Google Crack - Break the Addiction!

Google, Google, Google, Google, Google! Are you addicted to Google? Who is truly making money in the end? Let's not forget that there is a big world out there in the digital media space.

Here are a few signs that you are addicted:
Are you spending a majority of your budget on Google?
Are your conversions dipping as you Ad Word rates go up?
Are you seeing more "browsers" than "buyers" coming through Google Ad Word Campaigns?

Although it is true that Google is the dominant player in search, the fact that shoppers begin their searches on Google is not always a good thing. If you are an e-Commerce merchant you want buyers not shoppers.

Several smart things to do to curb the addiction:

1. Audit your site and make sure you have every possible "email trap" in place to capture value from every click. Offer an "Item of Value" in exchange for their contact information. Consider a contest like an eContest to maximize your ROI.

2. Be sure you are giving MSN and YAHOO search their fair share. All though you will get less traffic you will see better conversion across the board.

3. Take negative ROI campaigns and begin to allocate that budget to Social Media and Mobile Web (depending on your target market) and begin attracting new customers.

Just like everyone out there - Google is a necessary part of any successful Digital Strategy, however, I have seen so many small to medium size companies get addicted to Google - once they are shown the light - things begin to improve!

Why Contests work!

After years of running sweepstakes, contests and giveaways it is clear that they are one of the most effective ways to grow your prospect lists. Especially when you consider the effectiveness of adding in a "viral component". Think about it - Let's take and example of a Drum Website giving away a Drum set - the original entrant is often a visitor who decided not to buy but found the offer of a chance to win a drum set compelling - their information is entered in the form and is of value - however when we offer the entrant the opportunity to double their chances by referring friends - it is the friends that become of high value. The original entrant may or may not be a drummer - however, the friends they recommend will more than likely be avid drummers that would want to win. There is a double win with the "viral" friends of the entrant: 1. They are introduced to your brand via the invite email 2. If they enter the contest themselves they become a part of your prospect list and the cycle continues.

A well run contest allows you to leverage the marketing expense you are already spending:

- CPC - you have already paid for the click - might as well try to capture a few emails for re- marketing!
- Affiliate/CPA - all of the names captured are "free" as you are only paying for traffic that converts.
- Email - get your current "brand advocates" to refer your brand to their "internal database"
- Social networks - adds value to your "circle" and will help expand your "friend base"

A viral contest should be a staple of your marketing plan! In this economy we need to build and monetize our prospect lists at every point of the conversion cycle.

So do you have a contest live right now? Has it been on your IT teams list for years and still not complete? Let Arch Media's eContest Builder team build you a strong viral contest. We are versed in all aspects of contest build out and execution (Promotion, Email Compliance, Legal Issues, etc.) and in most cases can have a contest live within two weeks.

Talk to you soon