Online Advertising Strategies & Tactics

From: Angela Shoffner <adstract_at_triad.rr.com>
Date: Wed 12 Jun 2002 18:20:55 -0500

Damon,
In a nutshell, there are 2 issues in online marketing and promotion. You
want to bring in as much targeted traffic as possible and second you
want to convert as many visits as you can to sales. The latter issue
has to do with site aesthetics, performance etc. Can the person find
what they came there for? Is there a good call to action to influence
them to do what you hope they will? And, is it easy for them to follow
through? For example, most people are hesitant to give an email address
if they think there's a chance it will end up on a spammers list. You
said that you convert a large number of visits already so your content
must be on track. For the money, I don't think you can beat search
engine marketing. Bid management programs are quick ways to get search
visibility and traffic, but they work only in the engines that the bid
program has partnered with. I consider them to be an enhancement to
search engine optimization. There are several resources that can get you
started in the right direction, but I suggest letting a SEO professional
with experience handle it. Search engine optimization, (not to be
confused with auto submission services) takes a little longer to get
results, but they should reach all major search engines and directories.
However, the SEO firm chosen should be able to first research what
keywords are going to be most effective to promote. There are tools that
report on the exact search phrases your target audience is using, and
how many times. Obviously, top rankings for keywords that are NEVER used
in searches would be useless. For best results, be sure what you select
is not just popular, but highly relevant. There is an investment for SEO
work, but it is just that - an investment - in my experience SEO brings
in about 75% more targeted traffic than bid management alone. Cost
varies widely depending on who is doing the work and the techniques they
employ. In my opinion, a good firm should research the best keywords for
you to promote, your site's current visibility for those terms,
determine an efficient strategy for improvement and THEN develop a
customized quote.
 
 
Angela Shoffner
ADstract Promotions
Advertising, Online Marketing and Public Relations
336 595 2621 office/fax
adstract_at_triad.rr.com
 
Does your advertising reach the right people?





Received on Wed Jun 12 2002 - 18:20:55 CDT