“10 Simple Things You Can Do Today to Improve Your Website Results Tomorrow,” the last in a four-part webinar series aimed at maximizing online marketing, was presented last Thursday by Brian Offenberger of BizGrowth Solutions for the benefit of all SEMA members.

“This webinar was one of the most exciting and beneficial web-based events that we have hosted, simply because it took a lot of what was presented throughout the May series and applied it to practical situations,” said Nathan Ridnouer, SEMA’s senior director of member services. “Our member participants learned specifics on how to improve their website from strategy development to performance monitoring.”

The following 10 tips, plus three bonus tips, were revealed:

1. Forecast Your Results—It is important to establish what your goals are so that results can be measured. Determine a timeline of when results are expected and how often you will check them.
   
2. Get Content Indexed—All content pages should be indexed to maximize results. Search engines must see every part of your website. To find out whether your pages are indexed to appear in search engines, seek help from such online tools as https://www.google.com/webmasters/tools/sitestatus.
   
3. Select Your Keywords—Keywords are words and phrases that people use to find solutions to their needs and problems. Search engines use keywords to find, classify and rank your webpages. The following websites can help with the selection of effective keywords: 
    
   • https://adwords.google.com/select/KeywordToolExternal
    
   • www.wordtracker.com
    
   • www.KeywordDiscoveryTool.com
    
   
   
4. Optimize Your Content—Make your content appealing to others. Use keywords in content and update content frequently. 
   
5. Attract Links to Your Site—Links are like signs on the Internet pointing a visitor from one place to another. Links can help with lead generation and are highly used by Google to naturally rank websites. It is essential to know how many incoming links are recognized by a company’s website.
   
6. Build the List—The most valuable business asset is the customer and prospect list. This includes names, addresses, e-mails, EVERYTHING! E-mail address collection is a standard business practice. Obtain e-mail addresses online when providing information and during giveaways.  
   
7. Measure Your Results—Websites and online marketing offer you unprecedented opportunities for customer behavior data. The previous statement holds true when pertaining to measurement of marketing effectiveness as well. 
    
   • Invest in and understand web analytics
    
   • Failure to do so is a loss of profits
    
   • Failure to understand is a tax on profits
    
   • Where do visitors come from?
    
   • What do they do on your website?
    
   • Which offers are most compelling?
    
   • What is most profitable?
    
   • Some excellent learning resources include The Web Analytics Association and Online Marketing With RSS Ray archives.
    
   
   
8. Provide Separating Reasons to Do Business With You—Why should consumers do business with you? Avoid “me toos.” If your competitor can say “me too,” then you haven’t given a separating reason to buy from your company. Be bold and have easy-to-understand separating elements. These separating elements must bring value to customers.
   
9. Multi-Channel Lead Generation—Most businesses use one or two channels of lead generation. Google rewards multi-channel marketers. Explore:
    
   • Organic search
    
   • Paid marketing
    
   • Social media marketing
    
   • Permission-based e-mail marketing
    
   • Joint venture marketing
    
   • Content target advertising 
    
   
   
10. Build Trust With Visitors—Lack of trust is one of the top four reasons visitors will not buy from you. If they do not trust you, they will not buy from you. Trust building improves conversions an average of 14%. The following tools help build trust:
     
    • Money-back
     
    • Free trials
     
    • Testimonials
     
    • Case studies
     
    • Privacy policy
     
    • Anti-spam policy
     
    • Terms of use
     
    • Return policy
     
    
    
11. Bonus Tip #1: Test, Test, Test—Let your ideas be tested. Put it on your website, and your visitors will let you know the answer. Constantly test your:
     
    • Page titles
     
    • Paid search ads
     
    • Channel effectiveness 
     
    • Placements
     
    • Landing pages
     
    • Email marketing messages
     
    • Offers
     
    
    
12. Bonus Tip #2: Give “Lookers” Reasons To Stay Connected—Not everyone that comes to the site is ready to buy. You have already expended some marketing dollars to get them to the site. Your objective should be to keep “lookers” engaged with your company until they are ready to buy. Keep them engaged by either getting their contact information or giving them reasons for repeat visits.
    
13. Bonus Tip #3: Free Online Marketing Tools—Take advantage of free online marketing tools, including http://www.bizgrowthseo.com/free_seo_control_tools.php.
    

To download the full version of this webinar, click here.  

Don’t miss the following upcoming webinars:

• “Managing Your Cash Flow in Challenging Times," June 5, 2008, 10 a.m. PST
  
• “SEMA Show: Money Well Spent for Your Business," June 12, 2008, 10 a.m. PST.

SEMA Show exhibitors: Get some extra company exposure at the 2008 SEMA Show by offering your products to builders through the SEMA Products for Project-Vehicle Builders list. Included each week in SEMA eNews, the list is accessed by hundreds of builders seeking the pieces that add extra flair to their project vehicles. Product placement opportunities such as this are so beneficial that many exhibitors offer products for free or at a greatly reduced rate.

Exhibitors: To place your product in the list, submit the form included with the SEMA Show Exhibitor Prospectus. Or, send your company name, a brief product description, your SEMA Show booth number and contact information to eNews@sema.org and put “Product List” in the e-mail subject line. Remember, builders will contact you directly, so make sure your contact information is accurate. New submissions will be included every week.

Here are some offerings from exhibitors:

Exterior Components/Accessories

DiamondBack Truck Covers: Utility truck covers; HD cover can haul up to 1,600 lbs. on top, and the SE cover can haul up to 400 on top. Both covers are comprised of three panels. The two hinging panels can also flip back 180 degrees for the hauling of taller objects. Contact: Nate, 800/935-4002, ext. 29.
 
Truck Covers USA (Booth #36162): Roll Covers and accessories. Contact: Kim Tremelling, ktremelling@truckcoversusa.com, 858/622-9135. Website: www.truckcoversusa.com.

The 2008 SEMA Show is scheduled November 4–7 in Las Vegas. Complete Show information is available at www.SEMAShow.com.  

If you are receiving duplicate SEMA e-mails or letters or just want to reduce the amount of incoming mail, let SEMA know. The membership department will use your comments and feedback to “tighten up” the database and create the best experience for members. E-mail memberinfo@sema.org or call 909/396-0289 and ask for the membership department.

"We’ve been following this SS, this very prototype, from the highways in Australia to the Nürburgring, and now to General Motors’ compound in Milford, Michigan," says spy photographer Brenda Priddy about the newest 'Maro variant.
 
Priddy explains that while there have been rumors and spy photos claiming to be “other” SS prototypes in the States, inside sources tell her that this is THE needle in a haystack, the only Camaro SS prototype in the country, caught during high-speed testing at the Milford proving grounds.

"The bright-red Brembos, along with the unmistakable engine notes, are dead giveaways as to the true identity of this Camaro," Priddy says.

Filler for eNews

At the May meeting of the Off-Road Business Association’s (ORBA) Board of Directors, SEMA Government and Public Affairs Manager Jason Tolleson was selected to serve on the ORBA Board of Directors.

Tolleson serves as director of the SEMA Action Network and is the primary contact for the association on land-access issues and coordinates legislative and regulatory activities with other industry and end-user OHV organizations.

SEMA has been a member of ORBA since 2004, and both organizations share similar mission statements to protect and promote member businesses.

"I welcome this opportunity to join with my fellow board members and ORBA staff in advocating on behalf of the off-road industry," said Tolleson. "Through the support of our members, we will continue to engage and educate policymakers on the economic and political strength of the OHV industry."
 
Tolleson is a graduate of Brigham Young University-Hawaii, where he majored in political science. Upon moving to Washington, D.C., he began work as a legislative aide on Capitol Hill. More recently, he served as a lobbyist representing local governments and transit agencies before joining the SEMA Government Affairs Office in 2004.

Executive Director of ORBA Fred Wiley stated, "We look forward to working with Jason and taking advantage of his vast experience."

ORBA is a national trade association composed of off-road-related businesses united to promote common goals that support the prosperity and growth of the off-road industry.

KIWI COLLECTOR: Scott Dixon dominated the month of May at Indianapolis Motor Speedway, culminating with a victory in Sunday’s Indianapolis 500. Dixon earned a record $2,988,065 from a record overall purse of $14,406,580. Second-place Vitor Meira became the first Indy runner-up to earn more than $1 million, collecting $1,273,215.

LONG-TERM: The IndyCar Series and the Grand Prix Association of Long Beach entered into a long-term agreement that will keep the IRL racing at Long Beach through 2013.

RETIRING: After more than 30 years at the helm of Lowe’s Motor Speedway, celebrated racing promoter H.A. “Humpy” Wheeler retired following Sunday’s Coca-Cola 600 at the 1.5-mile superspeedway.

ANOTHER TRACK: Speedway Motorsports, Inc. Chairman O. Bruton Smith announced the company’s purchase of Kentucky Speedway, giving the race-track company eight major racing facilities.

TRADITION REMAINS: Bobby East and Shane Cottle claimed victories in traditional Indianapolis weekend races: the Night Before the 500 midget-car event and the Little 500 sprint-car race.

TESTING: Former Champ Car driver Paul Tracy will test a Craftsman Truck for Germain Racing later this week at Chicagoland Speedway.

HONORED: Noted racing broadcaster Bob Jenkins earned the Bob Russo Founders Award from the American Auto Racing Writers and Broadcasters Association.

POWER RANKINGS: NASCAR driver Kyle Busch remained at the top of the National Speed Sport News Power Rankings. The National Speed Sport News Power Rankings are published weekly in the 74-year-old motorsports publication. However, Indy 500 winner Scott Dixon jumped to second.

SUBSCRIBE: National Speed Sport News has been published weekly since 1934. To subscribe to National Speed Sport News, click on the following link for a special industry rate: www.nationalspeedsportnews.com/subscribe.html?pid=NQ%2BVfhkepT4%3D.

NEWS NUGGETS

HEADING TO THE ‘HEARTLAND’; POWERade SERIES AT HALFWAY POINT IN COUNTDOWN TO 10: As the NHRA POWERade Series heads to Heartland Park Topeka this weekend for the 20th annual O’Reilly NHRA Summer Nationals, it also enters the second-half of the regular season, or Countdown to 10. This means that only 10 races remain for drivers in all four categories to solidify their spots in the top 10 before the Countdown to 1 begins at the inaugural NHRA Carolinas Nationals at zMAX Dragway @ Concord.
    For many drivers sitting on the outside looking in, a few points lost or gained at this point of the season can mean the difference between hoisting the world championship trophy in Pomona in November or getting an early start on the off-season. This couldn’t be more obvious than in Funny Car, where Phoenix winner Jack Beckman, Bristol winner Melanie Troxel and former world champion Gary Scelzi all sit within a few points of 10th-place Del Worsham.

NHRA STARS GET FIRST TASTE OF zMAX DRAGWAY @ CONCORD: NHRA drivers John Force, Mike Neff, Jeg Coughlin and Matt Smith got their first taste of zMAX Dragway @ Concord this week, though, it was behind the wheels of 112,000-lb. dump trucks down the unpaved quarter-mile. Mike Neff, with the help of temporary crew chief Jeg Coughlin, held off John Force and Pro Stock Bike world-champion-turned-engine-tuner-for-the-day Matt Smith, with the help of teammate Angie McBride, to pick up their first wins at the new track, though the vehicles were anything but speed machines. Top Fuel driver Antron Brown stood at the finish line to wave the checkered flag in favor of Neff. Below you’ll find the comparison between Mike Neff’s dump truck and Funny Car.

NHRA DRIVERS VISIT INDY 500: NHRA Funny Car drivers Melanie Troxel, Tommy Johnson and Tony Pedregon all stopped by the famed Indianapolis Motor Speedway for the 92nd running of the Indy 500. Troxel and Johnson were special guests during the American Auto Racing Writers and Broadcasters Association’s annual Indy 500 Breakfast held that Saturday, while defending world champion Pedregon spent some time meeting with the media during the race on Sunday. For more on all the events that occurred for many NHRA drivers this past week, please visit NHRA.com.

MASKIN REJOINS YATES TEAM FOR REMAINDER OF THE SEASON: Three-time Pro Stock champion engine builder Richard Maskin will rejoin two-time Pro Stock world champion Jim Yates and the WileyX Eyewear Pontiac GXP team starting at this week's O’Reilly NHRA Summer Nationals in Heartland Park Topeka. Yates and Maskins first teamed up in 1994 and went on to win an NHRA Pro Stock world championship two years later.

COMING ATTRACTIONS

O’REILLY NHRA SUMMER NATIONALS, HEARTLAND PARK TOPEKA, MAY 30–JUNE 1: Entering the ninth race of the NHRA POWERade Series, drivers will look to gain precious points in their quest to qualify for the Countdown to 1. Defending event winners include: Brandon Bernstein (Top Fuel); Mike Ashley (Funny Car); and Greg Anderson (Pro Stock).

TORCO RACING FUELS ROUTE 66 NHRA NATIONALS, ROUTE 66 RACEWAY, JUNE 5–8: The NHRA POWERade Series heads to The Windy City for the 10th race of the season and second half of the regular season Countdown to 10. Defending event winners include: Larry Dixon (Top Fuel); Gary Scelzi (Funny Car); Jeg Coughlin (Pro Stock); and Andrew Hines (Pro Stock Motorcycle).  

LUCAS OIL NHRA SUPERNATIONALS, OLD BRIDGE TOWNSHIP RACEWAY PARK, JUNE 19–22: The drivers of the NHRA POWERade Series return to this historic track in New Jersey. Defending event winners include Larry Dixon (Top Fuel); Tommy Johnson Jr. (Funny Car); Greg Anderson (Pro Stock); and Craig Treble (Pro Stock Motorcycle).  

INSIDE THE NUMBERS

4: The number of different drivers to win in Funny Car at Heartland Park Topeka in as many years. Defending world champion Tony Pedregon was the last driver to get back-to-back wins at the track in 2002-2003.

DID YOU KNOW…

…that Funny Car driver Robert Hight has earned the No. 1 qualifier at Heartland Park Topeka for every year he has competed there (2005, 2006, 2007) but has never made it to the final round. Last year, Hight’s hopes for his first win in Topeka burst into flames, along with his car, during a fiery explosion after a second-round win over Scott Kalitta.

For more information, visit www.nhra.com.

Chris Cook

Chris Cook, a 25-year industry veteran and an acknowledged industry expert, joined Mobile Electronics magazine as editor. Cook brings an impressive track record and broad range of knowledge to the role. Cook is a mobile-electronics veteran with a deep understanding of retail business, OEM integration, manufacturing and design of automotive consumer electronics. Cook previously served as the staff liaison to automotive executives from Consumer Electronics Association (CEA) and currently chairs the position of the CEA Mobile Electronics Division’s Connectivity Committee.

Tire Group International opened a new sales office in Panama City, Panama, and hired Augusto Terracciano to lead the new location. Terracciano has vast knowledge of the local Panamanian market and a background in international commerce.
    “Establishing a local presence in Panama at this time fits into our growth strategy. Panama is a country that is experiencing a construction boom, in addition to the current Panama Canal expansion project. This makes Panama a country where TGI wants to be involved. There is also the future opportunity of opening a distribution center in the free-zone area; this can only further enhance TGI’s distribution capabilities in the region,” said Tony Gonzalez, Tire Group International’s chief executive officer.

While organizers of the Tire Rack One Lap of America cross-country driving event had hoped to raise $100,000, participants set a new event record, raising more than $133,000 for more than a dozen charities. The eight-day odyssey attracted some 160 entrants in 71 cars traveling more than 4,000 miles to benefit hospitalized, adopted and terminally ill children, amputees, transplant recipients and cancer survivors. Complete results are available at www.onelapofamerica.com. 

Participants in the Tire Rack One Lap of America raised $133,000 for more than a dozen charities.   

General Tire announced that it partnered with Team Lucas and is the official tire of the Lucas Oil World Series of Off-Road Racing (WSORR) for the 2008 season and beyond. Shown nationally on SPEED Channel, the series features off-road trucks and buggies racing in front of live spectators throughout the Midwest. This sponsorship extends General Tire’s exposure to the growing off-road racing market in the United States.  

The editors of Kelley Blue Book’s kbb.com (www.kbb.com) announced their picks for Kelley Blue Book’s 2008 Top 10 Best New Road Trip Vehicles. The www.kbb.com editors evaluated all tangible and intangible attributes that would enhance any long drive, such as driving enjoyment, passenger comfort, cargo space and fuel economy. 

Kbb.com’s Top 10 Road Trip Vehicles for 2008
Vehicles listed in alphabetical order

• Audi S5
• Bugatti Veyron
• Chevrolet Malibu
• Chevrolet Tahoe Hybrid
• Dodge Grand Caravan
• Ford Flex
• Infiniti EX35
• MINI Cooper Clubman
• Toyota Prius
• Volkswagen Eos

For more information on the editor’s picks, visit www.kbb.com/roadtrip08.

The Goodguys Rod & Custom Association will feature a display of land speed racers, coming directly from Bonneville Speed Week, during the 22nd West Coast Nationals, August 22–24 at the Pleasanton, California, Fairgrounds. Sanctioned by the Southern California Timing Association, the 60th annual Bonneville Speed Week begins August 18.

Land speed racers will be on display at the Goodguys West Coast Nationals, August 22–24.

Yokohama Tire has signed to be the official tire of two Triple-A minor league teams, the Scranton Yankees and Memphis Redbirds. Each team will offer prominent signage, multiple hospitality events and product displays, and Yokohama is planning promotions centered around the team and company, including in-store ticket giveaways and in-stadium contests. The baseball sponsorships follow Yokohama's successful partnerships this season with three NBA teams: San Antonio Spurs;  Boston Celtics and Golden State Warriors.