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Dan Wiest Direct Marketing Updates - vDeck - WebMail System - Msg Page 1 of 4 You are receiving this email from Wiest & Associates Inc. The Customer Acquisition and Retention Company(TM) because you subscribed on our website, or are an acquaintance of Dan Wiest. To ensure that you continue to receive emails from us, please add [email protected] to your address book today. (This can prevent the eNewsletter from getting blocked by SPAM filters.) If you haven't done so already, click to confirm your interest in receiving ongoing email updates from us, and to personalize your Wiest & Associates eNewsletter. To no longer receive our emails, click to unsubscribe. The Customer Acquisition and Retention Company(TM) Wiest & Associates Inc. eNewsletter Dear Daniel, in this issue I'd like to offer a special welcome to all the new readers from my appearances at Magazines University; The Canadian Magazine Annual Conference & Trade Show, and The Canadian Marketing Association's Annual Convention & Trade Show - it's great to have you all on board. Targeting via your web site: from the IN-side out New Search Engine Marketing Primer Free Direct Marketing News Subscription This issue's feature story resulted from discussions with many marketers across Canada over the past few months. It's a reminder of the need to be vigilant about integrating your offline and online marketing efforts. Upcoming Appearances Introduction to Direct Marketing - applying the basics to your business As always, your feedback and suggestions are most appreciated. Targeting via your web site: from the IN-side out (Part II) Regards, Dan P.S. Feel free to share this quarterly newsletter with a colleague. Please use the forwarding link at the bottom of this issue, so they can personalize their own edition. What's keeping you up at night? Targeting via your web site: from the IN-side out July 2005 z New Search Engine Marketing Primer Since our last Newsletter, the Canadian Marketing Association has published The Search Engine Marketing Primer. It's the first in a series of tutorials for CMA members on the basics of how search engines work, from a marketer's perspective. I co-authored the primer with Parth Shukla of Bell.ca, and it's meant to be a plain-English, no-hype tutorial. If you're looking for a 10 minute read that will help you start to focus on what makes a difference in search, then pick yours up now. z Since our last newsletter, I've had the privilege of meeting hundreds of Free Direct Marketing News Subscription There's a publication that you should also be subscribing to if your business even remotely involves direct marketing: Direct Marketing News. http://host177.ipowerweb.com:8080/webmail/reademail.pl?id=504&folder=Inbox&neww... 10/07/2005 Dan Wiest Direct Marketing Updates - vDeck - WebMail System - Msg marketers across Canada during my various appearances. We're making great strides in direct marketing targeting and analysis, but I'm still a bit disheartened by the disconnect that lingers between many traditional executions (direct mail & print) and online efforts. This is a monthly print publication that covers new developments in our discipline, in addition to reinforcing many of the concepts that have been proven in market over the years. Best of all, the publication is free to qualified industry folks. Sign up for your free subscription now at Direct Marketing News. z But many still do not understand how critical that targeting intelligence is in the construction of their web site - especially with the dominance of search engines as an overwhelming force in driving web site traffic. Let's examine how "natural" search results work for the moment, and save "paid" search options for another time. Why should you be concerned about how your web site is constructed? Upcoming Appearances I'll be a closing keynote speaker at this October's Canadian Printing Industries Association Annual Convention in Montreal. The topic is particularly relevant to those of you who rely heavily on traditional print media: "Surviving the Digital Revolution - The Future of Print." Get your conference brochure here. One striking example: targeting as an overlooked consideration in the construction of your web site. When creating a direct mail or email campaign, direct marketers are diligent about identifying their target market, and using that knowledge to help them find the best venues to reach it. After all, when it comes to list, offer and creative, list is the element with the greatest leverage. Most astute direct marketers can rattle off slick descriptions of their target audiences, including important psychographic attributes. Page 2 of 4 You can always check out my schedule of other public appearances here. z Introduction to Direct Marketing - applying the basics to your business This is a full day seminar to help you understand how direct marketing can be integrated into your business. We start with the elements of a winning direct marketing plan, and then teach you how to use database marketing to help build more profitable relationships with your customers. The next full-day session is being held on September 15th in Toronto, and you can get full details here. z Targeting via your web site: from the IN-side out (Part II) ...continued What makes a difference in determining your search engine ranking? A variety of things must be taken into consideration before you put words or that first design idea to paper. Why? Because these are precisely the elements that search engine "spiders" are out looking for. Things that can dramatically improve your search engine results include: Key words - the placement and appearance of search terms that your prime targets will be looking for is critical to the design of your site. Search engines assume that if a term is at the top of a page, it's more important. Ditto for bold type and bulleted items. But don't go overboard on repetition of terms, since search engines are now savvy enough to penalize you for those over-zealous antics. Carefully consider what terms your target audience will be looking for, and then ensure that they are accounted for in the development of your site. http://host177.ipowerweb.com:8080/webmail/reademail.pl?id=504&folder=Inbox&neww... 10/07/2005 Dan Wiest Direct Marketing Updates - vDeck - WebMail System - Msg Because that has a significant impact on how easily those qualified prospects will be able to find you. And your goal is to always have those prospects see you in the first page of search results - the higher up, the better. Links - because of the cat-and-mouse game that's developed between the nerds who develop those search engine algorithms and marketers like us who attempt to influence their own rankings, there is a much greater emphasis now placed on links. Links to your site from other relevant, highly-ranked sites will dramatically boost your own search rankings. Search engines assume that if a reputable source has decided your content is worthwhile to link to, they do as well. So you need to make linking a part of your marketing strategy. Consider linking with partners, suppliers and industry acquaintances who have sites relevant to your target audience. Over 50% of online purchases are now preceded by multiple product-specific searches. If more than half of that traffic is being driven by searches, you need to make it your business to understand precisely how search engines are ranking your site relative to your competitors' sites. Content - just keep it rich, relevant and updated regularly. How's that for simple? I know, I know, easier said than done. But you do need to come up with ways to keep fresh content in front of your targets - and in front of the search engines. You can develop the content yourself, or make use of a number of syndicators and writers who are more than happy to contribute - in the interest of boosting their own rankings. Meta Tags - this is code that is written into the guts of the web site. It "guides" the search engines in areas such as the keywords you consider most important, what is the description of the page that should appear in results, right on down to which pages it should NOT spider. Common belief is that Google no longer uses Meta Keywords, due to the vast manipulation that's gone on. But others still do, and they are still part of the overall consideration. Continued in this issue: see "Targeting via your web site: from the IN-side out (Part II)" QUICK LINKS TO DIRECT MARKETING RESOURCES There are many more elements that go into the mix, and different engines analyze sites differently. That's one of the reasons you'll find vastly different search results between Google, Yahoo & MSN. Bottom line: you're already a smart direct marketer. So make it your business to be just as smart about the construction & ongoing care of your web site. Don't leave it to your tech people - they don't know what you know about the subtleties of your target audience, and what's important to them. With a little intervention on your part, you can make a big difference in how easily your prospects will be able to find you. z Free Search Engine Marketing Primer z DM News Direct & Personal reprint (last issue's most popular download) z Free Direct Marketing News Subscription Get the Canadian Marketing Association's Search Engine Marketing Primer here. z Canadian Printing Industries Association Convention - Montreal z Introduction to Direct Marketing - applying the basics to your business z Upcoming Appearances for Dan Wiest z Phishing and Online Threats: Keeping Your Page 3 of 4 z What's keeping you up at night? We're always happy to speak with you about how direct marketing can help your business: * acquire more customers * make the customers you have more profitable * set up a database * get more out of http://host177.ipowerweb.com:8080/webmail/reademail.pl?id=504&folder=Inbox&neww... 10/07/2005 Dan Wiest Direct Marketing Updates - vDeck - WebMail System - Msg Customers Secure Page 4 of 4 your existing database * search engine advertising * integrated campaigns. Email me at [email protected], visit our website at www.wiest.ca or give me a call at 905-873-6000 to find out how we can help you. Have a safe and profitable summer. Regards, Dan e-mail: [email protected] web: http://www.wiest.ca phone: 905-873-6000 Daniel G. Wiest, President, Wiest & Associates Inc. The Customer Acquisition and Retention Company(TM) Simply CLICK HERE to forward this e-mail to a friend. 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