Steve Mills – Online Marketing

I had a thought the other day while driving around listening to MP3′s. I envisioned a future where Supergroups are formed, groups that comprise some of the best or influential musical artists. You might get Chris Cornell singing, and Thurston Moore playing guitar, and Danny Carey from Tool playing drums, and Sting playing bass. And then they organise a tour where they play all of the best songs from any of the really classic rock bands, for instance Led Zeppelin … So they promoter gets all of these guys together, dumps the truckload of money on their doorstep and then they hit the road. 50 dates across the planet, playing stadiums. They come out and crank out Stairway to Heaven, Immigrant Song, Battle for Evermore etc and the goes on from there. Imagine the excitement and the novelty, imagine the interest.

As the iPod revolution continues, and moves into easily download-able video the music industry is going to have to come up with more ideas like this. Also, as the ideas of new accessible forms of musical expression are used up, and people get sick of the same old, novelty like this will be the way to breath life into the old standards that people love. This is the “mash up” taken to the next level.

So there you are music promoters / managers that read this site. Just get the best there is together, and get them to go out and play the Beatles back catalog, or the best of Hendrix etc.. You have to admit that it is something different.If you hear of anyone who has done this in the past please let me know.

Sometimes it’s good to get a fresh perspective on your website or blog. To take a step to one side and look at it in a different light. It allows you to see all of the elements that make up your online presence, break them down, see what they do. Most people when they first start a site or blog think of it just as a mixture of code, information and design sitting in cyberspace.

But just for today I want you to think of it like a shop in a busy main street in your local town, or in the busiest shopping mall in the city. This is really just a preliminary exercise, and I will brush over a number of topics below, each of wish could fill an entire blog if you wanted to. This is just to allow you to start making notes and noticing the subtle way that everything in the site determines the final outcome (clicks, sales, downloads etc)

Just imagine this shop for a moment in your mind, what it looks like, what you are selling. If you are trying to blogg for a living or make any type of income online then you must have merchandise. You must have something that either people are willing to pay for, or that people are going to pay to get them to look at it. Factors that determine the price of things valuable in real life business are scarcity of what you are selling, percieved value (determined by such factors as how usefull it is to them, can they use it to make more money / goods), social value of the item and entertainment/novelty factor. If you are not giving a reason to buy (or click) then it’s time to assess why.

The other factor in the success of the physical store is the amount of people that activly shop there. In retail shops, as well as online site there are two types of shopper, the casual and the directed.

The casual shopper are people that wander by, finds the store by chance and as passing by sees something that catches their eye. The second is the type of shopper that has seen something pointing them to your store (site) from somewhere else and has made the journey there specifically on the notion of what you can give to them.

The casual site visitor is the type of user that finds you from social bookmark sites or random google searches. they land at your page not really knowing why they are there, and quickly want to establish context and content of the site.

In your vitual shop uou must be able to attract the passing shopper as they stroll past your storefront. How are you going to do this. Quality merchandise? Attractive Offers? Great service and attentive sales people? Next time you go to the local shopping center, or even to the commercial district have a look around at each shop. See what type of customers are theere, how many are there. What are they looking at, what are they taking up to the counter and actually paying for? How is the store attracting casual passing traffic?

In the physical world, the directed shopper finds a store via catalogs, advertising, directories, brochures. For your site this can mean traffic via adwords, targeted search, links via other sites and comments that you have made on other blogs. This type of shopper / user is after something specific as they enter the store, and are looking for the quickest way to it.
How are you helping them to do this on current site? You need to give this type of user clear directions to find the information and product they are after, and once that has been done how to then buy it.

The off line and online worlds are really not that far apart, its just being able to draw the analogy and get something out of it.

Happy Shopping

I have had a great deal of success in the last week for one of my Search Engine Optimisation clients. Although I have been getting good numbers through the site from the traditional SEO techniques, from a small change in strategy we have had a 500% increase in traffic.

The site is for an online mortgage broker, of which there are Hundreds of in Australia. It is a very competitive market and the difference between success and failure can be down to where your page sits in the google main search page. There are companies using all sorts of tricks to get in the top 5 searches for keywords such as mortgage, home loan and first home buyer. I will analyse some of the specific strategies they use in coming days to help give you some edge against competitors in your specific niche’s. In fact I find that bloggers can learn a lot from how the tradition bricks and mortar companies and dotcoms use search engines.

The point of difference for this client is that they are a mortgage broker that gives rebates to local sporting clubs when their members sign up for a loan. When a customer signs up for finance with them, they nominate their local football or cricket club. Then for the life of that loan the club gets a percentage of the loan amount as a rebate for every year of the loan.

I think that it is a fantastic selling point and gives people a sense of empowerment in being able to help their local community and get a great deal on their finance. There is also a great point of difference in that it is to a sporting clubs best advantage to tell their members about the service and to try to get them to settle any finances and mortgages with them, as the more members that do so the more money goes to the club. However it has been hard to get this across competing head to head with the large mortgage companies in google where you only get 70 characters to say your piece.

Traditionally we were using adwords based around mortgages, home loans etc as well and were having a moderate amount of success, although to get at the top of google we would have to pay around $10 per click, which is an outrageous amount to pay for a single person to look at your site. However you also have to weigh up that in a high commission industry like mortgage broking this kind of money can be worth it if you are having a high conversion of customers dues to other factors and most of all brand recognition. The top players in the industry will do anything to squeeze the little guys out, even if that means making everyone pay $10 plus per click.

This is my google adwords trap #1 : Getting in a bidding war with companies bigger then yourself. I will be writing about these traps over the next few weeks.

The difference in what I have done in the past few weeks is to use a combination of market research, google adsense tools and then target my adwords ads to specific URL’s that get high traffic in the target niche. From my research I determined that there were sites getting 500,000 hits a day in the target market where the cost per click was only about $1. From placing ads targeted to the administrators and managers of sporting clubs on these sites we have increased the amount of click through traffic on the site by 500%. In the future on this site I will be placing step by step instructions on how to think outside the box with adsense traffic and find the hidden traffic generating sites where the competition are too ignorant or lazy to use.

I can definitely recommend the strategy of using targeted URL’s for adwords advertising over just letting your ads run wherever they will appear.

Thanks.

Steve Mills