Have you ever flipped or purchased an existing website? If you’re like many buyers in the webmaster community, you probably made your buying decision based on two primary factors:

1. Traffic
2. Income

Chances are also good that you negotiated a sale price based on income over a period of a certain number of months. For example, the price you paid may have been the equivalent of 10 months’ income from the site.

While that kind of strategy may be common in webmaster communities, it’s not necessarily smart business. By looking only, or predominantly, at a website’s income you neglect other significant value points and you risk passing up great opportunities for mediocre ones.

Think about buying websites more like purchasing an existing traditional business. You’ll find there’s a lot under the surface worth considering. For example, you might want to look at the site’s:

1. Branding and visibility (think Twitter: poorly monetized, but major value through visibility)
2. Authority status and content (authority content is worth more than generic keyword-stuffed content that would turn off real visitors)
3. Staff (and whether or not any of that staff will remain on board for a period after the purchase–important if the audience draw is to the owner and not the site itself)
4. Domain name (even if a site’s content isn’t particularly valuable to you, the domain name could have considerable value of its own, especially if it ties in well to your existing business and offers better branding possibilities)
5. Competition and Niche (if the website is in a true gem of a niche that is just getting started but has long-term potential, the site carries more value than something in an oversaturated niche like mesothelioma)

Read the rest of this entry »

Credit: Ilker

Companies are increasingly turning to the Web to reach their customer bases, in part to get in on the hype surrounding social media. Unfortunately though, using social media tools isn’t enough for effective PR or social media marketing. You have to use them well.

What does that mean? How can your company use social media “well?”

For starters, you need to keep it social. That means you should be engaging in conversations with members of your target market (whether they’re potential customers or existing customers–or users, visitors, readers, or whatever else applies to your company). Read the rest of this entry »

Credit: Steve Woods

Maybe you’ve just launched a new online business. Perhaps you’ve released a new, heavily-updated version of your commercial software package. Or maybe you’re ready to release the results of an industry survey conducted by your company. When your business is faced with potentially-newsworthy information to share, you might decide to use a press release (or news release) and online press release distribution sites to get the word out.

Online press release distribution is a great tool for small businesses without big budgets for major newswire distribution. While the primary purpose of a news release is still to get exposure (which happens most effectively when members of the media, authority bloggers, and others in your industry put out a story on you), they can do more thanks to the Web.

Press releases can also help you build links from authority and relevant sites (through their coverage), direct traffic from some members of your target market, and ultimately better search engine rankings as a result. To get these benefits though, you have to use online press release distribution in the “right” ways.

Where Some People Go Wrong

Credit: Michal Zacharzewski

Because online press release distribution can lead to SEO benefits, those distribution sites are often abused by spammers. Press release spam can mean a few different things, but when it comes to newswire services and distribution sites it basically refers to non-newsworthy press releases distributed solely for links.

This is a problem. If you have a generic article with no timely aspect or news value, it shouldn’t be put out over press release distribution sites. It would be better suited for article marketing. If it reads more like an advertorial, you’ll be better off seeking paid placement on the end sites you want to reach.

Remember that press releases are first and foremost public relations tools–not marketing. They’re not about pushing hard sales or advertising. They’re not about getting a lot of quick (but irrelevant) links from free press release distribution sites. They’re about sharing news and creating an authority image for the company releasing them. The quality links, traffic, and rankings are simply an added reward of a job well done.

Read the rest of this entry »

Internet marketing is a beautiful thing, isn’t it? There are countless marketing tools available on the Web, and many carry little to no barriers to entry (in other words, they’re free or very inexpensive, so anyone can use them). That ease of use can cause some problems though. What do you do when you have an overwhelming number of options available, and only a limited budget or limited time to implement your Internet marketing campaign?

Turn to Market Research

Traditional business owners know that market research plays a vital role in the success of any marketing campaign. That doesn’t change on the Web. Still, it’s all too common to see online entrepreneurs, webmasters, or traditional businesses making the leap to the Web taking a very untargeted approach (we recently talked about the consequences of untargeted social media marketing specifically).

When you jump into using a tool because someone says you should try it, without doing any planning or market research first, you run the risk of wasting both time and money in a failed attempt to reach your target market. Market research lets you compare different marketing tools and tactics to figure out which will best reach and influence your intended audience before you commit to them.

What You Want to Know About Your Market

There are several general areas of marketing research you should be familiar with. The first part of your market is your customer base (or subscribers or readership as the case may be). Consumer market research helps you decide who to target and how to influence them.

Don’t stop there though. You also need to think about your competition (by researching what they’re doing and what’s worked well for them, you can make better market planning decisions).

Here are some of the things you’ll want to find out about your market before engaging in any particular marketing tactics:

Credit: Jesse Courtemanche

• Who is your marketing really reaching? – You probably have a vague idea of who your target audience is the moment you create a website, product, or service. But do you know them well enough to know exactly who your marketing message is going to reach? Think about the demographics and psychographics of the people who are your potential buyers or visitors

  Are they mostly male or female? What age group? What income level? Where do they live? What level of education do they have? What are their interests? How will whatever you’re offering relate to their values?

• What influences your audience? – It’s not enough to know who your audience is. Marketing is about influencing a group of people–convincing them to visit your website, sign up for your newsletter subscription, buy your product, etc.

  If you target an audience consisting of mostly mothers in their 20s and 30s, for example, their motivating factors to make a purchase are going to be very different than those of a single teenage male.

• How can you compete? – In any industry you have to know who your competition actually is if you want to successfully compete with them. More importantly, you should look at their past marketing campaigns to keep their successes in mind and to learn from their potential mistakes.

  Even more vital than that, you have to know how you measure up against them if you’re going to craft effective marketing messages that set you apart. You can do this through a basic SWOT analysis (where you detail your strengths, weaknesses, opportunities, and threats in comparison to your biggest competitors).

How to Find the Market Information You Need

One of the reasons business owners sometimes neglect market research on the Web is the misconception that it has to be expensive, difficult, or very time consuming. That may be true of some types of market research. But just as the Web offers simplified marketing tactics, it offers more accessible global market research as well.

Here are several ways you can gather market research information online quickly, inexpensively, and very easily:

• Visit competitor websites – There you may be able to find out how long they’ve been in business, how qualified their staff and management team are, or even see some of their marketing in action.

  Remember that their website, email newsletter, and even logo or other branding material are all a part of their overall marketing effort.



Credit: Danard Vincente

• Google it (or Bing it, or whatever strikes your fancy) – Search engines are your friend when it comes to Web-based market research. Not only can they help you discover competitors and how your competitors are marketing their businesses on the Web, but they can give you insight into your target market.

  A news engine, for example, might turn up press releases detailing survey results and other market research reports. Even if the full reports cost hundreds of dollars, key statistics about the markets / audiences surveyed are often released for free in those press releases.

• Conduct keyword research – If your Internet marketing plan involves search engine optimization (SEO) or search engine marketing (SEM) tactics such as pay-per-click (PPC) ads, keyword research is a given. But even if you’re not planning those things, do it anyway.

  Tools like the Adwords keyword tool will show you what phrases your target market is interested in (what they’re searching for). In the example below, you can see keyword phrases related to market research, and how they fare against each other in popularity.

  Why does this matter? Because it tells you what your audience is specifically interested in. If you know what they’re interested in, you can better appeal to them in your marketing copy and collateral, influencing them and increasing conversions.

Those examples are some of the most basic online market research tools available. There are an abundance of tools and tactics available to you in consumer market research online. Let these serve as a starting point rather than your comprehensive plan.

Depending on your audience and what you’re trying to promote, you might also turn to market research surveys, focus groups, conversion tracking (after implementing a tactic such as an ad campaign), or other marketing research methods available.

The next time you’re wondering how you should expand your Internet marketing plan, don’t simply ask others for tactical suggestions. Invest some time into online market research and find out how your market likes to be reached (or what they respond to best) instead. What works for others won’t necessarily work for you.

Social bookmarking. Social networking. Blogging. Microblogging. Are you using them all in your social media marketing efforts? What about online video, content aggregators, podcasts, social media news releases, forums, and photo sharing? Some people would have you believe that you should be engaged in all, or most, of these social media tools and tactics to promote your business. Those people are wrong.

Why it Doesn’t Pay to be an Early Adopter

It’s a common marketing misconception that businesses should take advantage of every tool available to them if using that tool could potentially attract new visitors, readers, or customers. While there’s nothing wrong with testing new tools, attempting to try everything may cost more than you’d think (in wasted time), especially if you insist on being one of the first. Read the rest of this entry »

Why are employees in some companies happy to stick with the company while others look for a change? The reason is that some companies know how to take good care of their employees and provide a working environment that helps them retain their identity, while proving themselves and growing along with the company.

Here are some of the best HR practices that help in the creation of a highly satisfied and motivated work force.

Work Environment

A safe and happy workplace makes the employees feel good about being there. Each one is given importance and provided the security that gives them the motivation and incentive to stay. This is usually achieved through internal surveys to find out whether they are satisfied and if not what they think needs to be changed.

Open Management

Employees don’t like the feeling of being kept in the dark about what is happening in the company. They feel motivated and develop enthusiasm only when the management opens up to them and discusses the company policies, sales, clients, contracts, goals and objectives. This encourages participative management. Asking them for ideas on how to improve will get their creative juices flowing. Being open about everything related to the company will help in building trust and motivating the employees. This open management policy can be practiced using several tools.

Performance Incentives

Every good performance is appreciated in the form of a pat on the back, bonuses or giving some other compensation for a job well done. Organizations that struggle to keep up with the attrition rate are mostly those that think employees are “just” doing their job. Even if it is the employee’s job, completion in an appreciable manner calls for an incentive, and this goes a long way in boosting the staff morale. These incentives can be implemented at the individual as well as the team level and it has been seen that this works wonders in getting the best out of the employees. But it is important to keep in mind that these bonuses should not be given without a reason, unless it is a commitment for annual bonuses or some such thing. Doing so will only reduce the perceived value of the bonuses. Read the rest of this entry »

In the current economic gloom, with companies going belly up, finding new jobs calls for that little extra that can give an edge over competition. This often means jazzing up one’s resume and making it interesting. Most of you will agree that a plain text CV can be quite boring. Imagine an HR department receiving hundreds of such CVs; they may end up not making the right choice eventually.

The social media resume format is a media format of a resume and contains media elements such as MP 3s or videos created by you do the talking, instead of you. This was first created by Christopher Penn, who gave it the name of SMR and provided an online sample.

This resume format is catching up with job seekers and it seems to be doing wonders. According to a user, the main advantage of using this format is that it can be customized to reflect you as a person. All the elements of a normal resume continue to be present with additions of multimedia elements, integrated social networking feeds and sharing options. Adding these certainly equips a person better for success. Read the rest of this entry »

Earlier, we posted an article about how to conduct a training needs analysis (TNA). Many readers of that article expressed interest in sample questionnaires for an analysis of the sort described.

There is no single “one size fits all” questionnaire that can serve this purpose. Company requirements vary too widely, and any analysis of an employee base must be tailored to that specific group and the unique attributes of their work. That said, it is possible to share with our readers examples of the kinds of things that assessment instruments ask, with the understanding that these must of course be customized for the particular workplace being analyzed.

Sample Surveys

The previous article mentioned several components that may be chosen as elements of a TNA.  These approaches included observation, interviews, surveys, job description analysis, difficulty-of-task analysis, problem-solving conferences, identification of motivating personality factors, and analysis of organizational policies.

For the sake of providing a useful example in this limited space, we will focus on surveys. The reasons for this are threefold. First, no matter how a TNA is constructed, at some point it must entail direct input from the individuals who are candidates for training. Surveys accomplish this handily, and are perhaps the most frequently used tool in such analyses. Read the rest of this entry »

Adults providing eldercare face emotional, time and financial demands that can be quite draining. Old notions of putting a frail parent in a nursing home may no longer apply: as Baby Boomers age, over 77 million Americans will retire in the next 30 years, and there is simply no way to build enough nursing homes or assisted living facilities to accommodate so many people.

Happily, there is free help and information available to persons dealing with this challenge. Caregiver support includes such things as counseling, service referrals, home care, even financial aid in certain circumstances. The good news is that this support network is growing in the face of increasing demand. The bad news is that it is still not routinely available everywhere. If you need free caregiving assistance, here are the places to look first.

Community Services

The best source for eldercare assistance in many communities are public service agencies. Senior centers, community services agencies (CSAs), and public health departments offer many services for different needs in a given area. Check all three types to see what may be of use in your situation.

Programs are low or no cost, and government agencies may include financial aid for certain income brackets. Services may include help with cost of in-home personal care, help with chores, shopping, transportation and accompaniment to medical appointments.

To locate organizations, look first at your local city’s municipal website in the health or community services section. Agencies there often link to other services in your area. Or, do a Google search for “eldercare” + “community services” + your city name, or for “senior center” and city or county name. You can use yellow pages, of course, but a web search typically turns up a greater variety of related services. Read the rest of this entry »

An organization is all about customer satisfaction. Companies understand this and focus all their energy on their service or customer experience. However, many companies do this at the cost of employee experience. What does this mean? Is customer satisfaction not the priority?

It is! But it is important not to lose sight of people who deliver the end product or service to the customers – the employees. These are the people that need a proper support system. Employee satisfaction is paramount as this is what will determine the success or failure of a company. When employees are satisfied and happy about working in an organization, the customer is the first person to notice that.

With employees getting thin-skinned every day, it depends completely on the employer to ensure they do not have their top talent drained away by the new competitor on the block. In the current scenario, the decision of hopping by the employee is triggered by the minutest of issues, such as being ticked off in a not too friendly tone or even an uneasy office environment.

It becomes important to be aware and understand the signals that are given out by the employees. The management will do well to catch them before it is too late and the employee makes the decision to quit. This understanding gives the employers an edge and gives them the time to take corrective measures if necessary, in order to prevent talent loss. It could be that the employee is not happy with the environment or is suffering from a relationship issue with a colleague or a superior. These issues need to be handled before they get out of hand.

How do employers understand their employees? How do they know what employees want? How do they map their satisfaction levels? There are several ways of mapping employee satisfaction. Read the rest of this entry »