Karen Scharf | Small Business Marketing Consultant

Your search marketing campaign is not a set it and forget it effort. To be effective, search marketing requires continual attention. Here are a few things you should be doing on a regular basis:

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My client Amy is in an industry that is heavily built on referrals. Like her colleagues, she relies on referrals to grow her prospect base and generate more sales. Unlike her colleagues, Amy gets tons of referrals on a regular basis and turns more than 90% of her referred prospects into clients.

Let’s take a look at how most of Amy’s colleagues handle their referrals…

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Since most small businesses have small budgets – and I’m betting that includes you – effective targeting becomes even more critical. A form of targeting that I use often is targeting based on trigger events. This helps speed up the sales process by reaching prospects at the time they are most likely to make a purchase.

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According to a 2007 study, 64% of key decision makers are reading your email messages on their Blackberries or PDAs. To grab their attention, and make sure your mail gets read, it’s important to follow these guidelines:

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