Search Engine Marketing

Finding you versus buying from you


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A lot of entrepreneurs obsess over their search engine marketing and Adwords campaigns, to make sure that they get a high listing when someone goes searching for their type of product. Nothing wrong with that, but given the endless demands on the typical business owner, there's a tendency to focus on lead generation at the expense of conversion.

It's the easiest thing in the world to think that your website is "good enough," and that it is not a barrier to the sale. You're used to it, it makes sense to you, and you get enough sales to believe that it is doing its job. There's only so much time in a day, and once your website is "done," it's easy to just assume it's working hard enough for you, and focus your attention to lead-generation campaigns.

Are your marketers using yesterday's methods on today's customers?


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It took a while before the Web really changed the way people bought things, but it has happened. Now people go to the Web first and research the heck out of a subject before they buy.

They scrutinize, analyze, and agonize. They Google and re-Google, fine-tuning their search term until they start getting the desired results. They know exactly what they want and they keep searching until they finally find it, then compare their options, read the reviews, and consider the price and the functions. Once they are satisfied they have found the right product and are comfortable with the company selling it, they place an order.

Why you need a datamaster


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The people you hire can make a big difference to your revenue growth. That's why I help CEOs find and hire the best people for each position. I've been building a marketing and sales team for one of my clients for the past few years. The people we have found are making a difference. The company's revenues are way up. The marketing and selling efforts are bearing fruit.

Search-optimized PR: Greg Jarboe reveals secrets


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I recently interviewed Greg Jarboe, one of the founders of SEO-PR, a company that has established itself as one of the market leaders in the field of search engine optimization using public relations techniques. I've known Greg for many years; back when my husband and I were in Silicon Valley running a high-tech marketing agency in the 80's, Greg was director of communications for the then high-flying Ziff-Davis.

Greg has always been urbane and prophetic, so he's fun to interview. But he's also learned a thing or two about optimized PR. Here's what he had to say.

PR in general:

 

What CEOs need to know about search marketing


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It's finally becoming clear to everyone that marketing is not about relationships. Customers don't want relationships with sellers. Instead, they want to be able to find a product or service, get their questions answered, and make a purchase - without being forced into a "relationship." No one wants the local car dealer showing up for dinner. It was sellers who wanted a relationship, as if they could somehow magically make a customer loyal for life.

 

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