Archive for March, 2008

This is an interview with Whitney Vosburgh, a branding expert who has worked with IBM, 3Com,, and Autodesk, among others. Much of what he talks about is applicable to small businesses and entrepreneurs.

 In part 1 we talk about:
-Key to creating a brand
-Why create a brand
-Brand personality
-The concept of an Authority Brand
-and much more.

MP3 File

For guidance on branding your business, click
Branding Workshop

Study contrasting SEO and Pay per click results included ecommerce sites with a mix of B2B and B2C

Some of the metrics evaluated
• Average order value
• Bounce rate
• Conversion rate
• Value per visitor (sales divided by visit)
• Average time spent on site
• Average number of page views per visit
• Average length of time spent on each page viewed

Average Order Value from paid traffic was $138.04, while AOV for SEO was $117.09.

A visitor from a paid traffic source was worth 41% more than a visitor from an organic listing.

Additionally, paid traffic converted at a 20% higher rate
Study showed that paid traffic returned a more valuable visitor than that from organic listings.

Obviously, needs of individual sites vary, and a variety of factors need to be brought to bear for budget allocation decisions.

The Food Network had done a stellar job of creating star brands within its lineup. In some cases, such as Rachael Ray, the star brand outshines the Network. In this article, you’ll see how 2 stars in the network appropriate essentially the same positioning, yet clearly and powerfully differentiate themselves. 

 A Branding Lesson from Rachael Ray and Sandra Lee
by Leon Altman

The Food Network is built on smart branding – for the Network as a whole, as well as for its individual celebrity chefs/hosts.

Two of its biggest brands are Rachael Ray and Sandra Lee.
These two, in particular, provide an interesting branding lesson: you can occupy the same positioning within a niche, yet still have a brand that sets you apart.

The positioning these two stars occupy is one of authority in home-making convenience: quick and easy, quality meal preparation for busy women (mostly). Yet each has been able to carve out a separate and distinct brand within that same space.

Rachel Ray’s empire is build on the foundation of her very emphatic tagline – “30 minute meals.” The name says it all. Sandra Lee’s tagline is “semi-homemade meals” – preparing meals with the aid of pre-packaged ingredients. It is essentially the same positioning, but without the exact time period that Ray uses. The implication is the same: you’ll be able to prepare quality meals at home faster.

While both have been able to establish a sense of authority within the convenience field, interestingly, their authority does not come from industry credentials. The sense of authority they have been able to build comes from their unique personalities and presentation, as well as their individual stories….

To read the whole article, click>> 

For more info, click Branding

Traffic is the lifeblood of an Internet business, and the two biggest sources are Search Engine Optimization and pay per click advertising. But if your budget and time are limited, the question is which one would be better for your business?

Which customer is more likely to buy – the one who comes from organic search or the one directed from a pay per click ad? The issue has been debated for quite a while. Usually proponents have a bias depending on whether they are selling seo or ppc services.

Now finally there is hard, substantial data, and the difference is significant.

Engine Ready, an Internet market company, recently analyzed 18.7 million visits over 2 years to websites run by 27 of the company’s clients.

Visitors who clicked on paid links were 17% more likely to buy something, and spend about 18% more on each order.

Not only are the results significant, but when you take into consideration the time it takes for seo to work, and all the work that goes into search optimization, especially for popular terms, the case for pay per click is even more impressive.

But there is an even more valuable customer according to the study.

People who come to a site by directly typing in a web address directly into a browser or clicking a bookmark are the best customers of all. They tend to be repeat customers, stay the longest and spend the most money and are most likely to convert to buyers.

How to you get these customers?
By building a brand. When your site becomes a brand within a niche, it rises above the clutter and becomes a source that customers seek.

For more info, click>>
pay per click   

The Marketing Roadmap Mentorship program answers the needs of people looking for a complete 1 to 1 coaching program to build their business online.

marketing mentorshipThe program  includes the overarching concept that is central to building a business today online:Creating an authority brand. In this program you’ll…

-Determine exactly what your niche is
-Learn how to build a reputation as an expert or authority in your niche…
-Develop your Authority Branding statement
-Refine your targeting and messaging
-Develop and refine your unique value proposition, elevator pitch, elevator sentence, and your compelling message to the target audience.
-Develop a tagline that stands out and fits your brand

How the program works:
– 14 one-hour telephone sessions…
   …and assignments that will enable you to reach your goal faster.
– A personalized online roadmap for your success…
 -Plus my advice and recommendations
-You also have email access to send me questions ahead of each meeting.

For more information, click

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