March 2010
DIY New Website Plan
DIY Search Engine Plan
DIY Website CheckUp
Underperforming Online Directory
You suspect the online directory you’re paying for is not sending you business. How could that be and how might you fix it.
Typical scenario. You have evidence (your traffic report) or gut suspicion (no emails or client comments) that the directory is a waste of money. If you’ve checked your website traffic report (most of you use Google Analytics by now, good) and the directory is not one of your top ten referrers then call it what it is: a clunker, an under performer, yes, a waste of money.
If the under-performing directory were on staff you’d be writing a warning letter. Yes, you’d try to save it before doing away with it.
Reasons for a directory doesn’t refer more traffic to you.
Your listing might be:
- Written poorly - Remember benefits help persuade.
- Sounds boring. You need to satisfy visitors with what they want to find in the category you’re listed under. Plus, give ‘em WOW. Entice.
- Too hard to read. Shorten, bold, bullet points . Previously on readability.
- Too small. pay for bigger, flashier listing.
- Too ordinary. Emphasise your point of difference.
- It’s miss-able, like a sparrow wedged between a peacock and parrot. Make it more colourful, dramatic, change photo.
- Four or more clicks are required to find it. Add it to more categories. Sometimes directories are too big and cumbersome so traffic stays away.
- The directory doesn’t get your target customer as traffic - thus you are there but they aren’t looking for your type business.
Ask the directory for their demographic data - what ‘keyword search phrases’ do they target? (are they your market?) In the days of print ads, the magazine or newspaper sent this info to prospective advertisers as part of their rate card. Ask them for it. They should not answer,”everyone with a computer”. They promote (optimise)their directory around specific ‘keyword search phrases’. Yours should match, if not, opt out.
9. Paying too much. Free okay, but not for a fee. Perhaps it just doesn’t suit your business.
10. Bet you can think of another reason. Let’s hear from your experience.
Don’t renew or unsubscribe. If you’ve tried one or more and the directory still doesn’t start referring traffic to your site, don’t throw good money after bad.
Other related posts
- E-newsletter Marketing Strategy - July 21st, 2009
- Permission based email marketing - July 13th, 2009
- Helping eNewsletter Avoid Filters - July 1st, 2009
- Hotfrog Directory - Join up - June 24th, 2009
- Tempt Kiwi Travellers - June 16th, 2009
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May 20th, 2009 at 10:30 am
Kia Ora Kath,
Well needed this about 17 months ago. began getting phone calls from time to time from Mates trying to e-mail me that my e-mail address was being rejected.
Provider of course kept coming back with where is the evidence. As message was ‘pop up’ there was none.
Anyway other day tried to contact a business from Linked in & go this message that my e-mail address was not able to be used. Gist was needed to sign up.
Then the little bell went off. Name of this group blocking e-mails was Aweber. Provider was using a free stats service called AWstats. When I searched net I found they are often mentioned together & one site even suggested for great results integrate both with Twitter.
Up to then I had thought they were just mates misspelling address & I wasn’t getting much traffic because i had written site up badly. Was using all the points you kept raising on here but apart from lots of job applications from highly qualified people wanting to immigrate to NZ, no business. I was though in hindsight getting a lot of phone calls from Government departments & those wanting to provide services to confirm e-mail address.
So website is now off line & e-mail changed (though for some reason e-mails still coming through on old address). Off to disputes tribunal to recover costs I paid for a service I wasn’t receiving. Thing is not every e-mail was blocked. If I was signed up to something like your site then it would come through. If people tried once(unless you used the contact form) it would block, but seems if you re try then it goes through. Some sort of ambush marketing linked to the free service.
Saw an American corporation practice something similar in Iraq. If your client didn’t buy stationary from it then you couldn’t get fuel or vehicle service from it either.
So someone has just taken concept onto internet.
For now as I say my website is off line or should be. they have supplied the UDAI but have to re look at things before even try to look at that.
So now I know why your advice wasn’t working. Badly put together site or not, you would expect some feedback. Of course people trying to provide you some services or looking for employment will not give up after one block, but as a customer myself when looking on net I know I tend to go elsewhere if my e-mail is blocked.
February 13th, 2010 at 2:16 am
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February 15th, 2010 at 8:07 pm
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February 26th, 2010 at 7:42 am
nice one - thanks ^_^
February 26th, 2010 at 8:11 am
really……great……..nice……