There is a new concept being talked about in the web marketing industry. This new paradigm, dubbed the 80/20 rule of search, has sprung out of the realization that many of the earlier beliefs about search engine marketing are no longer true, or perhaps were never true in the first place.
When they were first introduced to search engine marketing (SEM), many marketers believed that with this innovative new concept, web marketing could be handled solely through the use of technology, and that human interaction wasn’t necessary in producing successful online campaigns. However, after results fell short time and again, these marketers were forced to take a second look at their original ideas.
Marketers are now learning that words like “autopilot” and “set it and forget it” are no more than advertising ploys used by companies that simply don’t understand what it takes to manage search effectively.
The new belief is that for SEM to live up to its promise, it is time for a completely new model – the 80/20 rule of search. The idea behind this rule is that:
20% of the success of a paid search program is rooted in technology; and
80% of the success of a paid search program is derived from a human component.
20% – Technology’s Role in the Process
There are three areas where technology is crucial in search engine marketing:
Gathering and sorting huge amounts of data from numerous engines. This includes information on impressions, clicks, number of conversions, and dollar value of conversions. All of this gives us the ability to capture information for every keyword/search engine combination.
Calculating important ROI metrics based on the data collected such as ROAS (Return On Advertising Spend); CTA (Cost To Acquire); CPL (Cost Per Lead); and CPO (Cost Per Order).
Producing a wide range of reports, including top-level summary reports, detailed trend analysis, grouped keyword analysis, and individual keywords.
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The Other 80% – The Role of Human Intelligence
The 80% human component in the equation consists of marketers who interpret data and market conditions to make the best possible bidding decisions. These qualitative contributions involve developing expansive and relevant keyword sets as well as call-to-action marketing communications. They also include creating succinct landing pages that meet the expectations of search engine users and set consumers on the conversion path.
Keyword Development
Automated tools can certainly offer ideas for keyword development, but intuitive thinking is an essential factor in developing a robust keyword list. Just a few of the various issues to consider are product and brand names, synonyms, misspellings, singular and plural forms, features, benefits, and competitors.
Search Term Copywriting
Writing ads for search engines involves a combination of art and science that cannot be emulated by technology. One must adhere to the strict rules enforced by search engines while still drawing the reader in with a tempting promotion. Successful ads accomplish two goals: 1) encourage customers to click on your ad rather than your competitors’ ads, and 2) discourage non-qualified consumers who are not interested in your product or service. This task is not easy given that it must be achieved with three lines of text and no graphics.
When the proper marketing communication strategy is applied, the highest quality site traffic is delivered to your website with the greatest likelihood of conversion.
Destination Page Analysis
One of the biggest and most frequent errors made by companies in paid search engine marketing is consistently sending all searches to their home page or to pages that are totally irrelevant to the search term. Today’s web-users expect relevant information when they click on an ad, and when they do not receive it they quickly move on to their next option, which is usually your competition.
Review of Multiple Variables When Making Bidding Decisions
Each company must establish its own complex set of rules in making bid and position decisions. It is important to remember that being #1 isn’t always the right choice; often times dropping down in position makes more sense. Bid setting is not just about price, it’s more about relevant position. There are multiple variables that must be reviewed prior to making bidding decisions. Marketers must analyze the types of competitors listed above and below them on a search engine, the various marketing messages of competitors, the ROI effects of raising bids and conversely, of lowering bids, they must perform a historical position analysis, and they must consider the impact of affiliates, resellers and other third parties.
Conclusion
While the all-technology solution for paid search is clearly enticing because it involves less work and seems more cost-effective, the reality is that today’s technology is only capable of covering 20% of the requirement for an effective campaign. Technology is limited because it relies solely on quantitative factors and is unable to consider qualitative factors such as consumer search intentions, marketing copy triggers, and irrelevant landing page content.
That’s why it is imperative that the other 80% of a successful SEM program includes the human element. The result is a powerful combination of the complex intelligence of the human brain and cutting-edge technology. Apply this rule in your online marketing endeavors and you’ll soon benefit from the truly extraordinary power of the web.
Business owners are constantly looking for the most successful and cost-effective ways to grow their businesses and boost their bottom lines. So why are some businesses still not taking advantage of email marketing?
Studies show that the majority of adults who use the Internet have a positive attitude toward receiving email marketing communications, as long as they are from a familiar source. Most consumers look to email communications for special discounts and offers as well as informative articles relating to their specific lifestyle.
In fact, as proactive, educated consumers, many Internet users have come to rely on these email promotions to help them get the best deals possible. Once commonly viewed as SPAM, email marketing has evolved over the years, and is now considered one of the most effective ways to market.
If you have been reluctant to institute an email marketing program for your business before, there is certainly enough evidence to position this form of marketing as a valuable tool for any business to take advantage of. Consider these remarkable facts:
In the US alone, 88% of adult Internet users have personal email accounts.
Another 46% have email access at work.
Added together, that’s an estimated 147 million people across the country using email every day.
Email is also healthier for your bottom line than any other marketing application. Here’s how it compares to traditional marketing methods:
Email ROI per $1 spent: $51.45
Print catalogs: $7.20
Non-email Internet marketing: $21.08
Virtually any type of business has the ability to effectively market through email. Retailers, professional service providers, publications, learning institutions, and promoters are just a few of the business sectors that successfully market via this medium. Whether you are looking to generate sales, deepen your relationship with your clients or prospects, publicize an event, create buzz, or increase brand awareness, email marketing can work for you.
Perhaps the most attractive aspect of email marketing is its measurability. While it can be very difficult to measure the success of most types of marketing and advertising, a good email marketing program allows you to monitor your marketing campaign with up to the minute data for every email you send. You can see the number of emails sent, emails opened, bounce backs, unsubscribes, click-through rates, and more. All of this useful information can help you send highly targeted campaigns to the individuals most likely to respond to your offer, thus improving your future results.
The fact that email marketing is fast and convenient is just the icing on the cake. The bottom line is that in the present business climate, any company not taking advantage of this valuable marketing tool is missing out on considerable revenue.
At last count there were approximately 10 gazillion websites out there. Where’s a business owner to start when looking for valuable information? If you’re reading this, it means you’re on Entrepreneur.com, which is a good start. Read on for 64 more vital online spots you should know about.
Accounting Terminology Guide http://nysscpa.org/prof_library/guide.htm
If you need to know what a specific accounting term means, no matter how obscure, this is the site for you. Hosted and maintained by the New York State Society of CPAs, nearly 500 accounting terms are defined on this site, all sorted in an easy-to-use alphabetical list.
AccountingWEB www.accountingweb.com
Updated daily, this site offers accounting industry news, information, tips, tools, resources and insight–everything you need to prosper and interact with other accounting professionals.
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Adweek Online www.adweek.com
This is the online edition of Adweek, a popular print magazine focusing on all things advertising and marketing. This site features the inside scoop on what’s going on in the marketing departments of high-profile companies and corporations.
American Association of Franchisees and Dealers www.aafd.org
This organization represents the rights of both franchisees and dealers. Here you can learn about upcoming events, read some free publications online, order other publications from the bookstore, and become a member.
Backpack www.backpackit.com
Backpack is a web-based service that makes organizing your company’s information easy. Backpack lets you make pages that can contain any combination of notes, to-dos, images, files and so on.
Better Business Bureau http://us.bbb.org
Browse or search for a business or charity’s reputation. Included are instructions for how to file a consumer or B2B complaint.
BizBuySell www.bizbuysell.com
Looking to buy a franchise? There’s a good chance you’ll find one here. From restaurants in California to auto shops in Florida, you can search more than 25,000 businesses currently for sale, many of which are franchised.
Bizwomen www.bizwomen.com
Bizwomen is an online community for women business executives and entrepreneurs to connect, support one another, learn and grow. You can share and explore ideas with women across the United States or in your neighborhood to help grow your business.
Business Owner’s Tool Kit www.toolkit.com
With an emphasis on problem solving, this site features more than 5,000 pages of free cost-cutting tips, step-by-step checklists, real-life case studies, startup advice, and business templates to small-business owners and entrepreneurs.
Business Owners Idea Cafe www.businessownersideacafe.com
Managed by successful entrepreneurs and the authors of several guides on forming and running a business, this site includes numerous award-winning resources, along with practical advice, business news and humor.
BrandChannel.com www.brandchannel.com
Run by internationally acclaimed brand consultancy Interbrand, BrandChannel.com provides a global perspective on brands and the art of branding. Site features include in-depth feature articles, conference announcements, career resources and access to white papers.
Brandweek www.brandweek.com
A leading source of news and information for the branding industry, it’s also the only online trade magazine to offer saturation coverage at all levels of the brand-activation process.
Catalyst www.catalystwomen.org
Catalyst is a leading corporate research and advisory organization that works with businesses to build inclusive environments and expand professional opportunities for women.
Chief Marketer www.chiefmarketer.com
A content-rich website, Chief Marketer provides marketing executives with insights into key marketing issues, innovations and practical solutions.
CPAdirectory www.cpadirectory.com
When April rolls around and you find yourself scrambling to find a CPA, this site will help. Billed as “the largest online database of Certified Public Accountants,” here you can search for CPAs by ZIP code, name, industry or area of specialty.
Customer Service Group www.customerservicegroup.com
New Jersey-based Alexander Communications Group (ACG) uses this site to provide practical information free of charge to customer service professionals. If you work in the customer service industry, be sure to sign up for Service Starters, ACG’s free customer service industry eNewsletter.
Customer Service Manager www.customerservicemanager.com
If you work in customer service, this website is for you. Here you will find an active community of customer service professionals, along with daily news, reviews, articles and resources aimed at improving customer service.
Customer Service Zone www.customerservicezone.com
Customer service expert Robert Bacal’s website for customer service professionals, The Zone offers information to help businesses of all sizes and their employees provide efficient and effective customer service.
Direct Marketing Association www.the-dma.org
The Direct Marketing Association is the largest trade association for businesses that are interested and involved in direct, database and interactive global marketing. Here you can learn more about the DMA, become a member and access its services.
Electronic Frontier Foundation: Intellectual Property www.eff.org/issues/intellectual-property
EFF works to preserve balance and ensure that the internet and digital technologies empower consumers, creators, innovators, scholars, and average citizens. This section of the EFF website spotlights current challenges and solutions facing the intellectual property rights of everyone.
Entrepreneur.com / WomenEntrepreneur.com www.entrepreneur.com/ womenentrepreneur.com
Published by the same people who bring you Entrepreneur magazine, this is an excellent site for entrepreneurs, featuring a solid collection of articles and tips from experts, plus hundreds of links to other entrepreneurial resources on the web. WomenEntrepreneur.com offers additional articles, blogs and resources specific to women for starting and growing their businesses.
Entrepreneur Connect econnect.entrepreneur.com Entrepreneur‘s social networking site is a gathering place for thousands of business owners. Take part in discussions, join like-minded business owners in groups, and give and receive valuable advice from the trenches.
Entrepreneur.com’s Trade Publication Directory www.entrepreneur.com/tradepublication/category/index.html
Don’t miss one of the internet’s largest searchable databases of trade publications. From agriculture and biotech to purchasing and procurement, Entrepreneur.com has your industry’s trade publication listed here.
Fambiz.com www.fambiz.com
Fambiz.com is the internet’s leading website for owners and employees of family controlled companies. Managed by Northeastern University’s Center for Family Business, here you will find insight on every family run business topic imaginable.
Federal Trade Commission: Franchise and Business Opportunities www.ftc.gov/bcp/franchise/netfran.htm
This site has lots of information, including an FAQ section, Guide to the FTC Franchise Rule, consumer alerts, Before You Buy pamphlets, and state disclosure requirements.
Franchise.com www.franchise.com
Learn more about available franchise opportunities or advertise your franchise to potential buyers at this site, which aims to connect franchise buyers and sellers, as well as anyone thinking of starting one.
Franchise Expo www.franchiseexpo.com
If you’re thinking about buying a franchise, do your research here; you’ll find detailed information on nearly every franchising opportunity known to man.
Franchise Zone by Entrepreneur.com http://www.entrepreneur.com/franchises
Dedicated to linking enthusiastic entrepreneurs with the top franchises, this site provides all the information you need to find the best franchises and become a successful franchisee. How-to articles, advice from experts and lists of the top franchises in various categories make this the first site to turn to for those considering the purchase of a franchise.
FreshBooks www.freshbooks.com
FreshBooks is an online invoicing and time-tracking service that helps businesses of all sizes save time, get paid faster and look professional.
Fundability www.fundability.com
Fundability is a marketplace where entrepreneurs and investors can find funding success. Founded by entrepreneurs and investors, Fundability’s Company SnapShot, Deal Search Engine, and DiligenceRoom provide intelligent online tools for the savvy entrepreneur.
Glide www.glidedigital.com
Glide is a complete mobile desktop providing a secure and scalable platform for personal and collaborative computing.
Google Checkout www.googlecheckout.com
This online payment system works alone or as an alternative to systems already in place. Customers don’t have to share credit card information with merchants that use the system, and identity protection is increased.
Google Docs www.google.com/docs
The folks at Google deliver a free web-based word processor and spreadsheet, which allow you to share and collaborate online. Google Docs accepts most popular file formats, including DOC, XLS, ODT, ODS, RTF, CSV, PPT, and more.
Hoover’s www.hoovers.com
Hoover’s gives you access to up-to-date information about industries, companies and key decision makers. Great for professionals working in sales, marketing, business development, and others who need intelligence on U.S. and global companies, industries, and the people who lead them.
Idea Locker www.bkfk.com
One of the best invention/patent sites on the Web for novice innovators of all ages, this site is specifically designed for kids. It provides information on how to invent, famous inventors and discoveries.
Internal Revenue Service www.irs.gov
Business owners can get all of their federal and business tax information–not to mention forms–directly from the source. It’s also a good place to stay current on tax laws that affect business owners.
Jobfox www.jobfox.com
Started by the former CEO of CareerBuilder.com, Jobfox walks you through creating a skills inventory and then tells you which employers are looking for people with those exact skills. The Jobfox site also provides a free trackable resume and career web page to showcase your skills, experience and work samples.
Kauffman Foundation www.kauffman.org
The Kauffman Foundation delivers an up-to-date and relevant website dedicated to furthering our understanding of the phenomenon of entrepreneurship and to advancing entrepreneurship education and training. Check out the Resource Center for getting started information on business operations, sales and marketing, human resources, finance and accounting, and the like.
LinkedIn Jobs www.linkedin.com/jobs
Whether you’re looking for a new job or trying to help someone else find the perfect job, LinkedIn can help you find and get in touch with the people you need to contact. Create a profile and click the Jobs tab to get started.
Microsoft Small Business Center www.microsoft.com/smallbusiness
A vehicle for selling various Microsoft small-business products, this site also provides plenty of excellent information and advice entirely for free. If you’re starting or running your own small business, Microsoft’s Small Business Center is an excellent place to learn from the experts.
Mint www.mint.com
Entrepreneurs can get help with the personal finances, money management and budget planning. In addition, Mint offers free financial planning software.
National Association for the Self-Employed www.nase.org
The NASE provides its self-employed members with support, education and training. The organization conducts surveys relevant to the needs of the self-employed and posts articles business owners can use.
National Association of Women Business Owners www.nawbo.org
NAWBO is a fierce advocate for women business owners, providing resources and support. It can help women get access to government contracts that most business owners don’t know about.
PayPal www.paypal.com
Perhaps the best-known payment system, PayPal allows web sites to receive and send money electronically. Business owners and customers find PayPal easy to use–and secure.
Salesforce.com www.salesforce.com
Easy-to-use web-based customer relation management tools for your entire company, including online solutions for sales, service, marketing, and call center operations.
Small Business Administration www.sba.gov
Here you can learn how to start your own business and finance it. The site also provides information on business opportunities, local SBA offices, laws and regulations, and much more.
Survey of Current Business www.bea.gov/scb
The monthly Survey of Current Business is the definitive source of information by the U.S. Bureau of Economic Analysis about its economic accounts. Monthly updates present the latest national, international, regional, and industry estimates, and keep business leaders up to date on relevant BEA issues and initiatives.
Survey Monkey www.surveymonkey.com
Put your finger on the pulse of your customers with this free basic service. Create and publish custom online surveys to gather data you can use.
TradePub.com www.tradepub.com
If you’re looking for a trade publication, you’re likely to find it here. This site features an extensive list of free business, computer, and engineering trade newsletters and magazines, all of which you can subscribe to for free.
U.S. Chamber of Commerce www.uschamber.com
Find your local branch, figure out how to start, learn about new taxes and much more at the national Chamber of Commerce site.
U.S. Copyright Office www.copyright.gov
Find all of the forms, publications and information you need to copyright your original work.
U.S. Department of Labor: Office of Small Business Programs www.dol.gov/osbp
The OSBP promotes opportunities for small businesses, especially disadvantaged businesses, women-owned businesses, HUBZone businesses and businesses owned by disabled veterans.
U.S. Patent and Trademark Office www.uspto.gov
Official site for searching the U.S. patent database. Includes international treaties, statutes and patent news.
VentureDeal www.venturedeal.com
Easy-to-use database with the latest information on U.S.-based venture-backed technology companies, senior management, company financings, and M&A transactions. Updated daily, this site offers a convenient way of accessing critical information related to business development, funding searches and venture capital investment goals.
VisualCV www.visualcv.com
VisualCV reinvents your resume using technologies that transform the way in which resume data is presented, accessed and shared. VisualCV allows you to easily build and manage online career portfolios that come alive with informational keyword pop-ups, video, pictures and professional networking.
Wesabe www.wesabe.com
The site offers financial advice, analysis and planning for business owners.
Word of Mouth Marketing Association www.womma.org
Official website of WOMMA, where you can find the latest thinking on a variety of Web 2.0 marketing strategies, including word of mouth marketing.
Work.com www.work.com
The small-business owner’s manual on where to go, what to know, and how to get the most value from the ever-growing array of web resources for business. The site features more than 2,000 how-to guides written by business experts and organized by common business tasks and challenges.
Women’s Work www.wwork.com
Women’s Work is dedicated to helping women move from standard 9-to-5 jobs to flex careers–telecommuting, small business and other options. This site is packed with articles, advice, how-to guides, flexible career choices, and success stories to inspire and motivate.
Wufoo www.wufoo.com
Wufoo is a web-based application that removes inefficiency and tediousness from the form-building process. Wufoo reduces what used to take trained professionals days (if not weeks) into something that can be done by anyone in minutes.
Yelp www.yelp.com
Yelp provides a fun and engaging website for “passionate and opinionated influencers to share the experiences they’ve had with local businesses and services.” Watch out because “yelping” can be quite addictive.
Zimdesk www.zimdesk.com
Zimdesk provides all the features and functionality you would expect from a standard desktop PC. The difference is that Zimdesk runs from an internet browser, allowing you to access all your applications, files, games and accessories from any computer.
Zoho www.zoho.com
Zoho offers a suite of office productivity tools online, including a word processor, spreadsheet program, invoicing tool, presentation creator, web-conferencing functions and calendar organizers.
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