One thing a business must have is the TRUST of its marketplace. Without TRUST the end is near and nothing can prevent that; not low prices, not useful products nor any other countermeasure.

How does a business lose its trust? You can do your own list, but I know the following types of things would be on it: bad quality; poor customer service; a bad buying experience; denying legit warranty claims; defective products with cover-up; frequent recalls; and shady management among many other things.

It was always hard to establish TRUST and in today’s world, even harder. The public has become cynical and suspicious of our institutions and businesses are no exception.

If you go back over the last 40 years we have a break down of TRUST from the effects of very negative events.

• A President resigned because of a cover-up attempt of an impeachable offense
• Another President was incompetent leading us to 20% interest rates and unemployment
• Another President who told us it depends on what ‘is’ means
• Our government has over-spent us into $14 Trillion of debt and the number is climbing
• Leaders of government and industry have been convicted of fraud and corruption
• There have been questionable wars
• There was the Internet Bubble
• There was the end of the world Y2K that was a non-event
• There was the housing bubble and resulting financial collapse
• Main stream media is widely viewed to be highly biased one way or the other
• We are in the midst one proclaimed crisis after another that often fizzles into a fraction of the predictions blown up to manipulate us: the swine flu, the oil spill, man-made global warming, etc, etc, etc.

So what does this have to do with Internet Marketing?

SOCIAL MEDIA

Social Media is one of the most trustworthy sources of information left in a world of questionable information sources.

Click here to view an article that qualifies the above statement.

Information delivery channels and relationships affect how social media users perceive information and advice. One thing that makes social media marketing powerful is consumers trust in people like them, their friends, family and other online peers.

Businesses need to tap into that trust via the power of what is called “earned media” or by engaging in a conversation with their marketplace.  And where social conversations take place has an effect on their perceived trustworthiness as well as who is taking part in them.

A study of frequent social media users by market research firm Invoke Solutions found that the most trusted information was posted between people who knew each other.  And blog posts were more likely to be trusted completely than posts from other distribution channels like Facebook and trust drops off from there, but is still relatively high compared to traditional information sources.

So if you want to guard your company’s TRUST factor, you need to pay attention to Social Media. We can help. Contact Us.

This article ” Do the habits of the ultrawealthy point to the future of m-commerce?” compliments some of my recent posts regarding Mobile web-enabled marketing and Internet trends.

When new technology emerges, sometimes barriers to adoption are economic and sometimes risk aversion or both. Mobile commerce does require the use of smartphones and Internet connect time which is within the reach of many. But a higher percentage of the wealthy are able to utilize web-enabled mobile so that demographic has the highest percentage of m-Commerce users.

I expect m-Commerce to steady grow as smartphone usage expands and the innovators and early adopters are joined by the majority.

Now is the time to get into Mobile Marketing to establish your business’ foot hold in this growing marketplace.

Half of Mobile Users to Be Web-Enabled by 2013
AUGUST 10, 2010  eMarketer

Popularity of smartphones will drive adoption of web connectivity.  According to Nielsen research, smartphones were used by 25% of the US mobile phone audience in Q2 2010, up from 23% the previous quarter and 16% in Q2 2009. The research firm predicts they will overtake feature phones by the end of 2011.

This increased ownership of smart devices is driving growth in mobile internet usage. The acceleration of this trend has led eMarketer to raise its forecast relative to the estimates released in November 2009. According to eMarketer projections, 85.5 million mobile users will access the web from their mobile devices in 2010, versus 83.5 million in the previous forecast.

See the whole eMarketer article here: http://www.emarketer.com/Article.aspx?R=1007858

As I have stated in earlier posts, the next evolution in Internet business utilization will be driven by mobile devices: smartphones and iPads and similar.

Mobile devices will significantly displace PCs as a preferred web access tool. Surfing, searching, navigating, buying, media consumption, books, magazines, news, digitial entertainment, and communicating will more and more drift to mobile devices.

And when eyes and ears move to a new arena, marketing activities are sure to follow. Are you ready for mobile engagement?

As I mentioned in my last post, the innovators and early adopters are already into mobile technology and the marketing dollars are flowing accordingly. The early majority has their toes in the mobile waters and the late majority will follow apparently by 2013.

As a business person, you should view all of this change as an opportunity. But human nature being what it is, many will view with annoyance the rapid changes going on in technogy and the affects on the marketing world.

For those who see the opportunities, contact us for the help needed to achieve websuccess.

One of the long understood principles about new technology from a marketing perspective is that customers can be classified as innovators, early adopters, early majority, late majority, and laggards. The innovators jump in with new technology almost immediately and there is a time delay before the other classifications join in.

In a rapidly changing technology environment like the Internet, the marketplace can become perpetually jumbled. When things move fast there never seems to be a time when everyone is on the same page. With rapid change, laggards might be just adapting to technology that innovators abandoned a long time back.

For example, when websites and email were the new things, the innovators jumped in, but have since moved on to the latest and greatest technologies which for now are based on mobile devices like the iPad and hyper-smart phones. Some ‘experts’ are saying that websites are becoming irrelevant. But I don’t believe that. Websites are just not as effective for some types of people while becoming more effective at reaching other people.

Relative to websites, the laggards are just now coming onboard. For example, e-Commerce has long been accepted by most, but is just now becoming a comfortable environment for the slow adopters. And in between the mainstream still searches and surfs for web pages of interest and the majority have become comfortable with Web 2.0 which has morphed into a variety of Social Media technologies.

So what should businesses do to cope with this jumbled marketplace? Should businesses just play in the middle ground where the majority is comfortable? Should they establish themselves as leaders by catering to the innovator customers? Should they ignore the laggards as not worth the effort?

What to do is tricky business with no perfect answer.  If you sell a trend setting product like the latest generation smart phone, then you need to be in front of the innovative and early adopter customers by advertising where they are hanging out online and via mobile devices.

But if you sell a mature or commodity universally needed mainstream product (TVs, cars, appliances, travel, personal products, etc, etc) you want to reach people in all classifications as they are all potential customers. That suggests you need to have a presence at all stages of the technology’s maturity. This implies you need to be using email, websites, banner ads, search marketing, SEO, social engagement, mobile promotions, and basically all available established and new digital publication methods.

In the end, each marketing situation is different with a lot to consider including your product’s characteristics and the target demographic you are going after. Businesses will profit from consultation with a professional Digital Marketing organization to determine the best marketing approach – not too little or too much and where to be seen. We can help.

Local Search is the modern equivalent of the Yellow Pages, only better.  Local businesses can connect with customers in a variety of  ways using online local targeted advertsing methods – some of them for free.

Local search marketing is the thing to do for the butcher, the baker, the candlestick maker and any other business with a primarily local geographic marketplace.

Join us at a free webinar to find out the why-for, where-at, and how-to of Local Search.

Register for this Free WSI Webinar: 
Driving Business with Local Search – Wednesday, August 18 - Your WSI host is Gary Smith

Recent archived Webinars (click a link to view) –

1. Public Relations on a Dime via Social Media, 
2. Analytics Data and PPC Optimization to Achieve Meaningful Results, 
3. Surf and Turf with Search and Social 

For additional info or professional assistance, contact us.

Influence Your Online Audience to Stay Engaged with Your Brand

I urge business owners and managers to take advantage of Internet Marketing. 

Why should I you ask?     Because….

1. The Internet is the dominant source of information when people are researching products & services to purchase and are searching for suppliers & vendors; you need to be in front of them!

2. A website is like publishing to the world a catalog, a book, or marketing materials, etc without having to pay the publisher!

3. Search Engine Optimization (SEO) is like the old print Yellow Pages… only much better – you can be listed in unlimited categories without paying the Search Engines anything!

4. Sponsored Links (pay-per-click ads, AKA – PPC) get you listed at the top of Search Engines… NOW.   It’s like being the top company listed in multiple Yellow Page categories only without needing to be named the AAA Company and without the once per year entry limitation and one year payment commitment per category listing!

5. Social Media participation is like attending a limitless number of targeted networking group meetings only without the cost of travel and you engage on your own time schedule!  People are talking about your marketplace, are you participating?

6. Email marketing campaigns are like direct mail campaigns only via a ‘green approach’ that is more targeted, faster, and without the cost (and waste) of paper, envelopes, and postage!

7. Online, Optimized Business Videos are like doing TV ads except you are always on, do not have to pay for air time, and you are not limited to 30 seconds!

8. Online Banner Ads placed in vertical market website networks are like printing ads in every local or national magazine, journal, and newspaper that is worthwhile to your business… only with measurability and accountability for results! And your ad doesn’t disappear when the paper it is printed on is thrown away!

9. For FREE you can place your organization’s optimized profile and links for viewing in search results within your local market via Google Places or Yahoo Local which are tied to maps, contact info, and directions! Try accomplishing that offline!

10. Internet Marketing simply offers the most targeted, cost effective, and most measureable marketing media ever invented my man!

So if you are not taking full advantage of Internet Marketing, what are you waiting for?… contact us for a consultation.

With Internet Marketing, you need a level of understanding so that your budget can be invested wisely. Follow our Internet Marketing Blog for insider info: www.yovia.com/blogs/websuccess

WSI Internet Marketing

I came across a humorous article written by a SEO (Search Engine Optimization) specialist.  She vented her frustrations with web development firms and clients who ‘don’t know what the don’t know’ about SEO.

I learned long ago that what separates the pretenders from the contenders in Internet Marketing is the knowledge and time required to professionally and effectively execute the various elements of Internet Marketing.

Trust me… No ONE PERSON and very few single organizations knows all that is needed and has the time and resources to execute a holistic Internet Marketing program which by necessity contains some or all of these elements:

• An outstanding website
• Search Engine Optimization (SEO)
• Pay-Per-Click ad campaigns (PPC)
• Social Media Optimization (SMO)
• Email Campaigns
• Content Marketing
• Video Publications
• Banner Ad network campaigns

I am fortunate to be part of an Internet Marketing Company with a scalable staff of specialists for all of the above disciplines. My task as project manager is to manage the end customer’s  project by engaging and orchestrating the dedicated work of my selected team members.

I can’t image how a customer’s Internet Marketing interests could be served properly by just a “web development firm” as many of them claim to be able to do – often with a one-man-band approach.

A “baseball player” can’t play all positions well or hit for average AND power. A “musician” is proficient at only one or a few instruments at most. A “lawyer” is not skilled at all branches of law. A “doctor” who practices orthopedic medicine you would not want operating on your heart.

You get the idea… a “web developer” is not the ticket for SEO, PPC, SMO, Email, etc, etc, etc.

WSI has the multi-disciplinary experts needed for your web success. Contact Us

Here are some meaty Internet / Digital Marketing resources:

1. From Website Magazine – Shift Happens, SEO is Not Enough
2. WSI Experts Share Their Knowledge
   Free Webinar! – PR and Social Media: PR on a Dime
   Date: Tues July 27, 2010
   Time: 11:00 AM – 12:00 PM EDT
   COMPLETED:  An archived presentation is available here: Public Relations on a Dime via Social Media,

This stuff is free. Just invest a little time to keep up to date on Digital Marketing tools.

Many business managers comment that the Internet changes too fast to keep up with. They are in a constant state of overwhelm.  To those so affected, I offer the following observations and overwhelm cure.

Yes, the Internet is a young media and it is rapidly evolving. But some of what is new at any point in time can be ignored.  Some new things are just trial balloons that will go away as fast as they came. And some new things have limited if any business value. But some new things are must have business tools.

The trick is knowing what new things are must do versus can ignore.  In my opinion, in the last decade there is a short list of must have business class digital tools. 

1. Search Engine Optimization – SEO – (organic ranking)
2. Sponsored Links (AKA – PPC ads)
3. E-Commerce and Auction websites
4. Email Marketing
5. Demographic, Geographic, Contextual, and Remarketing advertising (banner type ads) in ad networks
6. Streaming audio and video and associated publication channels (like YouTube)
7. Blogs
8. Content sharing websites (like WIKIPEDIA)
9. Social networking engagement websites (like LinkedIn, Facebook, etc)
10. Social Communications websites (Facebook = yes, Twitter = jury still out)

Some might argue to add a couple of other things to my list, but give or take there are about ten Internet developments over the last decade that are high value to the business world.  That is only one development per year. That isn’t very overwhelming.

Focus on the above ten items and you will cover what’s important.  And not all of those ten things are needed for every business.  The above ten are the foundation of Internet Marketing. You can safely ignore everything else and wait for a new tool to prove itself before adopting  it.  Mobile Maketing is likely the next big thing, but it isn’t quite there yet.

One thing is crystal clear. Old, conventional media channels are in decline – newspapers, Yellow Pages, radio, etc. Digital media channels are in ascension. Focusing on appropriate tools from the top ten digital marketing list will cure overwhelm and move your business to a better place. 

We can help. For more information, contact us.

Today I got a phone call from a telemarketer representing one of the BIG telecoms… let me just call them A Top Teley or Big T for short. The conversation went something like this after I answered the phone, “Good Morning, this is WSI how can we help you?”

Big T: Is this WSI?

Me: Yes, how can I help you?

Big T: This is Big T. We noticed incredibly that you are not listed in our yellow pages (yp)

Me: Do you mean listed as a paid ad or in the free listing in the paper version, because we have a complimentary listing in the paper yellow pages.

Big T: I mean as a paid listing in our online yp.

Me: That’s right. We determined there is very low business value in a paid online yp ad listing.

Bit T: What? How do customers find you? We are associated with Google and Yahoo and can get you listed #1 and your business will improve!

Me: First of all, no company is ‘associated’ with search engines in a way that gives them any special treatment. And no one can guarantee #1 organic listing so you must be talking in generalities or about bidding high enough to be listed #1 via sponsored search ads?

Big T: Well… you know, I mentioned Google and Yahoo because I figured you have heard of them. I mean a paid listing in our yp online that will get you to #1 in Google via our yp. We manage your ’stuff’ very well.

Me: Do you understand how search engines work and do you know what you are talking about or are you just reading from a script about how to overcome objections?  Because you have already said some things that are borderline baloney or misleading.

Bit T: What does your company do?

Me: Internet Marketing – and we know how to promote our business digitally and the yp is not part of the mix because it is relatively ineffective. Our paper yp listing never generated a call for the last 3 years either.

Big T: Oh…  Well, can you prove to me that your methods are better than our yp?  We are Big T and you can’t do better than us.

Me: I am not interested in debating Internet Marketing methods with a 3rd party telemarketer reading from a script. Good bye.

The truth about the online yp:

• Online yp is a directory. There are thousands of online directories.
• Directories often are listed high in search engines for search queries if the directory has a high volume of relevant info and is updated regularly.
• Users don’t often go to a directory first, they go to Google first to search. If a directory listing pops up for their search, they need to click on the listing and then often need to rummage around the directory to find info about the item they searched for – and often end up having to click on a web link to get in-depth information. Most don’t click on the directory listing and even fewer bother to rummage around.
• There are better ways to be found online, much better ways.

Big T is trying to replicate their paper yp model online and it is not working very well.  So be careful if Big T’s telemarketer calls you with outlandish claims, inaccurate baloney, and even confrontational attitude and scare tactics.

If you ever had good luck with ads in the paper version of the yp (and many businesses did in years gone by) do not assume the online yp directory will duplicate the good old days. You don’t need to pay to be listed in a yp online directory to be found in Google because Google is the new yp.

Are you running, or thinking about running, a Pay Per click (PPC) ad campaign in Google and want to know how to improve your Return On Investment (ROI)?

Then this is your lucky day! 

View an archived one hour webinar about how to get “Great ROI for PPC via Analytics“

And the corresponding whitepaper is available for download.

PPC is a powerful lead generation tool, especially for local markets. So do your homework, apply the information, and reap the rewards of a strong PPC ad strategy within your overall Internet Marketing mix.

Contact Us if you need professional assistance with your PPC ad strategies and implementation tactics.

According to a study released by Fleishman-Hillard International Communications in conjunction with Harris Interactive, the Internet is the most influential media channel when it comes to driving consumer decisions about products and services.  Details are availalbe here.

The report concludes that the Internet is the most influential marketing media, but it is underutilized by organizations.  Marketing and advertising decision makers still put a disproportionate amount of time, effort, and budget into traditional media channels out of proportion to its contemporary value & influence.

Why? I believe Internet Marketing underutilization is caused by inertia and resistance to change. People who are comfortable doing things a certain way need a lot of motivation to change their ways. And utilizing Internet Marketing takes a lot more effort and knowlege than using traditional marketing.

Why? Because traditional marketing channels are passive while most Internet Marketing channels are interactive.  And because Internet channels are interactive it takes knowledge, time, effort, and continuous engagement to use them properly.

With traditional marketing about all an advertiser does is hand over their ad to the publisher and sit back and hope for the best. You don’t need to know much including how things work at broadcast studios or at print publishers. But with the Internet there are systems to learn and methods to master for multiple things like websites, search, social, email, display ads, etc. It can get overwhelming.

Many oranizations see the value of the Internet and are willing to invest time, budget, and effort.  But the knowledge part of the equation is often lacking and you can’t fake that; you either know how things work or you don’t.  That is why there are so many training articles, whitepapers, websites, books, and blogs (like this one) about Internet Marketing.  People need to build up a lot of knowledge about Internet Marketing channels before they are comfortable using them effectively.

So why bother with all that effort? Because according to a study released by Fleishman-Hillard International Communications in conjunction with Harris Interactive, the internet is the most influential media channel when it comes to driving consumer decisions about products and services.  Details are availalbe here.

We can help. Contact Us.