Event Marketing Articles and Event Promotion

2006 Blog Highlights

Today’s post is short and sweet.  I’ve collected user data and visitor feedback to present my 2006 post highlights.  The highlights cover a wide swath of ground from aviation to Internet marketing.  My hope is that the various posts will get you thinking more about your own business ideas.   Make sure you take action!  Please feel free to pass the information to family and friends, because everyone interested in the web needs to know this stuff.

“The Most Fun You Can Have with Your Clothes On”
This post contains a short video and article about following your passion.  When your work is your passion, you’ll never work another day.

Thomas Edison and the Internet
Like computers, too many people fear making a mistake on the Internet.  Learn how Thomas Edison embraced mistakes and why you should strive to make mistakes online.

Online Marketing Like P.T. Barnum (Part I)
More Marketing Like P.T. Barnum (Part II)
A look at Joe Vitale’s synopsis on P.T. Barnum’s “Rings of Power.” Learn how you can apply the techniques of the world’s greatest marketer to your web site or business.

Networks and Marketing
Discover the power of networks. You need to tap into the power of your industry networks.  Are you ready? Warm up your business cards.

Unexpected Online Business Success
Things never go as expected, especially online. The small things and targeted niche markets can help you.

Why Worry About Search Engine Optimization?
Learn why every business needs to consider leveraging Search End Optimization. SEO can drive high quality traffic to your web site.

Above the Fold
Do you know why it is so important to keep your most important content above the fold?

On Being Late
It’s important to be on time.  Yet there comes occasions when we become detailed.  Use this helpful advice to smooth over the next time you are late.

I’m really looking forward to the New Year.  It’s my goal to publish two Internet related books in the coming year.   Look for my “Do it Yourself Usability Guide” series coming shortly.  I’ll also be releasing a series of downloadable PDF documents focusing on SEO, Usability, and Internet Marketing.

See you later 2006!

There Is No Perfect Web Strategy

People approach me all the time about starting a web site. One of the most common questions is "What exactly should I do?"  They're usually disappointed by my answer.  Businesses need to understand there is no cookie cutter web strategy for every web site. Yes you can concentrate on some macro fundamentals like design, marketing, and usability.  These are things any web site should possess.  But in many cases it's the small things that count.  More important is a business giving their web strategy time to work.  Here is the best part; there is no set time frame. You need to use your own judgment.  Two important factors any company needs to take into consideration are time and strategy.

You need to look at your time frame with patience.  I've stated this previously, many businesses want immediate results with their web site.  The one thing you will learn on the web, much like investing, is that wealth and prosperity are built over time.  The "I want it yesterday" mentality dooms more web projects than you can imagine.  I've seen Fortune 500 companies sacrifice very smart strategies because they became impatient.  Yes you have to set limits on time frame. But make sure that limit isn't too short.

When it comes to strategy I look to other good examples within the business world.  A brick and mortar company that is an ideal success analogy is Wegmans Food Markets.  Wegmans' core model is based around being a grocery store. They have a very simple yet systematic approach to ancillary services.  Most stores have your staple grocery store service bakery, meat department, and pharmacy.  In many cases individual store demographics dictate which additional services are provided.  If a service (Sushi bar, Kids Fun Center, Photo Processing, Dry Cleaning, etc.) doesn't work out it is pulled and replaced with another.  If no ancillary service works out the individual store reverts to their core model.  This is a continuous store by store process until the right combination is found.

You can apply the Wegmans' methodology to your web strategy.  Concentrate on creating a long term strategy supported by ancillary services.  Your core strategy can be rooted in design, marketing, and usability.  These core services can be supported by additional technologies or services including: Organic SEO, PPC Campaigns, Copywriting, Public Relations, E-newsletter, Surveys, etc.  In many cases additional services can be added at comparatively low cost. Mix and match what works best.  You need to determine the proper time frame to test each service or combination of services.  Once again, there is no perfect combination and you can't rush success. Organic SEO can take several months to take root. Time is the largest mitigating factor.

You need to realize that there is no magic bullet or perfect web strategy.  When I recently asked a friend how he attains 40-60K visitors a day, he didn't have a concrete answer.  As he put it, "I just kind of did it." Successful web sites are built upon a systematic strategy that is continuously modified.   You need to make a decision on what you want to do and set forth in your strategy.  Regardless of your strategy make sure you give it time to work.

Focus on Web Site Conversions

Are you converting your web site traffic?

One of the largest marketing mistakes web site owners commit is not having a plan to get visitors to take action upon arriving at their web site. Numerous companies look at their web statistics for the past month and are confused as to why so many people visited their site yet there is no appreciable change in revenue.  This is where the conversion factor comes into play.

A conversion is the process of your user taking some predetermined action or series of actions.  It is a measurable metric.  As an example, 10,000 people come to your web site in a month.  Of the 10,000 visitors, 100 of your visitors take a predetermined action.  In this case they make a purchase from your web site.  The end result is a 1% conversion rate.  100 purchases / 10,000 visitors = 1.0% Conversion rate.  In order to be successful online you need to concentrate on converting your web traffic.

Conversions don't always need to be in the form of a purchase.  Many people concentrate on building email lists to soft sell their product or service. Doing so increases the lifetime value of that perspective customer.  I know of one person over the last few years that amassed over 15,000 email addresses.  He delivered high quality content via his newsletters on a regular basis.  Imagine what you could do with 15,000 people dedicated people on your email list?

The cold hard truth is that most visitors come to your site and never return.  There are a plethora of reasons.  In some instances it takes several visits before a visitor will take any action.  You need to establish trust and credibility with your user.  A miniscule number of people will convert in their first visit.  You need to get people to come back to your site often enough to establish credibility.  In today's day of information privacy that can be a very daunting task.  After the trust is ultimately established it becomes much easier for you to convert users. Web sites that retain their traffic for subsequent visits are referred to as having a high degree of "stickiness."  Users are attracted to come back because of any number of onsite factors.

Here is a brief list of things you can do to establish trust and credibility:

• Deliver High Quality Content.
• Provide clear content, concise content, and relevant content.
• Respect the user's attention span.
• Present a professional looking web site.
• Balance your web site information with aesthetics.
• Update your web site often.
• Make your web site usable.

If you can establish the criteria above you should be in good shape.  Can you put a check mark next to each item listed above? If so, you should be well on your way to creating a trustworthy and credible web presence.

Creative Thinking: Brains and Brawn

This post is an extension of the “Discovering Web Site Ideas” post.  In the post I briefly mentioned my methodology for coming up with new ideas.  Today I’m going to expand on this simple technique. Hopefully it will allow you to come up with some of your own great ideas or creative solutions.

I believe that everyone should visit the gym at least three times a week.  Being fit is extremely helpful if you want to be successful in the business world.  Exercising gives you that extra spark. When I work out in the morning I feel energized throughout the day.  If I miss my routine, I drag all day long.  What does exercising have to do with idea creation?  Some of my best ideas come to me while exercising. I'd like to share with you a technique that anyone can use.

During a recent visit to the gym I had a dilemma floating around my brain.  I wanted to make some extra money before the end of the year.  I wrote down the following question: “How do I make an extra $5K in the next week?”  Initially I had no idea.  At the end of the routine I had my solution.  A day later I presented my idea to the client and mission accomplished.  It isn’t always going to be that simple.  But we all have to start somewhere.

This process works best with a weight lifting routine, but can be modified accordingly.  It is based on a 1-2 hour workout.  It utilizes the time you rest between exercises or set.  Here is what works for me.

The Idea Creation Workout

• Bring a small notebook or a sheet of paper and a pen to the gym.
• Before you start, write down a question or two.
  e.g. “How do I market this new idea?” or “What can I do to increase services revenue?”
• Keep the notebook or paper with you throughout your routine.
• In between each set or individual exercises try to write down an idea.

Make sure you don’t force your ideas onto paper.  An idea won't always pop into your mind.  Give the process time. This probably sounds hokey, but let your brain come up with a solution.  I’ve asked a few knowledgeable people on why this is such a simple yet powerful technique.  The best response I received is when you are working out, you are working your muscles not your brain.  Sometimes the best ideas come when our brain has a chance to relax.  You’re letting your subconscious mind take over.  It sounds crazy, but it really does work.

By the end of the routine I usually have all my ideas or solutions.   Here is the really important part.  You need to act upon your ideas.  Too many people talk about their ideas and then never act upon them.  The successful people in this world run with their ideas.  They might not get it perfect or right the first, second, or twentieth time.  But in the end successful people make it work.  Which person are you?

Learning How to Be an Online Business Success

People always use the excuse that they never have time to learn. I'd argue that there is a decent amount of time to learn something new every day.  Learning takes dedication. You probably have an hour or more a day to learn going to and from work. With the advent of MP3 players and the availability of downloadable podcasts, the chance to learn how to be successful online has never been easier. 

To be successful online you need to be constantly learning.  You might not be able to work on our web sites at every free moment. Tweaking your web site on your laptop while in traffic doesn't strike me as the best idea.  But we can certainly make the most of time when we aren't actually working. I've identified two easy to implement ideas that are tremendously helpful to learning.  They won't work if you aren't dedicated.

Learn while you drive or take public transportation
Try giving up some of your radio time to learn something new.  While you are driving or commuting to work listen to a book on tape or CD about business or marketing.  The selection of helpful audio books is vast. Your library might have some great books on tape or CD, all for free! MP3 players allow you to listen to audio podcasts of various online gurus.  Depending on where you live you might be able to get a few hours of learning, just sitting in traffic or on the train. 

Learn while you exercise
If you have an MP3 player, use it during running or working out. Load it up with some useful podcasts and you're good to go as you exercise.  If you use a paper notebook to track your workout routine keep an area to write down new ideas that jump into your brain. 

Read while you wait
Another suggestion is always have a book to read.  Just one book at a time would suffice.  Bring it with you where ever you go.  Whenever you are waiting in line or waiting for an appointment, start reading.  If you put forth a decent amount of dedication you could probably finish a book in a week or two.

With all the technology at our disposal it has never been easier to learn something new.  You probably have your own ideas for learning sessions.  It's up to you to determine how you use your time. You can always make more money, but you can't make more time.
 
Additional Resources:

• Web Master Radio
• Internet Marketing Voodoo

Are You Taking the Time to Analyze Your Web Statistics?

My main focus for today is to encourage people to get setup with analytics software and learn how to use it.  A later post will look into some of the finer points of analyzing web statistics.

There are plenty of decent analytics programs on the market.  One of my personal favorites is Google Analytics.  It is a free service with few restrictions.  Google Analytics is easy to install and web based.  This allows you to check your web statistics from anywhere with a web connection.  Data is compiled every few hours, making it near real time.  Their current restriction allows you up to 5 million page views per month.  If you have a Google Adwords account their page view restriction is lifted.  If you are getting over 5 million page views a month, that’s a good problem.  Purchasing higher end analytics software should be a question at that time.

Whatever analytics software you use, take the time to read the manual.  There are so many people that only have a basic grasp of how to use their analytics software.  The more you understand about the program the more you can leverage the data.

You should check your analytics on a regular basis. Some people check monthly or every few months.  This isn’t enough.  My usual routine is checking at least twice a day.  You don’t need to spend an extended period of time going through statistics. As you learn to use your web statistics program the process becomes very quick.  It should only take a minute or two each time you check.  Real time tracking is beneficial in this area because you don’t need to compile a report each time you check your data.

When I check my statistics daily I look for two things: daily traffic trends and referring traffic sources.  First, I compare my daily traffic from day to day. This helps me gauge in the short term my traffic performance.  Second, analyzing referring traffic sources helps me to determine the effectiveness of my organic and paid search engine campaigns.  I might also look at what pages or articles people are checking regularly.

Make sure you understand the difference between hits and statistics.  Businesses need to recognize the difference because they are inadvertently misrepresenting their statistical data. 

Another pet peeve is hearing business people brag about how much traffic they get to their web site.  Traffic is great as long as you can capitalize.  You need to start with concentrating on getting high quality traffic.  High quality traffic refers to users from your target market, not the general user populous.  Those users are interested in what you have to offer. After getting high quality traffic, you can then focus on converting that traffic.  A conversion usually involves an online sale, capturing an email address, or another set of performance metrics.  It’s not about quantity of traffic but quality of traffic.

If you are serious about your online aspirations make sure you have a good web analytics application working for you.  After you have good data to work from you need to be able to interpret that data.  Get setup and go play.

A Controversial Topic for the Real World

Merry Christmas and Holiday Greetings to everyone!  I have nothing relevant to add to my Internet advice today.  In my first contribution to off topic subjects I've decided on a controversial topic: sweatpants in public.  One of my friends insisted that I would never write on such an offbeat topic. Here you have a light hearted post for Christmas.

As my friend Mike put it he "wouldn't be caught dead in public" with sweatpants.  He says it's an unwritten rule that you aren't allowed to wear sweats in public.  Personally, I don't see the big deal.  Sweat pants seem to have an unfair prejudice against them.  How many people wear sweat shirts in public or hoodies?  It is the same family of fabric. Why the prejudice below the belt?

Below is an interesting supporting perspective provided at Iris.com.

• They're comfortable--it's a no-brainer.
• You don't have to change out of OR back into your pajamas in the morning and evening.
• You know you don't need to put on anything with buttons or a zipper to catch the eye of that hottie at the coffee shop. (Not sure if "hottie" refers to a man or a woman. Shrug.)
• No one ever split the seam of their sweatpants bending over.

Brian Moylan at WashingtonBlade.com posted the following: "The style of dress in this country has gotten excessively casual to the point that it's even acceptable to wear sweatpants in public in places other than the gym."

There you have the information; now you decide. Merry Christmas, Mike!

Expecting Success Online

Everyone with a web site should have a goal in mind.  As I’ve stated before, having a web site just to have a web site isn’t enough.  Be pragmatic when setting online goals and strategy .  Most businesses miss the boat by setting goals that are far too difficult to achieve.   When the desired result isn’t achieved, in the shortest time possible, most get frustrated and quit.

I’m fairly pithy in this article.  Please don’t confuse an experienced and pragmatic viewpoint as negativity.  Many people get frustrated when I don’t tell them what they like to hear.  I refuse to pass along impractical online dreams to the masses.  But, I do believe you need to be smart, realistic, and positive with your online pursuits.  To be successful online takes dedication and hard work.

One of the biggest keys to online success is embodied in the following words “Marketing. Marketing, and Marketing.” People need to know about your web site and how to get there.  You can take a decent product or service and market it properly to achieve tremendous success.  Or you can have the best product in the world with zero marketing and go nowhere.  Smart marketing is quintessential!

I have a number of friends who want to become wealthy using the Internet.  Yet when I tell them what’s involved they respond with “I don’t have the time.” I think this is a load of dung.  The people who are serious about being successful online find the time.  I’ve tried to help and encourage almost a hundred people over the last decade.  Of all the advice that I’ve given to friends; two people have taken the initiative to move forward.  They understand the risk versus rewards scenario.  At the end of the day it’s up to the an individual to take initiative.

Almost every single online success story had humble beginnings. I cannot think of anyone who did remarkably well right from startup. Several people stumble through the online growing process.  Most of the Internet gurus started off making a few hundred dollars a month. Today some of them make in excess of $150K a month.

Set your online expectations reasonably high, but not too high.  If you choose to play the online game: play it with knowledge, tenacity, and determination. “Nobody is entitled to anything but opportunity.  Not even to a level playing field. Nothing. Nada. Just opportunity.”  - Dan Kennedy

A Web Site Redesign Mistake

Are you considering a web site redesign in the near future?
During a web site redesign there is a mistake that many businesses unnecessarily commit. This article takes into consideration that you already have an existing web site.  The mistake involves taking down your old site while transitioning to a new web site.  During the downtime a temporary page or splash page is usually erected. Such a scenario can create a liability to your brand and your web site.

Changing Over Too Quickly
In the web development world I see a tremendous amount of pressure to transition into a new site as soon as possible.   There are too many times when a client pressures their developer to put up an incomplete web site. I've been in this situation myself.  In my professional opinion the client's new site lacked a significant amount of content.  I attempted to justify my concern with the client. In the end the client insisted on launching the incomplete web site.  We complied with their request and posted the web site.  It looked very empty.

Why should I leave my old site up until my new site is complete?
Taking down your old web site can have an adverse affect on your SEO/SEM endeavors.  Over the short term references to your old web site files are still going to be indexed in search engines. If people click on a link that doesn't exist anymore you are going to face problems. When you put up your new site it might take weeks or months to get all your pages indexed properly.  Consider keeping to the same file naming conventions and directory structure.

Change in the Background
Keep your old site running while you test your new design.  Give your users a sneak peak of what direction you are headed in the future. Encourage users to provide you with feedback on the sneak peak.  They might be able to identify something that you didn't even consider or identify a costly mistake.

Your web site redesign transition should be seamless.  Keep your old site up until your new site is ready to go.  Changeovers should be done with minimum impact to your users. If you are expecting a time consuming changeover consider doing it late at night.  This will ensure minimal impact on the user.  Don't forget that the web is world wide.  Be conscientious of where you user base is located.

Take Your Time
Take your time when redesigning your web site because your users will never know the difference.  Make sure you get your site done right the first time as opposed to as quickly as possible. "I just didn't like how the old web site looked" is not an acceptable justification for removing your old site during a redesign. Something is better than nothing.

Remember you should redesign your web site for the convenience of the user. Sometimes business people have difficulty taking their ego out of the equation.  There are exceptions to this recommendation.  On exception is when the old web site is such a liability to you or your company that it needs to come down immediately.

If you take some time to think through the redesign process, you can save yourself significant time and money in the future.

In the Name of Backyard Adventure

Every once in a while it's good to get off topic.  While down in Florida, I try to make the most of my away time. I'm fortunate enough to have a wonderful place to stay whenever visiting Florida.  For me, vacation is about adventure and exploration. Take the time to look around you; it's amazing what you can find.

One place few people consider for an adventure is their own back yard.  You don't need to go some place exotic to find wonderful things.  Most people live their entire life without knowing about the interesting history that surrounds them.

Having grown up with the Goonies and living in a house with a small forest in the backyard created a catalyst for exploration. The great stories are endless. My immense intrigue of discovery is still present.  Being a little older provides you a greater appreciation for what you might discover and the historical context.

During the last two days in Florida I've made several interesting discoveries.  From a nearby 1715 Spanish treasure shipwreck to a hundred and fifty year old military fort.  The beach that I run on was once used to train for the D-Day invasion and considered the birthplace of the Navy SEAL. All of these historical landmarks are within two miles of where I'm staying.  Yet, most people who live here have no idea of their existence.

You probably have some treasures waiting to be uncovered in your area. Engage in some local history research at your library or online.  Just make sure you have permission to visit historical sites. Some sites are on private property. If something a little more modern is up your alley consider Geocaching.  It involves modern day GPS technology, the outdoors, and treasure hunting.  It's a blast!

With the Holidays upon us, everyone should take some time to have fun.

Additional Resources:

• Geocaching
• Little Known and Abandon Airfields (United States)
• Nike Missile Sites (NYC & NJ Area)
• Weird New Jersey
• Infiltration

 

Discovering Web Site Ideas

I am a big advocate of everyone having their own web site.  It doesn't even need to be something business based. But if you are thinking of a business idea, web sites are a great place to start.  You can have a web site to share photos or create a Blog to get great information to the masses.  One of the top challenges everyone faces at the beginning is: "What should my web site be about?"

One of my business mentors gave a very simple concept for generating great business ideas.  His concept can easily be adapted to generate web site ideas. Get a piece of paper or a notebook and write "What can I teach someone?" across the top.  Some people can instantaneously create a list and others take their time.  Put that question in the back of your brain for a day or two.  As you begin to think of ideas write them down on the piece of paper or notebook containing the question.  As soon as your brain kicks in it is amazing what you can get down on paper.

Your ideas should be something you a passionate about.  People who really enjoy their field of work are passionate about what they do. This includes people who are highly successful in business and on the web.

I used this approach in a slightly different manner when I started this Blog.  There were a few ideas floating around my brain in terms of article topics, but not many.  I found a piece of paper and wrote "What can I write about in my Blog?" across the top.  In between workout sets at the gym I'd write down a few article ideas.  By the end of my workout I had over 60 article topics.

Regardless of how good your web site ideas are, look carefully at the market you are going to tackle. You should always do a little homework on the competition of the market and saturation levels.  If it is a broad market look toward a niche market.

Though this is a very simplistic approach it really does help to get your brain energized.  Writing the question and answers down on paper is very important.  The last caveat is as follows: Ideas are nothing unless they are acted upon.  Go out and have some fun!

A Web Site Redesign Suggestion

Another flying adventure delay!  Here I am writing from Flight Level 330 going 453 Knots (521 MPH).  Unlike my last commercial flying delay this one is far more interesting.  As I went to board the airplane filled with passengers, we all felt a thump!  It wasn’t one of those “closing a hatch” thumps.  Here is the hilarious part. The baggage handler whacked our airplane with the baggage truck.  Or as my friend Timmy put it "your airplane was involved in an auto accident." What wasn’t funny was the delay associated with the incident.  We were fortunate enough to be quickly transferred to another aircraft and departed in under two hours. So …

Are you thinking of improving or redesigning your web site in the near future?

Allow me to suggest one of the simplest, yet most underutilized, money saving ideas in web redesign:  Research your idea first elsewhere.  Try to find another web site that already implemented a similar idea. Analyze their implementation and then think of ways to make  improvements.   Do this over a series of three or four web sites.  You might consider a mini-usability study.  After you complete this process type up a document outlining what you like and dislike. Pass the information along to your developer.  This will save you time and money.

A few months ago I conducted a usability study for a new client.  The client put a significant amount of emphasis on the employment section of their web site.  In order to achieve their goals we looked at what other companies used for employment sections.  After our analysis and usability study we combined our ideas with their developer’s ideas. The end result was a highly usable and effective employment module. More importantly we saved them a tremendous amount of time and tens of thousands of dollars in additional development costs. There was no need to come up with a brand new concept.  It had already been created for them.

When you are thinking of redesigning you site there is no need to reinvent the wheel.  Too many businesses insist on doing it their way.  You should insist on doing it the best way. Go and emulate another web site.  Notice I didn't say plagiarize.  People borrow ideas online all the time. In many cases the old ideas just evolve and get used over again.  There are plenty of great ideas on the web. Go out and borrow one and then improve upon it.

More Marketing Like P.T. Barnum (Part II)

Here is the continuation of Joe Vitale's outline of Barnum's "Rings of Power".  The Last Five Rings of Power center on people, creativity, networking, writing, and speaking.

P.T. Barnum's Last Five "Rings of Power"

• He believed in people helping people to get results.
  Vitale points out that Barnum was a proficient at getting the most of personal and business networks.  His amicable personality and established trust made it easy for people to help him. He used his personal contacts and connections to get him privileged access. This helped him significantly in furthering his business.
  
  Use the networking power of email lists, family, and friends to help promote your online ventures. With the emergence of YouTube and MySpace, social marketing has set the Internet ablaze with buzz marketing. Use this to your advantage. If you have friends inside the Internet industry they might be able to share valuable advice.  Have family and friends test visit your site and provide user feedback.


• He believed in negotiating creatively, treating employees and performers with respect.
  Barnum was a crafty negotiator.  He would always look at the possibilities a situation offered and attempted to capitalize.  He was revered by those around him. He treated his employees and businesses associates with the highest respect. 
  
  In the business world you need to be a great negotiator.  If you are fortunate enough to ride up the ladder of success, bring those who helped you along. Nobody ever succeeded in business without help.  The same applies for the online world. There are few if any people who make it to the top without the help of others.  If you surround yourself with successful people you are more likely to be successful.  Use can also get your associates to assist you with link building.
  


• He believed all was well.
  He lost personal property, his fortune, and his family. Regardless of personal circumstance Barnum always found a way to forge ahead.  His personal experience never left him with a chip on his shoulder.
  
  You aren't going to get your web site perfect the first time. Each version is a new opportunity to learn something and make improvements.  You might make several mistakes along the way but that is part of the journey.  Some people go through multiple web sites before they finally make their mark.
  


• He believed in the power of the written word.
  Barnum loved to write.  He used his word smith skills on the general public and with public officials.  To the very end he was dedicated to his writing.
  
  Apply the power of words to your web site.  Learn copywriting skills to deliver a meaningful message to users.  Some of the simplest web sites on the Internet are very successful because they make the most of their copy.  They compel their users to take some form of action with words.  You can't do much online without words.
  


• He believed in the power of speaking.
  Speaking was almost second nature to Barnum. "He knew that the spoken word could move mountains."  He used his speaking abilities to further just public causes, cultural learning, and his business.
  
  Public speaking is a great way to get the masses to visit your web site.  Your credibility will increase and you can establish yourself as an expert.  If you aren't comfortable speaking in public utilize a blog. Blogs allow you to get your message out to the masses from almost anywhere.  Blogs are also becoming a tool companies are using for product and service feedback and to create new products.

Source: Vitale, There's A Customer Born Every Minute, pp.11-16.

After you had an opportunity to review all of Barnum's Rings of Power get a pen and paper and come up with your own interpretations.  Sometimes the simplest ideas can lead our brains to discover completely new ideas.

Additional Resource:

• P.T. Barnum Biography

Online Marketing Like P.T. Barnum

Another one of my favorite historical business heroes is P.T. Barnum.  He was the greatest marketer on Earth during his lifetime. Like Thomas Edison, P.T. Barnum would be an Internet "Rock Star" if he lived in the present world.

In Joe "Mr. Fire" Vitale's Book, There's A Customer Born Every Minute, he describes many of the techniques Barnum used to become the world's "King of Marketing."  He achieved all this in a time without radio, television, or the Internet.

Through in depth study Joe Vitale outlined Barnum's "Rings of Power".  They were the keys to Barnum's amazing business success.   These keys can be slightly reinterpreted and applied to most businesses and their web sites.  Hopefully some of the suggestions below spark new ideas.

P.T. Barnum's First Five "Rings of Power"

• He believed there was a customer born every minute.
  One of the largest misconceptions is that P.T. Barnum said "there is a sucker born every minute."  He never said that.  Barnum virtuously believed that the world was his marketplace.
  
  Vitale points out that Barnum considered anyone with .25 cents in their pocket a potential customer.  Each day that goes by more and more people go online. You need to think well beyond your local market. If you are online you are worldwide.  Use that massive audience to your advantage.  With such a large audience focus on a narrow target market.


• He believed in using skyrockets.
  People described Barnum as a master of public relations.  Barnum would push the limit to get public and media attention.  These came in the form of publicity stunts.  Both P.T. Barnum and Thomas Edison used elephants to attract media attention.  In Edison's case, he executed Topsy the elephant.  Both men received an amazing amount of media attention because of their antics.  This attention trickled down to the public and created an amazing buzz.
  
  Is there something you can do to stand out from the crowd?  With every business trying to get consumer attention you need to be different. Try to be passively unique. Think of what will help you move to you're audience's center of attention. 


• He believed in giving people more than their money's worth.
  Barnum traveled to the ends of Earth in order to find what fascinated people.  He would bring the most unique entertainment to his audience. His focus was on his customer.
  
  The same analogy can be painted in regards to your web site users.  When someone shows up to your site are you presenting them with high quality content and a quality product or service?
  Few people are disappointed when your web site delivers what you promise. Too many web sites push content of no interest to the user.


• He fearlessly believed in the power of "printer's ink."
  Barnum knew how to get the most out of the media. Because of his ability to provide interesting and unique stories the media became Barnum's prized resource.
  
  Provide the public with unique stories on your web site.  Perhaps you can tell a compelling or powerful story to sell a product or service. Are you getting the most out of your public relations campaign?  Regardless of how good the message. If nobody knows that you exist you will never be noticed.
  


• He believed in persistently advertising.
  His use of free and paid advertising ensured that his marketing message was delivered around the world.
  
  You need to actively get your message out to the public. Harness the gold standard of online advertising: high quality back links. In today's world you can use SEO and PPC campaigns to help get your message out.  Don't forget that positive word of mouth is still one of the best free forms of advertising.
  

Source: Vitale, There's A Customer Born Every Minute, pp.11-16.

Throughout his life Barnum keep to his systematic methodology.  This proved immensely successful. Anyone interested in being great at public relations should study P.T. Barnum.

Learn about Barnum's Last Five Rings of Power.

Get A Free College Education

There exists one of the most forsaken educational institutions on the face of Earth.  Anyone with a little dedication can get the equivalent of a college or masters degree in almost any subject area.  Any guesses as to what it might be?  No, it's not the Internet.  Most people already know that I'm hinting about the second most obvious choice, the library. I firmly believe libraries to be one of the greatest of educational opportunities in the world.

The nice thing about the library, unlike the Internet, is that most of the information in libraries have a decent amount of credibility.  Though you can't ensure that everything in a library's collection is 100% accurate. I'd argue that it is far more credible than the Internet. Too many people read something online and consider it to be fact. It is difficult to know who to trust online.  It is only a matter of time before some inaccurate blog post creates a major international incident if it hasn't already happened.   

Libraries are a great resource for any professional, entrepreneur, or small business owner.  It allows you to satiate your desire for knowledge. Best of all it is free provided your library books aren't overdue.  I've acquired a vast amount of knowledge courtesy of my local library.  A nearby branch had the best collection of Internet resources available locally and I took full advantage of it.

Libraries also have their own version of search engines known as Librarians.  They do a great job of pointing you in the right direction and might suggest additional resources.   

Leveraging Amazon and Your Library's Catalog
One of my favorite research techniques is utilizing Amazon.com and my library's online catalog. Using the technique below will minimize your chances of reading books that aren't helpful or interesting.

1. Go to Amazon.com and select "Books" from the Search drop down menu.
2. Enter keywords on the desired topic area(s) into the search box and Press Go.
3. After you get results, look at the "Sort By" pull down menu and select
   "Avg. Customer Review." Press Go.
4. Note the top rated titles. Copy down the ISBN number or book title.
5. Check your library's catalog to see which high ranking titles are available.
6. BONUS: If the library doesn't have the book, they might be able to purchase it for you.

Your library is one of the great local services you have available.  Take advantage of it!

Additional Resources:

• 52 Ways to Use Your Library Card
• American Library Association
• Library of Congress

 

The User Attention Span

A few years ago the average attention span for a web user was about 8 seconds.  Your site had to load in those few seconds or else you potentially lost a user.  That was during the "covered wagon" days of the Internet.  With more people getting broadband access the playing field is changing yet again.

A recent study conducted by Akamai Technologies found that a user's online attention span is getting even shorter.  Over 1,000 web users were surveyed.  They found if a shopping web site took longer than 4 seconds to load, 75% of the participants would not return to the site.   The study also found that 30% of the user's formed a negative perception about organizations with poorly designed web sites.  Some of the top complaints included poor navigation and a long checkout process. 

If you are looking to build an e-commerce site study the top online retail sites.  I know many people criticize Amazon.com for being too simplistic.  The Amazon site is almost entirely text based.  The navigation is simple and they leverage their search feature.  Over the years they have added additional features but remained true to their original design.  Their original design works.  If you go through some online retail sites you'll notice a number of similarities.  Integrate those similarities into your site and keep it simple.

Too many web sites pack their pages with irrelevant content that slow web site load times. You need to grab the user's attention and keep it.  Give them a reason to come back in the future. Don't forget that there are people who still use dial up service. Make sure your site is mean and lean.  When is the last time you heard someone complain about an easy to use web site that loads too quickly?

Additional Resources:

• Cashing In On Online Speed
• Optimizing Your Online Graphics and Images
  
  

Staying Above the Fold

Next time the Earth gets whacked by a big solar flare keep your fingers crossed that it is a clear night and the atmospheric conditions are ideal. Then make an effort to go outside to watch.  Yesterday I was lucky enough to witness the Aurora Borealis for the first time.  It essentially looked like an upside down water fall. Seeing pictures and video doesn't do it justice.  I could strike an analogy but that would be cliché. On to being "above the fold" ...

The term "above the fold" gets used pretty often in the web and graphic design world.  I use the term on occasion in my articles.  There are enough people who still don't understand the concept that I thought it might be beneficial to give a better description.

As I have described before, the fold is the viewable area on a web page that doesn't require you to scroll down to see additional information. The term found it's origins in the newspaper industry.  Since a newspaper is usually folded in half or creased, editors concentrate on getting the most important information on the top half of the page.  The same methodology is used with web site design.  The area above the fold should be considered your "selling section" or your most valuable web site real estate.  It's your first best chance at selling people on your product or service. 

All of your most important web site information should come above the fold.  This includes your headline, navigation, your most important text or links to articles.  Make sure your copy is compelling and draws your user into the information.  Use a bold headline!  Too many designers clutter the area with advertising pollution.

If you have an important offer or holiday special keep it above the fold.  Try not to tuck critical information below the fold.  The end result is that you will get fewer clicks on those links and offers.

Unlike a newspaper the fold on a computer screen is in constant flux.  Because of all the different monitor sizes and screen resolutions there is are no universal measurements.  Check out your web site on different monitors and resolutions to find a universal approximation you can use.

The bottom line is keep your most important information above the fold.  Maximize the use of your on screen real estate for the most impact possible.
 

The SERP That Really Counts

If you want to be successful with your online presence you need to leverage SEO (Search Engine Optimization). Look at targeting a series of keywords and focus on getting on the first page of the SERPs(Search Engine Results Page).  There are only ten positions on Google that really matter #1-#10.  Everyone wants to be #1 on top search engines and so should you.

Why is getting a top ranking position so important?
The higher your position the more visitor traffic you command.  If you can get a top listing for a competitive keyword you are well ahead of the pack.  Keep in mind there are plenty of companies that never achieve the number one spot and do very well online.

Important SERP Statistics:

• 50% of users click on the first organic link to appear
• 250% more users click on the organic listings before the Pay Per Click Ads
• About 80% of users looking to purchase something start with search engines

Sources: Peter Kent, SEO for Dummies and Brad Fallon/Andy Jenkins

As you move down the SERP fewer clicks get distributed to each listing.  Just like a newspaper most of the user's concentration is focused above the fold.  The "fold" is represented by the viewable area in your browser window without needing to scroll down the page.   Newspapers and search engines keep their most important information above the fold.  A very small percentage of people searching for something online make it past the first SERP.  When is the last time you searched through the second or third SERP?

Searching and Purchasing
Brad Fallon makes a great point about how people search and their purchasing intentions.  When people use two words or less as a search term they are usually doing research, e.g. "Bahamas Vacation"  If they are refining their search terms with more than two words they are most likely looking to purchase something, e.g. "Discount Hotels Bahamas."  Use this knowledge when selecting your keywords.  Highly specific key phrases (keywords) might get fewer clicks, but they'll bring you higher quality visitors.

I stress the importance of getting a top listing on the search engines.  It's a shame that so many companies get lost in the SERPs.  The people at the top of listings make a lot of money regardless of how their sites look.  Set your sites high and work at it until you succeed.

Everyone Should Have a Business Mentor

I'm a big proponent of everyone having at least one good business mentor. If you don't have a business mentor go out and find one today. 

A mentor can steer you clear of making mistakes that will cost you time and money. Mentors are great sounding boards for business ideas.  Their advice might be a catalyst for your next great idea.  Perhaps they are able to show you a different perspective or alternative solution to a given challenge. 

Find a mentor who is genuinely interested in assisting you.  Perhaps they possess traits that you want to emulate as a business person or entrepreneur.  Ideally find someone outside your organization or base of friends. Doing so will ensure that you personal or professional growth doesn't cut off a great resource.

Your mentor might be inside or outside your business market.  If they are inside your business market you can leverage their experience and advice to accelerate progress in your field.  Having a mentor outside your field can also be an advantage.  An outside perspective can give you feedback and insight those inside your field might not consider.  You'll have a different looking glass on the world.

In most cases your business mentors never charge you for their time.  But make sure you don't monopolize their time.  Regardless of how busy my mentors are they always have a few minutes to pickup the telephone and talk.  Always check to make sure they aren't too busy to lend you a few minutes before jumping into a conversation.

Express gratitude to your mentor. Verbalizing your gratitude is a nice gesture.  But consider writing a hand written thank you.

Two brains are always better than one.  Don't delay in getting a business mentor.  The time invested in finding a good mentor will pay dividends down the road.

Additional Resource:
Inc. Magazine - Mentor Articles

The Importance of Organic Search

One of the most difficult web methodologies to sell a company is organic search engine optimization. Some companies we've tried to sell organic SEO services to have labeled it "black magic" and "a waste of time."

Most companies don't want to produce high quality content for their web sites.  The infamous "we don't have time for that" line always comes up. Many companies also refuse to accept that a well thought out organic search campaign can take six to twelve months before appreciable results can measured. Their mind set is "I want it done yesterday." I appreciate any company's desire to have quick results.  But don't forget that value is built over time, especially online.

The clients who have embraced organic SEO have done very well for themselves.  The best part is that most haven't even realized their full potential. Companies that successfully implement organic SEO get higher quality traffic and keep advertising costs down.

Why does a company need to integrate organic search?
Organic search offers a tremendous return on investment.  According to Brad Fallon and Andy Jenkins organic search gets 250% more clicks than PPC (Pay Per Click) advertisement.  People and search engines place significantly more weight on organic listings. Organic listings have more credibility because you have to earn a top spot.  You cannot buy your way to the top like PPC listings.

The example to the right gives an excellent indication of how people view SERPs (Search Engine Result Pages).  The areas highlighted in red get the most attention.  Notice that people focus on the top organic listings and pay little attention to the PPC ads.

SEO is NOT a "fire and forget" tactic.  You need to constantly tweak your approach.  There are no easy paths.  Organic SEO also needs to be combined with great web strategy, strong design, smart marketing, and usability.  Those companies that can combine all those features do very well online.  You need to give organic SEO serious consideration if you want to be successful online.

Google Heatmap image from brandinfection.com.

Online Event Marketing

I had the pleasure of attending a very nice fund raising dinner over the weekend. The one challenge I experienced was finding information on the event at the organization's web site. Unbeknown to me the organization recently renamed their event.

The organization could have made the user experience significantly easier by posting a simple event link on their home page. Instead the information was buried on a difficult to find secondary page.  If you are holding a public event for your company make it simple for people to find information.

Consider some of the following suggestions:

• Display a prominent event link from your company's home page
• Have good directions to your event with maps
• Suggest parking areas for your event and where people shouldn't park
• Offer people the ability to purchase tickets online
• Comprehensive contact information
• Building a web site that creates excitement for the event

If your event takes place every year keep the same web address and site running all year long.  Some companies choose to date their event web address, e.g. whateverairshow2006.com.  Try not to do this.  This hurts your online branding and event search optimization efforts.

Consider registering and hosting a separate web site for your event.  Domain registration and hosting have become very inexpensive.  One of our client's operates a microbrewery and restaurant.  They have a web site to support the microbrewery and restaurant.  Each year they conduct a large brew fest.  Next year we're going to encourage them to maintain a separate web site to support their event.  Keeping a separate event page from your company web site helps you focus on specific user target markets and event goals.

There are significantly more suggestions for online event marketing.  Hopefully some of these brief points get you thinking and headed in the right direction.

Why Invest In Search Engine Optimization?

Aaron Wall of SeoBook.com asks:

"Why should a legitimate business need to worry about SEO?"

Companies that smartly implement SEO (Search Engine Optimization) as part of their online strategy tend to be very successful online. If you are serious about leveraging your online presence you need to get serious about SEO.  Too many companies miss the boat when it comes to SEO.  It is important to remember that SEO isn’t a single universal solution.  You still need to integrate SEO with a balanced design, copywriting, usability, plus a few marketing strategies on your web site. 

Ask any business if they are interested in doing the following with their web site:

• Do you want to save time?
• Do you want to reduce cost for your company?
• Do you want to increase revenue for your company?

Any company or small business owner will answer "YES!" to those questions.  SEO is integral in getting to "YES."

Saving Time for Your Company
A good SEO strategy helps you position your company or service online. This saves you and your business valuable time.  Most companies waste time online and off because they fail to choose the right market.  With a little keyword homework courtesy of SEO you can find the quickest and most effective way of choosing the right online market. 

Saving Your Company Money
Compare and contrast SEO with traditional advertising such as radio, print, and television.  Let's use radio as an example. In radio your target market needs to be listening at the right time, on the right station, and actually pay attention to what you have to offer.  With print, just like radio you are competing against the plethora of other advertising.  Traditional advertising can cost thousands if not tens of thousands of dollars every month!  A well thought out SEO strategy will assist you in minimizing advertising dollar expenditure.

Increasing Revenue
SEO can increase your revenue by delivering more qualified prospects to your web site. This plays upon the leverage that web sites naturally give you.  Most of the time people don’t show up to a web site accidentally.  SEO helps bring together relevant content and the users who are interested in that content.  When you have their undivided attention it is much easier to sell your products or services. Be sure you utilize strong copywriting to further enhance your offer.

The best part of SEO is that it levels the online playing field.  Smaller companies that are smart and nimble are giving larger corporations a run for their money.  SEO offers you a tremendous return on investment when properly executed.  It opens the door for almost anyone online.  Legitimate businesses can’t afford to miss the opportunity SEO offers.  Starting late in SEO is far better than no SEO.

A Great Customer Service Example

Yesterday I flew home from my conference in Vegas.  My connecting flight was delayed in Chicago for three hours.  There were a number of people who were upset over the delay.  The airplane that we were scheduled to take to Rochester had not arrived in Chicago. How the pilot of our flight handled the situation made all the difference. His actions are a great example of good customer service.

The pilot and co-pilot waited with the rest of the people.  They were just as anxious to leave as all the passengers.  When the pilot knew there was going to be a problem he himself made the announcement to everyone waiting.  He apologized and offered to speak with people if they had any further questions.  I cannot recall the last time something like that happened on a delayed flight.  You usually have to deal with a company customer service person with far less customer service skills.

This is a simple example of great customer service.  The pilot had nothing to do with the situation.  But he was the face of the company at that time. Good customer service seems to be waning these days. Take an example from above and make the most of a bad situation.  Acknowledge there is a problem or mistake. Then try your best to amend the situation in a timely manner.  Regardless of how simple the remedy, very few companies can acknowledge a mistake or take proper corrective action to amend a customer service problem.  Make sure you don't do the same with your customer service.

Bunnies, Martinis, and Brand

The airshow convention finished with a wonderful gala. Unlike some of the other gents I decided to stay in my tuxedo after the gala finished.  That decision would prove very useful later in the evening.

My adventuresome ways can get me into the most interesting situations.  After the gala I decided to head out to the Playboy Club. What better place for a young man to be adventuresome? 

I always try to learn something with each new experience. In this case it turned into a lesson in branding.  Very few companies truly understand how to market their brand. The Playboy Club does an excellent job of tastefully presenting their brand.  The branding starts when the elevator door opens up to the club.  Everything is branded from the bathrooms to the matches. But it isn’t over done.  There is history and stories to go along with their brand. After I picked up my Martini at the bar I started to peruse the surroundings. As expected the Bunnies are beyond beautiful.  Because of their beauty they become a dangerous distraction for young men seeking success at the card tables. I decided to stay away from the tables. During my adventure I did manage to meet some lovely ladies from California and chatted with them.

What can cotton tails and cufflinks teach you about business branding? Study other companies and how they implement their brand.  Business innovation usually stems from recreating current ideas or resurrecting old ideas.  Next time you are out and about take the time to observe your environment.  You’ll be amazed what you notice when you really study something.  Look for the business angle. Your next great idea might come from something most people will never notice.

2006 ICAS Wrap Up

My time at the ICAS convention is coming to a close.  I finally gave my presentation today and received some great feedback.  It is going to take some time to see if all my efforts are going to pan out. Tonight we have our Gala and then I'm going to spend some time out in Vegas.

I hope that people take some of the advice that I've given out and implement it on their web sites. 

"The Fortune is in the follow up." This has been a term I've heard many times.  During the course of my stay I've collected a number of business cards.  I'm going put this business philosophy to the ultimate test. 

If anyone is interested in some basic search engine optimization techniques I've made my presentation available on airshowtactics.com.

The Value of Free Information

For the longest time I refused to give away free information.  If you wanted the information or service, you needed to pay me.  That ideology was a huge business mistake.  My business mentors told me to give away free information years ago.  I finally wised up. Today I give out tons of free information.  I encourage anyone with a unique service or product to do the same.

What if I give too much good information away? You can't, people love free information.  If you give them enough of it, they'll return for more.  High quality information positions you as an expert in your field. Businesses want to hire experts.  Experts in a particular field carry with them a high degree of trust and credibility.  Both of which are significant buying factors.  Experts also get paid more.

You don't need to give away your best information.  This is where you will make your money. You can tease people with good information and make them pay for the best information.  Just make sure your best information does what you promise. 

Go out there and give away great free advice.  It is one of the best, yet most under used of business practices.   This has led me to more sales leads than any other process I've used over the years.

Concentrating on User Centered Design

Users have their mind set on the information they seek.  If you can align your web content with what your users desire you'll be more successful online.  This seems logical to everyone, but few people actually follow through on the logic.

One of the biggest mistakes a company can make online is not providing users the information they desire.  How many times have you visited a web site excepting one thing only to get another? Many companies decided what their content is going to be via committee. Upper level management has meetings and creates a strategy based on their desires.  What they are really doing is imposing what they think is important on the user.  This process rarely proves successful. In many cases it frustrates the user.

Successful web sites concentrate on user centered design.  They focus on providing high quality content and take extra strides to deliver that content effectively.  Theses companies take their egos out of the equation and focus on delivering high quality content to their users.

How do I provide users with relevant content? One suggestion is to take a survey of your users. Setup a simple survey via email.  If you're web site has been up for a while you should have more than enough user email addresses.  In the email, ask users what type of information or content they seek. Tabulate the data and find the top requests.  You'll usually find that what you think the user needs and what they actually want are two different things.  Make sure you provide the user with what they need and enjoy your online success.