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eSuiteOne Blog

Tips on getting the most out of your website and online marketing.

Want More People to Share Your Content? Remove the Social Media Buttons from Your Website and Blog!

Michael Schmidt - Wednesday, May 30, 2012

With the rise of social media the past couple of years, we've all been busy placing "Like", "Tweet", "Share" and "+1" -buttons all over our websites, because obviously every word we write is so awesome that people are just dying to share them with the world, so conventional wisdom dictates that the least we can do is to make it easier for them - right?

Well, maybe not! - In his blog post "Sweep the Sleeze" Oliver Reichenstein challenges the conventional wisdom of placing social media buttons on websites/blogs - He actually suggests that REMOVING the social media buttons can result in increased sharing of your content:

Sweep the Sleaze

By Oliver Reichenstein of Information Architects

Promising to make you look wired and magically promote your content in social networks, the Like, Retweet, and +1 buttons occupy a good spot on pretty much every page of the World Wide Web. Because of this, almost every major site and world brand is providing free advertising for Twitter and Facebook. But do these buttons work? It’s hard to say. What we know for sure is that these magic buttons... Full story >>

I'd love to hear your thoughts and experiences! 

Online Advertising - What were they thinking? (if they were thinking)

Michael Schmidt - Tuesday, September 20, 2011
Yesterday an online ad caught my attention – not because of what it was advertising, on the contrary, the ad gave absolutely no clue to what they were selling other than a brand name I’ve never heard of.

Out of curiosity I clicked on the ad and arrived at a site that sells kitchen- and dinner ware – pretty nice stuff actually!

I have worked with some pretty high-end brands of kitchen/dinnerware (Royal Copenhagen, Bing & Grondahl, Nicholas Mosse etc.) and like I mentioned, I have never heard of this brand: “Pfaltzgraff” (I doubt I’m the only one).

So what’s wrong with this ad?

Well, if we assume that the purpose of an online ad is to: 1, catch you attention (Headline) and 2, make you interested enough to click on it (Body text) then there are several problems:

  1. Overall
    If you’re not familiar with the brand, the ad makes no sense whatsoever – just try reading it after removing the brand name:

  2. Headline
    Lack of relevant keywords - Unless your market research shows that 95% of the world’s population knows your brand, you’d be wise to include a word or phrase that describes your product/service i.e.:

    Pfaltzgraff Home Décor Sale or Pfaltzgraff Dinnerware Sale

    The ad is more likely to be seen, not only by loyal Pfaltzgraff fans, but also potential new customers who may never have heard of Pfaltzgraff but who just searched for “Home décor” or “Dinner ware”

  3. Body Text
    There’s not a single relevant keyword in the body text of this ad:

    40% off One Item – Limited Time
    Enter Code: SEPT40. Sale Ends 9/20
Keep: “40% off”

Remove: “One Time” (it doesn’t make the offer sound more exciting (quite the contrary) - you can tell people about limitations on the landing page.

Keep: “Limited Time” Giving people a sense of urgency is a proven way to get them to take action.

Remove: “Sale Ends 9/20” You already said “Limited Time” don’t waste valuable space saying the same thing twice.

I prefer the phrase “Limited Time” over “Sale Ends 9/20” It gives the reader a sense of urgency regardless of when the ad is read and is more likely to make the reader take immediate action. As opposed to reading an ad on September 1 that says: “Sale Ends 9/20” – which might make the reader think: “that’s 20 days from now, I’ll come back later“ (Which they rarely do!)

Remove: “Enter Code SEPT40” again a total waste of valuable advertising space that does absolutely nothing to make your offer more interesting – you can give people the discount code on the landing page.

This is what’s left after cleaning out irrelevant fluff:

“40% off – Limited Time”

which leaves us with plenty of space to add some relevant keywords and make the ad appeal to a broader audience other than just those who already knows the brand - It could look something like this:

40% off Pflatzgraff kitchenware &
dinnerware, Hurry - Limited Time

Always be testing!

Don’t settle for what YOU perceive as the perfect ad - test different combinations of ad copy and landing page designs to find the combination with the highest conversion rate

Recommended Reading:

It's official, I'm a "Nookie"

Michael Schmidt - Thursday, August 26, 2010
Just bought a "nook" (the ebook reader from Barnes & Noble) and I love it!.

I buy 3-5 books every month and they are mostly Marketing, Business, Design or Web related titles, which means they usually cost between $30 and $50 each and with 25-50% savings on eBooks (as opposed to the print version) it doesn't take a math genius to figure out that the "nook" is going to pay for itself in a very short time (WIFI version: $149.00 - WIFI + 3G version: $ 199.00) - I bought the 3G version.

The E-Ink screen is easy on the eyes for hours of reading (As opposed to back-lit LCD screens) and you can read in direct sunlight, just like it was black print on white paper.
Only drawback the screen is not lit, so you can't read in the dark - but that is easily fixed with a clip-on reading light for less than $20.

So why the "nook" and not Amazon's Kindle?
I actually almost bought the Kindle but decided to make a side by side comparison and the two readers a remarkably similar on the most important features.

The features that changed my mind and made me buy the "nook" was:

  • You can change the battery of the "nook" when it eventually burns out (which usually happens within 3-4 years for this type of rechargeable batteries) When the battery on the Kindle burns out, well, you'll have ti buy a new Kindle.

  • While the "nook" has a black and white E-Ink screen just like the Kindle, It also has a small color touch screen for navigation that also doubles as a virtual keyboard (much like an iPhone's) and works remarkably well. You can also use the mini touch screen for: Scrolling through book covers, search your library, check email via the "nook" web browser amongst other things.

  • The "nook" uses the Android Operating System and you can actually install special Apps for the nook (RSS readers, library organizer, Notes etc)

  • You can expand the memory of the "nook" with a micro SD card.

  • Access to approx 900.000 books + When you bring your "nook" to a Barnes & Noble store/cafe you can even read books that are not free for up to an hour.

  • and last but not least - It plays MP3's (has a 3.5 mm. headphone jack)
My new "nook" has been glued to my hands for two days - It's absolutely the coolest and I highly recommend it! (and NO, I'm not an affiliate or a paid reviewer/endorser).

White papers - should you insist on registration before visitors can download?

Michael Schmidt - Tuesday, October 06, 2009
In a recent article, Ann Handley of MarketingProfs raises the question: "Should You Put Your eBooks and White Papers (and Other Content) Behind a Registration Page?". [Full Article]

This is an extremely relevant question for anyone using white papers and other downloadable assets to generate leads.

To register...
Requiring registration to download your white paper will give you the name/email of everyone who downloaded it, but you risk losing potential customers who are reluctant to give out personal information before they are ready to buy or engage in a dialog about your product/service - furthermore, you'll find that an increasing number of people simply submit fake names/emails to get the white paper while avoiding being contacted by you.

...or not to register?
Allowing downloads of your white paper without registration will almost certainly result in a dramatic increase in the number of people downloading your white paper, you just won't know WHO nor will you be able to communicate directly with them and your conversion rate will likely be much lower that with required registration. That being said, this can be a very effective way of getting your white paper in front of a lot more people! and you could still get good results (1% conversion of 10,000 leads is still better than 5% conversion of 100 leads)

There are good arguments for both approaches but there's really only one answer: whichever works for you! and the only way to find out is to test both approaches side-by-side:

Just test it!
Run an A/B split test by having your online ads send half the click-throughs to a page where your white paper can be downloaded without registration and the other half to a page where registration is required before download.

Make your white papers "trackable". Although there is no 100% accurate way to track conversions from white papers that did not require registration, there are a several things you can do to optimize the accuracy of your tests:

  • Use different file names for the white papers used in the test
  • Use different 800-numbers in each white paper - set up new numbers specifically for this test to make sure they are not generating calls from other source (yellow pages, magazine ads, business cards etc.) which would "pollute"  the results.
  • If the white papers contain links to content on your website, make sure you use different landing pages (links in white paper X link to landing page X and white paper Y to landing page Y).
In other words - make it all trackable in a way that allows you to measure and identify the source of all traffic (phone, web, email etc.) generated by this test so you can compare the end result and decide which approach works for you.

Weekend Roundup: 65+ Hottest News Tweets on: Tech, Social Media and Design.

- Sunday, July 12, 2009

Bit Rebels

Super Mario Why Don’t you Get a Job?
iWood Cobra for iPhone
Next Gen Credit Cards
Structured Shoes | Design
Track Your Carbon Footprint
Aliens In Our Sewers
How to Make LOLz
Psychedelic Designs
You think YOU got a huge iPhone Bill!
Earthquake Survival Kit |Design


How To Run Multiple X Sessions Without Virtualization
How to Upgrade Ubuntu Without Rebooting with Ksplice

Personal Branding Blog

Personal Branding Video | Gary Vaynerchuk
Don’t Put Off Personal Branding to Focus on Keeping Your Job


How would you change Sony's OLED Walkman?
Packard Bell debuts updated ixtreme desktop PC
Keepin' it real fake, part CCXXII: Looks like "WeFound" a total Kindle ripoff
Nokia interface patent fits like an AR-enhancing glove
Engadget's recession antidote: win a LG enV3 for Verizon Wireless
LG X13 netbook spotted in FCC photo shoot
Former Gizmondo exec Stefan Eriksson gets 1.5 year sentence, movie might now have ending
Podcast 154 - 07.11.2009
Image of Zune HD's marketplace surfaces, leaves much to the imagination
"Bionic" goose happy to have new leg, disappointed by lack of retractable laser cannon
Insignia NS-HD01: first-ever portable HD Radio on sale at Best Buy
MacBook Pros with 7200RPM HDDs getting a touch too noisy?
Keepin' it real fake, part CCXXIII: VAIO W netbook clone handily beats Sony to market
BlackBerry Storm 2 spec'd, 3G-equipped original en route to AT&T?
BlackBerry Tours, come and get 'em on Sprint and Verizon
Neoluxiim demos solar-powered e ink display


The Google Revenue Equation, and Why Google’s Building Chrome OS
HOW TO: Combine Facebook and Twitter for Live Chat
Top 10 Funny Videos on YouTube
Twitter Music Chart: A Billboard Hot 100 for Twitter?
Ask & Answer The Web’s Questions With Aardvark + Free Invites!
HOW TO: Manage Social Media Goals and Expectations
Michael Jackson Lives On, with Eternal Moonwalk
7 iPhone Apps That Can Save Lives
Twitter Grabs a Google Lawyer
The Top 10 Social Media Stories You Might Have Missed
5 NEW Twitter Games to Make Tweeting Fun


Indie Author Lands Book Deal After Self-Publishing On Kindle Store
Use To Collect And Share Track Lists From Any Live Performance
The Hype Machine’s New Twitter Music Chart Is Too Easy To RickRoll
Google Stealing Apple’s Ideas And Other Tales Of Accidental Corporate Espionage
How Much Does Google Like Twitter? (They have 40+ Twitter Accounts)
23andMe Zeppelin Hanging Out Above My House, Creeping Me Out
RentHop: Easier Apartment Hunting, Without The Broker Fee
Real-Time Conversations Hasten Social CRM
Get Ready For Animoto Video…And Animoto 3D
Twitter Expanding Executive Team: Hires General Counsel From Google, Looking For CFO
Thanks Everyone: The Real Time CrunchUp + The August Capital Summer Party.
Dazzboard, An Open iTunes For Just About Any Portable Media File (500 Invites)

3 Tips for Quick and Free Translation Between Languages
3 Great Websites For Beginners to Learn How to Hit a Golf Ball
Geeky Fun: Latest Hilarious Picks
Pay Your Friends To Do Things For You With Paypal’s Do Stuff For Money
Cool Websites and Tools [July 11]
The 4 Fixes to Common Problems with iTunes for Windows XP
Xiah Rebirth – Martial Arts Themed MMORPG
Manage Multiple Cameras Like A Pro [Mac]
5 Recommended Bookmarklets To Simplify Tedious Tasks
Manage Application Updates With The ‘Google Updater’ Service [Windows]


The Web of Identities: Making Machine-Accessible People Data
ReadWriteWeb Events Guide, 11 July 2009
Cartoon: That's What Friends Are For
12 Companies Targeting Early Tech Adopters

Design Shard

Twitter Hash Tags for Designers and Developers

Todays 80+ Hottest News Tweets on: Tech, Social Media, Marketing & Design

- Saturday, July 11, 2009




TG Daily

Bit Rebels


Personal Branding Blog

80+ Hottest Tech, Social Media, Marketing & Design Tweets - July 9 2009

- Friday, July 10, 2009

Bit Rebels

Unusual Wedding Invite
Creative – Global Warming Videos
Play on Logo Symbols
Elements of Life | DJ on Tour
New York – Luxury Packaging


 I Am Stunningly Uninterested In Diller And Malone’s Opinion Of Twitter
BlackBerry Clearly Has Some Apple Envy Issues
Why Chrome OS Now? Because Microsoft Office In The Cloud Comes Monday!
Bing Comes To Hotmail
Web-based Productivity Suite Zoho Now Integrated With Microsoft Access
Mollom Blocks Its 100 Millionth Spam Message
Indaba Music Improves Collaboration Through Revamped Digital Music Workstation
MG Has A Chrome Attack
Live from London: The Europas Awards
OneRiot Real-Time Search API Now Open To All
Twitter CRM Service, CoTweet, Raises Series A Funding; Launches Public Beta.
SuperFan Combines Social Gaming With Fan Worship
Office 2010 Promo Video Promises Action, Excitement, Explosions
Google Finally Adds Creative Commons To Image Search
Speeding Up RSS
It’s Official (Kind Of): People Prefer the Kindle
Location Now Built-In To Google Maps — In Chrome And Firefox
Someone At Apple Has A Sense Of Humor
Multi-Platform Media Sync Software DoubleTwist Gains Hundreds Of Thousands Downloads, Now Available in Japan
TokBox Fires 50% Of Engineering Team, All Founders Gone
Gnip Launches Push API To Create Real-Time Stream Of Business Data
New URL Shortener Is Kind Of Cool, Kind Of Defeats The Point
While Sacks Plays Poker, Yammer Burns
Microsoft’s Silverlight 3 Launches Early
The Naked Truth 2009 Slides: Show Me The Money
Bing To Google: Try Updating Your Index Once In A While
Review: Nokia N97 - So Close, Yet So Very, Very Far.


Should a Social Media Editor Use Social Media?
The Web in Numbers: Twitter Back on Track, Wolfram Alpha Plummets
CoTweet Now in Public Beta; Get the Same Twitter CRM Tools as Big Brands
#12forGood Contest: One Day Left to Win a Kodak Zi6!
Stats: How Much Money are Facebook and MySpace Making?
NFL Says “No” to Players Tweeting During Games
15 Must-Follow Comedic Film Actors on Twitter
With 50 Million Monthly Users, Meebo Hones in on Engaging Ads
The New York Times Asks Readers If They’d Pay For Online Version
5 Steps for Successful Social Media Damage Control
In Case You Don’t Know Where You Are, Google Maps Now Tells You
Place Your Bets: Will an NFL Player Tweet from the End Zone?
Skating Babies Make Evian Commercial a YouTube Hit [Video]


Zoho's New Plugin Turns Microsoft Access Databases into Web Apps
Interview With Tim Berners-Lee, Part 1: Linked Data Part 2:
Who Uses Social Networks and What Are They Like? Part 1: Part 2:
Security Guru Calls Chrome OS's Security Claims "Idiotic"
CoTweet Opens Public Beta: Now You Can Tweet Like Starbucks
eMarketer: Blame it on MySpace: Ad Spending on Social Networks Expected to Drop 3% This Year
Boxcar: Twitter Push Notifications Done Right
Dreaming the Impossible Dream? CancelAds Removes Display Ads from Online Content
John Hagel Interview: Implications of the Shift Index for Enterprises
SaaS Is Over-Promising and Under-Delivering, Survey Says
How to Fire Non-Performers
Five Early-Stage Alternatives to the Traditional Investment Model of Growing Startups

TG Daily

Google's a threat to you, not Microsoft
Robot learns to smile and frown
Nvidia "stealth launches" two new products
Supernovae are most distant ever detected
Things looking up for semiconductor market, says iSuppli
Compound extends lifespan by a third
Cellphone site will track your enemy down - at a price
Murdoch says Twitter is bad investment
Verizon readies Blackberry Tour
Google Chrome OS: Is Google finally jumping the shark?
Apple files patents to improve the iPhone
You don't have to choose between Bing and Google
Arctic thick ice disappearing at dramatic pace, NASA says
Alcatel-Lucent greens DSL
Inlet introduces live video streaming for the iPhone
EA declares end to Tiberium wars with C&C 4
iPhone shakes up mobile games industry


11 More Alternative Search Engines You May Not Know


Has Microsoft Killed the Linux Netbook?

Personal Branding Blog

Setting Up for Successful Follow-up
Blue Collar Personal Branding

PC World

Microsoft Ties Dynamics CRM to Twitter


Combine PR, Branding, and Lead-Gen to Market Through the Recession: 6 Steps

Practical eCommerce

Blogging Builds Trust, Demonstrates Expertise

Website Magazine

Commission Junction Offers Green Products
Focus on the Creative, Not Just Clicks
VisiStat 7.0 & LeadCaster Wow with Linkedin, Jigsaw Integration

Top 50 Tech and Social Media Tweets July 7th 2009

- Tuesday, July 07, 2009
 Roundup of todays most Important Tweets from eSuiteOne:

  • Pandora (And Other Internet Radio) Has Officially Been Saved View
  • ViralHeat: Sophisticated Social Media Tracking on the Cheap View
  • Better Business Bureau Warns Against Slimy Twitter Scams View
  • Mozilla Labs Launches Open Web Tools Directory for Developers View
  • Does Twitter Deserve a Nobel Peace Prize? Maybe Not Yet, But It Could Someday View
  • Google Updates Its Real Estate Search: Should the Competition be Frightened? View
  • You Put Your Aardvark In My Twitter (Bonus: Interview With Founders) View
  • Google Finally Peels The Beta Label Off Gmail, Docs, Calendar, and GTalk View
  • GSM Palm Pre Hitting O2 and Movistar In Europe View
  • !!! Google Apps Standard Edition Findable Again !!! View
  • Acquires People Media For $80M In Cash View
  • Mozilla Aims To Centralize All Open Web Tools In One Directory View
  • China Blocks Access To Twitter, Facebook After Riots View
  • Finally, A Decent Website To Browse Android Apps: AndroLib View
  • 50 Creative and Inspirational Personal Portfolio Websites » View
  • Push Gmail Comes To The iPhone — Through An App (If It’s Accepted) View
  • Palm Pre To Hit Europe By Christmas With Telefónica View
  • Think About it. Do You Really Want An HD Camera In Your Phone? View
  • ZooLoo Is A Social Network That Basically Never Wants You To Leave View
  • What The Hell Happened To The Free Version Of Google Apps? View
  • Google Grows Up; Removes Beta Tag from Gmail and Other Apps View
  • What Click-Through Rate Can You Expect From Twitter? View
  • China Blocks Twitter and Facebook … Again View
  • Microsoft Warns About a Serious IE Security Hole View
  • Facebook Users Are Getting Older. Much Older. View
  • 7 Freebies From SitePoint You May Not Know About View
  • #SEO | Pretty URLs: Pretty Easy! View
  • #SEO | Using the Adcenter Excel Plugin for Keyphrase Research View
  • #SEO | Link Consolidation: The New PageRank Sculpting View
  • #SEO | How To Make Your Microsoft .Net Site More SEO Friendly View
  • Opera CEO Claims Unite is Secure, But That's Not Its Real Problem View
  • Chris Anderson's new book, Free: The Future of a Radical Price, is stirring controversy View
  • #personalbranding | Personal Brand Taglines View
  • New Chart: Lines Between Display Ads, Search, and Social Blurring Rapidly View
  • #videoproduction | How to Convert Your Video Easily in Mac with Evom View
  • #videoproduction | TIPS & TRICKS: How to Composite Video for Inserting Backgrounds in Sets View
  • #ecommerce | Chart of the Week: Unpredictable Gas Prices Push Shoppers Online View
  • #ecommerce | AMR Research adds two consumer products supply chain analysts View
  • #ecommerce | Responsys goes down under View
  • #ecommerce | Marketing firm BLI Messaging plans to double staff with capital infusion View
  • #ecommerce | E-mail marketer StrongMail acquires social marketer PopularMedia View
  • #ecommerce | Traffic falls at many leading computer and electronics e-retailers in May View
  • #ecommerce | NVC Logistics hires a new sales exec View
  • #ecommerce | E-commerce stocks slump in a less than dandy pre-holiday Wall Street week View
  • #ecommerce | Hershey kisses its e-commerce site good-bye View
  • #ecommerce | Multichannel jeweler Zale drops chief e-commerce officer View
  • Announcing the launch of the Obox Signature Series View
  • From The Couch [Video] Announcing the launch of the Obox Signature Series View
  • Make Your Own DVD Movie Covers with DVD Print [Windows] View

Six Reasons to Stick with Your Startup: Survival Stories from the Trenches

- Tuesday, July 07, 2009
[From ReadWriteWeb July 7th 2009]

Starting a new tech company is a labor of love. Particularly in the beginning, when funds are low, expectations are high, and the product is still a twinkle in the developer's eye, stressful situations under external pressures can lead to pull-the-plug moments.

Real life startup experiences, read the whole story here: Six Reasons to Stick with Your Startup

Use the recession to grow your business

- Wednesday, April 29, 2009
When small businesses tighten the belt, the marketing budget is often the first victim. Don’t make that mistake! - Many (most?) of your competitors are cutting back on their marketing - use that to your advantage - increase your marketing in media/areas normally used by your competitors. Potential customers will see less mention of your competition and more of your business - now is the time to take market share and position your business for maximum growth when the economy turns positive again.