Think of an electronic marketing campaign as a circuit board. The synergy between each application affects the success of your campaign. Click above to deactivate the components that are not included in your online strategy to visualize your eMarketing efficiency.
Why Focus on “Electronic Marketing” of your Website?
Regardless of what stage your company is at in the marketing or sales cycle, electronic marketing should be the foundation of your web efforts.
Eighty-five to ninety percent of all website visitation comes from search engine queries, and “searching the Internet” is the second highest computer usage activity exceeded only by email.
Whether you’re a small business or a fortune 500 company, if you’re looking to compete for the customers’ interest, you need an on-line presence and strategy for attracting customers. Many companies only focus on search engine submission or paid placement advertising. This is putting 100% of your efforts into 25-60% of your target market.
Our approach is built around effectively marketing our clients’ sites from a “web campaign” standpoint. Our electronic marketing strategy is designed around utilizing all the web mediums available in a logical systematic progression. These mediums include optimization, placement, positioning, advertising, viral marketing, data mining, analysis and reporting.
Search Engine Optimization
The cornerstone of any campaign is optimization of your site for the terms that best describe your product, service or objective. This means using keyword terms that make sure your site is as relevant as possible for the web user you seek to attract. This also means making sure you are following the guidelines each search engine sets.
Listing terms and getting them categorized so that you become a magnet for the demographic you wish to attract is the next portion of the process.
Have your site reviewed by Ad Forsight to gather information
Define and describe your site and target market
Research keywords, link relevancy and competitors
Test and refine your meta tags, increase relevancy and add links
Submission, review and restart the process to refine based on results
Strategic Placement
Natural Rankings are those that each search engine’s algorithms display in order of their interpretation of the most relevant to what information was requested. Paid placement is just that – an advertisement put in a strategic place. Paid placement is highlighted and is placed separately. It’s not numbered or “ranked” and has nothing to do with how relevant it is to your search request.
Understanding this relationship, we work with you to make sure your site is “strategically placed” to get the maximum benefit from every available web resource. Using all of the tools available, together and effectively, is a part of our electronic marketing strategy.
Category listing in directories and niche engine/directory inclusion
Submit specific search engine paid inclusion where appropriate
Site specific keyword term placement
Positioning
A frequently overlooked aspect of positioning has to do with traditional marketing concepts applied to the web and has two main criteria; 1) being found for a search of a known product and brand building of your company name, goods or services so they themselves become the “searched for term” and 2) putting yourself in position of capturing the generic or brand built stature of your competitors.
Many companies have found that this type of “position marketing” has shown significant increases in their business. The web is a very broad and constantly growing place, so you need to be constantly broadening and growing your presence.
Product, name, service or logo branding
Broad approach to multiple targeted niches
Additional domains, pages or sites
Pages specific listings
Identified competitor targeting
Paid Placement Advertising
Paid placement should be a part of any good campaign because it can augment those situations where you have very specific, limited or highly competitive keyword terms that you might not be able to rank naturally. This is the fastest, easiest and most effective method of getting traffic while only paying for what you get. However, it can also be a very costly method in comparison to having high natural rankings, which accounts for 60-65% of all search engine traffic.
There is a balance that must be achieved between paid placement, natural rankings and conversion ratio in a good web campaign. We work with our clients to make sure they are focusing on the best terms for their respective target market with high conversion potential and the best control of their on-line advertising budget.
Term and visitation research
Target market demographic research
Account creation/scheduling
Reporting analysis and program monitoring and management
Viral Marketing
Viral marketing takes on several forms. Everything from surveys, advergames, ecards and coupons to customer loyalty programs and offers. These applications drive more traffic to your site through a virtual marketplace where end-users continuously extend the reach of your message.
We work with our clients to analyze their needs and understand the target market. Viral marketing makes all on-line marketing efforts more effective.
Target demographic specific campaign
Design applications
Build forwarding campaign for outbound marketing
Promote the venue selected
Data Mining, Email and CRM
Determining visitor habits, following up the visitation, generating repeat visitation and building an outbound campaign can provide you the incremental increase that makes the difference between your site being a profit center versus an expenditure.
You can email potential and existing customers offers of a type that you know others who have bought the same products, goods or services were interested in. The numbers that data/intelligence gathering generate in your business are a way to capitalize on existing market share to see growth and higher customer satisfaction with brand awareness from your existing customer base.
Capture visitor and demographic information
Mine detailed log file information for site enhancing
Use email for branding and continued contact with your customer base
Make the visitor experience of the caliber that clients want to come back
Simplify and automate communications with clients
Tracking, Analysis and Reporting
We analyze extensive information about your site along with visitor information like their viewing and buying habits. This helps us mold your site to gain advantages by learning from your visitors.
“Information is power” only if you use it for refining and increasing effectiveness. With the extensive data available from an electronic site, it is imperative to track, analyze and make adjustments to ensure success.
Site statistics and traffic analysis
Search engine ranking reports
Form ongoing strategies
Once you have launched your web initiative, electronic marketing should be the foundation of your efforts. Our effective approach is built on a logical systematic foundation and has been developed through our real-world successes. We look forward to achieving all of your electronic marketing objectives.
