Online marketing on a tight budget – some tricks for low cost business promotion

Posted by Ron on November 15th, 2011

A friend recently asked if I could suggest some ways he could market online on a budget. At this point in his business he did not have the budget for professional online marketing and was looking for low cost options. Normally I would strongly suggest engaging an online marketing company such as ours but considering his dilemma I gave him a few suggestions of the cuff.

I write this with the assumption that there is a website already in place to market.

Start writing lots of content - a content rich website is a budget marketers best friend

It need not be professional, it need not be the best prose of the year. As long as it contains information about some facet of your business, put it online. Google and other search engines just love websites which are updated often and content gives search engines a rich pick of keywords to index. That brings up an important point – make sure your content is rich with keywords (what’s a keyword – a phrase that describes an area of your business e.g. fly fishing, fishing vacations etc.). For many writing is tough but if you are on a budget writing is a good tool.

As a corollary to the above, writing a blog is also a good idea. Just ensure that there are a lot of links to your website from your posts or alternately mention your contact details so people can get in touch with you after reading your posts.

Thumb rule: Use website for more permanent information eg. product/service details, pricing, etc , use your blog for more transient information stories, ideas, observations etc.

Pay per click marketing – Google Adwords using Long tail keywords

Whats a ‘Long Tail’? A long tale is simply a keyword or key phrase of more than 3 words. E.g. ‘Fly fishing’ is not a long tail but ‘Fly fishing in karnataka backwaters’ is.

Why use adwords? Cause you can control the budget, you can choose to spend INR 100 per day or INR 1000 per day as your budget permits. Setting up an Google Adwords account is quite easy. If you choose the competitive keywords your daily budget will get eaten up quickly for little gains but using ‘long tails’ you can stretch your budget a bit more.

Caution: Long tails individually drive very little traffic so in order to get a good result you need to come up with a lot of long tails.

Facebook – an excellent marketing avenue if you have time on hand and a niche business to promote.

Create a fan page for your business and post regularly on it (1-2 posts daily), respond to comments and build up a network one at a time. Its a slow approach but can overtime yield huge results in terms of referrals. Also go onto Fan pages related to your business and participate in discussions and when you get an opportunity talk about your business. Don’t be a pig and blatantly post ads on their wall. Be subtle. Building a social media network is about give and take. There are tons of blogs and articles on social media marketing, read them and use them.

Find where groups of people with similiar interests hang out online and participate

This more of a collorary to the pervious point. Instead of restricting yourself only to Facebook explore other places online where your target audience might meet. Message boards, Yahoo groups, minor social media sites, chat rooms are all likely places where you can interact. Again the warning stands, be subtle, don’t try to push your business onto others. Eventually if they trust you, people will recommend you.

 Appoint an online affiliate to do the marketing on a commission basis.

For many who don’t have the time or are not too web savvy, an affiliate is an excellent alternative. Basically an affiliate could be anyone who would be wiling to market your product/service online for a percentage of sales. It could be a college student or it could be a professional affiliate marketing company. The idea is to let someone more efficient do the work and you stick to your knitting. Caution: Be very careful when negotiating with affiliates, read the fine print, and consult a lawyer if possible. If you get an honest and hardworking affiliate then together your business will grow substantially.

 Will post more ideas as they come to me. But remember when budget is not a concern and growth is required, come to us. A professional marketing service can do a lot for you.

 Cheers,
Ron

Review all the paid marketing options available to you on http://www.miracleworx.com

 

 

Jim Collins does it again – the brilliant ‘Great by Choice’ is highly recommended for all entrepreneurs.

Posted by Ron on November 8th, 2011

 There is something about a Jim Collin’s book that is spell binding. His writing style that combines real world examples with common business principles simply makes his books impossible to put down. What I love about ‘Great by Choice’ is there are brilliant business principles told in a simple and easy to understand manner.

Catchy titles such as ’10xers’, ’20 Mile Marchers’, ‘Fire Bullets, Then Cannonbals’  make the lessons memorable and interesting. The easy writing style and interesting stories is backed by some hard research giving the whole book a lot of depth.

The authors advise primarily tends to rein in the wild business horses. No wild theories, no out of the world complex business models. Just plain old common sense logic and reasoning – sometimes downright conservative advise.  But for businesses and companies looking to make it big over the long term, its invaluable advise.

A lot of debate about Jim Collin’s books revolves around the companies that he shortlists and highlights in his book. Many of the companies profiled in ‘Good to Great’ are no longer doing well. And again in ‘Great by Choice’ the debate rages over whether the companies chosen are appropriate or not.  But it was always the authors assertion that the ‘principles’ outlined in the books are more important than the companies themselves.

In uncertain times when everyone is looking at the future with fear and uncertainty, this book acts like a stable anchor, gives hope that there is a way ahead to growing and securing your business for the long term.

Highly recommended for all entrepreneurs and businesspeople.

Buy it at Flipkart – INR 519

Cheers,
Ron

 

Internet Explorer usage drops dramatically in India in the last 10 months. Chrome the biggest gainer. FireFox is flat.

Posted by Ron on November 7th, 2011

According to the latest stats from StatCounter GlobalStats, one of the worlds largest commerical website statistics service providers, Internet Explorer usage has dropped significantly and Chrome has jumped by almost 15%. Firefox usage remains flat.

The crossover took place sometime in August where at one point all three browsers almost had equal share at 33%.

See chart below 

Are we seeing the imminent demise of IE and the Google domination?

Cheers,
Ron

We design for compatibility on all browsers. See our designs at http://www.miracleworx.com/portfolio.htm

 

Birth of a new cottage industry – the production of Facebook ‘Likes’

Posted by Ron on November 5th, 2011

A friend likes to do a simple exercise – he takes a printout of the Facebook Wall of a popular (in terms of ‘likes’) fan page. He then starts circling conversations which are relevant and meaningful to the brand. Doing this he gets an idea of the impact level of conversations happening on the page as compared to the number of fans who have liked it.

The Ugly Truth about Facebook Marketing – Likes are manufactured daily in thousands of little shops around the world.

Doing the above exercise my friend realized that pages with thousands of fans are generating absolutely worthless conversations and are probably fake or concocted by the facebook page manufacturers themselves. This reflects the quality of ‘likes’ on the fan page. These ‘likes’ are probably coming from thousands of little shops around the world manufacturing facebook ids and ‘liking’ pages.

Buying Facebook ‘likes’ is an option considered by many marketers under the gun from clients wanting rapid gains on their fan page.

Buying Fans is now an option many marketers consider in thier desperation when clients put the pressure on them to improve likes on the fan pages. The truth is that genuine Fan building is a steady incremental process and rarely does it accelerate or ‘go viral’ as they say. But clients who measure success in terms of ‘Likes’ drive marketers into the arms of the Facebook black market.

 The Buyer Beware – the Facebook ‘likes’ market place is full of cheats and frauds.

As with any dubious industry it attracts the wrong kind of people to it. Opportunists who want to take advantage of desperate marketers rarely deliver on their promises. Marketers take a risk everytime they try and buy ‘likes’ and most times end up dissappointed with the delivery and quality. Since its all under the table there is no accountability or redressal for marketers gipped by a scam artist.

 Facebook structure makes it difficult to verify the geniuneness of ‘likes’ – although quality of conversation is a good indicator.

Facebook structure and privacy settings make it difficult for clients to verify whether their marketer is giving them geniune ‘likes’ or not. Although the quality of conversations can indicate the quality of fans on the page. As my friend does, a check of relevance to the brand can reveal a lot about the types of ‘likes’ you are getting on the page. However the sad truth is most clients dont care as long as the ‘likes’ counter keeps going up.

 Clients should you a more holistic approach to measure success on Facebook instead of solely focusing on likes.

Many clients are to blame when they excessively focus on ‘likes’ on the fan pages instead of reviewing other parameters such as quality of conversations, profiles of fans etc. Giving your marketer leeway to engage people on Facebook in a constructive manner – by a genuine marketing and advertising effort – is a good way to ensure that you do not become a victim of the buying ‘likes’ market.

 Some sites that explore this further
http://www.quickonlinetips.com/archives/2010/09/buy-facebook-fans-friends-likes/

http://www.buyfacebookfansreviews.com/

Overall I would say its a fraud and should be avoided no matter how desperate the marketer is. The long term results are terrible and the short term risks are high. If your client does not have the patience to build a geniune community then its probably time to move on or if the client is indispensable, try and change thier minds.

Cheers,
Ron

Visit us on http://www.miracleworx.com and check out our latest awesome work.

Paypal increases transaction limit to USD 3000 with RBI nod. Some relief for online merchants

Posted by Ron on October 15th, 2011

Some relief for online merchants in India dependent on Paypal for their online payments from abroad. With RBI’s nod Paypal has increased the limit from USD 500 to USD 3000. However the other restrictions such as remitting the money within a week etc. remains in place.

For the official Paypal take on it.
https://www.thepaypalblog.com/2011/10/great-news-for-our-merchants-in-india/

Cheers,
Ron

Taking the time to building an opt-in database really pays of in the long run.

Posted by Ron on October 15th, 2011

Trying to shoot a mosquito with an elephant gun

We recently did a campaign for a client where we had to reach a certain group based on very specific criteria. Although we tried reaching them through mail campaigns and banner ad networks we seemed to be missing the mark due to the very niche nature of the TA (target audience). It was like trying to shoot a mosquito with an elephant gun. Ofcourse in this case we did not have the time to build a database due to the urgent and unexpected nature of the initiative but it sure would have saved a lot of time and money if we had.

Firstly, very carefully define your target audience, not only current but also possibilities for the future.

When I say ‘very carefully’ i mean almost surgically precise definitions of the target audience. Its ok if you end up with a smaller database but the rigor you apply to the selection will be worth it in terms of quality if not quantity. Selection should be based on specific criterial such as:

  • gender
  • age
  • education
  • income
  • profession
  • residence location
  • office location
  • hobbies
  • education
  • educational specialization
  • affiliations

For e.g. if I were attempting to create a database for say Pet Products then I would target the following segments (and by the way this was also a live case for us).

a.  Vets
b. Groomers
c. Pet Owners with specific breeds
d. Organizers of Pet Shows / Competitions
e. Webmasters of pet related websites
d. Pet magazine publishers

Notice that I have not said ‘All Pet Owners’, this is to avoid over shooting the target audience group and getting a very lumpish group. Finer the segment the more accurate the targeting.

Tap multiple sources – it does not matter where the data comes from as long as its funneled into a categorized database.

A common misconception is that you have to run some kind of promotion to collect a database. Although a promotion helps, you can keep adding to the database in the normal everyday course of business.

List the touch points of your business and create a system to collect the data. Common and a few missed touch points could include:

  • An opt-in form on your website. (the most obvious touch point).
  • A blog is also a great place to collect opt in subscribers.
  • An opt in form shipped with each product or given to the customer at the point of service.
  • Through a referral based system where existing database listees refer friends (for 10+ referrals give a gift etc).
  • Trade shows and trade conferences are a great place to build the database
  • Casual meetings and run-ins. A handshake, an exchange of cards and pop it into the database (if relevant of course).
  • During servicing or troubleshooting encounters through your support staff.

The point I am trying to make is that you need to make database growth a normal part of your business.

 If possible and have the bandwidth use innovative events and promotions to supplement the database

If you give people something of value for free, they will not mind subscribing to your database. Seminars (or webinars), free training / orientation sessions, white papers, and other giveaways can entice your target audience to start a relationship with your business i.e. join your database. The key is to build trust and credibility through meaningful giveaways. For Gods sake don’t waste someone’s time with frivoulous offers and promotions. Give Value – Get Trust.

Don’t take your subscribers for granted. Use your database wisely and sparingly.

I see companies do this all the time. Once they get their hands on your email and other details, they bombard you incessantly as if you’ve given them some kind of God given right. Holding a database is a position of Trust. Use it wisely. Use it sparingly.

When communicating with the database, tailor different messages for different segments.

The whole idea of carefully choosing and segmenting the database is to be able to target it more effectively. If you send a ‘one size fits all’ message to the entire database you are loosing a valuable opportunity to connect with the customers / prospects in it. E.g. Taking the above example:  A soft warmer message for Pet Owners and a more sophisticated businesslike message for Vets.

 The best time to get started was yesterday, the next best time to get started is Now!!

So don’t waste time get started now and hopefully the next time you need to make that big launch or announce that new amazing product you will already have a group of eager listeners waiting for you.

 Cheers,
Ron

If you liked this post do send me a mail on ron@miracleworx.com and also visit our professional site at http://www.miracleworx.com

 

 

Openings – PHP Programmers urgently required in Navi Mumbai

Posted by Ron on October 14th, 2011

Looking for skilled PHP Programmer/ Developer to create custom web applications for national and international clients using the PHP-MySQL platform.

Candidate should have the following skills and attributes:

  • Plan and implement a database structure for an application
  • Create a fully functional front-end interface using PHP-MySQL.
  • Plug-in open source CMS systems.
  • Good working knowledge of HTML, CSS, Javascript & Jquery.
  • Able to work as part of a cross functional teams.

Minimum Experience: 6 months to 2 years. Freshers please excuse.
Compensation: As per candidates skill level and experience.

On the job training and skill upgrade will be provided.

Candidates from Mumbai, Navi Mumbai will be preferred. Out of town candidates please excuse.

Please send your resume to ron@miracleworx.com with the your name and this position clearly stated in the Subject line.

 

Move over technology – content is king. No gimmicks, just clean relevant prose works for websites.

Posted by Ron on October 14th, 2011

Ever since the Google Panda update we have been recalibrating and in some cases outright redesigning our client sites to reflect the new reality of google and other search engines. The message to all us web designers is simple – ‘Cut the bullshit – just keep it real’.

That does not mean that we lose our creativity, just that it has to be channeled differently. What I mean by different is in ‘content discovery’ i.e. the way visitors browse your site and in ‘content clarity‘ i.e. original content cleary written.

Recently I came across this wonderfully obscure product description of a major tech company -

“It’s a unique way to build consensual (opt-in) mobile number property at every customer touch point and engage with relevant rich content to reduce sales cycle, optimize marketing spend, up-sell and cross-sell.”

Wow, what a mouthful, even if you can dissect the statement to find what they are actually selling (mobile number capturing system at the sales point) it will leave you dazed. Obviously written by a techie with no intervention from a copywriter.

 Years ago the main team components of a web design project were the project manager, designer/visualizer and a code/programmer and maybe if budget permitted a copywriter. Clients used to give content which we just slapped into the design and we are were done. No more. Content writers have become not only an essential ingredient of our team but also an indispensable one.

So take a real good look at your site. Is it a technology packed, jargon filled, state of the art bomb? Or is it a refined to the point, simple and clear user friendly sales engine. Your choice.

Cheers,
Ron

Building customer trust in your website. Getting over the trust deficit and building loyalty.

Posted by Ron on September 15th, 2011

A major problem often faced by e-commerce owners is the trust deficit by visitors to the site.  It usually blindsides most e-commerce owners as they are more concerned about product specifications and other technical details of the website. They end up overlooking a major factor for online purchasing – TRUST.

 Top 5 reasons why visitors will hesitate to buy from your site 

  1. No Brand Recognition: If you are new and they have never heard of you this can be an issue.
  2. Lack of documentation: Some products need more documentation to make a purchase decision.
  3. No Testimonials / Peer Reviews:  This can be a major hurdle as in our socially networked world peer reviews can be important.
  4. Certifications not displayed: Some products need to be certified by public bodies and if they are missing then so is customer trust.
  5. Shabby website design: No excuse for this one.  A poor site says your company does not care enough. No sales.

There will always be those early adopters who will purchase your product inspite of not having any kind of relationship with you. They are the ones who may have seen value in your product and are willing to go on a limb and trust you to deliver value. And deliver you must because these are the early adopters who will tell everyone. Get in touch with them, build rapport, offer them discounts and goodies and more importantly take feedback. Do ask them what was the factor which helped them make the buy decision on your site.

Addressing the top 5 reasons listed above will go a long way in helping build customer TRUST in your website.

Cheers,
Ron

Upgrading a website can be a complex job. Some thoughts and ideas on making a smooth transition to the new website.

Posted by Ron on August 9th, 2011

Most websites have a shelf life of maybe 3-4 years. This is not because they were poorly made to begin with but the speed at which web technology is evolving the older sites start to look like poor country cousins compared to the newer launched sites. Therefore it is imperative to keep redesigning every few years to take advantage of latest technology as well as maintain a contemporary image. Many clients of mine are now in their 3rd or 4th redesign avatar of their sites.

Most web redesign jobs can be a bit messy especially if the logistics are not handled well. Here are some ideas and thoughts to help make the transition smooth.

Backup, backup, backup…before touching the old site make sure your back it up.

Before your website designer touches the old site make sure you have a backup of the old site design. This includes:
a. HTML files
b. Image files
c. SWF files (if any)
d. Source files (Psds, Flas etc)
e. Database backup files (.sql or any type of dump files).

Once you have a copy safely in hand and are confident you can restore it if anything goes wrong then proceed.

Check the platform on which the new site is being built – is it the same as the old one or a new one.

Web designers generally prefer to work on either the LAMP (Linux, Apache, PHP, MySQL) platform or the Windows (IIS, Asp.net, SQL server) platform. If the the new site’s platform is different from the old one you might have to switch your hosting package. Make sure you work out these details with your web designer before starting.

Throw your hat over the wall. Commit completely to the new design. No waffling.

I have seen many times the website owner goes for a half-hearted redesign job and keeps sitting on the fence on many issues. The web designer has to hear stuff like ‘but in the old site we had…’ or ‘will it work like the old site?’. Leave your old site behind and commit whole-heartedly to the new site. Set a hard target to get the new site up and running and then go all out for it.

Make sure you get a CMS if you don’t have one already.

A CMS (Content Management System) allows for the site to be update online almost immediately without touching the source files. This allows for quick updates, more systematic filing of web pages and is easier to maintain. If you don’t have one in your old site then get one, even if you do, make sure its there in the new site.

Take the opportunity to revise and renew site content. Don’t recycle old content. That’s just lazy.

Many clients out of sheer laziness (or busyness) will just tell the web designer to ‘take content from the old site’. They are missing a great opportunity to relook at the information on the site and rejuvenate it. Smarten up the language, correct errors in hindsight and bring a new fresh feel to the words. Let the redesign start with a review of the sitemap and add/remove sections as per the business directions and opportunities.

Be mindful of SEO, some website addresses are well indexed in search engines, retain those as far as possible.

Normally a new site would look to change everything including the addresses of most pages. However some pages are well indexed in search engine and it makes sense to retain the old address (with new content though) just to ensure you do not loose the SEO mojo. If the site is poorly setup in terms of SEO then this would be a great opportunity to make it search engine friendly.

Create buzz with videos and social media content. Let your company’s personality shine through.

Youtube videos, social book marking icons, blog feeds (if you have a blog) are all new and can enhance your site content tremendously not to mention adding to your marketing mix. Create some multimedia content (and no boring chariman speeches please). Interview employees (the ones that like your company), create viral videos of fun stuff in the office. Let your company’s personality show through the site.

 Plan your transition carefully to reduce site downtime as much as possible.

Normally a certain amount of downtime is natural for any site transition but some clever planning can reduce it to the bare minimum. Usually a clever web designer can transition a site within just one or two hours. Too much down time will cost you not only in terms of immediate visitors but also in the search engines.

 Launch with a party. Celebrate your new site. Issue a digital PR release

Most website redesign launches go unnoticed even within the company. But this is a good time to celebrate this achievement and have some fun as well. Who does’nt like a party right? (except for maybe Bob in accounting). Make some noise by issuing a digital PR release. It probably won’t be as big as a Google +1 launch but it might get noticed by important people.

Having a new contemporary website can be very good for business and for company morale. So if your site is touching 4 or pushing past 5, its time for a redesign.

Cheers,
Ron

We do a lot of redesigns – check out our work at http://www.miracleworx.com/portfolio.htm

 

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