Search Engine Marketing – How and Why?

Here’s an overview of search engine marketing from the perspective of a Greensboro, NC marketing firm. According to Wikipedia, the definition of Search Engine Marketing (SEM) is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization (both on-page and off-page) as well as through advertising (paid placements, contextual advertising, and paid inclusions).1 Depending on the context, SEM can be an umbrella term for various means of marketing a website including search engine optimization (SEO), which adjusts or rewrites website content to achieve a higher ranking in search engine results pages, or it may contrast with pay per click (PPC), focusing on only paid components.2

Due to the many intricate details in the complex technology of search engine marketing, a large number of marketing professionals and business owners do not understand the ever-changing nuances and methodologies so they rely on top ad agencies or marketing consultants for their expertise in managing their search engine marketing.

Spending on paid search has increased more than 20 percent from 2012 and with product listing ads, this will continue to grow. Your website will need to be highly optimized in order to be relevant in organic search or you will need to pay for search ads to target certain keywords and phrases. Mobil spending on paid search has also experienced a huge year with more than a 30% increase in 2012. If your search marketing campaigns are implemented by a professional marketing consultant or a top ad agency, your results with generating leads will be much better and your ROI will be much higher.

Spending on SEO to organically optimize your site will be very important as new surveys have shown increases in effectiveness for Organic SEO to generate leads. Hummingbird is focusing on original content relevant to the products or services so SEO will be very critical in 2014 and beyond. Paid and Social media will certainly generate new leads, but according to the latest surveys, Organic SEO is increasing while PPC has slightly decreased and Social has remained constant. B2B companies are seeing the largest percentage of leads from SEO with PPC and Social Media being quite a bit lower based on percentage of leads generated. The 2011 survey from WebMarketing 123 is available to view via PDF along with the 2012 survey from Web Marketing 123.

There are many areas of search marketing specialty under the main heading of Search Engine Marketing or Search Marketing for short. The sub-categories for branding, conversion, mobile, landing pages, public relations, search term research, ppc, social marketing and blogs are all very important to the overall search marketing category.

When a person is interested in a product or service, they will begin searching or hunting for those items via online sources. It could be found through text, video, or audio components. If they are hunting or searching, this should give you a very good clue that they are somewhere in the buying cycle. It could be driven by a search to fill an immediate need or potentially a future need. Whether captured through a paid or an organic source, these leads are very good quality as you have a captive audience who is already interested in the product or service. Your job is not so much to sell them on the idea of the product or service itself, but to educate and provide information on how your branded product or service can yield value to that consumer. What’s unique about your brand and how can you make their life easier?

Here’s a multitude of reasons why people buy things:

Marketing… (Had to do this one first since we are a marketing firm) Marketing makes you remember brands and it changes product perception. It not only gives the rational view, but also provides the emotional arguments or attachments to draw you in closer. Product design and packaging make the product sexy. Slogans or bi-lines ring in your ears when you think of certain brands. Music attachment with stars or celebs make products more memorable if partnered successfully. Many marketing experts are also very knowledgeable about the psychology of buying. And lastly on the marketing reason, did you really plan to get those snacks at the store, or was it the marketing promotion to buy one and get one free. (BOGO as some reference)

Creatures of Habit… If you go to the movies, will it matter whether the popcorn is piping hot or just luke-warm? In most cases, it will not matter because you will eat the popcorn out of habit whether it’s good or not.

Moods… If you feel good, then you are more likely to reward yourself with nicer things. If you are hungry or have craving, you are more likely to take care of your immediate craving versus putting that craving off for a longer term goal like a diet objective. If you are depressed or sad, you may make an impulsive purchase to try and lift the depression or sadness. If you are mentally exhausted from a long day at the office, you may give in to your kid at the store to get such and such item just to avoid the negotiations or arguments so you can get out of the store faster.

Temptation… Companies want you to try things that make you feel good or try things give you satisfaction. It could be succulent chocolates, a mixed drink, and products attached to your own image such as beauty products to make us look good, trendy watches, or designer clothes.

Impulsivity… If you see a sexy package, your brain receptors may default to reward and then you rationalize to justify the unnecessary purchase. Some people are affected by the advertising and marketing more than others and respond to ads, offers, and promotions because they feel because they are getting a deal, that it justifies the unnecessary purchase. ADHD will certainly make an impact with more product purchasing.

Peer Pressure… You sometimes get products simply because your neighbor has them. The product may not be worth a flip, but you still get it because the Smith’s have it. You see others in the community with certain shoes, clothes, etc. and you get them because others have them first so you can be like them.

Differences in the Types of Auctions That Take Place Around the World

Auctions are those events where properties or goods are sold to the highest bidder. Auctions are mostly public events, where bidders make a series of bids and purchase a particular item for a high price. During auctions, bidders decide the price of an item rather than the seller. It depends on bidders to decide the amount they would want to pay for a specific item. During an auction, a bid is a proof of a legal binding. Bidders agree to pay the amount that they have bid. In a high profile auction, bidders may have to pay a deposit in escrow accounts or give a proof that they can pay for those items.

Types of Auctions:

Different types of auctions take place around the world. Below mentioned are some types of auctions:

1. English auction:
This is a basic type of auction. In this type, people can see the item and then start bidding. Bidders slowly raise the value of their bid until everyone gives up. The highest bidder is the winner. An auctioneer manages an auction, keeps records of the on going bid and decides the winner. Sometimes, the seller will quote a minimum amount for an item to the auctioneer, below which the auctioneer cannot sell that item.

2. Dutch auction:
In this type, the auctioneer sets a particular price and then gradually lowers the price. People in public will start bidding and later decide which prices are suitable for the item. A seller may use this type of auction to sell large quantities of same products to the public. For instance, a seller may want to sell a large amount of hay and will thus, decide to sell this hay to people for the same amount, once a reasonable price is decided.

3. Silent auction:
In this type, the bidders in public will present their bids in a sealed format. These sealed bids open at the same time and bidder with the highest bid wins. There could be a modification in this type of auction. The bidders are allotted a specific period to bid. They can roam in a room displaying the items, and write their bids on an associated sheet of paper. The bidders are allowed to see bids of other bidders and can choose a higher price for an item. At the end of the allotted time, bidder with the highest bid is the winner.

Examples of Auctions:

Auctions can be of two types either public or private. Sellers may trade any kind of items in both types of auctions. Some areas where auctions take place are:

1. Antique auction: An antique auction consists of a trade opportunity as well as provides entertainment.

2. Collectable auction: In a collectable auction, the seller may put up collectables like coins, vintage cars, luxury, stamps, real estate, and luxury for sale.

3. Wine auction: In wine auction, bidders can bid for rare wine, which may not be available in retail wine shops.

4. Horse auction: Bidders can bid for young horses of the best breed.

5. Livestock auction: In livestock auction, bidders can buy pigs, sheep, cattle, and other livestock.

The other examples of auctions may not be public. These auctions are for bidders from corporate levels. Some examples of private auctions are:

1. Timber auction
2. Spectrum auction
3. Electricity auction
4. Debit auction
5. Environmental auction
6. Auto auction
7. Electronic market auction
8. Sales of business auction

Bidders in an auction need to examine the items displayed and decide an appropriate price for an item. Thus, auctions help buyers in getting the best deals and in gaining better profits for sellers.

Five Tips for Selling at Live Auctions

Ah, the old-fashioned country auction! The idea of a country auction conjures up certain images for people. The image of a fast-talking auctioneer offering up an antique table or chair is a popular example.

People who are buying household goods or collectibles are looking to get their items at the lowest price possible. However, the people who are selling their items at auction are hoping for the highest price!

Unless a person is in the business of buying and selling antiques or other items, not a lot of thought goes into how goods are prepared for sale via the auction process. However, if you are one of the growing number of people using auction venues to sell your collectibles or other inventory, there are a few things to learn first about how to sell at auction before you bring a truckload of stuff over to the next event.

Tip 1: Make sure the things you want to sell are a good “fit” for the auction house you’ll be using.

Never bring a load to an auction house without actually having been to one of the previous auctions. It’s important to get a feel for the type of goods that the house sells. For example, at one very rural country auction it was common for the owners to sell live chickens, pots and pans, car parts, and farm equipment.

After close investigation, this would not be the right venue for selling your daughter’s “Hello Kitty” collection. On the other hand, the spare John Deere parts that you bought at last week’s yard sale might be just the right thing for the buying crowd at this auction.

Tip 2: Be sure you clearly understand the terms and policies of the auction house.

Visit with the auctioneer ahead of time. Call to find out what the best days and times are to visit. One of the worst possible times to drop in for an informational visit with an auctioneer is the day of the auction. Call ahead and ask. While you’re at it, find out what are the best days and times to drop your stuff off.

Once you have a little time with the auctioneer, you’ll be able to find out what type of commission he or she takes from consigners (which is you), and what type of paperwork might be needed. Some auction houses send out Form 1099 tax forms at the end of the year. An auctioneer may need to see your identification and have you fill out a W-9. Be prepared.

Find out what happens to your items if they don’t sell. For example, some auctioneers may have a minimum starting bid. If, for some reason, one of your items does not sell, it may be grouped with another one of your pieces. Know the auctioneer’s strategy beforehand so that you aren’t surprised on pay day.

Tip 3: Make sure the auctioneer knows what you’re selling.

It might be perfectly obvious to you that the signed print you are consigning is a rare and valuable piece of art. However, the auctioneer may not know this particular artist. Make a note of anything particularly special about your items, and leave the note with the piece. Be sure to tell the auctioneer about it as well. He or she might determine that this is something to highlight on the company website or in the newspaper listing.

Tip 4: Present your items neatly.

No one likes to have to dig through a box full of grimy and greasy car parts to see what treasures might be in there. Separate the parts and lay them out on a flat, or use more than one box to de-clutter the lot.

There is no need to buy fancy display boxes. It’s easy enough to go to the local convenience store or supermarket and ask if you can have the emptied boxes or flats that they are discarding.

While it’s good to present clean items, take care not to ruin the value of anything by over cleaning. For example, if you find some old cast iron cookware, clean the obvious dirt and grime, but don’t scrub it to its original finish. For many people, this ruins the value of the item. So, clean and tidy and organized is the key here.

Tip 5: Don’t complain to the auctioneer if your stuff doesn’t sell for as much as you’d like.

The phrase to remember here is, “You win some; you lose some.” That’s just the way it is. There are some days where an auction house is loaded with people who all seem to want what you’re selling. There will be other days where the crowd is sparse, and the bidding is simply not competitive.

Remember that it’s in the auctioneer’s best interest to sell your things for the highest possible hammer price. But sometimes, it’s just not going to be a stellar sale. The auctioneer is only human, and is also disappointed if a sale doesn’t go as well as planned.

If you notice that every time you bring a bunch of goods to sell that you’re not realizing as much as you think you honestly should, try another auction venue and compare apples to apples. That is, bring the same types of items to the new auctioneer and compare the results.

Unless the auctioneer is particularly disagreeable or inconsiderate to you or buyers, there is no reason to confront him or her about a sale. If you find you just don’t care for an auctioneer’s style or methods, find another one. Believe me, there are plenty of them out there!

The primary thing to remember as you learn how to sell at auction is that the business is unpredictable at best. You will have good days, some not-so-good days, some great days. The more you sell, the more experience you will gain, and the more enjoyable the business will be.