Single Throw's Internet Marketing Post

We've got a new BLOG and a new site!

2008-07-17T16:45:00.001-04:00

The rumors are true, Single Throw Internet Marketing has a new BLOG...along with a new website.

Be sure to post, read, and comment us at http://www.singlethrowblog.com/.

And to learn more about Single Throw itself, please visit our new site at http://www.singlethrow.com/.

Hope you like it!

Learn about marketing, help yourself, help another

2007-11-13T08:43:00.000-05:00

Larry Bailin, Single Throw's CEO extraordinaire, and author of the popular marketing blog, ConnectedCustomers.net, is proud to announce the long-awaited national launch of his new book "Mommy, Where Do Customers Come From?" which takes a look at marketing from a whole 'nother viewpoint. "Yes, there really can be a different marketing book, Virginia!"

To celebrate the launch and share some of the "love," a charity event has been created. All proceeds from the sales through Amazon.com on the day of the launch, Thursday, November 15th, will go to the following 4 charities:

The American Heart Association
Michael J. Fox Foundation for Parkinson’s Research
Special Olympics
The American Cancer Society

So on Thursday, November 15th, go to Amazon.com and purchase the book! Let us know what you think, too! (So far the reviews have bee GREAT!)

Mr Olympia Ronnie Coleman makes his first public interview on Single Throw's new Podcasting platform

2006-11-07T18:49:00.000-05:00

Ronnie Coleman spoke with Evan Rapp from Epicenter Media, about losing his title and his planned comeback, in a podcast produced for Prosource by Single Throw.

This is the first time he is speaking out in the media and also the first video podcast launched from Single Throw's new podcast marketing platform, TIMBRE media.

The podcast is available in video and audio formats from their new podcast portal Prosource Muscle Vision.

Listen to Ronnie as he is engaged by Rapp's sportscaster style and talks about the loss, a planned comeback and his training regimen. "It's nothing but a peanut..."

See it now!

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Websites are getting sticky again!

2006-09-25T17:05:00.000-04:00

At a recent BtoB NetMarketing breakfast (note: a highly recommended event!), one topic that came back to life was site "stickiness." Yes it sounds messy, and it can be just that if the intentions of stickiness are misplaced.

Stickiness is essentially your site's ability to retain viewers. That can mean their average visit at the site is longer (lasting several minutes to hours); or they are viewing more pages of the site (which can also increase their time at the site); or they simply return often and regularly.

These are all good things and often difficult to achieve. However, several different delivery methods have emerged, such as blogs, podcasts and email marketing. Each of these can help a viewer to obtain the information they are looking for and make it easy for them to come back for more.

The biggest issue with stickiness is content. You need to ensure that you have carefully planned and executed a content strategy to ensure you give viewers a reason to come to the site - and then come back for more.

There's more on this subject in my latest blog on ReveNews.

And you thought you searched anonymously!

2006-08-11T12:22:00.000-04:00

Searching online has changed the world as we know it. Now everything we need to know is virtually available within the few seconds of a click. "The best restaurants in New Jersey," or information on "singles dances," or even "landscapers in Lilburn, Ga."

This week, AOL breached users' rights of privacy by releasing data on over 650,000 user search habits during the past 6 months. Sure, this type of data is culled by the search properties all the time. Yet never has this data been posted publicly in one of the biggest blunders recorded by traditional media moguls like the New York Times and has set the blog world to wear down their keyboards.

AOL was attempting to provide search data from random users for the "research community." The data comes from searches done within the AOL client from March through May of this year. They felt that the users were protected as they were "anonymized," as AOL puts it, by replacing their screen name with a number.

While you can still get the data online, we felt that it makes no sense at this point to further perpetuate this blunder by linking here. Unfortunately, AOL's attempts at anonymity were pedestrian at best. The data not only provides search phrase, but also the search request time, dates and the site they landed on as a result. The NY Times has featured a great graphic here.

While it's the kind of marketing information we drool for, it certainly is not the way to obtain it. And unfortunately, since the users are totally unsuspecting that their privacy is about to be violated, searches using credit card numbers, social security numbers and other sensitive data is also included.

In a story released by the Times on August 9th, we meet AOL user No. 4417749, known to her friends as Thelma Arnold, a 62-year-old widow who lives in Lilburn, GA. The article clearly shows the ability to track a person's identity simply by a little CSI work on their search habits.

What was AOL thinking??? And what will Google say, especially since holding their grounds against the DOJ??? We'll wait and see...

Making the world a better place, one search result at a time

2006-06-09T10:51:00.000-04:00

Once again, Single Throw's Caryl Felicetta looks at search marketing and search results giving her own spin of a "perfect world" in SERPs.

Felicetta notes how many results simply do not provide what searchers need.

How many of you are frustrated when you are trying to find a new vendor, or a new product, and you instead are fooled by spammy link farms, or simply sites that do not really suit your needs?

Organic search results - those that are indexed by the search engine spider, then run through a series of formulas, or algorithms - are generated by content found on a site, as well as Title and META tags. By including the content searchers are looking for, you are serving on of the formulas requirements: relevancy.

Relevancy is the key to generating qualified leads, bringing you that much closer to the sale. It is the connection made between you and the searcher. If that connection is not made, or broken, you will likely lose the sale.

Understanding the basics of relevancy and customer need combined with tailoring our sites and messages can help to improve the quality of search results - and business! I know it's not like saving the Earth, or global warming, but it's a start to making information, communication, and maybe even the economy, better.

Qualifying the Internet as Marketing Tool

2006-06-02T11:27:00.000-04:00

An interesting article regarding qualifying the Internet as a successful marketing tool from Single Throw's Caryl Felicetta as posted at ReveNews.com.

Believe it or not, there are still companies out there that do not see the Internet as a qualified advertising or marketing medium. With all of the press on search engines, banner advertising, and even phishing, you would think that everyone would be beyond the glass wall that still makes it an "us" and "them" game. There's more tangible evidence - outside of the success that brick and mortar and online only plays - that may help sway those that still do not look at Internet marketing seriously.

Getting to Know Google

2006-06-01T11:30:00.000-04:00

ECommerce Guide has provided a great cheat sheet on Google's services. It's not just a search engine anymore!

Find out about special searches, maps, Froogle, blogs and more!

Click here for the whole scoop.

What if Starbucks promoted a search engine?

2006-05-04T13:36:00.000-04:00

If Starbucks can help movies and music, it's a natural progression to hop into the online industry. And what better way to do it than start cross-promoting a search engine?

With the search engine wars now heating up big time, this could be an interesting, and possible, scenario.

Read more here...

Technorati Tags: internet marketing, search engine marketing, marketing, sales lead generation

Has Google finally gotten to Microsoft?

2006-05-03T14:06:00.000-04:00

CNN reported today that Microsoft is looking to acquire a major portion of Google's top rival Yahoo!.

Microsoft's efforts to grow in the search area has created little to no impact, particularly evidenced in recent reports of search engine usage by ComScore. Google maintains a strong hold of searches at over 42%, while Yahoo! and MSN searches garner 28% and 13% respectively.

To make things more interesting, IAC's recent purchase of Ask.com means they need to make a name for themselves. With less than 6% of searches being conducted on the site noted in this same report, they have a ways to go.

So what does this mean for the users? Less to choose from, for one. It also means the race to be number one is heating up again.

Technorati Tags: internet marketing, search engine marketing, marketing, sales lead generation

Is Google just getting picked on for being number one?

2006-04-25T17:34:00.000-04:00

An interesting clip in BusinessWeek caught my eye this morning. The piece was titled "Ganging up on Google." "Aw, poor Google," I thought to myself, "who’d gang up on them?" They’re the company everyone seems to love to hate these days, unless of course, your site ranks well for targeted phrases and you own a little boatload of their stock.

Yet, like any giant, they can only stay on top for so long. As marketers, I say we enjoy the ride while we can. Google provides great results for searchers and for the bottomline of businesses. Let's stop picking on them and focus on the real matters at hand.

Serving your customers

2006-04-19T09:42:00.000-04:00

A goldfish walks into a bar and looks at the bartender. The bartender asks, "What can I get you?" The goldfish says, "Water."

In real life, it seems like a simple concept, doesn’t it? A goldfish wants water. The bartender is an idiot. Yet how many times have you gone to a website, typically as the result of clicking on a search result, expecting to be served what you want yet find yourself fishing around (sorry about the pun) the site to get it.

This post by Single Throw's Caryl Felicetta is featured today on Revenews.com. Click here to read on...

Bogged down in blogs

2006-04-12T09:27:00.000-04:00

I do A LOT of reading. There's books (remember those paper blocky things). Then there's online news websites. And blogs. If not reading, there's my iPod, filled with audiobooks from Audible or CDs. Then there's Podcasts. Point is, we are surrounded with media and information. We - myself included - should be BRILLIANT! Overwhelmed with fresh ideas and insightful - for lack of a better word - insights. And we should use all of these different mediums to share these ideas. And for the most part, that happens. However the land of blogging and such user-generated content, and the chase to get links to and from other sites has simply lead to tons of comments that comment on someone else's comments. And of course, there's the SEO angle to getting links always in the background of someone's mind.

When does the linking stop or when should we stop following the links? For example, in Seth Godin's blog today, he pointed out something he read at a site. It was interesting enough. Two other people (at the time of this writing) linked to the blog, commenting on what Godin said. (It wasn't that interesting.) I read all 3 posts and followed the links. There goes another 15 minutes of my life that I'll never get back. What did I learn? Nothing beyond Godin's original post. Yet, I found it all compelling enough to mention here. And you likely followed the links as well.

Point is, we feel almost compelled to read on and learn more. It seems as though various user-generated media and content has made information even more accessible than I thought it was when I first fired up my 1200 baud modem and hunted around on various bulletins boards. Then AOL's graphical interface took that a step further, making the quest for information exchange that much easier. Then the power of websites on the Internet went the next yard. And it keeps on going...

In an email exchange with a client the other day, we discussed the value of blogs. It certainly has brought upon a whole new stage for idea exchange. In reality, the ability to share ideas on the Internet is not new. It's just become - once again - easier. Easier to access and easier to publish. And now that it's easier, everyone's doing it.

So in the 5 minutes it may have taken you to read this, you're hoping for some takeaway. It's not a biggie. It's common sense. Just like in the early days of the Internet, there's a ton of junk to sift through to get to the good stuff. There are plenty of people out there, like Godin, that do that for us and share some true insights. Then there are others that just sail along for the ride. It's your time; spend it wisely.

OK, I have to go now and check out the Google Video of the Day. Enjoy!

Technorati Tags: internet marketing, search engine marketing, marketing, sales lead generation, Blog, Blogging, Weblogs

Walks like a customer, talks like a customer...it IS a customer!

2006-04-07T13:29:00.000-04:00

Most business people define a customer as someone who makes a purchase. A smart business person knows that we sometimes need to jump through a few hoops, maybe zigzag an obstacle course, and then finish with the limbo before we gain a true, life time value customer. We may have to answer a whole bunch of questions, present a few case studies and prove ourselves before we make the sale. Point is, it's not always so cut and dry, particularly online, to obtain - and retain - customers. And most b-to-b businesses do not lend themselves to the "add to cart" method of sales, so we need to work even harder to gain customers. And customers are sometimes waiting in the wings for you to sell to them.

For example, what is your current follow up process when someone submits an online form? Are the requests simply sitting in someone's email in box? If they are followed up on, how quickly? Do you have an auto-response that lets them know when to expect personal follow up? Do you meet that time frame? Is there actually anyone or a team of people assigned to this task?

Believe it or not, many people still are not totally comfortable with shopping online. Many still are not making a purchase decision purely from the information they see at your site. Often times they are testing your customer service abilities by using your contact form. They want to make sure you're "for real" before taking that next step.

"Oh, but Caryl, we get 20 or 30 requests for more information a month. We can't follow up on every one of those. That's why we have a website, so they can buy online without tying up our sales people."

Really...20 to 30? And this is upsetting you WHY? Your sales people should be tied up (figuratively speaking) with sales calls and answering potential customer's questions. If they're not, fire them!

You don't have sales people? Sure you do. Every business should have someone that can answer these questions. They are in sales.

How about a toll free number or better yet, one that is only published on your website (hint: then you can track those people that started off online then proceeded to call). Same questions as with online forms: what is your follow up process?

People have lots of questions. Our current world, chock full of information on various media sources, lends us to be that much more inquisitive. A customer isn't made in a minute, but it certainly can be lost in less than one.

Start to recognize that sales sometimes start outside of the cart. And that these calls and forms are filled with valuable information about information you should possibly be including online, as well as about your online sales process. Maybe you're getting more calls than cart sales? Could be a sign that your product or service is better sold offline.

Look at how you can fill the leaks on your website - and in your sales process - and begin capturing those lurking customers that could be walking by and on to your competitor.

Technorati Tags: internet marketing, search engine marketing, marketing, sales lead generation

The Value of Fresh Ground Peanut Butter and Internet Marketing

2006-03-31T09:43:00.000-05:00

Most people think Internet Marketing is all about showing up in search engines. And when it comes to search engines it's always "Google, Google, Google!" What most don't realize is that there is a bigger picture beyond showing up and getting clicked.

Sometimes showing up is half the battle, however the other "real half" is what happens after the click. A click that turns into a customer or sale is the real goal here. That "after the click" process needs to be well thought through - and that's a task that should be undertaken prior to launching any Internet Marketing effort.

Certainly you are saying, "Well, I want them to buy or call us." Of course you do, but how easy have you made it for them? Have you started a PPC program with phrases that seem to be exactly what you sell and what you would expect your customers to search for, yet these clicks aren't turning to sales? Are you simply taking these searchers - imminent buyers - and dumping them on your home page and expecting them to find it themselves? Don't be too embarrassed if you are...most companies do this. And most companies will waste a lot of their marketing budget early on because of this.

By establishing clear paths to connection, you are essentially the online version of that excellent sales person - so rarely found in brick and mortars these days - and helping that customer find exactly what they need without hassle and fuss.

Example: go to a Whole Foods Market and ask one of their staff to help you find fresh ground peanut butter (or something else...your choice here). That person, whether it's their department or not, will take you (yes, walk with you) right over to the fresh ground peanut butter. And they're nice about it! Amazing...Not only did they know where it was, but they nicely escorted me there. My typical experiences have been with other stores where a disinterested employee, without looking at me, will simply mumble, "try aisle 4."

Does your website simply leave customers with navigation, letting for them to fend for themselves...virtual aisles with signs extending well overhead that may not help them find exactly what they need? Wouldn't be simpler to just take them to exactly what they need?

By clarifying these processes, you are not only helping to improve your click-through budget, you are now getting a better understanding of your online sales process and making improvements to increase sales.

The Internet provides us with incredible feedback in an instant. Use that information to take your Internet Marketing efforts to new levels and improve sales and communication. Think past the search engines and rank. Think about the sales process and the paths to communication. Think Whole Foods and fresh ground peanut butter.

Technorati Tags: internet marketing, search engine marketing, marketing, sales lead generation

Riding on Internet Marketing Coattails

2006-03-29T10:21:00.000-05:00

As Internet marketers, we have a role to advise our customers of the many marketing opportunities available to them. As a service business, we too, have to market ourselves. It's a constant, infinite, never-ending journey for both sides. It's actually a very exciting time to be on both sides. You're saying, "Caryl, you are way too hung up on this stuff." And you're probably right. But that's my job. It's a lot of reading, testing, observing, trying, failing, and try-try-trying again.

Marketing is not cut and dry. The Internet has made marketing both a thousand times easier and a million times more difficult. There is no secret formula that will work for all businesses in all scenarios. There are some basics that, as a business, you should be including in your plans. The first of which should be understanding your customer and their needs. The second is targeted exposure.

Often clients will say to me, "Our competitor is doing this, so we should too." Just then, the game show buzzer goes off in my head and I cringe at the thought, and the mentally conjured sound. While your competitor may certainly successful, riding on what you perceive to be their Technicolor coattails does not guarantee success for your company. What you may be observing is simply one small fraction of their carefully crafted marketing plan in action. And it may not even be the part that IS working for them.

So where does one start? Again, let's refer to the basics:

Who is your customer?
What do they need?

Without establishing their needs and intent, you can't even consider what might make for a successful marketing effort.

Next: stop playing "me too" with your competition. It is highly unlikely that they have covered every single avenue to reach what you feel is the overlap of your customer base. Look more towards what they are not doing and consider how to impact those areas. Let's look at this another way...

The Internet now affords us with tools to better understand what our customers are searching for. Nine times out of ten a client will say to us, "Competitor A shows up in Google for that so we should, too." Yet, research indicates their customers aren't using that terminology, it's more of a phrase used by people in the business, not by the customer. So while it might be nice to show up there as well - it's nice for ego, I imagine - it's not necessarily going to help attract new customers, which is the real goal, the one that will grow your business. And now you both showing up for something no one is searching for. Doesn't sound like a good investment of resources, does it?

Here's the tip: look to avenues your competitor has not penetrated. Offer your potential clients a UNIQUE value proposition, not a "me too" proposition. Find out what they need and target your efforts to that need. Be a little bold. It's scary, but rewarding.

Technorati Tags: internet marketing, search engine marketing, marketing, sales lead generation

Google Finance: A Portal Play? As seen in the NY Times...

2006-03-25T14:12:00.000-05:00

Google enters the fray with their own spin on the finance portal. Some like it, some don't. Find out what industry pundits are saying...

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Time to adapt and change, or…

2006-03-24T08:21:00.000-05:00

Remember black and white TV's? How about UHF and VHF dials? No HBO, ShowTime or Sopranos in their showing us the "reality" of a North Jersey mob family, complete with cursing and nudity? Why are soap operas called "soap operas"?

It was a time when TV existed because of commercials. TV shows were brought to you by "XYZ Company." Variety shows did live ad commercials for products. Soap operas were named that because they were sponsored by the soap manufacturers...actually taking us back to a day before TV existed and radio was king.

Commercial TV shows are certainly are still, of course, "sponsored by," but who actually even hears those words out load anymore? They generally become the signal to get up and hit the fridge. And cable TV has certainly made those 60-second breaks disappear from our memory.

Marketing evolves. Radio evolved to TV. TV further evolved to commercial free broadcasts, VOD and DVRs. Radio continues to evolve with satellite offerings. Then there's the Internet. It no wonder that at this week's Association of National Advertisers TV Ad Forum conference it was released that 78% of advertisers said they have less confidence today in the effectiveness of TV advertising than they did two years ago, according to AdWeek. It was also noted that some 80% will spend more of their advertising budgets on Web advertising and 68% are looking into search engine marketing.

The reality is that everything changes. Consumers have far more options than they did in the past. That option extends to marketing. They can now take an active role to gather only what they want or feel they need. They can see a message online, hear it on the radio, then jump online to get more. It is our role to ensure that we give them every opportunity to find us and information about our products and services easily and effectively.

As Darwin said, “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”

Technorati Tags: internet marketing, search engine marketing, marketing, sales lead generation

Contact points are key to business

2006-03-17T14:50:00.000-05:00

Godin had a good example today of how NOT to do business. Well worth sharing a second post today.

It's a quick read, check it out.

We tell our customers all the time that every contact point is key. While they may have minimum sales on this site, there's better ways of telling a customer. Customers should know that before they shop. At minimum, they certainly should be told nicely at purchase time.

Essentially this company has made a business decision that $12.95 is the minimum worthwhile purchase for them. That's a shame. There's lots of other sites out there willing to sell the same without asking them to fill their basket. eBay has tons of them.

I wonder how many others went and tried this out. They'll likely have more abandoned carts today then they've ever had. Or maybe not.

Technorati Tags: internet marketing, search engine marketing, marketing, sales lead generation

11% growth? I'll take it!

2006-03-17T13:13:00.000-05:00

"Search" has been one of the largest business growth segments we have seen in some time. Even in what was considered a downsized economy, search thrived. Winners emerged, like Google, and we, as business people emerged victorious as we found a new outlet to reach our customers.

ComScore recently released a study noting that the growth of search has slowed to 11% from a whopping 42% when comparing January 2006 to 5005 respectively.

The 42% "surge" of 2005 makes 11% look shabby. It's not. Our economy has seen various surges like this, especially in the area of new mediums such as the Internet. 11% is a very good growth rate. What this tells us that search is a real business. It is starting to find a level of stability in our current communication system. The "fad" of search is disappearing, making it as commonplace as the Internet has become.

Looking back to the post-Civil War era, the American economy saw similar inventions change the world economy and communication as we know it. Electricity, telephones, even typewriters. They were all once "gee whiz" inventions that were found only in the richest of homes. Now we don't even think about them - we just use them. Just how we've stopped thinking about computers, the Internet and even search.

Growth surges for "real" businesses don't last forever. It was an enjoyable - and profitable - ride. Now we need to stop treating it like the "next big thing" and start using it for the value it provides.

See ComScore's PDF of the data release here.

Technorati Tags: internet marketing, search engine marketing, marketing, sales lead generation

Why the Internet reminds me of our 4-month old puppy

2006-03-15T10:00:00.000-05:00

We have a new lab puppy, Murphy. He's great: cute, cuddly, and extremely smart. Most of the time. The "other times" he is wild, crazy, and out of control. Seems like he barely hears a word we say. It's frustrating. Puppies are lucky that they're cute.

So what's this have to do with the Internet? While most people wouldn't call it "cute," they may call it "smart." And I have certainly heard the word "frustrating."

How many websites have you visited lately that have frustrated you? Websites from large companies - companies that have been around for a while - as well as startups. Many are attractive, maybe even cute. But they don't seem to be speaking your language. Are they simply like a poorly trained puppy, not understanding what you need and simply letting you roam crazily through the site? Problem is, most people will not work that hard with a website anymore; they will simply move on to another that might treat them more respectfully and address their needs.

The Internet is no longer a fad, yet many companies still treat it as such. I still hear business people say, "Oh, we don't really use our website." They're right: they don't. Their customers do! As a matter of fact, many still treat websites and their Internet marketing programs as the stepchildren of the tech department. They have them, the tech department set them up, yet there's little to no connection to their marketing, message or the customer's needs. It's a cool tool with things that click, and forms that post to, well, somewhere, eventually making their way to sales or marketing or customer service.

Your Internet presence is available to your customers and prospects - imminent buyers of your goods and services - 24 hours a day, 7 days a week. They can search in Google or Yahoo based on their "needs" and come across your site. "Need," the perfect time to be in front of a customer. Why on earth would this not be one of the most well-trained aspects of your marketing?

Train your website to be one of the best marketing tools you will ever have and you will be rewarded with long-term customers. Be sure that messages are clear and concise; processes help customers rather than hinder them; and everything - from words to images - exists to help drive the customer directly to what they need.

The Internet - like a puppy - is frustrating, especially if you really don't know what you're doing. It all looks simple at first, but then you find out that it's not. This is the same reason why so many puppies end up in shelters, and websites simply get abandoned: People think they know what they're getting in to, try on their own to get through the frustrating part, then give up. The good thing is for both people with puppies and companies that are embarking on Internet marketing, there's lots of help available.

The moral of this story: seek help. If nothing else, start reading and searching in Google for advice. If you are still floundering, get professional help.

BTW: Murphy starts puppy kindergarten next week.

Technorati Tags: internet marketing, search engine marketing, marketing, sales lead generation

Pay Per Click Fraud Causing Concern

2006-03-14T09:15:00.000-05:00

Google is once again making news - and this time is not all good - with their click fraud settlement for a reported $90 million.

While the search engines maintain that they are controlling fraudulent click problems, research is indicating that is not always the case. Late last year, a study found that the instance of click fraud in Google's pay-per-click search engine might be as high as 29.5%.

Yet it's a powerful advertising tool, often the single search engine presence that many companies have. All the more reason to ensure that you are not relying solely on one means to achieve a presence in front of searchers. Pay per click results, shown as the highlighted "Sponsored Results" in search engines, are still clicked on less that the "organic" or "natural" results, or those that are indexed and ranked for relevance by search engines. Reports put that at organic results receiving an average of 75% more clicks.

So then why is PPC so popular? First, it has little to do with popularity or relevance. While PPC companies have guideline for submission, finding the right targets means Downtown Hardware can now compete on the same playing field as Home Depot. Second, PPC properties make it sound easy. Downtown Hardware can do it themselves. Sure, 10 years ago they could also purchase a Mac and Quark and create their own ads, provided they could come up with attractive visuals, a winning headline, and great marketing copy.

Bottom line, no matter how easy it looks, it isn't. Nothing comes without a price. You may be able to "wing it" for a while and achieve results far better than doing nothing. However it is still an investment in the growth of your company. Treat it as such.

read more digg story

Technorati Tags: internet marketing, Marketing, SEO, Google, AdWords, PPC

Trust - and mistrust - in sales and marketing hasn't changed all that much

2006-03-10T07:48:00.000-05:00

Seth Godin poses a question in his blog today which I'm sure will raise a few eyebrows. As usual, Godin likes to keep us all thinking. "Do you trust marketers?" he asks.

One of the biggest issues most companies face is gaining trust from prospects and maintaining that trust when they become clients. The competitive playing field has changed dramatically since the Internet became an effective commercial sales and information tool. Now Fortune companies compete with online garage sales. Choice is more than abundant, it's overwhelming. With the added choice comes greater opportunity for good, as well as bad.

As individuals, companies, marketers, ad agencies, and Internet marketing firms, we all have a common goal to sell. We sell for ourselves. We sell for others. Part of that sales process is gaining the trust of who we are selling to. However, this is process isn't anything new. Trust - and mistrust - has always been a huge part of a prospect's decision-making process. It existed well before the Internet. It happens when we shop for a car…When we see a sale in the newspaper…When we prepare to sign a contract for services…Or when we shop on eBay.

The Internet has provided us all with far greater access to information. Our role, as marketers, hasn't really changed. It just got a bit harder. Our responsibility to be "trustworthy" has always been there. And there have always been those marketers - the "snake oil salesman" - that chipped away at our ability to gain trust from buyers.

We know people don't always trust marketers. And we know why. Successful purveyors of products and services understand that gaining trust and combating skepticism are huge responsibilities and requirements that will affect the ultimate outcome. We need to keep in mind that it's far easier for our prospects to simply find someone else they trust more than we do us.

So start right away by understanding how to build trust with your customers and prospects. Here are a few tips...

Tell it like it is: Let a customer know what the next steps are and what they can expect, then...
Walk the walk: If you say a call will be returned within one business day, return it.
Here's what it looks like: Give accurate representations of the process or product.
Say it with flowers: Customers like "happy" surprises. There's nothing better than to get some free tips, or even a "taste" of what's to come.
Keep it simple: Life's hard enough for most people. Don't mire someone in details when starting to build a relationship. Make it easy. Ask for a little now, then maybe a little more later as the relationship builds.
Under-promise and over-deliver: It's a pretty simple concept. Figure it out...

Remember that building trust is an investment in not only one sale, but the development of a lifelong customer relationship. There are a lot of roadblocks out there that may affect this process. Tackle them early one and you will reap the rewards of a profitable relationship.

Technorati Tags: internet marketing, search engine marketing, marketing, sales lead generation

You don't sell online? Of course you do!

2006-03-08T10:40:00.000-05:00

Jupiter Research released a study at the end of February that noted how nearly half of those that "shop online" ultimately will make their purchase at a physical store, rather than online. That's been the trend for some time now. People like to be able to browse at their leisure and compare prices, but immediate gratification can only be had by going to the local Best Buy and putting it in your car. Overnight delivery sometimes just isn't fast enough - and it'll cost you!

What's most intriguing about this study is the fact that 62% of online shoppers start their quest in standard search engines, such as Google, and not comparative shopping engines, such as Froogle. Why is this intriguing? It tells us that even when search engines try to make it easier and can provide more specific information, 3 out of 5 people will still use what they are most comfortable with. They have come to know - and trust - search results from Google, Yahoo!, MSN and the others. Froogle, Yahoo! Shopping, DealTime and others have not gained that credibility factor yet.

Often clients will say to me, "We don't sell our products online." Ah, but yes you do! Most "shopping" is done well before the sale. People need to go through the phases of research before they can make the final purchase decision. These phases are being completed online. And research is showing that search engines are the leading factor in making that decision.

Search engine marketing is a powerful way to help influence a buying decision. If you are not providing information to your clients to help them make that decision, or they cannot even find you during the research process, they will find your competitor. Don't miss this important phase of the sale!

Technorati Tags: internet marketing, search engine marketing, marketing, sales lead generation

Google: The Advertising Media Company

2006-03-07T13:19:00.000-05:00

Google once again is filling the headlines with stock drops, a missed quarter and the new venture into the world of print and broadcast. A world well beyond what the world knows them for, and what they have essentially popularized: Internet search.

Now "Googling" doesn't simply mean finding that company you read about who's services you can really use right now or that new product that you really, really need (really, really want is probably more accurate). Advertisers can now "Google" for ad space. In a process similar to their AdWords pay-par-click platform, Google will be auctioning off surplus print ad space, and radio and TV commercial time.

That doesn't sound like search now, does it. No. Is it a bold play into new territory or a strange evolution for a company that has made its billions on the Internet? Time will tell.

The reality is, Google isn't a little company working out of a garage any more. Those days are long past. Like any other company, they are looking for new outlets to maintain their dominance and growth. While these new avenues may seem strange, there are likely connections well beyond their revealed plans. Many of which stem from providing access for all to advertising mediums once only available to those with huge budgets. Just as organic and paid search results allow companies of virtually any size to compete, Google is hoping to do the same for other mediums.

According to a recent article in USA Today, their plans are as follows:

Print Advertising: Google buys ad space directly from publishers and auctions the space off. Google profits if advertisers offer more than Google paid. This will include both display and text based ads that sport "Ads by Google" and direct readers to websites.

TV: In the same auction-style process, Google will sell commercial ad space to advertisers. Their hope is to extend the capabilities to have TV set-top boxes to learn more about demographics and viewing habits — and serve up tailored ads.

Radio: In January, Google purchased dMarc Broadcasting, which specializes in using computer technology to fill otherwise unsold airtime. It's reported that Google envisions users winning the airtime, then simply recording their spots right from their computer.

Sounds scary: home grown radio spots. And like the growth potential for - and commercial-free capabilities of TiVO and XM Radio - just went way up.

While more equal access to mediums is a great for everyone, and will likely start to draw ad prices downward at some point, this evolution is much like any other. The ability for Google to profit will depend on how they make this process easier and different than current methods of purchasing "over stock" of these same mediums, which is certainly not a new concept. It will either give them the strength and profitability they are after, and allow them to grow the search side of their business, or they can be leaving a door wide open for another search company to dominate. And MSN says they are ready to do so.

The world of Internet marketing and search engines is getting more interesting by the minute.

Technorati Tags: internet marketing, internet, search engine marketing, Google, SEO, Online Marketing, MSN search

Webisodes, Intermercials...It's all Internet Marketing!

2006-03-03T13:19:00.000-05:00

TV is becoming more of a promotional tool for the Internet than any of us ever imagined. While industry pundits tout the Internet as the death of TV, smart marketers are taking advantage of our widespread usage of the medium. Instead of fighting it, they're joining in.

We've already talked about how Pontiac was looking for a little "cred" with it's "Google Us" spots running in primetime. While being in Google does not really indicate anything about the quality of the car, it certainly appears to be an implied endorsement. And it's an opportunity to get people to the site and sell them some more.

Certainly marketers are looking to promote their products, but they are doing it in a way they know they can provide "more." More means instead of limiting their message to 30 or 60 seconds, they can now take even more of your time, and certainly offer you something in return. Plus lot's of measurement of click-throughs.

Take Dove's new Calming Night webisodes. Sure, webisodes, you remember those short movies that BMW and American Express offered viewers in the recent past. Seinfeld fans and fast car enthusiasts could watch short movies featuring the products and people they love. Big movie names and we're sure the budgets to match (Felicity Huffman and Penny Marshall for Dove, Barry Levinson for the Seinfeld Amex spots, and a host of popular directors for the BMW spots). But what does that do for either the viewer or the product? Branding, baby. Pure, measurable, honest-to-goodness- we-got-you-now branding. And now that you're at our site, watch more...sign up for more...and more...

Is it the introduction of the Intermercial? Part commercial, part Internet, and lot's of bang for the buck - because we know that if you click to the site, there's interest. And if you have interest, we can give you a taste, and once we give you a taste...we've sold you!

The Internet is not limiting our opportunity to market products and services...it opened the world completely to reveal that all of the mediums can peacefully - and successfully - coexist to form a platform for us to spread the word.

Think of how you can use the marketing mediums to offer "more" to your imminent buyers. It doesn't mean you have to hire Penny Marshall to produce your message. It does mean you have to figure out how to serve your customers' and prospects' needs and desires better. If there's the slightest bit of interest or need, there's an opportunity. Don't miss that opportunity.

Technorati tags: internet marketing,webisodes, marketing, branding

Making it easy for your customers

2006-02-27T13:15:00.000-05:00

Every business, everyday, is asking their customers for the sale. Online or brick and mortar; it makes no difference. That's a lot to ask for. Because you are not only asking for their hard earned dollars but also the acceptance of all the qualifiers that come along with that:

Trust: the product or service lives up to expectations.
Security: the safety of the transaction and all related information.
Dependability: the promise that you will be there well after the sale.
Value: the product or service is "worth it"

Let's face it; there are a lot of different products and services they can choose from. The Internet has opened up the entire world to freely sell well beyond the "mall walls" that once surrounded them. CBS News ran an interesting feature yesterday, noting the Paradox of Choice by Barry Schwartz, discussing the world of choices and how having so many has actually made us LESS happy. (The topic of "happiness" is a whole 'nother article.)

So if customers have so many choices, why wouldn't you make it easier to choose YOU?

Take the web experience, for example. Do you like to get to a website and have the site ask you to install software to see their information? No. It would be easier if you were just simply presented with the information. Alternatively, I can click my back button and check out your competitors in my search results...maybe they make it easier.

I saw something interesting at TomPeters.com. He recently released a new version of his slide presentation, yet used a font that most people would not have on their computers. He suggests that you purchase it. While I'm a huge fan of design and branding, and would love for the world to use Frutiger as their default font, I realize that for people to see my message, I need to use the tools that are most accessible to them. I am already asking them for their business - their money - I do not want to ask them for more than that.

Peters, the exceptional professional that he is, realized this was a mistake and gracefully restored order by revising the presentation using fonts that everyone typically has available, and offering those that did purchase the font a free book.

Morale(s) of the story:

Make it difficult for your customers and you will lose them (with them goes their money)
If you make a mistake, fix it. The go over and above and make the customers smile.
Not everyone is Tom Peters. Learn from him. He's human.

Internet marketing goes well beyond the walls of the Internet and search engines and optimization and all those buzzwords we are fed on a daily basis. Most good marketing stems from common sense. Common sense says, "Why be difficult?" Ask yourself that every step of the way and always keep in the back of your mind this: your customers are paying for every word, every image every bell and whistle you put on your site. Make sure that everything you do provides the customer with the four qualifiers and you will make the potential of them giving you their hard earned dollars that much easier...and regular!

Technorati Tags: internet marketing, website, marketing, sales, Lead Generation, Marketing Strategy

Google secrets? Fahgedaboutit...

2006-02-24T08:38:00.000-05:00

Yesterday Single Throw spent a very worthwhile morning at a Memory Training Seminar sponsored by business, sales and marketing seminar promoter Move Ahead 1. At our booth, the question always seemed to evolve around the same thing: "How do we show up for XYZ in Google." (Replacing XYZ, of course, with what you feel is the be-all-end-all phrase that everyone that needs your product or service is madly typing in right at this very minute.)

Everyone wants that "secret." No matter how many times you try to explain, "There is no secret," they still think you're holding out. I imagine they're thinking, "Hey, they have a successful business doing just that. Of course there's a secret." Wrong.

I can understand why people think there's a "secret." It's in the news, both in business categories and consumer headlines. There's huge conferences built around it, with next week welcoming one of the leading annuals right here in New York City. Each conference, article, book, news headline and email spam makes us want to know...Search Engine Strategies, The Complete Idiot's Guide to Growing Your Business with Google, 20 Great Google Secrets, Google Secrets from Information Week, and I can go on adding some of the great resources out there as well as the never ending list of misinformation, but I won't. (Just do a search in Google for Google secrets!)

Here's the point. All these conferences, articles, books, news headlines, and spam emails exist for one main reason: there is NO secret! There are lots of tips, techniques, great ideas and almost daily revelations but there's no single tip or secret. And there is no answer of how your site can be number one for this, or even show up for that.

There are things you should be doing that will help though. First and foremost, understand it's not about being number one in Google, or Yahoo! or MSN for that matter. It IS about your viewers. Finding out exactly what they are looking for is a step in the right direction, because showing up in Google for XYZ means nothing if your target customer isn't even looking for that.

So we've said it before and we'll say it again. You can find all kinds of tips about showing up in the search engines. To make that have a positive effect on your bottom line is whole nothing column, or 10 or 100...

Visit the Search Engine Strategies Conference in NY

Technorati Tags: google, google secrets, search engine optimization, Internet Marketing

The Internet IS a marketing tool!

2006-02-22T13:51:00.000-05:00

We say it everyday to our clients: your customer is the new generation of young individuals who actually USE the Internet for EVERYTHING. Seth Godin presented an excellent example of a young man from Oklahoma named Jeff Clark who found a better way to present his capabilities to those companies looking to hire some marketing talent.

Has this been done before? Sure. Why is this better? Jeff got a link in a blog from one of the best marketing guys in the business. His message just got put out in front of some of the best hiring opportunities out there. And he got a link here too.

Today's customers are not likely to use the Internet in the same way that tomorrow's will. Think of your use of the cell phone, then look at a 20 year old and how they use it. Totally different. To me, it's easier just to pick up a phone and call rather than send a text message. They can bang out a message to their friends without hardly looking at the phone.

Consider not only your current customer base, but also that of the one you are looking to attract down the road. You have a whole generation of customers and lifetime value ahead of you. Make sure you are ready for it!

Read more...
Seth Godin's Post
IHiredJeffClark.com

Technorati Tags: marketing, internet marketing

Sauce or Gravy? Dishing up what your customers want...

2006-02-21T09:27:00.000-05:00

We have this discussion in our office all the time. It's like the battle of the Italian Americans and those that grew up around them.

In my parent's house, it's sauce. Period. Sunday sauce. Meat sauce. If it's red, it's sauce. "Gravy is brown," Dad always said.

Ask Single Throw's CEO Larry Bailin who grew up in north Jersey, and it's gravy.

Now ask yourself, if you had a website that featured Italian recipes, which terminology would use? Most people go with what they call it. Me, I'd make a site that featured recipes of the great sauces of Italy. But would my site - one that would likely appeal to even gravy lovers around the world - ever be found by them in the search engines? Not necessarily. And if it was, would they even click on it, knowing full well the two "may" be the same thing? Probably not.

First, simply speaking, the site that is most relevant to the search request will show up first. So "sauce" sites will likely show up for "sauce" requests before those that feature only "gravy" references. Secondly, if I am looking for "sauce" I am more likely to choose the site that says "sauce" not "gravy" as I know it matches my needs - even though in the back of my head they could be the same thing. (Although I hear my Dad's words over and over again!)

So what's the big deal? It's this: the new world of Internet Marketing has introduced us all to new tools and skills that allow us to find out exactly what your customers are looking for. Don't give them "sauce" if they are looking for "gravy" even though you think they are the same. They are not to the person with that specific need in their head. And they will choose the site that meets their exact needs first.

Mangia!

Read more about it...
About.com Italian Food article
Wikipedia definition of Tomato Sauce
Slow Travel Talk Forum Discussion
Technorati Tags: internet marketing, Search Engine Optimization, Marketing, SEM, tomato sauce

Oh wow, I forgot all about that!

2006-02-16T09:47:00.000-05:00

We hear that a lot lately. At work. At home. On TV. It's all in our heads...all this "forgotten stuff." There's a lot to remember on a daily basis, both in our regular lives and our work lives. It's stressful, isn't it?

So how do we combat it? From a business perspective, there's a TON to absorb, process and regurgitate on a daily basis. When we are completing an Internet marketing program for our clients, each member of our team has a hit list of questions they need answered. It's an organized process of steps that we do not stray from.

That sounds great in a process situation, but what happens when someone throws a brick through the window (figuratively speaking, that is)? What happens when you need to adapt to a new set of requirements? We have to regroup and retrain ourselves and resort back to the one item we all have: our brain! That means we have to resort to absorb, process and recall to get the job done.

Since the advent of the personal computer, we've all become more reliant on these advanced systems to help keep track of what we need to do. In doing so, we tend to forget even more since our brain is a muscle and needs to experience fitness activities, just like what we pay to maintain our bodies at Bally's and other similar venues.

Memory training and brain teasers will help you to retain and recall more. You will forget less and make your job - and life - easier.

So bottomline: stop going out of your mind! Train your brain! Here's some recommended reading and events to help you on the way to remembering more, making your job and life better!

The Brain . . . Use It or Lose It, an article found on New Horizons For Learning
Brainbashers: Brain Teasers and Puzzles
Memory Training with Guinness World Record Holder Ron White (an event being held in New Jersey February 23rd)

Technorati Tags: internet, internet marketing, marketing, memory, Brain

What's all the Jargon About?

2006-02-15T13:30:00.000-05:00

I've been listening to my latest download from Audible.com: Why Business People Speak Like Idiots by Brian Fugere, Chelsea Hardaway and Jon Warshawsky. Admittedly, I chose it because I loved the title and it got great reviews. And I tend to like things that explore "thinking differently" - likely a tendency leftover from my creative, Mac addict days.

Just part way into it, I was thinking it was really going to be more about daily communication, email, voicemail, sales meetings and the like. While it's that, it's so much more. It's really about EVERYTHING we communicate with, including our marketing. The "simple is better" approach is very similar to strategies we employ with search engine marketing and optimization.

While we know one of the core components of marketing is to develop and deliver those unique messages to address a customers "wants and needs," sometimes in that effort to be "unique" we miss the part about serving the customers needs, getting lost in words that we think they should hear. You know them: cutting edge, feature rich, enterprise class...

Example: click here for a search in Google for the above terms. 12,700 RESULTS ARE RETURNED. Wow! And that's using "quotes" around the terms to ensure we are getting the actual phrases. That's a lot of business BS!

In an effort to stand out, make their stuff sound great, these companies - and note, they are BIG companies in those results - they have simply become one of about 13,000 indexed items in Google.

So "think different" should really be "think simple."

Visit the Fight the bull site and blog.
Technorati tags: business jargon, search engine marketing, internet marketing, Marketing

Axe Jeeves

2006-02-14T11:23:00.000-05:00

Reports are out that Jeeves, the butler character that has represented search engine Ask.com and the brand Ask Jeeves has been fired, heading the way of the Pets.com sock puppet and other branded characters of what has been called Web 1.0. Once again, this reminded us that the Internet is all business. While the character may be recognizable and interesting, it represents the past the Ask.com is looking to evolve from. Over the years, Ask Jeeves has updated the Jeeves look to make him a bit younger and look less "butlerish," brandishing a business suit instead of a butler uniform. Apparently as a brand image, it was just not enough change. People are still looking to "Google" for answers, rather than to "Ask." Will there be another character to reckon with? Reports say that they are looking for a more contemporary "global" appeal, where Jeeves was more of a British influence. Fans of Jeeves (including former employees of Ask Jeeves) are speaking out on the character's behalf -probably because, he IS a character and cannot speak for himself, and this IS the Internet where everyone can be heard.

When is a brand image worth saving? When is it time for a change? Business goals - that is, who is your customer and what can you offer them - should drive a company's persona. Can we blame Ask Jeeves for desiring a change? Of course not. It's a business and trying to be a profitable one at that.

While we'll miss Jeeves as much as the sock puppet, just like life, all good things must come to an end.Ask Jeeves was acquired by Barry Diller's IAC in 2005.

Mentioned in this article:
CNET: Butler Jeeves Gets Extreme Makeover
WikiPedia: Pets.com Sock Puppet
Jeeves images from the artist Marcos Sorensen
Saves Jeeves Blog
InterActiveCorp
Ask Jeeves

Technorati tags: ask.com, AskJeeves, ask, Jeeves, Search, Internet

Linking Traditional Marketing with Internet Marketing...and of course, Google!

2006-02-10T10:17:00.000-05:00

We saw it happen with The Apprentice and Yahoo!, as well as others. Traditional, or offline, marketing is coming up with closer ties to it's Internet brethren, the Search Engines, to creating a marketing and branding bond that will be hard to forget for any of the parties.

In an episode of Martha Stewart's Apprentice encouraged us to type "apprentice salad dressing" into Yahoo! for the reward of recipes and the ability to purchase the "limited edition" TV show-inspired concoction. And people did. While the Martha show itself did not fare well, Wish-Bone and Yahoo! got their fair share of attention.

Now NBC has taken a similar route with the forthcoming Winter Olympics. Can't see those hot events on TV (What, you don't have TIVO?), then click on over to Google and type in "NBC Olympics." At the top of the page, typically reserved for the top PPC ads or organic listings, is a highlighted entry labeled "In collaboration with NBC Olympics." Viewers are then treated to quick access to event clips and information.

Just a few weeks ago, Pontiac ran a commercial spot that told viewers, "Don’t take our word for it, Google ‘Pontiac’ and discover for yourself," inferring that Google has the clout and credibility to help you decide what car is the best. And quite frankly, it can.

I'm sure you can each come up with examples of the very same scenarios illustrated above. This approach is going to be used more and more on TV, and has been done in print for some time. It's all about the immediate gratification and instant measurability the Internet provides, as well as playing off the amazing branding that Google has already established. These calls to action are designed to keep the brand accessible to the viewer, as well as infer some affiliation to those that have extreme brand power.

And it works!

Read more about it:
GM says "Google Pontiac"
Google Top Brand for 2005
Technorati Tags: internet marketing, google pontiac, olympics, branding

Study Shows Customer Experience Matters - Online and Offline

2006-02-08T09:00:00.000-05:00

A national study conducted by e-Commerce tools developer Allurent found that 82% of respondents said they would be less likely to return to a website where they had a frustrating shopping experience. Even more interesting is the fact that nearly one-third said that a frustrating experience online would make them less likely to buy at that retailer's physical store.

This data is important in illustrating that the online experience extends well beyond the viewers' immediate request, therefore everything about a website needs to be properly orchestrated to serve not only their immediate needs, but also leave a positive impression of the brand thereafter.

When thinking about your website, keep in mind that it IS marketing. It IS your store. It IS your brand. It IS out there creating lasting and power impressions in your imminent buyers' mind. Take advantage of this data to give them exactly what they want to create lifetime value for them and your company.

Technorati tags: Internet, e-commerce, Web, ECommerce, Marketing, Internet Marketing

Even "big" companies get banned for Spam!

2006-02-07T09:48:00.000-05:00

Reports are spreading rapidly across the Internet since this weekend when Google engineer Matt Cutts announced in his blog that the German website of BMW, the luxury carmaker, has been removed from Google’s search results as part of the web company’s crack down those that intentionally try to "force" their site to the top of search results by employing techniques that Google and other search engine's publicly frown upon. We all call it "spam" or "black hat techniques." Ultimately, no matter what label it's given, the bottomline is that you will get cut from search results, particularly those of the top search engines Google.

The site was found by Google to have been delivering a page loaded with keywords to the Google spider ("Googlebot"), but presenting viewers with a totally different page. This technique is often called "cloaking" or "redirecting". Unscrupulous optimization firms typically will try this technique as it give the ability to add tons of content without affecting site design or marketing message. They'll use programming, such as JavaScript, to control the delivery of one page to a search engine spider, and their non-optimized page to a viewer.

While this sounds like a nice, clean way to serve both search engines and viewers, it's not. Deceptive marketing practices, such as this, are designed to do just that: deceive. If the content you are presenting is not appropriate for a viewer, it is not appropriate for a search engine.

This certainly isn't the first time - or last - that this has happened. Apparently a Ricoh site is on the block for a similar tactic. Consider this situation similar to that of Martha Stewart's "time away." Using their ability to soak in the media, Google spreads the word to ensure that we all walk the straight and narrow; as a reminder that they are watching.

Bad news is better than no news, they say, and it is likely the German BMW site is getting far more traffic than they do on any other given day. Worse news is that it's likely a large majority of the viewers aren't even "just browsing" for a new Beemer. Their just looking at what all the fuss is about. In Martha's case, she gained a whole new flock of fans.

The reality of it all is that smart Internet marketing means using the tools we now have available to help us better define our prospects needs and desires. Smart Internet marketing uses the talents and skills of marketing, design, advertising, copywriting and programming professionals to accurately deliver messages to customers with a need. Smart Internet marketing means success for marketers and viewers.

Read more about it...
BMW falls foul of Google ‘web spam’ rules (Financial Times)
Google Boots BMW For Web Spam (MediaPost)
Google hands BMW its 'death sentence' (Electric News)
Beating the Google search: a brief history (UK Times Online)
bmw google spam (Technorati Tag)

Internet Marketing and Puppies: what do the two have in common? Everything!

2006-02-06T12:42:00.000-05:00

After a brief hiatus, Single Throw is back sharing some Internet Marketing Insights with the world. As we continue to shape and expand our solutions for customers, we look at different marketing obstacles and how they can be turned into opportunities. Today, we’re exploring a business analogy that a few of us at Single Throw - as well as our readers - can totally relate to: training a new puppy!

If you’ve never had a puppy, you’re missing out on one of life’s great learning experiences! While much like having a child, where you are responsible for the care and upbringing throughout their life, a dog’s life is compressed into a much shorter time frame. So all of these little life lessons happen within about 1/10th the time. (Almost sounds like Internet time!) Watching our new 9 week old Labrador, Murphy, reminded me of how the many things we do in business that can be done better, using techniques found in puppy training. Today we’ll examine one of the most important aspects: Consistency.

Puppies crave consistency. It's how they learn. It's how they feel secure. And you know what? Customers also crave consistency. They like the speed that consistency affords them. And the security. So what are some of these consistency “techniques” that we can practice better to make our customers feel more secure when their visiting our website?

Structure: Once you teach a puppy where its water bowl is, don’t move it! They like to know where it is so they can easily go there, get a drink and go about their activities. Same goes for your customers. Your site should also have a consistent structure. Each page should have navigation in the same places. Let them get a drink on their own terms, and be free to come back for more later, without having to be “retained.”

Emotion: A harsh “no” to a puppy has totally different meaning than a high pitched “you’re a GOOD boy.” They learn the words and establish communication through the sound portrayed by your emotion. Change the emotion but not the words and they become confused. Same goes for a customer. The voice your site is written in, sets the tone for the relationship. If your marketing style is to speak in a solid, business-like tone, then maintain that style. If your marketing style is more fun and playful, then carry that through to your website as well. (Note: A customer of ours, New Pig, does an exceptional job with this!)

Response: Puppies love to go out and play. As soon as you pick up their leash, they are ready to go. If you pick up their leash but decide not to take them out, they go crazy. They have been trained to go out when you stand at the door with their leash. Again, consistency is the training. Your customer feels the same way if you neglect to correspond with them in either the way they are accustomed (likely the way you have "trained" them to be) or in the way that you may have noted on your website. Always ensure to be consistent in your responses.

What other ways can you be more consistent with your customers, online and offline? Let us know!

DIY SEO comments from Google's Matt Cutts

2005-11-29T09:55:00.000-05:00

People often ask us, "Why can't we do Search Engine Optimization ourselves?" Truth of the matter is you certainly can, just as you can attempt to give your car a tune up or highlight your own hair. (Author's note: I have attempted neither on my own for fear of frightening results.) The Internet has provided us with an almost unlimited supply of information on how to do just about anything. Then there are kits and tools that help just about any do-it-yourselfer do just about anything. My suggestion: some things are best left to the pros. Buying a hammer and some nails does not mean you can successfully build a house.

Google software engineer Matt Cutts shares his thoughts on SEO tools. Click here to give it a read.

Cyber Monday - Tell me why you don't like Mondays?

2005-11-28T11:02:00.000-05:00

A few tips for online stores and how you can resurrect your sales numbers before the holiday shopping season is over!

As an online store, this should be your day to shine. Yet sales might be slower than you hoped, that last direct mail campaign isn't drawing the responses you expected and your placement in search engines could be better. So what can you do to save the rest of the much anticipated holiday season? Here are few quick ideas...

Direct mail used to be the de facto option however you are relying on delivery in time for the big month of shopping rush, as well as standing out amongst the massive mail clutter. So try more direct alternative: email. Tap your current customer list. They are already comfortable with your company and more likely to shop than someone new. Email an offer to them: a promotion such as free shipping or 10% off their sale. Limit the time frame to instill a bit of urgency. "This offer ends on Wednesday, so act NOW! Click here to start shopping!"

How about customer referrals? Offer current customer an incentive to refer a friend. Word of mouth advertising is one of the best lead generators out there. A happy customer is likely to spread the word, so give them incentive to do so.

So how do you reach new customers the way direct mail might? Get 'em when they are looking and have need: in the search engines! While it may be too late for an organic campaign, a PPC campaign can be started right away producing immediate results. A caution though: you are paying for each and every click, so spend wisely. Choose highly targeted and relevant phrases, not generic phrases like "gifts" - be specific to what you sell, such as "holiday gift baskets." Ensure that each of these PPC ads land on that specific page and not simply on the home page.

Do you have some unique items to offer? Get them mentioned on one of the many shopping recommendation sites out there. A link from a site that is highly trafficked can make a world of difference. Consider checking out the popular comparison shopping sites such as Froogle, Shopping.com and Shopzilla, or contacting one of the many great shopping blogs such as Mighty Goods or Shopping Blog and get them to plug your great products.

Have a prosperous Cyber holiday season!

Seth Godin and the pickle bar

2005-11-18T10:24:00.000-05:00

Yesterday we had the distinct opportunity to host a Move Ahead 1 marketing seminar that featured Seth Godin as the special guest speaker, along with our own Larry Bailin as the keynote, at the Holiday Inn in Edison, New Jersey. If you are not one of the lucky 300 plus people to attend, let me say that you missed an extraordinary morning of networking, exhibits from businesses in the tri-state area, and of course, our speakers.

The Holiday Inn is a pleasant hotel with a fine staff. They treated us well through all of the events that we held there this year. While most people know the brand name, or maybe have passed by the hotel on the way to Raritan Center, many more in the area recall, "Oh, is that the one that Harold's is in?" Yes, Harold's New York Deli; famous in the central New Jersey area and well beyond for it's ginormous sandwiches that no one person can eat alone - they actually provide extra bread - exceptional rye or pumpernickel - to create new sandwiches out of the single one you ordered. What's also notable about Harold's: it is the only restaurant I know that has a pickle bar. Not a salad bar - a pickle bar.

Godin noted this in his talk yesterday, and even provided a picture. Harold's has found a way to stand out from the large amount of competition in this heavily populated and trafficked area of central New Jersey. They serve incredibly sized sandwiches, as well as enormous éclairs, napoleons and other pastries. Instead of a salad bar, they have pickles and other salad-like features. Certainly, you can go somewhere else and have great pickles and a terrific corned beef or pastrami sandwich, but you won't necessarily spend a week telling people about it or consider it a place to go when you're in the area and entertaining guests. It's all good food...Harold's makes it better by making it different.

Here's what I wish Harold's would do different: put some photos of their creations on their website! Granted, they have an excellent word of mouth campaign going. But when I'm looking online, show me what makes you extraordinary. Show me why your small corned beef sandwich is worth $13.50.

Many struggle to define their unique value or selling competition. Here is a situation where there is one, yet it's only visible when you walk through the doors.

Show value in a way your competitor cannot - everywhere and anywhere. Make it known that you can serve customers in a way they cannot. Don't hide your unique value proposition, flaunt it!

Sunday Morning Quarterback - Google, Jagger, The SEO Beast of Burden

2005-11-07T02:06:00.000-05:00

Weekly shared insights and opinions from Caryl Felicetta, Single Throw COO

The SEO Beast of Burden
The Google "Jagger" update goes live...

This weekend, without the widespread media buzz - outside of the SEO and Internet marketing community that is - Google let its new update loose on a few of their data centers.

Now is when people on the "inside" of SEO marketing sigh with relief as they see that staying on the "legal" side of things paid off and they see no real loss of results. Meanwhile those on the other side of the fence are sweating. They now have to live with the burden of once again knowing that shady tactics may cost them business - both their own, and that of their clients.

Google promises that this update will help to improve listings and add more spam filtering. We'll see. So far we're seeing a lot of redundant listings, but overall nothing earth-shattering.

Once the update opens up to other data centers, we'll be able to see more of the effects. Until that time, it's a lot of supposition and after years of Google updates, we've learned letting the initial chaos blow over is the best bet.

Have a great week...

Follow up on Blogging your way into the market

2005-11-04T05:46:00.000-05:00

In an earlier post we talked about experimenting with the power of blogging and it's reach. While the Single Throw Internet Marketing Insights blog is relatively new to the marketing world, we have found that the blog itself has already found it's way onto the search engine databases such as Google. That's great news, especially having achieved this in a short amount of time. But it's nothing new...blogs have made an impact on the search engines since their launch.

What is interesting is how working with related content and a blog with far more reach, such as Godin's blog, (one of his many blogs actually) we did find an impressive increase in traffic and to our core target, the Godin event details page on the Move Ahead 1 website, as well as an increase in conversions.

Our goal was to spread the word to the perfect target, Godin fans. What other way than to ask Godin himself for a mention. That mention linked to the Move Ahead 1 page. In combination with the mentions and links in this blog, we were able to put a targeted message in front of the right viewers.

Part two comes with watching the propagation through search engines so we can reach these same viewers at their time of need: when they are searching for an Internet marketing seminar or Godin live event. With this, we test the powers of an organic program and the potential of increased speed in reaching this space using linking and blogs. So keep an eye out for the results.

Coming this weekend: The Google update! Stay tuned for information and comments. There's a ton of news out there already, but the new "Jagger" roll out won't happen this weekend, according to Matt Cutts. Til then...

Measurement a key to success

2005-11-02T19:35:00.000-05:00

BtoB's final NetMarketing Breakfast of 2005 was held in NYC today featuring an exceptional panel of Internet marketing managers and directors from IBM, Microsoft and Nextel. While the three diverse companies stood in agreement on a key component of an Internet marketing strategy - metrics - they didn't necessarily agree on the amount or type of metrics that is required.

"Metrics" come in many different flavors and can range from basic traffic statistics through to the best metric of all: sales. Mike Moran, distinguished engineer and manager of site architecture at IBM Corp., put it best when he said, “Listen to your customers. They’re voting with their mice.”

The Internet provides us with one of the best marketing metrics machines around. As Mr. Moran had alluded, customers are typing and clicking their way from searches to your site at several different levels through the buying cycle. The ability to track that data and analyze it is the key to refining your strategy to improve success rates. The days of "waiting and seeing" if a print ad worked have been reduced down to campaigns that can be deployed in sheer minutes.

At the same time, all of the power of measurability Internet marketing affords us, a company needs to focus on the metrics that best illustrate and define their processes and sales cycles and use those metrics to their benefit. It's best to avoid "information overload" and over-analysis and focus on those key indicators that can help you to refine process.

Some key indicators for Internet marketing success or flaws include:

Sales - The only question I would have is "how can we sell even more?"
Information requests - a customer requesting help on the site may indicate a flaw in your information flow. Don't dismiss it; have someone take a quick look.
Traffic statistics - not necessarily how many people visit, but what are they doing when they get there? Are they bailing on the home page? Are they abandoning their shopping carts?
PPC performance - Getting clicks but no sales? Do the landing pages match the keyword requests? Are the calls to action clear? Is there a benefit statement?

What metrics do you find most helpful to your Internet marketing efforts? Let us know.

Sunday Morning Quarterback

2005-10-31T09:21:00.000-05:00

Weekly shared insights and opinions from Caryl Felicetta, Single Throw COO

Something Interesting From The Chronicle

On this Halloween weekend, how can we possibly go by without mentioning the Queen of ostentatious holiday decorating herself, Martha Stewart. The Houston Chronicle Book Review had some interesting comments on two totally different recently-released business reads:

The Martha Rules: 10 Essential Rules for Achieving Success as You Start, Build, or Manage a Business By Martha Stewart
The Big Moo: Stop Trying to Be Perfect and Start Being Remarkable Edited by Seth Godin Portfolio

Whether you like Martha or not, you can't help but admit that she's a successful marketing machine, unstopped by her past legal issues, if not fueled by them. The Chronicle wasn't quite so complimentary in regards to her book, however I thought it was interesting to compare this marketing powerhouse with another who may not share the consumer popularity, Seth Godin.

Godin's success started with his formation of Yoyodyne (not really a household name) and later the sale of that company to Yahoo! (more of a household name), whereas Martha built her empire and became a household name.

Regardless of the less that favorable remarks made of her book, you'll see on Amazon that most reviews are quite favorable. While The Chronicle may have deemed her thoughts somewhat elementary, sometime business people need to be hit in the head with the basics.

Godin, whom The Chronicle deemed "one of the most clever and original business writers today" gathered 33 of industries most insightful thinkers to provide their thoughts on the truly remarkable. This follow-up to The Purple Cow takes being outstanding and different to a whole new level when presented from other big thinkers. As always, Godin delivers.

One thing both authors tell us: be remarkable. It's the differentiator that sells. Find it and you will find rewards.

Seth Godin will be speaking in Edison, New Jersey on the topic of Change and Marketing. Visit Move Ahead 1 for more information and to register for this great Internet Marketing Seminar.

Media Panic and Change...it's a good thing!

2005-10-28T09:07:00.000-04:00

An article on Reuters Thursday reported on how big media was "panicking" at the IAB conference over the "seismic shifts brought on by the Internet." So here we are, November, 2005 and they are panicking now? They didn't notice there was a great deal of change taking place, primarily brought on by the advent of the Internet?

WPP Chief Executive Martin Sorrell was quoted as saying, "There are major changes and we don't understand the speed and scale at which they're taking place." Let me remind you that this was a quote from yesterday, November 27, 2005.

For marketers, this "panic" over change is a good thing. It means that the Internet has FINALLY gained the credibility with big media who always felt that it was not a serious marketing medium, nor a threat to their survival. Too many years with their heads in the sand has put many of them behind and scrambling to soak up anything Internet! That means more opportunities for us, as the media moguls push to be the ones to offer the next big thing. That means more change and innovation is likely ahead.

Single Throw's COO Larry Bailin, discusses the topic of CHANGE in many of his seminars and public speaking events. The world of business has changed and we, as marketers, need to not only adapt, but look ahead and take advantage every step of the way.

Seth Godin, the proclaimed "Agent of Change," talks about talks about this in almost everything he publishes. His book, "Survival is not Enough" tackles this topic of Change from top to bottom.

Just getting by is not enough. As a business in the year 2005, we need to find ways to grow, not simply just stay alive. A competitor is waiting just around the corner. And with the Internet, that corner can be around the world or a quarter mile away. Physical distance is no longer an issue. We need to find ways to not only compete, but to innovate and differentiate, to create a virtual distance between our business and that of our competitors.

So it's time for big media to stop panicking and find new ways to grow or face the inevitable: extinction. And it's time for business at large, to do the same.

Interesting emails

2005-10-25T15:20:00.000-04:00

An interesting article appeared in MediaPost today, which seemed to me to be one of those that you say "duhhhh" to. Unfortunately, that's not the case for most email advertisers and publishers - and unfortunately, we see it in other forms of marketing as well.

The author, Melinda Krueger, provides an interesting spin on the basics. She cites the problem as that most companies just don't "get it" and want to deliver the message they want the customer to get. Well you might say, "it's my advertising, of course I want to tell them what I want." Sorry, that's just wrong.

Marketing exists for the message recipients. They are the ones we are trying to get through to; why not give them what they want. It's a good business model. I'd rather sell people something they want...it's an easier sell.

It's what we say everyday at Single Throw: Find out what the target customer wants and needs, then connect with them at their level, in their language and you are more likely to see success. Understand their needs and provide them with a solution.

And read the article. It's a good one.

Blogging your way into the market

2005-10-24T14:33:00.000-04:00

The power of blogging is being tested today with one of the best bloggers out there. Here's the story...

We are working with Move Ahead 1 to market an event featuring speaker Seth Godin. For those of you that are saying "Seth who?..." I say "time to wake up." To be in any form of business that requires sales or marketing (please name one that doesn't) you SHOULD know the name. Click here to see Godin's books on Amazon then come back and finish reading this story...

He's also produced several e-books and uses his blog to distribute ideas to the world. Faithful followers, like me, have a hard enough time reading all he has to say...Imagine what it takes to get the ideas out there in an intelligible manner?

"Blogs to distribute ideas"...there's the hook. So I said to myself, "Self," you always have to say that, "let's distribute information about the event via blogs. Godin himself would certainly approve of the concept." Then I thought further..."what better way to get the ball rolling but to ask Godin himself to participate. And lo and behold, here's a link to the mention on Godin's main blog.

So for you fans of Godin, here's an active test in progress. Link to this blog or better yet, link to Seth's.

Sunday Morning Quarterback

2005-10-23T10:31:00.000-04:00

Weekly shared insights and opinions from Caryl Felicetta, Single Throw COO

Assimilate or Differentiate:
a Good Marketing Campaign Means a Little Bit of Both

I spend the earlier part of most Sunday mornings cranking out cup after cup of great coffee from our Melitta One to One brewer* with a pile of the weekend’s newspapers building up between me and my sleeping Lab, Spencer, and the TV news shows mumbling in the background. Each Monday I share with my co-workers some of the things I came across. Now you become the lucky receivers of this same “shared knowledge.” Granted I am forming some opinions here, some of which you, or even my team, may not share. But that’s OK. That’s one of the beauties of the Internet: you can choose the information you which to share or to glean.

The New York Times’ What’s Online section in Saturday’s paper mentioned snippets one after the other that I thought presented an interesting opposition. In the first citation, Designs for Blogging, it’s noted that usability expert Jakob Nielsen, whom I am an admitted follower of, is now offering up a list of the Top 10 Design Mistakes made by Bloggers. His basic intention is to note that users must be able to grasp the articles information by reading the headline. OK, seems simple and fair enough on a basic level. Nielsen provides very simple answers on how to make design and message simple for the user. Often times, as someone with a design background, these parameters are fairly confining, but looked at from a deeper level, he reminds us that design exists for the users – something that many designers forget.

The interesting part comes in the next entry call Standout Ads. Here the author, Dan Mitchell, notes how most outdoor advertising “tends to blend together in an indiscernible melange.” He notes us to take a look at the few standouts on billboardom.blogspot.com – a site devoted to displaying billboards, signage and other outdoor advertising. You’ll note some of the great billboards he mentions do require the viewer to “think” a bit.

So here’s my point. While Nielsen would like to see headlines on blogs that make more sense, we are all so flooded with information we need to find a way to standout. It’s a tough position to be in. Each day at Single Throw, we struggle with this same issue for our clients. We need to find that unique value proposition for our clients yet deliver it in a way that is both engaging and yet recognizable to the message recipient. The message cannot be so straightforward that it borders on the mediocre, yet it cannot be so far fetched that it is totally lost.

Seth Godin speaks about mediocrity in his blog posting on October 20th. The topic being something that many of us find pretty mediocre: dinner rolls. If you are a follower of Godin, he has the incredible talent of weaving insights into just about anything, including, yes, dinner rolls. What he reminds us is that the more we settle for the mediocre, the more we will get just that: mediocrity.

Example: We drive the best cars because something inspired us first to take a test drive. That “something” is often a marketing campaign. The campaign starts by somehow conveying to us that the car is the best. The dealership and salesperson should follow by doing the same. That marketing campaign and all of the “marketing” behind it (yes, your sales people are marketing) drives us (sorry for the pun) to purchase that car.

Take a look at what is popular out there and think about why. Was it a campaign that you connected with because it “spoke” to you in both a language you understand, yet inspired you to feel the pride of ownership? Was there that certain blend of clarity and creativity behind a great product that closed the deal? Hopefully, a mediocre campaign is not what drove you to make the purchase. And, hopefully, the product is truly amazing.

I leave you with this: make sure what you are selling is “the best.” Find out how you are different from your competition. From there, find the best marketing team to spread the word.

And...If you haven’t already done so, here’s an easy read on marketing differentiation: Purple Cow by Seth Godin. If you are in the NYC area, Seth Godin will be speaking at an Internet Marketing seminar in Edison, NJ (about 40 minutes from NYC) on November 17th. Get more information at Move Ahead 1’s website.

Now go sell something this week! -- C

* The Melitta brewer is a great value but the Melitta coffee is...well...mediocre. It will make better coffee with better pods. Problem is, they use a non-standard size pod, so they are not easy to find. So don't settle for mediocre coffee! I think the best are at PODhead.com. Give it a try!

It's been a week of G's

2005-10-21T16:21:00.000-04:00

While Google blows away industry analyst's for the fifth straight time since it's IPO, Seth Godin introduces a whole new way of searching...and retrieving.

It's been a good week for technology and marketing. Industry pundits questioned whether Google could turn a profit and they have, over, and over, and over...again. This is good news for everyone both inside and outside the technology world. Google has proved that it can not only dominate, but continually to do so by innovating the way we do business online.

Search has taken all of our worlds to new levels. There is not a day that goes by that we don't "search" for something online or even on our desktop. While you might be saying, "What has Google done lately that's so innovative?" those of us that live and breathe the Internet see the effects of anything from minor changes to their algorithm to cool stuff like their "Personalized Search" and Google Maps. O'Reilly thought Google Maps was so cool, their published an entire book on it!

So now take the whole search concept a step further and let it get into the hands of one of the marketing visionaries of our day, Seth Godin, and you get something completely different.

Squidoo, Seth Godin's latest brainchild, is part directory, part search engine, part publishing platform. Editors are called "lensmasters" and they build "lenses" on topics. Sounds a little like About.com without the lenses but it seems a little more blog-like in nature.

For example, you can chunk out the information rather than just have lists of topics. And a Lensmaster becomes, essentially the master of that domain. They control the information they have found and are willing to share it with the rest of us. As Godin discusses in the Squidoo blog:
"For a long time, the web has been about more. More links, more traffic, more hits, more choices. In the face of all that more, many sites (and most surfers) are not getting what they want." Squidoo promises a way to give people "less" content and links to drill through but more substance.

We await further reveals of Squidoo...in the mean time, follow the posts on the Squidoo blog, or checkout the nearly constant musings on Technorati. Also be sure to check out Godin's free e-book "Everybody's an Expert."

Note: Seth Godin will be appearing in central New Jersey (Edison) on November 17th. For more information, click here.

Seth Godin - offline and in person

2005-10-19T17:42:00.000-04:00

Let's start off by letting you in on a great event that's coming up in November...

Seth Godin, marketing guru for the rest of us will be making a rare public appearance at the next Move Ahead 1 marketing seminar, which will also feature a keynote from Single Throw's CEO Larry Bailin.

Godin (for those 3 of you in the world that don't know him) is a bestselling author, entrepreneur and agent of change. He was the founder and CEO of Yoyodyne, the industry's leading interactive direct marketing company, which Yahoo! acquired in late 1998. He often speaks at private corporate events for companies like Disney, Universal, Merck, WalMart, Eddie Bauer, Revlon, Merrill Lynch, American Express, Ford, Procter & Gamble, General Motors, and Sun Microsystems. (Not too shabby!)

The author of six books that have been bestsellers around the world, has changed the way people think about marketing and business. His first book, Permission Marketing, was an Amazon.com Top 100 bestseller for a year, a Fortune Best Business Book and was on the Business Week bestseller list for four months. It also appeared on the New York Times business book bestseller list. Just out, All Marketers are Liars has already made the Amazon Top 100 and has inspired its own blog.

He's a great writer and accomplished (to say the least) entrepreneur with a seemingly unending string of totally out-of-the-box ideas. If you are near the central New Jersey area, be sure to sign-up. Visit http://www.moveahead1.com/events/godin_details.asp for more information.

Not just another bump on a blog...

2005-09-27T12:17:00.000-04:00

Everyone is looking for an easy outlet to publish out to the world. Engage in communications of one or more to many. Blogs are the answer!

Single Throw is happy to join the frays and add yet another way for us to educate our customers and welcome new ones. So visit often...exchange ideas...let's all learn together.