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My guest blogger, Rachel Williams, recently wrote about an issue she encountered with a client asking her to basically copy what another company had written for their website. Now I’m a level headed, practical marketer and I don’t believe in re-inventing the wheel or dressing stuff up for the sake of it, but there does seem to be a lot of this mentality about and less discerning small business owners who cannot be bothered to clearly define what makes them different in the marketplace are looking for a quick route – or unashamed shortcuts – to getting their website, corporate brochure or email campaign content created.
Have you seen the recent raft of TV adverts from 1&1 Internet about their website offering with industry specific images and content? Understanding and creating a unique positioning for your business by identifying what makes you different and why customer should buy from you is fundamental to your marketing (and overall business success). If all businesses were a ‘copycat’ or ‘mini-me’ of each other, then the only way customer could choose between us would be price. By working with my clients to help them establish their USP so they can compete successfully and profitably, by attracting the right customers to their business. You need to identify what is it that your business does that makes you stand out from the crowd.
We all too often (especially in the beginning when money is limited) sell to anyone who will buy from us. Identify if they do research before a purchase – the larger the financial or emotional investment, typically the more research is done. Where do they look – do they use brochures, websites, social networks and review sites, seek advice from professional bodies, or rely on recommendation from a friend or colleague? Will that purchase be made online, in a retail premises, or via several meetings face to face?
Nobody ever said running your own business was easy and the easy route is often the quickest route to failure.
That in itself is pretty staggering, but when you consider that it’s now bigger than the healthcare, education and construction sectors, then things really do start to fall into perspective in terms of just how important the Internet has become to businesses. BCG research shows that some 13.5% of all retail purchases were done over the Internet in 2010 and this is projected to rise to 23% by 2016.
So, if your business is not already geared up to take advantage of what’s happening then you need to do something and do it fast.
Quite what Google’s changes mean in terms of how your web pages will rank in natural search results remains to be seen, since the only people privvy to the details are secreted deep inside Google. This blog was prompted by an article by Fred Attewill in the Metro free newspaper that many Londoners grab on their way down the Tube every day. I quote “Tweeters admit only 36 per cent of the tweets they receive are of any interest, about 25 per cent are actively disliked and the rest are instantly forgotten. The Rise and Rise of the Smartphone. An interesting question for anyone involved in Internet Marketing: How best to connect with customers using smartphones?
A short article in the February 16th Metro that mentions recent survey data from Cisco Systems, the computer networking company, should be a clear indication to both internet marketing consultants and business owners (who depend more on internet marketing to drive sales), that the world of mobile is one that must seriously be addressed in terms of ensuring that the demands of consumers are met. About 90 per ent of mobile data will be viewed via smartphones, laptops and portable gadgets Cisco say. All of this has major implications for anyone who is involved in marketing products and services on the internet. Asking how best to connect and service the requirements of both existing and potential customers who use smartphones is one that should be uppermost in the minds of business owners and their advisors right now. It never ceases to amaze me how many businesses do not take the time to set even the simplest of objectives for their website. Many businesses actually develop a strategy, even a complicated one, without having any clear idea of what objective(s) the strategy is designed to achieve. It’s essential to set SMART* lead generation objectives so that you can determine what does and doesn’t work.

Check your progress regularly, at least once a month (more often for some activities like new Google AdWords campaigns).
If you don’t spend time setting your objectives, how will you ever know how successful (or not) your lead generation programme has been and what ROI it has delivered? Internet Marketing Consultant London Blog: New Cookie Regulations – how will they affect you?
These regulations are designed to ensure that visitors to websites are made aware of how the site uses cookies and that their consent is obtained for the use of certain types of cookie. A cookie is a small file, typically of letters and numbers, downloaded on to a device when the user accesses certain websites. The good news is that for many businesses, particularly those using cookies mainly to collect anonymous website traffic data (through Google Analytics for example), it is not going to be too difficult or expensive to comply. Do you want to see a flow diagram of just how your visitors are moving through your web pages, whether they’re reaching the right pages or abandoning their visit too early? Well, thanks to the new Google Analytics Visitors Flow Report you can now see graphically just how your visitors are proceeding (or not) through your web site. Visitors Flow is a graphical representation of the paths that your visitors took through your site, from the source, through to various pages. If you move your mouse over each page name a pop-up window will show you the total visitors, the through traffic, i.e. Another brilliant feature is that you can view the flow for different visitor segments (e.g. You can also vary the number of visible connections between pages by using the Connections slider to the right of the Select a Segment drop down. All in all Vistors Flow is another excellent improvement to the functionality of Google Analytics. This Google Analytics Video Tutorial covers some of the key elements of the Audience Overview screen. It made me cringe as a marketer not only from a copyright and legal point of view, but it conflicts with the best marketing practice on every level.
Now that might sound like a really quick way to create a website but it’s also a sure fire way to fail as a business. This starts a price war with everyone driving down price until the majority of businesses face economic failure and go out of business.
Often these businesses are in highly competitive sectors such as retail, travel and leisure or professional services, and despite this they have carved out a position for themselves and are successful in what they do. Try to think through the decision-making and buying process your potential customers go through to buy your product or service.
Buying new computer software, a weekend away or a wedding dress, for example, will often have many hours invested in researching the purchase before a final decision is made. If copywriting isn’t your thing enlist the help of a marketing copywriter like Rachel, who can do this for you.
Part of the journey is pushing our comfort zones and experimenting to see what works best for our own business.
This launch refreshes data in the Panda system, making it more accurate and more sensitive to recent changes on the web”. That means 130 million messages a day sent out on Twitter are simply not worth reading”. Basically it means that tweeters are flooding the online world with a load of junk that hardly anybody is interested in.
Your followers will thank you I can guarantee it and you’ll keep them following you for longer.

The computer networking giant predicts that mobile data traffic will grow by almost 80 percent a year. One side of A4 or less will suffice to put them down, so they can be referred to, progress measured, amendments made.
It makes sense therefore to ensure that your visitors are as engaged as possible when they land on your site. Make sure your content loads quickly so visitors don’t have to spend time waiting for it to appear, particularly images and videos. Yes, you will get a new website in a jiffy (and cheaply!) but you will also look like every other plumber, cafe or accountant out there!?! And in the current economic climate we need all the help we can get and this copycat approach just isn’t the way to be successful. It will take them a fraction of the time and get your communications out there quicker – and with more impact and better results. So whatever you do, don’t take the quick-fix identikit approach to your marketing (or even your website) – and hopefully your business will be here for many years to come and bring your the financial success and personal fulfilment you always dreamed of.
We have changed the way in which we evaluate links; in particular, we are turning off a method of link analysis that we used for several years. If you see an immediate drop in some rankings don’t panic, this may well be temporary.
If you carry on tweeting regardless you may be spending a lot of time that you could be devoting to other more productive internet marketing activities (I know some companies that do this, in the mistaken belief that they are going to drive web traffic, build their online customer base etc.). So, if you’re a website owner you need to a) be aware of the regulations and b) ensure you comply with them by May 2012.
Think what it would take for you, as a visitor to your own site, to respond to your own call to action, then apply that. We often rearchitect or turn off parts of our scoring in order to keep our system maintainable, clean and understandable”. However, if your most important rankings do drop and don’t recover, then a detailed look at your backlink numbers and quality will be in order. Do Harrods or Selfridges leave their shop windows the same day after day, month after month?
This is obviously very, very useful in identifying whether your visitors are intereacting with your content in the way that you would like. I often get people commenting on how fresh and appealing my branding and website is – this was highly intentional. I didn’t want to conform to the stereotype of a marketing consultant – a bit Corporate and conservative!
They respond rapidly to marketplace changes and trends and dress their windows accordingly. I want to attract ambitious business owners to work with who want a ‘breath-of-fresh-air’ (not my words, my clients’ comments!) and approachable marketing expert to help them be more successful. You need to wrestle with these questions to be able to market your business successfully to them.

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