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Internet Marketing Newsletter May 2011


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This month's newsletter answers your most common question regarding cash flow and online marketing with topics that will show you how to make more web sales, the pros and cons of offering discount vouchers and how to get the best SEO services for your website.

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Internet Marketing Newsletter May 2011

  1. 1. Internet Marketing Newsletter Edition 7, May 2011Cash is King!Cash is King – we all know that! So how can businesses benefit from SEOand other marketing strategies, and increase in result their cash flow? NewsThis is a question that many business owners are wondering about, so this Janna’s article in the lastmonth’s newsletter answers your questions around cash flow and online MyBusiness magazine wasmarketing and covers the following topics: such a success, that she has been asked to be a 7 Steps to making more web sales regular contributor on the MyBusiness Website. Offering Discount Vouchers You will be able to follow Paying for SEO and no results? any new articles and discussions on ourIf you have any suggestions for future newsletter issues, or are wondering Facebook Pageabout specific questions you would like us to answer, please email us at look forward to hearing from you! Events We’re always keeping upKind Regards, with the latest developments in theJanna Jungclaus & the Eminent Online Marketing Team world of internet marketing. That is why Janna attended the search engine marketing expo SMX Sydney to mingle with local and overseas consultants. We also spoke with the insiders from Google, Ebay, SEOMoz and Searchengineland to name a few. ©2011 Eminent Online Marketing
  2. 2. Content7 Steps to making more Web The content of your website is what brings theSales information across to the visitors. It should be well written and aimed at your particular targetMaking more sales, generating more leads, audience (as researched in step 1).growing our business. That’s what we all want,right? The content should also be SEO optimized to increase your search engine rankings. But aboveHere are the 7 steps you need to follow to make all, the content should bring your desired messagemore money from your website – whether through across and entice your visitors to do what you wantincreased visibility and exposure, or from more them to do.leads and sales. Products/ShopResearch Whether you have an e-commerce store, sell giftResearching your market is one of the most under- vouchers through paypal, or simply collect leads –rated money-making techniques. Research will it’s essential that you present your products andhelp you learn from your competitors failures and services on your website.successes, and will allow you to determine whetherthe market you’re in is profitable. Make sure each product contains pictures, a description and pricing. Ideally customers shouldWhen doing your online research, you should be be able to buy online – we want to increase cashanswering the following questions: flow after all, right?  Who are your customers? Conversion/ Design  What is their biggest need/problem? Often people wonder why their website is not converting visitors into sales or leads. The truth is  How can you give them the solution? that often times, visitors get turned off by disruptive elements such as bad design, broken  How much are they willing to pay for it? links, misspellings, etc. If you know that your website is getting visitors, but none of them areStructure converting, then these could be the culprits. CheckThe structure of your website is an often over- your analytics statistics to see where in thelooked way to improve your website’s customer journey the visitor clicks away toperformance. Having your website created with the determine which improvements will make theright structure will improve its usability, and biggest difference.therefore visitors will be more inclined to spendtime reading your offerings and returning in the Targeted Trafficfuture. Once your website is set up based on the right research, built with the best structure, displaysThere are two aspects to structure: good content, and efficiently promotes your products and services, you will want to drive  Content targeted traffic to it. Targeted traffic simply means you want your ideal clients and prospects to come  Design and visit your website so that they can buy yourBoth of these aspects should be optimally products or services.considered for maximized usability and There are many different ways to drive targetedconversions. traffic to your website, including search engine optimisation (SEO), social media campaigns, Pay ©2011 Eminent Online Marketing
  3. 3. Per Click (PPC) advertising and more. The right  Offers don’t attract loyal clients; in factmethod will depend on your target market, your they attract freebie seekers who jump fromideal outcome, your budget and your time frame, one offer to another, so you are unlikely toso you are best advised to speak to a consultant to gain long-term value clients.find out what is right for you.  If you have a product or service where youMonitoring need to book clients in, the discountOnce your online marketing machine is in place all voucher clients will encroach on the spaceyou need to do is monitor the results. of your full-paying clients so you need toUnfortunately many business owners dismiss this make sure you have the capacity to handlestep. If they only knew what amazing the influx.improvements simple monitoring can bring! ConclusionBy monitoring the statistics for your website, you If you’re business has excess stock or capacity thatcan easily identify “winners” – keywords that bring needs to be used up quickly and it’s possible to doyou the most business. Building out your rankings so at the same cost, then it’s well worth your timefor those winning keywords can easily multiply to consider a special offer like this.your website profits! However, make sure you do not erode your margins and don’t expect loyal, long-termOffering Discount Vouchers – customers to come from an offer like this.should or shouldn’t you? Doing special deals like these ones is a short-term strategy that can give your business a quick cashDiscount websites are springing up everywhere – injection, but it doesn’t replace a proper marketingJumpOnIt, OurDeals, Spreets, StarDeals, and business development plan.Groupon… the offers continue to grow. Growing a loyal customer base, with customersBusiness owners all over the country are asking who are happy to pay full-price for the greatthemselves, is it a good deal for us? product/service that you provide will always winHere are some experiences of our current clients out in the long-term!that might be useful to you.Pros:  Great exposure to get your business name Tip of the Month out there Thinking Google? Think Again?  Increased website hits and newsletter sign Although has roughly 2/3 of the market share in ups (if your website is set up properly) English speaking countries, other search engines should not be discounted!  No additional cost for increased exposure Optimising your website for Bing and Yahoo  Greatly improve cash flow, as the offers can increase your traffic by another third! are paid up front but service provided later If you’re also targeting international visitors, on. you should discuss this with your SEO consultant so they can research with searchCons: engine has the majority of market share in your  You have to offer a discounted price and target country. many business owners discount so much to the point that they erode their margins. ©2011 Eminent Online Marketing
  4. 4. Paying for SEO and no results? that SEO can be unpredictable at times and that’s exactly when it is handy to have a goodLet’s be honest. The SEO industry does not have relationship with a professional who is on top ofthe best reputation. A client recently said to me any SEO developments such as search engine“Every person I have spoken to about SEO has a updates.huge EGO” (and this client came from the realestate industry!). In summary, when starting to work with an SEO provider, you should look for the followingUnfortunately, this bad reputation also extends to indicators to make sure you will get the best resultsbad experiences. A prospect from the financial for your marketing investment:services industry based in Brisbane told me he hadspent 60K on SEO without getting any new clients.  Focus on increased sales/leads not just trafficThis is unfortunate, because if business ownerchose the right SEO providers, those that operate  Setting key performance indicators (KPIs)with integrity and transparency, they would be before the project startsgetting better results and would be making a lotmore money.  Reporting on KPIs such as increased website visitors, rankings either via email,So what do you do if you’re uncertain about the meetings or Webinarsresults you’re getting for the money you’reinvesting?  Transparency on what’s included in the SEO package and what tasks have beenFirstly, ask yourself how long has it been and what completed each monthdid your SEO provider promise you? It is commonknowledge that SEO usually takes 3-6 months to  Availability of the provider to answer yourshow results. If it’s been longer than 6 months you questions and address your concerns.should talk to your SEO provider and ask them for At Eminent Online Marketing we pride ourselvesan update. in addressing all these points. Excellence, integrityThese are the things you want to look for: and transparency are among our core values, and we ensure that this shines through in the client  Increased sales or leads for your business relationships that we build.  Increased traffic to your website  Increased rankings for the agreed “Thanks to the honesty and transparency of the keywords team and Eminent Online Marketing , we have saved thousands of dollars in advertising.  Reports on what has been done on a monthly basis. They provided valuable advice when other SEO companies were going for the hard-sell.If your SEO provider can’t keep you in the loopwith the updates provided above, then you are In comparison to the huge egos that other SEOclearly dealing with an unprofessional consultants have, it’s refreshing to deal withestablishment and should end the relationship as the Eminent Online Marketing team.”soon as possible. Adam Nicholson, Synergies Training SystemsHowever, if you have a good relationship with your provider, then they will be honest andtransparent on the state of your SEO. The truth is ©2011 Eminent Online Marketing
  5. 5. What Do You Need to Know?In line with our cash flow focused issue, we constantly ask ourselves“What do people get wrong, that if they knew better, they would make a lot more money?”“What is most relevant for businesses to know about internet marketing and search engine optimisation? Why? “We would love to hear from you what your current challenges are. If you’re struggling to understand certain aspectsof internet marketing and SEO, or you’re uncertain about a decision you have to make, it’s likely other businessowners have the same challenges.Please share them with us by emailing so we can address them in our nextissue.Yours,Janna JungclausEminent Online Marketing 02 8580 4836Join Us on Facebook ©2011 Eminent Online Marketing