Online Marketing projected to increase

eMarketer projects that the online share of ad dollars will continue to grow, rising from nearly 10% this year to slightly more than 15% in 2013.

“The spending shifts predate the recession,” says David Hallerman, eMarketer senior analyst and author of the new report, US Advertising Spending: The New Reality. “But the current economy is reinforcing the new advertising models—and making them more permanent.”

These projections by eMarketer mirror many other studies and statements around the world. Facing the oncoming recession, an increasing number of print newspapers are turning to online to survice, in fact.

SEO/SEM in Australia is a special issue for so many reasons. Join me was we explore. It will be a fascinating and informative journey.

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Chat with your Customers

Image via WikipediaI've got to admit to a bias towards small business. I want to see small business be as effective at using the Net as "the Big Boys."
A few days ago, one of my clients said, "Can you put online chat on my site? I've heard it's the best way to make a sale."
I'd talked to this guy about a number of options for his site: animated FAQs, online chat, and messaging. Like most small business owners, when he found out it would cost him a monthly fee, he suddenly was looking for the door and his watch. So I asked, "How many sales do you think you'll make if I do?"
It wasn't really fair. He had no idea how many sales he'd make from online chat. Recognizing I had to get him out of a corner, I said, "How much do you make on a sale?"
That same expression. Now this one he should have known: I'd given him a spreadsheet with a complete breakdown of pricing and profits. Obviously, he hadn't looked it over or just didn't think of it in terms of average profit.
Fortunately, I had. But I was interested to see what his number would be. After all, I don't know the sales he's made. I just get a fee for my work.

Like anything else, the online chat facility has to be considered in terms of ROI - How much is it gonna pay to play?
When you're just starting out, you gotta try stuff to see if it works for you. You need to think realistically though. It's not just a monthly fee, or a per-minute use fee, there's also your own time involved.

Online chat costs
If someone is asking about something, it's time to go find out about it. Soo...
I had always looked at online chat as a means of making a site more 'sticky' - meaning it would keep potential Customers around longer. Turns out that was a pretty naive perspective,
Let's look at the upside first.
From the Internet Retailer:

Orvis, a multi-channel outdoor gear and apparel retailer, invites customers to chat only when they are on certain pages, such as customer service. “We have a lot of stuff on the customer service page,” says Brad Wolansky, vice president of e-commerce. “If 15 seconds go by and you’re still on that page, you’re probably looking for something and haven’t found it.”
Orvis also offers chat to customers lingering on the checkout page. But the retailer does not offer chat on product pages, where visitors may linger reading reviews, examining photos, watching videos and comparing products. “Sitting there for a long time is not an indication you have a problem,” Wolansky says. “I don’t want to bother you.” Wolansky says customers who chat convert 15% to 20% of the time, roughly triple the rate of e-mail.

Mr Wolansky is getting sales from 20% of his Customers he chats with. Considering that 68% of visitors will abandon the shopping cart before checking out, he's saving a lot of sales, too. He's effectively reduced the number of abandoned shopping carts by 15% or so - based on the averages.
It's interesting when and why Orvis will offer to chat. Picking up on lingering customers on the checkout page is a great idea. And Orvis will offer to help a (potential) Customer understand his customer service page too, which adds a lot to Orvis' credibility and reputation for integrity.
That's long tail advertising. It just goes on and on.
Kevin Kohn at LivePerson Inc. claimed that 15% of site visitors accept invitations to chat.
One thing about averages and ranges: They are just averages and ranges. Your business may do much better. (It could do worse, of course, but why expect the negative?)

• 20% of web chats result in a completed purchase
• Web chatters spend approximately 35% more per order
• 30%-40% of Web site traffic includes self-service shoppers (consumers who make purchase decisions without vendor assistance)

Online chat services range in price from $39.99 to $159.99 per month for single seat or 1-5 seats.
If we can estimate the average sale online is about $25.00 with a conservative markup of 50%, or about $8.00 and change, it would take at least 5 new sales each month to break even - on just the cost of the software.
There may also be setup fees, costs for employees to attend, training costs and other niggling costs.

SEO/SEM in Australia is a special issue for so many reasons. Join me was we explore. It will be a fascinating and informative journey.

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Selling SEO

Image via WikipediaWhen I want to sell SEO to someone, I tend to do it very simply.

I ask them what keywords they think describe their business. Most people intuitively know what a keyword is, and they know what categories in the Yellow Pages apply to their business.
Let's say the answer is: "Tools. I sell mechanics' tools. Garden tools."
I launch a browser, and type "tools" into the Google search box. 1,070,000,000 results. Let's cut that down a bit just for the sake of sanity and reality.
Select 'pages from Australia', and launch the search again.

1. Much better: 345,000.
2. Now 'mechanics tools': 317,000.
3. And 'garden tools': 216,000.

Big numbers, yes. But not as incomprehensible as a billion and change.
Those sites did good SEO. They're listed number 1 through 4 out of 300,000 or so.

Look again at the sites on the screen. There are maybe 5 or so above the fold.
Now, see these guys over here under 'Sponsored Links'? They're paying $4-$6 a click to be on the same page. (A little preparation goes a long ways here..)
Do you remember how much you paid for those test ads we ran about keywords? (A few days can easily cost $100-$200.) That means the Sponsored Links are paying a couple of thousand dollars a month to be on the same page as the sites that did SEO.

You might spend a couple of thousand to get your pages into the top of the natural search results. But they'll stay there for a while. It depends on what you do with the pages. But if they're at the top for a few months, it's gonna take a lot to get them out of position.

And remember, 40% of Australians won't buy from Sponsored Links on principle? That means your SEO dollars are that much more valuable. 60/40 is 1.5. So if you spend $2000, it's worth $3000 - 1.5 times $2000. -thanks to the peculiarities of the Aussie market.
Those guys over there probably know that (pointing to the Sponsored Links), but they're bidding against each other over what's left.
Now if we're really successful, we'll get your site into those positions for particular brands or even popular tools.

It isn't hard numbers, no. But the point usually gets across. The approach is demonstrable and understandable. The customer doesn't have to be a math wiz to figure it out. It also sets some achievable targets for the future.

Spin, Duck, and Dodge
Some of the strategies and tactics out there are pure manipulation.

DON’T DO THIS: Get lost in the details.
Do you think the CEO (or small business owner) wants to hear about meta tags, site architecture, content and link popularity?
Probably not. He or she just wants to hear one thing: How will SEO benefit me? Which brings us to…

DON’T DO THIS: Dodge direct questions.
While “talking points” are a powerful way to stay on
message, make sure you know when to answer a direct question.

I realize this is 'good sales technique', but I'd prefer to give a direct answer to a direct question. If someone has taken the time to learn enough to ask questions, they deserve an answer. I may warn them the answer may have a lot of detail, but if they're willing to hear the full answer, they'll get it.
As much as possible, I'll focus on the benefits. I don't want to wade through the vagaries of site structure and different search engines either. But try explaining the benefits of a heading tag without mentioning the rest of the page structure.
If you want to end up in a situation analogous to spaghetti code, wait til someone has told your prospective customer: "I don't even bother with the keyword or description tags. The search engines ignore it anyway." And then have to explain.

DON’T DO THIS: Focus on to many benefits .
Remember the power of threes: When information comes in three bits, it usually sticks.
Too little and it sounds half-baked, too much and it sounds too good to be true—or your audience will forget your additional points.
Stick with three, high-level and pertinent benefits.

I have to agree with this one. Somehow, I want to know what the person really wants from an SEO campaign. Not only do I want to know, but I want to put those goals down in writing (or email) . Setting goals in writing makes me accountable. Having the goals in writing also avoids my having to hit moving targets, and the horror of all technical projects: scope creep.

Is the goal of the site to sell products? - or a service? -or is it to generate leads?

• If the goal is to sell a service, the site structure is different than if to sell products. For example, the most accessible pages will focus on the service. There will be more pages supporting the sale of the service.
• If the goal is to sell products, then the products should be front and center on the homepage. Services will only be another option amongst the products.
• Generating leads is analogous to branding. If the company name is associated with a service or product (i.e., branded) then the search terms will lead directly to the site. Otherwise, the site should focus on the benefits, and let the benefits to the consumer get the lead.

It's possible to have a site do all three things, of course. One focus will support the others. There may be a lot of pages though.
If the stated goal is to sell a service, and somewhere in the process it changes to selling products, then back to selling the service - the site will just be an unsuccessful mess because it's much harder to hit a moving target.
That's a form of scope creep. If you don't write things down, scope creep can slosh back and forth, increasing then decreasing, to create nothing but dissatisfaction and confusion.

DO THIS: Talk the talk.
Now you have your three key SEO benefits.
The next step is to transform them into “talking points.” Political junkies out there will be very familiar with talking points, and to see them in action is a thing of beauty. No matter what question is thrown at them, they somehow manage to weave back to one of the talking points.

I'm not very big on buzzwords. You know you're getting there when the customer starts picking up the jargon of SEO.
Not just as buzzwords though. - like throwing out "ex dividend" pretending to know all about stocks - but when customers use SEO terms in context to describe what's happening, and why.
It's also a good sign that you're failing to get the point across if your customer hasn't picked up the basic terms, too. You're missing something in the communication. It's time to regroup and rethink how you're presenting your efforts.
When both you and your customer manage to weave any discussion back to the goals, you've got yourself a team effort.

Learning to communicate with customers is a way of showing them respect. You're not there to impress them with your brilliance or superiority. Your job is to help them achieve their goals. You're there to make your customers part of your SEO team. Part of that job is to help them understand their goals, and how you can help achieve those goals.
After all, they are the experts in their business - not matter how large or small the business.

SEO/SEM in Australia is a special issue for so many reasons. Join me was we explore. It will be a fascinating and informative journey.

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Why make it hard?

Image from Wikipedia

When I buy something online, I'm a lot like everyone else. I'm either looking for a bargain or want something in a hurry.

Why would online business owners spend countless hours following every possible search engine optimization and marketing technique to get me to visit their website, and yet make it so difficult for me to actually make a purchase?

Haven’t they realized that if they don’t make it easy to order right now, I'll go find it somewhere else?

Even street merchants accept credit cards now.

It shocks me how often website owners will have page after page convincing me to purchase their product, but then make me look for the link to buy right now.
eBay figured this out long ago and provided the famous Buy NOW! button. That Buy NOW! button has saved millions of people the hassle of bidding and waiting to get their purchases. Some folks love the auction. Others just want what they see. If it looks like a good price: Let's do it!

Yes, online shoppers have many different buying habits.
Some will be ready to buy. Others will want to know everything before proceeding. If the price looks too good, some will just want to see if the site is there next week.
More savvy buyers will run a search through the forums to see if anyone has had a problem with the company. eBay knows this, and incorporated formal Feedback into the site. The history of a seller is available without leaving the site.

Smart move. Nobody trusts reviews.
On one site, I suggested setting up a link to a web search of the forums on the company name.

An old ecommerce adage is a visitor will come back 3 times before purchasing.

You can meet the needs of all types of buyers by first making sure they can easily see the link, and providing more the opportunity to make the purchase from any page on the site.

Similarly, if you make people register before they can make a purchase, you are going to lose some business, it is as simple as that.There have been many times when I clicked on an item because I more information, only to discover the prices weren't visible until I registered. What an annoyance!

If the site uses what I call forced registration (you must register before you can continue) I am very likely to leave the website without making a purchase. I assume they are more interested in my contact information than selling me something. I know they can sell my information.
Again, I don't want to read a lawyered Privacy Statement to find out.

Shipping prices, handling fees, and any other information had better be quickly and easily available whenever I want to buy. I really don't want to have to read half the Terms and Conditions to find out there is a $25 handling fee for purchases under $500.
If I get to the last page of the checkout to find out about a handling or shipping fee, I'm likely to just cancel the sale.

Why on earth would they even consider making me go through all of that just to find out if they will accept my Discover Card?

If you step back and look at these scenarios for a moment, you might also see where the site owner could have put me at ease long before it ever reached this point.

• Is the product available now?
• Clearly indicate what credit cards can be used, and how.
• A simple statement that my information is not going to be sold.
• Handling and shipping charges clearly indicated.

I don't trust a company that makes me click a buy button to find out which credit cards the company accepts, or to find out shipping charges and policies. This type of information should be available up front!

I want to say to site owners: "When I'm ready to buy, your credibility is on the line." Once I pull out credit cards, even minor details missing from the site will spook me away.

Before clicking that button, I'll look down one last time to make sure the site displays full contact information. I might even Google it, just to see if it makes sense.
Did I have to search for this information? Or, is it right at the bottom of every page?

I won’t spend much time looking for additional information. If I don't see what I need quickly and easily, I will move on to another site that they feel comfortable. I'll even if that means spend a little more for that peace of mind.

Give me information you know I'm going to need to make an informed purchase. Help me do my job: To buy from you. Or I'll go find somewhere else to get it.

(This is a reworked article from one of my old blogs. I was roaming through my old research blogs and found it.)
SEO/SEM in Australia is a special issue for so many reasons. Join me was we explore. It will be a fascinating and informative journey.

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