15 Keys to Search Engine Marketing and SEO Success
November 14, 2010 by admin2 · Leave a Comment
Selling search engine marketing services, including paid search management and SEO (search engine optimization), couldn’t be easier. All that is necessary is to find an advertiser that meets most of the following fifteen criteria:
- The advertiser is not too big or small for your agency to handle. In other words, you can service the advertiser with your current service team.
- The advertiser is not a competitor to any of your other clients – while still working in a sector you can claim to have expertise in handling.
- They already have a live site and are not planning to replace that site in the short-term (unless you can also sell them web development services and compete for a new website build project).
- They have a site that they monetize, ideally through e-commerce, advertising, lead generation, subscription, or worst case – B2B.
- The have a budget and are not waiting for VC (venture capital) funding.
- They’d consider paying your agency’s fee in order to get access to your service.
- The advertiser prefers to outsource search engine marketing services rather than handle it internally.
- They have internal resources that can add pixels to pages, share analytics data, implement SEO recommendations and other odd jobs that may become necessary.
- They are continuing an existing campaign rather than starting from scratch.
- They have an agency now doing the work (proof of existing campaign and preference for outsourcing) but are dissatisfied and anxious (conveniently) to change right away.
- They are in a vertical which has more KW inventory than their current budget (in other words, room to grow).
- They’re interested in spending money to gain greater share of voice.
- Would be willing to scale their campaign.
- Likes you and your agency’s approach to servicing search marketing.
- Are willing to change their current agency’s responsibilities – if that agency is currently doing all their other work, they are willing to carve out some portion for you.
An advertiser that fits the above criteria would be a highly qualified prospect. Like any sale that requires finding very qualified prospects, the seller needs to be prepared to do a lot of prospecting for a long period of time. Most of the best prospects you find will not pass all 15 points, especially the part about being ready to change immediately. All of these obstacles can be extremely discouraging, and can make anyone wonder “Why should I bother?” Well, the sale that comes from search engine marketing is fantastic if you like a challenging, consultative, well-paying sale. It’s a sale that requires a high level of understanding of search marketing, necessarily high enough to impress the customer.
Since this sale has a direct impact on the revenue of the advertiser’s business, there is a lot riding on the outcome and so the sale usually involves meeting with company leaders – often the owner/s or the Head of Marketing. The career of a search marketing professional involves developing relationships with top marketing and management people at some of the biggest brands and B2B marketers – not a bad circle to keep company with!
About the Author
Steve Bookbinder, CEO and lead trainer for Internet Advertising Institute has over a decade of experience selling online media, search engine marketing, and advertising. He has written and co-written more than 25 books, articles and audio training programs, and is most recently the author, with Jeff Goldberg, of How to Be Your Own Coach.To read more about the topic in this article or explore the online training courses visit http://www.InternetAdvertisingInstitute.com
Internet Advertising Institute: The World is Changing, Are You?
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National and Global Team Training
September 21, 2010 by admin3 · Leave a Comment
Anyone who has ever participated in training can recognize the difficulties surrounding one day training events. After going through the great expense of flying the team together for one impactful day of training, one month later little or nothing has changed. This is especially problematic for the sales force that is spread across the US and throughout the globe. Ideally, training should be constantly repeated and reinforced, but given the time and expense of one-day live workshops how is this possible?
The Internet Advertising Institute recognizes that training budgets and training time is limited, so we accomplish the goal of creating measurable improvement of skills and productivity by replacing “a one-time training event” with a cost-effective multi-phase, multi-media training process where the learning continues outside of the classroom. We call this approach our Multi-Platform Training System (MPTS). The end result is that training becomes part of the culture, learning is ongoing and the usual training costs are reduced.
Our Multi-Platform Training System provides daily training for 12 weeks.
The training begins and ends with live training (featuring interactive lectures, small group exercises and role playing). Additionally, Conference Calls and Webinars (delivered monthly) are used to introduce each new module and allow for extra trainer-participant communication. Online training sales bytes (3-5 minutes each), which managers distribute weekly, focus on one skill at a time. Daily email reminders provide the needed repetition in order to ensure skills that are taught will be consistently implemented.
(Customized training is also available.)
Multi-platform Training
August 1, 2010 by admin2 · Leave a Comment
- Steven Bookbinder
The Internet Advertising Institute (IAI) is a multi-platform training company that delivers training across all learning platforms and digital media. We deliver impactful live training, reinforced with cost-effective webinars which are combined with customized online/on-demand programs accessible through all digital devices. By customizing each client’s blend of training platforms, we can successfully work within each client’s budget and deliver their training goals.
Contact the IAI team today to support your training needs.
- web: http://InternetAdvertisingInstitute.com
- e-mail: Info@InternetAdvertisingInstitute.com
- US Mail: 5 Penn Plaza Suite #2381, New York, NY 10001 USA
- Tom Mahar
- telephone: 212-835-1502
- office hrs: M-F 9am-5pm EDT
About The Internet Advertising Institute (IAI)
IAI trains and introduces the best sales talent to the Internet advertising community. It is staffed by professionals in the field, sharing the understanding they have gained through real experience. Internet advertising is a multi-billion dollar industry that’s growing by the hour, and with the right information, there’s a lot of money to be made in it. Discover how IAI can help your company further leverage your sales team’s talents.
Learn more about the industry leaders at the helm of this innovative team
Pricing Models and Controversy for Online Display Advertising
July 29, 2010 by admin2 · Leave a Comment
Introduction 
People outside the field, do not realize it, but the life of the online display account executive is one of negotiation, controversy and problem solving! Long gone are the days of reading prices off a sheet and filling orders by rote. Don’t miss out on the excitement, this article can be a refresher or introduction to some of the key terms and issues which need to be navigated to be successful in this innovative and quick-paced industry.
Opening Scene….
Consider with me, if you will how some advertisers will pay the original ad serving business with a 2-day conversion of ad serving to purchase, but many will not pay for anything other than a click-based conversion.
What is the web publisher or network’s Account Executive (AE) to do?
Well, the wise and prepared AE will have typically discussed in advance with the advertiser (or their agency) what gets counted. Determining whose count will be used in determining fees is one of the most common and important conversations between publishers and advertisers, and is part of the day to day job of most Account Executives.
Foundation Concepts Reviewed
Online Display Advertising campaigns are paid according to one of three models: CPM, CPC or CPA. The CPM (cost-per-thousand (or “mil”) pricing model means the advertiser agrees to pay for every 1,000 impressions shown. CPC pricing means that the advertiser will only be charged for clicks; CPA means cost-per-action (sometimes cost per acquisition or CPL, cost per lead) which means the advertiser pays when the user clicks on the ad AND goes on to buy (or take whatever action the advertiser wanted that user to take, for example registering or downloading something). When a user takes that desired action, it is called a “Conversion.”
When a user’s click path (from seeing the ad, clicking and converting) all happens in the same session, the conversion is said to be a “click-based” conversion. Typically, easy buying decisions, like the decision to download a ringtone for $1.00, will happen in one session. Sometimes, the user follows the click path toward conversion and steps away, perhaps returning a day or two later to complete the transaction. Many vacation packages are bought this way, for example. Although the actual path for that 2nd visit did not begin again with clicking on the same display ad, the site will recognize the user via cookies “dropped” on their browser during their first visit. It is possible to identify this user as someone who was there two days ago, who originally came to the site after clicking on X ad, which was served by Y. Let’s say that now, on the user’s second visit, the user buys. The resulting conversion will now be called a “view-based” conversion.
Potential Conflict Enters Stage Right
In a world of visibility, ad servers occasionally cause conflict between the agency and publisher – the publisher’s ad server counts “on the call” (that is, counts as soon as page loads) and the agency’s server counts “on the send” (when the ad starts to load on the user’s platform). In that gap, no more than a few seconds long, countless things can happen that may potentially change the count. The user could back-arrow off the page, or the user may have pop up blockers blocking pop up ads – which are frequently called -from actually serving. In one case an ad server might count on each call, and with another ad server it only counts when an ad pops up!
The Hero/ Heroine Arrives on the Scene
Resolving these differences and discrepancies is the job of the Account Managers (AMs). Account Executives and AMs need to work as a team to avoid surprises. The better the ad operations of the site or network, the better job they do in making sure that the available ad inventory was most efficiently used, ensuring the publisher and/or network received the highest possible yield.
Happy Ending
With greater clarity of the terms, differences and potential conflicts, hopefully this article has helped better prepare you to put your online digital sales knowledge to work today and tomorrow. Here is to your success!
About the Author
Steve Bookbinder, CEO and lead trainer for Internet Advertising Institute has over a decade of experience selling online media, search engine marketing, and advertising. He has written and co-written more than 25 books, articles and audio training programs, and is most recently the author, with Jeff Goldberg, of How to Be Your Own Coach.To read more about the topic in this article or explore the online training courses visit http://www.InternetAdvertisingInstitute.com
Internet Advertising Institute: The World is Changing, Are You?
e-Zine Article.com source: http://ezinearticles.com/?expert=Steve_Bookbinder
Account Managers’ Five Essentials for Success
July 29, 2010 by admin2 · Leave a Comment
Article Overview 
The Critical Player
There is a position that is important to every executive in any company that does business online, from the Head of Sales to the Head of Operations, from the Head of Finance to all the Account Executives and the entire Business Development team. This position becomes the face of the company to many customers. Everyone in the company relies on this one person and needs them to be consistent and effective in “saving” each client with which they interact. The focus of company success in this case, and our article, is the Account Manager.
In advertising and marketing, the Account Executive “hands off” the client to the Account Manager (AM) immediately after a sale. The AM leads each company’s formal on-boarding process: welcoming the client, establishing campaign visibility KPI reporting, as well other functions. That said, there are 5 things that the best AMs need to master in order to succeed every time they are working with clients. (Or as per our analogy, whenever they are on the pitching mound for their company.)
1. Thoroughly Understand The Customer and Their Goals.
It is surprisingly difficult to nail down exactly what a client’s goals are. Many clients haven’t reduced their aims down to realistic and meaningful metric goals. To really understand what each client is looking for, especially for a test campaign, start by understanding the client’s business. In essence, you need to understand as much about a client’s company as your own.
2. Reassure Everyone that They Are In Charge and Know What Needs To Be Done.
Once the AM begins to lead the opening conversation by asking “smart” questions, they establish who is really in charge. The subtle dance is the one where the AM is reactive to the customer while leading the service delivery, remembering that most customers want to be able to turn over the responsibility for their campaigns to an expert instead of having to micromanage the details. This is best done by sharing with the customer the kinds of clients you/your team has worked with that had similar goals and/or marketing challenges. Stories about how you have succeeded in similar situations in the past – especially when told with confidence – will go a long way toward getting the customer to put their faith in you.
3. Negotiate How They Will Define Success Each Week/Month of the Campaign
First impressions, whether in social situations or in the first week of a new campaign, are extremely powerful. Therefore, AMs need to grab the opportunity and need to pitch a winning game. But, to do that consistently, the AM must properly set the client’s expectations every week. To do that, the AM must let the client hear the thinking behind their plans. When clients do not see underlying strategy, they begin to question and doubt every move, like a nervous team owner with an uncertain general manager. But when they understand the thinking behind the moves, they are more open to accepting realistic results that each week.
4. Find A Way To Make An Unhappy Client Happy
Eventually, even the best AM will encounter an unhappy client. By the time the unhappiness emerges, it is often too late to backtrack to determine what really went wrong. The best strategy is take full responsibility for all errors. Just as importantly, this is the time to introduce a new strategy or optimization tactic. If you find a balance between these two, great things can happen.
5. Sell The Client On Trying Something Else
When an AM handles a campaign, they can sometimes increase that customer’s media spending. To do so, it is important to establish that you can be trusted with a smaller budget. Suggesting increased spending before earning that trust does not work. The customer becomes suspicious that the AM’s only interest is self interest. Timing in sales, like pitching, is everything.
About the Author
Steve Bookbinder, CEO and lead trainer for Internet Advertising Institute has over a decade of experience selling online media, search engine marketing, and advertising. He has written and co-written more than 25 books, articles and audio training programs, and is most recently the author, with Jeff Goldberg, of How to Be Your Own Coach.To read more about the topic in this article or explore the online training courses visit http://www.InternetAdvertisingInstitute.com
Internet Advertising Institute: The World is Changing, Are You?
e-Zine Article.com source: http://EzineArticles.com/?expert=Steve_Bookbinder
Selling Social Media Marketing
July 10, 2010 by admin2 · Leave a Comment
AND Dodging Common Mistakes to Success 
Have you been lured into the “seven sins of social media”? The idea is nagging you, isn’t it? No problem, just join me as I reveal these pitfalls and the related vital strategies for maximizing social media marketing and its sales. You just might avoid some costly mistakes.
I interviewed Kathleen P. King, also known to her 1700+ Twitter followers as @facultycoach, about the pitfalls common in social media. Together, we developed this list of seven classic ways newcomers screw up their own social media campaigns. Our suggestion: Avoid them!
Number One: Don’t Identify a Clear Guiding Message
There are often a lot of different messages in a newcomer’s social media campaign, but there’s no clear, consistent “brand” message. Nothing unifies the channels. What shows up on LinkedIn doesn’t support what shows up on Twitter, and what shows up on YouTube doesn’t support what’s on the web site. So the question is then “what is the central idea that ties everything together?” What is your one-sentence “purpose” for sharing the information you share?
Number Two: Don’t Identify Your Target Audience.
You’d be amazed how many people start sending out messages on Twitter, Facebook, or LinkedIn yet cannot answer the question “Who are you hoping to hear back from?” (Hint: It is not “the general public.”) Your goal is to start a conversation — not with just anyone, but with the people most likely to buy your product or service. Find your target demographic first: then start typing.
Number Three: Don’t Think About Return On Investment (ROI).
Many people spend days, weeks, or months of obsessive (and unpaid) effort updating their Facebook pages or tending to their Twitter accounts. As a result, they neglect the core business activities that can actually produce revenue for their organization. Remember: social media is a marketing investment. If you are running a small business, and your time is limited, you are probably better off hiring an experienced, affordable consultant than you are trying to do it all yourself. Think strategically — and measure your investments.
Number Four: Be Busy, But Irrelevant.
If you throw out a whole lot of content, and none of it resonates with the group you are hoping to start a dialogue with, then your activity level does not matter. The critical test is: are you actually “starting conversations” with the people you hope to engage? If not, you had better change course.
Number Five: Mix Up Business And Personal Issues.
Unless your organization sells swimsuits, you should avoid using your organization’s Twitter feed to share your own opinions about the latest low-cut styles. Remember: when you talk on-line through the company “channel,” you represent your organization! Open a private account for personal musings.
Number Six: Use Social Media to Always Send Ads.
Social media is all about content and relationships. When people only see blatant commercial content coming from you, they quickly tune it (and you) out. Your goal with social media is to share value-rich resources, start conversations, and address customer/prospect problems in real time. That means your core content should contain no undifferentiated sales pitches! When the “buy, buy, buy” message goes out, the viewer’s “disconnect” impulse takes over.
Number Seven: Be All Things to All People.
Your aim is to establish yourself and/or your organization as a leader and content expert within a “single, clearly defined” area. That means some of the issues people raise on-line are going to fall outside of your area of expertise. When this happens, say so, and move on to a topic that’s within your “wheelhouse!” Suppose your area of expertise is helping people track down their family history. The fact that someone leaves a complaint about a car-repair issue doesn’t oblige you to create a 500-word post on the best ways to avoid shifty mechanics.
These social media sins are what Kathy and I call the Big Seven — but there are countless other mistakes social media newbies make while they try to promote themselves and their businesses. If you have other examples, please, share them with me. You can send me a direct message on Twitter, and if you do, I’ll answer!
About the Author
Steven Bookbinder
Steven Bookbinder
Steve Bookbinder, CEO and lead trainer for Internet Advertising Institute has over a decade of experience selling online media, search engine marketing, and advertising. He has written and co-written more than 25 books, articles and audio training programs, and is most recently the author, with Jeff Goldberg, of How to Be Your Own Coach.
Connect with me on Twitter: @IAdInstitute
Internet Advertising Institute: The World is Changing, Are You?
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