May 29th, 2010 by typhonvision

Presented at Toronto Marketing Power Networking meeting May 2010

CLICK HERE TO DOWNLOAD PRESENTATION SLIDES

After 23 consecutive appearances, Pepsi Cola opted out of the 2010 Superbowl and instead invested its ad budget in Social Media Marketing. This is yet another sign that internet promotion has, and will continue to overtake traditional Marketing channels. Topics such as Internet Advertising and Search Engine Optimization are higher on the priority lists of entrepreneurs and business managers than ever. But what do these terms really mean? And how can you apply these tactics without breaking the bank?  In a no nonsense, plain English approach, a logical and intelligent approach to the Internet Marketing will be demystified.

In this presentation the following topics will be discussed :

1) The strengths and weakness of the two major Internet Marketing Methods: Pay per Click and Search Engine Optimization

2) How Pay Per click and Search Engine Optimization work.

3) How you can engage in Pay Per Click and Search Engine Optimization through your own efforts.

Affiliate, Banner), bing advertisements toronto, Density, facebook, Facebook Ads, facebook advertisement consulting toronto, google ads, Google Adwords, google adwords consulting toronto, Internet Advertising (PPC, Internet Marketing, internet marketing toronto, internet marketing video toronto, marketing toronto, pay per click advertising toronto, pay per click management toronto, ppc management toronto, ppc toronto, Search Engine Optimization (SEO), search engine optimization toronto, seo, seo toronto, toronto, web designer, web developers, website development, website video

April 14th, 2010 by typhonvision

One of the greatest challenges in today’s business world is maintaining the attention of prospective consumers. With the variety of companies to choose from, it’s easy for the consumer to be enticed by your competitor. The age of the Internet has not helped with our decreasing attention span. Bringing about a new level of laziness. Whereas TV has made us lazy, the Internet has made us even worse. Since the Internet brings the world at our fingertips. Making it accessible to move onto the next site if your website visitor is not finding what they are looking for.

With all the time and effort put into driving stronger traffic numbers to your website, it’s fruitless if website visitors don’t take the “next step”. Often that “next step” is defined as your rate of conversion. Which can include purchasing the product for an E-commerce website. Or making a phone call inquiry or email for a local business website. While for some it may be to subscribe to your newsletter so they can be aware of your product/service offering at a later time.

It’s difficult to track in an exacting science as to what percentage of website visitors convert into customers. Although, there are some good indications and metrics to suggest things are in the right direction. And often these metrics can be found by installing good web analytics software on your website such a Google Analytics or Sitemeter.

One measurement is the average time your website viewers have stayed on your website.  A healthy number all depends on the type of website you have. For a local business website, a timeframe of 2 minutes would be considered long. Keeping in my mind that is longer than the length of an average 30-second TV commercial. Whereas for an educational website, 10-20 minutes would be considered an acceptable timeframe.

The bounce rate also has some co-relation to the rate of conversion. The bounce rate indicates the percentage in which visitors move to another site. It is similar to the average time spent on the website. However it is much more page specific. Whereas the average time spent is a summary metric.

Unrelated to the topic of conversion, the bounce rate also important since to a certain degree search engines like Google, Yahoo and MSN consider your bounce rate when determining your SEO rankings. Since it helps search engines weed out websites using black hat SEO (Taboo SEO) techniques. Where websites are not delivering relevant content to the search, so the user is quickly “bouncing” to another website. However, the bounce rate is one factor out of many in SEO. With keyword density and link building still being the predominant factors.

There are many aspects which contribute to effective website conversion. In this article we will talk about 3 of them which include : attractive website design, website video and live website chat.

Attractive website design is one of the most obvious aspects of retaining the attention of your visitor. If your website is graphically pleasing, it conveys a strong image of Brand Quality and a high standard. This is particularly important in e-commerce websites. Since the website represents the storefront and builds trust with the consumer demonstrating attention to details are heeded. Such as making sure items are delivered on time and credit card information is held in confidence.

Although the website should be aesthetic, navigation and ease of use should not be compromised. It should be obvious for your website visitor to be able to derive from the broad categories where to find the specific information they are looking for.

Also important is the actual text itself. Font sizes and colors should be legible. The text layout should have action-oriented keywords highlighted. Making it easy for the website visitor to “speed read” the text and identify it has the given contents they are looking for.

The next aspect is the use of effective Web Video. Before the days of YouTube, it was difficult to utilize video on websites. However, technology has increased in efficiency, making it easy for the average website owner to stream video. Often those whom are reluctant to read, will be more likely to see and hear material if presented with Video.

The best placement of Web Video is often in the opening page of your website. Allowing the key benefits of your business to be relayed upon first entry and for them to not be missed. Furthermore, Web Video helps to bring a “soul” to your website. As ultimately people do business with people. Establishing your style and approach to your business for your website visitor. Typically an effective Web Video should be no more than a minute long. Web Video is becoming one of the most prominent techniques for increasing conversion.

Live Website chat has been increasing in popularity as a technique for increasing conversion. The way Live website chat works is when a visitor is at your website, an area of the website is allocated to engage in a chat session with a “agent”. The live chat can be set engage automatically after a given time interval which your visitor has remained on your site (i.e. after 3 minutes, since that may indicate a timeframe which demonstrates some interest in your website).

The “agent” would be most likely a representative from your company. Who is able to answer basic questions about your product or services. Often this is most intelligently assigned to the receptionist. On their end, the agent would be logged into the software and would be notified when inquiries are made. The live chat may also be setup that they receive and can respond to inquiries on their mobile phone(Iphone or Blackberry) if the agent is away from their desk.

Used correctly, a live website chat feature can improve conversion numbers. If done in a manner which is genuinely helpful and not pushy. Similar to when consumer walks into a store. It can be an annoyance when one is bombarded by sales reps asking if you need help. But a worse situation when help is authentically needed and there is no representative to assist.

Live website chat also works since it easier than making a phone call or sending an email. As often a website visitor may not want to wait for an answer to their email which may take anywhere from a few hours to a few days. Or does not have the time to pick up the phone with the fear of being kept on hold.

Live website chat is also relatively inexpensive, considering what it may save you in lost website traffic. With the cost depending on the number of agents managing the system. For most businesses, a 2 person agent license would suffice, which may range from $1000-$1500 depending on installation complexity.

In summary, there are many techniques to help captivate attention on your website. And the right techniques need to be carefully chosen for your business model.  Attention spans are only decreasing and it’s become more important to communicate effectively in a short period of time. With the time, energy and cost brought into bringing visitors to your website, retention of your visitor is an equally important factor. However, with a properly mapped out strategy, effective use of your hard earned marketing dollars can be maximized.

canada, e-commerce toronto, ecommerce toronto, Internet Marketing, internet marketing toronto, internet video toronto, live chat, live chat feature toronto, live chat implementation toronto, live chat toronto, newsletter, ontario, site navigation, toronto, twitter, web design toronto, web designer, web development, web development toronto, web video toronto, website development, website traffic toronto, website video

March 28th, 2010 by typhonvision

Content creation for websites can be a challenge task.  In the Internet world, a number of considerations need to be made when deciding upon the writing style for your website.  One of the biggest challenges today is addressing web writing from an SEO (Search Engine Optimization) and Marketing perspective.  As the two are often classed separately as “SEO Writing” and “Marketing writing”.

One may ask, exactly what are the differences between the two styles of writing?

SEO Writing is meant for the purpose of attracting the attention of popular Search Engines like Google, Bing and Yahoo.  And utilizing the tricks of the trade in the writing style to gain favorable ranking.  One of the most important factors of SEO writing is the proper use of KEYWORD DENSITY.  This concept will be explained further in the article.

Marketing writing is made for purpose of enticing the reader to take the next step in the sales cycle.  Whether that be making a phone call or filling out an inquiry form.  This is often referred to as the “CALL TO ACTION”. (And is related to the term “conversion” referred to in other articles)

In the early days of the Web, of the two writing styles, Marketing writing held greater popularity.  Mainly because websites of the past we’re considered on-line brochures.  And often mirrored the writing style used in traditional media.  As Search Engine Optimization writing was not considered as strongly, since Search Engines we’re still refining their formula.  And a fair amount of traffic could still be derived through the manipulation of Metatags and Banner ads.

Marketing writing is often written in a style which is conversational.  And special attention is paid to the rhythm and flow of words.  While utilizing certain “hot button” words which act hypnotically on the reader.  Making it suggestive for them to proceed to the call to action.  Also, the greater variance in the wording lends itself better to Brand Quality.  Maintaining a level of sophistication in the writing.

So the question remains as to which style should be used for your website?  The answer is BOTH!  As they both have their strengths and weaknesses.  A prudent strategy includes having content for both purposes.  With the most visible pages of your website populated with traditional marketing writing.  And the less obvious sections of your website to have SEO Content which helps to attract the attention of Search Engines.

Now the differences between the two styles has been established, the main factor for SEO writing will be outlined.  Since it is another article in itself to elaborate further on the principals of marketing writing.

As mentioned previously, one of the important aspects of SEO writing is the use of your selected keywords in high repetition.  For instance, if the objective was to rank well on the keyword term “widgets toronto”;  It would be ideal to have a page written in high frequency with that given keyword “widgets toronto”.  The given example may look something like this :

“XYZ Company is the number one company of Widgets in Toronto.  We have been supplying the best Widgets in the Greater Toronto Area for over 20 years.  All we do is specialize is in Widgets in Toronto.  Not many people in Toronto know what a Widget is.  But if ask anybody in Toronto on who is the best widget supplier, and they’ll direct you to XYZ company”

Now the above example is an over exaggerated example, utilizing keyword density shamelessly.  But taken with a grain of salt, the basic example provides a framework on how popular search engines such as Google, Yahoo and Bing think.  As you can see the given text has a high frequency of the keyword “Widgets” and “Toronto”.  Having a high keyword density helps search engines to determine the overall subject matter of the page.

However, the provided example merely serves to outline the basic principals of keyword density.  Since a search engine like Google is sophisticated enough to detect if the overall percentage of the keyword density is overdone.  If the overall percentage of keyword density is TOO HIGH, it is placed in the Google Sandbox.  In the Google Sandbox, the given page is investigated for manipulation of aggressive Search Engine Optimization which are not ethical.  (Which many adult sites have been guilty of utilizing keyword-stuffing techniques).  Having said that, the goal of SEO writing is to include keyword density in an INTELLIGENT manner.  Which doesn’t sound contrived or manipulative.  As the given text does not sound articulate (Unless you are a caveman).

This style of writing of using keywords in a high frequency can often be in opposition to SEO writing.  Since SEO writing focuses on distributing a high keyword frequency and repetition throughout the page.  Whereas Marketing writing in order to sound more articulate, often the goal is to not re-use words in high frequency.

As mentioned previously, Marketing writing should be placed in the most visible areas of the website;  Such as the Main Menu navigation.  And SEO writing should be placed in the less obvious sections of your website.  As the main purpose is to attract the Search Engines attention and have the user to delve deeper into your website.  So the question may be asked where can one utilize these less visible sections of your website?

The best placement for your SEO pages is in the area known as the sitemap.  A sitemap acts as an visible(or invisible) index of all the given pages on your website.  Similar to an index in the back of book to quickly reference specific subjects.  Sitemaps are mainly used for the purpose of allowing Search engine to capture the information on your website more effectively.  Often sitemaps are placed away from the obvious navigation of your website that a user is unlikely to read that given page.  However by having your SEO pages linked from your sitemap, they technically exist and open up opportunities to be found by Search Engines.  However, once they have landed on your website, the viewer is more likely to read your Marketing writing pages.

With the many faucets to consider, SEO and Marketing writing need to be used in conjunction.  Even though the styles of writing are in dichotomy, they address different functions of Marketing.  SEO Writing helps to drive traffic and brings window shoppers in the door.  While Marketing writing helps to convert the casual browsers into customers.  Planning for implementation of both writing styles increases your chances of success!

canada, Density, Internet Marketing, internet marketing toronto, Keyword, marketing, marketing writing toronto, online marketing toronto, ontario, Search Engine Optimization (SEO), search engine optimization toronto, seo, seo implementation toronto, seo toronto, toronto, web content creation toronto, web marketing toronto, website design toronto, Writing

March 4th, 2010 by typhonvision

What exactly are website viruses?

With all the given security threats computer users need to worry about;  The standard for responsible awareness grows even further with each passing year.  In the past, before the days of Internet Popularity(Previous to the year 2000) computer users only needed to worry about viruses which infected personal computers.  Some of these viruses we’re relatively harmless, at most displaying a mischievous message on your screen during certain times of day.  While others we’re more destructive, aiming to destroy your critical data.

After the year 2000 came a new variant of a security threat known as spyware, ad-aware and malware.  These malicious inventions main source emanated from adult sites.  In which they would display aggravating pop-up ads on your computer while you surfed.  Some spyware had even worse intentions, attempting to capture sensitive information such as your banking or credit card information while you browsed the web.

Now from the year 2007 and onward, comes a new threat known as the “website virus”.  Website viruses infect the code of non-suspecting website owners.  Particularly vunerable are owners who have sophisticated website structures such as a Content Management System, Blog, Forum or E-commerce store.  The virus then attaches itself to the code of your website.  Then it attempts to spread the infection to each and every visitor who visits your website!

From a functional standpoint this is obviously detrimental.  Since certain infected areas of your website will not work at all.  As the virus code may cause it to completely malfunction.

From a marketing standpoint, this is even worse, as it’s tarnishing your brand/image you have worked so hard to create.  Infecting all your potential and existing clients whom are visiting your site.  Also since this would reduce your traffic, on-line leads would shrink and your revenues would be effected.

As of the time of writing this article(March 2010), there isn’t any easy way to clean viruses from your website(Unlike viruses for personal computers).  So the process to remove the virus is not as simple as using a program like Norton Antivirus or Mcaffee.  If you DO get infected by a website virus,  tt requires a web developer to spend hours painstakingly going through each page of your website and manually removing the faulty code.  The easier method of course is to restore a saved copy of the website.  However, if you have a content management system or e-commerce platform, you would also need to have saved a copy of the  database itself.  Since the database would store the latest contents of the site.

Now the good news is detecting a website virus is fairly easy.  If certain aspects of your website are not working properly, it’s possible it may have a website virus.  However, this could be caused by many other things.  So this would be the most basic clue.

The best form of detection of a website virus is through Google.  Since Google scans websites in the attempt to capture the latest updates.  If Google suspects that there is a virus on your site, it will place a warning which will be displayed in your search results.  So by googling your company website, you can see if a virus has been detected.

Also, the browser Apple Safari will warn you if you try to visit a site that is potentially infected with a virus.  However, the source of Safari’s alerts come from Google.  So this is a good option to feel ensured when you are surfing that you will not get infected by a website virus.

With the growing power of technology, comes new ways to exploit power with negative means.  Website Viruses are become an unfortunate reality in the Internet world.  And can create a huge setback to your company reputation.  However, by taking precautionary measures by having an appropriate backup strategy, the potentially detrimental effects can be minimized.  Keeping your customers confident in your business and protecting your brand as a highly valued asset.

brand management toronto, company branding toronto, internet security toronto, marketing toronto, toronto, web security, web security toronto, web site virus, website virus toronto

February 24th, 2010 by typhonvision

advertising consulting toronto, Affiliate, Banner), canada, facebok ads toronto, facebook, facebook advertisement management toronto, facebook advertising help toronto, facebook business toronto, facebook consultant toronto, facebook consulting toronto, facebook help toronto, facebook marketing toronto, facebook promotion toronto, facebook toronto, google ads, Internet Advertising (PPC, internet advertising toronto, marketing toronto, ontario, Search Engine Optimization (SEO), seo, social media consultant toronto, social media consulting toronto, toronto, Web Design, web developers