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Differentiation and Relevance

Nice thought provoking article about being different and “Relevant.” Again, this all ties into branding, marketing and selling. We all strive to be different and unique and in many ways we are. WebSuccessTeam

The Key to Differentiation Is Relevance

Posted by Bart Cleveland for Adage

Differentiation is something that every agency preaches to its clients. Yet most ad agencies are a commodity. Very few have a distinct personality. I have no greater fear than my agency being without a mantra — having no reason for being other than a paycheck. I realize it is a business that must make a profit, but if my agency has no personality, it is average. And to me, whether you’re flipping hamburgers or making ads, being average is worse than not being at all. Being average in our industry means your agency is a commodity that fights for clients in a price war. Sound familiar?

My partners and I continually discuss what makes us different. This is a good thing. We understand the importance of agreeing on our reason for being. But there is a more critical thing we’ve learned from these discussions. Before we can answer how our agency is different, we must know what truly constitutes being different. Read more.

Source: Adage

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Filed under: Online Advertising and Marketing, Online Business, Web Success, , , , , , ,

Marketing Tips to Help Legal Professionals Build Their Brands

All too often we get comfortable in our jobs or companies doing what we do best. But periodically these good habits need to be re-examined. In recessionary times you need to constantly reinvent yourself and try new avenues to increase your market share or profitability.

Times are a-changing. The Internet is a dynamic environment and you need to become more active in social media, online networking groups, and good old fashion hand pressing. It’s also a good idea to reassess your website by freshening it up with new content, promotions and calls to action.

Another excellent way to reach out is to actively maintain a blog and blog at least once a week on topical issues of interest for your potential customers. – Bob Speyer, Web Success Team.

Strategic Branding Firm Provides Advice on Effective Legal Marketing Tactics

WASHINGTON, Aug. 3 /PRNewswire/ — Following a trying period with little-to-no-growth and industry layoffs and pay cuts, legal professionals are turning to proven business development efforts to freshen their brands and generate business.

Working with law firms to help them dig out of this smoking crater, Moire Marketing Partners, a strategic branding and communications agency specializing in professional services firms, is offering some tips on how firms can position themselves for growth in the post-recession economy:

  1. Incorporate social media into your business development efforts. Your clients, prospects and their suppliers are using it; you should strategically use it too. Leverage tools including LinkedIn, Facebook and Twitter to connect with prospective clients and other professionals to build your network and demonstrate your expertise.
  2. Be a brand ambassador. Remember, you are the face of your company’s brand. Use your interactions to communicate your firm’s brand promise and support that continuously in your efforts.
  3. Network. Relationships matter. Social media is a great way to start a conversation with a client or prospect – but don’t let it stop there. Offer to meet new and old colleagues at an upcoming industry or bar association meeting, civic event, non-profit activity or social mixer – or host your own hospitality function at your firm.
  4. Seize the podium. Apply to be a speaker at upcoming events. If you aren’t accepted, attend anyway to get a better handle on what topics are creating buzz.
  5. Learn from other professionals. Invest in consultants to sharpen your brand. An outside perspective can help you assess the effectiveness of your business development efforts and offer insight into what strategies would work best for your personality type.
  6. Be active in your home and business communities. Dust off those memberships in the local chamber of commerce and non-profit organization. Get involved in industry related activities and slowly increase your profile. Read more

Source: PR NewsWire

Filed under: Business Networking, Facebook, Online Advertising and Marketing, Online Branding, Online Business, Online Marketing, SEO, SEM, Keywords, Direct Response W, Social Marketing, Social Media, Social Profiling, , , , , , , , ,

Advertising Will Change Forever

“I believe that digital advertising is just another tool in the general media world. The economic downturn and slashed budgets have increased the need to think out of the box. One the benefits of digital media is that you can measure analytics in real time.
I also believe that advertising will become more personalized as we delve into Social Media. But as the Internet world becomes saturated with constant messages, we will have to go back to the basics: Good creative!” – WST

Advertising Will Change Forever

By Josh Bernoff

Here’s one of the things we do at Forrester Research: we interview as many marketers as we can about their plans, identify trends and project future likely conditions, and then we put together some numbers to make a projection. If you’ve ever seen a Forrester projection, it comes from a process like this.

This means that inside every projection is an idea or ten about the future. Those ideas can be powerful, and they come from research with marketers and consumers.

My colleague at Forrester, Shar Van Boskirk, just published our five-year interactive marketing forecast. The idea inside it is the real kicker.

In this recession, marketers have learned that interactive marketing is more effective, and advertising less effective, per dollar spent. While budgets for online have decreased, they decreased less than other budgets. Six out of ten marketers we surveyed agreed with the statement “we will increase budget for interactive by shifting money away from traditional marketing.” Only 7% said “we have no plans to increase our marketing budget.”

Unlike the last recession, digital marketing is no longer experimental. Now it looks more like advertising is inefficient, relative to digital. More than half of the marketers we surveyed said that effectiveness of direct mail, TV, magazines, outdoor, newspapers, and radio would stay the same or decrease within three years. In contrast, well over 70% expected the effectiveness of channels like created social media, online video, and mobile marketing to increase. Read More.

Source: Advertising Will Change Forever

Filed under: Blogging, Facebook, Google, Online Advertising and Marketing, Online Branding, Online Marketing, SEO, SEM, Keywords, Direct Response W, Social Marketing, Social Media, Social Profiling, Twitter, Video, Video Marketing, Web Analytics, Web Success, , , , , , , , , ,

Branding for Social Change

It’s a great day when your brand name is strong enough to effect social change. This article explains Levi Jeans use of their brand name to promote HIV testing in South Africa. Levi’s effect on social change not only increased sales for the company, but also increased testing. The lesson here is to broaden the use of your brand. Be innovative! – WST

By: The Times (South Africa)

Companies are using their financial muscle to bring about change, writes Claire Keeton

LEVI’S uses the sex appeal of its products to sell safe sex and SABMiller SA uses taverns to teach men about responsible drinking in philanthropic programmes that benefit South Africans.

The irony of this is not lost on the leaders of corporate social responsibility programmes.

Read the rest of this entry »

Filed under: Online Branding, Online Business, , , , , , , , , , ,

Crafting a Website with Personality Types in Mind

We, online marketers, always talk about finding your niche or target market.  One of the best ways to do so is through an understanding of human psychology and how people buy.  Marketing to personality types will help you craft your website or media campaign effectively.  This article details four main personality types and how they buy.  Use this as a resource for how you want to position your product/services and brand. –  WST

By: Ivan Strouchliak

We are all different. Some of us prefer to know every detail; others come to decisions in a matter of seconds. For you, authority may be the main deciding factor, while for others customer feedback is the main selling point. How do you know what your customer will respond to? This three-part series will explore how different kinds of customers approach their buying decisions based on their personality types, and how you can cater to what each type needs to know before they buy from you.

In this article I cover four main personality types. I will explain how those personality types view websites and make decisions, and how to craft a website to sell more effectively to each. This idea has been thoroughly explained and proved by FutureNow, owners of the marketing blog GrokDotCom.

Four Personality Types

No two people are identical. Everyone has talents, unique abilities and nasty hang-ups. There are, however, four personality types to which one can effectively market. Those personality types were tested over and again in design, copy writing and advertising, and experiments have proven that it is possible to raise conversion rates when these factors were applied appropriately. These personality types are not new, but were identified centuries ago.

Many of the great philosophers who have dabbled in theories about personality have identified four dominant temperaments. In 370 BC, Hippocrates identified them as Sanguine, Choleric, Phlegmatic, and Melancholic. Carl Jung (1875-1961) called them Feeler, Thinker, Sensor, and Intuitor. More recently, David Keirsey identified Idealists, Rationals, Guardians, and Artisans.Waiting For Your Cat To Bark

Myers Briggs classified those personalities as SJ, SP, NF and NT. Ken Evoy calls them boss, empathizer, mixer and ponderer, while Bryan and Jeffrey Eisenberg dubbed them Methodical, Spontaneous, Humanistic and Competitive.

Each type is distinct. For purposes of description, and to help keep their natures straight, I’ll categorize them with a mix of David Keirsey and Myers Briggs:

  • The Guardians SJ
  • The Artisans SP
  • The Idealists NF
  • The Rationals NT

Meet the Four Personality Types

The Web Success TeanSPECIAL: Solopreneur Package – Jump Start Your Business
The Web Success Team’s Solopreneur Package includes a 5-page custom direct response website fully branded and optimized for Search Engines with 6-months of online marketing, social networking, blogging, article marketing and much more. Lock in your special pricing now before the rate goes up! Contact the Web Success Team at 818-222-5643 or email bob@websuccessteam.com. To your web success!

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Writing Content for Small Businesses Online

Search taxonomy is becoming very important in search engine optimization.  Using a recent study, Bill goes into detail on the types of searches that are done and how to implement them in your content.  Knowing how users find your business and what they are looking for can help with ad and SEO campaigns.  Marketing is a key factor for any online business.   If you are starting out or need to revamp your website check out our new Solopreneur Package. –  WST

By: Bill Slawski

There are creative ways that a small business may use to help visitors find them online, engage those visitors and customers, and keep them coming back. The Small Business Administration has a article that describes some ways that many businesses can use to promote their business in 15 Foolproof Ideas for Promoting Your Company. The article offers ideas like holding contests, or publishing a newsletter, offering demonstrations and seminars and more. Many of those ideas can work well in an online setting.

When you create content for an ecommerce site, it also can help to think about more than just how you may present the products or goods that you offer on your pages. Many ecommerce sites on the web simply break products own into categories, and provide very little beyond a listing of those products and brief descriptions about them.

Understanding how people may search for what you have to offer can be really important, especially if you hope to have visitors find you through search engines. It can be a key to finding creative ways to bring people to your site who might be interested in what you have to offer.

Different Intents Behind Searches

It can be helpful to understand that when people search, they often have different purposes in mind. When someone from one of the major search engines writes about these different purposes, they often refer to them as “user intent.”

Some people may want to learn about a topic, or to buy something, or to learn how to do something for free. Since many visitors may arrive at a web site through a search engine, it helps to know about different types of queries that a searcher may use to find your site. So, an important way of thinking about queries is to consider the intent behind them.

A convenient way of breaking down queries into different types is described in a paper written by search engineer Andrei Broder, who classifies the intent behind queries down into navigational, transactional, and informational, in the paper A taxonomy of web search (pdf)

Informational Queries – The web is much more than just a commercial space, filled with marketing and commerce. It’s a medium where people can communicate with each other, share ideas, learn about a world of topics, find and offer advice, and explore other countries and cultures and communities. Many people who do go online with some kind of commercial intent do so to save money rather than spend it, often looking for ways to do things themselves. People who may want to buy something may be looking for information that can help them make an informed decision before they decide to make a purchase.

Navigational Queries
– A navigational query is one in which a searcher is attempting to find a specific page or site that they have visited before, or have assumed likely exists on the Web. For example, if I want to visit the pages of the American Psychological Association, I might type [apa] into a search box, hoping that the top search result might be the home page for the organization. The major commercial search engines have even been trying to help people who perform navigation type queries by attempting to associate certain query terms with sites that may be ideal destinations for those queries. The search engines may even offer additional links under a listing for those sites, referred to as site links or quicklinks, which may help lead searchers to pages within a site that they may be interested in ending up at on those sites.

Transactional Queries – Transactional queries are ones in which a searcher may not have a specific site in mind, but they want to perform or complete some kind of task online, such as accessing and searching a database about a topic, being entertained interactively, downloading a video, making a purchase, or interacting with the site or others in some way. If you offer goods or services to consumers or to other businesses, you’ll want to be found by the people who are looking for what you have to offer and want to interact with you.

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The Web Success TeanSPECIAL: Solopreneur Package – Jump Start Your Business
The Web Success Team’s Solopreneur Package includes a 5-page custom direct response website fully branded and optimized for Search Engines with 6-months of online marketing, social networking, blogging, article marketing and much more. Lock in your special pricing now before the rate goes up! Contact the Web Success Team at 818-222-5643 or email bob@websuccessteam.com. To your web success!

  • Filed under: Content, Online Branding, Online Marketing, SEO, SEM, Keywords, Direct Response W, Search Engine Optimization, SEO Expert, Web Content, , , , , , , , , , , ,

    The Instant Gratification Mentality: Are We Miseducating Our Children?

    Although this article is predominantly geared toward the education of our children, I encourage you to read the following article with your business and your marketing efforts in mind. It’s important not to fixate on certain goals, but rather use your knowledge and power to center yourself and accomplish main goals through smaller ones. Good online marketing campaigns and web success takes time, money and a lot of effort. Do not despair, if at first you don’t succeed. – WST

    By: Rajesh V

    Do we teach the right things? I recall an old Tamil film called Kaliyuga Krishnan. The story was rather simple but very interesting. There is this impoverished man who keeps bemoaning his fate and cursing Krishna. One day Krishna appears before him and challenges him. The Divine One offers to give the man all the worldly success and material comforts he wishes for, but tells him that happiness would elude him anyway.

    The man takes on the challenge and becomes very rich and successful. Krishna keeps appearing to check how happy he is with his acquisitions. The man insists that he is on top of the world in spite of the challenges.

    Towards the end, the cycle changes and the man is down and popping a handful of pills when Krishna appears and asks him about his life. The man shows Krishna the pills and says that medicine is his food nowadays. Krishna then picks up the various medicines and reads out the names which all usually end as ‘mycin’ – Erthyromycin, Streptomycin and Tetramycin. He then says to the man: ” Oh, all MY SINS? You are only suffering for your sins!”

    Interesting pun on words, but it holds a universal truth.

    Today when I see the younger generation, they are in a hurry for instant gratification. Parents bemoan the fact that children are getting spoilt and losing traditional value systems. So, what exactly is the issue? The issue lies with parents like us more than elsewhere. Let us forget the parent child labelling and discuss this matter from an objective perspective.

    Imagine a young infant, whose mind is fresh, open, curious, and creative. What kind of conditioning is the environment and people around him/her offering? It is all about pushing oneself for success. It is not about hard work or effort. It is about success. It is about a particular result.

    The individual develops into a typical ‘A’ type personality, high strung, tense and stressed out. Then he or she seeks emotional well being and health by spending money on medicines and doctors. But the individual is simply treating the symptoms. The root of the problem lies somewhere else.

    Finally as old age approaches, after a lifetime of chasing success, this person is advised to meditate, take things easy and reflect on life. Are we not completely confusing ourselves and others?

    Recently I had a spirited debate about another Tamil film Naan Kadavul. The debate focused on the belief that people who regularly say ‘Aham Brahmasmi’ can become God. My argument was along similar lines. Imagine a child being told that he is God and nothing else. Would that mind ever question it? Would that mind get distracted by anything else?

    God is within all of us. This is advocated in every religious scripture including the Hindu spiritual texts. Instead of seeking God and peace outside of us we are advised to look for the Source of Life within us.

    Why then, do people still have an issue with following this simple doctrine?

    It is simply because our minds are not conditioned as such from childhood. Even God has become a “utilitarian and quantifiable goal” in our never-ending pursuit of success. Some have even branded God on this basis. There is a Hanuman temple in Chennai which is called “Bank Anjaneyar” as it is situated in the premises of a bank. It is also known as “Visa Anjaneyar!” Supposedly a visit is guaranteed to ensure a visa!

    Some might argue that I am propagating laziness and suggesting that we should not be result-oriented. But that’s not the case. I believe that there is a very fine line between result-orientation and result-fixation.

    Read More

    The Web Success TeanSPECIAL: Solopreneur Package – Jump Start Your Business
    The Web Success Team’s Solopreneur Package includes a 5-page custom direct response website fully branded and optimized for Search Engines with 6-months of online marketing, social networking, blogging, article marketing and much more. Lock in your special pricing now before the rate goes up! Contact the Web Success Team at 818-222-5643 or email bob@websuccessteam.com. To your web success!

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    Clickset and Your Online Identity.

    Clickset is a new tool that helps you keep your online identity in one convenient place. Once you sign-up you can connect with your pre-existing accounts like Google and Yahoo.

    For more reading and information, here is an article from mashable.com

    Cliqset Wants to Unify Your Social Identities

    March 10th, 2009 | by Jennifer Van Grove

    Previously hidden away behind closed doors, Cliqset, a social identity platform, is drawing back their curtains today and opening up their beta site to the public. Similar in purpose to the private beta site Chi.mp, Cliqset’s ultimate goal is to help users connect their online identities in one place so they can then safely share that online social identity with Cliqset-aware applications.

    Cliqset even claims to be the last social identity you will ever need. After signing up, new Cliqset members can connect their Cliqset identity with their pre-existing Google, Plaxo, and Yahoo accounts, which means those contacts can be pulled into Cliqset and grouped into relationships. Read more.

    TeamWork Builds Web Success
    The Web Success Team specializes in building and marketing direct response websites that take full advantage of the latest developments on the Internet. The Team has an arsenal of effective web strategies, online tools and proven techniques to promote your products and services. And we’ll show you ways to increase the amount of qualified traffic to your site through the expanding “social web” and how to convert visitors into buyers at a high rate of return.

    Contact the Team today for a complimentary consultation at Contact Us or email Bob Speyer at bob@websuccessteam.com. To your web success!

    Filed under: Google, Online Branding, Online Business, Social Marketing, Social Media, Social Profiling, Web Success, , , , , , , ,

    ElectricArtists Produces Directory of Brands on Twitter – MarketingVOX

    ElectricArtist is now following major brands on Twitter. In the article below by MarketingVox, Twitter seems to have become the new “it” tool for all marketeers and congressmen alike.

    However, I would welcome some personal feedback and case studies from users out there that have seen a substantial ROI or business changes by using Twitter for their brand, Anyone? Read article below.

    ElectricArtists Produces Directory of Brands on Twitter

    Brand management firm ElectricArtists launched Trackingtwitter, a site that tracks media, entertainment and consumer product accounts on the microblogging site.

    Trackingtwitter follows Zappos, Whole Foods, Starbucks, Jet Blue and Comcast, among others. It broadcasts the category (“sports,” “television,” etc.), the companies’ Twitter usernames, number of followers, most recent tweet and any personal notes ElectricArtists’ team has gathered about them.

    TeamWork Builds Web Success
    The Web Success Team specializes in building and marketing direct response websites that take full advantage of the latest developments on the Internet. The Team has an arsenal of effective web strategies, online tools and proven techniques to promote your products and services. And we’ll show you ways to increase the amount of qualified traffic to your site through the expanding “social web” and how to convert visitors into buyers at a high rate of return.

    Contact the Team today for a complimentary consultation at Contact Us or email Bob Speyer at bob@websuccessteam.com. To your web success!

    Posted using ShareThis

    Filed under: Online Marketing, SEO, SEM, Keywords, Direct Response W, Search Engine Optimization, Social Marketing, Social Media, Twitter, , ,

    Is the Bad Economy Bringing Branding Back?

    It’s great to be reminded that branding your online business has the potential to keep your company running through the current recession. The Web Success Team found this article helpful:

    So, here at SES Chicago, I keep hearing about a marketing practice I thought was dead – BRANDING. After all, aren’t conversions, ROI, data, analytics and landing page testing/optimization the name of the day?

    read more | digg story

    Filed under: Direct Response Marketing, Online Advertising and Marketing, Online Branding, Online Business, Web Development, , , , ,

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