Foreign Perspectives

Archive for the ‘Internet’ Category

I’ve been trying to build up the representation of properties that I have in Spain by way of sending out an e-mail in Spainish to a number of properties. Now, the sites that I have are basically targetted at an English speaking audience so I need the entries to be in English of course.

What’s interesting is that a number of properties have responded and are all excusing their “bad English”. Sounds reasonable, doesn’t it? After all, these are largely Spanish owned properties. The funny thing is that the English is often better than the English that I’ve been getting back from properties based in the UK!

Still, what I must do next time is highlight that I’ll translate the entries into English if needbe which I suspect will bump up the take-up somewhat next time I’m trying to get more Spaniards onto the listings.

Many people these days work their way through a short list of the top directories when they’re promoting a new website. For some it’s a very short list: addurl to google and they’re done, for others they either slog away for months or just use one of the manual submission services to do it for them.

However, many people ignore all the new directories that are launched every day. After all, they’re weighing in with PR0 so why bother about them at all?

Well, for one thing google had PR0 when it started out (OK, so they probably fiddled the books to give it PR10 from day 1, but it should have had PR0). It’s the same with all the little directories that are launched. Certainly few of them will get beyond PR5 but links from all those little PR1-4 directories add up even if the bulk of them are sitting around PR1-PR2.

Also, they are usually free at the start but charge for listings after anything from 6 months to a year, essentially when the owner gets swamped with all the free submissions (which, in my case amounted to over 100 a day this time last year on Whole Earth Directory which I assume is fairly typical). So, if you go for a free entry now, it’ll save you money later and indeed it will save you from having to add a reciprocal link to the directory (generally the first step in trying to stem the flood of free entries).

Sounds good then? The problem is that these directories are launched just about every day of the week right through the year so it’s a major hassle in trying to keep up with them all (yes, I tried for a while). Fortunately, those nice folks in India have come to our aid again though and some services are on offer to do it for you for around $20/month which should net you something like 50 new directories each month and, even better, is the kind of growth in inbound links which the search engines love.

Although it might sound obvious, you need to ask people to do what you’d like them to do when you send out a marketing e-mail.

It might be obvious but many marketing e-mails are sent out without a clear “buy this” message and even more go out without giving the reader a clear means of actually buying the product. Many newsletters are sent out without containing links to specific products sold by the company sending it out yet it’s one of the easiest ways to pick up easy sales as you’re sending it out to people who’ve asked to be on your mailing list so they’re already interested in your products.

Don’t forget to vary your message too. For example, if you’re sending out a travel related newsletter, pick out upcoming vacations such as Easter and special interest periods like Valentine’s Day. Hallmark spend a LOT of money to produce cards that address every possible situation that you could imagine and you should approach your newsletter with the same originality (or just copy Hallmark!).

However, the most important thing is to ensure that there’s a very clear “buy this” message and a very easy way of a reader doing exactly that.

We get a relatively low rate of turnover of the properties listed on our sites but one thing that always amazes me is that the seller never passes on the information about the advertising they’d done to the new owner.

In pretty much all cases that sale is a straight sale of the business so you’d think that the new owner would want to retain the existing customer base yet never once have we been contacted by a new owner wanting to revive the site through changing the contact details to their own, perhaps a new description, or whatever. In fact, in most cases that we follow up the very first thing that the new owners do is to change the name of the business and change all the contact details so they are pretty much guaranteed to lose all the existing customer base.

For the first time today we by chance caught one of the new owners via a general mailshot. Their first thought was to delete the advert rather than simply change the contact details even though the subscription has already been covered by the previous owner.

So, even if you are planning on changing how the business that you’ve just bought operates, do ask about the advertising and try to get a list of places that it’s advertised in. You may find that ongoing advertising has been paid for in advance so you may as well just change the contact details even if you don’t plan to renew it next time around.

Wendy’s been busy whilst I was away and we now have a whole bunch of new cities represented on Whole Earth Guide.

There’s several in the UK and Ireland, a first in Hungary, the bigger cities in Italy and a few in Switzerland too now.

As usual, we’re aiming these guides as specifically tourist guides primarily for short break holidays and we’re aiming to cover the top tourist cities in Europe before the summer season if we can manage to keep at it.