On every street corner there are 10 social media experts. Toss a dart
into any local bar crowd and you are likely to find a 23 year old IT
consultant. They all talk a great game of techno babble. But, how do you
sort through this mirage of hooey? Start by asking yourself why you
need an internet consultant.
Here are 10 reasons why you need to hire an internet consultant.
1.Web trends and topics change every day. There is no way you can
keep up and run your own business. So, set up a monthly tech call with
your internet consultant to keep up with the tools and trends.
2.A
Facebook page is not a social media strategy. Perhaps your kid is a
Facebook genius. Great for you. But, true social media strategies that
bring in new customers are most often 5-10 tiered systems for
success. Most business owners need help. An internet consultant can
help.
3.A good internet consultant is like an apple tree. Pick
and eat what you want. Let the rest fall to ground. You do not have to
act on every idea. If that ticks them off, find a new internet
consultant.
4.What plan do you have in place to retain your
current customers using your website? If the answer is none, you need an
internet consultant to help you devise a plan for success.
5.Tablet
use is taking over the world. It is expected that every white collar
household will have at least one tablet device by 2015. An internet
consultant will help you plan and take advantage of this trend.
6.Your
old website needs help. There are more than 25 things an internet
consultant should be able to help you identify on your website that are
wrong. If you think you site is great...Think again.
7.Each
month you should be reviewing your SEO ranking. Great, so your SEO
company is doing this for you? Watch out. Your SEO company will always
paint you a pretty picture. Hire a third party internet consultant to
give you a second opinion.
8.What plan do you have in place to
draw in new customers using your website? If the answer is none, you
need an internet consultant to help you devise a plan for success.
9.What
did you do today on your Twitter account to draw recognition to your
company or point people to your website? Did it work? If not, an
internet consultant can help you better use hash tags and user grouping
to draw in a bigger and better crowd.
10.Return on
Investment. What measure do you place on the ROI of your total internet
strategy? An internet consultant will help you monitor your success
online each month.
Make a list of four things from above where
you feel you are weak. Don’t just focus on social media. Then, set out
to find a quality internet consultant with a deep client base.
Choosing an internet consultant is actually very easy. Ask them for 10
examples of happy clients. Ask for permission to email those clients.
Then, ask them to prove to you how long they have been an internet
consultant. Proof. Recent college grads are not qualified to be an
internet consultant. Don’t be fooled.
Ryan Dohrn has been an
internet consultant since 1996. He has worked for three major media
companies in marketing and online promotions and now runs one of the
premier internet consulting firms in the USA. His work as an internet
consultant has expanded to Australia, Spain and Holland as well. He can
be reached at ryan@ryandohrn.com or www.ryandohrn.com
Tuesday, December 13, 2011
Wednesday, December 07, 2011
Google’s Chrome Browser, Catching Publishers Off Guard?
Many publishers are just now realizing that Google’s web browser,
Chrome, has nearly taken over the marketplace. Many are just now
discovering this because their readers are switching to Chrome and
portions of the their websites are not working in Chrome. With Chrome
usage at an all time high, your web readers might be missing out on
features of your website or they might not be seeing portions of your
site at all.
Google Chrome is a web browser developed by Google and was first released as a beta version for Microsoft Windows in late 2008. The name is derived from the graphical user interface frame, or "chrome", of web browsers. According to StatCounter, as of November 2011, Chrome is the second most widely used browser with 25.69% worldwide usage share of web browsers.
In nearly all tested cases, websites work just fine with Chrome, but there are some exceptions. If you utilize a custom template system or a custom built content management system, you need to check each page of your website in Chrome. If you run Joomla or Drupal you need to check all your third party plug-ins for compatibility. In addition, you need to triple-check how your meta data and other widgets operate from your website in the Chrome browser.
All in all, usability studies need to be an important part of your Internet strategy for 2012. Online reader retention must be placed at a much higher priority as we all begin to shift the focus of our business offerings. It is always interesting to hear publishers say that that they have an Internet strategy in place and then they proceed to talk about their Facebook page. 2005 is calling and they want you back.
Publishers that are raking in profits form the web have a five-tier web plan for success. Not sure what five points are the most critical? Reach out to this author for more information.
Ryan Dohrn has been consulting on Internet issues since 1996. As an internet consultant he has a passion and focus on niche magazines. Ryan is also a business speaker that services clients around the globe. Your first call with Ryan is always free. Call 803-867-3769 or email Ryan@RyanDohrn.com.
Google Chrome is a web browser developed by Google and was first released as a beta version for Microsoft Windows in late 2008. The name is derived from the graphical user interface frame, or "chrome", of web browsers. According to StatCounter, as of November 2011, Chrome is the second most widely used browser with 25.69% worldwide usage share of web browsers.
In nearly all tested cases, websites work just fine with Chrome, but there are some exceptions. If you utilize a custom template system or a custom built content management system, you need to check each page of your website in Chrome. If you run Joomla or Drupal you need to check all your third party plug-ins for compatibility. In addition, you need to triple-check how your meta data and other widgets operate from your website in the Chrome browser.
All in all, usability studies need to be an important part of your Internet strategy for 2012. Online reader retention must be placed at a much higher priority as we all begin to shift the focus of our business offerings. It is always interesting to hear publishers say that that they have an Internet strategy in place and then they proceed to talk about their Facebook page. 2005 is calling and they want you back.
Publishers that are raking in profits form the web have a five-tier web plan for success. Not sure what five points are the most critical? Reach out to this author for more information.
Ryan Dohrn has been consulting on Internet issues since 1996. As an internet consultant he has a passion and focus on niche magazines. Ryan is also a business speaker that services clients around the globe. Your first call with Ryan is always free. Call 803-867-3769 or email Ryan@RyanDohrn.com.
Tuesday, November 01, 2011
Press Release: Media Expert Ryan Dohrn to Speak at International Conference
Print and digital media expert Ryan Dohrn is making the long flight
to Australia to share his expertise with an esteemed international
audience. Sydney, Australia is a considerable jump from Ryan’s home in
South Carolina, but he’s anxious to share his knowledge. “My sons want
me to bring back a kangaroo, but they’ll have to settle for whatever
will fit in my suitcase,” smiles Ryan. Magazine publishing professionals
from around the world are gathering at an international conference
during “Magazine Week Conference” in November. The tag line for the
event is “Celebrating the best in print and digital.”
True to the “best” part of their slogan, this illustrious event has invited Ryan Dohrn of Brain Swell Media to be a keynote speaker. Noted for his expertise and dynamic practices, Ryan is indeed the best in the industry. He has been on the cutting edge of print and digital media for over 15 years, consulting with a myriad of publications as well as overseeing more than 3,000 website builds. Quite an accomplishment from someone whose background includes winning an Emmy in television production!
“I’m really honored to present at this highly acclaimed conference — plus I get to go to Australia! They’ve asked for two topics, so I’ve chosen subjects that directly impact each attendee and their business. As an industry, we need to focus on what will propel us forward in a successful and money-making fashion.”
Ryan’s first topic is Reinvigorating the Sales Process. “Revenue growth in today’s economy is mission-critical,” Ryan reports. “It’s the biggest challenge for any publisher, large or small.” In his presentation, Ryan will identify the missing elements in current sales practices, new ideas on targeting media revenue opportunities, and how to restructure and reinvigorate sales strategies and processes.
Ryan’s second presentation targets marketing: Developing An Effective Marketing Strategy. “Publishers have an array of marketing channels available to them, which makes choosing the right marketing strategies for the right audience difficult,” reflects Ryan. “Channels such as e-newsletters are an accepted communication method, but there is always room for improvement to deliver better return on investment.” This session covers techniques to build a solid subscription base, and how to engender loyalty among readers and advertisers.
Australia is a long hop away, but no worries, mate! The timing is perfect for contacting Ryan — he’s just launched his virtual sales training academy where magazine sales reps can learn about cutting edge media sales techniques. You can glean valuable information and advice from Ryan by calling him directly at 803.867.3769 extension 5. His informative website is www.BrainSwellMedia.com. Ryan will be gone from November 7 to return on November 15, but he’ll be answering emails and will be in constant contact with his office during that time.
True to the “best” part of their slogan, this illustrious event has invited Ryan Dohrn of Brain Swell Media to be a keynote speaker. Noted for his expertise and dynamic practices, Ryan is indeed the best in the industry. He has been on the cutting edge of print and digital media for over 15 years, consulting with a myriad of publications as well as overseeing more than 3,000 website builds. Quite an accomplishment from someone whose background includes winning an Emmy in television production!
“I’m really honored to present at this highly acclaimed conference — plus I get to go to Australia! They’ve asked for two topics, so I’ve chosen subjects that directly impact each attendee and their business. As an industry, we need to focus on what will propel us forward in a successful and money-making fashion.”
Ryan’s first topic is Reinvigorating the Sales Process. “Revenue growth in today’s economy is mission-critical,” Ryan reports. “It’s the biggest challenge for any publisher, large or small.” In his presentation, Ryan will identify the missing elements in current sales practices, new ideas on targeting media revenue opportunities, and how to restructure and reinvigorate sales strategies and processes.
Ryan’s second presentation targets marketing: Developing An Effective Marketing Strategy. “Publishers have an array of marketing channels available to them, which makes choosing the right marketing strategies for the right audience difficult,” reflects Ryan. “Channels such as e-newsletters are an accepted communication method, but there is always room for improvement to deliver better return on investment.” This session covers techniques to build a solid subscription base, and how to engender loyalty among readers and advertisers.
Australia is a long hop away, but no worries, mate! The timing is perfect for contacting Ryan — he’s just launched his virtual sales training academy where magazine sales reps can learn about cutting edge media sales techniques. You can glean valuable information and advice from Ryan by calling him directly at 803.867.3769 extension 5. His informative website is www.BrainSwellMedia.com. Ryan will be gone from November 7 to return on November 15, but he’ll be answering emails and will be in constant contact with his office during that time.
Thursday, October 06, 2011
3 e-Newsletter Revenue Ideas
There
is big money to be made in the eNewsletter space yet so many publishers
focus on one simple eNewsletter that is editorial driven. While that is
fine and should be sold, there are so many more ideas to drive revenue
from eNewsletters.
Product Specific eNewsletters. Create a monthly product sector specific
eNewsletter that reaches your niche. This is not driven or even
created by your editorial team. For example an eNewsletter all about
saddles or boats. Get specific. Then, create 6-8 slots for advertisers
to fit into these slots. In the B2b space focus on industry specific
topics like legal, technology or professional services.Create a monthly topics eNewsletter. Each month a B2b pub I work with has a legal update and technology update. Each update contains a nice tight paragraph of information specific to their readers and prepared by an advertiser/expert. See very often your advertisers are some of your best experts. They get a mention and an ad at the bottom. Sell this out fast. Line up your experts. Set a template and make the abide by that template. They MUST follow your rules or they loose the privilege.
Video eNewsletters. Are you tired of text? Many users are too. So, record three videos and include links and descriptions in your eNewsletters.
Keep these simple and often interview an advertiser. Two reasons why:
(1) Have them share how happy they are with your publication, and
(2) Have the expert answer a question sent into the publication. This serves 2 purposes.
So, with all of these ideas brewing the next question I always get is…price? The answer to this is pretty simple… know your niche. e-Lists of lawyers rent for $200 per thousand. Wine enthusiasts pay $50-$80 per thousand. Horse enthusiasts pay $40-$50 per thousand. Weigh your niche and try the price out. If no one is buying, then adjust.
Ryan Dohrn is CEO of Brain Swell Media and works each month with over 50 publishers large and small and help them make money from the internet space! Ryan offers all new members a free 30 minute consultation on any internet topic. Email clientcare@brainswellmedia.com to set it up and start making money.
Wednesday, October 05, 2011
Q&A Video: Should Print Be a Part of My Marketing Strategy?
QUESTION: "I am putting together my marketing plan for next year, I'm just curious of your thoughts and opinions on how important is print advertising to my overall campaign?" - Steve, Thousand Oaks, CA
ANSWER: Well, you know what's very interesting is that you may think that as the internet consultant that I might tell you that print is dead. But, I'm here to tell you that, I believe it is NOT. As a matter of fact, there was a Dynamic Logic study done just last year that actually tells us that if you run in more medias than one, you can actually increase your ROI from your advertising campaigns by as much as 35%.
So, what does that mean? If you're putting together a strategic marketing plan for next year, you'll want to include social media, internet advertising, and if you're in a local market, you might want to include TV and radio advertising. But you definitely want to heavily consider print advertising.
Why is that? Well the Magazine Publishers of America (MPA) has a handbook they put out each year and actually has some great statistics in it. Did you know that magazine readers are actually the largest contributor to social networks. Magazine readers and magazine ads outperform primetime television almost 6-1 in some cases. Magazines are a vital part of most large scale marketing plans.
So don't ever think to yourself, "Wow, I'm going to stick all my eggs in just the Internet basket." The Internet is great. But if you really want to see some great return on your investment, you need to stick with some traditional advertising media like the television and magazines.
I hope this was a good answer to your question. I know it's not what you expected from the Internet guy. I am Internet consultant, Ryan Dohrn, happy to answer your questions or be involved in the strategic marketing or Internet strategy planning for your company.
Thanks so much for taking a listen to this question. Maybe you have questions you'd like to send in, I'll be happy to answer them for you. You may send your questions to: ryan@brainswellmedia.com. Remember, I'd love to be your Internet consultant and help your company. Our first 30 minutes together is absolutely my gift to you, FREE OF CHARGE.
ANSWER: Well, you know what's very interesting is that you may think that as the internet consultant that I might tell you that print is dead. But, I'm here to tell you that, I believe it is NOT. As a matter of fact, there was a Dynamic Logic study done just last year that actually tells us that if you run in more medias than one, you can actually increase your ROI from your advertising campaigns by as much as 35%.
So, what does that mean? If you're putting together a strategic marketing plan for next year, you'll want to include social media, internet advertising, and if you're in a local market, you might want to include TV and radio advertising. But you definitely want to heavily consider print advertising.
Why is that? Well the Magazine Publishers of America (MPA) has a handbook they put out each year and actually has some great statistics in it. Did you know that magazine readers are actually the largest contributor to social networks. Magazine readers and magazine ads outperform primetime television almost 6-1 in some cases. Magazines are a vital part of most large scale marketing plans.
So don't ever think to yourself, "Wow, I'm going to stick all my eggs in just the Internet basket." The Internet is great. But if you really want to see some great return on your investment, you need to stick with some traditional advertising media like the television and magazines.
I hope this was a good answer to your question. I know it's not what you expected from the Internet guy. I am Internet consultant, Ryan Dohrn, happy to answer your questions or be involved in the strategic marketing or Internet strategy planning for your company.
Thanks so much for taking a listen to this question. Maybe you have questions you'd like to send in, I'll be happy to answer them for you. You may send your questions to: ryan@brainswellmedia.com. Remember, I'd love to be your Internet consultant and help your company. Our first 30 minutes together is absolutely my gift to you, FREE OF CHARGE.
Increasing Clicks on Your Website
Ryan answers the common question: "What can I do to increase clicks on the main page of my website?"
Sales Lead Conversion
Watch video and learn about what you can do to increase your sales leads through your sales landing page.
Thursday, August 11, 2011
SEO: Learn how to check which sites are linking to you.
SEO: Learn how to check which sites are linking to you.
INTERNET STRATEGY: Three great examples of revenue centric web design
INTERNET STRATEGY: Three great examples of revenue centric web design
AD SALES TRAINING: A quick look at ideas to retain magazine advertisers.
AD SALES TRAINING: A quick look at ideas to retain magazine advertisers.
Tuesday, July 26, 2011
What In The Name Of Google Is Going On?
In February of this year, Google® released yet another update to
their system called Panda. The aims of Panda are simple, remove poor
quality sites from the top of Google’s results pages. What is crazy is
that many business owners are just now putting 2 and 2 together. So,
what does this mean to you as a business owner or publication manager?
The aim of the update is noble, but the results to your ranking could be
disastrous.
Perhaps
you have noticed a slight decline in ranking and/or web traffic? Your
ranking could be slipping due to this new update if you have deployed
SEO measures on your website like listing the same article in multiple
categories or pulling in data from other sites via feeds and
re-purposing it as your own.
There are
literally hundreds of things you may be doing wrong and not even know
it. Matt Cutts, Google’s head of spam, said in a blog post about Panda:
"This update is designed to reduce rankings for low quality sites—sites
which are low-value for users, copy content from other websites or sites
that are just not very useful. At the same time, it will provide better
rankings for high quality sites—sites with original content and
information such as research, in-depth reports, thoughtful analysis and
so on."
The next steps from my perspective are simple…
1. Ask an SEO expert to review your SEO plan. Contact Brain Swell Media now for a FREE SEO review. helpdesk@brainswellmedia.com
2. Take a close look at your most recent SEO ranking report.
3. Re-run your keyword research and match that against #2.
4. If your rankings are slipping, there are four keys ways to potentially fix the issue. Be ready to make changes if needed.
Having
perfect SEO is not a hard task. There are rules to follow and if you
follow these rules, Google® will reward you for your hard work.
Contact Brain Swell Media now for a FREE SEO review at helpdesk@brainswellmedia.com.
Ryan
Dohrn is an industry leading internet consultant. He advises business
owners on SEO every day. He is a sales and strategy pioneer training
sales and management teams large and small around the globe.
Sales Training: Waking Up The Dead Prospect
How often does a prospect sound engaged and interested and then drop
into a back hole of no response? Even the best laid sales plans can end
in this black hole. Here are six ideas to bring the client back to life.
1. Set a timeline. Hopefully your timeline was set in the sales process. But, if not, give them one now. You can either tell them that the deal you have presented will go away or that the cost will change.
1. Set a timeline. Hopefully your timeline was set in the sales process. But, if not, give them one now. You can either tell them that the deal you have presented will go away or that the cost will change.
2. Vary your message.
When emailing or leaving voice mails vary your message in an effort to
wake them up. Try a professional yet funny message. Perhaps, share a
quick success story.
3. Use a video. I like to have a Youtube video in the hopper that contains a testimonial from a happy client. Send them this link.
4. Order pizza.
Being creative is often the best way to reignite an old conversation. I
sent a pizza to a client once at lunch time with a note.
5. Offer a discount. Often if price is a factor, a “management authorized” price break might get the conversation going again.
6. Give them an out.
If something on their end has changed, then they may be feeling bad
about having to tell you no. I like to say, “You will not upset me if
things have changed on your end. Just let me know.” Most sales trainers
100% disagree with this philosophy. My point is this…if the prospect has
a legit reason to not move forward, why continue to hassle them?
There are
truly hundreds of ways to re-ignite a dead sales prospect. When I train
sales teams, we cover this in great detail. Overall, the biggest point
is that you should not have this issue if your sales process is clean
and tight. But, even the best laid plans fall short on occasion. Do not
give up. Be professionally persistent.
Ryan
Dohrn is a industry leading internet consultant. He is a sales and
strategy pioneer training sales and management teams large and small
around the globe.
Why Is Accountability Dead?
When
advising clients, I often hear that their team is great, but just not
meeting their goals. When I ask how long this has been occurring, the
answer is almost always…“four to six months.” WHAT!? The next question I
ask is about the metrics in place to gauge their actions and goals. The
answer is almost always…“Well, we used to track it and ask about it,
but we have not been so good lately.” WHAT!? Help is only one
conversation away…accountability is dead.
When I wrote my book, How To Be A Manager Without Being A Jerk,
one of the ideas addressed is the fact that most managers feel that, if
they hold people accountable for their actions, they will be perceived
as a jerk. This is a fundamental flaw in your role as a manager.
Accountability can be a very positive thing and should be seen as a part
of daily life in your organization. I like to use accountability as a
time to learn, share and grow. In sales meetings I want to know the
details and then figure out ways to address common issues. In web design
meetings, I want to know the details and then figure out ways to
address common issues. Grow together as a group. Remember this simple
saying, “That which is tracked gets reported. That which is reported
can be fixed.”
If accountability is dead, have a sit down and talk about the positives that can come from sharing about challenges, deadlines and tasks. Reinforce that you will have this conversation weekly. Peer pressure alone will cause most to step up once they know they will be expected to report on their task list or client list.
Ryan
Dohrn is an industry leading internet consultant and management
consultant. He is a sales and strategy pioneer training sales and
management teams large and small around the globe.
Monday, June 13, 2011
Best Practices For Advertiser Driven Email Blasts
So, you want to create e-Newsletters for your paying clients that
will be sent to your readers? Here are 10 aspects to consider for
maximum results.
1. Subject lines are king, use the person's name that is receiving the email if you can. Always think, what is in it for me/them? What makes me want to open this when I get it.
2. Most email is read in the preview pane, so be aware of that when designing the email layout. Also, be aware of that when looking at results of the push. Open rates are often off by 12% due to reads in the preview pane.
3. Due to picture download issues in email programs do not rely on images to sell the product/service. Text is often better. Use images to reinforce text. Most advertisers want to just place a modified print ad in their email. NO! Keep it simple.
4. I do not advise sending an email on Monday or Friday. Monday is "delete day" and Friday is "do not pay attention day".
5. I like to send emails at 10am or 2pm in the target time zone.
6. Use an ESP with a great deliverability percentage like Contactology or iContact.
7. Test and re-test. Send several tests and look at them on Mac and PC and on mobile.
8. Make sure it is clear that you are sending this to them as a valued member/reader of your publication. Like this sample line, perhaps: "This special offer presented exclusively to valued readers of ..."
9. Approving the creative is so important. Make sure that is in your contract.
10. Think about your spam rating in advance. You do not want to have a spam rating at all. So, will the cash from this advertiser ePush create a ton of spam reports. If so, think twice. Does the ad really work for all your readers. Is it dumb? Is it a gimmick? Use your best judgment.
There is a ton to consider, but consider it you must. Advertiser driven stand alone e-mail can drive revenue for your publication.
I wrote more about eNewsletters in general and making money from eNewsletters at this link: http://tinyurl.com/3cnf2bs.
Click here Part 2 of this article for tips on how to minimize "unsubscribes" from advertiser email blasts...
1. Subject lines are king, use the person's name that is receiving the email if you can. Always think, what is in it for me/them? What makes me want to open this when I get it.
2. Most email is read in the preview pane, so be aware of that when designing the email layout. Also, be aware of that when looking at results of the push. Open rates are often off by 12% due to reads in the preview pane.
3. Due to picture download issues in email programs do not rely on images to sell the product/service. Text is often better. Use images to reinforce text. Most advertisers want to just place a modified print ad in their email. NO! Keep it simple.
4. I do not advise sending an email on Monday or Friday. Monday is "delete day" and Friday is "do not pay attention day".
5. I like to send emails at 10am or 2pm in the target time zone.
6. Use an ESP with a great deliverability percentage like Contactology or iContact.
7. Test and re-test. Send several tests and look at them on Mac and PC and on mobile.
8. Make sure it is clear that you are sending this to them as a valued member/reader of your publication. Like this sample line, perhaps: "This special offer presented exclusively to valued readers of ..."
9. Approving the creative is so important. Make sure that is in your contract.
10. Think about your spam rating in advance. You do not want to have a spam rating at all. So, will the cash from this advertiser ePush create a ton of spam reports. If so, think twice. Does the ad really work for all your readers. Is it dumb? Is it a gimmick? Use your best judgment.
There is a ton to consider, but consider it you must. Advertiser driven stand alone e-mail can drive revenue for your publication.
I wrote more about eNewsletters in general and making money from eNewsletters at this link: http://tinyurl.com/3cnf2bs.
Click here Part 2 of this article for tips on how to minimize "unsubscribes" from advertiser email blasts...
Ways to Minimize Unsubscribes From Advertiser E-blasts
(Part 2 of "Best Practices For Advertiser Driven Email Blasts")
First, I would advise that when you acquire an email address, you add them to 2 lists, one for editorial and one for sales. You can do this by stating this clearly when the user signs up. For example, "By subscribing to the above e-Newsletter, the publisher may periodically send you offers that are related to the topics covered in our magazine. Your email will be protected by our observance of a dual list sending system allowing you to remove yourself from sales offers at any time and still receive our editorial e-Newsletter."
There have been several things I have observed from my publishing clients that have caused subscriber revolt from advertising driven e-Newsletters.
1. The offer being sent is not in line with the topic of your publication. Many times the sales team will make a leap from what is acceptable to a reader. For example, I had a B2B client that was in the business news space. The ad based email sent was for personal medial insurance. While this does "apply" to business owners, it is too far from the core topic of the publication so the removal rate was almost 7%.
2. The subject line states the offer and looks like spam. As I said earlier in this thread be careful to be clever, but do not include words like "special offer" or "free".
3. Charge more for stand-alone emails knowing you will lose people.
4. Use your ESP technology to offer the e-News readers the ability to be removed from sales email and not editorial.
5. Keep all offers to text. Graphical emails have a higher unsubscribe in almost all offers I have seen. Try a logo and text or a picture and text rather than a large image.
6. Start off the email with a clear statement that declares why they are getting the offer and state how often you will or will not send these types of offers. Also state, that by unsubscribing they are unsubscribing from your main list. You can also see if your ESP has a re-direct page that says: "Are you sure you want to unsub? If you do, you will be removed form our main eNews...(etc.)" BUT, be aware of CAN-SPAM laws at this point.
BIG POINT...if the offer is in line with the core topics you deliver in editorial, you will be ok. You will get un-subs, but I think you can minimize the effect on your total list.
First, I would advise that when you acquire an email address, you add them to 2 lists, one for editorial and one for sales. You can do this by stating this clearly when the user signs up. For example, "By subscribing to the above e-Newsletter, the publisher may periodically send you offers that are related to the topics covered in our magazine. Your email will be protected by our observance of a dual list sending system allowing you to remove yourself from sales offers at any time and still receive our editorial e-Newsletter."
There have been several things I have observed from my publishing clients that have caused subscriber revolt from advertising driven e-Newsletters.
1. The offer being sent is not in line with the topic of your publication. Many times the sales team will make a leap from what is acceptable to a reader. For example, I had a B2B client that was in the business news space. The ad based email sent was for personal medial insurance. While this does "apply" to business owners, it is too far from the core topic of the publication so the removal rate was almost 7%.
2. The subject line states the offer and looks like spam. As I said earlier in this thread be careful to be clever, but do not include words like "special offer" or "free".
3. Charge more for stand-alone emails knowing you will lose people.
4. Use your ESP technology to offer the e-News readers the ability to be removed from sales email and not editorial.
5. Keep all offers to text. Graphical emails have a higher unsubscribe in almost all offers I have seen. Try a logo and text or a picture and text rather than a large image.
6. Start off the email with a clear statement that declares why they are getting the offer and state how often you will or will not send these types of offers. Also state, that by unsubscribing they are unsubscribing from your main list. You can also see if your ESP has a re-direct page that says: "Are you sure you want to unsub? If you do, you will be removed form our main eNews...(etc.)" BUT, be aware of CAN-SPAM laws at this point.
BIG POINT...if the offer is in line with the core topics you deliver in editorial, you will be ok. You will get un-subs, but I think you can minimize the effect on your total list.
Thursday, June 09, 2011
Banner Rotation, Simple Explanation For Advertisers
I am often asked by my clients how to explain to an advertiser about banner ad rotation. In the most common scenario, an advertiser will call and will say that they have refreshed your web page and do not see their ad running. Or, they have to refresh every 20 times to see their ad and their competitor is getting more ad views.
In a nutshell, the advertiser just does not understand how basic banner ad rotation works. I have created a very simple video to explain this to advertisers. Please note that this video is non-technical and is designed to be shown to advertisers. So, feel free to share this video as a tool when this question arises.
In a nutshell, the advertiser just does not understand how basic banner ad rotation works. I have created a very simple video to explain this to advertisers. Please note that this video is non-technical and is designed to be shown to advertisers. So, feel free to share this video as a tool when this question arises.
Wednesday, May 25, 2011
Customer Retention, Critical To Online Success
Online customer retention marketing is a tactically-driven process
based on a user’s need, behavior or desire. The 365x24x7 marketing cycle
means we need to approach customer retention in new ways. What are you
doing to retain clients, online users and readers?
Using surveys and industry knowledge is the first line of action in this process. You need to learn more. Create a ten question survey and offer a reward to those that complete the survey. Without this information you are dead in the water. Then, consider these retention projects for this year. Keep in mind, the perfect scenario would be a project that covers customer attainment and retainment in one project; basically, the old “killing two birds with one stone” concept.
Top 5 Projects to consider:
1. Unique promotional partnerships that offer your users more than a single buying proposition.
2. Perfect SEO. Creating detailed article syndication deals that will give you more online exposure and this more unique backlinks than your nearest competition.
3. Premium user e-newsletters that drive retention through the creation of personalized marketing, like birthday promo offers or behavior offers like tax time offers.
4. Top of mind Facebook programs that use the humor to drive more views of your brand.
5. Detailed usability studies of your site to increase conversion and retention. This piece alone can account for hundreds of new and retained users.
With data in hand, now look at your web analytics. What are your current clients doing on your website and what can you learn from it? Retention expert Jim Novo said, “Past and Current customer behavior is the best predictor of Future customer behavior. Think about it. In general, it is more often true than not true, and when it comes to action-oriented activities like making purchases and visiting web sites, the concept really shines through.”
With survey data, web use data and a project that you feel will give you the best results… execute. Schedule some time to meet with your team and get rolling. Half the battle is just showing up!
Feel like you are still lost in the process? Get some advice and seek out some professional help.
Ryan
About this blogger: Ryan Dohrn is President and founder of Brain Swell Media, an internet consulting firm that helps business owners and publishers make money online. www.BrainSwellMedia.com
Ryan R. Dohrn
President/Founder
Brain Swell Media LLC
www.BrainSwellMedia.com
803-867-3769
Follow him on Twitter.com/ryandohrn for daily tips and advice
http://www.linkedin.com/in/ryandohrn
Brain Swell Media, LLC is an interactive media consulting firm. We focus on five key business areas; online strategy consulting, website development, search engine optimization (SEO), video production and online sales training. We provide business owners and publishing companies with the tools and resources they need to optimize their presence on the Web and boost revenue.
Using surveys and industry knowledge is the first line of action in this process. You need to learn more. Create a ten question survey and offer a reward to those that complete the survey. Without this information you are dead in the water. Then, consider these retention projects for this year. Keep in mind, the perfect scenario would be a project that covers customer attainment and retainment in one project; basically, the old “killing two birds with one stone” concept.
Top 5 Projects to consider:
1. Unique promotional partnerships that offer your users more than a single buying proposition.
2. Perfect SEO. Creating detailed article syndication deals that will give you more online exposure and this more unique backlinks than your nearest competition.
3. Premium user e-newsletters that drive retention through the creation of personalized marketing, like birthday promo offers or behavior offers like tax time offers.
4. Top of mind Facebook programs that use the humor to drive more views of your brand.
5. Detailed usability studies of your site to increase conversion and retention. This piece alone can account for hundreds of new and retained users.
With data in hand, now look at your web analytics. What are your current clients doing on your website and what can you learn from it? Retention expert Jim Novo said, “Past and Current customer behavior is the best predictor of Future customer behavior. Think about it. In general, it is more often true than not true, and when it comes to action-oriented activities like making purchases and visiting web sites, the concept really shines through.”
With survey data, web use data and a project that you feel will give you the best results… execute. Schedule some time to meet with your team and get rolling. Half the battle is just showing up!
Feel like you are still lost in the process? Get some advice and seek out some professional help.
Ryan
About this blogger: Ryan Dohrn is President and founder of Brain Swell Media, an internet consulting firm that helps business owners and publishers make money online. www.BrainSwellMedia.com
Ryan R. Dohrn
President/Founder
Brain Swell Media LLC
www.BrainSwellMedia.com
803-867-3769
Follow him on Twitter.com/ryandohrn for daily tips and advice
http://www.linkedin.com/in/ryandohrn
Brain Swell Media, LLC is an interactive media consulting firm. We focus on five key business areas; online strategy consulting, website development, search engine optimization (SEO), video production and online sales training. We provide business owners and publishing companies with the tools and resources they need to optimize their presence on the Web and boost revenue.
Wednesday, April 27, 2011
Is Your Sales Team Making Enough Calls To Make Budget?
Sure, relationships rule in the world of sales. But when push comes
to shove, it is almost always about the number of calls you make each
day. As I work with sales people in companies large and small, there
seems to be a common theme these days…sales people “think” they are
making the appropriate number of phone calls to make goal and they are
not. So, how do you know? First, as a sales person, stop lying to
yourself. It is easy to track and determine the number of outbound
phone calls you made today. Next, as a sales manager, listen and track.
Sales people, determine your call to close ratio. How many phone calls does it take for you to get that phone call to a meeting and then the meeting to a proposal and then the proposal to a sale? You make 20 calls and get one meeting. Ok. Not bad. 1 in 10 meetings close to a sale. Ok. If your goal each month requires that you close 20 sales, you will need to make 400 calls and have 200 meetings. Yikes! So, what are your next steps? Making 20 calls to get to one meeting is not horrible, but you need to tighten up that gap. Increase your quality of call. (More on quality below.) Share success stories; offer the prospect a reason or incentive to let you in the door. Next, you need to have great meetings. Know your prospect. Now, what you can do to make their life/job better. Go in with a goal in mind. Listen with intent to learn the clients’ needs. Do not pitch! Great media sales people talk 20% of the sales call and listen and ask questions during the rest.
Now, before we go any further, lets answer the question about quality vs. quantity. Every call needs to be of good quality. Quality is another piece of the puzzle. What to say? How to say it? Are you meeting a need? Leaving a voice mail that offers a solution? Etc, etc. But, BUT... very often sales people will say, I would rather make 10 quality calls than 20 bad calls. Dah. Don't make 20 bad calls. Make 20 great calls! If your "get to a meeting ratio" is 1 in 20, leave 19 great voice mails too.
Sales Managers, if you can hear a pin drop in your office, you have an issue. Unless all the sales people have doors of steel that are sound proof, you have an issue. Outbound call volume might be your single greatest issue. With that said, a call is not a call. Great sales calls require skills and those skills come from training. Instead, most sales people simply pitch features, advantages and benefits. As Stephen Pia once said, your sales people need to become meeting maniacs. They need to get those calls to a meeting. Sales is a numbers game and the more meetings, the more chances of closing. Are you tracking their calls? Are you listening to their calls? Are they asking the 10 critical sales questions? (Ask me for more on the 10.) Do you review their calls? Do you make them use your CRM system?
All in all, when sales fail, it comes down to what I like to call the 5 P’s of successful sales: Product, People, Process, Pitch and Price. When any of these are in “off”, sales can be off as well.
So, get under the hood and figure out why the engine is not running smoothly.
--Ryan
About this blogger: Ryan Dohrn is President and founder of Brain Swell Media, an internet coaching and consulting firm that helps business owners and publishers make money online. http://www.BrainSwellMedia.com
Ryan R. Dohrn
President/Founder
Brain Swell Media LLC
http://www.BrainSwellMedia.com
803-867-3769
Follow him on Twitter.com/ryandohrn for daily tips and advice.
http://www.linkedin.com/in/ryandohrn
Brain Swell Media, LLC is an interactive media consulting firm. We focus on five key business areas; online strategy consulting, website development, search engine optimization (SEO), video production and online sales training. We provide business owners and publishing companies with the tools and resources they need to optimize their presence on the Web and boost revenue.
Sales people, determine your call to close ratio. How many phone calls does it take for you to get that phone call to a meeting and then the meeting to a proposal and then the proposal to a sale? You make 20 calls and get one meeting. Ok. Not bad. 1 in 10 meetings close to a sale. Ok. If your goal each month requires that you close 20 sales, you will need to make 400 calls and have 200 meetings. Yikes! So, what are your next steps? Making 20 calls to get to one meeting is not horrible, but you need to tighten up that gap. Increase your quality of call. (More on quality below.) Share success stories; offer the prospect a reason or incentive to let you in the door. Next, you need to have great meetings. Know your prospect. Now, what you can do to make their life/job better. Go in with a goal in mind. Listen with intent to learn the clients’ needs. Do not pitch! Great media sales people talk 20% of the sales call and listen and ask questions during the rest.
Now, before we go any further, lets answer the question about quality vs. quantity. Every call needs to be of good quality. Quality is another piece of the puzzle. What to say? How to say it? Are you meeting a need? Leaving a voice mail that offers a solution? Etc, etc. But, BUT... very often sales people will say, I would rather make 10 quality calls than 20 bad calls. Dah. Don't make 20 bad calls. Make 20 great calls! If your "get to a meeting ratio" is 1 in 20, leave 19 great voice mails too.
Sales Managers, if you can hear a pin drop in your office, you have an issue. Unless all the sales people have doors of steel that are sound proof, you have an issue. Outbound call volume might be your single greatest issue. With that said, a call is not a call. Great sales calls require skills and those skills come from training. Instead, most sales people simply pitch features, advantages and benefits. As Stephen Pia once said, your sales people need to become meeting maniacs. They need to get those calls to a meeting. Sales is a numbers game and the more meetings, the more chances of closing. Are you tracking their calls? Are you listening to their calls? Are they asking the 10 critical sales questions? (Ask me for more on the 10.) Do you review their calls? Do you make them use your CRM system?
All in all, when sales fail, it comes down to what I like to call the 5 P’s of successful sales: Product, People, Process, Pitch and Price. When any of these are in “off”, sales can be off as well.
So, get under the hood and figure out why the engine is not running smoothly.
--Ryan
About this blogger: Ryan Dohrn is President and founder of Brain Swell Media, an internet coaching and consulting firm that helps business owners and publishers make money online. http://www.BrainSwellMedia.com
Ryan R. Dohrn
President/Founder
Brain Swell Media LLC
http://www.BrainSwellMedia.com
803-867-3769
Follow him on Twitter.com/ryandohrn for daily tips and advice.
http://www.linkedin.com/in/ryandohrn
Brain Swell Media, LLC is an interactive media consulting firm. We focus on five key business areas; online strategy consulting, website development, search engine optimization (SEO), video production and online sales training. We provide business owners and publishing companies with the tools and resources they need to optimize their presence on the Web and boost revenue.
Tuesday, April 05, 2011
Left To Right, Web Design For Magazine Online Success
When reviewing a web site I like to ask, “Ok…. so I am here on your site… where does the publisher want me to go?” I really ask myself, “Ok site designer...guide me. Do you have a path you want a user to follow? This is so important to your ability to keep a user longer on the website. Why is time on the site important? If the national average is 1.5 minutes and you are 4.5 minutes, that is a sell-able piece of data that your sales team can use to generate revenue. To determine this path, perhaps you want to print out your website and draw a path with a marker. Or, even better, ask a reader to use a marker and draw a line based on where their eyes go on the page. This natural eye path is often destructive to your ability to create a great web site that makes money.
Our eyes are naturally drawn to movement and color right? So, where are these located? Do you use color and movement to keep the users eye on a path to success? If you want them to engage your editorial what do you do to draw them to the editorial? “Well,” you might say, “we have a navigation button on top that says 'articles'. Come on…really? You can do better than that! I know you can.
When laying out your site start with the basic premise of left to right. Ask yourself, what are the 4 main things I want the user to see and then make a decision. Then use left to right, color and movement to keep them on the path to doing what it is that you want them to do! Now, they click…ok, good. Now what? The interior pages of your site are often worse than the main page. What are you doing on that page to drive them deeper into the site? Where do you want them to go? Use left to right, color and movement to keep them on the path to doing what it is that you want them to do next.
When it comes to the web, people like guidance. Tell me more. Show me more. Ask me to engage with you. Show me the way!
This can be a fun exercise for you and your team. Have fun with it, but remember that this is serious business. Publishers that get this simple concept down will not only drive up time spent on site, they will also often triple their page views.
Ready to make your website a revenue-centric money making machine? We can help. Brain Swell Media offers you a complete website review in less than 30 minutes at no cost to you. We will then present you a plan to fix, grow and make money from your website. Contact us today.
Monday, April 04, 2011
Magazine Publishers Lose Focus on SEO and See Revenues Drop
The
beauty of the web is also its worst nightmare for publishers as a
one-person website from a garage, with excellent SEO, sinks its teeth
into your web traffic. Your goal should be to create more unique
visitors to your website than the circulation of your magazine. It is
at this point that publishers begin to see significant revenue from
their web presence online. To that end, you need to create the perfect
SEO plan to drive maximum traffic. There is no more perfect way than
proper SEO.
Let’s
discuss three factors we have found to be most important in regards to
SEO success after optimizing hundreds of web pages for publishers.
First,
site structure in relationship to key search terms. What are users
searching for and then how is your site set up to deliver back relevant
results for those terms. For example, you are a website about parenting
advice. You have optimized your pages for the term, but when a user
gets to the site, do you present your site so that parenting advice is
the menu, the navigation, the section, the pictures, the videos and the
final thought the Google bot remembers when they leave your site? All
in all, you need to follow what Google has said from day one, if you
want great SEO rankings, build a great site that is easy to navigate and
clearly promotes your topic set.
Second,
what are you doing on a monthly basis to create “chatter” for your
website in relationship to your key terms and key phrases? Facebook and
Twitter are not enough to create the “chatter” needed to get you
noticed. “Chatter” is often defined as the overall popularity you have
online. Meaning, how often are people online talking about you, your
magazine and, most importantly, your key terms? The mechanisms to
create effective “chatter” are vast and deep. This type of organic
cheerleading must be an important part of your plan for SEO success and
it must happen daily.
Third,
deep links and the trust factor. We have found deep linking to be vital
to your overall SEO success. Deep links are links to pages on your
site beyond the main page. In this same topic is the search engine
friendly structure of your page names. Creating links from external
sources is great, but creating links to pages deep in your site has been
found to add some serious boost to your efforts especially when the
structure of your page URL incorporates all we have mentioned above in
this article. These deep links will also dramatically affect how the
search engines trust your site. Websites with a ton of deep links from
“trusted” websites almost always fare better in the rankings. There is
no definition for what constitutes a “trusted” web site, but we have
found that other media sites, sites with .org and .edu in their name and
sites that have been online a long time seem to be more trusted than
others
Of
course, we all know there are more than three things you need to do to
be a success with SEO online. But, the first step as a publisher is
often the hardest… realizing that you just might need some help with
SEO. The very best webmasters can often miss some important marks in
shooting towards SEO success. If you do not create the perfect SEO
scenario, someone else will and then they will win the game.
Ready
for an SEO check up? Brain Swell Media offers you a 10 point review in
less than 30 minutes at no cost to you. We will then present you a plan
to fix, grow and make money from your website. Contact us today.
Saturday, February 12, 2011
Stat of the Day: 68.2% of US Internet Audience Are Online Video Viewers
eMarketer's Stephanie Reese posted...
"In 2011, 68.2% of US internet users, or 158.1 million people, will be
watching video online at least once a month. By 2015, 76% of the
internet audience, or 195.5 million people, will be viewing video
regularly online." But, what does this mean to publishers? Get on
board or get lost.
There was a time to sit back and watch for others to win or lose. But,
that time is over. There have been so many real world examples to
follow that publishers need to sit down, get a plan and execute or get
left behind.
So, what are the effective pieces of a video plan for success?
1. What are your advertisers asking for? Have you asked? Are you listening? Advertisers have ego and ego plays right into video. Pose this question... if we offered video on our website, how would you like to be involved?
2. Does your magazine cover or present complex issues that a video could help explain? If video can help enhance your editorial, you have a real winner on your hands!
3. Do you produce or participate in trade shows where the "general public" does not have access. Use your media credentials to take your readers behind the scenes with video. Even if the trade show is not exclusive, if you cover a national issue or industry, take your readers behind the scenes with video.
4. Do you have no time for video? The question is... why not and how do you make time? If you are the leader and you refuse to lead because of time constraints, you will soon be in a losing position wondering why Bob Smith, a guy in his loft, is kicking your tail.
Perhaps you need some help. Perhaps you just do not know where to start. Get some help. Brain Swell as well as many others offer video revenue advice. But, the first step is NOT to ask why... rather ask why not?
Ryan
About this blogger: Ryan Dohrn is President and founder of Brain Swell Media, an internet consulting firm that helps business owners and publishers make money online. http://www.BrainSwellMedia.com
Ryan R. Dohrn
President/Founder
Brain Swell Media LLC
http://www.BrainSwellMedia.com
803-867-3769
Follow him on http://Twitter.com/ryandohrn for daily tips and advice
http://www.linkedin.com/in/ryandohrn
Brain Swell Media, LLC is an interactive media consulting firm. We focus on five key business areas; online strategy consulting, website development, search engine optimization (SEO), video production and online sales training. We provide business owners and publishing companies with the tools and resources they need to optimize their presence on the Web and boost revenue
There was a time to sit back and watch for others to win or lose. But,
that time is over. There have been so many real world examples to
follow that publishers need to sit down, get a plan and execute or get
left behind.So, what are the effective pieces of a video plan for success?
1. What are your advertisers asking for? Have you asked? Are you listening? Advertisers have ego and ego plays right into video. Pose this question... if we offered video on our website, how would you like to be involved?
2. Does your magazine cover or present complex issues that a video could help explain? If video can help enhance your editorial, you have a real winner on your hands!
3. Do you produce or participate in trade shows where the "general public" does not have access. Use your media credentials to take your readers behind the scenes with video. Even if the trade show is not exclusive, if you cover a national issue or industry, take your readers behind the scenes with video.
4. Do you have no time for video? The question is... why not and how do you make time? If you are the leader and you refuse to lead because of time constraints, you will soon be in a losing position wondering why Bob Smith, a guy in his loft, is kicking your tail.
Perhaps you need some help. Perhaps you just do not know where to start. Get some help. Brain Swell as well as many others offer video revenue advice. But, the first step is NOT to ask why... rather ask why not?
Ryan
About this blogger: Ryan Dohrn is President and founder of Brain Swell Media, an internet consulting firm that helps business owners and publishers make money online. http://www.BrainSwellMedia.com
Ryan R. Dohrn
President/Founder
Brain Swell Media LLC
http://www.BrainSwellMedia.com
803-867-3769
Follow him on http://Twitter.com/ryandohrn for daily tips and advice
http://www.linkedin.com/in/ryandohrn
Brain Swell Media, LLC is an interactive media consulting firm. We focus on five key business areas; online strategy consulting, website development, search engine optimization (SEO), video production and online sales training. We provide business owners and publishing companies with the tools and resources they need to optimize their presence on the Web and boost revenue
Friday, February 04, 2011
Research Proves Users Seek Online Advertising
Nielsen Online & Webvisible conducted a survey polling nearly
4,000 people in the U.S. asking about their habits and methods in
finding local businesses. Their results revealed a considerable
disconnect between the way consumers look for local business and the way
business owners are advertising. I always like to share stats when I
find those that apply to online sales. Overall sales people fail to
embrace these stats and use them as ammunition in the field.
* 60% of consumers and small business owners turn to the Internet first for information about local companies* * 82% of consumers who search online follow up with offline action*
* Only 44% of small businesses have a website, and 50% of those spend less than 10% of their marketing budget online*
With advertising coming from every direction, consumers today feel inundated with all the advertising and they value relevance. This is the core of the reason that banner advertising works on niche magazine web sites!
Remember, a potential advertiser will only believe as much about your product as you believe. No more. So embrace the fact that banner advertising works in the world of niche publishing and sell it with passion.
*Source: Great Divide Separates Small Biz, Online Consumers; WebVisible and Nielson
* 60% of consumers and small business owners turn to the Internet first for information about local companies* * 82% of consumers who search online follow up with offline action*
* Only 44% of small businesses have a website, and 50% of those spend less than 10% of their marketing budget online*
With advertising coming from every direction, consumers today feel inundated with all the advertising and they value relevance. This is the core of the reason that banner advertising works on niche magazine web sites!
Remember, a potential advertiser will only believe as much about your product as you believe. No more. So embrace the fact that banner advertising works in the world of niche publishing and sell it with passion.
*Source: Great Divide Separates Small Biz, Online Consumers; WebVisible and Nielson
Wednesday, January 19, 2011
Effective Sales Prospecting
Finding new leads to prospect is not usually the problem for most sales reps. The issue is how to turn that lead into a commission rich client. Many books have been written about this topic, but I feel that most sales pros simply are missing one foundational issue in this race to success…don’t talk to strangers!
Since you were old enough to walk away from your parents you have been told DO NOT TALK TO STRANGERS! So, why are sales people surprised that advertising prospects do not call them back? I am not! You should not be surprised either. So, following that very same principle…who will kids talk to? People that they are (a) comfortable with or (b) people that they know. This is the reason that cold calling very rarely yields a positive result. The concept is simple…sales people must become a “know entity”.
Here are three things that will help you become a known entity:
Monthly sales eNewsletter. Create a unique and simple eNewsletter that goes out to all your current and prospective clients. Keep in non-ego and full of industry information. This is not about direct magazine sales as it is about giving them something that they will read each month because they find it useful. It just happens to be from you. Be sure to place your picture and name near the top. Almost as if you are the sponsor of the eNewsletter.
Group participation. Join industry applicable groups on LinkedIN and participate. DO NOT sell, just participate. Let people know that you are an expert in your sector and that you care. If you sell in these groups, you will not achieve your goals, instead you will be seen as a SALESPERSON! Ahhh run!
Host lunch and learn sessions. These are phone only sessions using your company conference call number. Find an issue that is common to all your advertisers. Then find a fellow advertiser that has overcome this problem. Get on the conference line and invite all others to join you and this advertiser for a chat about the topic. Be sure that you learn how to mute all other lines except you and your guest to keep it all quiet.
Each and every day I work though issues just like this in an effort to help my business coaching clients become a “known entity”. I have seen huge success rates when sales people call on a prospect that has seen their name via email, etc. There is a time and place for cold calling. But, in most cases if you make strides to be a known entity, your chances of success will grow substantially.
Best,
Ryan
About this blogger: Ryan Dohrn is President and founder of Brain Swell Media, an internet consulting firm that helps business owners and publishers make money online. http://www.BrainSwellMedia.com
Ryan R. Dohrn
President/Founder
Brain Swell Media LLC
http://www.BrainSwellMedia.com
803-867-3769
Follow him on http://Twitter.com/ryandohrn for daily tips and advice
http://www.linkedin.com/in/ryandohrn
Brain Swell Media, LLC is an interactive media consulting firm. We focus on five key business areas; online strategy consulting, website development, search engine optimization (SEO), video production and online sales training. We provide business owners and publishing companies with the tools and resources they need to optimize their presence on the Web and boost revenue.
Since you were old enough to walk away from your parents you have been told DO NOT TALK TO STRANGERS! So, why are sales people surprised that advertising prospects do not call them back? I am not! You should not be surprised either. So, following that very same principle…who will kids talk to? People that they are (a) comfortable with or (b) people that they know. This is the reason that cold calling very rarely yields a positive result. The concept is simple…sales people must become a “know entity”.
Here are three things that will help you become a known entity:
Monthly sales eNewsletter. Create a unique and simple eNewsletter that goes out to all your current and prospective clients. Keep in non-ego and full of industry information. This is not about direct magazine sales as it is about giving them something that they will read each month because they find it useful. It just happens to be from you. Be sure to place your picture and name near the top. Almost as if you are the sponsor of the eNewsletter.
Group participation. Join industry applicable groups on LinkedIN and participate. DO NOT sell, just participate. Let people know that you are an expert in your sector and that you care. If you sell in these groups, you will not achieve your goals, instead you will be seen as a SALESPERSON! Ahhh run!
Host lunch and learn sessions. These are phone only sessions using your company conference call number. Find an issue that is common to all your advertisers. Then find a fellow advertiser that has overcome this problem. Get on the conference line and invite all others to join you and this advertiser for a chat about the topic. Be sure that you learn how to mute all other lines except you and your guest to keep it all quiet.
Each and every day I work though issues just like this in an effort to help my business coaching clients become a “known entity”. I have seen huge success rates when sales people call on a prospect that has seen their name via email, etc. There is a time and place for cold calling. But, in most cases if you make strides to be a known entity, your chances of success will grow substantially.
Best,
Ryan
About this blogger: Ryan Dohrn is President and founder of Brain Swell Media, an internet consulting firm that helps business owners and publishers make money online. http://www.BrainSwellMedia.com
Ryan R. Dohrn
President/Founder
Brain Swell Media LLC
http://www.BrainSwellMedia.com
803-867-3769
Follow him on http://Twitter.com/ryandohrn for daily tips and advice
http://www.linkedin.com/in/ryandohrn
Brain Swell Media, LLC is an interactive media consulting firm. We focus on five key business areas; online strategy consulting, website development, search engine optimization (SEO), video production and online sales training. We provide business owners and publishing companies with the tools and resources they need to optimize their presence on the Web and boost revenue.
Great SEO is Just One Bad Assumption Away
What are your readers/customers searching for online? Answering this question should be the first step of any effective Search Engine Optimization (SEO) plan. But, for many business owners and/or publishers, this logical occurrence is plagued by wrong assumptions. Publishers simply go down the wrong path and throw off their chances of success.
There is a simple fact that publishers and business owners often overlook: we all speak our own language very well, the language of solutions. Our readers speak in the language of problems. Meaning readers are using text in a search box in a different way than publishers are thinking. Readers are looking to solve problems. Often these two things are quite different, and SEO efforts that fail to take this into account will not reach their full potential. For example, a business owner would say, “We offer articles on boating and all things associated with boating”. The wrong assumption is…the searcher must be typing in the search box, “boat articles”. Wrong! The user is typing in the search box, “Boat repair”. Probably even more detailed than that, such as “Bayliner boat repair” or “prop repair Mercury 302”. Thus, the publisher trying to be found for boat articles loses the SEO race.
It is tempting to think that years of experience and dealing with readers give us a good picture of what they want, need and/or desire.
Three points to remember…
1. The number of people that can find you is typically dwarfed by the number that can't.
2. People use different, much more concise terminology in search engines than they do in conversation.
3. There are more terms in use than we can possibly come up with and remember.
So, first things first, do your research. Using websites like Google Ad Words and Key Word Tracker, will get you started down the path toward SEO success.
Stop assuming and you will start winning.
All the best,
Ryan
Links:
http://www.wordtracker.com
https://adwords.google.com/select/KeywordToolExterna
www.webmaster-toolkit.com/keyword-research-tool.shtml
There is a simple fact that publishers and business owners often overlook: we all speak our own language very well, the language of solutions. Our readers speak in the language of problems. Meaning readers are using text in a search box in a different way than publishers are thinking. Readers are looking to solve problems. Often these two things are quite different, and SEO efforts that fail to take this into account will not reach their full potential. For example, a business owner would say, “We offer articles on boating and all things associated with boating”. The wrong assumption is…the searcher must be typing in the search box, “boat articles”. Wrong! The user is typing in the search box, “Boat repair”. Probably even more detailed than that, such as “Bayliner boat repair” or “prop repair Mercury 302”. Thus, the publisher trying to be found for boat articles loses the SEO race.
It is tempting to think that years of experience and dealing with readers give us a good picture of what they want, need and/or desire.
Three points to remember…
1. The number of people that can find you is typically dwarfed by the number that can't.
2. People use different, much more concise terminology in search engines than they do in conversation.
3. There are more terms in use than we can possibly come up with and remember.
So, first things first, do your research. Using websites like Google Ad Words and Key Word Tracker, will get you started down the path toward SEO success.
Stop assuming and you will start winning.
All the best,
Ryan
Links:
http://www.wordtracker.com
https://adwords.google.com/select/KeywordToolExterna
www.webmaster-toolkit.com/keyword-research-tool.shtml
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