ARROWFINGER

"Should I register multiple domain names?"

2012-01-11T14:33:00.001-05:00

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?

2011-11-07T17:29:00.001-05:00

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?

2011-08-25T09:58:00.003-04:00

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!

2011-08-20T14:51:00.000-04:00

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

2011-08-19T14:38:00.000-04:00

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... I haven't been but understand it is excellent... huge salad buffet... Texas de Brazil... Chicago location of a small chain...
- If you love pasta, Maggianos is awesome. I can't describe other than awesome :>) A great lunch spot too... Again another Chicago location of a small chain...

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... I just haven't been yet! 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 really cool. 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 this past trip) all loved it so it does appeal 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 too...

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!
> Other 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 :>)

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

2011-05-26T08:46:00.002-04:00

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.

2011-04-17T12:15:00.006-04:00

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.

2011-04-10T22:02:00.012-04:00

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?

2011-02-18T10:41:00.002-05:00

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...

2011-01-12T10:47:00.000-05:00

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

2011-01-01T23:24:00.000-05:00

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

2010-07-21T14:15:00.000-04:00

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"?

2010-06-23T13:13:00.001-04:00

"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?

2010-06-08T06:23:00.006-04:00

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

2010-03-13T10:17:00.000-05:00

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...

2010-03-03T06:33:00.000-05:00

...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!

2010-03-02T06:46:00.000-05:00

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

2010-02-18T18:01:00.014-05:00

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!

2009-09-24T06:06:00.002-04:00

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

2009-09-04T10:33:00.003-04:00

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!

2009-04-24T06:22:00.003-04:00

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

2009-02-03T09:25:00.002-05:00

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

2009-01-20T10:38:00.006-05:00

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

Canadian Online Shoppers in American Crosshairs

2008-12-31T11:03:00.005-05:00

Are you a Canadian business without a online marketing strategy?

Arrowfinger says " You need one!"

As seen on emarketer.com

Targeting Canadian Online Shoppers

DECEMBER 31, 2008

More than four out of 10 Canadian dollars spent on e-commerce go abroad.

Seeing an opportunity to offset slowing online sales at home, some US online retailers have targeted the Canadian e-commerce market. One approach is to launch a Canadian Website. Another is to allow cross-border purchases. Either way, several retailers executed in time for the holiday season.

Pure-play e-tailer NewEgg, an information technology and consumer electronics retailer, launched a Canadian Website in October 2008. It uses its US facilities for both fulfillment and customer service, and later may opt to enter distribution partnerships and launch a Canadian fulfillment center.

Internet Retailer reported in October 2008 that Saks Direct, the e-commerce division of Saks Inc., would fulfill orders placed by customers in Canada from its US Website. Shoppers in Canada at Saks’ main site automatically see local featured merchandise, promotions, pricing, customer service and delivery options.

In September 2008, Overstock.com, a pure-play online discount retailer, announced it would start serving international consumers in 34 countries, including Canada. International shoppers can purchase any of 600,000 products on the site priced in local currency.

“Many international markets are underserved by online retail,” said Patrick Byrne, CEO of Overstock.com, in a press release. “With the weakness of the [US] dollar, the time has never been better for international customers to purchase American goods, creating a great opportunity for us.”

Other US-based retailers that already sell to consumers in Canada are beefing up their offerings. In October 2008, Amazon launched a new electronics store on its Canadian Website. Until that time, Amazon had sold mostly books and music on its Canadian site and did not allow products to ship across the border from its US site.

Statistics Canada data revealed the extent of cross-border spending. In 2007, 44% of B2C e-commerce spending in Canada went to foreign retail Websites, up from 37% in 2005. A weakening US dollar caused a surge in Canadian spending on US Websites during 2007’s holiday season.

Of course, money from Canada isn’t a cure-all for US online retailers. Since the US dollar has regained much of its strength over the past year in relation to the Canadian dollar, price is less of an incentive for online consumers in Canada to shop across the border. In spite of US retailers’ marketing across the border, some analysts say there may be a drop this year in the percentage of Canadian online spending on foreign Websites.

“Compared to last year, when the Canadian dollar was at—or above—par leading up to the holiday season, we expect to see a significantly lower number of Canadians spending their holiday budget south of the border this year, which will help out our Canadian retailers,” said Brent Houlden of Deloitte, in a press release.

Do This or Die

2008-10-29T14:30:00.009-04:00

3 of the Simplest Tips to Keep You from Dumping Your Lifeless Website

I've listened and read a lot of less-then-great news over the last 12 months. Subprime, bank bail outs, plant closures... These phrases are now daily written in our newspaper. No wonder business leaders are pessimistic!

I would encourage you though that there is always opportunities. Especially in uncertain times. Opportunities for those who refuse to lie down and die.

One way to keep fighting for your share of the market is to actually be found on the Internet. Many businesses have created websites only to let it languish in obscurity, not knowing how to draw Search Engines like Google to display it in search results. It's like building a store in a back alley and being frustrated that no one has dropped in.

Through simple website marketing you CAN be found and create new business. Here are some common reasons I hear astute business people are shying away from web marketing and some thoughts...

"I don't want to ship to Timbuktu."

Actually, Canadians are adept at "localizing" their searches, adding for instance "London Ontario" to their searches for localized results. Local searchers are trying to find local providers. That said, in a slower economy you may need any order you can get!

"My expensive website hasn't worked."

If you spent months training a salesperson then stuffed him in a closet, he wouldn't sell much either. If you don't have quality, targetted traffic to your website it won't work as a sales tool.

"I can't compete with national and/or US sites."

Running and hiding is a great way to decrease business if that is what you are hoping to do. Otherwise, being found by local and regional web searchers can be an excellent competitive advantage and an opportunity to deal with cutomers looking for - and willing to pay more for - good, local customer service.

"Internet marketing is just a bunch of crappy spam."

Who are you kidding?! Yes, there is a lot of junk on the web but there are a lot of trashy magazines on the shelf beside your favourites and you don't stop reading them! Don't throw the baby out with the bath water.

Ok. So if you are still with me you are interested in growing your business through being found on the Internet. Maybe you've been frustrated that your website hasn't shown up on Google. You know that potential customers are searching for your offerings and want your website
to be visited.

So here are 3 ultra simple tips to help your business be found on the Internet. Tips 1 and 2 are items that you or your webmaster can do with little effort to help searchers be enticed by your listing. There are a number more of these simple tips but it would make for a long article... and this is supposed to be simple!

And by the way, Number 3 is a simple, painless way you can be on the top of searches regularly even in competitive markets but it is not for everyone because it costs marketing dollars.

Arrowfinger's top 3 ultra simple tips to help your business website to be found on Google

1) Title Tags

A Title Tag is the title you give your webpage in the website code. It appears in the browser bar at the top of a user's screen when they are on your site. Importantly, this title is also the name Google (or other search engine's) show as the title of your site when your page comes up in a
search. This is a marketing item you have control over so I suggest using it to your advantage. Include in your Title, important words your customers use when thinking about your product, even your city if that is relevant.

So then originally you may have titled your main home page
"Bill's Copy World - Home"

Change it into a marketing tool... like...
"Photocopiers & Fax Machines Ontario - Bill's Copy World - Tinsletown Ontario".

Google shows up to 65 characters of your Title so use up to 65.

Bill's Copy World - Home
Photocopiers, fax machines, wide selection. Showroom open to public, serving corporate and small business technology needs...
www.billscopy.com

vs.

Photocopiers & Fax Machines - Bill's Copy World - Tinsletown Ontario
Photocopiers, fax machines, wide selection. Showroom open to public, serving corporate and small business technology needs...
www.billscopy.com

Last thought on Title Tags, you can actually title each page on your site differently to reflect the information on that page. This encourages search engines to show the most relevant page on your site to searchers.

2) Meta Description

Meta Description is the description you give your site again in your website code. Google usually uses this on their search results page as a describing paragraph of your site but sometimes change it to make it more objective. This is an item you can control so use it to entice searchers to click on your site.

Google will show up to 160 character spaces of your description. Use everyone of these to create an apetizing explanation of what you do. Use commonly-used terms for your products. Don't include hyperbole like "best" and "greatest" as Google may penalize you or change the description.

Here is an example of a basic search result with Title and Meta Description just under it...

XYZ Limited Tent Rentals - Party - Awnings - Weddings
Joe and Casey Smith, owners of XYZ Limited, are proud of their 30 year old business as one of Mainburg's oldest manufacturing...
www.xyz.com

Marketing is connecting with customers and making it all about their needs. This description is more about the company. Plus it was so long, Google cut them off! Let's focus on the cusomter's needs in a change... Here is how it could be changed to increase visitor interest...

XYZ Limited Tent Rentals - Party - Awnings - Weddings
Specializing in sales and rentals of awnings, tents, hideaway screens. Wide selection of custom fabrics. Buy direct from manufacturer. Large Mainburg showroom.
www.xyz.com

3) Google Paid Advertising

"I didn't know I could pay to be found on Google."

When I tell business people they can pay to be on top of Google, I might as well be saying to Virginia "Yes, there is a Santa Claus."

We hear Google is making boat loads of cash but do you know how they do it? By enabling businesses like yours to connect with customers searching for products and services.

Google Paid Advertising or "Adwords" enables businesses to pay a small fee to have their advertisement show up when a searcher types a relevant word into the search engine. For a detailed explanation go to What is Search Engine Marketing anyway?

Don't give up on a good website. The Interent IS here to stay so do your business some good and make it work for you.

Rodney Lover
www.Arrowfinger.ca
519-937-1431
London Ontario Google Ads Consultant

Google Adwords Consultant & Ad Campaigns Ontario

2008-10-04T03:51:00.007-04:00

If you are looking for help marketing your business on Google we may be able to help.

I say "may" because not every situation can afford or is appropriate for a Google Adwords campaign consultant. Google advertising can be very effective but why spend money on it if it isn't? We wouldn't want you to do that.

Can we help you? What constitutes a possible client for us? Here's some answers...

Certainly the industry doesn't necessarily weed clients out. We consult in varying categories... specialty food, finance and legal professionals, hr, furniture, vacation properties and others.
Our clients budgets range from a base of $350 per month on Internet advertising including management (up to a few thousand).
We don't provide website creation so our clients come to us with a good website that in many cases could be improved by tweaks learned from good visitor tracking.

If you see your business in these characteristics and need help, please call or email. We want to help you succeed!

Rodney Lover

www.Arrowfinger.ca

519-937-1431
London Ontario Google Ads Consultant

Business London Magazine Reader?

2008-07-01T12:14:00.000-04:00

Click on our ad to download our FREE article...

"Can you really find me customers?"

You can what?!

2008-06-21T10:28:00.004-04:00

I think one of the barriers to people advertising on Google is a belief that they will spend tons of money with no return.

One might think "Sure, I'll get all kinds of visitors on my web page but I don't ship to France, I don't want to sell to India and I can't speak Chinese so having someone call from Beijing is just wasting my money!"

One item I often explain is that you can target Google Search Advertising (Adwords) as narrow as a city block. Google provides geographic targeting and we can focus your spending on Canada, Ontario, London or even just the few blocks around your business.

We can actually direct your advertising by postal code.

Buried in the Canada Post website are their Ontario Postal Code Maps to help with your selection. You can then list out only the postal codes that you want business from, have franchisee marketing territory for or can deliver your pizzas to in "30 minutes or free"...

If smart, targeted marketing sounds good to you, give us a call!

Rodney
519-937-1431

www.Arrowfinger.ca

Search Engine Marketing & Optimization in the Era of Google

2008-03-31T15:37:00.003-04:00

IT Business Seminar:
Search Engine Marketing & Optimization in the Era of Google

Click here to register for the IT Business Seminar!

Wednesday, April 2nd
4:30PM to 6:00PM
National Research Council - 800 Collip Circle

View Larger Map

TechAlliance Members, FREE
Non-Members, FREE

If you’re looking for a crash course on Search Engine Marketing (SEM) and Search Engine Optimization (SEO) this session is not to be missed!

Join us and learn from web guru, David Ciccarelli, President and CEO of Voices.com, an overview of the techniques and resources that are available for increasing your site’s visibility in search engines. David's company - a leader in connecting voice over talents and clients - has seen great success through these techniques.

During this session, participants will learn what search engines value in a webpage, how to construct a webpage and website in the optimum manner, and how to optimize the content for top ranking in search engine results. Participants will also be taught how to effectively identify and research appropriate keywords and keyword phrases.

Additionally, this session will introduce the concept of pay-per-click search engine advertising, measuring your return-on-investment through web analytics, and the niche strategy of Long Tail selling and distribution.

Event Sponsor: Lovers atWork Office Furniture

See you there!

Rodney Lover

http://www.arrowfinger.ca/

"Yellow Pages working feverishly" or "Don't throw that book out yet"

2008-03-03T16:25:00.000-05:00

This article from last year is still very relevant. Since tis the season for Yellowpage adjustments in London I thought I would publish it again...

"The Yellow Pages Group is feverishly working toward creating an online business search directory.

“Duh! Haven’t they been doing that a while?” you say.

Not so much until lately. Let me explain.

Google and other search engines have been eating the lunch of traditional media - including taking a bite out of the print growth at Yellow Pages. To compete with this phenomenon, Yellow Pages Group… those www.canada411.ca people… last year changed how a user can search for information on their site.

For many years, Yellow Pages trained us to look for products, services and companies under prescribed category headings. Need auto repair? Look under Automobile Repairing & Service. Simple right?! Absolutely.

But what if you wanted to get a quote from an auto repair shop specializing in BMWs and didn’t want an actual new car dealer… You would need to scan all the ads, start calling around or ask a friend. A few more steps. Which is long in this day and age! And out there somewhere is the da Vinci of BMW auto repair that is just waiting for your business!

What do you do if YOU are that da Vinci and need every ailing BMW you can get to stop at your shop so you can feed your four little da Vincis and keep Mrs. da Vinci clothed and happy?

Now the good ol’ Yellow Pages has an answer.

The change made last August is that YP print ads are all loaded on the online Yellow Pages and any words inside are treated as searchable text by YP’s main search utility. Go online to Yellow Pages and type in “bmw repair” and all of a sudden you see a new selection of relevant ads that serve up those advertisers that have put “BMW” and “repair” in their ads.

Yellow Pages hopes this new search-ability will make them the place to go to search for products and services. And while it may take some time for this kind of usage to catch on (who would think to search Yellow Pages for “Fettuccine Alfredo restaurants” when you are craving it?), this new tool is available and may help people find you. Which is what is important right?

Do you need help to take on your online marketing?

Find me by typing “arrowfinger” into Google!

(Oh, and ask me why I don’t use the Yellow Pages for this business… but do use it for others...)

Rodney Lover

www.Arrowfinger.ca

P.S. You will find some restaurants on Google featuring Fettuccine Alfredo! "

Arrowfinger's top 3 ultra simple tips to help your business website to be found on Google

2008-02-03T09:22:00.007-05:00

Ok, here's three simple tips to help your website be found on Canada's most used search engine. Two are basically free and one is amazingly cost effective for those serious about Internet marketing.

Most people I speak with are amazed their web designer hasn't offered to deal with these items but I always say... there are designers and there are marketers and their focuses are a little different. One makes your website look awesome to customers, and one helps your customers find your website...

1) Title Tags

A Title Tag is the title you give your webpage in the website code. It appears in the browser bar at the top of a user's screen when they are on your site. Importantly, this title is also the name Google (or other search engine's) show as the title of your site when your page comes up in a search. This is a marketing item you have control over so I suggest using it to your advantage. Include in your Title, important words your customers use when thinking about your product, even your city if that is relevant.

So then originally you may have titled your main home page
"Bill's Copy World - Home"

Change it into a marketing tool... like...
"Photocopiers & Fax Machines Ontario - Bill's Copy World - Tinsletown Ontario".

Google shows up to 65 characters of your Title so use up to 65.

Bill's Copy World - Home
Photocopiers, fax machines, wide selection. Showroom open to public, serving corporate and small business technology needs...
www.billscopy.com

vs.

Photocopiers & Fax Machines - Bill's Copy World - Tinsletown Ontario
Photocopiers, fax machines, wide selection. Showroom open to public, serving corporate and small business technology needs...
www.billscopy.com

Last thought on Title Tags, you can actually title each page on your site differently to reflect the information on that page. This encourages search engines to show the most relevant page on your site to searchers.

(Want to read our site from the front page? Click Here to go to "home")

2) Meta Description

Meta Description is the description you give your site again in your website code. Google usually uses this on their search results page as a describing paragraph of your site but sometimes change it to make it more objective. This is an item you can control so use it to entice searchers to click on your site.

Google will show up to 160 character spaces of your description. Use everyone of these to create an apetizing explanation of what you do. Use commonly-used terms for your products. Don't include hyperbole like "best" and "greatest" as Google may penalize you or change the description.

Here is an example of a basic search result with Title and Meta Description just under it...

XYZ Limited Tent Rentals - Party - Awnings - Weddings
Joe and Casey Smith, owners of XYZ Limited, are proud of their 30 year old business as one of Mainburg's oldest manufacturing...
www.xyz.com

Marketing is connecting with customers and making it all about their needs. This description is more about the company. Plus it was so long, Google cut them off! Let's focus on the cusomter's needs in a change... Here is how it could be changed to increase visitor interest...

XYZ Limited Tent Rentals - Party - Awnings - Weddings
Specializing in sales and rentals of awnings, tents, hideaway screens. Wide selection of custom fabrics. Buy direct from manufacturer. Large Mainburg showroom.
www.xyz.com

(Want to read our site from the front page? Click Here to go to "home")

3) Google Paid Advertising

"I didn't know I could pay to be found on Google."

When I tell business people they can pay to be on top of Google, I might as well be saying to Virginia "Yes, there is a Santa Claus."

We hear Google is making boat loads of cash but do you know how they do it? By enabling businesses like yours to connect with customers searching for products and services.

Google Paid Advertising or "Adwords" enables businesses to pay a small fee to have their advertisement show up when a searcher types a relevant word into the search engine. For a detailed explanation go to What is Search Engine Marketing anyway?

Need more help? Call now to discover how Arrowfinger can help bring potential customers to your website.

Rodney Lover
www.Arrowfinger.ca
519-937-1431
London Ontario Registered Google Advertising Professional Consultant

Things that make you go hmmmm...

2008-01-02T09:09:00.000-05:00

Unwanted Christmas Gifts Buy Stephen Harper Lunch

Yesterday on January 1st, 2008, 5% GST came into affect. Woohoo!

If we estimate that there is just $0.50 for each Canadian returned after the New Year in unwanted Christmas gifts purchased with 6% GST...

And if we suppose retailers who changed their registers to the new tax WON'T give you 6% GST back on the return...

The federal government made an extra tax windfall of $165,000 overnight on the "exchange".

That would easily afford Stephen lunch with me and a few friends at the Toque! in Montreal, one of Forbes most expensive restaurants of the world.

Stephen, I am free next Friday and would love to have lunch with you!

Rodney

www.Arrowfinger.ca

Merry Christmas from Devlyn

2007-12-13T21:05:00.000-05:00

Here's a little Christmas dance from one sweet little reindeer.

Merry Christmas from our house to yours.

Rodney

P.S. Video is so easy to put up on the web now. The possibilities are endless. Talk to me...

Great Website Tools...

2007-12-12T06:40:00.000-05:00

Google Maps are now very easy to put on your own website.

This amazingly practical tool can help direct someone to your business through the simple map or through the directions tool. No need to have someone draft up a map anymore.

View Larger Map

Ambassador London - Why I'm not going but you should...

2007-11-03T08:24:00.000-04:00

The Ambasador London Rally is this coming week. And I'm staying away.

Absolutely not because I don't beleive in the mission which is "To shape the image of London to a place of global importance and influence where all can flourish- economically, socially and culturally."

I am not going, like many other major London Ontario fans because part of my love for London includes growing my young family through time spent with them and volunteering in areas that help build up our community. I value my family time very much and truthfully can't afford another night out.

Don't take this as a slight if you plan to go. In fact, please know that so many other Londoners are at the November 6th rally in spirit... they are just living life in London and can't take time to show their spirit by coming to a rally.

Please go with us time-poor, heart-filled group behind you. Let everyone there know...

We love London too!

One of the ways I like to promote London is economically - helping local and regional businesses market themselves to the area and the world. This through an incredibly pervasive media, Google. That's how you found this article.

If you own a business in London, let me know if I can help you tell your story to the world.

Rodney Lover

www.Arrowfinger.ca

"There are so many choices of advertising medium"... Is there really?

2007-10-24T14:56:00.000-04:00

There is one thing that sticks in my mind from all the conversations I had with business owners and marketers at the London Biz Expo this week.

Even though almost every person we asked if they had used Google in the last 24 to 48 hours said "absolutely", there was a very low knowledge of how to advertise on it. When asked when they last used a yellow page directory their answers were sketchy, but most businesses are spending money on yellow pages. Seems very incongruent.

As reported in October 2's Globe and Mail... "Google has an impressive reach: In Canada, 86 per cent of Internet users tap into its search engine, compared with 61 per cent in the United States, according to ComScore MediaMetrix data."

If 86% of people regularly (as in every 48 hours!) read one magazine, or used one brand of yellow pages, or listened to one radio station or watched a single TV station, we (as in advertisers) would be freaking out, clammering to have our message on that medium.

The phone lines are open to start your Google Ads.

519-937-1431

Ask for Rodney

:>)

Rodney

www.Arrowfinger.ca

BizExpo 2007 After Glow

2007-10-24T14:40:00.000-04:00

Wow.

That's all I can really say about the interest we received in our Google marketing services at the London Chamber of Commerce - Biz Expo.

A great number of people stopped by our booth to understand how this incredibly well used medium can help grow their business. The diversity of business questions was fun to work through.

Our draw winner of the 2008- 2 night stay at atPlay Adventures in Long Point was

Denise Ontonovich! Thanks to Jeff Bouck and atPlay for the wonderful vacation prize.

Thank you for the great talks we had and for making our show day fantastic!

Rodney

www.Arrowfinger.ca

Hey Office Furniture Dealers!

2007-10-16T22:06:00.012-04:00

Welcome to...

OFDMarketing.com

Are you marketing differently yet?

The changes brought about by digital communication over the last decade have directly benefited office furniture dealers. People are spending more time at work - and at home - sitting in front of their computers which means more focus on what they are sitting and working on.

The question is - are you marketing properly to today's Internet-oriented buyers?

"Of course!" you say, "We have a website. That's old news..."

You are right. Websites are old news. Many dealers have developed a few generations of website by now.

"So dawgone it! If the Internet is so important, why aren't we seeing new business from it? And why aren't we showing up on Google?"

Well, here are two of the many ways you should be marketing your dealership differently online...

1) The Long Tail

Way back in 2004, Chris Anderson of Wired Magazine, described an era of customers looking for an increasing amount niche products. Certain companies take advantage of this fact by being THE source for their wide catalog of needs. To be THE source is the trick. Potential buyers need to be able to find your business as they look for unique items online. And yes they are searching the Internet before they have to actually call you even if you are their regular source.

Online, with our society's increasing proficiency in Internet searching, people don't just look up "office furniture" anymore. They look up "5 drawer filing cabinets". They search for "affordable reception desk". They Google "black office guest chairs". It goes on and on. No more are we tethered by the memory of yellow page categories (Some young workers hardly even know what a phone book is anymore!).

Your online marketing needs to be able to cast a big net, collecting these many search variables through keywords strategically placed around your website and code. The Google search system loves this detailed content and will give you higher ranking when specific website t's are crossed and i's are dotted.

Plus with paid ads on Google you can show where you want, when you want for relatively small money.

2) Big point

The new business reality is full of small and medium businesses. Large numbers of these businesses start it down times.

These new buyers are seeking value. They can be loyal but are going to give that loyalty to dealers that are on top of technology and service the heck out of them.

Newer buyers don't necessarily know who to call but don't want to seem dumb about your products. In turn they WILL search the Internet first.

Do you find this exhausting? Sorry but get used to it.

"Ok, so who are you and why are you THE source to help my dealership's Internet marketing?"

Arrowfinger, as your Google marketing consultant can help grow your office furniture business with an extensive knowledge of Internet-related marketing and 25 years of experience in and around an office furniture dealership. I have marketed my own dealership and others through traditional media and "guerrilla marketing" techniques over the past two decades. This has given me a unique combination of perspective. One that has focused on value and ROI.

Arrowfinger was a step out of the ring of the office furniture industry to help other businesses tackle this new marketing reality. Now we are offering other office furniture dealers experienced help to wrestle this Internet beast to the floor.

If your dealership needs a new perspective on Internet-Return-on-Investment let's talk. We can walk through your current online marketing and see what Google and Arrowfinger can accomplish for you.

Rodney Lover

Biz Expo London Ontario - BizExpo 2007

2007-10-12T22:23:00.000-04:00

Going to the London Chamber BizExpo?

Here is a copy of the newspaper ad with a coupon to get in FREE!

(I am not sure if they will take a copy of it but give it a try!)

October 23rd, 2007, The London Chamber of Commerce is holding a Biz Expo at the London Convention Centre.

The idea is to offer a tradeshow setting to bring local business together under one roof for networking with visitors and in turn get the word out to potential clients.

Arrowfinger will be there! Why?

Because obviously, doing business is about people. And doing business through the Internet or after an Internet lead is still about people.

Real people who live and breath and who want to do business with real people who live, breath and are trustworthy. Standing in front of people can communicate something that planned Internet pages can't... show who you really are.

That said, REAL people are doing REAL business because of this current digital stream.

And there are REAL people hoping at some point they can themselves do REAL business because of the Internet.

Is that you?

If it is, look us up at the BizExpo, October 23rd!

Rodney Lover
http://www.arrowfinger.ca/

Oh... here are further details

London Ontario Chamber of Commerce

info on the BizExpo

or use this handy map!)

View Larger Map

Be there in the moment

2007-07-02T15:40:00.001-04:00

In church yesterday Pastor Greg showed this Lexus commercial about pursuing the moment...

It fit well into his talk about living each day and seizing each moment.

What does that have to do with anything?

Actually, the reason I like Search Marketing so much is that it is "marketing in the moment". Instead of blazing your message all over places where customers don't care about you (hockey arenas, in between the music your are trying to listen to, in between cuts of your favourite TV show...), you can be in front of your potential buyer exactly when she types what you provide in. If you had a really cool summer kids camp wouldn't you want to be in front of a mom when she types "summer camps in Ontario" into Google? Of course!

For anyone who serves a niche market, being there in that "moment" is truly important.

Is this our moment? Contact me now!

Rodney
www.Arrowfinger.ca

Are you One-Eyed?

2007-06-25T14:00:00.000-04:00

Desiderius Erasmus, (1466 - 1536) a theologian is credited with coining the phrase... "In the land of the blind, the one-eyed man is king."

Are you seeing something no one else can? Maybe you put a few services together in a package and offer them in a special way no one else has thought of. Maybe you were tired of not being able to find an item and knew you were the one to offer it.

You my friend are a "one-eyed" man (or woman!).

Find your people. The people who can't find what you are offering and will gladly pay you a premium for it.

In this day, niche is where it is at. Be niche. Be big in that niche. A small fish in a big pond gets eaten. Seth Godin's new book "The Dip" describes how today you must be "the best" in your world to get attention. Even to the point of being tops on Google to get a visitor. It's true. How many of you have searched on a term and looked 5 pages into the results and actually used that provider?

Need help to find your people, Mrs. Cyclops?

Email or Call me.

Rodney
www.Arrowfinger.ca

Are you happily shredding your marketing budget?

2007-05-16T13:16:00.000-04:00

This week research firm Media-Screen, released a report that found current US Broadband Internet users are spending 48% (approximately one hour and 40 minutes) of their spare time online in a typical weekday and the trend is increasing across all age groups.

As of last year, 59% of households in Canada have Broadband access according to eMarketer.

If our time stats are similar to the US, this to me is a MAJOR DEAL. Over half our population spends over an hour online a day!

If you are an advertiser on traditional media, and haven't yet started figuring out how to advertise your offering on the Interenet... Get with it!

Are you still subscribing to these silly excuses?

“The internet is too new”
“No one shops for my type of business online”
“Internet advertising is a waste of money”
“Why would I advertise online when can advertise in the newspaper/radio/yellowpages/some other old method of advertising?”

Get help!

Call me.

Rodney
www.Arrowfinger.ca

"iGoogle Morning!" - Millions of Users Wake Up and Smell the "iGoogle"

2007-05-01T08:26:00.000-04:00

Millions of Google users will wake this morning to a new Google experience. Not totally new if you have been using the "personalized home" version.

With this launch of the branding "iGoogle", the personalized version of the Google home page adds a number of new features to web users desktop utilities.

If you are an advertiser, I know you are asking WIFM?

Google continues to enhance the experience of internet users increasing their use of this incredibly pervasive medium. What that means is more eyes and fingers walking through the deep halls of the internet through Google, in search of things they would only a few years ago source or be influenced by through yellowpage directories, newspaper, magazines, radio, and television.

Through what I call "Thought Marketing" you can be in front of potential customers early in their research of a product or service. This by marketing your organization's offerings on the internet through search terms - especially odd search terms - that help people find you as they are discovering your industry and how they buy from it.

Call me for more information!

Rodney

www.Arrowfinger.ca

P.S. Here's an article that explains Google's new "iGoogle"...

iGoogle offers a personal touch
Elinor MillsCNET News.com

Google wants you to express yourself.

The search giant is renaming and adding new features to Google Personalised Home page, a product team said during a briefing with members of the media at the company headquarters in California on Monday.

In an effort to clarify Google's strategy on customisation, the company has changed the name of its Personalised Home product to iGoogle and launched new features. The personalisation product allows people to create a customised portal with news, blog postings and other interactive information modules called 'gadgets' for things like the local weather and -- the most popular -- the day and time. There are more than 25,000 gadgets that have been created.

iGoogle was the fastest growing product at the company last year, said Marissa Mayer, vice president of search products and user experience at Google. Personalisation is "one of the biggest advances we've made".

Among the enhancements, Google has launched a new Gadget Maker feature that will let people create their own gadgets with their own content, without having to know any code or HTML. There are seven templates of gadgets that people can create and share with others: Framed Photo for creating and updating photos; GoogleGram, an unfolding 'greeting card' gadget that shows different messages and images over 7 days; Daily Me, which lets people share snippets about their daily lives like a miniblog, such as how they are feeling or what they are thinking or doing; a YouTube gadget for a favourite video clip; Free Form, which is simply any text and image; Personal List, of things like favourite songs; and Countdown, for counting down days to events.

The company also is launching a new area on the Gadget directory called My Community that lets people share the gadgets they've created with anyone in their Gmail contacts list.

Google has expanded iGoogle globally to new languages and countries, reaching 26 languages and more than 40 countries, and has launched themes for iGoogle users located outside the US. "I think that themes will be an area in which we will continue to invest resources because they delight people," said iGoogle product manager Jessica Ewing. One concept the team is working on is creating themes that simulate specific artists. For instance, a French version of iGoogle could feature an image of brushstrokes from Monet's haystack paintings.

In addition, Google is launching location-based personalised search results so that users who have provided a default location in Google Maps will see results based on that location.
Earlier this month, Google launched Queryless Search, which lets people include on their toolbar a button that provides pages the system thinks the user might be interested in. Google also launched a 'recommendations' tab on the homepage that offers up searches, pages, groups and videos that might be of interest to the individual.

"I'm an eclectic person but everybody is," said Sep Kamvar, technical lead of personalisation. "We can't just go about designing products for the average person."

There are no ads on iGoogle now, but Mayer wouldn't make any promises about the future. "I think of gadgets themselves as a unique and neat form of personalised advertising," she said. "Like our text ads, they are more useful and more relevant."

Google is working to not only make it easy for people to create customised homepages with colourful and fun gadgets, but also to make it even easier to use Web search when trying to get to information, Mayer said. Eventually, say in 15 years' time, Google wants to know enough about you that you don't have to type in long keyword queries.

For example, "when you type things into the search box it basically augments your query", she said. "If I type 'broadway shows' into Google it would actually come back and understand that I like musicals and (prefer) peppy to sad… on the whole that's what we're really shooting for."

http://news.cnet.co.uk/software/0,39029694,49290108,00.htm

Business London points the finger

2007-04-01T12:30:00.000-04:00

Thanks Business London for your interest!

Here I am pictured with the team at Capstone Career Solutions, one of my great clients. Thanks Jeff for having us in!

Business London - April 2007

It’s difficult to believe but little more than a decade ago a company could be considered cutting-edge if it simply had an operational website. It probably wasn't much more than a glorified business card, but its mere presence hinted at the company's forward-thinking nature.

Rodney Lover was one of the early adopters, creating a rudimentary website for Lovers atWork Office Furniture, where today he is director of sales and marketing.

"In the mid-90s, the Free Press ran a feature on local businesses at were on the Internet," he recalls, "We had our own site and it was a novelty." That was back when CompuServe was a popular Internet service provider, although no one called it an ISP.

"I remember being in Europe in 1997 and there was a phone number I could call to have my CompuServe email read out loud. There was no way to check it on a computer, but I could hear it," says Lover, 36.

Flash forward 10 years and Lover again is on the cutting edge of the Internet. This time his fascination is with Google, already a far more successful enterprise than CompuServe ever was. In his marketing work for the family business, he was bowled over at the advertising opportunities on the Internet.

He's not talking about email spam touting stock tips and discount Viagra; his interest is in search-related ads, the boxes and banners that appear on the screen and relate directly to the topic being searched on Google. O f course, there are many other search engines out there, all selling ads, but Google is king of the hill-at least for now.

Lover started doing online marketing about five years ago, and by 2005 he decided the concept was good enough to support a separate marketing company. Last year he created Arrowfinger Inc., a business dedicated to helping companies advertise themselves on the Internet. "This is not for every business. Some won't see any return from this kind of advertising," he says candidly. "But for others, especially professional services like lawyers, dentists, travel, private medical, the HR industry, it works really well. Often people are using Google to search for things but don't see how they can make it work for them. I show them how effective it can be."

Unlike traditional advertising, Lover says it's possible to directly track the effectiveness of Google ads. "You can see how many people are clicking your ad, and you can see how they engage your website once they get there. You can understand exactly what it's costing you and what the return is."

Lover recently completed a test to become a qualified Google advertising professional, a designation Google bestows upon people who are proficient at using its Adwords software and who manage a minimum dollar figure of advertising.

"I often ask people, "When was the last time you were on Google?" They'll say yesterday or this morning. So then I ask why they're not advertising there. It's a tremendous tool for many businesses"

Christopher Clark

Political Hopefuls Embrace the Internet

2007-03-19T10:29:00.000-04:00

Today's Globe and Mail (along with many news sources) are reporting Myspace's launch of Impact, a political portal into the US candidates pages available on their service. Candidates are not just hesitantly embracing but "bear hugging" the Internet and this new service.

WIFM (What's In it For Me) you ask?

This young, grassroots, Internet-friends site is going to be a force in "digital [political] lawn signs" whether the established political leaders and hopefuls like it or not. Their young (and old)constituents are not just watching TV or listening to the radio but spending loads of time on the Internet. And in marketing you need to be where your best voters...er... prospects are!

Are YOU being stumbled upon when someone searches for your product, service, passion or viewpoint?

In the olden days (what... 10 years ago?), if someone wanted to spend money they had to "mine" the printed Yellowpages or read a daily newspaper to understand what was available to them. Not now.

Do you want to be there, on screen when a potential "follower" of yours is looking for you?

If yes, talk to me.

Rodney Lover

www.Arrowfinger.ca

Qualified!

2007-02-07T11:20:00.000-05:00

I am excited to announce that as of January 31st, 2007 I have achieved "Qualified" consultant status with Google and the Adwords program!

Back in 2002, I heard Google was going to start offering advertising on their Search Engine website. Excited about the possibility of getting the word out on such a popular media vehicle I jumped in. Initially I didn't understand all the in's and out's but through experimentation, reading as much literature as I could find, joining an international round table and attending an Adwords conference in early 2006, I have built a strong knowledge of this incredible marketing tool.

By completing Google's lengthy exam and managing a qualifying dollar value of Adwords advertising, Google has authorized me as a Qualified Adwords Professional. I understand I am the first in Southwestern Ontario!

Really now, I am sure you are asking WIFM (What Is in it For Me)? What Google is doing through this "Qualified" program is bring advertisers a higher level of knowledge and service. These authorized consultants partner with Google showing they have a proper amount of knowledge of the medium, and are offered the use of Google's logo and tools to give them even more horsepower in servicing Adwords advertisers.

Sure there will be people around who know a little of the Adwords mechanics but as Alexander Pope said "A little learning is a dangerous thing". Your precious marketing dollars are at stake! A Qualified Google Adwords Professional has proven to Google they have what it takes. My wish is you will allow me to prove it to you!

What is Search Engine Marketing anyway?

2007-02-06T11:45:00.002-05:00

After e-mail, the heaviest use of the Internet comes from people searching for information, most through search engines like Google, Yahoo and MSN. (Over half of Canada's population not only uses the internet but use search engines.*)

You may have heard these Search companies are making a ton of money providing advertising during these searches.

Do you know where these ads appear? Who would advertise on these services? What does it cost? Do customers actually respond to this sort of marketing? Here's the short story.

(Already know this stuff and just want to get going? Call now 519-937-1431 and we can speak about your needs...)

Where these ads appear?

The main style of search engine ads appear on a page after a user searches on a particular subject. After the search engine returns results, ads from companies advertising in relation to this topic appear around the regular or "natural" results. Take a Google search result. After searching on "office furniture", ads appear to the right and sometimes above the results. These results are labelled "Sponsored Links".

Who would advertise on these services?
Real companies with real employees looking for real revenue advertise on these search engines. Increasingly traditional and local businesses are advertising on these services and pulling money out of old-media like newspapers and television. Why? Because now advertisers can target specific search words and track the leads and purchases. It can be especially good for niche marketers who need to find people who are looking for very specific or specialized items or services.

What does it cost?
Search Engine Target Marketing is attractive not only because you can advertise to people actually looking for your specific offering but you only pay if someone clicks your ad. This is called "Pay-Per-Click". In traditional advertising like in the yellow pages of a phone book, you pay whether you receive a customer call or not. In traditional media, you are also limited to your budget to the particular size of ad and information you can stuff into it. On search engines, you only pay if you attract a customer to "click" through to your web page of which you can build as big or as informative as you want. You can set your budget daily and monthly and importantly for many local advertisers, set target geographic areas right down to areas of cities. Clicks can cost anywhere from $.01 and up. My experience has been that typically "click-throughs" cost $.05 to $10.00. The advertiser needs to determine how much a lead is worth.

Do customers actually respond to this sort of marketing?
The buying public - whether they are purchasing for a consumer interest or business interest are responding to these ads. With the increasing attention on them in the news and the increasing amount of advertisers turning to them as a measurable advertising mechanism, Search Engine Marketing is a viable and results-oriented alternative to older, unmeasurable ways to get your message out to potential buyers.

Can you benefit from advertising to people searching on a directly related topic to the product or service you need to sell? If yes, call me today to get started!

*http://www.emarketer.com/Reports/All/Em_canada_nov06.aspx

Understanding what we do...

2007-01-31T00:51:00.002-05:00

“When it comes

right down to it…

I want quality, trackable customer

leads that don’t cost an arm

and a leg!”

Arrowfinger was born of a passion for communication and years of experience marketing a local and regional brand. I have experience in many forms of media – print, radio, direct mail and Internet.

In fact, my primary focus is wrestling to the floor a decent return on investment in web marketing for local and regional leaders. Contrary to the hope of some who would rather the world doesn’t change; the Internet is not going away!

You are the expert in your business, I am not. What I am though, is sold out on is discovering what actually works to drive business your way through Google and Search Engine Marketing and helping you profit from it! Working with you, we can re-aim web marketing that has become stale and through new channels, create a funnel of quality leads for you to close.

I look forward to working with you!

Rodney Lover

(Just want to get going? Call me now 519-937-1431 and we can speak about your needs...)

Face Forward Video now on atWork.ca

2006-12-28T05:45:00.001-05:00

We are now using video on the atWork.ca website to accomplish a couple things. 1) we are providing visitors a more media filled experience using some high quality commercials placed strategically... repeat strategically around the site. We didn't make these videos the main thing as some have because most visitorsfamiliar with us want quick information rather than video. 2) these videos give us yet another link to add to the quality of links we have on the internet...

Make like a Tree and... Don't Leave!

2006-12-11T09:18:00.000-05:00

Business can be an experiment in endurance. Finding your "money tree" can be a long process figuring out what works and what painfully does not.

Bristlecone Pine trees are the longest-living known organism. These trees succeed in harsh conditions for hundreds and thousands of years. One of the oldest was discovered on Wheeler Peak in the mountains of Nevada. Named after the mythical Greek-god Prometheus, this tree is estimated to have been over 4,800 years old! Taking clues from this long-living species, here are some encouragements in finding your place in the "business forest".

Rule your niche
As noted in a Nova article, the Bristlecone Pines live "where practically nothing else can". There is "little competition...for water and nutrients". Have you found your niche that has little competition? Niche players command a premium for their expertise. They are sought out and relied upon. Focusing on your target laser-beams your energy and resources, building a reputation of strength.

Survive drought
These amazing trees that live at 9,500 feet in the White Mountains of California, receive scarcely 12 inches of water. When drought happens, the trees slow their growth incredibly. For a business to do this one must plan and store away reserves.

Resists disease
"Rust never sleeps" I heard a wise man once say. Rust or disease in a business can be negative morale, complacency or a clinging to what "worked in the past". The Bristlecone Pine resists this through it's incredibly dense wood. Build on solid, sound principles; offer your customers value, treat staff members with care and responsibility. Growing up in a small town I realize the people I work with may meet me in the grocery aisle. Build relationships and a business you can be proud of and are respected for, not one that makes you want to run and hide in the baking aisle.

Bigger is not always better
At about 60 feet tall at most, Bristlecone Pines pail in the shadow of the famous California redwood trees over 300 feet. What the Bristlecone Pine has however is an innate ability to be flexible in a harsh environment. Utilizing reserves it can survive season long droughts and be no worse for it. I knew a landscaper that grew his fleet to several trucks and many laborers but traded the enjoyment of landscaping and client connections for the frustration of managing a larger business. As my smart brother-in-law often quotes, "What you can do and what you want to do are sometimes two different things". Don't get lulled by our growth-focused society to grow past a great ROI and a lifestyle that adds value to those around you.

Let it go!
When roots die on a Bristlecone, the tree allows the part of the trunk fed by that root to die. Have you a part of your business that needs to "die"? For emotional reasons sometimes we cling to old markets or ideas. Do you have areas in your business that really need to be left to die? Maybe there is a new idea seedling just waiting for the resources that are being wasted on an old, stagnant idea? Grab a coffee, sit quietly and consider the frustrating, low return areas of your business. Then grab a pen and create a "Stop Doing" list and act!

You don't have to be pretty to be good
In the kindest sense of tree-loving, Bristlecone Pines are homely. They don't have beautiful cherry tree blossoms in spring. They aren't waving green, shady willow branches on a hot summer day. It isn't tradition to cut and plant them in a corner to show off their beautiful winter green under tiny lights. A Bristlecone's branches can be weathered and gnarled. They stand bare often looking unlively and boring. In "Good to Great", Jim Collins introduces us to the business success of long-term successful companies in otherwise boring businesses; toilet paper, steel production and grocery retailing among others. Are you in a business that to others seems a boring necessity? How can you profit from that? How can you take on the niche and in turn get paid good money for providing value in a "value-less" niche?

Do you need some help considering how you can grow your business in a sustainable way? I am available to brainstorm and plan your growth strategy. Call my "branch" office!

Sno Day, 'sno school!

2006-12-08T09:09:00.000-05:00

Wow! London got zonked with snow last night. Here's hoping that if you are woke up in London today, you get to have some winter fun!

Why We Buy

2006-12-04T08:16:00.000-05:00

Good Day!

Here is an excellent article on finding your customers hot-buttons, from the Wizard of Ads, Roy Williams. Enjoy!

Why We Buy

Happiness rarely triggers commerce. Unhappiness often does.

Purchases are triggered by dissatisfaction with the way things are. We purchase when we have a need, a desire, an itch to scratch. We want to change our condition, our surroundings, our state of mind. We buy because we are dissatisfied.

And this dissatisfaction is often created by the advertising that offers to remedy it.

In his 1957 essay, American Advertising, Marshall McLuhan describes a letter written by an American army officer stationed in Italy after World War II. The officer "noted with misgiving that Italians could tell you the names of cabinet ministers but not the names of commodities preferred by Italian celebrities. Furthermore, the wall space of Italian cities was given over to political rather than commercial slogans. Finally, he predicted that there was small hope that Italians would ever achieve any sort of domestic prosperity or calm until they began to worry about the rival claims of cornflakes or cigarettes rather than the capacities of public men. In fact, he went so far as to say that democratic freedom very largely consists in ignoring politics and worrying about the means of defeating underarm odor, scaly scalp, hairy legs, dull complexion, unruly hair, borderline anemia, athlete's foot, and sluggish bowels."

This crass, commercial outlook described by McLuhan escalated to its zenith in the early 80's, then began to slowly subside.

Today's purchases remain an expression of self, but they aren't always selfish. Our favorite brands are usually an extension of our values, a physical expression of our beliefs. This is why millions of us pay slightly higher prices for Fair Trade coffee. It tastes exactly like the coffee sold by heartless corporations, but Fair Trade coffee makes us feel differently.

Those who have heard my presentation on Society's Pendulum will remember that 2006 was the 4th year of a new Civic cycle in which we're drawn toward others who believe as we do.

"Every brand must have an identity and the most effective identities are those that take on the trappings of social justice: The Body Shop owns compassion, Nike spirituality, Pepsi and MTV youthful rebellion." – Thomas Frank, (1997)

"The great brands have succeeded in conveying their vision by questioning certain conventions, whether it's Apple's humanist vision, which reverses the relationship between people and machines; Benetton's libertarian vision, which overthrows communication conventions; Microsoft's progressive vision, which topples bureaucratic barriers; or Virgin's anti-conformist vision, which rebels against the powers that be." – Jean-Marie Dru

You buy what you buy because you want to scratch an itch. You are dissatisfied in some unspoken way.

To increase your sales volume, you must identify the dissatisfaction that lurks in the heart of your customer.

And then you must shine your flashlight of words into that darkness.

How bright is your language-beacon?

Roy H. Williams

Roy regularly spills his excellent Marketing wisdom on his Monday Morning Memo.

Need help identifying the dissatisfaction of your customers? Let's talk!

Rodney

What is an "arrowfinger"?

2006-12-01T11:47:00.000-05:00

What is an "arrowfinger"? An arrowfinger is the old school arrow-hand pointing on the wall. Funny enough new media picked it up years ago and it is now also what your cursor pointer turns into when you roll your mouse over a hyperlink or web link. An arrowfinger is extremely powerful these days. It not only points your way but is the tool for a heck of a lot of commerce, namely digital or web commerce.

Why Arrowfinger?

2006-12-01T11:43:00.000-05:00

Why Arrowfinger? With over fifteen years of marketing adventure, I am super excited to do everyday what I have been wired to do. That is to help people communicate their passion to others. Hence, "pointing people to you" is not only a tag line but MY passion. My hope is to help people in my area of passion so they can do what they are born to do. How can I help you?

Rodney Lover

Does your website need an easy fix?

2006-06-17T07:44:00.000-04:00

Here are some Simple Search Engine Optimization Items to consider when trying to increase ranking of an old website or designing a new site.

(Please read in it's entirety. Certainly you can go deeper on each topic but this boils things down for an easy read.)

Keywords -
You need to think about the words someone would want to find the site under. First, list out the top words or phrases that someone would want to find you under. Decide whether certain pages could be created to focus on certain specific higher traffic keywords. Use the top ones in your Title Tag as well. Limit yourself to 10 - 15 in order of importance.

Title Tags -
Your website's title tag is the single most important "on page" element for search engine optimization. It essentially tells the search engines what your page is all about. During the initial design of your website, make a decision on the best keywords for each of the pages. On each page, use the most important keywords as your title tag. There are some search engine optimization services which recommend keeping your title tag to 70 characters or less but my suggestion is to use no more than 67 since Google only shows up to 67 on a search page (what is shown as the title of each website after you do a Google search).

Meta Description -
These tags usually only see limited use from search engines. Very similar to a keywords tag, description tags are not generally user visible. They are somewhat useless for search engine marketing purposes since the search engines normally do not consider the content of these for their page ranking purposes. HOWEVER, search engines do use description meta tags as the description of your page for their search results pages (showing under the Title Tag). That's why you always need to make sure that you have a good description tag for all of your pages. The description should be written well enough that it will attract a potential user to click on the link to your site instead someone else's. Don't bother stuffing it with keywords since they are not used for ranking purposes. Instead, write something convincing telling the user why your pages are better than another website and the benefit from doing so. Limit your description to 150 characters or about 20 words (again targeting what Google shows...).

Page Content -
Each page crawled by a search engine is considered many ways... Does it have original content? Does it have lots of it? What is the ratio between keywords and other text - is it natural? Is it natural language? Original page content is important because search engines want to return relevant, useful, and unique content to a searcher.

Footer Links -
I like to put links along the bottom of each page as a footer, linking to each page on your site. This helps the search engines find every page. Scroll to the bottom of this site and you will see what I mean... www.atplay.ca
Sitemap -
Certainly the best way to help Google and other search engines quickly understand what pages are available (and more likely rank them) on your site is creating a sitemap and putting a link to it on the front page of your site. We can also submit the sitemap to Google through a webmaster backdoor.

Text as text not images -
A common design vs. marketing blunder. Many web designers use images to create text areas because they want stylized text rather than conform to standard web fonts... BUT search engines can't really read images... Think of a blind man reading a braille book... he can feel text but write on the page with marker and he will miss it. Same idea. Important text must be text not images.

On-page Links -
Linking to other relevant pages is an important item of relevancy. For instance, s dealer should link to their suppliers... a supplier, to their dealers. This type of relevant link is smiled upon by search engines because they sense the site is a resource of good information and links.

Off-page Links -
I mention this because these are talked about. People search out other websites to link to theirs. Again link on-page links, when search engines see your site is linked TO it gives your website a level of credibility. Better yet the links TO your website on other pages have link text that is an important keyword... like if your site name was www.atwork.ca but people often linked to your site with link text office furniture

Higher on the page the better
Search engines treat text high on the page and in high contrast with more credibility. This is due to their effort to work against the 90's way of keyword stuffing pages... remember when people would put white text on white background on the bottom of a page just for better search ranking? Link text higher on the page is also a good idea... see this page where we were looking for good local ranking for the locations... www.customcloset.ca/locations

Individual keyword-named web addresses for pages -
When creating pages, it is best to create pages with names that include top keywords. So instead of naming a page "/productb.html" you would name the page "/captains_bunk_bed.html". And do make sure any picture or page link has a proper address and is not just a flash image gallery. This way you are creating good content, adding to page count and allowing Google to read pages not miss flash galleries...

You can see this done on www.zoomedia.ca 's site... click links and look specifically at the actual urls in your browser bar... each page was created to be counted as content.

Search Engine Ranking is important but should be at least half your approach when using the Internet as a marketing tool. Want to talk about the other quicker half - Targeted Search Engine and Placement Marketing?

Rodney Lover
www.Arrowfinger.ca

Ranking Information

2006-04-16T16:03:00.000-04:00

Excellent audio on achieving better rankings...

Part 1 - http://arrowfinger.googlepages.com/01Track01.m4a

Part 2 - http://arrowfinger.googlepages.com/02Track02.m4a

Part 3 - http://arrowfinger.googlepages.com/03Track03.m4a

Part 4 to 10 not loaded...

Rodney's Speaking Opportunities

2005-01-01T09:04:00.000-05:00