Spring Cleaning For Personal Finances

§ May 8th, 2012 § Filed under Money Matters, Personal Finance § No Comments

Spring cleaning is for personal finances, too.

When spring fever hits and you start tossing out old clothes and scrubbing the floors, give your finances some fresh air too.

Here’s a guide to a cleaner and healthier financial life:

Put papers in their proper place. You probably just wrapped up your taxes, which means it’s the perfect time to establish some smarter paper-tracking habits. Regina Leeds, the “zen organizer” and author of “One Year to an Organized Life” (Da Capo Press, $16.95), suggests setting up a file system to easily store receipts that pile up throughout the year. For example, you might want to have separate files for expenses related to your car, business, health care and child care. She adds that the super ambitious may want to set up an online system to eliminate the need for so much paper. You’ll also want a file for household expenses, related to maintenance or repair work, as well as income-related paperwork such as 1099s, Leeds said.

If you don’t need it, toss it (or archive it). You’ll probably need to hang on to important documents (some states require taxpayers to keep up to 10 years of filings on hand), but much of your old paperwork belongs in the trash or the shredder if it has sensitive information on it, such as bank account numbers. Store your most important documents, such as certificates, in an archival box or locked metal file cabinet that’s separate from your day-to-day files, Leeds said. “Every year, take a look at your archived files,” she says. “You might be able to eliminate a few projects each year.”

Go electronic, go green. “Just about everything these days is online, so all the old rules about what you need to keep are changing,” said Russell Wild, a fee-only financial planner in Allentown, Pa. Credit card statements, bills, paycheck records, investment account statements and even tax paperwork can often be shifted online. “Just make sure you have access,” said Wild, meaning a system for keeping track of all your passwords. If you’re still hooked on old-fashioned paper statements, try this: As soon as your first-quarter account statements arrive, shred the monthly statements for January and February, suggests Rita Cheng, a financial adviser with Ameriprise.

Check your credit. Your credit report deserves a little TLC too. Get your free annual credit report at annualcreditreport.com to check for any errors and fix any mistakes that could be dragging down your score, Cheng said.

Pay it down. If you’re still carrying debt on credit cards, check their interest rates and balances and make a plan to pay them off. If you’re due for a tax refund, consider using it to pay off that expensive debt. Or use the extra money in your paycheck from the Social Security tax holiday, Cheng said.

Play catch-up. “It’s a great time to assess that status of your retirement savings,” said Nathan Gendelman, director of investments at the Family Firm, a fee-only financial-planning firm in Bethesda, Md. He says people should ask themselves if they can make IRA contributions and if they are maxing out their 401(k) or 403(b) plans.

Review your relationship with Uncle Sam. Gendelman says now is the time to revisit whether you’re withholding the correct amount from your paycheck, since taxes are still fresh on the mind. If you are set to receive a large refund, you might want to consider withholding less throughout the year to better manage your cash flow. Or, if you owed a lot to the IRS, perhaps you need to withhold more throughout the year. “Work on making saving a monthly objective rather than relying on the tax system to enforce a savings regimen on you,” he said.

Cover up. Check on your insurance coverage, including renters, homeowners, life and car. Do you have enough? Or do you have too much? When it comes to a car, for example, older vehicles may no longer need comprehensive coverage, Cheng said. Meanwhile, raising your deductible on homeowners insurance could lower your rate. “Consider bundling services to obtain a discount,” Cheng said. Your credit check also helps you here, since consumers with lower credit scores are often considered higher-risk individuals and assessed higher coverage rates. At the same time, make sure your beneficiary designations are up to date.

Clean out your car. This more traditional spring-cleaning move will actually help with your bottom line. Cleaning out the junk in your trunk, especially big, bulky purchases of water or other supplies, weigh down your car and force it to use more gas, Leeds says. Instead, use your garage for storage and keep your car as light as possible. Also, take advantage of the nicer weather to check your tire pressure and get a tune-up, which can also boost your gas mileage.

Feng shui your investments. The ups and downs of the stock market might have knocked your portfolio out of whack. Take the time to rebalance it, based on your age and desired risk level, Cheng said. “You can’t take the ‘set it and forget it’ attitude with your retirement savings,” she said, because such a passive attitude could result in an overly risky or insufficiently aggressive portfolio.

Clean up financial life with these easy steps:

  • As long as you have access, credit card statements, bills, paycheck records, investment account state and tax paperwork can probably be shifted online.
  • Get your free annual credit report to check for any errors and fix any mistakes that could drag down your score.
  • Check the status of your retirement savings and make plans to contribute to IRAs and 401(k)s.
  • Take a look at your investment portfolio and rebalance it based on your age and desired risk level—especially if it got battered by the stock market.
  • Check on your insurance coverage, including renters, homeowners, life and car—see if you have too much or not enough.

What Is Average Conversion Rate?

§ April 4th, 2012 § Filed under Conversion Optimization, Web Performance § Tagged , , § No Comments

Jon Powell and Daniel Burstein recently spoke on a Cisco webinar and were asked that ever-popular question — what is the average conversion rate?

Here’s the answer — 8.2%. You can stop reading the blog post right now.

In all seriousness, I wish we could give such a simple answer. However, the truth is much more complex. We’ll take a look at some average conversion rates in just a moment, but first let me suggest you use this data with caution. And here’s why …

There is no such thing as the ‘right’ conversion rate

There are too many variables that affect conversion to settle on one number, such as:

  • Industry
  • Source of traffic
  • Where that traffic is directed to
  • Seasonality
  • New vs. returning visitors
  • Current marketing campaigns
  • Competitors’ marketing campaigns (if you’re Chevy, and Ford starts giving away free cars, even your best optimization efforts won’t amount to much)
  • Product categories
  • Price points
  • Payment options
  • Even the very definition of what you consider to be a conversion
  • And the list could go on …

The bigger question you need to ask is – why are those who are converting choosing to act, and why are the rest bouncing? A/B testing to produce a customer theory can help you answer that question.

While you’re working on that, let’s look at some of those average conversion rates that everyone is so hungry for. Where they can help you most, I’ve found, is with those inexperienced in marketing.

For example, I was recently helping a local nonprofit, and they were disappointed with the 10% conversion rate they recently achieved on an email send, and were somewhat relieved to learn about some email conversion rates I have seen in the past — theirs ain’t so shabby.

So feel free to turn the below research loose on the inexperienced clients, business leaders or investors you work with.

Since we can’t cover every possible source of traffic in one blog post, I’ve focused on two search marketing channels, using data pulled from recent research conducted by Kaci Bower, Senior Research Analyst, MECLABS.

SEO conversion rates

As you can see in this data from the MarketingSherpa’s 2012 Search Marketing Benchmark Report - SEO Edition, while the median is 4% and the average is 8%, we’re not comfortable calling out just one number as the conversion rate for organic traffic. While most marketers achieve conversion rates in the low single digits, there is an impressive range.

And if you just happen to be the marketer nabbing 60% conversion rates from your organic traffic, we want to hear from you!

We all could learn from your outstanding SEO efforts.

Paid search traffic conversion rates

Click to enlarge

According to MarketingSherpa’s 2012 Search Marketing Benchmark Report – PPC Edition, the conversion rate for PPC search ads seems only slightly lower than organic search traffic, with a median of 3.5%, and a few more very high performers skewing the average up a little. (Again to the 60%ers, share your tactics with us. We’ll make you famous.)

But there is still a wide variability in conversion rates on paid search traffic. So take these numbers with a grain of salt. Use them to help educate the less marketing-savvy individuals you deal with on a day-to-day basis, but improve your own marketing performance based on your metricsyour KPIs, and A/B testing to learn more about your audience.

3 Steps To Improve Lead Management

§ March 6th, 2012 § Filed under Traditional Marketing § Tagged , § No Comments

Improving the quantity and quality of a sales lead isn’t a simple task. Just ask any sales or marketing expert. However, a 2011 study by Aberdeen Group, a market research firm, demonstrates that investing in demand generation optimization and developing key performance indicators to measure the quantity of leads converted can pay great dividends.

Aberdeen surveyed 4,141 marketing and sales executives worldwide to identify key trends and initiatives designed to improve lead management and sales effectiveness. The results from the survey were not totally surprising; however, the performance differences between laggard companies and best-in-class companies were significant.

  • Best-in-class companies forecasted sales from leads generated by marketing to be 50 percent versus 2 percent from laggard organizations.
  • Best-in-class companies closed 48 percent of marketing-generated leads versus 2 percent for laggard organizations.
  • Best-in-class companies experienced 20 percent YOY growth compared to 3 percent decline among laggards.

Moving from laggard to best-in-class status requires investment and can’t be done overnight. It requires close collaboration between sales and marketing, a process that has been difficult if not impossible for some organizations. To get started with this transformation, it’s best to assume that your firm falls into the laggard category (even if that’s not true.)

Aberdeen suggests that there are three key steps which can move laggards up the scale.

  1. Test your marketing content. Thirty-six percent of industry-average companies test their messages to determine what motivates prospects to respond. Testing allows you to quickly zero in on those messages that resonate with buyers and allows for more consistent delivery of the “right messages.”
  2. Review and track campaign performance. Reviewing key performance indicators may seem like basic “blocking and tackling,” but according to the study only 27 percent of laggards fully review campaign performance versus 60 percent of best-in-class companies. Take the time to determine key success factors for your firm and build a simple KPI dashboard to track your performance.
  3. Rank and score inbound leads. Building a lead scoring methodology will help you determine which leads should be turned over to sales and which leads need continued nurturing. One of the chief complaints voiced by sales teams is that the leads provided by marketing are not qualified. Marketing and sales need to agree on what constitutes a qualified lead, and if a lead provided to sales is determined to be not fully qualified, then the sales team has an obligation to return it to marketing for further nurturing. (Only 29 percent of laggard organizations had a lead-scoring process in place.)

Once you have achieved an industry average position and feel comfortable with the process, you can take the next steps to move to best-in-class status.

Ad Networks Raise Profit With Targeting

§ February 15th, 2012 § Filed under Uncategorized § Tagged , , , § No Comments

Ad networks, for some time considered the poor stepchild of the media buying world, may be enjoying a rebirth by offering new behavioral techniques, hyper-rich media and mobile geo-location capabilities.

“It’s fair to say that, for b-to-b world, ad networks are bringing an added level of prospect data to understand the industry someone works in, their level in the organization and more. Ad networks now are often the first step in large media buys. They are no longer restrained by just selling excess inventory,” says says Terrance McDermott, media director with b-to-b agency Slack and Co., Chicago.

Ad networks aggregate ad space on numerous websites. Once known primarily as as a way for publisher to fill the space they couldn’t sell, or to place on other websites excess inventory they couldn’t find room for, ad networks are becoming more central to many marketer’s media buying plans.

It’s important to differenciate ad networks beyond supply aggregation. The successful networks of the future are bringing unique optimization technology and inventory sourcesto the table to go deep into certain verticals, says Dave Jacobs, senior VP of Advertising.com. He is co-chairman of the Interactive Advertising Bureau’s Networks and Exchange Committee, and has worked on IAB’s Quality Assurance Guidelines aimed at developing standards about where networked ads are placed.

Ad networks have been pushed toward better targeting by ad exchanges, which have taken over the role of distributing excess inventory at cheap prices. A few years ago, the thinking was that that ad networks would go away, but they haven’t. Ad networks keep finding new ways to add value.

Helping here are better analytics and targeting, audience data and behavioral techniques to determine where ads surface on the web.

Effectively, we are gathering data about businesspeople from publisher partners around the web – including profile data, IP addresses and company information – and organizing it all into anonymous but very granular user profiles. The effect is that, rather than dumping ads into indiscriminate websites geared to general interest categories of viewers, a more precise ad network targeting is possible.

Improve Marketing Offer To Increase Conversions

§ January 17th, 2012 § Filed under Conversion Optimization, Traditional Marketing, Web Performance § Tagged , , , § No Comments

Involving more than just a product or service’s price, a marketing offer is the hook that gets consumers to buy.  Consisting of eleven attributes, a marketing offer takes into consideration both marketing goals and its target market to maximize its effectiveness. Map your offer out before starting the creative process to ensure that the resulting creative integrates the salient components.

Direct marketing gurus, Bob Stone and Ron Jacobs, outlined the traditional eleven points of a direct marketing offer in their book, “Successful Direct Marketing Methods”. To help you create offers that achieve your marketing goals efficiently across distribution channels including mobile and social media, here’s a guide for using these eleven elements.

  1. Price is the amount charged for your product or service. Do you need price transparency? Does your pricing need to be consistent across platforms? (Remember, you don’t want to appear to be discriminatory.) If your pricing differs due to segmentation and/or media targeting, do you want to build your audience with a low introductory price or do you want to get customers to purchase more units with a lower price for additional products?
  2. Shipping and Handling. While consumers view shipping and handling as onerous, marketers use it to cover the fulfillment and delivery costs that extend beyond actual postage expense. Online retailers, most notably Zappos, widely use free shipping and handling to overcome buyer inertia and inability to see and/or try on product. From a marketing perspective, if you offer free shipping and handling for your product, consider a minimum level of purchase that’s above your average sale. Companies may offer different delivery options such as overnight service for which they charge a premium.
  3. Credit Options/Payment terms. Today’s retailers have a variety of payment options. Most online etailers use a mix of debit and credit cards including Visa, Mastercard and American Express. In addition, there’s PayPal. Bear in mind that retailers pay a percentage of the sale in fees to credit card companies. Also, in this weak economy, some retailers have reintroduced lay away plans to help consumers better afford their products. Think about leveraging established purchasing platforms to help provide additional purchase and distribution channels for your business such as iTunes.
  4. Unit of Sale involves the number and size of items that customers receive. To be in line with the current economy, retailers may offer smaller units of product such as fourteen ounces instead of a pint or bundle multiple units together at a discount to encourage bulk purchasing.
  5. Optional Features includes other forms of specialization. Some of which may yield incremental revenues such as monogramming. This can be a good way to increase the total purchase amount.
  6. Incentives can encompass a wide variety of options such as related Free with Purchase or Buy One, Get One offers. Or it can be a discount in terms of price or shipping and handling. Also, affiliate companies like uPromise try to attract customers by offering them points and discounts in return for purchase.
  7. Time limits are used to incent customers to purchase by a deadline. Etailers like Woot and group buying services like Groupon offer product at a discount for short periods of time, usually a day to get shoppers excited to buy.
  8. Quantity limits are another way to entice consumers to buy because if they don’t, the product will not be available. One factor that’s important to consider is the amount of product versus your potential audience since you don’t want consumers to think that you tricked them by only having a very limited number of items. Some ticket companies use a counter to show the number of remaining items.
  9. Future Obligations was used by traditional direct marketers to lure customers in with a low initial product price if they agreed to buy more product at full price. Now many consumers view this approach as deceitful.
  10. Response channels encompass a broader array in today’s wired world including the traditional phone, mail, retail and fax as well as online, social media and mobile options. Remember that consumers may try to contact you wherever you have a presence so don’t overlook places like Facebook, Twitter and mobile apps.
  11. Guarantees include the traditional direct marketing satisfaction guaranteed or your money back. What customers want to know is will you be there for your customers when they have problems with your product?
by Heidy Cohen.
See more marketing insights from the author here.

Event Security and Crowd Control

§ December 13th, 2011 § Filed under Event Marketing § Tagged , , , , , § No Comments

Big parties and gatherings can be so much fun, and food and drinks, music, contests, are just the tip of the iceberg when it comes to planning a holiday party or great event. While all those details are rather exciting to plan, one critical step could mean the difference between a fun, successful party and chaos: crowd control.

One easy step is to designate security personnel. There should be at least one security person for every 50 people expected at the event. Keep in mind that the purpose of event security is not to impede a good time, but to quickly nip a potential problem in the bud.

Another easy way to maintain organization and minimize trouble is to use colored wristbands for crowd control. Your choices may vary from vinyl to woven wristbands, plastic or silicone wristbands, depending on the durability and quality and other wristbands features.

If you’re checking tickets or IDs at the door, this should be a very simple task. Have multiple colored wristbands for varying level of admission. For example, at a music festival, discreetly designate the allowances of guests and their access to perks. Those who donate a minimal amount, identified by a blue wristband, have access to all music performances, free parking, and access to food vendors. Moderate donors, who get yellow wristbands, get VIP seating for the musical performances, preferred parking and tickets redeemable for free food and beverages. The platinum donors, with white wristbands, have access to VIP seating, backstage passes, and unlimited food and beverages. If the festival staff know the meaning of all event wristbands, the crowd will be easily controlled, preventing chaos.

For smaller events, you may choose to use two different plastic wristbands to identify those who can legally drink from minors. Checking IDs at the bar can be time consuming and frustrating in low lights and with numerous requests.

Woven wristbands are ideal for sports events of all kinds, and silicone wristbands are popular choice for trade shows and fundraising events.

Wristbands for crowd control are an incredibly helpful detail, no matter the size of your holiday party or special event.

Affiliate Marketing Strategies: PPC or Pay Per Performance?

§ November 11th, 2011 § Filed under Digital Marketing, Marketing Strategies, Online Marketing § Tagged , , § 1 Comment

As we march along the path of latest technology in the Information Age, it is vital for business owners to keep up with evolving marketing strategies to stay relevant and successful. Print media is slowly but surely declining in its effectiveness, so as businessmen and women, we are faced with a challenge to find a more productive way to market ourselves. Many go to social media marketing platforms like Facebook, Twitter and LinkedIn, but not every game can be played on the same field. Affiliate Marketing is a great strategy involving virtual professional alliances, but what does that phrase even mean?

Affiliate Marketing is an advertising approach to get more traffic on your website. It places a banner ad for Company A on Company B’s website. That banner ad, if clicked by someone viewing the Company B website, takes the viewer directly to Company A’s site. That sounds like a pretty big favor from Company B, taking up their web space with advertising for another company, but Company A actually pays for the space. The tricky part is figuring out how much that space is worth, since it doesn’t have clear cut distribution like a print ad in a magazine. Digital Media Marketing specialists have devised a handful of payment plans that are based on the ad’s effectiveness, rather than paying a flat fee for the space.

Pay Per Click, or PPC, is an agreement in which Company A pays Company B for each visitor that is sent to their site by clicking on the banner ad. The cost per click is very low, usually a fraction of a dollar. That way, Company A only pays if the banner ad is effective in generating web traffic.

Pay Per Performance is an idea better suited for merchants and those with E-tail businesses. Rather than paying Company B each time their site is viewed, they only pay when that viewer purchases something from Company A’s website. This is ideal because they only pay when revenue is created from the traffic sharing.
Company B can make even more money by convincing their web affiliates to put Company A’s banner on their site. Whether revenue is created by click or performance, Company A gets some residual income from Company C’s earnings, kind of like commission. There is money to be made from all points of involvement, and since it all comes down to just a handful of pixels, it’s win-win for everyone involved.

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