What’s Holding You Back From Online Marketing Success?

There are a lot of things that most people would like to do, even if they aren’t getting started with them at the moment. For example, many people have dreams of running a marathon, writing a novel, or learning a second language. And yet, they never seem to find the time or motivation to take action. Perhaps nowhere is this more damaging than when it comes to online marketing. Read Here

Despite the fact that millions of business owners and executives know how important it is to the success of their companies (not to mention their own careers), they only make halfhearted efforts to grow their businesses online.

maketing success

Does that sound like something you’ve experienced? If so, you certainly aren’t the only one.

We talked to others who are in the same boat on a frequent basis. And, we have learned that their reluctance usually stems from one of these stumbling blocks:

1. They don’t understand online marketing.

To some, the process of online marketing can seem daunting, or even overwhelming. That’s understandable. There certainly is a lot of jargon, and online best practices change on a frequent basis. However, the core concepts are the same as they’ve always been for any business going back hundreds of years: identify your customers, attract them to your business, and then start a relationship. As long as you can grasp those ideas, the rest is really just about managing the details.

2. They would like to see online marketing results, but don’t think they really need them.

If your business is doing just fine without a strong online marketing plan, you might think it’s not really much of a necessity. That makes a certain amount of sense, but look at the other side of the coin: how much better could you be doing if customers were coming to you through the Internet? What would that mean for your bottom line, and the future of your company?

3. They think good online marketing is just too expensive.

Again, there is a certain element of truth here, as good online marketing does require an investment (time as well as money). At the same time, though, it’s important to recognize that it’s the return on that investment that’s really important. Any business expense is a good one if it helps you earn more money back in the future. When you think about it that way, working with a proven online marketing team is a lot cheaper than going without one.

4. They don’t know where to look for help, or who to trust.

This is probably the best reason to put off making changes to your web presence. Most of us know someone who’s been burned by the Internet marketing or SEO version of a snake oil salesman. The fear of being ripped off shouldn’t stop you from taking important steps, though, and you can find the right team to work with by following the same process you would with any other vendor. That is, look for a proven track record, a reputation for being trustworthy, and a way of working with you that makes you feel comfortable.Read More.


PPC Marketing: 10 Killer Tips for Better ROI

Pay-per-click (PPC) advertising is key to most online marketing campaigns today, and it’s often expensive and overwhelming. If the tedious nature and large time commitment required to run a successful — or even unsuccessful — PPC campaign has got you down, you are not alone. However, a good ROI makes it all worthwhile. Here are 10 tips to help improve your PPC campaign in hopes of a gaining a greater ROI and making the whole process more enjoyable and fruitful. Read Here


 Run a Negative Campaign

No, the idea is not to openly bash your competitors through ad copy. Instead, utilize negative keywords, one of the most underused features offered for PPC campaigns. Negative keywords allow you to choose words that won’t trigger your ad. For example, if you are a new car salesman, place the word “used” on your negative list to target customers looking for a new vehicle. When used correctly and updated often, negative keywords help pare down your clickers to serious buyers and save your PPC dollars.

 Location, Location, Location

Why have your ad viewed or, even worse, clicked by someone in Iowa when you only sell insurance in California? PPC dollars are wasted because unsophisticated users don’t focus their impressions by location. Google, Microsoft and Yahoo all offer geo-location features, which allow users to target their markets based on IP addresses, geo-specific keywords or both.

 Make an Offer They Can’t Refuse

With so much competition, you need to differentiate your ad. Are you running a promotion? Is shipping free? Offer value and then capitalize on it with a call-to-action. Use terms like “Learn More” and “Free Download” to draw in customers. Encourage searchers to act and let them know what to expect on the other side of the click.

Be Dynamic

Dynamic keyword insertion allows you to create more relevant ad copy by placing the exact phrase searched into your ad. When the potential customer sees the exact term they searched, they are more likely to click. While dynamic keyword insertion is very useful and can increase your click through rate tremendously, it is not for the PPC novice. If poorly executed, dynamic keyword insertion can result in ads that appear unclear and irrelevant and can drain your budget quickly. Read More

Improve Your Business and its Online Profile

Are you serious about improving the impact your business is making on the internet? Do you want to get more traffic on your website so that people can become interested in the products and services you have on offer? If the answer to any of these questions is yes then you should seriously consider working with Lighthouse Internet Media. We are a company that prides ourselves on our ability to transform a business’s online profile. After all, with so much competition in almost every industry you do not want to run the risk of being left behind. It is important to realize that all your rival companies are going to be looking to the internet to improve their market base as well. You want to make sure you remain at the head of that pack.

The best way to improve your online profile is to create a website that more people will visit. The best way to achieve this is to get your website higher up on search engine rankings. This is done through a method known as search engine optimization, or SEO. With SEO you can ensure that when certain keywords are entered your business’s website will be very prominent on a search engine such as Google or Yahoo!.

Another way that Lighthouse Internet Media will improve your online profile is by modifying your website and streamlining it. Typically websites suffer from one of two problems. Either they have too little information or they have too much information. You want a website that is inviting, exciting and easy on the eye. You also want a website that provides customers with all the information they need. That is where Lighthouse Internet Media comes into the picture. We have tons of experience in creating the perfect websites that are not only informative but also easy to view and navigate.


Emilio Yepez
305 389 8955

Product Hierarchy Part 2

Developing a good product hierarchy can do wonders for your e-commerce site. The sad part is most merchants don’t invest the time to tweak and work on their product hierarchy on their website because of the lack of time, importance or a 100 other reasons. Bottom line: If you are spending money on traffic to your site, I suggest you read this post and future posts regarding product hierarchy and how it plays a vital role in your conversions metrics.

The Importance of a Solid Product Hierarchy

One of the foundational pillars of building a solid e-commerce site is ensuring that you create a solid, product hierarchy for your site where customers can easily find products at multiple levels and across categories. One key to creating the ideal product hierarchy for your customer is to make sure your customers find your products in multiple-associative categories. This is a major key to your online success as a merchant, please don’t forget this principle. If you are unclear as to what I mean by associative categories, let me offer you one example:

If your online site sells shoes and you create a category under strap-less sandals, you should probably include beach sandals somewhere in there as well. Don’t assume that your customer is only looking for formal sandals, make sure that at the very least you offer them an alternative that is associated with the specific product they are looking for. If you are saying to yourself, “wow that’s going to take a lot of work”, you’ve hit the nail on the head. However consider the following: 

I’ve personally assisted merchants with re-creating a product hierarchy and have seen anywhere between a 1-2% increase in their conversions. In some cases some of these merchants went from 0.8% conversion ratio to 2% or those who were already were at 2% went to 3%. Believe me when I tell you, if you are ignoring this very important element on your e-commerce site, you are missing out!

In next week’s post, I am going to be outlining all the elements you should consider for developing a solid product hierarchy. I encourage you to visit us again and see if there is anything that might help you convert better.


Emilio Yepez
305 389 8955


Emilio Yepez is an e-commerce consultant located in Miami, Florida with over 16 years of operational and internet marketing experience. Emilio Yepez has worked with top Internet Retailer 500 companies and has generated Millions of Dollars in sales in both affiliate marketing programs while at ARC and ARC Media and ecommerce business development projects, like Navarro.com. Recently, Emilio Yepez developed and managed the Navarro.com ecommerce site, the largest Hispanic Owned Pharmacy Chain in the US.

Consider a Strategic Approach to Your Product Hierarchy Structure

Dear Reader,

I want to start by sharing that as an ecommerce consultant located in Miami, Florida, I get all types of calls from both local online merchants and online merchants in the carribean and Mexico. This makes my everyday very interesting becuase I never know who is going to call me; the call could come from a merchant in Miami or abroad. My uniqe geographic location gives me the ability to speak to a wide range of customers and clients with different needs, especially living in such a diverse city.

Last week I got a pretty interesting call from an online merchant who was seeking assistance with their e-commerce site. The merchant was a local electronics merchant, who sourced their products on Mexico but fulfilled in the U.S. This particular merchant was racking their brain over why he wasnt able to convert at a decent level. Please understand, whenever I get these types of calls I know our conversation or relationship could go in a number of different directions because the conversation revolving around conversions is so wide and so broad there could be a number of different reasons why they are not converting, However over the years I’ve found that  there are a few indicators that could immediately surface that might tip me off as to where to start and in my particular experience I know that this means a lot, especially to an online merchant that needs help and needs it fast! So when I speak to a merchant I try to get to the point, I try to quickly identify their issues and look at proposing a smart, thorough, strategic plan and solution.

As we got started in our conversation the merchant began to share with me the difficulties they were experiencing with converting on their site, they explained that they were acquiring all sorts of traffic but the site was simply not converting. They explained to me that the deals and prices were excellent and that the average time someone was staying on the was well over the norm, customers were staying on the site for an extended period of time, 10-15 minutes on the average, which is not typical, yet site vistors were not buying.

After our lengthy phone conversation I decided that the best thing I could do was to review his site without accessing their server and offer an on the surface, comprehensive review of their website. Whenever I offer this type of review I usually get some push back from the merchant becuase they usually prefer I offer my advice in conjuction with their data and information, however over the years I’ve learned that the only way to start these types of review is to use external tools and analysis to really offer an unbiased site review.  I like to ensure that I am not swayed by any initial data that could be delivered to me in advance. I like to review and do my own analysis to offer the merchant a valuable, unbiased opinion and then confirm my assumptions with data analysis from their analytics or server logs.

One of the first things that immediately surfaced in my review of their site was my inability to navigate the site quickly and find products easily, I found the site to be very difficult to navigate. One of the other elements I discovered in my assessment was their poor product hierarchy, it was completely off! This might or might not explain why site vistors were staying so long on the site, but there was much more analysis to be done before I could confirm my assumptions…

more to come….