Your 2008 Online Marketing Plan

Q: What should I be doing online? I'm getting lousy results, just keep throwing money into this, and I'm not really happy.

A: You don't have a plan. You don't have an online strategy for marketing to brides. Funny thing is, that worked a while back. Now it doesn't and in 2008 if you don't have a good plan you'll be losing ground to your competition, I guarantee it.

Here's the formula:

1) Build A Great Website

You don't need a website that "looks good," you need a website that generates inquiries. You also need a website that search engines, and then brides, can find! And then, when they do find it, they make inquiries (see Conversion, below).

2) Market and Promote It Effectively

If you build it, don't count on them coming - if you don't market and promote your website. You wouldn't open a store downtown and then not advertise and market it, would you? Same holds true online.

3) Traffic Building

You'll need a solid traffic building strategy that includes developing inbound links, search engine optimization, search engine marketing (pay-per-click), and integration of your offline marketing with your online marketing.

4) Conversion

It's all about conversion -turning the brides who visit your website into inquiries, phone calls, and sales. You can have all the qualified traffic in the world, but if your site doesn't convert it you have nothing.

5) Stay Ahead of Your Competition

Catching up is always harder. Staying ahead has many benefits and will keep you in the game for a long time.




Chris Jaeger
Book More Weddings
http://www.bookmoreweddings.com

Get the ADVANTAGE for your website. More traffic, more brides, more inquiries, more sales.

Switching To Google GMAIL

Here are the problems:

1) MS-Outlook is terribly slow and virtually stops me in my tracks when I'm using my computer and it goes out to the server to check email. It has crashed three times on me this year in part because of either MS-Outlook, Norton Anti-Virus, spam filtering, or who-knows-what.

2) 99% of the email I get is junk email. I definitely need a spam-filtering solution.

3) Cloudmark, the filtering software I am using (was using) was causing performance problems. Too bad, because it actually did a pretty good job at one time. It also costs $40/year and for $40/year it has to work flawlessly or pretty close.

4) I access my email remotely 90% of the time and need a stable platform that works that way. My basic web-interface doesn't do the trick (folders, filtering, etc.).

5) I need a better way of tracking ongoing "conversations" I'm having with people. Digging through email to find the last email I sent them (that they didn't read) is a time-waster.

6) I find myself using my phone (Treo) to get and respond to email when I'm out of the office. It's really nice not to be tied to my office and in today's world there is no need to be. But email on smart phones isn't very pretty - in most cases.

The solution, I think, well, at least 24 hours into this, is Google's GMAIL.COM.

I'm using it as my primary "bucket" that collects all my email, email from four different accounts, and it's working very well. VERY well.

If you have any of the problems above, you'll find GMAIL a likely solution.

And you don't have to change your email address (yourname@yourdomain.com) !!

And it integrates into my Google Calendar, which notifies me via phone of appointments!!

And the storage limit is WAY WAY up there, I don't think I'll hit it and I get tons of email. So the average person isn't going to ever hit it. There are upgrade options that seem quite reasonable, if I reach that point.

Imagine never having to delete another email (you "archive" it)?

That's pretty cool.

No more paying for SPAM filtering software (OMG).

Easy, remote access to my email.

No more missed appointments and phone calls.

A more effective way to store and track email?

One account with access to my EMAIL, this blog, Google Analytics, Adsense (PPC), Google Alerts, my calendar (available to me anywhere in the world now), my Google Groups (WIGG - Wedding Industry Google Group), email-to-smartphone connectivity, document storage and sharing, valuable productivity tools and a customized homepage at http://www.google.com/ig/

Could this be Heaven?

Here are the "downsides," if you want to call them that:

1) Google has your email... if you're concerned about privacy and don't trust anyone, or Google, this might not work for you.

Frankly, I'd rather put my egg's in Google's basket than Microsoft. I think Microsoft is on the verge of a meltdown and Outlook 7.0 looks like another MS-Disaster.

2) You can only gather email from 5 email accounts. That's probably not a problem for most people.

3) It probably doesn't work with email accounts at HOTMAIL, YAHOO!, or AOL.COM. It should work fine with your myname@mydomain.com account - which is how I'm using it.

4) It took me about 3 hours to go through all the documentation and figure out how to set it up right. Time well spent, if you ask me, 24 hours into this...

5) The way Google has created and manages email is VERY different, but smart. The interface is a bit different but after about 30 minutes I really got to like it. Once I figured it out, it actually was very different than how I used to think about email - but a much smarter, organized approach.

It's not really a "downside," but the difference is a "change" and you know how we all don't like "change."

Using GMAIL will force you to look at your email a different way: labeling, archiving, finding email...

For me, it's working and my hat is off to the folks at Google for making me think differently and allowing me to be more productive using GMAIL.COM. http://www.gmail.com



Chris Jaeger
Book More Weddings
http://www.bookmoreweddings.com

Get the ADVANTAGE for your website. More traffic, more brides, more inquiries, more sales.

Marketing To Brides Online: Food For Thought

Part of an effective online marketing strategy to reach local brides and grooms includes a mix of search engine optimization and pay-per-click "search engine marketing."

OK, so you're working on search engine optimization. By now you've figured out it's VERY competitive, it takes time, it's not an EXACT science, there is no magic bullet, but if you do everything right, you'll find yourself moving up - maybe into a top position.

But what do you do while that is all happening?

Again, the answer is search engine marketing or pay-per-click advertising.

Here is something to consider:

1) While you're optimizing your website for better rank for the keywords you are targeting, start a pay-per-click campaign.

2) Create a one-page, long-page, with just about everything someone needs to learn about your business and MAKE A DECISION to move forward. Put a compelling call-to-action on it.

Make sure it is keyword rich so your "quality score" allows you to bid lower per-click. If you don't know what quality score is you should have someone else managing yoru PPC program.

This page has NO LINKS to your "regular" site. It has no links anywhere. Technically, it is called a "prison page" because a visitor can't get out.

Make sure there is an inquiry form at the bottom of the page.

Make sure your phone number is at the top and bottom (and in the page copy).

Make sure you use a few testimonials.

3) This is going to be your "landing page" with your PPC campaign.

This is the page people go to when the click on your link. You will NOT take them to your regular website home page.

4) Drive 1000 visitors or "clicks" to this page. If you don't get at least 50 inquiries something is wrong with your page, marketing copy, or SOMETHING.


Chris Jaeger
Book More Weddings
http://www.bookmoreweddings.com

Get the ADVANTAGE for your website. More traffic, more brides, more inquiries, more sales.

10 Reasons To Fire Your Webmaster

Here are 10 reasons you might want to start looking for a new webmaster:

1) They think return-on-investment is a new rock band.

2) They think they can get your all-Flash website top ranked at Google.

3) They think meta-tags are all it takes to get top ranked.

4) They tell you pay-per-click doesn't work and is a waste of money.

5) They think "conversion" is when you change from one religion to another.

6) They think it's good to have the number one position search engine position at Google, Yahoo! and MSN for "fun bands in Atlanta."

7) They have a full-time job at Home Depot.

8) They talk about "hits" never about "visitor sessions."

9) Because... they don't know the difference!

10) They think "submitting your website to the search engines" actually does something.

Unless your business is a hobby, you can't afford to make mistakes with your website and online marketing.

Marketing to brides online has jumped to a new level. You either have an expert team behind you and guiding you, or you're probably falling behind your competition.


Chris Jaeger
Book More Weddings
http://www.bookmoreweddings.com

Get the ADVANTAGE for your website. More traffic, more brides, more inquiries, more sales.

Power Tip: Getting More Online Visibility at Search Engines

Power Tip

Marketing to brides is very competitive. 2008 will get worse. Get more online visibility for your website at search engines and beat your competition by combining this strategy.

Chris Jaeger
Book More Weddings
http://www.bookmoreweddings.com

Get the ADVANTAGE for your website. More traffic, more brides, more inquiries, more sales.

Are You Getting Dizzy (and Losing Sales To Your Competitors)?

I don't know about you but I can barely keep up on everything that's happening on the Internet.

I mean, how am I supposed to be "the expert" and guide my clients through this maze when it changes almost overnight?

Because it does !!!

I feel for the folks I talk with. On top of all this "Internet stuff" they have to run a business, meet deadlines, meet with brides, process orders, pay dozens of bills, keep the inquiries coming in, show up at the Chamber of Commerce breakfast... WOW, there's always something to do.

And then there's that Internet stuff:

Should you be on MySpace, or is it too late?

What about FaceBook?

How's your current search engine positioning?

How'd you make out in the last "shuffle" at Google?

Are you paying too much for pay-per-click?

Keywords? Keyword selection and keyword density? What they heck is that?

And why should you care?

Why do you have "hits" but you're not getting many inquiries?

Sure, you're top ranked at Google - for a term no one is searching for!

If you have questions or frustrations like this, or you think that maybe you're not getting as big of a piece of the pie as you'd like (you KNOW the brides are online!), then take a moment to look at my ADVANTAGE program.

Paul Foreman at Captivating Images joined last week. We're re-working his website after he got some bad advice about six months ago that cost him previously good search engine positioning.

He told me this morning his investment probably has already paid for itself as a result of our initial phone consultation (which I do with all new members).

My ADVANTAGE program is like hiring an expert coach and your investment is only $240.00/year.

Take a look and see what it can do for you.

Chris Jaeger
Book More Weddings
http://www.bookmoreweddings.com

Get the ADVANTAGE for your website. More traffic, more brides, more inquiries, more sales.

The Right Tools Always Makes The Job Easier

I'm not mechanically inclined although at one point in my life I thought I could be.

What I did learn (other than NEVER again take apart a J28D jet engine and try to put it back together) was that the RIGHT TOOLS make all the difference.

"Hey, why do I have these three parts left over?"

When it comes to marketing to brides online having the right tools will make your life easier, help you get better results (faster), and stay ahead of your competition.

Today I'm going to pass on a new site I'm using to find the tools I need, and you'll need, to compete online.

It's called the Search Directory and it's published by SearchNewz.

Here you'll find links to just about everything "search" related. You'll find valuable tools, online resources, and information.

Take a look and bookmark this valuable site. I'm sure you'll find it quite helpful.

http://directory.searchnewz.com

Chris Jaeger
Book More Weddings
http://www.bookmoreweddings.com

Get the ADVANTAGE for your website. More traffic, more brides, more inquiries, more sales.

Marketing to Brides: You Can't Get Top Ranked Without Understanding Keyword Density

An acquaintance and I were talking the other day and comparing notes about search engine optimization.

Scott Channell is a sales coach and uses his website, FINDINGBUSINESS.COM for sales coaching, helping sales people to set more sales appointments, and generate leads and sales appointments.

After a rant about how much bad information there is on the Internet, and how the so-called "gurus" are really scraping the bottom of the barrel these days to come up with new material... but I digress...

The topic of keyword density came up and it's good to touch on here today.

Because... without the right keywords and keyword phrases on your pages you don't have a chance of getting top ranked for those words.

First, you have to have them there for search engine spiders to see and read.

Secondly, they have to be in the right combination, surrounded by the appropriate words, and appear an appropriate number of times per 100 words.

Third, sub-consciously these words people are reading on your pages match what they were searching on, so a little voice in their head says "hey, you found the right website!"

And that will help your conversion (turning more of the brides who visit your website into inquiries and sales).

Keywords and keyword phrases - you've got to have them.

The number of times they appear on a page, per 100 words of text, is your keyword density.

This is tricky stuff and why webmasters should not be writing your website copy. It's probably a good idea to have a professional MarCom writer (Marketing Communications) do your copy. It will be an investment that has long term dividends.


Chris Jaeger
Book More Weddings
http://www.bookmoreweddings.com

Get the ADVANTAGE for your website. More traffic, more brides, more inquiries, more sales.

Smarty Pants: Take The SEO Quiz

Here's a fun little exercise that will give you a fairly good idea of how well you understand search engine optimization.

80-100 - Very good chance at a top ten position
40-80 - Good, you might get yourself in the top 50
0-40 - You're not even on the playing field

http://www.seomoz.org/seo-expert-quiz/take


Chris Jaeger
Book More Weddings
http://www.bookmoreweddings.com

Get the ADVANTAGE for your website. More traffic, more brides, more inquiries, more sales.

JCPenny and David's Bridal Partnership

Hot off the press (BUSINESSWIRE)... marketing to brides... open for discussion over at WIGG (Wedding Industry Google Group) http://groups.google.com/group/Wedding-Industry

JCPenney Joins David’s Bridal as Exclusive Wedding Registry Partner
Retailers Partner to Provide Customers One-Stop Shopping for Wedding Needs

PLANO, Texas--(BUSINESS WIRE)--J.C. Penney Company, Inc. (NYSE:JCP) and David’s Bridal today announced an exclusive retail partnership to serve the soon-to-be-married crowd. The partnership between JCPenney, which offers one of the nation’s leading wedding registries in-store and via jcp.com – the largest general merchandise site on the Internet – and David’s Bridal, the nation’s foremost bridal authority with more than 278 stores nationwide, will provide customers with a one-stop destination for nearly all their wedding needs.

“At JCPenney, our objective is to make an emotional connection with our customers, and weddings are certainly emotional. Our success with brides is attributed, we believe, to the registry experience we offer. It goes well beyond products to include expert advice, helpful tools and valuable services that help to support the wedding planning process,” said Mike Boylson, chief marketing officer for JCPenney. “With nearly one in three brides in the U.S. walking down the aisle wearing a David’s Bridal wedding gown, JCPenney’s partnership with the nation’s largest bridal retailer will allow us to broaden our reach and connect with more registry customers than ever before.”

About the Partnership:

As part of the partnership, all of David’s Bridal’s registered brides will be invited, via e-mail, direct mail or by David’s Bridal consultants, to create a gift registry at JCPenney. Along with links to JCPenney’s online wedding registry on davidsbridal.com, all David’s Bridal stores will carry JCPenney’s wedding registry brochure, highlighting the Company’s array of wedding registry items and services. The partnership will also include a variety of joint marketing initiatives such as bridal shows, in-store events and contests, as well as special customer discounts and offers.

“David’s Bridal’s partnership with JCPenney represents an ongoing strategy to add value to our customer’s shopping experience both in-store and on-line,” stated Bob Huth, President and CEO of David’s Bridal. “By partnering with best in brand companies that are leaders within their respective industries, such as JCPenney, David’s Bridal has the ability to deliver an exceptional gift registry experience and provide one-stop shopping throughout the wedding event and beyond.”

About JCPenney’s wedding registry:

JCPenney offers one of the nation’s largest wedding registries, boasting an expansive collection of proprietary and national brands with timeless style, exceptional quality and contemporary appeal. Registrants can make gift list selections from top brands in china, flatware, crystal, small electronics, cookware, linen and furniture. With more than a 1,000 JCPenney department stores as well as www.jcp.com offering a wide assortment from which to choose, brides and grooms will find everything they need to live “Happily Ever After.”

Registry customers find that JCPenney is a one-stop destination for nearly all their wedding needs – from engagement rings and couple portraits, to salon services including hair, make-up and nails, and luggage for the honeymoon. Along with a selection of merchandise offering style and quality at a smart price, registry customers are treated to expert wedding and homemaking advice on jcp.com; a complimentary wedding planner and organizer that becomes a treasured keepsake; and in-store services such as salon and portrait studio.

About David’s Bridal

David’s Bridal, the only national bridal retailer, offers an extensive assortment of affordable and luxurious wedding gowns, bridal party attire and accessories, which enable the bride to outfit everyone in the wedding party, and are available to try on and take home the same day. Boasting endless personalization options, David’s Bridal ensures every woman can express her unique personality with an unparalleled selection of apparel, accessories, invitations and gifts, all of which can be color coordinated according to the bride’s preference. David’s caters to busy brides with the convenience of one-stop shopping, offering head-to-toe dressing, on-site alterations, gown preservation services, an online gift and invitation storefront and exclusive vendor partnerships, to make the wedding planning process both easy and enjoyable.

About JCPenney

JCPenney is one of America’s leading retailers, operating 1,048 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, www.jcp.com, and the nation’s largest general merchandise catalog business. Through these integrated channels, JCPenney offers a wide array of national, private and exclusive brands which reflect the Company’s commitment to providing customers with style and quality at a smart price. Traded as “JCP” on the New York Stock Exchange, the Company posted revenue of $19.9 billion in 2006 and is executing its strategic plan to be the growth leader in the retail industry. Key to this strategy is JCPenney’s “Every Day Matters” brand positioning, intended to generate deeper, more emotionally driven relationships with customers by fully engaging the Company’s 155,000 associates to offer encouragement, provide ideas and inspire customers every time they shop with JCPenney.

About David’s Bridal

With more than 50 years of bridal experience, David's Bridal understands the importance of providing brides-to-be with a vast selection of exquisitely crafted dresses, available at affordable prices. Today, with more than 278 locations nationwide, David's Bridal continues to expand its retail store locations, while maintaining its philosophy of superior quality, value and service. To locate a store nearby, consumers can call 1-877-693-BRIDE or visit www.davidsbridal.com.


Chris Jaeger
Book More Weddings
http://www.bookmoreweddings.com

Get the ADVANTAGE for your website. More traffic, more brides, more inquiries, more sales.

Valuable Tool - Color Cop

I thought I'd pass on a really great tool I found online.

Have you ever wanted to match a color or know the color's hex code when working with graphics? Here's an easy-to-use, free tool. to help you do just that.

http://www.colorcop.net

Chris Jaeger
Book More Weddings
http://www.bookmoreweddings.com

Get the ADVANTAGE for your website. More traffic, more brides, more inquiries, more sales.

Links and Linking: 10 Things You Should Be Doing

Link building is a critical component of any online marketing strategy. While everyone seems to have an opinion, I've found that most are either wrong or vague. Here's my latest advice on linking and link strategies.

http://www.bookmoreweddings.com/members/290.cfm


Chris Jaeger
Book More Weddings
http://www.bookmoreweddings.com

Get the ADVANTAGE for your website. More traffic, more brides, more inquiries, more sales.