Internet Marketing Basics
Recently, one of our most important clients asked us for some advice on getting their Website noticed on the major search engines. We spent the better part of an hour providing some basic insights on this topic, which as it turns out, is the basis for the next five articles in this section of the monthly newsletter. Although Prodigix is by no means an authority on Website optimization, search engine submissions, and Website ranking strategies, we believe that over the past two years we have learned a few things that might be of help to our clients.
Part
4
Advanced
Strategies
for
Serious Marketers
Last month we learned about linking strategies. Establishing a routine of adding/trading links with relevant websites is key to improving your ranking on Google.
Note: Be aware that the rules can change any day. Last week, Google re-set their system and many, if not thousands, of website owners lost their valuable top-ten positions, including Prodigix. Nobody at Google is offering any explanations, but we will keep you posted. But, here's another source that has some interesting theories: http://www.searchengineguide.com/lloyd/2003/1125_bl1.html
We recommend the following "advanced" marketing approaches to improve site traffic and retain prospects. They are much more time consuming and are usually not free, but they are well worth it:
- Advertise using Google Adwords and/or Overture
- Establish an Opt-in newsletter
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1. Advertise using Google Adwords and/or Overture
Waiting for your Website listing to climb to the top-ten in Google can be a tiresome task. In the meantime, consider doing some advertising on the major search engines. Both Google and Yahoo! have sponsored results that appear above the regular results. If you're comfortable with your key words, pick your 5 best phrases and get started!
Google Adwords - https://adwords.google.com/select/?hl=en
We like this service the best because Google allows you to set a daily budget and maximum click charge. They provide you with a tool to determine the probability that you'll be listed in the top, sponsored listings. You can alter the prominence of your listing by moving your daily budget and maximum click charge up and down. They also give you the ability to set up multiple ad campaigns and track the ones that are really working.
Overture - http://www.content.overture.com/d/USm/ays/choose.jhtml
The advantage Overture has is their affiliate network. Their sponsored results appear on MSN, Yahoo!, InfoSpace and AltaVista, and others, but their listings are typically higher for a given keyword phrase compared to Google. Overture also has some handy keyword optimization tools that are included with your account. Bottom line: Yahoo! is still king, so getting at the top of the sponsored listings here is a no-brain er. Try it out!
2. Establish an Opt-in Newsletter
Getting your prospect to your Website is only the first step in getting the final result: SALES
Only a few prominent Websites really beg for the sale up front. The rest of us have to begin the "romance" a little slower, until that prospect has labled us a worthy prospect. Also, many visitors are simply not ready to buy; they are simply doing research or comparative analysis. The key here is to capture some basic information from these visitors before they leave your site. This allows you to communicate with them and continue the "romance."
The best way that we've found to cultivate an online prospect is to offer a free subscription to a newsletter.
This newsletter needs to be relevant and interesting to your prospect; give them tips and news relating to their industry, offer instruction and insight to your products and services, and educate them on the value of your offerings. Over time, your prospect pipeline will grow and you'll begin getting new sales from this process. I know we have.
Note: You'll need to build a form on your website to capture their email address and their name (optional, but recommended), and a database to store this information so you can easily send out your newsletters.
We recommend that you use Business Center 4.0 to accomplish this task. You can get more information about this tool by taking a tour on our Website at http://www.prodigixsoftware.com/buscenter_tour/tour01.htm. You can get set up for as little as $29.95.
Next Month: Part 5, Cultivating the Prospect
Recommended Resources:
AddWeb Website Promoter Software - helps you track your link exchanges and more!
HyperX Media - the experts in capturing and cultivating your online prospects.