Integrated Marketing
In This Economy, It's Survival of the Fastest
By Blaine Mathieu
 In less than two months, we have seen the value of the dollar skyrocket, gas prices and stocks plummet, a worldwide banking meltdown, a spike in unemployment, and the election of a new U.S. president. That's not just change you can believe in, that's change that makes your head spin.
Your customers are reeling from the volatility, and as they change, the way you reach them must change just as fast. Whether you're doing B2B, B2C or both, what worked last month (or even last week) may not work today; in fact, it probably won't work. Maybe last week, customers were looking for reassurance, but this week they might be looking for deals, and next week they'll be thinking of checking out altogether. You need to meet them where they are, and to meet them you have to know exactly where they are, right now.
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Pay-per-Click Advertising:
From Keywords to Conversions
This webinar by the American Marketing Association and Lyris details how to run a successful PPC campaign, from keyword research to tracking results.
Whether you're a PPC novice or an advanced online advertiser, you'll learn specific action steps to increase your ROI.
Date: Tuesday, Dec. 9
Time: Noon CST
Duration: 1 hour
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Webinar |
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Email Marketing
How to Re-Opt-In Your Email List
By Anita M. Taylor
 You've heard it time and time again: If you want to dodge ISP filters and get into your subscribers' inboxes, you've got to clean your list. But what exactly does "clean your list" mean? And how the heck do you do it? Here are the nuts and bolts, with real-life data from our recent re-opt-in campaign – a campaign that many of you actually participated in.
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About Lyris HQ
"With Lyris HQ, my statistical backend analysis is so much more comprehensive than with any of the other solutions I've seen. It's helped us refine our [email] messages to be so much more effective."
Tim Heredia
WeddingSolutions.com
Lyris HQ combines email marketing, Web analytics, landing-page creation and PPC bid management into one integrated, hosted solution.
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Search Marketing
Redirects and SEO
By Jeff Jones
 A redirect is a way to automatically push Web-site visitors from one Web page to another. It's most often used when changing the information architecture of a site (for example, moving a page from one spot to another, or removing a page and redirecting anyone who has bookmarked it to a new relevant page) or when moving content between domains (such as moving a white paper from your blog site to your corporate site).
Redirects can be individual pages, assets or directories, but they can also be used for entire sites or domains.
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Ask Lyris
How do I improve my search rankings for both business-related keywords and for my city?
By Jeff Jones
Question: I want to rank high in the search engines for "Web design in Cambridge," the city where I work. Is it better to optimize for "Web design" and "Cambridge" separately, or optimize for the entire phrase, which would be more meaningful to local clients, but might turn off clientele outside the immediate area?
Answer: This is one of those questions where the "right" answer depends entirely on your business goals, but based on the search terms you're competing for, here's my advice.
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