Is Your Marketing Message Getting Through?

You know what it's like…you open your email in the morning and see dozens of unread emails, maybe more. Now put yourself in your client's place. After dealing with the urgent emails, which messages do you think will be opened and read?

The answer is, the emails that deliver a valuable message, in an easy-to-read and pleasing form, are the ones that will be read and remembered. The challenge for you as a business owner is making sure your message is one of them. Not only do you need a message that works, you need an email marketing system that creates professional-looking emails, helps you manage contact email lists, and measure results. Above all, you want confidence that your messages will be delivered, and you want to be able to collect information from your market.

Sound like a full time job? It can be, but there's another option for the small business owner. Let someone else do it! Instead of spending hours and dollars trying to do it yourself, consider one of the companies that is set up specifically to handle email marketing. Companies like Constant Contact and Vertical Response can help you manage this important part of your marketing program.

The advantage to your business is two-fold. First, these email marketing companies have systems that let you run campaigns, include surveys, and stay in touch with clients and prospects alike. Whether you send a regular newsletter or need a special promotion, they are pros at marketing and might even have some new ideas you can use. Second, and just as important, the time and money you save can be spent where they will do the most good in building your bottom line.

Email marketing is here to stay. If you're going to reach out to your market, doesn't it make sense to get the most for your investment?

At Chill we take the heat out of IT. No matter what pressure you are under, we will always keep our heads and make sure you get back up and running as soon as possible. So don't sweat - Chill IT. Click here for more information on our consulting services.

Use the Other CRM to Create Future Success

What is the single biggest cost for most businesses? Correct – people. Salaries, taxes, and benefits are a major expense, so managing the hiring and retention of good employees is critical to an organisation's success. In the information age, when knowledge has become the product of value, managing your company's talent resources is as critical as managing cash flow or making investment decisions.

The other CRM – Candidate Relationship Management – is an outgrowth of traditional Human Resource (HR) activities. In the past HR departments have concentrated on making policy, hiring and troubleshooting staffing issues, and managing the risks of being an employer. That's no longer enough. The best managed organisations are reaching out ahead of need to create a system that identifies candidates and builds an optimal workforce for the business. And it's working. Companies that invest in talent management are showing higher performance than their competitors, because it is the people who are the creators of value.

CRM systems are designed to help improve recruiting, development, and retention of employees who have the skills and aptitudes to meet a company's needs, both now and in the future. If your company always seems to be scrambling to find good people to hire, consider adding a CRM system to help expand the pool of qualified, pre-screened candidates before you need them.

There's a good article that includes techniques for building your talent management process here: http://tinyurl.com/2kl72n. CRM tools don't have to be elaborate and expensive to be effective, and there are options for small firms with salaried as well as hourly employees. The key is not size or complexity, but how well you are able to build a knowledge base of good candidates. If you have employees, you owe it to your organization to build a business-enhancing CRM system.

At Chill we take the heat out of IT. No matter what pressure you are under, we will always keep our heads and make sure you get back up and running as soon as possible. So don't sweat - Chill IT. Click here for more information on our consulting services.

Why Won't My Listing Show Up on the Google?

That's the question many businesses ask. You spend money to design a great, effective website, and you sprinkle the content with what you think are sure-fire keywords. You know enough about search engines to realise that they "look" for not only keywords but also frequent updates to content and activity when calculating your search engine ranking. Each of the major engines – Google, Yahoo, Ask, and others – has a closely guarded system for ranking web sites.

So you have a great site. You want to see your listing there on the search results page. You start trying your keywords in a search and scan down the page of results – your listing isn't there! You go to the next page, then the next…and somewhere down the line you finally find your company.

If you have a product or service that is not unique in the world, this has probably happened to you. Try searching on "computer repair" – in Google I got 17,200,000 possible results! Narrow it a bit more to "computer repair service" and now we have 2,200,000 results. Try again with "computer repair service Sydney" and it's down to 166,000. But that's still a massive number, and if you're not on the first couple of pages of results, chances are people won't scroll long enough to find you.

Why do some companies always seem to be at or near the top of the list? The answer is simple: They pay to be there. That's right, you can buy your way to the top of the page. Look again at your search results, and notice that the very first few results have a slightly different background colour and, in small print, "sponsored results."

But unlike traditional advertising, where you put an ad in a magazine and hope your potential customer sees it, advertising on search result pages is very much targeted. All of the search engines have such programs; you choose your engine and then plan your advertising campaign around it. Google's AdWords is one that has been around for several years and has features that not only help you get business but also help you tweak your ads for best effect.

Here's how it works. You create an ad that Google displays above or beside regular search results, based on the keywords you choose to be associated with. For instance, if you have that computer repair service, you might want your ad to appear when people search for "PC repair" or "computer parts" or even "memory chips."

What's different from traditional advertising is that you don't pay Google to run your ad. You pay them when someone actually clicks on your link, at so much per click. How much? That's also up to you. You "bid" on keywords. If you bid more than other people then your ad will appear nearer the top. In addition to your bid, Google considers how effective your ad is, based on how many people click through, when choosing how high on the list to display your ad.

The major advantage of using AdWords is that, if someone uses your keywords in a Google search, you know they are looking for what you are advertising. You've hit your target. Google also has great tools that help you refine your ads to be better targeted. Using their reporting capabilities, you can even tell you which buttons are being clicked.

AdWords can be a cost-effective part of you marketing. To get started, visit our web site and let us help you.

At Chill we take the heat out of IT. No matter what pressure you are under, we will always keep our heads and make sure you get back up and running as soon as possible. So don't sweat - Chill IT. Click here for more information on our consulting services.