Back on track!

Hey gang, fell off the planet for a week...so I have a lot of things to catch up on .

First, I am currently reading "Communities Dominate Brands" which so far is a very interesting read on community engagement and the future of business and marketing. When I finish it I will report back!

I have also been working on a larger post that I should have ready by mid week. It's a little research experiment that I decided to conduct...on the presidential hopefuls.

So thanks for being patient and I'll be back posting this week!

The Top 5 Small Business Marketing Tips for Budget-Minded Business Owners

I am fortunate enough to have made great friends in the blogosphere, some of which are the best marketing minds in the business. In particular, Caroline Melberg of the Small Business Mavericks blog has been a regular in my feed reader from almost my first day blogging. I read her posts regularly for all the best insight into small business marketing tactics which also happens to be a primary interest of mine.

So I asked her if she would be interested in guest blogging and she politely accepted. Concerning her expertise in the small business sector I was very interested in what she considered to be the most important small business marketing tips for those who are on a tight budget (which is all of them!) Here is what she had to say:

When it comes to running a successful business, marketing is essential. For a small business, marketing often seems like a daunting task – especially when it comes to marketing your business on the web.

Many times, budget-minded business owners fear that small business marketing needs to be expensive in order to be effective. Fortunately - this isn't true. Here are five simple tips for small business owners who are looking to save dollars, while stil running an effective online marketing campaign.

1. Optimize Your Website

There are three simple steps to take so that you can be sure that your website is working for you.

The first is to use a descriptive title for your site as well as keywords and a description that allows search engines and site visitors alike to know what they will find when they visit your web page. Once that's taken care of, make sure that you are placing keywords appropriately in the text of your website.

Your keywords should be specific to your products and services, and should be chosen with consideration for the terms prospective customers would use when searching with Google or Yahoo or whichever other search engine they use.

Finally, these keywords should also be used in the alt image tags as they relate to the photos and illustrations that you post to your website.

2. Market Your Website with Articles & Distribute Press Releases

Article marketing is an extremely effective way of drawing visitors to your website. By creating an informative short article that relates to your business, your area of expertise and your keywords, you can show readers a bit more of what they'll find from your business – which you can link to in your resource box at the bottom of the article.

Online press releases are another effective marketing tool. Like conventional press releases that let local newswires pick up a story about a new staff member or a new product line, online press release distribution will allow you to get the word out to those who publish online newsletters or who review products and services like those that you offer.

Both articles and press releases published online create valuable, relevant inbound links to your website (via the link to your site in your resource box at the end of each article or press release). Search engines place a great amount of value on the number of inbound links you have to your site, so this is an excellent way of building popularity with the search engines, as well as your human customers.

Both article marketing and distributing press releases will enable you to establish yourself as an expert and your company as a source for products or services. Each is effective, and often, submission to article directories is free – that's right, free marketing for your business, all it takes is a little bit of time.

3. Start a Blog

It's a common statement when it comes to Internet marketing: content is king. A blog – short for a weblog – allows you to create fresh content at regular intervals, driving traffic and search engines to your website.

Like article marketing and press release distribution, having a blog allows you to establish your expertise about the products and services that your small business offers. Unlike article marketing and press release distribution, however, a blog allows you to begin to carry on a dialog with your current and prospective customers.

Your blog works like search engine magic for your website. By linking your blog to your website, you draw the search engines to your website. Your site will rank higher and your customers will have a much easier time finding your site.

4. Commit to a Link Building Campaign and Submit Your Site to Directories and Search Engines

As a small business owner building and promoting your business on the web, having quality inbound links is important. Links allow your site to be found by those who visit similar sites looking for the products and services that your company offers.

Links – like those at the end of your articles and press releases, like those that exist back to individual products or services from within your blog, like those from others who have purchased from you in the past – help to improve your site's search engine rank.

By submitting your business' website to relevant directories and even to industry-specific – niche – search engines, you'll begin to generate additional links. More importantly, however, these niche directories are increasingly used by those looking for very specific sites. Having your listing present will make it even more likely that your prospective customers will find your page; that makes them a particularly valuable marketing tool for your business, and, again, it's often free to submit your site.

5. Look for Joint Ventures with Other Like-Minded Business People

It's not uncommon for small businesses to work together – a movie theater and a restaurant offering coupons for a discount if you spend the evening at both places. In my past life working with large corporations I realized that the largest companies grow by means of joint ventures all the time. However, many small businesses do not look into joint ventures when it comes to marketing their businesses.

Is it always easy to find the right joint venture for marketing your business? No, of course not. But it is possible to find like-minded business owners whose customers could benefit from your products or services just as your customers could benefit from those that they offer.

As a result, both small businesses will be better able to extend their outreach and develop a wider customer base. If you are going to enter into a joint venture, search for companies with similar goals and a similar customer base but a different type of product or service. Stay on the lookout, keep an open mind and you just might find the perfect opportunity to market your business to a new audience.

A perfect example of this principle is a recent joint venture I did with a company who specializes in teaching business credit skills to small business owners. This company markets to the same clients that I wish to add to my customer list, but they offer a completely different service. By working together, we were able to market our services to each other’s mailing lists, resulting in both of us attracting new customers we would not have had otherwise. The great part about this joint venture was that there was no out of pocket cost to either of us – just our time and a little creativity in coming up with suitable promotions to each other’s lists!

Taking your business to the web does not need to be difficult, nor does it need to be expensive. By taking a creative approach, small business owners on a tight marketing budget will be able to find traffic and increase their customer base.

Focus on reaching the search engines: use the right keywords and use them appropriately. Let people know that you have the information they need with articles and be sure to get the word out by distributing press releases. Interact with your customers with a high quality blog, and focus on getting great links. Lastly, take advantage of partnerships with like-minded business owners.

Marketing your small business website may require a lot of hard work, but it doesn't require a lot of money – oftentimes, the best results are derived from the most creative (not the most expensive) solutions.

About the Author
Caroline Melberg is President and CEO of Small Business Mavericks, a division of Melberg Marketing. She has over 20 years of experience creating marketing communications materials and writing copy for some of most successful companies in the world. She publishes the popular eZine, "Small Business Maverick Secrets." Learn insider Maverick Marketing secrets you can use immediately to find new customers and increase your sales. Subscribers also get a FREE copy of her e-Book, "Local Small Business Internet Marketing Secrets." Get your FREE subscription at www.SmallBusinessMavericks.com.

Porn emails have better deliverability than you...

When I waltzed into work today my boss passed along a blog post that he thought was particularly interesting and I have to agree with him.

In a recent study by Lyris, it was determined that content isn't always the factor that trips you up in the spam filters. Here are a few insights that stand out. Of the top 10 types of content that most often trigger spam scores, only two appeared with a frequency that might cause concern. Here they are:

1. Heavy use of images, which can increase spam scores up to a full point and render poorly in email clients with image blocking enabled.

2. Sending messages with a "From Name" composed of numbers or symbols rather than an actual name.

Not rocket science, but interesting nonetheless concerning that its so high in relation to everything else on the deliverability list.

Wendy at imediaconnection makes an interesting parallel about how the porn industry is able to endure high deliverability rates.

"Take the industry for adult content, for example. I'm talking about legitimate pornographic content: websites and distributors with paid subscribers who expect those emails to get through. There is no industry more closely watched and no email content more likely to trigger spam filters.

Yet, legitimate messages from purveyors of pornography or other sex-related content do manage to successfully land in inboxes. How? The senders scrupulously follow best practices and manage their reputations. They use double confirmed opt-ins, they scrub their lists regularly, and they're quick to respond when someone complains."

If there was ever a reason to clean up your email marketing act the time is now. Take a lesson from pornographers.

clipped from www.imediaconnection.com From your first communication, set up clear expectations. Tell people how to sign up or opt-in, and tell them exactly what they're opting-in to. Tell them how often they'll receive something from you and what it will be. Tell them how to opt out. Make them confirm the registration, and again remind them what it's for. Be aware of the company you keep. If your customer service department works hard to follow best practices, but your marketing department does not, then -- just like your mom warned you -- you'll suffer guilt by association. Don't learn this the hard way; if your friends smoke, your clothes will reek, too. Sometimes reputation is a matter of IP address. If it's new, the ISPs tend to be wary. Obviously, there are legitimate reasons that you might have a new IP address; if you're switching providers, for example. But if you have to switch, ramp up slowly.

If Seth Godin had hair...

Okay, so I was chatting with an old college buddy tonight over Yahoo Instant Messenger and somehow we got to speculating about what Seth might have looked like when he had hair. Since we are both old photoshop hacks we pinged these pics back and forth.

The one on the left belongs to my buddy and my attempt is the one on the right...


I think the one on the left is a pretty convincing Top Gun...and I have no idea what I was going for.

So which one do you think Seth most looked like pre-Kojak? Or if you think we missed the mark entirely, send in your own renditions!

And if anyone has a real pic...we can put the speculation to rest.

**Updated**

We can put the speculation to rest! Can you find him in the line up?


Thanks to Seth himself for commenting with the link to the image!

B2B and social media...wheres the love?

Its interesting about how much buzz is given to social media marketing...I must have read ten articles over the weekend about it. But the more I read about marketing on sites like myspace, friendster, facebook, blogs, etc. the more I realize that it is primarily B2C companies taking advantage of this new medium with the B2B crowd staying cautiously out of the fray.

Why is that?

Of course it is inherently easier to mass market a consumer product. You have a much larger pool of potential customers and the marketing is less complex than that of B2B. It will always be easier to go viral talking about the iphone instead of email marketing deliverability rates. And you can market the iphone to millions while an email marketing solution is limited to hundreds of potential clients (maybe thousands if your lucky).

So does it make sense to abstain from social media marketing then?

In a word...no.

The B2B approach to this kind of marketing should not follow that of B2C. You don't need to rely on huge buzz to drive interest in your product so don't feel the need to employ trendy video gimmicks, silly contests, or controversial blog posts in an attempt to "go viral". Its not your style man!

Here are some simple mistakes to avoid.

1. Resist the urge to create a "company" myspace account. This will just make you look silly - especially when no one signs up to be your company's friend.


2. Don't try to accumulate a mass amount of friends. You will look as desperate as the high school geek trying to build a friend empire online.


3. Don't waste your money advertising on myspace. I don't think many high school and college students are in the market to buy your products or services.


4. Like I said before...no cheesy you tube videos. You will never be able to compete against a guy getting hit in the crotch or the cat playing the piano.


5. Don't blog because everyone else is doing it. Alot of people wore a mullet in the 80's too. Know when something makes sense for YOU to do...we can't all be Billy Ray Cyrus.
   

Instead, just simply encourage your employees to use them.

The best way to approach social media in the B2B world is to actually use the social networks that all of your friends, colleagues, and business associates use. Specifically, Linked In is fast becoming the "professional" alternative to sites like myspace, friendster, and xanga. It is a social network site specifically for maintaining business and industry contacts.

But it is not the only resource. If a lot of your contacts are using myspace, get on myspace. In the end you want to stay in touch and be accessible to those people you know and have relationships with. And by using those social networking sites you will find additional contacts...who may even eventually buy something from you.

I'm not saying that there is not a larger marketing opportunity with these sites either. The potential for brand building is great and well thought out strategies exist for making the most out of marketing on them...even if your B2B.

But in the end it's always been about building relationships ...and its no different online.

Converting consumers with multiple impressions.

An interesting study appeared late this week in e-marketer about how varied touch points across multiple websites can lead to increased conversion rates. It also reminded me of a great post by Jeremy Reynolds that explains the importance of understanding this. Getting to know where your customers "hang out" online is important to consider when you decide to start investing in online advertising.

For online marketers who think that the last ad impression (or click) seen is the most likely to lead to a conversion, a look at the Atlas Institute's "How Overlap Impacts Reach, Frequency and Conversions" study may be in order.

The study, conducted in the first quarter of 2007, found that US consumers were more likely to convert after viewing ads on multiple Web sites, suggesting that conversions should be attributed to a full set of impressions and/or clicks, rather than just the single one that preceded the conversion.

Two out of three consumers who eventually bought a product or took a responsive action were reached by ads across multiple portal sites before converting.



Nine in 10 consumers who converted were reached by placements other than the last ad seen. Also, 86.1% of ads which led to a responsive action were seen on multiple placements.



A previous Atlas study called "The Combined Impact of Search and Display Advertising" showed that sponsored search and display advertising together provided a 22% higher conversion rate over search alone.

Source: e-Marketer: Multiple Online Ad Placements Impress

More landing page advice...

In an earlier post last week I outlined how to create simple and effective B2B landing pages. When I was catching up on my litany of RSS feeds over this weekend I came across this article in Marketing Profs highlighting their Top 5 Best (and Worst) things about landing pages.

Almost everything I had covered in my earlier post was covered here. ..except for the following observation that speaks about self directed user segmentation (see clip). This is also a great strategy if you find that your visitors are still varying widely by interests or needs.

On a side note, the article also speaks about the negative effect of landing pages on the brand. While I do believe that to some extent this is true it can be minimized by making the landing pages in high quality in both design and messaging...but I digress!

clipped from www.marketingprofs.com No segmentation—clicks are treated as a commodity. Not all clicks are created equal. Ad response traffic often contains a spectrum of different audience segments. They clicked on the same ad, yes, but not all for the same reason, not all with the same needs. The one-page format of landing pages makes the same pitch to all of them, oblivious to their distinctions. If the page focuses only on one segment, it disenfranchises others; if it tries to speak to all segments at once, its passion and relevance to any one segment are watered down. A better approach is to use a landing path where the first page induces a one-click directed behavioral segmentation choice from respondents—a branch in the path depending on the segment the respondent selects—and then you can speak with conviction and authority to each segment's specific interests on page two.

The Bounce Rate Crystal Ball

The official Google Analytics blog makes a great point about the importance of bounce rates to your marketing efforts. They are a simple enough metric that can be applied to nearly any kind of website.

It is a metric tailored especially for landing pages...where a high bounce rate can tell you almost as much as a defined conversion funnel.

If you need a resource for understanding which metrics provide the most insight, check out the new book Web Analytics an Hour a Day.

clipped from analytics.blogspot.com If your site conversion rates are low, Bounce Rate can help you understand why. If your Bounce Rates are also low, your troubles are likely due to site design and usability issu es. In this case, you might focus your efforts on streamlining your conversion funnel or making your site easier to navigate. But if your Bounce Rates are high, you can focus your efforts on redesigning entrance (landing pages), improving the quality of traffic to your site, and doing a better job of pairing landing pages with ads.

ExactTarget Campaign Monitoring Widget

In an earlier post I commented on a cool Google Analytics widget that allowed for key web metrics to be displayed as a widget on the users desktop by the Yahoo! Widgets desktop application.

And then I ran across a neat email campaign monitoring widget for ExactTarget created by Doug Karr. In full disclosure I used to work for ExactTarget and my company is an agency client and preferred partner, so I may be biased...but I think this is a great tool!

Basically you enter a "job id" (a unique id applied to an email send) and then it updates that campaign every 15 minutes so you get near real time reporting on campaign activity. Pretty slick.

Also, There is another "Advanced Tracking" widget, but as of right now I could not get it to install properly on my computer. I do look forward to using it once they get it figured out! Once it is I will post it here.

So if your an ExactTarget client and find yourself obsessively logging in to see how your email marketing campaign in doing...this little tool may be the answer!

Engagement Marketing - Free PDF Download

I’ve got the latest Web 2.0 guide "Engagement Marketing" by eMarketer and WebTrends that was just released and I'm providing it here free without cost or registration. It covers a lot of interesting data that supports the emergence of web 2.0 technologies and how they fit into the broader marketing picture.

Download the study now.

The WebTrends case study at the end is actually pretty weak compared to the rest of the document...but I guess thats to be expected since they are sponsoring it. Overall however, the document contains some solid information on the latest technology trends (social networks, podcasts, mobile media, video, digital downloading, etc.) as well as the opportunity that exists to take advantage of these trends.

del.ic.io.us links for 2007.06.27

• Marketing Sherpa: How to Quadruple Lead Generation Response With Job Title Segmentation and Targeted Messages
  
  See how one financial tech company developed two separate integrated campaigns -- one that targeted by company size and one that segmented by job function. They're ecstatic that segmentation has quadrupled response rates and boosted conversions 24%. Includes test results and creative samples.


• A List Apart: Human-to-Human Design
  
  Help your audience fall in love with you by moving beyond human-to-computer interfaces and embracing human-to-human design.

And the funny one. This made me laugh out loud!

• SEOmoz: We Add Words to AdWords... Google Subtracts them.
  
  Rand asked me for some help with AdWords content. But I really don't know how to grab someone's attention in two lines. That is, without being really crass. So it got a little PG-13 in our apartment this afternoon, what with the liberal use of words like "Viagra" and "Yo Mama" jokes
  

6 Ways to Increase Your PPC Traffic

A great post today from the PPC Hero blog...as I stated in my previous post, this is a great search marketing resource.

Whether your goals are to drive sales, leads or sign-ups, increasing traffic to your site is one action you can take to get closer to your goals. Below I’ve described six ways I was able to increase traffic for my clients without spending additional money. And in turn, I was able to generate more leads and revenue for my clients.

1. Stop Ad Text Testing, Temporarily - If it’s near the end of the month, one way I increase traffic for my clients is to pause my ad text testing and only use the ad with the highest click-through rate to get maximum traffic. Then, at the beginning of the next month when goals and budgets start over, I un-pause my ad text and begin re-testing.

2. Separate Content Network - After speaking with my Google rep, she said that one way to increase traffic to your site is to turn off the content network in your sponsored search and create a new campaign where only the content network is being used. The keywords you should put in your content only campaign should be very general keywords. General keywords are more likely to be picked up by publishers versus specific keywords. She also suggests that you use the content network placement performance report to see which sites are driving the majority of traffic and which are not.

3. Add All Match Types - If you’re currently not running all match types in Google, I strongly recommend it. I have one keyword with all three match types (exact, phrase and broad) in a separate ad group in Google and all three keywords get clicks and conversions. It’s not always necessary to keep your different match types in a separate ad group, but you might find a higher click-through rate if you do. It’s something you’ll have to test on your own.

4. Keyword Tools – Keyword tools are not only important when you’re setting up new campaigns and ad groups. You should be using the keyword tool at least once a month to add new keywords to your ad groups. The more people type that go to Google and Yahoo and type in new search queries, the more new keywords will show up in the keyword tools. I recently used the keyword tool for one of my accounts that I haven’t used for a while. I managed to find tons of new keywords to add into my ad groups.

5. Site Related Keyword Tool – This is a relatively new tool for Google and I just started using it for my accounts. You type in your landing page URL and the tool will find relevant keywords according to that page. At times when I have used this tool, I have found it helpful most of the time. Even if there’s one or two keywords that the tool brings up that you didn’t think of or didn’t have in your ad group it could possibly bring a significant increase in traffic.

6. Set Daily Budgets, Lower Bids – Everyone knows that raising your keyword bids will increase site traffic. But if it’s near the end of the month and you don’t have the extra money to spend, set a daily spending limit and if you begin to hit that limit consistently, lower your bids. This will allow more traffic to come through at a cheaper cost, and in turn you’ll increase your traffic without spending additional money. Make sure you don’t lower your keyword bids too aggressively at first, or you could end up losing traffic if you go below your daily spending limit. I check my accounts at various times throughout the day to see if and when I’ve hit my spending limit. At one point I found that my account was hitting it’s spending limit at 10am. So I began to lower my bids and saw a significant increase in traffic yet didn’t go over my budget. If you don’t have a daily spending limit set up on your account set one, then gage whether or not you should need to lower your bids.

Source: PPC Hero: 6 Ways to Increase Your PPC Traffic

Pay-Per-Click Hero

I have a friend who is an extremely successful pay-per-click marketer and as he has grown out his business his team has taken to blogging on the topic of PPC. After checking out the posts for a few months I have to say that I am impressed. I have worked directly with Patrick and his company Hanapin Marketing in the past and can attest first hand to their expertise and success in the search marketing arena.

So if you are doing any paid search marketing go check out PPC Hero, it has some great tips and advice.

Simple Newsletter Changes Bump Clicks 190%

I was reading Marketing Sherpa this morning and came across this interesting case study about how a simple change to your newsletter can make all the difference.

This is a great reason to start doing that email testing that you have been putting off because the results can be amazing. Every email that goes out without a split is a missed opportunity to gain insight into your recipients behavior.

clipped from www.marketingsherpa.com SUMMARY: Sometimes even the smallest change can make a world of difference in your email design. See how one publisher transformed a related stories link into a gray utility button and immediately saw a 190% increase in clicks and traffic is up 6% on a different landing page. It's an easy tweak that if you haven't considered, you may want to test on your own newsletters.

11 Tips for Successful B2B Landing Pages

Chances are good that if you do even a small amount of online marketing you have come into contact with landing pages.

Landing pages are described in Wikipedia as "a specific web page that a visitor ultimately reaches after clicking a link or advertisement". This could be anything from a search campaign in Google to a banner ad placed in a local business association. These are almost always transactional pages that exist to help fuel the customer conversion, whether it is to purchase a product, download information, or simply sign up for an email newsletter.

We place a lot of importance on these pages as they are the gateway to all customer interactivity with your company. Get it wrong and you could miss out on a lot of potential revenue. It is especially important in the B2B realm - where the value of the conversion is typically greater.

So in an effort to help you get off on the right foot I have compiled a list of tips that have served me well when creating successful B2B landing pages.

1. Carry the message through from the advertisement: Do everything you can to make sure that you aren't pushing your traffic to a "one size fits all" landing page. If the ad that brought them was about a particular feature - then highlight that feature. If it was a discount that brought them to you...don't waste time talking up the feature set. It may be more work to create multiple landing pages...but you will definitely get more conversions


2. Personalize the content: I've seen marketers spend hours segmenting a list and crafting a highly customized message that speaks directly to each recipient...only to forward them to a generic landing page once they decide to take action! If your email program allows for personalization of content... drive that personalization through the link in the email and into the landing page. If you want to see how you can do this through using simple javascript, see this earlier post.


3. Keep the form simple and above the fold: You can test this yourself, but I have ALWAYS gotten better response when the form is above the fold. And of course, its always better to limit the amount of information to only that which is necessary. Do you really need to know the state when you have the zip code? If possible its even better if you can...
   


4. Pre-populate the form: Want to know the easiest way to increase conversion? Pre-populate the form on the landing page. If you are driving traffic from an email campaign then you already have alot of this info...don't ask them for it again! Again, you can do this using simple javascript.
   


5. Minimize outbound links: You spent alot of money to get the visitor to the landing page so it is perfectly acceptable to drive traffic to a landing page optimized for conversion. As long as you are giving the visitor exactly what the ad promises...you are not entitled to give them access to every page of your website. If you want to force a conversion or an exit...then that is acceptable. I will usually offer a few ancillary links if they aren't ready to take action, however...the intent is obvious and I try to do everything I can to encourage the dominant call to action.


6. Optimize them for search: It makes a lot of sense to optimize each landing page for a few specific (usually long tail) keywords. Since you will be driving alot of traffic to these pages they will likely gain relevance and therefore prominence. A good way to encourage volume traffic is to link to these landing pages from your website, add them to your sitemap, andkeep them as close to the design and layout as your web site pages (while keeping in mind #5). There are too many SEO tips to cover here...I suggest reading up on any number of SEO blogs available.
   


7. Keep the messaging to the point: The tendency is to try to do too much with the landing page copy. Its perfectly understandable since we ask so much of this page. But the fact of the matter is that this is no time to beat around the bush or push a lot of marketing fluff. Get to the point, offer real benefits, and answer those last minute questions that may be that last barrier to taking action.


8. Use visual elements to peak interest: A picture is worth a thousand words. The more you can do with images (or even better...embed a presentation) the more likely you are going to pique the interest of your visitor and encourage them to take the desired action. Leave nothing to the imagination...because nobody buys that way.
   


9. Set a testing plan in place: Don't just create the landing page and then hope that everything goes right...start testing some combinations of messages. With Google releasing Website Optimizer to the public for free you can immediately begin seeing what headlines and action calls your visitors are responding the best to.


10. Monitor your results closely: I single out my landing pages for special treatment in my Google Analytics...in the form of goals and campaign tracking. This will provide a lot of opportunity to understand campaign traffic segments in relation to goal conversion. I also like to use Crazy Egg's heat map and confetti view to track specific click behavior. Mine the data...and you will be able to make key insights that help your conversion.
    


11. Survey them: The best thing you can get from #10 is quantitative data...thousands of reports that will tell you all of the activity that has taken place...but it will not give you the "why". Why did they choose Product X over Product Y? Why did they decide to leave without converting? Why are people who come from email more likely to convert than from search? Surveying on exit or conversion can help fill in those gaps that analytics cannot.
    

The most important thing to consider when crafting a landing page is to never sacrifice your message for short sighted gains in SEO or web analysis. Keep your primary focus on the customer and being as thorough as possible in describing the benefits or your product and/or service. Do only those things that make sense for your customer and watch the conversions come in!