Leverage Blog: How to Exploit the Web.

Email marketing results (big $$$)

This news just in:  The HTML emails we're sending for www.exhibitservices1.com are working.  I could give you conversion data about the open-rate and click-through rates, but instead I thought I'd simply say that after the campaign their email box started filling-up and the phone started ringing.  They have orders that are 8-times greater than the cost of the campaign.  Now THAT's some serious ROI.

There's no secret here, just the basic elements of successful email marketing:

• A good list of names
• A great subject line
• A clear, simple, cleanly designed HTML email
• Links that work
• A great website that will inspire web visitors to make contact

Oh, and don't forget to send it from a third-party server and comply with the SPAM laws.

Next step:  Hit Google and find yourself an email list that targets your customer.  Before you buy, make sure you tell them no Spam trap' addresses and no 'global unsubscribes.'  They can't guarantee every email address, but if they know you're a smart shopper they won't sell you a spam list.

Happy hunting!

A good read: The New Rules of PR

This Friday I offer you some smart ideas about Public Relations in today's online world.  A few highlights:

• Optimizing news releases for search.
• Utilizing online distribution services to reach thousands of web sites and blogs.
• Leveraging advanced social media features including TrackBacks/PingBacks and Technorati tagging to extend the reach of your news.
• Developing content that attracts your key audiences and drives traffic to your site.

Thanks to PRWeb and David for the open distribution.

Download New-Rules-of-PR.pdf

Search engine optimization tips in USA Today

I was suprised (happily) to see SEO (search engine optimization) mentioned in USA today this week.  A sign that small businesses understand that succeeding on the web is a one-two punch.

Punch One is having a great website.  Great websites have a clean, easy-to navigate design with clear headlines, persuasive content and inviting calls-to-action.  There is no reason to invest time and money in SEO if we can't convert the visitor to your site into a LEAD, right?

Punch Two is search engine optimization.  As the article says, you first need to research the terms (called keywords) that your customers are using on Google and Yahoo! to find a business like yours.  At Wheel Media we do this research up-front.

Next you need a developer to incorporate those keywords into your website code using a formula that works with the search engines.  There is no magic bullet here-- changing one or ten elements on your site won't be enough to make significant impact-- the optimized site needs a cohesive structure.

Finally, get other sites to link to you.  Again the article is on the right track here, but as the reader says at the bottom...the process can be very time consuming and full of trial-and-error.  I suggest you outsource to a firm that has a track-record...and stay focused on running your business.

• Read the article here
• Get a quote for search engine optimization here

New Research on Email Marketing (Hint: Add a link or three)

Oh, and add a few pictures while you're at it.

Research released today from the Email Experience Council revealed that 28% of marketing emails don't have links that take the reader back to the advertisers website.

And many are missing images.

Oops.

If you're going to send email marketing, send it in HTML and include interesting, relevant images and 2-3 links back to specific products/services on your website.  There are a number of other super-important details, including sending from an independent server (not MS Outlook from your desktop) to protect against accusations of being a SPAMMER.  This is key.  The research also shows that the creative-- the design and the content-- are critical to the results, starting with a great subject-line.

The fact that emails are going out without images and without links suggests that small businesses have a great opportunity here:  Do email marketing right and you'll leave the competition in the dust.

• More info on email marketing is here.
• Talk to these guys if you're curious if email marketing will pay off.
• Full article is here.