Tag Archives: Google

Online Surveys and Social Media

Posted on April 9, 2012 by | 1 Comment

Doing branding or blind surveys used to be a real hassle because you’d have to recruit an expensive panel.  But that’s not the case anymore.  You can actually run a terrific blind survey by using the QuestionPro social media sharing feature.

This feature has been around quite a while, but it doesn’t get much use — mostly because we’ve been trained to think of blind branding surveys as beyond our budget or our reach.  But if you or your company have invested time and effort into developing an active social media community inside your industry or area of expertise, then this is where your investment really pays off.

How to use the social media integration feature

Simply begin by creating the survey you’d like to run.  When you’re done designing the survey, click on the “send” tab and choose “invite respondents” from the left-hand navigation.

You’ll get the option to post your survey to Twitter, LinkedIn and Facebook.  And even more exciting than that — your respondents will have the opportunity to share your survey with THEIR communities.  This is where you get the most bang for your time and effort.

Here is a screen shot that will help you get started:

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How to Become an Authority in Your Industry

Posted on August 8, 2011 by | Leave a comment

It’s more important than ever to become an authority in your industry.  You may think that the market is overcrowded, but don’t be fooled.  Most people assume that you have to be an author, self-employed or a CEO to be seen as an authority.

Nothing could be further from the truth.  In fact, with the job market being what it is — your chances of landing that dream position may hinge on how you are perceived in the industry.  Any company would be happy to build its own credibility by having the industry authority as part if their team.

In a recent article on the AMEX Open Forum, I discuss fourteen ways that you can build your authority and become an influencer in your industry — pay special attention to item #12 and see how research plays an important role:

You may already be an influencer and not even know it – in which case, the steps I’m going to describe here will catapult you into stardom (maybe not, but they will help).  And if you’re not an influencer, but would like to be, you’ll find this roadmap a helpful start on your strategic plan toward dominating your target market.

 

  1. Focus on a very specific topic area (niche).  If you haven’t quite figured this one out, you’re going to be in for an emotional ride.  You MUST find a targeted, focused niche in which to specialize. You will not limit your audience, instead you will attract a very interested audience.  Start by brainstorming. Then do some keyword analysis; use Google Keywords and check out SEO Book to start.  You can also go into your own accounts and target the most profitable and fun ones.
  2. 10,000 hours of working in your area.  In his book Outliers Malcolm Gladwell says that you need 10,000 hours to get good at anything.  This is another way to look at where you may have influence.  What subject or work has engrossed you over the last decade to the point that you’ve invested 10,000 hours in becoming better?  The answer may surprise you because it may NOT be in your existing business.  But this says something about where your talents and passions lie.
  3. Own the keywords in your area of expertise.  You will need to have done the Google Keyword exercise above to do this step.  Pick a handful of keywords that you will own.  This means that when people type in this combination of words, your goal is to be at the top of the list.  This doesn’t just apply for Google searches – this applies for mind-share.
  4. Blog.  You must blog if you want to be an authority or influence people.  You don’t have to blog daily, but you must provide valuable content that is congruent with your keywords and your area of expertise.  Blogging is a full page advertisement for who you are and what you promise.  Use it well.
  5. Write guest articles for high traffic blogs.  If your blog content is good, then your guest posts should be better.  Target popular high-traffic blogs in your area of interest and send the editor a killer article. Make sure that it will bring traffic to them as well as yourself.  Educate their audience, inform them, make it easy for them to take action and learn something.  The editor will appreciate the content and you will both appreciate the traffic.
  6. Write a book or eBook.  Self-publishing is not a bad word and publishing eBooks and Kindle books can be down-right profitable.  Just read about John Locke, the Kindle Single sensation (he’s an entrepreneur who writes short novels). He’s figured out how to become a best selling eBook author as well as an influencer and motivator of self-published authors.
  7. Schedule speaking engagements.  Hit the speaker circuit. This will be a high investment in time, money and energy, but the payoff may be worth it depending on your presentation skills and your subject matter.  Don’t think that your niche is too small, rather focus on the value that you bring to the audience.
  8. Create and run seminars and/or webinars.  This is similar to live speaking, and yet it’s very different.  Running a seminar or a webinar involves your putting in some serious marketing and promoting energy.  The upside is that you can charge for seminars and webinars, so they are a way to promote as well as sell.  In addition to this, you can record them more readily and use them over and over.  Check out Stealth Seminar (I can’t believe I’m sharing this)  it will allow you to record a seminar and run it over and over as if it’s live.
  9. Send Press Releases.  Social media is a great public relations tool, but don’t forget about press releases.  They are still very powerful.  Remember, that when you’ve targeted a specific industry, you’ve narrowed your distribution list AND also increased your chances of visibility.  Post them on your blog, use PRWeb or other release distribution service.  One last hint about releases – write them as a ready-to-print article so that the people who pick them up don’t have to do too much editing.
  10. Do a radio show or internet radio show.  BlogTalk Radio is a great resource.  You can set up an internet radio show in less than 30 minutes.  Your content will be syndicated and distributed (based on those keywords again). And your content is immediately available.  Do a show that features other experts in your area.  This creates a win-win promotional opportunity for both parties.
  11. Help others succeed.  This is more of a general tip that goes with every strategy that you take on.  For each action you take look for ways to partner and co-brand with other experts.  When you cross promote with other experts, you get the benefit of being referred to their list and they get referred to your list.
  12. Do research in your area and own the data.  Another strategy that many experts forget about is doing research or surveys with their audience.  With so many free survey tools available it’s a huge waste of opportunity not to start gathering data about your industry and audience.  You can use any number of free online survey tools, but also consider learning about mobile research panels.  This way you will be able to run shorter surveys and have a conversation with your respondents.  It’s the latest trend.
  13. Create information products based on your expertise.  There are already several information products that I’ve mentioned in this list; seminar, radio broadcasts, webinars, books and ebooks.  Don’t let any bit of your knowledge go to waste, turn it into articles.  Then combine the articles into a book.  Take the book and rework it to become a seminar or webinar.  Focus on one area and do a speech on that.  If you’re currently consulting, start a diary or blog post a review of your day.  Convert the advice you gave into something educational for a broader audience.
  14. Participate in Influencer projects.  Last year Fast Company did an experiment called “The Influencer Project” regardless of whether you feel that it was a valid or invalid measure of who an influencer is, it is evidence of a trend that includes creating communities of trusted experts.  If you see events or projects like this; nominate yourself and your clients.  Work to promote their progress in the project.  Each of these projects creates a living database or list of people that others have felt are influential enough to describe in a nomination form.  Take a look at the SMBInfluencer Awards as an example.  People nominated individuals, companies and media organizations they felt influenced small business.  This is a living list and a promotional opportunity.

Becoming an authority, expert or influencer is all within your control.  Focus on where you spend the most time, money, effort and skill and share it consistently and persistently.  And remember, to decide on whether you’re in it to make money or be famous, because the two don’t always go together.  Focus on your business goals and then use these tips to build your influence to achieve them.

 

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Four Ways That Using a Customer Research Panel Makes You Money

Posted on August 1, 2011 by | Leave a comment

It was only going to be a matter of time before someone figured out that random people milling around social media channels was going to be difficult to mobilize once the technology hit the mainstream.

We’ve already seen how this works on MySpace; as soon as Facebook got into the picture and allowed for tighter, more personal relationships to develop, the random associations via MySpace fizzled.

Twitter had been moving into the same direction when they introduced “lists” and gave you the ability to start segmenting the people you followed into groups.

And now, with the swooning over Google+ and it’s circles, the trend is clear — people want to be in groups and you want them to be in groups because there’s no other way to meaningfully engage with folks without losing your mind or your money.

Customer Research Panels are Your Own Social Network

There have been customer group applications out there, but the big flaw they all have is their inability to make sense out of what your group is saying in a meaningful way.  These applications are mostly about having conversations.  And that is great – but doesn’t help you make decisions that will improve customer satisfaction or experience.

When you create a customer research panel, you are opening the door to more meaningful conversations around your product or service.  And as soon as the conversation turns meaningful — value makes an appearance and this will ultimately drive revenue.

IdeaScale is a great way to start exploring the world of customer research panels.  In a very loose definition of the term, people register on your IdeaScale page and vote improvement or development ideas up or down.  They can also add comments and get into conversations.  There is a quantitative component in that ideas get votes and a qualitative component in the comment sections of the ideas.

You can engage your IdeaScale community in rather powerful ways so that they function as a sort of focus group.

IdeaScale is really a super-two-fer tool in that it saves you money in all the preliminary work around focus groups.  It can make you money if you pay attention to the recommendations that are made by your customers and implement them.  Depending on how well you use IdeaScale, it’s not uncommon to save your small business in the range of $100,000.  This is generally what it costs to do this kind of research that was never in your budget before.  I’m not even including the money saved in mistakes and missteps because you didn’t know exactly what the customer wanted.

Funnel Your Customers Into a Panel and Build Engagement

Instead of loading up a customer list to do a traditional online customer survey, invite your customer community to participate in your online research panel.

An online research panel is really nothing more and a group of people who have volunteered to answer your questions in return for either points, rewards or other kinds of incentives.

Building a customer research panel actually makes you money in the following ways:

  1. You have a group of engaged customers waiting to tell you what they think.  It takes time and money to engage customers enough to care to give you an honest opinion.  When you already have a group of engaged customers who have your interest at heart (mostly because it’s in their interest), then you have a golden respondent base.
  2. You get faster responses to your questions.  People who have opted into answering your questions will answer them quickly.
  3. Your response rate will be better.  The assumption here is that you are regularly touching your panel, but not constantly bothering them.  As in any social response, make the exchange count.
  4. Other companies will want to reach out to your panel.  Chances are there are other companies who weren’t as savvy as you were to create a customer research panel and they sell to your customers as well.  This is an opportunity for you to give your customer panel the opportunity to earn more incentives and to earn some revenue off the work you invested in creating the panel.
  5. Better decisions.  Companies who use a customer research panel to test out ideas and do exploratory research make better decision faster.  By simply asking a few questions and getting quick responses and then showing your customers what you’ve done with the responses they’ve given you, you’re getting them involved early in the development process.
Are you currently running a customer research panel of your own?  What are some of the benefits that you’ve seen so far?

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How to Use Market Research Techniques to Drive Sales

Posted on May 16, 2011 by | 3 Comments

Traditional market research functions used to live on the more analytical side of most big companies.  The product and marketing managers come to them as technical advisors to ask questions.  They would create and structure scientifically valid focus groups and surveys and weeks or months into the project and much analysis, a marketing campaign would come together and sales would start coming in.  This process didn’t happen EVERY time — but it did happen quite a bit.  Even in the industrial bare bones marketing companies I worked with.

But with the onset of social media and DIYMarketing tools, the time lag between marketing research to sales has shrunk significantly.  I’m struck by how many traditionally “marketing research” functions have migrated to other areas of the business.

Take design testing for web sites.  This used to be a marketing research function, but with Google Analytics and Google Optimizer Landing Page Oprimization and the testing of message effectiveness has earned a new name and a new place in the marketing function.  In my opinion it’s still “research” of sorts, just called by a different name.

Net Promoter Score as also moved into a more active role in business.  Of course companies still ask if you’re “Likely to refer” but in addition to that, they also give you the opportunity to put your money where your mouth is and refer right then and there – by giving you the option to tell a friend.  Another twist on this is to give your site visitors the option to give you feedback on the spot.  I saw this example in the Marketing Technology Blog:

Of course, you can also use tools like IdeaScale and MicroPoll to create other customer engagement opportunities on your web sites and blogs.    Then use the information that customers provide to create an offer that they are more likely to buy more quickly.

The idea isn’t that market research is smaller or less.  The need for customer information hasn’t gone away, in fact, it’s become more important than ever.  What’s missing is the creative applications and strategies that market research provides to help shorten the information to closed sale .

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How to Use Market Research for SEO Strategy

Posted on April 13, 2011 by | 7 Comments

I ran across this question today — “Is market research important to SEO strategy?”

I’m familiar with the idea of doing RESEARCH – keyword research, industry research, even customer research, in order to come up with SEO insights.  But I really didn’t feel like I understood the role of market research within SEO strategy.

As it turns out a series of Focus.com experts had this one covered. Here are some of their responses:

Stan Sweeney: Qualitative researchers gathers the emotional behavior of a brand. Qualitative is more leading than large research samples. But, it takes a brand pro to listen to emotional responses.

Larry MacDonald: Market research is critical in SEO. Given that Google wants to present the most appropriate site in response to a search query, how can you optimize a site if you don’t know what people value find useful? Once you have gathered primary research, you can make content changes to reflect the preferences you have discovered

Marce Colucci: Market research as it pertains to SEO, is the step you must take BEFORE you establish your website and start doing SEO. It will determine what services/products you offer and how you will promote those services/products to the market. SEO is a methodical way of then getting those products and services known by your target market. SEO is very much about choosing the right keywords that your market will be searching for, and hence get your site in front of them more often than your competitors’ sites. The research required for a successul SEO strategy, involves researching what words and phrases most link your products and services to the searches that your target market will be conducting using Google, Yahoo and all the other search engines.

Any SEO experts out there?  What role does market research play in putting together a killer SEO strategy?

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Your New Resource for Innovations

Posted on August 9, 2010 by | 1 Comment

If you don’t subscribe or read “Trendwatching” yet.  I would highly encourage you to do so.  Every quarter they send a report that meticulously pulls observations from their panel of “trendwatchers” from all over the world.  The result is a wonderful, colorful and inspiring list of what people are thinking and doing that is cutting edge.

Use Trendwatching as Your Source for Product Improvement and Innovation

I’ve just learned about their sister site — Springwise.  Springwise uses their 8,000 spotters around the world to observe and send them the most innovative business ideas.  This is a fantastic resource for potential new “add ons” to your business.

Here is just a sampling of ideas you’ll find on the page.

1. STREETBANK — Streetbank in the UK aims to help neighbours get to know each other, simply by being nice. Users indicate something they’d be willing to lend, help with or give away. Having done that, they can see what others are offering in their area, or they can make a request for something specific. The result: people get to meet, share something, and hopefully become friends.

2. WIJ BOUWEN EEN WIJK — Wij Bouwen Een Wijk (“We’re building a neighbourhood”) isn’t a company: it’s a community effort to design and oversee the construction of every aspect of the neighbourhood in which project members will eventually live. Participants with the most innovative ideas can even get a street named after them!

To see more of these innovations jump over to Springwise.

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Optimized Copywriting: Help the Search Engines Recommend Your Company

Posted on March 26, 2010 by | 2 Comments

We don’t often think about Search Engine Optimization as “research” or “market research”.  In fact, the behavioral data that comes out of a good search engine strategy can make your site more appealing to your target audience and more profitable for you.

This is another installment of our monthly series on search engine strategies from The Search Guru.  Enjoy.

Last month’s blog post focused on creating compelling benefit statements in your copywriting. Now we’ll offer tips on positioning your site so that more people can read about those benefits – and then purchase your products and/or services.

There is a simple, effective way to help the search engines “understand” your copy so that, when people search on Google, Yahoo!, Bing and the like, YOUR company can appear as a result.

We’re talking about using an effective internal linking strategy to help boost the visibility of your company’s website.

What is Internal Linking?

A “link” is hyperlinked text that leads a site visitor from the page he or she is viewing to another page on the Internet.

An “internal link” is hyperlinked text that links from one page on a website to another page within the same website.

Take a look at your website. If someone arrives at your site, will each of your top-level pages include links that would help the site visitor quickly and easily find the information he or she needs about your products and/or services? If not, it’s vital that you fix that as soon as possible by strengthening your internal linking.

Once the top-level pages contain a logical, helpful internal linking structure, then move on to the next level of pages – and so on and so forth. This is extremely helpful to site visitors but it’s also important for another reason, too.

Benefits of Strong Internal Linking

Search engines send out “spiders” to “crawl” around your site to determine the focus of your content. These spiders rely significantly upon hyperlinked text to locate and then thematically index web pages so that these pages can be properly indexed. Once indexed, these pages can be returned when people search for products and services online.

If one of your web pages is NOT indexed by the search engines, then it cannot be presented in response to a relevant search query. Simple as that.

Three Powerful Internal Linking Strategies

1)   Add relevant keyphrases to your site’s navigational links. When choosing keyphrases to use, ensure that they are:

  1. Searched upon
  2. Relevant to your website
  3. Achievable (not too competitive; we often recommend that clients choose keyphrases with competition under two million web sites)

If you need to review how to create a supercharged keyphrase research strategy, check out these two posts:

  1. Secret 2 Revealed: Use the Keyphrases Your Customers Use
  2. Attract Prospects to Your Site Through the Words You Use

2)   Add keyphrases to internal links that already exist in the body of your text.

3)   Look for opportunities where you can naturally add more optimized internal links within the body text of your site.

Whenever you’re linking from one internal page to another internal page, make sure that the link goes to the most relevant page on your site.

What’s Next?

Take a look at your own website. How far along are you in your internal linking strategy? Do you need to add more internal links? Or do your link placements make sense – and just need optimized? Determine where you are in your overall strategy; prioritize areas of your site to strengthen them; and then make a commitment to the tool – internal linking – that can help search engines recommend YOUR site.

Next month, we’ll share part 4 of our successful copywriting series – giving you more information to help attract targeted traffic (sales leads!) to your website.

This month’s opportunities:

Knowledge is power – this month, you’ll be filling any gaps in your understanding of SEO copywriting.

  1. Read through the Search Marketing Terms Glossary
  2. For more information about internal linking strategies: How to Create a Landing Page
  3. Discover what questions your prospects are asking – and then answer them on your site.
  4. Bonus: read back issues of the newsletter here: http://www.thesearchguru.com/email-archive.asp to learn more.
  5. Burning question or comment? Email me at Results@TheSearchGuru.com.
About the Author: Leslie Carruthers is President of The Search Guru, a best practices full services Search Marketing firm creating breakthrough results for their clients since 2004. Leslie can be reached at 440-306-2418 orResults@TheSearchGuru.com.

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Trendy vs Mainstream: How to Know the Difference

Posted on March 17, 2010 by | Leave a comment

The Trendwatching site has pulled together a series of “people on the street” videos.  They asked people all over the world a series of questions.  What makes these videos so interesting is not just the presentation of the information – but the hi-resolution value of having the ability to watch the respondents’ body language as they respond to the questions.

Have You Heard

This video asks the respondents if they know what “web logging” is, then blogging. then Twittering, etc.  Take a look at the span of years involved in the answers.

What did you know about blogging in 2004?  Had you heard of Twitter in 2008?  How quickly does it take for something to go from trend to mainstream and is there any value in that?

What are your responses to this video?

What questions would you ask?

Related articles :
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Search Engine Marketing Secret #3 Revealed: Links are Like Recommendations

Posted on January 4, 2010 by | 2 Comments

This is the last of our “Search Engine Marketing Secrets Revealed” series with The Search Guru, Leslie Caruthers.  In the first post, we learned how important it was to focus on search engine marketing because it’s one of the most powerful ways that your customers will find you.  Our second secret was to use natural phrases that your customer might use and search for.  Leslie has included great resources, exercises and links to help you get the most out of the series; I hope that you’ve been bookmarking them!

3. Links are like recommendations; they tell Google you are important.

Inbound links are links from other websites to your website. Solicit and earn valuable inbound links, as this is an indication to Google that your site is popular, relevant and valued by others, as well as helping the search engines understand better where your site fits into the web and what you offer.

Carefully crafted link building campaigns:

  • contribute to Google PageRank
  • position your site as a hub or authority on the Internet
  • drive targeted traffic to your website
  • help your website achieve high rankings for competitive keyphrases and therefore
  • increase your viability in the search engine results pages to
  • boost your conversion flow and sales.

And don’t forget… While it is critical to rank well with the search engines, you must never forget it is the human customer that matters – search engines don’t buy your products, services or click on your advertisements; people do.

Next month, we’ll share insider copywriting strategies to get started including those great keyphrases you’ve uncovered!

This month’s opportunities:

Didn’t take on last month’s opportunities? Go back and start there – that’s your best bet – then move up to this list after that.

  1. Bonus: read past blog posts: http://www.thesearchguru.com/blog/ and back issues of the newsletter here: http://www.thesearchguru.com/email-archive.asp to learn more.
  2. Register for Google Analytics if you haven’t yet: http://www.google.com/analytics/
  3. Register for Google Webmaster Tools http://www.thesearchguru.com/google-webmaster-tools.asp if you haven’t yet.
  4. Read through the Search Marketing Terms Glossary and catch up on basic terminology.
  5. Burning question or comment? Email me at Results@TheSearchGuru.com.

Leslie Carruthers is President of The Search Guru, a best practices full services Search Marketing firm creating breakthrough results for their clients since 2004. Leslie can be reached at 440-306-2418 or Results@TheSearchGuru.com.

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Search Engine Marketing Secret #2 Revealed: Use the Keyphrases Your Customers Use

Posted on December 7, 2009 by | 4 Comments

Can you hear me?Welcome back to our ongoing series with The Search Guru, Leslie Caruthers. Last month, Leslie outlined how important it was to focus on Search Engine Marketing from the very beginning of your web site project.  She also guided us through some easy ways to get on the same page with our developers.  This month, we’re focused on getting into our customers world.

Before we launch into the second of the three secrets, take a moment to review our Search Engine Marketing Secret #1: Build Your Site With Search Marketing in Mind.  This is a great reminder that when you write for the web, you are actually writing for two audiences; the reader (most important) and the search engines.  To make sure you are walking the balance between the two, it’s important that you and your developers are on the same page.

Now, let’s dive into the second secret!

2. Identify the keyphrases (search terms) that your prospects use to find the products and services you offer and then use those keyphrases in your copy, aka keyphrase research.

This can be tricky for a lot of people in their business. You know too much. And then there’s the jargon.

The right keyphrases are customer focused, not industry focused. They aren’t jargon. They come straight from your prospects and customers, not marketing or R&D. To successfully drive targeted traffic to your web site, you and your customer must speak the exact same language. Keyphrase research uncovers the phrases your prospects are typing into the search boxes on search engines.

Think of terms that a customer would use to search for the information, products or services you offer. After you’ve spent some time brainstorming and then brainstorming variations of those now look at your list. Pull any single-word keywords – those will be too competitive (almost always) and often too ambiguous.

Consider the manufacturer of dinnerware that is certain his main keyphrase is China. Do a search in Google for China – what do you see? Yup – it’s all about the country and it’s WAY too competitive (631,000,000 pages are competing on that keyword!). “Long tail” keyphrases (phrases with 3 or more words) like “Kate Spade china” or “replacement Wedgewood china” convert the best and you can win there.

You are never too busy to make more money, right? Good keyphrase research can help generate cash in hand for your company. Search Engine Optimization is about being where your prospects are looking; keyphrase research tells you where they are looking. Skip this step and you are missing out on a huge opportunity. Everything else you do (copywriting, link building, buzz marketing, social media) builds off this step.

And don’t forget… While it is critical to rank well with the search engines, you must never forget it is the human customer that matters – search engines don’t buy your products, services or click on your advertisements; people do.

Next month, we’ll share the 3rd secret: quality links from related but non competing websites to your website and how to get them!

This month’s opportunities:

Didn’t take on last month’s search marketing opportunities? Go back and start there – that’s your best bet – then move up to this list after that.

  1. Check out these keyphrase research tools:
    1. Google AdWords free keyphrase research tool: https://AdWords.Google.com/select/KeywordToolExternal
    2. WordTracker, a subscription keyphrase research tool that is a standard in the Search Marketing industry. You can try the tool for free (and get a limited data set) or buy a day, week, month or year membership. Start small and buy and day and play!
    3. KeyWord Discovery keyphrase research tool: http://www.KeyWordDiscovery.com – great when your business is seasonal and you aren’t within a few months of the season – this tool offers access to 12 months of data. \
  1. Read more on keyphrase research and the difference it will make for your business.
  2. Bonus: read past blog posts: http://www.thesearchguru.com/blog/ and back issues of the newsletter here: http://www.thesearchguru.com/email-archive.asp to learn more.
  3. Register for Google Analytics if you haven’t yet: http://www.google.com/analytics/
  4. Register for Google Webmaster Tools http://www.thesearchguru.com/google-webmaster-tools.asp if you haven’t yet.
  5. Read through the Search Marketing Terms Glossary and catch up on basic terminology.
  6. Burning question or comment? Email me at Results@TheSearchGuru.com.

Leslie Carruthers is President of The Search Guru, a best practices full services Search Marketing firm creating breakthrough results for their clients since 2004. Leslie can be reached at 440-306-2418 or Results@TheSearchGuru.com.

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