The Marketing Message Blog

Website Optimization-Speed, Search Engine & Conversion Rate Secrets

I'm always on the lookout for books I can recommend that simplify the complex or at least don't contain an unnecessary level of complexity.  I don't want to waste your time if the author can't or won't boil down his information to its essence.

Right now I'm reading "Website Optimization—Speed, Search Engine and Conversion Rate Secrets" by Andrew B. King and I recommend it highly to those of you who are developers or are marketers who want to go at least one level up from the basics.

The early chapters are devoted to learning how the basics are applied and later chapters talk about maximizing conversion and employing advanced web metrics. If website optimization is your goal, check out this book.

Are your profit margins rising? If not, try this.

Great article from Doug Hall, in the August/September issue of Business Week Small Biz called Marginal Success  It focuses on a topic that I find small business owners seem to ignore. 

They are very focused on what their prices should be, but not so much on what their real return is.  If you're not increasing profit margins, then you can't really grow. 

Hall gives five solutions of which I picked my top three:

1. Fire your customers-- 20% of customers with the least profitability won't be missed.  Spend that time focusing on marketing and sales and you'll be surprised by the boost you get.

2. Go for 'mailbox money'--He calls it 'mailbox money', you may have heard it called 'passive revenue streams.'  It's money that is generated while you are off doing other things.  No matter what your category is, you should be working on items that are selling when you aren't.

3. Set yourself apart—I'm sure you've heard this ad naseum.  Find your 'unique selling proposition,' etc.  In this case I see it as a call to FOCUS—not selling something for everyone, but something that caters to a specific niche and builds your community.  It's much easier to be an expert if your field is small and well-defined.

If you focus on these first, you should see your profit margins rising and your business in growth mode.

You asked -what are the elements of a Mind Mapping session?

I often mention Mind Mapping in this blog as a way to create and problem solve.  Several of you have asked me to detail the basic elements of a mind mapping session so that you can get started.  Depending on where I am, I will use software (MindManager 7 from Mindjet is my favorite) or some form of paper and pens. 

Here's what you need:

1. A way to record ideas—Obviously, the most basic building block.  You can use colored pens, markers, crayons, software.  Anything that helps you think and gives you the connection of the idea to your hand (especially helpful to kinesthetic learners.)

2. A way to view the map as a 'big picture'— It's very important to be able to stand back and see the map as a whole.  You can use a wall, computer screen, a pad or anything you can step back from and see the entire map at once.

3. A flexible way to move ideas around—This is where the tools become really important.  If you write on a sheet of paper, you'll have to redraw the map to suit the structure you develop.  If you use sticky notes or a computer, you can move things around at will.  Being able to recognize patterns and shape the map is key to a great outcome.

4. A way to stimulate creative thinking—Here's where the use of colors, pictures and anything else you want to throw into the mix will help stimulate better ideas and help you remember what you mapped.

5. A way to document and update your map—Don't forget that part of the mapping process is to let it incubate and further your thinking over time.  You'll need to come away with something that is tangible so you can review it and stimulate more ideas.  If you've got lots of maps or they are large, grab your digital camera and make sure to capture all of it.

Social Media Marketing Strategy

Along the social media marketing continuum I believe we are at the point where 'Web 2.0' and 'social networks' are no longer apart from the net as a whole. 

All social media channels open a line of communication between you, your audience, colleagues and friends.  When you are creating a marketing strategy, you need to think about the response of all of these constituencies across channels.  There are people who will see you across blogs, FB, Twitter, etc. All your branding and content needs to be consistent.  Everything works together (or it doesn't).

Here are three questions you should address when building your strategy:

1. What can I contribute that will be of real value?

2. How can I share what I'm doing without a 'hard sell' ?

3. Is this channel a place I am connecting with collegues, friends or customers or some mix?  How can I make sure all these constiuencies are served?

Taking Leadership Seriously —Triiibes.com

I've been reflecting about online communities and what they represent. I have helped my customers create them and have joined a few others as a member.  I recently joined Triiibes.com started by Seth Godin and the experience has been wonderfully eye-opening.  He takes leadership seriously.

In his post called "When in doubt, (don't) follow the money" Seth said "I smiled a bit when I saw a few posts from people who suggested I started the Triibe group as some sort of grand scheme to sell books." 

As a long-time marketer I have to smile as well.  No one sets out to create a real community with their heart and soul as a "promotion."  A community takes work to build.  If you want something wonderful and sustainable you have to put effort in to shape it and nuture it.  It's not something you do to earn money. 

My concern is that social networking groups have given participants the idea that a real online community should be a free-for-all.  To build a real group it takes leadership and vision.  Slackers need not apply.

"You Asked" Free E-course

Many of my readers have asked how to get started using my "7 Steps to Explosive Business Growth" detailed in my book.  Start here and sign up for my free e-course 

You'll see how I put the steps together to make them easy— and how they can help you shape up your business to get more revenue. 

Don't sit around asking yourself "What am I doing wrong?" Be proactive and instead ask, "What else should I be doing?"

Check out the free e-course here. And don't hesitate to post questions for me!