Don't Let the Competitor In - Part 2

If you read my previous post about using the phrase "see us in the yellow pages" or "see us online at 'anyonlinedirectory.com'," you may be asking what is the correct thing to do.

First, realize that your primary job as a business owner is to make money. I know, it's a harsh reality but if you don't make money you can't help others make money so they can make Donald Trump rich. . . . The way you make money is by driving business to your door. Whether that is a brick and mortar location, a telephone or a website.

The best way to do this is to emphasize your company whenever and wherever possible.

So instead of giving people your "phone number" by telling them to visit the phone directory - give them your phone number. Do it creatively - how about putting it in reverse on the front of your vehicle or on the top of your vehicle. Make it memorable - give it an acronym (here's a site so you can look up what your phone number spells.)

Instead of giving people the address to some online directory (repository of all similar businesses in your area) - give them your web address. Spell it out so it's easy to read by capitalizing the first letter of every word. For example: "MyWebAddress.com" Put it everywhere you put your phone number.

Use your web address as your email address - Me@MyWebAddress.com - so when you tell people how to contact you, you are also telling them where to find more information about your company.

If your current web address doesn't "sound clear" then you may want to consider using another, easier to understand, address in addition to the one you have. For example: GPSatGTS.com isn't going to be communicated clearly over the phone, you'll end up spelling it and / or the visitor won't find your info at all.

Use something clever and creative like: FindYourVehicle.com.
Instead of using a hard to spell last name in your web address (PattonKeehn.com) try "GoPestPatrol.com"

These are just a few ideas. Remember, people have to see things at least 27 times for it to make an impression. The more they see your web address and phone number the more likely you'll be remembered.

The Advertising Equation

Adrants caught my eye this morning with a bold statement that, if not already said, needed to be shouted from the rooftops. It's no longer possible to effectively advertise "at" people. The first thing that came to my mind was the blaring television (yes I do occasionally watch) commercials shouting at me to buy a car.

The people who used to sit patiently in listening to the radio commercials and waiting for their favorite shows to resume on television are not there anymore. People are now more savvy when it comes to choosing what and how they will let advertising messages in. Marketers, therefore, are finding it very difficult to reign everyone in as they once did. The media fragmentation started with cable television years ago and now the internet has exploded with social media that gives people the opportunity to entertain themselves while they are actually advertising to themselves (think of the YouTube Mentos Geyser)

It's clear that the web has dramatically changed things. If a consumer wants to be advertised to, he or she can simply go online and search for the items that are of greatest interest. And when that web experience closely meshes with what they are looking for then they will feel better about their experience overall. The old way of advertising tells people that the should be like sheep, follow the crowd and accept what we give you.

With interactive media like the web, consumers can be themselves, make their own choices, and tell others about their favorite products and services. This is the true essence of social media and people like it -- and it results in more spending for companies that have embraced the change.

For more information and insights about advertising for the people visit the Madison Avenue Journal blog by Paul McEnany.

Display Ads by Google

Google has purchased DoubleClick for 3.1 billion (yes, that's billion with a B). What does that mean to website owners? It will make getting into the online display ad world much easier and give you access to more websites - unlike Adwords which only displays text ads within sites that are in the Google network.

So those really big, square ads (well they come in all shapes and sizes really) that appear within the articles on many newspaper sites for example, will soon be a part of the Google online advertising menu. You'll be able to purchase this ad space through Google.

There is also talk that DoubleClick has come up with a new technology that will let advertisers "bid" on ad space, similar to NASDAQ. Can you see all these advertisers buying and selling online real estate like a virtual stock exchange?

This move takes Google even closer to the goal of the "one stop" ad purchase center and puts them leaps and bounds ahead of Microsoft in the online advertising world.

Types of Search

Today was able, through the wonders of technology, to listen to Danny Sullivan interview Steve Berkowitz, senior vice president of the Online Services Group at Microsoft, (formerly of Ask.com) live from the Search Engine Strategies conference. If you enjoy talk radio and you are into learning how to promote yourself online, Webmaster Radio is definitely worth the time.

Anyway, one of the things that Steve was talking about is this the different types of search that people perform.

There is a direct search - typing in to the search bar a specific phrase. This searcher is on a mission and will be taking action. There is also a "convenience" search - these are search tools that are a part of social sites, blogs, email etc. People use these differently. If you happen to be on "hotmail" for example you might decide to search for something related to what you are reading. That search is convenient.

Both types of searches are branded. Google has both direct and convenience searches (as you see in some sites "search by google" and the option to search the site or the web.

When thinking about how you go about getting traffic, think about where the traffic is coming from what is prompting people to search for you. This can be determined by watching the analytics for the site. Then watch for which searches produce the greatest conversion.

There was, of course, a lot more to the conversation. This was just something that got me to thinking about something that needs to be recognized when trying to get the most from your website.

Creativity

I'm in the middle of reading a book, well several actually, but this morning I came across something that really struck a cord. You don't have to be original to be creative. Is anyone truly original?

It is said that Mozart never wrote an original melody, instead he made recombinations of other melodies of the time. Did that make him less creative? In fact it made him more creative!

The internet itself was not created as a marketing tool for business, it was just a way for the government to share information between agencies. And look at us now, about 12 years later - wow! There are plenty of other examples out there - like the famous Post It Note story.

Some of the best ideas in business are not necessarily original, but the way that they are used to make a business successful are creative.

Sometimes it takes someone from the outside looking in to see the way that different concepts can be molded to become creative ideas for a business. Don't worry about being original - be unexpected!