Marketing Automation Tools: How To Find The Best Match For Your Business

To cope with the veritable avalanche of data now generated by multiple digital channels as well as the proliferation of mobile devices, marketing automation platforms are rapidly growing in importance. B2B marketers face demanding market dynamics and ever-increasing ROI pressures. As a consequence, marketing automation is proving to be a solution to the need to manage the complexities of multi-touch consumer ecosystems.

Overview Of The Market

Undoubtedly, email marketing remains a core focus of business-to-business marketing automation platforms. However, this singular focus is rapidly being replaced by a need to offer integrated marketing functionality. Data must now be collected across multiple channels. Next, platforms must facilitate new campaign development and execution. Finally, analysis of ROI and ROI reporting must be addressed.

The overall goal is to offer marketing pros the capacity to build, follow, and manage digital marketing campaigns, and to properly follow leads.

For starters, almost all marketing automation platforms offer three core abilities: email marketing, tracking website visitors, and management of a central database. Beyond those fundamental capacities, there is substantial vendor differentiation. Extra tools that offer more advanced functionality vary. Some may be included in the initial price, while other features may be premium-priced.

Cost/Benefit Analysis

Almost any enterprise, regardless of size or sophistication, can benefit from the utilization of marketing automation software:

- Increase efficiency of marketing

- Generate more leads and leads that are more qualified

- Acquire a comprehensive, multi-channel understanding of prospect behavior

- Better align marketing and sales goals

- Enhance both ROI and lead conversion

At the same time, the successful adoption and utilization of a marketing automation platform is not without challenges and potential pitfalls:

- Implementation can be time-consuming and complicated

- A sophisticated platform is installed, only to have it ultimately used for email marketing only

- Resistance from sales/marketing staff may impede both the adoption and the efficiency of the selected platform

Selection of a Platform

There are myriad products to select from, so it is essential to identify a number of things in advance. First, the marketing processes that are currently employed should be thoroughly understood. Second, effective  metrics must be established to assess performance. Third, identification of areas of needed improvement is key. Accomplish these three things in advance and the successful selection of the best platform is far more likely.

Here are four steps to guide your organization through the process:

Step One: Assessment

First, there is the basic question — Does our company in fact need marketing automation tools? To answer that question properly, one needs to self-assess needs, staff abilities, level of management support, and budget.

These questions can guide one to answering that fundamental question:

- What exact toolset is required to meet our business’ unique needs? There is no “one-size-fits-all” solution on the market.

- What specific goals are there? The identification of goals requires that the right stakeholders be consulted.

- Does management support exist? A C-level executive should sign-on to support the endeavor.

- Does our organization have the required internal skill set? Maximizing ROI is fully dependent upon a willingness to adopt a new platform and to engage in the necessary training.

- How will success be measured? The better one understands the reasons for pursuing a marketing automation
platform, the easier it will be to set appropriate benchmarks.

- Has cost been properly established? The marketplace offers both all-inclusive tools and others that resort to a wide array of add-ones that can dramatically increase costs.

Step Two: Vendor Selection

To successfully establish which vendors to consider, create a list of all marketing abilities that your enterprise already has. Create another list of additional capabilities that are desired. From that list, a smaller list of “must-haves” can be generated. That last list is vital to the avoidance of a costly mistake.

Create a list of vendors that appear to be able to meet your needs and then contact them with your list of marketing abilities that are needed. Include a deadline for reply. Some businesses will choose to do this via a RFI/RFP process. Others should be sure to submit the very same list to all vendors to allow for later comparisons. Analyze responses to determine which 3-4 vendors should be sought out for demos.

Step Three: An Effective Demo 

After receiving RFP responses, arrange demos with the “short list” that remains. Doing so promptly will make relevant comparisons easier to accomplish. Then, assure that all potential users of the marketing automation platform are on the demo call.

There are key features to look for during the demo. For example, ease-of-use is critical. Any potential up-front savings can be quickly negated when the selected platform turns out to be inefficient or hard-to-use.

It is also vital to assess to what degree the potential vendor understands the unique marketing needs of your business sector. As the demo proceeds, look for the “must-have” features. Failure at this juncture may result in expensive customization later.

Here are some key questions at this juncture:

- How readily can this platform be integrated into our operations?

- What is the process for on-boarding like?

- How lengthy will the implementation process be?

- What training and support is included by each vendor?

- How effectively can the platform be fully adopted by our enterprise?

- How will the new tools be linked to stated strategies?

- How well do existing users employ full functionality?

- Is a free trial offered, at least for several days?

- Can the vendor successfully demonstrate the specific capabilities identified in the RFI/RFP?

Step Four: Reference Checks & Contract Negotiations

Prior to making a final decision, ask for references. Any marketing automation enterprise should have the capacity to supply at least several references. Ideally, a couple of these references will involve companies similar to your own.

When speaking with a reference, quickly establish whether the individual is in fact a primary user of the given platform. This is an ideal time to ask any questions that weren’t covered during the demo. Most marketing automation vendors will require a yearly contract. Once the vendor selection process has been completed, ascertain what is exactly covered in the contract. It is important to include specific detail about the nature of tech support to be offered.

Inquire as to the potential for added fees. Under what circumstances does the vendor charge extra? For example, does customization of the platform cost extra? Establish what the hourly fee is for engineering services. Is there a minimum charge? Inquire as to which partner firms, if any, are available to both install and then to integrate the new platform. If there is a possibility of mid-year hires, what will the cost be to train them?

As with any contract negotiations, asking the right questions up-front and getting the answers in writing is imperative. This approach will minimize surprises and unnecessary costs during the contract term.

(Almost) Free Marketing Automation Software & Tools

Listen, marketing automation tools like Hubspot and Marketo are awesome and all, but who has the budget?!  Even if you have the budget, who wants to spend it on automation tools?  Here are just a few ways you can put your marketing on autopilot with next-to-no budget.

Just for context, I was recently listening in on a HRmarketer-sponsored webinar, when someone asked:

“What marketing automation software do you recommend that’s NOT HubSpot or Marketo.  There’s no budget for those.”

To which the panel responded, glibly:

“Get the budget.”

Seriously?  If you don’t know, just say so. I know. Here goes.

Free Marketing Automation (Almost)

Let’s break what we’re calling marketing automation into three parts: sales force automation (SFA), drip marketing automation, and content marketing automation.

Free Sales Force Automation

Salesforce.com and HubSpot both offer the ability to capture web leads, keep ‘em organized, and report upstairs.  They are also expensive.

If you’re running a WordPress website, look into WP-CRM.  It’s a stripped-down CRM, but it ties directly into your WordPress users database allowing users a seamless online experience.  It’s also free.

If you’re not running WordPress or you want something a bit more robust, look into SugarCRM Community Edition.  We’ve installed and used this self-hosted tool for numerous clients.

(Cheap) Drip Marketing Automation

You can get really fancy with expensive tools creating action-response campaigns, but for the rest of us, we just want to send regular emails to a growing opt-in list of potential buyers.  That’s pretty much it.

For anyone who has a website that’s on a CMS, it already comes with automatically updated RSS feeds.  MailChimp, a fabulous email marketing solution, has an RSS-to-Email feature which will automatically build and send your email campaigns as you post content to your website.  As long as you have a list of less than 2000, and don’t send more often than 6 emails to all 2000 per month, MailChimp is free.

Want a little more control/ownership?  If you’re running a WordPress website, consider using MyMail.  It’s a premium WordPress plugin (on sale from Code Canyon for around $25, one-time).  It comes with some basic reporting, automation and a really cool visual editor to make your emails look and perform beautifully.  And, since myMail is hosted on YOUR webserver (which you’re already paying for), it’s free – forever.

(Efficient) Content Marketing Automation
All this stuff is great, but even HubSpot and Marketo can’t automate development of engaging content (blog posts, press releases, awards, tweets, updates, videos, etc.).  Producing great content is hard–really hard.  But, once produced, you can automate it’s distribution and syndication.  You just have to piece a few tools together if you don’t want to spend a fortune.

Use HootSuite Pro’s Scheduler to post updates, tweets, etc. according to your editorial calendar ($10/m)

Produce variations on the same research or theme.  For example, take one piece of content and turn it into a blog post, a press release, tweets and an infographic.  It’s like twice the sex with half the foreplay.

Video production is cheap – if you do it yourself.  Think about buying a Flip video camera, or Camtasia to produce screen-capture videos.  Remember, the video is going to look like crap, but roll that into its theme and it looks on purpose.  For example, see PRweb’s “In Plain English” video series.  All are ugly.  All produced at almost NO cost.  All are very, very successful.

What Is Marketing Automation?

Marketing automation is the colloquial term used to describe any software platforms that seek to simplify, automate, and streamline repetitive marketing tasks.  

It’s intrinsically designed to amplify your marketing capabilities and create efficiencies in existing efforts, thereby improving lead acquisition, customer retention, enhancing conversion and sales process.

Though the concept of marketing automation is relatively new, a number of providers exist with varying feature sets.  In evaluating whether a provider is right for your business, it’s critical to understand your organization’s pain points and long-term goals.

Below, we’ve provided a broad overview of core functionality and key features traditionally offered by marketing automation software providers:

CRMCRM Integration: Allows alignment of marketing and sales, bi-directional integration of CRM allows for data to be easily manipulated and managed.

Web AnalyticsWeb Analytics: Integration of analytics allow for segmentation, scoring, and qualification of prospects based on behavioral targeting.

Lead NurturingLead Nurturing: Allows for autonomous qualification of lead flow, and enhances customer engagement potentially providing increase up-sell/cross-sell opportunity

Lead ScoringLead Scoring: Allows for quality metrics to be applied to prospects and leads relative to historical efforts and others in your database

Email MarketingEmail Marketing: Allows for automation of email marketing campaigns, definition of demographics and targeted prospect groups.

List ManagementList Management: Allows segmentation of leads and campaign-specific targeting

ReportingReporting: Reporting allows fine tuning of marketing initiatives based on response rates.

How Does Marketing Automation Work?

With emphasis on automation. Monotonous labor-intensive tasks manage themselves autonomously, reducing labor cost and increasing efficiency.

There are two tasks, among many, for which the software resolves: customer segmentation and campaign management. Marketers use such factors as sex, age, and education to divide and classify customers. Performing this task is called customer segmentation. This makes it easy for marketers to create a target population and measure the efficiency of allocated resources. On the other hand, marketers also use the software to inform potential customers of business products and services. By employing an email management campaign, marketers send pre-formatted messages about products to a list of email contacts. Marketing Automation Software has become the best solution for developing email marketing and sales campaigns and driving revenue.

Automation Improves: Lead Acquisition, Lead Quality Analysis, Low Quality Lead Nurturing, Current Customer Nurturing, Lead Routing and Sales Quality Confirmation

By automating menial tasks, organizations can focus on measuring conversion and response rates and optimizing their program for optimal performance.

Data Aggregation

Often overlooked, though a key benefit, the consolidation of data among disparate sources can provide significant insight into your efforts.  Put simply: where as you previously had to review data from your analytics package, your lead database, your CRM and your email marketing program independently; you’re now able to view all program performance and metrics from a single console.  This functionality is key to success, allowing an organization to analyze all of the components of their program in one fluid process while simultaneously gauging the effectiveness of each.

The Benefits of Marketing Automation

Now that you understand the common features in marketing automation systems and their impact on the sales and marketing cycle, lets review the benefits an organization can reap through implementation of these processes:

Alignment of Marketing & Sales Efforts

Marketing automation aligns departmental efforts by facilitating increased communication and transparency.  Organizations implementing these solutions tend to realize immediate benefit from the consolidation.  A consolidated platform, in concert with CRM integration, provide actionable metrics on the quantity and quality of prospects driven to your sales team.  You’re essentially forging an automatic feedback look, and because the process is fully automated, programs adjustments (and ultimately, lead flow manipulation) becomes a painless process.  Gone are the days of throwing dollars at the wall and hoping something sticks.

Actionable Insight (Understanding What Works & What Doesn’t)

As a side effect of the consolidation of the lead to sales funnel, organizations are easier able to identify actionable insights to improve their effectiveness.  In automation — marketing or otherwise — incremental optimization is easily achieved and can have significant impact to bottom line.

Consolidated program analysis provides clarity to ROI from their marketing efforts, eliminating the perspective of the marketing department as a cost center.  Accountability now transparent, each component of the sales cycle becomes easier to evaluate.

Reduction In Operating Cost

Isn’t it always about the bottom line?  Commonly the catalyst for initial attraction of organizations, reduction of operating cost is a natural byproduct of any automated system.

It’s reasonable to expect:

  • Decreased labor cost: automation of the qualification and routing of prospects in addition to immediate insight into campaign effectiveness.
  • Increased efficiency: automation of menial tasks allows sales to focus on quality prospects, thereby eliminating waste of time and resources.

Guaranteed SEO: Fact Or Fiction?

Search engine optimization is a complex and rapidly evolving field in which countless website owners from around the world are competing for all of the top search engine spots. One of the most popular developments in this industry is the use of guaranteed results with an SEO firm, also referred to as performance-based SEO. While this option does sound tempting, this is one component of advertising and marketing in which no company should opt for without understanding the benefits and risks. This is why all web masters, business owners, and advertisers should understand the basics of guaranteed SEO as well the pros and cons of this service.

As search engines continue to improve the methods that they connect internet users with pertinent websites, SEO firms attempt to make each website that they optimize as appealing as possible to the search engine algorithms. While each search engine is slightly different, they use complex programs and crawlers to determine which websites are the most useful. These features could range from the amount of links aiming back at the website to the time of each visitor on the site. This list of variables goes on and on, but guaranteed SEO services essentially guarantee an increase in traffic to the site or the client does not pay.

The true effectiveness of this form of SEO comes down to the firm that is carrying out the services. What all website and business owners should first consider is that search engine optimization is an ongoing service and both onsite and offsite variables must be continually updated in order to achieve the highest rankings. The results of the search engine optimization will also be determined on the budget of the company that requires the SEO.

For many of the most successful SEO firms, specialists will offer their clients options for both paid ranks and organic SEO. Pay-per-click adds will produce immediate results, but the more competitive the keyword the more expensive the ads will become. For localized searches, such as the industry along with the name of a town, pay-per-click ads may be a viable and affordable option for immediate results. While the SEO company continues to optimize the website and create a strong reputation, paid results can slowly be replaced by organic search results.

Obviously, the number one benefit of guaranteed SEO is the fact that the company will save money if the firm is not able to produce acceptable results. In most instances this will include an increase in traffic or sales that are driven directly through the website. In these scenarios, SEO firms will typically require anywhere from 3 to 12 month contracts in order to produce acceptable results.

The primary concern that most companies may have about guaranteed SEO is the use of unscrupulous tactics to quickly improve results. Many SEO companies that offer immediate results will not be able to achieve higher ranks for any number of keywords without breaking Google’s terms of service. This includes tactics ranging from farming links to the use of nonsensical blogs and blog posts to create backlinks and improve keyword saturation. If Google does believe that a company or their SEO firm is breaking these rules, they will generally ban the website for any number of weeks, months, or even permanently.

While seeing huge increases from internet traffic is tempting, all companies should first take a close look at renowned SEO firms to see which offer the best results and will remain within one’s budget. Business owners will also need to take a look at any other online services and tools that they may need such as web design, graphic design, social media management, and web hosting. Many of the most popular SEO firms do provide options to create and optimize a website from start to finish, removing the need to go through multiple designers and hosts.

Guaranteed results do remain a common option within the SEO industry and it is one service that continues to gain popularity. Before opting for these services, however, all business owners should also take a look at the reputation of the firm, the competition for their desired keywords, and other options such as the use of pay-per-click ads and onsite optimization. The should also minimize their risks by speaking with SEO specialists from the firm to ensure that they are carrying out legitimate, and long-lasting practices that do not violate any search engines’ terms.

Content Marketing Strategies: Turning Visitors Into Customers

Online content is now considered more effective that straight-up advertising in attracting consumers to websites. According to Roper Public Affairs, 80% of decision-makers in the business world prefer to learn about a company through web content instead of advertisements. As many as 60% of these decision-makers feel that content provides them with information that helps them to make better decisions from a purchasing and product standpoint.

Online content marketing is a tool that is used to attract visitors to your site. It can include everything from online videos to whitepapers to infographics. If you examine your own business, you will most likely see that there are plenty of opportunities for the creation of online content. For example, blog posts can be created as content where you discuss emerging and new trends that impact your industry. Make sure the online content that you create is relevant to your target audience. Videos are another example of good online content. Videos can be used to communicate ideas or to demonstrate products that are easier to explain visually than they are in writing.

No matter what form you choose for your online content, you must make sure that it is interesting, useful and that it helps you to increase the credibility of your company with new customers as you teach them about your product or service. By creating a meaningful and compelling message, you will have a better ability to make visitors become customers if you can show how your service or product can be useful to them.

So when you focus your online marketing on building up your content, keep the following items in mind to help you in relating to your target audience:

1. Humanize your content

How often have you read an article that is so generic and bland that it seems like it was written by a content generating robot? When you create your online content, add some of your charming and nice personality to it because that will make your visitors feel more engaged, which will lead to them feeling a stronger connection with you.

2. Communicate succinctly

You will only have one chance to impress your new visitors and make them customers or potential leads, unless your business has a long track record with a brand name that is recognizable. Be sure to express all of your main points early so that the visitor will quickly get value from your content. This will allow the visitors to your website to see how your service or product can enhance their lives.

3. Be an expert

You are more familiar with your company and your product than anyone else. Therefore, your online content marketing strategy should focus on the things that will allow you to show off the full extent of your knowledge. When you create content that engages your customers, the responses they give you will help you to better understand their needs. By utilizing the feedback you receive, you will provide value to your visitors. This will help them to build trust in you.

4. Organized information

As the visitors on your site find your content more interesting, they will inevitably want to explore more of your site. To help your visitors navigate through the content on your site, you should arrange all of the content in a way that enables visitors to jump from one video or article to another as they become more interested in finding out more about you and your site.

5. Offer timely and helpful guidance

The purpose of your content is to inform your visitors. This will make them more aware of a problem they have that your company can solve for them. If your online content marketing is done correctly, it will keep your company in the mind of your customers.

6. Listen carefully

To have a successful business, you must listen carefully and understand who exactly your customers are, what problems they need you to solve and how you can use this information to create content that focuses on those specific problems. This will help your online content to connect with your target audience and turn them into customers. As the evolution of the digital world continues, so will the role played by online content as a tool that attracts visitors and turns them into customers.

7. Content helps customers find you

Along with the ability of content to increase the amount of trust your customers have in you, it can also create an easier way for you to reach your desired audience by the means of search engine optimization (SEO). Since search engines are the most common way that people will use to find your site, content such as articles about commonly searched topics will help to construct your SEO foundation.

8. Showing up on social media

After you have a firm grasp of online content marketing, you can have your digital content posted and shared on various social media platforms and networks. This will increase the link juice that all businesses require to rank high on search engines. You must always remember that solid online content will always raise your credibility with your visitors. As your influence grows on your particular topic area, it would be wise to try to get the attention of opinion leaders who can assist you in getting your digital content out to a wider audience. This will help to improve your status with search engines and visitors. Keep in mind that all of the components in your marketing strategy will work together with your online content marketing. This means that online content marketing should be combined with your advertising. This will ensure that you can nurture your leads in the most effective manner possible, eventually turning them into loyal customers.

Content Marketing Strategies Of Major Brands

Content marketing is the perfect tool to use when it comes to driving traffic to an online store or a company’s general information website, so it should come as no surprise when people find out that some of the largest companies in the world are using content marketing to their own advantage. While some companies decide that they will have a blog to post updates about their products, others decide that the best way to drive traffic to their website is through the use of content in the form of videos or infographics. You will not be able to achieve the same rate of success with your online business if you do not use content marketing on a daily basis, so it’s important to learn how you can implement this form of marketing in your own business plans. Here are some of the biggest brands in the world that have decided that content marketing is worth their time.

IBM

It should come as no surprise that technology is going to be the industry that benefits from corporate blogs more than anything else, and IBM has a unique blog that allows their employees to be vocal about their own views. IBM is also sure to let people know that the views of their employees are their own and do not represent the views of the company as a whole.

Garmin

Although most companies have decided that they are only going to use their blog for product updates and specific announcements, you will actually get to take a peak behind the scenes when you take a look at Garmin’s blog. They also like to show off how some of their customers have been able to tweak their products and use them in a customized fashion.

Southwest Airlines

With the best corporate blog for an airline company, Southwest Airlines is able to connect with a group of consumers that other airline companies will never get to see. This corporate blog has to do with the people who work at the company more than anything else, so this may not be the best spot to go if you are simply interested in staying up to date with the latest moves of the company.

Starbucks

Starbucks is a company that you should not be surprised to see on this list because they are always willing to use the power of the Internet to their advantage. You will find a wide range of topics discussed on this blog, and anything from specific company ideas to news on the coffee market as a whole can be found here.

Whole Foods

This is another company that likes to take advantage of their consumer base on the web, and the purpose of this blog is to help their customers understand more about the latest advancements in diet and health. This is the perfect kind of blog to create because it involves the process of helping the consumer make more informed decisions in the future.

Marriot

Marriot has a classic corporate blog that is basically used as a speaking platform for the company as a whole. This is now the voice of the business, and the blogs are posted by the actual President of the company. Getting some extra insight into the mind of the head of the company always adds an extra bit of interest to a corporate blog.

As you can see, there are plenty of huge companies that are willing to post their thoughts for the world to see on the Internet. In addition to driving extra traffic to their products or services, these companies are also able to improve the friendship between themselves and their customers. Corporate blogs are the perfect tool to use when you want your company to become the friend of a customer instead of a simple store.

On-Page SEO Fundamentals

When it comes to online marketing, taking care of SEO should be at the top of your list. On-page SEO is crucial, since it advertises the importance and relevance of your content to Google. User engagement and social media sharing are both determined by the quality and content of your web page. In order to maximize the exposure of your pages, you must not only write relevant content but also search engine optimized pages.

On-page SEO starts with relevant, human-readable content that’s well-written, lacks typos and is accessible to the audience. Even though Google might not be able to read and understand your content, a moderator might and your site could be banned if you are found spamming or dynamically plagiarizing content. To optimize your web pages, follow these guidelines:

1. Use headlines that reference the primary keywords. These headlines indicate to search engines what the page is about. In particular, using H1 and H2 tags allows the search engine to create a “content map” of your site and adequately catalog it.

2. Use keywords many times. By using keywords multiple times, you make your content more relevant to particular searches. Even using alternate keywords that resemble the main one can help boost the relevance of your article.

3. Meta tags are extremely useful. One of the most popular search engines that they are known to influence heavily is Bing. When search engines were still fresh, you could get a page ranked near the top just by playing with meta tags. When you submit a page to a directory that analyzes your page content, meta tags play a huge role in the classification of your web page. This, in turn, can provide free relevant links that boost your position on search engines.

4. URLs. This is critical. Short URLs are preferable and it is best if they come from reputable and old domains. Through short and relevant URLs, search engines qualify the importance of a particular web page. Avoid complex naming conventions and include your keyword(s) in the URL whenever possible.

5. Don’t use dynamically generated URLs. Using those is a sure recipe for getting your web pages not indexed at all. Search engines can only crawl so many pages, and dynamic naming make it look like your website has no end.

6. Use ALT tags in order to describe your images, videos and objects whenever possible. Readers and search engines need these descriptions to make sense of the content they’re analyzing, so is a good practice to include them.

7. Stay away from inline Javascript. Instead, put the code in a separate file and include it using a tag. Use this process for CSS files and other similar objects. The key here is to reduce the character count of your HTML file and make your keywords more relevant as a percentage of the total page content. This also makes your web page perform better in modern browsers.

8. Pay attention to links. Make sure you link to the parent page, which is your category page or home page, so that Google can create a hierarchy map of your content. Remember to include a link to this page in the site map.

9. Find distinctive keywords. Do your keyword research beforehand and figure out a set of keywords to promote in your website. Then, try to pick one or two per page. It is hard to optimize a page for three or more keywords.

10. Don’t repeat yourself. Posting the same content multiple times on your website may get some of your pages removed from the Google index. This tip is especially important for e-commerce websites that have few opportunities to differentiate each product page. Strive to keep the page count to a minimum and make every page as unique as human possible.

11. Focus on the details. Making that keyword bold, using italics or placing the keyword close to the heading might make a difference in your rankings, all other things being equal. Pay attention to the details and boost your SEO one word at a time.

12. Enrich your content. Google loves multimedia-enriched web pages. Using images, videos and external assets will not only make your web page more appealing to customers, but it will also portray a professional image to search engines.

13. Translate your content. After nailing your local rankings, consider translating your content to receive international visitors. International traffic is often easier to get than visitors within your own nation because competition is lower in countries with lesser educated web developers. However, make sure that whoever is doing the translation is well-versed in SEO.

14. Mind the code. Make your code as tidy as possible. Keep the HTML codebase to a minimum to make sure your page gets completely indexed. Close every HTML tag and make sure your code is compliant with whichever specialization you choose. As was stated before, you are not only preparing the page for a single search engine, but for multiple search engines, directories, and social media sites.

15. Be natural. Don’t overdo it. Try to keep things as natural as possible or your website will be overlooked. The web is filled with scraped content, duplicates, plagiarized pages, and low quality content. Rise above the noise and prepare truly original content that’s relevant for all consumers, machine and human alike.

By following these easy tips and tricks, your success in SEO will be very likely. Even if you don’t have a solid linking strategy, by preparing high quality content that’s relevant and optimized, you’ll place yourself above a large majority of web publishers and will certainly be positioned to start linking and promoting campaigns. Discipline builds good habits and, in the case of SEO, this couldn’t be more true. The discipline of going through every page and every paragraph to follow these guidelines is the pillar of SEO success. On-page SEO is crucial for high rankings, so be disciplined, diligent and detail-oriented. You’ll reap great profits with high rankings, international exposure, free traffic, and high conversion rates.

Top 100 Books You Should Read Before You Die

100. The Bonfire of the Vanities by Tom Wolfe – A drama about greed, social class, racism and politics in New York City during the 1980s. The storyline surprisingly presents the foundations that ultimately led to America’s economic collapse during the following twenty years.

99. The Call of the Wild by Jack London – Published in 1903, this is London’s most popular work because of its dark undertones and descriptive scenes of an untamed Yukon frontier. The plot centers on a previously domesticated sled dog that transforms into a pack-dominating feral beast who exhibits the primordial killer instincts that reside in all living beings.

98. In Cold Blood by Truman Capote – Considered by many critics to be the original non-fiction novel, this 1966 book details the brutal 1959 murders a farmer, wife and two children in rural Kansas. Capote deftly takes the reader into the minds of the two parolees who committed the crimes and describes the effects of their actions on the local community.

97. Ironweed by William Kennedy – Winner of the 1984 Pulitzer Prize for Fiction, this is the third book in Kennedy’s highly-acclaimed Albany Cycle. This character-rich story centers on an alcoholic vagrant who returns to Albany during the Great Depression after accidentally killing his son.

96. Watership Down by Richard Adams – A classic fantasy novel about a small group of English rabbits who possess their own culture, language, proverbs and mythology. Although this book was initially rejected by numerous publishers, it has never been out of print since 1972.

95. A Brief History of Time by Stephen Hawking – This landmark science masterpiece is surprisingly readable given its exotic realms that range from the big bang theory to what happens when the universe ends. As should happen with all great science essays, the reader is forever altered after reading about how creation works and what the concept of time really means.

94. The Magnificent Ambersons by Booth Tarkington – Winner of the 1919 Pulitzer Prize, this novel traces the declining fortunes of a quirky family during a period of rapid socioeconomic change in Midwest America. An engrossing story that transports the reader into a way of life that has long since disappeared.

93. Les Miserables by Victor Hugo – This sweeping 1892 French novel contains both factual and historic events while following the lives of several characters over a seventeen-year period in the early nineteenth century. The main focus is on the struggles of ex-convict Jean Valjean and his path to rebuilding his reputation in a time of both excessive wealth and crushing poverty.

92. Love in the Time of Cholera by Gabriel Garcia Marquez – This Spanish novel was translated into English in 1988 and quickly received critical praise for its engrossing exploration of a love-sickness so deep that it could be considered an illness. Garcia Marquez does a masterful job of forcing the reader to question much of his characterizations by introducing unexpected elements that continually turn the plot inside out.

91. The Teachings of Don Juan by Carlos Casteneda – First published as a work of anthropology, this mind-altering journey documents Casteneda’s apprenticeship with the Yaqui Indian Sorcerer Don Juan. It is almost impossible to not feel totally transformed about the true meanings of reality after reading this sometimes shocking story.

90. Dinner at the Homesick Restaurant by Anne Taylor – This is Taylor’s ninth novel and winner of the PEN/Faulkner Award for fiction. The story focuses of the Tull family of Baltimore and is told from the perspectives of a mother and her children, allowing the reader to witness the same event several times from differing viewpoints.

89. Pilgrim At Tinker Creek by Annie Dillard – This is a personal narrative of the author’s one-year exploration of her neighborhood in Tinker Creek, Virginia. An exhilarating meditation on nature and seasons told from a deeply self-revealing perspective.

88. Ragtime by E. L. Doctorow – An epic work of historical fiction set primarily in New York City during the early 1900s. The story blends the lives of three fictional families with actual historic figures in a framework that richly reveals the events and settings of a transforming period in American history.

87. Sophie’s Choice by William Styron – An immediate bestseller that won the 1980 National Book Award. Styron masterfully crafts a story about a young American Southerner, a struggling writer, the Jewish Nathan Landau and his lover Sophie who survived a Nazi concentration camp.

86. A Room With a View by E. M. Forster – First published in 1908, this is the story of a young woman dealing with the repressed culture of Edwardian England. Set in both Italy and England, Forster explores the themes of repressed sexuality, religious constraints and bigotry as experienced in the lives of two young lovers.

85. Tobacco Road by Erskine Caldwell – This 1932 novel is set in rural Georgia during the worst years of the Great Depression. The plot revolves around a poor, white sharecropping family as they struggle with farming cotton while dealing with poverty and the ignorance of a conflicted father.

84. A Bright Shining Lie by Neil Sheehan – Awarded the Pulitzer Prize for Non-Fiction is 1989, this is Sheehan’s account of military adviser John Paul Van and his experiences in Vietnam during the early 1960s. This book captures the passions and follies that ultimately resulted in making the Vietnam War one of America’s darkest periods in time.

83. A Bend in the River by V. S. Naipaul – Nobel laureate Naipaul delivers a fluid tale set in an unnamed African country after independence. The narrator, Salim, is an Indian Muslim shopkeeper who observes the rapid changes occurring in his country with an outsider perspective.

82. The Five People You Meet In Heaven by Mitch Albom – A simple, yet eloquent novel that recounts the life and death of an old maintenance man who meets five people in heaven who have deeply affected his life. Albom offers here a new, refreshing perspective of the afterlife.

81. A Christmas Carol by Charles Dickens – Written during a time when Dickens was desperate for money, this novella met with instant success and critical acclaim. It is hard to not be filled with the Christmas spirit after being immersed in this Victorian era story.

80. Zen and the Art of Motorcycle Maintenance by Robert M. Pirsig – This is a book that often makes the reader struggle to comprehend the metaphysical concepts presented, but it is well worth the effort. The story describes a seventeen-day motorcycle journey interspersed with wide-ranging philosophical discussions that makes one wonder about what really defines a conscious reality.

79. The Devil in the White City by Erik Larson – Although this is a non-fiction, historical account of events surrounding the Chicago World’s Fair in 1893, it reads like a well-crafted detective novel. The plot intertwines both the monumental efforts required for building the fair and the tracking of a serial killer. A truly captivating read.

78. A Farewell to Arms by Ernest Hemingway – This semi-autobiographical novel revolves around events during the First World War. Although much of the plot is bleak, Hemingway was immediately elevated to the top ranks of modern American writers after its 1929 release.

77. Dracula by Bram Stoker – It is amazing that this 1897 novel has proven to be the fore-bearer of the current worldwide vampire craze in books and movies. More than just a tale about Count Dracula, this work touches on broad cultural themes that range from the role of women in Victorian culture to colonialism.

76. Inferno by Dante – The first part of Dante’s epic poem, the Divine Comedy, that describes a journey through a medieval representation of Hell. A thought provoking read through a Hell that is depicted as nine circles of suffering on earth.

75. Aspects of the Novel by E. M. Forster – For any avid reader, this compilation of lectures delivered by Forster in 1927 fully explains the aspects of the English language novel. Especially interesting is how he examines the novel in relationship to time.

74. Brideshead Revisited by Evelyn Waugh – Published in 1945, this novel revolves around the aristocratic Marchmain family of England with themes heavily centered in Roman Catholicism. Waugh was ultimately disappointed in this work, but it has consistently withstood the test of time and critics.

73. Where the Sidewalk Ends by Shel Silverstein – Although this is a collection of children’s poems with simple illustrations, even adults can enjoy its fanciful tales of innocent wonder about the world.

72. Moby Dick by Herman Melville – An epic tale of a battle between man and a white sperm whale that is still considered to be a true treasure of world literature. Melville’s themes about good versus evil and the outcomes of obsessive revenge ring true even when compared to many modern day events.

71. The Adventures of Augie March by Saul Bellow – Bellow’s picaresque style awakens the senses in this story about a young man growing up during the Great Depression. A good read about the steps of maturity with surprisingly comic undertones.

70. The City In History by Lewis Mumford – American historian Mumford offers a fluid account on how cities came to be and where they are heading within the context of his ideal of an “organic city”.

69. Main Street by Sinclair Lewis – This 1920 satirical novel centers on a free-spirited young woman in a small Minnesota town. It’s best known for its portrayals of small town petty gossip and backstabbing.

68. The Book of Lists by David Wallenchinsky – A unique collection of unusual facts and esoteric topics ranging from famous people who died during sexual intercourse to the worst places to hitchhike.

67. A Clockwork Orange by Anthony Burgess – This 1962 novella is more than a bit strange in both language and surreal scenes, but that is the whole point. Burgess masterfully turns reality inside out.

66. Treasure Island by Robert Lewis Stevenson – Another children’s book that can be thoroughly enjoyed by adults. A coming-of-age story filled with action and adventure.

65. Midnight’s Children by Salman Rushdie – This novel has come to be considered a prime example of magical realism. A very historical account of India’s transition from colonial rule to independence.

64. The Art of Memory by Frances A. Yates – A landmark study on how people retained vast amounts of knowledge before the emergence of the printed page. Filled with fascinating insights that relate the art of memory to the history of culture.

63. Heart of Darkness by Joseph Conrad – A 1903 novella that explores the dark side of Belgian colonization in Africa. Best known for its wild settings and Conrad’s portrayal of human cruelty.

62. The Count of Monte Cristo by Alexandre Dumas – Covering the period of 1815-1838, this story traces the life of a man wrongly imprisoned who eventually escapes, acquires great wealth and then seeks revenge against the men who falsely accused him. The historical setting is a prime element of the overall storyline.

61. Jefferson and His Times by Dumas Malone – A Pulitzer Prize winning work on the life and times of Thomas Jefferson. This biography is widely considered to be the authoritative study on Jefferson and his impact on America.

60. The Catcher in the Rye by J. D. Salinger – Attesting to its literary importance, this 1951 novel still sells approximately 250,000 copies per year and has realized more than 65 million copies sold worldwide. Unquestionably the definitive story of modern teenage angst and rebellion.

59. The Age of Innocence by Edith Wharton – Winner of the 1921 Pulitzer Prize for its delicate explorations into the assumptions and morals of New York society during the 1870s. Rich in diverse characters and the portrayal of life among the upper-class during the Gilded Age.

58. The Maltese Falcon by Dashiell Hammett – In this 1930 novel Hammett defined the hard-boiled detective genre. A classic example of character and plot development where not a single inner thought of a character is ever revealed.

57. Out Of Africa by Isak Dinesen – First published in 1937, this memoir recounts the life of Baroness Karen von Blixen-Finecke who wrote under the Dinesen pen name. An immersion into seventeen years on her African coffee plantation during a time of British colonization.

56. Animal Farm by George Orwell – This is a novella with a very large message. Although it was first published in 1945, Orwell’s allegorical tale about a group of pigs that take control of a farm and attempt to shape a new society still creates haunting comparisons to present day political struggles throughout the world.

55. A Tale of Two Cities by Charles Dickens – It’s hard to pass up reading a book that has sold over 200 million copies since its 1859 release. A gripping tale that is set in London and Paris before and during the French Revolution defined by the often brutal historical events that caused the pheasant’s revolt against the aristocracy.

54. Darkness Visible by William Styron – American writer Styron was best known for his novels, but deepened his readership with this memoir about his struggles with depression. A very personal, painful journey into a deteriorating mental state.

53. Little Women by Louisa May Alcott – Loosely based on the author’s childhood experiences, this 1868 novel tells the story of four sisters growing up in Massachusetts. Simply a pure reading delight.

52. Brave New World by Aldous Huxley – The futurist themes in this novel are still relevant today even though the book was published in 1932. Huxley sought to deliver a frightening vision of the future and did so with stunning clarity.

51. Lord of the Flies by William Golding – This story about a group of British boys who attempt to govern themselves on a deserted island is absolutely chilling. Its controversial themes earned it a position on the American Library Association’s list of the most frequently challenged books during 1990-1999.

50. The Autobiography of Malcolm X by Malcolm X with Alex Haley – Written as a spiritual conversation narrative, this 1965 publication takes the reader into the mind and soul of a committed human rights activist who helped change America’s racial history.

49. The Rainbow by D. H. Lawrence – After its release in 1915, this story that follows three generations of a family living in Nottinghamshire was banned in Britain for 11 years due to the sexual themes. Although the book is tame by modern standards, Lawrence masterfully shapes human sexuality into a spiritual force of life.

48. A Prayer for Owen Meaney by John Irving – Set in a small New England town during the 1950s and 1960s, this is the story of a remarkable boy who truly believes himself to be one of God’s instruments. Irving relates an extraordinary journey that awakens the soul.

47. The Metamorphosis by Franz Kafka – This 1915 novella is consistently cited as one of the seminal works of short fiction. Kafka deftly takes the reader inside the mind and life of a traveling salesman who awakens one day to find that he has been transformed into a horrible creature.

46. Autobiography of Mark Twain by Mark Twain – Released in 2010, this three volume set presents rambling writings that Twain instructed were not to be published until one hundred years after his death. A very unconventional autobiography offering a look into the life and thoughts of a writer who left an indelible mark on American literature.

45. The Naked and the Dead by Norman Mailer – This was Mailer’s first published novel that has been in consistent demand since its 1948 release. A well-crafted story blending military action with deft character development.

44. Deliverance by James Dickey – After reading this novel, many people will probably never want to go canoeing in the Georgia wilderness. A disturbing look into brutality, survival and the psychological aftermaths of lives that have been traumatically altered forever.

43. The Prince of Tides by Pat Conroy – There are few living writers today who can match the mastery of the English language and prose that Conroy presents in this 1986 novel revolving around the traumatic events of a South Carolina family. There are numerous passages in this book that people will want to reread just to experience the sheer joy of words well-written.

42. Murder on the Orient Express by Agatha Christie – With this 1934 novel Christie shaped the future of the murder mystery genre. It is praised not only for its story development, but also for being one of the best railway stories ever written.

41. But Is It True? By Aaron Wildavsky – Although it was first published in 1995, this guide to environmental health and safety issues is more relevant today than ever. Wildavsky does a splendid job of taking a fair and factual look at some very complex issues.

40. Go Tell It on the Mountain by James Baldwin – This semi-autobiographical 1953 novel explores the role of the Christian church in the lives of African-Americans. An informative read that subtly explores the effects of racism.

39. Mythology by Edith Hamilton – The writer was passionate about ancient mythology and it shows in this impressive work. A thorough yet very readable journey into Greek, Roman and Norse myths.

38. Memoirs of a Geisha by Arthur Golden – Written in first person, this is a novel that tells the story of a Japanese geisha around the time of World War II. An enjoyable journey through Japanese culture and richly-detailed settings.

37. Tropic of Cancer by Henry Miller – A truly landmark novel in that it led to obscenity trials testing laws about pornography after its American release in 1961. Combining autobiographical facts with fiction, this story centers on Miller’s life as a struggling writer.

36. As I Lay Dying by William Faulkner – A wide-ranging novel that is narrated by 15 different characters through 59 chapters. Faulkner’s technique has consistently ranked this work among the best writings of the 20th century.

35. Storming Heaven by Jay Stephens – A mind-altering account of American social history from the Forties through the Sixties. Whatever you think you know about this culturally transforming time period is probably wrong until you read this book.

34. Fahrenheit 451 by Ray Bradbury – For any avid reader, this 1953 novel about a future America where reading is outlawed and books are burned will send chills through the spine. Bradbury’s predictions that future information would be distributed through factoids devoid of context has proven to be strangely real in this age of the Internet.

33. Anna Karenina by Leo Tolstoy – Widely considered to be the prime example of realist fiction. This sweeping story of Czarist Russia is nothing less than breathtaking.

32. Alice’s Adventures in Wonderland by Lewis Carroll – This 1865 novel is still considered to be the prime example of the nonsense and fantasy genres. A fun read that continues to be loved by all generations.

30. Tender Is the Night by F. Scott Fitzgerald – This novel was the last completed work by Fitzgerald and considered by many to be his bleakest. A moving story about a young psychoanalyst and his wife that was written during a time when Fitzgerald’s own wife was undergoing treatment for schizophrenia.

29. Adventures of Huckleberry Finn by Mark Twain – Widely considered to be the best work by this very prolific author. Huck’s adventures through a Southern antebellum countryside bring to life a society that Twain mocks for both its entrenched attitudes and overt racism.

28. The Souls of Black Folk by W. E. B. Du Bois – A groundbreaking collection of essays on being black during the early 1900s in America. These writings provide an interesting perspective on how far America has progressed with racism and how much is still left to be done.

27. To Kill a Mockingbird by Harper Lee – Winner of the Pulitzer Prize after its release in 1960, this novel about life and racism in a Southern town was an instant hit. The protagonist of the story, Atticus Finch, has become one of the best known characters in modern literature.

26. Gone With The Wind by Margaret Mitchell – What more is there to say about a novel that is so deeply entrenched in the American lexicon. It is worth the read if for no other reason than to experience a Southern culture that disappeared after the Civil War.

25. Native Son by Richard Wright – This story about an African-American living in Chicago during the 1930s challenges every perception about poverty, racism and societal conditions. A very thought-provoking read.

24. The Declaration of Independence by Carl L. Becker – This is a book that every American should read. A very informative study on what the Declaration really is, how it arose and how it has been viewed by succeeding generations.

23. The Hitchhiker’s Guide to the Galaxy by Douglas Adams – A novel that is an adaptation of a BBC radio show of the same name. This comedy science fiction story takes the reader on a ride that is both fun and surreal.

22. Slaughterhouse-Five by Kurt Vonnegut, Jr. – Recognized as Vonnegut’s most influential work, this satirical novel is structured around his experiences during World War II. The major themes about fate and free will are masterfully woven into a story that leaves the protagonist “unstuck in time”.

21. Invisible Man by Ralph Ellison – Winner of the 1953 National Book Award, this was the only novel published by Ellison during his lifetime. The story addresses many of the social issues facing African-Americans in the early twentieth century.

20. America’s Great Depression by Murray N. Rothbard – A landmark study on the causes and effects of America’s deepest economic downturn. This is worth reading to understand how world economies may now be repeating the same monetary mistakes.

19. To the Lighthouse by Virginia Woolf – Woolf was lifted to the top of modernist novelists with this 1927 novel. Although the prose can be hard to follow, the story is masterfully crafted in a method where the plot is secondary to the philosophical introspection of the main characters.

18. On the Road by Jack Kerouac – A largely autobiographical novel that has been consistently hailed as the seminal writing of the “beat” generation. A free-wheeling road trip across 1950s America.

17. Undaunted Courage by Stephen Ambrose – American historian Ambrose presents the epic journey of Lewis and Clark across the uncharted western frontier with the ease of a great novelist. Filled with fascinating historical facts ranging from the beginning of the journey to the ultimately sad demise of these two courageous men.

16. The Hobbit by J. R. R. Tolkien – Originally published as a children’s book in 1937, this fantastical tale has come to be embraced by people of all ages. A story containing all of the aspects of a great action adventure.

15. Catch-22 by Joseph Heller – A 1961 satirical novel that is frequently recognized as one of the greatest literary works of modern time. The time line of the plot is extremely unique in that events occur out of order and are described from different points of view.

14. Under the Volcano by Malcolm Lowry – The reader of this 1947 novel is taken on a mescal-fueled journey set in a small Mexican town. A book that has been primarily praised for its pressure filled passages that follows the main character’s descent into a purgatory of his own making.

13. The Varieties of Religious Experiences by William James – This collection of thoughts on psychology and religious philosophy has consistently been in print for over a century. An immersion into the differences between symbolism and reality.

12. An American Tragedy by Theodore Dreiser – Dreiser based this novel on a true 1906 crime in Upstate New York. A chilling story a boy raised by very religious parents who descends into the dark underbelly of American life.

11. Rabbit, Run by John Updike – The praise for this novel is based on Updike’s stylistic use of the present tense. It presents a very likeable 26-year-old character who struggles with the constraints of modern life.

10. A Short History of Nearly Everything by Bill Bryson – Name any branch of science and Bryson brilliantly explains it in plain terms in this dazzling work. The subject matter focuses on not only what we know about the universe, but also how we know it.

9. The Grapes of Wrath by John Steinbeck – Winner of both the Pulitzer Prize in 1940 and the Nobel Prize for Literature in 1962. It is hard not to be moved by this story of a poor family forced to move from their Oklahoma land during the Great Depression.

8. Lolita by Vladimir Nabokov – A creepy, yet sophisticated story of the main character’s sexual obsession with a 12-year-old girl. Highly noted for both Nabokov’s stylistic prose and his delicate handling of a controversial subject matter.

7. Crime and Punishment by Fyodor Dostoyevski – Although this story was written in the late 1800s, it still defines the ongoing question concerning whether a crime is permissible when committed in pursuit of a higher social purpose. This novel brings to the surface many philosophical dilemmas.

6. The Trial by Franz Kafka – Known for his unique writing style where one sentence can span an entire page, Kafka has proven to be a literary giant against whom other writers are often compared. This story about a man who is arrested and prosecuted by a remote, inaccessible authority is considered by many to be the prime example of Kafka’s genius.

5. The Virtue of Selfishness by Ayn Rand – A landmark collection of essays where Rand turns the concept of selfishness into a virtue. Highly controversial, but a work that lays the foundation for redefining a rational code of human ethics.

4. Up From Slavery by Booker T. Washington – This 1901 autobiography provides thought changing insights into what it was like to be a man raised as a child slave who later strives to make a mark on American history. A true lesson about black history after the Civil War.

3. Ulysses by James Joyce – A heavy read that people seem to either love or hate due to Joyce’s experimental prose. Yet this novel is consistently in the top ranks of “must reads” because of the masterful way Joyce crafts a 650 story where all of the events take place within a single day.

2. 1984 by George Orwell – A 1949 novel that is sure to receive greater attention in our present age of terrorism. Orwell’s themes about a society defined by perpetual wars, heavy government surveillance, thought control and an oppressive dictatorship have proven to become a harsh reality in many countries throughout the world since 9/11.

1. The Great Gatsby by F. Scott Fitzgerald – Widely regarded to be the prime example of the Great American Novel. Fitzgerald’s soaring tale about American society during the spring to autumn of 1922 exemplifies the meaning of storytelling at its best.

How To Sell More on Amazon: Amazon Repricing Software & Strategy

If you’re currently selling on Amazon, you know what it can do for your business.  Many Amazon sellers can see resounding success with very little strategic direction or automation behind their sales strategy.  It’s a safe bet that by simply listing your products on Amazon, you’ll see sales.

That being said, it’s often the case Amazon sellers leave a lot of money on the table.  In my years of representing manufacturers and distributors in third party marketplaces, I’ve found the evolution of sales strategy goes something like this:

Initial Launch
Company begins offering their products in third party marketplaces (i.e., Amazon, eBay, etc) and sees additional sales.  Generally efforts begin manually, with products being listed one by one, until the company has comprehensive coverage of their product catalog online.

Strategic Investigation
Company plateaus in realizing increased revenues as they have full representation of their product online.  Recognizing the importance of the buy box — colloquially known as the add to cart button – Amazon repricing software may be sought out or internally developed, but tends to be implemented so the company is the low price leader on their product offerings without dropping below a profitable threshold, also known as the price floor.

Fulfillment by Amazon
Savvy sellers recognize the bias Amazon shows toward FBA merchants and begins offering their products through a blend the Amazon fulfillment network and internal fulfillment.  Minor to moderate revenue and profit gains are realized.

This is where the majority of merchants stall.  In rare cases, the strategies below are implemented for revenue growth that rivals initial launch:

Advanced Repricing (aka Buy Box Optimization)
Given the blended effort, sellers are able to leverage more advanced repricing strategies incorporating buy box optimization.  As seller accounts age and feedback accrues, sellers realize they’re able to attain (and maintain) the buy box on their product listings without necessarily having the lowest price.  Listings are optimized on a case by case basis instead of simply spiraling downward in a price war to meet or beat other merchants across all listings thereby allowing for more profit per sale.

ASIN Scouting
A majority of Amazon sellers — including some powerhouse multi-million dollar businesses — list their products through a single product listing due to the desire for simplicity or lack of understanding.  While it’s viable to run an incredibly successful business this way, there’s a metric shit ton of money being left on the table.  Depending on your vertical, an additional 10 to 20 ASINs frequently exist selling the same product, often at different prices.  Sellers that manage hundreds — or even thousands — of products listings can easily see their revenues and profits skyrocket by associating with ALL relevant product pages that match their inventory.  But it doesn’t stop there..

After the implementation of a comprehensive inventory listing strategy, it makes sense to reprice these listingsindependent of each other.  Despite being the same product offering, price each listing so the buy box is attained on a per listing basis.  If you’ve been listing a blue widget for $20 in a single listing, and 10 other listings exist spanning $20 – 50, it’s illogical to price them all at $20.  Each listing should be priced so that the buy box is attained, but no more.  In doing so, massive additional profits and sales can be generated.

Actual example, post-implementation of the two strategies above representing growth from $69 to $252k monthly in sales and a 3220% increase in orders:

 

Results seen after comprehensive ASIN identification/association and advanced Amazon repricing strategy implemented.

 

 

Joey Burzynski spent the last 2 years architecting a software solution to assist high-volume Amazon sellers in the automation ASIN identification, association, and repricing strategy.  He can be contacted via LinkedIn or his blog.

Online Marketing Risks Worth Taking

“A ship is safe in harbor, but that’s not what ships are for.” – William G.T. Shedd

The most successful moments of your life are the result of risk. Getting that new job, starting a relationship, pitching that surprisingly successful marketing campaign – it’s impossible to experience high levels of success without risk. The same is especially true online. The web is a medium of unlimited opportunities and exciting new ideas where bold risks can really pay off.

In fact, online risks are better than offline risks for a number of reasons. For instance, if your idea fails, it can usually be undone quicker and easier than offline in the “real world.” J.Crew, uses this to its advantage by trying web promotions that aren’t available in store. This provides a great testing ground which gives quick customer feedback and useful insights for physical stores. If a promotion isn’t working on the web, it can be immediately changed or removed.

Taking a chance on a web marketing idea is also typically less expensive and more flexible than traditional media. We’ve seen a recent print ad campaign which sent out mailers with the individual’s name on a URL, such as www.example.com/johndoe. It’s personalized and will get people’s attention – great idea, right? The results were very poor. Unfortunately thousands of mailers had been printed, distribution was coordinated, and it couldn’t simply be turned off or changed like an online campaign.

Your brand can benefit from a bold online marketing risk. The rules of internet marketing are still being established – you have a great opportunity to do something fresh and new. Here are a few time-tested ideas that we have seen be very profitable for our clients, and may be just what your online presence needs:

Post One New Blog a Week
Adding quality, original content is the best thing you can do to boost website visits. We have seen good blog writing be incredibly effective nearly every time it’s implemented. Yet, so few companies put resources towards creating content. Imagine what could happen to your website and social media presence if you had a great new blog every week. Try setting up a blog writing schedule with a different member of your team responsible for a new blog each week. Connect with a web copywriter. Get help from a good web firm. You’ll be amazed with the results.

Put all Your Print Ads Budget Towards Search Engine Marketing
We have seen a lot of clients greatly benefit from a transition to online ads. As recent stats show, usage of many print media such as the phonebook continues to decrease. Your audience is using online tools to find what they’re looking for. Services like Google AdWords, LinkedIn Ads, or Facebook promotions can provide a great ROI. Of course there’s always a place for print – but with the rise of mobile devices and more tech-savvy consumers, your audience is increasingly moving to the web.

Use Established Publishers To Promote Your Content
Need to promote a new product or service? Try something different than just a new page on your own website. Plenty of sources exist online to bring attention to your cause. Create a different perspective with your content (remove the sales pitch) and take advantage of the inherited trust and authority behind established content sources. This style of content promotion is typically budget-friendly, has a quick development time, ranks exceptionally fast, and is a great way to clearly focus visitors on one aspect of your offering. Published content can also exist within your current website, and thus bring benefit to both sources.

If you keep doing what you’ve done, you’ll keep getting what you’ve got. What could a unique approach with your time and marketing dollars do for your brand? Taking some risks with your online marketing program may be exactly what your brand needs.

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