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Today's issue contains a web related article describing how to get high quality inbound links to your website, an explanation of where the responsibility lies in obtaining model releases for stock photography and how to deal with your next Request for Quote to maximize your chances of winning the project.
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Best regards,
-John Libonati, Editor
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The amount of quality inbound links to your site is one of the most important criteria used by search engines to rank your pages. Therefore, a well conducted link exchange campaign is one of the most effective Internet marketing strategies you can follow.
Remember that to search engines not all links are created equal: some links are more important and will have more value than others. The best links are those from high quality, highly ranked pages with a topic related to your site.
These are the steps you must follow for a successful link exchange campaign:
1. Create a Links page on your site, where you can place links to all the sites that link to you. Make sure to provide clear instructions on how to link to you, including the exact HTML code you want your link partners to use.
2. Download the Google toolbar: The Google toolbar is an addition to your Internet Explorer browser that will display the Page Rank of every page you visit. Page Rank is Google's way of telling you if a page is important and ranks well. If a page is related to the topic of your site and has a high Page Rank, you definetely want them to link to you. To download the Google toolbar, go to http://toolbar.google.com and follow the instructions.
3. Go to the major search engines and search for your target keywords (the words you think people will use to find sites like yours). Click on each of the results and see if the site: a. Is complementary (non-competitive) with your site b. Has a good Page Rank c. Has a links page.
If it does, put it on your list of selected sites. 4. Write to the webmasters of the selected sites and ask them for a link exchange, following these guidelines: a. Place a link to them on your own site before contacting them. b. Start your letter by explaining the nature of your site, how does it relate to theirs, and how both would benefit from the exchange. c. Give them the URL of your links page, so they can see their link and make sure that their link information is OK. The fact that they see their link on your site will make them more inclined to reciprocate. d. Give them the exact HTML code that they should use to link to you. By all means, include your main keywords in the link text since that will give you a boost with the search engines. For example, if you own a pet supplies store called Petmart, and assuming that your main keywords are "pet supply store", it is better to make the link text: Petmart - The Pet Supply Super Store, instead of just Petmart.
5. Keep track of what you're doing: maintain a spreadsheet where you can write down the name of each target site, their webmaster's email address, their URL, the URL of their links page, the date you first contacted them, and the date when they finally placed the link to your site. If you don't see your link after a couple of weeks, send them a reminder. If you don't get a response in another week, remove the link you originally placed on your site and move on.
Another way to find suitable link partners is by finding out who is linking to your competitors. You can use a free tool like the one in http://www.bcentral.com/products/link_finder.asp. Just type the URL of your competitor and you will get a list of sites that link to them. Write to the webmasters of those sites and ask for a link.
Mario Sanchez publishes The Internet Digest (http://www.theinternetdigest.net ), an online collection of web design and Internet marketing articles and resources. You can freely reprint his weekly articles in your website, ezine, newsletter or ebook.
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Traditionally, the photographer is responsible for obtaining and cataloguing model releases. This is still the case with traditional and royalty-free stock agencies. But, some agencies are not as diligent as others and some photographers are not good with paperwork.
If you are concerned about model releases, use a major and reputable agency. Call and ask if a release exists, where it is located, has it been looked over by an attorney and does it cover the way you intend to use it.
If there is any possibility of the layout being embarrassing to the model, call and check with the agency. Additional releases may be needed for photos illustrating sensitive issues.
This article was reprinted from Desktop Q & A, a newsletter published by Piccari Press, Inc.
You get an eMail, voice mail, FedEx envelope, or even a piece of regular snail mail with a request for R.F.Q. - a Request For Quotation. Wow! Doesn't it just make your day?
Sometimes you get them from existing customers and sometimes you'll get them from new prospects. Let's skip your customers and focus on your new prospects.
The R.F.Q. is asking you to bid on specific products and services. At best R.F.Q.'s can be a wonderful opportunity to develop new business and at worst they can become a nightmare.
The person sending the R.F.Q.'s usually doesn't want to talk with you, he just wants your written response - and the pencils better be sharp when you get to the pricing. "Are we having fun yet?"
Here's what I think. If you want to capture business by being the lowest price - go ahead and be my guest. One of my clients (T.L.) told me his father taught him a valuable lesson years ago. The father told his son - "How you sell the business is how you'll lose it." If you get the business solely on price you're likely to lose it on price. That makes sense to me!
It doesn't take brains to subtract dollars from your price and go straight to discounts. It does take intellectual brainpower, and discipline, to add significant value so your potential customer is willing - maybe even eager - to pay more for your products.
If you want to add value you have to understand your potential customer's situation. The only way to do that is to ask questions. Look at it this way. • Doctor's don't write prescriptions before the diagnosis.
• Lawyers don't take on cases before they interview potential clients.
• Salespeople shouldn't be bidding on anything before they do an assessment.
If your new prospect won't allow you to ask any questions - don't touch it with a ten foot pole. If they don't know you and you don't know them - it's bottom line price.
The next time you get a request for a R.F.Q. - tell the prospect you'd be happy to do the R.F.Q. if you they would agree to an R.F.A. - Request For Assessment. Explain you have several questions to ask several people that would enable you to submit a more meaningful and more personalized response to their R.F.Q.
Unreasonable people will say no. Reasonable and rational people will usually agree. Steer clear of the former and stay focused on the latter.
Doing an R.F.A. will enable you to add significant value to the R.F.Q.
This article was reprinted from Sales Strategist, an online newsletter published by Jim Meisenheimer (800) 266-1268 E-mail: jim@meisenheimer.com Web: www.meisenheimer.com
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