Foreign Perspectives

Archive for the ‘Marketing’ Category

Although you can usually assume that you’ll get around a 1% return on any marketing that you send out, now and again you can get a much better response if you happen to hit on exactly the right message and target it at exactly the right group of people at exactly the right time.

The message that you use is the one variable that you have a great deal of control over and it’s worthwhile running a test of each marketing e-mail that you plan to use in your campaigns before you send the mail to everyone on your mailing list. By testing on a small group you have the chance to modify the text and get a better feel on the level of response that you might expect which in turn let’s you stage the mailing appropriately.

Unusually for us, we decided to short-circuit that process and just send out a brand new e-mail to our latest mailing list without any prior testing which has resulted in a certain amount of chaos in the last 24 hours.

For a start, the e-mail was unexpectedly attractive to the target audience which resulted in the webserver slowing to a crawl almost immediately after the e-mail went out. The volume of people looking at the site was so great that within a few hours we used up as much bandwidth as we normally do in two days. This in turn reduced the take-up as it was so slow at times that the signup form was timing out for some people. Finally, the responses coming through were so many that it looks like it will take us an entire day to process them all.

And all this for an e-mail that was sent out in what would ordinarily be a time of week that would produce quite a low immediate response rate for us!

I think in future we’ll make more of a point in testing any new messages that we issue.

As always, the answer is “it depends”.

If your website is one of the majors, the answer is “probably not”. Would it really make any difference if Amazon decided to spend another million dollars promoting their site? I think not. After all, there can’t be many people around who haven’t heard of them these days and realistically nobody is going to buy twice the number of books through them no matter how much they’ve promoted the site.

On the other hand, if you’re like most organisations, essentially average then it probably does make a difference. Unless your name is very well known then you do need to invest some money in getting your site into search engines and perhaps also through PPC programmes such as adwords. If you don’t do that you run the risk of becoming an also ran in your business niche which was the fate of many small bookshops having an online offering at the time Amazon was launched.

Finally, there’s the special case of start-up websites. If you don’t promote them, nobody will know about your super-duper new site. For these, what you need to to usually is to spend a little at the start to get your site into the search engines to begin with (usually under $50 is enough) and start higher level SEO investment three to six months later.

What you’ll find after a while though is that, regardless of your level of investment in promotion, the traffic on your sites will grow over time. In my own case this growth is roughly 3x year on year which keeps things at a manageable level for me: the growth rate that suits you may well be different of course.

Google’s widespread dropping to zero of the pagerank of sites that accepted payment for links has kicked off quite a debate on the issue on various sites including their own webmaster blog.

For technical reasons, they would much prefer that all links between sites on the Internet are purely for altruistic reasons with no payment or other persuasion used. That was, to some extent, the case when Google Inc started up and when the initial university research project that led to the creation of Google Inc began but that’s eons ago in Internet time.

As we all know, the Internet is full of commercial sites these days with numerous sites selling everything from books to bookings for holidays. With this in mind many personal sites are approached by commercial ones asking for a link and offering money for it. Sure, there are commercial sites that ask for a link with no money on offer, but they don’t usually get too far unless they particularly stand out from the crowd in some way.

And then there are various types of directories that abound these days. I have a particular interest in the accommodation directories in that I run several of them myself. Much as I never considered these as selling links (and my sites don’t) it would seem that in Google’s eyes even the likes of Gites de France is selling links. After all, they charge something like EUR 1000 per year for a listing and isn’t that just selling a link?

Sure, GdF and the many other accommodation listings sites have a lot of text around that link but at the end of the day, how is that different from a blog that accepts sponsored posts?

1and1 have something of a reputation of making it difficult to transfer domains away from them and rightly so as no matter how much you look around their website, you’ll not find how to do it.

It’s actually fairly easy once you find the site that you need to do it from.

1. login to your 1and1 account and unlock the domains that you want to transfer (you’ll find the unlock option on clicking the info tab on your domain management screen);
2. it’s a good idea to change the name servers at this point to point to those of your new hosting service and, of course, to upload your site to it’s new location if you’ve not done that already;
3. if you’re using whois privacy you’ll need to disable that before proceeding; 
4. register the domain with your new registrar and acknowlodge the request when you receive the e-mail (this is sent to the e-mail address recorded for your domain so check that it’s correct by looking up the domain on whois);
5. go to the 1and1 contracts site and cancel the parts of the contract referring to the domains that you want to transfer (set the cancellation options to “as soon as possible” and “on “change provider”;
6. acknowledge the e-mail that 1and1 will now send you.

OK, so it’s a bit convuluted but once you know the address of the 1and1 contracts site at least you can do it.

How long does it take? It’ll take you about 15 minutes to work through all that plus a few minutes per additional domain. The transfer itself can take anything from a few hours to several days.

When we started off the original plan was to get going on the Internet marketing first as that would be a quick success (hopefully!) then we’d move onto advertising in the books & magazines. Notably absent was the idea of advertising by way of brochures and it was quite a deliberate omission too. Why?

Simple really: by and large you get roughly a 1% return on any marketing that you do. So if you want to get ONE sale you need to distribute ONE HUNDRED brochures. Unless your brochures are very cheap or your service is very expensive it’s easy to see that brochures are not the way to go. For example, say your brochure costs about £1/$1/‚€1 including any postage or distribution costs then that 1% rule means that you will be spending around £100/$100/‚€100 to get one sale which isn’t really a runner unless your product costs at least 10 times that.

This is, of course, why the Internet is so appealing. You can get thousands of people reading your “brochure” and at virtually no cost to yourself. Sadly, that 1% rule doesn’t apply to all the hits that your website will receive but it should apply to those that are relevant (which can be determined by looking through your site visitor stats). However, if you can manage to, say, double your site traffic then, by and large, the number of relevant readers will also double so, in principle, you should double your sales, or at least those that you get directly from your own website.