ARROWFINGER

Facebook Ads - A Hit or Run?

noreply@blogger.com (Arrowfinger) — Wed, 16 May 2012 14:12:00 +0000

GM announced yesterday they have pulled out of Facebook Marketing Ads. You know, those little sidebar ads that seem to know who your are... I guess GM, the world's largest automotive manufacturer found they didn't seem to work.

Big learning - Paying for Word-of-Mouth is super hard.

Word-of-Mouth is supposed to be an authentic part of a conversation that a friend promotes (or I guess denounces) an establishment or product to another friend. This advice normally comes from experience or a story of another friend's experience.

Sometimes it is as simple as a friend saying "I heard of something that could work for you... It's [insert product, establishment, service]." That moment is often because the reference is "top of mind"... something brand advertisers try for with repetitive, interruption whether in print, online or on entertainment media.

Certainly as Henry Blodget notes in his article Like Hell Facebook is Killing Google, Facebook Ads and other "social networking advertising is like hanging signs on the walls of a house during a party and sending sales reps to mingle with the crowd." Social Media marketers are trying to interrupt an engaged reader... Exactly what TV advertisers have been doing for years.

Are they in effective? Not totally.

They are most often way early on the timeline of a purchase cycle.

Google Ads on the other hand "can capture the consumer's attention at the exact moment that the consumer is looking for something to buy." These ads are always going to beat Facebook's on conversion.

What should you do?

1) Put money in Google Ads, to be close to the buying decision.

2) Put a little money in Facebook Ads which can be very targeted to the "Likes" of the viewer (which is their strength).

3) Then... Track success. Refine. Go back to start. Track success. Refine. Go back to start...

Rodney

"Should I register multiple domain names?"

noreply@blogger.com (Arrowfinger) — Wed, 11 Jan 2012 19:33:00 +0000

Every once in a while I get asked by a client, if they should register multiple domain names. Maybe their own business name under .ca, .com, .org, .info plus theirproduct.com, theirservice.com and maybe even theircompetitor'sname.com.

The thing is, unless there is a website built under a domain there really is no Google-magic going to take place. So if there won't be any Google ranking... who will really knows it exists and in turn what value paying for it is there?

I am all for grabbing important variations of a website domain you own... like the .com of www.yourcompanyname.ca. I usually limit this to .com, .ca, .org.

You also may want to buy special promotional domains to use in offline ads... this way you can better track visitors from media like print flyers, tv or billboards.

Somtimes you might think of "cybersiting" on a domain... that is holding a domain that you think will have value to someone else at some time in the future. I guess this is possible but it is certainly a big gamble with all the options out there for someone to use names other than the one you own.

Maybe you think of developing a website under a popular variation. If you owned say... www.starbucks.ca (and Starbucks didn't) there may be some value to some mistaken traffic by someone typing the .ca in rather than the .com... but unless you have a killer website you won't get any search engine ranking... (and will only have random visitors of no business-value coming and leaving faster than you can say "Caramel Macchiato"). Plus Starbucks would probably sue you to get it... and win.

Truthfully, I have owned many domains for offbeat business reasons and I have yet to really have one that proves to have been a better investment than just working ("adding content on" and "building links to") my main domains.

Need to buy a domain? Using Google tools, I can help you buy the right one from the start.

Better at 50?

noreply@blogger.com (Arrowfinger) — Mon, 07 Nov 2011 22:29:00 +0000

Where to start? Ok, let's just start at the beginning... June 2011...

There I sat in the front of a Lululemon, waiting for some friends who could actually fit in these cool, lulelemon clothes. "This sucks." I thought, "They have no clothes for someone like me!"

Yeah... nothing for someone about 25 pounds too heavy and someone who hadn't worked out in ... like forever.

Oh, I had shed a few pounds already in the prior months - my extra winter weight - but I still didn't feel great about myself. Little moments of personal-body disappointment had been nagging at me all spring. My sister-in-law had been running marathons. I wished I could just get off the couch.

A couple nights before the lululemon moment, I had watched a P90X commercial in the late night... wishing for the ripped-ness of the spokesperson, Tony Horton who's 52. As I turned off the TV and the light out, I thought, "... probably some of the P90X infomercial is exaggerated, but even if I could get close... be the best "me" I can be (as Tim Ferris says)... Wouldn't that would be awesome?"

Being 40 and thinking that "It's all downhill from here." just plain sucks.

A couple days later was Father's Day. I studied the calendar... 90 days from here was about September 11th. Wouldn't it be awesome if I could end the summer looking better and feeling great?

I thought of my wife Valerie and our young girls who were all excellent runners.

Wouldn't it be cool if I could actually run the 800M or 1500M with them without dying on the track? Do I really want my hockey-playing son to remember his Dad as always on the sidelines?

So it began.

It wasn't a big announcement. Confetti didn't drop out of the sky. Just a mind shift.

******************************

I have a picture burned in my mind of a tree a couple blocks from our house.

That's about where I felt like my lungs were going to explode out of my mouth the first morning... and second... and third....

MapMyRUN says that's about 200 meters.

I pushed on... "One foot, then next foot."

Soon during runs it was "Ok, I can make it to that car up ahead."

I would cajol myself in between huffs, "I'll run as far as I can... then walk to the end of the block and start again."

I didn't realize at first this was interval training but it seemed to work. Thankfully, an IPhone app called Runtrainer was suggested to me by my sister-in-law, Christa. (Couch-to-5K is also a popular one...) This app allows you to listen to your favourite music and every once in a while, automatically audibly cues you to walk or run. I had the male voice turned on (I named him "Coach Sven"). Thanks Sven.

******************************

Throughout my journey in exercising again, I have been studying Tim Ferris' The Four Hour Body which has given me a somewhat simple nutrition program to follow. I can't say I have followed it to a "T" but I am trying to stick to his slow-carb diet and have enjoyed the chapters that help me understand the mechanics of weight loss and exercise.

I also liked Tim's encouragement to measure. I have grown a passion for analyzing Google Advertising return-on-investment so tracking success was an exciting pleasure.

When I started this adventure, I was 206 lbs. My 90 Day goal was pulled out of the air at 185 lbs. I just figured I could stand to lose 20 lbs and it was somewhat achievable. Along the way I have come to ascribe to Tim's "body recomposition" mantra and know that I want to lose fat and gain muscle. The number I weigh isn't the most important thing.

******************************

Fast forward to October 16th, 2011.

Wow! I can't believe it! I actually ran a 5K without dying!

Running is a ton of fun now. I am down almost 15lbs and feeling great.

I am just now working on planning regular running of doing say 10 - 15 K a week and completing some strength training a couple times a week as well. I would love to do a 10K next spring. Maybe a marathon by 2013!

(Shout out to Angie and Trevor of Marathon Training Academy. Their podcasts are awesome inspiration and good for all levels of runners - from 5K'ers to Ultra-Marathoners. Their MTA facebook community is also a regular source of encouragement for me as you read from so many people changing their lives with running.)

If you are considering getting in shape I have to say if I can do it - you can too!

Now I have a further goal... I really would love to be in better shape at 50 than I was at 40. Watch your back Tony Horton!

Rodney

What's new in Google Adwords?

noreply@blogger.com (Arrowfinger) — Thu, 25 Aug 2011 13:58:00 +0000

By now you understand Search Engine Marketing through Google Adwords. You’ve maybe even seen your ads showing on the top or right side of Google search results.

There are two other options in Google Adwords that are really useful and can be an excellent return on investment through this vast marketing resource.

1. Google’s Display Network

Here’s Google’s explanation...

"The Google Network is a large group of websites and other products, such as email programs and blogs, who have partnered with Google to display AdWords ads. Advertisers have the option of running their ads on Google as well as the Google Network for no extra cost.

AdWords ads are placed based either on searches or website content, so the Google Network has two components: the Search Network and the Display Network.

Who's part of the Google Network?

We are always expanding the number of sites and products in our network through our premium services, our online Google AdSense program, and DoubleClick Ad Exchange. Participating websites must adhere to Google AdSense standards.

Keyword-targeted ads

Besides appearing on search results on Google, AdWords advertisers are automatically eligible to have their campaigns with keywords appear on the Google Network.

The Google Search Network

Ads are targeted based on a user's search terms. For example, if you search for "Italian coffee" on a search engine powered by Google, such as AOL.com, you'll see related coffee ads next to the search results.

The Google Display Network

Text, image, video, or rich media ads are targeted based on themes in your keyword list, rather than specific keywords. You can target websites that have partnered with Google (display partners), YouTube, and specific Google properties."

Although you can run Adwords text ads on this huge group of websites running Google Adwords, I prefer to use this network to run display ads. These image ads can be in 8 sizes (from top banners to mobile smartphone sizing) and run on Youtube.com along with thousands more... newspaper sites (like lfpress.com and nytimes.com), news sites, weather sites, information sites (like about.com) and so many more.

Again, they run on site pages that Google deems relevant to your message. So if you are advertising a travel destination, the ads appear on pages that relate. And of course, only show within the geographic area you want them to. Soo if a viewer is in your city you are targetting but is reading the nytimes.com site, they would see it but someone in New York wouldn't.

2. Remarketing campaigns

A newer option on Google Adwords gives you the ability to show your ads to visitors as they surf around the internet. This is achieved by installing a small code on your website and in turn, through this cookie tag, your visitors will be fed your ads by Google as they surf other websites that run Google Ads.

I have found these ads to often be cheaper clicks for you and hits interested customers again after they may have left without contacting you for various reasons.

Again, the ads show to visitors as they surf around after... on Youtube.com along with thousands more... newspaper sites (like lfpress.com and nytimes.com), news sites, weather sites, information sites (like about.com) and so many more.

Here’s a little video by Google to simply explain Remarketing.

Email and Search still tops in online activities!

noreply@blogger.com (Arrowfinger) — Sat, 20 Aug 2011 18:51:00 +0000

If you thought Email and Search were becoming ol' school think again...

Certainly social media is rising but search info and sending email is still super important...

"A May 2011 Pew Internet survey finds that 92% of online adults use search engines to find information on the Web, including 59% who do so on a typical day. This places search at the top of the list of most popular online activities among U.S. adults. But it is not alone at the top. Among online adults, 92% use email, with 61% using it on an average day. "

Read the whole article here...
http://www.pewinternet.org/Reports/2011/Search-and-email/Report.aspx

Rodney's Chicago Guide

noreply@blogger.com (Arrowfinger) — Fri, 19 Aug 2011 18:38:00 +0000

I love Chicago. I have spent many trips here... both with college roommates who were from the area, a brother-in-law who grew up in the 'burbs and many yearly business trips. I love it!

In an effort to help friends and family have a fun time in my favourite tourist city, I have put this little list together. Enjoy!

Tip: Wear comfortable shoes. You will be doing lots of walking.

Restaurants
Often when we return, this has been a highlight of our trip. I love to eat and Chicago is a great place to do it.

Breakfast
- I suspect you will be able to eat at your hotel but for a Chicago experience... where you 'll think you stepped onto the set of a Chicago Seinfeld... try Lou Mitchell's Diner
- Orange is really good too... Try the Fruit Sushi!

Lunch
- A pizza-lovers must... Pizzeria Uno is the original deep dish pizza creator. Their pizza is the ultimate Chicago experience. One slice will be a big lunch.
- Haven't tried it but there is a gourmet sandwich truck making it's rounds in downtown... looks delicious! The Slide Ride is a big pink truck you have to locate by facebook or twitter...
- There is also a big Rainforest Cafe, and a cool Tricked out McDonalds (Val thought she wouldn't like it but it is really cool)
- Gene and Jude's was voted best Hot Dog in America... A little out of the way from Downtown but worth the drive

Dinner
- If you like prime rib and want a fancy dinner Lawry's is amazing. We've come here for years. Always on the top of the list for guests of ours. And a real experience for all ages. Call and make a reservation... ask to be in Ms. Farmer's care.. this waitress has been there since it opened 37 years ago.
- Another meat lovers restaurant... It is excellent... huge salad buffet... acrobatic win wall entertainment which you have to see... Texas de Brazil... Chicago location of a small chain...
- If you love pasta, Maggianos is awesome. I can't describe it other than awesome :>) A great lunch spot too... Again another Chicago location of a small chain...
- Check out Star of Siam for Thai - delicious! (Thanks Tim!)

Entertainment

- Open top bus tours are good too as you can pay for the day and then jump on and off whenever...
- Navy Pier... All tourists go here... This is a big pier that extends into the lake. It has shopping an entertainment... a fun place for families. Fireworks are Wednesday and Saturday nights. Carnival rides and shops too.
- Willis Tower (formerly Sear Tower)... go early evening to miss the crowds and see the lights of the city.
- Buckingham Fountain is a really cool free sight to see. It is in Grant Park which is a THE big park downtown. This is a must see... One of the largest in the world. Featured on many TV shows... (This is amazing at night lit up... great to do with Millenium Park's Crown Fountain)
- Orchestra in the Park - We stumbled on this one night and it was awesome. And Free! Just check the schedule...
- Millenium Park - a great place to walk around... See the Crown Fountain at night (Nick will want to wear clothes he doesn't mind getting a little wet... and there are places for you to sit and watch the fun)... Everybody asks "Where is that big silver bean?" Here it is! See "Cloud Gate" in the day...
- I haven't been but hear good reviews if you wanted a tour... On a large open top boat... looks fun!

- If you are looking for a fun night out and haven't seen them, the Chicago production of Blueman Group is awesome. A little pricey but you will walk away laughing and totally entertained. I have been 10 times :>).. Lots of music and fun. Val has been... My Dad has been... Now our kids have been too (we went on our last trip) all loved it so it appeals to all ages. You would take a taxi or subway to the theatre...

- Shed Aquarium I understand is excellent...

- Lincoln Zoo is good too...

- Funny enough there are great beaches in Chicago...

Shopping
- Magnificent Mile (or actually Michigan Ave) - Water Tower Place (big city mall) is on Michigan Ave, and has the Lego Store, the big Nike store is up the street, the big Apple Store... You won't have any trouble shopping here for days within a few blocks. Wear comfortable shoes!
> Another favourite stop on Michigan Ave in your area... Ghiradelli's Ice Cream & Chocolate Shop, Ask for the peanut butter chocolates!!!! (This is now on my regular stop list!)
> Hershey's Store is across the street :>)
- A friend Tim has now also recommended Garrett Popcorn. Yummy!

Accommodations
- Ray's Bucktown B&B was really a great stay. We stayed here in June for the first time and are here again in September. Really a cool place with great people and excellent breakfasts...They do have availability notices on their website but I would call...

This looks like a good site for help too...

http://www.choosechicago.com/mychicagotrip/pages/home.aspx

Have a ton of fun! Ask me any question...

Getting your emails to your customers

noreply@blogger.com (Arrowfinger) — Thu, 26 May 2011 12:46:00 +0000

I think I have the email-domain-switch-procedure figured out. In regards to a suggestion made about securing another domain name for emails to switch it up to get past spam filters... I did a little sleuthing...

I read a couple articles that did not seem to mention domains as an issue except that if you are sending from a domain that is blacklisted by servers around the Internet as a spam producer, your mail will not get through.

It seems to me the actual email address is the thing that stops it (between domain vs. email address). Of course there are many other things that would play a part... (read http://kb.mailchimp.com/article/avoiding-the-spam-filters/)

I settled on this answer due to a couple things outside the reading online...

1) Vertical Response does not use different domains to send... but it does use different addresses. Here are two email addresses from e-blasts I get...

TechAlliance@mail.vresp.com

Azure_Publishing_Inc@mail.vresp.com

Vertical Response doesn't change the domain for their senders.

If you are using your own mail to send e-blasts that could be an issue. Using a service like Vertical Response would be a prudent thing to do. Although limiting in some ways, their limits are part of their integrity as a non-spamming server.

2) I have in the past thought "Hey, this email is from a sender I thought I listed as Spam in my filter." But I have noticed the email address was different from the one I tagged.

What I discovered was that in Vertical Response the sender name becomes the email extension... "Azure Publishing Inc" is the sender... this becomes Azure_Publishing_Inc@mail.vresp.com.

This is the part that can be changed to avoid spam filters.

So yesterday I sent our Clear Future e-blast out as "Rodney, Clear Future" (Rodney,_Clear_Future@mail.vresp.com) rather than the past "Clear Future Markerboards" (Clear_Future_Markerboards@mail.vresp.com). Changing up the sender name would be a good idea once in a while.

Here's a couple good resources with info:

http://lounge.verticalresponse.com/forum/topics/avoiding-spam-filters?commentId=2026477%3AComment%3A100384&xg_source=activity

http://blog.mailchimp.com/most-common-spam-filter-triggers/

The words in the email may matter even more if you are sending to someone that has not received an email from you before...

http://www.refreshedmedia.com/news/Spam-Filter-Trigger-Words/7/63/

Especially with emailed coupon popularity, words could affect this initiative.

This is an open note to a whole bunch of teachers I admire.

noreply@blogger.com (Arrowfinger) — Sun, 17 Apr 2011 16:15:00 +0000

I know many of you have probably come across YouTube videos of the PS22 choir out of Staten Island, NY... This public school choir have 31,000,000 video views since about 2006... I guess I am late to the party.

But when I watched this group of 5th Graders an hour ago, I was not only amazed and thrilled at their talent but eventually had tears finding their way down my cheeks. While watching this one of theirs, I stopped watching the kids and started watching Mr. B., their teacher who started the choir for 5th graders in 2000.

The smile on his face - and the energy in his stance - is just plain inspiring.

To see that kind of passion pouring out onto so many kids is heart-bursting.

At supper last night, the topic of conversation was dominated by a cool gesture of teacher-kindness in my daughter Eme's day (you know who you are). To see the smile and appreciation on her face while she told the story of her teacher's attention and generosity was... so, so cool. I know she is storing these memories in her heart and they will be paid-forward to others for years to come - for DECADES! Who doesn't have moments like that from their childhood past, that they aspire to rise to in their adult days?! AWESOME!

I just want to say Thank YOU to all the teachers out there for YOUR energy and passion.

Thank YOU for the moments you are pouring fertilizer (spelled L-O-V-E) on the kids in your classroom (often my own). Thank YOU for every tough talk, every encouraging note, every high five, and even every uncomfortable-moment-taken that YOU are building the character and direction of these young lives. Your blood, sweat and tears investment in our kids IS SO APPRECIATED. THANK YOU!

I am sorry you don't hear this from busy parents like me often enough... But YOU ROCK! ;-)

Groupon - Not for everyone.

noreply@blogger.com (Arrowfinger) — Mon, 11 Apr 2011 02:02:00 +0000

Groupon has become very popular as a marketing tool for local businesses. What better way to gain new business than to offer a cut rate coupon and have it end up in thousands of local deal seeker's email boxes!

Understand though... Going into it can be a benefit or you can end up having Groupon nightmares or Groupon problems.

Big exposure costs money as all marketing venues do. So my suggestion? Take time to estimate how your "cost vs. return" works BEFORE you jump in.

I am going to break down some Groupon cost structures. Apply your own to see if you can justify the "cost of lead".

I talked to a friend who owns a flower store. She was promoted by Groupon just before last Christmas.

She is pretty bullish on them. They sold 150 $50 coupons at $25... She figured her hard cost was $20 each...

Her "cost of lead" formula then was...

150 x $50 = $7,500 worth of product

150 x $20 cost per coupon = $3,000 cost

150 x $25 = $3,750 Total Revenue...

The way Groupon works is half goes to the Flower Shop ($1,875 ) and the other half goes to Groupon.

-$3,000 Cost + $1,875 Revenue = $1,125 Total Promotion Cost

$1,125 / 150 = $7.50 per person "cost per lead" on each $50 coupon...

I'd say that seems reasonable. And you are seeing leads automatically connected with a sale.

If you compare it to say, taking out an ad in the local newspaper... you have ad-readers but not automatically people trying your products or services.

(To calculate the "cost of lead" with a newspaper print ad, you would take the cost of the ad and divide it by the number of calls and walk-ins you get.)

But understand, in this situation money was lost on each of these Groupon transactions guaranteed (-$7.50 plus the labour to process them)... with a newspaper ad you may end up with enough sales to cover the cost of the ad.

If I apply the same formula to a home furniture company that ran the promotion...

They sold 220 $200 coupons were purchased at $50 each... I figure their hard cost was $100 each...

Their cost of lead formula then was probably...

220 x $200 = $44,000 worth of product

220 x $100 cost per coupon = $22,000 cost

220 x $50 = $11,000 Total Revenue

Again, half to home furniture company ($5,500 ) and half goes to Groupon (which I do think is reasonable).

-$22,000 Cost + $5,500 revenue = $14,500 Total Promotion Cost

Cost per lead was probably about $65.90 per person on each $200 coupon... Gulp!

Again, money is lost on each one of these Groupon transactions guaranteed (-$65.90 plus the labour to process them)...

Here's a few further thoughts...

Groupon seems to work better for businesses that have lots of labour in their pricing (such as restaurants and flower shops) who are paying staff to stand around waiting for customers. Best to then do it in slow times. The only glitch is accommodating a rush of Groupon-buyers and giving them great service so they come back (which is the desired result right?)

My friend with the flower shop also mentioned that they haven't had all that many back yet... and at 6 months the coupon goes to paid-value only. Lessens cost certainly but does it not lessen promotional value?

In my city, the London Ontario area, I understand the Groupon e-blast list is 45,000 plus. This is pretty big... so this seems to be a way to get into email boxes (although you don't get their list or the list of people who bought your coupons).

The one reason you can analyze Groupon is that it is trackable - something offline advertising is mostly not - this is one positive

For an alternative... Google Adwords "cost per click" for most local businesses cost aprox $0.25 - $1.00 each. If it took 20 web visitors to get a call or walk in, it would cost $4 - $20 each lead. For most this is still very inexpensive.

In relation, I heard someone say the other day "You don't have a customer until they buy again." So true...

Here are a few good articles that relate...

Subscribers Eager to Open Daily Deal Emails

5 Ways To Profit From The Group Coupon Game

Groupon Nightmares (and How to Avoid Them)

Groupon in Retrospect

Facebook vs. Google?

noreply@blogger.com (Arrowfinger) — Fri, 18 Feb 2011 15:41:00 +0000

In an article out by eMarketer, average Ad-Click-Through-Rates are noted... Facebook at .08% of ad showings vs. Google’s at 0.7%. (These are averages across the medium.)

That's 11 times higher clicks through Google. But ultimately it is not Facebook's worth vs. Google's worth...

It is demographic-targeting vs. need targeting. These are different. Let me explain.

People are spending loads of time on Facebook - that is a marketing fact. But often needs aren't voiced in someone's facebook profile so you can target them (ie. "I'm unemployed!", I'm hungry!", I'm looking for fun things for kids to do!").

On Facebook, one needs to target the demographic that most likely has specific needs. Some advertisers will find this excellent if their target market is easily identify-able (for example say like women 20 - 40 living in a certain area that have an interest in Interior Design).

One must ask... How does my customer speak a need they want me to satisfy?

In comparison, Google Adwords search advertisements can answer needs more directly because the searcher is voicing their need by typing it into the search box. (ie. by typing "patio furniture" into Google search (looking for a provider of patio furniture), looking up “quick recipes” (hungry).

Again it is demographic-targeting vs. need targeting.

Both are valuable, although Google Adwords is probably closer to the time of action.

You can read the eMarketer article here for deeper details.

http://www.emarketer.com/Article.aspx?R=1008238

Woo Hoo! It's 2001 all over again...

noreply@blogger.com (Arrowfinger) — Wed, 12 Jan 2011 15:47:00 +0000

In late 2000, Google launched "Adwords". Already a well used search engine, this strangely blank website announced they were going to offer advertisers space on their search results pages. I was giddy.

A Google-convert, I loved their relevancy in search result and the simplistic interface. And I couldn't believe that now businesses could actually market on it! Woo Hoo!

"What do you mean I can market to people asking Google for the product information on the same items I sell?! WOW!"

The rest is a continuing dominance of Internet history.

Well, welcome to 2011 where Facebook has surpassed Google in daily use and where from another angle one can find potential customers. Sell to nurses? You can find them on Facebook. Sell to young men under 30? You can find them on Facebook. Want to find actors older than 50? Find them on Facebook.

The really cool thing about Facebook is that people put in all kinds of information about themselves... Certainly more than one would give normally to a random website. So them without Facebook divulging specific names and cross-references, shows ads more relevant to each person according to their personal details. Brilliant!

Google Adwords when they are looking for a solution. Facebook when they don't know they need one.

I'm giddy.

Testimonials

noreply@blogger.com (Arrowfinger) — Sun, 02 Jan 2011 04:24:00 +0000

Arrowfinger has taught me how to reach more people with my message for less money than any other marketing initiative I have undertaken in my 40 years of business!!

Thanks Rodney!

I look forward to many more years of working with you and Arrowfinger!

Joe Barnes, RHU, EPC
http://www.joe-barnes.com/

THANK YOU for making us # ONE !!!!!!

You said you could put us on top off Google, and you succeeded. Although we thought our web site was eye catching, our inexperience with search engines failed to capture the untouched internet audience. With Arrowfinger's expertise you have - hands down, not only driven new customers to our web site but to our rental cottages at Long Point.

In addition, your attention to detail with monthly reports has made us feel confident with your services and rates. On behalf of all of us at atPlay Adventures, we would highly recommend Arrowfinger to organizations who want to increase awareness through the Internet.

Sincerely
Jeff Bouck
President- atPlay Adventures
http://www.atplayadventures.com/

No more telephone whitepages

noreply@blogger.com (Arrowfinger) — Wed, 21 Jul 2010 18:15:00 +0000

In June 2010, the YellowPages Group announced that they will stop delivering whitepage directories in 7 major Canadian cities - Toronto, Montreal, Vancouver, Calgary, Edmonton, the Ottawa-Gatineau area and Quebec City.

Is this the death knell of phone books?

Residential Phone Directory to Look Up Personal Numbers No Longer Automatically Delivered in Seven Canadian Cities

Montreal (Quebec), June 3, 2010 — Residential phone directories, entirely devoted to finding a person, are now available only upon request in Toronto, Montreal, Vancouver, Calgary, Edmonton, the Ottawa-Gatineau area and Quebec City. Yellow Pages Group (YPG), Canada’s largest print, online and mobile directory provider, launched this initiative in accordance with changing user habits around the way people look for residential numbers.

“An increasing number of Canadians, particularly in urban areas, use our online and mobile resources YellowPages.ca™ and Canada411.ca™ to find residential phone numbers,” said Marc P. Tellier, President and CEO of Yellow Pages Group. “Our priority with the residential directory is to make listings available to all users in the format of their choice. All who wish to receive a printed directory can request one while those who prefer to use our online or mobile resources will be equally supported.”

In 2005, YPG implemented a 24-month distribution cycle of the residential directory in select Canadian cities, with residents having to request a directory during non-distribution years. The resulting demand for the residential directory averaged below one percent while searches for personal phone numbers on YPG online properties have almost doubled since the program’s inception.

“The results of our 24-month initiative clearly indicate that large urban centres are ready for a residential directory by request only program,” continued Tellier.

The distribution by request of the residential directory will result in a reduction of paper consumption, decreasing residential directory distribution by over 5 million copies per year across Canada.

NO CHANGE TO YELLOW PAGES™ DIRECTORY DISTRIBUTION
In the seven markets no longer automatically receiving their residential directory, distribution of the Yellow Pages directory will continue on an annual basis. The Yellow Pages directory is used to find a business by category or by name and features local environmental information and government resources. It remains used by 1 in 2 Canadians each month.

In most other markets, the residential listings are contained as a section within the Yellow Pages directory and will continue to be included.

For those who would prefer not to receive the business directory, YPG offers a Custom Delivery Program, allowing users to opt-out of their delivery.

Residents in Toronto, Montreal, Vancouver, Calgary, Edmonton, the Ottawa-Gatineau area and Quebec City can obtain a copy of the residential directory or opt-out of receiving their Yellow Pages business directory by calling YPG Distribution Services at 1-800-268-5637 or visiting http://ypg.com/delivery.

What is a "Bounce Rate"?

noreply@blogger.com (Arrowfinger) — Wed, 23 Jun 2010 17:13:00 +0000

"Bounce rate" is an important metric when reading the data from your Google Analytics reports.

Avinaush Kaushik of Google says of Bounce Rate "I love it!.... The sexiest metric ever!" He goes on to describe it as brilliantly dumb and says it tells you about the customer visit simply - "I came, I puked, I left."

Google notes "Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page. Use this metric to measure visit quality - a high bounce rate generally indicates that site entrance pages aren't relevant to your visitors. The more compelling your landing pages, the more visitors will stay on your site and convert. You can minimize bounce rates by tailoring landing pages to each keyword and ad that you run. Landing pages should provide the information and services that were promised in the ad copy."

What is a good bounce rate then?

Kaushik notes that average bounce rates are 40 - 60%. Under that you are doing well. Over that and you may need to consider why. You must delve deeper into segments of web traffic to understand higher rates - Is paid traffic bouncing high? Why? Are important keywords bouncing high? Is the message clear on my landing page?

If converting traffic into leads through forms or online purchases is important, understanding the whys of higher bounce rate segments will be worth the investigation.

Remember, sometimes simple situations create high bounce rates i.e. A Contact Us page may have a high bounce rate due to the fact that visitors find your phone number there and leave.

Apple IPhone 4 - in Canada?

noreply@blogger.com (Arrowfinger) — Tue, 08 Jun 2010 10:23:00 +0000

Apple is quickly changing the way we communicate through our phones. We all saw it coming with simple smart phones. Apple is brining it to reality.

I loved having web access on my Treo in 2007. But since late April I have owned an IPhone 3GS and have been blown away with it's usefulness and how it is slowly creeping it's way into my day.

Now, Apple has launched their new IPhone - the Apple Iphone 4 - in Canada in July.

See for yourself...

Rogers, Telus and Bell are all launching the IPhone 4 in Canada... expected in July.

Marketing implications...

I have to say, the IPhone does have marketing implications over standard smartphones. For example, Google Adwords does have selections in their backend to focus on these users specifically.

I wouldn't say this ability should change your marketing message (ie. special coupons for IPhones users...boring!) but with it's usefulness, users of the IPhone look up information at lightning speed everywhere. This is a major encouragement to make sure your website has a mobile version with critical information available easy (phone number, hours, directions...).

I experienced Canadian Tire's excellent mobile site yesterday. For my son's birthday I was looking for a certain road hockey net. While I was waiting for someone in the sports department to pick up the phone for a stock check, I opened up my IPhone, looked it up on their simple mobile website and saw it was in stock. A quick hang up without talking to them, and I was on my way to buy it.

Also, just being findable is a major point. I am amazed at how often businesses are NOWHERE to be found when looking them up in Google... or the listings you find are out of a phone directory and not from their website. Isn't this 2010?

With mobile email for all, GPS in people's pockets, and a Google search always only a few second away, IPhones are revolutionizing daily Internet use.

Hot Island Business Lessons

noreply@blogger.com (Arrowfinger) — Sat, 13 Mar 2010 15:17:00 +0000

If you are like me, during the winter days you long to be on a hot island, sipping a tropical punch... And an island resort isn't the same without at some point encountering a persistent vendor.

I have had two neat lessons from island vendors that speak to me during this challenging time in our economy... 1) Be creative and 2) Be thankful. Here they are...

Experience #1 - Creative selling

A couple years ago, Valerie and I enjoyed a little time out of the Southern Ontario weather for the warm sun and sand of Dominican Republic. The resort we stayed at offered a "free" group half-hour horse ride on the beach included. "If you like it sir, you can pay for hour, just you and the lady".

The cowboys of El Ranch Differente took us for our fun ride down the beach. When we got on, one of their team snapped each couples' picture then took off down the beach on a motorbike. I knew he was up to something.

After an easy ride on their docile trail horses, we found ourselves back at the beach side post. Set up in amazing speed was a display of rum bottles and Caribbean CDs, with each couple's picture on the label. How could you resist buying your own personalized bottle of rum and Meringue Music Hits? We paid for both.

The horse ride wasn't the product.

Experience #2 - Sell to eat

A number of years back we had a great holiday in Jamaica. One of the experiences there has stuck with me and I have referred to it many times.

On our last full day relaxing, Valerie stayed in the room for an afternoon nap while I visited the local parking-lot tourist market for some souvenirs. I walked out of the resort, up the street, through a gate and started browsing the aisles of booths.

"Hello sir... sir... Sir! I have something nice for you! Stop in for a moment please!"

"Mister, I have what you are looking for. Look at this! Do you have a wife, mister? I have fine dress!"

I was accosted by booth vendors on both sides who were very vocal about the offerings they had for me.

With a polite Canadian smile, I shook my head and kept walking... and walking. I was a bit turned off stopping in any booth with their aggressiveness. After a few aisles I left the market and headed back toward the resort.

"Gosh," I thought, "Why were they bugging me so much? They just made me want to leave!"

A little wise voice popped into my head and I had an "a-ha" moment, "Because they eat when they sell."

The light went on. These booth vendors most likely live in places like the tin shacks on the hillside we had been amazed about on our tour bus. When they sell they eat. What they lack in sales polish they make up for in boldness. No wonder.

As I walked I thought about how close they must be to the end of their resources each day. I wondered how life would be different for so many of us in Canada if we were that close to no food. We would work harder wouldn't we? We would be more motivated to close a sale, right?

I turned around and ended up buying a few souvenirs from that market. I left with an even better one... thankfulness. (Oh...and an increased appreciation of sales as a career!)

Rodney

Good every few weeks...

noreply@blogger.com (Arrowfinger) — Wed, 03 Mar 2010 11:33:00 +0000

...read an article in the Globe and Mail last weekend about Yellow Pages challenge to convince investors they have a growing proposition.

I very much agree that there are absolutely markets that need to advertise in the Yellow Pages...

But I did think one line from the article was telling...

"The last time Marc Tellier (CEO of Yellow Pages Income Fund) used his directory was three weeks ago.

“Air duct cleaners,” he says, flipping the tissue-thin pages of the book on his boardroom desk. Finding someone to clean your ducts, the cost comparisons, the scent of newsprint – none of this is sexy," he admits. "But it works."

When I ask people when they last used Google, they usually say "This morning." or "A couple hours ago."

Be where "it works" for your customers.

Be found everywhere your customers are!

noreply@blogger.com (Arrowfinger) — Tue, 02 Mar 2010 11:46:00 +0000

Did you know we can advertise your business not only on Google, but on thousands of websites through their Adwords network in the USA and Canada?

& Many More!

2010 Olympics Countries Ranked by Medals per Capita

noreply@blogger.com (Arrowfinger) — Thu, 18 Feb 2010 23:01:00 +0000

For Fun...

I have always been interested in a "Medals Per Capita" count... being that Canada has fewer people than many other countries.

Here is a spreadsheet count I am keeping... Countries ranked by Medals Per Capita... I will try to keep it up daily...

(Update March 1st, 2010... A wonderful Olympics for sure! Thanks to all who took an interest in these stats. Rodney)

Here's another good article on the subject...
http://www.theatlantic.com/culture/archive/2010/02/is-america-really-ahead-in-the-olympic-medal-count/36681/

Thanks Ken for giving me another table to follow :>)

2010 Olympics Medals per Participant - Countries Ranked by
2010 Winter Olympics Vancouver Countries Ranked by Medals per Capita

Google Local Business Center - Sweet!

noreply@blogger.com (Arrowfinger) — Thu, 24 Sep 2009 10:06:00 +0000

One of the best kept secrets of Google services is "Google Local Business Center".

This service allows business owners to fill out their own Google Local information to be listed when someone searches on a relevant company search in your town or city. The listing can appear on regular Google search...

... Or on Google Maps...

You can also "trick out" your listing with video and pictures and a weblink.

A Google Local Business Listing is something we regularly create when we are working with a client who markets locally, using appropriate keywords in their listing so they can be found.

(Note: The neat reports feature shown in the promo video is appearing on our US client's listings but is not yet available in Canada. Still, Google Local is an awesome tool for Canadians especially since searchers in Canada are more conditioned to search for local results with city names attached to their keywords...)

Need help handling your Google marketing?

Call Arrowfinger today!

Rodney

How to add a picture and logo in Gmail signature

noreply@blogger.com (Arrowfinger) — Fri, 04 Sep 2009 14:33:00 +0000

How to add a picture and logo in Gmail signature.

I have been searching for a solution to put pictures in my email signature in Gmail. I had been using a "cheat" by storing an html signature in a Google Docs document. This way you create a signature in Google Docs on a document and just open the file and copy and paste the signature into your email every time you need it. This sounds clunky but you do get used to it! I now am used to opening the document each time I sit at my computer (easily open with a shortcut on my desktop).

I think there is a better way!

Michael Aulia explains how to use a couple of the Google Lab features ("canned responses" and "insert image") to create this option. You do need to insert every time you want to use it but you can do this without opening other programs.

As well, it is better than trying to insert your signature as a picture only because some mail recipients won't see pictures but will still see the text. You can also color and size the text which many have wanted to do.

Good Luck!

Rodney

Twitter... bah! That is so last week!

noreply@blogger.com (Arrowfinger) — Fri, 24 Apr 2009 10:22:00 +0000

Ken McCarthy is an Internet Marketing genius. Someone to take note of for sure. Here his rant on twitter puts words to my thoughts... Thanks Ken!

(As posted on Ken's blog)

"Confessions of a social media skeptic…

OK. April Fool’s Day was 15 days ago, but what can I say? I’ve been busy.

But there is a serious message here.

I know that some social media tools have attracted millions of users. I also know that social media can be used to “juice” SEO rankings and monitor and influence your marketplace.

Nothing wrong with any of this, but I’m seeing what I consider an alarming trend.

New marketers (and many old ones) are starting to make these tools their primary focus.

Big mistake

One thing that’s true for all marketers whether you make $1,000,000 a year or $1 is year is you have a finite amount of time.

Even if you can leverage your time with the smart use of vendors or employees, there’s no such thing as infinite time. Misusing time is a very expensive mistake.

Therefore, if you want to make the best use of your time (make the most money with the least effort), it pays to think through and focus on the things that matter the most.

“Social media” is not new

Social media goes back to the earliest days of the Internet.

Usenet and discussion boards were social media. User-generated content, community, real time feedback…all these things were happening 15 years ago.

Most people are aware of the name Arthur Frommer. If not, go to the travel section of the bookstore and you’ll see his name EVERYWHERE…Frommer’s travel guide to France, 2009. Frommer’s travel guide to Tahiti, 2009. Frommers travel guide to Las Vegas, 2009.

If people go there on vacation, the Frommer brand not only has a book about it, it also has this year’s edition and they hog the shelves of most US travel book sections.

Here’s what this master of info marketing has to say about social media:

“The whole emphasis on user-generated content is foolish. I was the first person to use it years ago with Europe on $5 a day…Then we realized it was being massively manipulated. Hotel operators were getting friends to send in recommendations. We dropped it twenty-five years ago.”

Frommer does have a blog so he’s not an Internet-agnostic, but he thinks the long term value of services like Twitter and Facebook as reliable information sources for people who have to make real decisions about the real world is dubious at best. I agree.

Serious info, for serious decisions

When it really matters, like dealing with an important medical situation, or business decision, or figuring out where to go on vacation and where to stay etc. don’t you really want to consult with a pro, either directly or through a book or serious web site?

By all means, be aware of social media and take the time to figure out the one or two tools that matter to your particular business, but if you’re looking for a time investment ratio, classic direct marketing (traffic + conversion) should take up at least 90% of your marketing time.

Remember, there are many, many people who’ve made and continue to make hundreds of thousands and even millions of dollars applying the traffic + conversion formula that either didn’t have or don’t use social media.

In contrast, you’ll look a long time to find anyone who has built a serious money making business with social media as its driver. I’m not saying no one has done it, but the odds are against you.

Furthermore, I’ve never seen a single Internet marketing who took the time to understand and execute classic direct marketing principles on the Internet fail to make it.

The one things that pays every time

If you’re new to Internet marketing, or even if you’ve been around it for 15 years like I have, it always pays to focus on these fundamentals.

That’s why every year I bring the best and brightest Internet marketers in the world together to look at significant new trends like mobile marketing and improvements in tracking and testing tools through the lends of direct marketing. "

Google Canada's new boss eyes growth

noreply@blogger.com (Arrowfinger) — Tue, 03 Feb 2009 14:25:00 +0000

As reported in The Globe & Mail

MATT HARTLEY

February 3, 2009

TECHNOLOGY REPORTER

Taking the reins of the Canadian operations for the world's most prolific online advertising machine in the midst of the worst financial crisis since the Great Depression isn't what one might call ideal circumstances, but Jonathan Lister is confident he's up to the task.

As the new managing director and head of Google Canada, Mr. Lister is the man the online advertising kingpin has tapped to capitalize on a growing appetite for online exposure among Canadian marketers.

Already more than half of Google Inc.'s advertising revenue comes from outside the United States. Now, with American consumers sitting on their wallets and advertisers cutting spending in all areas, Google is looking to managers like Mr. Lister to increase the international revenue flowing into the company's coffers.

"Compared to the U.S. and Europe, the Canadian economy is so far holding up pretty well," he said in his first interview since taking the post a few weeks ago. "We haven't had the consumer withdrawal that the U.S. has seen to some extent. That gives me hope for the business and it looks good for online advertising in general."

Google had been without a national manager in Canada since Wendy Muller retired from the post in October, 2006.

Although Google is thought of primarily as a technology innovator best known for its omnipresent search engine, Mr. Lister is tied in closely to the advertising side of the company's business, which generates nearly all its revenue.

Mr. Lister's primary responsibility will be to increase the amount of Canadian content contributing to the company's search and display advertising totals, but he will also oversee a national network of employees that includes sales executives in Toronto, policy personnel in Ottawa and teams of engineers in both Waterloo, Ont., and Montreal.

"Canada is very important to Google, that's part of the reason I took the role," Mr. Lister said. "Frankly, for a large U.S. organization, I was impressed with how much they understand local markets. There's an incredible awareness of the Canadian marketplace, and international marketplaces in general."

Like many other technology companies, Google has felt the pangs of the global economic slowdown. Its stock is down 54 per cent since peaking at more than $740 (U.S.) in November, 2007, and last week the company posted its first ever quarterly profit drop.

Still, paid clicks - a major revenue engine for the company - were up 18 per cent over the same period a year ago and rose 10 per cent over the previous quarter, suggesting to some that Google may be in a unique position to weather the storm by offering advertisers measurable ways to track spending as they look to get the most promotional bang for their bucks.

For Mr. Lister - who was most recently senior vice-president of operations for Time Warner Inc.'s AOL Europe, but also spent time as general manager of AOL Canada Inc. - the downturn in the economy could prove to be the moment in history when Internet advertising finally proves its worth.

"There's a lot of speculation surrounding whether this is online's time, in a sort of perverse way," he said. "That was the hope through last year. As the economy looked worse and worse, there was some hope and belief that online would in fact start to work better, look better and pay off better in challenging times.

"The wild card will be consumer behaviours and whether consumers will open their wallets and spend."

Marketing on Kijiji Canada

noreply@blogger.com (Arrowfinger) — Tue, 20 Jan 2009 15:38:00 +0000

We had never used Kijiji before other than a few weak attempts when they first started.

Then about a week and a half before this past Christmas we bought a doll house for my six year-old daughter. When Valerie went on Kijiji by chance , another mom an hour from London had posted the perfect doll house only ten minutes before. And boom - another transaction created by Kijiji.

Kijiji is a free classified service owned by a little Internet company you may know… called ebay.

Why would ebay offer free ads when their business model is normally taking payment from people advertising auction items?

Let’s phrase the answer in another question… Why not build the world’s most powerful free internet marketplace, then add features that people will pay for?

Kijiji is powerful. When the thousands of newly unemployed people are sitting at home trying to scrape up cash fast... where will they think to advertise it? Oh, and where will they remember to find deals?

Kijiji.ca ranks in the top Canadian websites as #12. Higher than ebay.ca (15), TD Canada Trust (24), CNN.com (26), CBC.ca (34) and just below Canada’s Official Website – The Government of Canada (11). I predict it will go higher.

Kijiji is fast. It’s free. Well, free that is until you want to be at the top of the listings… Even then it is cheap.

My suggestion to you…

If you sell a product learn how to advertise on this incredible “classified ad” medium.

Ways to advertise on Kijiji.ca
1) Post Free Ads
2) Post Paid Ads to be near the top
3) Target Kijiji with Google Ads (at the top)

Which cities in Canada use Kijiji the most? Here’s a few… (shown with the percent of all Canadian users)
toronto.kijiji.ca - 28.7%
montreal.kijiji.ca - 18.5%
halifax.kijiji.ca - 6.6%
windsor.kijiji.ca - 4.7%
london.kijiji.ca - 4.6%
calgary.kijiji.ca - 4.1%
kitchener.kijiji.ca - 3.6%
hamilton.kijiji.ca - 2.8%
moncton.kijiji.ca - 2.5% ottawa.kijiji.ca - 2.5%

Rodney Lover

ARROWFINGER

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