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Introduction
Pay per click (PPC) is by far one of the easiest and quickest methods of driving targeted, consistent traffic to your website. While this may seem like a daunting method of advertising for some, it’s actually quite easy and can end up becoming that one marketing method that you can’t live without.
What I’d like to do today is provide some tips and techniques that I personally use when creating and monitoring PPC ad’s. Hopefully these tips will help you in your future marketing endeavors.
Experimenting With Different Search Engines
There are many PPC search engines, with some being better than others. The top two are Google and Yahoo, which was previously known as Overture. It’s a good idea to start your PPC campaigns with a small budget, spreading it out over a few different search engines to experiment and see where your target market may be lurking.
Generally speaking, I’ve found Google Adwords is better for more technically orientated products or services, including software, hardware, web design etc. Yahoo, on the other hand, is better for general consumer products, including insurance, toys, music etc.
What I wrote in the previous paragraph is very general, and you should analyze your campaigns carefully to see where they are performing their best. We’ll discuss this in detail a little later in the article.
Selecting the Right Keywords
The keyword selection process is probably the most important of all when it comes to creating your PPC ad’s. You’ll need to select keywords that are specific to your product or service offering, but you need to be careful not to select keywords that are extremely popular, as this may deplete your PPC funds sooner than expected.
The keyword selection process begins by asking yourself just one question:
“If I was searching for a product just like mine, which words or phrases would I search for?”
Using your answer(s) to this question as your base, you can then use a thesaurus and common sense to start building your keyword list with plurals, synonyms, similar words, etc.
To see which keywords your competitors are using, simply try searching for them. If you see a PPC ad along the side for your competitor, then note that keyword down and add it to your list.
Another way of coming up with great keywords is to use the overture search suggestion tool: http://inventory.overture.com/d/searchinventory/suggestion/
Type in a set of keywords and it will list similar keywords, including the number of times that keyword has been searched for on Overture (Yahoo) in the last month!
There’s often a fine line between selecting keywords that are either too specific or keywords that are too general. Try to keep away from these, as they can often result in wasted PCP funds.
A typical example of this would be an ad that I created recently for our latest product, TrackPoint, which — not coincidently — is an internet marketing return on investment (ROI) tracking tool. Although the product is heavily geared towards internet marketing, using such a broad term would have made it virtually impossible to compete with the other advertisers.
The term “internet marketing” is searched for 825,674 times per month on Overture alone. Combined with the huge number of different advertisers that target this keyword, the top bid for “internet marketing” on Google AdWords is $13.84 per click! With an average of 240 clicks per day, a single day of advertising alone would cost $505!
Now, unless you have an extremely high conversion rate of visitors to sales, or you’re selling a high priced item that usually has a high customer acquisition cost, I suggest targeting more specific keywords. Not only will this decrease your overall competition with other advertisers, but it will also increase the chances of turning your newly found web site visitors into customers.
Back to my earlier example, I chose to be specific with my keywords. One keyword was “ROI tracking”, which is searched for 1,828 times per month on Overture and has a much cheaper top bid. This keyword is also more targeted to the product I was marketing, meaning that a large percentage of people clicking on my ad should turn into customers.
It’s also helpful to note that taking the top bid is not always necessary, and anywhere in the top 5-10 can generate great leads. This really does come down to budget and analysis.
Attracting People to Your Ad
Now that we’ve selected our keywords, we need to get those searching to click on our ad, which in turn will result in them clicking through to our web site and potentially purchasing our product.
One of the simplest ways to get peoples attention is to use their search keywords in the title of your PPC ad. This has been proven to increase click-thru rates on ad’s by over 50%.
Why? Simple. If the potential customer is searching for “ROI Tracking” and the title of a PCP ad begins with “ROI Tracking”, then their attention will be grabbed instantly. He or she doesn’t need to know much else, other than that the PPC ad is catered specifically for him or her.
One thing to keep in mind is that you can sometimes create a more relevant title by combining your different keywords into one PPC ad. For example, I could have easily used something like “ROI Tracking PHP Script” as the title of my ad, which effectively would have decreased my click-thru rate, but definitely caters my ad more to a specific audience. Once again, this comes down to analysis and adjustment.
Another important technique to attract attention to your ad is to differentiate yourself from your competitors. In our particular case, the majority of our competition offer hosted solutions, whereby they manage the software on their servers in return for monthly or per traffic fees.
Our product caters to a different audience, those that want more control over their software, as well as those not wanting to pay monthly fees. So, in this example, I would make the title of my ad “Pay no monthly or per traffic fees”.
Next — and this is where experimentation is extremely important — we need to create a description for our PPC ad that will attract the potential customer and let them know that our product is exactly what they are searching for. To do this, I start my ad’s description with “Track PPC, campaigns & search”.
Finally, it’s good practice to add a “Call to action” at the bottom of your ad. If you’re not familiar with this term, its usually an instruction to tell the person to do something, such as “Click here to view a demo”, “Download Now”, etc.
Marketing experts seem to agree that the average human needs to be prompted to click on an ad or take action, so we’ll add this line to the end of our PPC ad’s description:
“Track PPC, campaigns & search. Try demo!”
Reducing Click-Thru’s
Sometimes it’s important to reduce the number of clicks your PPC ad is receiving. This could be because you are attracting people who are only after free products/services, or even the wrong target market.
The two quickest ways to reduce click-thru’s are to make the description of your ad more targeted and to add the price of the product to the ad.
Making the description more targeted (as I’ve discussed above) can reduce your overall click-thru rate, but potentially increase the likelihood of a click resulting in a purchase.
In my earlier example, by adding the words “PHP script” to the description, we are effectively filtering out those looking for a hosted solution, downloadable software or even those with a server that isn’t capable of running PHP scripts.
We also increase the targeting of our ad because we now know that the majority of those clicking on the ad are looking for a PHP script, which is exactly what our product is.
Secondly, by adding the price of the product you are selling to the end of the ad, you instantly eliminate those looking for free products, and target those willing to purchase your product or service.
Tracking Your Clicks and Conversions
The fundamental core of a successful advertising campaign — whether it be a PPC ad, banner ad or even newspaper ad — is knowing whether or not your ad’s are actually converting into sales or not.
If your ads aren’t making you money then you’re more that likely better off saving your advertising dollars and adjusting your ad’s or using your marketing budget elsewhere in your company.
Both Google and Overture have built in tracking and conversion tools that you can use to get a holistic view of your current PPC ad campaigns. You can even use external tools which let you add conversion code to your website to tell you exactly which of your ad’s are converting into sales and which aren’t. This is often referred to as knowing your ROI or Return on Investment.
We need to know exactly how much money we are making per dollar spent on every PPC ad. If the ROI is positive and we are making more money than we are spending, then the ad is working and we can use this knowledge to further improve our other ad’s or increase ad spending for that particular ad/set of keywords.
If, however, our ad’s are costing us more than they are returning, then we can reduce our spend, change our approach, or remove these ad’s altogether. It’s a rather simple formula, but frustratingly ignored by many advertisers.
You must track your ads if you want to succeed with any form of Internet advertising. You should also constantly monitor and adjust your ads according to how they are performing, your return on investment, etc.
Conclusion
Hopefully I’ve provided you with a clear insight into PPC advertising and techniques that you can use to improve your advertising campaigns. It pays — pun intended — to do your research and understand your target market, because the rewards can sometimes be much more than you expected.
About the author:
Eddie Machaalani is the Interspire marketing and project manager. He’s most recently been kept busy helping out with the interface design for Interspire’s ROI and Conversion Tracking Application, TrackPoint. To see how TrackPoint can help boost your revenue, go here: http://www.interspire.com/trackpoint
eMergent Marketing- Website Conversion, Usability & SEOBrett S. LaneeMergent Marketing of Cleveland, Ohio is a bright, young search engine optimization company emerging in an industry surrounded by hype and cynicism. eMergent Marketing has expanded its SEO arsenal by offering Web site usability testing and conversion services to its clients, in order to improve the likelihood that their Internet marketing efforts have the greatest impact on consumers.
eMergent Marketing represents a whole new way of thinking about Internet marketing and eCommerce strategy. It’s no longer good enough to just focus on driving Web site traffic. With growing competition and increasingly savvy online consumers, it has become critically important to attract the right site visitors in the most cost-effective manner. By offering a more complete service than most traditional search engine optimization (SEO) firms, eMergent Marketing delivers more value to its clients by leveraging the in-house usability expertise as part of the search engine optimization and search engine marketing processes.
The eMarketing experts at eMergent Marketing have been studying and practicing search engine optimization since the late 1990s. Their proven optimization methodology has helped countless companies improve their search engine visibility in the natural search engine listings and attract potential customers to their sites.
While eMergent Marketing continues to experience rapid growth, they remain focused on providing the highest levels of customer service and communications. According to Paul Elliott, President of eMergent Marketing, The search engine optimization industry has historically been plagued by unethical providers and those who simply do not understand the complexities of search marketing. At eMergent Marketing, we go the extra mile to ensure our optimization clients know exactly what we are doing, when we are doing it, and the results our services will produce. While no ethical search engine optimization firm can guarantee first place rankings, eMergent Marketing has achieved outstanding results for all of our organic optimization clients a fact our clients will be happy to share with you.
If you are currently looking for an SEO company that provides leading edge results and customer service, eMergent Marketing is the logical choice. Their combination of experienced Internet marketing professionals with Web site usability and conversion experts creates the new standard for the Web marketing industry. Contact eMergent Marketing today to learn more about the Search and Conversion Methodology for improving the return on investment (ROI) from your site.
About the author:
Brett S. Lane is an Internet Marketing Specialist for eMergent Marketing, located in Cleveland, Ohio.
Web Site Conversion & Usability Testing
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Robby Kyser joins firm to extend web marketing results for key clients. (PRWEB Sep 20, 2006) Trackback URL: http://www.prweb.com/chachingpr.php/UGlnZy1Mb3ZlLVNxdWEtSG9yci1JbnNlLVplcm8= (More…)
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As its rivals create a bigger buzz on the Internet, Yahoo Inc. is hitting television and radio airwaves to remind people that its website remains on the cutting edge of technology and culture. - (More…)
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Island Packet Online - And in a market that is fueled by tourism, making the most of Internet marketing is becoming vital. “Everyone goes online for travel,” Fehrmann said. The key is getting a Web site to the top of the search results when it matters. Thousands of people (More )
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NETGEAR(R), Inc. , a worldwide provider of technologically advanced, branded networking products, today announced the appointment of Deborah Williams as chief marketing officer to lead NETGEAR marketing into the company’s next phase of growth. Ms. Williams joins NETGEAR from Hewlett-Packard, where she accumulated over 21 years of experience in leading global marketing programs and creating (More…)
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With more and more bingo players abandoning real world bingo halls to play bingo on the Internet, an important fundraising tool is in danger of being lost. www.BingoHelps.com aims to remedy this by funneling a percentage of online bingo revenues to support charitable causes. (PRWEB Sep 17, 2006) (More…)
This week, we put the spotlight on Janette Toral, founder of the Philippine Internet Commerce Society and dubbed as the mother of the E-Commerce Law in the Philippines. (More…)
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The producer built a franchise importing TV shows. It s about to become an empire. (More…)
Marketers are using a more data-driven approach to reach online consumers, according to an Economic Intelligence Unit study, TradeArabia reports. (More…)
Prosecutors demanded a 300 million yen ($2.5 million) fine against the disgraced Japanese Internet startup Livedoor for a scam to inflate stock prices and doctor company books. In their closing arguments at Tokyo District Court, the prosecution also demanded a 50 million yen ($425,000) fine against the subsidiary Livedoor Marketing, according to a court official who spoke on customary condition (More…)
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PR Web (press release), WA - Aug 21, 2006Toronto (PREWB) August 21, 2006 topseos.com, a trusted and well-respected resource for evaluating internet marketing vendors, has announced the inclusion of … (More…)
ClickZ News, NY - 14 hours ago… last year. No other marketing medium, not the Internet, out of home, or print, has experienced this level of adoption. And this … (More…)
PR Web (press release), WA - Sep 5, 2006Internet marketing entrepreneur Derek Tomei unveils his Secret Success Warrior Guide for becoming a wealthy and successful Internet marketer. … (More…)
Press World (press release), Russia - Aug 13, 2006Competition within internet marketing is growing, as one survey indicates that online advertising and sales budgets are on the increase. … (More…)
Emediawire (press release), WA - Aug 14, 2006It sa content-rich daily internet marketing blog designed to cover, and analyze the latest developments in online marketing and technology. … (More…)
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Urging the State government to remove the pay parity existing between the State government and aided schools and junior college teachers with those of Central School …. (More…)
Tele Atlas NV, a leading global provider of geographic content, today announced the opening of its Indonesian joint venture, PT Tele Atlas Indonesia. Formed as a business partnership between Tele Atlas and Indonesian map solutions provider PT Navindo Technologies, the new company will focus on delivering a highly accurate digital map database of Indonesia and on in-country marketing and sales (More…)
A buffet of smart Internet adverts targeting children are being used to bypass stricter advertising standards and serve a diet of ‘eat to play’ entertainment. (More…)
Shane Marlow of San Diego combines his Internet marketing skills with his conviction in whole food nutrition and launches Nutritional Supplements company, Nutritional-Life.com. (PRWEB Sep 7, 2006) Trackback URI: http://www.prweb.com/dingpr.php/VGhpci1TdW1tLVByb2YtTG92ZS1JbnNlLVplcm8= (More…)
Open World Expands Destination Marketing Initiative (More…)
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Best Syndication, CA - Aug 11, 2006Make your event promotions work for you, on the internet, by using a few simple resources to help give exposure to your event, free. … (More…)
AddPR.com (press release), TX - Aug 7, 2006A new Internet marketing system helps internet websites owners dramatically increase their search ranking on several keywords. In … (More…)
Studio Matrix, MD - Sep 3, 2006… monthly retainer basis. So just what can a virtual assistant do for someone in the internet marketing profession For starters, a … (More…)
Business Wire (press release), CA - 14 hours ago… At a time when Internet marketing, consulting and technology companies were closing their doors, this visionary entrepreneur was certain that he could bring … (More…)
Hospitality Net - Sep 4, 2006… role in how people get their information and make decisions, it s important that hotels understand the risks and rewards involved in internet marketing. … (More…)
24-7PressRelease.com (press release) - 18 hours agoThis advanced internet marketing course was specifically created by Mike Dillard, Tim Erway, and Tom Bell for network marketers and business builders. … (More…)
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HomeZone bridges the techno gap for TV, Internet and cell-phone marketing (More…)
MUCH of the ferment that is remaking Madison Avenue is centered on the changes in television, still the largest and arguably most powerful advertising medium. Two deals that are scheduled to be announced today are indicative of the ways TV is headed in new directions to meet the new needs of marketers. (More…)
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CRM Today - 7 hours agoMore detailed provider report options, categorized Internet indices, and daily … space, said Christian Michaud, Senior Vice President, Marketing & Business … (More…)
Next Generation, CA - 5 hours ago… If you work in marketing and would like to use this weekly feature as a forum … Over a decade later, the Internet has become an integral part of life across much … (More…)
Beatrice Daily Sun, NE - 38 minutes ago… Knowledge Marketing is an Internet marketing service located in the Beatrice Business Campus near Southeast Community College on the west edge of Beatrice. … (More…)
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Digital Game Developer - STMC), an Internet entertainment company specializing in mobile marketing campaigns, and SOBA International Group, a China-based professional media and investment company specializing in brand, product and integrated marketing with clients including (More )
On this online video, Rich Dad Poor Dad author Robert Kiyosaki explains the Business Quadrant and it’s important in pursuing financial success. If you’re not familiar with the Rich Dad Poor Dad book, there are 4 quadrants wherein people generally function. They’re called the “Cashflow Quadrant” visible on this book cover. The “E” and “S” quadrants are […]
Tags: Internet Marketing
On this online video, Rich Dad Poor Dad author Robert Kiyosaki explains the Business Quadrant and it’s important in pursuing financial success. If you’re not familiar with the Rich Dad Poor Dad book, there are 4 quadrants wherein people generally function. They’re called the “Cashflow Quadrant” visible on this book cover. The “E” and “S” quadrants are […] More information
Tags: Internet Marketing
MarketingSherpa “If you’re cutting your search budget to target only keywords with immediately obvious ROI (i.e. where clicks convert on the first visit), first consider this real-life story that Michael DeHaven, Ecommerce Marketing Manager at CareerBuilder.com told me: “We were beginning to cut the majority of our paid search budget, because we were struggling to get any […]
Launching Your Mompreneur Business
Entrepreneur.com “The desire to work from home certainly isn’t a new one. For years, parenting magazines have had back pages filled with ads for various medical-billing, stuffing-envelope and cold-calling types of jobs. And if that didn’t appeal to you, you could consider watching other people’s children. (That way, your work included your little ones at home […]
How to Raise an Entrepreneur
Inc.com “Like many business owners, Michelle, who is now 55 years old, wanted her children to understand what it meant for her to be an entrepreneur. I made sure my children saw me not only as a parent but also as a working parent, she says. They grew up with us talking about business at breakfast. […]
Tags: Internet Marketing
I’m showing The Secret in San Francisco Thursday http://alternative.meetup.com/226/events/5092728/ Hope to see you there or hear back from you. Its a cool way to meet like minded people and a great movie if you havent seen it. This is more on it Law of AttractionNamaste,Chris P.S. I’m helping another member here set up a profile that will come up hi for Truckee Real Estate.
Tags: Internet Marketing
by Steve Depraida Online business is a very lucrative business as you can sell your goods or services from any part of world to any part of the world. You can display your products on the virtual web store. But there is a problem in this scenario as there is no physical contact with the customer; the […] More information
Tags: Internet Marketing
by Steve Depraida Online business is a very lucrative business as you can sell your goods or services from any part of world to any part of the world. You can display your products on the virtual web store. But there is a problem in this scenario as there is no physical contact with the customer; the […] More information
Let’s get something out of the way to start. The Rich Jerk isn’t really a jerk. He’s more of a benevolent philanthropist with a sometimes abrasive side. Now to his product The Rich Jerk. Everyone is skeptical about picking up an online product that says it will help them make money. I was too, until I […] More information
Tags: Internet Marketing
Let’s get something out of the way to start. The Rich Jerk isn’t really a jerk. He’s more of a benevolent philanthropist with a sometimes abrasive side. Now to his product The Rich Jerk. Everyone is skeptical about picking up an online product that says it will help them make money. I was too, until I […]
Tags: Internet Marketing
Here’s an inspring story about a mom who turned the mundane - and lunch bags are mundane - into a business generating - so far $180,000. Via Dane The Beacon Journal: Three years ago. Kristi Thomas was a stay-at-home mom of a second-grader. Each morning, Thomas would spend a few moments adding a special touch to her daughter s […]
Promoting Your Business On Yahoo Answers
I used to call this “Being A Voice Of Reason”, and still do. Here’s how Isabel Isidro gets traffic to her website by being such a Voice Of Reason on Yahoo Answers. From PowerHomeBiz Blog The best way to use a forum or a discussion board to promote your business is to become an active, reliable and […]
Tags: Internet Marketing
Younger workers aged 34, give or take, are leaving New Hampshire at a precipitous rate that threatens the healt of the economy long term according to the Concord Monitor. High rents, lack of activities, and most importantly lack of good jobs is causing kids to look elsewhere for work. Some hope that telecommuting could be part of […] More information
I ran across a really fine introduction to marketing strategy that I’d like to share with you. Here’s an excerpt, buy I think you’ll really enjoy the entire article on just how to think about your marketing. From Escape From Cubicle Nation… For new entrepreneurs, I think this is a very common problem. There are so many […] More information
People send me email about online survey companies. No, I don’t think you can get rich. Or replace your $100,000 per year job doing them. But yes I like one now and again to see how marketers think and check out new items that are in development. I may do one per month. Right now, the only […] More information
Getting a click is just part of the battle… that powerful headline and benefit statement has got them to your landing page. But will what they find there encourage them to complete the transaction? From ClickZ 1. Don’t Just Send Them to Your Home Page Yes, this is what’s easiest to do. But in most instances, it’s not […] More information
By Dr. Kevin Nunley Don walked across the street from his house to mine to announce he had finally […] More information
Tags: Internet Marketing
If we understand the “laws of nature” and the “laws of the universe” in regards to marketing, then we develop an insight to what authentic marketing is. It is an approach in understanding that patience, persistance, and trust are crucial to make the whole process work. Before we begin, I want you to observe the […]
Tags: Internet Marketing
If you own your own home business enterprise then you almost certainly have a website for it. If for some reason you do not yet have a home business website I recommend you get one as soon as possible, since it has been estimated by at least one source that as much as 90% of all sales […]
Tags: Internet Marketing
by Jeff Schuman An email automatic responder or autoresponder is the second most important marketing tool I have to make money online. The first would be my hosting company. Without these 2 tools my internet marketing business is dead in the water. In the world of internet marketing, millions of sites are fiercely competing with each other […]
Satisfying Multiple Decision Makers
Who is your customer? If you’re selling to consumers, you normally think of the individual as the decision maker but anyone who’s sold to couples knows you need to have BOTH people there usually for optimum results. If you’re selling to business or government, the end user wants utility and the purchaser wants profitability… How you communicate to […]
No Internet Access!
Hi Gang, Despite this being the internet age, there are still some places without access… seems like I was in them all day today. I look forward to posting again even though I’ll be travelling for the next few days. Till then, happy marketing!
Owning An Online Business
The thought of owning my own online business has been on my mind for quite some time; several years in fact. So long that when the idea first popped into my head I was not even old enough to be able to obtain what I needed to start my own business. My main goal was […]
Tags: Internet Marketing
This passed across my desk today. Since it’s free to sign up, I encourage you to take a look at it. HyperVRE.com is a free software package which can be downloaded here. They’re hoping to make money, of course, on the upgrades. The difference? The upgrade version allows for multiple income streams BESIDES Adsense. Here’s their promotional copy: Could […]
How To Make Extra Income At Home
If you’re like me and work an middle-income job and have an ever-rising stack of bills to pay, you’re probably always looking for new ways to get some supplementary income in order to help you along the way- or maybe just have some cash to spend on necessities like gas, food and happy hour. Personally, I’ve […]
Recently in the Business Opportunities Weblog Network
The Business Opportunities Weblog Network is made up of eleven niche business blogs. Here’s a selection of popular posts from around the network: Helping Kidpreneurs How to Pitch the Media After-Prom Business Generates $1 Million A Year Companies Offering Telework For People with Disabilities Now You Can Get Fresh Produce on eBay Scaled-Down Fitness Centers Become Little Giants In Generating […]
Satisfying Multiple Decision Makers
Who is your customer? If you’re selling to consumers, you normally think of the individual as the decision maker but anyone who’s sold to couples knows you need to have BOTH people there usually for optimum results. If you’re selling to business or government, the end user wants utility and the purchaser wants profitability… How you communicate to […]
Podcast Episode #3: Anita Campbell of SmallBizTrends.com
Episode #3 of the Business Opportunities Weblog Podcast is now online. In this episode, our new host Dan Portnoy (of The Drop fame) and Tim Grahl are joined by the ever knowledgeable Anita Campbell who runs SmallBizTrends.com and hosts the Small Business Trends Radio program. She shares her take on the hottest businesses right […]
Tags: Internet Marketing
Thanks to the advent of cell phones, internet access, fax machines, and local area networks it is easier than ever earn a full-time living in the comfort of your own home. Many people have kissed their bosses good-bye in exchange for life of freedom and financial independance. The first thing that I recommend to people thinking […]
Satisfying Multiple Decision Makers
Who is your customer? If you’re selling to consumers, you normally think of the individual as the decision maker but anyone who’s sold to couples knows you need to have BOTH people there usually for optimum results. If you’re selling to business or government, the end user wants utility and the purchaser wants profitability… How you communicate to […]
Going From Zero To $10,000 Per Month Income - Interview
Stephen Pierce interviews an entrepreneur who went from having to negotiate with every creditor under to sun to earning over $10,000 per month in personal income by wanting to do something to serve people in her business. Part 1 Part 2 (Not available at this time) Part 3
Podcast Episode #3: Anita Campbell of SmallBizTrends.com
Episode #3 of the Business Opportunities Weblog Podcast is now online. In this episode, our new host Dan Portnoy (of The Drop fame) and Tim Grahl are joined by the ever knowledgeable Anita Campbell who runs SmallBizTrends.com and hosts the Small Business Trends Radio program. She shares her take on the hottest businesses right […]
Recently in the Business Opportunities Weblog Network
The Business Opportunities Weblog Network is made up of eleven niche business blogs. Here’s a selection of popular posts from around the network: Helping Kidpreneurs How to Pitch the Media After-Prom Business Generates $1 Million A Year Companies Offering Telework For People with Disabilities Now You Can Get Fresh Produce on eBay Scaled-Down Fitness Centers Become Little Giants In Generating […]
Tags: Internet Marketing