Online Marketing and Promotion

By building online marketing and Internet promotion opportunities into every site we design, we optimize the site's potential to provide a great return on your investment. Helping our clients assess their business strengths and develop a core package of keyword and information concepts is one of the fundamental building blocks of our design or site remodeling process. We use these keywords and concepts throughout the site and build site content around them, to ensure that potential customers will find the content they are looking for. What does this achieve? It gives you the most cost-effective approach to online advertising and promotion.

Reducing the Cost of Online Marketing and Promotion

Search engines are the most common source of "transient" leads. Free listings cost you nothing, so it is worth ensuring yourself a strategic position within the first pages of at least one of the major search engines. Even if your business is in an industry with too much competition to permit top placement, having the right keywords on your pages can reduce the cost of paid search engine advertisements. Google, for example, will charge more to place an ad for a page that it doesn't see as "relevant" than for a page that contains a high concentration of the keywords for which the ad is being purchased. Whether you pay for advertising, or rely on niche marketing and relevant site content to rise to the top of thefree search engine listings, you gain a critical advantage by defining the keywords that your potential customers are using to search for your product.

A Targeted Approach to Internet Promotion

Whether you have an existing site that isn't achieving your Internet marketing and promotion goals, or you are planning a new site, we can help you define your target audience and bring the right traffic to your virtual door. We can even work with you to provide the right mix of rapid conversion oportunities, branding initiatives, and loyalty programs to help immediately build your customer base, retain it, and continuously enlarge it.

Targeted traffic isn't necessarily difficult to achieve. You must identify your core group of customers and provide content that will help them find your site and bookmark it as worthy of a return visit. The Internet was built around the free exchange of information and ideas. Providing free information on your site is a win/win solution that works for you in several ways. First, it provides you with the opportunity to concentrate keywords in ways that the search engines will best rank them. Second, it allows you to demonstrate what you know, to help people who cannot see you face-to-face to form an opinion of your credibility. Third, it gives you the opportunity to develop an ongoing relationship with your potential customers. And fourth, it gives other site owners a reason to link to your site, which provides you with immediate promotion opportunities at the same time that it increases your popularity. In turn, your growing popularity will increase your prominence in free search engine listings. It all starts withcontent. And by incorporating Web content-management software into your Web site development, we can make it easy for you to add your own content with minimal cost and effort. Or, of course, we can develop the content for you quickly and affordably.

We can also generate your marketing copy, coordinate your e-mail promotions, and provide daily, weekly, or monthly incentive content, from informational articles to free giveaways and contests. We can create chat rooms and forums, mailing lists, and resource databases.

Capitalizing on Your Marketing & Promotion Initiatives

By examining who is coming to your site, and what they are looking at when they get there, we can help you narrow the focus of your site over time, building breadth and depth into the core areas that are generating revenue for you and phasing out the dead weight. The result is a leaner, more productive site with less maintenance cost and overhead, and more cost-efficient results.

Corporate or business branding is another essential part of the online promotional formula. Selecting the right logo, the right placement of that logo, and the right colors, text, and graphics styles is important. What works offline will not necessarily translate well to a computer screen. And once you have a successful identity, to make the most of it, you have to make your customer imprint it. That can best be achieved through interactivity and repetition.

We can also help new customers to find you by managing your traditional, targeted online advertising techniques such as banner ads, e-mail newsletters, and free links on related Web sites. Internet advertising does work. Used in conjunction with a well-planned identity branding program, banner advertising can increase sales as well as traffic. And "click-throughs" -- the number of users who actually click on a banner ad and use it to come to your site -- are not the only measure of a banner ad's success.

A Millward Brown study demonstrated that exposure to certain ad banners increased brand awareness from 12% to 200%. In the same study, a single exposure to a Web banner generated greater awareness than a single exposure to a television or print ad.

While not all online advertising will be this effective, experts agree that the ads that succeed are those that are carefully targeted. We can set you up to advertise in the places where your budget will stretch the farthest and results will be the most productive. We will connect you with the brokers that will get you in the places where your customers go, and help you decide whether your strategy is working right.

We can also integrate your online marketing and promotion initiatives with your offline advertising campaigns and promotional materials.

An Edge on Online Marketing and Promotion

Every business is different and the needs of every business are unique. That's why every Web site requires an invididual approach to Internet marketing and promotion. At The Write Edge, we don't make empty promises. Instead , we take the time to understand your business and what you want to achieve on the World Wide Web. Then we devote our energy and expertise toward helping you to reach your goals.

We'd love to discuss your specific online marketing and Internet promotion needs with you and give you some ideas. Contact us for a free consultation today.