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"I always look forward to Katherine's
Easy Web Tips. They really DO take almost no time to get through, and
always provide good solid information (often, I'm not afraid to admit,
in the "I-didn't-know-that!" category). Her expertise and personality
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in my ezine. Her expertise and personality shine through. It's a
wonderfully easy way to tap into her expertise for f.r.e.e.!
Peter Bowerman
Author, The Well Fed Writer
"Go check out Katherine Andes' website ... and
sign up for her newsletter. Each week she sends out a newsletter which comprises a single,
short tip. She writes well, and briefly. She isn't asking her
readers to devote much time to her newsletter, and she always
shares something useful ... one smart tip a week, every week."
Nick Usborne, Author Net Words
Peter Bowerman
Author, The Well Fed Writer
"Go check out Katherine Andes' website ... and
sign up for her newsletter. Each week she sends out a newsletter which comprises a single,
short tip. She writes well, and briefly. She isn't asking her
readers to devote much time to her newsletter, and she always
shares something useful ... one smart tip a week, every week."
Nick Usborne, Author Net Words
Web content development. Search engine optimization. Internet marketing.
What led you to start Andes & Associates?
Six years ago, my money was running out and I needed to go back to work. I didn't want to go back to a traditional office. I had helped my brother's company out writing some requests for proposals that were successful. I realized that if he needed help, other businesses might need help as well. Eventually, I also began writing marketing materials: brochures, newsletters, press releases, etc. Then a client asked me to write his Web site. That got me involved with developing Web content, search engine optimization, e-blasts, pay-per-click campaigns, linking strategies, etc.
What is the greatest challenge in Internet marketing today?
The Internet keeps growing exponentially, so it's getting harder and harder to stand out. Plus there are a lot of spammy Web sites that crowd out legitimate search results. And there are a lot of unscrupulous search engine optimization companies promoting their services. For example, they will get you a No. 1 ranking on a search results page for a term no one searches for! It's extremely difficult for the buyer to figure out who is legit and who isn't.
Three words that best describe you?
Professional. Diligent. Friendly.
Who has been your mentor and what did you learn from him/her?
Looking back, I can see people who attempted to mentor me, but I often thought I knew better and didn't take their advice. When I was mature enough to know I needed a mentor, they simply weren't around. Most folks are too busy to mentor you over a long period of time. When I wanted to turn my business in the direction of Web marketing. I hired a coach, Nick Usborne. He is one of the best Web copywriters in the English-speaking world. I worked with him for nine months to ensure I could advise my own clients accurately, ethically, and successfully.
Where do you see Andes & Associates in 10 years?
I would like to coach the marketing staff of large companies. Of course, no one knows where the Internet will go. So it's anybody's guess.
What don't we know about Internet marketing that we should?
Most companies large and small are not doing nearly enough to market themselves on the Internet. I understand that it can be overwhelming for marketing directors. There is so much to do — and doing the wrong thing can suck up huge amounts of cash. Recently, I counseled a franchise against putting their entire Internet ad spend on Facebook. Most folks who go on Facebook are looking to hang out with their friends. That particular franchise needs people who are actively searching for their products ... not people hanging out with their friends. If they had gone with Facebook, they would have had very little return on their investment.
What are the top three mistakes businesses make when trying to market their products and services on the Internet?
1. Hiring Web designers to build an attractive site, but trying to do their content and search engine optimization themselves without adequate training or help.
2. Building a Web site and then letting it just sit.
3. Making too many of your Web pages as sales pages. Successful Web sites require lots of information pages.
What was your first job and what did you learn from it?
I was a counter clerk at a dry cleaners and laundry in Hanford for $1.05 an hour. I learned how to wait on customers, count back change, clean out pockets with dirty handkerchiefs, mop floors, make coffee after opening the cupboard and waiting for the cockroaches to clear out, and how to calmly tell a police officer with a drawn gun aimed at me that I wasn't a thief and somehow the alarm was tripped off. Seriously, I learned that work isn't always easy, but you just have to do the tasks your boss requests of you.
Listen to radio interview with Fresno talk show host Alan Autry.
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