Re: Good solid web advertising

From: Aimee Evans <aevans_at_digitalgrit.com>
Date: Fri 02 Dec 2005 17:22:40 -0600

Hi, Lisa --

I have to agree with Jodi's suggestion, as far as targeting niche sites.
I'm assuming you know your demographic well enough to know whether
additional interests include Cuban cigars, sports cars, hang
gliding...whatever. But I think she's right on in suggesting that you
look at more narrowly targeted sites and blogs. (Be aware that many
blogs don't offer advertising, but you might want to contact the blogger
directly and discuss exchanging links or something of that nature.)

I do have to disagree with Jodi, though -- with all due respect! -- as
far as search engine marketing not being beneficial. It's certainly
worth the effort, as you can cap your spend. Your keywords, as mentioned
in my previous response, are niche-y enough to be less expensive, and
let's face it: most of us do go to the search engines first to find what
we're looking for, especially if it's something really unique. Search
engine marketing offers the highest ROI of any online channel -- plus,
you really have a lot of control over your budget.

For my own campaigns, I have a limited budget for SEM, and even though
my keywords tend to be pricey, I manage to generate many high-quality
leads every month. I just monitor my campaigns very carefully and adjust
as necessary.

Additionally, make sure your site is optimized for the search engines.
If you can't afford an SEO expert on your budget, there are scads of
tips and tutorials out there so you can make at least some of the
adjustments that will make your site more crawler-friendly. (If you have
the content and bandwidth to do it yourself, starting your own blog is a
great way to build traffic and search engine rankings, as well as build
a rapport with your audience. It's pretty darned fun, too.)

Again, best of luck. I'm sure you'll do an awesome job!

Aimee Kessler Evans
Marketing & Public Relations
DigitalGrit
More Effective Web.
973.316.9696 x165
www.digitalgrit.com
Blog: http://digitalgrit.typepad.com



Received on Fri Dec 02 2005 - 17:22:40 CST