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 Adland Digest FREE Edition #551
  Tuesday, June 26, 2007

Information Your Business Needs RIGHT NOW

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Featured Tool: The Autoresponder, Powerful Marketing

In the world of marketing on the web, the Autoresponder reigns supreme as one of the biggest time-savers you could possibly invest in. 

Far too few people understand the power of this application and how it can improve, or double your business's productivity/profit. 

When running an internet business, a large part of your daily communications are through email.  Unless you have a 1-800 number, the likelihood that you're going to generate good, trackable leads otherwise is minimal.  One of the best ways to generate leads is to get them through inquiries for information.  Unfortunately, we don't always have the time to respond to requests for further information on a case-by-case basis.  Furthermore, we don't always have the time to start distributing newsletters and product updates on demand.  The autoresponder can act like a robotic receptionist for your email sending out, on your behalf, frequently asked questions so that a visitor who wants more information immediately will be given something to "chew on" giving you a little breathing room to formulate a more customized response if necessary.

Most autoresponders also allow you to specify the length of time between messages so this makes it ideal for newsletters as well.  If you have a monthly newsletter that you send out, consider using the Autoresponder to distribute these to a specified list each month without fail. 

Here are a few good ways to take advantage of your Autoresponder:


Newsletters, especially well-written and presented ones, will increase your credibility with your visitors.  Writing informative articles about your industry or product can propel your popularity higher than you ever thought possible. 

How to do it - Create a set of about 6 or 7 newsletters to be distributed automatically to your subscribers.  Make sure that your newsletter (if it is in HTML format) mimics the look-and-feel of your web site so that a visitor can identify it on sight.  This is a good medium to distribute tips, tricks, useful articles and information resources to subscribers.  Make absolutely sure that your autoresponder has a double-opt-in mechanism so that you don't get dinged for unsolicited commercial email otherwise known as spam.  Also, make sure that you're not carpet-bombing your subscribers with daily messages.  Keep them spaced a reasonable distance apart such as bi-weekly or monthly.  Send the first newsletter immediately however and let the subscriber know that another will be coming every couple of weeks, monthly, or whatever interval you decide.  Be subtle about your marketing here as a hard-pitch may turn off potential customers and get you a spam complaint instead of a sale.  A little romance goes a long way.

The Benefit - Newsletters are an optimum way to deliver marketing messages and limited time offers to people who are sitting on the fence about your products or services.  If you can craft a newsletter which provides useful information and place a link to one of your products relevant to the articles you write into the newsletter, you've got a 50% higher chance of getting a sale from that email.  Don't expect magic on the first one though.  It could take up to 6 or more contacts before you see any results.  When you do, you'll be blown away.


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Frequently Asked Questions

A lot of autoresponders can be triggered by sending an email to a predetermined address.  With a little web savvy you can wire up an autoresponder to an existing support system to provide the ultimate level of service to customers.  One of the biggest triggers of buyer's remorse is that a customer who has just made a purchase gets a gut-feeling that they're not going to be given the support they need for a product after sending a request for support and receiving nothing in return.

How to do it - If you can trigger an autoresponder reply that is sent immediately to a customer which contains a frequently asked questions as soon as they send an email to your support department this will go a long way to easing a customer's discomfort and reduce the chance that they will experience buyer's remorse.  Send an acknowledgement such as:

"Thank you for your email.  Your message has been received by our support department and you will receive a prompt reply within 1 business day.  In the meantime, I've included a copy of our top 10 most frequently asked questions below.  Please take a moment to read them as your question may have already been answered and you can find a solution immediately without further delay.  Again, thank you for choosing XYZ co. for your widget needs.

<Frequently Asked Questions Here>"

Make sure the message is signed by a representative of your company.  Perhaps yourself if you are the person to talk to.

The Benefit - Increased customer satisfaction, reduced buyer's remorse, saved income from reduced number of charge-backs and product returns. 

Product Updates and Tutorials

Autoresponders can be handy for distributing product updates and news.  Many consumers will purchase a product without a full understanding of how it is used. 

If your product is a software product, even better.  When someone makes a purchase of your product, with their permission you can place them onto a list to receive updates and information about the product they purchased.  If there is a patch or a new version to which they are entitled, you can create one email and send it out to all relevant customers without the hassle of trying to find out who purchased what and then sending out the email. 

Not to mention the fact that since this person is already a paid customer, they will be twice as likely to purchase from you again in the future if you look after them properly. 

How to do it - When someone makes a purchase of a particular product, ask they wish to receive updates and information regarding this product.  Many companies will call this process "registering" and ask about demographics such as age range, income level, gender (be careful about this one), geographical info (city, state, zip), and alternate contact information (email, phone).  Use your discretion here as to how much to ask for.  If they agree to the registration and provide this information, use a double-opt-in mechanism to confirm their desire to receive the information.

After they've registered, you can place them into a mailing list in your autoresponder for that particular product.  Now, whenever there's an update or a related product, you can send out a message to existing customers without hassle. 

The Benefit - Increased customer awareness and satisfaction about a purchased product.  The more a customer knows about what they bought and how to use it to their advantage quickly, the better value they will derive from it.  This will make it easier to insert small related product ads and get a high conversion rate from them. 

For example, "Since you've purchased a pen from our website, you might also be interested to know that a neck lanyard decreases the likelihood that your pen will get lost or stolen by up to 90%.  For a limited time you can get our canvas neck lanyard for only $9.99 (That's a full 10 bucks off our regular price) PLUS if you order within 72 hours, you'll get a 2nd lanyard for free, a voucher for 50% off your next pen purchase, and free shipping to anywhere in the Continental United States; a total value of approximately $30.00 USD.  Click here to learn more."


These are just a few of the many ways you can use your autoresponder system to help you augment your business efforts.  With a little creativity, you can come up with dozens more ways to improve your business and your bottom line with this simple application. 

In short, the Autoresponder is a real marketing powerhouse system that few people understand and even fewer use to great effect.  Once you've seen the awesome power of this system at work and realize its potential, your web business will likely never be without one again.


Michael Dela Cruz,
Adland Digest Editor

Check out The Adlandpro Autoresponder: Simple, Powerful, Affordable Marketing.  Under $15.00 USD/month

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Have something you'd like to see covered in greater detail here in the Digest?  A topic you want more information on?  Contact me with your suggested topic and I'll try and use it in an upcoming issue of the Digest!



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Competitor Analysis - How Writing Rubbish Can Give You An Edge
Copyright 2007 by Tom O'Brien

The Gobbledygook Competitor Analysis Tip

When typing c*ap can tell you a lot about your competition…

One of the great things about Adwords is it allows you to test so many different things ever so quickly. It is a very useful tool but if it were likened to a sword - it would be double-edged.

What do I mean by this?

It's very simple - your advert - when it is displayed - is in the public domain and can be seen not only by your prospects but also your competitors.

The reverse of course is also true, which means you can perform competitor analysis too. So how can you leverage this to find out who amongst your competitors is doing a great job writing Adwords creative copy?

A quick refresher is in order - Google allows you to match in 4 different ways:

Broad Match (unadorned keywords and keyword phrases)
Phrase Match (Enclosing Quotes " ")
Exact Match (Enclosing Square Brackets [ ])
Negative Match (With a preceding minus sign - )
Google also has some inbuilt smarts and will display your advert on occasions when it deems your advert is suitable (even though your keyword list may not match).

This is known as "Expanded Match" and is only employed for your keywords that are Broad Match specified (the least targeted). The idea behind this is to maximise your advert exposure thus driving more targeted traffic to your website.

Natually Google will get more revenue as a result ;-)

So how can you benefit from this?

I hope your eyes haven't glazed over quite yet because here comes the good bit:

Type in a keyword phrase you are interested in - it must be at least a 2 word phrase.

Note the results of adverts - there may be 10, 20, 100 or more depending on how competitive your market is.

The Gobbledygook Competitor Analysis Trick

Now - type in the first word from your keyword phrase, followed by some gobbledygook - e.g. 1kises - and then put in the remaining part of your keyword phrase.

Now you'll see the amount of adverts displayed will be vastly reduced - only those who have used broad match keywords will be shown BUT...

The adverts shown are shown in order of precedence - the precedence being dictated by the best adverts in terms of Click Through Rates!!!

So you have a sorted list of the best adverts for your target market for that particular keyword (exclusive of phrase and exact match keywords).

With this information to hand you can now construct better adverts faster for your chosen target market all for a little time taken to write rubbish and perform a competitor analysis.

About The Author

Tom O'Brien turns Adwords PPC management problems into profitable advertising campaigns. For more free tips on Adwords Campaign Management visit: http://www.pdqprospects.com/services/GoogleAdwordsCampaignManagement.html 

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Effective or Irritating: The Use of Pop Windows in Internet Marketing
Copyright 2007 by Bibi Liew

A few years ago, pop-up windows were all the rage in Internet marketing. It seemed that every time one opened a web page they would be bombarded with offers for this or that. It had gotten to the point where surfing the Internet was almost like playing a video game; when the ads would pop-up one would try and close them out before another one came. This is precisely why we have seen the decline in the use of pop-up windows on the Internet today; surfers simply do not even look at the pop-ups anymore. They close the windows out before even reading the ad. Very often, a surfer will even leave your site if there are too many pop-up ads. They simply do not want the hassle of closing those windows while trying to obtain the information that your site has to offer. This information, while valuable, is not as valuable as the surfers time. Studies have shown however, that even with these set backs, pop-up windows are still an effective method of Internet marketing.

Is there some way that pop-up windows can be less irritating and still be effective? Yes! What if the pop ad were seen upon exiting your site instead of entering? This would allow the surfer to obtain the information that they need from your site, feeling that they were able to come and go quickly without being hassled by other ads and offers all the while making the surfer happy. You have left the surfer with a positive attitude and therefore are more likely to respond to the pop advertisement. This is being accomplished more and more by using what is being called pop-under windows. When the surfer comes to your site, the ad is opened discretely behind the your web page. Then, upon leaving your site, after obtaining all the information that they need , will see the ad and therefore be more likely to respond. Since the surfer has the information, he has achieved his objective and is now open to do other things; ideally respond to the pop under advertisement.

Not all pop-windows are created equally. There are some things that you can do to make your pop-windows, whether pop-up or pop-under more effective. The pop-window should be easy to “escape” from. If the surfer does not want to see the add, but has a hard time closing it out, they will likely become frustrated and could leave your site all together. You should either use a button to that will allow the surfer to close the window or be sure that the “x” is easily visible. Another good idea is to use a script that utilizes cookies. Cookie will prevent pop-windows from overloading the surfer since you can decide the frequency of the pop-windows, rather than each time a page is opened. Also be sure that there is no more than one pop-window per page.

When creating a pop-window, you will be asked to fill out a short information form, select the length of cookies, and choose the layout of the pop-window. When choosing the design of the pop-window, you can increase the effectiveness by creating a large headline that includes benefits that will be most appealing to the customer. You should also consider using incentives and lastly do not ask the customer to read a long and drawn out advertisement. Keep the message simple yet powerful and your pop-ads will be sure to generate profits for your site.

About The Author

Bibi Liew can help YOU start your own profitable business on the Internet within the next 24 hours... To learn more, visit: http://www.EBusiness-Insights.com/pips.html



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