Thursday, October 14, 2010

Adwords Keyword Research for Beginners

When you embark on your first PPC journey, you need to keep a small number of keywords at first. Keyword lists that are thousands of words long should be left to the more experienced PPC marketer. Ideally, a beginner should use around 100 targeted keywords, anything more will probably prove too cumbersome for you to manipulate. If you can't harness the power of large keyword campaigns, they will suck your bank accounts dry. There are some very simple free techniques that you can use to find targeted keys words with low competition. One process of finding low competition niche keywords utilizes Google and excel. More specifically you want to use Google's keyword tool, just type this into Google, and it will appear in the search results.

Upon landing on the main Google keyword tool page, you will find a white box(field) where you want to enter your particular keyword(s). Enter one keyword for now to get an idea of how this works, and press enter. After pressing enter, you will be directed to a page of keywords that will be closely related to the keyword that you entered. For the purposes of what we want to do, you will need to scroll to the middle of the page where the text Add all 150 is highlighted in blue bold text. Below these words you will see the words download all keywords with text,.csv(for excel) and .csv. You want to click on .csv(for excel). By doing this, you will export this data into an excel spreadsheet. The data, which only appears as green bars on the main Google page, will be transformed into numeric data that has much more value for you.

Once the data is in the excel spread sheet, you can begin some simple analysis on it that will benefit your PPC campaign a great deal. In the excel spreadsheet, there are going to be columns of data, A-D. The columns are going to be, from A-D, Keywords, Advertiser competition, the previous month's search volume, and the average search volume.The two columns we are interested in are the advertiser competition and the Average search volume. What we want to do is merge the data from these two columns to give us a number that we can work with. So what we need to do is take a generalized average of these two to get a number which we will compare to a predetermined benchmark. Sounds a little odd, let me explain a bit more completely, and hopefully you will understand. All of these numbers are in decimals on a scale ranging from .00 to 1. The higher the number, the more competition there is(as expressed by the advertiser competition numbers) and the higher the search volume(as expressed by the average search volume). Ideally, we want low competition with a decent search volume to target lower cost high converting keywords. So, to find these keywords we use a general benchmark number that will determine their competition and volume level. If the keywords exceed the benchmark, we leave them be, if they hit right around the benchmark, or fall below it, we want to capture them and include them in our PPC campaign.

To get our figures, which we are going to compare to a predetermined benchmark, we are going to take an average of the advertiser competition column and the average search volume column. We want to do this for all the keywords that have been exported to the excel file. And the way we do this is by typing in a simple command in excel and copying the command down throughout the related boxes. So to start, we find box E2 which should be blank, this is the first box to the right of the first value in the avg. search volume box. So, within this blank box you want to type=average(D2,B2). This will automatically give you an average of those two numbers in this E column row when you close that last ).Now, to get all the averages for every keyword you simply want to click on that box(E2) and pull down on the box while you hold in right click. The boxes should fill in with color when you drag down to the last box(nothing will be in them yet). Then, when you have filled in the boxes with color up to the last box you want to lift your finger off the right click. When you do this all the averages will appear in the boxes. You basically just copied the function down through the boxes. So now we have all these averages. What do we do with them, what do they tell us?

Well, a good benchmark average is around .50. This will give us a reasonable competition level with good search volume. So we compare these averages to anything that falls around .50 and below. Anything that goes above .60 we want to avoid to start out with, because it will probably be too expensive to bid on. So now compare all the averages in column E to the predetermined benchmark of .50. Whatever falls below .50 or, .55(to possibly get some more data) we want to keep. Take all the keywords that meet this criteria and copy them into a notepad .txt file. (There are faster ways to do this but they take some learning of excel functions that you may not know yet.)

So now we want to take these keywords that fell below or right around the benchmark and plug these back into the Google keyword tool and hit enter. Now go back through the entire process that we just did to get the keywords we just plugged into the Google keyword tool. You are going to want to take the average again of the two columns mentioned above, then get all the averages of all the keywords by draggin the first box down, and then compare again to a benchmark of .50 or .55. But now, because we found some more targeted keywords to work with(as a result of the first exporting of data to excel, and taking the averages to compare against the benchmark) we should have more keywords that hit right around the benchmark and below it. This is because we are working with more targeted and hopefully lower competition keywords. We are finding yet more targeted keywords related to the first set we found. This should produce a larger list of keywords that meet our benchmark. So now we can take the words that meet the benchmark here, and we can use these in our targeted PPC campaign. You will want to sort through this list of course, and make sure the keywords are well suited for the particular items that you are selling. This method will get you headed in the right direction for your PPC campaign.

Learn How Entrepreneurs Make Millions

There are three basic ways of earning money which include trading time for money, trading money for money and trading expertise/value for money.

Society and the formal education system promote the first method of earning money which involves trading time for money. In other words, you work for someone else for a specific amount of time and then they pay you. Working for someone else drains your energy and you don’t make much money.

The second way to earn money is utilized by a small portion of the population and involves trading money for money. In other words, you are earning money through investing. Investing can be risky because if you lack additional funds then how can you invest any money in the first place? Therefore, many people can’t even try this option because they only have enough money to pay their bills.

The third way to earn money is the best option. This entrepreneurial option involves trading expertise/value for money. This is the strategy of entrepreneurial experts. You have a flexible schedule, work less, and earn more. You can make thousands of dollars a day in this option.

In order to earn money through trading expertise/value for money you need to first figure out who you are and what you can give to others. What information do you know that could help others? You can find value from previous work experience or even from your hobbies. From this you can create your intellectual property.

What is Intellectual property? How big is the market for Intellectual property? Is there room for you in the Intellectual property market? These may be a few of the questions you have when you are investigating the information marketing business. First of all, anyone can create intellectual property. You don’t need to be a Rocket Scientist. You just need to have an area or expertise, or access to an expert, and a drive to succeed.

Intellectual property combines e-commerce and book publishing. For example, you can write and sell an eBook. Recent research has found that approximately 6 out of every 10 American adults surf the Internet on a daily basis seeking out entertainment, education, and to shop for products. People are more comfortable buying online then in the past. The market through the Internet is global and encompasses millions of people. Therefore, the information marketing business has room for everyone!

When you market on the Internet, you market to your niche. Therefore, you don’t have to worry whether or not your neighbor will want to buy your product. The Internet opens the niche market for you.

If creating and selling intellectual property on the Internet is so simple, why isn’t everyone doing this? The formal educational system and previous societal beliefs are to blame. In school, we are taught to finish school and then become an employee at a company. The entrepreneurial spirit is not promoted; in fact it is almost shunned.

Don’t let societal beliefs stop you. The intellectual property market is wide, diverse, and ready to fill your pocket book with cash.

How to Build a Customer Focused Business

You can have the best products, the plushest offices, the best location, but unless you are a ‘customer focused’ business, all of this counts for nothing, you will never really hit the heights you deserve.

So what can you do to build a business which focuses outwardly on the customer, and not inwardly on the business?

Build Passion and Commitment

The first building block is passion and commitment. This is the very foundation stone of a customer focused business. Without passion and commitment the structure you will build above will be weak and prone to collapse at the first sign of stress.

The passion and commitment has to come from you and your staff. All of you have to totally believe in the concept of the customer being the centre of everything you do. From the moment you step into work everyone has to do whatever it takes to satisfy the customer.

As the key person in the business what can you do to build passion and commitment? Lead from the front and set an example. Keep the concept at the top of the agenda and demonstrate it in everything you do. Keep talking about it. Celebrate all the great examples of putting the customer totally in focus.

Build Processes Around Your Customer Not The Business

All great businesses have clearly laid down processes on how to get things done. Whether you have a formal Process Manual or a Quick Reference Guide, which sets out your processes, a clear procedure provides confidence and clarity for both your staff and the customer.

But don’t just build your processes around making things easier for you, build them to make things easier for the customer. Look at every step in the process and ask yourself, “Can we do something to make it even easier for the customer to do business with us?”Are there steps which can be refined or even eliminated all together? Be inquisitive, bold and challenging!

Build a Relationship

Building a relationship with your customer is at the very heart of a customer focused model. Build a strong, firm relationship and you will have a customer for life. The basis of relationship building is A.B.C. – Always Be Communicating. Here are some ideas on building an enduring and profitable relationship through ABC:

• Make a point to periodically call your customers. Set up a diary system to provide you with a regular reminder or prompt. Call them even if you have nothing sell! A strange concept perhaps but you never know what will come out of the conversation

• Issue quarterly newsletters telling them about your latest products, what you have planned for the future, a customer profile, news about new employees. Find anything which would be of interest and at the same time binding both of you closer together

• Make it a point during any conversation to find out something about the business you didn’t know before. File away any interesting fact and think how you can use it in the future. Imagine how powerful it would be when you ask how the idea they mentioned in your last conversation was going!

• Do memorable things. Send birthday or anniversary cards to your key contact, a simple thank you note for doing business with us, send articles or newspaper cuttings, which you think will be of interest to them

Build a Culture of ‘Wanting To Know’

If you are to build a reputation for being customer focused you should be making an effort to find out on a regular basis what they want from you. This can be achieved by either an informal phone call or a more formal survey via mail or e-mail. Find out what they like about your business, what they don’t like and what changes they would like to see.

Having gathered together all the information, suggestions and ideas, set out an action plan to follow up. Once you have acted upon the workable suggestions, get in touch with the customers again and tell them what you have done in response to their comments. This will demonstrate that you have taken their ideas seriously and really care about what they think. Powerful stuff!

Being customer focused can be very rewarding and help in building a great business. Which of these steps are you going to put into practice today? Remember this – let the customer be your focus and you will become their focus.

The Start of Your Own Business

Excitement at the thought of starting your own business venture, fear at the thought of failure, are the two major emotions that people face when thinking of starting their own business. For many the fear of failure is enough to hold them back from taking the chance at starting their own small business; however, with careful planning and some luck a small business will be set for success.

When starting a small business it is important to step back and decide what exactly the company will be focusing on. What type of products or services will it be providing and to what group or niche will the company be aiming towards as its target audience. This seems like a simple enough step however many people many people either try to cater to too broad of an audience or to too small of a group. Although trying to appeal to a large audience may sound great at first, it can be harmful for a small business. Trying to cater to a broad spectrum of people makes the company lose focus and ultimately lose its identity. Targeting too small of an audience is a problem simply because a small target group makes for a small population of potential customers.

Another thing to consider is the supply and demand of the market that the company will be focused on. A company will need to either be excellent at what it does, very unique in what it does, and most importantly lucky to succeed let alone survive. Choosing a market that is largely in demand and short in supply will increase a company’s chance of survival immensely. The opposite can be said for a market that is low in supply and large in demand. Try to study where current business trends are headed towards and what is needed or wanted by today’s consumers. Also, it is important when looking at trends to try and think about its long term viability. The last thing that you want to do is start a business based on a fad that is over within a year or two.

When a general direction is decided for your small business, it is important to then think about the things that your company will do better than your competition. What will make you unique? What will make people choose your products and services over anyone else’s? Most importantly, is there something that will make people choose you over your competition? There is definitely a problem if the last question was met with hesitation or a no. There needs to be something that sets your company apart from the rest and pulls you out from the mold of every other business.

Finally when all of that is set, it is important to think of how you will get your name out to your consumers. Marketing and advertisement are crucial in getting your business known to your audience especially at the start of your business. If it’s possible getting a public relations firm to help market your name will help immensely.

Advantages Of Time Management

The advantages of time management include reducing stress, gaining time, reducing avoidance, while promoting reviews and eliminating cramming. Another advantage is that managing time helps us to stay motivated while we avoid procrastination.

The trick to successful time management is setting up goals that work, while having an awareness of those goals and prioritizing your list of goals. When you set up an effective time management plan, you are growing and upholding a personal commitment to yourself, with the ability to be more flexible.

When you have a great time management plan, you are giving yourself an individual chance to, to generate a timetable that works to suit your busy caseload. When you create a good plan, you will soon find time to do all the things that matter most to you in life. In addition, when you have a good time management plan, you are saving your health.

Plans have a schedule timed, which includes all the activities you are responsible to handle. Your Master Timetable should include all the most important activities you are responsible to handle. It is important that you modify this schedule according to your time changes. When you set up a Master Timetable, you will need to list the priorities first, and work your way down to the least important tasks.

It is important that you follow as you write the tasks first listed. In other words, if you state on your Master Timetable that you need to write up some documents for your business, then do this task first and proceed to the next task. Try to avoid handling multitasking at once, unless it is your job and you are sufficient, and have laid out a time management plan.

You will also need to include meals, sleep, family, friends, yourself, and other tasks if you they are a part of your time management. By setting up a Master Timetable, you can work out your time scheme by working through the list on the time chart. Try to avoid skipping a scheduled task, or procrastinating, since this will only delay your plan.

It is important to keep in mind, that time is essential. When we waste time, we are wasting money. After you have laid out a suitable Schedule Timetable, you will soon learn that your motivation has increased, while your progress is moving ahead. In addition, you will soon find that your stress level is at a normal state. When you are not focused, or do not have a time management plan, you are only hurting yourself in the long run.

Most people without a time management plan often suffer with poor health, insomnia, and other discomforting issues. Some people even find themselves in court waiting for the judge to say “You are now divorced.” So you can see that time management is important since it affects everyone around you, but most of all, it affects you.

A final tip: Exercise and eating right plays an essential role to time management, since when you feel good, you work well under a management plan.

10 Marketing Tips For Entrepreneurs

Nothing happens in business until a sale is made. Marketing is simply about getting new customers and keeping them. If you’re not doing something everyday to market and promote your business, your competitors are. Here are ten easy-to-implement tips to effectively market and grow your business:

1. Partner with large email database list owners and offer to cross promote each oher. The list owner will advertise your event, product, or service to their email database and you’ll offer to do the same to your list.

2. Create your own blog which is an online journal with frequently updated posts to entertain and excite existing and potential customers. It’s more personal and immediate then a website and keeps people engaged and hopefully coming back for more. You can even create one for free at http://www.blogger.com.

3. If you want to increase word-of-mouth fast, do something beyond normal industry expectations. For example, Mr. Lube offers fast and affordable tune-up service to customers right on the spot, without having to leave the car, while offering coffee, cappuccino, and a fresh newspaper.

4. Always ask happy clients for endorsements or testimonials and put them on your website and other marketing collateral. They’re worth their weight in gold. Try to get some recognizable names in your community for additional cachet.

5. Put a special offer or product advertorial on every invoice and statement you send out. Likewise, you can also negotiate a deal with another company to advertise your product or service on all their invoices for a percentage of revenues from placed orders.

6. Make your business cards stand out and be natural keepers. Offer important information on the back such as emergency phone numbers, a map, or special dates to remember. Have a slogan that offers a powerful benefit statement to your prospective customer.

7. Offer special bonus packages with your product or service offering. Get corporate sponsors to give away products as part of the bonus package in exchange for free exposure.

8. Align your business with a cause or charity. Give back to your community. Customers appreciate doing business with companies that are bettering their communities and the environment and being good corporate citizens.

9. Find an angle that makes your work controversial. The banning of Mark Twain's "The Adventures of Huckleberry Finn, reviewed as "trashy and vicious," was a blessing in disguise. Twain made a poster advertising the ban, which significantly increased sales.

10. Post frequently in online message boards/forums relevant to your business or expertise. Include your signature and offer tips and valuable advice. Eventually you will begin gaining word-of-mouth exposure as a leader in your field. Posting messages with your company information also helps to increase your search engine rankings and drive traffic to your site.

Aikido and The Art of Selling




What's your first instinct? Most of us will do one of two things. We’ll either try to step away, or we’ll raise our arms to deflect him and fight back, which can result in harm to you or to your attacker.

But if you were trained in Aikido, the Japanese martial art that focuses on diverting an attacker’s energy, you could quickly diffuse the situation by immobilizing him without harming him in any way.

In essence, you’re diffusing the energy that he’s using to try and attack you in a way that takes the conflict out of the situation.

Unlock The Game and the philosophy behind Aikido have many similarities.

Traditional cold calling and selling are designed to focus only on the "close" by presenting -- or in too many cases, "pushing" -- your solution onto prospects, sometimes even when they’re not interested.

But if you focus only on your goal of making the sale before having a discussion about the problems that you can help your prospects solve, something happens.

They start feeling that you’re "attacking" them. After all, you’re a stranger to them, and when you start talking about yourself and your solution rather than about them and their specific issues, you immediately trigger their suspicion and cause them to start "pushing back."

This pushback is the resistance or energy that Unlock The Game teaches you to diffuse. Then both of you can quickly "get on the same page" and open a natural dialogue that will let you determine whether it makes sense for you to work together.

Let's look at two real selling scenarios -- cold calling and "get-you-off-the-phone" objections:

Scenario 1: Cold Calling

Suppose you’re at your desk and you receive a call from someone who says "Hi, my name is Jack Johnson, I'm with XYZ Company, and we’re a full-solution provider of..." Is your first reaction to welcome and be open to his call? Or do your mental defenses immediately kick in and you shut down against this stranger "salesperson"?

Probably the latter, especially if you sense that the caller is focused on his interests and not yours.

That’s why this old-school cold calling approach triggers the resistance and negative energy that prospects immediately throw your way.

The Unlock The Game way to make a successful cold call -- "successful" being defined as not triggering rejection -- is by beginning your call with, "Hi, my name is Jack, maybe you can help me out for a moment?" That simple question is a very natural way of beginning a conversation with a stranger.

But you can't just read this word for word, like a script. It won’t work. That would be like an Aikido instructor teaching a first-time student the physical movements before he or she has learned the philosophy necessary to carry them out.

The same applies here. First you need to integrate a new Mindset that changes the goal of your call from making the sale, or getting an appointment, to engaging the person in a natural two-way dialogue.

To do this, your voice has to be low-key. You have to avoid communicating any hint of typical "salesperson" enthusiasm, or any sense that you’re trying to direct the conversation to an end goal. Once you integrate the Mindset, all this kicks in naturally.

So, if you want to succeed in prospecting and cold calling, become aware of how you might be triggering the resistance or energy that instinctively causes prospects to push back against you.

Scenario 2: "Get-you-off-the-phone" objections

Here’s another example. Forget the idea of "overcoming objections." Doing that only triggers more resistance from prospects that’s very difficult to diffuse.

Think about it for a moment. When prospects give a reason why they don’t want to proceed --when they "put up resistance" -- you’ve been trained to "overcome" their objections rather than to diffuse their resistance by acknowledging that what they’re telling you is their truth.

By applying the Unlock The Game Mindset™ and skills, you diffuse that resistance and remove the conflict from the situation, just as in Aikido.

Here’s the Unlock The Game™ process for dealing with objections:

1. Diffuse the objection with "That's not a problem... (Pause)"

2. Acknowledge the truth of their objection (see the sample language below).

3. Reopen the conversation with "Would you be open to..."

For example, suppose a prospect says, "We already have a vendor." The path of diffusing and reengaging would go like this:

1. "That's not a problem...(Pause)"

2. "I wasn't calling to replace the vendor you’re currently using." Here, you’re addressing their suspicion that your only focus is on making the sale and on ripping out their relationship with their current vendor. You’re simply asking whether they would be open to different ideas that might help them solve a problem. This diffuses the tension.

3. "Would you be open to some different ideas that you might not be using now?" After the tension is dissolved, this lets you reopen the conversation in a natural way because they clearly understand that your goal is to help them. Then, if things are a match between you, you can decide where to go from there.

Keep in mind that this process will work only if you fully integrate the Mindset so it feels as natural to you as breathing.

In short, if you’re using any form of traditional selling, you could be triggering a resistance every time you communicate with your prospect.

But if you learn this new Mindset, along with words and phrases that remove any conflict or tension from the relationship, you’ll have taken your first steps toward your black belt in unlocking the cold calling game!