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Whether you run your own business or not, you're probably receiving the near daily spam in your inbox with subjects like..
"Affordable SEO Services"
"Rank (insert your .com here) Better"
"Looking for Top 10 Google Rankings?"
"Discounted White Label SEO"
I get them, and I probably get 2-3 forwarded to me from customers every week questioning "should I do this"? Here are a few questions to ask yourself before responding to these types of emails.
1) Do you really want to trust a company to do your website's search engine optimization that regularly practices SPAM?
If they are willing to break the CAN-SPAM Act and disregard SPAM rules, why do you think they'll follow the rules of good, ethical SEO practices. They can potentially do more harm than good to your website's long-term rankings.
2) If they send you email with misspellings or use poor English in their marketing materials, do you want them writing on-site or off-site material about your company?
Here are a few samples..."Our SEO solution will help to increase the traffic and sales lead to your website which eventually will lead in ROI. We are looking forward starting a long and healthy business relationship with you." - and - "Let us do a 45 days trial program with us."
3) Who better to help understand your business and craft a local web marketing strategy than someone across the globe?
Just like anything else, you can commoditize SEO to a certain degree by performing a few tried and true methods. However, every industry is unique and every business has different strengths and weaknesses. A well established internet marketing plan should be managed by someone willing to take the time to learn a little about your business, your market, and your competition.
You've spent thousands on a decent website, and much more on your business. Good, well-planned SEO is important to your long-term web presence and overall business success.
For more information on common seo abuses and things to watch out for when considering search engine optimization management, visit this Google article.
Steve Davey is the owner of PPD Marketing, St. Louis, MO. This e-mail address is being protected from spambots. You need JavaScript enabled to view it
I've witnessed a rash of postcard marketing campaigns gone wrong lately.
One of the biggest mistakes in a postcard campaign is nickel-and-diming the process with 4 different vendors.
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"I bought a mailing list without an analysis of my true target audience and my total list options available" - without a discussion with experts on better options.
"We put together our bulk mail in-house" - without understanding or questioning the postal service discounts available and time wasted.
"We mentioned our website so they can go there" - without realizing they are making visitors hunt down the info 3 pages deep.
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We've heard this time and time again. After a strategy like this, "It didn't work, postcard marketing doesn't work" is a tough pill to swallow. Sure, they saved a few hundred dollars up front but how much time did they waste and how badly did their ROI suffer?
There are better methods in each step along the way. If a campaign is dictated by budget and not strategy on every level, it is sure to fail.
A few things to consider on your next campaign...
Design: Less is more. Just because you've budgeted for the 6x11" jumbo postcard doesn't mean you need to use every square inch. Did you utilize a call to action? Is your design targeted? I recently witnessed a postcard campaign managed from a large Postcard Marketing Company in Florida sent to St. Louis, MO that featured a boat on the ocean. The focus was supposed to be selling mortgage refinancing to St. Louis residents. Nothing says Heartland of America like the Atlantic Ocean!
List: There are more options in list targeting than most business owners realize. Allowing a list broker expert to investigate the best list for your campaign is likely the most important aspect of your entire campaign. Plus, this service is often free as brokers get discounts off your rates so you pay no more for expert support and they provide access to lists you can't get.
Printing: Full color, thicker stock, glossy front is now less expensive than ever before. Utilizing color and better printing techniques can greatly improve the attention-getting power of your card.
Direct Mail Services: Utilizing a direct mail company to professionally process your postcard campaign gives you time to focus on running your business. The fees associated with bulk mail processing are often saved in the postage savings that bulk mailers can extend their clients.
Websites & Landing Pages: Never underestimate how little time you have with a prospect that sees your marketing materials. The same goes for the action you are trying to facilitate. If that entails sending them to your home page and HOPING they click through 4-5 pages to find the reason they are there, you're out of luck! Consider putting together an effective landing page for your campaign.
Hiring a company that understands these steps and how they work together is less expensive than you think. Remember that your goal on your next postcard mailing is generating business and improving ROI.
