How effective is your Online Search Marketing Campaign?  

You’ve done the front end work: keyword research, website optimization, keyword saturation, ad text, URLs and geo targeting … all aimed at generating qualified sales leads.  

But what about the back end?  How well is your campaign performing?
• Did you set goals and track your performance?
• Do your prospects make it past your landing page? If so, where do they go?
• Are you focused on the right keywords?
• Valuable data is piling up – page views, viewer traffic, click-throughs – but what do you do with it?

Answer these questions and more with Google Analytics.   

Joe will show you how to…
• Create Segments, Set Goals and Track Results
• Perform a Landing Page Analysis
• Track your Traffic and ROI
• “Hack up your data,” put it all together and ensure success!

Here’s the link to register  https://www1.gotomeeting.com/register/529720752  If you can’t join me on the 26th, then visit our on-demand webinar postings to view this webinar after the live broadcast.  You’ll be glad you did when you see your online search marketing ROI!

If you missed it, here’s our previous webinar on Google AdWords and learning how to launch an online advertising campaign:  http://www.youtube.com/icsMarketingSupport#p/u/0/hL-w8y9iCzs

Check-out these 5 pitfalls to help you to…

• drive qualified prospects to your site
• improve click-through rates
• be more strategic about your bidding
• lower your costs-per-click

We’ll show you how easy it is to set-up behaviorally triggered email messages that deliver the right message to the right subscriber at the exact moment he or she is most engaged and likely to respond using Listrak’s automated event triggered messaging solution.

You will learn how to:

- Add a powerful, automated email responder system to your integrated marketing mix

- Trigger specific email responses according to your customer’s behaviors or targeted events

- Have one-on-one conversations with each of your customers and prospects

- Increase your email’s relevancy, open rates and your sales

Participation in this webinar is free, but space is limited. So, reserve your seat today.

While we’re putting the finishing touches on our webinar, here are five tips from Target Marketing Magazine for Triggered Communications success.

• Thoughtfully defining your triggers – this is the heart of your program
• Prepare your sales team to handle these leads – without making customers feel like “they’re being stalked.”  You want to your customer to be loyal to your brand and feel, “Hey, this company really gets me and understands my needs.”  That’s a big difference from a creepy, “I’m-being-watched feeling!”
• Put contact frequency in your process so you don’t bug your best customer and burn-out your sales team
• Continually improve your triggered-based program using feedback from your best sales people

I’m excited about what Triggered Communications can do to grow our clients’ businesses and I’m looking forward to meeting you online on April 15 for the Webinar!  I hope you can join us!

These four trends are what ICS is all about and what we’ve been preaching for increased sales lift, better Marketing ROI and overall business growth.  Now, direct marketers across the country are finally starting to see these four tenets as "hot trends for 2010" according to Deliver Magazine.   

Targeting — With our advanced analytics, data management tools and direct marketing experience, you can target on a one-to-one level with specific customers and prospects using a tailored offer at the right time in the customer’s preferred channel.  Plus, you can focus your marketing dollars on targeting your most valuable prospects. 

Measurement/Analysis – Data not only gives you the clearest view of your customers for targeted marketing, but collecting and analyzing data is critical in matching-back sales to specific marketing efforts.  Now more than ever, marketers are on the hook to prove that every dollar you spend is growing the business. 

Integration –  Marketers who execute cross channel campaigns experience a 50 – 400% better response rate than singularly focused campaigns.  To learn about integration trends and what leading companies are doing in multichannel integration, view our on-demand webinar:  "Transforming Practices in Integrated Marketing Communications."

Prospecting — I like the quote in this article, "Today, everybody at every stage of life is open to marketing."  However, you can’t have great sales lead generation without well-honed targeting AND channel integration.  Lead generation is where it all comes together… in my opinion, this is where this article misses the 2010 mark BIG TIME.  Plus, online lead generation didn’t even get a mention!   SEO, SEM and paid search (where customers are actively searching your product/service) are only getting hotter in 2010 and beyond.

• How to use online paid search to generate qualified sales leads
• How you can :

                 –         Target geographically
                 –         Control your budget
                 –         Qualify Website traffic
                 –         Pause, resume and edit your campaign anytime

• Tricks for choosing the right keywords, ad text and URLs
• How to track your traffic and ROI
• How to put it all together and ensure success                

It struck me that the author overlooked some important points to keep in mind when setting-up a profitable paid search budget.

In many cases – including ICS’s – the company has a diverse product / service mix.  So when thinking about what to spend on key paid search terms, don’t just look at the price tag of the search term and the profit margin of the product / service you’re marketing.  Consider search terms that may provide cross-over sales opportunities as well.

Also, ask yourself if you’re using the best possible search term that would provide the highest quality sales leads at the best price… and if you can get some cross-over marketing into other areas of your products and services, then even better.

Chances are there are some lesser cost (and higher sales value) alternatives to that high price search term that could blow your budget’s profitability.

And don’t forget to keep a close eye on your paid search program.  Don’t just set it and forget it.

The great thing is… if your initial keyword selection isn’t giving you the results you thought it would, then you can always adjust your program immediately based on what your response data is telling you.

http://www.dmnews.com/Set-your-search-budget-to-be-based-on-its-profitability/article/139312/