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Internet Marketing Services / Web Site Promotion
The Keys to a Strong Marketing Campaign
- Define the goals for the website. Will it generate leads, make sales or provide sales support, etc?
- Identify your online target market and how they find your products or services on the Internet
- Analyse your competition on the web. Take an Internet field trip and search for your type and brand of product. Make sure your offerings are competitive. Look at variety, shipping options and cost, guarantees, quality of images, supporting documentation, pricing, promotions, credibility etc.
- Determine the sales cycle and market to it. Marketing only to people who are ready to buy leaves out those early in the buying cycle who are in the research phase.
- Create an Internet marketing plan. Start simply. In the beginning, your site and campaign will not be working to full potential. Spend only what is needed to get the data you need to optimize your site and campaign. We highly recommend a paid Google Adwords campaign to start with enough budget to generate 3 to 10 sales per day. Use the data from these sales to fine tune your website. Then expand to other sources.
- Start to optimize the content of the important pages of your website such as the home and category pages. Utilize data from the Adwords campaign to determine best phrases and keywords.
- Indentify Sources of Visitors Based Upon Their Behavior:
- Search engines like Google, Bing and Yahoo (both paid and organic/free).
- Product comparison sites like Google & Bing Shopping, Shopzille, Price Grabber, Shopping.com
- Social Networks to connect with your market like Facebook, Twitter and Linkedin
- Harness the power of bloggers for referrals and evaluations. Partner with them to reach their readers.
- Build your network of partner sites for referrals, generate press releases
- Build affiliate networks to incentive others to sell your product and services. i.e. ShareASale, Commission Junction, LinkShare.
All of these sources have a variety of services to utilize, both paid and free. Paid services have quicker results but result in lower margins. Free services are slower to develop but have the best margins. Optimizing the paid and maximizing the free sources is the goal to maximize sales and profits.
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Plan for continuous improvement. Use a data analytics package like Google Analytics to collect data from all your visitors. Use this data to identify and prioritize areas for improvement. Focus on conversion rates (number of sales per 100 visitors). Note that a good conversion rate is 4% (four sales or leads per hundred visitors). An improvement to 5% equates to an increase of sales of 25%
Finally, remember to diversify the sources of visitors. Don’t put all of your eggs in one basket. Many companies have rocketed to success on first page ranking of one search phrase only to loose it all to a Google algorithm change that relegated them to page three.
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