PartyLite? Does the public really know what I do?

PartyLite? Does the public really know what I do?

Have you ever thought about the public's perception of what you do?

PartyLite

PartyLite says, "Light a candle, and you transform the moment." Whether it's a large family celebration, a candle-lit dinner for two, or just your need for some quiet relaxation alone, candles set the mood. Decorate, celebrate and illuminate with PartiLite,

Do you believe that visitors already perceive this about PartyLite?

That's a mystery-factor in any search engine marketing campaign; you should factor in from the start (as you are preparing your keywords, your ads, and your landing page) what the majority of visitors already 'know' about you and the candles and candle accessories you offer. You might consider playing it safe and assume they've never heard of you. That's always the safe bet.

If you're selling iPODs or something very well known, you can approach things much differently. Less time explain 'what' you've got and more time explain 'why' they should buy from you.

If your selling something that might be considered a common commodity (vitamins, shoes, cosmetics, telephone services, etc), then you must differentiate your product from the other seemingly similar products or services that customers will associate you with.

Much of these consumer 'mindset' conflicts should be handled on your landing page, that is, the page where they land after clicking your ad; so before you start any marketing drive, stop and think for a moment about what your potential customer might perceive as they arrive at your landing page.

PPC Tips list continued from previous weeks:

Below are this weeks tips for better search engine marketing (using pay-per-click):

• Expand your keywords by asking your spouse, friends, neighbors, relatives, existing customers and strangers to look at your web page and offer their keyword suggestions. In this phase you cannot have too many cooks in the kitchen.
• Put your biscuits in the oven and watch'em rise... That is, use web based 'keyword expanders' and research tools to expand your keywords beyond what you can come up with on your own.
• Remember, searchers may type in something that describes your product, but more often than not they will be typing in words describing their problem. If your product or service solves, fixes, heals, masks or even distracts them from their problem, you want those keywords on your list.
• "In-house" keywords (those used frequently by others in your industry or business) are often the most costly because lazy business owners don't often think beyond their own nose. The result is these limited keywords get bided-up sky high. Customers on the other hand seldom search using "in-house" keywords. Your goal is to find keyword niches popular with customers but less popular with your competition.

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