November U.S. Core Search Rankings

RESTON, Va., Dec. 21 /PRNewswire-FirstCall/ -- comScore, Inc. (Nasdaq:
SCOR), a leader in measuring the digital world, today released its monthly
comScore qSearch analysis of the search marketplace. Among core search
engines in November 2007, Google Sites remained the top search property
with 5.9 billion core searches conducted, representing a 58.6-percent share
of the search market.

November U.S. Core Search Rankings

In November, Google Sites share of core searches stood at 58.6 percent,
virtually the same level as in October. Yahoo! Sites ranked second with
22.4 percent, followed by Microsoft Sites (9.8 percent), Ask Network (4.6
percent) and Time Warner Network (4.5 percent), which had the largest share
point gain during the month (up 0.3 points).



   comScore Core Search Report*
   November 2007
   Total U.S. - Home/Work/University Locations
   Source: comScore qSearch 2.0
                                             Share of Searches (%)
                                                                    Point
                                                                    Change
                                                                  Novt-07 vs.
   Core Search Entity                 Oct-07           Nov-07       Oct-07
   Total Core Search                  100.0%           100.0%         0.0
   Google Sites                        58.4%            58.6%         0.2
   Yahoo! Sites                        22.8%            22.4%        -0.4
   Microsoft Sites                      9.8%             9.8%         0.0
   Ask Network                          4.7%             4.6%        -0.1
   Time Warner Network                  4.2%             4.5%         0.3

   * Based on the five major search engines including partner searches and
     cross-channel searches.  Searches for mapping, local directory, and
     user-generated video sites that are not on the core domain of the five
     search engines are not included in the core search numbers.


Americans conducted 10 billion searches at the core search engines,
representing a 5-percent decline versus October. With one less day in the
month, November can be a seasonally softer month for search activity.
Nearly 5.9 billion core searches were conducted at Google Sites during the
month, while Yahoo! Sites recorded 2.2 billion.





   comScore Core Search Report*
   November 2007
   Total U.S. - Home/Work/University Locations
   Source: comScore qSearch 2.0
                                           Search Queries (MM)
                                                                   Percent
                                                                    Change
                                                                  Novt-07 vs.
   Core Search Entity                 Oct-07           Nov-07       Oct-07
   Total Core Search                  10,527           10,030       -4.7%
   Google Sites                        6,151            5,882       -4.4%
   Yahoo! Sites                        2,405            2,249       -6.5%
   Microsoft Sites                     1,036              984       -5.1%
   Ask Network                           491              463       -5.8%
   Time Warner Network                   443              453        2.4%

   * Based on the five major search engines including partner searches and
     cross-channel searches. Searches for mapping, local directory, and
     user-generated video sites that are not on the core domain of the five
     search engines are not included in the core search numbers.


   November U.S. Expanded Search Rankings

In the November 2007 analysis of the Top 50 properties worldwide where
search activity is observed, Google Sites led the pack with 7.3 billion
searches. Yahoo! Sites ranked second with 2.4 billion searches, followed by
Microsoft Sites (984 million), and Time Warner Network (838 million). As a
result of search activity likely related to holiday shopping, eBay and
Amazon Sites both experienced an increase for the month with 489 million
and 178 million queries, respectively.



   comScore Expanded Search Query Report
   November 2007
   Total U.S. - Home/Work/University Locations
   Source: comScore qSearch 2.0
                                              Search Queries (MM)
                                                                   Percent
                                                                    Change
                                                                 Novt-07 vs.
   Expanded Search Entity                Oct-07        Nov-07       Oct-07
   Total Expanded Search                 14,471        13,907       -3.9%
   Google Sites                           7,468         7,326       -1.9%
        Google                            6,184         5,923       -4.2%
        YouTube/All Other                 1,284         1,403        9.3%
   Yahoo! Sites                           2,577         2,395       -7.0%
        Yahoo!                            2,538         2,358       -7.1%
        All Other                            39            37       -5.1%
   Microsoft Sites                        1,058           984       -7.0%
        MSN-Windows Live                  1,021           947       -7.2%
        Microsoft/All Other                  37            37        0.0%
   Time Warner Network                      905           838       -7.4%
        AOL                                 433           445        2.6%
        Mapquest/All Other                  472           393      -16.7%
   eBay                                     472           489        3.5%
   Ask Network                              493           464       -6.0%
        Ask.com                             277           263       -5.1%
        MyWebSearch.com/ All Other          216           201       -6.9%
   Fox Interactive Media                    483           436       -9.8%
        MySpace                             475           427      -10.0%
        All Other                             8             9       12.5%
   Craigslist.org                           214           207       -3.3%
   Amazon Sites                             146           178       22.0%
   Facebook.com                             152           119      -21.7%


To request more information on comScore qSearch 2.0, please visit
http://www.comscore.com/contact

About comScore

comScore, Inc. (Nasdaq: SCOR) is a global leader in measuring the
digital world. This capability is based on a massive, global cross-section
of more than 2 million consumers who have given comScore permission to
confidentially capture their browsing and transaction behavior, including
online and offline purchasing. comScore panelists also participate in
survey research that captures and integrates their attitudes and
intentions. Through its proprietary technology, comScore measures what
matters across a broad spectrum of behavior and attitudes. comScore
analysts apply this deep knowledge of customers and competitors to help
clients design powerful marketing strategies and tactics that deliver
superior ROI. comScore services are used by more than 800 clients,
including global leaders such as AOL, Microsoft, Yahoo!, BBC, Carat,
Cyworld, Deutsche Bank, France Telecom, Best Buy, The Newspaper Association
of America, Financial Times, ESPN, Fox Sports, Nestle, Starcom, Universal
McCann, the United States Postal Service, Verizon, ViaMichelin, Merck and
Expedia. For more information, please visit http://www.comscore.com

SOURCE comScore, Inc.

Does your Web site increase your chances of winning new business?

Roughly 90% of your customers will visit your website before they even consider doing business with you. Unfortunately if that visit results in a website that is either poorly designed, badly organized, cluttered, or contains non-compelling content, you will have trouble with successful conversions. It could even DAMAGE your brand!

To be successful, a web site should be about marketing, generating revenue, and maximizing brand equity. A highly-effective web site should be crafted by a marketing team consisting of knowledgeable, creative and marketing professionals, graphic designers, copywriters, and programmers. The benefits of your services and/or products should be clearly seen in crisp, clean content and uses imagery in an attractive format with easy-to-use navigation.

(Read “7 Essential Home page...” Blog post)

An ever changing online environment

New trends, technologies, expectations, etc. demand that your site be interactive and constantly updated. A static site is one-way ticket to a web site wasteland. Customers want to see new information, news, reviews, products & services, success stores, Blog entries, press releases, pictures, and more. Google places a high value on pages that are updated frequently…and sites with newly added web pages. To keep up with the rapid pace of web technologies and customers’ expectations

All sites are NOT created equal

There is a HUGE disparity in design and coding among various web sites. With the abundance of “template-style” sites and the plethora of “web shops” with little to no marketing or design expertise, it is hard for a customer to realize the value and impact that a well-designed web experience can have upon a customer, and upon a company’s sales. Millions…and tens of millions are at stake…this is no time for amateurs or pinching pennies.
A web site is, in most cases, primarily a marketing and sales tool. To make it highly effective at maximizing sales and conversions, its essential components should be created by a team of experts in the marketing, branding, programming, and design fields.

Match your prospect's buying process with your sales process

Seems simple, yet very few sites accomplish this goal. Most sites are created from the internal point of view, the “inside reality,” or what we call the “inside out” approach. This reflects how a company perceives itself without the benefit of the prospect or client perspective, which creates a disparity in the sales process. In most cases, this approach confuses and frustrates customers and results in a poor CTR (click-through rate).

Create an extremely effective web site…and watch your sales rise!

People visit web sites with a goal in mind: either to learn more, to buy a product or service, to be convinced or reassured about something, to register for information, or for other specific reasons. By understanding your customers’ goals and motivations, we can create an intuitive experience to match.

ImageWorks welcomes Michael Delpierre to our board!

ImageWorks Studio has just announced that Michael Delpierre has joined the firm as Managing Partner. Michael brings extensive corporate sales, marketing and project management experience to ImageWorks. Michael has served in various sales, marketing and leadership positions for such companies as UUNET, Exodus, Cable & Wireless and Carlson Wagonlit/Sato Travel. Michael’s diverse experience in technology, consulting, and the government contracting sectors will compliment ImageWork’s diverse customer base.

Michael will be responsible for growing ImageWork’s revenue, running day-to-day operations and managing ImageWork’s explosive year-over-year organic growth. Scott Margenau, CEO of ImageWorks, stated that “We are excited that Michael is joining the ImageWork’s team. He will allow us to serve our customer’s needs better by bringing in a different perspective into the business while managing our operations and spearheading our growth strategy”.

ImageWorks is a marketing and branding firm located in Northern Virginia serving all of the US and International clients. Their core services include marketing strategy, web and graphic design, logo, corporate identity, web applications and other offline and online media strategies . ImageWorks is one of the first companies to have a truly interactive online project management system for advanced marketing services.

Contact sales@imageworksstudio.com or call at 703-968-6767 for more information.

7 Essential Homepage Tips to Ensure That Your Site Converts Traffic into Sales

Every company today has a website. But is your website compelling? Does it reach out to your potential customer base and convert traffic into sales?

Well, It Should . . .On average, you have roughly seven seconds to get your message across before the end user abandons your website for one of your competitors’ sites. We have created simple guidelines for what should—and, more important, should not—be featured on your homepage, so that you can convert regular traffic into revenue.

1) Create a Powerful Homepage Message.
Your homepage message should be a targeted, benefit-oriented statement that outlines what you can do for the potential customer. In order to properly draft an intriguing homepage message, you will need to identify the inherent benefit to your potential customer base. No one wants to hear that you are “the best”; customers want to hear why your product/service is different and what it means to them. Put more simply, customers are asking, “What can you do for me?” Answer them.

2) Focus on Clarity.
These days, with so many people searching online for products and services, your homepage should clearly identify who you are, what you offer, your core competitive benefits, and your supporting text—all in a clean and easy-to-navigate user interface. Use graphics and pictures to help illustrate what service or product you provide, and how these benefit the customer. However, the homepage should be a “no-fluff” zone. A good rule of thumb for the homepage is “less is more.” Make it easy for the user to understand what you do. Too much verbiage, images, and graphics will only confuse the user. White space, good. Clutter, bad!

3) Make Effective Use of “Secondary Messaging.”
After you have presented your homepage message, you will need to incorporate “secondary messaging” on the homepage. This includes any additional messages that will be used to help clarify and drive home the points made in the primary message. Secondary messaging should also incite the user to take certain steps—that is, it should be a call to action. These calls to action could direct the user to e-mail the company for additional information, phone the sales rep, download a white paper, read a recent success story, etc. The secondary message will change from company to company (isn’t this stating the obvious?). A good marketer will know how to choose a penetrating secondary message.

4) Integrate Imagery and/or “Flash” to Emphasize Your Core Message.
Imagery and flash animation are important parts of your homepage. To help illustrate your company’s core competitive benefits, both strategies help customers visualize how you can meet their needs and requirements. Most people are visually oriented, so your imagery/flash will quickly convey and emphasize your message. Be consistent with what you are telling your potential prospects. Align your messaging with your visual strategies. Images and flash are also great ways to eliminate clutter; by adding a visual component to your website, you are alleviating the need for additional reference text.

5) Drive Toward a Specific Call to Action.
You have already heard a little bit about calls to action, but it is such an important strategy that we have also dedicated a specific section to it. Failure to convert online potential customers into sales leads is mostly attributable to homepages that lack primary and secondary calls to action on homepage. A call to action can be as simple as a link that states, “Contact us for more information” or “Tell us more about your needs and we will schedule a conference call.” Statistics have proven that if you can guide web users along your sales process, you will convert more of them into customers.

6) Know Your Audience, and Know the Audience Within Your Audience.
OK, so maybe you don’t know who Carl Jung is, but chances are, you either have taken or soon will take a Myers-Briggs personality test. Most people can clearly state whether they are an introvert or an extrovert; your website should cater to these and other personality types. Develop your website not only for an audience that requires what you can provide, but also for disparate personalities within that audience. Some people prefer to pick up the phone to find out more information about your products or services. Some may prefer to e-mail you instead. Others may want to schedule a meeting. Your website should cater to as many of these personality types as possible, or else you will lose conversions. Make it easy for the web user to contact you . . . using whatever method they choose.

7) Make Your Homepage Easy to Navigate.
You must lay out your website with easy-to-navigate options and buttons. If you are a service-based company, then put an “XYZ . . . Services” tab on the top navigation bar. If you sell more than one service, then enable a pull-down menu showing options for your customers. Allow them to select the page that they want to research—without having to click first to find out more (a big no-no!). Another strategy is to use sidebars to help users navigate as they read your content. You will also need to ensure that your homepage uses an interlinking strategy, so that if web users hit the wrong button, they can easily get back on track and find the information they seek.

The Bottom Line
Make it easy for a prospect to find out more about your products and/or services. Create a homepage that takes the guesswork out of it by guiding web users through the process, from understanding the message to taking action. Statistics have shown that the more clicks it takes for potential customers to find what they seek, the higher the rate at which they will abandon the website.These guidelines will not only create a more satisfactory website experience for the end user, but will also convert some of that scrolling web traffic into genuine sales leads. And as we all know, the more sales leads, the more $$$. Give your website the much-needed attention it deserves. Your website should be your company’s most effective marketing tool.For more information, please contact sales@imageworksstudio.com

Michael Delpierre is the managing partner for ImageWorks Studio, a leading marketing and branding agency. He specializes in branding and marketing strategies, copy optimization and generating revenue for his clients. To learn more about ImageWorks Studio and what they can do for you, visit http://www.brandsthatsell.com/.

Setting an effective marketing budget

One of the most important decisions that a small to medium-sized business has to make is how much money to spend on a marketing budget. Prospects often ask, “How much should I spend on marketing?” The answer is, “It varies by industry and business size.”

It is also based on how much you want to grow, and how fast.

Both SCORE and USSBA define the variable for a proper marketing budget to be between 2% and 10% of sales, noting that for B2C, retail and pharmaceuticals can exceed 20% during peak brand-building years.

Most companies underspend on their budgets, thinking that not to spend is to save. This, quite simply, isn’t true. You’ve heard it before, and it bears repeating – you have to spend money to make money. The trick is to spend your money wisely on a tailored marketing plan aimed at fulfilling your company’s goals. Keep in mind that your marketing efforts are directly correlated with your revenue, so now is not the time to be penny foolish.

Budget-Setting Guidelines

There are two main things to consider when setting a marketing budget:

• 
  The development or refinement of the brand and channels used to promote the brand. These include logos, Web sites, blogs, email campaigns, sales presentations, brochures, ads, etc.
  
• The ongoing expense of promoting and advertising your brand to your customer base.

For most small to medium-sized businesses, the percentage of revenue dedicated to a marketing budget is determined by industry and size. Below is a chart showing what we have put together based on several creditable sources.

Revenue Marketing Budget

Under $5 million 7–8%
$5–10 million 6–7%
$10–50 million 5–6%
$50–100 million 4–5%
Over $100 million 2–3%


Here’s an important consideration:

Every industry is different, so companies that sell to specific government branches or one that has an ultra-specialized niche may be able to deduct 1–2% from the above figures. If your company is B2B or B2C, you may need to raise your budget by 1–3% to see solid results. Retail and pharmaceuticals lead the spending, with many of these companies spending more than 20% of net sales. Overall average is reported as 6%.

Many other circumstances will merit an increase or reduction in your marketing budget as a percentage of revenue. Feel free to contact us to discuss this, or visit http://www.sba.gov/smallbusinessplanner/index.html.

During an initial branding build or a re-branding phase, you should have a higher budget, which can be reduced in the future. This will allow you to contract for all the media you need to make an impactfull brand impression. Last year, ImageWorks clients spent on average spent between $50,000 and $120,000 building or rebuilding their “brand language.” The broad range reflects business size and industry.

Can I still grow my company with “baby steps”?

Sure. We call this organic growth, and it is how nearly every business starts off. Remember washing cars or mowing lawns for a few bucks? Next thing you know, your neighbor wants it done. That neighbor refers you to another neighbor, and so on. Many businesses grow their clientele on word of mouth alone, and are very successful. But they usually hit a brick wall. That’s where building a solid branding campaign helps. To rely on partial branding or organic growth alone, you risk losing revenue from business you did not get because X% never discovered you or did not have their interest piqued when they interacted with your brand. Nor can you account for lost revenue from those who perceived your current brand negatively and left your site without you ever knowing it. This is why it is so important to build the brand correctly. Why risk millions to save thousands?

Why do so many small and medium-sized businesses fail?

One reason is that companies do not allocate enough money for marketing. Successful and highly profitable small and medium businesses (SMBs) know how to allocate adequate funding to marketing each year. SMBs realize that marketing, if done properly, brings back solid returns and vice versa—whereas not allocating enough in your budget for marketing could spell disaster. Think of marketing this way: It is a fundamental ingredient for profitability and growth.

For more marketing information, please contact sales@imageworksstudio.com.

Michael Delpierre and Scott C. Margenau, the key principals at ImageWorks Studio, a leading marketing and branding agency, contributed to this article. They specialize in branding and marketing strategies, persuasive content and optimization, and revenue-generating programs for their clients. To learn more about ImageWorks Studio and what it can do for you, visit http://www.brandsthatsell.com/.