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We use the Internet to help you sell your product or service. Notice that we said "sell." Not "advertise," or "promote." Our responsibility doesn't stop when a customer gets to your site. It includes having them find what they want, purchase it, and, if appropriate, return for additional purchases. We do this a variety of ways. Here are some of the most important.
Search Engine Optimization (SEO)
This has become a buzz word these days, one which most people know is important to their business. However, many people have no idea how it works. Actually, there are two facets: Sponsored, also known as Pay-Per-Click (PPC); and Organic, or Free.
The Right Search Terms
Both start with research -- a critical step that is often minimized. Researching search terms means finding the ones that customers are using. It's easy to get high traffic to your site; what's difficult is getting the right kind of traffic. That means people that are likely to be interested in buying what you're selling.
Pay-Per-Click
Although it is commonly thought that PPC advertising is "Google Adwords," the truth is that there are a number of engines that offer pay-per-click ads. While Google is the largest, it should simply be part of the overall strategy.
The trick with PPC advertising is to get the most bang for your marketing dollar. That means daily management, constant adjusting, and using sales data to drive the changes. We've been doing this for more than eight years, and have built and implemented many campaigns that delivered.
Organic
If PPC is like advertising, than organic search engine positioning is like publicity. It takes longer, and you can't predict exactly what the results will be. However, do enough of it, and your success could have far-reaching consequences on your sales.
One of the most important components of a successful organic campaign is Inbound Links (see below) -- which is why they are part of nearly every search engine campaign we manage.
Another critical facet of successful organic ranking is good, relevant content. As an ex-editor of many publications, creating compelling content is a specialty of Caroff Communications. Click here for more info.
Inbound Links
To judge how worthwhile your site is, search engines take a look at who links to you. Are they relevant? (If your site sells beauty products, it doesn't do much good to have a car dealership link to you.) Are they worthwhile themselves? (Do they also have relevant sites that link to them?)
Think of it like a popularity contest: the more "popular" you are, the more you are noticed and admired. There are many companies that will offer you "fast" ways to get links; beware. The kind of links they offer can actually hurt your search engine position.
E-Mail Marketing
This can be one of the most powerful customer retention and sales tools available. However, you must do at least five things:
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Offer your subscribers valuable (to them) content
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Keep your list scrupulously clean
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Follow all the proper e-mail laws and etiquette
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Understand and avoid text that triggers Spam filters
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Know how to write Subject lines that encourage people to open the messages |
Maintaining an ongoing dialog with your customers -- and potential customers -- gives you so many opportunities for current and future sales that it just may be the most powerful tool you have.
Advertising
Due to the low cost-to-sales ratio, advertising is something we rarely recommend. However, there are some instances where it can be valuable. For instance, when you purchase it on a pay-per-click basis. Or where you are trying to build brand recognition. Either way, we negotiate to give you the best bang for your buck.
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