E-Marketing
Build it and they will come?
Many businesses have the misconception that by simply building a Web site and posting it to the World Wide Web is all that is required for marketing.
Not only does your Web site need to be registered it should be designed to support good search engine placement at the outset. If this was not accomplished, it will need to be optimized by a specialist for best results. Algorithms, techniques, and best practices change rapidly.
Business owners are often frustrated when they invest a lot of money in developing a flashy Web site but find that they are not getting much business over the Internet. It takes more than flashy design. (In fact this can detract from positive results.)
Many Web design firms lack overall Internet marketing expertise. Often Web design firms come from a graphic design or print design background and don't understand the overall complexites of online marketing. Search engines cannot see graphics they can only see code and text. This is an area in which a search engine optimization specialist can really make a difference
Search engines may be the most effective method to promote Web sites. A Direct Marketing Association study found that search engine optimization was the top method cited by Web site marketers to drive traffic to their sites (66%), followed by email marketing (54%). An NPD Group study shows that search engine positions are 2 to 3 times more effective in generating sales than banner ads.
Pay Per Click Advertising
One form of Search Engine Marketing is called pay-per-click. We bid for placement on search listings, set the price you're willing to pay for each sales lead, and manage your campaign. Unlike other forms of Internet advertising you won't pay for (mere) impressions as with banner ads and tiles. You pay only for the sales leads that actually click through to your site.
As with search engine optimization, advertisers often receive a higher ROI from pay-for-placement search when compared to e-mail, banners and other forms of online advertising.
Paid Inclusion
Many search engines and directories have an option where you can pay them to expedite your listing, or sometimes a fee is required to even get listed. We research the best opportunities, and advise clients against paid inclusions that are not good investments. Whether a fee is paid or not, a Web site must still be optimized for search engines for good results – search engine optimization is necessary.
E-mail Marketing
Besides Search Engine Marketing, Email Marketing is another successful method. A Direct Marketing Association study (cited above) found that email marketing was second only to Search Engine Marketing as a top method of driving traffic to Web sites. In opt-in email the prospect has asked in advance to receive your direct response messages.
With email, you can now avoid the high costs of developing promotional hard copy, printing, packaging, postage, etc. And Email Marketing can yield a much higher response rate than traditional direct mail. (Internet Marketing NW is a broker of premium opt-in email lists, and can also work with you to develop your own in house email lists and campaigns.)
Internet Advertising
Although we specialize in search engine marketing and working to develop Web sites to perform well in search engines, we research the most effective forms of Internet marketing and advertising, and consult with clients or businesses that are interested in investing more in effective online marketing opportunities that are likely to deliver a greater return on investment (the value of some forms of Internet advertising is controversial).