30 March 2010

Costco's Success Secrets Revealed (ABC News)

Some retailing strategists believe general merchandise retailers must carry tens-of-thousands of products in order to satisfy the needs of their target market.  This often means carrying the same type of product (e.g., laundry detergent) from several different suppliers.  But in reality there are several large retailers who are quite successful carrying extremely shallow product lines to the point where they may only carry a single brand within a product category.

A case in point is Costco, a so-called warehouse store

Read more...

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30 March 2010

Costco's Success Secrets Revealed (ABC News)

Some retailing strategists believe general merchandise retailers must carry tens-of-thousands of products in order to satisfy the needs of their target market.  This often means carrying the same type of product (e.g., laundry detergent) from several different suppliers.  But in reality there are several large retailers who are quite successful carrying extremely shallow product lines to the point where they may only carry a single brand within a product category.

A case in point is Costco, a so-called warehouse store

Read more...

Read more...

30 March 2010

Costco's Success Secrets Revealed (ABC News)

Some retailing strategists believe general merchandise retailers must carry tens-of-thousands of products in order to satisfy the needs of their target market.  This often means carrying the same type of product (e.g., laundry detergent) from several different suppliers.  But in reality there are several large retailers who are quite successful carrying extremely shallow product lines to the point where they may only carry a single brand within a product category.

A case in point is Costco, a so-called warehouse store

Read more...

29 March 2010

We’re starting this Spring Break week off with a very rare guest post from TopRank Marketing client, Jiyan Wei. Jiyan is Director of Product Management at Vocus, Inc. where he drives product platform strategy and roadmap execution for PRWeb. I’ve presented on panels with Jiyan several times at search marketing conferences, talking about the virtues of search, social media and public relations, finding him to be a very strategic and smart marketer. We’ll be co-presenting at the upcoming MarketingPros B2B Forum in May on Content Optimization and Marketing.

In this post, Jiyan discusses the progression and importance of news content in blended search:

Once upon a time, Page 1 had a special meaning for PR practitioners and business owners alike.

It meant that for one day, they had received the pole position in the consciousness of the consumer, who would hopefully transition from newspaper consumer into business customer. For businesses – both local and global alike – Page 1 either meant an outpouring of business or pending doom.

With the emergence of search as ubiquitous, Page 1 has begun to take on added meaning. Business owners are still very concerned about Page 1 but now, depending on whom you ask, Page 1 often refers to search and the consequent generation of a limitless stream of business and leads without having to pay for ongoing PR or advertising.

For many, Page 1 in search has become the new holy grail of business owners and SEO practitioners alike.

When I’m asked the question, “Will PRWeb get us onto Page 1 of search,” I immediately start shaking my head vigorously while hoping no one from the major engines overheard the question.

Of course, nothing can guarantee you will be on Page 1 of search. That being said, as part of a broader online marketing strategy, news releases can be an effective tool to facilitate the outward expression of news and information about a business, which over time can result in the creation of online authority in the eyes of search engines.

Yet with blended search, the picture becomes muddled.

At some point in the last couple years, Google (and now Bing) decided that users want more than just Web results when they run a query in search and so started offering a front page that contained a broader array of types of content including images, video and news.

According to some accounts news performs better in blended results than other forms of media and unlike other forms of media in blended search, news has a distinctly temporal slant. After all, news is really just information with a timestamp.

What this means for business owners, communicators, marketers, etc. is that under some circumstances, news can actually be a viable gateway onto Page 1 of search in a relatively short amount of time by leveraging sites that search engines regard as ‘news sites,’ including news release sites.

All that being said, here are some specific observations we’ve made about news in blended search:

1. If a recent news story is relevant to a query, it is more likely to appear somewhere in the results

This may seem fairly obvious but the devil is in the details. Nailing down ‘relevance’ between a query and results is a tall order but we have found that placing your target keywords in the title, preferably in the first part of the title of your news story, dramatically increase the likelihood that your news story will show up for queries of the target keywords once the crawlers have found the story. As the keywords descend into the story, from left-to-right and top-to-bottom, they become less impactful in terms of helping your story get onto the blended results for your target query.

2. News results can include thumbnailed images and these can improve click-through rates

Crawlers like Google look for relevant images to place in connection with news stories in the news block in blended search. They normally extract images from within the body of the story so including these images can result in having a thumbnail placed in connection with the result.

Who cares?

Well, everyone has seen the heat maps that show the importance of receiving top billing on page 1.

What we’ve found from our own internal tests however is that results with image thumbnails can have click-through rates that are similar and sometimes even higher than results that are actually located higher.

In other words, reader’s eyes are naturally drawn to the thumbnail so even if the news block is located lower down on the blended results page, the inclusion of a thumbnail can mitigate the lower placement to a great extent.

3. Many types of queries can result in news

There are some types of queries that seem to have an obvious time slant: current events, sports, celebrities, etc. However, we have seen news show up in blended search results for query types that seem less obviously tied to a date.

For example, tip sheets and best practice documents can be easily turned into news stories that can have a presence in blended search and drive traffic. With Spring right around the corner, there is a great opportunity to leverage audience demand for content to drive Web site traffic.

For example, a quick glance at Google insights reveals that queries for ‘Spring decorating’ are on the rise.

An opportunistic interior designer could use the opportunity to submit a release with a title like ‘Spring decorating tips from leading interior designer,’ that will have a good chance to tap into an upwards trending query in the blended search results.

4. Individual stories don’t appear in blended search results for long

Using your news to get Page 1 placement is a short-term proposition. As quickly as the story enters the blended search results, it can disappear. We typically see news stories show up in the blended search results for 24-48 hours. Depending on how dynamic the news landscape is for the query (some queries are going to receive a flood of news stories that may wash your story away in hours), the lifespan of your story may be even shorter.

Connect with Jiyan on Twitter, his blog or visit PRWeb, TopRank’s favorite press release distribution service.

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© Online Marketing Blog, 2010. | The Role of News in Blended Search – Observations & Best Practices | 3 comments | http://www.toprankblog.com

28 March 2010

One of the challenges of having several blogs, especially ones that have similar subject matter, is that sometimes the content could go on either blog and ultimately one blog gets a bit neglected.

Sometimes that happens here with Biz Tips Blog and Build A Better Blog. Lately, it seems most of my posts are going on BABB and if you're not reading that blog, then you're missing some information that could help with your online marketing. So the purpose of this post is to direct your attention to four recent articles that you may find valuable.

How to Use Blog Analytics to Improve Your Blog

The Basics of Content Syndication and RSS

Your Business and Your Blog - Interview and Mini Case Study about how using social media and boosting your visibility really does lead to more opportunities.

How to Keep Readers Coming Back to Your Blog

Just for fun...

Via Michael Martine at Remarkablogger, I discovered a site called Link Bait Generator. It's simple site where you type in a keyword for your blog post and it generates a bunch of provocative blog post titles for you like:

5 amazing things you probably didn't know about business blogging

10 epic fails involving business blogging

Why business blogging sucks: myth vs. reality

The 8 most baffling things about business blogging

10 common misconceptions about business blogging

8 reasons to fear business blogging

10 common misconceptions about online visibility

10 ways people have gotten rich exploiting online visibility

Some are funny and some that I didn't include are a bit outrageous. Certainly though, you get some good starting points for article or blog content if you're feeling stuck!

Blog on!

Read more...

28 March 2010

One of the challenges of having several blogs, especially ones that have similar subject matter, is that sometimes the content could go on either blog and ultimately one blog gets a bit neglected.

Sometimes that happens here with Biz Tips Blog and Build A Better Blog. Lately, it seems most of my posts are going on BABB and if you're not reading that blog, then you're missing some information that could help with your online marketing. So the purpose of this post is to direct your attention to four recent articles that you may find valuable.

How to Use Blog Analytics to Improve Your Blog

The Basics of Content Syndication and RSS

Your Business and Your Blog - Interview and Mini Case Study about how using social media and boosting your visibility really does lead to more opportunities.

How to Keep Readers Coming Back to Your Blog

Just for fun...

Via Michael Martine at Remarkablogger, I discovered a site called Link Bait Generator. It's simple site where you type in a keyword for your blog post and it generates a bunch of provocative blog post titles for you like:

5 amazing things you probably didn't know about business blogging

10 epic fails involving business blogging

Why business blogging sucks: myth vs. reality

The 8 most baffling things about business blogging

10 common misconceptions about business blogging

8 reasons to fear business blogging

10 common misconceptions about online visibility

10 ways people have gotten rich exploiting online visibility

Some are funny and some that I didn't include are a bit outrageous. Certainly though, you get some good starting points for article or blog content if you're feeling stuck!

Blog on!

28 March 2010

One of the challenges of having several blogs, especially ones that have similar subject matter, is that sometimes the content could go on either blog and ultimately one blog gets a bit neglected. Sometimes that happens here with Biz Tips Blog and Build A Better Blog. Lately, it seems most of my posts are going on BABB and if you're not reading that blog, then you're missing some information that could help with your online marketing. So the purpose of this post is to direct your attention to four recent articles that you may find valuable. How to Use Blog...

28 March 2010

One of the challenges of having several blogs, especially ones that have similar subject matter, is that sometimes the content could go on either blog and ultimately one blog gets a bit neglected. Sometimes that happens here with Biz Tips Blog and Build A Better Blog. Lately, it seems most of my posts are going on BABB and if you're not reading that blog, then you're missing some information that could help with your online marketing. So the purpose of this post is to direct your attention to four recent articles that you may find valuable. How to Use Blog...

26 March 2010

Think branding only falls in the B2C court? Think again.

In fact, three of the top 10 brands in 2009, as ranked by Interbrand, generate a sizable amount of revenue from their B2B customers: IBM, Microsoft and GE.

As a B2B marketer your brand is your most valuable asset.

B2B branding is less about cool, hip monikers (the Apples and Starbucks of the world) – and more about thought leadership.

Particularly in down economies, B2B prospects and customers conduct significant research leading up to purchases. That means you as a marketer have to educate them early on, and establish your brand as a trusted resource that gets their problems and has the solution.

To help your organization be seen as the thought leader it is, we’ve identified five B2B branding tips:

1. Consistently produce useful, innovative content

These days, every company is essentially a media company. So it’s easier than ever to provide relevant, informative content for customers and prospects.

From a company blog to Twitter to YouTube, there is no end to the content channels available. Provide the latest industry news and insight on trends through:

• Offering a white paper through an email marketing campaign
• Creating videos and promoting through YouTube and on your web site
• Conducting interviews with industry influentials and turning into blog posts

Whatever channels you choose to promote, and whatever types of content you create, these consistent signals prove to customers and prospects that you are a thought leader.

2. Network digitally and in person

Nothing communicates a brand more than direct involvement with customers and prospect. In that regard, online social networking has opened a new door. According to a recent eMarketer study, six in 10 B2B marketers planned to up spending on social in 2010.

Whether your organization integrates Twitter, Facebook, LinkedIn or another social network into its B2B branding efforts, the same rules apply:

• Social media is about engaging in conversations, not just pushing products
• It’s not about the masses; it’s about your target audience
• It’s listening and hearing before selling and talking

That’s not to say that in-person networking is irrelevant. On the contrary, perfect B2B branding combination. Take advantage of opportunities to give keynote speeches, participate in panel discussions or lead breakout sessions at industry events.

3. Get personal and be real

B2C marketers seem to have this concept nailed. But humanizing your company for customers and prospects is just as important in B2B branding.

For one TopRank® Online Marketing client, an industrial part distributor for the bulk powder processing industry, humanizing its image was a top concern.

The TopRank team created the Powder Doctor, a unique character, to relate to customers and prospects through email marketing campaigns. This humorous cartoon character offers advice – Dear Abby style – for common industry problems. Powder Doctor campaigns have increased sales for Powder-Solutions by 83%.

4. Position yourself differently than others in the space

No doubt about it, it’s tough to build personal B2B brand if you’re just like everyone else. You simply can’t be known for what everyone else is.

Standing out from the crowd is easy when your products or services are truly one-of-a-kind. When products or services are similar to those offered by the competition, it’s more of a challenge to uniquely position yourself.

For one TopRank client – a staffing software company – that challenge was known all too well. To help the client stand from a large pool of competitors, TopRank developed a copywriting strategy where website copy was written in first person, from the viewpoint of the staffing software (i.e., “why you should hire me to fill your staffing software needs”).

This strategy has not only helped the company develop a truly distinct B2B brand; the strategy has also achieved increased search traffic, high rankings for terms such as “staffing software” and a trend up in inquiries.

5. Leverage proof points

It’s perfectly appropriate – and necessary – to toot your own horn from time to time as part of your B2B branding efforts. Whether it’s an impressive media placement or a web traffic milestone, implement proof points illustrating why your organization is a thought leader into marketing communications.

Keep in mind that proof points are both analytical and subjective. For example:

Analytical: website traffic increases, number of retweets of blog posts, number of blog subscribers

Subjective: media placements, media interviews, mentions on blogs

Are Your Ready to Take B2B Branding to the Next Level?

B2B branding through thought leadership is not as easily quantifiable as other marketing efforts. And investments in reputation building might not pay off as immediately as pay-per-click or email marketing.

But building a recognizable B2B brand pays off in the form of long-term increased referrals, positive brand conversations on both digital and in-person channels, web traffic and sales.

What methods have you used to build a B2B brand?

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© Online Marketing Blog, 2010. | 5 Tips for Better B2B Branding | 15 comments | http://www.toprankblog.com

25 March 2010

U.S. Food Giants Tailor Products, Marketing to International Palates (Los Angeles Times)

When it comes to marketing globally, all companies should clearly understand this truism:  just because a marketing strategy works in your home country does not mean it will work in other countries.  This story offers support for this truism as it presents several examples of companies who experienced problems marketing their products in different areas of the world.

In particular, companies are finding the marketing methods designed to meet customers’ needs in emerging markets

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