Situation: A company wants to boost their marketing through the Internet. They have had a web site for years, but the site doesn’t bring in much new business. How do you optimize visibility for your web site, and how do you boost your Internet marketing?
Advice from the CEOs:
Among search engines, despite Microsoft’s efforts to boost Bing’s presence, Google is the elephant in the room. They host 65% of search engine traffic, and represent 75% of buying activity. Google writes the rules, others copy.
As an exercise to test your web presence, go to Google and search for your company and city. See whether you appear in the local directory. If not, have your web master put your address and phone number on each page of your web site. If you can’t find yourself or easily find your contact information, others won’t be able to find you either.
Use the Google External Keyword tool – just search and you’ll find it. This will help you to tailor your key words so that potential customers will find you. Another tool is wordtracker.com. Both will show you domestic and international hit rates over the last month on different key words.
What is the optimal number of words per web page? About 250. Put your key words in your titles, in the first sentence and the last sentence of the first paragraph.
The typical web user will form a lasting impression of your web site in the first 3 seconds. Can they find information easily? Is the layout pleasant? Is it informative? Does it have the information that they’re looking for?
Hitting high on Google searches counts. Only 20% of viewers will go to Page 2 of a search, and most only go 5 hits deep on Page 1.
Stay fresh. Change SOMETHING about your site at least monthly.
Thanks to Kevin Dean of WSI NetAdvantage for his contribution to this discussion.
Interview with Peter Koeppel, President, Koeppel Direct
Situation: The media industry is increasingly challenged trying to reach its audience. Media choices are fragmented, and the proliferation of new devices makes reaching purchasing audiences difficult. How do you best reach your target audience in this environment?
Historically placement of advertising and pricing of media ad buys were driven by calculations of audience impressions – how many eyeballs a particular ad would reach. With the media market now highly fragmented this measure is no longer as effective. Sophisticated marketers now seek ROI driven media buy models to justify their advertising purchases.
Two companies, Facebook and TiVo, are in the lead in terms of potential to assist marketers in targeting distinct audiences, because they collect rich data on individual consumers, but this information must be balanced with privacy concerns.
Non-conventional channels like TiVo or Google TV and other research services can selectively present marketing messages to specific customer demographics.
The mobile search market represented approximately $2 billion in revenue in 2010. As more people consume media through mobile devices, this market will grow. The leader in this market is Google.
A growing format is longer length spots. These include short-form infomercials which are typically seen for insurance, legal services, and spots that drive consumers to web sites or an 800 number. Long-form infomercials are typically 30 minutes in length, composed of three to four 7 or 8 minute segments separated by commercials, which serve as calls to action. Infomercial marketing is not for every product, but is most applicable to higher priced products where specific demographic information is worth the investment and where the consumer needs more education about the product,in order to make a purchase decision.
Cable TV, print and radio, remain an effective way to target niche audiences. Television, among the traditional media, still drives the largest number of consumers to online purchases.
For the future, we predict a convergence between TV and online marketing and purchases. Many HDMI TVs and current Blu-Ray sets are already configured for both cable and either WiFi or Ethernet connections. Google and Apple sell devices that combine TV and online access. Netflix and Hulu serve content through either TV or online devices.
We see the future of TV as a device which will consume all media. As access to rich databases of consumer preferences and purchasing proliferates we see growth in content which will be increasingly tailored to personal preferences and desires of highly fragmented consumer demographics.
Situation: An organization that provides an online network for senior financial executives has an immense amount of content on its web portal. To improve the user experience of their target audience, they want to simplify access to this knowledge. How do you simplify access to knowledge?
Advice from John Kogan:
We have a rich portal with an immense amount of content potentially valuable to senior corporate finance[K1] executives. We have many ways to access this content – perhaps too many. Our objective is to get the highest quality answers in front of the user with the least effort on their part. Google has done a very good job of pulling the best content to the top given a million possibilities to each query. If we can do this, we become the Google of finance and accounting!
Most people know what they want when they come to a site. We have started by creating a clean user experience to allow them that good “line of sight” to what they want.
Our objective is to help the user identify the right content with the smallest number of queries. From the user perspective, exposing the wrong content is a waste of time. We want to show them high quality, compelling content which directly addresses their need.
To develop quality content, you must have an open mind. It’s not about what we want to say, but understanding the user’s needs and addressing these. You have to be guided by the data to tell you what’s happening on the site and what the user wants to see, and then provide them relevant information.
Achieving this means that we must find people who are smarter than us in these areas and gain their input. In the end, your company is no better than the ideas that you can either dream up or gather from others. We constantly seek fresh perspectives from investors, advisors, users and potential users.
Finally, you must take action on the data you gather. Too many companies suffer from information paralysis. The solution is Vision plus Will plus Doing it!