Tạp trí Internet Marketing Số 17 - NOV 2012

november 2012

JOIN US ON
FACEBOOK

HOW MUCH
IS YOUR SITE
WORTH?
>

PAGE 10

BEAT THE
TOP HURDLES
IN ONLINE
MARKETING
>

3 THINGS
MARKETERS
SHOULD
AUTOMATE
>

PAGE 25

PAGE 12

NINJA’S GUIDE
TO GOOGLE
ALERTS
>

PAGE 27

> UPSELL
PAGE 31

TRICKS

GENERATE MORE
SALES FROM
EMAIL MARKETING
CAMPAIGNS
>

PAGE 15

RECIPE FOR
HOLIDAY PPC
SUCCESS
>

PAGE 23

VIRAL CONTENT MARKETING

ZEKE CAMUSIO
>> THE ORIGINAL AND BEST INTERNET MARKETING MAGAZINE
internet marketing magazine
DESIGNED SPECIFICALLY FOR THE IPAD, KINDLE FIRE, ANDROID AND THE WEB
november 2012

1

>

INTERNET UPDATE

THE STATE OF THE INTERNET
In this section of Internet Marketing Magazine we cover the low down on what are the big plays that
have happened online recently and how they affect you.

Microsoft Releases Windows 8
and Windows Phone 8

Amazon Offers a New Prime Plan The smaller, cheaper iPad marks
a significant shift in Apple’s stratAmazon has made a recent deci- egy, principal analyst at techMicrosoft has made its latest big sion to offer shoppers the option nology consultancy Ovum, Adam
play to try and stay relevant and of paying $7.99 per month on a Leach, says. “For the first time in
ahead of the curve in the modern month-by-month basis for Amazon its recent history it is responding
web era by releasing Windows 8.
Prime rather than a single $79 an- to market pressures from its comnual fee.
petitors, namely Google and Amazon in bringing a smaller tablet to
To briefly recap: Amazon Prime of- market.”
fers subscribers free two-day shipping as well as access to its online
streaming video library and Kindle
lending library.
This is really taking a swipe an
Netflix as it seems Amazon is hopIt certainly didn’t have the same ing that consumers will notice it’s
amount of buzz about it as an the same price as the Netflix serApple launch but on closer inves- vice but also includes all the other
tigation the Windows Phone 8 has perks.
In the past, Apple has defined new
some pretty cool features such as:
products with new form factors
• Skype deeply integrated Amazon is also making it very easy and waited for the market to folinto the phone so that you can for consumers to choose them for low, Leach notes, whereas in this
receive chat notifications and all their Christmas orders because instance it’s following the market
skype calls even when you don’t consumers can pay $7.99 to get all trend towards smaller cheaper
have the app open.
their Christmas orders delivered tablet form-factors. Apple is as• Windows Phone Pandora this December.
suming that a lower cost iPad will
will offer one year of cost-free,
allow them to sell more units.
advertising-free music. This All in all Amazon is a very clever
feature won’t be available until company that keeps evolving and
early 2013.
is very hard for other online retail As Android Hits 75% Market Share
• Kids Corner – a section of consumers to compete with.
is it like Mac vs PC All Over Again?
the device that has all the kid’s
games in it so that they are not
The latest IDC numbers are out,
messing with the rest of your Apple Follows Market Pressure and Android is by far the undisphone.
for the First Time
puted leader of the smartphone
• Skydrive Integration so that
world.
your cloud based files are with Last month’s launch of the iPad
you no matter which Windows mini marks the first time in Apple’s The Android smartphone operat8 device you are on, including history that the technology giant ing system was found on three out
your phone.
is playing catch up to its competi- of every four smartphones shipped
tors.
during the third quarter of 2012.

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november 2012

IOS had 15% market share followed by Blackberry
at 4.3%.
The Apple ecosystem is still the best mobile/media/
apps ecosystem in the world. It punches way above
its weight with the amount of revenue raised with
it’s integrated ecosystem putting 30% of everything
that is spent through its series of stores and marketplaces into its pockets.

Responsive Design Drives the Web Forwards
A few short months ago responsive web design was
a concept that everyone was talking about but not
many developers were building with, but now that
all seems to be changing.

Responsive web design (often abbreviated to RWD)
is an approach to web design in which a site is crafted to provide an optimal viewing experience—easy
Android is a defragmented ecosystem because of reading and navigation with a minimum of resizing,
all the different carriers and phone providers in- panning, and scrolling—across a wide range of dedividual requirements, so it may never be as pure vices (from desktop computer monitors to mobile
and clean as the IOS one. Although this does look phones).
like a blast from the past where Apple is providing a higher quality product but is keeping its eco- Many of the common tools and framesets that are
system closed whilst a big competitor (Google this popular amongst web developers are now becoming
time instead of Microsoft) dominates the market by responsive, and in so allowing developers to build
providing an Operating System solution to all the responsive sites for their clients.
hardware technology partners.
InternetMarketingDoneForYou.com, which is the sister business to Internet Marketing Magazine, now
Author of Rich Dad Poor Dad files for Bankruptcy builds all new wordpress websites for its clients
with a responsive design. How we are achieving
Many an entrepreneur, myself included, learned this is by using responsive themes and responsive
great business and entrepreneurial lessons in the sliders.
Rich Dad Poor Dad series as a beginner.
The main advantage of responsive design is that no
There seems to be a progression from Rich to Poor matter what browser or device your site visitor utiat the moment as Financial guru Robert Kiyosaki lises, you will be able to provide them an optimal
filed for corporate bankruptcy after losing a court viewing experience. It also then does away with
judgment to The Learning Annex, The New York Post the requirement to build a 2nd site which is a moreports.
bile site.
Mr Kiyosaki’s company Rich Global LLC was ordered
to pay almost $US24 million to the Learning Annex
and its founder and chairman, Bill Zanker.
Mr Zanker told the The New York Post that he was
responsible for making Rich Dad, Poor Dad into the
global name it is today
“I took Kiyosaki’s brand and made it bigger. The
deal was I would get a percentage and he reneged,”
Mr Zanker said.
Mike Sullivan, CEO of Mr Kiyosaki Rich Dad Co.,
told reporters that Mr Kiyosaki, was still doing well
thanks to investments in other companies but that
they thought the judgement was unfair.

An Example of Responsive Web Design – The Boston Globe

november 2012

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Facebook to Roll Out New ‘Want’ they would like to own the prodButton
uct and click through to buy the
items via Facebook.
Rumours of a ‘want’ button on
Facebook have been confirmed From the Desk of the Editor
with the social network announcing it is testing a feature that will Last month was an excellent
allow users to declare their in- month for Internet Marketing
tention to buy products featured Magazine with the ‘Lifestyle Dein pictures.
sign with Blogging’ feature a real
talking point.
Facebook announced that it has
joined forces with seven retailers This month’s full expert audio
– including Pottery Barn, Victoria interview with Zeke Camusio is
Secret and Neiman Marcus – to now available in the member’s
test a platform that allows users area. Current members will have
to ‘want’, ‘collect’, or ‘like’ a now received a link to that new
product.
audio interview. If you are not
a member yet please feel free
to join the many thousands who
are by registering for it today at
The button will be attached to http://internetmarketingmag.
images designed to be discovered net/become-member/
in the news feed, which appear
for non-followers of the brand Important: We’re working on
when their friends ‘like’ an im- building the number of reviews
age. Users will be able to click we have on the Apple platforms
want to signify to their friends so as to keep dominant rankings

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november 2012

in the search. If you are getting
good value from Internet Marketing Magazine I’d really appreciate it if you could spare 1 minute
of your time and click this link
to give us a quick honest review
(click ‘view in iTunes’ then scroll
down and click ‘write a review’,
thanks :).
For the readers with Amazon
Kindle Fire we should be in the
Newsstand by the time the next
issue rolls around. Samsung Galaxy tab will be the platform we
follow on with after that.
Until next time… Wishing you the
best of success online

GregCassar
Greg Cassar
Internet Marketing Strategist
& Editor – Internet Marketing Magazine

>

EXPERT INTERVIEW

VIRAL CONTENT
MARKETING
An Interview by Internet Marketing Strategist Greg Cassar
Zeke Camusio is the founder of one of the most successful content marketing agencies in the US.
Zeke is a serial entrepreneur who has founded and sold four businesses. Following the recent
Google Penguin update which changed SEO forever there could not be a better time to talk viral
content marketing. Zeke is a regular featured expert here at Internet Marketing Magazine.
You’ve got a very interesting
story as a very successful entrepreneur creating a lot of
success and wealth at the age
of 18 back in Argentina. How
did that come about?

tabase of people who had purchased stuff online in the past
- and once I had this database
of emails I used mass emailing
software to market to them. I’ve
always had a talent for writing
very persuasive copy. So I wrote
Zeke: I was really lucky from these emails and we blast out
the very beginning when I was emails once a week and that’s
18 years old. I didn’t know any- how we’d get our customers.
thing about business and when I
look back at it I made so many
mistakes, but there was a lot of
demand for the products I had.
I had approached five different
experts in different fields, and
we created courses that I later
burned onto CD roms. I would
sell those CD’s for roughly $20,
but it was a very good model because I only had to license the
content once. So once I owned
the copyright to the contents I
could burn as many copies as I
wanted. Effectively I was selling I was making so much money
CD’s that would cost me 50 cents back then that it was both a good
for $20. Some of the courses we thing and a bad thing. I was acsold were different language tually making more money than
courses such as Italian, English all my other high school friends
and French. We also had com- combined, and I was also makputer courses in subjects such as ing more money than both of my
how to use Microsoft Office.
parents combined. They weren’t
very happy about it. But you
Back in those day email filters know, I was really young and so
weren’t very sophisticated. So I just didn’t know how to handle
all I really did was I bought a da- money. It came really fast, but

it went away really fast as well.

After about a year and a half I
was really tired and I was working really hard and I just wanted
to do something else.
Not every business you did after that was as easy, or was
what you would call ‘a walk in
the park’. What were some of
the learnings and the mistakes
you made going into those businesses that followed the first
one?
Zeke: Here’s one that really
stands out. Fast forward six or
seven years, I moved to the US
where I met my wife, and we
both started an online leather
products store. So we had things
like shoes, wallets, handbags – a
lot of leather products that we
imported from Argentina because the leather products there
are really good. We ended up
losing a hundred thousand dollars in four months. It was really hard because it took me
about six years to pay off that
debt. And it was really frustrating when you pay off your credit
card bill every month but your
debt doesn’t go down and you’re
just paying interest.

november 2012

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to your site as Google sees it as
link farming. Sites really are now
about a ranking based on quality
content and that sort of thing.
Could you please advise the benefits you see to content marketing?

your audience; keep them interested in your stuff and keep them
coming back. That’s why I strongly
believe content marketing is the
future.

One of the main things that
business owners and marketers
struggle with is producing high
Zeke: Content marketing is cre- quality content – how do they
ating a really good piece of con- be creative, how do they make
tent that others want to refer to, it interesting. Do you have any
link to, interact with and share. key strategies that you’d recomIt could be a blog post, a video, mend for business owners and
an infographic, interactive info marketers for how to produce
graphic tools, viral games etc. high quality, interesting conGreg: That is such a contrast as There are a lot of different things tent?
well from that early success. I that I see as content.
wonder if from a mindset point of
Zeke: I think that you have to
view, after having such a big win so There are two main benefits to start considering yourself a creearly on that part of you thought content marketing:
ative person. Being creative is
no matter what you touched it was
not something you either are born
going to end up much the same?
One is helping with search engine with, or without. I believe that
rankings. Google has started re- creativity is actually something
Zeke: Absolutely, and that was warding websites and businesses you can actually develop. But the
the number one mistake I made. that do real stuff out there and first step is you have to actually
I got overly confident and ex- they get mentioned in magazines, believe that that’s the case.
tremely arrogant. Looking back in publications and so, with really
at it I was so lucky with the first good content that’s really what
business. It’s almost impossible to you aim for.
have such high success with your
first business. I was arrogant to Google really looks at off page sothink it was just because I was cial and relevant linking factors.
really smart and really skilled at So high quality content is an excelwhat I was doing and I couldn’t re- lent way to get genuine links and
ally see that it was just luck.
to get social signals; to get people
Fast forward to 2012 and you’ve
gone on to become a very successful marketer online - you
run a very successful ‘Digital
Aptitude’ marketing agency
with clients including Chevrolet,
Burger King & Subaru.
Google have released their Penguin updates and with it the
effectively changed the rules
of SEO forever where business
owners will no longer be rewarded for artificially building links

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november 2012

to share your content on twitter;
to Like it On Facebook and to Plus
One the content on Google Plus.
The other thing that is really important is, allowing yourself to
The second reason to do content have bad ideas, because when you
marketing is because it’s the best allow yourself to have bad ideas,
way to engage your audience. For you give yourself the permission
a really long time it was all about to start coming up with a lot of
advertisements in magazines, TV, ideas; most of which of course
or even the Internet. But if you are really bad, but also there are
think about it you don’t want to some good ideas there. Somesee an ad, you see that as an in- times you combine two bad ideas
terruption. All you’re there for and you come up with a good idea
is the content. With really good - or a bad idea leads you into a recontent you can actually engage ally good idea.

“

Being creative is
not something you
either are born with,
or without. Creativity
is actually something
you can develop. But
the first step is you
have to believe that
that’s the case.

“

november 2012

7

DigitalAptitude.com

Being up-to-date with what’s happening out there
online is really important too - looking at other
content that people are creating as all of this is
food for thought. It doesn’t mean you have to go
ahead and copy what your competitors are doing,
but you can use those for inspiration sometimes.

costs you 200 dollars to do it and then you can get
ten thousand dollars in business, it’s a good investment, even though it’s not free.

If you’re good designer, do this all yourself, otherwise hire the best designer you can find. If you’re
not a copywriter, hire a copywriter. Most people
The other thing that I believe is really important are really conservative when it comes to investing
is you need to be truly unique - you have to do in their own companies. I can guarantee that if you
something that nobody else is doing and think out- want to find a good copywriter you’d know how to
side the box.
do it, or a good designer. Again, those people are
normally expensive. That’s why one of the trends
You have to invest money in great content. So for I’m seeing is that the big brands are getting bigexample, if you’re going to do an infographic, you ger and bigger, while the smaller guys have a hard
could do it yourself if you’re really good with Pho- time competing against them, because they just
toshop, but if you’re not then hire someone who don’t invest in their businesses as much as the big
is really good at that. It’s not going to be free but brands do.
you have to think in terms of cost and benefit. If it

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november 2012

You spoke about infographics,
which certainly is a very popular way of producing content
these days. Do you find it’s the
best one, as far as from getting
shared etc, or is there other
ways of producing content that
you really like and you find are
effective in 2012 and beyond?

this is a little vague, but to me the
way you know you’re doing something great is that if it makes you
feel a little uncomfortable - just
to put it out there.

Another thing we do for our clients
is we target content to current
events, so for example like right
now as you probably know the
Zeke: Back in 2010 and the begin- elections are on here in the U.S,
ning of 2011 very few people were so we created this tool where badoing Infographics, so that’s what sically it helps you figure out who
we started doing, because nobody you should vote for. So, you have
else was doing it then. Now, ev- Obama and then Romney and then
erybody’s doing Infographics. So, there’s a gauge that either goes to
now we’re doing Interactive Info- the left or to the right, but you
graphics, animated medias, viral have to answer ten questions, and
tools and games. We always want based on all that stuff it tells you
to be a step ahead of the curve. whether you should vote for RomWhen everybody starts doing this ney or Obama. This is very relething you’re doing then it’s time vant because that’s what everyfor you to come up with a new body’s talking about now. So tying
way of doing things.
content to current events, that’s
really important.
Not every piece of content is going to go viral, but what are the We also use press releases and sothings you can do to stack the cial ads, plus Facebook promoted
odds in your favour for promot- posts, Stumbleupon & Reddit. Ading your content out on the web? ditionally our PR department identifies the top hundred or two hunZeke: This is a little counter in- dred key influencers and thought
tuitive, but what we’ve found is leaders in that space - and we
that to increase your likelihood work with them to promote the
of things going viral, you need to content.
remove or minimise anything that
is commercial about your content. That’s one of the main criteria for
So, for example, if there are ban- the kind of content we create - we
ners all over the place, or if you ask ourselves, ‘will this be appealsay sponsored by the company ing to all these key influencers?’ If
name is really big, its ok to put the answer is ‘no’ then we look for
it somewhere in the website of a different type of content.
course, because you want to give
it credit for that, but it has to be A special thanks goes out to Zeke
very, very minimal.
for sharing his valuable knowledge in this content space. To
Another would be, just be willing find Digital Aptitude visit Digito take risks. You can be contro- talAptitude.com or email Zeke
versial, or you can do cool stuff. directly at zeke@digitalaptitude.
You can really blend in with what com.
everybody else is doing. I realise

november 2012

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>

WEBSITE

WEBSITE VALUATIONS – HOW
MUCH IS YOUR SITE WORTH?
By Andrew Knibbe

Most people who own a website
have asked the question: “What
is my website worth?”
It’s also one of the most common
questions we field over here at
Flippa and the only easy answer
is that it’s worth whatever the
market is willing to pay.

of the whole. Will more often
end up at less than fair market
value given the interconnectedness of assets for a given
website.
3. Market Approach: this uses
the transaction values of similar sites that have sold to provide an indication of the site’s
value. Anyone saying “sites are
generally worth X times monthly revenue” is effectively using
this approach.

The Market Approach tends to be
the most popular tool for websites based on the buyers and
sellers we’ve spoken with. The
This is obviously not so useful for trouble is that it has traditionally
someone looking to price their been difficult to get sufficient
site to sell, or for a bidder look- data about actual similar website
ing to place a bid on a website transactions for this work effecauction, so let’s dig a bit deeper. tively.
Most website valuations end up
taking on one or more of the following approaches:
1. Income Approach: a valuation based on the site’s expected revenue after taking
into account items such as
risk. If you hear people talking about CAPMs, IRRs, NPVs,
WACCs, NCFs, GAAPs, or Monte
Carlo simulations, chances are
they’re using an income approach for valuation.
2. Asset Approach: sums the
value of the assets – such as
held inventory for an ecommerce site – to define value

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november 2012

That is, until now…

Big Data bandwagon and sent our
army of propellerheads to run
models across our 20 gigabytes
of data from over 70,000 website sales that have happened on
Flippa.
They then did a pile of number crunching that resulted in a
powerful algorithm for providing
valuation ranges for any given
website. This takes into account
both third-party metrics – such
as PageRank, Copyscape, Google
backlinks and Alexa – as well as
owner-provided website fundamentals such as traffic and revenue.
It’s only in beta form at this
stage but you can try it out and
instantly get a free valuation for
your website at flippa.com/valuation.
How Does It Work?
Simply go to the website valuation page, enter your URL, and
hit “Calculate”.

Our algorithm will go off and
grab a whole bunch of available
Flippa Website Valuation Tool
metrics for your site and present
you with a valuation range based
Introducing the Flippa Website on this information.
Valuation Tool
As the world’s largest website If you’re looking for something
marketplace, we also have the more accurate, you can then add
largest pool of website transac- your monthly uniques and revetion data. We’ve jumped on the nue, along with your email

address. Hit send and the valuation algorithm will What does Flippa Rank mean?
re-crunch the numbers and email you the fresh re- We’re toying with the idea of a Flippa Rank (not at
sults.
all related to PageRank) so as to provide a relative
measure between website valuations. It runs beFrequently Asked Questions
tween 1 and 10 with 1 being the lowest value and
10 being the highest.
How Accurate is the Valuation Tool?
We’ve been running this website valuation tool We’ll be tweaking the algorithm and adding furacross Flippa sales in the background over the last ther features over time but we thought you’d like a
6 months or so. We’re seeing an accuracy of almost sneak peek at our beta. Have a go and let us know
90%.
what you think.
Why does the valuation tool return a range rather
than a number?
The tool will always return a valuation range. This
is because there tends to be a significant amount
of variability in both websites and the transaction
values they sell for. The size of the range tends to
reflect this.

Andrew Knibbe

has held Marketing and Operations
Management roles at the Flippa.com website
marketplace over a tenure that has seen
over $50 million in websites change hands.
Andrew authored the popular Flippa Pro
Guide to Buying Websites as well as the Guide
to Selling Websites on Flippa.
Andrew will be speaking at Affiliate Summit West in
January 2013.

>

CHARITABLE GIVING

Building a School with World Teacher Aid
In August 2012 Armand Morin and
his wife Marianna had the unique
opportunity go with World Teacher
Aid to Rongai, Kenya in Africa to help
build a school and a high school.
The trip was organised by Amy and
Stu McLaren of World Teacher Aid.
This is the very powerful video they
made.
Visit www.WorldTeacherAid.org for
more Information on how to get
involved.

www.WorldTeacherAid.org

november 2012

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>

BUSINESS SUCCESS

3 THINGS MARKETERS
SHOULD AUTOMATE TODAY
By Bryan Brown

More and more marketers are looking to marketing
automation technology and behavioral marketing
to help provide the personal, relevant touch their
customers and prospects want without draining
precious time and resources. According to a recent
Forrester study, eight of 10 marketers feel that
marketing automation will increase the efficiency
of their marketing processes, and more than half
plan to increase their number of automated campaigns during the next 12 months.
What’s so cool about marketing automation? Imagine alleviating the burden of trying to manually
process and respond to so many customer and prospect behaviors, and instead being able to use your
understanding of your buyers to deliver a unique
experience with your company, scaling multitrack
messaging across channels in real time. This is exactly what behavioral marketing and automation
deliver.

For example, let’s say you offer a free 30-day product trial. Inevitably, some prospects will sign up but
then not return to log in. In this scenario, you might
set up an automated email, triggered after “X”
days without login, that features a service-oriented message such as, “Hey, we noticed you haven’t
There are lots of places for marketers to start auto- done these three things yet. Here are the reasons
mating, but in this post I’ll dig into three common you should try this out, here’s a Slideshare tutorial
areas of implementation that yield high returns: to help, and here’s a link if you want someone to
welcome programs and activation series, nurture call you for assistance.” The timing of the message
campaigns and lifecycle messages.
and the content itself are based entirely on the individual’s behaviors.
1) Welcome Programs and Activation Series
Sending a personalized, automated welcome email 2) Nurture Programs
is an excellent way to quickly engage new contacts What’s your story? When sales cycles are long or
by educating them about your value proposition, price tags are high, nurture programs enable you
asking them to tell you more about themselves, to educate prospects who aren’t yet ready to enand providing resources and helpful information gage a sales resource and gently guide these buypersonalized to their point of entry or interests. ers through the purchase process by delivering relDepending on the business, many savvy market- evant content such as white papers, articles, and
ers are even moving beyond welcome messages to event and Webinar invitations. Nurture campaigns
activation or onboarding programs that guide the can also be used to upsell within a product line or
prospect or new customer through the process of cross-sell complementary products based on your
getting the most out of your product, free trial or customers’ expressed interests — so it’s the preferonline services.
ences and behaviors that drive relevance.

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november 2012

With marketing automation technology, you can
set up programs that gradually help you collect
data, build the relationship and are responsive to
your contacts’ behaviors. Using a visual campaign
builder, it’s easy to build nurture campaigns that
route contacts down numerous different paths
based on whether they opened your email, downloaded your content and/or shared it with their
social networks. Dynamic content can also be used
within these messages to automatically populate
them with the most relevant content based on the
recipient’s actions or preferences.
As an added bonus, robust automation platforms
offer integrations that enhance sales and marketing alignment. These systems give sales visibility
into a prospect’s behaviors (site visits, downloads,
link clicks, form submissions, video plays, etc.),
which salespeople can use to have more effective
conversations with prospects, and enable sales to
drop contacts into a nurture program.
3) Lifecycle Messages
The same music you love to listen to at a party
might not be so appealing five minutes after you
wake up. Likewise, buyers crave different content
at different times in the buying cycle. So, consider
organizing campaigns by stage of the relationship,
specifically tuning different email messages and
offers based on both explicit and implicit indicators of your customer’s readiness to purchase. For
example, messaging might change throughout a
customer lifecycle as follows:
• “Interested” Phase: Welcome messages,
educational and best practices content, promotions for first purchase
• “Engaged” Phase: Reminders of upcoming
events, targeted content based on website page
visits, loyalty program information, pricing and
feature comparisons, testimonials
• “Lapsed” Phase: Surveys to gain a better
understanding of the buyer’s needs, incentives
to revisit website, promotions to encourage reengagement/purchases
• “Post-purchase”: Info on how to get the
most out of your product or service, cross-sell/
upsell offers, review requests, anniversary messages

By “listening” to buyer cues and delivering the
right content at the right time for each prospect,
you’ll nurture more relevant dialogues and build
stronger connections, enabling you to more effectively acquire, convert, grow, retain and re-activate customers.
For more tips on marketing tasks you should consider automating, including form abandonment
follow-ups, product review and testimonial requests, and birthday and anniversary messages,
download Silverpop’s tip sheet, 10 Things Marketers Should Automate to Drive Leads and Revenue.

Bryan Brown

As the director of product strategy,
Bryan Brown is responsible for
defining the broad strategic vision
of Silverpop’s family of products and
helping marketers grow revenue. He
is a sought-after marketing thought
leader, having helped hundreds
of businesses adapt and thrive in
the ever-changing digital age of
marketing.

november 2012

13

Make Your Website Easy to Read
& Effective on all Mobile Phones

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november 2012

>

EMAIL MARKETING

HOW TO GENERATE MORE SALES FROM
YOUR EMAIL MARKETING CAMPAIGNS
By Peep Laja
Compared to social media and content marketing,
email is a mature channel for engaging online consumers. Its longevity is a testament to its ability to
convert leads into buyers and buyers into repeat
customers.

•
•
•
•

Subject line
Sender name
Day of the week to send
Time of the day to send

Subject Line:
In fact, according to a Forrester report put out on According to research by Dan Zerella of HubSpot
September 24, 2012 email continues to be the top and MailChimp’s Email Genome Project, there are
factor in influencing repeat purchases:
specific words that tend to increase open rates.
You should consider these keywords when putting
together subject lines to test:

Forrester Research report showing email’s positive influence on
repeat customers.

Regardless of whether your business is in the B2B or
B2C space, your email marketing effectiveness can
be optimized.

HubSpot chart showing best keywords to use in email subject
lines.

You already know you should be conducting a/b
testing on your landing pages and website to in- Sender Name:
crease conversions, but did you know the same Another important aspect to test in your email
principles apply to your emails?
campaigns is the sender name. The most common
sender names include the actual name of a person
within your company or the name of the company
Conduct A/B Testing on Your Emails
itself. Test both to see if one increases your open
rate.
When it comes to email campaign optimization you
can test and optimize many of the same compo- Day of the Week:
nents you do on a landing page. For example, it Next you’ll want to a/b test the best day of the
is a good idea to test the call-to-action, offer and week to send your emails. According to MailChimp’s
layout of the email. However, there are some com- Email Genome Project more emails are sent on
ponents unique to email marketing that you should Tuesday and Thursday than any other day of the
also test. These include:
week.

november 2012

15

You should test sending emails
on one of the other days to see if
less competition for inbox space
increases your open and click
through rates. Research by Zarella at HubSpot suggests that
doing so can impact your results
pretty drastically:

MailChimp team is these hours
are time zone specific and was
told they are not; the times represent the best times to send in
whatever your local area is.

MailChimp Graph Showing Best Time of Day
to Send Emails for Max Open Rates

HubSpot Chart Showing Best Day of Week
to Send Email for Max Clickthroughs

The team at What Counts decided to test what the best day
of the week to send their enewsletter was. Traditionally
they would send it on Thursdays;
however, they wondered if sending on Tuesdays would be more
impactful.
When the team ran their test they
learned that sending on Tuesdays
increased their open rates; however, sending on Thursdays resulted in higher clickthrough and
conversion rates. If they had
simply started sending the enewsletter on Tuesdays without
A/B testing the send day they
would have missed out on conversions.
Time of Day:
The final key aspect for testing
and optimizing your email campaigns are send times. According
to the Email Genome Project,
subscribers are most likely to
open email between the hours
of 2pm and 5pm. I asked the

16

november 2012

That being said, Zarella’s research suggests that while open
rates may be highest in the afternoon, click-through rates are
highest in the early morning,
peaking around the 5 to 7am
marker.

HubSpot chart showing best time of day to
send email for max clickthrough rate

To find the best send times for
your emails the best thing to do
is to run a/b tests. You’ll want to
track the email and click through
rates of course, but even more
important the conversion rate on
those emails.
Your email marketing software
should come equipped with a/b
testing capabilities. If it does
not I recommend switching to
a platform like GetResponse,
MailChimp, Aweber or Campaign
Monitor.

To take your campaigns even a
step further you could tailor your
send times to each individual
recipient based on their history
like Mint.com did. Mint’s senior
director of marketing worked
with her email provider to analyze recipient behavior on a rolling basis and predict the best delivery time for each address on
the mailing list.
According to MarketingSherpa
which put together a case study
around Mint’s behavioral targeting:
• If recipient A displayed a
tendency to open emails at 5
p.m., Mint.com’s campaigns,
alerts and triggered messages
would be sent at that time.
• If a recipient B often opened
emails at 3 a.m., all messages
would be sent at that time.
• If recipients started opening
the emails at different times
of the day, the system adapted
and began sending according
to this newly exhibited behavior.
This approach lead to a 7% increase in open rates and 13% increase in click-through rates.
Another company called eBags
also took this approach and
they saw a 20% increase in clickthrough rates, 65% increase in
conversion rates and 45% increase in average order value.
Create a Dedicated Landing
Page for Each Email Campaign
A/B testing your email marketing campaigns on the email side
is really important in your effort
to increase revenue. However,
it’s also important to think

beyond the email to the landing page – the place he didn’t have the resources to create a dedicated
you link to from the email.
landing page.
There are three typical places you might choose to
send your email traffic:
• Your website homepage
• A deep link in your website such as a product
or features page
• A dedicated landing page
The best option and the one that will convert the
highest is the dedicated landing page.
MarketingSherpa’s 2011 Landing Page Optimization
Benchmark Report showed that dedicated landing
pages are highly effective when it comes to email
marketing:

As a quick fix he started creating a banner to add
to the top of each product page that reflected the
offer mentioned in his email campaign.
According to a case study completed by Marketing
Experiments this lead to a 10%+ increase in Tafford’s email conversion rates. If the VP of marketing had the resources to create a dedicated landing
page with controlled or completely removed navigation his conversion rates would be able to soar
even higher.
Encourage Social Sharing in Your Email Campaigns
Optimizing your emails and their landing pages is
important to convert the subscribers you already
have – but don’t forget about their friends. Very
often the company your customers keep would also
make great customers for you.

MarketingSherpa Chart on landing page optimization effectiveness
for email campaigns

In a study by GetResponse as reported by eConsultancy, email messages that include at least three
social share buttons generated 55% higher clickthrough rates than messages with no social share
buttons.

Why are dedicated landing pages so effective? The
answer has everything to do with visitor expectations, increased relevance and reduced “leakiness”
of a page.

Additionally research conducted by Brightedge
Technologies, shows sites with Twitter buttons
drive “7 times more link mentions on average than
sites that did not have a button.”

This means the messaging on the landing page
should reflect the messaging in the email, the offer
should be specific and relevant to the same offer
mentioned in the email and the page should have
limited or no navigation so that the visitor cannot
click-away get lost in a different part of your site.
When you send email traffic to your homepage or a
deep link in your site you miss out on the opportunity to tailor your message and offer. Additionally,
when sending visitors to the homepage you put the
burden on the consumer to find the right page on
your site to take action on. Doing any of these
things will result in reduced conversion rates.
The VP of marketing at Tafford Uniforms knew that
1:1 message match between the email offer and
the landing page would increase conversions but

BrightEdge Technologies chart showing social buttons increase online mentions.

november 2012

17

While you should not use social share buttons on
your actual landing page because it introduces a
competing call to action, the thank you page presents a great opportunity to increase awareness
through social sharing.
Conduct A/B Testing on Your Offers – Often
In order to continuously push the envelope by
learning more about your audience’s desires while
simultaneously increasing revenue you need an ongoing a/b testing cycle.
It’s not enough to conduct one a/b test showcasing two different offers (e.g. free shipping vs. $5
off) in your email campaign and think you’re done.
Your first test is only the beginning! You should
test different offers and different ways to present
those offers over the course of time to truly optimize for maximum conversions!
Here are just a few a/b testing ideas for your special offers:
• Pricing ($30 vs. $29)
• Placement of the offer on the landing page
• Free shipping vs. percent off

The treatment, or version B, in this test increased
conversions by 110% simply by extending the
length of time for the free trial! Would you have
guessed that the treatment would have performed
so much better? That’s the beauty of testing – you
don’t have to guess, you can experiment and know
for sure!
The really important thing to remember is that
your email offer must match the offer on the landing page. So, for example people who received an
email about a free 7-day trial should be sent to the
landing page for the 7-day free trial.
When there isn’t clear message match between
the email (or ad) and the landing page you lose
trust with your visitor and introduce the opportunity for confusion. Cohesiveness in your email
campaigns is really, really important.
Use Landing Page Segmentation to Qualify Your
Email Leads
You probably already know that email list segmentation can lead to better results, but did you know
that segmentation on the landing page can help
you further qualify your leads while increasing
email conversions? It’s true.

Here’s an example of an a/b test inbound marketing software company, HubSpot, ran in an effort
to increase the number of people who sign up for Jessica Collier, Director of Optimization at ion intheir free trial:
teractive, states there are 4 key ways to segment
visitors on the landing page:
• Segmentation by Audience
• Segmentation by Place in Buying Cycle
• Segmentation by Need
• Segmentation by Business Size
Here we see a B2C example of segmentation by
need:
Version A: Try HubSpot free for 7 days

Version B: Try HubSpot free for 30 days

Example of landing page segmentation for B2C

18

november 2012

The visitor can select whether he or she is an owner, renter or commercial business and receive highly targeted information based on that simple click.
And here is a B2B example of segmentation by business size:

According to their case study, this segmented landing page converts at 25% – well above the PPC conversion rate average of just 3.5%.
The best way to create these segmented landing
pages is to come up with a template. The immediate landing page will have one look and feel but
each of the pages that the visitor clicks through to
should have the same basic layout – only the copy
and images will need to change.
Here’s an example from the New England Journal
of Medicine:

Example of landing page segmentation for B2B

Segmentation on the landing page not only helps
you provide specific information to visitors based
on their self-identification, but also allows you to
further qualify them.
For example, if your business only provides services
for small and mid-sized businesses but not enterprise level ones, you can provide targeted information for the audience whose needs you do meet,
Example of landing page segmentation
while politely directly all others out the door.
There’s very little value in spending time and money marketing to people who are out of your zone. The visitor lands and self-segments him or herself
Instead focus your time on high quality leads.
and the lands on a second page tailored to his or
her needs:
Sharepoint Solutions allows visitors to segment by
their experience with Sharepoint (Just Starting,
Immediate or Advanced):

Example of the type of page you would send segmented traffic to
Example of Landing Page Segmentation
november 2012

19

You can work from a landing page template purchased on a site like ThemeForest.net and then use
a/b testing software like Visual Website Optimizer
that allows you to run tests on your own website,
or you can use a/b testing software that works off
of a templated landing page software system like
Lander and Unbounce (small business friendly) or
LiveBall (enterprise-level).
I recommend Unbounce and Lander because they
comes pre-populated with templates that you can
edit through a WYSIWIG/HTML editor. This means
non-technical people can get their landing pages
set up without hiring a web developer.

This is perfect for making sure your email software
can talk to your landing page software, so no leads
fall through the cracks.
Final Thoughts on A/B Testing for Email Campaigns
Because email marketing is still such an effective
channel for reaching first-time and repeat customers it is really important that your campaigns are
optimized. Without conducting a/b testing on both
the email and landing page side of the campaign
you are leaving leads (and revenue) on the table!
I challenge you to start optimizing your email campaigns this week using the a/b testing methods
highlighted in this article. If you have any questions
leave them in the comments section and let’s start
a discussion.
Peep Laja

A few of Unbounce’s landing page templates

Not only does it allow you to start with a conversion-focused template, but they integrate with
other software like GetResponse, MailChimp, AWeber, iContact, Salesforce and more.

20

november 2012

is the face of ConversionXL. Peep is an
entrepreneur and internet marketer. He
runs a unique web marketing agency called
Markitekt, a startup called Traindom and
several niche internet business like T1Q
and others. He has a free website called
Dreaminder.
If you want to get in touch with Peep, shoot
him an email at peep@conversionxl.com

november 2012

21

22

november 2012

>

PPC

RECIPE FOR HOLIDAY
PPC SUCCESS
By Aaron Goldman
‘Tis the season to start prepping for the holiday
season!
Here are some tips for making sure you’ve got all
the right ingredients to get your pay-per-click (PPC)
search campaigns cooking.

U.S. (22%) and U.K. (26%) -- as advertisers tried
to heat up Q4 sales. Deploy tools to monitor what
your competition has cooking so you can adjust
your keyword, copy, landing page and bidding
strategies accordingly.
4. Don’t forget the side dishes. With more niche
merchants setting up shop online and mass retailers offering free shipping, consumers are shopping around more than ever. As a result, total online sales transactions resulting from PPC during
the holidays were up 56% globally last year, with
average order value down 13%. Take advantage of
this trend by peppering in add-ons to your main
product dish and create bundles that entice consumers to load up their carts rather than just buy
things on a one-off basis.
5. Put down the apron. You don’t want to be
stuck in the kitchen when guests arrive. Same
goes for your computer. Untether yourself during
the holidays by using advanced technology tools
to schedule campaign actions in advance. Launch
new campaigns at midnight on Thanksgiving, update copy on Christmas Day, or even lower bids
on New Year’s Eve, all without missing a precious
sip of eggnog.

1. Be ready to talk turkey on Thanksgiving. Last
year, our online retail holiday shopping research
showed that Thanksgiving has become a major
online shopping day in the U.S., with a 28% yearover-year (YoY) increase in PPC conversion rates
and 40% bump in sales revenue. Some retailers
even started their Black Friday sales on Turkey
Day. This year, get a leg up on things by having
your budgets fully juiced for the early birds.
6. Have special meals ready for the to-go crowd.
In 2011, mobile devices accounted for roughly 15%
2. Keep stock of your stock. You’ve got enough of all retail PPC clicks during the holidays, and moto worry about over the coming months without bile adoption by consumers and advertisers has only
having to keep track of what’s in your cupboard. increased in 2012. Just as you’d never serve ham to
Leverage real-time campaign technology to sync your vegan niece Sally, don’t serve desktop camyour product catalog and/or key brand assets paigns to mobile or tablet searchers. Create cuswith your PPC campaigns so that keywords and tom ads and landing pages to reflect the consumer
ads always reflect your up-to-date inventory and mindset and screen real estate of each device. And
promotional strategies.
adjust bids based on unique metrics and auction
dynamics. Don’t hold mobile to strict conversion
3. Take the temperature of your competition. goals. Think of mobile more as tool for product reIn 2011, we saw global retail PPC budgets rise search, store directions, social sharing, etc.
10% YoY during the holidays -- even higher in the
november 2012

23

7. Remember, you get what you pay for. If you’re
an online retailer then you’re all too familiar with
Google’s recent move to turn Product Search into
Google Shopping featuring only paid results via
Product Listing Ads (PLA). Turn this shelf tax into
an opportunity by connecting your product feed
through Google Merchant Center and integrating it
with a sophisticated paid-search platform to track,
optimize and report on PLA performance alongside
text ad placements. Don’t forget to deploy custom
bid policies designed for Product Targets.

purchase activity continuing after Christmas and
through New Year’s. Whether it’s from returns or
gift card redemptions, consumers have money to
burn and you don’t want to miss out. Last year, in
the U.K., we saw retail search advertising budgets
decrease by 4% YoY during the last two weeks in
December, while online sales transactions resulting
from PPC were up 66%, and PPC conversion rates
were up 57%. This year, if you want a cherry on top
of your seasonal performance, don’t fill up on the
entrée.

8. Set your timer. Unless you’re
using a Showtime Rotisserie,
you’ll need an alert to make sure
your main course doesn’t get
burned. Ditto for PPC. Set up a
dashboard for your team to monitor relevant KPIs, and schedule
reports to be sent regularly on
all key metrics including side-byside PPC and SEO performance.
Also be sure to create alerts to notify you when
campaign activity reaches abnormal thresholds.

10. Give thanks. Many religious holiday meals start
or end with saying grace and calling out everyone
who had a hand in preparing the feast. When it
comes to PPC, get in the habit of giving thanks to
each keyword that contributed to a purchase. Create an attribution model that properly reflects the
influence of each ad throughout the path to conversion within PPC as well as other channels. Or you
can just go this route.

9. Save room for dessert. Just because the holidays are over doesn’t mean the party’s done. With
each passing year, we see more online search and

24

november 2012

Aaron Goldman
is the Chief Marketing Officer at Kenshoo, and
author of the book “Everything I Know about
Marketing I Learned from Google.” Follow him
on Twitter @aarongoldman.
This article is originally published on
MediaPost.

>

LANDING PAGE METRICS

TOP HURDLES IN MARKETING
ONLINE AND HOW TO BEAT THEM
By Alexi Neocleous
Okay, everyone’s excited about
SEO, lead generation, and SEM.
All these shiny new objects promise new, innovative ways of promoting your business for less.
You’ve got your computer, you’re
hooked up to the Internet, and
you’re ready to go. It should be
easy breezy. After all, everyone’s
online, right?
Well, it’s not that easy…because
everyone IS online.
There are so many marketers on
the Internet buzzing with offers
that it’s hard to stand out from
the crowd. From Facebook ads
and pages to deals and offers on
Twitter, it’s hard to scream with
the rest of them without being
borderline “spammy.”
You have to remember that marketing online is the same thing as
traditional marketing. Although
they are both on different platforms, their nature is the same:
stop pushing, start engaging.
2 Main Challenges in Marketing
Online
1. You need to stand out from…
well, everyone!
With everyone else selling online,
it could get a bit challenging to
get your voice heard. Nevertheless, many people fail to realize
that despite the gazillion entrepreneurs promoting their business
on the Internet, there are only a

few who focus on giving relevant
and valuable content to their
prospects, ensuring sustainable
business for the long haul.

just like every other spammer.
How do you generate leads? Well,
you must perfect item #1. Be visible to your target market, lure
them in with good content, and
drive them to do what you want
with an effective call-to-action.
This brings your prospects to your
offer, which has to be valuable
enough for them to provide their
information and keep communication lines open. Leads are only
good when you turn them into actual sales.

Marketing online requires hard
For starters, make sure your pros- work, patience, and dedication.
pects can find you. Be at the top Nevertheless, it can be easy and
of the search engine results pages rewarding with the right tools and
by targeting the right keywords. perhaps, the right people to work
Do your research and find out on your marketing efforts.
what your prospects are interested in. Then, write about it!
Alexi Neocleous
It’s crucial to provide valuable
content. Always remember: content is KING. It serves as your bait
for all the prospects you are eyeing to convert into leads.
2. You need to generate leads…
lots of them!
Leads are not just phone numbers or email addresses you collect. Leads are quality contacts
that fit your products or services.
Note that these contacts are not
just random people you reach out
to. They’re a targeted audience.
Without this key aspect, you’re

is one of the leading
direct
response
freelance
copywriters
in the world. Having
worked with business
owners
large
and
small, he’s known as a
copywriter who gets fast
results for his clients.
Alexi is the author of some of most well
received advertising and marketing
courses in the industry, titles which
include Advertising Secrets, The 3 Minute
Ad Formula (which was co-authored with
friend and top colleague Scott Bywater)
and The Kaizen Marketing System.
Grab your free copy of ‘The Marketing
Domination Report’ to find the one
simple change that can grow your profits
exponentially.
november 2012

25

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november 2012

>

GOOGLE ALERTS

THE NINJA’S GUIDE
TO GOOGLE ALERTS
By Matthew Woodward
Google Alerts is one of the most powerful free tools
available, but it is often overlooked. It monitors
the Web for words and phrases and even sends you
an email or updates an RSS feed every time it finds
a new result.
Sounds pretty simple right? You will be amazed at
how powerful a simple tool like Google Alerts can
be. It has a huge range of uses which are only limited by your imagination.

of new links that they have acquired. You can use
Google Alerts to keep a close eye on their activity
online and then leverage it to your advantage. I’m
not going to publicly reveal who I monitor. :) Just
setup brand based alerts for all of your competitors.

I’m going to reveal how I use Google Alerts to leverage brand, authority, traffic and sales, as well
as share the exact alerts I have setup for my personal SEO blog.
Monitoring Brand
Just like John Chow, my name (Matthew Woodward) is my brand. Any time my website or name
is mentioned, I get an email direct to my inbox to
alert me of that. This offers a great range of opportunities: I can get alerted to new discussions about
my brand or if I have been mentioned somewhere
without a link back to my site.
You can then take action by addressing the feedback and getting links added. These are the alerts I
have set up to monitor my brand online:
matthewwoodward.co.uk
www.matthewwoodward.co.uk
matthewwoodward
matthew woodward
Monitoring Competitors
In addition to monitoring your brand, you should
also be looking at what your competition is doing.
You could receive alerts of positive and/or negative
feedback about your competitors or even alerts

Monitoring Questions in Your Niche
This is great for driving traffic and building authority and loyal subscribers. You can monitor your niche
for a range of question-based terms and then jump
in and provide an expert answer with a link back to
your site. Here are the alerts I use to monitor link
building-related questions (but you can swap the
phrase link building for anything you want):
How * link building
Is * link building
Can * link building
When * link building
Why * link building
Will * link building

november 2012

27

I have alerts like that set up for Link Building, SEO,
Google Penalty, and so forth.
Every time I create a new piece of content that
answers questions about a certain topic, I set up
corresponding alerts so I can direct people to the
answer.

Monitoring Content Distribution
If you have a cornerstone piece of content, then
you can use Google Alerts to monitor mentions of
the article across the Web. You can get an alert if
someone talks about it on a forum or shares it in a
blog comment somewhere. Again, this provides you
with multiple opportunities to get involved and add
to the discussion.
My Ultimate Guide To Tiered Link Building video tutorial series has proved to be very popular, and I
have alerts to monitor for mentions of it around the
Web:
“ultimate guide to tiered link building”
“ultimate guide to link building”
“tiered link building part”
Finding New Guest Post Opportunities
Most blogs that accept guest posts have a page
telling you how to get in touch and submit a guest
post. You can use Google Alerts to monitor a range
of common footprints used on those blogs to let you
know about new guest posting opportunities in your
niche. Here’s what I have set up:

28

november 2012

“write for us” SEO
“submit guest post” SEO
“bloggers wanted” SEO
“become a contributor” SEO
“this guest post” SEO
“become an author” SEO
Monitoring Link Building Footprints
There are a lot of platforms out there that you can
use to get links from. Commenting on WordPress
blogs is a great way to establish traffic, authority,
and relevant backlinks, but we can take this a step
further. WordPress plugins, such as KeywordLuv and
CommentLuv, will let us drop keyword-based anchor texts with links back to our most recent posts.
This offers a lot more benefit than a regular blog
comment, but how do we use Google Alerts to find
these opportunities automatically? Here are my
alerts:
SEO +”CommentLuv enabled”
SEO
+”enter
yourname@yourkeywords”
-intitle:”enter yourname@yourkeywords”
link building +”CommentLuv enabled”
link building +”enter yourname@yourkeywords”
-intitle:”enter yourname@yourkeywords”
That’s just an example of monitoring the KeywordLuv and CommentLuv WordPress plugins for the
keywords SEO and Link Building. There are lots of
different platforms you can target this way, just
find a common footprint and set up an alert.
Monitoring Site Security
I have had sites hacked on a few occasions in the
past. Some hackers chose to inject hidden links in
footers, while others go all out creating thousands
of junk pages. Usually, the first time you notice this
is when your site completely disappears out of the
SERPs. You can use Google Alerts to monitor for any
suspicious activity on your site, so you can take action before you get penalized. Set up an alert like
this to monitor your site:
site:matthewwoodward.co.uk acne OR botox OR
casino OR dating OR debt OR insurance OR mortgage OR paxil OR pharmacy OR phentamine OR
pherimones OR poker OR porn OR OR roulette sex
OR viagara OR viagra OR xxx

Obviously, if your site is about
getting into debt buying viagra in
an online casino, then you need
to tweak the keywords in my
alert above.
Monitoring Shoppers
If you run an e-commerce store,
you can set up a series of alerts
that will drop you an email every
time a shopper is ready to buy a
product in your niche. With the
right alerts, you can target people who have made the decision
of buying a product but haven’t
actually bought it yet. Zing! Here
are some laptop-based examples:
laptop * under *
* laptop under *
laptop under *
cheapest laptop *
cheap laptop *
buy laptop * cheap
best price * laptop
* laptop * price
Regional Based Monitoring
If your a local business, then you
can use a range of search terms to
monitor for shoppers in your immediate local area who are looking to buy. You can get in touch
with them and convert them into
a sale without having to move!
Here are some examples to find
people looking for laptops in London:
london laptop *
laptop * london
london * laptop
Discovering New Niches
How would you like alerts of hot,
new, and emerging niches landing in your inbox on a daily basis?
Consider setting up alerts like:

new * this year
new * 2012
will * 2012
what will happen *

ered via email or RSS. I tend to
have things like brand-related
alerts delivered by email and
have link building opportunities
delivered via RSS in Google Reader.

How to Setup Google Alerts
Setting up Google Alerts is very
easy and takes seconds to do. Once you have set everything up,
This is what the form looks like: you will get new alerts forever!
It might take an hour or so to set
up, but it is worth every minute
In the Search Query box, you of your time, and you can set up
can enter the term you want be as many alerts as you want.
alerted for. Have a look at my examples above and see which ones
you can utilize for your site.

Think Out of the Box
Now that you understand the true
power of Google Alerts, take a
step back and think about unique
ways you could apply them to
In the Result Type box, I always your business or website. There
select to receive alerts for every- are thousands of different ways
thing.
you could use it over and above
what I have discussed in this
The How Often box allows you post. Think out of the box and
to choose between once a week, be creative with your alerts! It is
once a day, or as it happens. one of the most powerful tools at
I change this based on what I your disposal, so make sure you
want to achieve. For example, take full advantage of it.
I want alerts about site security
as it happens, but only want new
guest post opportunities every
week.
Matthew Woodward

In the How Many box, I always
choose All Results to make sure I
don’t miss anything.
The Deliver To box, lets you
choose to have the alerts deliv-

has over a decade
of experience online
and publishes a series
high quality tutorials
on his blog at www.
M a t t h e w Wo o d w a r d .
co.uk

november 2012

29

>

30

november 2012

ADVERTISEMENT

>

UPSELL TRICKS

UPSELL TRICK
BOOSTS SALES BY 334%
By Scott Bywater
You learn a lot when you write
emails on a daily basis. And one
of the things I have discovered is
that when I promote new products I SELL MORE.
Now I can create lots of little

products, but truth be told I am
often better off investing my
time in writing copy rather than
selling $27 or $47 products (you
need to sell a LOT of $47 products to make up one copywriting
job at $10,000.00).

Recently, that changed thanks to
a little test I did which has allowed me to increase each sale
from $47 to hundreds of dollars.
It involved a little upsell at the
point of sale which looks like
this…

november 2012

31

This is what happens in a nutshell: At the point of sale, potential new customers have the option of subscribing to a marketing
newsletter. But it’s more of an afterthought – visitors are brought
in via the Adwords concept (what
really interests them if they are
buying) before seeing this offer
and decide to give it a shot.

So all in all, that strategy is worth
an extra $11,000 for every 100
sales. Or $110 on average, per
sale – turning a $47 sale into a
$157 sale. That’s a…

334% Boost

Simple but powerful, right?
Especially since I know that if
someone starts receiving this
newsletter they are going to be
worth several hundred dollars.
Want to know how many people
take up the upsell?
Not bad, considering it cost less
than $1000 for my designer to set
So far, it’s 55%.
it up – and far less for ongoing
pages.
What does this mean?
Interestingly enough, this is a
Let’s say I make 100 sales.
strategy often used by some of
the big direct marketing compaThe original model didn’t have an nies in the United States. Their
upsell, so that would work out to approach is really quite simple
100 sales at $47 = $4700.
– rather than selling the newsletter, they create a timely report
For arguments sake, let’s say the of some sort – and they sell that
average value of a new bronze report with the newsletter as an
member is $200.
afterthought.

For instance, the other day I was
at Super Cheap Auto and they
asked me “Would you like a roll
of duct tape for $2”. I thought to
myself, I’m not sure but I don’t
think I have any duct tape at
home… why not?
And I grabbed one (only to find
out I had plenty of duct tape at
home) ;-)
But here’s the thing – that little
strategy could be worth a LOT of
money to them.
Think about it: if they get 200
people come through their store
each day and 40% say yes.
That’s 80 sales a day at $2.
$160 profit. $800 profit a week.
$40,000 profit a year.
Not bad for simply asking one
question – last time I checked,
you could go on some pretty fancy, schmancy beach holidays for
$40,000.00. So…
When are you going to integrate
an upsell into your business… so
you can spend MORE TIME AT THE
BEACH?

It’s more, but its early days with
the upsell process - so let’s be
conservative.

For instance, someone selling a
health newsletter might promote
a report called “How to Fix Your Scott Bywater
Eyesight” and send it to people Do you want to
That would mean that $47 sale who have eye problems.
learn the easiest
way to get more
turns into a $247 sale.
fast?
So… how do you integrate the up- customers
Leading advertising
Based on 100 sales with 55% of sell process into your business?
copywriter,
Scott
them taking the upsell, I now
Bywater, has just
have…
It’s really quite simple: model completed a set
of marketing and
the above.
advertising “cheat-sheets” to make
55 sales x $247 = $13,585.
your online marketing work more
45 sales x $47 = $2,115.
This isn’t a new strategy, but it’s effectively. Download it for free by
Total = $15,700.
a proven winner.
visiting
www.adcheatsheets.com/
imag

32

november 2012

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Tạp trí Internet Marketing Số 17 - NOV 2012

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