Oct 20 2014

3 Online Marketing Assets That Can Make Your Year Bright

Category: contentTom Shivers

Assets in a business are items controlled by the business that generate revenue. Liabilities are debts and financial obligations owed by the business to third parties. So then:

Equity = Assets – Liabilities

tractor-harvester

credit: Derek Sewell

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Jan 06 2014

How Much Money Is A Web Visitor Worth?

Category: conversion rate optimizationTom Shivers

buying-with-creditcardWhy calculate the value of a web visitor?
What if you knew every time you spent $1 to get traffic to your site, you made $1.50? I’ll bet you could find a few dollars for that. This is what the Amazons of the web know and it’s a very real factor in how they grew to where they are today.

When you know what a web visitor is worth to your business, then you know how much you should be spending to get that visitor to your website and what is too much to spend.

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Apr 09 2013

How To Determine ROI For Mobile Campaigns

Category: mobile marketingTom Shivers

An interview with Blair Symes of ifbyphoneipad-iphone

Putting mobile aside for a second and speaking of marketing campaigns in general, marketers determine any campaign’s ROI in different ways depending on the goals of the campaign. Some marketers will compare the monetary cost of a program to the raw number of leads it generated, then determine ROI based on their cost per lead (CPL). More sophisticated marketers will measure a campaign’s cost per sales opportunity instead of CPL. And the most successful marketers are the ones that are able to measure ROI by determining how much revenue a program helped generate. 

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Oct 15 2012

Top Problem For Businesses New To SEO: Conversion

Category: organic seoTom Shivers

This is a classic issue that can come up for newcomers to SEO and most don’t know what they should be asking before engaging.

The basic assumption from people new to this space goes something like this: “Yeah, we’ve never done this before but we have to now, so tell us about your pricing.”

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Jun 11 2012

Why Should I Invest in SEO, What ROI Can I Expect?

Category: organic seoTom Shivers

Recently a colleague of mine who provides virtual CIO services sent me some intriguing questions about how he handles or screens SEO partners.

"Why should I invest in SEO, and what ROI can I expect if I invest with Capture Commerce?"

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Jun 04 2012

3 Steps To Setup An Effective Google Analytics Dashboard

Category: web analyticsGuest Author

I have used Google Analytics for the past two years, with particular intensity over the last eight months and it dawned on me that, up until the last few months, I had never made extensive use of the ‘Dashboard’ feature.  Like my old self, most users I talk to spend their time in the various reports and, in many cases, don’t make use of the extended functionality that Google Analytics has to offer at all.

It’s worth noting that Google Analytics is an extremely powerful tool.  The main reason I have begun using the dashboard is easy access: I wanted a way to check my analytics each day and get a full overview of the actionable metrics for my business.  There is so much going on inside Google Analytics that you really need to do this.

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Apr 24 2012

5 Steps To Agile SEO

Category: organic seoTom Shivers

Most businesses treat SEO like a one time project – get everyone on board, do it and then it’s done, right? But…

  • Competitors for your search terms are willing to execute SEO until they outrank your site, pushing your site down in search rank
  • Search engines change regularly and new features come along which can benefit search listings and user experience
  • Missed opportunities abound when no one is skillfully monitoring keywords, landing pages and conversions

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Feb 27 2012

How Businesses Prepare Now for the Coming Economic Spring

Category: businessTom Shivers

An interview with Lee Huffman, CEO of Professional Development USA and The Business Catalyst

Lee has launched over a dozen successful businesses ranging from low tech to high tech. He has executive experience at the Fortune 100 company, Hewlett-Packard Company and lead several teams who launched businesses while at HP including the Electronic Commerce Operation. Lee sat on the Internet’s W3C committee. He has been a business coach and executive coach since 2003. He is a founding partner in the John Mawell Team of Leadership Coaches. He mentions these accomplishments not to “impress” but to “impress upon” that we can all architect the life.

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Dec 28 2011

An Ecommerce Shopping Cart Focused On SEO

Category: businessTom Shivers

An interview with Lee Roberts of AscenderCart

Have you ever wondered to what degree SEO can be automated within an ecommerce site? That is the mission and lifeblood of AscenderCart. Listen as I ask some tough questions and Lee explains some of the features of their software: Continue reading “An Ecommerce Shopping Cart Focused On SEO”

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Sep 26 2011

Online Conversion With Matt Williams

Category: conversion rate optimizationTom Shivers

An interview with Matt Williams of No Possum Consulting

  • What challenges do businesses face today with online conversion?
  • You’re really competing with yourself, not your competitors
  • Classic book on entering the shopping cart: “Don’t Make Me Think”
  • Shopping cart abandonment
  • ROI for online conversion is usually high and on going
  • Increase your traffic, optimize your conversion process, up selling and cross selling opportunities
  • Where do you invest your $1000?
  • Forecasting is key

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Apr 21 2008

The Tipping Point: When Organic Traffic Surpasses Paid Search Traffic

Category: generalTom Shivers

So you have a new business and, to keep expenses down and ROI up, you use the Internet to find new customers or clients. Search engine optimization (SEO) is the best investment, but it normally takes 3 to 6 months to see top rankings. Since you must have customers to stay afloat, you want immediate and qualified prospects to come to your site. So what you need right now is paid search (pay-per-click advertising). And implementing both SEO and paid search simultaneously can give your business an irresistible one-two advantage.

When paid search is the main source of new customers, you have to maximize the ROI from your immediate – yet pricey – web visitors. How? By clearly communicating with the most desired prospect whose problem you can solve, and who is willing, able and ready to engage now.

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