Websites are now the core of any company’s marketing program. It’s the 24-hour storefront that never closes. It’s a resource of information enabling the showcasing of products pictorially, in video and in text. This is changing the face of marketing, which use to be a “push” message that utilized persuasion to educate prospects. With the web, the control has shifted to the consumer’s hands; they need a product, they research it on the web and then make the inquiry if interested. Attaching Google Analytics or some other web metrics to your site can provide a wealth of marketing intelligence that is often overlooked. Want to know how prospects arrive on your site? Which products they view most frequently? Which pages hold the most interest? Which geographic regions are hitting your website most frequently? It’s all in analytics.  And best of all, you can segment time by day, month or year and even do comparisons to past months or years. The consumer has control, but you can develop a better strategy to attract them with heightened attention to your analytics.

Google Analytics has a feature on its dashboard called a “Bounce Rate.” This is one of the key metrics in web analysis. Essentially, it is the percentage of times that someone “bounces” almost immediately when they find your site. A bounce rate of over 40% is cause for concern. It may mean that your site doesn’t captivate the audience quickly, causing them to look elsewhere for services. To improve your bounce rate, make certain you are appealing to the right prospect with relevant keywords and content. Another way to quickly engage the prospect is free resources in the form of white papers or other useful tools that will help the browser. Blogs can actually hurt a bounce rate. If your blog has regular readership over time, it may mean that browser’s show up to read the blog and then immediately depart. This act alone could adversely affect your bounce rate. Check your analytics over 12 months, make the appropriate changes to your site and begin to assess it on a monthly basis to test improvement.

Selecting the right keywords for your website is essential when optimizing for search engines. Many people think that adding basic keywords to their website will do the trick. Not true. For example, a website promoting “vacations” should not optimize their home page with the word “vacation”. Your chances for ranking for such a basic, highly competitive word are slim (unless of course you’re a company like Expedia, with a page rank of 7!). If you were to specify the type of vacation you are promoting, such as “all-inclusive family resorts in the Bahama’s”, you’re chances for search engine success are much greater. This is known as a “long-tail keyword phrase”. You are still promoting vacations, however, you are targeting specific, pre-qualified visitors. Did you know…. The highest conversion rates from search engine traffic come from people typing in three to four word search queries?

Tips for Keyword Success:

• Select keywords that have a moderate level of search volume, yet have low competition.

• Optimize using keyword phrases, not just single keywords.

• Use main keywords in url’s for maximum optimization.

• Take time to do keyword research. Brainstorm. Visit competitor’s websites.

Take a “keyword test”. Google specific keywords that you would like to rank for. Is your website listed in the top 10 results? Who is?

Charles Stewart Contract, a long-time X-Factor public relations client, hired us to compose a case study regarding a recent project.

A case study is a detailed account of a company, person or project over a given period of time. It describes a problem or challenge that a company may have faced, and their process for solving the problem.

The Charles Stewart Contract case study was used to showcase their clients’ need for a specific product, and the company’s ability to meet that need. Through targeted media distribution, the Charles Stewart Contract case study has been featured in several furniture publications to date, as well as through online media (Yahoo News, PR Web, etc.).

Distributing case studies using both online and traditional media, as well as posting it on the website, allows readers to easily locate it not only through traditional means, but also on the Internet. Remember, when creating case studies, it is important to optimize copy for search using targeted keywords.

Why are case studies valuable? They provide readers with the opportunity to identify with the company, review a challenge that the company faced and their strategy for creating a solution. It allows readers to review management decisions, strategies, challenges, recommendations, etc. It builds credibility for your company, spotlights valued customers in a flattering light and can position you as an expert in the industry.

You tackle challenges every day. What have you learned that can benefit others?

You’ve probably been to a Chinese restaurant and seen menus with illustrations of animals representing the Chinese New Year - dragons, tigers, rats, etc. 2009 is the Year of the Ox. Unfortunately, the Ox is not strong enough to pull us out of the economic quagmire we seem to be trapped in.

2009 could also be considered the year of the “frozen budget.” Firms that previously thought they had money to spend on promotions this year, for one reason or another, now don’t. These tough economic times call for accountability and Return On Investment. Senior management wants assurance that slim budgets can be stretched, and dollars spent will relate directly to lead generation.

Many of our clients are swapping the old branding model that has been around since the 1950s, i.e. “Throw enough money at mass media so your consistent messaging will be seen by the audience,” for more targeted efforts. Specifically, they are meeting the market where the market is shopping for services- Google, MSN and Yahoo.

Branding is for awareness, while response marketing and Search Engine Optimization are for lead generation. The difference is vast!

Here are some reasons search marketing is ideal.

• Affordability. Search marketing is more targeted and less expensive than multi-media branding efforts.
• Accountability of measured results and conversions to provide senior management.
• The Internet is how purchasing agents and everyone else researches products and services.
• Random search provides a far better Return On Investment than traditional advertising.
• The Internet offers the opportunity to publicize your products to the world.

Target your efforts and generate real leads for Return on Investment with search marketing today.

Completing the Web Optimization Services Loop

“I’ve worked in the private sector. They expect results.” - Dr. Ray Stanz

Times are tough, budgets are tight, and clients are scared.

“Who you gonna call?” No, not Ghostbusters, even if many folks are running around looking like they just saw a ghost. If you’re looking to build your online business and remain relevant and visible when the fear subsides, you’ll call who you trust and know to be reliable now.

For us in the web marketing business, we understand that providing flexible, reliable and 100 percent ethical SEO and internet marketing services is critical, whether you’re a programmer, designer or internet marketer. Let’s face it though; we can’t be all things to all people.

Those that are investing in internet marketing are going to need the full gamut of web optimization services, i.e. good backend programming and CMS, attractive and functional web design, and reliable and effective search engine optimization copywriting services.

If your business provides either of the first two services but not the third, you’d be doing your client a disservice by not steering them to a reliable web optimization consultant to complete the loop. What good is a “great” web site if nobody knows about it?

We at X-Factor Web Marketing have developed a Referral Program through which we want to create a network of trust and business partners in the web business community. Here’s a sampling of how it works:

• $300 paid for referrals that invest $2,500+ into X-Factor’s services (one-time payment)

• Reciprocal referrals will be provided as appropriate - we value trusted partnerships

• Reliable and ethical, or “white hat,” SEO services provided to all clients

It’s as much about building trust and providing clients with what they need as it is making money. Not coincidentally the two tend to go hand in hand.

Don’t let your clients and your business become ghosts in today’s scary market place, refer in confidence to an internet marketing business that produces results and keeps your clients’ highly visible rather than fading away, well, like a ghost.

Web optimization, often referred to as search engine optimization (SEO), should be an integral part of your internet marketing strategy. As with any new(er) product, service or technology, it takes time to work out the kinks and get it right. This process is Darwinian in nature, as individuals and businesses of all shapes and sizes claim to be internet marketing specialists, all of which undoubtedly market themselves as providing “top search engine results.”When evaluating your internet marketing strategy and choosing web site optimization consultants going forward, consider these seven deadly sins of web site promotion that can condemn your business to the inferno of irrelevance that is Google’s basement.

• “If you build it, they will come.” - Well, maybe. Optimizing your site is not a one time cure all, it’s an ongoing process. Your site is a living, breathing part of your business - constantly feed it with quality content and optimized materials so it will grow and remain relevant on the organic search engine results pages (SERP’s).

• Flashing sites - Try and avoid a Flash-based web site. Flash sites might be attractive, but not to search engines and users. Search engine “crawlers” can’t read Flash content and therefore can’t index it - not good for your business.

• “Noticeable search results in two to three weeks!” - Once you’re finally convinced to invest in web promotion services, you hear this phrase from dozens of “social media experts.” Don’t fall for this sales pitch. It takes time to get your site to the top of the search engines like Google, but it’s worth the effort when done correctly.

Did you know? - Google puts all newly indexed web sites into its “sandbox” where they are monitored for months before being permanently added to its database…there’s no breaking in line kids.

• Keywords and Key Phrases are two different things - Your regional furniture distribution business will not compete for the word “furniture” on Google - too much competition. Work with your internet marketing consultants to develop tightly targeted phrases that apply to your services, i.e. “Furniture distribution business in High Point, NC.”

• Already wearing too many hats? Try this white one - “White hat” SEO, or ethical and search engine approved web promotion is where you should be investing; don’t sacrifice your business’ long term reputation by cutting corners for short term results.

Still tempted by instant gratification? Read how BMW was banned from Google for “black hat” SEO (unethical/unapproved web promotion)

• Don’t be a bad neighbor - Link to other quality sites that your visitors may find as useful resource tools. The reciprocal links that may be created will also help increase your Google ranking and placement on other organic search pages.

• “Public Relations + Search Engine Optimization = Success” - Combine public relations with your web site optimization strategy for increased search engine results and new business inquiries. It’s one thing to apply key phrases and other web promotion techniques to your web site; it’s another to effectively market your web site and business in a credible, compelling and relevant manner.

Consider online press releases, SEO copywriting services, regular blog posts, online articles, newsletters and how-to’s, etc.

It’s a lot of work, but nobody that knew what they’re talking about ever said success comes easy!

Two distinct disciplines, two distinct definitions, one age-old debate. No, we’re not talking about butter and margarine.

What is the difference between public relations and advertising? Here is one of the most basic explanations you’ll ever find:

Public Relations is what others communicate about you, your business, your client, etc. Advertising is what you communicate.

Both can play critical roles in your business’ strategic marketing communications. There are two key factors to consider in evaluating the differences: Control and credibility.

Let’s explore these concepts as they apply to each discipline:

Defining Advertising
“Knowledge is power,” as the saying goes, and with advertising you have power over the message (knowledge) that’s distributed to your existing and potential clients. You can create and control the brand of your business.

Take a moment and think of the “leaders” in an industry, say apparel or manufacturing.
How many of the businesses that come to mind have you seen advertising? My guess would be the majority of them.

That’s because successful ad campaigns help establish a brand identity (and hopefully preference) through repetition. Have you ever seen a commercial just once?

The most effective advertisements are the ones that are relevant, concise and creative. Your clients are bombarded with messages around the clock, from billboards and brochures to pop-ups and print ads. Your business needs to stand out in a crowd.

Today’s successful marketing experts are augmenting the control they have in advertising with the credibility of public relations and search engine marketing and optimization to the tune of improved visibility and increased revenues.

Relating to Your Public
Public relations is a broad term, often misused as an all-encompassing expression for anything related to marketing and advertising. The roots of effective PR are storytelling and relationships - think Public Relationships.

The goal of public relations is not to force feed your messages or services, but rather to make them available to your existing/potential clients in a manner and form they wish to receive them. In doing so, your messages and services will come across as authentic and credible.

Public relations is a conversation, and as with any conversation, it can take place through word of mouth, news stories, gatherings and events, and much more. Information is always more believable when you know and trust the source.

Increasingly today, the conversation is taking place on the internet. Social media web sites like Facebook, LinkedIn and YouTube, in addition to dynamic company websites, are the new venues for B2B communication. You have a golden opportunity to establish an ongoing dialogue with your clients through these media.

As with any conversation and relationship, trust is paramount to credibility. Don’t thrust your business into the conversation like the employee who’s had one too many drinks at the company party - who believes that guy? Mosey up to the crowd you want to talk to and make your business available for conversation. How do you do that?

Introduce yourself (advertising) and engage your business in the conversation (effective public relations, Internet marketing and website optimization).

Association of National Advertisers
Public Relations Society of America

Has your business begun investing in internet marketing and search engine optimization to stay in front of consumers? If not, it should. Immediately.

Changing Consumer
Before you dismiss the internet as a youthful playground, try thinking of it as a base of business. Consider that while 87 percent of 18-29 year-olds have used the internet (to be expected), the number remains high as age increases, with 82 percent of 30-49 year-olds and 71 percent of those in the 50-64 age group having used the internet, according to Pew Internet & American Life Project.

Pew Internet & American Life Project also reports that:

• 81 percent of internet users have researched a product on the internet that they are considering purchasing
• 79 percent are confident they’ll make the right purchasing decision by researching on the internet first
• 71 percent have bought something online

Another bone to gnaw on - the number of internet users increases exponentially with income and level of education, an indicator that those most likely with disposable income are the ones using the internet.

The facts are irrefutable: The internet has cemented its place in the consumer purchase cycle. Are you ahead of the ball or thinking, “Uh oh, time to catch up!”?

If the meat of your online PR campaigns consists of newswires, press releases and “cost-efficient advertising” (translation: web banners), you’re likely the latter.

Take into account how other marketing specialists are investing in public relations and the internet going forward.

Investing in the Internet
The Association of National Advertisers (ANA) polled attendees of its 2008 Annual “Masters of Marketing” Conference in October about their marketing budgets and plans going forward in 2009.

Following is a sample of the results:

• 67 percent reported they “will spend more” or “spending will be constant/no changes”
• Of that 67 percent, 26 percent plan to increase spending by more than 10 percent
• Attendees included client-side marketers, media, creative and public relations agencies, corporate marketing specialists and others

The trial period is over. Internet marketing, including search engine optimization (SEO), keywords and key phrases analysis, and web copywriting services are the new ingredients to the successful marketing plan. Throw in a couple cups of public relations and bake for 3-6 months. Success tastes good.

We have all heard, “a picture is worth a thousand words.” In advertising, it’s what everyone lives by. There is an “old” kid back on the block that’s ready to rule the neighborhood again however: Written word. Somewhere, Shakespeare must be smiling.

At the beginning of this decade a program called Flash came out and allowed designers to do wondrous things like animation of buttons, scrolling messages, etc. Everyone had to have a “Flash” site to have the most visually interesting presentation. While these websites looked great, they were in a fixed picture format with embedded text, meaning the search engines couldn’t read them. This in turn means that the site won’t rank worth a darn on a search engine like Google.

I am shocked when someone like a land developer who depends on national inquiries through random search builds a Flash website. If it can’t be searched, they are dependent on marketing the URL through traditional means like national radio and television advertising. Very expensive!

Words trumped photos the minute search engines built their model on scanning html website text for relevance. The more quality written content on your site the better it is for your searchability. Whether it’s a FAQ, blog, technical paper, case study or news release, one word may now be worth a thousand pictures!