Re: Great S/E Positioning - Poor Traffic

From: Rob Frankel <rob_at_robfrankel.com>
Date: Thu 23 Oct 2003 08:56:29 -0500

Jennifer Laycock wrote thusly:

>1.) Do a bit of research on your target audience. My gut tells me that
>senior Web users don't head to Google for their searching. Most seniors
>that I know that are online are still pretty timid about venturing out
>into the Web. Likely, they are conducting their searches from their
>ISP's portal page. That means you'll want to rank well on AOL, MSN, and
>other portal sites.

I think this is a great observation that's too often overlooked by
marketers. It reveals that you simply can't always "buy your way in"
by being at the top of any list, or spending more than anyone else.

I'd concentrate more on brand-compatible environments, especially
sites that you know seniors are prone to visit. Classmates.com, for
example, advertises on weather sites, because they're dead end sites
(no place else to go after you visit) for people who have time (not
business, but maybe leisure travel).

Also, consider using a publicity service. PRLEADS.COM is a great
one. The reporters call you when they have a topic they're reporting
on that concerns your specialty. The best deal on the web, hands
down.

HTH
--
Rob Frankel, "Yes, I really do turn users into evangelists for your brand."
Big Time Branding (SM) http://www.RobFrankel.com
Revenue-generating Branded Community (TM): http://www.i-legions.com
The best biz discussion list on the web: http://www.FrankelTips.com




Received on Thu Oct 23 2003 - 08:56:29 CDT