Search Engine Marketing For Lists Webinar


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From DM News Essential Guide For Lists and Databases

Be encouraged! The list industry is not dying; it is evolving into a dynamic, data-based infrastructure of targeted direct marketing opportunities — and the Web is bringing it all together. You might be asking, “Shouldn't this article be listed in a search marketing column?” Not really, this is a message for list manag­ers, list owners, and database compilers who want to leverage their assets and increase revenue.

The birth of the Web, circa 1990, coincides with the learning age for the next generation of direct marketers. These search-minded entrepreneurs and business professionals are Googling their way to the top, and are less inclined to depend on tradi­tional methods to reach their market. Furthermore, those who are looking for innovative customer acquisition strategies are turning to the Web. If you are a list manager, then you might be asking, “OK, but how does this relate to my objective to increase list rental revenue?”

The same basic search engine marketing principles apply. For starters, visit Google and run a quick search on the mailing list you are trying to promote: i.e. “Advo mailing.” If you're doing a good job with search engine optimization, then the mailing list may actually appear above the list owner's corporate site. Maybe you're someone looking to rent a generic list of gift buyers.

Try running a Google search on “Gift buyers mailing list” and you may actually be able to click through, view the datacard, and get a price quote for the Swiss Colony mailing list.

For list managers and list brokers, you also want to keep an eye on your competitors' rankings. Surprisingly, you may find out that you're not too late in getting on top of the organic search listings. Take a look at the search results for “List manager” and “List broker”. What do you see? How far down the list did you need to scroll to find your company's name? If you're looking for the big names, then you may need to go deep; so seize the opportunity and embrace search engine marketing (SEM) for your business. It takes time for your Web pages to get indexed, so the sooner you get started, the better.

Finally, don't be discouraged if you begin to feel like you're chasing a moving target as you learn more about search engine marketing. The field of search engine optimiza­tion continues to evolve as companies like Google, Yahoo and Microsoft implement new personalized, localized, and contextualized search meth­ods — but this should only improve the user experience and increase the relevance of search results. If you've done the SEM job right as a list manager or list owner, then these users (or mailers) will be waiting at your online doorstep to place their list order.

So be encouraged about the future of mailing lists, but don't ignore the role that search engines play in directing existing customers and future prospects to you and — that's right — your competitors.

Published in: Business, Technology
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Search Engine Marketing For Lists Webinar

  1. 1. <ul><li>Welcome To The </li></ul><ul><li>“ Search Engine Marketing For Lists” </li></ul><ul><li>Webinar </li></ul><ul><li>We’ll Be Getting Started Shortly… </li></ul>
  2. 2. SEM For Lists Webinar <ul><li>Agenda </li></ul><ul><li>How To Increase List Rental Income? </li></ul><ul><li>Organic Search </li></ul><ul><li>Paid Search </li></ul><ul><li>Lists In The Public Domain </li></ul><ul><li>Web Site Integration </li></ul><ul><li>Sales-Ready Leads </li></ul><ul><li>Free Tools </li></ul><ul><li>e-mail [email_address] for more information </li></ul>
  3. 3. How To Increase List Rental Income <ul><li>List Rental Decision Stream What is an Impression? </li></ul><ul><li>Search </li></ul><ul><li>Analysis </li></ul><ul><li>Recommendation </li></ul><ul><li>Test </li></ul><ul><li>Analysis </li></ul><ul><li>Continuation </li></ul><ul><li>List Rental Revenue Calculations: </li></ul><ul><li>Revenue = (Names / 1,000) x CPM </li></ul><ul><li>New Test Orders = Impressions x Click-Through Rate x Conversion Rate </li></ul><ul><li>New Continuation Orders = (New Test Orders / TC Ratio) x Mailings Per Year </li></ul>
  4. 4. How To Increase List Rental Income <ul><li>Therefore… </li></ul><ul><li>$ Drivers Are Influenced By </li></ul><ul><li>Impressions Online Advertising, Keywords (Key) </li></ul><ul><li>Click-Through Rate Increase Relevance </li></ul><ul><li>Conversion Rate Improve Data Card Quality </li></ul><ul><li>TC Ratio (3.3 to 1)* Refine Selections </li></ul><ul><li>Order Size (5M, 20M)* Up Sell </li></ul><ul><li>Price ($100/M)* Optimize (PED)** </li></ul><ul><li>*Estimates Used For Demonstration Purposes </li></ul><ul><li>**Price Elasticity of Demand (PED) </li></ul>
  5. 5. How To Increase List Rental Income <ul><li>So How Do I Increase List Rental Income? </li></ul><ul><li>Answer: </li></ul>
  6. 6. How To Increase List Rental Income <ul><li>How Do I Increase Impressions? </li></ul><ul><li>Increase Frequency (Organic & Paid Search) </li></ul><ul><li>Increase Reach (List Research Channels) </li></ul><ul><li>And Do It Efficiently? </li></ul><ul><li>Web Site Integration (Single Data Card Interface) </li></ul><ul><li>Search Engine Marketing (Leverage Optimized Infrastructure) </li></ul>
  7. 7. Organic Search <ul><ul><li>Your Web Site </li></ul></ul><ul><ul><li>Your Data Cards </li></ul></ul>A pparel buyers B ook buyers C ontinuity D og owners E picurean F ishing enthusiasts G ift givers H igh income I nvestor prospects J ust need a K iplinger L iberal donors M en’s health... List Buyers
  8. 8. Paid Search <ul><li>Google Example: </li></ul><ul><li>Decide on keywords </li></ul><ul><li>Get cost estimates </li></ul><ul><li>You decide on your budget </li></ul><ul><li>You decide the CPC* threshold </li></ul><ul><li>Pay only if someone clicks your ad </li></ul><ul><li>Go to </li></ul><ul><li>*Cost-per-click </li></ul>
  9. 9. Lists In The Public Domain <ul><li>Public Domain (Growing!!!) </li></ul><ul><li>List Management Company Web Sites </li></ul><ul><li>The Direct Marketing Association List Search </li></ul><ul><li>Direct Magazine List Finder </li></ul><ul><li>Multi-Channel Merchant List Finder </li></ul><ul><li> Lead Finder </li></ul><ul><li>NextMark Free List Search </li></ul><ul><li>Kodak Free List Search </li></ul><ul><li>Private Domain </li></ul><ul><li>Marketing Information Network (mIn), NextMark, SRDS </li></ul><ul><li>Proprietary List Research Systems (Data Feeds) </li></ul>
  10. 10. Web Site Integration
  11. 11. Web Site Integration <ul><li>Your Company’s Web Site(s) </li></ul><ul><li>DMA List Search </li></ul><ul><li>Direct Magazine List Finder </li></ul><ul><li>Multi-Channel Merchant List Finder </li></ul><ul><li> Lead Finder </li></ul><ul><li>NextMark Free List Search </li></ul><ul><li>NextMark Research Users </li></ul><ul><li>NextMark Order Entry Users </li></ul><ul><li>mIn Updates </li></ul><ul><li>SRDS Updates </li></ul>Add Search Engine Optimization & Web Analytics To Your Site…
  12. 12. Sales Ready Leads 2,136 Leads For January 2008 Alone! All From The Public Domain!
  13. 13. Free Tools <ul><li>MarketMax Standard Edition (MMSE) </li></ul><ul><ul><li> </li></ul></ul><ul><li>List Search Portals </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Articles on Search Engine Marketing For Lists </li></ul><ul><ul><li>List Insider (January 2008), Target Marketing Group </li></ul></ul><ul><ul><li>2008 Essential Guide, DM News </li></ul></ul><ul><ul><li>NextMark BLOG </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><li>ROI Calculators </li></ul><ul><ul><li>Contextually Targeted Advertising </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>MarketMax Professional (MMPro) </li></ul></ul><ul><ul><ul><li>E-mail </li></ul></ul></ul><ul><ul><li>Leads Conversions </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
  14. 14. Sign Up Today For A Free Audit <ul><li>20 Minute Data Card Audit </li></ul><ul><li>& </li></ul><ul><li>20 Minute LM Web Site Audit </li></ul><ul><li>E-mail [email_address] </li></ul><ul><li>Or call (603) 643 – 1307 x. 110 </li></ul><ul><li>NextMark, Inc. </li></ul>