Sitewire

Trick of the trade
- Scott Kaufmann

You know what search engine optimization is. You know how a well optimized site will receive much higher rankings in search engines and consequently more visits to your Web site. You know that link popularity is determined by the quality and quantity of Web sites that link to your website and that this is very important to the effectiveness of your site optimization efforts.

But did you know that there is one simple tool to show you how the leading search engine (Google) ranks the importance of every page on your site? This tool is called PageRank and is available on the Google toolbar. The PageRank value is based on a scale of 1 to 10, so it's not incredibly detailed, but it does give a general reference of the overall importance, as determined by Google, for every Web site page they have ranked. The toolbar is available for free at Google and provides the PageRank measure as well as a few other handy features such as in-browser search functionality as well as a pop-up blocker.

To install this toolbar in less than 2 minutes:

1. Go to http://toolbar.google.com/
2. Click on Download Google Toolbar
3. Click Run and go through the installation dialogue
4. Select "Enable Advanced Features" during the installation

The toolbar should now be installed. Open Internet Explorer, and you will now see the Google tool bar near the top of the window. If you do not see the PageRank measure on the toolbar, click on options and enable it.

To find out more about what PageRank means, what link popularity is or with any questions about optimizing your website, please don't hesitate to contact me.

See you next time...but don't think I'd leave you without a very serious parting quote to consider:

I don't know the key to success, but the key to failure is trying to please everybody.
-- Bill Cosby

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The Internet
- Katie McNally

- a source for information or for developing conversation?

The Internet has drastically evolved over the course of its short existence. It was once seen as a resource for information alone. Today, more than ever, it has become a means for developing an ongoing conversation. While the Internet will always be one of the most comprehensive resources for information, it is now moving on to a new stage in its life cycle. The internet is living up to its title as an interactive medium.

This enhanced interactivity is seen with the burgeoning head of the blog. While blogs may not yet be a household term, they soon will be. Blogs are Web sites that constantly host a conversation where anyone can post replies and participate in an ongoing conversation. In many instances these blogs exist on someone's personal Web site as a means for them to voice their opinion, field questions and comments about their opinions and hold a conversation with anyone wishing to participate. Blogs may also be centered on particular topics such as political campaigns or popular culture topics such as fashion trends. Blogs are now beginning to develop a new layer to their ongoing conversation noted in relevant news with the integration of Google maps technology and a business blogging application. This integration allows a user to not only post their reply into an ongoing global conversation, but it identifies where they are posting their reply from. This technology actually displays a map with a notation of the users exact location. Refer to this link for a screen shot of this display. This added source of information automatically adds another layer to the conversation with not only the knowledge of another users location, but more importantly the inherent demographic information that comes along with their location.

With the reality of the Internet's current state, it is extremely important to keep in mind when determining how to present our businesses through this medium. The growing interactivity of the Web is something to focus on in assessing why, when and how we interact with our customers. Most businesses still see the Web as a one-way means of communication where information can be shared with potential or existing customers. This is no longer the case. Information posted on the Web must be fresh and businesses must begin to host an ongoing interactive conversation with their customers online. This can be done through a variety of means such as: a monthly targeted newsletter that is based on customer feedback, a customer feedback section on a Web site, hosting a blog, posting current relevant news specific to your business, etc. The businesses that are truly on the cutting edge of their field are aware of this heightened interactivity and are taking that information into consideration when developing their marketing and overall business plans.

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5 Quick Ideas
- Leslie Jackson

to Effectively Cultivate your Database for More Targeted Marketing Campaigns

Implement effective data-collection strategies - Before your can cultivate your data, you have to have data; and really, how much data could ever be too much data? You should always be searching for innovative means for collecting your customer or potential customer data - after all, once you have their e-mail address, you can market and remarket to them. We've said it before - it is significantly less expensive to market to existing customers than to acquire new ones.

Ask for more information - Once you have your customer's e-mail address, you can slowly start asking them to provide you with more information to help you segment your database. Start by determining the information that would help shape your marketing campaigns (i.e. zip code, age, sex, drink preference, favorite brand of golf clubs).

Once you have determined this, slowly begin to communicate with your contacts to ask for this information. Request that they complete a form online, fill out a card in the store, call an 800 number, complete a survey, etc. You may also send them a message thanking them for joining your e-mail club and ask that they, in turn, fill out more information.

Utilize Your Profile Manager - If you have Accelera, you have it. If you utilize the Sitewire database marketing tool called "Accelera" you have access to a profile manager. The profile manager allows them to manage their messaging preferences and is one of the most effective means of obtaining additional information from your database contacts. Give your contacts the link to your profile manager - and tell them that better service and targeted messaging is only a click away. In most cases, if they can tailor the messaging they receive, the less likely they are to opt-out of your database. If you would like to know how to access your Accelera profile manager, contact your Sitewire representative.

If you do not utilize Sitewire's database marketing tool, but are interested in learning more about how database marketing can enhance your business, please contact one of our business development managers.

Enticements - If you are requesting information from one of your contacts, they are likely to respond if they are enticed to do so. Often providing them with a coupon or discount is a great way to get a piece of information. But remember, you are only asking for a small piece of information such as a zip code - so don't give away the farm. A $5 coupon of their next purchase is sufficient.

Integrate traditional marketing with online - Finally--drive customers to your Web site, Web site forms, landing pages etc. in your traditional advertising efforts--integrate them vs. keeping them separate. Bottom line: regardless of method, targeted e-mail marketing is more effective than blasting your entire database with every special, promotion, or announcement. Since targeted messages are more likely to be read and acted upon by the recipient than untargeted e-mail blasts.

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Partner Patrol Affiliate Tracking
- Elif Affan

Do you rely on a network of affiliate partners for your lead generation or sales efforts? If so, are you doing anything about controlling the quality of your affiliates?

Affiliate networks can be an effective marketing strategy for companies and institutions that require a high volume of leads, such as educational institutions, online retail stores, and hospitality portals. Affiliate partners typically post banner ads on their Web sites, and earn a commission for sales or leads that come from someone clicking on that ad and completing a transaction on the advertised site.

Affiliate networks work well for increasing exposure on the Web, but sometimes they can wreck havoc on a company's brand image or even cause legal implications. After all, affiliates are not always looking out for the needs of who they partner with-they're looking out for themselves!

Sitewire has identified this problem, and offers Partner Patrol, a customized policing solution that looks out for companies that use affiliates to increase web presence and bring in more leads. Think of Sitewire as a third-party marketing auditor, keeping an independent eye on how your company is being represented online. We provide you with a deliverable that enables you to immediately take action against noncompliant affiliates, like those that partake in co-registration schemes or give incorrect information about your company. By weeding out your noncompliant affiliates, you can improve the quality of your leads, maintain your brand image, and reduce your chances of facing legal issues.

Detect and stop affiliate violations before they turn into serious problems. Contact Jay, Sitewire Business Development Manager, to learn more about how you can use Partner Patrol to take back control of your affiliate partners.

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Sitewirian News: Dodge This!
- Elif Affan

Some have seen the movie. More remember it from PE class on the playground. Dodgeball is back, and our spirited Sitewire team is crazy enough to be part of the fad.

On June 25th, nine Sitewire employees competed in the semi-annual amateur dodgeball tournament hosted by the City of Gilbert Parks and Recreation. Our team-Dodge This!-was led by our two fearless co-captains, Leslie Jackson and Jim Occhino. Coach Mike Marti helped whip the team of marketers and developers into shape by holding weekly dodgeball practice in 110 degree heat at our neighboring Tempe Town Lake Park. We acquired a few bumps and bruises along the way, but having balls thrown at our faces made us more fearless players.

Our practice paid off on the day of the event, as we were dodging and throwing balls with more precision than most of our competitors. "I was so proud of how well our team stuck together against our cut-throat competition. Who knew dodgeball could be so intense?!" said team cheerleader Lacey French. Mark "Shark" DiOrio was an unstoppable force for the team, knocking out everyone in sight with his power arm throws and quick dodging skills, leading him to earn the team MVP title. Ultimately, Dodge This! came in 4th place out of the two dozen teams that participated. When asked about how we made it so far in the tournament, Co-captain Leslie said, "We kicked butt because we were swift and strategic...and we had awesome team uniforms!"

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