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RSS Ray To Speak At National Marketing Academy Workshop

May 15th, 2008

website of www.nationalmarketingacademy.orgRSS Ray, the on air moniker of Brian Offenberger, host of the weekly Online Marketing With RSS Ray radio show will be speaking at the National Marketing Academy Workshop Wednesday, June 18 at the Sheraton Phoenix Airport Hotel in Phoenix, Arizona.

The workshop is from 7:30 am to 5:00pm, and RSS Ray will be conducting the session ‘Paid Search and Local Markets’ from 2:45 – 4:15. The Search Engine and Internet Marketing Workshop is designed for business executives, marketers, and public relations executives who are trying to get an understanding of topics like search engine marketing, viral marketing, blogging, social media, and local search To find out how to register, click here.

The presentation focuses on how to get the most bang for your buck from the major paid search engines by choosing the right keywords, writing relevant ads and optimizing your landing pages. Offenberger will cover topics including tracking your users, pay per click campaigns, copywriting, how to begin a campaign, and using local search to target prospects in single geographic areas.

To register for this event at special low rates, contact the National Marketing Academy.

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How To Stop Receiving Catalog And Pre-Approved Credit Offers

May 14th, 2008

Junk MailIt’s been estimated that nearly 40% of a solid mass in landfills is from catalogs and pre-approved credit offers.

The Consumer Research Institute estimates you’ll save up to 70 hours a year eliminating the sorting and trashing of junk mail.

These very items also leave you susceptible to identity theft.

Go “green” and help the environment by getting your name off junk mail lists. Here are 3 organizations that will help you make that happen:

GreenDimes.com – The $20 fee not only removes your name from lists for up to five years, they also plant 10 trees on your behalf. Pretty cool!

41Pounds.org – Junk mail hating Americans receive about 41 pounds of trash-worthy mail every year (hence the clever name). These guys will take you off mailing lists and donate 1/3 of the $41 fee to the charity of your choice.

www.dmachoice.org – This free service is offered by the Direct Marketing Association. Go to the homepage and click on “Remove My Name From Those Lists.”

You can also get a complete “stop junk mail” kit and eBook from the Consumer Research Institue.

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RSS Ray’s Advanced Guide To High Search Engine Rankings

May 13th, 2008

An Advanced Guide To High Search Engine RankingsMy alter ego, Brian Offenberger, as part of his duties with BizGrowth Search Engine Solutions, recently conducted a webinar for the Specialty Equipment Market Association (SEMA).

The webinar topic was “An Advanced Guide To High Search Engine Rankings” and was a follow up to the Beginners Guide To High Search Engine Rankings webinar I also conducted for SEMA.

You can access the slides to the presentation here.

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Founder Of Guerrilla Marketing Coaching And Best Selling Author Of Mastering Online Marketing Mitch Meyerson To Be Guest On Show Wednesday

May 13th, 2008

Picture of Mitch MeyersonMitch Meyerson will be the guest this Wednesday, May 14 on the Online Marketing With RSS Ray show. Highly respected and praised for his Guerrilla Marketing Coaching Program, Meyerson will be discussing his current best selling book Mastering Online Marketing and the 12 keys to create multiple income streams.

Listen in as RSS Ray gets Meyerson to open up about the most common marketing mistakes and how to automate your website to make more money and work less.

Remember to tune in at the new showtime, 3:00pm Pacific, 6:00pm Eastern for a show to help you make more money and get the most from your online marketing.

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Why Search Marketing Firms Should Reveal Their Secrets To You

May 2nd, 2008

By Paul J. Bruemmer

Picture of Paul J. BruemmerPaul J. Bruemmer is Director of Search Marketing at Red Door Interactive, and a recent guest on the Online Marketing With RSS Ray show. He is responsible for the strategic implementation of search engine marketing activities within Red Door’s Internet Presence Management (IPM) services.

Search engine optimization is an online marketing strategy that has become mission critical in today’s marketing arsenal. When your company ranks highly on Google and Yahoo!, you not only drive business to your Web site, you drive customers to your offline location as well.

When you procure search engine optimization (SEO) services, most search marketing firms will provide you with a general overview of their SEO methodology without delving into the details. While they claim this practice relieves you of the boring details of SEO, the reality is most firms don’t wish to divulge intellectual property.

Ironically, engaging the client in these details would actually improve the business relationship and not end it. Search marketing firms that empower their clients to understand not only the “how’s” of SEO, but also the “why’s” will find themselves viewed as a strategic business asset.

The Benefits of Knowledge Transfer
First, search engine marketing strategies evolve on a daily basis; so companies will always need experts to help them create and implement successful programs. By engaging in knowledge-transfer, agencies will articulate the need for their customers to embrace SEO as a regular discipline within their marketing department. Clients that adopt the knowledge-transfer mindset will benefit from the insights afforded, making them more likely to retain the services of their search marketing partner for longer periods of time.

What’s more, search marketing firms will supplement their own SEO knowledge as the knowledge-transfer process becomes reciprocal and they start learning from their customers. Active clients provide their marketing firms additional eyes and ears to changes and trends in a particular industry or from the end user’s point of view. In essence, customers provide validation to theories developed on the drawing board. This can also give agencies a leg up on the competition.

Where to Begin
Ideally, a search marketing firm will start the client partnership by explaining how to conduct and analyze a diagnostic audit. While agencies rarely document and disclose such processes, doing so will build the foundation for understanding the follow-on tactics and techniques necessary to improve search rankings. From this initiative, clients can better identify and understand the obstacles to driving traffic through natural search means, as well as ways to optimize technical and editorial factors hindering their site rankings and search marketing efforts. Using this document, agencies will find their recommended solutions make better sense to the client, who in turn, will accept the recommended changes more quickly.

Moreover, clients that are empowered to understand the “how’s” of search marketing will be more patient when initiatives don’t show immediate results, as SEO initiatives can take time before rankings improve. Instead of prematurely severing ties with an agency, a customer will more likely actively work with the search marketing firm to fine tune tactics. In turn, agencies will discover their client just became a business asset. Retention and referral rates will subsequently increase.

Companies will discover that firms who consider it their mission to pass on knowledge that can improves all facets of their marketing efforts will make for better partners and better business assets.

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Beginner’s Guide to High Natural Search Engine Rankings

May 2nd, 2008

guide to high natural search engine rankingsI had a lot of fun when conducting a webinar for SEMA members Thursday. The seminar was in my capacity as CEO of Arizona based BizGrowth Search Engine Solutions and explained steps beginners can take to achieve high natural search engine rankings for their web pages.

Take a look at the beginners guide to high natural search engine rankings.

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Why You Should Increase the Price Of Your Recurring Revenue Contracts Immediately… Even In a Tough Economy

April 29th, 2008

If you are like most business owners, you fear raising your prices. You are scared of losing business and the loss of opportunities especially in tough economic times and a highly competitive market.

It seems to makes sense, but unfortunately this rationale for keeping prices at current levels is dead wrong.

It is precisely the reason you are losing profit that you should raise prices now.

This is a bold statement, for sure, but it’s true. Here’s why: People’s appetite for certain levels of service and certain levels of experience follow what math whizzes call a ‘power law’. The power law says that if cars are 10 times heavier than boats, there will probably be 10 cars for every 1 boat.

Similarly, if you are selling maintenance agreements for $100 or $1000, one tenth as many will buy the $1000 version. So, you get the same volume from the $1000 version as you do with the $100 version.

This happens nearly every time, so long as the $1000 maintenance agreement represents a quantum leap in perceived value in the minds of the customer.

Why does it work this way? Because in every market, about 5% consists of people for whom price is no object.

Profits are HUGE when you put the right offer in the right way in front of this affluent group of people. What’s particularly fantastic about this group is that their appetite for higher levels of service and convenience is nearly insatiable! It seems you can never satisfy all of the demand, no matter what the cost or how much you produce.

Think I’m losing it? For a minute, just think about a friend you know that always has to have the latest electronic marvel, no matter what it is. How about someone you know who just has to eat at the best restaurants, have the finest wine, and drive the latest hot car.

Follow me here….How about the customer who wants instant service response, the ones who choose your best system and accessories even though it’s overkill for their home or business? They also want the newest remote control capabilities and the best of amenities. I’m sure you know a customer like that.

Now this may not hold true in every market – I don’t know anyone fanatical and passionate about French toast, but I DO know that people are fanatical about the problems that are solved by what you sell.

Markets with fanatical needs and high incomes are great markets to make a living in.

The way you can achieve this is by offering levels of service, raising your pricing and offerings by 5 to 10 times, and start marketing to this group of people. You do this by:

  • Selling results, not procedures
  • Guaranteeing response times
  • Much improved quality and packaging of your services
  • Offering private access consultation with outside experts
  • Consciously focusing and catering to the customer to whom price is not a primary concern
  • Providing ‘all inclusive’ service packages

I use this same strategy in my business. I give away lots of free information in my website, in newsletters, and in emails to thousands of contacts and customers. I offer an expansive range of products and services at various price points, from membership programs at $49, to my ‘Right On, No Bull’ group coaching program at over $24,000 per year. That’s over a 1000:1 range in prices.

Because what we offer exceeds the amount they spend, it creates value. For affluent people, price is what they pay, value is what they receive. When you provide more value than the cost, they will keep coming back for more, and won’t quibble over recurring revenue charges.

When this happens, watch your profits soar.

If you need help selling more recurring revenue agreements to your customers, tell RSS Ray.

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Learn And Follow The Basics Of Quality Client Care

April 28th, 2008

Basics of Quality Client CareWhy do we use the term ‘client’ instead of customer? There is a big difference in the meaning of those two words; they are not interchangeable. A customer is someone who buys something from you. A client is someone who is under your protection. Learn to think of people who give you business as clients, and explain the difference to all employees.

In this discussion we are going to focus on the basics of client care. Following these tips will help you retain the clients you have and train them to buy from you more often and with a high degree of loyalty to your business.

  • Have clearly defined client loyalty, retention, and satisfaction objectives that are known by all employees. Put a poster in their break room, make a card and place them in their pay envelopes, whatever you have to do so that all employees know these standards.

  • Have clearly defined and demonstrated client care policies and procedures in place.

  • Train employees all the time on job essential skills and basic business communication skills. Many people graduate from high school without being able to spell and use basic correct grammar, which will ruin any credibility or written communication. One solution is to use online and outside training companies to teach these basic skills.

  • Ensure timely follow up on returning customer phone calls and emails. Nothing will lose clients faster than not getting a response to their questions and problems.

  • Learn to understand that a client complaint is a good thing, as it provides you with the opportunity to talk directly with a client and solve their problem. Clients don’t leave you because of a complaint, they leave if the complaint is not handled satisfactorily or ignored!

  • Regularly and systematically solicit input from employees and clients for ideas on how your service can be improved. Trust the people on the front line in client care to know what the problems are as they deal with them the most.

  • Keep clients informed of problems and make it easy for them to reach you! If a product is back ordered, call them before they call you and explain the situation and offer solutions or options.

  • Make it as easy as possible for clients to reach you, put your phone numbers and address on all correspondence, use toll free numbers if you have clients in more than one area code, and the use of interactive websites are all good ways to keep the lines of communication open. The only time that recordings are ok is after business hours. No one calling during your normal business hours should ever get an answering machine. Nothing is more frustrating and can lose clients faster than a speeding bullet than not being able to talk to a human being when they have a problem.

  • Concentrate on providing quality service in your key areas. Repair people and contractors are notorious for not showing up on time, and don’t even bother to call the client telling them they will be late! This is a critical area to all clients – don’t allow it to happen in your business.

  • Exceed expectations and always deliver what you promise. Under promise and over deliver.

  • Clients will buy and are willing to pay for convenience. Make it as easy as possible to do business with your company. Focus your efforts on customer convenience and you will make more revenue and profit.

  • Use the right technology that assist customers and make certain your employees are thoroughly trained on its use. Set the example by using and understanding the advantages of technology and use it.

  • Personalize customer service whenever possible. You can assign a specific ‘account manager’ to key clients and that person is responsible for all that clients needs and company interactions. Clients love to hear a familiar voice and like being treated as special to your company. Cultivate that type of relationship with your better clients.

  • On your automated phone system, if you must use one, give clients the option early on of talking to a ‘live’ person.

Management and business owners are responsible to ensure that everyone in the company is aware of these standards, and they must also ‘walk the walk’, or lead by example. That’s how you develop a customer driven ‘culture’ in your business, and you will reap the profits.

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17 Media Interview Mistakes That Cost You Money

April 28th, 2008

Is generating publicity through media, blog and podcast interviews part of your business strategy? If so, avoid these mistakes to turn your interview into a money-maker for your business.

By Rss Ray

Here is a checklist of 17 mistakes to avoid when being interviewed by the media if your primary goal is to grow your business as a result of the interview.

Mistake #1-Agreeing to be interviewed on a topic or in a media channel that can’t generate business for your company

17 Media Interview MistakesIt feels good when we are asked to be interviewed. After all, someone is acknowledging our professional expertise and the opportunity to generate new business could be phenomenal.

The problem is that many of us feel compelled to leap at the interview opportunity without first evaluating its potential impact on our business.

Let me give you an example. A magazine in my home state asked me to do an interview about getting started with search engine marketing. The magazine reached 50,000 readers, most of them business owners. As my company sells search engine marketing services, you’d think on the surface that an interview with this publication would be worth my time. However, the publication readers were small business start ups, individual insurance agents, real estate agents, etc…all of which were dramatically different from our target of privately held companies selling between $5 million and $250 million annually in business to business sales.

Even if the interview produced lots of new prospects for my business, they would be the wrong type of prospects. Upon examination, it wasn’t worth the time.

Mistake #2-Not preparing for the interview

It’s obvious that you know your subject or you most likely wouldn’t have been asked to give an interview. However, knowing your subject isn’t good enough in today’s fragmented market dominated by internet-based media.

For maximum effectiveness, you should understand how the media interview will be conducted, how the interview will be used and distributed, the name and style of the interviewer, the specific subject of the interview and any other people that may be participating in the interview as well.

You should always have your own game plan when doing an interview. Know what it is YOU want to accomplish.

Mistake #3-Failure to suggest interview questions to the media outlet conducting the interview

I have had over 100 guests on my online marketing podcasts and radio show in the past 2 years and less than 10 of them have suggested questions I should ask of them during their interview with me.

Now stop and think about that.

Who better than the guest to know what to ask to get to the heart of the interview subject? The guest will most always know more about the interview topic than the person conducting the interview.

Suggesting interview questions removes lots of burden from the interviewer (and most people are inherently lazy so the odds are they’ll use your questions if you submit them). It gives the chance for the audience to get better information and it allows you to have better control of how your company is positioned within the interview.

It’s your best chance to direct the interview in a way that produces revenue for your business.

One of my past show guests, Dr. Glenn Livingston, has done excellent work in preparing others to interview him. Take a look at Glenn’s media kit at Free Marketing Audios.

Mistake #4-Acting like a salesperson for your company or its products, rather than acting like an authoritative expert on the interview subject

There is nothing that can happen during my radio show to cause listeners to tune out quite like when a guest starts to “pitch” their company and its products.

No one wants to hear about how great your company is, how old it is, how many awards it has received, etc.

Listeners, viewers and readers want to learn about the topic and how to make their lives better, or easier, or less stressful. They want you to talk in ways that address their needs or problems. They don’t really give a darn about anything else.

Your goal when being interviewed is to address the needs and problems of the audience in ways that bring business to your company. Do it well and watch your bottom line soar.

Mistake #5-Failing to promote your media interview to your customers, prospects, employees and other pertinent parties

If you are being interviewed by the media as an expert on a particular topic, it pays to let your business contacts know about the appearance.

Many sharp companies incorporate the media interview into their marketing, making copies or transcripts of the interview available on their websites, in their newsletters and press releases and other customer and prospect communications.

In fact, many interviewers and media outlets will make promotional materials available to you for your use in promoting your interview to your audience. Take advantage and fully utilize what they offer you.

These actions help position you and your company as experts on a problem or topic and position you as the best solution for your audience. The interview adds credibility to your efforts and helps with selling more to existing customers and in retaining customers for longer periods of time.

Mistake #6-Giving speeches rather than answering questions

This is a tough area for many of you when being interviewed. As thought leaders and senior executives, you are used to giving speeches (you know those long winded things that most people find to be boring).

Speeches are the last thing audiences want and you should avoid delivering them at all costs during an interview.

Your job during an interview is to answer questions in a clear, concise fashion. Avoid the extensive elaborations unless they truly add value and clarity to the question or to the interview.

Mistake #7-Failure to take advantage of the promotional tie- ins

In today’s world, many media outlets can promote your appearance on their program in their newsletters, on their website, on their blog, in banner ads, etc. You should always ask about the additional opportunities you have to promote yourself and your business to the media’s audience and take advantages of all opportunities.

Here’s a quick tip: many media outlets have blogs. Offer to write a posting for the outlet to use on its blog. Put your name, company name, website address and some sort of offer to the audience in the byline of the blog posting and have the media outlet publish it on their blog. You get additional exposure to the audience plus get an incoming link to your website, something invaluable in the world of search marketing.

Mistake #8-Lack of focus on the interview

If you agree to do an interview, then commit to yourself that you will focus solely on the interview while it is being conducted. This ensures the best possible outcome for you and your company.

During live, on-the-air interviews I have conducted on my radio show, I have had guests whose cell phones have rung during the interview. Not only does this distract the guest, it distracts the interviewer and the audience. One time, a guest’s secretary burst in her office unannounced with the day’s latest crisis. Put a sign on your office door saying “Do Not Disturb – Interview In Progress!”

When you are being interviewed, your sole focus at that time should be on the interview.

Mistake #9-Boring dialogue

Are you using words and body language that are engaging to the audience? Do you convey genuine interest and enthusiasm about the topic?

Many people being interviewed believe that appearing somewhat “distant” positions them as an “authority” on a topic. Nothing could be further from the truth. If you appear distant in an interview, the audience will come across as “distant” to your business.

Another common mistake is an interview subject that appears to be too busy to do the interview, believing that if they appear busy, others will want to work with their company because it is in demand. Again, this is a misconception. If you are too busy to be engaging in an interview, you most likely won’t be engaging to work with.

Be interested, involved and focused on nothing but the interview. That’s your best chance to turn the interview into a money producer for your company.

Mistake #10-Avoiding a call to action for the audience

In my experience hosting a radio show, less than 10% of all companies interviewed leave my audience with a specific compelling reason to contact them after the show.

If you are being interviewed, you should always strive to give the audience a reason to interact with you after the interview.

A good technique for doing this is to mention a free report or case study during the interview. Mention to the audience how they can access the information and you’re on your way to interacting with them after the interview. You may also make a special or free trial offer to the audience for a limited period if that is suitable to your products and services.

Mistake #11-Hiding the truth

People appreciate candor, even when it involves controversial topics or behaviors.

Tell the truth…be candid and straightforward…be transparent in your actions. Admit when you or your company made a mistake. Share what you have learned from the mistake, what you are doing to correct it and what you are doing to avoid such mistakes in the future.

You’ll come out a winner every time.

Mistake #12-Saying something you might later regret

An interview is a permanent record of you and your company. Keep that in mind. A rule of thumb I advise to people is never say something they wouldn’t want their mother to know.

A good way to do this when being interviewed is to avoid long interview sessions, sentimental issues, and do not conduct an interview under the influence of drugs or alcohol. Prepare an outline of your comments in advance and stick with your outline.

Mistake #13-Believing something is off the record

Nothing is ever 100% fully off the record.

If you want to be safe, follow RSS Ray’s golden rule: don’t say it unless it’s safe for your mother to know.

Mistake #14-Sparing with the interviewer or a call in questioner

Remember the famous Tom Cruise-Matt Lauer interview when Tom Cruise told Matt Lauer that he didn’t know what he was talking about?

Tom Cruise came out looking like an idiot and was subsequently fired by Sumner Redstone, CEO of the media conglomerate that at the time made movies with Cruise.

You’ll most likely come out looking like Tom Cruise (figuratively, not literally) if you engage in arguments or sparing during an interview.

Face it, some media interviewers thrive on being combative. Don’t join them in the media cesspool. Stay above the fray. Be cool, calm and collected. You are in control of you and how you represent your company.

Maintain your composure, focus and control at all times.

Mistake #15-Treating the media outlet’s support staff with disrespect and hostility

The people that work behind the scenes to bring an interview to life are the very people that can make or break you, the person being interviewed. They can make your life very easy or a living hell. Extend them common courtesies and provide them the resources and access to do a good job. Your efforts will pay off in sales to you.

Always make sure to send as soon as the interview is scheduled all materials pertinent to the interview subject. Many times this includes your last book, case study, report or survey. The more the media outlet understands about your company and what you do prior to the interview, the better for you.

Mistake #16-Lack of follow up with the media outlet after the interview

The best place to go for future positive publicity for you and your company is from places you have already received it from.

Most people that are interviewed never have contact with the media outlet once the interview is over.

This is a HUGE mistake.

Always follow up with the interviewer and their representatives about one week after the release date of the interview. Find out if your interview had an impact on audience size. Ask what questions or feedback they have received from their audience. Ask them how they felt about the interview and what suggestions they have that will help you improve.

Thank them for interviewing you. This shows common courtesy and indicates your positive interest in the media outlet.

Now here’s the real important part: if the interview went well for your business, this follow up allows you to suggest other possible story angles for the media outlet, story angles in which you play a part. You can position yourself for future interviews with that media outlet which should be a good thing for you and them.

Mistake # 17-Not asking for referrals

I host a radio show on the internet’s leading talk radio station. In over 2 years of hosting the show, rarely has a show guest or their publicity representative asked about other shows on the station that they might appear on.

They’ve never attempted to find out the names of other show producers nor have they ever asked us about other publicity opportunities for themselves or their firms.

Every business benefits from referrals. If being interviewed by media outlets are important to your business growth (or are a necessity of your position), take advantage of the situation and generate “referrals” to other outlets that can help you. Ask the interviewer or the person that is coordinating the interview who else might want to talk with you.

There they are. The big 17 mistakes people make when giving media interviews that stop them from making sales and mistakes that cost them money. Avoid as many of them as you can and watch your bank account soar.

If you need help generating more leads for your business, contact RSS Ray for a free 15 minute consultation.

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Web Analytic Strategies In Building Your Search Engine Marketing Campaign

April 28th, 2008

Gary Angel Co-Founder of Semphonic Inc.Have you ever wondered which of the web analytic measurements are most important? This week RSS Ray interviews Gary Angel,who has the answers. Gary is Co-Founder of Semphonic Inc, a company that provides web analytic strategies for hundreds of enterprises.

Gary is going to talk about web analytics, and the numbers you need to watch as a business owner to determine the health of your website and search engine marketing programs.

At Semphonic, Gary is responsible for web analytics and search engine marketing decision making tools for web marketing professionals, and will give important tips to people who have already launched campaigns as well as those just starting out with search engine marketing.

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