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Customer Support Is a Bottom-Line Item for Wholesalers and Retailers

When it’s down to the bottom line, wholesalers, manufacturers and chain retailers, as well as auction power sellers and small e-commerce storefronts, focus on hard numbers by default. They’re more comfortable with ROI metrics: price points, margins, inventory costs, returned merchandise offsets, return on ad spend, operating overhead, etc.

Softer and less quantifiable areas like Customer Relationship Management don’t get the same attention from the business side of an entrepreneur’s brain.

In the B2B marketplace, it costs 10 times more to find a new
customer as it does to keep a current customer satisfied.

That’s the conclusion of CRM Specialist Nadjii Terani with Customer Inter@ction Solutions. She backs that bottom-line claim with experience from telemarketing and database marketing campaigns. But it’s not just CRM types anymore: Business research is uncovering the same cost-benefit results from paying attention to customer preferences and needs.

Here is some advice from the customer relationship end of the profitability equation.

CheckMark Talk One-to-One.

The above statement -– Customer Acquisition $ = 10X Customer Retention $ — talks directly to the B2B marketplace of industry, trade, wholesale and retail buyers and sellers. The cost is lower in B2C or Consumer World (where acquisition costs a mere 5 times retention). That’s because the pool of prospects in the industrial/trade B2B marketplace is not as populous as in the big wide consumer market. And the decision-making chain — from search-to-bid-to-purchase-order — is far longer for wholesale and reseller transactions.

That’s one reason CRM Specialist Terani advises personalizing customer communications, rather than approaching Customer Support as a technology problem that can be solved with better software or automated scripts that are One-Size-Fits-All.

Tailoring the message and the response to B2B customers is pure one-to-one marketing.

CheckMark Customer’s Call.

This tip is about customers choosing how they want to communicate with you, rather than the “call” by landline or cell phone, whether the call is on excess minutes or toll-free.

Terani points out that it’s too easy in the age of online product directories and virtual eCommerce storefronts to hide behind email for all customer communications. Submitting problems through a “Contact Us” web form and then waiting for customer information or account resolution by email may be the preference of the enterprise … not its customers.

From a customer relationship POV, Terani suggests learning how customers want to interact with you: By Email? By Hardcopy Fax? By Telephone? And is that direct to a Sales Rep’s extension? Or, does your customer prefer Automated Phone Tree Menus?

(Trick question, above. If you own more than four televisions, Press 4. If you hate robotic phone messages, hang up and don’t bother us again.)

CheckMark Twitter Me?

A recent issue of CRM Buyer suggested the messaging contact channel Twitter is a lifeline for customer communications. Author Louis Columbus found Twitter’s immediate attention and personal responsiveness are what good marketing is all about because it “walks the talk” of being a customer-driven enterprise.

CheckMark CRM Is Being Person-able.

Retailers and online eCommerce business owners can do customized relationship marketing simply by staying in touch with prospects and customers. Such personalized communications include thanking customers and notifying them about Special Sales; sending personal, birthday or holiday wishes; and notifying customers about new products or special events.

An example is Customer Marketing from Buy Wise, a web-based program that sends personalized greeting cards and gifts (cookies, books, magazines and major gift cards) right from the retailer’s own computer and customer lists, with automatic delivery by the postal service. The card and gift mailings include the retailer’s information, plus images of a business card or new product. Sample cost: Less than $1/personalized card mailing, after a one-time fee for unlimited access to the Buy Wise system. (www.customgreetingcards4less.com)

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Strategies To Bump Up Your Wholesale Return On Marketing

October 24, 2008 · Posted in General Merchandise, Selling Products Online, Wholesalers · Comment 

If you’ve Got It – expertise and deep knowledge on a specialized topic – then you’ve got to Share It.

We simply cannot keep Jason Prescott quiet! As CEO and founder of JP Communications (the network of vertical search sites, wholesale product directories and advertising programs, plus news, forums, blogs and social media feeds), Jason is an expert on Vertical Search Engines.

He has been sharing that expertise far and wide these days, including:

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Insider Tips: Connecting Wholesale Buyers and Sellers – Better and Cheaper – With Vertical Search Marketing presented at the ASD/AMD Trade Show, Las Vegas, in August. (Coming Soon to an email In-Box near you!)

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Alternative Pay-per-Click Opportunities Podcast Interview with Kerry Murdoch at Practical eCommerce on October 12. Click the podcast icon, or the boldface title, to hear cost and ROI statistics (Google AdWords vs Vertical Search Advertising), plus cost-effective opportunities for smaller e-commerce merchants.

RSS
A Marketer’s Guide to Using Vertical Search (Part 1) and How To Promote Your Business on VSEs (Part 2), a lively interview with RSS Ray of Internet Talk Radio on August 6, 2008.

If you prefer something to read while listening to Jason’s interview with RSS Ray, we suggest Jason’s Blog Article accompanying the Internet Talk Radio show. (Caveat Lector: It’s not an interview transcript; it opens with a dog story.)

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Ads Are Popping Up All Over: In Online Gaming Backgrounds, On YouTube Videos.

We’re long past fuming about business logos or advertising messages on anything that moves or is still, dead or alive. We’ve seen brand logos and printed messages on egg shells and fruit, on the back of store receipts and written in the sky over sports stadiums, under bottle caps and over bridges.

Urban Guerilla Marketing campaigns have used public sidewalks, signals and roads as ad-hoc display sites for promotional messages. This method is NOT recommended: Marketers promoting college-age Cartoon Network animation shows, known collectively as “Adult Swim,” placed magnetic outdoor billboard lights – shaped like alien, squid, fast-food and geometric characters from Aqua Teen Hunger Force – around 10 U.S. cities. In Boston in early 2007, the inscrutable magnetic lights were mistaken for bombs, which caught the attention of Homeland Security and cost Turner Broadcasting, owner of Cartoon Network, and its marketing agency $2 Million in “hoax” fines.

Guess where (1) political ads and (2) just plain Click-Here ads appear now?

Google Adds Click-To-Buy Ads to YouTube. As a service to users, noted YouTube Strategic Partner Development Manager Glenn Brown, people who view a video and want to download its soundtrack or who want to know when the video game being promoted will be released, won’t have to leave the YouTube site anymore. On October 8, owner Google announced that ads on the video-sharing site will let users buy songs and other media directly from Apple’s iTunes or Amazon digital store … without leaving YouTube.

This is heralded as the beginning of a beautiful friendship: This click-to-buy offering is “…just the first of many steps towards making YouTube a complete e-commerce solution featuring all sorts of digital products” which, in the future, may include sale of concert tickets.

No surprise there. Few of the videos that appear at YouTube carry paid ad messages from Google’s AdSense – context-based – network. And although Google will now feature your company video on its global home page or on a branded Google channel, the ad rates of $175,000 and $200,000 respectively – PER DAY – may not be a reliable revenue stream for YouTube. So the attempt to “monetize” (Yes, hate that cliché; but it’s in the original article at ISEdb) some part of YouTube by taking a cut of one-click digital product sales makes business sense.

Only thing that surprised me was learning this: YouTube is a loss leader for Google.

According to Alexa.com, YouTube is the 3rd most-visited web site in the world, after parent Google and competitor Yahoo!. But apart from tons of valuable user behavior data that can be applied to other marketing programs, YouTube does not generate income. In fact, its daily operating costs are estimated at $1 Million, most of which goes to bandwidth. A British Telegraph news article stated YouTube, alone, consumed as much bandwidth in 2007 as the entire Internet did in the year 2000.

There is some concern over how ad clutter at YouTube may annoy users and be seen as invasive advertising … like the “Ads Are EVERYWHERE” complaints cited at the beginning. There are alternative video-sharing sites, though none with YouTube’s popularity, so user defections don’t sound too likely as a protest against more ads.

Taking It To The Virtual Streets. In what is considered an advertising first, Democratic Presidential Candidate Barack Obama is running in-video-game political ads in 10 battleground or swing states right up until November 3, 2008 … the day before the general election in the United States.

When a gamer playing the Xbox 360 car-racing game “Burnout: Paradise City” goes online to play against other virtual car racers, the Obama ad appears as a billboard on virtual streets of the Xbox game. The gaming ad reads: Early voting has begun. Voteforchange.com. Paid for by Obama for President.

Electronic Arts, publisher of the multi-player car racing game, confirmed that this in-game advertising is a regional campaign, flighted for different length buys between October 6 and November 3, (Ohio, Florida, Iowa, Colorado, Indiana, Montana, North Carolina, New Mexico, Nevada, Wisconsin), that is targeted to a specific demographic: Males between the ages of 18 and 34 in the designated states.

In-game ad firm Massive (owned by Microsoft) confirmed it not only brokered this first-ever in-game political ad buy, but it also reached out to Republican John McCain. His campaign declined.

Product Placement Marketing Vs Editorial Censorship. A big-bucks area of brand advertising is placement of consumer goods – everything from soda cans and cereal boxes to vehicles and licensed clothing worn by actors – on the sets of TV shows and films. Although this is definitely paid advertising placement, it moves into muddy subliminal terrain because advertised products appear as part of the background or set dressing … not during 30- or 60-second commercial breaks.

Any pay-per-click search advertiser will tell you their ads appear on a search engine results page in a way that signals to users that they are viewing a paid ad. Paid ads are listed in a separate column or tint box or appear under a heading like Sponsored Listings. This visual separation of paid-ad from organic search results is required after a complaint filed with the Federal Communications Commission, which regulates fairness in advertising, successfully argued that consumers scanning search results had no way to judge which listings appeared on merits and which paid for the show.

The in-game political ad sponsored by Obama’s presidential campaign might fall into product placement “brand” marketing, with the “brand” whizzing by online car drivers on virtual billboards in the background of the game scene. However, the Paid for by Obama for President tagline is a clear and overt statement of paid advertising, just like the Sponsored Listings header on search results pages. Nothing subliminal, confusing or stealth product placement about it.

Censors. According to American Freedom Campaign organizer Naomi Wolf, this road trip leads back to YouTube, Google and censorship. As author of The End of America: Letters of Warning to a Young Patriot on our slide into closed society, Wolf documents, writes and speaks all over the U.S. on the democracy-shutdown that historically precedes a fascist shift. (No, not light frothy reading. :) )

Here’s what Wolf quotes from a research group that focused on practices of evangelical churches, specifically the Wasilla Alaska Assembly of God of Republican VP Candidate Sarah Palin:

Sarah Palin was baptized at Wasilla Assembly of God…Last Sunday our research team released a video, a ten-minute mini-documentary, focusing on the Wasilla Assemblies of God; and the video seemed on the verge of a massive “viral” breakthrough when YouTube pulled it down, citing ‘inappropriate content’. At the point the video was censored by YouTube, it had been viewed by almost 160,000 people. The short of it is that YouTube has censored a video documentary that appeared to be close to having an effect on a hard fought and contentious American presidential election…

If you’ve never seen QUOTE inappropriate content UNQUOTE on any of the hundreds of thousands of videos posted to YouTube, then the above-cited episode of Google/YouTube censorship won’t smell funny at all.

It’s not a paid-ad; it’s not stealth product placement; it doesn’t hide its sponsor, creator or source; and it’s not pornography or a violation of either community standards or Google Editorial Guidelines. So, what principle was YouTube protecting in pulling down this video?

Snark Alert: I think I know where these video documentarians went wrong. If only they had developed a music bed of “Greatest Evangelical Christian Hits” or “Music To Listen To While Waiting For The Rapture,” then there would have been a digital product for sale, a music CD to which viewers could be one-click linked. Without leaving the site. Just an idea.

Newspaper NEWSFlash: Uh-oh. Now they have the lawyers on speed dial.

Just as this item on Advertising is EVERYWHERE was being posted, I saw a troubling article in a Tech Newsletter on how YouTube has pulled down several video campaign ads for Republican candidate John McCain. This isn’t about commercial paid ads popping up all over anymore. Nor is it even about partisan censorship by a huge network gatekeeper like YouTube. Nor is it about small activist groups yelling — To the barricades on Net Neutrality! — as they bang on the server farm doors.

This is about YouTube (owned by Google) fearing copyright infringement lawsuits from big media companies like themselves — in the McCain video ads case, from huge TV media conglomerates. Google/YouTube are fleeing to the safe harbor of the DMCA, Digitial Millennium Copyright Act. And, just to be safe, YouTube is pulling down stuff rather than letting the “free marketplace of ideas” duke it out.

Smells like YouTube videos are now content vetted by the Legal Department. Oh, nooooooooos.

Check Mark More next week. If you have any comments on this, let ‘er rip.

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Does This Stuff Matter To an Entrepreneurial Free Spirit Like Me?

White Spaces. Digital Divides. Expanding Broadband. Not Rationing Internet Access. Net Neutrality.

Broadband: HiSpeed Or Zero

It all sounds so remote and abstract, so knee-deep in political mudslinging and far-away Policy Objectives. But it isn’t. If you are an online marketer, a buyer or seller or importer or distributor of goods and services, if you find customers or accept orders or do customer service through any web-based sites and technologies … then the issue of Net Neutrality hits you square in the gut.

CheckMarkl Didja hear the one about the “inventor” of the BlackBerry smart phone?

The day the Dow index tanked and lit a fuse on the U.S. financial crisis three weeks ago was the day GOP presidential candidate John McCain’s economic advisor claimed his boss (who can’t use email) “invented” the BlackBerry. That gaffe made for a short-lived snarky signature file that went viral as a joke, which we covered in Social Media-Communications Reach Customers in All Age Groups . Great laughs.

This part isn’t so funny – U.S. Internet and communications device users are way behind the tech curve, compared to usage and access in many other countries. One reason is the restrictions and deals the telecommunications lobby muscled through the U.S. Senate Commerce Committee, when that watchdog Senate committee was chaired by that BlackBerry “inventor” (sic) who is butt of the above joke. This is from a tech post blog on September 18:

This BlackBerry thing is actually far more serious than anyone in the media is paying attention to. The BlackBerry company manufactures about 20 other little neat devices not available here in the US. Why?

Because when McCain was in charge of the Commerce Committee, he helped get laws with loopholes passed regarding broadband services that allow some of his favorite lobbyists’ companies (AT&T, Verizon, BellSouth, satellite-TV carrier Echo Star, lobbyist Vicki Iseman’s client Bud Paxson who sought special clearance from the FCC, etc) to control what will be available and what will not. So although you think you have the latest greatest thing with your BlackBerry — too bad. People in almost every other country have way more neat stuff to choose from and probably more up-to-date than we do. Thank you, John McCain.

The difference between what Al Gore actually did (get the US to #1 position in Internet infrastructure and accessibility at the time) and McCain (when he left Commerce Committee he had succeeded in making us #16) is that Gore pushed for open access — and McCain is all about control by the telecomm industry. Net Neutrality anyone? Phooey! Posted by lokywoky at 09/18/2008 @ 6:48pm

CheckMark Didja hear other ones about Internet “Service” Providers who valve down user access:

which includes this line drawn in the sand:

“Americans have come to expect the Internet to be open to everyone,” said Conyers (John Conyers, Chair of the House Judiciary Committee). “The Internet was designed without centralized control, without gatekeepers for content and services. If we allow companies with monopoly or duopoly power to control how the Internet operates, network providers could have the power to choose what content is available. Many of the innovations and products we use every day, such as search engines, music download services and online video, likely would never have developed in such a restricted environment.”

Broadband: HiSpeed Or Zero

CheckMark Didja hear the one about Chicken Little Lobby Comes To NY?

It a sad story of a powerful lobby (National Association of Broadcasters) who wants to block use of television “white spaces” likely to open up when TV goes digital in February 2009; white spaces are vacant frequencies between TV channels that can offer powerful high-speed Internet services … over mountains and through buildings … to tens of millions of Americans. The NAB wants to hoard this spectrum and claims opening up white spaces to broadband Internet access by the masses will be the DEATH of TV as we know it in the Western Civilized World.

And all this has exactly what to do with wholesalers, retailers, importers, auctioneers and distributors of apparel, footwear, accessories and general merchandise???

Have a look at what other business owners and entrepreneurs have told their elected reps about the need for Net Neutrality. Below these comments is the web site through which they – and 23,275 others – wrote to their U.S. House Representatives. Legislation to protect Net Neutrality was killed off in 2007; but it’s baaaaaack!

Please Don’t Let Comcast Destroy My Business
I am a small business owner, just my wife and I. Because of the free Internet, we have been able to establish our own business, and not only make a good living, but live the lifestyle we’ve always dreamed of. … However, the loss of Net Neutrality could destroy everything I’ve worked for in one swift move. With the big-money websites able to attract more customers, driving out small businesses like mine out of the marketplace, it would be the equivalent of the Wal-Mart Effect, but online.

Huge websites with vast resources would control the Internet.
The American people, entrepreneurs, and small business people like myself would be driven out of the marketplace, which has created the opportunities for success for thousands of people like myself, and brought dreams to life for so many people.

Comcast, AT&T and Verizon are three of the largest, most profitable companies in the world.
To think that the bottom line of these three already-profitable companies would be thought of as more vital to American interests than the hopes, dreams, ambitions, and freedom of American citizens is simply against every American moral and value that the founding fathers of our nation envisioned for this country, and against the very fabric of what makes our country great. You hold the power in your hands to uphold the shining beacon of freedom in America, a land where even the smallest entrepreneur has an opportunity for success and every citizen has a voice. Please use this power to empower the millions of people who rely on the Internet every day, and not just to line the pockets of corporations that already have so much. We, the people of America, trust you to do the job you’ve been appointed to do – stand up for the values and liberties of the people of this country. Don’t let us down…please. My life, and so many like me, depend on your decision.

The internet should not be regulated. Hands Off.
Net Neutrality is essential to free speech, equal opportunity and economic innovation in America. Since the FCC removed this basic protection in 2005, the top executives of phone and cable companies have stated their intention to become the Internet’s gatekeepers and to discriminate against Web sites that don’t pay their added tolls.

Without Net Neutrality I Go Out of Business
I own a photography business. The majority of my clients find me on the Internet. After the shoot, I post all of the images on my website for ordering. This isn’t a large company; it’s just me. I cannot afford to pay huge sums of money so that people can continue to see my work. Without Net Neutrality, my business is dead.

Small Business and Democracy Need Net Neutrality
I am a small business person, as well as an active citizen. NET NEUTRALITY protection (equal and open access for all web sites and Internet communication) is crucial to the survival of small businesses, if we are to have any chance to compete on a national and global level by employing modern technology. … Since the FCC removed this basic protection in 2005, the top executives of phone and cable companies have stated their intention to become the Internet’s gatekeepers and to discriminate against Web sites that don’t pay their added tolls. This fundamental change would end the open Internet as we know it. It would damage my ability to connect with others, share information and participate in our 21st Century democracy and economy. The FCC must ensure that broadband providers do not block, interfere with or discriminate against any lawful Internet traffic based on its ownership, source or destination. … Is the FCC the advocate for corporate domination and control of democracy; or, is it the guardian of free and open communication for the people, upon which any true meaning of democracy is based?

Internet freedom demands protection
Corporations would love to double-charge. It is only legislation that prevents this. So, too, with the Internet. Telecommunication firms are pushing to be able to charge for BOTH the data carried across their lines AND the consumer access that receives this data. This is utterly unconscionable. The Internet is the only medium where everyone with a viewpoint…

Small Internet Businesses Need Net Neutrality
As a new small business owner, I rely heavily on the Internet to generate business. Most of my customers are through the Internet. The FCC needs to be more “hands-on” in protecting Net Neutrality against the telecom giants who seek to become “gatekeepers” of the web. Net Neutrality insures that my business can be shoulder-to-shoulder with other businesses on the Net. If I should suddenly have to pay premium charges just to have access to certain areas of the Internet, I do not know for certain that I could stay in business. This is arbitrary and unfair. My concerns go even deeper, however. A free and open Internet fosters creativity, economic innovation, and democratic free speech. I do not think it’s in any citizen’s best interest to have such a forum co-opted by big money companies like AT&T, Verizon, or Comcast. Please stand up for us. We’re counting on you. Thank you for your time and understanding.

CheckMark ACT NOW

The Internet Freedom Preservation Act will guarantee Net Neutrality protections for all of us. You can make the difference. “Tell your representative” to support the New Net Neutrality Bill at this site

[ https://secure.freepress.net/site/Advocacy?alertId=103&pg=makeACall ].

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Time well spent at the BlueHornet Email Lifecycle Management Conference

I’ve been learning quite a bit about leveraging and embracing quality email marketing strategies while at BlueHornets email conference this week. Everyday, I see so many B2B marketers overlooking all of that valuable data they have by either sending poor email campaigns or doing just nothing at all. There is so much more to having a great web site and generating profit through e-commerce initiatives than just selling good online. Have you done any maintenance to your email marketing strategy this year? If not, take these 5 steps:
1) Get with an ESP – email service provider. There are tons of them out there. From Constant Contact to Blue Hornet
. ESP’s can maintain your email lists, provide you with incredible analytics, surveys, de-duped lists and other imperative tune-up’s that are needed.
2) Develop some great templates. Don’t be spammy. Don’t be “salesy’ “. Keep it real. Be informative.
3) Hire a consultant to assist you with your email strategy. You can find plenty on LinkedIn
4) Get serious! Good email campaigns can return over $50 for every $1 spent. Sounds pretty cool, eh?
5) Stay informed. I can’t get enough of Click-Z Start an RSS feed to the ClickZ’s email column.

Bottom line–if you’re not reaping the benefits of the 1000’s of emails you have stashed away, you’re loosing money and not keeping your prospects and customers engaged. This an easy thing to do, and likely one of the best decisions you’ve made all year.

Happy Selling!

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Beyond the Basics in SEO

This one is for you, Betty. And for any online entrepreneur on a budget who needs to go beyond SEO for Beginners.

The WholesaleU Blog posted Beginners Guide to SEO with basic steps to get your web site noticed by the Deaf, Dumb and Blind search engine spider “bots,” so that your site shows up on Search Engine Results Pages. Bullet-point Search Engine Optimization Basics are:

· Get your essential key words (business, product lines, price points, sales events) into web page Heads and Copy;

· Aim for the right ratio of key words to web page words … without SPAMMING the spider;

· Put your key word descriptives into the Home Page Meta Tag Fields, which only the spiders see;

· Do not depend too much on graphics and images to carry web page messages, since the spiders can’t see them.

Betty replied: Thanks for the tips. I have tried the basics in my web sites. … But how can I rise up to page one when somebody searches for “wholesale handbags?”

We know what Betty faces, right? She mentioned Google; and we’ve all eyeballed that eye-popping line at the top-right edge of search results pages: Results 1-15 of 548,788 Results Found. Since Internet Usage research shows that typical searchers rarely go beyond Page One or Page Two search results – approximately 25-to-30 sites – there is not much marketing value in being listed beyond page 2 SERPs. Hasta la vista to the other 548,760 results found. They won’t be back.

Here are some bullet-point SEO tips that go beyond beginner:

· Time to Get Off the Reservation? This is a highline search marketing strategy rather than a handy practical tip. But, Betty mentioned wanting to rank high on search results for “wholesale handbags.” And that was after mentioning the consumer-focused search engine that holds well over 60% of search engine market share … Google. What’s wrong with this picture?

Google does a terrific job at pulling up millions of keyword matches and indexing a wide swath of the cyber-terrain. But Betty modified her hypothetical search on “handbags” with the term “wholesale.” Google’s indexing spiders will find results for both terms, independently and together; though a searcher may not find the results until Page 128 on the SERPs. Or, never.

Wholesalers of anything need to get off general search engine reservations and go vertical, to search sites, product directories and industry sites that serve “wholesalers” or “handbags” or “apparel accessories” or all the above. Try this, Betty: Wholesale Handbags .

· Think Local, Pull Global. Did you know that 30% of all products that searchers find through global online searches, even at eBay auction, are finally purchased locally and offline?

If you operate a local retail storefront, get local action. Local shopping, merchant and search sites (like those run by TV/Radio stations, newspapers, city sites and YellowBook listing sites) often have free basic listings. Google or Yahoo! spiders can find you for their Local Search channels if you get your city, region and brick-and-mortar address near the top of your home page copy.

· Get Into Specialized Product Directories. Trade and industry sites – say for wholesalers or handbag specialists or closeout/discount distributors – have online and searchable product directories. You can often buy paid advertising (banner ads or pay-per-click text ads) by product category. Many product directory sites welcome new listings at no charge. You have to meet their Editorial Guidelines, select the right product categories in their unique directory structures, and not be a SPAMMER or Link Farm.

· Use Real Estate on the Browser Window. That title at the top of every web browser window is valuable real estate. The browser title pops into view before complex graphics or active page content even finishes loading in. Don’t waste those precious six-to-eight words with your business name … unless you’re a household word. Use the browser title to say what is unique about your, let’s say, wholesale handbags: 75% Off Sale … Best Designer-Inspired Handbags … Raffle a Designer Handbag of Every Woman’s Dreams … Donate Gently Used Handbags to Job Hunters.

· Get Foot Traffic: Cyber and Real. Links to and from your business web site are one of the biggest ranking boosters around. The more links into your site, the higher your optimized search ranking (secretly scored “Page Ranking” at Google) on results pages. Some web masters try to buy their way onto paid links pages, but that can be dicey. (A lot of link-swapping schemes and pages of nothing-but-links, called Link Farms, made big search engine spiders bite back. Penalties include getting de-listed and dumped in the “Supplemental Index” aka: Dead Zone.)

Get linked the old fashioned way: Offer great tips and timely content that others link to. Customize direct mailings with a unique web page that lets you track cyber-foot traffic. If you do a special Thank-You promotion for returning customers, the unique web page appears as a hot link in an emailing, as well as printed out on a direct snail mailing.

Those are a couple of steps beyond Beginner SEO. Stay tuned at this Top Ten Wholesale Blog and the Top Ten Wholesale Newsroom for more free and paid-ad search marketing tips. Oh, and Thanks, Betty.

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