplicated throughout the site. 
• Banners are often hidden to a users.   Many graphics are often not seen. 

Driving Traffic:

• The site is using very competitive and generic keywords. They are missing 'where you live' in the title tag to narrow focus.   Use niche words. 
• Resource tab is missing – place for free stuff and more content.
• Blog link difficult to find, on the New navigation.    Did a good job putting the articles on separate pages.  Long scrolling page, it would be helpful to make all links blue and underline.     Brief description then lead to complete article. 
• There is a lot of good content on the site, work on the organization and accessibility of it. 

Performance:

• How many leads are coming to the site and how many are converted to customers?  Difficult to find the Contact information.    Recommend phone and Email on every page with prominent placement.    
• Form on contact page is great but could add area to find out what the potential client really needs or present them an offer for completing the form.      Add information when customer what time frame they will be contact. 
• An About Us page with photos and information about the people that make up the company/service is what users want to see.  People also want to see the client list and what you have done for them.   Present credibility as well as the people/personal side of your business.
• Avoid blocks of text.  Use bullets or at least headlines over the blocks of text. 

 Action plan

• Simplify and make content more direct.
• Make conversion points more visible and easily found. 
• Focus the graphic images.
• More local focus and niche categories/keywords/strategy to drive traffic – use stats to help make these decisions
• Change conversion points  to an "offer of the month" and reinforce that you have  service to offer.

If you'd like your site audited go to IntuitiveWebsites.com.

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 

Why is blogging important for your businesses?

• Blogging can be used for entertainment or news and can establish you as an authority on your industry.
• Writing content is one of the best things you can do for your business.
• Search Engines: Google loves content!  Blogs are search-engine magnets and serve to create cross links from your main site back to your blog and vice-versa.
• Better Results: Users convert based on content. Add value to your customers via great content.

Action items

• Go set-up a blog with WordPress or Blogger or on your own site
• Commit to writing lots of content and/or pointing to interesting Web-based resources
• Develop a community
• Add content every week and assign someone (or multiple someone's) to creating new content on a regular basis

Click here to read the article and learn more.

Tom Young

- Make taglines direct and to the point, so 10 out of 10 users understand the message.

- Use bullet items as much as possible, especially on your home page and key landing pages.

- Use headers over small blocks of text.  The headers drive the user to reading the text and are good for search results.

- All content leads to conversion points on the Website.

Content drives conversions and users scan content.  Make your content count!

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

6. Have user testing done
7. Work on and offline
8. Get excellent ROI
9. Be the best in your field
10. Be content rich – use all media to add great content and detail to your site

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. 

1. Engage Visitors
2. Convert the Visitor
3. Drive Traffic
4. Don’t Make them Think
5. Get people excited to tell others

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.

To do this, simply ask yourself the question, "Will ten out of ten people understand this part of the Website?"  Ask this about the Website's navigation design, usability, content, photos, graphics, links and other critical areas most commonly visited and seen by users.

The bottom line is this:  the more people understand your Website, the higher the conversion rate.  Set a target that ten out of ten visitors to your site will understand the Website's messaging and how to use the Website to meet their needs.

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.

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

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 

This usually happens because organizations get so caught up on their own internal language it becomes very difficult for them to communicate about their business in any other way.  It can also happen because these Website developers believe that people coming to the site will get their message.  Here are a few downsides to difficult to understand Websites.

- These sites do not convert as well and have high bounce rates.

- Users have no reason to refer people to a site they do not understand.

- The site is hard to read and not convenient for users.

- Competitors can build better sites and draw away traffic.

- Search engines do not recognize the content and the site gets less traffic.

- Sales people have a difficulty referring prospects to the site.

The bottom line is frustrated users and poor results.

The solution is to hire an outside Web copy writer that can see your business through the eyes of your target market and help you develop Website copy that gets results and is a pleasure to read.

Communicate in the language of our broadest target market and avoid your internal language on the Web.

• 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.

- 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.

There are several reasons for this.  Budgets are not developed properly for content development and most people do not have good writing skills.  When you combine this with the fact that even good writers do not know how to write content for the Web, you get bad Website content.  The content either reads like brochure content, talks too much about the company, is too flowery sounding, is made up of large blocks of text or just poorly written.

For these reasons, most Web content is not read and we see this repeatedly in usability testing.  Here are a few tips to get your content read:

1. Use fewer words to say the same thing.

2. Avoid blocks of text.

3. Make use of well-written headers and bullet points.

4. Focus on benefits, not features and learn the difference.

5. Write in a language understood by visitors, not internal speak.

6. Go to Amazon.com and read books on how to write Web content.

If you ask users to read your content and give you feedback, they are likely to say that it looks fine.  It is better to have them perform a task on your site or look for something, this will give you a better idea of how users scan your Website.

Content is in many cases the most important part of your Website and deserves a solid budget, proper Web writing and feedback from user testing.

Everything on your Website is branding: Logo, Graphics, Colors, Font, Content, Usability, Navigation, Photographs.

The Web has created a new impression of branding, much more personal and internally focused. How does a business owner know if their Website is branding correctly? Listen to this podcast for timely tips and strategies.

The web has changed the traditional sales process by redefining the prospecting phase of a sale. By the time a visitor to your Website contacts you, they have already done the prospecting for you. Additionally, companies need to move into the sales process in "web time" or lose the sale to more nimble competitors.

This podcast will help you view the web as a critical first phase of your overall sales process.

1. What do you want visitors to do on the page they are on?

2. Use large fonts and very few messages that direct them to that thing.

3. Do not give them many other things to do that may confuse visitors and take them off the page.

Avoid clutter and embrace simplicity to get more results from each page of your Website.

Companies often underestimate the value of web leads. Users who submit their personal information have already done their homework and have decided to approach you! This podcast will help you:

• Appreciate how advanced these leads are
• Move from web marketing to the sales process
• Use technology to automate incoming leads (but DO include a personalized followup as well!)

The goal is to talk to people while they are still on your Website!

We have seen two important trends in user testing around people thinking too much and failing at a Website task.  The first is large blocks of content that says nothing.  Here is an example from a real Website:

ABEL is a non-proft service that improves results through its professional learning curriculum and its virtual community were members share knowledge and collaborate with each other. Through the implementation of information communication technology (ICT), the ABEL program transforms learning by connecting people.

Browse our website to access a variety of learning resources, ABEL-designed programs, including the professional learning program, and to learn about our past events and current opportunities.

What are they saying?

Use clear bullet points that can be scanned by users in the language they speak.

The second area is confusing navigation and links.  Users simply will not click on something they have to think about too much.  They just leave and go to another Website. Use one central navigation system with easily understood link titles.  If you have difficulty deciding on your link titles, visit Wordtracker.com to see the most popular search terms.

One of the best compliments a user can say about your Website, or any technology, is that they don’t have to think to use it.

Tom Young 

The major premise of the book is how to avoid the red ocean of highly competitive company’s struggling to survive and move into the blue ocean of unlimited market space and business success.  Few companies can make this leap.  The book outlines how some have done it and the steps to make it happen.  Examples of red ocean companies would be Ford and GM or United and American airlines.  These corporations are fighting for market share and offer very little unique benefit for customers. Examples of blue ocean strategies include Apple’s iPod or Cirque du Soleil.  They have very little competition and dominate their market spaces with unique offerings.

The Internet has tremendous blue ocean potential as most Websites swim around in a red ocean competing against each other in the wrong areas!  Here are a few examples of red ocean versus blue ocean strategies on the Web.

Red Ocean – Competing on who has the best graphic design.

Blue Ocean – Making it simple for users with clean, professional and basic designs.

Red Ocean – Using marketing speak and sales content in an attempt to impress visitors.

Blue Ocean – Communicating directly, with bullet points and avoiding marketing-speak.

Red Ocean – Adding bells and whistles to the Website for flash and sizzle.

Blue Ocean – Understanding user needs and giving them what they want.

Red Ocean – Using photos as design elements, branding and placeholders.

Blue Ocean- Using meaningful photos with captions that tell a story and benefit visitors.

The list can go on and on.

The good news is that your Website can easily move into a blue ocean by meeting the needs of users, keeping it simple and communicating directly.  This is such a powerful step it can provide a competitive advantage for your business and get you one step closer to a blue ocean strategy.

• Generating sales leads
• Building your customer base
• E-commerce purchases
• Building an email list
• Creating webinar signups
• Getting forms filled out
• Responding to web leads very swiftly
• Encouraging links to your site
• Getting your media watched or listened to
• Tracking offline conversions, phone, visits, etc.

We also discuss types of conversions, online and offline.

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.

From Strategy to Design and Development to Driving Traffic, the process culminates with Performance. Here we cover the essentials of Website performance.

• Is your Website creating a return on investment?
• Are you tracking conversions?
• Do you have performance goals?

Listen for tips and tricks on creating Websites that perform!

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

Once a site has a sound strategy and a design that works for your users, it's time to bring some people in and convert them! In this podcast, we talk about search engine optimization, building inbound and relevant links, and content distribution.

In our next podcast, we will wrap up this series with a focused look at step four, performance and conversions.

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

• Is the purpose of the site clear?
• Are target markets well defined?
• Is the keyword focus solid?
• Is the site designed in a way that appeals to the target market?
• Has it been tested with users?
• And is the design an outgrowth of the strategy and purpose? 

Check out this and more. In our next podcast, we cover steps three and four, Traffic and Performance. 

Here, we go back to the basics, covering site strategy, the importance of great, scannable content, movement to conversion funnels, tracking results with Analytics software, effective newsletters (where every article is a campaign with a call to action), getting user feedback, and more.

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

This is a two-part series that covers strategies for driving traffic to your Website that do NOT involve search engine optimization of pay-per click programs, including…

• RSS Feeds
• Podcasts
• Articles and blogs
• Webinars

Key points from our analysis

1. Graphic ads are invisible to users. Don’t put important content on or near a graphic.
2. Sites with many links must have an extremely clear organization and navigation.
3. Be sure that all paths lead users in a desired direction. If you can’t “feel the funnel” when browsing the site, something is wrong.

Links to sites reviewed

http://www.gazette.com

http://www.npr.org

• Clear Navigation: Make sure menu choices don't use jargon and don't have too many choices on one page!
• Effective Use of Graphics: Make sure graphics serve a purpose. Beware of "banner blindness" – don't place important buttons as graphics. Make sure graphics are top notch – users will create instant impressions regarding quality of the site/company as a whole based on one glance at a photo. Use captions. Users looking at graphics will ALWAYS read the captions.
• Watch Users: Do formal or informal user testing, use the best analytics packages to note what users do on your site. You will quickly see where they are confused or off-task. Fix those areas of the site.
• Content: Don't use too much content! Use content to clarifiy the primary message quickly. Bullets, headlines, linking text, and highlighted text get read. Block paragraphs do not. Don't let company departments make a dumping ground of your site, stay focused on the marketing message and use a blog for dynamic, newsy content.
• Be consistent: Don't put common controls on the page in places people don't expect!

We Wholeheartedly Recommend…

1. Draw qualified traffic
2. Have a professional design
3. Have a consistent message and branding
4. Make sure the site is well organized in terms of navigation and usability
5. Content, photos, graphics need to build on why users came to the site in the first place
6. Messaging should move users into a sales process
7. Contact points should be aligned with all the content.

Good Web-Based Mail Packages:

• Vertical Response
• Constant Contact

Keys

• Think of your emails as a series of offers with aligned landing pages that elaborate on offers and contain paths to conversion.
• Track the data and repeat what works!
• Don’t ever sell email addresses. And be sure to tell potential subscribers that there is no way this will ever happen.
• Keep track of how many people join. If the number is low, look at ways to make the email signup more compelling on your Website.
• Avoid open selling in your emails. Make them educational so people wil want to continue to receive them.
• Ask your customers what they’d like to read, and how often.

Make sure the Website has very clear call to action buttons or clear and easy to read phone numbers. Connect call to action items to the content on the Web page and make it useful or valuable, not a tease. Experiment with call to action items in your navigation system.

Are your navigation link titles intuitive? Make sure users understand where they are going when they click on a link in your navigation system. They should not have to guess.

Convey product and service value through photos, audio, video, written content, specs, testimonials, customer rankings, information on product uses, product care information and other ideas you can come up with. Set up a cross-sell and up-sell strategies and use product and service information to increase sales.

Thomas Young

Keys

• Start small if you need to, but DO start
• Be sure to use web based software that manages all the subscribes and unsubscribes and creates a form for instant Website subscriptions.
• Make it easy for people to subscribe on your Website – signups should be present on ALL pages in a consistent location.
• Be sure to include a link to your emails in the email signature of all your company’s reps.
• Start with list on hand and be ready to take unsubscribes!
• Create great content for your email marketing

Action Plan

1. Get Steve Krug’s book, “Don’t Make me Think”
2. Begin now with User Testing, even informally.
3. If your site is an important revenue or lead producer, invest in formal user testing, including analysis and reporting
4. Respond to issues identified by users!

When we speak of a user-friendly shopping experience, what does this entail?

Keep it simple and ask the prospect or customer. Don’t make assumptions, because most people are too close to their company to accurately see things through the eyes of their customers or prospects. How much do customers have to think about the process and accomplishing the details of their shopping and purchasing actions? Was it intuitive or clumsy? Users do not want to think too much, they simply want to get their needs met around buying and/or shopping. The easier the better!

Oftentimes, companies have a hard time making their complex offer simple. The results are a confusing process and barriers put in the way of a sale. For example, a confusing, difficult to use Website, will not produce sales effectively. Yet, this happens because many Websites are built without the proper research and planning, which includes understating the needs of the Website visitor. Your customers and prospects can describe what makes sense to them, why they buy and how to simplify your offer and shopping experience.

Another way of defining a shopping experience is to watch the shopper as they go about their activities either in a store or on a Website. These observations will define obstacles to the sale and motivators toward a sale.

How can a company determine whether they have holes in their shopping experience that potential buyers are falling through?

Watching customers and prospects and talking to them about their shopping experience is the best way to remove holes in the process. Also, research your competitors and their best practices. Look at your Website statistics, which are very revealing. An especially important page, is the most common exit page on your Website. Finally, mystery shopping is another way to find holes. Impartial, research professionals should go through the steps your customer follows and report on holes in the process and motivators that can be built upon to close the sale. A common hole on the Web is prospects waiting too long for email responses. This hurts sales and the company’s brand.

Provide an example of a poor shopping experience and how it could be improved.

On the Web, people respond well to navigation systems and action buttons. Also, the majority of Website users scan and do not read blocks of text. Websites that use a lot of written content, do not have static navigation systems or have hard to find clickable buttons do poorly converting visitors. Users also look for key content under photos or on the left side of the page. This will help the online shopping experience.

Putting important buttons below the fold also hurts online conversions. The area below the fold is the part of your Website that is below the user’s screen. What do users see above and below the fold on your Website?

Just because the IT or development team gets the Website and how it operates, does not mean your target market will understand how to use the site.

How can a company bring different areas (and often different teams internally) of shopping together to make a coherent experience again and again, no matter what your entry point? (From print advertising, to window displays, to online, to catalogs, to purchasing, to merchandising, store layout and ambiance, and packaging?)

The key here is consistency. All customers and prospects should be able to understand and recognize the company’s offering from any point of contact. It not only makes it easier to understand for the prospect, but it shows that you are a trustworthy company that is organized.

Another helpful idea is to write a tag line of 8-12 words that identifies your business offering accurately and leaves no doubt in the mind of your target market about what you are offering and how you can meet their needs. This tag line should be on all your materials. Here is an example:

Vistage.com: Enhancing the lives of CEOs, the world’s largest CEO membership organization. Better leaders, decisions and results.

I’ve heard that some stores maintain a haphazard look because that’s what their customer’s expect from a discount retailer (although this clearly doesn’t apply online). How would you respond to this thought?

I can’t think of any instance when this would be appropriate online or offline, unless you are trying to loose money.

Are there simple, basic rules to follow when creating a user friendly shopping experience?

On the Web, there are certain standards that are familiar to Web users. These standards can be seen on the large, ecommerce Websites that receive millions of visitors. Follow these standards online and you have improved the online shopping experience.

Here are just a few of these standards:

• Logo in upper left hand corner
• Consistent design throughout the site
• Static navigation system
• Easy to find search box that produces relevant results
• Contact information on every page
• Phone number in the top masthead
• Extensive use of photos and video if possible
• Scannable text
• Avoid flash and too many design elements

How do these rules apply to service providers and B to B?

They apply to both. Business to business customers may require more research and the Internet is an excellent resource tool. Have scannable content on the front-end pages and volumes of content on interior pages. Business to business prospects are looking for less complexity in their work lives just as they do in their personal lives. The shopping experience with your company should make things easier, not more difficult. We recently ran an email campaign that mentioned “no-hassle” and “make your life easier” promotions and conversions soared.

Give your customers and prospects a break and simplify your shopping experience so they can think less and buy more.

Resources

• What content drives your target market?
• How well do you push their hot buttons?
• What will move visitors to contact you?
• How do your visuals support your key indicators?
• What makes you different from competitors?
• Are you addressing your target’s key concerns?
• Avoid flowery, brochure-type content

Action Plan

1. Identify 5-6 key indicators
2. On your Website, what are the 5-6 areas of the site that trigger user hot buttons
3. Set goals for indicators
4. Track them monthly and drive your web stats around them

Ability to Use the Web

The competence level of users can vary from novice to expert and their ability online does have an impact on the effectiveness of your Website. Websites should be usable by a wide variety of abilities. For example, many novice Web users are over 45 years of age, have a strong desire to use the Web and money to spend online. What is the ability of your average site visitor in your target market? Do they understand the basics of Web navigation and searches engines? Can they use a browser’s functionality? How well does your Website appeal to the novice user? Most Web users are somewhere in the middle, but the trend is toward a higher level of online competencies.

Readers vs. Scanners

Does the user take the time to read instructions or blocks of text on the site? Do they scan quickly for overviews? Websites should be designed for both scanners and readers. The user should be able to scan the surface of the site and dig deep for volumes of content to read if they like. Most Web users are scanners first and readers second. Also, scanners are more likely to click on text links while scanning content.

Click vs. Scrollers

Many users will not click on a link for fear of being taken to another Website, losing their progress or getting lost. Do your site visitors favor scrolling and the safety of a long page? Or are they comfortable clicking? It is important to know what appears above the fold on your Web page and how this appeals to clickers who may not scroll below the fold.

Shoppers (browsers) vs. Target Buyers

Is the user comfortable browsing the site for various items or do they come with a specific product or service in mind? How well does your site do with shoppers and browsers? Most Web surfers have a very specific task they are looking to accomplish online. Your site should understand what that is and lead them in the right direction.

Click on Graphic Ads vs. Will not Click on Ads

Is the user willing to click on ads and large graphics? Or do they ignore these graphics and use text and the navigation system to find what they need? Many Websites contain large clickable graphics and ads. Most users ignore these ads.

Will Call a Toll Free Number for Help vs. Will Never Call

Many Web users prefer not to deal with the hassles of calling a toll free number. They are on the Web to buy or get information online and would rather not call. Does your Website function as a tool to drive people to a toll free phone number or is it easy to get information and purchase online? Most users would rather not call a toll free number for help, although they do like knowing how to contact your business if needed. Website users prefer to get their information and tasks completed on the Website.

Read Privacy and Policy Statements vs. Briefly Scan or NOT Read

These statements are very important and every Website should have them. It is also important to know if your visitors are reading them and how they are reacting. Most Website visitors do not read policies, yet it should not be a barrier to users that do read this important content. Sharing or marketing to their email address is a key factor for users that review privacy statements.

Will Buy Online with Credit Card vs. Never Buy Online

Some, novice Web users are likely to use the Internet to get information, but not put their credit card online because of a lack of understanding about security issues. It is important that you understand what percent of your visitors will not buy anything online. These site visitors need easy access to your phone number.

Look at Graphics and Photos vs. Look for Content

Just about all Website users love photos and static visual images that are not perceived as ads or clip art. Many users are also interested in specific written content. What are the key areas of interest for your site visitors? Are there enough photos on the Website to build interest and enough written content to explain your offering?

Use of the Search Function vs. Navigation Menus

The majority of users do not use a Website’s search function because it is difficult to get results. Many search queries on Websites are unique and often difficult to produce intended results. Users have learned to avoid searching on a Website and stick to the navigation menus. Make sure all the pages can be reached from a well-structured, static and intuitive navigation system.

Look for Deals vs. Looking for Quality

Most users look for great pricing on the Web; however don’t forget the market for hard to find items or quality goods. These user types are not necessarily looking for a great price, but rather a great buy. Which marketplace is your site targeting?

Default Settings or Customize

When a user shops on your site are they more comfortable with the site showing them the options and leading them through a process? Or do they want to drive and customize what they are doing on the Website?

The better you can understand you site visitors’ preferences, research your marketplace and understand your Web stats, the better you can convert Website visitors into sales leads or customers. One of the best ways to accomplish this is through well-planned usability testing. Get inside the head of your site visitors to better meet their needs and design a better Website.

Thomas Young