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15 years ago, A group of techies including myself founded ClubOz; one of the first worlds fully interactive video social media services. It was a journey that was both unexpected and extremely interesting from a virtual social & behavioural perspective. We knew the best way to increase the early adoption of the service was to appoint a group of contributors who would provide live online video content and lead interaction. Given that the key people enabled with both technology and internet know how in those days were the early internet supergeeks, we decided to hire a group of beautiful and funny girls who would transmit video and chat to these geek guys. These same guys would sit on the reflector, just waiting for their favorite girl to appear live online. They would chat for hours, developing relationship and internet addictions. Guys would spend 18 hours online, then fall asleep still streaming their live video and costing our service money. Eventually, these guys and girls would give up their real lives to pursue a virtual dream with a partner on the other side of the world. The guys complained bitterly about paying $30 per month subscription, but had no issue whatsoever with sending the girls cheques for $1000s! I realized we were witnessing the birth of internet addiction. |
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Online leads can be generated from multiple sources including, SEO (Search Engine Optimization), SEM - (Search Engine Marketing) & Social (Communities). Today we are going to talk about SEM & some important things to consider BEFORE YOU START spending money.
What is SEM? For the non web savvy out there, SEM is another acronym for Search Engine Marketing. SEM is online advertising - You pay to advertise. The cost to advertise via SEM is based on the cost of the key words that best describe your web offering. Because these words are auctioned, the more popular a key word, the higher the cost;. Thus the most popular words can become quite expensive for advertisers to buy. The SEM search engine Adverts display as sponsored links on the top and side of Organic Search results. SEM are not based on natural or organic search results - Ads are displayed to the user based on matching the search criteria entered by an internet user with key words purchased by online advertisers. The goal of the SEM marketeer is to gain first or second ranked position in Search engine results, and/or appear on the most relevant pages. SEM is the least trusted of all online lead generation methods. Statistics reveal that 40% of consumers trust SEM, and a mere 10% of Business customers. As a comparison, 90% of business trust natural organic search results (SEO, social media), and 60% of consumers over SEM. Why is this? Users search based on finding a solution to a problem. Users often query search engines in natural phrases where relationships between words are important from a search engine result perspective. The more words that match the exact phrase, the higher the relevance, the higher the link appears in organic search results, and the most likely the link will result in a page that meets the users expectation. People don't like SPAM and SPAM links sites. It's frustrating when a highly ranked site in a search engine result turns out to nothing more than an endless loop of smoke and mirror sponsored links. So if you are gong to get your web pages to the top of the Search results rankings (whether SEM or SEO), make sure you have a site with quality content that is likely to satisfy your target audience or they will walk. Stats show that 87% of people that hit your site will not find what they are looking for. This leaves 17% as addressable market. Remember this KPI. (Key Performance Indicator or Measure of Success) SEM adverts are served up as impressions to users both on sponsored websites and in search results. It varies, but lets say that for every 1000 impressions, 1 click through is generated. Imagine that 87% of people who clicked on your link didn't find want they wanted. Lets put some numbers around this example: Lets say your advert displays 100 000 times, and 100 people click through from your advert and arrive at your site. 87 immediately exit and 17 stick around. Out of this 5 find your site too hard to navigate, another 5 find the content is out of date or irrelevant, and you capture 7 leads. SCARED? Quite obviously you need to increase the relevance of your content to capture a higher percentage of leads. SO - Get your site ready. Crappy outdated content & SPAM are not good ways to ensure relevance and will cost you more in the long run. Design your website (W3C best practice) for SEO, in the "language of your customer", before you even start with SEM. Enough of Best practice web design and SEO here - but remember SEM works best with a well designed, standards based, search optimised website, no matter HOW BIG OR SMALL YOR BUSINESS. The key to achieving success in an SEM campaign comes down to strategy and planning. A good SEM campaign is well thought through, and is generally comprised of 5 vital elements - although most of these elements go beyond SEM and are also imperative for SEO & Social Media:
As with all advertising, it pays to work out a budget, AND an ROI (a KPI for measuring the success of your SEM campaign: spend versus revenue). Using the Pay Per Click skills that SEM gurus use is critical IP for an internet marketeer to harness to ensure ROI is maximised. In this series, I am going to demonstrate some techniques SEM specialists use to maximize their PPC campaign performance, and demonstrate how Internet Marketeers can enhance their lead generation campaigns. The first part of this series focuses on Goal/SWOT analysis & USP generation Goal setting1. First state your Vision - What is your company vision? A vision example: Our mission is to save time for professional people by providing them with automated replicable systems that reduce duplicated effort, lower cost of development and increase speed to market. 2. Next, Set goals that align to your company vision. A goal example: Acquire 1000 new actively subscribed customers onto the system within 3 months. 3. Next, Conduct a Goal SWOT analysis. Your goals feasibility is determined by conducting a SWOT analysis. For those of you who don't know, below are the components that make up a SWOT:
USPAssuming you have a goal that stacks up, the next step is to determine your Unique Sales Proposition (USP).
1. Determine your target market ( segment) - Who is going to want your product/service and why?
2. State your VALUE PROPOSITION (Differentiator) - why will people be attracted to listen or buy from you. What makes your product/proposition or offer different to competitors/others?
For example: Your value proposition is that you will teach professional business leaders to lead successful teams of people, PLUS you will provide free high value educational resources, AND a high level of Support. Your USP is "valuable IP resources for successful Professional Leaders"
3. Construct persona's and identify the key triggers that will create desire for each.
Imagine obtaining loads and loads of non-targeted, unqualified leads. Are you a success?
Despite what all the so-called internet marketing Gurus tell you, more leads dos not necessarily equate with higher conversion to sales rates. The reality of generating a load of generic leads is that all your company's time, energy and money will be spent on manually qualifying leads instead of converting quality leads. Not good and very quickly burns a whole in your company's pockets!
The next article in this series will concentrate on Key words.
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