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January 2004 Monthly Newsletter :: Anduro Marketing Inc. A Well Implemented Site is Worth 1000 Mailers Traditional options for marketing your products and services include print, radio, television, and tradeshows. But marketing paradigms have changed and it is no longer a matter of launching multi-faceted advertising campaigns to reach your audience. Today, more and more, consumers are searching for you via the Internet. So, the crucial issue becomes, how easily can you be found? The value of proper planning in this refutes the inaccurate statement, "build it and they will come." Whether or not your company currently has an Internet presence, it is imperative that you develop a sound Internet Marketing Strategy to bring seekers to you and to turn them into qualified leads and repeat customers. To do this, a company cannot simply throw up a website and have it increase sales. An effective plan will produce the exposure you need if it is founded on a proven and successful approach to the new realities of Internet Marketing. The Path to Success There are a number of techniques that can improve your Internet presence and allow potential customers to find you easily. These tips are best explained through a series of phases. But before they can be implemented, a period of analysis is important. This analysis should include a review of existing website constructs, as well as the strategies your competitors may be using. Failure to consider this can result in confusion and difficulty later on. Having a clear understanding of your present situation is the best preparation for instituting a new Internet Marketing solution and advancing to the first phase. Phase 1 :: Instant Traffic Consumers are surfing the web to find products and services using popular search tools. To be found, these databases need to know your site exists. Therefore, your website needs to be listed on all the major search engines (E.g. Google, Yahoo!, MSN, and AOL) as well as the appropriate Industry and Business Directories. The objective of Directory Registration is to increase the references and links to your website and improve the potential for customers to find your company's products or services by increasing your site's page ranking and "relevancy." It is now important to begin considering keywords to submit to Pay-per-Click search engines (E.g. Overture, Google AdWords). These search engines generate instant traffic by reserving select words and phrases. They present your ad for related keywords and you only pay if someone clicks through to your website. Later, as natural (unpaid) listings increase, paid listings can be decreased. Phase 2 :: Natural Traffic Submitting to search engines is little help if their "spiders" cannot index your site. This is generally the case for sites built using dynamic technologies, Flash or Cold Fusion, and even some eCommerce sites. If you don't have an existing website, you will need one that has been optimized for search engine compatibility. If you do have a site, you may need to modify it. Of course, you may have invested in a dynamically elaborate site and aren't prepared to change it. In this case, Anduro Marketing can create static eSignPost Marketing Pages which are hosted on your server and look similar to your actual site; this allows search engines, and thereby customers, to find your website more easily through natural listings. The eSignPosts Marketing Pages are built around High Performance Keywords for maximum visibility. These keywords are directly related to the information, products, and services included on your website. They can be monitored for the volume of searches being done by Internet users against a reasonably low number of competing pages to ensure that high positioning can be obtained on the major search engines. If the High Performance Keywords are selected correctly, an eSignPost Marketing Page will easily rank within the first 3 pages of the major search engines. Potential visitors, using related keyword phrases, will find the eSignPost page and, if interested, click through to your website. These eSignPosts have proven to rank very well with Google, Yahoo, MSN, AOL, and other search engines. The main objective of Phase 2 is to expand the Search Engine Marketing program by submitting eSignPost Marketing Pages to Power Search Engines such as Teoma and feeders like Inktomi and , who charge for submissions. Also, submitting to Pay for Placement search engines guarantees that their spiders will review the site within days instead of months. The exception is Google, which can take a few months but has no associated cost. Phase 3 :: Sustained Traffic Now that you have deployed a system to drive traffic to your site, the concern must switch to maintenance. Just like the market, searcher sophistication and search engine algorithms are constantly changing. Your site must always be up to date with critical keywords and design conventions. Link integrity and popularity must be maintained as well as Directory submissions and Pay per Click account status. eSignPosts must remain up to date and accurately reflect any changes on your website. To stay on top of all this, it is important to have regular meetings to discuss the status of your Internet Marketing Strategy along with a selection of monitoring and reporting services. With a good system in place, site maintenance can be handled easily and at less cost than traditional advertising methods. Phase 3 focuses on optimization and improvement tasks to maintain the momentum of an Internet Marketing program. Regular monitoring and reports can let you know what techniques are proving effective, and which require modification. The procedures outlined above, combined with monthly Performance reports and Quarterly Presentations, ensure that there is a steady increase in the volume of visitor traffic to your company' website. Results :: Well Implemented Success By planning and implementing a targeted Internet Marketing Strategy, you can drive consumers to your site and convert them into paying customers who are then reference points for your product or service. Statistics have shown that successful Internet business models have helped generate a larger percentage of sales than any other medium. Click for an example. The techniques outlined in this newsletter have proven to be very successful and we would be more than happy to explain any of them to you in further detail. |
