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Posts Tagged ‘banner ad’

Dare to Compare! Banner Ads vs. TV or other Media

May 9th, 2014 No comments

Last year, Ben Kunz – Vice-President of strategic planning at media agency Mediassociates penned a column in Digiday called, “In Defense of Banner Ads.” Kunz opened with a pithy set of points:

If you believe banners suck, you’re not alone. The poor things are so disparaged that the entire digital industry has repositioned them as display advertising to wipe off the banner stigma.

But the truth is, banner ads work just as well as most other forms of media, which is remarkable given their small size, surrounding clutter and creative limitations.”

In fact, some of Kunz's findings make banner ad results better than most other forms of media, and of course, can be more targeted and thus at a far lower cost.

earth_moon-comparison-wikicommons-cutting-edge-marketing-sales-blog-mhpronews-com

Compare to TV

“Nielsen, the typical U.S. consumer is exposed to 4 hours and 38 minutes of TV a day, about 40 percent of which is commercial time.” Kunz points out that with that giant screen, the response rate is still only .05% for TV. The average consumer sees about 6,600 commercials monthly.

Compare to Radio

The typical adult in the U.S. listens to 1 hour and 23 minutes of radio daily, 2,500 minutes a month, and at 15% of radio being commercials, that's 750 thirty second spots a month. Results?

.013 percent.

No wonder they repeat those toll-free phone numbers, over and over, and over…

Compare to Billboards

Kunz used NY Suburbs in his example, here are his numbers: “…$320,000 for 26 large 14-by-48-foot billboards (for a 50 GRP level). That provides 28.2 million impressions a month.” Response rate? 0.03%.

And Banner Ads?

Kunz states that Facebook ads were running .03%, and that the Direct Marketing Association and Google uses a range from .03% to .09%, with .07% being tossed about as 'typical' by others.

The bottom line is that banner ads would meet or beat TV, radio and billboards.

In an operation such as MHProNews.com, there would be no way to cover the nation with as many manufactured housing industry professionals other media for anything like the low cost of our banner ads.

So while all reports suggest that CTRs (Click Through Rates) stabilized at a lower level than they were some years back, they still compete very well with other forms of media, so sayeth Ben Kuntz!

DC Marketing Pro

Brooke Jordan in DC Marketing Pro, gave her 5 reasons for using banner ads.

1) “…Regardless of measured click-through rates, banner ads still create a favorable attitude toward the ad due to repeated exposure.” (Journal of Consumer Research)

2) Research shows that consumers engage with banner ads more than TV or outdoor ads.  Banner ad CTRs average at 0.07% (Digiday).  TV response rate is 0.05%, according to Nielsen. Outdoor has a 0.03% response rate (Digiday). Radio, which lacks the visual component of the other three media, has a response rate of 0.13% according to Arbitron.”

3.) “Banner ads have the ability to hyper-target by age, lifestyle, and geography better than most other mediums.  Maybe that’s why eMarketer projects the top five sellers of display advertising to generate $18.6 billion in the U.S. alone in 2013, a 20 percent increase from 2011…” 

4) “Video and display advertising are effective at driving a significant lift in site visitation and SEO, even in the face of minimal clicks on ads. (comScore)”

For me – and for most of you – the real hitter was Brooke's point number 5!

5) “It’s all about ROI.  Marketers continue to pour billions into banner ads due the sheer scale and efficiency.  Low CPMs, compared to other media, mean that marketers can afford a high volume of impressions at a relatively low cost.  When you combine the business generated directly by clicks with the “collateral damage” that occurs beyond the click, most advertisers find the investment is worth it.” (Bold emphasis added).

In yet another study, Smartinsights claims CTR rates are around 1 per 1000 impressions.

When Jordan was talking about the “collateral damage,” she is using that as a humorous, positive euphemism for “impressions.” An impression is defined by Wikipedia as:

“An impression (in the context of online advertising) is a measure of the number of times an ad is seen, whether it is clicked on or not. Each time an ad displays it is counted as one impression.”

comparison-credits-arbitron2010-richmond-sign-scapes-

In a recent 90 day campaign for a client, we generated over 1.5 million impressions and some 900 click throughs. More important to the client, they grew their outcomes by 14.7%, which made it a good investment.

The exact record of their campaign results: 1,566,675 impressions and 946 click throughs.

A longer term client, the MMHF working with Show Ways Unlimited and the Louisville Manufactured Housing Show, gave us a historic performance track record and testimonial, linked here.

Impression Gold?

Ad-Mays in a report on impression-based advertising stated the following:

  • 52% of Internet users actively respond to banner ads.
  • While 31% of users click on the ad immediately, a large percentage conduct searches for the brand or product, visit the company’s website, or respond through social media. This can be termed “the Silent Click.” 
  • The Online Publishers Association found that after viewing a display ad there was a 50% increase in brand name searches after one week, users spent an average of 12 minutes longer viewing the website, spent 10% more money and higher income audiences were attracted.

The bottom line? Banner ads work and both CTRs and impressions deliver great value. This is why the market is booming!

Looking for a great way to reach the business to business (B2B) market for manufactured housing? Based upon the both external and internal studies, you'd be hard pressed to find a better value that the banner ads, impressions and related campaigns we can create for clients on MHProNews.com. ##

L. A. "Tony" KovachL. A. 'Tony' Kovach ManufacturedHomeLivingNews.com | MHProNews.com | Business and Public Marketing & Ads: B2B | B2C Websites, Contract Marketing & Sales Training, Consulting, Speaking: MHC-MD.com | LATonyKovach.com | Office 863-213-4090 Connect on LinkedIN: http://www.linkedin.com/in/latonykovach 

Content Marketing World!

May 4th, 2014 No comments

We've quoted Sunshine Homes President, John Bostick's memorable saying, “Easy doesn't pay well.” There may be 'easier' ways to market, if you have a big budget than using 'content marketing.' But content marketing has tremendous advantages when it comes to getting organic Search Engine Optimization (SEO). So we have been believers in Content Marketing for years.

Did you know?

content-marketing-world-ad-cleveland-ohio-airport-terminal-cutting-edge-marketing-sales-blog-mhpronews-comContent Marketing is so big, they have their own events. In a recent trip to Cleveland OH, I couldn't help but notice the banner ad which promoted their upcoming Content Marketing World event.

What is Content Marketing?

The Content Marketing Institute uses the following definition:

Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

Let's be candid. Industry News, Tips and Views Pros can Use can be seen as a form of content marketing, just as Fox News, MSNBC or other media platforms are a way of attracting certain target audience.

In our case, the content we deliver here on MHProNews.com is specifically designed information for the manufactured housing professional, investor or other aficionados or experts keen on our topics.

Does that mean that the news and views are not real? Not at all! In fact, it is precisely because we share relevant information on MHProNews.com that you and thousands more like you log on daily here. The featured articles on our home page often provide business building tips, inspiration or more.

One example is our website builder/designer, Joe Karn's, who this month sounded off on Creating Marketing Plan.

How can YOU Use Content Marketing?

If you have a website, you should be keen to create relevant content for your target audience!

Did You Know?

Did you know that some websites are better than others at maximizing the SEO power of content marketing? It's true!

For example, there are some 'freebie' websites out there that better for them then they are for you. When you consider the value ofmens_brown_derby_leather_shoes-wiki-commons-posted-cutting-edge-marketing-sales-blog-mhpronews-com your time, you don't want to waste time on a website that could cost you in the algorithms that Google, YouTube, Yahoo or Bing use to decide what ranks higher in an unpaid or 'organic' search result.

Put Yourself in Your Target Audience's Shoes

woman's-red_shoes-wikicommons-posted-cutting-edge-marketing-sales-blog-mhpronews-comBefore you type the first word or take the first photo, or create the first video, think about your desired target audience. Is what you plan to share of value or interest to them? Once you can formulate a message that is meaningful to your target audience, then you are on the path to good content marketing.

For example, our target audience are the MHPros and investors. What do they need to know?

Legal topics –

 

Marketing/Sales – Brad Nelms, Joe Karns, Scott Stroud, Tim Connor, LA Tony Kovach and more.

featured-articles-mhpronews-home-page-cutting-edge-marketing-sales-management-blogCruise the home page, center column, and you'll see the featured articles for this month on topics ranging from events, interviews, management and more. See the graphic from our home page, to see where the featured articles are every month.

Remember, content marketing isn't just using key words to 'trick' a search engine or reader into coming. The idea is to provide REAL Value to the reader, so they will keep coming back!

Certainly, there is more to content marketing than what's noted here, but that's why people charge the bucks for attending the seminars at Content Marketing World.

Think about your target audience(s), and try to provide not just content, but routine content that is of relevance to them. Then, get that message in front of that audience. When you do, over time, you will build an ever larger – and given quality, a loyal – audience that is a win-win for the audience and you too. ##

(Image credits – Content Marketing World = MHProNews.com, Shoes = Wikicommons)

L. A. "Tony" KovachL. A. 'Tony' Kovach ManufacturedHomeLivingNews.com | MHProNews.com | Business and Public Marketing & Ads: B2B | B2C Websites, Contract Marketing & Sales Training, Consulting, Speaking: MHC-MD.com | LATonyKovach.com | Office 863-213-4090 Connect on LinkedIN: http://www.linkedin.com/in/latonykovach 

Marketing Lessons for Manufactured Housing? Forbes Reports Online Ad Revenue vs. Broadcast TV

April 13th, 2014 No comments

On 4.10.2014, Robert Hof writing in Forbes colorfully reported that, Perhaps the iconic pose of our era is someone squinting at a smartphone screen–replacing another iconic pose, the couch potato pointing a remote at the TV screen.” Hof says that's due in part to the use of hand-held devices, such as tablets and smartphones, which led online ad revenue to now exceed that of broadcast TV.

This is a first, but not an unexpected outcome!

Citing the Interactive Advertising Bureau (IAB) as his source, Hof points out that cable TV still exceeds broadcast and online ad revenues, but the gap is shrinking. The IAB report lays out these facts:

  • U.S. interactive advertising revenues for 2013 hit an all-time high of $42.8 billion
  • 17 percent growth in online revenue, from 2012’s landmark revenues of $36.6 billion. 
  • Broadcast television advertising revenues ($40.1 billion)
  • Digital video, a component of display-related advertising, brought in $2.8 billion in full year 2013, up 19 percent over revenues of $2.3 billion in 2012. As a result, it also increased its share to become the fourth largest format, directly behind mobile.

  • Search revenues totaled $18.4 billion in 2013, up 9 percent from 2012, when search totaled $16.9 billion.
  • Display-related advertising revenues in 2013 totaled $12.8 billion or 30 percent of the year’s revenues, a rise of 7 percent over $12 billion in 2012.
  • Retail advertisers continue to represent the largest category of internet ad spending, responsible for 21 percent in 2013, followed by financial services and closely trailed by automotive which account for 13 and 12 percent of the year’s revenues respectively.

Here are some gems from the IAB report in a graphic format.

credit-iab-report-posted-cutting-edge-marketing-sales-blog-mhpronews-com

When you see “search,” realize that this is one of many reasons Google is getting megabucks.

Think about resources such as Google Ad words, but don't forget to check out our Joe Karn's report – Get your Business on the Top of Google…Guaranteed? – on this hot subject! Joe lays out a potential solution for those who want to use Ad Words, but don't have a huge budget for it. Don't miss it!

Are you Doing the Right Online Marketing?

Note the next highest percentage of revenue in the online report that goes to banner ads.

Banner ads have been a key part of what The Louisville Manufactured Housing Show and the Manufactured Housing Institute have used on MHProNews.com to drive traffic to their events. MHI reported recently that they are up 39% over the same time frame last year, and what else can you point to that is new in their promotion besides exposure on MHProNews.com?

Dennis Hill has laid out facts about the trends on the Louisville Show, which previously had been canceled in 2010, and was brought back in 2011. The big change for the show was again the use of banner ads and articles on MHProNews.

Don't Blow Your Budget! One Size does NOT fit All!

Let's be clear, there are a range of resources online that can yield success, which is part of what this IAB report that Forbes has covered showcases.

A web marketing pro outside of manufactured housing, and not familiar with our industry, might suggest a google ad words campaign to boost the turnout at an industry trade show. We'd say, 'waste of money.' Why? Because adwords generally targets the public at large, and the trade show audience is laser focused. The most viable tool to reach them are the ones we are currently using!

Could there be others? Sure, but that would take a different report than this one. The point is that one size does NOT fit all.

Are You Online? Do You Have an Updated Website?

A prominent state association executive reported that in his state, well over half of the communities had no internet website. Ouch!

Contrast that with the major MHC players, who usually have a serious investments in websites and other online marketing dollars. Or or most MH street retailers, who normally have a website, even if it is 4 to 10 years old (and if so, then it shows…).

Having a modern website, that is mobile friendly, is necessary for modern marking.

As important as websites, social media and other internet based resources are, you can't overlook the rapidly rising role of digital video and its role in marketing.

Digital Video

We are spending more time doing digital interviews, which have been very popular. No surprise! Video is dominating online usage, and is bound to grow in its revenues, as the IAB report and Forbes suggest.

We've reported before in posted columns such as…

More Videos for Manufactured Housing Success!

…vivid, real-life examples of how videos can be used to make points and tell a tale. A key part of what the mainstream media does is interviews. Where are the interviews being done in our industry? Right here!

As an example, if you've not seen the just-added 10 minute interview with Chet Murphree of Deer Valley homes, please check it out. We now have two versions posted; one is about 3 and a half minutes, the other right at 10, both are found at the link below.

http://www.mhpronews.com/home/featured-articles/april-2014/138-general-manufactured-housing-industry-topics/7312-a-cup-of-coffee-withchet-murphree

So Many Tools! Which One is For You?

Imagine the many ways how video and online marketing could be used to impact housing professionals, investors, public officials and the home buying public.

The tools and resources – including modern marketing – needed to grow a for-profit or non-profit enterprise like yours are all in our grasp. If you need a hand in reviewing your budget and marketing program, feel free to give me a call at the number below to set up a time for a discussion. ##

L. A. "Tony" KovachL. A. 'Tony' Kovach
ManufacturedHomeLivingNews.com | MHProNews.com |
Business and Public Marketing & Ads: B2B | B2C
Websites, Contract Marketing & Sales Training, Consulting, Speaking:

MHC-MD.com | LATonyKovach.com | Office 863-213-4090

Connect on LinkedIN:
http://www.linkedin.com/in/latonykovach 

Examples of how Cross-Marketing Works!

November 17th, 2013 No comments

As regular readers and most industry pros know, manufactured housing faces unique challenges in marketing. We have a great product that is not well understood or appreciated by most of the population. We will talk another time as to the reasons why that could become a blessing in disguise for those who understand how to attract potentially millions to their offices and sales centers who have cash or good credit. But today we'll focus on how cross-marketing works, by showcasing examples of cross-marketing in action.

This month on MHProNews, we had three 'exclusives' from industry leaders featuring extensive quotes found no where else in the manufactured housing industry. ELS Chairman Sam Zell, CU Factory Built Lending's Barry Noffsinger and Skyline Home's Terry Decio each have such featured articles.

I won't say which of these was in the lead in readership early on this month. But what I will say is that Terry Decio's company did a simple act of cross marketing near the end of the first week of November, and that simple step caused his article to ROAR ahead. All they had to do was take the easy step of a short post and photo to their corporate Facebook page.

skyline-corporation-facebook-page-cup-of-coffee-with-terry-decio-posted-cutting-edge-blog-manufactured-housing-pro-news-_001.pngWe preach cross marketing periodically in Featured Articles here on MHProNews and on the Cutting Edge of Marketing and Sales blog too.

Why? Because done propertly, cross-marketing works!

We promote our featured articles, but in this example, Skyline took the simple extra step of cross-promotion on their Facebook page. Viola! That article was suddenly the #1 read column on MHProNews!

What would happen if ELS or CU Factory Built Lending did the same? Think about it, because the answer is obvious!

 

Beyond Articles, Other Living Examples of how Cross Marketing Works

The upcoming Louisville Show is another example of cross-marketing. Everyone in the mix does some degree of promotion. The show does promotion of its own too, using mailers, along with banner ads on our website that look like the one below.

But what if everyone involved in the show could step up their cross-marketing game? What if everyone would cross post the Louisville Show or a show related article on MHProNews, as Skyline did on the interview with Terry Decio, linked above.

Louisville-Banner-show-me-the-money

Cross-posting links the Louisville Show website or to articles on MHProNews would obviously boost the show! The more pros who attend the show, the more all involved benefit.

It's a no-brainer.

Subtle Cross-Marketing

Most savvy players already send out invites for people to come to their specific booth or display. But why don't more take the extra step of emailing out a link to the FREE Business Building "Show Me the Money!" Seminars? Or emailing out a reminder about the networking mixer that KMHI and MHI are co-hosting at the Show?

Sometimes when you spotlight something on someone else's website, you draw a different and deeper kind of interest in what you do and offer. This is one of many ways that cross-marketing works.

Boosting the Industry Boosts You Too

manufactured-home-living-news-sharp-ipad-.jpgThe rising tide raises all boats. That's the simple yet powerful concept behind ManufacturedHomeLivingNews.com. We use that here on MHProNews as well. Because cross-marketing works.

You have scores of tools online (and off…) to advance your career, your location and company.

As Tax Time Looms, Remember This Tip!

Want to lower your taxes for 2013 and boost your business for 2014? Then remember, have your accountant confirm that your advertising dollars are a tax deduction!

Invest in what will grow your business. Make cross-marketing part of that plan. Call or email when you are ready to advance your location or operation to the next level of marketing or sales success. ##

PS: Check our many Exclusive and Red Hot Featured Articles for November and see the other new stories at MHLivingNews.com too.

L. A. "Tony" KovachL. A. 'Tony' Kovach
ManufacturedHomeLivingNews.com | MHProNews.com |
Business and Public Marketing & Ads: B2B | B2C
Websites, Contract Marketing & Sales Training, Consulting, Speaking:

MHC-MD.com | LATonyKovach.com | Office 863-213-4090

Connect on LinkedIN:
http://www.linkedin.com/in/latonykovach 

White Hat, Black Hat SEO

September 5th, 2012 No comments

Print: newspapers, magazines, yellow pages, papers, brochures or mailers.  What do they give you that the Internet can't? Paper cuts?  Ink on your fingers?  With the web and the right analytical tools, a professional can give you accurate statistics that print alone can not deliver.  With that quick backdrop, let's take a look at the topic of white hat vs. black hat SEO.

SEO is short for Search Engine Optimization.  If I have picked up a printed piece and I want to find something – say in a newspaper or magazine – I have to hunt for it. It may not even be there, with print you don't know until you hunt and even if it is there, you may miss it.

But with the web, as billions of people already know, by using a specific set of key words, I can search for a topic, business, service, product, name etc..  Using a search engine like Google, Yahoo or Bing will take you right to a link for a web page that print can't do.

Using the right analytical  software, extensions or plug ins, we can know how many impressions and how many click throughs are obtained from a certain page, article or banner ad.  With print, there are indirect measures possible, but they cost extra. There is currently no direct way of knowing exactly how many people see (think “impressions”) or respond to a message, ad, mailer or article that is in print.

Impressions

Sometimes a little knowledge is a dangerous thing. Many who have some tech knowledge ignore impressions in online marketing analysis, to their detriment. You want to know both the “impressions” – how often your banner, for example, is visible on a site – as well as the click through number. You can't get a Click Through Rate (CTR) without first having both of those other statistics!

Further, scientists have known for decades that the mind subconsciously sees virtually everything in a room, street, open magazine or web page, etc. So 'impressions' do add up to a subtle subconscious influence. Just as that little jingle helps you remember a commercial, so too the total number of impressions over time helps your target audience remember your firm at the time that could be important for you to engage and do business.

Measuring Results

“You can't manage what you can't measure.”

We as business professionals speak of measurable results.  Politicians can make bold claims – may tell or bend the truth, or even lie – but then can try to spin or obscure their results to make it harder to measure.  By contrast, in marketing by using proper –  white hat – online methods,  you can set short, medium or long term strategies that yield measurable results.

Done right, those results will positively hit your bottom line.

With a high ticket product like a manufactured home – or commercial real estate services, such as listing and selling MH Communities (MHCs or 'mobile home parks') – sometimes a modest one year investment can yield a result that will repay you manifold with a single transaction.

With a lower margin service – say skirting or a manufactured home owners policy – you may need to hit many transactions to accomplish your proper return on investment.

Organic vs. Paid Results

The simplest way to explain the difference between paid and organic results is to show you.

manufactured-home-communities-search-results-mhlivingnews.com-mhpronews.com-cutting-edge-blog-marketing-sales-management-

White hat, Black hat SEO

Do you remember a couple of Christmas' back, when JCPenny often came up high – as in on page one, result one – in organic SEO results?  It was alleged that JCP had used 'black hat' SEO tactics to get them that organic, or unpaid, search result.  It was also said that once caught, the search engines punished JCP and they suddenly vanished from page one, buried much deeper in the organic search engine results.

Black hat SEO can yield a result, often quickly.  We won't say how that JCP result was accomplished. We won't say if the firm was duped by their provider or if JCP allegedly knew what they were doing.

What we will say is that either way, using black hat SEO is a little like a fire cracker.  It can be fun, even impressive.  But if it goes off in your hands, ouch!  It's hospitalization time!

By contrast, white hat SEO can yield a good result too.  One difference is that it doesn't blow off your fingers or injure you in some other way.

White hat SEO should include short, medium and long term strategies.  Done properly, it requires a closer collaboration between the service provider and the client company or organization.  If the client firm isn't tech savvy, then you better pray that your provider knows the manufactured or factory built home industry, AND their own tech stuff!  Otherwise, you can end up with (perhaps) a nice looking webpages that gives you little or poor results.

The right words, the right number of times, the right way

You may have the best photos, graphics or services in your market area.  But what if you put your message out there the wrong way? Or without the right keywords and SEO strategies? There is more to SEO than just using a few keywords!

What does such work cost? The simplest suggestion is to say, set a budget for yourself. Then sit down with pros who know and see how much that budget can get you. Let's give an example.

We noted in the screen capture/graphic above that Equity Lifestyles (ELS) came up tops in the unpaid or “organic” mobile web search result for “manufactured home communities.” A huge company like ELS – BTW, a firm which we track in our Daily Business News stock market report (see graphic below) – is one that likely has a large budget for inside/outside marketing staff that would include IT/Webtech. It would be no surprise if they pay 6 figures annually for getting such web services that provide such results.

Some large firms literally pay millions for their web-work every year. But they may make billions as a result!

equity-lifestyle-properties-els-stock-report-mhpronews.com-daily-business-news-

Depending on the project, the costs don't have to be sky high. Good results can be had with modest investments of time, talent and treasure.

Whoever you work with – in house or outside talent – here are some questions that can help you find the right balance to get you where you want to go. The following is not necessarily in any order of importance.

  1. Who is your target audience?
  1. Is your target audience broad , very specialized or in between?
  1. What does it take to recoup and profit from your investment? How much closed business?
  1. What are you willing to do – via your time, your staff's or through contracted talent – to support the proper White Hat web campaign investment?
  1. Is the budget or plan proposed one that can reasonably provide enough results to yield a profit for your campaign?
  1. Are you hiring a firm to do a job once, or do you want ongoing adjustments, enhancement and support?
  1. Keep in mind that all marketing and selling involves 'test marketing.' If you are not able or willing to adjust to the results that you get, that is a little like buying a car and not putting gas in it when needed.
  1. Think short term, middle term, long term strategies.
  1. When you have tens of millions of possible competitors online, think in terms of targeted results and niches you can get more rapid traction. For example, ff you are a retailer in TX, unless you have someone moving from out of state – like from Maine or Minnesota – you really care more about getting a good result in your target market. See our graphics below for examples of targeted key words, but then apply that to YOUR business or organization.
  1. Don't just think 'SEO' only! While our SEO strategies are important, we have multiple legs we plan for ourselves and our forward looking clients. Think:
  • content,
  • social networking,
  • email,
  • blogging,
  • direct appeals,
  • indirect outreaches,
  • consider teaming up with others, etc.
  1. We don't want to scare you, but doing a good true campaign is a little like doing a business plan. The bigger the budget and goals, the more you plan, monitor and adjust for maximum Return On Investment (ROI) and success. If you have a modest budget, get someone who can shoot rapidly from the hip because they know your field.
  1. Be revealing to your service provider. This is a little like doctor-patient or attorney-client. The more they care about you, the more they understand you, the better they can do for you if they are good at their work. To round out our baker's dozen…
  1. Measure twice, cut once. Think it through, or have someone you trust think it through for you!

There is more, of course, than the bullets above, but it will get you started.

The Budget

Whatever you budget – be it hundreds, thousands of dollars, 5 or 6 figures – be realistic in your expectations. For example, we can and do dominate in many keyword searches, but certainly not all. In fact, there are some searches we don't mind missing entirely. The same is true for you too. See the screen capture/graphic below.

For those truly trying to dig deeper to understand this topic, there is a method to the madness that follows, so look closely!

 

manufactured-home-mhpronews.com-cutting-edge-marketing-sales-management-blog-

When you are in a crowded field, use targeted strategies that can maximize your results.

 

 

mobile-home-search-mhpronews.com-cutting-edge-marketing-sales-management-blog-

By using “quotes” around the keywords to yield a more focused result, you have 74.6 Million this time.

 

 

manufactured-home-marketing-sales-management-cutting-edge-blog-mhpronews.com-

In a big field, using quotes around your search will yield a more specific result. Try it!
Notice the first result of the 3 immediately above yielded 86.2 M results,
but the third one above yielded only 14.5 million results with the same two search words.

 

Targeting Topics and Key Words

We do non-disclosure agreements with our clients, so we can't show you those results, but we can show you some of our own results to make the points shared in this article.

Besides being a manufactured housing industry service provider (web and other manufactured home marketing, sales and management solutions/systems), we obviously are trade publishers too. Even as the most popular site of our kind, that doesn't mean we will always be number one for a search phrase. But if you can be on page 1 of Google in a search that can bring value to you, that is important.

When you are in the news, tips and views business, it can help to have some of the known people in our industry show up in your search results.

As you look at the below, think beyond the person or organization, think about how this applies to targeted words you would like to do well with to grow your results.

richard-dick-jennison-manufactured-housing-institute-mhpronews.com-cutting-edge-marketing-blog-manufactured-home-marketing-sales-management-

When someone is researching, they will often check beyond that subject's organization or company.
They will want to see what is on other people's sites about the research subject too.

To be equal opportunity, let's look at a MHARR (Manufactured Housing Association for Regulatory Reform) related search result below.

danny-ghorbani-mharr-manufactured-home-association-for-regulatory-reform-posted-mhpronews.com-

 

Jenny Hodge was recently appointed to serve as the executive director of the National Communities Council (NCC) division of the Manufactured Housing Institute (MHI). How do we do on that search?

jenny_hodge_search_mhpronews.com-cutting-edge-manufactured-home-marketing-sales-blog-

Now there is more than one lesson in the next result. We want to be politically sensitive, but at the same time, make a point that can help you plan your own online marketing strategies.

Are you teaming up with 'competitors?' If so, that can be smart. If not, why not?

If not and you can't or won't, wouldn't it be wise to be able to play off of a competitor's name?

The above questions are NOT a perfect analogy for what follows. But here is a search where we do better on page 1 of Google than the person's own company website gets for their own result. Not always easy to do, but it has powerful implications!

george-f-allen-community-investor-mhpronews.com-cutting-edge-blog-manufactured-home-marketing-sales-management-

How often you update your site or a topic has a lot to do with the SEO result.
Also, keep in mind that Google and other search engines are routinely
changing the algorithms or formulas that determine what gets shown on page one
and in what order. When we show a result,
we try to show the date and time, because it can change!

Are you or your web designer thinking mobile web? Smart Phones, iPad's and Tablets?

We recently started a new website – see below – that is focused on the public and manufactured home owners (Business to Consumer or B2C), vs. the Business to Business (B2B) audience here at MHProNews.com.

After only a few months, look at what is already happening. We put together a screen capture of this mobile web search result below.

manufactured-home-living-news-mhlivingnews.com-mobilehomelivingnews.com-

Again, there is a lot to this graphic and possible lessons.
By targeting someone else's page – that YouTube Video – we boosted that result!
The same can be done for you and your firm.
If you have the budget, think about a multiple website strategy!

 

 

tunica-manufactured-housing-show-mhpronews.com-manufactured-home-marketing-sales-managemnet-

We will draw to a close this topic with an example of a new client that is happy to be shown.

We have not yet started the formal work for this client, which is the Tunica Manufactured Home Show for 2013.

We just posted this press release style article linked above yesterday, and we are already on page 1, number 1 of Google for this search!

We mentioned above the importance of email and other types of support for your efforts. According to this Direct Marketing Association report cited below, in 2011, Email Marketing returned an average of $43.52 for each dollar invested.

email marketing 2011 $43.52

Just think, you'll never get that in Vegas! Vegas and other gambling spots are not built for winners, they are built for the majority who come and lose.

But with your own business, when you follow a professional, white hat SEO and other strategies, you can get a handsome return on investment. You have far more control over the result than when gampbling.

For clients with a big ticket sale, a single sale may pay for years of web or advertising.

Which will bring us towards the conclusion.

Teaming UP

Be it B2B or B2C, one of the smartest things that manufactured home professionals can do is 'team up' with others. Part of what the exercise above proves is that having many people – or companies – on the same platform draws greater numbers! If it was just Tony Kovach on this site, it might not be nearly as exciting as when you have 16 other articles in September alone, plus many more blogs posts – like Industry Voices or the Daily Business News – that feature a writer other than me and companies other than ours!

Frankly, there is overall no sites better suited for those teaming up efforts than MHProNews.com or MHLivingNews.com. Who says? Our clients do.

But the point is that it pays online to share the stage.

Everyone involved can win when you share the stage's benefits. It is like the wisdom of going to a trade show like Louisville or Tunica. When you have more homes, more products or more manufactured home retailers on a place like Shields Boulevard in Oklahoma City during their hey-days, it acts like a magnet.

Being where the action is can benefit everyone in the mix, when each is following a sound plan. We aren't talking about anti-trust here, we are talking about the legal and marketing savvy used in forming shopping centers and malls across the country!

Part of the wisdom of a site like MHVillage's is exactly such a reality. If there was only 1 home listed on MHVillage, it would be boring! But when you have thousands of homes every year that get listed, bought, traded, etc., it is always changing…

…now you are talking action that draws an audience. In their case, 45,000 visits a day.

When you are ready to grow your business, consider the value of white hat vs. black hat SEO and other internet strategies that should work hand and glove with it. Should you wish to talk with us, please fill out the form at the link below, or just pick up the phone and give us a call.

http://www.MHProNews.com/business-development/website-reviews

You can call the rest, but do call our specialized Industry's best. You'll be glad you did. ##

l-a--tony-kovachL. A. "Tony" Kovach
MHLivingNews.com=Re-Discovering and Spotlighting the MHLifeStyle
MHProNews.comMHMSM.com = Industry News, Tips and Views Pros can Use

Services:B2BandB2CAds, Proven MH Marketing & Sales Systems, Websites other Industry Solutions.

Office –815-270-0500
latonyk@gmail.com or tony@mhmsm.com
LATonyKovach.com
http://www.linkedin.com/in/latonykovach= connect with me on Linkedin.

http://pinterest.com/latonyk/manufactured-home-lifestyle/

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Whether you think you can or whether you think you can't, you're right. – Henry Ford