Pay Per Click Advertising, otherwise known as PPC, is a modern internet advertising method used to drive targeted traffic to a website.
Businesses most commonly utilize PPC advertising to buy listings on Google and Bing. These paid ads then appear in the search engine alongside other non-paid search results. Since ads are sold at auction, your individual bid determines how high your listing appears on the page. The cost you pay per click varies greatly depending on your industry and other factors, such as the quality of your website and advertising copy.
Any time a potential customer clicks on your PPC ad while searching, they are sent to your website and arrive on what’s called a “landing page”. This is a page that is relevant to your visitor’s interests and helps convert those visitors into a lead or sale. Some of the many advantages of pay per click, when done correctly, are:
You can begin to generate new customers almost immediately
You have complete control over the days or hours your ads are displayed
You can use a vast array of media to market your business including videos, images, custom website pages, and online stores
It is possible to track the effectiveness of your ads in detail
PPC ads costs a fraction of what you’d pay with other forms of paid advertising
Since your marketing budget is delivered to a highly targeted group, your return on investment is much higher than with other forms of paid advertising
The goal of PPC campaigns is to attract better qualified visitors to your website who are more likely to buy. Through the use of keyword phrases, PPC campaigns limit the visibility of your ads to only those customers in your target market who are searching for your products or services.
Working with an experienced internet marketing firm to build your next pay per click campaign can maximize your return on investment and stretch your marketing budget further. When using the right combination of complex Google Adwords configurations, keyword strategies, advertising copy, and website design techniques, a PPC advertising campaign can be an extremely powerful and cost effective way to increase profits.
A core part of your business marketing strategy should be online marketing. The more time you spend researching and testing before developing your online marketing plans, the more effectively you can focus your time and efforts to gain a strategic advantage over your competitors. Before you move forward with an online marketing campaign, you need to know the following:
1. What your competitors are doing online
One of the fundamental processes in developing an online marketing strategy is learning all you can about your competition and who they are. Spend time reviewing their websites, social media pages, blogs and videos to learn what they’re doing to promote their businesses, to increase visibility, to position themselves as leaders, and to keep visitors on their sites longer – a key to increased conversions. Test a variety of keywords to learn where each of your competitors is ranking. This process will advance your SEO strategy development. Ask yourself: Where do people find your competitors?
2. How your target audience is looking for your offerings online
Testing keywords helps you determine what your potential clients are searching for. More importantly, the right keywords attract the right audience – people who want what you offer. Create a list of all the words and strings of words you can think of that people would use to describe your offering, and test them all. You may be surprised to learn that the keywords you assumed would bring in the best visitors don’t work. Ask yourself: What attracts your target audience?
3. How to write compelling content to attract visitors
Writing for an online audience is not the same as writing print material. Web readers are looking for information to address a problem or to fulfill a need. Strong, clear headlines and titles attract web readers who scan search results for text that sparks their curiosity and makes them want to click through to read the content. Once they reach your page, write concisely and focus on one or two main ideas. Remember that web readers don’t want to read a sales pitch – they want useable information. Enrich your writing with keywords to attract search engines and improve your search ranking. Ask yourself: Who is looking for your information?
4. How to analyze online marketing results
Online marketing programs should be analyzed frequently – at least weekly. Google Analytics gives you a wide variety of stats to determine the effectiveness of your online marketing strategy: if your hit numbers are up or down, which blog posts are getting the most hits and comments, how long visitors are staying on your site, what your bounce rate is, and what your conversion rates are for each of your sites. You can even determine the ROI of your social media sites. The point is to be on top of your online performance constantly and make tweaks and changes to your sites to continuously improve online marketing results. Ask yourself: How do you measure your online marketing success?
Doing your due diligence in advance can measurably updgrade your web presence. But if you’re like most of today’s small business owners, you have limited experience working with web marketing strategies and technologies. To achieve the level of success you desire in the most cost effective and timely manner, contact the online marketing experts at seenBEST Web Design, Tempe. The professionals at seenBEST will work closely with you to make sure your online marketing program is achieving the results you want, when you want them.
A website is today’s key marketing collateral piece. It’s your online brochure, providing your company profile and the benefits of your offerings. It offers useful information for your target audience and is an interactive communication vehicle between your visitors, the people they forward your link to, and you.
Your website creates people’s first impression of your business. Website visitors judge your business in less than 10 seconds. A professionally designed website uses the latest technology and tools to attract your target audience, get their attention quickly, keep them on your site longer and address their needs. This is how you achieve your main purpose for the site. So, what is the purpose of your website?
Every website should be designed with a purpose in mind.
For most small businesses, there are two primary purposes for a website:
To make sales.
To generate leads.
Consider also the many possible secondary purposes:
Create brand awareness.
Position yourself as an expert.
Reduce printing and direct mail expenses.
To create a successful website, you must know the primary purpose of the website. All aspects of website design – layout, functionality, content, graphics, links, buttons, navigation, security, SEO, SEM – must contribute to the primary purpose. Incorporating content to achieve your secondary purposes will ultimately lead you to either increasing sales or generating leads. As you evaluate every aspect of your website, ask yourself: Does this contribute to making sales or generating leads? If it doesn’t, no matter how much you like it, you need to let it go. An irrelevant element only distracts your audience.
Create an effective user experience on your website.
The next step – ask yourself: What actions do you want your visitor to take when he views your site? What does your visitor want to achieve on your site? Designing your website based on the answers to these questions will create a much more positive and effective experience for the visitor or “user.” “Everything the user experiences should be the result of a conscious decision on your part,” explains Jesse James Garrett in his book, The Elements of User Experience: User-Centered Design for the Web. “The practice of creating engaging, efficient user experiences is called user-centered design. The concept of user-centered design is very simple: Every step of the way, take the user into account as you develop your product.”
A professional design team knows how to achieve your goals.
You should select a design team that has the ability to understand your needs and then reflect those needs in the design and functionality of the new site. A professional web design team will ask you a number of questions to learn and understand:
Your target audience
Your business objectives
Your online marketing goals
Your reason for having a website
The team at seenBEST Web Design in Phoenix, Arizona, will meet with you face-to-face to learn about your company and your goals. Our comprehensive web design services are performed by highly experienced web professionals who know the right questions to ask. We will develop a user-centered design process to target and attract potential customers to your website…and take your web marketing results to unparalleled levels of success. Call today, (602) 456-0150 to schedule a free consultation.
The Internet marketing industry has existed since only 1994, and sales have grown from $300 million in the U.S. in 1996 to an astounding $200+ billion in 2010. Online marketing is thriving, and businesses that have invested in successful Internet marketing campaigns are reaping the rewards today.
Internet marketing stands as an essential business development tool for today’s successful companies, as traditional “old school” marketing has seen a substantial decline. Internet marketing makes information about your business available anytime consumers or clients are looking for it. But traditional marketing – print and media ads, telemarketing, and direct mail – relies on pushing out a message and hoping someone will want what the company is offering at the time they see the ad. Joseph Jaffe, consultant and author of Life After the 30-Second Spot, suggests, “Consumers are starting to outgrow us. They know what to buy and where to buy it, and they don’t need us to tell them anymore.” Accepting and addressing this major change in consumer behavior is the key to why Internet marketing works.
Internet marketing is successful because:
It is more cost effective than traditional marketing methods. Internet marketing campaigns are inexpensive compared to the thousands of dollars spent on traditional ads.
You can target specific audiences. A personalized message encourages people to take the action you desire. The Internet provides endless opportunities to tweak and tailor your message for every type of buyer wherever they may be. And your message is there when they’re looking for it – when they are ready to buy.
Your return on investment is much higher. A well-orchestrated Internet marketing campaign can deliver substantial increases in profits, with a much lower cost per lead than traditional marketing. Even a small budget campaign can produce an impressive ROI and the viral nature of Internet marketing keeps your campaign moving and expanding, providing a steady stream of leads.
There are many ways to measure results. Traffic to your site, conversions, number of sales or subscribers, inbound links, brand image…these are just a few of the numerous web metrics and analytics you can track to determine the success of your campaign. Having this information at your fingertips allows you to make changes on a regular basis, even daily if necessary, to improve results.
For local businesses, Internet marketing can be especially successful. The Pew Research Center ‘s Internet & American Life Project’s Spring Tracking Survey 2011 found that 78% of American adults who use the Internet look for information about a service or product they are thinking of buying. Small companies can compete head to head with larger businesses, and companies in smaller towns can compete with companies in major cities. The cost effectiveness of internet marketing makes it possible for you to compete on a small budget and go up against much larger competitors. An attractive and effective new website for your business can make your small business appear more attractive to a potential customer than larger competitors, especially if you are providing local services. Online marketing using SEO and SEM targeted to you area also helps to create a level playing field. Finally, there are several affordable internet marketing tools that can be employed for client retention and content distribution, including social media branding and email marketing.
One necessary ingredient in a successful Internet marketing campaign is patience. To see the results of your efforts, it takes time and requires constant monitoring and analyzing of web analytics and metrics. Using an Internet marketing expert to help you develop and maintain your campaign is the best way to achieve your goals. The professional Internet marketing team at seenBest Web Design in Phoenix, Arizona are experts in all aspects of Internet marketing and will work with you to design an effective campaign. Are you ready to build leads, increase sales, and maximize profits for your business? Call seenBest Web Design today at (602) 456-0150 and put their Internet marketing experience to work for you!
I recently spoke with a small business owner in Ahwatukee who called with some questions about Internet marketing. He was spending over $1,000 a month on magazine and yellow page ads, but heard that Internet marketing was more affordable and could be more effective than other types of advertising. Like many small businesses today, his operating budgets are tight and marketing expenses are often the first to be cut.
When a new client comes to me and is considering Internet marketing for the first time, I usually ask if the business has some kind of method in place to track the effectiveness of current marketing expenditures. How does your business track the source of inbound leads? Many companies don’t have even basic leads tracking systems in place, such as asking new callers how they heard about the company and recording their responses. Owners often don’t know:
How prospects find them.
How to track results to determine which marketing programs are working effectively.
How much money they’re spending on ineffective marketing programs.
The owner followed my suggestion and began asking all new customers “how did you hear about us” when they contacted his company. He trained his staff to ask the same question when answering any new inbound call and had everyone record the answers. He was shocked to learn that over a 30-day period, not a single new inbound lead came from those magazine or yellow page ads. The end result? We learned that he was wasting a lot of money on advertising that did not work.
If your traditional marketing programs aren’t producing a reasonable return on investment (ROI), consider redirecting those dollars to a more effective method, such as Internet marketing.
Be Where Your Audience Is Looking
Consider the stats: 78% of U.S. adults use the Internet and 78% of those search for information about a product or service they’re considering buying (Pew Internet and American Life Project Tracking surveys). Given the sheer numbers of potential buyers online, business owners can no longer ignore the power of the Internet for marketing.
People today access information any time they want it via Internet marketing (websites, social media sites, blogs). People increasingly control how, when and where they receive information. They are also finding more ways to ignore unsolicited information coming via traditional marketing (TV, radio, print ads, direct mail). Consider this:
Television ads are often avoided through the use of TV capture devices such as TiVo
Radio ads are often avoided through the use of Pandora and/or advertisement free satellite radio stations
Many magazine and newspaper companies have gone out of business – the same information that was once printed can now be obtained for less cost online
The internet has made it possible for people to obtain the information they need at the exact moment they want to find it. That driving force can lead to overwhelming success for your business. Web marketing allows your business to display advertisements only when an interested person is searching for your products or services, or is reading information that is relevant to your business. With Internet marketing, your marketing is delivered with laser-like focus to a highly targeted crowd of interested buyers.
In order to increase ROI through effective Internet marketing, you need to know:
Who your target audience is.
What they may be thinking about when they need your product or service.
Who your competition is and what is their message.
Which of the many Internet marketing technologies are best suited to produce results for your business.
The answers to these questions build the base upon which an Internet marketing campaign is created. An experienced internet marketing firm can help you achieve success by:
Developing effective branding for your products and services.
Creating clear and concise marketing messages.
Clearly communicating value to your potential clients.
Evaluating your marketing budget to employ the technologies that are most effective within that range to accomplish your goals.
Your campaign may be comprised of a mixture of various technologies, including websites, social media, SEO, online promotions, content, blogs, email marketing, and PR. They can all blend together seamlessly as part of a well-defined strategy. However, once you create your ideal online marketing platform, the work isn’t finished. These digital tools allow you to go further than ever before with your marketing, and give you the resources to constantly analyze online marketing effectiveness to make changes as needed that will help you maintain a competitive edge.
Measuring Internet Marketing Results
So, how will you know if your internet marketing campaign is providing you the results your business needs to succeed? How can you know what changes need to be made and when to make them? Have you seen an increase in:
Number of subscribers?
The ability to track every aspect of your marketing campaign is one of the most powerful results of marketing on the internet. Virtually every statistic can be measured and, more importantly, adjusted in real time to increase results in specific areas. A well-planned Internet marketing campaign will start off with advanced configurations, and grow and shift over time as the needs of your business also change. Online marketing is flexible, allowing you to modify, in real-time, factors such as ad scheduling, ad copy, your budget, geographic targeting and more.
The ability to modify your campaign in real-time, monitor it, and improve it will allow your business to create awareness, build trust, and develop more leads than ever before, resulting in increased sales and repeat business.
If you could increase visibility, leads and sales while decreasing marketing costs, how long would you wait to start? Investing in a marketing campaign designed by Internet marketing experts like seenBest Web Design in Phoenix, Arizona, will cost no more than a few traditional ads, but can produce greater long-term results. Contact seenBest Web Design today at (602) 456-0150 to schedule a free consultation and find out just how successful an effective Internet marketing campaign can be.
The online marketing industry right now is saturated with poorly trained freelancers, scam artists, and under-skilled web design companies that know little, promise much, and eventually wind up under-performing. When a business owner responds to a piece of spam that promises him SEO that will deliver 3,000 new leads per day for $20 a month, buys it, and gets nothing in return it really hurts the perception he has towards this industry. In his mind, SEO doesn’t work, and it’s very difficult from that moment forward to change his opinion. So many people have been burned this way and they are hesitant to participate again, even after they come in contact with a firm that really can deliver proven online marketing results.
Adding to the problem is the fact that online marketing methods have become confusing and difficult to follow for many business owners. SEM, SEO, PPC, Keywords, Blog, Social Media, PR, Linking, Meta Tags. Most people just scratch their heads and turn away. They don’t have time to figure this out, and most people don’t purchase services they can’t fully understand. Why should they? It’s hard to see real value in any service if you don’t first understand how it works.
Adding even FURTHER to the problem is the basic fact that strategy is more than just an eight letter word. Sure, you could go out and hire a self-proclaimed “Social Media Guru”, but what good is that going to do you when those efforts are not intelligently linked to your overall marketing efforts? Very little unfortunately and therein lays the dilemma. Business owners who have been burned in the past, do not understand the industry, but are willing to give it another try often end up trying some type of piecemeal approach where they hire several different people or companies. They may have a web design person, a social media person, an SEO person, some company in another state handling search engine marketing. Usually most of these organizations never sit down or meet with the business owner. This is a recipe for failure. These strangers, each handling some different aspect of your business presence, do not care whether or not your business generates new leads. They will be more than happy to take your money, however, and as a result you will end up with poor results and the attitude once again that online marketing does not work for you. Wash, rinse, repeat. The cycle continues.
If you own a business and want to become wildly successful you absolutely must establish a successful online marketing strategy. That strategy cannot consist of a piecemeal approach. The game has become very complex and, much like football, it is going to take a trained, well-coordinated team effort to win. Imagine if the owner of the Arizona Cardinals walked outside, pulled 11 complete strangers together that have never met before into the stadium, and had them play a quick pickup game against his team without any prior practice. What would happen? Those poor guys would get crushed. In similar fashion, your business will get crushed by your competition if you don’t hire a complete team that knows the game and has a solid game plan.
seenBEST Web Design knows the detailed methods of online marketing, how to make them work for you, and more importantly how critical it is for all of them to work together in order to bring success to your business. Our team will sit down with you, determine exactly what your business goals are, and then explain to you point by point the online marketing methods that are most cost effective for you to achieve results. We will not suggest driving traffic to your website, for example, without first making sure that your website is adequately designed to convert those visitors into leads. We will not suggest that you build a killer new website without first giving you pointers on ways to design it that will make it easier to market it once it’s complete.
We do these things at no additional cost, first because we understand the industry and we can, and second because the success of our clients is very important to us. SEO, SEM, Social Media, Email Marketing, Blogging, and Web Design are all interlinked with each other. You need to think outside of the box to target, plan for, and achieve business success. The way to do this is through an expert team that will communicate with you, educate you, and work together with your company to bring in real profits! Break the cycle, pull your online marketing team together, and let’s start generating new sales.
Let’s face it, the online competition for eyeballs of your target audience is tough for most industries, and it’s getting tougher every day. How can you expect success online when facing challenges from hundreds of people all going after the same prize? The key is content and knowing your industry. So many posts and updates and blog posts days are junk. It seems like anyone will post just about anything, as long as they think someone will spend a microsecond of time to read it. Unfortunately, this leads to a tremendous amount of clutter everywhere. Facebook, blogs, email – clogged full of garbage. The way you push your message through all of this mess and reach your target is by posting quality content, based on real-life experience, and loaded with industry knowledge.
Let’s say you have an amazing new product that you would like to announce to the world. The first thing that most people think they SHOULD do to market that product is start making a multitude of posts and updates in many areas as possible. Linking to the product, talking about the product, trying to convince others of the effectiveness of that new product. However, that is not the way to win over the hearts and minds of new customers. A better solution is for you to start describing experiences. What adventures did you encounter while creating your product? In what ways did your product help a customer, or make someones life easier? People are far more likely to respond favorably to stories of others than they are to a bland, one line promotional pitch.
Blogging about your products and services services is a great way to get the word out. When generating content for your blog, think about tips, advice, and ways you can help your target customers. Engaging customers with stories on your blog is a powerful form of word of mouth marketing, similar to having a face to face conversation. It helps to use that mindset when posting, what would you say to a client if they were standing right in front of you right now? When making blog posts, try to think from your clients point of view and make postings that will appeal to their interests.
Generate your blog posts in this way and you will, over time, build traffic and build interest. Content is King, so make sure your content is relevant and make sure you have a lot of it.
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