GOOGLE HAS AN ACHILES HEAL—WILL THEIR COMPETITORS NOTICE?
Even though Google Revenues continue to soar, the hidden problem that may stifle growth and may even allow Yahoo or MSN to overtake the paid search market in the future lies in two critical phrases: Customer Support, and Customer Training
Approximately 40% of the small businesses we have surveyed have tried Adwords in the past and failed, and some of them have tried multiple times. In some markets the percentage is closer to 60%. Why? because the program was designed by Google engineers, and heavily favors companies with the type of resources that most small businesses do not have. Unlike MSN and Yahoo who have programs that are much simpler in terms of use for small businesspeople, Google favors a technology driven solution that relies less on customer support, and expects users of their system to become more sophisticated.
The problem with this is that it is working quite well for professional internet marketers and search engine marketing companies employed by big corporations, but many small business people who are not web-savvy are by and large left out of the mix. This is unfortunate because this is a huge segment of potential income that is left "up for grabs"
and may be scooped up by MSN and Yahoo who are developing simpler, easier systems with better customer support.
All the major search engines recognize this problem, and getting those "offline" advertisers online is a high priority for all of them, but so far there has not been great success. It is a knowledge and training gap, and neither Yahoo, MSN, or Google has so far been able to address it adequately.
Google's recent acquisition of urchin, a web analytics program illustrates the problem Google is trying to solve. Big Companies getting involved in paid search will still continue to drive big revenues, but the new internet is about verticals and niches, and Google simply isn't making the grade in terms of training their customers well enough.
Where do small business customers go after they "churn"? Many of them go back to what they were doing successfully before; email marketing, direct marketing, and call centers according to our study.
The next growth area will be hundreds of thousands of verticals, driven by small businesses exploiting areas and needs that the fortune 500 companies can not fill efficiently. The search engine company that gets the most advertisers on its side will win market share, and winning will require the ability to service everybody, not just the super sophisticated internet super geeks.
However, many private companies not sanctioned by Google, have sprung up in order to try to bridge the gap between the Google Adwords program and the ability to advertise efficiently on Google and achieve a high ROI. One such company is http://adwordstraining.org that offers free video training and free frequently updated information at http://marketingnewsblog.adwordstraining.org
Simple training videos are available on the site, as well as an advertiser self study course to get non-technical people up to speed with Google Adwords advertising.
Between Google's extensive training program of Google Professionals and private training by private companies, this knowledge gap may be bridged, and in the process a whole new industry of Google Adwords Marketing companies may be created, to facilitate the knowledge gap between Google and the advertisers that want to take advantage of the enormous advertising reach afforded by paid search.
But, this might not be enough for Google to keep its lead, as advertisers often follow the path of least resistance in getting their messages out, and they are the ones funding the growth of the search engine industry.
Where those advertisers ultimately go will determine the ultimate victor in the ever growing search engine wars, and the winner is by no means secure at this point.
Steve Blom
Founding Partner
InTouch Media Group
www.intouchmediagroup.com
Friday, June 17, 2005
Hot Marketing Tip - Search Engine Marketing
This is a specific tip regarding search engine marketing.
I have now heard over and over that many people, who are not succeeding with Google, are doing the same thing wrong. They are only using as few as just one or two keywords. They don't understand that if they try to use the one or two keywords that everyone else uses there results will suffer-badly!. One must use hundreds, if not thousands of keyword combinations.
One should also build multiple ads and populate each with a large quantity of keywords. People do not typically know the solution to the problem they are trying solve or the need they are trying to fulfill but they do know the symptoms. They will type in the symptom and try to find the solution from that. It is for this reason that you must develop hundreds or even thousands of keywords and phrases. Bob Cefail
I have now heard over and over that many people, who are not succeeding with Google, are doing the same thing wrong. They are only using as few as just one or two keywords. They don't understand that if they try to use the one or two keywords that everyone else uses there results will suffer-badly!. One must use hundreds, if not thousands of keyword combinations.
One should also build multiple ads and populate each with a large quantity of keywords. People do not typically know the solution to the problem they are trying solve or the need they are trying to fulfill but they do know the symptoms. They will type in the symptom and try to find the solution from that. It is for this reason that you must develop hundreds or even thousands of keywords and phrases. Bob Cefail
Closing Series - It's Easy To Be A Fearless When You Know How
The best closers in the world are the people who don't worry about whether they lose the sale or not. They are FEARLESS closers. They don't mind getting in there and pushing the close hard. They'll use tags and don't extend buy nows or special offers.
What helps these closers stay tough? No scarcity of prospects.
Your fearless closer typically is prospecting at every turn, getting referrals from past clients, or has a great lead source. They don't care if a given prospect doesn't close because they have 5 other prospects waiting in line to buy. You can create this atmosphere through prospecting your past or current clients, or by prospecting friends, relatives, and even neighbors.
You set up this environment by using Google Adwords to drive so many visitors to your site that you have an abundance of leads. Whatever you do, remember that the more prospects you have the braver you will be at the all important closing point. ---- Bob Cefail
Search Engine Training CD Set Special Offer Is Extended!
Data Resource Consulting is now extending its special search engine training CD offer because of the tremendous response we have gotten. We were not able to handle all the people who wanted the CD set. We are, therefore, extending the offer for an additional week. Here is the original special:
If you have ever considered setting up a Google search engine Adwords campaign, and were concerned about whether you were going to be successful or not, we have very good news for you. Data Resource Consulting has been involved in search engine marketing research end delivery for almost two years. Our technical group has now put together a three CD set of training materials (containing 15 separate training videos) which you can learn about by going to www.adwordstraining.org. These CDs can take a complete novice and turn him into an expert. The CDs are fully narrated and use a step-by-step training system to show you what we have learned. By setting up your own Google campaign, you can create your own leads without the need to use a third party lead source.
What helps these closers stay tough? No scarcity of prospects.
Your fearless closer typically is prospecting at every turn, getting referrals from past clients, or has a great lead source. They don't care if a given prospect doesn't close because they have 5 other prospects waiting in line to buy. You can create this atmosphere through prospecting your past or current clients, or by prospecting friends, relatives, and even neighbors.
You set up this environment by using Google Adwords to drive so many visitors to your site that you have an abundance of leads. Whatever you do, remember that the more prospects you have the braver you will be at the all important closing point. ---- Bob Cefail
Search Engine Training CD Set Special Offer Is Extended!
Data Resource Consulting is now extending its special search engine training CD offer because of the tremendous response we have gotten. We were not able to handle all the people who wanted the CD set. We are, therefore, extending the offer for an additional week. Here is the original special:
If you have ever considered setting up a Google search engine Adwords campaign, and were concerned about whether you were going to be successful or not, we have very good news for you. Data Resource Consulting has been involved in search engine marketing research end delivery for almost two years. Our technical group has now put together a three CD set of training materials (containing 15 separate training videos) which you can learn about by going to www.adwordstraining.org. These CDs can take a complete novice and turn him into an expert. The CDs are fully narrated and use a step-by-step training system to show you what we have learned. By setting up your own Google campaign, you can create your own leads without the need to use a third party lead source.
Thursday, June 16, 2005
Closing Series #8 - Sales Tags
Yesterday's article focused on the use of "sales tags" which involves the use of one or more additional people assisting a sales person in a closing process. The people involved in a tag are typically senior managers, company owners, happy clients willing to help, etc.
Tags involve their own unique strategies and should be worked out well in advance of the actual use of the tag. If an authority tag is to be used, which involves the bringing in of the boss, company owner or a well know customer, what is going to be said by the tagging individual has to be developed fully beforehand.
The tag person should be brought in by the original sales person; the tagger says what he or she is going to say; and then the original sales person carries out the closing strategy in concert with the tagger. Do no not bring in a tagger on an impromptu basis. That can lead to a big mess and the prospect could feel as though he or she is getting "played".
Be professional in the use of tags and have the plan discussed first.
Tags involve their own unique strategies and should be worked out well in advance of the actual use of the tag. If an authority tag is to be used, which involves the bringing in of the boss, company owner or a well know customer, what is going to be said by the tagging individual has to be developed fully beforehand.
The tag person should be brought in by the original sales person; the tagger says what he or she is going to say; and then the original sales person carries out the closing strategy in concert with the tagger. Do no not bring in a tagger on an impromptu basis. That can lead to a big mess and the prospect could feel as though he or she is getting "played".
Be professional in the use of tags and have the plan discussed first.
Wednesday, June 15, 2005
If you have ever watched a professional wrestling match you have seen "tag team" matches. These are matches where two wrestlers are on each team and when one wrestler gets tired or needs help they tag the other wrestler who is outside the ring. When the tag occurs, the other wrestler gets in the ring and starts wrestling.
This same technique is used quite successfully in the sales business. Car dealers use this technique by bringing in the sales manager followed by the finance manager (who really is a salesman for higher interest rates) to back up the initial salesman.
Sometimes a sales person will get stumped on an objection and by interjecting a fresh face with new ideas, one can handle the objection. In some cases one can bring in the authority tag, where a more senior person can come in and offer their experience or knowledge to push a sale over the edge.
There are referral tags where you can send a prospect to an existing or past (and happy) customer to validate how good your services or products are. Tags are used to wear down objections or add new information to push a sale forward. Make sure you have a tag system set up in advance of any use of a tag. These tags must be very smooth and seamless.
This same technique is used quite successfully in the sales business. Car dealers use this technique by bringing in the sales manager followed by the finance manager (who really is a salesman for higher interest rates) to back up the initial salesman.
Sometimes a sales person will get stumped on an objection and by interjecting a fresh face with new ideas, one can handle the objection. In some cases one can bring in the authority tag, where a more senior person can come in and offer their experience or knowledge to push a sale over the edge.
There are referral tags where you can send a prospect to an existing or past (and happy) customer to validate how good your services or products are. Tags are used to wear down objections or add new information to push a sale forward. Make sure you have a tag system set up in advance of any use of a tag. These tags must be very smooth and seamless.
Tuesday, June 14, 2005
Closing Series - Closing Strategy
Special Series - Closing Strategy
One of the key steps in any sales process is the handling of objections. There are several types of objections which we will cover in the next several articles. The first type of objection is the scaredy cat objection. This is detectable when a person starts giving you different objections after you handle a prior objection. The objections he is giving are not legitimate.
Underlying the changing of objections is the simple fact that he or she is scared. You handle a scaredy cat by reminding them of good decisions they have made in the past. Have them tell you about moments when they exhibited good judgment. Then remind them of the benefit that they will get out of your offer and have them tell you why buying your offer will help them.
This is all about increasing their confidence so that they can make a good decision. Sometimes people will come right out and say that they are nervous about their decision. Most of the time though, they will try to mask their insecurity.
One of the key steps in any sales process is the handling of objections. There are several types of objections which we will cover in the next several articles. The first type of objection is the scaredy cat objection. This is detectable when a person starts giving you different objections after you handle a prior objection. The objections he is giving are not legitimate.
Underlying the changing of objections is the simple fact that he or she is scared. You handle a scaredy cat by reminding them of good decisions they have made in the past. Have them tell you about moments when they exhibited good judgment. Then remind them of the benefit that they will get out of your offer and have them tell you why buying your offer will help them.
This is all about increasing their confidence so that they can make a good decision. Sometimes people will come right out and say that they are nervous about their decision. Most of the time though, they will try to mask their insecurity.
Sunday, June 12, 2005
Congratulations Carrie Underwood!
Better late than never! Congratulations to Carrie Underwood for winning American Idol!
America once again proved that it knows how to pick real talent when it chose Carrie, Bo & Vonzell as its top 3 American Idol contenders.
We wish them all the best and look forward to their albums.
America once again proved that it knows how to pick real talent when it chose Carrie, Bo & Vonzell as its top 3 American Idol contenders.
We wish them all the best and look forward to their albums.
Saturday, June 11, 2005
How To Get Great Leads On Your Own
If you want to actually create your own leads and not depend on anyone else or any other company read on. Go to the following site - www.adwordstraining.org and learn about how to make the Google search engine system work for you.
This site was put together by one of the foremost Google experts. The information on this site is very surprising. There is also a special offer and if you are interested in finding out about it fill out the more information lead form and write in the comments box that you are interested.
Bob Cefail
Owner
Hot Daily Marketing Tips
This site was put together by one of the foremost Google experts. The information on this site is very surprising. There is also a special offer and if you are interested in finding out about it fill out the more information lead form and write in the comments box that you are interested.
Bob Cefail
Owner
Hot Daily Marketing Tips
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