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If you use the internet at all there is no doubt that you’ve been seeing a lot of that little orange icon. Like most, you’ve gone right by it, continuing for the information that you are searching for. When in fact, that little icon could be helping you find information and saving you time!

RSS stands for “Really Simple Syndication” and is generally used by websites who have content that is updated frequently.  A feed is a document that contains a part or all of the updated content along with the date and author. Using a feed reader (you can download them from Google or Yahoo! for free) You will be able to add the feeds of all your favorite sites with the click of a button and then have the latest content from your favorite websites all located in one place.

Increase Your Website Traffic With An RSS Feed

If you own a website, at first glance providing a feed doesn’t seem like a good idea if they don’t even have to visit your site to see it! Generally this is not the case, when supplying a feed most sites will supply a partial feed so that if the story is of interest, readers will need to visit your site for the full story. You are also able to display the feeds of other websites on yours – instantly generating content for your website.

As snow has already begun to fly in the middle of this lovely October, it is inevitable that one’s mind drifts towards the holiday season. Now you may not be ready to start thinking about the holidays, but it’s never to early to start planning your seasonal marketing strategy.

Developing a seasonal marketing strategy for this time of year can be extremely effective. Even though we are currently in an economic downturn, we all know that people will still increase their spending around the holidays. You should make sure to grab some of that market, so here are some helpful tips on what can be effective.

Since people are already determined to buy products, you may have an easier time convincing them that they should be buying your products. One way to appeal to your customer is through their emotions. Seasons are linked heavily with memories of holidays past and loved ones, so don’t be afraid to use these in your advertisements.

During this time, people want to buy because they are in a festive mood, and often, they don’t even think of it as making a purchase at all but more as an act of making others happy. So another idea might be to donate a portion of their purchase’s profits to charity.

With most consumers shopping on a budget this year, be prepared for more comparison shopping as they try to scope out the best deals before making a purchase. And an increased focus on practical gifts is also likely.

Lastly, keep in mind that seasonal marketing is applicable for more than just the holiday season. Halloween is actually another big purchasing time, although it might be a little late to scrape together a seasonal marketing strategy for it now!

Using advertisements that fit in with the time of year can be very effective no matter what it is. For example, a car repair shop could advertise a “Back to School Special” in August by emphasizing the importance of being able to pick up your kids from school. This could inspire parents to get their car in for a tune up before the hectic fall season starts.

Although snow is unexpected this early in the season, it offers a perfect opportunity to reflect on how seasonal marketing can help you! There is an urgency to buy up through New Year’s, so don’t hesitate to make a marketing plan that appeals to your customer, making it your product that they are buying!

Christmas is over and another new year is underway.  As the 2008 economy has been rough for many businesses and an uncertain bottom exists, making a few New Year resolutions for the business certainly wouldn’t hurt.  If you are still wondering how your business can leverage its available resources in 2009, its not too late to develop a game plan.  Below, I have outlined 3 resolutions that your business could consider undertake to start out 2009 on the right foot.

Business Resolution #1
Develop a marketing plan- Sounds simple enough, but many businesses don’t take the time to determine how they will promote themselves in the long run.  Although it is easy to get buried in operational issues and deadlines, this should never be an excuse for not strategically looking forward.  Start by setting a date and a time where key stakeholders can discuss the overall direction of the company.  Don’t be surprised as this meeting can typically take an entire day.  So a weekend or off-site meeting may be required to get everyone on the same page.

Business Resolution #2
Reduce Unnecessary Costs- As we will soon feel the pinch from holiday spending, reviewing and removing unnecessary business expenses can greatly improve cash flow.  Perhaps your frivolous spending habits aren’t as bad as Google , but no one can escape some of the little luxuries that we have all come to enjoy such as bottled water, gourmet coffee, and snacks.  However, as you probably have guessed, these cuts alone are likely not enough to get struggling companies back in the black.  If you are in need of heavier cuts, here are a couple of key expenses you may want to visit:

1. Renew Your Lease: Seek to renegotiate, remove unnecessary warehouse space, or move to a smaller facility.  If you own, consider refinancing at a lower rate or longer terms.
2. Reduce the Workforce: It’s never easy to cut jobs, but times of economic distress does make it easier rationalize.  Seek to reduce your labor force by determining which jobs could be outsourced or reassigned to other employees.
3. Hold off on Capital: Seems like a day doesn’t goes without someone asking for some sort of upgrade, whether it be a new computer hard drive or a van.  Many of these can be held back or possibly sold if they are no longer required.

Business Resolution #3
Embrace the digital era- It’s no mystery that more consumers and businesses are choosing to consume the Internet than ever before.  In addition, if 2009 online marketing predictions aren’t proof enough, a look back at the 2008 presidential election tells us that we are just beginning to scratch the surface with the possibilities of online communication.  However, I’m not suggesting that you should blow your entire marketing budget on Internet media, but if you have been considering a new website or haven’t included the Internet in your media plan in previous years, make 2009 the year to get started.

Summary
As we all know, it’s easier to make resolutions than to actually keep them.  Additionally, many of the common personal resolutions like quitting smoking, losing weight, or spending more time with family actually fail.   Interestingly, these all affect your quality life or even the length of it the sooner you do them.  In the same regard, your business’s health should be treated no differently and is just as vulnerable as your personal health.  So, perhaps the above resolutions are not perfect for your business, but I’m sure you can think of a few that would improve the long term performance of your company…that you can stick to.

It is no secret that the landscape of marketing within the hospitality industry has been evolving in recent years as more and more hotel rooms continue to be booked through Internet sites.  While it can be a daunting task for brands that have historically focused their efforts in traditional media to realign their marketing to emphasize Online initiatives, there are basic principles that will help make the transition simpler and ensure that your hotel maximizes its Internet advertising budget.

Get Found:  It is difficult for consumers to book an Online reservation with you if they cannot find your Website.  Because search behavior varies from consumer to consumer, the best way to ensure that your site is found is to have a strong presence in both the natural or “organic” results (search results that appear in the center or left-hand side of the page) and paid or “sponsored” listings (search results that appear in the highlighted regions at the top and bottom of the page and in the “sponsored results” located on the right of the page in most search engines). 

To obtain high organic rankings, it is vital that your Website is search engine optimized for important keywords.  That means that you need to know what words your target audience is searching for and make sure that the content of your Website (copy, html tags, etc.) highlights them.  Free Online keyword tools such as Wordtracker (http://freekeywords.wordtracker.com/) allow you to estimate the daily search volume for common terms and related phrases.

High paid listings can be obtained through pay-per-click advertising campaigns where you bid on relevant keywords and are charged a fee each time a searcher clicks on your ad and visits your site.  Again, it is important to understand what consumers are searching for and to ensure that the content of your Website reinforces your ads (I.e. don’t advertise on the words “business travel” if your hotel and Website do not offer a business travel program).

Keep it Simple:  While it’s tempting to create a flashy Website with dramatic images and videos or custom animation, remember that the ultimate goal of driving traffic to your site is to get visitors to book a reservation.  Therefore, it is important to regularly review the design and architecture of your Website to ensure that the Online booking process is simple and concise.  Make it possible to check rates and availability on every page.  Clearly highlight a 1-800# throughout the site.  And minimize the number of clicks required to actually “book” Online.  Studies show that a percentage of visitors are lost with every additional click needed to complete a desired action, so keep it simple.

Make a Compelling Offer:  With your competition being only a click away, it is important to make a compelling offer that encourages visitors to book with you rather than searching for a better deal.  Feature current specials or promotions predominantly on your Website’s homepage and in the main navigation.  Whether you run a seasonal special or offer something that simply has perceived value in the eyes of your customer, consumers want to feel like they are getting a deal (whether it be saving $100 or getting free movie tickets).

Segment Your Audience:  Because different things appeal to different travelers, it is important to segment your audience and target them with timely offers that speak to their specific needs.  Highlight programs for business travelers, family packages, etc. in different areas of your site and send regular communications to consumers featuring your latest specials.  Providing an easy link for visitors to subscribe to a newsletter or to opt in to receive e-mail offers lets them tell you what they are interested in and build a large database of potential customers.  When sending e-mails, drive traffic to unique landing pages that reinforce specific offers rather than simply sending all customers to your home page.  Sending the right message at the right time helps you build a relationship with your customers and makes them feel like you understand their unique needs.

Online marketing and advertising can be confusing when undertaken without a solid understanding of your audience and best Website practices.  Even if you have good IT and marketing departments, it is often wise to enlist the services of an Internet marketing company that specializes in creating and managing effective Online campaigns. With a comprehensive Internet marketing plan and the help of experienced professionals, you will likely increase Online conversions, enhance user experience, and more fully maximize your Internet marketing budget.

When I was working in retail many years ago, I had the displeasure of having to close a high-end electronics outlet.  Customers came from far and wide, but many of them had no empathy for the years of hard work and memories.  Prices were already slashed by as much as 30 - 50% which didn’t stop the average Joe asking to get a better deal.  However, I will never forget the day my co-worker responded to a guy that asked what his best price was in which he replied “Excuse me.  Am I wearing a Jacket with question marks all over it?”

If you don’t get the above reference, he was referring to “Matthew Lesko” who airs on Infomercials about how to get free money from the government.  I nearly hit the floor laughing because if you have never seen this guy, he is one of the most obnoxious characters you’ll see on TV. Just check out the clip below:

In any respect, I get a kick out of infomercials like these because although you may think that no one would ever buy something from them, consumers love the idea of how something could make their life easier. Additionally, they wouldn’t be around if they didn’t work.

Anyone that has stayed up late at night or has gotten up early on the Weekend can speak from experience. TV infomercials draw us in and we have all fallen victim of one in some shape or another. But have you ever stopped to think what makes these so compelling? Is there something that can be learned from infomercials that can be applied to the online marketing realm?

Sure we can.  When you look at Infomercials such as these, they share a great deal of basic fundamental components of a successful online marketing campaign:

1. They are short- the Internet is all about speed and if you want your message to be heard, you have to keep it short and simple.
2. They sell benefits- in the example above, he talks about what you can do with the money and not how it works.  When constructing online web pages, keep in mind that your audience will want to know how it will make their life better and care less about how you have chosen to label features.
3. They are engaging- in simple terms, this means that they are able to generate a significant amount of interest in a relatively short period of time.  In the example above, the execution was humor (…i think).  The web is no different.  Advertising creatives need to be compelling and draw a web users attention to click on them.  From there, the website needs to provide an “experience” that was in keeping with the advertisement.

No matter how you slice it, Infomercials do work and have been around much longer than the web.  And I’m sure you probably don’t have to think too hard to recall some that you have likely have seen.  If you stop and think about it, you may realize an opportunity that you haven’t thought of…even if he’s waring question marks on his jacket!