Web Marketing Strategies For Home Business Promotion

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                       Thu 20th July '00

Vote for Biz Bits here: http://www.NowSell.com/BBvote.html


In this issue (Part 1):

1. INTRODUCTION
==>Planning and Google
    
2. PLACES TO VISIT
==>Places for you to visit.

3. TIPS BITS
==>Brand Recognition

4. CLASSIFIED ADS
==>Subscribe to the quality ezines advertised here.


In this issue (Part 2):

1. VOTING BOOTH
==>This week's quick poll and last week's results.

2. TOOLS AT NOW SELL!
==>Useful tools to make your life easier from Now Sell!

3. FEATURE ARTICLE
==>How-To Fail Miserably in Business on the Net
   - in Seven Easy Lessons Starting Today!
   By Pamela Heywood.


An info Section with subscription details is included at the end
of both parts.



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Hi,

Remember last week I mentioned the summer slow down is a good
time to start preparing for the seasonal high at the end of the
year? Well, following my own advice, one of the things I've been
doing since we last met, is outlining a marketing strategy and
prioritizing tasks for the months ahead. Whilst that is probably
of little interest to you in itself - except as a reminder - I
thought you would perhaps benefit from hearing about one aspect
of promotion the exercise resolved me get moving on immediately.

As I informed you a few weeks ago, Google is now not only the
search engine boasting the largest index of the web (Google has a
full-text index of 560 million pages, plus an additional database
of 500 million URL's that it has never actually visited); it is
also the new Yahoo partner. That makes it *very* important to
all of us.

Fortunately for me, Google is already the search engine that
sends Now Sell! the most traffic, and so I've seen a significant
increase in visitors as a result of the new deal. Over the last
couple of months, I've noticed from my log files that the Google
Bot seems to have a voracious appetite. It has been busy
burrowing through my site, visiting regularly.

Other spiders visit too, but don't crawl anywhere near the number
of pages that Google does. With that in mind, I suggest you make
a note right now to at least submit a number of key pages from
your site. It certainly would appear to be well worth it.

<--- Side Note ---> If you don't have Michael Campbell's new safe
submission software http://www.NowSell.com/r/sec/  (which I would
buy myself if there was a Mac version), use the Now Sell!
*manual* submitter (not the auto submitter), the link to which
you'll find in part 2. <--- Side Note --->

In addition, because Google has spidered so much of the web, most
of the pages that link to your site (especially the important
ones), are already listed. So if you have a few good sites
linking to you, you're in with a chance of getting a reasonable
link-popularity score.

That I am getting hits is purely good luck however. I hadn't
tried to optimize pages for Google's consumption. Actually, I've
never previously attempted to create pages for any particular
search engine. However, because of what I've already told you
about Google, plus the fact that it apparently ignores meta tags
(I always hated trying to decide what to put in those!), I
thought this engine was worth finding out more about.

After some digging, I discovered that although link-popularity
does play a part, apparently Google doesn't put as much
importance on it as some other SE's do (like Altavista for
example). As expected, links from quality sites (Yahoo, Go, ODP,
Lycos, etc.) are worth much more than those from less-frequented
locations.

Your own link-popularity is also affected by the link-popularity
of the site linking to you (e.g. if you're not listed in Yahoo,
but the site that links to you is, you get a little boost).
Google also looks at the number of outbound links when
calculating a popularity rating. In addition, in relation to
keyword relevance, even the text used in links pointing to your
site (the 'clickable' bit), carries some weight.

However, most important to Google would seem to be the actual
visible text on the page. Location of words, proximity, link text
and text effects are all taken into consideration. The good news
about this is that if you design a clean page, which is naturally
well written and structured to focus the reader's attention on
its main points, you should do well with Google. Just remember to
make sure that your text begins as close to the start of the HTML
document as possible. Don't bury it after half a page of code. If
you need a border for navigation purposes, put it on the right.

Although I've tested a number of ranking pages, I've not been
able to ascertain anything regarding keyword density. Not to be
put off however, I decided to put a few pages together, in a
number of variations. I will monitor to see if anything 'sticks.'
By doing all this now, I hope to have enough time for 2 or 3
reworks to go through the system before mid-November. With a bit
of luck, that should be enough to get some well-ranked pages.

Google is becoming a very popular search engine, and most users
seem to be impressed by the quality of its results. As the year
wears on, I have no doubt that it will become an increasingly
important source of traffic. I recommend you start looking at
Google now if you want it to be bringing you lots of visitors in
time for the 'buying' season.


                               BB


Tell me what YOU think! Send your feedback, comments, what you
like, what you hate, etc., to me at: mailto:azam-nowsell.com

TTFN

Azam

PS - Like to know how to set up a FREE online store?
     Like to know how to generate profits from day one?
     Two respected web professionals show you the ropes:
     http://www.nowsell.com/r/rotm/


    
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X  PLACES TO VISIT  X
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http://www.enlowcircle.com/go/learn
Learn all about marketing your business from industry expert Mike
Enlow. Several excellent free articles and a good newsletter.
Home of Mike's 'Masters of Marketing' course. FREE! & FEE.

 

http://www.isyndicate.com/
Popular service enables you to quickly and easily integrate
headline links and photos into your site. Wide variety of topics
covered, customizable to your own needs. FREE!

 


http://ProfitInfo.com/
Marty Foley's internet marketing and success strategies web site.
Articles and advice on marketing, promotion and affiliate
programs. Here you can also buy Marty's courses.

 


http://www.freefind.com/
Established service enables you to add search capabilities to
your site without needing to install any  CGI scripts. Simply
open an account, set your preferences and you'll be provided with
the HTML to paste into your Web page. Add supported. FREE!

 

http://www.bignosebird.com/
You'll find versions of many of the most popular free CGI scripts
here, as well as plenty of advice about the use of CGI on your
site in general. FREE!


 



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Internet Tip - Brand Recognition
by Bob Osgoodby


Most of your larger companies have recognized the value of brand
recognition.  McDonalds has their arches, Goodyear has its blimp
and AOL has its distinctive pyramid.

While many people maintain that the Internet creates a level
playing field with the larger companies, brand recognition is
often overlooked.  Larger companies do the majority of their
advertising offline.  Sure, they will reference their web sites
in their ads, but are not completely dependant on web
advertising.

Net based entrepreneurs must also create this brand recognition
if they hope to succeed.  This can be done in a number of ways.

Many people who have local businesses, can promote their web site
with their web address on their letter head or business card, but
these are not the people we're talking about here.  To them, the
web site is simply an offshoot of their existing "brick and
mortar" business.

We're referring to people trying to compete on the national
level.  There are a number of companies that have done this.  One
example is the "Cookie Cutter".  Their "dumb little ad" is their
brand recognition.  Anyone who has been around the web for awhile
will immediately recognize their ads.  But, this may be a case
where the brand recognition can work against you.  Many people
adopt a "been there - seen that" attitude and immediately "click
on by".

So what do you do to try to achieve your brand recognition? First
- a consistency of ad copy will go a long way.  It is a proven
fact that it takes 5 to 7 exposures to an ad before someone may
look further.  If you change your ad copy every time you post it,
people will not identify with your ad.

If you use the same ad in many different places, people will
start to identify with it, and may ultimately take a further
look.  But that of course raises a dilemma.  How do you know if
you have a good ad that will draw, or one that needs to be
changed?

Ladd Jones, the webmaster at Cashmall.net, who has been
advertising on the web for a number of years, may have come up
with the answer.  What Ladd does is to place three different ads
in a Newsletter, that he knows has a good draw and is his proper
target market, for the same product.  He then tracks the "hits"
he gets with each ad.  If one is not drawing, he changes that
one.  When he gets one that is outdrawing all the others on a
consistent basis, he then puts on an advertising "blitz" with
that one.

His "brand recognition" is his copy. People will begin to
identify with his ad, and after seeing it a number of times, and
in different places, will usually investigate further.

After identifying a "killer ad", the smart merchant then carries
that same theme through to their web site.  Again, consistency is
the key here.

While you may not have your arches, or own a blimp, your brand
recognition is no less important than it is to the "big guys".
Unquestionably, it is one of the more important thing you should
try to attain.

-----

Bob publishes the free weekly "Your Business" Newsletter Visit
his Web Site at http://adv-marketing.com/business to subscribe,
and place a Free Ad for your business. As a bonus, get 1239 FREE
Internet Business E-Books from Larry Dotson, when you visit
http://www.ldpublishing.com





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OK, that's it for part one! Below you'll find the info section.



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