Welcome To The “Search Engine Marketing For Lists” Webinar We’ll Be Getting Started Shortly…
Search Engine Marketing For Lists Webinar
Nov 19, 2014
From DM News Essential Guide For Lists and Databases
http://www.dmnews.com/Search-engine-marketing-can-it-work-for-lists/article/108578/
Be encouraged! The list industry is not dying; it is evolving into a dynamic, data-based infrastructure of targeted direct marketing opportunities — and the Web is bringing it all together. You might be asking, “Shouldn't this article be listed in a search marketing column?” Not really, this is a message for list managers, list owners, and database compilers who want to leverage their assets and increase revenue.
The birth of the Web, circa 1990, coincides with the learning age for the next generation of direct marketers. These search-minded entrepreneurs and business professionals are Googling their way to the top, and are less inclined to depend on traditional methods to reach their market. Furthermore, those who are looking for innovative customer acquisition strategies are turning to the Web. If you are a list manager, then you might be asking, “OK, but how does this relate to my objective to increase list rental revenue?”
The same basic search engine marketing principles apply. For starters, visit Google and run a quick search on the mailing list you are trying to promote: i.e. “Advo mailing.” If you're doing a good job with search engine optimization, then the mailing list may actually appear above the list owner's corporate site. Maybe you're someone looking to rent a generic list of gift buyers.
Try running a Google search on “Gift buyers mailing list” and you may actually be able to click through, view the datacard, and get a price quote for the Swiss Colony mailing list.
For list managers and list brokers, you also want to keep an eye on your competitors' rankings. Surprisingly, you may find out that you're not too late in getting on top of the organic search listings. Take a look at the search results for “List manager” and “List broker”. What do you see? How far down the list did you need to scroll to find your company's name? If you're looking for the big names, then you may need to go deep; so seize the opportunity and embrace search engine marketing (SEM) for your business. It takes time for your Web pages to get indexed, so the sooner you get started, the better.
Finally, don't be discouraged if you begin to feel like you're chasing a moving target as you learn more about search engine marketing. The field of search engine optimization continues to evolve as companies like Google, Yahoo and Microsoft implement new personalized, localized, and contextualized search methods — but this should only improve the user experience and increase the relevance of search results. If you've done the SEM job right as a list manager or list owner, then these users (or mailers) will be waiting at your online doorstep to place their list order.
So be encouraged about the future of mailing lists, but don't ignore the role that search engines play in directing existing customers and future prospects to you and — that's right — your competitors.
http://www.dmnews.com/Search-engine-marketing-can-it-work-for-lists/article/108578/
Be encouraged! The list industry is not dying; it is evolving into a dynamic, data-based infrastructure of targeted direct marketing opportunities — and the Web is bringing it all together. You might be asking, “Shouldn't this article be listed in a search marketing column?” Not really, this is a message for list managers, list owners, and database compilers who want to leverage their assets and increase revenue.
The birth of the Web, circa 1990, coincides with the learning age for the next generation of direct marketers. These search-minded entrepreneurs and business professionals are Googling their way to the top, and are less inclined to depend on traditional methods to reach their market. Furthermore, those who are looking for innovative customer acquisition strategies are turning to the Web. If you are a list manager, then you might be asking, “OK, but how does this relate to my objective to increase list rental revenue?”
The same basic search engine marketing principles apply. For starters, visit Google and run a quick search on the mailing list you are trying to promote: i.e. “Advo mailing.” If you're doing a good job with search engine optimization, then the mailing list may actually appear above the list owner's corporate site. Maybe you're someone looking to rent a generic list of gift buyers.
Try running a Google search on “Gift buyers mailing list” and you may actually be able to click through, view the datacard, and get a price quote for the Swiss Colony mailing list.
For list managers and list brokers, you also want to keep an eye on your competitors' rankings. Surprisingly, you may find out that you're not too late in getting on top of the organic search listings. Take a look at the search results for “List manager” and “List broker”. What do you see? How far down the list did you need to scroll to find your company's name? If you're looking for the big names, then you may need to go deep; so seize the opportunity and embrace search engine marketing (SEM) for your business. It takes time for your Web pages to get indexed, so the sooner you get started, the better.
Finally, don't be discouraged if you begin to feel like you're chasing a moving target as you learn more about search engine marketing. The field of search engine optimization continues to evolve as companies like Google, Yahoo and Microsoft implement new personalized, localized, and contextualized search methods — but this should only improve the user experience and increase the relevance of search results. If you've done the SEM job right as a list manager or list owner, then these users (or mailers) will be waiting at your online doorstep to place their list order.
So be encouraged about the future of mailing lists, but don't ignore the role that search engines play in directing existing customers and future prospects to you and — that's right — your competitors.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Welcome To The“Search Engine Marketing For Lists”
Webinar
We’ll Be Getting Started Shortly…
SEM For Lists Webinar
Agenda
• How To Increase List Rental Income?• Organic Search• Paid Search• Lists In The Public Domain• Web Site Integration• Sales-Ready Leads• Free Tools
e-mail [email protected] for more information
How To Increase List Rental Income
List Rental Decision Stream What is an Impression?
1. Search2. Analysis3. Recommendation4. Test5. Analysis6. Continuation
List Rental Revenue Calculations:Revenue = (Names / 1,000) x CPMNew Test Orders = Impressions x Click-Through Rate x Conversion RateNew Continuation Orders = (New Test Orders / TC Ratio) x Mailings Per
Year
How To Increase List Rental Income
Therefore…
$ Drivers Are Influenced By
Impressions Online Advertising, Keywords (Key)
Click-Through Rate Increase RelevanceConversion Rate Improve Data Card Quality
TC Ratio (3.3 to 1)* Refine SelectionsOrder Size (5M, 20M)* Up SellPrice ($100/M)* Optimize (PED)**
*Estimates Used For Demonstration Purposes **Price Elasticity of Demand (PED)
How To Increase List Rental Income
So How Do I Increase List Rental Income?
Answer:
How To Increase List Rental Income
How Do I Increase Impressions?
1. Increase Frequency (Organic & Paid Search)2. Increase Reach (List Research Channels)
And Do It Efficiently?
1. Web Site Integration (Single Data Card Interface)2. Search Engine Marketing (Leverage Optimized
Infrastructure)
Organic Search
Your Web SiteYour Data Cards
Apparel buyersBook buyersContinuityDog ownersEpicureanFishing enthusiastsGift giversHigh incomeInvestor prospectsJust need aKiplingerLiberal donorsMen’s health...
List Buyers
Paid Search
Google Example:Decide on keywordsGet cost estimatesYou decide on your budgetYou decide the CPC* thresholdPay only if someone clicks your adGo to http://adwords.google.com
*Cost-per-click
Lists In The Public Domain
Public Domain (Growing!!!)• List Management Company Web Sites• The Direct Marketing Association List Search • Direct Magazine List Finder• Multi-Channel Merchant List Finder• Salesforce.com Lead Finder• NextMark Free List Search• Kodak Free List Search
Private Domain• Marketing Information Network (mIn), NextMark, SRDS• Proprietary List Research Systems (Data Feeds)
Web Site Integration
Web Site Integration
1. Your Company’s Web Site(s)2. DMA List Search 3. Direct Magazine List Finder4. Multi-Channel Merchant List Finder5. Salesforce.com Lead Finder6. NextMark Free List Search7. NextMark Research Users8. NextMark Order Entry Users9. mIn Updates10. SRDS Updates
Add Search Engine Optimization & Web Analytics To Your Site…
Sales Ready Leads
2,136 Leads For January 2008 Alone!
All From The Public
Domain!
Free Tools
• MarketMax Standard Edition (MMSE)– http://www.nextmark.com/mmse/
• List Search Portals– http://lists.the-dma.org/– http://directmag.com/resourcecenter/listfinder/– http://multichannelmerchant.com/toolbox/listfinder/– http://lists.nextmark.com/
• Articles on Search Engine Marketing For Lists– List Insider (January 2008), Target Marketing Group– 2008 Essential Guide, DM News– NextMark BLOG
• http://nextmark.typepad.com/blog
• ROI Calculators– Contextually Targeted Advertising
• http://www.nextmark.com/cta
– MarketMax Professional (MMPro)• E-mail [email protected]
– Leads Conversions• http://www.nextmark.com/leads/
Sign Up Today For A Free Audit
20 Minute Data Card Audit&
20 Minute LM Web Site Audit
E-mail [email protected]
Or call (603) 643 – 1307 x. 110
NextMark, Inc.
Related Documents
![A Growth Hacker's Guide to Search Engine Marketing [Webinar]](https://static.cupdf.com/doc/110x72/540d78bf8d7f72747e8b49d4/a-growth-hackers-guide-to-search-engine-marketing-webinar.jpg)
![[Srijan Wednesday Webinar] Leveraging the OGD Platform and Visualization Engine](https://static.cupdf.com/doc/110x72/5a65cabc7f8b9aaf638b46b5/srijan-wednesday-webinar-leveraging-the-ogd-platform-and-visualization-engine.jpg)
