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Welcome to the 6th edition of Z Connections.
 
What are you doing to keep your business top of mind with your customers on the WWW? As demand for value goes up and budgets go down, it is more important than ever to be proactive and strategic with your online presence. Online marketing spend is a strong investment in your company and using it properly yields great results.
 
In this edition we focus on websites and ezines (electronic magazines). Whilst asking, ‘why do you have a website?’ we reveal vital points about making your website work for you. We also share our favourite things about ezines and why they are good for business.
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In our current global climate, ensuring your clients think of you requires personalised, consistent and relevant communication. If you would like support with how you can keep your business top of mind, please contact me.

Til next time,
 
Felicity

 
 
 
* Take advantage of Zadro Communications Free Website Assess & Suggest service. Email us
 
* Keep a look out for our New Website - coming soon.
 
* Check out our Managing Director, Felicity Zadro at Australian Business Events Expo (ABEE) presenting 'Business Communication in a Downturn: Why smart marketing is crucial' - Wed 22 July, 1:15-2:15pm.
 
 
Our in-house researcher has been trawling the web again and has now discovered...
 
 
Google Alerts are email updates of the latest relevant Google results based on your choice of query or topic.

Some handy uses of Google Alerts include:
 
* monitoring a developing news story
 
* keeping current on a competitor or industry
 
* observing what people are saying about you and your products
 
 
 
Julia Szatar
 
“Because everyone else does” is simply not enough to justify an organisation’s online presence and expense. A website needs a clearly defined purpose to really drive your business.

As a small to medium sized business you may have simply thrown a website together when you first started operating, and now all of a sudden you’ve grown and you are a different organisation altogether.

You may have intentions on doing something about it when you get the chance - make it look smarter, add some information on your services and connect to Google analytics. But have you thought about why you need it to look better? What you are going to say about your services? And what Google Analytics is really about?

Rebecca Gooch
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If you’re reading this article in our ezine (electronic magazine) - Z Connections, then we’ve already partly answered this question! These days, email marketing using ezines/e-newsletters is one of the most successful channels to communicate with your audience. Ezines are useful for many reasons; here are our favourites.

1. Position yourself as an expert in your field or industry.
Build or establish credibility and expertise with your ezine. By ensuring it is jam-packed with great information, you can establish yourself as an expert in your field. An ezine gives you a chance to show what you know and provide your audience with insight into your company’s way of doing things.

 
 
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No one says it better about Adwords than Google themselves. Here are the top 6 tactics to boost your Adword campaign.

1. Focus your ads on low prices and savings.
Consumers care about prices more than ever, especially on day-to-day purchases. When someone searches on a particular product, you know they're interested; by using your ad to tell them that you've got the highest quality and the best price, you're more likely to earn their click. Update your ad text to focus on low prices, good values, and timely promotions.
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2. Use value-related keywords.
It's open season for bargain hunters. To reach these deal-conscious consumers, add appropriate price- and discount-related keywords. Try the AdWords Search-based Keyword Tool and Search Query Performance report to find and higher-performing keywords that people are actually searching on.
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3. Make sure your ad groups are targeted and relevant.
Ads perform best when their ad text reflects the ad group's keywords; this makes ads more relevant to their intended audience. Make sure that both the text and the keywords in each ad group focus on a specific topic or product. For instance, an ad group about "tennis sneakers" will generally perform better than a broader ad group about "sneakers."
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4. Don't waste money on irrelevant clicks.
The wrong keywords can attract people who are looking for products you don't offer. Use negative keywords to filter out traffic that's not related to your offering. The Search Query Performance report can help you identify potential negative keywords by showing which queries have triggered your ads.
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5. Make it easy for customers to buy.
Since people are spending more time comparing products and services online, make it easier for them to find what they're looking for and buy from your site. Use the best Destination URL to send visitors directly to the page about the product or service promoted in your ad.
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6. Focus your money on your high-performers.
To get the most out of your campaigns, focus your time and resources on the keywords, ads, and ad groups that are driving the most value for your spend. To determine what's performing best for you, consider Google's free Conversion Tracking tool.

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E: advice@zadrocommunications.com.au

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