5 Ways You May be Losing Sales and Not Even Know It

May 3rd, 2012 by Jim Thebeau Categories: Internet Marketing, Marketing Tags: Internet Marketing, jim thebeau, search engine optimization

Do you realize how close you may have come to winning some business – from a company you didn’t even know was looking at your business?

Every day, businesses unknowingly miss out on opportunities to engage potential prospects, primarily because of some simple things they may have overlooked on their website.

Could you be winning more customers who are looking for your products or services?

Here are 5 ways businesses lose sales and how to fix them.

1. You don’t show up well in online searches.

Studies indicate that more than 85% of people start their search online for products and services. So more than 5 out of 6 prospects use online searches to identify and qualify (or disqualify) providers they potentially want to do business with.

The fix: Improve your online visibility by optimizing your website for search engines. Understand the key words prospects will be using to look for your products. This is relatively simple when addressed by an SEO expert, and extremely valuable. There are at least three vital SEO components you should address: domain name selection, use of keywords on site tags and content.

2. Visitors to your website can’t tell what you do.

In doing business development exploring for my own company, I have come across any number of websites that say the company delivers high quality products and customer service and will exceed your expectations. But you have to dig to find out what they actually do, or what products or services they offer.

The fix: The way Google and other search engines index a website is by looking at the content and what that content says or how it is defined. At a minimum, you should have one sentence on your home page that clearly defines what your company does or offers, and make sure all page, headlines, photos, etc. all have proper tags that show up in your website code. For example, as a company description “ABC Industries makes hubcaps and bumpers for ’57 Chevys” is very specific and searchable. “DEF Industries makes high quality products for consumers and delivers outstanding customer service” is not very specific or searchable. Get this right and you’ll get more visits – and you’ll be better understood by those who do visit.

3. You don’t engage your visitors with online offers.

When prospects visit your website they are sizing you up. You may be one of 10 to 20 companies they are taking a preliminary look at to get an impression. They want to find a company they can trust, but your website makes it hard for them to determine that trust level.

The fix: Providing additional content lets visitors get to know you. For instance, offer free downloads of reports or white papers that provide useful information that don’t include sales offers. By exploring this type of information, prospects get a feel for how you might relate to them and how you might be to work with. Today, website content is king – and can be remarkably helpful to your prospects.

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4. Website metrics are not being tracked.

I’m amazed at the number of companies that don’t know the metrics or statistics related to their website. They may not even have the free Google Analytics installed. Taking this one step alone can provide massive information on how to improve your website and make it look highly attractive to your prospects.

The fix: Install Google Analytics or another analytics package so you can see where your traffic is coming from, especially if you are advertising online, and what keywords visitors are using to find you – and what keywords you should add to your site. This is so important that we have added Google Analytics to some websites for free, even when we ended up not working with that prospect. Adding analytics can help put you ahead of your competitors online by providing you with vital information.

5. Not collecting visitor information.

Many websites provide a lot of information, but don’t collect information from visitors that can be used for future follow-up contact, such as email marketing or enewsletter marketing. In other words, building a database of visitors who are already interested in your company.

The fix: Email marketing remains one of the most used and best methods of reaching customers and prospects with product offers, sales information or simple and useful information. Put a prominent contact form on the right side of your website, above the fold, in order to let visitors sign up for your newsletter or email offers/notifications. Tie that form to an email software program such as Constant Contact or MailChimp that automatically captures the names and email addresses entered into the form. It also can send out an autoresponse thank you and notify you of new sign-ups via email.

By implementing these 5 tips, you can vastly improve your company visibility and the chance to snag that new business that you didn’t even know was out there.

Jim Thebeau
Partner/CEO
800-728-2656 ext. 121

Follow me on Twitter @JimThebeau

Connect with me on LinkedIn: www.linkedin.com/in/jimthebeau

5377Post A Comment2012-05-03+13%3A56%3A54Jim+Thebeau

Oh, Yeah, That’s Why I Love My Job!

April 27th, 2012 by Stephanie West Categories: Internet Marketing, Marketing Tags: advertising, henry russell bruce, hrb, online marketing, stephanie west

Online Advertising Manager Job Satisfaction

Online Advertising Manager ranked in CareerCast's 10 Best Jobs of 2012.

Two things happened within the last few weeks that have reminded me of just how cool my job is.

First, I was reading my iPad at the gym a few weeks ago and came across a story about the “Best and Worst Jobs of 2012.” My curiosity forced me to open it, even though not seeing marketing occupations listed among the top numbers in the past few years has been more than a little depressing.

Guess what? “Online Advertising Manager” just made the Careercast.com Top Ten list of Best Jobs. That’s part of what I do here at HRB so I’m finally in the company of the software engineers!

It seems that not only the current value, but the potential for job growth, in online advertising is finally being recognized. Since online media has such a huge, and constantly increasing, daily influence on people, more work in the online media area appears not only logical but likely.

To see the story yourself, check it out here:

http://abcnews.go.com/blogs/business/2012/04/best-and-worst-jobs-of-2012-most-stressful-careers/

The other “how cool my job is” reminder was my recent opportunity to present to a class of Mt. Mercy University graduate students. Being a marketing class, I shared my role and experiences with Internet marketing and how that dovetails with what they’ve been learning about developing strategies. The class had mostly non-traditional students with work experience in not only marketing, but also in finance and IT. They had some truly insightful questions, which spoke both to their interest and also to my good fortune at being engaged in the ever-changing online climate.

Having to organize and speak about the things I do on a daily basis really revved me up. I’m making another presentation on May 17 and I can’t wait. (This time though I’ll avoid the coughing attack by bringing some water and cough drops.)

Stephanie West
Director of Interactive Services
800-728-2656, ext. 112

Connect with me on LinkedIn: www.linkedin.com/pub/stephanie-west/3/84b/738

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HTML5 Rich Media Ads Are Supported By Google Ads

March 1st, 2012 by Kurt Zenisek Categories: Internet Marketing, Internet Technology, Website Design Tags: advertising, henry russell bruce, hrb, html5, Internet Marketing, kurt zenisek, Marketing, Public Relations, Website Design

HTML5 Ads on Mobile Devices On the heels of Apple’s iAd last year, Google announced that they are adding rich ad serving to mobile devices courtesy of HTML5. This announcement has flown under the radar for the most part so what makes this stand out from Apple’s service? The biggest difference is that these ads can be shown on regular websites whereas iAd is limited to only be used in apps. Google has added this service to DoubleClick, a company Google acquired in 2007 for $3.1 billion, under their rich media toolset called DoubleClick Studio.

Downloading the information sheet (pdf) that Google provided alongside this announcement shows that Google predicts, by 2015, mobile devices are going to be the number one screen though which people engage with advertiser’s brands. This is no small claim considering the level of adoption the personal computer has reached, but I’m not sure if television is included in that claim seeing how they are talking about interactive advertisements.

Mobile advertising can provide a level of usefulness that other forms of advertising haven’t been able to achieve. People bring these devices with them everywhere, and that on its own is an incredibly important aspect (ex. seeing an advertisement for a restaurant while at home might bring it to your attention to go there someday, but an ad for the same restaurant while you’re looking something up on your phone might help you choose where you’re going for lunch that day).

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These devices have integrated cameras and a bunch of sensors so the level of interactivity and intuitiveness can surpass previous mediums. What has been seen on mobile devices thus far is just the tip of the iceberg, and having established distribution platforms evolve to accommodate these capabilities is a good starting point.

Kurt Zenisek
Lead Web Developer

Connect with me on LinkedIn: www.linkedin.com/in/kzeni

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3500Post A Comment2012-03-01+18%3A11%3A34Kurt+Zenisek

The Ever-Improving Google Maps

February 28th, 2012 by Kurt Zenisek Categories: Internet Marketing, Internet Technology, Website Design Tags: application development, google maps, henry russell bruce, hrb, html5, kurt zenisek, webgl, Website Design

We’re all familiar with online maps at this point. Some might have started with MapQuest while others were first introduced with Google Maps, Bing/Live/MSN Maps, or Yahoo Maps. For being something that was as simple as a fold-out that fit in the glove compartment of a car, the maps that the we all have access to today have come quite a long way. The maps that are available now are more accurate, have much greater detail & information, are quicker & nicer to use, accomodate for traffic & different methods of transportation, and are (of course) kept up-to-date. Let’s see how the evolution of these tools has affected web design as well as everyday people.

This entire campus was added via Google Map Maker. Image Credit: Ars Technica

Fundamental: Speed & Accuracy

It first started with trying to figure out who could get you the information you want the quickest & was the most accurate. We’ve all heard GPS horror stories of the map software telling people to do something crazy like make a u-turn on the interstate or simply takes them to the wrong location. Google Maps & OpenStreetMap have turned to crowd-sourcing to help enrich their maps with finer details (e.g. full-fledged college campus maps) in addition to staying up-to-date at a faster pace. Google has facilitated this by setting up a businesses verification process so businesses can manage their own listings, and Google has also launched Google Map Maker for making peer-reviewed map edits.

Behind the Scenes: Website Integration

Google Maps gained traction early on for its easy-to-embed maps that were still fully interactive rather than being static images (e.g. the visitor can get directions to the business & look around the map without leaving the site). They further catered to web developers by launching an API so developers can integrate a wide a array of map data/tools/capabilities into their website/web app. A developer API isn’t the most user-friendly tool available so they’ve since reached out to non-developers by launching My Maps so people can create & manage their own customized maps using an easy-to-use interface, and these can still be embedded like a regular Google Map.

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Important to Everyone: The User Experience

Google has also been evolving the technology powering their maps to make the user experience better. One of their largest improvements somewhat early on was the introduction of 3d models of buildings, landmarks, and terrain with the Google Earth application. The most recent improvement they’ve made utilizes HTML5′s WebGL technology to help merge the advancements made with the Google Earth application with the Google Maps website. They’ve been rolling out invitations to try out WebGL-enabled maps to people using HTML5-capable web browsers recently (a popup is shown in the sidebar to opt-in & shows a tour of what’s new). The WebGL tech allows for them to utilize complex graphics natively within a web browser (avoiding the need for plugins/downloads and doing so without introducing sluggishness/stuttering). Take a look at what’s new in Google Maps by utilizing WebGL:

I highly recommend enabling MapsGL if you’re given the choice as it’s a groundbreaking improvement technologically as well as being a more seamless & more enjoyable way to use maps in your web browser. WebGL is still a new web standard, but people can look forward to seeing more of this in the websites they frequent as HTML5-capable browser adoption increases. Needless to say, we’re investigating WebGL as something to be added to our website development toolset.

If you’re curious, Does my Browser Support WebGL? will tell you if your current web browser is WebGL capable or not, and upgrading to a web browser that has it is as simple as downloading the latest version of Chrome, Firefox, Safari (currently needs to be enabled via the Developer menu), or Opera (Internet Explorer hasn’t added WebGL support yet).

Kurt Zenisek
Lead Web Developer

Connect with me on LinkedIn: www.linkedin.com/in/kzeni

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Extra! Extra! This Week’s Interesting Marketing Stories!

February 17th, 2012 by Jim Thebeau Categories: Branding, Internet Marketing, Social Media Marketing Tags: advertising, email marketing, henry russell bruce, hrb, research

How to Lose Customers – Quickly

Did you know national surveys indicate that “feeling neglected or unappreciated” is the #1 reason businesses lose customers?

This seems like an easy statistic to change, but it’s not. Most entrepreneurs and many businesses are simply too overworked and overwhelmed with day-to-day duties to think about customer appreciation and client retention strategies.

Industry surveys indicate that customer satisfaction is tied directly to employee satisfaction. One way to keep ahead of the customer satisfaction issue is to survey both your employees and your customers regularly – at least once a year. Learn what makes them happy or unhappy, and you’ll get meaningful information on your products and services, as well as your customer service. Customer and employee satisfaction surveys are an integral part of guiding a company, its products or services into the future. Understanding what steps to take to improve attitudes and perceptions is key to keeping a healthy company. Have you thought about asking about the health of your brand? This goes beyond questions such as “Was the sales staff courteous?” Evaluating your brand will give you insight into your reputation, awareness level, company vision and the momentum of your brand.

Would it Pay for Your Firm to Advertise on Facebook or LinkedIn?

Starting to create a Facebook ad.

How do you determine if that’s a viable strategy? HRB is introducing a new service to help clients determine the viability of advertising on Facebook or LinkedIn. To maximize the value of social media, consideration should be given to your targeted audience that can be reached by advertising on Facebook and LinkedIn. HRB researches audience segments on the sites to determine whether the effort would be viable for reaching the right audience.

HRB performs an analysis of targeted paid advertising on both Facebook and LinkedIn and deliver a forecast of expected results and costs. The benefit is understanding the potential of paid social marketing efforts specific to your market. Upon completion of the analysis, the deliverable to the client is a written report outlining the findings and recommendations. The analysis is performed by Stephanie West, our Director of Internet Operations, who is a Certified Social Media Associate.

Businesses are Missing Email to Social Collaboration

Extend your email marketing beyond your email list.

According to The State of Email Marketing in SMBs, based on a study by GetResponse, most small-to-midsize businesses (SMBs) have mastered the basics of organic email list-building, making use of Web-based sign-up forms and even offering incentives to encourage subscriptions, but fewer than half use any type of email-to-social collaboration, limiting the potential of cross-channel marketing.

The report notes that the weak implementation of social media integrations, especially given the buzz it creates in the context of email marketing. Only 50% of the researched marketers use any type of email-to-social collaboration. This means that, even if their brand is present on various social networks, cross-channel marketing is practically non-existent.

Communication mapping can help you figure out this complex system and make sure you are not missing out on an opportunity. Mastering the use of multiple mediums and the integration of cross-channel marketing, which is essential to successful message delivery to target audiences in today’s complex communications environment is strategically important for any business or organization.

If any of these topics are issues you are addressing at your business or organization, contact HRB for a free consultation.

Jim Thebeau
Partner/CEO
800-728-2656 ext. 121

Follow me on Twitter @JimThebeau

Connect with me on LinkedIn: www.linkedin.com/in/jimthebeau

4890Post A Comment2012-02-17+18%3A11%3A22Jim+Thebeau

The NEW Low-Risk Targeted Marketing

February 6th, 2012 by Stephanie West Categories: Internet Marketing Tags: advertising, Internet Marketing, Marketing

Direct marketing to a tightly targeted, database-driven audience has long proven its value. However, “database” has new meaning when it is attached to the 800 million names of people using Facebook. Did you know that you can target ads on Facebook directed to a geographic area, even a ZIP code? And based on sex, education level, age, gender — and even areas of interest, like “Iowa Hawkeyes” or “camping,” or from “toddler teacher” to “professor?” What if you were a local cake decorator or florist and knew you could reach a significant audience who identifies themselves as “engaged?”

I’ve heard people say of Facebook ads, “I can’t imagine people read those, though…” I beg to differ. While click-through rates are generally low, you are still getting your message out to an audience that fits. Because the ads are sold on a pay-per-click basis, you ONLY pay for them when someone sees the value in clicking on them. You don’t pay for impressions, or for people just to SEE them. Consider this – I recently ran a campaign for an event happening in my local community. Where else do you have the potential to reach 23,000 of the RIGHT people for less than a hundred bucks? And generate awareness and additional clicks to your website to boot?

Just like Google AdWords, the risk of advertising this way is minimal. People seem to be fearful of shifting media dollars to online entities because they think expenditures can really get out of hand online. They can if you aren’t careful about what you buy. However, with both Google AdWords and Facebook, there is a daily spend cap that allows the campaign to automatically shut down the ads once your spend limit has been reached. What do you have to lose from testing it?

Is Facebook advertising a fit for your product or service? HRB has developed our own Facebook Advertising Viability Analysis™ to help you decide. We’ll determine an expected reach, forecast and spend level based on the parameters you give us.

Fill out this form to find out what the NEW targeted marketing can do for you!

Stephanie West
Director of Interactive Services
800-728-2656, ext. 112

Connect with me on LinkedIn: www.linkedin.com/pub/stephanie-west/3/84b/738

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New paradigm = New brand.

December 21st, 2011 by Steve Erickson Categories: Branding, Internet Marketing, Marketing, News, Public Relations, Social Media Marketing, Website Design Tags: Branding, henry russell bruce, hrb, steve erickson

It’s a well known yet seldom followed saying – “Practice what you preach.” But when we considered the prospect of rebranding HRB, we knew we had to follow ourselves the same advice we preach to our clients … that the most objective and ultimately most valuable branding efforts are done with the direction of an experienced outside advisor. You can’t read the label from inside the bottle, right?

After over 15 years with the same “label,” a logo we affectionately call “Herb” because its three letters also resemble a face, it felt like the time was right to go through our own rebranding effort. When Herb was first designed and put to work as the face of HRB, our company and the business of advertising was considerably different. Traditional media – TV, radio, print – was still king. The Internet was in its marketing infancy. The iPad, iPhone and Droid were only the distant dreams of Silicone Valley tech heads. Twitter and Facebook? Mark Zuckerberg was still playing video games in grade school.

It’s a vastly changed world now. Digitally-based, incredibly fast moving, with websites considered as the first point of brand contact instead of merely an afterthought … and handheld devices putting the power of brand engagement in the hands of millions of consumers.

To acknowledge those big changes in our industry, we decided to make a small but important change for ourselves. So we engaged the services of FUEL, a talented group of strategically-minded designers, to rethink and redesign our logo and visual brand. We vowed to be good clients and provide them with all the input they requested (which was a lengthy process), then ultimately, trust their thinking and their visual concept for our brand. Frankly, it was nice to be on the client side for once.

What you see here, the new logo, colors and look is a result of that collaboration. For us, it’s an important reminder of the new thinking we need to consider and then deliver every day. To our clients, it’s a reminder that brands aren’t static entities that can rest on their laurels. To Herb, it means a well-deserved retirement.

Wherever he is today, traveling the world or spending his pension at a casino in Branson, Herb can be confident our new logo stands for the same product we truly care about delivering … growing our clients’ brands to grow their business.

Steve Erickson
President, Creative Director
800-728-2656, ext. 126

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4588View Comments [8]New+paradigm+%3D+New+brand.2011-12-21+23%3A46%3A41Steve+Erickson

How to See Who’s Linking to Your Site

October 26th, 2011 by Kurt Zenisek Categories: Internet Marketing, Internet Technology, Public Relations, Website Design Tags: brand, henry russell bruce, hrb, Internet Marketing, kurt zenisek, Public Relations, search engine optimization, social media

A site that’s online isn’t much of a site unless people go to it. The raw website visitor stats that services like Analytics and Quantcast provide sometimes aren’t enough for gauging the traffic flow to a site. A “link” is a fundamental way in which visitors reach a site, and direct links (typing in the web address) and search engines are the two other ways. Of course, there’s “good company” and “bad company” online that could be linking to you. I’m not going to discuss right & wrong in this article, but I will go over how to be more aware of one factor that affects all sites… backlinks.

Which method is best?

There’s a few different ways to find who’s linking to a site. Some are tools made available by search engines like Google while some are various services that are available online.

Google’s link: command (perfect for URL-specific stats)

Using link: as part of a Google search will list the webpages that have links to that specified webpage. For instance, link:www.google.com will list webpages that have links pointing to the Google homepage. Note there can be no space between the “link:” and the web page url. It’s also important to know that this finds the backlinks for that one URL, and doesn’t provide matches for every URL on the site. By the way, you can use the number of matches below the search box to get a rough number for assessing the online penetration of that webpage.

Google Webmaster Tools (perfect for site-wide stats)

As part of Google’s Webmaster Tools, they have “Your site on the web” => “Links to your site” in the side navigation that shows backlink stats for a site as a whole. Essentially, this provides:

A list of sites and what pages they’re linking to
Which page is being linked to the most
The terms being used for the links
and you can get fairly granular with each data set

Everything else

The above methods obviously depend on what Google has indexed, and similar tools are available using Bing and other search engines so one can diversify their data set. There’s also a great service from SEOmoz called Open Site Explorer that’s worth looking into.Unfortunately, searching for a tool that accumulates these stats resulted in finding a lot of adware/junk sites so your mileage may vary depending on the service being used.

Knowing who’s linking to a site a good way to understand what sort of company that site is involved with, and this can be helpful when working with the public relations & marketing for a website. It’s also a decent way to see what others are saying about a particular site, but do keep in mind that this is just one way that websites establish a connection with one another.

Kurt Zenisek
Lead Web Developer

Connect with me on LinkedIn: www.linkedin.com/in/kzeni

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Extra! Extra! This Week’s Interesting Marketing Stories!

October 3rd, 2011 by Jim Thebeau Categories: Internet Marketing, Social Media Marketing Tags: henry russell bruce, hrb, Internet Marketing, jim thebeau, Social Media Marketing

A digest of interesting marketing stories.

Google AdWords for Video Goes Beta on YouTube

YouTube has launched its beta version Google AdWords for video. The goal of this new tool is to simplify online video ad campaigns and allow advertisers to use a dynamic, auction-based platform to place and manage ads on YouTube and the Google Display Network. The platform, built on top of AdWords technology, uses the same pipeline to serve ads. Is this something you can use for your business? Take a look at the video on YouTube produced to introduce this service, or read about AdWords for video.

Want Free Publicity? Sign Up With HARO.

If you like to get free editorial coverage for your business, there is a way to monitor requests from editors and reporters. It’s called HARO, or Help A Reporter Out. This service has been around for several years. Here’s how it works once you sign up. Several times a day, five days a week, you receive an email containing 20 to 40 links to descriptions of articles reporters are planning. The reporters are looking for expert content sources. Here are some examples.

How to sniff out bad financial advice (Major finance/lifestyle website) »

Do you have a story of self deception? (National Public Radio) »

If you are a topic or content expert, or have one in your company, you can respond directly to the reporter. The topic areas include Biotech, Healthcare, Business and Finance, High Tech, Lifestyle and Fitness, Sports, Travel and more. To sign up, visit HARO and click on Become A Source. There are four participation levels, including FREE.

Twitter Ad Revenue of $135.5 Million Expected in 2011

Twitter is looking at a 210 percent increase in global ad revenue in 2011 over 2010. In its first full year of selling advertising (2010) revenues reached $45 million. According to a study by eMarketer, Twitter’s revenue projections for 2013 will reach $400 million. “Since their debut in April 2010, Twitter’s Promoted Products have proven successful in the U.S.,’ said eMarketer principal analyst Debra Aho Williamson.

Corporate America is on a Hiring Binge for Social Media Workers

One billion users on Facebook and Twitter make an appealing audience for many companies. Ragan’s HR Communication reports on an article in The Los Angeles Times, which finds that experts in marketing a company’s name and wares on social network sites are in big demand. The number of social media-related jobs on Monster has surged 75 percent over the last year. About 155 positions are available each month, up from an average of 88 per month a year ago. If you need help in this area, HRB has social media experts on staff who can get you started, integrate your social media with your traditional media, or help you take it to the next level.

Call us at 800-728-2656. Request ext. 121.

Jim Thebeau
Partner/CEO
800-728-2656 ext. 121

Follow me on Twitter @JimThebeau

Connect with me on LinkedIn: www.linkedin.com/in/jimthebeau

3680View Comments [14]2011-10-03+17%3A45%3A50Jim+Thebeau

Are You Converting Your Leads Into Sales?

August 31st, 2011 by Jim Thebeau Categories: Internet Marketing, Marketing, Public Relations Tags: henry russell bruce, hrb, jim thebeau, Marketing

Welcome! Marketing that defines brands and drives business growth. That’s how we describe what Henry Russell Bruce does for its clients.

Are You Converting Your Leads Into Sales?

Do you have an established sales funnel that generates leads on a consistent basis? Do you have a database for email marketing? Are you able to convert any leads from trade shows to sales? Do you use offers, such as white papers, reports, contests, Pay Per Click or email marketing campaigns to draw visitors to your site? Do you have forms in place to capture data on visitors to your website? Could you use materials or program development for your dealer network? If not, HRB can help.

You Know Your Website Needs a Redesign When …

Your site looks like a brochure and does not generate any leads.
There is no offer or call to action on your site.
Your site has not been optimized for keywords visitors use to find services like yours.
No one on your staff can make changes without calling the guy who designed it.
Your site is not optimized for the rapidly growing volume of mobile devices.

Are You Getting Your Share of Free Media Coverage?

Ever wonder why your competitors show up everywhere online and in the trade industry media and get all the attention? It’s usually because they have launched a public relations campaign to build awareness of their company and its products. Repeated coverage in business and industry media builds credibility and keeps a company top of mind. How can you start a PR program to generate free coverage? We’ll explain step-by-step how to get started with creating awareness and media coverage for your company.

Jim Thebeau
Partner/CEO
800-728-2656 ext. 121

Follow me on Twitter @JimThebeau

Connect with me on LinkedIn: www.linkedin.com/in/jimthebeau

3675View Comments [15]2011-08-31+16%3A25%3A13Jim+Thebeau