Category Archives: Marketing

Your business might be going strong when some unexpected incident exposes you to the glare of adverse publicity. Or the very strength of your business might provoke your competitors to spread malicious rumors about you. The publicity and rumors spread through the media, on-line and off-line, and you need good media management to be alerted to outbreaks of unfavorable publicity and take effective counter measures.

Media management requires and thorough familiarity with how the media works, and also extensive contacts with people working the media. While the contacts will help you get a sympathetic hearing to your point of view the familiarity will help you get your message across effectively and efficiently.

Media management is a specialized task and most businesses are unlikely to have people with the requisite skills in-house. By engaging specialist media management agencies, you can bridge this skills gap. In most cases, the media managers will also provide in-house training to your company spokesperson and other staff in handling the issues.

Even if you don’t have any issues now, it is best to be prepared. Experienced media managers can spot vulnerabilities and the potential for media problems. By starting work early on how to respond to these and getting trained on handling potential issues, your company can be prepared for even the severest media attacks.

We at SEO77.com can help you with:
? Identifying potential media issues for your particular industry
? Developing response strategies for the identified issues
? Providing training to your staff in handling issues and the media
? Creating press releases and their distribution
? Training in holding press conferences

Don’t wait for disaster to strike. Advance preparation is much better than emergency response. Of course, emergency responses might sometimes become necessary and SEO77.com can help you with these also.

For more information please contact the authors website. Cash in Pension or Pension Payments

Marketing strategy does not mean making a lot of cold calls in the hope that you might get a few orders (along with plenty of closed doors). Nor is it persuading a few friends to give you their orders (which can of course be used to start you off, but not for the long-term). Instead of these tried and (un)true techniques, marketing strategy is based on a cold and hard look at the market and your own particular competencies.

Marketing strategists might speak big words like vision and mission statements, strategic initiatives and such. While many of them might use these words just to impress their audience, without a true understanding of what the words signify, it is also true that these words can stand for practical and specific actions.

Developing a vision involves thinking about where you want to be, say at the end of five years. You start the exercise by looking where you are now, and what weaknesses are preventing you from where you want to go. If you do the analysis objectively and painstakingly, you will know what needs to be done to get from where you are now to where you want to be.

Once you have an idea of what needs to be done for achieving your goals, you can develop the basic approaches (strategy) and specific actions (tactics) to do what is necessary. For example, you might become aware that it is lack of certain specific skills that is preventing your growth, and might decide to adopt the approach of hiring outside help with those skills. Once this approach is decided upon, you can initiate specific actions such as talking to headhunters.

We at SEO77.com can help you develop your overall marketing strategies and implement specific action initiatives to get you where you want to take your business. We will:
? Understand your product and its market
? Discuss your business expectations
? Get a clear idea of the roadblocks in realizing these expectations
? Develop a feasible marketing strategy that will help clear the roadblocks and
? Help you implement the strategy on the ground.

For more information please contact the authors website. Cash in Pension or Pension Payments

In essence, sales copy seeks to sell, press release copy seeks to inform. Press releases are intended to provide news; if they sound like sales pitches, they are most likely to end up in the wastepaper basket (of its digital equivalent, the Recycle Bin).

When businesses issue press releases, however, they are typically motivated with marketing, rather than reporting, motivations. It then becomes a tightrope walk to write press releases that do not sound like sales copy.

The press release copywriter must find a “news angle” and focus on it. Like a news reporter, the writer must provide interesting information and must achieve the goal of creating a buying desire in an indirect manner.

Both sales copy and press release are created on the foundation of people’s desires. Instead of outright sales pitch, the press release might focus upon highlighting the positive things about a company that is launching a new service or product (which might be the “news”) and how the launch contributes to meeting, say a social need of the times.

Why go to all this trouble of presenting such “newsy” copy instead of a plain sales pitch?

The answer is that readers of sales copy know that it is a “biased” presentation, and tend to take the contents with a “pinch of salt.” Press releases, on the other hand are targeted at getting news editors publish the news in the press. Such news are considered “unbiased” by readers and thus carry far greater weight.

News editors want news stories for their publications; provide them such stories through your press releases and you will get publicity that is not only free but also much higher value that an advertisement in the same publication.

At SEO77, we help clients craft newsworthy press releases about their company for brand building purposes and about specific products to present them in a favorable light.

For more information please contact the authors website. Lump Sum Pension or Cash Pension

What is STRATEGY? In simple language, strategy is nothing more than deciding what you want to achieve and then developing a plan to achieve these goals. In practical terms, it involves looking at where you are now, deciding where you want to go and identifying the specific actions needed to get you from the present to the desired state.

Applying these essentials to marketing campaigns helps you develop a strategic campaign plan. Strategic campaign planning typically involves:
? What results do you want to achieve with your campaign? Is it intended to create a great image for your company through brand-building? Or does it seek to achieve a certain volume of sales by a certain date? Each objective requires a different approach.
? What specific actions are needed to achieve the identified campaign goal? Brand building, for example, involves deciding on the kind of image you want your organization to be associated with. Sales volume objectives require identifying your target customers, their buying behavior and the ways of influencing the buying behavior in your favor.
? Once the brad strategy is articulated as above, you need to break these down into specific tactics on the ground, such as developing advertisement copy, selecting the media to advertise and monitoring the results of each campaign element.

Strategic campaign planning is thus an exciting activity that can help you translate your dreams into reality. To achieve desired results, however, you need expert support. That is what SEO77 can deliver.

SEO77 has special expertise in planning and executing Web based campaigns, which is increasingly becoming the mainstream campaign strategy. We have marketing strategy planners, website layout specialists, copy writers and search engine optimization experts. This team will work together to help you develop and execute strategic campaign plans.

For more information please contact the authors website. Lump Sum Pension or Cash Pension

The basic appeal of Internet Marketing is that it is low cost and has a dramatically wider reach. Launching a website to sell your product or service is far less expensive than setting up shop or office on the high street. And the website can reach people everywhere – people in distant countries as well as people in your locality who might never visit the high street.

Bringing Customers to Your Website

A shop in the high street gets seen by people passing along it. A website does not get such automatic visibility; you have to take active steps to get prospective customers to your shop on the Web. Fortunately, people are increasingly using the Internet to search for and buy products and services.

Using Search Engine Optimization (SEO) principles and Search Engine Marketing (SEM) tactics, you can bring prospective customers to your website.

SEO and SEM

SEO involves attending to certain issues when developing your website (or redesigning an existing website) so that search engines begin to consider your website as an “authority” site worth showing prominently to their searchers. If you do this successfully, your site will be among the top few sites shown to people who search for your product or service.

And these top few sites will get hundreds of times more visitors than a site shown on page 10 of search results. (How many times have you searched beyond page three or four of search results?)

SEO77 has years of experience in getting business websites to the top of search results. We can help you achieve high search engine visibility and substantially higher volumes of sales.

E-Mail Marketing

People who visit your website might not make an immediate purchase. That does not mean that they are not interested in your offer. They might decide to come back later; and then forget to do so amidst all the daily pressures.

If you have captured their email address during the first visit, you can send a few e-mails to those who have so “opted-in” to receive e-mails from you. It is quite likely that many of these people will buy after a few e-mails, provided the mails are drafted well.

SEO77 will help you capture the e-mail addresses of your site visitors, and draft good e-mail copy to convert the recipients into paying customers.

Social Media Marketing

The Internet marketing scenario is constantly undergoing changes and one major change is the use of social media for marketing. Social media such as Facebook and Twitter attract billions of people. These people are not only “socializers” but are also prospective customers.

If you can get some active members of these on-line communities (with large numbers of friends or followers) to recommend your website as a “cool site to visit” or recommend your product or service, it can generate many visits. Alternatively, you can become an active member yourself and do what is necessary to attract friends and followers. You will then get a chance to plug your product or service when an opportunity arises.

SEO77 can help you develop a social media strategy.

Conclusion

Internet or Web marketing can help you reach prospective customers you could not otherwise easily reach. Internet marketing is substantially less expensive than conventional marketing. However, it requires specific expertise in SEO/SEM, E-Mail Marketing and Social Media Marketing to execute successful Internet Marketing campaigns.

With more than a decade of relevant experience, SEO77 can help you with the required expertise and active execution support.

For more information please contact the authors website. Lump Sum Pension or Cash Pension

Suppose you are selling a budget product. You want to attract budget-minded visitors who will really be interested in what you offer and not those who are searching for the luxury version of the product. If your site shows up for the luxury queries, they might click just out of curiousity with no intention to make a purchase. And you will be paying for these unproductive clicks also.

It is in such a situation that you can benefit from a list of negative keyword candidates. Once these candidates are identified, you can tell Google, for example, not to show your site for search queries that include these keywords. And the luxury product seekers will never even see your website.

David Stanley Redfern has demonstrated expertise in setting up filters to identify negative keyword candidates. He is an expert in using Google Analytics to architect specific search query analysis filters to facilitate the identification of negative keywords.

By telling the PPC search engine not to display your website when someone queries with these words, you can not only avoid paying for useless clicks but also paying your Web host for higher (and unproductive) bandwidth usage. Your visitors will be a more targeted group who are more likely to buy.

David Stanley Redfern will help you in setting up your Google Analytics not only to identify negative keyword candidates as above but also to glean meaningful insights from the different ways and keywords through which visitors land at your website. He has helped clients engaged in varied businesses, including law firms, enterprise software developers, online offline educational institutions, real estate developers and agents and medical/dental practitioners.

David Stanley Redfern can offer you a full range of services for search engine and other online marketing campaigns and for improving visitor conversions into buying customers. These services include:
? Landing page design and testing
? Google Web Optimizer testing
? Google Local
? Contextual advertising
? Banner advertising
? Retargeting

David Stanley Redfern has engineered over 100 site optimization strategies for better conversions of visitors into customers through usability enhancements, squeeze page optimization, multimedia production and shopping cart story-boarding. All these techniques have been tested by third-parties, including Marketing Sherpa, MarketingExperiments.com, and Randfish (SEO Moz).

A full range of services will include the following:
? Discussion of your existing strategies and understanding your requirements; the discussions typically lead to new insights
? Reviewing your current Web marketing campaigns and making suggestions to align them with emerging trends
? Identifying the specific benefits your product or service provides to customers and developing sales copy that communicates these forcefully to prospective customers
? Creating landing pages and improving the usability and navigational aspects of your website
? Developing and conducting a coordinated Web marketing campaign based on the findings of the above exercises
? Monitoring the campaign results, analyzing the underlying factors and fine-tuning the campaigns

As you would notice, David Stanley Redfern’s emphasis will be on understanding the situation, developing appropriate strategies and actively monitoring results obtained. You cannot but gain from such a comprehensive approach.

David Stanley Redfern has over ten years of solid SEM and SEO experiences and is a friendly and approachable person with a work ethic that tends to produce results. He has taken the pains to keep himself au courant about developments in search engine marketing scenario.

Get in touch with David Stanley Redfern to impart a new vigour to your Web marketing campaigns.

For more information please contact the authors websiteLump Sum Pension or Cash Pension

What is STRATEGY? In simple language, strategy is nothing more than deciding what you want to achieve and then developing a plan to achieve these goals. In practical terms, it involves looking at where you are now, deciding where you want to go and identifying the specific actions needed to get you from the present to the desired state.

Applying these essentials to marketing campaigns helps you develop a strategic campaign plan. Strategic campaign planning typically involves:
? What results do you want to achieve with your campaign? Is it intended to create a great image for your company through brand-building? Or does it seek to achieve a certain volume of sales by a certain date? Each objective requires a different approach.
? What specific actions are needed to achieve the identified campaign goal? Brand building, for example, involves deciding on the kind of image you want your organization to be associated with. Sales volume objectives require identifying your target customers, their buying behavior and the ways of influencing the buying behavior in your favor.
? Once the brad strategy is articulated as above, you need to break these down into specific tactics on the ground, such as developing advertisement copy, selecting the media to advertise and monitoring the results of each campaign element.

Strategic campaign planning is thus an exciting activity that can help you translate your dreams into reality. To achieve desired results, however, you need expert support. That is what SEO77 can deliver.

SEO77 has special expertise in planning and executing Web based campaigns, which is increasingly becoming the mainstream campaign strategy. We have marketing strategy planners, website layout specialists, copy writers and search engine optimization experts. This team will work together to help you develop and execute strategic campaign plans.

For more information please contact the authors website. Lump Sum Pension or Cash Pension

What’s a “brand identity?” Why should you bother about it?

If you are serious about being a long-term player in your business, you need an easily identified brand that brings up positive images about your company and its offerings to the top of customers’ minds. Such a brand can make your marketing task easier and even less expensive. Recognized brands associated with well known companies have been shown to:
? Increase customer loyalty making it difficult for competitors to snatch your customers
? Provide a distinctive competitive advantage by associating the qualities that customers desire with a particular brand
? Enhance the value of your company by creating an intangible asset in the form of brand equity that is often valued at much higher than tangible assets
? Even enable you to charge higher prices for your branded product compared to unbranded competitors of uncertain quality

Creating such a powerful brand, however, requires strategic thinking, a comprehensive campaign plan and sustained execution of the plan. In short, it requires specific expertise and support. Once your business succeeds in creating a great brand identity that is associated with an image aligned to customer preferences, it will generate great results in the market for you, results unbranded products will not be able to replicate.

At SEO77, we will help you identify the image that is aligned to customer desires, translate that image into visual elements and then develop a strategic communication plan that will help you get that visual image associated with your organization and product. SEO77 has marketing, layout, copywriting and campaign execution experts, all of whom will be at your service.

Brand identity and its recognition by customers is important for all businesses that are not fly-by-night operators. Even if you do not plan to remain long in a particular business, a highly valued brand identity can fetch you premium prices when you sell your business. Let SEO77 help you create a great brand identity.

For more information please contact the authors websiteLump Sum Pension or Cash Pension

A person might try to access a page that does not exist at your website. This can happen by mistyping the URL or clicking a damaged or broken link on a webpage or email. What happens then can determine whether the person trying to access your webpage gives up or feel gratified at the great help that you provided.

If you do nothing to handle requests for non-existent pages at your site, the person making the request will see a 404 page. This can be a standard page created on the fly by your ISP or a customized page that you create. The standard 404 error page is not only unhelpful but also irritating to the user.

Displaying a customized 404 page involves two separate actions:
? Create the page you want your site users to see, and
? Configure your web server to display this page when a user requests a page on your site that does not exist

Configuring the server to display the custom 404 page depends on the particular web host or server you are using. See their documentation on how to do it.

We look at the issue of creating the custom page that the user sees when the person lands at your site with the request for a non-existent page. At the minimum, you should:
? Make it look like the other pages of your site, with the same look and feel
? Provide a friendly message telling the user that the requested page does not exist n your website and
? Include a link to your home page and suggest that they go there and search for the page they are interested in

Actually, you can enhance the page to make it even more likely that the user will remain at your site:
? Include links to particularly helpful resources at your site, such an articles section or specific articles
? Include the Google 404 widget that provides a search box and suggestions. Add the following script between and on the custom 404 page after replacing your website URL in place of example.com:

For more information please contact the authors website. Lump Sum Pension or Cash Pension