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MARKETING AND SALES MANAGEMENT
CHECK POINT 91: DIRECT MARKETING

This Check Point Is Available By Subscription Only,
But You Can Still Check Out The Menu Below.

1. what is direct marketing?
2. what is telemarketing?
3. the telemarketing room
4. who are telemarketers?
5. additional information about telemarketing
6. Direct Mail Marketing Statistics
7. advantages of direct mail marketing
8. the 60-30-10 rule of direct mail marketing
9. a checklist for direct mail marketers
10. three big secrets of direct mail marketing
11. guidelines for creating an effective direct mail piece
12. how to make the reader open and read your letter first?
13. additional tips on direct mail marketing
14. Introduction To The Internet
15. Basic Statistics About The Internet
16. Direct Marketing Opportunities Online
17. Introduction To Websites
18. steps in the website development process
19. search engines
20. social media online
21. main directories and portals online
22. Online Marketing Methods
23. search engine optimization
24. Google Algorithms
25. Website Conversion Improvement Process
26. "White Hat" And "Black Hat" SEO
27. Pay-Per-Click Programs
28. The AMA Code Of Ethics Online
29. Additional Information About The Internet
30. For Serious Business Owners Only
31. The Latest Information Online
 

DO I NEED TO KNOW THIS CHECK POINT?

 

MARKETING AND SALES MANAGEMENT
CHECK POINT 91: DIRECT MARKETING

Please Select Any Topic In Check Point 91 Below And Click.

1. what is direct marketing?
2. what is telemarketing?
3. the telemarketing room
4. who are telemarketers?
5. additional information about telemarketing
6. Direct Mail Marketing Statistics
7. advantages of direct mail marketing
8. the 60-30-10 rule of direct mail marketing
9. a checklist for direct mail marketers
10. three big secrets of direct mail marketing
11. guidelines for creating an effective direct mail piece
12. how to make the reader open and read your letter first?
13. additional tips on direct mail marketing
14. Introduction To The Internet
15. Basic Statistics About The Internet
16. direct marketing opportunities online
17. Introduction To Websites
18. steps in the website development process
19. search engines
20. social media online
21. Main Directories And Portals Online
22. Online Marketing Methods
23. search engine optimization
24. Google Algorithms
25. Website Conversion Improvement Process
26. "White Hat" And "Black Hat" SEO
27. Pay-Per-Click Programs
28. The AMA Code Of Ethics Online
29. Additional Information About The Internet
30. For Serious Business Owners Only
31. The Latest Information Online
 

DO I NEED TO KNOW THIS CHECK POINT?

 

WELCOME TO CHECK POINT 91

TUTORIAL 1 General Management TUTORIAL 2 Human
Resources Management
TUTORIAL 3 Financial Management TUTORIAL 4 Operations Management TUTORIAL 5 Marketing
And Sales Management
1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76 81 86 91 96
2 7 12 17 22 27 32 37 42 47 52 57 62 67 72 77 82 87 92 97
3 8 13 18 23 28 33 38 43 48 53 58 63 68 73 78 83 88 93 98
4 9 14 19 24 29 34 39 44 49 54 59 64 69 74 79 84 89 94 99
5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100
 

HOW CAN YOU BENEFIT FROM CHECK POINT 91?

 
The main purpose of this check point is to provide you and your management team with detailed information about Direct Marketing and how to apply this information to maximize your company's performance.
 
In this check point you will learn:
 
• About various direct marketing methods
• About steps in developing a telemarketing process.
• About basic elements of the personal selling activities.
• About a check-list for direct mail marketers.
• About guidelines for creating an effective direct mail piece.
• About the statistics and basic options for direct marketing online.
• About steps in the website development process.
• About main search engines online and what they can offer to your business.
• About social media and commercial media online.
• About two main online marketing methods online... and much more.
 

LEAN MANAGEMENT GUIDELINES FOR CHECK POINT 91

 
You and your management team should become familiar with the basic Lean Management principles, guidelines, and tools provided in this program and apply them appropriately to the content of this check point.
 
You and your team should adhere to basic lean management guidelines on a continuous basis:
 
Treat your customers as the most important part of your business.
Provide your customers with the best possible value of products and services.
Meet your customers' requirements with a positive energy on a timely basis.
Provide your customers with consistent and reliable after-sales service.
Treat your customers, employees, suppliers, and business associates with genuine respect.
Identify your company's operational weaknesses, non-value-added activities, and waste.
Implement the process of continuous improvements on organization-wide basis.
Eliminate or minimize your company's non-value-added activities and waste.
Streamline your company's operational processes and maximize overall flow efficiency.
Reduce your company's operational costs in all areas of business activities.
Maximize the quality at the source of all operational processes and activities.
Ensure regular evaluation of your employees' performance and required level of knowledge.
Implement fair compensation of your employees based on their overall performance.
Motivate your partners and employees to adhere to high ethical standards of behavior.
Maximize safety for your customers, employees, suppliers, and business associates.
Provide opportunities for a continuous professional growth of partners and employees.
Pay attention to "how" positive results are achieved and constantly try to improve them.
Cultivate long-term relationships with your customers, suppliers, employees, and business associates.

1. WHAT IS DIRECT MARKETING?

DIRECT MARKETING

Business owners and marketing managers must become fully familiar with various direct marketing procedures, which represent one of the key elements of an effective marketing management process and successful organization performance.

One of the major developments in marketing management in the recent decades took place in the area of Direct Marketing of products and services by manufacturers and suppliers directly to the end-users. According to Direct Marketing Association :

"Direct marketing is an interactive system of marketing which uses one or more advertising medias to affect a measurable response and/or transaction at any location."

Marketing experts and authors Philip Kotler and Gary Armstrong define Direct Marketing as follows:

"Direct connections with carefully targeted individual consumers to both obtain immediate response and cultivate lasting customer relationships - the use of direct mail, the telephone, direct-response television, e-mail, the Internet, and other tools to communicate directly with specific consumers". (35)

Direct marketing may be accomplished through several methods outlined below.

DIRECT MARKETING METHODS

1.

Telephone marketing.

2.

Direct mail marketing.

3.

Online marketing.

4.

Direct selling.

5.

Automatic vending.

6.

TV infomercials.

7.

TV home-shopping.

8.

Postcard decks.

 

WHAT IS GUERRILLA MARKETING?

Another major contributor to the development of marketing strategies for small business owners, Jay Conrad Levinson, introduced a concept of "Guerrilla Marketing", which includes various low-cost direct marketing strategies that are effectively used by small and medium-sized companies.

One of Levinson's many best-selling books, Guerilla Marketing, published by Houghton Mifflin Harcourt, for example, provides a tremendous insight to the broad range of guerrilla marketing techniques for various marketing purposes. This book is definitely a "must" for every small business owner.

ADDITIONAL INFORMATION ONLINE

What Is Direct Marketing? By Troy White.
What Is Direct Marketing? By John Miglautsch.
Guerilla Marketing By Daymond John, Shopify.
Effective Direct Marketing Strategies By Sharon Markovsky.
Direct Marketing Where Do We Go From Here? By 1 To 1 Media.

2. WHAT IS TELEMARKETING?

TELEPHONE MARKETING

Did you know that more than $600 billion (!) in sales takes place over the phone in the United States every year. Moreover, this volume of business is growing annually. For this reason telephone marketing, or Telemarketing, is considered one of the leading areas in direct marketing in terms of business volume.

However, recent limitations, imposed on telemarketing by the National Do-Not-Call Registry and substantial advances in Online Marketing caused a slower growth in the telemarketing industry. Some of the recent Telemarketing Statistics are outlined below. (36)

TELEMARKETING STATISTICS

1.

In 1982 the telemarketing sales revenues have exceeded the direct mail sales in revenues, and this trend has been continuing ever since.

2.

About 50% of all products and services in the United States are sold over the phone.

3.

Telemarketing is used by companies of all sizes, large and small alike. Many small business owners find telemarketing particularly cost-effective in reaching potential customers.

4.

Telemarketing sales calls costs approximately 30% of the direct mail. Some experts suggest that an average telemarketing call costs about $10.

5.

Telemarketing companies currently employ about 10 million people, compared to about 175,000 in 1983.

6.

Telemarketing represents the prime force of selling products and services over the phone to businesses.

7.

Telemarketing is a “numbers game”, where about 10% of people usually hang up on all telemarketers, about 40% percent may hang up on some telemarketers, and about 50% listen to all telemarketers.

8.

Telemarketing sales calls to individuals and families account for about 10% of all telemarketing revenues.

9.

Telemarketing sales calls to businesses account for about 90% of all telemarketing revenues and employ the majority of the telemarketing workforce.

10.

Telemarketing produced about 50% of all business-to-business direct marketing purchases during recent years, while direct mail produced about 30%.

11.

Telemarketing utilizes toll-free numbers, such as 800, 888, 866, and 877 phone numbers, which provide additional incentive for prospective customers to initiate the call.

12.

Telemarketing can be done in three ways - the telemarketer may call to the prospective customer, or the prospective customer may call the telemarketing company, or the computer may call the prospective customer.

 

NATIONAL DO-NOT CALL REGISTRY

The telemarketing activities have been limited to some extent in the recent years as a result of the introduction of FTC's National Do-Not-Call Registry. In 2003, the U.S. Federal Trade Commission (FTC) opened the National Do Not Call Registry to comply with The Do-Not-Call Implementation Act of 2003 and with The Telephone Consumer Protection Act Of 1991.

However, the telemarketing option still represents a viable direct marketing method, which accounted for hundreds of billions in dollars in direct sales in the U.S. in 2009. Additional details regarding telemarketing are discussed next.

ADDITIONAL INFORMATION ONLINE

7 Cold Calling Secrets By Tony Gattari.
Phone Etiquette Training By Chester Hull.
Cold Calling Done Right By B. Wellington, The Career Compass.
5 Telephone Etiquette Tips By Scott Greggory, Business Voice Inc.
4 Magic Phrases You Can Use To Respond To Anything By Dan O'Connor.

3. THE TELEMARKETING ROOM

THE TELEMARKETING ROOM

Telemarketing represents a very specialized field of direct marketing. This type of marketing is based on a direct contact between the telemarketer on one end of the telephone, and the prospective customer on the other end.

The development of the Telemarketing Process in a Telemarketing Room, which is sometimes called a "Boiler Room", entails a number of steps outlined below.

DEVELOPMENT OF THE TELEMARKETING PROCESS

Step 1: Prepare A Telemarketing Room.

The telemarketing room must be designed for easy observation and equipped with special telephone tables and partitions to allow minimal privacy for each telemarketer.

Step 2: Appoint A Telemarketing Manager.

It is essential, that the telemarketing manager has solid experience in the area of telemarketing as this will prove to be a very important contributor to the overall success of the telemarketing room.

Step 3: Select Telemarketing Teams.

Recruit telemarketers through placing ads in local newspapers and Craigslist online, walk-ins, and recommendations, and select the most suitable applicants to create effective telemarketing teams. These teams usually work in two shifts to accommodate the market needs and to avoid a quick "burn-out" of telemarketers.

Step 4: Develop A Telemarketing Script.

The core elements in the training process include the telemarketing script and the enthusiasm of the team, which will enable telemarketers to carry out their task, to effectively handle prospective customers' objections and to make appointments, or leads, for sales people, or to sell on the phone.

Step 5: Train The Telemarketing Team.

Telemarketers may come with or without experience, but all of them must be continuously trained and trained again, by the telemarketing manager to ensure high quality and consistency of the telemarketing presentation and excellent results.

Step 6. Develop A Sound Compensation And A Bonus Plan.

A compensation and bonus plan should be designed to provide an acceptable compensation coupled with a maximum motivation to each telemarketer to achieve the desired results. Bonuses may be paid on a daily or weekly basis to ensure that telemarketers are constantly motivated to produce superior results.

Step 7: Prepare The Telemarketing Calling Lists.

Telemarketing managers must take care of developing a variety of resources for obtaining lists with names and phone numbers for telemarketing. Such resources may include Internet (Sales Genie, Info USA, Yellow Pages Online), telephone directories, cross-street directories, manufacturing directories and many others sources. It is essential to “scrub” all telemarketing lists by removing all “Do-not-call” names and phone numbers to ensure full compliance with the FTC’s National Do-Not-Call Registry and to avoid potentially high penalties for non-compliance.

Step 8: Initiate The Telemarketing Process.

Once all elements of a successful telemarketing operation are in place, the telemarketing process may begin.

Step 9: Monitor The Telemarketing Performance.

It is essential to monitor the performance of each telemarketer on an individual basis to ensure his or her continuous efficiency and consistency in producing the desired results. Telemarketers are known "to burn out" on the job, since it can be emotionally draining to spend forty hours on the phone every week, and this aspect should be monitored with a particular care.

Step 10: Follow Up On The Telemarketing Activities.

All aspects of the telemarketing room must be monitored and controlled on a continuous basis by the telemarketing manager and his or her assistants. The monitoring function is particularly important in light of a high turnover and "burn out" of telemarketing employees.

 

ADDITIONAL INFORMATION ONLINE

Boiler Room - Telemarketing Scene By Nickfiji.
How To Cold Call The Boiler Room Way, Mycomeup.
You Have To Be Closing All The Time By Marketing Magazine.
Cold Calling: Nail The First 20 Seconds By Rapid Learning Institute.
Boiler Room "Reco Scene" Vin Diesel Closing The Sales By Chris Lopez Jr.

4. WHO ARE TELEMARKETERS?

TELEMARKETERS

Although Telemarketers may come from all walks of life, they represent a very special breed of people. Most people wrongly assume that it is easy to be a telemarketer. The reality, however, is quite different. Telemarketing represents a challenging task to anybody who wants to take this job seriously. Good telemarketing requires a certain type of qualities outlined below.

CHARACTERISTICS OF GOOD TELEMARKETERS

1.

Telemarketers must be able to see the telephone as their friendly working tool.

2.

Telemarketers must possess special telephone skills, and be able to initiate a friendly and professional phone conversation with any stranger at any time.

3.

Telemarketers must be able to handle rejection and not take negative responses personally.

4.

Telemarketers must know their subject matter, i.e. what specifically they have to offer the prospective customer.

5.

Telemarketers must be prepared to conduct the phone conversation with prospects in accordance with a developed script, while providing maximum flexibility during the phone conversation.

6.

Telemarketers should be familiar with their prospects' needs, concerns, and objections.

7.

Telemarketers must be able to identify their prospects needs and concerns without imposing on the prospects' privacy.

8.

Some telemarketers are very experienced and require only minor training related to the product or service, while other telemarketers require complete training related to all aspects of telemarketing.

 

ADDITIONAL INFORMATION ONLINE

Telemarking Cold Calling: The Pitch By Jerry Watkins.
Strategies For Effective Phone Prospecting By Neil Schwartz.
Telemarketing Training Tips - Cold Calling Success By Ford Saeks.
Selling Skills From A-Z Customer Service Training By Nancy Friedman.
Selling Skills - Outbound Telesales By Jeremy Malindine, Success TVUK.

5. ADDITIONAL INFORMATION ABOUT TELEMARKETING

TELEMARKETING ACTIVITIES

Depending on the company's specific requirements and nature of business, management may initiate two different types of Telemarketing as illustrated below.

TWO TYPES OF TELEMARKETING ACTIVITIES

 
Dedicated Telemarketing   Integrated Telemarketing

Dedicated telemarketing represents a separate marketing effort, e.g. a telemarketing room within the marketing department.

 

Integrated telemarketing represents a marketing activity which is a part of the personal selling process.

Since telemarketing may sometimes represent an important element in the Personal Selling activity, additional issues which may relate to telemarketing are discussed separately in Tutorial 5. Some of these issues are outlined below.

ELEMENTS OF THE PERSONAL SELLING ACTIVITIES

1.

What is personal selling?

2.

What are the steps in the personal selling process?

3.

Understand the interaction between buyers and sellers.

4.

Locate and qualify potential customers.

5.

What is lead management?

6.

What types of directories may be useful for a sales person?

7.

What are referrals?

8.

What is cold canvassing?

9.

What is a prospect list?

10.

Develop a suitable approach to each potential customer.

11.

What are the ten commandments of telephone prospecting?

12.

How to approach prospects on the telephone?

13.

Why should you thank prospects when they say "No"?

14.

Identify the personality type and individual behavior of each buyer.

15.

Analyze each potential customer's specific requirements.

16.

Make a formal presentation to the potential customer.

Note:

Personal Selling is discussed in detail in Tutorial 5.

ADDITIONAL INFORMATION ONLINE

Sell The Pen! By Darrell Weekes.
Personal Selling Role Play By Brakekt09.
Personal Selling Philosophy By Michael S. Conklin.
How To Make A Sales In 20 Seconds By Bruce J. Bloom.
Eliminate The Fear Of Rejection, Cold Calling And Anxiety By C. Rodriguez.

6. DIRECT MAIL MARKETING STATISTICS

Direct Mail Marketing may be characterized by the following statistics outlined below. (37)

DIRECT MAIL MARKETING STATISTICS

1.

Direct mail marketing is the most common communication medium used in the United States and the preferred choice of about 70% of all companies.

2.

Direct mail marketing generated about 5% of U.S. companies’ revenues.

3.

Companies allocate about 20% of their marketing budget for direct mail marketing purposes.

4.

The average U.S. household receives on average about 100 pieces of direct mail each week.

5.

More money is spent on direct mail than on magazines, radio, and TV combined.

6.

About 130 million Americans respond to direct-mail offers annually.

7.

About 20% of Americans purchase five or more items through direct mail.

8.

Older people prefer to receive less direct mail, while younger people are happy to receive more of it.

 

ADDITIONAL INFORMATION ONLINE

Direct Mail Marketing Statistics By Japs-Olson Printing.
Direct Mail Tips By Ford Saeks, Prime Concepts Group.
Direct Mail: How To Get Started? By Rebecca Pountney.
Mail Tracking Stats For Direct Mail Marketing By Dave Trudeau.
Advanced Small Business Marketing: Direct Mail By Justin Sharaf.

7. ADVANTAGES OF DIRECT MAIL MARKETING

ADDITIONAL INFORMATION ONLINE

Direct Mail Marketing offers a number of important advantages to the business owner. Some of the advantages of direct mail marketing are outlined below.

ADVANTAGES OF DIRECT MAIL MARKETING

1.

The cost of direct mail marketing is relatively inexpensive in comparison with other traditional marketing methods.

2.

One piece of direct mail may cost about 50 cents, including the mailing cost.

3.

Direct mail lists can be purchased in accordance with the specific marketing requirements.

4.

Direct mail can be personalized to each potential customer.

5.

Direct mail can be sent out to an unlimited number of potential customers simultaneously without any geographic limitations.

6.

Direct mail can provide measurable results.

7.

Average response on the direct mail may be between 0.5 -1.5 percent or more, depending upon the accuracy of the mailing lists and the quality of the offer.

8.

Mailing lists are updated by most mailing list companies on a regular basis.

9.

Direct mail can be used for testing purposes without any limitations.

10.

Direct mail can provide repeat sales from customers.

11.

Direct mail provides opportunity to a small business owner to compete with larger companies.

 

ADDITIONAL INFORMATION ONLINE

Benefits Of Direct Mail Marketing By Ashley, Japs-Olson Printing..
5 Big Benefits For Direct Mail And Small Business By Vegas Printing.
Advantages Of Direct Mail Marketing By Steve And Daniel Rosenberg.
Direct Mail Marketing - Measurable Results By M. Van Haren, Quad Graphics.
Direct Mail Vs. Social Media And Email Marketing By Russell Kern, Kern Org.

8. THE 60-30-10 RULE OF DIRECT MARKETING

HOW TO SUCCEED WITH A DIRECT MAIL MARKETING CAMPAIGN?

According to Jay Conrad Levinson, the success of a company's Direct-Mail Marketing Campaign will depend upon the implementation of the 60-30-10 Rule.

The basic elements of this rule are outlined illustrated below. (38)

THE 60-30-10 RULE OF DIRECT MAIL MARKETING

   
60 Percent   30 Percent   10 Percent

60 percent of your direct mail program will depend upon the selection and use of the right list of people.

 

30 percent of your direct mail program will depend upon making the right offer to potential customers.

 

10 percent of your direct mail program will depend upon your creativity in designing the entire package.

 
 

ADDITIONAL INFORMATION ONLINE

Postcard Marketing Campaign By Postcard Marketing Genius.
The 60-30-10 Rule And How To Make Money By C. Henderson.
How To Send A Successful Direct Mail? By Asendia Management SAS.
Learn How Create A Million Dollar Postcard By Luke Jaten, IM Launch Alerts.
8 "Stupid" Copywriting Tricks That Will Triple Your Conversion By C. Haddad.

9. A CHECKLIST FOR DIRECT MAIL MARKETERS

DIRECT MAIL CHECK-LIST

A Check-List for direct mail marketers, developed by Leonard P. Carlson, who sold about 10,000 items through Sunset House, a direct marketing company, contains a number of important questions which should be answered by every direct-mail marketer.

These questions, listed in Advertising Age in an article written by Robert Stone, president of Stone & Adler, a direct-response company in Chicago, are outlined below. (39)

A CHECK-LIST FOR DIRECT MAIL MARKETERS

1.

Is there a perceived need for the product or service?

2.

Is it practical? Is it unique? Is it a good value?

3.

Is the price right for your customers or prospects?

4.

Is the markup sufficient to assure a profit?

5.

Is the market large enough?

6.

Does the product or service have a broad appeal?

7.

Are there specific smaller segments of your list that have a strong desire for your product or service?

8.

Is it new? Will your customers perceive it as being new?

9.

Can it be photographed or illustrated attractively?

10.

Are there sufficient unusual selling features to make your product stand out?

11.

Is it economical to ship? Is it fragile? Odd-shaped? Heavy? Bulky?

12.

Can it be personalized?

13.

Are there any legal problems to overcome? Is it safe?

14.

Will backup merchandise be available for fast shipment on reorders?

15.

Might returns become a problem?

16.

Is it, or can it be packaged attractively?

17.

Are the user instructions clear?

18.

How does it compare with competitive products or services?

19.

Will it have exclusivity?

20.

Will it lend itself to repeat business?

21.

Is it too seasonal for direct mail selling?

22.

Is direct mail the right way to go with this product or service?

23.

Does it meet an unfilled niche in the marketplace?

 

ADDITIONAL INFORMATION ONLINE

Direct Marketing By Damien Butler.
Direct Mail Printing Checklist By Vegas Printing.
Direct Mail Copywriting Checklist By Direct Mail Letters.
Direct Mail Marketing Campaign Tips By Jennifer Ritter-Kelly.
Tips For Converting With Direct Mail Marketing By H. Paul James.

10. THREE BIG SECRETS OF DIRECT MAIL MARKETING

ADDITIONAL DIRECT MAIL MARKETING TIPS

According to Lynn Peterson, a former direct-mail executive in the direct response department of a major advertising agency, there are three big secrets that direct-mail marketers should be aware of. These Direct Mail Marketing Secrets are outlined below.

THREE DIRECT MAIL MARKETING SECRETS

1.

Select your mailing list with the maximum care.

2.

Structure your product or service offer in such a way that it is very difficult to reject.

3.

Plan your financial projections with an objective to earn a profit.

Lynn Peterson further suggests that most direct-mail marketers make three big mistakes in the abovementioned areas as described below.

THREE DIRECT MAIL MARKETING MISTAKES

1.

Failing to select the most suitable mailing lists.

2.

Failing to structure the product or service properly.

3.

Failing to develop a sound financial plan for a direct-mail marketing campaign.

 

ADDITIONAL INFORMATION ONLINE

The Secret Of Direct Mail Marketing By Tom Adams.
Direct Mail Secrets For Results By Bruce Brent, 3dMailers.
Anatomy Of An Every Door Direct Mail Piece By John Braun.
How To Prepare Every Door Direct Mail (EDDM) By Arts 2 Print.
Advantages Of Direct Mail Lists For Your Business By Chris Robertson.

11. GUIDELINES FOR CREATING AN EFFECTIVE DIRECT MAIL PIECE

DIRECT MAIL GUIDELINES

There are a number of important Direct Mail Guidelines, which relate to the creation of an effective direct-mail piece. Some of these guidelines are outlined below. (40)

GUIDELINES FOR CREATING AN EFFECTIVE DIRECT MAIL PIECE

1.

Address specific problems which your product or service may solve. Remember, that the reader will ask the question: "What is there for me?"

2.

Be short and specific in your direct-mail piece. Readers don't have much time to waste and prefer to get to the point as quickly as possible.

3.

Combine visual presentation, such as pictures, or photographs, with your written offer. Remember, most readers prefer visual material to the written one.

4.

Offer free gifts, warranties, and any other suitable incentives to the prospective customer to motivate their acceptance of your offer in a particular time frame.

5.

Repeat your main offer on your response form. Don't be afraid to repeat yourself, since repetition will provide positive motivation for the reader.

6.

Make sure that words "you" and "yours" are twice as frequent as "I" and "me" in your direct-mail piece.

7.

Use second color for printing the most important sentences in your letter. Select a bright color which will be pleasing to the reader.

8.

Be absolutely honest and ask yourself: "Would I like to receive such a direct mail piece?"

9.

Ask your friends or business associates for their opinion and input in preparing your direct-mail piece.

10.

Send a limited number of direct mail pieces to prospective customers and test their response.

11.

Update your mailing lists on a regular basis, and keep in mind that 10 percent of the names on an average mailing list become useless every year.

12.

Make sure that your timing of a direct-mail campaign takes into account the recommendation, where January, February, and October are supposed to be very good for direct-mail business, while March, May, and June are supposed to be the worst month for direct-mail campaigns.

 

ADDITIONAL INFORMATION ONLINE

Moth Postcard For Rug Cleaning Marketing By John Braun.
How To Get Creative With Direct Mail By Rebecca Pountney.
Direct Mail Marketing Design By Joy Gendusa, Postcard Mania.
How To Do EDDM - Everything You Need To Know By Fat Cat Cleaner.
7 Rules For Great Marketing Design By E. Pagan, Eben Marketing Mastery.

12. HOW TO MAKE THE READER OPEN AND READ YOUR LETTER FIRST?

HOW TO MAKE THE READER OPEN AND READ YOUR LETTER FIRST?

It is essential to keep in mind that an average Prospective Customer will spend about five seconds on any envelope which he or she receives. The highest priority is usually given to envelopes which may contain something unique or stimulating.

Hence, the first task of the Direct Mail Marketer is to create a direct-mail package that will catch the receiver's eyes. There are a number of letter-opening motivating phrases that should be considered by the marketer when designing the direct-mail piece as outlined below.

LETTER-OPENING MOTIVATING PHRASES FOR DIRECT MAIL MARKETERS

1.

Open this letter and learn how to double your income.

2.

Open this letter and receive a free gift.

3.

Updated tax-saving secrets inside.

4.

Unique money-making techniques inside.

5.

Find out inside how you can receive a free gift.

6.

Unique ways to stay healthy.

7.

Profit-making secrets for the 21st Century.

8.

This information for your eyes only.

9.

What you don't want your competition to know.

10.

Learn the secrets of a successful entrepreneur.

11.

How to stay healthy for only ten cents a day.

12.

Look inside for unique details on (virtually anything)...

13.

Read what's in store for you - this week only!

14.

Look for a check inside!

When Readers open the envelope, they usually read the P.S. first, if there is one in the letter. Some of the reasons to add a P.S. in a letter are outlined below. (41)

REASONS FOR ADDING A "P.S." IN A DIRECT MAIL PIECE

1.

Repeat the main message of your letter.

2.

Emphasize the details of your offer.

3.

Motivate your prospect to act now.

4.

Stress the advantages of your products or services.

5.

Emphasize the tax benefits of your offer.

6.

Offer a present or something for free.

7.

Stress the favorable terms of payment.

8.

Reinforce the details about your company's guarantees.

9.

Offer a surprise benefit to the prospect.

 

POSTCARD MARKETING

Another innovative way to make the user "open" your letter is not to send a letter at all, but instead to send a postcard. In fact, Postcard Marketing became a very popular method of direct mail marketing because they are less expensive than a letter and easier to handle. For this reason, you and your management team should consider postcard direct mail marketing method as a method of choice for promoting your products and services.

ADDITIONAL INFORMATION ONLINE

Postcard Profits - Part 1 By Luke Jaten, Postcard Profits.
Postcard Profits - Part 2 By Luke Jaten, Postcard Profits.
Postcard Profits - Part 3 By Luke Jaten, Postcard Profits.
Postcard Profits The Money Pit By Luke Jaten Postcard Profits.
Postcard Marketing Techniques And Secrets By MyCrazyLittle20.

13. ADDITIONAL TIPS ON DIRECT MAIL MARKETING

DIRECT MAIL GUIDELINES

Freeman Gosden, Jr., president of Smith-Hennings-Gosden in Los Angeles, has developed a Direct-Mail Marketers' Checklist which includes some very important points outlined below. (42)

DIRECT-MAIL MARKETERS CHECKLIST

1.

Look at the mail as your reader will.

2.

Keep your primary objective foremost in your mind.

3.

Does the number one benefit hit you between the eyes?

4.

Does the number two benefit follow close behind?

5.

Does the message of the mailing package flow?

6.

Does the outside envelope encourage you to open it now?

7.

Is the letter the first thing you see upon opening?

8.

Does the letter discuss the reader's needs, products and benefits features, endorsements, and ways to respond?

9.

Do graphics support the copy?

10.

Does the reply card tell the whole offer?

11.

Is there a reason to act now?

12.

Is it easy to reply?

13.

Would you respond?

Additional Direct Mail Marketing Tips are summarized below. (42)

DIRECT MAIL MARKETING TIPS

1.

Decide who should receive your mailing, e.g. age bracket, gender, income range, geographic location, occupation, special interests, marital status, etc.

2.

Decide how the recipient should respond to your mailing in terms of specific action and the time frame of such an action.

3.

Create a mailing package which should consist of an external envelope, the message itself and a self-addressed pre-paid envelope or postcard.

4.

Decide on a specific offer that a prospect will have difficulty ignoring and make sure that you personally would not ignore such an offer.

5.

Make sure that your letter contains exciting information, provides specific benefits, and is supported by strong testimonials from credible sources.

6.

Explain to your prospect why he or she should be interested in your product or service and clarify potential results, e.g. increased profits, improved health.

7.

Explain to your prospect what specific steps he or she should take as a result of reading your mailing.

8.

Don't forget to include a brief P.S. at the end of your letter to emphasize the main message, or main advantage of your offer.

9.

Specify your own objectives related to the specific mailing in terms of expected rate of return, timing of the response, or number of phone calls.

10.

Prepare a specific plan to follow up on the responses from prospects by mail, phone, fax, e-mail, or personal visit.

11.

Monitor your direct mail campaign in terms of numbers of mailings sent out, responses received, and actual results, i.e. leads and volume of sales.

12.

Once you know what works better in your specific situation, increase those methods which give better results and eliminate the unproductive methods.

13.

Be prepared to support your direct mail marketing campaign with phone calls, faxes, and e-mails to selected groups of prospects.

14.

Constantly monitor the overall conditions in the market place and be prepared to adjust your direct mail approach to meet the ever-changing customer needs.

 

You can obtain additional information about various elements of Direct Mail Marketing provided by Direct Marketing Association (DMA) online.

ADDITIONAL INFORMATION ONLINE

Out-Of-The-Box Direct Mail Ideas By Yelographics.
3 Main Factors In Direct Mail Marketing By Interline Creative.
How To Use Video In Direct Mail Marketing By Gary Hennerberg.
3 Response Boosting Tips For Direct Mail By Eithan Boltan, DMIQTV
8 Tips That Will Improve Direct Mail Marketing By Suzan Doyle-Ingram.

14. INTRODUCTION TO THE INTERNET

WELCOME TO THE INTERNET

According to Bill Gates, the richest person in US with a fortune estimated at $79.6 Billion, a new information super-library has been in the making since 1990's and its name is:

THE INTERNET

 

A BRIEF HISTORY OF THE INTERNET

On March 12, 1989, a British physicist and computer scientist Sir Timothy John "Tim" Berners-Lee, also known as Tim BL, wrote a Proposal For Information Management designed to improve communication within the European Organization For Nuclear Research, known as CERN. It became evident that the communication method described in this proposal could be expanded to cover the entire world. Subsequently, on November 12, 1990, Tim Berners-Lee and a Belgian engineer and computer scientist Robert Cailliau sent a Proposal For A Hyper-Text Project, and the history was made. Ultimately, this led to the development of the World Wide Web (WWW), which ultimately culminated in a world-wide phenomenon which is known today as the Internet.

Sir Tim Berners-Lee, along with his team, is also credited for introducing the following critical elements of the Internet during 1988 - 1990:

• The first Web Browser called WorldWideWeb.

• The first Web Server.

• The Hypertext Transfer Protocol (HTTP).

• The first version of the HyperText Markup Language (HTML).

For these reasons, Sir Tim Berners-Lee went into the history as the inventor of the Internet.

During 1990's, a number of people from several countries made significant contributions to further development and growth of all facets of the Internet as described in the History Of The Internet online.

You may obtain further information about the development of Internet from The Internet Society. The prime mission of this organization is "to promote the open development, evolution, and use of the Internet for the benefit of all people throughout the world".

 

THE FIRST EVER WEBSITE

The first ever website http://info.cern.ch was published online on August 6, 1991 and it provided specific information related to the history of this revolutionary project, the people involved, and additional relevant details. Since that day the Internet underwent super-exponential growth and it ultimately became the most important electronic and marketing media. The Internet also provided the fastest and the most cost-effective method of communication for people throughout the world.

 

HISTORY OF THE ONLINE SERVICE

Source: Wikimedia Commons, File: History Of Online Service, 2010, Author: Vivien Say.

You can learn more about the development of the Internet. Guess where? - Online, of course:

History Of The Internet

Home Of The First Website.

The WorldWideWeb Browser.

Brief History Of The Internet.

A Little History Of The World Wide Web.

You can do a lot of things on the Internet today. A few examples are outlined below.

 

FEW EXAMPLES OF WHAT YOU CAN DO ONLINE

1.

Send an e-mail with a document from the North Pole to anybody on the South Pole.

2.

Sell, lease, rent, or buy anything to and from anybody you want.

3.

Participate in an auction or auction off anything you want.

4.

Find almost anybody you want anywhere in the world.

5.

Go to a meeting with almost anybody you want anywhere in the world.

6.

Pay your bills, send money, and receive payments to and from anybody.

7.

Name your price for an airline ticket, hotel accommodation, and car rental.

8.

Watch and download almost any movie or song you want.

9.

Join the dating game, find love, or significant other.

10.

Provide any type of instructions and teach anybody you want.

11.

Talk to anybody you want in the world for the price of a local call.

12.

Get access to your computer by remote control from anywhere in the world.

13.

Receive or provide medical, business, legal, or financial advice.

14.

Enroll at a university or a local college and take online courses.

15.

Check the status of your pending trademark or patent application.

16.

Translate anything you want into almost any language.

17.

Trade stocks, select and purchase financial and insurance products.

18.

Read, listen to, and watch the news (the good, the bad, and the ugly...).

19.

Enter into a legally binding contract and e-sign your name.

20.

Vote for a President or your local congressman.

21.

Play Black Jack in a virtual casino and make or lose money.

 

ADDITIONAL INFORMATION ONLINE

History Of The Internet By Aubrey Brad Chris.
History Of The Internet By Melih Bilgil, PICOL Videos.
A Brief History Of The Internet By Project Happening.
Who Invented The Internet? And Why? By Kurzgesagt.
History Channel Presents The Internet By Manhdatthuongyeu.

15. BASIC STATISTICS ABOUT THE INTERNET

CRITICAL IMPORTANCE OF THE INTERNET

How important is the Internet to you?

Only a few decades ago the word "Internet" was cautiously pronounced in scientific and military circles in this country and around the world. Today, on the other hand, the Internet became the most important communication and marketing media in the world and its importance continues to grow exponentially all the way from the North Pole to the South Pole and everywhere in between.

Moreover, millions of people throughout the world found new ways to survive and make a living as a result of newly found methods of buying and selling products and services online. For this reason, the Internet became a real game-changer and a true life-saver for many people of all ages worldwide.

THE QUALITY OF INFORMATION ON THE INTERNET

Do you believe everything you read on the Internet?

There is a lot of highly valuable and useful information provided online by well-meaning professionals and experts in various fields. Unfortunately, however, not everything that is provided on the Internet is really true. For this reason, it is essential to ensure that whatever you read online passes your personal test for accuracy and reliability.

WHAT QUESTIONS SHOULD YOU BE ASKING ABOUT
THE INFORMATION PROVIDED ON THE INTERNET?

1.

Who is the author and what are her/his professional credentials and experience?

2.

Who is the sponsoring organization related to this website and what is its motivation?

3.

Is the information online supported by relevant and reliable references?

4.

Is the information presented in a manner which installs confidence in the reader's mind?

5.

Does the information provider may have reasons for bias regarding the content?

6.

How well is a webpage organized and how easy it is to understand the content?

7.

How easy it is to navigate from one webpage to another?

8.

How easy it is to verify the accuracy of the provided information?

9.

How does the information provided on the website compare with other reliable sources?

10.

Does the author provide clear references and respect the copyright of other authors?

Some of the fascinating Statistics About The Internet are presented below.

 

 ESTIMATED STATISTICS ABOUT THE INTERNET IN 2014

1.

Number of e-mail accounts in 2014: about 4.2 Billion.

2.

Number of e-mails sent per day in 2014: about 250 Billion.

3.

Number of spam e-mails sent per day in 2014: about 120 Billion.

4.

Number of websites in 2014: about 960 Million.

5.

Number of new websites added in 2014: about 35 Million.

6.

Number of daily searches on Google: about 3.5 Billion.

7.

Number of blogs worldwide in 2014: about 140 Million.

8.

Number of blogs worldwide posted daily in 2014: about 1 Million.

9.

Number of images posted on Facebook in 2014: about 11 Million.

10.

Number of videos watched by US users in 2014: about 13 Billion.

11.

Number of computer viruses in one month in 2014: about 1 Million.

12.

Internet business doubles in volume approximately every 80 days.

13.

Number of new subscribers on a daily basis in 2014: about 300,000

14.

Percentage of employers who think that Web has raised productivity: about 70%

15.

Number of Internet-related patents issued in the US: about 3,000.

16.

Percentage of commercial websites that attract advertising revenue: about 50%.

17.

Percentage of business owners planning to increase their business online spending significantly in 2014: about 80%.

18.

The most expensive domain name ever sold is www.Insure.com at about $16 million.

Note:

A US programmer Ray Tomlinson is credited for inventing an E-Mail System and sending the First E-Mail in 1971.

 

NUMBER OF THE INTERNET USERS PER 100 INHABITANTS

Source: Wikimedia Commons And International Communication Union (ITU),
File: Internet Users Per 100 inhabitants, 2013, Author: Jeff Ogden.

 

DISTRIBUTION OF LANGUAGES ON THE INTERNET WEBSITES

Source: Wikimedia Commons, File: 2014 Distribution Of Languages On Internet Websites.

You can find additional Statistical information about the Internet online, as presented below.

 

FASCINATING STATISTICS ABOUT THE INTERNET

Internet Live Stats
Internet World Stats.
Daily Blog Tips - Top 10 Websites To Get Internet Usage Statistics.
The Growth Of Social Media v2.0 (Infographic) By Kelsey Jones, SEJ.
22 Social Media Facts And Statistics You Should Know In 2014 By Jeff Bullas.
 

ADDITIONAL INFORMATION ONLINE

Internet Facts 2013 By Sam Oscarz 21.
10 Facts About The Internet By Listing 10.
10 Mind Blowing Facts About The Internet By AllTime10s.
Social Media And Video Statistics For 2014 By Virtually INSync.
The Internet Is Growing: Internet Statistics 2013 By A Guy Called George.

16. DIRECT MARKETING OPPORTUNITIES ONLINE

DIRECT MARKETING OPPORTUNITIES FOR SMALL BUSINESS OWNERS ONLINE

The number of direct marketing opportunities on the Internet which exist at present for small business owners is endless. Obviously, not everybody can take equal advantage of such an incredible development of the most powerful super-media in the world. This will depend upon the specific products or services that you may have to offer in the marketplace.

Some of the basic options for Direct Marketing on the Internet are outlined below.

BASIC OPTIONS FOR DIRECT MARKETING ONLINE

1.

Building a web site.

2.

Promoting your website with all main search engines.

3.

Providing information about your products and services to prospects online.

4.

Promoting your company's image and brand in social media online.

5.

Promoting your products or services through videos online.

6.

Promoting your products or services through mobile phones online.

7.

Promoting your products or services through webinars online.

8.

Communicating with your clients, suppliers, and business associates.

9.

Exchanging information and business documents.

10.

Sending "opt-in" e-mails to prospective customers.

11.

Hosting chat rooms and motivating prospects' participation.

12.

Participating in online forums, social media and news groups.

13.

Posting classified ads.

14.

Hosting conferences and meetings.

15.

Posting blogs and press-releases about your products and services.

16.

Selling advertising on your website.

17.

Building a list of prospects and following of prospects.

In order to appreciate the real importance of the Internet to your business, you should learn about the most recent trends which have developed during the last few years online, as presented below.

 

ADDITIONAL INFORMATION ONLINE

Social Media And Video Statistics For 2014 By Virtually INSync.
Social Media 2013: Statistics And Trends By Funky Marketing TV.
Social Media Marketing Trends And Statistics 2014 By SM Marketing.
What Is Your Social Media Marketing Strategy? By Catalyst Partnership.
Social Media Marketing How It Affects Your Business By SBR Technologies.

17.INTRODUCTION TO WEBSITES

WHAT IS A  WEBSITE?

To properly maintain a strong presence on the Internet, you must first develop an attractive and enticing Website and give it an exciting name, like:

http://www.MyUniqueBusinessWebsite.com

Your Business Website is where you present your company's image, introduce new products and services, communicate with customers and prospective customers, and sell your existing products and services. In a nutshell, this is where you create your unique Brand.

Think of your website as a Complete Media-Mix: television, radio, direct mail, magazine advertising, person-to-person sales calling, all presented in one package! The difference is that in this case clients have to come to you. This means, your site must be carefully planned and developed by you and your web-design team in a user-friendly way.  Moreover, your site must be developed in a search-engine-friendly way to enable you to take advantage of the latest online marketing methods, such as organic search optimization, which is discussed in details in this check point.

Various Types Of Websites have been developed online since the introduction of the Internet. Some of the main types of websites are outlined below.

VARIOUS TYPES OF WEBSITES ONLINE

Website Type

Examples

1.

Personal Websites.
Personal websites provide opportunity to any person to create a personal profile on custom-designed webpages online.

Krista Gray
Gary Le Masson
Pascal Van Gemert

2.

Business websites.
Business websites provide opportunity to business owners to offer their products and services to potential customers online.

Sol Reliable
Journey Group
Lean Business Club

3.

E-Commerce Websites.
E-commerce websites provide opportunity to businesses owners to sell a broad range of products online.

Spyder
Reebok
Juwelier Leopold

4.

Directory Websites.
Directory websites specialize in listing different websites by specific categories online.

Aviva Directory
Best Of The Web
Directory Journal

5.

Informational Websites.
Informational websites provide a broad range of information to users online.

PCWorld
Wikipedia
Want To Know

6.

Community Building Websites.
Community building websites provide users with an opportunity to interact with each other online.

Linkedin
My Space
Facebook

7.

Mobile Websites.
Mobile device websites with domain .mobi are specifically designed to be used by cellphone users.

Nixon
Pinterest
Web Design Inspirations

8.

Blogging And Publishing Platform Websites.
Blogging and publishing platforms provide users with an opportunity to publish personal and business blogs online.

Tumblr
Blogger
Word Press

9.

Photo-Sharing Websites.
Photo sharing websites provide an opportunity for user to upload their personal or business-oriented photographs online.

Flickr
Picasa
SnapFish

10.

Blogging Websites.
Blogging websites provide users the opportunity to post their personal or business-oriented blogs online.

Blog
DearBlogger
Square Space

11.

Online Business Brochures And Catalog Websites.
Online business brochures and catalog websites provide users the opportunity to sell anything to anybody anywhere online.

Shopify
UPrinting
WG Online Brochures

12.

Hosting Websites.
Hosting websites provide users an opportunity to place their personal and business websites online.

Web
BlueHost
Network Solutions

13.

Press Release (PR) Websites.
PR websites provide users the opportunity to post their personal or business-oriented press releases online.

NPR
Gary Le Masson
ThomasNet

14.

Responsive Websites.
Responsive websites provide users with clear information and user-friendly navigation online.

A Book Apart
Mobify Insights
Kaiser Family Foundation

15.

Advisor Websites.
Advisor websites provide users with professional advice in a specific area online.

Eastern Planning
Baldwin Partners
Bluestone Wealth Advisors

16.

Educational Websites.
Educational websites provide users with educational information in a specific area online.

Parenting
Homeschool
Wonderopolis

17.

News Websites.
News websites provide users with the latest news from all around the world online.

Yahoo News
Google News
Huffington Post

18.

Video Websites.
Video websites provide users with various types of videos from all around the world online.

You Tube
NetFlix
Vimeo

19.

Entertainment Websites.
Entertainment websites provide users with various types of entertainment online.

Orisinal
Zefrank
Aardman

20.

Online Auction Websites.
Online auction websites provide users with an opportunity to buy or sell anything at an auction online.

eBay
Listia
Shop Goodwill

21.

Author Websites.
Author websites provide authors the opportunity to post their work online.

Pinterest
GoodReads
Amazon Author Central

Your first step in online marketing entails your Website Registration Online. There are several online services that specialize in this area and can help you complete this important process.

WEBSITE REGISTRATION ONLINE

• Go Daddy

Register

Dotster

Web

AIT Domains

Network Solutions.

Developers Network

Domain Names Pros

Your next step in online marketing is to Develop Your Website and to ensure that it can be found online This is where Search Engines come into the picture and play a critical role, as discussed in this check point.

MOST-FREQUENTLY VISITED WEBSITE TYPES

Website Type

Example

Responders

1.

Search engines

Google - Bing - Yahoo

68%

2.

Social networking sites

Facebook - Linkedin - Instagram

59%

3.

Portal sites for checking emails

Gmail - Yahoo Mail - Mail

50%

4.

E-commerce shopping

Amazon - Reebok - My Own Bike

46%

5.

User generated upload sites

YouTube - Vimeo - SlideShare

38%

Source: IpsosOTX and MarketingCharts. All rights reserved.

ADDITIONAL INFORMATION ONLINE

About Websites By Shawn Vilbert.
How to Build A Website By Tom Jodzio.
Different Types Of Websites By Tom Jodzio.
Website Design How To Make A Website By Evan Carmichael.
True Facts About Websites By The Lions Ground Entertainment Group.

18. STEPS IN THE WEBSITE DEVELOPMENT PROCESS

WEBSITE DEVELOPMENT

Many small business owners are taking advantage of the unique opportunity, called the Internet, and choose to develop a strong presence in the cyberspace. You should also consider this unique direct marketing option for your business, since this cyber-trend has been growing exponentially during the last twenty five years and will definitely continue to grow in the future. However, there are a number of issues to take into account when designing an effective Website.

According to Roger C. Parker, author of Web Content And Design, you must place equal emphasis on eight elements in order to establish a successful website. These elements are outlined below.

ELEMENTS OF THE WEBSITE DEVELOPMENT PROCESS

1. Site Planning.





  • What do you want your website to do for you and for your company?
  • How will your website help you reach your goals?
  • How much are you willing to invest into your website development?
    What will your website do for your prospective visitors?

2. Site Content.





  • Is your website well organized?
  • Is the material on your website clear and well presented?
  • Is the material on your website useful to your prospective visitors?
    Do people have a good reason to return to your website?

3. Site Design.





  • Is your website attractive?
  • Will visitors be turned on or off by the graphics on your website?
  • Will visitors be able to navigate your site without difficulties?
    Will visitors be able to place an order and complete a transaction?

4. Site Visitors' Involvement.





  • How interactive is your website?
  • What do you want people to do while they visit your website?
  • Do you provide your visitors with a call for action?
    Do you keep your visitors’ interest on a high level?

5. Site Creation.





  • How will your website be created and posted online?
  • Will your website be designed in a search-engine-friendly way?
  • How will you get regular website traffic reports?
    How will the material be updated?

6. Site Activity Follow-Up.







  • How do you plan to contact your website visitors who asked for additional information?
  • Do you have sufficient employees to keep up with a potentially large demand to provide online response?
  • Do you plan to provide information online to existing customers and prospective visitors on a regular basis?
    Do you have a toll-free phone number to allow your visitors to contact you?

7. Site Promotion.






  • How do you plan to inform people about your website online and off-line?
  • What search engines do you plan to use for promoting your website?
  • Do you plan to use Pay Per Click (PPC) to promote your website online?
    Do you plan to use Search Engine Optimization (SEO), or organic search, to promote your website online?
    Do you plan to use various types of social media and blogging to promote your website online?

8. Site Maintenance.


  • Are you prepared to keep up your website and modify it to meet future needs?
  • Do you have employees to assist you in the maintenance of your site?
© Adapted from Roger Parker, Web Content And Design. All rights reserved.

ADDITIONAL INFORMATION ABOUT CUSTOM WEBSITE DESIGN

If you would like to develop a Website for your own business needs, you may obtain additional information about high quality website design services provided by the Lean Business Club partners to its members at discounted prices.

Simply e-mail your enquiry to: Info@LeanBusinessClub.com.

 

ADDITIONAL INFORMATION ONLINE

How To Make A Wordpress Website - 2014 By Tyler Moore.
How To Create A Website Or Blog For Beginners By Daniel Piechnick.
How To Create A Custom WordPress Website - Beginners By Josh Jackson.
Create An Ecommerce Website With Wordpress Online Store By Josh Jackson.
Create An Online Store With Wordpress & Genesis 2014 By Katrine, 77webstudio.

19. SEARCH ENGINES

WHAT ARE SEARCH ENGINES?

Search Engines are designed to help the Internet users to find whatever they may be looking for online by guiding them to potentially suitable websites.

Search Engines are unique software systems designed to enable users to search for specific information or a website on the Internet. The search engines programmers develop specific Search Algorithms which are as closely guarded secrets as the Coca-Cola Formula. These algorithms evaluate millions of websites in milliseconds and rank these websites in terms of their relevance to a particular user's keyword search.

Search engines are easy to use and can help to narrow down the search for specific range of Websites in cyberspace. As a result, it became much easier to search and find huge amounts of valuable and Up-To Date Information from NetMarketShare in seconds. This information relates to virtually anything you can imagine, including news, people, business, countries, nature, art, etc. From the business management point of view, the Internet may provide valuable information about various types of industries, organizations, and businesses, demographics, geographic, buying trends, percentages of Internet users, etc.

There are many search engines available in cyber-space at present. However, only four search engines account for 99.18% of the worldwide market share online as of October 2014 as presented below.

FOUR MOST POPULAR SEARCH ENGINES ONLINE (99.18% MARKET SHARE)

Google - Global
(58.01%)

Baidu
(29.06%)

Bing
(8.1%)

Yahoo! - Global
(4.01%)

 

OTHER SEARCH ENGINES ONLINE (0.82% MARKET SHARE)

AOL - Global
(0.21%)

Ask - Global
(0.1%)

Other Search Engines
(0.51%)

 

According to eBizMBA, Reliablesoft, and other reputable sources, the five most popular search engines online are presented below.

FIVE MOST POPULAR SEARCH ENGINES ONLINE

Search Engine

Estimated Unique Monthly Visitors

Alexa Rank

1.

Google

1,100,000,000

1

2.

Bing

350,000,000

22

3.

Yahoo!

300,000,000

NA

4.

Ask

245,000,000

31

5.

AOL Search

125,000,000

NA

Source: eBizMBA and Reliablesoft. All rights reserved.

WHAT IS ALEXA RANKING?

Alexa Ranking provides a traffic data ranking to millions of websites online. A higher Alexa ranking number signifies that a particular website has a stronger traffic in comparison with another website, which has a lower Alexa ranking.

According to MarketingCharts and other sources, some of the most popular sites online with high traffic level are presented below.

ADDITIONAL INFORMATION ABOUT SEARCH ENGINES ONLINE

Additional information about search engines and their ranking may also be obtained from:

Search Engine Land
Search Engine Watch Statistics
Major Search Engines And Directories
Net Market Share - Real Time Web Analytics
Search Engine Watch - Other Global Search Engines
 

ADDITIONAL INFORMATION ONLINE

Best Search Engine? By Tinkernut.
10 Surprising Facts About Google By Alltime 10s.
Google Secrets You Need to See By BuzzFeedVideo.
12 Surprising Facts About Google By BuzzFeedVideo.
20 Things You Didn't Know About Google By Mobilegeeks

20. SOCIAL MEDIA ONLINE

WHAT IS SOCIAL MEDIA ONLINE?

Social Media Portals Online, such as Facebook, My Space, Twitter, YouTube and Linkedin, have gained huge popularity during the last decade. The social media continues to expand exponentially by attracting millions of new users of all ages every year. In addition, Instant Messengers, such as Yahoo Messenger, Aim, and Skype, provide additional free online and communication tools to hundreds of millions of users on a daily basis.

Social media is designed to disseminate information online through social interaction by using highly accessible publishing and communication methods. Social media supports the human need for social interaction and networking by utilizing modern technology available online and, best of all, it is free of charge. It transforms broadcasting media monologues from one person to many people into social media dialogues between large numbers of people.

Social media also supports the distribution of information, whereby many people, who used to consume information, become producers of such information.  Businesses also refer to social media as User-Generated Content Media (UGCM) and Consumer-Generated Media (CGM).

SOCIAL MEDIA ONLINE VERSUS COMMERCIAL MEDIA

Social Media is very different from Commercial Media, such as newspapers, magazines, television, radio, and films. One of the main differences is price and affordability. Social media offers relatively inexpensive and accessible tools which may enable anyone to publish or access information online.

Commercial media, also known as "traditional", "broadcast" or "mass" media, generally requires significant resources to publish and disseminate information to the public. One characteristic shared by both social media and commercial media is their capability to reach audiences of all sizes. Some of the Media Factors that help describe the differences between social media and commercial media are outlined below.

COMPARISON BETWEEN SOCIAL MEDIA ONLINE AND COMMERCIAL MEDIA

Factor

Social Media

Commercial
Media

Reach

Social media provide technologies which enable anyone to reach a large audience.

Commercial media provide technologies which enable anyone to reach a large audience.

Affordability

Social media is readily available to users at a very low cost or no cost at all.

Commercial media can be very expensive – one minute of TV advertising in prime time may cost well in excess of one million dollars.

Usability

Most social media is relatively easy to use and almost anyone can operate it.

Commercial media represents a technologically complex task and requires high level of skills and training by professional communication specialists.

Time Delay

The time delay between producing and delivering a communication message in social media (such as blog, or mass e-mail) is relatively short due to simple production requirements.

The time delay between producing and delivering a communication message in commercial media (article, TV or radio broadcast or film) is relatively large due to complex production requirements.

Permanence

Communication message can be changed in a very short period of time, sometimes almost instantly.

Communication message can’t be “erased”, since it is already in print, or on tape, or in film.

According to Wikipedia, there is a large number of social networking sites available online. Some of the main sites are outlined below.

 

POPULAR SOCIAL MEDIA  AND INSTANT MESSENGERS ONLINE

Website

Description

Number Of Users

About

Social networking site.

5,000,000

AppSense

A leading provider of user virtualization, workspace and desktop management technology solutions online.

1,000,000

Bebo

General networking site.

117,000,000

Black Planet

African American social networking site.

20,000,000

Busuu

Language learning community networking site.

12,000,000

BuzzNet

Social networking site for music-lovers, and a photo, journal, and video-sharing site.

10,000,000

CelluFun

A social gaming networking site accessible from any mobile device, such as smartphone and tablet online.

3,000,000

Classmates

Social networking site designed to assist people to find friends and classmates.

50,000,000

DeviantArt

Social networking site which provides a platform to artists to exhibit and discuss their work.

22,000,000

Douban

Chinese site which allows registered users to record information and create content online.

53,000,000

Facebook

Most popular social networking site online in the world.

1,300,000,000

Flixster

Highly popular social networking site dedicated to movies and meeting people with similar tastes.

63,000,000

Flickr

An image and video hosting site which enables people to share their personal photographs online.

32,000,000

Flipkart

Is an online community of book enthusiasts which allows users to recommend books to their friends.

4,000,000

Fotolog

An image and video hosting site which enables people to share their personal photographs online.

32,000,000

Foursquare

A search and discovery service mobile app which provides users with a local search experience online.

20,000,000

Friendster

A social gaming and photo, video and message sharing site based in Kuala Lumpur, Malaysia.

90,000,000

Gaia Online

A social site designed to enable users to discuss games, comics, sci-fi, and any type of fantasy online.

24,000,000

Geni

A commercial social networking site designed to assist users to identify their genealogical roots.

15,000,000

Goodreads

A An Amazon-owned site which catalogues a large number of books for free use and sharing by users.

20,000,000

Google Plus

A social networking site and an authorship tool dedicated to enable users to share information.

1,600,000,000

Habbo

The world's largest Finnish social networking service which currently has 12 websites in Europe.

268,000,000

hi5

A social site designed to enable users to network, share photos, and engage in gaming entertainment online.

80,000,000

HubPages

A social site designed to enable users to publish, share articles and network with other members online.

3,000,000

Hyves Games

A Dutch social networking site designed to provide free and premium gaming services to users online.

11,000,000

Ibibo Group

India's largest e-commerce and online travel company.

3,500,000

InfoBarrel

A social platform for writers to publish content to the web and generate revenue from their content.

100,000

Instagram

A mobile photo-sharing, video-sharing and social networking service online.

150,000,000

Its My

A worldwide mobile community site dedicated to social networking, blogging and personal TV shows.

2,500,000

Jiepang

A social networking service for mobile phone and smart phone users in China.

3,000,000

Kiwibox

A social networking site for teenagers including games, blogging, photo-posting and sharing, status updates.

2,400,000

Last.fm

A music discovery service dedicated to provide users with enhanced music experience online.

30,000,000

LibraryThing

A social networking site for book lover connects people who read similar books.

1,800,000

Linkedin

The largest in the world business-oriented and professional social networking service online.

200,000,000

Live Journal

A social networking site for blogging and journal diary for Russian-speaking users online.

18,000,000

LiveMocha

A commercial online language learning community, providing instructional materials in 38 languages.

12,000,000

Mixi

A social networking site for blogging and journal diary for Japanese-speaking users online.

28,000,000

MocoSpace

A mobile social network and game community specifically focused on HTML5 for mobile phone users.

3,000,000

My Heritage

A commercial family-oriented social network service and genealogy website based in Israel.

30,000,00

My Life

A social gaming and photo, video and message sharing site based in Kuala Lumpur, Malaysia.

51,000,000

MySpace

A social networking site for online users with a strong emphasis on music and pop culture.

30,000,000

Nasha-Klasa

A Polish social networking site for connecting classmates and friends from various schools online.

11,000,000

Netlog Twoo

A Belgian social networking site for meeting people, chatting, playing games, sharing videos and blogging.

95,000,000

Nexopia

Canadian online lifestyle magazine and social community with forums for young adults.

1,400,000

Odnoklassniki

A Russian social networking site for connecting classmates and friends from various schools online.

45,000,000

Pinterest

A web and mobile application company that offers a visual discovery, collection, sharing, and storage tool.

70,000,000

Plaxo

A social networking service with address book and automatic updating of contact information online.

50,000,000

Qzone

A Chinese social networking site for blogging, sending photos, listening to music, and watch videos.

480,000,000

PitchEngine

Is the content creation tool for publishing marketing messages online and for mobile phone users.

1,000,000

Ravelry

A free social networking site for members with interest in knitting, crocheting, spinning, and weaving.

3,000,000

Renren

A Chinese social networking site for college students.

160,000,000

Sina Weibo

A Chinese social microblogging site which implements many features similar to Twitter.

300,000,000

Skyrock

A social networking site for blogging, adding profiles, and exchanging messages with other members.

22,000,000

Sonico

A free-access social networking website oriented toward a Latin American audience.

50,000,000

SoundCloud

A social networking site which allows musicians to share and publish their recordings with each other.

10,000,000

StudiVZ

A German social networking platform for college and university students in Europe.

17,000,000

StumbleUpon

A discovery engine that finds and recommends web content to its users.

20,000,000

Tagged

A social discovery website which allows members to network, play games, and share tags and virtual gifts.

300,000,000

Taringa!

An Argentinian social networking site which allows people to share information and experiences.

11,000,000

Trombi

A French social networking site for connecting classmates from kindergarten, schools and colleges.

9,000,000

Tuenti

A Spain-based, social networking service, that has been referred to as the "Spanish Facebook"

12,000,000

Tumblr

A social networking site which allows users to post multimedia and other content to short-form blogs.

40,000,000

TV Tag

A social networking site and mobile app for movie-going and sports fans.

2,000,000

Twitter

A social networking service that enables users to send and read short 140-character messages or "tweets".

500,000,000

VKontakte

The largest Russian social networking site in Europe, including music upload, listening and search.

250,000,000

Vampire Freaks

A social site which includes user groups, called 'cults', and allow users to create their own communities.

2,000,000

Viadeo

A business-oriented online social networking platform enables members to develop business opportunities.

60,000,000

WAYN

The fastest growing travel and lifestyle social networking community website in the world.

23,000,000

WeeWorld

A social network for teenagers which provides gaming and messaging content online.

30,000,000

We Heart It

An image-based social network which enables members to share photos and images with friends.

25,000,000

Xing

A social network that offers personal profiles, groups, discussion forums, and social community features.

11,000,000

Yelp

An influential email-based system for referring friends to local businesses and providing business reviews.

132,000,000
 

ADDITIONAL INFORMATION ONLINE

Social Media Revolution By Matt Feast.
Social Media 2014 By 1800 Enterprises LLC.
Social Media 2014 Revolution By Kiavash Bastani.
The Social Media Revolution 2014 By Buzz Social Media.
How Social Networks Have Changed The World! By Alex Moore.

21. MAIN DIRECTORIES AND PORTALS ONLINE

WHAT ARE DIRECTORIES AND PORTALS?

There are growing numbers of large Directories And Portals online, such as Business, CNET, and ZDNet. These websites include the latest business, computer and Internet news, as well as links to a variety of Internet services and some offer free software downloads. Directories and portals are appropriately named since they open the doors to vast fields of information.

A Web Directory is very different in comparison with a typical search engine. Directories are usually organized by subject and topic, while a search engine is a tool for locating most relevant websites and webpages, based on a specific keyword search. Google is definitely the most popular tool for locating most relevant webpages online, based on keyword search.

Directory, conversely, offers an Online Shopping experience by enabling the user to browse online through various categories and sub-categories related to a specific group of products or services. It’s similar to going to a large department store, where each floor is dedicated to a specific range of products and once you are on the selected floor, you may find various sections and sub-sections of different product lines related to that product range.

A Web Portal presents a broad range of information from various sources in one central location online. In addition to offering standard search engine features, web portals offer such services as news, stock prices, information, entertainment, and e-mails. According to HubSpot and other reputable sources online, some of the most popular business directories are presented below.

MOST POPULAR BUSINESS DIRECTORIES AND PORTALS ONLINE

1. Google

28. EZ Local

2. Bing

29. Twibs

3. Yahoo!

30. Neustar Localeze

4. Yelp

31. Kudzu

5. Merchant Circle

32. CityVoter

6. Linkedin

33. Manta

7. Yellow Pages

34. Zipweb

8. White Pages

35. Company

9. Dex Media

36. US City

10. Yellow Book

37. Local Site Submit

11. City Search

38. Info USA

12. Map Quest

39. Acxiom

13. Biznik

28. Yellow Assistance

14. Local

41. Get Fave

15. Foursquare

42. My Huckleberry

16. Think Local!

43. Genie Knows

17. City Slick

44. Mojo Pages

18. US-Yellow

45. Brownbook

19. US Directory

46. Magic Yellow

20. Super Pages

47. City Squares

21. Brilliant Directories

48. Tele Atlas

22. Dex Knows

49. Navteg Map Reporter

23. The Business Journals

50. Judy's Book

24. TomTom

51. YellowBot

25. Just Click Local

52.Angies List

26. Discover Our Town

53. Hotfrog

27. Metrobot

 

ADDITIONAL INFORMATION ONLINE

How To Use The Online Directory By Bartercarddotcom.
Google Local Business Directory Introduction By Glengarry2
Generating Leads With Online Business Directories By Brilliant Directories.
How To Make Money With An Online Directory Website By Brilliant Directories.
Google Places, Yahoo Places, Bing Places Local Search Directories By Jay Dallmann.

22.ONLINE MARKETING METHODS

ONLINE MARKETING METHODS

Business owners and marketing managers must pay special attention to Online Marketing or Online Advertising, which represents the fastest growing type of segment marketing today. In light of recent developments in online marketing methods, this type of direct marketing may offer most significant results for many small businesses. Main online marketing are discussed below.

MAIN ONLINE MARKETING METHODS

 
Organic Search Based On
Search Engine Optimization (SEO)
  Pay Per Click Based On Google
AdWord Program (PPC)

Local.
National.
International.

 

Local – by ZIP Code, City, State.
National – by country.
International.

CRITICAL IMPORTANCE OF SEO AND PPC

Search Engine Optimization (SEO) and Pay Per Click Google AdWord Program (PPC) became one of the most important and cost-effective methods of marketing products and services online. In fact, online marketing is poised to dominate all forms of direct marketing, including commercial advertising on TV, radio, and newspapers. This process is used successfully by hundreds of thousands of businesses of all sizes, particularly small businesses, who found an affordable way to gain competitive advantage in the marketplace online.

LOCAL MARKETING ONLINE

In addition to SEO and PPC, another critical marketing method became extremely popular among small business owners who aim to develop new customer base in a limited geographic area due to their limited operational capability. This method is called Local Marketing Online and it became particularly popular among small business owners such as retail outlets, a wide range of contractors, and people who provide specific professional services, such as attorneys, CPAs, medical professionals. You can learn more about local marketing online at:

2014 Local Marketing Checklist By Click Z.
Local Marketing News And Topics By Entrepreneur.
How To Do SEO For Local Business By Search Engine Watch.
How A Local Business Can Do Better online By Marketing Profits.
Google AdWords Express Helps manage Local Campaigns By Web Marketing Today.
 

ADDITIONAL IMPORTANT ONLINE MARKETING METHODS

Since the explosion of the Internet marketing activities in 1990's, and exponential growth of Social Media online, several additional cost-effective marketing methods became increasingly important for small business owners. Some of these methods are outlined below.

TEN COST-EFFECTIVE ONLINE MARKETING METHODS

1.

Social Media Marketing
This includes developing and marketing websites describing various products and services to end-users throughout various social media websites on the Internet.

2.

Mobile Marketing
This includes developing and marketing websites describing various products and services to end-users through various mobile devices, such as iPhones, smart phones, and i-Pads.

3.

YouTube Marketing
This includes developing short videos for end-users and posting them on You-Tube and other video sites or developing a You-Tube channel and using it as a marketing tool online.

4.

Webinar Marketing
This includes developing and promoting informative webinars describing various products and services for end-users and using them as a marketing tool online.

5.

Email Marketing
This includes developing effective email campaigns describing various products and services, based on opt-in email lists and using them as a marketing tool for end-users online.

6.

Viral Marketing
This includes creating an aggressive marketing strategy designed to promote unique products and services and creating an instant "buzz" among end-users online.

7.

Article Video Marketing
This includes developing 2-5 minute short videos describing specific products, services, or topics using content from articles and other text sources and marketing them online.

8.

Social Video Marketing
This includes developing a marketing strategy which allows potential end-users to "add their voice" in co-creating value of specific content and market it online.

9.

Content Marketing
This includes creating and sharing media and publishing content describing specific products and services in order to acquire and retain customers online.

10.

Blog Marketing
This includes developing blogs describing specific products and services, allowing active participation of readers, and using these blogs as a marketing tool to attract end-users online.

 

DO YOU NEED TO IMPROVE YOUR WEBSITE MARKETING PERFORMANCE RESULTS?

If you would like to improve your website's marketing performance results, you may obtain additional information about high quality Local SEO And Social Media Online Marketing Services provided by the Lean Business Club partners to its members at discounted prices.

For additional information simply e-mail your enquiry to: Info@LeanBusinessClub.com.

ADDITIONAL INFORMATION ONLINE

22 Brilliant Social Media Marketing Tips By Ryan Moore.
Hootsuite - Empower Your Business With Social By Hootsuite.
Social And Digital Media Revolution In 2013 By Mist Media Group.
The Key Internet Marketing Statistics In 2013 By New Rich Online.
Internet Marketing Strategy - Step By Step By Andrew R. Edwards.

23. SEARCH ENGINE OPTIMIZATION

WHAT IS SEARCH ENGINE OPTIMIZATION?

Search Engine Optimization (SEO) is a process designed to improve the volume and quality of traffic to a website from various search engines through "natural"("organic" or "algorithmic") search results. SEO exploded in popularity during the last few years and today it has become a multi-million dollar industry.

Hundreds of thousands of website owners realized that it is not enough to have a sophisticated website for promoting products and services, unless potential customers can find their website online. What is the point of having a professionally-designed website, which is hidden in one of the search engines and nobody can see it? It’s like having a gold nugget buried deep in the mountain somewhere in the world.

WHAT IS WEBPAGE RANKING?

People who search for information, products or services online usually don’t go beyond the first two-three pages on Google, Bing and Yahoo!, which are the main search engines online today. For this reason it is critical to improve the website’s position in each of these search engines, and aim to appear on one of the first three pages. However, since there are hundreds of thousands of websites, which may potentially compete for a similar position in cyberspace, based on specific keyword search, the positioning process may represent a serious challenge.

Each search engine has its own “super-secret formula”, or Algorithms, for evaluating websites for Webpage Ranking purposes, based on their relevance in terms of the particular keyword search. Google, for example, introduced a PageRank, named after Larry Page, one of its founders, which ranks each webpage based on a scale of 0 to 10 according to its relevancy to a particular keyword search. The PageRank is a link analysis algorithm, used by Google to assign a numerical value to each element of a hyperlinked set of documents, or webpages, online.

Obviously there are many other search engines online, but the key is to establish a good online presence on the three main search engines, particularly Google, which represents about 58 percent of the entire online search market.

Alexa represents another important parameter which describes the popularity of a website online. Alexa's tools transform raw data into meaningful insights that lead to real competitive advantage for your business. You can learn more at Alexa Analytics online.

Note:

The name "PageRank", is a trademark of Google, and the PageRank process has been patented. However, the patent is assigned to Stanford University and Google has exclusive license rights on the patent from Stanford University.

The Search Engine Optimization (SEO) Process entails several essential steps outlined below.

SEARCH ENGINE OPTIMIZATION (SEO) PROCESS

Step 1: Develop And Implement All SEO Elements For Your Website Online.

ON-PAGE SEO OFF-PAGE SEO

Ensure
Website
Usability

Develop
Website
Indexability

 

Develop
Quality
Backlinks

Use 100%
White Hat
SEO
Methods

Develop
Deep
Linking

Implement
Keyword
Research

• Quality
   Content
• Site
   Architecture

• Meta
   Content

• Quality
   Article
   Content
• Themed
   Links
• Top Human
   Edited
   Article
   Directories

• Manual
   SEO
• No Spam
• No Bots
   Used
• Search
   Engine
   Compliance

• Research
    For
    Deep
    Linking
   Opportunities

• Semantic
   Keywords
•Diversified
   Anchor
   Texts

Step 2: Evaluate Website Ranking Results Online

GOOGLE

BING

 

YAHOO!

OTHER SEARCH
ENGINES

Step 3: Measure The SEO Results On Google Analytics And Repeat The Process.

 

WHAT IS ON-PAGE SEO PROCESS?

1.

Ensure Website Usability.

Create Valuable Content.

Develop Effective Site Architecture.

2.

Develop Website Indexability.

Develop Meta Content.

 

WHAT IS OFF-PAGE SEO PROCESS?

1.

Develop Quality Backlinks.

Develop Quality Article Content.

Build Themed Links.

Use Top Human Edited Article Directories.

2.

Use 100% White Hat SEO Methods.

Develop Manual SEO.

Don't Use Spam.

Don't Use Bots.

Ensure Search Engine Compliance.

3.

Develop Deep Linking.

Research For Deep Linking Opportunities.

4.

Implement Keyword Research.

Use Semantic Keywords.

Use Diversified Anchor Texts.

According to Shawn Paul Wood, an experienced PR executive, Five SEO Secrets For 2014, the following 5 SEO strategies are still relevant in 2014.

FIVE ESSENTIAL SEO ELEMENTS FOR 2014

1.

Website Content.

2.

Correct Keyword Selection.

3.

Relevant Links.

4.

Social Media Activities.

5.

Multimedia Activities.

 

EVALUATION OF WEBSITE RANKING RESULTS ONLINE

Once you, your webmaster and your online marketing team have developed and implemented an effective marketing campaign designed to promote your website online, it's time to evaluate specific results of your joint efforts. Ultimately, you would like to see your website dominate in all major search engines, such as Google, Yahoo!, and Bing, and show up on the first page under specific keywords, based on the type of products and services, which you offer in the marketplace.

GOOGLE ANALYTICS

There are several valuable tools which are designed to enable you to quickly and accurately evaluate your website's performance online. Probably the most important tool which is used by millions of website owners is Google Analytics. This highly effective Website Management Evaluation Tool will provide you with a wide range of information related to your website's performance and guide you toward taking next steps designed to maximize your business performance online and identify new markets for your products and services.

You can learn more about Google Analytics online:

Google Analytics Interface Overview - Tutorial 1 By Google.
Beginning Analytics: Interpreting And Acting On Your Data By Google.

Additional important Website Performance Evaluation Tools are presented below.

ADDITIONAL WEBSITE PERFORMANCE EVALUATION TOOLS

SEM Rush.

SpyFu.

Blue Corona.

Google Page Speed Online.

Pingdom Website Speed Test.

Web Page Test.

Web Page Analyzer.

Show Slow.

Site Speed.

Load Impact.

OctaGate SiteTimer.

Website Performance Test.

WebWait.

Website Speed Check.

GTmetrix.

WebToolHub.

Yottaa Site Speed Optimizer.

Zoompf Free Website Performance Report.

Ping Domain Tester And Site Speed Checker.

Dupli Checker.

 

ADDITIONAL INFORMATION ONLINE

What Is SEO And How Does It Work? By Paul, BlueHost.
SEO Checklist For New Websites By Rand Fishkin, DIY SEO.
#1 SEO Tutorial For Beginners - What Is SEO? By David Murray.
What Is Search Engine Optimization/SEO By Search Engine Land.
SEO For Startups In Under 10 Minutes By Maile Ohye, Google Webmasters.

24. GOOGLE ALGORITHMS

WHO IS REGULATING TRAFFIC ONLINE?

Small business owners, who have an online presence, or use their website as the main source of income, depend substantially on the traffic generated on all major search engines. The most important traffic is obviously generated on Google, Yahoo!, and Bing, Since each search engine developed its own secret algorithm formulas which determine the website's ranking on that website, business owners are particularly vulnerable when these algorithms are being changed.

GOOGLE ALGORITHM CHANGE HISTORY

Google Algorithms are complex software programs designed to provide users with the best possible search results online in the shortest period of time. Google is known to change its algorithms around 500 - 600 times per year to ensure the best possible search results for viewers online. Some of these changes are superficial and don't affect websites' rankings in a significant manner. However, several Google algorithm changes, known as The Google Zoo, caused major upheaval among tens of thousands of small business owners, who invested heavily in SEO to promote their websites online. Subsequently, many website owners had to make substantial adjustments to recover some of the lost traffic and business online.

Yahoo SEO.
Bing Search Algorithm Change History.
The Difference Between Yahoo And Google Algorithm.
The Ultimate Guide To Google Algorithm Change History.
A Visual History Of Google Algorithm Changes.

The History Of Google Algorithm Changes Online provides a fascinating inside view on the broad scope of changes implemented by Google between the years 2000 to 2014. Once you and your web development team understand the nature of the previous and most recent changes, this should help you in making essential adjustments to ensure that your website will remain relevant in line of current requirements and to prepare for the continuous process of change and improvement online.Additional information.

PREPARE YOURSELF FOR THE NEXT GOOGLE ALGORITHM CHANGE

As a business owner, you can't afford to rest on your laurels and assume that the current flow of traffic of new visitors and potential customers to your website will remain the same forever. You must always keep in mind that the next algorithm change is already in being developed and it will hit the online market sooner or later.

Kristi Hines, a freelance writer and professional blogger, provides important advice to small business owners and website developers about How To Survive Future Algorithm Updates.

HOW TO SURVIVE FUTURE ALGORITHM UPDATES

1.

Cut down on the advertisements, including Google AdSense.

2.

Create awesome, lengthier, media-enriched content.

3.

Lower your bounce rate.

4.

Increase your website's social proof.

5.

Obey the webmaster guidelines.

You can get the most recent Google Algorithm Updates online.

ADDITIONAL INFORMATION ONLINE

What Google Algorithm Updates Mean For SEO By Tips For SEO.
Google Algorithm Updates For 2014 By Mike Huber, VM Measures.
Panda 4.0: The Latest Google Algorithm Update By Mindy Weisntein.
Google Local Search Algorithm Update By Barry Schwartz, Rustybrick.
How Google Makes Improvements To Its Search Algorithm? By Google.

25. WEBSITE CONVERSION IMPROVEMENT PROCESS

WHAT IS A WEBSITE CONVERSION IMPROVEMENT PROCESS?

A Website Conversion Improvement Process is designed to improve the results of converting visitors to a website into potential or actual customers by motivating them to take specific actions online.

Imagine that you have a flashy website, designed by a professional webmaster, who posted your website online, and now you anticipate a flood of new customers. You notice an increased number of visitors to your website through Google Analytics, but, much to your disappointment, they don’t become your customers. This is a typical problem, experienced by many thousands of website owners, and it is known as a Low Conversion Rate.

It is essential to ensure, therefore, that you don’t just have a “cool” website online, but to enable your website to generate a High Conversion Rate, i.e. it can “convert” a reasonably high percentage of visitors into actual paying customers. This means that your website should include:

A Home Page that provides a quick overview of your products or services, and brief    explanation of how your offering may benefit potential visitors to your website. The home    page must also include several “calls for action”, i.e. motivate and enable visitors to get    involved with your website by going to another webpage, or sending their contact    information, or asking a question, or making a purchase.

Webpages that provide a relevant content and are designed in the most user-friendly and    conversion-friendly manner possible.

Unfortunately, the majority of webmasters, who may be very creative in web design process, usually don’t have sufficient experience in the areas of organic Search Engine Optimization (SEO) and the Website Conversion Improvement Process. For this reason, you should definitely consider engaging a reputable SEO Company with a proven track record in SEO and website conversion improvement results. Such a company could offer you a number of important benefits outlined below.

BENEFITS OFFERED BY A REPUTABLE SEO COMPANY

1.

Understand your visitors, their buying motivation, and how they move through and interact with your website.

2.

Turn more visitors to your website into real leads or customers.

3.

Evaluate and improve the home page, landing pages, product or service pages, and checkout processes on your website.

4.

Select the landing pages which should be tested for better conversion.

5.

Develop a cost-effective website test strategy.

6.

Configure the analytics tools for accurate website traffic and conversion results.

7.

Interpret the website traffic and conversion results.

8.

Maximize the return on your investment (ROI) related to your website.

 

DO YOU NEED TO IMPROVE YOUR WEBSITE CONVERSION RESULTS?

If you would like to improve your website's marketing performance and conversion results, you may obtain additional information about high quality SEO And Website Conversion Improvement Services provided by the Lean Business Club partners to its members at discounted prices.

For additional information simply e-mail your enquiry to: Info@LeanBusinessClub.com.

 

ADDITIONAL INFORMATION ONLINE

Improving Website Performance By Alex Cliantis, WebProfits.
Preparing Your Website For Conversion Optimization By O'Reilly.
Improving Website Performance With Page Speed By Sam Kerner, Google.
Conversion Rates: Measuring Your Customer Conversion Rates By Victor Holman.
Continuous Website Improvement By R. Wilson, K. Hagen, Web Marketing Today.

26. “WHITE HAT” AND “BLACK HAT” SEO

WHAT IS “WHITE HAT” SEO?

All optimization techniques described so far are often called “White Hat SEO”. This means that the entire website search engine optimization process has been conducted in an ethical and highly professional manner without “cutting corners” and without doing anything that may be considered as a prohibited practice by Google and other search engines.

It is essential, therefore, to ensure that your website design and SEO team strictly adhere to all guidelines prescribed by Google Webmaster Guidelines online. You may find additional information about White Hat SEO online :

White Hat SEO Case Study By Backlink.
White Hat SEO Services By VendorSeek.
White Hat SEO Techniques By How Stuff Works.
The 5 Best White hat SEO Techniques By Mequoda.
The Ultimate Guide To White Hat SEO Using Scraapebox By Elephate.

WHAT IS “BLACK HAT” SEO?

Some unscrupulous business owners and website developers engage in various prohibitive techniques designed to achieve better ranking results in a shorter period of time by trying to manipulate search engines’ algorithms. These techniques, known as “Black Hat SEO”, may include using small text, same color and invisible text, excessive repetition of keywords in text, excessive links per page, and many other methods. Moreover, this may include the use of Link Farms, which are software programs designed to provide thousands of backlinks at a very low price. For example some “SEO experts” offer thousands of “quality” backlinks for $99 or something similar. You should always remember that “if it sounds too good to be true it probably is...”

You may find additional information about the difference between White Hat SEO and Black Hat SEO online:

What Is Black SEO? By Wordstream.
What Is Black Hat SEO? By Wendy Boswell, About Technology.
Black Hat SEO Techniques By Jonathan Strickland, How Stuff Works.
Black Hat SEO Techniques To Avoid By Krystian Wlodarczyk, Positionly.
White Hat Versus. Black Hat SEO By Rand Fishkin, Contributor At MOZ.

ADDITIONAL INFORMATION ONLINE

White Hat SEO - The Ethical Way To Rank Your Website By Manny Kapur.
The Difference Between White Hat And Black Hat SEO By MyWarehouseme.
Ultimate White Hat SEO Techniques By Source By Alex Becker, Wave Videos.
Outstanding Content Marketing And White Hat SEO By J. Bushnell And N. Pastel.
White Hat SEO Vs. Gray Hat SEO Vs. Black Hat SEO By Start & Grow Your Business.

27. PAY-PER-CLICK PROGRAMS

WHAT IS A PAY PER CLICK PROGRAM?

Pay Per Click (PPC) is a unique online marketing method which allows website owners to promote their products and services online. This method is based on a Bid-Based Online Advertising Model, whereby advertisers pay for their ads in various search engines only when those ads are clicked online. Search engines generally require that advertisers bid for each specific keyword or keyword phrase, which may be relevant to a particular target market. Content sites, including directories and portals, generally charge a fixed price per click instead of using a bidding system.

WHAT ARE SPONSORED LINKS OR SPONSORED ADS?

The main benefit, offered by the PPC model, is a display of a website's advertisement on one of the first few pages in Google, Yahoo!, Bingo-MSN, or other search engines. The website's ad will be displayed when a keyword search matches an advertiser's keyword list, or when a content site displays relevant content. Such advertisements are called Sponsored Links, or Sponsored Ads, and they appear in a Sponsored Links Section adjacent to or above the organic results on the search engine results pages, or anywhere on a content site, based upon the website owner's selection.

WHAT IS A COST PER CLICK PROGRAM?

Cost Per Click (CPC) is the price which advertiser pays to search engines and other Internet publishers for a single click on its advertisement that brings one visitor to its website. Cost per click varies depending on the search engine and the level of competition for a particular keyword online.

BEST PPC PROGRAM PROVIDERS ONLINE

According to a survey of the Best PPC Program Providers online in 2009, produced by Pay Per Click Search Engines, the top PPC providers are presented below.

1.

Google AdWords
This search engine provides best volume, traffic quality and user experience. However this is the most expensive PPC program.

2.

Bing AdCenter
This search engine provides excellent volume, traffic quality and user experience.

3.

Yahoo! Search Marketing
This search engine provides high volume and quality and good user's experience.

4.

7 Search
This is a smaller search engine which provides good quality traffic and good user's experience.

 

COMPARISON BETWEEN SEO AND PPC METHODS

Factor

Search Engine
Optimization
(SEO)

Pay-Per-Click
(PPC)

Reach

Provides broad worldwide reach online. Can’t provide pinpointed advertising results based on narrow geographic requirements.

Allows for a website ad to appear in various search engines in specific geographic locations, based on pre-selection, e.g. country, state, city, and zip code area.

Investment Value

Investment in this process may be viewed as “paying mortgage” toward the growing equity value of an asset. The benefit of this process will continue, although it will decrease gradually, when the investment is stopped.

Investment in this process may be viewed as “paying rent”, or paying for advertising in any type of commercial media. The benefit of this process will stop as soon as the investment is stopped.

Affordability

This process may cost about $600/month and more depending upon the number of keywords, articles, and backlinks required.

The cost of this process may vary from $30/month to $3,000/m and more, depending upon the number of keywords, ad frequency, and bid value per keyword.

Usability

This process must be carried out by professional SEO providers who are experienced in SEO procedures.

This process can be handled by a website owner who may have a limited knowledge about the PPC process.

Time Delay

This process takes at least two to three months before the initial results, expressed in improved keyword rankings in organic search section in various search engines, can be noticed.

This process provides almost instant results of getting website ads, based on specific keyword search, to the first page in a sponsored links section in various search engines.

Permanence

This process provides for a relative permanence in keyword ranking positioning, as long as the SEO process continues. When the SEO process is stopped, the ranking will not drop immediately, but will decrease gradually.

This process provides for a relative permanence in website ad position in all major search engines, as long as the PPC process continues. When the PPC process is stopped, the ad will disappear immediately.

Confidence In 
Search Results

About 70% of all online users feel that organic search results (SEO) are much more reliable than the sponsored links results (PPC).

About 30% of all online users feel that sponsored links results (PPC) are as reliable as the organic search results (SEO).

 

BE AWARE OF POTENTIAL PPC FRAUD

Finally, the PPC bid-based online advertising model is open to abuse through potential Click Fraud, although Google, Yahoo!, Bing-MSN, and other search engines have implemented automated systems to protect against abusive clicks by competitors or unethical web developers.

ADDITIONAL INFORMATION ONLINE

Introduction To PPC Marketing By Samantha Stratton, Koozai.
PPC Management - AdWords Tutorial 2014 By Isaac Rudansky.
7 Tips To Improve Your Google AdWords Click By Digital Marketer.
Google PPC Advertising (AdWords) Explained By Hal Varian, Collabo.
6 Deadly Mistakes Of Google AdWords Advertising - Part 1 By Kissmetrics.

28. THE AMA CODE OF ETHICS ONLINE

AMERICAN MARKETING ASSOCIATION

The American Marketing Association's Code Of Ethics for marketing on the Internet is outlined below.

THE AMERICAN MARKETING ASSOCIATION'S
 CODE OF ETHICS ON THE INTERNET

Introduction.

The Internet, including online computer communications, has become increasingly important to marketers' activities, as they provide exchanges and access to markets worldwide. The ability to interact with stakeholders has created new marketing opportunities and risks that are not currently specifically addressed in the American Marketing Association Code of Ethics.

The American Marketing Association Code of Ethics for Internet marketing provides additional guidance and direction for ethical responsibility in this dynamic area of marketing. The American Marketing Association is committed to ethical professional conduct and has adopted these principles for using the Internet, including on-line marketing activities utilizing network computers.

• General Responsibilities.

Internet marketers must assess the risks and take responsibility for the consequences of their activities. Internet marketers' professional conduct must be guided by:

1.

Support of professional ethics to avoid harm by protecting the rights of privacy, ownership and access. 

2.

Adherence to all applicable laws and regulations with no use of Internet marketing that would be illegal, if conducted by mail, telephone, fax or other media. 

3.

Awareness of changes in regulations related to Internet marketing. 

4.

Effective communication to organizational members on risks and policies related to Internet marketing, when appropriate. 

5.

Organizational commitment to ethical Internet practices communicated to employees, customers and relevant stakeholders. 

• Privacy.

Information collected from customers should be confidential and used only for expressed purposes. All data, especially confidential customer data, should be safeguarded against unauthorized access. The expressed wishes of others should be respected with regard to the receipt of unsolicited e-mail messages.

• Ownership.

Information obtained from the Internet sources should be properly authorized and documented. Information ownership should be safeguarded and respected. Marketers should respect the integrity and ownership of computer and network systems.

• Access.

Marketers should treat access to accounts, passwords, and other information as confidential, and only examine or disclose content when authorized by a responsible party. The integrity of others' information systems should be respected with regard to placement of information, advertising or messages.

© American Marketing Association, 2000. Reprinted with permission.
 

ADDITIONAL INFORMATION ONLINE

The Importance Of Ethics In Business By Frank Bucaro.
Observing The Small Business Code Of Ethics By Jim Blasingame.
American Marketing Association Code Of Ethics By Heather Guzik.
Why Should Business Owners Be Concerned About Ethics By Michael Josephson.
Building An Ethical Business Culture By Michael L. Hackwort And Lon Allen, SVNACD.

29. ADDITIONAL INFORMATION ABOUT THE INTERNET

ADDITIONAL INFORMATION ABOUT THE INTERNET

There are numerous Magazines and Books dedicated to computers and the Internet. You can also obtain a great deal of useful information provided by various Publications online:

AdAge

Inc.

Adweek ® Online

InfoWorld

ClickZ Today

Internet

CNET News

Internet News

Entrepreneur ®

The Wall Street Journal

Fast Company

PC World.com

eCommerce Times ®

Red Herring

eMarketer tm

Wired News

Forbes.com

ZDNet

Fortune

30. FOR SERIOUS BUSINESS OWNERS ONLY

ARE YOU SERIOUS ABOUT YOUR BUSINESS TODAY?

Reprinted with permission.

31. THE LATEST INFORMATION ONLINE

 

LESSON FOR TODAY:
The Internet Is A Marketing Miracle Of The 21st Century!

Go To The Next Open Check Point In This Promotion Program Online.