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AIM, FIRE, DELIVER for SEARCH MARKETING SUCCESS
 
March 2008
In this issue

AIM, FIRE, DELIVER for Search Marketing Success
Useful Business and Productivity Tools - Reduce Junk Phone Calls, Phone Lookup
SEMINAR: Join the Web Technology Revolution

Dear Small Business Owner,

"Focus on the user and all else will follow." - Google's philosophy, 1998
"Build it and they will come." - Ray Kinsella's cornfield, Field of Dreams, 1989

These two statements are all you need to know to achieve business success on the Web. 

Google and the 3 other major search engines (Yahoo, MSN Live Search and Ask) share the same ultimate goal. "The perfect search engine," says Google co-founder Larry Page, "would understand exactly what you mean and give back exactly what you want."

YOU == the VISITOR that Google sends to YOUR website.

Now, let's deal with Ray Kinsella's crazy cornfield. If you build your website focused on the user (your target market, your ideal customer), they will come. Google will send them to you!
AIM, FIRE, DELIVER for SEARCH MARKETING SUCCESS
* How will Google send the right visitors to your website? And how do you turn them into customers?

First, know your target market and how your target market searches for your products and services. Remember - Search Engine Marketing IS Marketing. The basics of marketing apply: 

     1. Describe your target market
     2. Identify your competition
     3. Describe your product
     4. Develop a marketing budget

Describe your target market. A website selling skateboards for teens is radically different from a financial consulting firm for middle income individuals. Search keywords used by your target market for your services vary depending on age, gender, where they live and income level. Know who they are - use their words. Design your website to attract and inform them.

Identify your competition. Look at websites of the big players and the small players in your industry. Where is your niche? How do you differentiate yourself? Emphasize search keywords used by your ideal customer. Strive to attract lots of visitors, but be sure they are the RIGHT visitors.

Describe your product.  Describe your product - how else can Google learn about your products so they can send people to your site? Google reads text (not graphics) and expects a lot of it. What detailed product information would your perfect customer expect? That's what Google wants to see!

Develop a marketing budget. Successful marketing takes time, effort and money. I know - it's tempting to throw money at a pay-per-click program or buy expensive links. Know your target market, your competition, describe your products - set an affordable budget then select the online marketing programs that make your business successful AND profitable.
 
Attracting more visitors from Google and turning those visitors into customers is a lot like baseball - "Life will always throw you curves, just keep fouling them off... the right pitch will come, but when it does, be prepared to run the bases."  ~Rick Maksian

USEFUL BUSINESS & PRODUCTIVITY TOOLS

We all need more hours in a day to get things done. Here's a few online tools that help me manage my time. Email me your favorite time-saving sites - I'll share them in a future newsletter.

www.donotcall.gov Register your phone number here to reduce those annoying junk phone calls that overflow your voicemail box. You will see a reduction in telemarketing calls within 6-8 weeks. I've been told that cell phones can also be registered.

Phone Number Reverse Lookup This is a very handy tool when you have a phone number and need to know the business address, zip code or other location information. You enter the phone number and SuperPages searches for the location details.

SEMINAR: JOIN THE WEB TECHNOLOGY REVOLUTION!

*

Monday, April 21st - Bridgewater, New Jersey

Technology is revolutionizing the way companies communicate and do business. Consumer habits are changing; the fingers of your customers march through cyberspace, discovering the Web as a viable and convenient means of obtaining information and details. This seminar will show you how to effectively market YOUR business on the web.

 I'll demonstrate the Basics of Search Marketing for Small Business, conduct an online competitive analysis of industries, evaluate how your competition uses the web, and explain the best business practices online and the most effective web technologies for your business.

Registration & information: whoscoming.com/middlesexsomersetnjawbo
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