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7 great tips you need to know when marketing to Moms.

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Did you know that there are more than 80 million mothers in the United States and 51 percent of all US Internet users are women? In addition, did you know that mothers of children under the age of 18 are “significantly more likely to go online than the rest of adult Americans?”  This, according to the Pew Internet Project.

The translation then is that ” Moms” will tend to disproportionately influence household purchase behavior. So how, as a marketer do you reach them?

1) They are savvy buyers/shoppers. More and More of them are using the internet to influence future and current buying decisions with the possible exception being electronics.

2) Working women ages of 24-54 — of whom the U.S. has some 55 million — have emerged as a potent force in the marketplace. If you’re product is not aimed at them, you are mssing the boat. These women are not only balancing work, but chances are, also a family.

3) Women  make more than 80% of the buying decisions in all homes. And women shop differently from the way men do: Females research more extensively and are less likely to be influenced by ads. Men buy, women shop. and Mom’s compare. They make buying “decisions”. Even in the online world, when selling a product,  it’s imperative that you have features and benefits as well as savings.

4) According to data compiled by AdAge, there are more than 30 million moms who read up to five blogs on a daily basis. Within these blogs can be the basis for buying decisions. More importantly, women talk, they are social, so if something is worthy in regards to a purchase, they will tell others. Viral marketing is an untapped resource in marketing to Moms.

5) The average household income of these moms is $70,000. They are computer savvy. They are educated.  If they cannot find their info through traditional search, they will find it in blogs, If not a blog, then chances are, a social network or a forum will provide the answers and or information they are seeking.

6) Early in 2006 a company called Lucid Marketing, which specializes in targeting moms, issued data that reflected just over 20 percent of stay-at-home moms and another 19 percent of moms who work part time visit “message boards” or “chat rooms” on a daily basis. A great place to market, but also an area where marketers need to be sensitive and not pushy sales peple.

7) Women’s decision-making authority has grown in part because more households are headed by women — 27% at last count, a fourfold increase since 1950-according to Businessweek. What does this mean? As online marketers, if you don’t realize that you need to segment your online marketing efforts into distinct niches, then you’ll be sure to see a reduction in overall conversion numbers.

So given the purchasing power of Women and or Moms. If you underestimate, ignore them,  and don’t bother to find out what they want. Then chances are they will ignore you and not bother to find out what you have to sell. It’s as simple as that.

What do you think women want online marketers to know about the way they buy and shop online? Do women use social networks for the purpose of making buying decisions?

5 Ways to Market to Baby Boomers.

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With the crush of all things social these days. I want you to look at this Facebook stat.

– 3 million age 25-34
– 380,000 age 35-44
– 310,000 age 45-63
– 100,000 users age 64+

I know, it’s tough to ignore the 24-34 demo. but more importantly are the “other” almost 800,000 Facebook users. Even more so are the Boomers who use Fcaebook. these are technologically “hip” users who have adopted quite nicely to social networking.  But that’s not the point here. The point is that because of the fracturing of all things related to advertising, marketing and how it now translates to the internet, grabbing eyeballs has become more about marketing to niche’s.

Which leads us to a very wealthy niche. The Boomers. Anyone born from 1946 to 1964. This is a very materialistic group that spends a lot of money and thus  a group that you need to market to.  So below are 5 ways to market or sell your product to them:

1)  First off they have the cash and they are going online to find out how best to spend that money. More importantly, they are looking for ways to invest that money. Using the internet as a vehicle to educate, inform and advise the growing boomer nation is a great way to market to them Niche #1: The internet. Niche suggestion: Retirement and Real Estate web sites.

2) The Second way is to don’t assume that #1 is true. Boomers are cocky, they still think they can do the things that they did in their 20’s and 30’s. Because they have the money, they will do or try things like new hobbies, new toys, new families. new gadgets. Niche #2 is to advertise products that speak to the fountain of youth. using the internet, print and television and cell phones. Don’t forget the power of mobile marketing.

3) With nothing better to do, Boomers will want to start-up a new business, invest in a new business, start a new career or go back to school to learn a new trade or craft. Niche #3 Education. Investing in New Businesses, and Starting a new company.  Higher Ed schools have not tapped this to its fullest potential.

4) Social Networks. You have 800,000 people on social networks that are boomers, what are they doing? What are they talking about? Is it where the next party is? No that would be the 18-25 demo. The folks are talking about the first 3 niches. They are talking about new ideas, new ventures, and wondering where to turn. They are at their most viral. If they find a site or source or resource that gives them a warm and fuzzy, you’ve got them all.

5) Health Care and Insurance and Travel. These are some of the most talked about topics with boomers. Pick a niche and they will finid you. But make sure you tailor and cater to the fact that your audience is not the 25-33 demo. You cannot speak to them the same way. Do some homework.

If you can wrap your arms around this group, then the sales will start flying. the key is to understand that you have to drill down to the niche. Think long tail key word…It’s a term we use in internet marketing and SEO but it really applies here in that you don’t want to market just to baby boomers. You wan to pick a niche, and then a niche of the niche.

What do you think it will take to get them to part with about a trillion in spending power?

If Google was built with Google in mind…

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Here is a great link to show you what Google would look like, if the pages were optimized so that the Google index page could rank high in, well Google!  Let’s  optimize Google

We can learn from Porn, Or If you build it, will they come?

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Let’s look at the numbers first.  The monthly search volume for the word, “porn” last month was over 13 million. That’s the number coming from Google, Yahoo and MSN combined.  The term sex? Almost 22 million times last month. What does this tell you? Let’s put into perspective real quick. So you know that there is a major housing/mortgage crisis going on right now. It’s been in the news a lot lately. Well,  the term mortgage had been searched on a mere 7 million times as of last month. The Iraq war you ask? 189,000 times. I know, how about Britney? She has been in the news too much and the numbers don’t lie. Try 14 million times last month, now that’s more like it.

Ok so the point is this, in the porn industry, the ultra competitive  nature drives internet marketers to be on their game.  The reason why is for the simple fact that tastes and technology change quicker than the bath water. Think about it, leaving out the fact that porn marketers are shameless and unethical, with over 30 million searches combined for the terms sex and porn, there is money to be made. Lots of it. They know this. They also are accutely aware that they either can change quickly, either with the content or the technology, or be eaten alive. Good porn marketers are better than your average internet marketer because they push the technology as far as they can, and then find new ways after that. They take chances because they have to.

Because attracting eyeballs online is the name of the game internet marketers have to use every tactic and trick to get you there and keep you there. That’s why porn marketers are willing to try any and every new technology to achieve that. They are months ahead in some respects to what some traditional marketers might employ for user attraction and retention.

Starting with the user experience, porn marketers realize that content is king but too much “free” content will make them a pauper, thus the usage of creating crumb trails to the main paid content is the objective. In fact, porn price points for entry are almost nil, but, the usage of a recurring billing model and and the ability to accept any and all forms of payment in any and all currencies make it an ideal business model. Customer service doesn’t really exist in the porn game, except to the extent that they make it difficult to cancel an order, so to dwell on that aspect is a moot point.

Another reason  good porn marketers are better, is because they study the competetiton. They recreate what works best, and when that doesn’t work, they test something else, when that quits working they move on.  I can point to some normal sites that haven’t changed their GUI in 3 years and still pull a 9% conversion rate. But it always begs the question, what would a new look and feel pull? Guess they’ll never know. Good porn marketers will have days, weeks, months and years of data for you.

Another thing that traditional marketers could learn is that porn is as niche based as it has ever been. The more niche based, the better the audience retention is.  We will avoid naming for you specific niche examples, but I’m sure you can use your imagination.  The bottom line is that the recurring revenue model  in this situation is perfect as long as content is updated regularly but still retains the integrity of the niche. If you change the niche, they are gone.

At this point, you’re probably thinking, “Wow this person certainly knows the porn business well.” Actually, I will leave that comment as is. As someone who studies any and all online business models, I would be remiss if I did not look at why the porn business model is so successful. The majority of that success of course will always stem from peoples’ utter facination with sex and the search numbers that support that. But one caveat would be assuming the, “If you build it, they will come…” (no pun intended although it seems very appropo), model. That  business model would not last long in the hyper-speed nature of porn business models. At the advent of the internet, it probably worked very well. Now though, you need top programmers and savvy business people who understand the online marketplace backwards and forwards to be successful.

So if you think porn marketers operate in a vacuum and have no clue what they are doing. Rest assured, they are doing things from a technology standpoint, that the rest of the online marketing world would love to learn. Why? What do you think the PPC model might look like in the porn universe? If porn marketers relied on ppc, they would shoot their wad in one day(again excuse the pun) and be out of the business in a week. Instead they have to use not only traditional methods of internet marketing coupled with SEO best practices but they also have to test, test and test and then act at a moments notice.

Although I don’t expect you to rush out and go “study” porn sites, from an internet marketers standpoint. If you should uh.. stumble upon one, do take the time to study the structure and the messaging and the content… and then read the articles.

If Google went away, would you care?

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How would Google impact your life if by happenstance, they just,”went away”? As a casual user of the web, I would think that you wouldn’t miss a beat, you’d just migrate over to Yahoo or MSN or one of the hundreds or thousands of other second tier search engines out there. Would your results suck? Would they be tainted by gross inacurracies? I’m sorry to say, and it probably pains Google to hear this (not really) but the answer is more than likely, no and no.

You see, the other search engines are not that bad, in fact Ask.com for instance, is really really good. But when you are trying to compete against this Goliath of a company, you’re little pebbles will have no noticeable effect or impact, no matter how cool and powerful.

I imagine that if Google went away, their 10,674 employees would have to find new jobs doing something that we have no clue about. Since they are so secretive anyways… Then there are the tens of thousands of people that make money on Adsense. What would they do? Arghhhh!!!! Get real jobs?  I suppose they might go back to that fine affiliate marketing model that was and is still so annoying. Here’s a thought. Maybe the CTR on banners would go north of 1% if Google went away?

SEO and SEM professionals would naturally just shift their attention in the forums and their blogs to bitching about Yahoo and MSN’s “Algo” and why it’s so unfair, and why they never get back to you, and why they never give you a straight answer, and why you need to do it “this way”.  They also would be lost without having a Google toolbar that gave them their PR’s; Oh and Matt Cutts, the Google Guru, would probably be an authority on something, but it just won’t be in search.

Would there be less web sites if Google wasn’t around? What would be the ideal business model for making money on the web? Yahoo would own PPC outright at this point so what would they do differently if Google wasn’t around?

Would MSN be even more formidable if Google wasn’t around? Since Google has come on the scene, casual water cooler talk has shifted from, “I wonder what Microsoft will release next”? to “Did you see where Google’s stock is at”?

Are we better off socially because Google is so entrenched into our daily lives? Do they make us better at what we do? Do they solve nagging problems that previously existed before they came on the scene? Do they have our best interests at heart? Does Google care about you and I?

What do you think life would be like without Google? Does Google impact your life?

Dumb People and Technology

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According to Wikipedia:

Dumb may refer to:

  • Stupidity, the state of
  • Dumbing down, a term referring to over-simplification

I recently wrote about the fact that sometimes technology and the use thereof, may be too complicated for some “slower” people to grasp, therefore what they might use their computer for, might not neccessarily be what others use it for. Is that ok?

In creating web apps and websites, we always try to dumb down what we are creating, in the hopes that its simplicity will push it over the top in terms of the broadest possible audience grasping what we are trying to convey. In lieu of words sometimes we create icons. Yet other large manufacturers choose to assume that people will “get it” and if they have problems just call the help desk. Can you say focus group? Or lack thereof?

Maybe Dumb people shouldn’t operate computers? Maybe we underestimate the dumb person; Or perhaps they use it to go to YouTube? Do dumb people use email? Has anyone or any company actually looked at that sector of the public to see, just what they use the computer for? Is it a group that we should market to? Are we missing out on this demographic? Or do we just assume that they will get it? Isn’t it the goal of all technology innovations that they are accessible to all? If so, doesn’t that mean regardless of your mental capacity, that that person will be able to grasp it? That you, the slow one, will get it?

Is technology biased towards people who are educated? If it is, do they leave the dumb people in their wake? What are dumb people supposed to do? Rely on smarter people? Or the Geek Squad? Do dumb people want a  crack at technology and what it has to offer?  Does technology provide a fair shake to people who want to learn but just are really really challenged?

A dumb person might have the grandest of intentions when buying a computer, but what are they to do when they have to install software, get an internet connection, download updates, install security software, burn a disc, download some music from itunes, buy some porn, etc etc etc…?

You see the world is moving more and more towards a paperless virtual high speed electronic environment. But it moves at a speed that not a lot of people are comfortable with. And you know what? Technology could not care less! Social networking sites are great but I’m willing to bet the affluency of the users is solid middle class and up. Educationally, we provide our 1st graders with a solid foundation for technology, but we’ve forgotten about the boomers and some gen X’ers even, and those who may have slipped through the cracks and those that it just passed right over. For whatever reason, those people are missing out on what technology can do for them. But now that I think about it, maybe they don’t care. Maybe to them, playing FreeCell, Bejeweled and watching Videos on YouTube, is just fine…

Web Design ethics

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I have been talking about ethics when it comes to whether a site designer should or shouldn’t put a hyperlink back to their site at the footer of anew sites pages that they have just built. Here is more on the subject from SEO Roundtable

Driving quality traffic to your website.

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So you have built a killer website, it’s optimized and ready to go, but you want to drive traffic to the site, and you don’t want to spend a dime. You have one month to do it. What are going to do? Do You:

a) link bait
b) blog spam
c) forum spam
d) submit to all of the free directories
e) whore out your sites ad space
f) manually try and create backlinks with sites that have cross-promotional relevance with your site
g) create 10 other sites and link them together…
h) something that has not been written here
i) ask for more time
j) ask for money to do some ppc
k) social networks and social bookmarking

The reason I ask, is I am faced with that challenge from time to time, and as much as I wish I could make the process move quicker, unfortunately it does not. So I am always curious as to what other people do. Perhaps a few dimes need to be spent on certain things, if so what would you spend your money on to get the biggest bang of sustained traffic? For more answers to these questions I would check out one of the few Naples, Florida’s SEO companies.

PPC Nosebleed

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Ok so here is a quick primer for those of you who’ve been living under a rock for the past ohh…7 years….PPC advertising is when you choose “keywords/phrases,”  and then you bid how much you’d like to pay for each click.  By paying anywhere from a nickel to a $100 per keyword term, you are essentially reserving ad space on the Search engine page that comes up when someone has typed in that key word. pretty nifty huh?

 So when a searcher goes to a search engine and types in one of your keyphrases, your short text ad appears, and if someone click on it your account is then charged. When the click occurs, it takes them to your landing page, peddling your goods and or services. That’s how it’s supposed to work. But thanks to dishonest people, I know, who would have thunk it.. we have something called “click fraud”Click fraud is simply the act of clicking on ads for the direct purpose of costing the advertiser money. It is recognized as the biggest problem today in PPC marketing. According to InformationWeek.com, “60% of people surveyed by the “Search Engine Professional Organization” have stated that fraud is a problem when it comes to PPC advertising”PPC marketing can cost you a lot if you do not administer it right. Bad targeting plus fraud can be a costly problem. The main sources of click fraud are the following four:

1) AdSense
Google Adsense pays website owners to run their Adwords ads and compensates them per click. Google does monitor this and it’s against their terms of service to click on any of the ads on your own site. If they find a publishers doing this, they will lose their accounts, but some may still be clicking under the radar.

2) Competition
Your competitors could be clicking on your ads over a period of several days in order to deplete your ad budget. This way they neutrilize your advertizing campaigns. Don’t think this happens? Think again!

3) Bots
There are those who use automated clicking tools, such as robot programs, to click on PPC listings.

4)  Professional Clickers:
In some Asian countries, people are often paid to click on PPC ads for hours. Many don’t know why they do it, and don’t care. The only important issue is that they will be well rewarded for their efforts. If you do a search on any search engine you’ll see plenty of sites offering to hire people for just this purpose. Type in ‘earn rupees clicking ads’ in Google and you get quite a few leads.

Most PPC networks have measures in place to protect you against click fraud. Overture tracks more than 50 data points, including IP addresses, browser info, users’ session info and what they call “pattern recognition.” They have a “proprietary system” in place for detecting fraud and a specialized team that monitors things and works with the advertisers to stop it.

Google offers suggestions to avoid click thru fraud, such as “using negative keywords” to keep your ads from showing up for products and services that are unrelated. They also suggest adding tracking url’s to your links so you can track the traffic coming from Google. If you go through your log files, you’ll be able to see your Google traffic at a glance.

If you suspect fraud, Google asks that you contact them right away, because they have a team of researchers that will investigate. They also take action to block future impressions from anyone they identify as committing click fraud. Like Overture, they also have “proprietary technology” that distinguishes between normal clicks and invalid ones. Google never bills you for any “bad clicks” that are caught by their system. But there have also been instances where Google has missed click fraud, so it is imperative that you monitor your PPC campaigns, unless of course you like paying out the wazoo for useless clicks..

All honest website owners need to be alert to any “suspicious activity” by researching their server logs or stats. If you’re experiencing a lot of clicks and no sales you’ll also want to take a closer look. You need to watch for any spikes in traffic, usually on one keyword or phrase and coming from only one PPC source. You need to measure and track all of your PPC accounts closely.

The bottom line is, you need to be very vigilant of your clicks in any ppc campaign. The more competitive, the more you have to watch. It’s the nature of the beast that anything that can be done to make money without having to work is going to attract the leeches. And what attracts leeches? Blood. So don’t get a ppc nosebleed.

Web 2.0, Ajax and SEO…

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For those who are unaware of Web 2.0 and what it means, here is a quick loose definition for you.  Web 2.0 refers to the advent and rise of web-based communities and hosted services such as social-networking sites which aim to make collaborating easier and sharing between users much more inviting.  Ok, so now that you have been able to swallow that lets talk about Ajax. AJAX, is a web development technique used, for the sake of this argument, to create interactive web sites. The intent is to make web pages feel more responsive, and by doing this it increases the web page’s interactivity, speed, functionality, and usability. Things that we all want and like out of the websites we visit these days.

Ok so now that you know these 2 tidbits, what you need to know next is that for SEO experts, there are some issues on how to optimize pages that are using AJAX.Websites that use Ajax to load data which should be indexed by search engines must be careful to provide equivalent Sitemaps data at a public, linked URL that the search engine can read. Because search engines do not generally execute the JavaScript code required for Ajax functionality. This problem is not specific to Ajax, as the same issue occurs with sites that provide dynamic data. I’m sure within the next few months that the issues will be ironed out, but in the meantime  Naples SEO experts will have to make sure that the sites they are optimizing are compliant with the latest technologies. However it does go without saying  that SEO folks better have already built a site map for each and every website that they work on.