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Many people think of Adwords strictly as a direct-response tool for driving conversions. While it certainly does an admirable job of accomplishing this, treating that as its sole function is a disservice to the platform as a whole. One of the most underutilized functions Adwords can serve is Market Validation. Adwords is a fast, affordable and efficient method of subjecting your ideas to a huge audience. By doing this you can gather massive amounts of data, split test variations, and get results on an incredibly short timescale. If you’re interested in this kind of Lean Adwords Marketing, the first step is to set up an account.
When delving into the arena of Market Validation and customer development, one of the things that can be difficult to remember is that a “failed” validation still gets you a large amount of useful data. This is one of the most appealing factors with Market Validation: even an unsuccessful test yields results. Sometimes this is simply telling you where not to market. You can learn that the people you thought would be your ideal marketplace are in fact not interested in your product. This can give you valuable insight into either changing your product, or altering your targeting to be more effective. A business associate of mine had an experience along these lines that proved that ongoing, iterative Market Validation can truly have staggering results in the long term.
He began by, of course, creating an offer that involved an executive marketing summit to help develop business culture. The goal was to invite people to attend this summit, and then utilize this carefully cultivated group as a potential source of future clients. Based on his offer, he formed the hypothesis that his target audience would be be the highest level decision makers; CEOs, owners, and other individuals at the very top of their company. These would be the people most interested in developing the culture in their business environment, or at least that was the hypothesis.
As he reached out to these individuals, he was overwhelmingly met with rejection. These individuals presented a common set of similar objections. They didn’t even have the time to spend focusing on these aspects of their business, so they certainly didn’t have the time to dedicate to attending a summit based on the concept. Now at this point, you should be seeing how this is just another form of Market Validation. Regardless of the medium, software or method that you use, Market Validation still boils down to the same basic principles. You develop an offer, form a hypothesis, and then begin testing that hypothesis through marketing. At this point, my business associate’s hypothesis had been proven false. CEOs weren’t interested in his offer. Some people might give up at this point. But the key information to take away here was that even with a “failed” test, he gained useful information that he was able to apply to his offer: CEOs didn’t have the time to dedicate to their business culture. So who did?
My associate decided to retarget his offer to the areas within the company who had a specific responsibility relating to the culture of the business, and find the decisionmakers in those departments. This mostly referred to secondary executives in HR or Operations. This is where LinkedIn came in. He decided to alter his medium and begin sending out invitations via LinkedIn, testing whether or not this would have a higher return than simply approaching individuals in person. He sought out as many executives in the right positions as he could find, personalized his message to show he had read their profile, and sent the following with the headline “Exclusive Invite to Attend Culture Summit”:
And what happened? He received a 25% conversion rate. One in every four individuals he sent the message to responded and attended his summit. A lot of individuals might also stop here, but my associate decided to take it one step further. Now that he had access to a good group of individuals who were very receptive to his offer, he continued to do research. He asked them a simple question: Where can I find more people like you?
This ended up leading him to a “secret” message board for individuals in exactly the niche who had responded so positively to his offer. It was an online meeting place for hundreds of potential customers who had shown they were directly interested in his offer, and ideally positioned to take advantage of it. By persevering through “failed” Market Validation, and then pressing his advantage once he’d found it, he ended up with a literal goldmine, custom fitted to his exact specifications. There are many intricacies and strategies to Market Validation, but with the right expertise it can change the way you sell products forever.
Market validation is a concept that is too often overlooked and undervalued in the entrepreneurial community. When moving into the exciting implementation stages of a new startup, it can feel mundane or even counterproductive to stop the momentum and question the idea. Additionally, the methods that come to mind when you think of market validation can be costly and time consuming. In those early days, you probably don’t think you have the time, money or manpower to invest in validating your proof of concept.
That’s where Aaron Opfell’s talk, Market Validation Hacks Using Digital Tools, can be exactly what you need. By leveraging the power of technology to your advantage, you can learn how tools like landing pages, Google AdWords and Google Analytics allow you to refine your product and define your customer in the early stages of product development. By taking these steps early and treating them seriously, you can avoid losing countless hours and wasting piles of money down the line. Every hour you invest in the early stages of market validation will provide a significant return on investment down the line.
This talk was originally given as part of the SARTA Leadership series to some of the most respected and successful members of the Sacramento business community. With funding for business development being limited, SARTA was forced to close its doors, but that has only increased the need for talented members of the community to come out and share their knowledge, skills and experience. Aaron Opfell will be bringing Market Validation Hacks Using Digital Tools to a venue near you shortly, and you can’t afford to miss out on the opportunity. Want Aaron to present for your organization? Request Speaking engagement Now.
I’m Aaron Opfell, founder and owner of Searchermagnet. A boutique digital marketing agency. Were on the internet answering your questions about internet marketing. Do you have a question? Email to firstname.lastname@example.org and I will answer it. Today’s question comes to us from anonymous. Anonymous asks, there are infinite variations of possible customer search terms. How does this affect an SEO strategy? Great question. Very sophisticated question I might add. It’s true, people searching for things. We are looking for things. We’re not worried about how. Nobody’s judging our queries right, Their really primordial or cave men. Oh, what pizza. You know. So, you want to search for things. You know searches goes by name or any other name. We use different version. Variants right. Lawyers or law firm or attorney or attorney lease right. So, all mean basically the same thing. We might call things different things. Like a running for a legal thing for a second car accident, motor accident, we describe it differently. One thing is certain though. All these terms, they have their limit. There’s a cloud, keywords to describe your customer journey right from research to buying decision right. And you know, along that path, there are only small possible variations or spellings you know synonyms that people can only have. As an English major, I always find it difficult to understand what people don’t understand it. And It finally clicked to me when I realized that, you know in the same way that I am not strictly pure math person. I don’t enjoy calculus. You know. That people don’t really get how English works. Specially if it is not the first language. English is a very difficult language. Ask anyone. English by far is the most difficult language for a not native speaker right. But you know in our language, there are only so many synonyms. If you were to pick up the source to understand this like in any given word, you can only have 20 to 30 synonyms. And once if you ever you know try to play scrabble. I know this when coming up with the names right. There are so many synonyms that are actually worth the crap. Right. If there are any we’ll relevant to the original terms. So, when it might seem unlimited, it is actually quite finite. There are so many actual synonyms. Plural variants. Adwords and Google has already figured this out overtime. Google only cares about specific wording like you know S and N like the plural, or slight misspellings. If you type in, PZZA , you’re gonna get results for PIZZA. Try it for yourself. It doesn’t matter. It’s actually kinda fun game. See how badly you can messed up the query. See if Google actually know what you are talking about. There is something called auto complete effect. And it allows us to really just you know barf gibberish to Google and Google just know exactly what we are talking about. If you ever use Google if you are drunk or under the influence, Google is pretty good in looking at the pool, it looks like a line up and you are looking to a hundreds of searches and the one that is slightly out of them, there are slightly more taller or different shape and it is the same thing. Sorry to explain so long but as you can see, Google doesn’t really care about misspellings or variants. It really knows what’s up. And then you know, in the fine amount of terms, now the final problem is like, which of those terms are actually relevant. And you know, we’ll cover in another video, like AIDA. Attention, interest, decision, action. Honestly, there is a temperature or spectrum of how interested or accurate this person is. It started out just like barely have the attention and down here is the tasks whether making a decision. It moves along the spectrum and they’re gonna search for different things as they go. At the top they start up really broad. Like what is topic. What is pizza. And then maybe as their interested you know, difference deep dish and Chicago style pizza. Right. And as they keep getting down, further down, the decision action, there gonna be searching for like pizza near me and then finally pizza coupon. Right. So that’s kind of a, the spectrum, the search spectrum, but then again, there a fine other stuff here. You’ve got high interest or low interest. You’ve got, you know synonyms, so, it may appear unlimited. It’s not and there is actually a fine amount of variations that you can target, pay around with. Thanks very much.
I’m Aaron Opfell, founder and owner of Searchermagnet. A boutique digital marketing agency. I’m on the internet answering your questions about internet marketing. Do you have a question? Email to email@example.com and I will answer it. Today’s question comes to us via anonymous. Anonymous asks, are buyers really using internet internet searches to find my product? Even if it’s B2B. That’s a great question. Great question. Kinda hostile right. Because you are saying, hey, hey Aaron, you are working in search advertising, make a living out of search engines. You people really use search engines to make decisions? I can’t figure about it but you know it’s odd but you know search engines are thing kind of thing that I almost feel like a little bit less mind sure than I did. You know ten years ago and I wanted to explain why. First search engine is a 97 or 98 I believe. All of this came up 98 I think. That time it was new and people are like, oh yeah. But now you know like a nobody thinks about this. It’s second nature to you know should ask question where is the nearest pizza joint. Three you know. What is the difference between base model and the double cap. You know if people is researching these questions you got the apple watch you can search right face directly in your apple watch. You know, you can Google them. You know but people are not realizing. Most of them think about the critical role of the search engine provides. When you look into research, people who look at search engines constantly it’s not such a natural fluid stage and that’s what Google works so hard on. Like a product that so easy to use. And just become forgot. Google is now a verb. Miriam, the dictionary, you know the official oxford dictionary, recognizes Google as a verb. You know to perform an internet search. You know, so xerox level. So if you really think about it, think of the last time in any sort how to get somewhere, where to eat, what type of product to buy. You know review stuff something, doing background something, Googling a date. Dating. Think about how you use the search engine to get you there. Right. And you answer for yourself. Do you people use search engines to get information. Do they use the information to make decisions. Do they start purchasing processes based on this information. Specially if there is a blog or article that contains information about the topic. Right? Do they do this three things? And, can you imagine where the product and services you sell. I don’t care what product it is. It could be escort services, deep fill oil fill drilling. Security. It can be a computer or physical body, body guards security. Education materials. B2B, B2B, B2C. I don’t care what it is. Can you imagine, stop thinking about computers. Stop thinking about the internet and imagine that your buyer is a human being and they are trying to make the decision about what you sell. Are they gonna use Google to help with the decision. If not, walk away from the computer, close this video. But if there is any possibility that they will use the search engine for any part of the decision, then you need to be there when they are researching it. And, that’s all there really is to it. You know. And the best way, you know if you are not convinced, test it out right. Test it out. It’s cheaper and more effective and a lower budget threshold. Than any other form of advertising out there. If you don’t believe, hit the numbers for your self. So, that’s the answer to that question, see you again soon.
I’m Aaron Opfell founder and owner of Searchermagnet a boutique digital marketing agency. I’m on the internet answering your questions about internet marketing. You have a question? Send to firstname.lastname@example.org, and I will answer it for you. Today’s question comes to us via Joshua. Joshua asks, how do I send out a compelling email to my database. Great question Joshua. Also, this is one of the most targeted and lowest cost, lowest risk strategy that you can possible do. Unless, unless you’re more than a second. So, how do I do that? So you need two things. You need three things. You need a, you need a list. You need a message or an offer. And you need a program to deliver them. Right. So program is easiest. You know you just sign up for Mailchimp, Aweber. Dozens of them out there. There is numerous shells in the seashore. Sign up for one. Mailchimp is free the one we like. And then you need to come up with some kind of an offer. An offer is you know, in direct response, is this, or that. I will give you X or Y. It’s not here is my service or here’s a bunch of crap about my service. It’s an offer more of like, hey you know give us a call today for a free needs assessment. And you know benefits consulting. It may be haste down to you know I will give you a Starbucks gift card. Or in the case of a product, it might be like, hey fill out the survey about questions and I will give you a $30 gift card. So, it’s a this for that. Give me this response in exchange you get that. Simple enough right, but critically, tragically one of the most underused, misunderstood method of aspects of marketing out there. So, you’re now, you got your offer, you’ve got your program. Now your list. It might seem silly but check your email program right. Are your email program follow the list of all the emails you ever sent to. Check your lead catcher. Check your database, your invoicing software. All these emails I’m not gonna tell you how to save them that’s a topic for another video. Of if you wanted me to answer that. Email it to me. But you take this list I already come, stack into the program. Send that list out. Bam! You’re phone is gonna be ringing. And you are going to be making some money because mailing your database is the by far the cheapest and most effective thing that you can do. Very very smart strategy. Get one out today. You only send out one newsletter per month and you might already have missed the opportunity. So that’s how to send out compelling email into my database and kinda why. So, thanks for watching and see you again.
I’m Aaron Opfell founder and owner of Searchermagnet a boutique digital marketing agency. I’m on the internet answering your questions about internet marketing. You have a question? Email to email@example.com, and I will answer it for you. Today’s question comes to us via anonymous. Anonymous asks, what budget should I allocate for seo. Great question. So I have a question for you. How do you measure the ROI in marketing? I can’t answer the budget without you answering that. You might have a you know a branding type of measurement system where you are measuring reach and frequency mindshare. Share of weights right. Or you might have a direct response type of methodology. This is what we specialize in searchermagnet right. You know we are measuring phone calls, leads or sales. Regardless of what methodology you used, right, one of those in a second, you know its how that, its calculating even linking that to SEO metrixes is as pretty difficult right. You know SEO is that thing. It’s a weird thing that kinda touches all aspects of business right. And you know it influences or overlaps with many different channels. And not all that, it can also act as a primary action in the business is to influence or power sales. It’s often times, not the last thing that lead you to a sale or KPI and not the first thing but somewhere in the middle, an assisted or persisted purchase. Think about it. Right. You’re researching something right. If it is any sort of a product or service that requires any sort of research. Or you are making your client to buy. You have a buying decision. What are you gonna do? You gonna research it right? And where are you gonna research it? If you are under the age of 50? It’s gonna be Google right. If you are old age or 50, you are shouting it in your phone. Sire, what is yeah right. And where is that gonna lead you? In other purchase. So, you think about it, you think about search engines being a stage right. A set of you know, a set of vertical channel. Radio or television right. And more of like a stage in a phone then you can see it’s really tricky to qualify and say, what is the result of an SEO campaign. It’s not saying it can’t be done but I can’t answer the question unless you know exactly how to calculate ROI. I guess someone asking about how to quantify ROI, or a brand or a direct response channel, I will answer it. Till then, there’s your answer to what budget should I allocate for SEO. Thanks for your time and I’ll see you again.
I’m Aaron Opfell founder and owner of Searchermagnet a boutique digital marketing agency. I’m on the internet answering your questions about internet marketing. You have a question? Email to firstname.lastname@example.org, we’ll answer it. Today’s question comes to us via anonymous. Anonymous asks, should I hire an seo firm, learn to do the work myself or put together an in-house team. Wow. What a deuce anonymous this is really a three part question. I wanted to split this into a three different videos. So you know honestly, you should hire an SEO firm. You should hire Searchermagnet. You should hire Aaron Opfell. Hire him to do your SEO work. Just kidding. You know so honestly you gonna pay there, you gonna try to do yourself and presumably save money or put together an in-house team. Really bunch in your butt okay. I’m gonna get right down to it say, what is your budget? If you are, have given a budget of more than $1500 a month to spend in this activity. Hire a firm. You know, in 99% of cases okay, hire a firm or at the very least put together an RFP that you know, articulate on what you want done. If you can do that, you may, if you could actually craft an RFP that describes what SEO working can be done in your website, you might actually be able to do that. But you have the confidence of doing it’s going to be like an economic decision right. Everybody is like in the market to buy time right. If you came to me and said Aaron, if you pay me hundred dollars, then we won’t have to post your video in YouTube today, I’d say cool. Cause I can’t call myself and my time all day long right if I have to get more time out of it. So, if you are really well educated in how to craft an RFP, how to describe an SEO in high budget, then it may actually make to you to hire an agency. It really depends on the nature of the work right. If you’re RFP finds out that you know the work if technical, you don’t have a lot of programming capacity, then hiring a firm could make sense. Or if you happen to have a developer laying around with nothing to do and handle to him, maybe that is great. So just an example of that, if you have a $1500 right, we have a bracket. So, $1500 can be a toss up, really depends situation by situation whether you are in-house or outsource right. You know what pieces of job, that the upper level. The lower level, if you have $500 a month to spend on SEO, I’m gonna give you a very surprising advice. Don’t buy SEO. Let me repeat that. If you have under $500 amount budget, you are not hiring anybody. The average SEO professionals yearly salary is $60,000 okay. Anyone in the country. Agency, contractor is about a thousand, there is no way you can hire or contract out for SEO. The only really option you have in this point is doing it yourself. And so because presumably, your time is worth you know. Your time is less valuable, than the money the cash to secure one of this options right. And let me in it in a way that it is not uncommon for founders to earn to do thing themselves, build the business and then move into other things. So don’t feel like less or feel like that’s all weird. If that’s appropriate for your business, if you know, certain SEO consultants, we contract out for SEO to work for an hour. So if your time is worth you know anything close less than that, then you should be doing the SEO yourself. And I would say that if you are in the business that depends on the internet, that’s your livelihood, you should be learning SEO anyway. So I hope that, kinda clarifies. If you have a net like I would say about $500 to $1500 then you know maybe if you have found a broad skillset that has some SEO background. But you know basically, the bottomline here really just depends on exactly what work is required for your SEO to be brought up to code and then dominate your market. So without knowing your specific situation it’s hard to advice but here are three level that can help you, guide you to the situation. Hope that helps, and that is the answer to should I hire someone, do the work myself or put together a team. Thank you.
Hi, I’m Aaron Opfell founder and owner of Searchermagnet. And if you are on this page, you are wondering, what is the value of a Google Adwords consultant, and how can it benefit me? Well, a Google Adwords consultant is one of the three things. So first of all, they’re certified. Secondly, they have general or topical experience and thirdly, they have specific experience. So, one of that a second. The certification if two fold. One, they should be individually qualified. They should have a split badge or they should have a record on Google Partner page saying that they are qualified in Adwords. What is that mean? It means they have some making relationship with Google minimum level the client they served so on and so forth. Next is that this person should work for a Google certified agency. So you have the individual level and company level. Company should be a Google partner right. It is where the individual is an Adwords qualified. The parent company is a Google Partner company. So, these two certifications together should be the first gauge of your Adwords consultant. Secondly, they should have general experience in search marketing. To say that they should understand the general process of you know writing an Adwords as copyrighting, placement, targeting, profiling, as well as some basic like ability to measure impact, to report on it. You know the ability to kinda put a full campaign together. Most people realized that, search advertising is just the same as any other form of advertising. So amount of prep is to be put like into television, radio or classified advertisement as you would have advertisement in search engine. So in a consultantship is the whole understanding of these things. True thing is, they can have a specific experience relatable to a business. For example running shoes, they should have done some related site, like a pair of some related type of shoe, hiking boots or something. If you have to make lead generation, mortgage, you should definitely some experience doing mortgage. You know things of that nature. So they gonna have specific ability to work with clients who are either like you or similar to you. Whether they’re just not gonna be able to drive measurable business results. Think of finding as you, or offering, finding the Adwords consulting offer that we provide is not only reasonably affordable but also holistically appropriate for your needs. Customized to your unique situation. So thank for watching this video. I hope you appreciate the content and if you have any questions about Adwords consulting or how Google Adwords consulting impact your business, send them to email@example.com. Thanks very much.