Okay, we've talked about the fun things. Business cards, magnets, bookmarks, postcards, coasters and flyers. Now we're getting into serious territory: The brochure. But can we really take brochures seriously anymore?
Why have a printed brochure when you already have a website (and maybe also a digital flyer)? Surely printed brochures are out-of-date, old hat, passé?
Mais non! Brochures still have clout in that crazy, madcap spot called 'The Marketplace'.
A few good reasons to have a brochure:
- You won't be caught spamming
Unsolicited postal material is generally better received than unsolicited emails.
- You have something decent to put on that networking table/in an event showbag
Rethink stapling a teabag to your brochure – this has been done.
- They are colourful, concise and engaging bits of paper…
…to insert in information packs with boring-looking A4 b&w printed sheets.
- It gives the poor sods something to read…
…while growing cobwebs in tedious waiting rooms and reception areas.
- Your potential client won't have to muck around with new-fangled technical things…
…like computers, iPhones, iPads, etc. to understand what you're about – the printed brochure is right there in front of them.
- They generally fit nicely in brochure racks
Well, if you choose the right dimensions for your brochure, that is.
Some different brochure formats:
The two most popular layouts really do have the silliest names.
- The ever-popular tri-fold brochure really means TWO-fold to DL size (to fit in a standard envelope). 'Tri' relates to the brochure having three panels.
- And the half-fold brochure actually has one whole fold (again, to fit into a DL size envelope). 'Half fold' means that you fold the paper in half to make up the brochure.
Gate fold is a name that assumes all gates have two doors – and that when going through them you walk smack into a wall.
'Roll fold' is a brochure format that appears much like the Dead Sea Scrolls after a sumo wrestler has sat on them.
Z-fold is purely designed to confuse the reader who thinks it's a tri-fold brochure that's been incorrectly folded.
And the Z-fold can be expanded to more than three panels, making it a concertina fold brochure (which could be mistaken for a very small screen-off door or, as we now know, an accordion).
Whatever the format, your brochure must look professional, enticing and communicate succinctly what you are promoting.
You need to be careful
Try to avoid being too creative. Brochures that operate akin to Master-level origami can be damned irritating.
The format and layout needs to make sense – and this is where so many people go astray (including certain graphics designers who shall remain anonymous).
Some content layout tips
Like first pages on websites, people tend to scan information on a brochure rather than read it attentively like a book.
In order for whoever is reading the brochure to find the information they need quickly, there are some standard content layout approaches worth considering.
Cover of brochure:
- Top: have a great 'hook' line
Have a powerful line that will grab your target market's attention (in case it's sitting in a brochure rack and all you can see is the top bit). A relevant question that has 'you' or 'your' in the line is one way to engage.
- Middle: Have a relevant image
An image that links to what your brochure is about, something that your target market will respond emotionally to.
- Bottom:
Logo, tagline, contact phone and/or website address.
Back of brochure:
- Call to action: Explain the process the customer/client goes through to get quote/buy product
- Perhaps include how to find you physically (a simple map, opening hours, etc.)
- Bottom: logo, tagline, contact details
Other parts:
- If it's a tri-fold brochure, the third outside panel:
List of key benefits (i.e. how your product/service most benefits your reader).
- Inside left hand side:
Key features of your product/service (explained in terms of benefits), who you are and why I should trust you (profile).
- Inside right hand side:
Support information (and possibly a testimonial/case study/review).
About communicating your message powerfully…
Read the previous flyer post. It's basically the same approach.
Hope this post will help make your next brochure a 'bro-sure'. Boom-boom!
This post was written by Megan Hills. Megan is a writer, cartoonist and marketing consultant who has no shame when it comes to appalling puns. Find out more about Megan.
When we say 'flyer' we don't mean that your promotional material needs to be airborne. Though many a flyer has been thrown willy-nilly out of aeroplanes. Often in large-budget, low-IQ Hollywood movies.
The immediate visual impact of seeing hundreds of bits of paper fluttering out of the sky is large, granted. But the litter created and the sheer waste of paper is no longer 'fashionable'. We're an eco-friendly bunch now, aren't we?
Let's take a moment to hug a tree….
…
…
…
Okay, you can stop hugging now.
So what is the best way to get your flyer noticed
so a tree hasn't died for nothing?
Dimensions
A printed flyer is generally a one sheet format that can be just about any size (that's still easy to hold in one hand). The most popular dimensions for flyers are DL (99×210mm), Letter/A4 and 1/4 page.
- DL and full pagers fit nicely into racks and post easily (Letter/A4 needs two folds to fit into a DL envelope).
- Full page flyers are also handy to pop into presentation packs (yours or to be included in someone else's).
- 1/4 pagers are a good size for placing on seats, handing out and pinning up on notice boards.
- 1/3 page flyers are handy for promotional door hangers (need a hole cut into section near the top to slip the door handle through).
- 1/8 page flyers are like the size of clothing tags. Being larger than business cards, this dimension can be good for placing on networking tables for visual impact (i.e. by being a really weird size).
But I'm getting ahead of myself
Before you decide what dimension you want your flyer to be, you need to decide what you want to say and the creative concept behind it.
All the while keeping in mind who you are wanting to reach.
People are now becoming immune to flyers being thrust at them from every direction. They've developed a kind of promotional blindness as a 21st century coping mechanism. You probably have too.
So now we need to be twice as creative and appealing to grab the eye of those we want to connect with.
Note: Also shoot for not being irritating.
Your message
What do you want to say?
- What is the key message you want to give?
- How can to boil that baby down to an essence?
- What's special about what you are saying (what makes it different from similar messages out there)?
- Why is it helpful/exciting?
- What can be in small print, or left off completely?
Who do you want to say it to?
Think about the person who's reading the flyer. You know, that guy or gal you want to connect with.
- What else is going on in the life?
- What are their problems, their dreams?
- How does what you are telling them relate to their problems and dreams?
- Why should they care about what you are saying on the flyer?
Tip: Communicate to the reader as if you are one of them and understand them completely. In short, pretend to be psychic.
Why should they act upon the information you are giving?
What will lure me to act on the information in your flyer – and sooner rather than later?
- Is it a event? By tickets early and receive….
- Is it a service? Book for a consultation by (specific date) and get…
- Is it a product? Free trial, discount, etc. by (specific date)
You can use your content to incite a visit to your website for further information. This raises your ranking and creates a stronger relationship with your reader (i.e. they learn more about you by visiting you site).
Idea: Consider having a coupon at the end of your flyer (easy to cut out) that visually indicates taking action for a time-limited opportunity.
About writing style…
Be concise – be really concise.
But also consider creating a connection by using 'emotive' words (the emotion you want to create) – don't be afraid to be human. And try to write from the perspective of your reader.
Tip: Avoid cliches like the plague (boom, boom).
Headline oomph
To give the flyer 'look at me' presence, you need a good, active headline or ‘hook’.
Note: If the flyer is in a brochure a rack, the header is all you see – so be sure to have a catchy headline there.
Some ideas include:
- Directly addressing a problem that is relevant to your reader
- Asking a question, rather than making a statement
- Using 'you' or 'your', rather than 'I' and 'we'
- Inserting an emotive word (feeling, emotion)
Again, be concise.
Tip: If you are creating a flyer for a world-wide celebrity, you just need to use the celebrity's name and photo (and ignore all the advice above).
Tail end oomph
The end of you flyer must have your key information so the reader can act. For example, if you are promoting an event, you might want to repeat the event name, date and venue – along with how much the tickets are and how to buy them.
If you're simply selling a standard product or service, ensure you include the relevant contact details: contact person (if need be), business name (logo), address/phone/email/website.
Tips:
If you want people to phone you, make the number bold and/or large in size.
If you want people to visit you and it's tricky to find you, consider having a small map.
Design
Glow with an aura of professionalism by having a professional-looking flyer. This also helps to create a sense of trust between you and your reader.
Key design tips include:
- use one or two fonts throughout
- restrict unusual fonts for headlines
- use more conventional fonts for core 'body' information
- don't put text too close to the edge of the paper, or to close to the edges of boxes
- make the design look visually balanced
It doesn't cost much to have a full-colour flyer these days. So don't think having a one or two colour flyer is going to make much difference in price.
Tip: Glance at a crowded notice board. What do you focus on first? How can you learn from this?
An image
A picture can say a thousand tweets.
Your can buy a fancy photo cheap from online photo libraries like istockphoto or dreamstime.
Free photos can be found on Free Digital Photos but you generally need to also print a photographer's credit alongside the image if you want to print it.
Make sure the image is relevant to your message – emotionally, demographically (the kind of person you are writing to), and factually.
Your brand
As with any promotional material, an attractive design that also ensures that your brand (your 'look and feel') continues on here. Even if it's just having you logo at the bottom of the flyer.
Creative concept
Some creative concepts for flyers include:
- Montage of pictures
of people doing interesting things (e.g. band, festival or fair promotion), or interesting objects (e.g. exhibition).
- Parody of another advertising campaign
creates attention through familiarity, but you need to get permission from whoever owns the images.
- A series of flyers which are obviously linked
but bring about a whole new meaning when you have seen them all.
That's enough. Any questions? Aim them at the 'comments' box, press 'submit comment' and let those questions fly!
Next…
…we will take a gander at brochures. For instance, you will find out what info needs to go where on a brochure. Sooo many people goof on that one. But not you – not after reading the next post. No way, baby.
This post was written by Megan Hills. Megan is a writer, cartoonist and marketing consultant who lacks interest in jumping out of aeroplanes. Find out more about Megan.
Okay, still on the topic of printed promotional material: We've talked about business cards and we've talked about promotional magnets….
'And you're about to talk about bookmarks, postcards and coasters,' Mavis, my inner-blog-critic, says while rolling her eyes.
'Well done,' I reply with forced gusto.
'Pretty obvious,' Mavis shugs, 'you mention them in the title of this post. I wouldn't go there, personally.'
'You don't like booksmarks, postcards and coasters?'
'They're a bit hokey,' Mavis says while looking over my shoulder at something more interesting. 'Particularly the postcard thing.'
'Postcards – if designed well – can be found on people's fridges, along with the promotional magnets,' I explain. 'It's even better if they are used as an actual postcard, posted to a friend. They can be great viral marketing tools, inspiring others to refer your business to their friends.'
'Come on, isn't sending a postcard more than a little old-fashioned? Don't most people refer by email these days?'
'Some do, some don't,' I reply testily.
'And why would someone keep a coaster?'
'I don't know yet!' I yell, then temper my tone. 'Read the post and, by the end, we'll both find out.'
At this point, you want to ask why I don't know how my own post is going to be written. But you decide not to ask. Very wise.
Bookmarks
Yes, people still real actual books, the paper kind. If you design an attractive bookmark with your promotional information on the back (or cleverly incorporated in the design) the receiver is more likely to keep it and use it.
Of course, bookmark promotion works particularly well if you're promoting a book!
A bookmark is a little different from the standard business card or flyer. They are handy for distributing on networking tables, leaving in cafes and inserting in presentation packs.
Best of all, bookmarks are cheap to print on card – unless you want to go fancy-like and do something with fabric, plastic or metal.
Idea: Build a tear-off coupon into design promoting a time-limited opportunity.
Postcards
Again, good design is the key to maximising this baby. If you have a visually striking 'cover' (that's also in sync with the values and 'look & feel' of your business) a postcard will not only be read but also has a chance of being displayed somewhere – an office pin board or at home on the fridge. This means more people will see it.
As mentioned, the idea behind the postcard is to encourage others to post it on. So give people the chance to write on the back of it.
There are too many promotional postcards out there that use up ALL the space on the back. There's no room to write a personal note – sometimes there's no room to even write an address and stick on a stamp! Talk about an opportunity missed.
Note: Stick to standard postcard dimensions if you want your postcard to be displayed in postcard racks
Coasters
I'm talking about coasters that are square format card. If you design one that's a little funky and different it will stand out on networking tables. Your promotional information can still be on the back.
Consider creating a pack of four or eight (with four different designs) as giveaways.
Perhaps you can create a co-sponsorship relationship with a cafe or club – i.e. they let you have your coasters at their premises if you hold an event there that will raise their presence (putting their logo on your event invitation and on your website).
What do people do with coasters? They put their drinks on them. But if it has an interesting design they might take a closer look at it. Your coaster could become a talking piece. People also use coasters to scribble notes on the back (or phone numbers…). Sometimes they use it like a stress-ease squeeze ball, folding it and un-folding it.
Tip: Use content to incite visit to your website for further information/lime-limited opportunities – call to action!
Okay, we got through to the end.
Mavis? …Mavis?
I think she's gone. Phew. I thought that post went quite well, don't you?
This post was written by Megan Hills. Megan is a writer, cartoonist, marketing consultant who is conflicted. She loves trees and birds. She also thinks that certain printed promotional material is damned handy. Her best resolve is to also strongly recommend printing on local recycled paper and card. Find out more about Megan.
Magnets follow logically from my previous post about Ernie, the business card.
'How so?' Mavis (my inner-post-critic) asks.
'Like business cards,' I reply, 'magnets are more likely to be kept and referred to for the longer term. Magnet are usually kept on the fridge. A place we look at again and again.'
'I prefer my fridge to be free of clutter,' Mavis says smugly.
'Good for you,' I reply. 'Can I write my post now?'
'Fine.' Mavis sits back and folds her arms in a huff.
A promotional magnet often looks like a business card, but is one-sided and can be slapped on a fridge (or filing cabinet, or those funky metallic pin boards, etc.). So in some ways they are even better than a business card. Magnets are on display as a visual reminder and an introduction to others who happen to see it.
Here are some tips to consider when it comes to promoting what makes you special via this most magnetic marketing tool.
- Promote what makes you special
(Yes, Mavis, I'm repeating this for a reason). Magnets are not just a game of logo and contact details. Every piece of promotional material you have needs to promote what makes you different from the rest. Read my business card post for more info on this.
- Branding continuity
Ensure your magnet has the same 'look & feel' as your business card and all your other promotional material. Branding continuity is vital for building up trust in clients and potential clients.
- Basic contact details
Always have your business name, phone number and website address. If you have a location you want people to drop into, then have the physical address. You can afford to lose: a PO Box address, fax number and email address (they can email through your website).
- Make it look attractive
You want the magnet to be picked up and put on display elsewhere. So make sure it's designed attractively – not only for the fridge owner but also for the friends and relatives who pop around and gaze at that person's fridge while the coffees are being made.
- Give them a good reason to 'fridge it'
Tradespeople and healthcare givers seem particularly popular in the refrigerator realm. Easy reference for basic needs = fridge slap. If you're not in either of these sectors then it might be worth taking your magnet to the next level: the particularly inspiring or helpful magnet.
Example 1: Have a famous amusing or inspirational quote that's also be relevant to your business.
Example 2: Helpful reference info (e.g. a wine association invests in a larger-sized magnet to include a wine variety diagram).
Example 3: Annual calendars, again on larger magnets (done to death but can still be handy)
- Sandwich board trick
Business owners with metal sandwich boards can put the magnets along the edge of the sign to encourage passers-by to pick up a magnet on the way. This tactic means the magnets are not just used by current clients, but those who haven't used your services yet.
- Special offer distribution
Print a time-limited offer on an attractive card and have a space to stick you magnet onto it (ensure it can be pulled off the card without causing damage to the magnetic side). Distribute through:
- Networking event tables or event 'show bag'
- Through letterbox mail-drop in your targeted district
- Magazine/newsletter inserts
- Surprise bonus with any purchase (include in retail bag or direct mail purchase package)
- Give to treasured clients as appreciation for their support
Magnets are cheap to produce so it's worth a whirl – no matter what Mavis says.
Next we are going to be talking about the secret pleasures of bookmarks, postcards and coasters…very exciting.
This post was written by Megan Hills. Megan is a writer, cartoonist, marketing consultant who thinks you have a certain magnetic quality. Find out more about Megan.
The humble business card. So small, yet so powerful. Let's call him Ernie.
Not all our business comes from the internet. Some of our most powerful connections can come from actually meeting a real 3-D person – and handing over Ernie (your business card).
Not just because they can use Ernie to look on your website or contact you directly. Ernie can help the conversation along. Ernie can explain what makes you special.
An Ernie scenario
You're alone at one of those business networking things. This one is even more horrific than usual. There's a sea of people, but none of them familiar. Those who already know each other clump together like survivors on a life raft. Meanwhile you're paddling along hoping for someone to shuffle over and create some space for you.
This doesn't happen, of course. Bastards.
Fortunately you come across another lonely paddler, Dolores. Talking while paddling can be hard work. At least you both look engaged.
You try to explain to Dolores what you do for a crust, but the waves are getting bigger and the room is getting louder. Dolores is looking puzzled. So you end up pulling out Ernie and passing him across like a floatie. It works. Dolores' eyes light up. Why? Because:
- Ernie answers all her main questions:
- Name of your business
- What you do that's different and how you can help (in your tag line)
- Your name (qualifications/credentials, if necessary) and where you can be found
- Ernie looks fabulous
You immediately go up several notches in Dolores' estimation because the cardboard is firm (emitting confidence) and the design is easy to read, engaging and professional.
- Ernie is a visual cue
This can make all the difference, because many of us are more visual than auditory in how we receive information.
Dolores asks for another Ernie because there's someone else she knows who is likely to be interested in what you do. Hey, this networking thing isn't so bad after all…
After the networking thing
Back at the office, Dolores checks out your website (the web address is on Ernie, of course). The logo on Ernie is the same as what appears on the header of your website. Dolores immediately knows she's in the right place. Ernie is part of the family. You go up a few more notches in Dolores' estimation. Branding continuity is a beautiful thing when it comes to building confidence.
Once Dolores has checked out your site, she adds your details to her contact list and slides Ernie into her business card folder. If her contact list is ever lost (computers are great when they don't send your hard drive into an abyss), she knows Ernie is there as a quick reference.
And there's no need to pull out Ernie from the folder to get all the details, because all the important information is on one side. Super easy. Unlike some, this Ernie slides in nicely to the folder. He is just the right size. The ones that aren't the standard dimensions always get thrown out because they don't fit into the filing system.
Other people's flyers, brochures and presentation folders are cumbersome things to keep. Ernie is much easier, so he's saved from the circular file.
So what have you learned from this tale?
- Have an Ernie that clearly states your name, your business name, what you do and why you are special (conveyed by business name and/or tag line), and how to contact you (if you don't want to put your actual location down, have a PO Box address – just a phone and email looks half-baked)
- Make sure all these details appear collectively on ONE side of Ernie
- Have an Ernie that's well designed, well printed and on decent, firm stock (i.e. cardboard)
- Have branding continuity from Ernie through to your other promotional materials
- Don't make it hard to put Ernie in a wallet…
…business card holder or presentation satchel (they often have a plastic pocket or 4 cut slits to slide your Ernie in there).
- One exception to this rule above…
…was a photographer who had a concertina design for her business card, making it an immediate portfolio of her work. Six panels all up. Spiffy. And still using the regular dimensions with firm cardboard (but not too thick to be cumbersome).
- Make sure your Ernie is inflatable (just kidding)
3 extra quick tips
- Be careful with die-cutting
i.e. fancy-trim irregular edges (e.g wavy edge). It can look impressive but be expensive. Unless you're a printer or designer, it's probably not worth the expense. I'd generally opt to use the money for internet marketing development.
- What to do on the back of your Ernie
Don't repeat the information you already have on the front.
Instead you can:
(a) List some key benefits.
(b) Keep it blank so you can scribble additional information on it.
(c) If you have the kind of business that involves regular appointments (e.g. a massage therapist) you can use the back to write the next appointment details and give the card to your client.
- "I remember faces, but I don't remember names"
Okay, photographs on business cards is usually a tacky look. However, I have seen one with a semi-transparent b&w image that looked incredibly sophisticated. It was representing a shmick graphic design company. Consider it.
Printing a professional business card is fast and cheap. Don't print them out on flimsy card at home. You will look unprofessional and that's going backwards. You're better off not giving a business card at all.
Don't have your brand worked out?
Read my other posts on branding design:
After these simple steps, you can go forth and proudly offer your fabulously professional Ernie – and even enjoy paddling around those crazy networking events. Bon voyage!
This post was written by Megan Hills. Megan is a writer, cartoonist, marketing consultant who quite likes hanging out with Ernie. Find out more about Megan.
I'm going to keep this post simple.
Powerful content writing (i.e. writing for the web) generally requires a degree of simplicity. So this is going to be Zen-like in it's minimalism. This will be a post of few words. More like a meditation. A web writing meditation. Okay, I'll shut up now. On with the post…
I should mention that I've already written about keywords for web writing: Using keywords for SEO and other alien adventures. But this post is about writing style.
Below are four tips only, like the four seasons of nature.
(gong sound)
Spring
Smell the cherry blossom? It's spring. The beginning of things. What do you do when a nice stranger comes to visit asking for help?
The important thing is to be helpful. Which means being nice back and trying not to talk too much. Your home page, and your next tier of pages, must be friendly, succinct and show that you are ready to assist. If they want more information, you will give them the hyperlink to it, won't you? It's only polite.
(another gong sound)
Summer
It's hot, damned hot. But for some reason we generally feel more active in the summertime. We jump from spot to spot like a frog in a lotus pond.
Your visitor will tend to scan your website text, rather than read it. So use headings, sub‐headings, and bulleted lists as lily pads for your visitor to land on – and to convey important messages quickly. Remember to keep your bullets (and the words in your bulleted lists) short but sweet.
(two gong sounds)
Autumn
Walk through the golden leaves in your visitor’s shoes.
Your words need to be written from your visitor's perspective. So have text that speaks from their point of view. For example: 'Your family…./'If you would like…./If you are looking for…./Having…..feels good, right?'.
This is much more effective than speaking from your (or your company’s) point of view. For example: ‘We are…/We believe…/We recognise…’.
(a gong sound with haunting Japanese flute)
Winter
It's cold out there. So invite your visitor in to stay awhile, and to wander around at leisure. Every room is heated.
Use your text to lure the visitor from page to page via enticement lines and hyperlinks. The longer the visitor spends wandering about your site the more of a relationship develops and the likelihood of them contacting you.
Which means it's not a bad idea to end every page with a recommendation to contact you (with a hyperlink to your contact page).
(haunting flute starts up then fades…)
End of post. Thank you.
This post was written by Megan Hills-san. Megan is a writer, cartoonist, marketing consultant who has nothing else to say right now. Find out more about Megan.
Have you heard people jabbering on about 'Adwords' and 'PPC' as if you should:
(a) know what they're saying, and
(b) care?
I know. 'Adwords' sounds like an uncreative copywriting agency. And 'PPC' sounds like an uncreative insurance company. But, surprisingly, they are neither of these things.
When the used-car salesmen of the internet holler 'Be on the first page of Google!', they are often referring to Google Adwords campaigns.
Google Adwords is one form of pay-per-click advertising (otherwise known as PPC).
What is pay-per-click advertising?
Unlike PPC, pay-per-click is exactly how it sounds. If someone sees your ad and clicks on it, you pay.
AdWords is a rather popular form of pay-per-clicking. Apparently Google made $20 billion from AdWords in 2008. What the advertisers made is another story…
What is Google Adwords exactly?
The Google Adwords ads are the sponsored link areas of a search results page (see the red circled areas below):
Adwords positioning
When talking about Adwords, people generally mean the ads on the right hand side column. So much of the AdWord ranking rant by search engine specialists is about being at the top of that column. King of the hill, top of the heap.
It's as if they don't want to be so bold as to mention 'the other place': directly above the search results (see the other red circled area at the top of the diagram). This spot is Google's royalty box.
Getting into Google's royalty box
Having your Adwords ad at the top of the search listings means you are smack-dab in Google's premium real estate. Ads go to this red-roped area when they have met an additional performance standard.
Like much with Google, this additional performance standard is shrouded in mystery. We do know, however, that it's something to do with the relevance of the ad to the visitor. This seems to be strongly determined by the click-through-rate (CTR) of your ad while it's sitting on the right hand side, waiting to be selected by the Google prince for a watlz.
How do you start this Adwords thing?
- Go to Google AdWords
- Set up an account
- Pay the $5 account set-up fee
- Create your ad
- Sit and watch your money flow out
Giving Google even more of your money
Google allows you to bid on keywords that you want to activate your ad. It's kind of like EBay, but without getting anything tangible.
The higher you bid (i.e. more money you spend on a particular group of keywords) the more likely you will be placed at the top of the sponsored links column on the right hand side.
Some royal gossip
A good number of Google ranking specialists are now saying 'Beware of AdWords'. Why? Because Adwords is fast becoming the domain of large organisations with big Adwords budgets. It doesn’t take much to use up a more modest Adwords budget – which, of course, then makes it to harder to spin your ad budget into gold.
How high up you appear on the sponsored links list depends, in part, on how much you’re willing to spend on your campaign.
Why AdWords might NOT be worth trialling
If you are a small business and have only recently launched your site, try other ways to raise your ranking before launching into AdWords.
Even if you have been around for a bit (online) but still have low visitor numbers, be careful. Try getting your numbers up before going down the Adwords track.
Other ways to raise visitor numbers before launching an Adwords campaign
Read the previous My Marketing Thing posts on search engine optimisation:
If you choose to go ahead with this AdWords caper…
A successful AdWords campaign hinges on choosing the right keywords to put in you ad.
To choose the right keywords, it's best to embrace the‘Goldilocks and the Three Bears’ formula: not too broad (too expensive), not too niche (no one will search for it), just right.
Sound familiar? Yes I wrote about my Goldilocks keyword theory in SEO & Keyword research: Goldilocks meets the devil.
Obviously, many research keywords through the Adwords Keyword Tool. However, there are other keyword tools that may also be helpful. See the Goldilocks post and read the bit about different keyword search tools near the bottom.
How much does AdWords cost?
You can set a price limit per day, but have a popular keyword and your campaign can get very expensive very quickly.
For more information: Visit Google's pricing information here.
3 key tips to making AdWords work for you
- If you are wanting to attract customers from a particular geographic area
incorporate the name of the suburb or city as a keyword to niche your campaign.
- Niche by having an exact phrase only
Use brackets or quotes at either end of the phrase to let Google know that you are promoting a phrase (not a collection of single keywords).
- To inspire the searcher to click on your ad
Offer a free e-book or free mini-online course – i.e. offer something attractive to your target audience that is free if they visit your site (by clicking on your ad).
Something many forget about AdWords campaigns
The Adwords campaign is designed to send visitors to your website. So having a great click-through stat is fine. But what happens when the visitor arrives to your site?
Do everything it can to make that AdWords visitor welcome. Tea, coffee, cake?
Make the most of their visit. Encourage them to contact you directly, subscribe to your e-news or buy something on your online store.
Once started on AdWords, then what?
Monitor how the clicks are going and make changes as you go. Keep refining your keywords and see if they're working for you.
Google gives you performance reports that include information on where your ads appeared, conversion rates, cost, etc. – so you don't have any excuses. You know the deal.
Have you done the AdWords thing?
If you have run a successful AdWords campaign, we'd love to hear (and profit from) your secrets.
If you have run an unsuccessful AdWords campaign, we are here as a sympathetic support group, poised to listen to your story…when you are ready to share.
This post was written by Megan Hills. Megan is a writer, cartoonist, marketing consultant who is wondering how to organise a coup d'etat against the leader of the free world: Google. Find out more about Megan.
As promised in my last post Using keywords for SEO and other alien adventures, here's a bigger picture (beyond keywords) on SEO.
In other words, here are some dating tips when seducing Google into giving you a higher ranking. It's sort of like the Bachelorette of the Internet.
So what does Google look for in a website?
Google might be big and powerful, but she's still a woman (stay with me here…).
1. Are you, like, popular?
Google wants to know if you have a lot of cool friends who like to hang out with you. Yes, we're talking visitor traffic to your site. Google might raise you on her dance card if your site has:
- a high number of visitors,
but it's even better if you have…
- a high number of 'unique visitors' (i.e. first-timers – Google likes it if you make a good first impression)
but it's even better if you have…
- a high number of unique visitors who then return a lot and wander around your site for ages in wonderment
but it's even better if you have…
- a high number of unique visitors who then return a lot and wander around your site for ages in wonderment and subscribe to your newsletter and/or your RSS feed and/or buy stuff and/or leave a comment and/or email you directly, and/or engage in your visitor poll (quick online survey), etc.
In summary: Have a cool group of friends – that just keeps getting bigger and bigger – who like to do stuff with you.
How do you do this? By being attractive, interesting and interested in those who come to visit you.
2. Are you, like, into talking about stuff?
Google isn't into the smouldering silent type. She hangs with chatty, social personalities.
Constantly changing content, particularly on your home page, is a good thing. Constantly changing content that have great keywords (relevant to your site) is even better.
This is why blog sites are so popular with Google. The format of blogs is inspire new articles, regularly posted, right there on the home page. And they are also strongly designed to inspire visitor comments (remember that visitor interaction thing in dating tip #1).
However, if you have a website instead, your Google cred can still be intact. You can still have changing news on your home page with an opportunity for people to comment. Everything is possible. Just make sure you have a CMS (content management) website so you can go in and change anything at any time.
3. Are, like, other cool people talking about you?
Inbound links are a biggie when it comes to winning Google's heart. 'Inbound links' means persuading other quality websites to link to your own.
Remember: Google cares more about the quality of your links than the quantity.
- Start with those you know
Begin with good industry contacts you already have established and propose a link swap (i.e. I’ll link to yours if you link to mine…).
- Research your online community
Check out those related to your industry (including online member's directories for associations) and propose a link swap.
- Find out who links to your competitors
And propose a link swap.
- Visit relevant blogs and forums
and build a relationship with the people who write them (even if you make a comment you can often have your URL displayed – yes, that's your link!).
- Create videos, podcasts, articles and free tools
And use these to compel other sites to link to you – examples: Youtube (free video), iTunes (free podcasts), Articlesbase (free articles).
Also make sure you are listed on
Google maps. It's free (yes, even Google has her generous moments). Plus Google Maps allows keyword tags in your profile. If you don't want people turning up on your doorstep, use a PO box address. Too easy.
4. Do you want to, like, get married?
Google doesn't want a fly-by-nighter. She likes the solid ones who have been around awhile.
The longer your site has been online, the higher your ranking is likely to be. It's just one of those things.
Final episode
Just because Google is partial to polyandry doesn't mean she won't give you the affection you want. You just need to play by her rules, whatever they are. Women really never tell you, do they?
So the above is advice given by SEO experts around the place who have tested their theories by taking Google on different kinds of dates to see what makes this mysterious woman smile.
But, the problem is, she's a fickle individual who will never kiss and tell. So we just keep buying those flowers and chocolates and calling her number again…and again…
What's next in the Google dating game?
Prostitution. When people say, 'We can get you on the first page of Google' they are generally pimps, touting pay-per-chick advertising services. We're talking AdWords campaigns.
Stay tuned to find out how to get to home base with Google.
To re-cap this SEO series:
If you want to know what SEO (search engine optimisation) really means:
SEO: True meanings and confessions
To find the best keywords for you:
SEO and keyword research: Goldilocks meets the devil
To work out how to apply those keywords:
Using keywords for SEO and other alien adventures
This post was written by Megan Hills. Megan is a writer, cartoonist, marketing consultant who is looking forward to writing about making a meaningful connection with real people – rather than these superficial, popularity-seeking search engine spiders. Find out more about Megan.
If you've just started visiting, this is the third post about that crazy thing called 'SEO'. For many of us, it's much like the acronym 'UFO'.
Admission: I know quite a bit about SEO, but it still makes me feel like an alien.
Here is what this particular marketing therapy group has chatted about so far:
If you want to know what SEO (search engine optimisation) really means:
SEO: True meanings and confessions
To find the best keywords for you:
SEO and keyword research: Goldilocks meets the devil
Keyword definition re-cap:
Keywords are those niche words and phrases your target market is likely to type into Google's search box. This involves a combination of research and ESP (interestingly, this is just what aliens are renowned for).
So, now that you know what your best keywords are…
What is next? Knowing the best way to insert these little bundles of joy into your site. Take my hand and I'll show you around Planet Keyword….
On your actual web (or blog) page
It's a good idea to use keywords in your page content in the following ways:
- in your tag line (otherwise known as a slogan)
- in the titles of your pages
- throughout your content text, home page particularly (but don't over-do it, good communication comes first)
- in the titles of any news articles
- in sub-headings
- in bold words
- in hyperlinks
All of these have been suggested by SEO experts. But it's not a perfect science because Google refuses to tell anyone their secret recipe.
What happens keyword-wise on your web or blog page is only the beginning. There is a host of 'back end' tricks that you can make yourself available to. And it is not as painful as it sounds.
Your domain name
'Marketing' is a keyword for this site. And it's is in my URL: www.mymarketingthing.com. With that said, 'marketing' is an insanely broad (competitive) keyword so I'm not going to get much SEO mileage out of having this in my blog address. Never mind. I'll be moving to Mars soon anyway.
It might not be too late for you though – if you're wanting to stay here on Earth, that is. So if you're still deciding on your domain name then consider inserting a keyword there.
Title tags
If you visit the home page of this blog site www.mymarketingthing.com, you will notice some words on the bar at the very top of the page: marketing plans media public relations…etc. etc. This is my home page title tag.
Title tags work best when you have key phrases and perhaps your business name. If your business needs to attract clients from your physical location, a geographic reference like 'Brisbane' is worth putting in.
Some say 65ish character limit ballpark for title tags, but other say around 10ish words. Can’t find a definitive answer on this.
Alt tags
Keywords can be very important when it comes to ‘Alt tags’. Alt tags mean ‘alternative text’ and this field comes up when you are inserting an image on a web page.
Keywords in alt tags are generally good for ranking. When people (and search engine tracking spiders) look via keywords on Google images, your photos and graphics can appear. So this is another way powerful way potential clients can stumble across your site.
Apparently alt tags shouldn't have more than 5 words in each. And be aware that your visitors might be able to see them if they run their mouse over the image. So alt tags need to say something that makes sense.
Title of your image with a keyword(s) example: alien.jpg
I read on Splash.net.au that a maximum of 78 words is allowed for all alt tags on one web page.
Article (or post) tags
When you publish an article online, there is generally an option to add some 'post tags'. In this tag section you can type in some keywords that relate to the topic and content of your article.
This article has post tag words like: 'keywords', 'search engine optimisation', 'SEO' and 'title tags'.
A note about article directories
If you ever find the time, you can also submit your keyword-savvy articles to online article directories to raise your online presence – therefore, your ranking. This can be done for free and each article generally has a tag section where you can type relevant keywords.
The article generally ends with your website link, acting as an 'inbound link' (a link on another website pointing to your website, or blog site). Great for SEO. More about inbound links in the next post.
Category titles
You will see on this site, in the left hand column, that I have a list of article categories. Many of these category titles are keywords. You can try the same thing at home (though many of us less technically-minded folk will require a web builder's supervision).
A tag cloud
Again, on the left hand column of this site (scroll down past 'categories') is a tag cloud. Tag clouds tend to appear on blog sites more than websites. Through your cloud, visitors can search for popular topics that appear on your site.
And because the tags appear (and keep changing) on your home page, they are humdingers for SEO.
Keyword tricks you can get into trouble for
Avoid hidden text or hidden links, and don't load pages with irrelevant words. If you do, Google will send you to the back of the class. And you don't want to go there.
SEO is not all about keywords, by the way.
Nooooo….. There is a much bigger, even more exciting picture afoot. I'll be back soon to take you to the Mothership of SEO.
This post was written by Megan Hills. Megan is a writer, cartoonist, marketing consultant who wonders what life is like for those who don't care two-hoots about their Google ranking. Do they breathe oxygen like us? Find out more about Megan.
Search engine optimisation (SEO). Everyone wants to know about it. Even if they really don't.
Because, surely, there are more interesting things we can do with our time. But I guess (she says begrudgingly) if you want to be found easily on Google (or other popular search engines) it's probably not a bad idea to know the lay of the land.
Then, if you wish, you can reject all these SEO tips outright and focus on being more interesting.
Note: Being interesting online is good for your SEO.
Second note: If you're unsure what search optimisation means, read my previous post, SEO: True Meanings and Confessions
Let's start with what I call 'The Devil'
Another word for The Devil: the keyword. And to confuse things, key phrases (i.e. more than one word) are also called keywords.
Keywords are what other people will type in the Google search box to find websites that cover a particular criteria. Ideally, you want these words to appear on your site so they match with the kinds of searches your target market is likely to make…all to find someone special like you.
It's supposed to work like this: Your potential customer taps in a word or two, clicks on 'search' and voila! There you are, on the very first page (ideally), waiting to greet them.
An aside: Why my bad press on keywords?
My personal distaste for keywords stems from the bizarre communication contortion that people embrace for the sake of good ranking. They can spoil creative communication, and even straight-up clear writing. Keywords can be party-poopers in the fun park of message giving.
Admittedly, people are starting to find ways to use them for good and not evil.
My distaste also stems from that fact that I am number phobic. Ascertaining the right keywords is a numbers game. As you are about to find out…
What keywords are best for you?
Let's use an example. Say you want to set up a website that sells meditation books and CDs via your site's online store. This means you are creating an online business, so ranking will be rather important for moving your merchandise as well as your chi.
‘Meditation’ is an obvious keyword to focus on – or so you would think. Of course, 'meditation' will appear on your site, but the term is very general. And so it attracts a massive number of sites on Google. In fact, 27,400,000 searches came up for that word when I last looked.
How do I know? Because at the top right hand side of the Google results page (under the Google logo and search box) is a light blue bar that gives you these results.
27,400,00 search results is called 'insanely large competition'. The enlightenment industry is humming like a plague of bumblebees on heat. In other words, be prepared to get buried somewhere on page 37 (i.e. the outer reaches of the Google universe).
So what's the answer?
The Goldilocks theory
This is where having a ‘niche’ is handy. What you want are keywords that are not too big (because of that 'insane competition' problem) but also not too small (i.e. no one would dream of typing it in to search for it). So we are shooting for: not too big, not too small, just right.
‘Home meditation’ is getting better niche-wise but still pretty competitive (20,100,000 searches came up), perhaps also ‘DIY meditation’ (1,010,000 comes up for this term). ‘Guided mediation’ brings 734,000 searches.
'Guided meditation cd' is better at 192,000. ‘Guided meditation audio’ is also smaller at 168,000 searches. So these two are much better than just silly old 'meditation'.
Getting the picture?
Proper keyword finding tools
Looking at the numbers on the results bar after a Google search is one way to get a rough gist. To get a better gist you can use Google's Adwords Keyword Tool and click here for Google's new Beta version.
AdWords is Google's pay-per-click advertising service. But you don't have to be an AdWords customer to use their Keyword Tool. And it's free. Aren't they generous?
The Keyword Tool shows you how many people are searching for what words (related to whatever you type in the search box). It also shows you how strong the competition is for particularly words and phrases. Very handy.
So type in the words that relate best to your core products or services and research away.
Spy on your competition
The box where you can type in a website address offers a great opportunity to see what keywords your competitors use (competitors being those that offer the same kinds of products and or services to the same kind of target market).
Looking at the keywords of websites by those competitors who are already highly ranked can give some useful clues.
Spiffy keyword finding tools
If you don't mind spending some money to get a closer look at what might work best for you, Wordtracker is one of the best known keyword research tools.
Note: You will find that keyword research software companies generally offer a free trial. Plunder at your leisure.
But according to Top Ten Reviews, the best keyword analysis software is:
- Web CEO (over over 707,000 businesses currently rely on it…Lordy)
- Advanced Web Ranking (the company who made ABR is from Romania, which must be embarrassing because heaps of people are using this software but don't like to admit it)
- iBusiness promoter (from the more respectable country of Germany, these people say that you will be in the top 10 of Google or get your money back – except that their clients might be too afraid to ask for their money back because the company is German)
Well, that's the first three. Check out the rest here.
Other popular packages include:
Trawl through at will.
How do I use keywords on my site?
My God, are you still awake? My hat off to you. As a reward for your persistence, we are going to 'hold that thought'. You can go and have a nap now.
But I'll be back next post to answer your sage question. If you don't apply this keyword caper correctly search engines can penalise you in ways you haven't even imagined.
Google might be a cute name but do the wrong thing and, man, they can get ugly.
Stay close.
This post was written by Megan Hills. Megan is a writer, cartoonist, marketing consultant who wonders whether Goldilocks was ever the butt of a blonde joke. Find out more about Megan.
