Know-How News by MarketingProfs.com

Issue 75 | November 3, 2006

Dear Small Business Marketers,

MarketingProfs is broadcasting a seminar next week that I'm particularly interested in, and I think you may be too. It's all about improving your Web conversion rates. It's an online event on Thu., Nov. 9 - Call to Action: Powerful Formulas for Boosting e-Commerce Conversion Rates. You can learn more about it here.

Below you'll find a thought-provoking Premium article about SEO keywords by John Rodkin. Also, read a contribution from Allison Gower about mobile marketing. And get how-to advice for promoting your book from Eric Gruber.

I hope you enjoy the newsletter. Happy Friday!

:: Valerie Frazee
:: Know-How News Editor
:: MarketingProfs.com
:: Where 204,700 marketers connect, learn, succeed.

From Gold Watches to Fur Coats: Driving Conversions via Unrelated Keywords

Setting up a Mobile Marketing Program: A Primer

How to Promote Your Book to the Top of the NY Times Best Sellers List

From Gold Watches to Fur Coats: Driving Conversions via Unrelated Keywords

By John Rodkin

How do you know what product sales are driven from which keywords within your paid search efforts? Which keywords are driving the most profitable traffic? Are you doing everything to maximize your paid search ROI?

A common perception within the online advertising community is that a successful ad sells product it was intended to sell. Surprisingly, that is not always the case. In reality, online conversions often originate from traffic generated by keywords that are entirely unrelated to the items eventually purchased.

For instance, a large percentage of fur coats on one merchant's site were purchased by people who searched on "gold watches." Who would have thought gold watches and fur coats are related?

Get the full story.

Note: This article is available to our Premium Members only.

Setting up a Mobile Marketing Program: A Primer

By Allison Gower

Is your marketing mobile? Can your message reach your on-the-go audience and can your in-motion customer interact with you wherever they are? In the past, as long as you were advertising out-of-home, you could have answered "yes." But today, unless your media plan contains a significant number of mobile compatible media, you are not optimizing your reach. Here's how.

Get the full story.

How to Promote Your Book to the Top of the NY Times Best Sellers List

By Eric Gruber

Although Mark Hyman, M.D, the best selling author and practicing physician, had a strong, multi-faceted marketing and sales plan in place, the addition of an article-marketing strategy helped in his bid to push his book to the No. 2 spot of the NY Times best seller list. Dr. Hyman's article-marketing campaign helped him establish key relationships with site publishers that will result in increased, targeted traffic and stronger sales for many years to come. By including a targeted article marketing program into your marketing and sales plan, you can also achieve book-marketing success.

Get the full story.

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Here are this week's hottest topics. These have been the most active discussions in KHE over the last seven days.

These are this week’s superstars! The Most Stimulating started the hottest discussions. The Most Active contributed the most posts (questions + answers). And the Most Expert earned the most points.

Most Stimulating	Most Active	Most Expert
Vevolution jeffzab jhelfman toreachdaksh gouldigirl lara-f sykoyau zawmoo smo8888 alekhine2	kathysmithcasting shghosh Frank Hurtte peanutpeanut JoMasterson AndrewS W.M.M.A. vic Melvin @ Volcanic Harry Hallman	kathysmithcasting Stephen Denny Frank Hurtte AndrewS anmohamed proeditor shghosh Jsilver1 Made mop

Today's Lesson Learned takes a page from Marketing 101, but we can all use a refresher once in a while, can't we? Here several forum participants explain the difference between features and benefits, and what to do with this information. You may have something to add ... or something to learn.

Discussion: Difference Between Features & Benefits?

Have something to add? Please do! You could earn points.

No spotlight...

Today's perk for KHN subscribers is our seminar: Evaluating Marketing Mix Tradeoffs. Click to read the description. Then use the link below to replay the seminar before next Friday. (The time limit is just for non-Premium Plus members. Premium Plus members may replay the seminar any time.)

Here's what one attendee told us about this seminar: "The [presenter described] a series of test-and-learn studies that revealed the incremental and interactive impacts of changes in the 4Ps. Understanding the value of the marketing mix at this level would be especially important for companies implementing a marketing ROI program." Don't miss the chance to replay it. (Normally $99.)

Resource: Marketing Mix Tradeoffs

Or browse 386 resources posted in our Resource Library.

Don't you just love acronyms? They're handy shorthand when we all know how to decode them. But, of course, the trick is that rarely happens in a group conversation. This week one member asked for clarification of "BTL." Fortunately, BARQ saved the day with a crystal-clear explanation that translates to something like "drunken hostile chattiness." Click below to read more.

Discussion: The Best BTL Activities to get Brand Equity

Have something to add? Please do! You could earn points.

Want to share the news? Invite your colleagues to participate in our online discussion forum, Know-How Exchange.

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