Welcome to Manufacturing Talk Radio. The only show that takes a look at the obstacles and opportunities open to small and mid-sized enterprises to manufacture here in America, brought to you by all medals and forge group with your host Tim Grady and Lew Weiss.
Lew Weiss: Hey guys!
Tim Grady: Hello everyone, welcome back to manufacturing talk radio. We have a rather brilliant guest on today. We are going to be excited to get to him a little bit. We will be talking a lot about online marketing and SEO which is Search Engine Optimization but before we get there, Lew, what’s the latest and greatest in the news.
Lew Weiss: Good morning Tim, have a couple of news tips. They came out just recently and I thought it would be good for some of our manufacturers to hear about. Good word for aerospace is that Textraon Coorporation has bought Beig Crap and combined it with Sezner for a cool 1.4 billion, didn’t help its price stock at all so 36 cent increase but somebody must be getting a big bonus for this transaction at the end of the year. Next is the factory output has risen in February and its look like it’s on the rise again for March. It’s the largest factory output in the last six months so looks like we are on the beginning of a good turn of business. The capacity is now 76.4, it’s up a half a percent over January and its 2.3 % below our long-term running average. So, not so terrible. We have post script from last two weeks ago show with Brad Helcam from the Institute of supply management. The March figure was up, however, due to weather conditions, it probably wasn’t as up as it could have been. And …but it is showing good signs. April is coming so hopefully the snow storms have now receded. Tim, it’s back to you.
Tim Grady: Oh great. We are going to be chatting with Mr. Craig Rovere, today. He is the president of Rovere Media. Craig has been designing and building websites for the last 15 years and his company, Rovere Media, specializes in providing online marketing solutions. Here is the key part folks that get results. So, Rovere media’s tag line is your brand, our vision. Craig, will give us some information that you have got today on the world of SEO and the basics of the web.
Craig Rovere: Thanks Tim, thanks Lew. Good to be here. Okay, we are going to assume that you have got a website that wasn’t built by your nephew or the kid down the street and that it’s been assembled in a professional way but we’ll talk about some of the mistakes that can easily be made by people, who have been doing this for a little while but haven’t really kept up with some of the changes. Now some of the more important things are make sure, you know, your email address is non an AOL or Gmail, address when you are using it for personal stuff that’s fine but for professional stuff you want to stick to having your URL in your email, that’s important. From there, we just sort of, I’ll feed questions from you guys and now we’ll go for them.
Tim Grady: Look Craig, I know what SEO is and we have been on the internet since 1994 but for some of the folks that you are talking about, why don’t you give us a brief run down about what SEO is?
Craig Rovere: Sure Tim, SEO is a practice of improving or optimizing a website in order to increase the number visitors the site receives from search engine. There are lot of aspects to SEO from the words on your page to where the site is linked to the web. SEO can be tricky to master which is why people contact companies like SEO Services Calgary for advice and help. Sometimes, SEO is simply a matter of making sure that your site is built in a way that search engines understand. In other words, the address of a certain page like your contact page should always be contact. Steelforge.com/contact, you should always have the subject matter up there in that URL which is you know just the best practice. Search engines are basically answer machines. When a person looks for something online, it requires the search engine to stager. There are billions and billions of documents that they have indexed that what these things do. They go out on the internet when a site pops up or a site changes. They have things called crawlers that go and look at the entire site and catalogue those sites. Okay, when you do a search, they are looking through those files that they have collected billions and billions??? Of huge server’s farms that google and yahoo and others have. And they want to return only the results that are relevant to the search query that you have being in the words are used and then they want to rank those results in the order of relevancy. They want to look at all the information there on those documents and say okay, this the most important one, they put that one on top, that’s the magic spot that everybody wants. Now to a search engine relevance means more than simply finding a page with all the right words on it. Back in early days of the web, as you guys will remember, all you did was stuff your website with keywords. There was a space in the coding area there, the header where it said the keywords and you were just jammed that full of keywords. Hundreds and hundreds of keywords that you felt were relevant whether directly or indirectly to your product or your service. Things have revolved over the years and there are very very smart people at places like google got hit to that and they said this doesn’t work because now everybody doing is it. So, through revolution the smart engineers at the search engines develop ways to find valuable results that the user will find valuable. Today hundreds and hundreds of factors influence the relevancy. Some are good some are bad, some of that stuff is called black hat which is we are going to talk about a bit later.
Tim Grady: What is white words?
Craig Rovere: White words in which context.
Tim Grady: In a context when you are talking about stuffing the page full of keywords. I remember in the day that when we used white type words and just stuff the page full of all of your keywords. Can you point to some explanation of that old style black hat stuff?
Craig Rovere: Yeah, we are using white type on a white background, was a way of hiding copy on your page. Or as you say you were selling your forge to gear blanks and you had a bunch of copy on your page about forge gears blank but then you wanted to jam a bunch of other keywords that were may be on a prefer ere of what you guys sell to sort of drag users in. And the guys who built websites would have the bottom section of the page, a really tiny type. They would put hundreds of keywords but it would be in a white type and a white background, so the users couldn’t see it. But the crawlers would crawl and say oh my God! This page is back with all the key words and valuable information. That it took about 2 years before for the really smart people to search engines figured out that this not a good way because the results that they were getting back were not what the people were looking, they were what the bait drew. So that’s what white words were.
Tim Grady: So, we shouldn’t be doing that any longer.
Craig Rovere: No, I haven’t seen anybody use white type or white words in a number of years. That’s one of the things that about 10 years ago google sort of said now we are on to this. And they started taking look at things like that the color of the text on your page. Is wasn’t just about the text, it was about the color of the text, red text does one thing, yellow another thing and that’s one of the many hundreds of perimeters that they look at.
Tim Grady: Craig, I have a website and you know, I can write a pretty cogent paragraph. So why does my website need SEO?
Craig Rovere: Okay, so a majority of website traffic is driven like I said by the major commercial search engines, the Bing, google and yahoo. Those are really the three big players in the market. Now all those social media and other types of traffic can generate visits your website. Search engine are the primary method of navigations how we all find websites. It’s true whether your site provides content services product information or pretty much anything else. Search engines are unique and that they provide targeted traffic. You know, it’s not sort of a phone book where you can just open it up anywhere and see a number of companies. The queries, the words that users type into the search box they have an extra ordinary value to them. Some of them are actually dollar value. So, I would talk a little bit later about the paper click advertising and a value of a particular word as it relates to your business or service. It all begins with those words typed into the search box, the keyword research is one of the most important value on high return activities into the search marketing field. Ranking the right words can make or break your website. Now three detective works are puzzling your market keywords demand. You not only learn which terms or phrases to target with SEO. But you also learn more about your customers in a whole. There’s a lot of tools that you can use through google and through Bing, to see what people are searching for, what new words they are using and get out on front of that on your site. This is where SEO Reporting can be handy. Take full advantage of the free tools available to you to get a better idea of how your website is doing. Now the usefulness of this intelligence can’t be over stated, the keyword research, with keyword research you can predict shift demands, responding market conditions and produce the products or services and content that the web searchers are already looking for. So, it’s a way of getting out in front of what they looking for before it becomes a big demand. You can see what search terms are turning in terms sort of the as they have.
Tim Grady: So Craig, I’m a manufacturer and again I have been on the internet since 1994. But for companies who are first really entering into the market now or recently. Do they have to learn this whole new industry and learn how to do it? Like throw their nephew out into the street or do they, who does this work for?
Craig Rovere: Well it’s a good question and the idea is you want to hire someone who really knows what they are doing. The days of when you are able to find someone who is in a college or friend or nephew or someone to setup a website for your company and as long as they more or less know what they are doing, you would be okay. Those days are really over. And the lay person shouldn’t burn themselves in having to know everything about SEO or how to build a website. What we are trying to do here today is give people some insight into how it works. So that when they contact a reputable marketing agency. They can have an intelligent conversation with them about the things they are going to do and how that’s going to effect the website. Now after the broadcast is done tomorrow, I am going to have a series of the links under the archive show, recent shows at manufacturer talk radio, talkradio.com. and I am going to have links to some useful documents from google that’s sort of give you best practice some of the terms that I am using some definitions, stuff that like. So check back there tomorrow afternoon for that.
Tim Grady: Okay, Craig that’s really helpful but in the google has got some real smart folks who are out there in California. They are the propeller heads. I can’t think, figure out, you know my site forming without SEO.
Craig Rovere: The search engines are smart and the people are smart but they still need a little bit of help. The major search engines are always working towards improving their technology to crawl the web more deeply and return better results. However there is a limit to how the search engines can operate. They are still just machines, they only do, what we tell them do. The right SEO can get you thousands of visitors and attention with the wrong moves can hide or bury your site in the web. So, you know it’s a double edge sword, you got to be real careful. Now in addition to making content available to search engine, SEO also helps push rankings so that the content will be placed where searchers will see it readily. The internet is becoming increasingly completive and those companies who perform SEO will have a decided advantage over the folks who would say why I have got website and you know it talks about the things that we manufacture and the industries that we serve, so why isn’t that enough.
Tim Grady: Okay, so here we are, we are manufacturer, we just took all of your advice and we went and got ourselves a non-black hat SEO firm. And now we have our site up and we have traffic coming to our site and now what do we do? Who is going to be monitoring all of this and do I have to have a special person whose dedicated to handle the emails and handle the enquires and handle???? request and so on and so forth.
Craig Rovere: Well, that’s a good question, you want to rely on your marketing firm to constantly update these things. Unfortunately, the days have been able to just fire and forget what the website are over. You really need someone to stay on top of things. And in a little bit we are going to talk about some of the algorithms that google uses. I am going to focus a lot on google because google is 80% of the search market, the next closest is yahoo with only 9.5%, Bing 8.5% and 2% makes the up the rest. So this is googles world that we live in. You want to find a company that is reputable, that has a good reputation, is been around for a while and has references because we are going to go on commercial in a minute but when we come back I want to talk about what happens when you let just anybody or one of those firms that call you and say I can get your listing by number one on google by tomorrow. We are going to talk at length about them and the damage that they do particularly to big companies that you have heard of like BMW and JC penny. They have some real horror stories there. So again, it’s important to find a reputable firm with references talk to them, look at their track record most important.
Tim Grady: Great, I think before we leave too little time before the commercial break, to get into some of these stories. I would like to strip back the commercial break here for about a minute and a half and then we will come back to Craig Rovere of Rovere Media and the world of SEO in the search engines.
I’ll just give a shadow to our sponsor for today’s show its all medals and forge your best source for open die forging and seamless roll rings, and alloy carbon stainless tool steels, Nicole, aluminum, titanium, copper, neither I go on they can do it all. Just go to steelforge.com or sends us a request for a quote that’s steelforge.com
All right back to the merci world of black hat science and SEO with our guest Craig Rovere and Lew and Tim.
So Craig you tinplated me before the commercial with one of the stories about what happened when you step on the wrong SEO square. Can you share one of those stories with our listeners?
Craig Rovere: Sure, just to give you a little background, black hat as it is referred to, black hat SEO is a practice of gaining a system of cheating, doing something to trick the search engines into thinking you are the authority on a particular subject matter that you are a company that provides a product or service that you really don’t. It’s prefer ere things. Like if you, well I’ll go into some of horror stories and then I’ll tell you how to avoid these things and what to look for with SEO firms, some red flags that they may be doing some things you maybe don’t want them to do. One of the first things google tells with their web master tool best practice is you get a call from a company that says they can get you first place, first page on google for your search terms. Hang up the phone, walk away. These guys are engaging into no way to organically get you immediately to the first page on any particular subject that may have been the case 20 years ago, when there were 15 websites but there are so many nowadays that you really, it’s just not organically possible to do that so walk away from that sort of thing. I get calls myself at my company and that’s what we do for living. I get calls at time people telling me oh yeah, we can get you a number spot on google and I hang up, sometimes I talk like 20 minute to waste their time but that’s for my amusement, okay. So, Two household brands that we all know of BMW and JC penny, they both hired SEO firms. this is not that long ago. The case with JC benny was only in 2011. These firms used the fairest black hat tactics to up the ranking for given keywords for these companies. Now the way 2006 google announced that they had caught BMW using black hat strategy for their German website. And the BMW received what the BBC at the time called the death penalty, it was basically removed from search results. If you are in Germany and you are searching for luxury cars or sports cars you would see everyone but BMW. This was naturally pretty bad for business because now you can’t find a company like that online, you naturally seem death. BMW acknowledged that it did setup something called a doorway pages which we will trying getting in a little bit which are basically pages crammed with keywords that they think are relevant to attract the search engines to go there and then all the links went back to the BMW. The de, the German website that kind of stuff is frond upon. The company at the times said oh, we didn’t had any intentions of deceiving our users having if google says our doorway pages are illegal, we have to take this under consideration. It was slap on their rest. BMW suffered unfortunately it was localized for the German site so they carried out but they learned a valuable lesson. Now in the next Jason 2011, the New York Times. Someone in the New York time actually noticed that when they searched for any sort of home goods no matter what is was whether its beds, pots and pans, vacuum cleaners or anything, JC penny owned the number one spot. Now, they did some research and that looked into it to them and it occurred to them hey there is no way that they could own number one spot on every single search, just not natural. So they did some search and they presented there evidence to???? a map senior engineer, he is the head of web spam over google. If this guy ever calls you, your life is over. You don’t want his attention. On Wednesday evening of that month, the google began what is calls a manual action against JC penny essentially manually demoting when people search for their stuff. So like 7pm Eastern Time on Wednesday, they are still at number one spot for Samsonite carryon luggage. 2 hours later it was at 71. By the next day, it was virtually gone and buried so deep in the results that no one will ever see them. So that’s what happens when you use black hat SEO, google will find out about it and google will punish you. The World Wide Web is googles playground and if you don’t play by their rules, they will punish you.
Tim Grady: And we haven’t heard you tell about three words have been passed around, one bird and two mammals, panda, penguin and hummingbird. What are those?
Craig Rovere: Okay these are algorithms, that google uses. Google gives them these funny little animal names. I don’t know why google seems to focus on these strange sounding words for their products and services. Google originally, when they were developing the program. It was originally called backrub. I don’t know what sense that makes. Google, I can understand is mathematical connotation that are up to huge numbers????, backrub I don’t think they would have successful, if they would had launched with that one. These are algorithms, these are mathematical formulas for the way the search engines look at data. The most recent one the humming bird that you are talking about, google rolled out in September of 2013. They actually launched it in august but they didn’t tell anybody. It’s an algorithm that looks at the data in a different way. It tries to look at the data in a more human way to give you more better result. These algorithms are an effort to counter things like black hat SEO because while the good guys are evolving all the time, the bad guys are evolving all the time. So google keeps having to change the rules, they keep having to switch up their tactics in the way they search for things to compensate for these things.
Tim Grady: I have a question, we have being talking now about SEO, we have being talking about organic. There is one group of words we haven’t talked about yet and that’s PPC, paper click. Can you give us some insight into that? And just as a side comment to me it looks like as a, its a pay together around the google methodology where you can buy your way in. Can you comment on that?
Craig Rovere: A lot of people look at PPC and they think okay, I am just buying results. Paper click is a way of paying to make sure that people see the results by given word. You can take a word like gear blanks or seamless rolled rings. And you can say like I want to pay money to have more clicks. Now it’s one of those things that sort of a mystery but your result will not go into the general results. When you look at the google search page and you see the search results, you are going to see ads up top and ads to the right. Those are PPC results, Okay. Google says that it will never let the organic search which is the stuff from in the middle there be effected by paper click. This model allows you to jump your stuff up to the first page by paying at via google as worth as much money as they are. Now, it works on as it says a paper click scheme. You say okay, I’m willing to pay 2 cents per click up to 50 dollars for the term say gear blanks. Okay. And then when someone goes out there searching out there other people are going to be also be bidding for that same word. And that’s how you get into a situation where it can be more expensive for a given keyword. But your results will only show up to the left and on top in those apps. They will never show up in the organic result. So while you get good results and good traffic from PPC. It’s an ongoing thing that cost you money and you know it’s not guarantee that you are going to be on the first page.
Tim Grady: Lew, I know you are keeping track of our email listeners, have we got anything in showing up, an email question that’s a pop in from somebody out in the radio world.
Lew Weiss: Ya I’m just scanning it right now. And it looks as though I have got couple of spams. But the question here is one from the bob from Minnesota. “Hello, I want to know how my website SEO is performing.”
Craig Rovere: There are number of services that you can use out there. And these are some links that I am going to have in manufacturing talk radio tomorrow you can come back and look at. The first one is company called woorank, woorank.com. woorank offers a bunch of free services to evaluate your website. Naturally this is a lead in to buying some of their other services, but this is a good freeway to have somebody who knows of what you are doing to take a look at your website. So go to mfgtalkradio.com tomorrow and click on that link, go there. It gives you a very detailed report in about 5 seconds about how your site is doing and things you can do to correct it. Again its free, so good idea.
Tim Grady: What’s it called again?
Craig Rovere: It’s called Woorank. Woorank.com. Now if you want to go a little bit deeper, you can ask the folks who manage the website to install, if they haven’t already, a free product from google called google analytics. Google analytics will give you detailed information on the traffic on your website, whose coming there, how long they are stay in there, what pages they visit and scores and scores of information on what’s going on and how people are using your site. Very important again, I will put a link to that on manufacturingtalkradio.com tomorrow.
Tim Grady: I’d like to ask you Craig on original content is now a part of the, I think the latest style guru of the google. Do you give us some insight into that?
Craig Rovere: Oh, it’s important to have original content. One of the major bad things that you can do, is take content that’s already published on the web and publish it on your site. Google will pick up on this in about 2 seconds and you will be penalized for it. You want to have original content that uses language that features the words that focus on the product or service that you provide. For a company like steelforge.com, open diverging seamless roll rims. This site, your site Lew is a fantastic example and has been rewarded by google. You have seen tremendous jumps and traffic, since launching that new site back in January I believe. You had a site that was on the internet since 1994. Is that correct?
Lew Weiss: Correct.
Craig Rovere: That’s a long time, and you had a lot of equity built up there with google. You appeared to them to be the authority. They look at all the things on your site and then the fact that you have been on the internet for so long and they say these guys must be the authority. So you are getting tremendous traffic. Now your site had become outdated. You were using some older technology and the decision was made to build a new site. You were aware of the google bounce. The dready google bounce, the people get when they launch a new site about how there traffic takes a huge dip, because basically it’s a new site. Google looks at it that way. When you launch your new site in January, you made sure, you made doubled sure because you are a third guy that steelforge.com had it ducts in a row. And your traffic didn’t dip, it immediately started trending back up. And I have seen some of your google analytics reports and you have seen it increase in traffic every week. This is because you took all of googles best practices, you sat down and used it as Bible. Its google web, they say don’t try to make us happy that’s one of their things that they tell web developers. I tell you different, try to make them happy. In a business world thank your for it. Doing exactly what you are supposed to do with that sort of stuff will get results.
Tim Grady: So let’s say we do something that makes google not happy. How long are we punished for?
Craig Rovere: Well, it all depends, again they manually go in and it’s not just they??? switch and then they turn you off. They manually go in like they did with JC penny and they have teams of very very smart high paid intelligent people, sit down there and mitigate the results manually. So you will be punished. Now the best way to undo the bad things that you have done is to first of all get rid of and get them of your site. Redo the site and then resubmit the site to google. Resubmit your sitemap, resubmit your location to google maps, and basically start over. You need to do the right thing from there on and they will take notice of that and then wounds will start to heal. It took a while for JC penny to come back and JC penny really as a brand has not recovered fully from this. It almost put them out of business.
Tim Grady: So, not everybody is JC penny and we are talking about the small, the medium size manufacturing companies. What are we talking about in terms of expense of developing a website, a reasonably sized website that could generate traffic and business for my company? What do I have to budget for?
Craig Rovere: Well, it entirely depends not only on the size of the site of number of pages, the content. But you have to look at building the site is one cost and then your SEO, your online marketing is another separate line item. It used to be just building the site was your SEO and then that’s all one thing to one. Nowadays SEO is so complex that you almost don’t want your design firm to handle your SEO. You want them to have good knowledge of SEO and page construction and how to build the site properly. But managing the SEO, your SEO is like a garden, you got to tend to it every single day. You can’t just built a really good site, put them on a good keywords, and put a lot of time and money into that and then walk away from it. Really I can’t put a concrete number on what it would cost. But for a smaller firm, you are also going to want to hire a smaller design and SEO combination there. You know for medium size company, your budget is going to be a little bit bigger but again you are paying for results. You know there are companies out there like wits which would say, oh you can build your own website like in 5 minutes, and show these wonderful commercials where these people drag and drop pictures, types and types and then hit a button and a magical website happens. Unfortunately the downside, I don’t want to bang on them because they may be good for somebody who’s opening a pet store or a hair salon or something like that. And they don’t have the resources to hire someone to do this sort of thing properly. And there is some merit to those things. But for a small to medium size manufacturing firm that is absolutely not an absolute way to go. There are elements to those site, the way they are built, the way they are sort of built what you see is what you get. Website builders??? drag and drop. Google can see how those are built, they can see the construction material the same way you look at a building say that’s cement that’s the word. Google can look it at its okay, it’s a website, its built professional????? this is a website, and these people are not a big manufacturer of oil industry parts or wind industry parts or jet parts, whatever. Of course you want to make your website look and function as professionally as possible. Another aspect of this is using something like a vps hosting service to make your site live for everyone to see. You don’t want to be promoting your site, only to find out no one can access it. You have to be careful with that sort of thing anyway. Again when the word easy is not something that a website should be. When I hear a commercial, building your website is easy. It’s not, it should not be. If it is, you are not going to get what you pay for.
Tim Grady: So what I see, based on the fact that we have been doing this 20 years and it appears that SEO and PPC and all the rest of that you have being talking about seems to be a form of drug addiction. You never get to the end, you are hooked for life, you just keep on hanging, you keep on changing, google keeps changing and what happens if I don’t keep up with the changes. And what if I don’t keep feeding money into the kidding.
Craig Rovere: One word answer. Nothing will happen. Your phones won’t ring, won’t get emails, no enquires, you have to attend your online the SEO same way you would have garden you got of feed in water, you got to go in there and update. There is no such thing that business doesn’t change. Even the business of manufacturing of ball point pens, its changes every day, there is always something new in there. When you get into the manufacturing sector, there is so much going on whether it’s the price of the particular material or forging method or some sort of international event in the forging community, something is always changing. So you need to always be out there looking out there. That doesn’t mean you have to dump a ton of money every month on your website. Oh my God, I really got this thing, I really got that. Because then it gets to the tipping point when you are dumping so much money into this thing and how much you are really getting out of it. That’s why it’s important to measure your results use something like google analytics again stop by manufacturingtalkradio.com tomorrow, pick up some links for that. But there has to be some degree of maintenance, whether you have a person in-house or you have maintenance contract with your SEO firm. You have to keep things fresh and keep churning things because google will look at your content constantly and if they don’t see changes, it starts to will, you start to slide down in the search results and go away. When they see something that’s being tended to and fresh original content and its being updated and they see using social media like Facebook and twitter and that kind of thing. Even though you might think, I am manufacturer, I don’t need Facebook or twitter, and you do because google looks at it. Google looks at an overall web presence. Okay if you just have this tiny little website there and you got nothing else. Then take that into consideration.
Tim Grady: That’s some great information Craig. I am ready to take a break here. And when we will come back Craig will talk about some email marketing and some social media stuff. We look forward to getting that information to our listeners. So let’s take a quick commercial break and come back and speak further Mr. Craig Rovere at manufacturing talk radio.
Well we talk about the need to constantly keep updated, and look at folks at all metals and forge group are constantly doing. They are ISO9001 and AS19100 registered company. They still provide manufacturing and industrial companies with quick price and delivery quotes and clean quality forging for all your parts from air craft engines to gear blanks, and down whole shafts, hubs or shrubs, you name it and they can do it. That’s because they are always staying at top of the latest state of art stuff like this SEO things we are talking about here. So if you want to know more about the best place to get any of your parts delivered, just visit steelforge.com or send us a request for quote. For any open die forging or seamless rolled rings from 20 pounds to over 80 pounds there is only one source steelforge.com.
Alright, let’s head back for our last ten minutes to more insight and information about strange words of SEO. Craig why don’t give us, there are a couple social medial things out there and I think I have learned a lot from all the companies out there and Forge group and sponsors of our show and steelforge.com site and they have built up quite an email databases that has been invaluable for them. So if you can touch on email a bit for our listeners. I’d love to hear it
Craig Rovere: Okay, I will talk a little bit about email here quick. Email marketing is one of those things when people they say to me when I suggest an email marketing campaign. Oh Jesus do I really want to send a bunch of spam and fill up somebody mail box and some of that stuff. The answer is no, you don’t want to send out spam you want to send out good quality information. Now the same way the search engines are changing every day to adjust, to counter spam on the internet. Spam filters in major emails programs have got that kind of stuff are updated regularly to look out for this sort of thing. They are evolving, this whole thing is a constantly evolving thing. When it comes to email, I am going to hear a few topics because I know we are sort of running out of time. The first thing that you want to do is you want to have the front name in the email, have your website URL. You don’t want it to be from steve.com. You want to have consistency with every email. Every email you send, if you sending a recurring newsletter should always come from the same name. Subject line probably no news, subject line is the most important in the mail because it’s what they are going to to see, you want to have something engaging, you want to avoid words like free, Viagra and stuff like that. Because those are actually programmed into the spam filters to look for those things and say okay that’s spam throw them in spam bucket. 8 out of 10 people will read headline copy in their email only 2 out of 10 will read the rest. So after your front name and subject line, you headline is the most important thing once you are in the body of the email. Make it something engaging. If you can make it pass the hurdle one which is the click you get him to open the email. Hurdle 2 is getting them to read the email so you got to have a good subject line. Okay. Personalization, we have all seen that’s where it says dear subject name or dear person name. And there has been a malfunction on the auto fill in your name and show personalization. This is a tricky step because it’s a good idea to do it but it sucks when it fails because it instantly depersonalizes the email and this came from a robot this was not generated from a person. If you can try to personalize it dear such and such. Images, not only the images make your email a little bit more appealing. They do great job of breaking up the text, follow the 8020 rule, 80 percent copy, 20 percent images. Don’t put any really valuable important copy in the images. Spam filters can’t read that, search engines can’t read that and you always want to have a links and images. We all click on the images in the emails. So every image should link back to your website very important. Use all text on there, make sure that if the images doesn’t load like the outlook sometimes it will not load the images because that’s a good way to now??? seeking into your images. So it won’t load the images or maybe something inappropriate. Make sure of there is something like the out text and that will be the words that will appear if the image doesn’t load. That way at least you get your part of message across. And last but not least is call the action, if you get someone to open your email, load it, read it and get to the bottom part, have a called action with the link, click here for more information, call this number, login now find out more, call the action is always the end. You lead them down the path, you have got to give them something, keep pointing call the action at the end.
Tim Grady: Great what are the things that have come up recently because we are going to wrap up our show, and you may not have time for it so. We will have you back Craig in another show because we have just got a couple of minutes left. Maybe you can touch briefly on the burning question in the small middle market enterprise. What do I need Facebook for, it’s for kids to communicate. What’s the deal here?
Craig Rovere: Exactly, Facebook is for kids to show each other what they had for lunch and what they are wearing and twitter same thing. Not true, recently, not too recently google has started taking a look at your presence in social media. do you have a Facebook page this adds a check in the legitimacy column and then it looks at some of the content in there, do you have active twitter account, how many followers, all of these things go into consideration there , over at google they look at all of this. It’s a big picture now as hummingbird those out there it looks at the web as a whole and as a person would see it. Okay they are doing all the research for you. That’s the ideas they want to do all the research for you. So it’s important to have these things as much as you might feel like okay, my manufacturing facility doesn’t need a Facebook account. You do, you don’t need to spend a ton of money, it’s a free thing, and for you Facebook is always free. But you do need to have somebody managed it you have update it again If it’s stale, it will hurt you. So if you don’t have somebody to task it to update things you better off not doing it. But it’s definitely a good idea to have and we can talk that on the next show in two weeks.
Tim Grady: Yeah I would be glad to have you come back and you have been up beating your site, you have got a Facebook page, you have begun to load the videos, you are really on the cutting edge and have been for quite some time which is quite worth. We are always excited to a have you as our sponsor on manufacturing talk radio.
Lew Weiss: Well manufacturing talk radio in itself is also a step towards our social media and getting our name out to our public giving them good information, good advice and so on. Our listenership is really growing whips and bounds. We have been doing this now since October and I believe we are talking about perhaps doing this on the starting in April as a weekly show and we are all very excited about that. I don’t know where we are getting all the time to do that but that’s your problem not mine. All I have to do is sponsor it. I think that we are just about running out of time and I do want to mention as I do at the end of all our shows that if you haven’t heard the show in this entirety, we do post it on our website mfgtalkradio.com and Paul, our engineer has sworn to the death that it will be posted by 5 pm eastern standard time this evening. We have also added a hardcopy with a text version of the show which takes a couple of extra days so if anybody wants to copy it and spread it around and give it your friends and your mother and your father, you’ll be my guest. Turning back to you.
Tim Grady: And Craig we really want to thank you for being our guest today, Craig Rovere president of Rovere Media. We had some great some excited and not enough for that we are going to have Craig back on our future show. Craig thanks for being with us.
Craig Rovere: Thanks for having me on the show.
Lew Weiss: Thanks Craig.
Tim Grady: And that wraps its up with manufacturing talk radio.
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