A few years ago, just having a Web site made a company stand out from its competitors. These early sites were often considered to be another tool in the marketing mix, competing with direct mail, print advertising and trade shows in the marketing budget.
The role of the Web has changed. It has increasingly become the first place where potential customers search for information on products and services. And regardless of whether people become aware of you through print ads, direct mail, word-of-mouth, brochues or trade shows their next action is to visit your Web site. As the sales process continues, repeat visits are often made to gather additional details. This fundamental change in the way the Web is used calls for a fresh look at marketing.
Web Optimized Marketing brings your Web site into the center of your marketing program and connects it to your other marketing activities. It is a philosophy that blends the world of Search Engines and e-mail campaigns with more traditional areas of print advertising, trade shows and marketing research.
Here are a few examples of how Web Optimized Marketing can deliver cost-effective marketing results.
Web
Marketing
This includes the design of your Web site and its promotion
through search engines and targeted e-mail.
Instead of targeting people that might be interested in your product or services, Web Optimized Marketing uses search engine marketing to reach people who are actively looking. Search Engine Optimization is the modification of your site to increase its ranking in search engines.
Pay-per-click ads and sponsored listings appear on search engines in response to a user’s search terms. These ads are a cost-effective and quickly implemented way to attract customers.
Web Site Design describes the creation or modification of your Web site. Web Optimized Marketing assures your site is an integral part of your total marketing program. Including editorial information and trade show schedules can enhance your site’s marketing effectiveness.
E-mail campaigns and newsletters can drive new and current customers to your Web site. Web Optimized Marketing links e-mail recipients to selected Web pages and builds e-mail lists through Web site response forms.
Strategic
Marketing
This
includes the fundamentals of identifying markets and customers,
creating a marketing plan and measuring the return on the marketing
investment.
Need a marketing plan or budget reviewed or written? A Web Optimized Marketing Plan makes best use of the latest Web technology and includes your Web site in all your marketing activities.
Are you gathering market research from your Web site? A Web Optimized site uses data from your Web statistics and search engine position to improve marketing effectiveness. Let us analyze this data and fine-tune your Web site and marketing programs.
The Web Optimized Marketing philosophy also helps assure a coordinated marketing program that maximizes the profit potential when launching a new product.
Marketing
Communications
This
includes the traditional marketing tools with the latest technologies
to increase cost-effectiveness.
Web Optimized Marketing makes the most of your product literature. We can create a CD product catalog, link the CD to your Website for the latest information and advertise the CD on your website to collect names for your mailing list.
Trade Shows and Events are among the most expensive marketing activities. Use Web Optimized Marketing to drive traffic to your shows. We can create forms that allow registration for seminars and schedule discussions with show personnel.
Presenting your new products, new business and other news in industry publications is a low cost way to distribute your Press releases. Your Web site can be an effective way to communicate with editors. Let us set up a coordinated public relations campaign with e-mail, press releases and web-based content to make it easy for editors to use your material.
Print Ads and Brochures should encourage visits to your Web site. Web Optimized Marketing saves money on print ads and brochures by encouraging Web visits and tracking results.