Start with a Question
It is always better to begin by asking your customers questions and providing links to different possible answers. If a customer starts on your landing page and the first thing they see is a question, they are more likely to stay and look for a service that can meet the need mentioned in the question. For example, if you own a company that provides payroll services, you might ask customers about a situation where a payroll error created problems for the company. Where employees where short changed or tax information wasn’t recorded correctly. You begin by asking about errors, and then you provide links to different payroll services that address different needs. By asking the customer to identify the service they are most interested in, you engage them and encourage them to continue browsing. By using a question format for all page and paragraph headings, you encourage the customer to read further to discover the solution.

Provide Information on Solutions
You are familiar with what most customers seeking industry services you provide want. Read your content as if you were a customer. Ask the stupid or inane questions, because what seems obvious to an industry insider is often gobbledygook to those shopping. Make sure your content offers actual solutions to a problem using as little industry lingo as possible. Never assume a customer is familiar with your products, they often come looking without a clear idea of what they want. Tell them what the solution is before you try and sell them a product. If you sell management training courses, describe what they need their managers to offer, before telling them that they can learn the information on your site. Always provide as much detail as possible without overwhelming the consumer. They don’t need the minutia, but they do need enough information to motivate them to make contact.

Getting contact from customers through your website is the purpose of online marketing. If you sell products, you want to drive direct sales. If you sell services you want people to email or call your company for more details. Convincing customers to take action is the hardest part of online marketing, but offering solid content with actual solutions can be all the motivation they need to take the next step. Once you have them engaged in conversation, via telephone or email, it is a short step to convince them to buy.

1. Assess the long term value of your PPC customers.
Have you ever looked at the statistics to discover how many purchases will your average PPC buyer make each year? If you haven’t then you should. If the data tells you that your PPC customers are in the habit of making multiple purchases per year, then you can settle for a smaller commission for the initial sale, knowing that in time you’ll be the one gaining.

2. Promise a lot if you expect to get clicks.
The ads you use should promise big things if a lot of people are expected to check them out. The landing page of your business must also be at the same level with the ads. It should keep the visitors hooked and tempt them to such an extent that they cannot refuse. The product pages must also be attractive and, of course, the offerings themselves as well. Over-delivering almost guarantees your PPC campaign will work, regardless of the segment you’re into.

3. Base your cost per conversion targets on the category of the product you’re promoting.
Set a clear limit as to how much you’re disposed to spend to get a PPC buyer and stick to it. Make changes to the ad groups every now and then in order to remain within this limit. You must have accurate data before you can implement this step successfully, so make sure you double check the figures.

4. Sometimes it’s better to make ads less appealing.
When you’re after return on investment you’re more inclined to have only certain customers click your ads. Having less attractive ads can be a good strategy when dealing with broad keywords and your intention is to get only the qualified buyers to click them. It helps you keep at bay those customers which are solely after discounts.

5. Make sure your PPC landing page is optimized for search engines.
Because search engines look at the text within the page and at the load time when assessing relevancy, which in turn influences the PPC price and positioning of the ad, you should make the improvement of your landing page a priority. Enhance the accessibility of the landing page as well. If you have the resources then don’t hesitate to hire a professional to handle the SEO work of this page for you. It’s an investment well worth it.

PPC will not get you rich overnight, and if you expect that to happen you’ll be disappointed. A successful PPC marketing campaign is an ongoing process that eats up both money and time. It depends not only on how well you manage your ads, but also on the products you’re trying to sell. The better they are, the greater your chances of making money.

To draw people to your site requires different forms of marketing, including search engine optimization, paid placement on search engines, and text-based advertising. Affiliate marketing is another method often used, but its success is dependent on the visitors of another site being directed to your site. Search engine marketing is perhaps the most beneficial means of climbing up the rankings page on nearly every search engine.

The search engines and your website
The most popular search engines—Google, Microsoft’s Bing, and Yahoo!—crawl sites on a regular schedule and adjust the rankings according to their relevance to the search term entered. While each search engine may have different methodologies for ranking sites, they all have the same basic requirements. In the past, search engines based their ranking on meta tags. Inserted into the code of a website, the tags were the first thing search engine spiders crawling the web would see. A site containing the same meta tags as a user input into the search query would be matched quickly.

However, some website builders learned to spam keywords into the tags, and users were directed to sites that had absolutely nothing to do with the subject being sought. Search engine operators quickly discovered this trick and adjusted their search algorithms accordingly. Today’s search engines look for information that real users are searching for, instead of what website owners want them to see. In order for a site to be ready for search engine marketing, it usually has to be built with that goal in mind.

Good SEO takes time
Website owners need to know that search engine optimization is the key to success, but it is not going to affect rankings over night. Companies that already have a website and want to incorporate search engine marketing into the mix are better served by taking it slow. Rushing into it may actually hinder the efforts and stall any re-launch of the site. It will also take time for the search engines to scan your site and note any positive, as well as negative changes that have been made.

Search engines are looking for information that real people can use. In this regard, many sites are working with freelance writers to keep relevant content on their site fresh and original. If the owner does not have the skills or expertise to write their own content for their site, there are plenty of people who do and can help keep the site updated with fresh original content.

The biggest opportunity with search engine marketing is that the search operators have a tendency to change their algorithms without warning. A site that is optimized for search engines one day may find itself at the bottom of the rankings the next. Staying in tune with what search engines demand will help keep a website in the top one or two pages of the search results.

Video marketing is a more recent promotional method that works, sometimes with impressive results, in today’s bustling online environment. Websites like YouTube have done quite a lot to indirectly promote it.

Video marketing is an effective means of reaching a target audience. It can help quickly spread word about your website, whether it’s a personal blog, an e-commerce website, or something else.

Knowing your targets
Just like any other campaign in general, video marketing requires first and foremost an elaborate plan of action that takes into account the scope of your website, its direct competitors, and its aspirations. The idea you’re trying to get across also plays an important part: if your website promotes a dancing class for children, for example, then it will be quite easy to capture footage of a lesson and put it online; but if you offer Internet services, then you will need to use your imagination to promote your business through videos.

Only after you have a plan and realistic goals can you concentrate on the more practical things.

The format of your videos
Because there is quite a lot of playback software out there, you’ll have to know what your target audience is likely to use so that the format of your videos will be supported. In general, to avoid compatibility issues, stick with popular video formats. Format becomes less important if you plan to post your videos on your YouTube or other video website channel, where it will be automatically converted and embedded into the site.

The quality of your videos
HD videos are the most attractive, but they can slow down a website. If you cannot guarantee a high quality browsing experience with HD, then stick with standard, good quality videos. Sound quality is important as well.

Put a logo in your videos
Create more awareness of your brand by inserting the logo of your firm at the beginning and end of your videos.

Choose where you upload your videos wisely
YouTube and other similar websites can help you get some free exposure. They’re straightforward to use, and they can make you known to a huge audience. When using such video websites, make sure you are informed about all their guidelines, or you might find your videos removed and your marketing campaign halted.

Research all the available options
Depending on your website, video marketing on popular video channels may work or may not. Sometimes it’s more effective to post your videos on affiliate or partner websites because of the strong competition you might face within the popular video channels.

And such a statement is tantamount to little more than basic common sense. Your marketing campaigns need to be current and relevant. They do not need to be supremely innovative campaigns or strategies. They simply need to remain logical within the framework of modern internet marketing campaigns.

Here is a fact of (internet marketing) life: customers are not going to react well to a poor internet marketing paradigm. This does not mean they will look at your website and reject extraordinarily negatively to it. Rather, they would be dismissive of your entire promotional strategy. Certainly, that would NOT be the basis for success.

That is not the desired outcome for any marketing campaign. You do not want people reacting to you with indifference. And the easiest way to evoke indifference would be to employ an outmoded marketing module.

Look at it this way: running a website without checkout software is not going to work unless you are offering something no one else has while simultaneously targeting a very small niche. Really, unless they is a compelling reason why people will be motivated to send a check to a snail mail address, they are not going to do so. Rather, they will look towards another website offering similar products or service. Checkout software is but one example. The key point here is that you want your website and marketing processes to remain current and relevant.

If they were not they would be of little value. Sure, it may be easier to design and run a much more scaled down website. The problem is your customer base will reject it. That means little if any generated revenue.

Who would an outcome such as that? Failure to see revenues grow undermines the purpose of being in business in the first place. Again, this is why you need to stay on top of trends, processes, insights, and new horizons in online marketing. Doing otherwise would be detrimental to your career.

Online marketing is never stagnant because new innovations in online processes are continually being developed. Those that remember the classic days of the 1.0 version of the internet probably do so with a slight fondness. The emphasis here needs to be on the word “slight” since few are fond of the limited and cumbersome form online marketing took in those days. No, there is nothing wrong with looking back on the classic era with a sense of romanticism. If it were not for the innovations and trailblazing of past versions of internet marketing, we would not have the $5+ billion internet marketing industry we have today.

One of the reasons the internet marketing realm did not generate huge revenues in the past what it was not structural designed to do so. Of course, the limited access of the internet also contributed to the limited consumer base. No one is saying otherwise. However, in addition to the expanded internet audience, advancements in marketing strategies and capabilities boosted success potential a great deal.

The moral here is that an internet marketer must never fall behind. To fall behind means you fall off the radar of success potential. Understand this and you avoid a lot of problems and hazards.

No, this does not mean you need to be on top of and institute every trend that emerges. You just need to be aware of rising trends and modify your ventures accordingly. This does raise questions regarding how you should stay on top of things. The process is not all that tough. In fact, it has been made quite easy for you!

Basically, websites, blogs, online magazines, message boards, and video file sites are filled with outstanding news reports on new trends and developments. Some of the more expansive online resources maintain entire libraries of free material on the subject. Such resources are certainly well worth exploring considering the great value they present.

Simply reviewing or skimming these resources 5 to 10 minutes a day could lead to excellent insights into where to take your internet marketing campaign for the future. Remember, you never want your marketing ventures to lag behind modern trends too much or else you run the risk of being labeled outmoded. Who would a label such as that in a dynamic field?

Stay up to date and stay current. Your internet marketing success will hinge on these factors.

Simply put, a Facebook Event is no different than any other “in person” event that you would attend. The most obvious difference here would be the attendees would interact through congregating online through Facebook.

The classic concept of the “open house” is perennially employed to draw people in to look at property that is for sale. In a similar vein, many tradeshows are employed to draw various consumers and business associates into a collective area in which products or services can be effectively promoted. All of these types of events share a common theme: they bring people to a physical location. With Facebook, you can perform much of the same promotional strategy and do so online. This is where the aforementioned concept for a Facebook event comes into play.

The way a Facebook Event works is that you can use your profile to craft a public event in which any can (virtually) attend. How does this work? Basically, this means no passwords are required to venture into the events. The event would be visible to all members of Facebook and anyone can ventures into its “doors”.

This does not mean that only Facebook members will know about the event. It is possible to work with others on the various top social networking sites such as Myspace and Twitter. This allows you to take all the necessary steps to promote the event to anyone and everyone that wishes to attend. They will, however, need to create a free Facebook membership in order to attend.

What type of an event could you promote? Using the previous example of an open house, such an event could be employed to promote timeshares. During the event, audio, video, and pictures can be used to present the value of the timeshares. Of course, there is even greater value within the Facebook event than just the presentation of visual displays. The Facebook event allows for communication and interaction between the attendees. This is what turns it into an online event as opposed to something dull and static.

It is recommended, however, that you take the appropriate steps to properly learn how to run such an event. You do not want to muddle through the event without any preparation. To do so can undermine all the value and benefit that you are seeking from the event in the first place. A poorly run event will not help with the image of your company.

One way to make sure the event is run effectively would be to start with a small one. Perhaps you could seek to promote and event attended by only 10 people. Use this initial event as a means of gaining the valuable experience required to enhance the potential success of the next event you run.

And when you do run a full event you are advised to promote it long in advance. This way, you can be sure that it will be well attended. Sending out too few invitations and sending them too close to the event will not yield desired results. However, effective planning will yield the desired impact on the potential number of attendees.

Sometimes called a “name squeeze page,” your squeeze page is a single page with teaser copy offering something attractive to visitors, in exchange for their name and email address.

The actual layout and content of squeeze pages varies, but it should always include a headline, enticing copy, an offer, and a subscription form. You may also choose to use bullet points (always a great way to grab attention), testimonials, and audio or video to get your message across.

Your headline must immediately answer the main question in your visitors’ minds. This question is always, “What’s in it for me?” You need to tell them, in as few words as possible, why they should keep reading your page. Your headline should grab your visitors’ attention and convince them that they need to keep reading.

Using a classic headline “formula” almost always works. Some popular formulas include “How to…” “How I…And You Can, Too!” “Seven Ways to…” “Do You Want to…” The one thing all of these headlines have in common is that they promise a benefit to the reader. Your visitors will keep reading to get that benefit.

Make your sales copy short and to the point. An idea squeeze page covers only one or two screens. Your goal is not to sell your product at this time; you’re just qualifying leads. You need to get your message across as quickly and as simply as possible.

To do that, you need a great offer, something your visitors will really want. This can be your ezine, a free ebook, a free consultation, or anything else that will appeal to the people you want as your customers. This last point is important. While almost everyone would like a chance to win a free television, this type of incentive won’t qualify your visitors.

Your free offer should be interesting only to people who really want and need what you have to offer. And to those people, it should be very attractive. You need to offer them something for free that they would willingly pay for if given the option.

Basically, your squeeze page is a sales letter, for a free item, that convinces your visitors to hand over their name and email address in exchange for something they really want.

In addition to your headline, copy, offer and subscription form that adds them to your email list, you should also include a privacy notice. Make it very clear that you will not distribute their private information to anyone, for any reason, at any time. A link to a full-blown privacy notice is an even better idea.

If you offer the right incentive, you can expect up to 50% of your visitors to sign up for your email list. You can then follow up with these qualified leads and convert them into customers.

A great name squeeze page is indispensable in building your list.

Since 2002, I have been working with just about everyone in the pet industry. That includes hundreds of service businesses like pet sitters, dog trainers, veterinarians, and groomers. It also includes hundreds of product businesses like pet beds, pet supplements, and dog diapers. I’ve even built websites for pet celebrities, and celebrities’ pets. During this time, I’ve experimented with every type on online marketing available to attract quality leads to these sites. I took careful notes on the ones that had tremendous results, and those that failed miserably based on traffic volume and sales conversions.

Google Adwords is a great way to go if you have an unlimited budget, but many of my customers have a budget and don’t want to work for Google. Since I don’t like wasting time, let’s talk specifically about the marketing tactics that really WORK for you in the pet niche without breaking the bank:

1. VIDEOS. They can be instructional videos (for instance a veterinarian showing how to identify ticks), or they can be funny. The best performing videos are (a) funny, (b) cute, and (c) involve animals. Think of something totally unique that hasn’t been seen before, and you can get tons of leads each day. For instance, a couple of years ago I came up with the idea of showing images of dogs who look like their owners. It took off like a rocket, and now I have close to 800,000 views: http://www.youtube.com/watch?v=642qxehEcGg. Be sure to upload your videos to YouTube and some of the other high ranking videos sites, and put a link to your website in the description of the video and as a slide at the end of the video.
2. PRESS RELEASES. Press releases are a real easy way to get thousands of eyeballs looking at your company. If it’s carefully crafted and newsworthy, you can even get newspaper reporters calling you for a story in their paper. Some of the top press release distribution companies (like PRweb.com) will charge you for the distribution, but there are many free services available as well.
3. LINKS. How do certain companies get to the top of Google for their keyword? Simple. It’s a popularity contest. The more links you have on OTHER people’s pet related sites, the higher your site will rank in Google. So, contact everyone you know (suppliers, customers, professional organizations you belong to) and find out how you can get a link on their website. You don’t want to exchange links, as Google sees the reciprocal relationship and then discounts the link. You want one way links to your site only.
4. ARTICLES. If you don’t have time or you’re not a writer, hire someone to write for you! Articles are a great way to draw potential customers in. Typically they will type their “problem” into Google, find your article that explains what to do, and then they click on the link at the bottom of the article that takes them to your website. These articles can be distributed all over the Internet, there are hundreds of article submission sites that are looking for original content such as yours!
5. ONLINE CLASSIFIEDS. Newspapers are dead, but online classified websites have taken their place. Websites like Craigslist.org (and all of their competitors) are hotspots for pet people looking for pet products and services. Be sure to advertise your business website in the ad.
6. BLOGS. Blogs are so search engine friendly. Google loves the fresh content. You can talk about pet news stories, funny pet videos, funny pet pictures, or just about anything! Once you start publishing content on a frequent basis, you will start drawing lots of traffic to your blog and then you can advertise your business all over the blog.
7. FACEBOOK FAN PAGE. Facebook will allow you to set up a “Fan Page” for your business, which is an excellent way to drive traffic to your site. Start by inviting all your friends to join your business fan page. Once they are in, start posting pet related content on the fan page. When your friends log in to Facebook, your postings will come up in their timeline of posts, and they will (hopefully) make comments about your post. Then their friends will see the comments, and check out your fan page to see what all the talk is about. A great way to get free advertising for your company!
8. TWITTER. I currently have almost 7,500 followers on Twitter at www.Twitter.com/petwebdesigner. Follow me to see what I tweet about! I generally post pet news, funny pet pictures, and funny pet videos. People love to forward this around to their friends and contacts, so many other pet lovers find out about me when my followers share my posts. It’s free and easy to build a large base of loyal followers that will go to the places you want them to go!
9. EMAIL MARKETING. You should be gathering email addresses and sending out newsletters to your customers and potential customers at every opportunity. There are many services that are available that will record the names and email addresses of people that submit their information on your site, and then make it easy for you to market to these people on a weekly basis. That way, if someone is only interested in your product/service but not ready to buy, you can close the sale at a later date when you market to them via email marketing. It’s pretty typical that you won’t close the sale on their first visit to your site.
10. BANNER ADS. Banner ads are a great way to draw visitors from other blogs, forums, or websites without spending big money. It’s actually much cheaper than you think. Find a pet related blog that has the right demographics (right age, right content, etc.) and contact them to see what their rates are for banner advertising. The same goes for popular pet forums and websites. You would be surprised to find out how reasonable the rates really are, and it is completely targeted traffic!

Take a real honest look at your business. Are you generating the kind of leads online using your prospecting methods? If not, try these marketing techniques that bring the right people to you. If you don’t have time to do these on your own, hire someone to do it for you. In the long run, you will find that it makes more sense for you to focus on your core business, and let these tools work for you. It will make your business much more efficient and effective. If you need help, contact me! 516-538-0933, or you can view my website at www.Petwebdesigner.com