New facility for aircraft engines

first_img29 November 2004Public Enterprises Minister Alec Erwin opened Turbomeca Africa’s new manufacturing and maintenance facility adjacent to Johannesburg International Airoport on Friday.The new facility will manufacture gearboxes and civil and military helicopter engines.Turbomeca Africa is a joint venture formed two years ago by South African arms manufacturer Denel and French group Turbomeca, a subsidiary of Snecma.The company manufacturers engines for both domestic firms and international companies such as Rolls-Royce and General Electric, and gives support to repairs and overhauls of civil and military helicopter engines in sub-Saharan Africa.Denel owns 49% of Turbomeca Africa, while the French group owns the remaining 51%.Turbomeca Group chairman Emeric d’Arcimoles said it was a vote of confidence that Turbomeca France was transferring its workload to Turbomeca Africa.He said that engines from the French and British ministries of defence would be overhauled in South Africa from 2005, and that engines for Swedish and Malaysian military aircraft would also be exported by Turbomeca Africa.“We are in the process of re-employing additional competency at the right place to support the growing 2005 demand from Snecma Group, international markets for manufacturing, repair and overhaul, and from the South African Air Force”, d’Arcimoles said.Erwin said the establishment of the new facility was in line with the government’s plan to expand South Africa’s aerospace capabilities and gain entry into the global environment.The venture was also part of the government’s initiative to restructure state-owned enterprises and strengthen their global competitiveness by allying them with foreign partners.“Its an important area for us … to begin to invest in new technology so that we develop our capacity to export”, Erwin said. “We are confident that once we form partnerships with foreign companies, we will attract more foreign partners.”Denel CEO Victor Moche said the new facility would be geared to become a “centre of excellence for engine manufacturing … We want to achieve a standard and be at a stage where the world knows that certain engines are made only in South Africa”.According to Business Day, Denel was recently awarded a US$2-million contract by European military aircraft manufacturer BAE Systems to supply aircraft components for the production of Hawk jets for India’s airforce.Source: BuaNewslast_img read more

Corporators under Thane police radar

first_imgThe Thane Police’s probe into extortion accused Iqbal Kaskar’s alleged links with political figures has identified at least three corporators from Thane, who are now under the police scanner. Officer said that the number is likely to increase over the next few day.Dawood’s name usedExtortion Iqbal, the younger brother of wanted fugitive Dawood Ibrahim Kaskar, was arrested late on Monday night for allegedly extorting a Thane-based builder by using Dawood’s name. Two others, Mumtaz Sheikh and Israr Ali Sayed, were also arrested for aiding Iqbal in the racket.last_img read more

Four Ways the Internet Is Transforming Small Business

first_img Topics: Much of my current thinking on small business strategy has been shaped by how the nature of business is being transformed by the Internet. Below are four internet-caused business transformations that disproportionately benefit small businesses that are prepared to leverage them.1. Increasing Market “Efficiency” The most striking thing to me about the internet is how it tends to make all markets more “efficient.” The story I heard that really drove this home for me was when I heard that eBay’s founder started the company because he was a rabid collector of Pez candy dispensers and his rolodex did not include enough people of similar interest, so he started a marketplace where people could trade this niche good. The rest is history with eBay being the ultimate connector of sellers of niche goods (vintage Burberry jackets, Fred Lynn baseball cards, Jerry Garcia Band posters, etc.) to buyers of these niche goods who could not otherwise find them in their mall or through their rolodex. As my co-founder says, the internet is great at connecting makers of left-handed monkey wrenches with left-handed plumbers around the world. It turns out that most small businesses (and startups) have relatively niche-y products that they generally sell to companies in their rolodex and companies two degrees away from their rolodex. The internet disproportionately favors small businesses since it enables them to position their niche goods to people shopping for that particular niche good regardless of the numbers of degrees of separation from their rolodex.2. On the internet, no one knows you’re a small-business. At the risk of being cliché, I have included a cartoon that sums up this transformation for me pretty well. When someone hits your website for the first time based on a Google search, the surfer has no idea if you are a one person company or a one thousand person company, they are just looking for a solution to meet a need. Most small businesses I know have a website that is a copy of their old brochure. The problem with the website starts with the fact that it cannot be changed without serious brain-damage, so it’s positioning is as generic (least niche-y) as possible. The rationale here is si mple: When small business owners write the content for their website, they tend to play it “safe” and keep things generic so as to drive away the least number of customers. Since they can’t change things, they feel that keeping it generic is safer (because they don’t know when they’re going to change it again). The other problem is that the website is not seen by Google as relevant — if you type in the name of the company it is found, but if you type in the market description, it is buried, which essentially means it is non-existent beyond your rolodex.3. Changing Nature of Business Shopping I had been consulting for a 25-person venture-backed security software company in Boston for a few months on sales and marketing before getting consumed by my current mission . What struck me was how the folks running the software company were using the “best practices” from the 1980’s and 1990’s to try to attract prospects and convert them to customers and how utterly broken those practices were in light of how the internet has transformed the way buyers of their types of goods had changed the way they shop. Ten years ago, a potential customer for this type of niche/new security software would likely go to a Gartner conference, talk to their IBM rep, talk to their Symantec rep, or call Deloitte & Touche. If the potential customer was referred to the software company by one of the major vendors, the prospect would likely engage one of the vendor’s sales reps who would be their primary source of information on their products. In other words, the entire sales process involved them talking with humans. Today, a potential customer for this type of niche/new security software would likely start by searching the phrase describing it into Google. They would then likely visit any of the top vendor websites Google served up, they would likely consume any blogs they found on the topic from the vendors or analysts or customers of the vendor, and they would likely participate on the blog of the vendor that most closely matched their criteria. Once the potential customer had narrowed things down pretty well and was already well educated, then she would likely “self-select” with that vendor through a form on their website. At this point, a salesperson would engage the potential customer and quickly realize that the potential customer knew about as much about the products as he did. The interesting thing about this example is how ten years ago the whole sales process involved a sales person from the vendor feeding asymmetric information to the prospective customer. Today, the top half of the sales process is completely out of control of humans on the vendor side. It was frustrating to hear the software vendor’s salespeople wonder where the leads were. The reality is that there are potential customers out there for their products, but the prospects’ self-identification just occurs a whole lot later in the sales process. The problem this particular software company had was that its website was not “seen” by Google when you did simple searches on their marketplace because it was not optimized, so they ended up having to spend a ton of money on Google AdWords™. Their website was hard to change, so they stuck with lowest common denominator language which put them in a shark tank from an SEO (Search Engine Optimization) perspective. Also because it was hard to change, they were not able to create custom landing pages/messaging based on where the searcher came from. Their website did not have a blog where potential customers could intellectually engage with the founders and technical architects who they really wanted access to (not the sales folks). …I see this set of problems repeat itself in 99% of all small businesses and startups. Business has changed and there needs to be a new set of tools to help you take advantage of the change.4. Changes In Knowledge Creation & Retrieval I spent much of my career implementing and selling knowledge management systems. The problem with knowledge management systems is that everyone wants the knowledge that collectively comes out of the system, but no one wants to feed the system. It turns out that even just a few extra mouse clicks to share a nugget of knowledge in a centralized system is more than 90% of users are willing to do. I suppose there are a couple of reasons for this. First, those few extra mouse clicks are a few extra minutes at the office versus at home with their family. Those few extra mouse clicks help the company, but might not do anything to fundamentally improve their bonus that year. This is a somewhat pessimistic view, but I suppose some of their rationale might be that information is power and the lack of transparency increases leverage. Much has been written about the new crop of web2.0 applications. In my mind, the thing that web2.0 companies got right is a new way of thinking about knowledge management. For example, I use a product called del.icio.us which has replaced my browser based web favorites. Del.icio.us gives me a better way to organize my web favorites (via tags v. folders) than my browser did which helps me personally. The really sophisticated thing that del.icio.us does is that it leverages my (and all its other users) self serving behavior to incidentally create value for the network by giving users a powerful new way to search on articles that is driven by the masses versus driven by some media company. There are numerous other examples of these systems which are fundamentally better at incentives to contribute knowledge which ends up creating much more knowledge. – Brian Halligan Marketing Trends Originally published Oct 2, 2006 7:10:00 PM, updated May 08 2019 Don’t forget to share this post! 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Inbound Marketing at a Maasai Village in Kenya

first_img Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Jun 17, 2008 10:38:00 AM, updated October 01 2019 Don’t advertise. All the safari guides know that there are a number of native villages that will accept outside guests, but you will not find any advertisements to tour the villages or any promotion of it as an activity. The only way we knew about it is that we have friends who have gone on safari before and the sent us pictures of their visit to a village and told us about it. If you think about it, advertising would probably have a negative effect on “business” since the village might feel a lot less “authentic” if there were pamphlets about it at the concierge desk including a $2 off coupon.Encourage user participation. Right from the first few minutes of our visit, the Maasai were asking us to join them in a number of activities, including dancing the “welcome dance” like in the photo above with me in the white t-shirt. (Yes, there is actually video of me dancing with the Maasai. No, you will not get to see it.)  Encouraging feedback, comments and interactions with your users or customers is an important part of inbound marketing because the company no longer controls or owns the market – the customers are in charge now, and you really want to give them a voice and listen to it.Generate lots of content. One fundamental principle of inbound marketing is that companies should act more like publishers, because publishing lots of content relevant to your market creates a magnetic effect of drawing more people toward your content and your company website. The Maasai have embraced this concept. Though they do not create much content themselves – they embrace user generated content because they were always encouraging us to take more and more photos.  Literally, every three stpes in the village, they asked us to take more and more photos.  The marketing benefit of this is that the more photos people take the more likely there will be good an interesting photos that people will share on photo sharing sites like Flickr, continuing to spread the word about visiting a Maasai village.Gather customer feedback. Our guide asked us twice during the visit if we were enjoying ourselves and what they could do differently. At the end he specifically asked a couple questions about certain parts of the visit and if a couple of the other villagers had been helpful or not.  If you are an inbound marketing guru, you know that only if you have a remarkable product will others spread your message for you.  Our guide was very interested in making sure we had a remarkable experience and were more likely to tell others.Ask for recommendations. Finally, if you have a remarkable product, there is something you can do to encourage your customers to spread your message even more.  Ask them.  After we had given some feedback to our guide and said our visit was enjoyable, he asked us to tell our friends to come to Kenya and visit a Maasai village during their trip.Note: I know that it is highly unlikely that someone from a Maasai village in Amboseli, Kenya is reading blog articles and books from places like HubSpot, David Meerman Scott and Seth Godin and then devising an inbound marketing strategy based on that information.  The likely scenario is that all of this just evolved.  However, it is still interesting to me the way that it evolved, and that their strategy embraces inbound marketing so much.What do you think?  Have you seen other interesting and unexpected examples of inbound marketing? Topics:center_img I recently returned from a safari in Kenya (it was a great trip and I recommend it to everyone).  On one of the days, we visited a village of Maasai, which are a semi-nomadic indigenous people.  I wasn’t expecting to pick up any interesting marketing tidbits that day, but on the drive back to where we were staying, I realized that maybe there were some relevant inbound marketing takeaways… Inbound Marketinglast_img read more

Are You Tracking Your Marketing Effectiveness by Channel?

first_img3. Measure ConversionWhile your marketing channels may be driving a healthy volume of visitors, leads and customers every month it is important to track the conversion rate of each channel on a regular basis to see if they are performing consistently.In the example above the conversion rate for the Webinars channel (green) dropped for several months — December through February and regained some momentum in March. At the same time, the blog consistently delivered a reliable conversion rate month over month. I can look at these charts and make pretty reliable estimates for leads for future months.4. Track Business ResultsAt the end of the day, the job of marketing is to help drive business success.  You should be able to look at each individual marketing channel and understand what is the yield for the effort and dollars to convert some number of visitors to customers.  If you know how a channel performs you can make informed decisions about where to invest more energy and dollars to get an even higher return.What strategies are you using to track the effectiveness of your various marketing channels?  Please share your thoughts and suggestions in the comments!HubSpot Free Trial Optimize your website to get found by more prospects and convert more of them into leads and paying customers with HubSpot’s inbound marketing system. Start your trial now! In a HubSpot webinar Chris Brogan said that when it comes to social media you should give up control because you never had it. However, it is hard to give up control of all your marketing. A way of controlling your marketing or at least managing it is by understanding what works and what doesn’t.Most companies doing internet marketing take the multi-touch approach and use a variety of channels such as blogging, seo and more recently social media to generate interest in their products and services.  But at the end of the day their traffic charts look like this:What Does This Chart Tell You About Your Visitors from Your Email marketing, or Social Media Marketing?The answer is absolutely nothing.  Here’s how I envision a conversation would go at your office coffee station:You: Visitors are up this month! Colleague: Oh Yeah? How come?You: Umm…not sure.  I think it was the email. I’ll have to check to be sure.To control your marketing you have to be sure. Here are some ways you can improve your tracking of channel effectiveness:1. Go Granular Your visitor graphs should like this one below, (fondly known as the mosaic) where you can see the volume of visitors you are generating from various marketing channels. If you had this graph, your answer to the colleague at the coffee station would be, “We drove a higher volume of direct traffic to our site this month.  Our site and brand name are really out there!” Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlackcenter_img Originally published Apr 30, 2009 7:35:00 AM, updated March 21 2013 2. Analyze the Entire FunnelUsing the data from HubSpot Marketing Analytics I take this granular analysis a step further and create similar graphs (below) to understand what channels are delivering the most leads and, more importantly, what channels are delivering customers!Remember, channels that are driving sales and business for your company are the effective ones — where you want to invest more of your limited marketing dollars.  Besides direct traffic, looks like the blog and webinar channels are driving customers in the example below! Marketing Analyticslast_img read more

Lessons in Web Site Optimization Using Website Grader

first_img Company: Mesiro & Fink – Website Grader Score: 6 Put a telephone field on the form No Blog! Website Design Attach the social media efforts Add geographical keywords was an easy fix and one to surely juice up their SEO presence.    .  Please submit your site and we’ll look forward to talking to you live! weekly With a score of 96, you’d think there might not be much room for improving. Wrong!  Mike and I both found a few areas we thought this website could do better.   to the title tags. Company: BT-TelConsult – Website Grader score: 44 the knocked-out white on black background, a favorite of designers around the world, yet notoriously difficult to read.   Start a blog 2.   A company of this size is perfectly poised to leverage their army of consultants in talking about the Telecommunications vertical.  They could have tons of blog posts that would help them with the next key point. Use more pictures Originally published Mar 30, 2010 2:00:00 PM, updated October 20 2016 1. .  The form is nice and visible but the immediate need for someone with their skill set might necessitate a telephone call instead of an email. Move away 5. This is a big company.  British-Telecom could afford to do just about anything they wanted, right?  Well, it appears that they might want to consider a few tweaks to their site if they want people to contact them. and we’ll do everything live!  2. Our first effort at a live HubSpot live optimization event Tuesday, April 6 at 1 PM for our next Live Optimization Webinar 3. This new site has a very passionate business manager, Katherine.  We were able to talk to her about this site at great length and it was great to have an opportunity to understand how a creative person sees the web.  There were a few points we wanted to help Katharine with and most of them had to do with design.  to their blog and make sure the posts are more educational and less self-promotional in nature. 1. was better than we expected (thank goodness!).  We were prepared with a few web sites to review with the 1500 registrants of our This is a new site and we wanted her to do more than a few things in order to optimize it. email form Our suggestions for improvements: 2. on their Home Page.  So many offers, it is very distracting. of portraits and wedding photography in the site, especially on the home page.  The beautiful butterfly is nice, but it is not their business.   webinar 1. , more frequently which would give them more inbound links Join us on that has some excellent content on it directly into the website.  The content would be a terrific lead generation tool for this site. Contribute more actively Reduce the amount of Call to Action clutter Connect the blog 3. from frames in the web site.  The difficulty of having two bars to navigate can be confusing. they are making to the website and make sure the name of the firm is being used in their Twitter handle.  Currently, they are using a more generic name to tweet. Eliminate .  With a blog providing regular content they will be able to generate more inbound links. This is a three-month-old site and has been nicely optimized by an SEO firm they hired, so their score of 6 came as a bit of shock to Cynthia when we talked to her during the webinar.  She’s concerned that this site is not generating the number of leads that they expected.  Here’s a few things that Mike & I thought might be helpful: 3. Stop using Information Mapping in the title tag and on every page, and Topics: 4. more content start utilizing descriptive, long-tail keywords and we were able to call two marketing managers and discuss what they were trying to achieve with their website and get real-time feedback.  be better if someone was looking for consulting help?   1. They had a telephone number on their site (if you looked for it) but wouldn’t an 3. Only 162 indexed pages.  Clearly, they need 2. Company: Information Mapping – Website Grader score: 96 (currently just 29!). Company: Photos by Orion – Website Grader Score: 21 Mike and I enjoyed it so much that we’re going to do this Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

Obama’s Campaign Guru Shares How Technology Impacts Social Change

first_img Flickr Obama’s campaign explains: “The world needs an easy way to meet up with people. The most amazing things happen when people meet up. This is more important than the iPad.” another social startup, the tech guru has much to share about the role technology plays in social change. Meetup Scott Heiferman TechCrunch Disrupt conference Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Meetup The panelists explain that today’s online world is about creating a culture of sharing, whether it be content through blogs, photos through Social networks allow people to connect with each other and build relationships online. Businesses and brands take advantage of the growing popularity of social media to interact with consumers and create a personalized image online. How about beyond the web? or some type of offline event and have people come in contact with other like-minded individuals, who all share the common grounds of knowing your brand. Such meetings spark new thoughts and ideas, which will 1) benefit your company, 2) inspire social change in communities, and 3) create a sense of inclusion among fans. Taking social networks offline is an emerging trend, and the first step to true social change. , weighing in on an increasingly important question: Take social networking to the next level and have people meet in person. , a site designed to help people self-organize and meet each other, with the goal of improving themselves or their communities. CEO Download the free webinar , and  followed a similar route, whose advocacy for change drew in fans and followers and ultimately, sparked a movement. . Relationships are key to building social platforms, and it’s crucial to empower people to nurture these relationships beyond just the internet. to learn how to turn your website into an internet marketing machine. Hughes As digital tools create communities, how will they create change in the offline world?center_img Originally published May 27, 2010 11:00:00 AM, updated October 20 2016 Having a concrete message attracts fans, who become avid followers, who, when united together, become a movement. “With existing networks, it’s easy to build a movement. You have to make sure that energy turns into practice and action,” states  is a man of social wisdom. From co-founding Facebook to developing President Obama’s powerful online campaign to now creating A fitting example is . , or status updates through , NY Congressional Candidate, the trio took part in a robust panel at the  Marketing Takeaway Reshma Saujani Topics: Create a Meetup , CEO of Webinar: Re-thinking Marketing Want to learn more about how you can use inbound marketing to grow your business? Facebook Jumo, Heiferman Chris Hughes Social Media Campaigns Along with last_img read more

Transforming Your Marketing Culture with Seth Godin [@InboundNow #15]

first_img Seth How companies can stand out and transcend traditional marketing tactics. Inbound Now Poke the Box Purple Cow Doing, poking, prodding, and challenging the status quo Inbound Marketing , All Marketers are Liars, & For the full transcript head here:  Always Be ShippingThe notion that you can wet test anything changes everything. Quote “The only way to understand the box is to see the edges” Get Near the Edges of the BoxPush boundaries and try new things. How else will you know what works and what doesn’t? The cost of learning is so much less than the cost of not learning. Advice for MarketersSeth has given 4000 pieces of advice to marketers on his blog. Seth says “The Internet rewards relentless generosity.” and the more you worry about pay day, the less you are going to make. Where do Seth’s ideas come from? SethGodin.com How companies can transform the way they do business by blogs daily on and cranks out amazing content joins us for episode #15 of ), and an inspiring speaker. How can companies and individuals in those companies start poking the box and transform the way things? How companies can provide an environment that encourages innovation & doesn’t shun failure. Tribes This book is about Topics: Race to the TopIt’s good to have short term goals but you must have an overarching vision of the future. Seth sees too many companies getting caught up in trying to optimize one tiny piece for a 2% gain and they often loose sight of more important initiatives that should and could be taking place. “Racing to the top is not about incrementally lowering your price or chiseling away. Racing to the top is about creating moments and movements and changes and innovations that people choose to talk about, that people want to engage with you about.” The dark secret of Marketing it’s a lot easier to do when you have a product worth talking about. Be Eagerly Prepared to Fail!Failing enough times leads to long term success. “If you fail often enough, you will succeed” You have to fail successfully enough to keep going, be smart about failure. And remember,  Try is the opposite of hiding. . . This is your message and mantra. Innovating EverydaySeth says you should be innovating in your company on a daily basis. Take a look at how internal processes are working. What could be streamlined? What could be made better? How would you ever know this if you aren’t poking the box to see what works? Seth stresses to look at your posture.  Are you interested in figuring out how things work or just there to make it to the next payday keeping your head down? “This posture of curiosity is a choice and I’m always amazing when people aren’t interested at least at some level how things work” Why wouldn’t you be interested in how things work?”The point is this is a moment. This moment will not be here in ten years. This moment was not here ten years ago. So the question is if you’re lucky enough to work for an organization that’s doing cool stuff, why aren’t you poking and finding out what’s working and what’s not?” Seth’s Lesson for Marketers”A lot of people don’t have respect for marketers. The reason is because the old kind of marketer was a little bit of a scum bag who was trying to say one thing about a product that did something else.” However there is hope! “The new breed of marketers is an impresario, a creator, an artist, a storyteller, someone who wants to make connections about things that matter. Not everyone gets to be the new breed of marketer. You have to choose to be this person and you can. So quit whining and go.” Connect with Seth Online . You can also connect with him on his personal site Great companies and brands reject the idea of average products for average people. They make amazing products for a select market. New marketing is about making great stuff. Originally published Apr 7, 2011 9:00:00 AM, updated July 03 2013 Poking the Box and Transforming your Marketing with Seth Godin Brian Halligan, our fearless CEO, posed this question to Seth to try and get into his mind to see how it ticks. Seth says he tries to say things that scare him and tries to always keep a watchful eye to notice things that are interesting and then add his own unique spin. Create a Failure Friendly Environment”Anytime your boss says to you, “We need to do something new and failure is not an option,” what she’s also said to you is success is not an option, because if you’re not prepared to fail along the way, eagerly fail along the way, then you’re not going to succeed.” Seth suggests creating an environment where your employees are more afraid about not failing than Making a list of how you failed and survived is going to teach you a great deal and inspire you to keep failing (smartly) Yoda Was WrongSeth claims that the jedi master Yoda had it wrong! “I think Yoda was wrong, and I quoted him in the book, where he said, “There is no try.” I think there’s lots of try. It’s okay to do your best and have it not work. In fact, every company that we say we admire, every brand that we say we aspire to has a long history of doing that.” Who inspires Seth Godin?“You know David, I would say you” (Thanks Seth!) Seth says that everyone that reads his blog and supports his efforts he . Knowing someone is going to read his blog and take away from his ideas and take action are enough to keep him going. The Enemy for Any Creator is Not Piracy it’s Obscurity. ! Seth is a marketing mastermind, author of 13 books great books (including Seth Godin poking the box , In the show we chat about: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

6 Ways to Reduce Wasted AdWords Spend in 2017

first_img Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Google Ads 2) Modified Broad MatchAnother way to filter out unwanted impressions and clicks is to swap out broad match (the default keyword match type on Google) for modified broad match.Broad match is the least restrictive match type, meaning Google attempts to match your ad against the greatest possible number of queries. So if you bid on the keyword “fish food” with broad match, it’s possible that your ad would show up for searches like “fish recipes” or “seafood restaurants,” because Google figures that only one term in the keyword needs to match the search query and it uses synonym matching pretty aggressively.Negative keywords are one way to fight this over-aggressive matching, but another way is to make better use of the modified broad match type.With modified broad, you append a plus sign to any terms in your keyword that must appear in the search query. So if you bid on the keyword “+fish +tank” in Google, your ad will only show up for queries that include both “fish” and “tank,” like “tropical fish tank” or “tank for large fish.” You won’t get impressions or clicks for terms like “tank top” and “fish recipes.” Thus, your clicks are going to be more qualified.3) Narrower Context TargetingAnother way to make sure your clicks are relevant is to focus on user context – that is, only showing your ads to people in the right place at the right time.With AdWords Enhanced Campaigns, you can adjust your bids up or down depending on a user’s:Location: Use geo-targeting to bid more in certain areas — for example, within a 50-mile radius of your store — and prevent your ads from showing in locations that your business doesn’t serve.Time of search: This is also known as dayparting. Turn off ads outside your business hours or bid less on the weekends if those clicks are less profitable.Device: Adjust bids up or down depending on whether the search is using a desktop or mobile device. (Lots of advertisers assume that mobile searches are worth less, but depending on your business, the exact opposite could be true.)By fine-tuning when and where your ads show up, you can better control the context in which users see your ads, so you focus your PPC spending on the audiences that are most likely to convert into sales or leads.4) Mobile OptimizationIf you are bidding on mobile searches (hot tip: after the upgrade to Enhanced Campaigns, you almost definitely are), you can reduce wasted spend by making sure you have enabled mobile-optimized ads.Mobile-preferred text ads allow you to tailor the user experience for mobile users. You can include mobile-specific calls-to-action and direct users to mobile-optimized landing pages. Almost as important for marketers who are constantly seeking to improve their metrics, you can A/B test mobile text ads against each other in an apples-to-apples comparison to improve your overall account performance.This is vital because mobile users behave differently from non-mobile users. For example, they are more likely to place a phone call than fill out a form. So use mobile-specific ad extensions, like click-to-call extensions. (As a bonus, ad extensions tend to increase your CTR and Quality Score, which save you even more money.)5) Smarter Bid ManagementYou can also make better use of your spend by adjusting your bid management strategies. There are lots of theories regarding the best way to manage bids, but at a high level, you want to:Raise bids on your best-performing keywords: If you have keywords with high CTR and Quality Score that are converting at a profit, bid more on them! This is just common sense.Lower bids on weaker keywords: Look for terms that get lots of clicks but not many conversions. These low-converting keywords are a big source of wasted spend.You might also want to watch out for AdWords’ automated bid management feature — most likely, the automated bids won’t make optimal use of your spend.6) Turn Conversion Tracking On!You’d be amazed how many advertisers don’t follow the simple best practice of turning on conversion tracking. If you’re not tracking conversion in AdWords, you really have no idea how much money you’re wasting.Make sure your landing pages have conversion tracking enabled so you can measure what’s working and what isn’t, then funnel your marketing spend toward the keywords and campaigns that deliver ROI.What methods do you use to lower your spend on AdWords? Let us know in the comments below!This is a guest post written by Larry Kim. Larry is the founder and CTO of WordStream, provider of the 20 Minute PPC Work Week and the AdWords Grader. You can follow him on Twitter and Google+.Image credit: 401(K) 2012 Topics:center_img Even though I think Google AdWords is one of the greatest advertising systems there is, I’m the first to admit that Google makes it really easy to waste your money. A lot of the default settings in AdWords are there to maximize your reach — which is great if you want the highest possible number of clicks.But remember: this is pay-per-click marketing, and those click costs are going to add up fast if you cast a really wide net.The problem is, when you reach more people, you’re generally sacrificing relevance. Many of the people who click your ads aren’t going to be your ideal customer, and, in the end, that hurts your ROI.The best way to increase your ROI from AdWords is to take measures that whittle down your audience to the most relevant potential customers. Luckily, there are lots of ways to do this in AdWords — you just have to know what they are.Here are the top-six ways to filter out unwanted clicks and reduce your wasted spend in AdWords.1) Negative KeywordsNegative keywords are the classic way to filter out unwanted, irrelevant clicks on your AdWords ads. A negative keyword is basically the opposite of a regular keyword — instead of telling Google “Show my ads when someone searches on this term,” you’re telling Google not to show your ads when this term is part of the search query.Let’s say, for example, that you sell fish tanks, fish food, and related pet fish supplies. You wouldn’t want your ads to show up for people looking for fish recipes or fish restaurants or fish food trucks. So, “recipe,” “restaurant,” and “truck” would go on your negative keyword list.Building out a solid negative keyword list will save you a lot of money in worthless clicks that will never convert. But we’ve found that up to 25% of advertisers aren’t using any negative keywords at all. Bad idea!There are two methods for finding negative keyword ideas:Reactive: Keep an eye on your Search Query Reports in AdWords — these are the real terms that trigger clicks on your ads. If you see something irrelevant to your business, add that term as a negative keyword.Proactive: Use a negative keyword tool to get ideas before they cost you money. Originally published Sep 30, 2013 11:04:00 AM, updated August 27 2017last_img read more

What Are Psychographics? [FAQs]

first_img Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack You probably know a lot about who buys from you. Their gender, geographic location, marital status — it’s all part of developing buyer personas. These data points make up the demographics of your personas, help inform your marketing strategy, and paint a picture of who your buyers are.But there’s another component needed to really understand your buyer.Download our free guide to marketing psychology here for more tips on how to use psychology in your marketing.What’s their lifestyle like? What are their daily habits or hobbies? What kind of values and opinions do they have?The answers to these questions are the psychographics of your customer base, and you need to know this information to truly understand who’s buying what you’re selling.Psycho-what?Think about the information you already know about your buyers. Psychographics is about using the demographic information you have for your buyer persona to figure out more about their lifestyle, their behaviors and their habits.Here’s one way to look at it: Demographics explain “who” your buyer is, while psychographics explain “why” they buy. Knowing what the day in the life of your buyer persona looks like is undoubtedly valuable when creating an integrated marketing strategy.Using psychographic data in marketing isn’t a brand-new concept, especially in outbound marketing methods. Think about the direct mailings you get. I bet you’ve actually checked out a sentence or two on some of that mail, because marketers use web tools like Nielsen’s PRIZM segmentation system to figure out to whom to send mailings.And don’t forget about TV advertisements. Networks determine the demographics and psychographics of segments that watch certain shows and channels, and products advertise accordingly. For example, you can assume that most of the commercials on the Women’s Entertainment (WE tv) channel are slanted towards female viewers.How to Find Psychographic DataThink about the last time you saw a company’s marketing campaign and thought, “Yep, that’s me. I’m gettin’ that!” (iPad Air, anyone?) That company absolutely nailed the messaging to their target audience (you), and they did it by understanding both the demographics and psychographics of their target buyer. You can do that, too. Practicing inbound marketing provides a great platform to learn about the psychographics of your buyer personas. All you need to get started is a desire to really understand your customers. Here are some places you can start looking for psychographic data.Marketing DataThis time, it’s not just about the numbers. Take the marketing data you have and look at the data from the perspective of “what.”What types of offers get downloaded the most? What styles of blog posts get the most interaction? What times do emails get opened most often?You might look at your data often, but approaching it with this mindset will pull some psychographic data out you may not have seen before.Sales and Customer Service TeamsYour day-to-day interaction with these teams might be minimal, but it’s time to make friends with those who talk to your prospects and customers all day.Cozy up to a few friendly folks and ask them questions about what they’re hearing from customers or listen in on calls to get info straight from the horse’s mouth.Feeling fancy? Build fields into your CRM to store this information, or start collecting it via progressive profiling, so you can export that data to look for trends.SurveysSurveys are a good method for finding out the psychographics of your buyer persona — but only if you have an idea of what you want to know about them.You may consider a survey after doing some in-house data analysis that provokes some follow-up questions on the data you analyzed.Check out this blog post on how to design a marketing survey that will actually give you the results you’re looking for.Social MediaI don’t know about you, but you can find out a lot about me if you took 5 minutes and looked at my Instagram or Twitter profile. So, if you know who your buyer is, turn to social networks to see what you can find.People tend to be more honest and open when unprovoked, and the social profiles of your buyers might give you some insight into their likes and dislikes.Focus Groups or Group InterviewsYou may not have the luxury of bringing your customers into your office for a face-to-face discussion, but that doesn’t mean you shouldn’t be talking directly to your buyers to figure out some of the psychographic data you need.Get on the phone or in a room with a few customers that really represent your buyer persona and find out more about their life. (If it’s face-to-face, don’t forget the coffee and doughnuts. Seriously.)Most importantly, going beyond the demographics of your buyer persona and really understanding their psychographics will provide you with valuable data that can differentiate your marketing from your competitors. It’ll also help create a deeper connection with your target market. They’ll think, “Hey, that company really gets me.”And that’s how you convert leads into customers and keep delighting your customers with your marketing.How do you find out the details about your customer base? Through social? From your analytics? Feel free to share your methods with us below!Image credit: Michele Ursino Originally published Oct 28, 2013 8:00:00 AM, updated July 28 2017 Topics: Buyer Personaslast_img read more