Monthly Archives: August 2013


Never Advertised Online Before? Here’s How to Place an Ad with Google

Buying an ad in the local newspaper has been standard practice for most small- and mid-sized businesses for decades. The problem with that marketing strategy today: Traditional newspaper readership has been in dramatic decline for years (in 2002, just 41 percent of Americans said they read the daily print newspaper; today, that number has dropped to 23 percent).

Meanwhile, the number of people getting their news (and just about everything else) from the Internet is on a rapid rise. Today, the average American spends 32 hours a month doing something online; and a whopping 76 percent of the public reads the news on the Web.

So if your customers and potential customers have all flocked to the Web, maybe it’s time you started advertising there, too. As they say, “it doesn’t take a genius” to figure these things out.

Most businesses that advertise online use Google AdWords. Those are the text-only ads that appear in the margins of your computer screen whenever you do a Google search for something. They also appear in the margins of millions of websites.

Unlike with newspaper advertising, there’s no cost to post a Google AdWords ad, however, each time someone clicks on it, the advertiser – that’s you – pays a pre-determined rate (usually between 35 and 45 cents per click).

Yes, it’s more convoluted and confusing than buying a newspaper ad. But the cost for giving it a try is very small (Google even offers free-trials from time to time). Here’s how to get started:

These Postcards Get the Best Customer Response

If you’re an Xpressdocs client, you know that marketing postcards are one of the most efficient and effective ways to promote your business. According to the latest Direct Marketing Association study, direct mail generates an average of $7 in sales for every $1 spent on the marketing medium.

But, of course, not every marketing postcard can be a hit. What separates the winners from the losers? Postcards with the following attributes almost always get the best customer response:

Attention-grabbing introduction – People are busy (just like you). So if you don’t grab their attention in the headline or first sentence, your chances of success will drop dramatically. Suggestions: state a question, present a compelling fact, or lead off with a special offer.

Clear benefits – Instead of simply stating a feature of your product/service (“experienced work crews”), tell the reader how that feature will personally benefit them (“experienced craftsmen who aren’t satisfied with the job until you’re satisfied with the job”).

4 Ways to Improve Your Online Marketing with Google Analytics

As a small business owner it can be difficult to understand the results from your online marketing initiatives without paying a lot of money for expensive software. How do you know if your website and online marketing campaigns are effective? Fortunately, Google Analytics is a powerful analytics tool that helps you to monitor traffic patterns and the effectiveness of your website and it is totally free. Here are some of the features that could benefit your small business.

How visitors are viewing your website

Understanding what technologies are being used to view your website can tell you a lot about your visitors and helps for optimizing your web design. For instance, if a good majority of your visitors use a Chrome browser over Internet Explorer, you could infer that they are tech-savvy and you would want to test your web design thoroughly in that browser. In addition, you can also see which devices are being used to view your website. With mobile devices continuously growing in popularity, you might want to consider building a mobile-friendly version of your website.

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