If you’ve reached the point of exhaustion trying to keep up
with answering the mountain of emails that threatens to
bury you alive every single day, you’re ready to learn
about autoresponders.

The dreadful news is that people expect prompt replies to their
email inquiries. However, unless you can figure out how to
work continual twenty-four hour shifts, or hire enough
people to constantly monitor incoming emails (while they’re
eating up your revenue), you have a problem. The good news
is an autoresponder is an inexpensive - or even free -
method of quickly responding to emails. What these programs
do is automatically respond to incoming emails as soon as
they are received.

Emails are focal to your business for various different
reasons. A large amount importantly, these invisible email voices
give you their feedback about your website - for free!
However, if you spend all your working hours answering
these emails, how are you supposed to run your business?
The answer is simple: use autoresponders. Autoresponders
are programs that automatically respond to your emails
without you so much as having to click on your mouse.

There are a quantity of good reasons why you need an
autoresponder besides just answering your email. For
example, autoresponders can be used if you need a way to
send information about your services or products, price
lists, or if there are repeated questions asked across
large numbers of emails. Maybe you want to offer your site
visitors a unique bonus of some kind, such as advice or
relevant articles. All of this can be handled by an
autoresponder. Additionally, you can advertise your
enterprise and then build stable relationships with your
customers by using autoresponders.

Autoresponder programs vary from software that runs with
your email program to a specialized script that runs on
your web hosting company’s server. This kind of script may
use a web page form or simply operate with your email
account. This kind of script is programmed to send out a
standardized message whenever an email is received. The
message is sent to a particular script or email address.

Some autoresponders can do more than simply send out
standardized messages. They can send out an unlimited
quantity of follow-up messages sent at predetermined interval
of time. For example, you can set your autoresponder to
send out a new message every day for as long a period as
you desire.

There are numerous companies who offer autoresponders free
of charge. Your website hosting corporation often provides
autoresponders as a free service. If this is not the case
with your web hosting company, there are various companies
who offer this service for a small fee, or free of charge,
providing you attach an advertisement for their corporation to
your emails.

To personalize your autoresponder messages, you can attach
a signature. Signatures in this case are much like company
cards. You can include your name, company, all your contact
numbers and addresses, and a brief message.

It’s a good idea to attach a signature to every email that
is sent out. This works as a repeated prompt of your
corporation identity every time a customer sees it. The more
they look at your signature, the more likely your venture
will spring to mind when your particular service or product
is needed.

You can craft a standardized signature that every employee
in your enterprise uses, or you can go wild, and let every
staff member design their own personal signature. Of
course, like everything in life, there are some rules and
guidelines to creating a personal signature.

Keep the length of your signature between four to six lines
of text, with no more than 70 characters in a single line.
Make sure that your email program does not cut off your
text! The content want to include your name, your venture
name, your email address, fax number, and any other contact
details, such as 800 numbers. Lastly, always include a
short personal message about your company. It must be a
subtle sell of your services or your products, and possibly
your company’s reliability and longevity.

A further specialized use of autoresponders is to create
courses that you can then offer your site visitors for
free. You must pick a topic in which you are an expert
and that precisely targets your potential customers.

Once you have carefully chosen your subject, divide it into
a quantity of different sub-topics. Then offer your site
visitor a free 10 or 15 day course, each day offering a
different sub-topic. The first topic want to always be a
welcome message to your site visitor and an description
about what is to follow. Your report should be
enticing, getting the point across that you are offering
free, quality information that your target audience will
find of great value.

With every lesson, include the amount of the lesson, the
topic title, information about your business and its
services or products. At the end, include a few blurbs
about the next lesson to entice the subscriber to continue
on.

Make sure each topic is packed with important and valuable
information, and leaves the visitor lusting to know more.
Otherwise, you may lose them in the very beginning.

Of course, you have to write up your course before you can
offer it. Once you have done this, and gone over the
material carefully, employing a professional writer or
editor if necessary, you must transfer your text to your
autoresponder.

There are a number of free autoresponders you can use. Try
Awebsr or iContact. Or
go onto Google and you will find a long list of free
autoresponder companies. Then sign-up for your chosen
autoresponder. Once you do, you will receive instructions
as to how to set it up and transfer your text.

Email is an excellent marketing tool; it is inexpensive and
it is fast. Use it to advertise your company by choosing
your email address carefully. Your website want to contain
different email addresses for different contact requests.
For example, use info@yourdomain.com for information
requests, or sales@yourdomain.com for questions about
sales. It’s a good idea to set up one for the owner, such
as president@yourdomain.com. This presents your enterprise in
a personal, approachable light and insures that direct
contact is provided.

Autoresponders are an effective and powerful marketing
tool, allowing you to make contact with thousands of
potential customers. This is an invaluable asset
considering how numerous potential customers you usually have
contact with before you make an actual sale. Essentially,
an autoresponser allows you to automate part of your
marketing campaign.

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The attraction of Pay Per Click (PPC) online advertising is undeniable. Each click costs virtually nothing, you only pay for the clicks you get, and you set your own daily budget so you know exactly how much you?re going to spend. Most importantly, your listing appears instantly.

On the other hand, a high ranking in the natural search results seems unobtainable. There?s a perception that hundreds of thousands of other businesses are competing for your keywords, and that makes it seem like a real rat-race. And it also seems like such a big mountain to climb; it?s true that it can take months to reach the first page for your target keywords. To make matters worse, thousands of opportunistic (and some very dodgy) ?SEO companies? have emerged, looking to make a quick and big buck out of market naivety. So to CEOs, BDMs, marketing managers, webmasters, and business owners, the road to natural search ranking seems expensive, risky, and beset with traffic.

But does this mean you should forget natural search?

Definitely not!

Firstly, most user studies to date have found that people pay more attention to natural search results because they?re more relevant. That?s the foundation of the success of companies like Google and Yahoo (and the reason they keep their indexing rules a secret).

What?s more, it?s important to put things in perspective. Hundreds of thousands of other businesses may be competing for your keywords, but in most cases, they?re at least as confused and disheartened as you. So the sooner you figure out the real story, the sooner you?ll have the jump on them.

And yes, it can take a while to reach the top, but because your competition is ? for the most part ? traveling blind, your early progress will normally be quite quick. In fact, for most businesses, it?s not until you reach the top few pages that your progress will slow.

And again yes, there ARE some dodgy SEO companies out there. But there are also some very good ones. (Go to WebProNews.com and sign up to a forum if you want to find out who they are.) So long as you know the basics of SEO you won?t be taken for a ride. (See SEO for CEOs for a rundown of SEO basics in layperson?s terms.)

But let?s talk bottom line?

Is it more expensive to obtain a high ranking?

Certainly not! In comparison with other forms of advertising ? even PPC in the long run ? reaching the top of the rankings is NOT expensive. The following case study explains why.

CASE STUDY

For the past year, I?ve been working hard on the natural search results for my copywriting business, Divine Write. For my primary keyword, I?m now on page 1 of Google.com (out of approximately 900,000 search results). I?ve done this simply by writing helpful articles and submitting them for publication on the Internet. Luckily for me, I?m an SEO copywriter, so writing articles is all in a day?s work. But had I paid an SEO copywriter to write my articles for me, I?d have spent approximately USD$5,000.

Over the same period, I spent approximately USD$3,000 on Google AdWords (my ads appeared towards the top of the paid listings).

Now I hear what you?re saying; my natural search campaign definitely cost more in the first year than my AdWords campaign. But now that I?ve reached the top of Google.com, I?ve paused all my AdWords ads, so I?m not paying anything. If I hadn?t chased the natural search results, I?d have continued paying for AdWords, spending at least another USD$3,000 next year on AdWords, and another USD$3,000 the year after that, and so on.

Of course, I have to retain my high ranking. If I was paying someone to write my articles, that would involve an investment of approximately USD$1,000 per year (a saving of 67% each year).

So it breaks down like this:

Google AdWords investment: 2 yrs = $6,000, 3 yrs = $9,000, 4 yrs = $12,000, 5 yrs = $15,000

Natural search investment: 2 yrs = $6,000, 3 yrs = $7,000, 4 yrs = $8,000, 5 yrs = $9,000

Conclusion

Obviously the competition for keywords in the copywriting field isn?t as fierce as in a lot of other industries, so the actual dollar investment discussed in this case study may not apply directly to your business. The important thing to understand is that ? over time ? a high ranking in the natural search results can actually cost less than a high position in the (arguably less effective) paid listings.

Also, these figures are based on me submitting articles to various article banks on the Internet myself. (This is a routine task requiring little skill. You should be able to purchase a list of 50 or more article submit sites from your SEO copywriter or consultant for as little as USD$99.)

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