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MARKETING
So, you have your site online, now what?
Just like any other business, you need to market your site. That is, you need
to let all your visitors and potential visitors know you exist and give them
an easy way to find you online.
There are a number of ways to do this. One
way is through paid click advertising, PPC (pay per click) or PPI (pay per
impression) advertising. PPC/PPI includes paid advertising text, links, or
banner ads. You may also market your site through directory listings, free
clicks from Search Engine Results pages (SER), newsletters, reciprocal linking
and others.
Paid Advertising
In paid click advertising (PPC or PPI) you pay a search engine or
web site to be listed as an advertiser. This has advantages and disadvantages.
First it is a great way to get listed quickly in prominent places. The disadvantage
is that is does not guarantee a conversion, but you still
have to pay for the visitor, or click. We have dealt with organizations that
have benefited greatly from paid click advertising. You have to monitor
the amount you are spending and the conversion rate and cost of the advertising.
This can be done with either the advertisers provided tools or we can provide
a universal conversion tracking tool on your site.
paid advertising information
Directory Listings
There are many flavors of directory listings. They may be either
paid or free, require or not require reciprocal links (links on your site that
link back to the directory). The advantage of directory listings is that you
usually pay a flat listing fee (maybe annually) and do not have to pay per
click to your site. This is a great way to budget your marketing dollar.
SEO/SEM
With Search Engine Results (SER) pages, also referred to as Organic Search
Engine Listings, you do not have to spend any advertising dollars, but there
are a number of steps that are required to get high Search Engine Listings.
First your site will need to be optimized for search engines, this is referred
to as Search Engine Optimization (SEO). SEO improves your site relevance and
visibility to the search engines. Depending on your industry and site, the
amount of work required to optimize your site may vary.
Once your site is ready
for the search engines, then the Search Engine Marketing (SEM) begins. SEM
includes submitting you site to search engines, monitoring results and resubmitting.
During the SEM phase, analysis is performed and some more SEO may be involved
to increase Search Engine Result (SER) listings (position on search engines).
SEO/SEM services
Click & Conversion Tracking
You can not manage,
what you can not measure. With any or all of these marketing methods you
need to be able to know where your traffic is coming from and how much your
conversions are costing you. Conversion may differ for each site, it
may be a signup, a sale, or a contest entry. The bottom line is to spend the
dollars most effectively. Without some conversion tracking tools, you are
throwing money out the window and hoping it all blows back. Contact us about
Universal Conversion Tracking that will work with all your online marketing.
click & conversion tracking information
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