Developing a Promotional Plan - Aiming to Hit your Targets
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Once you have planned your techniques, you need to be certain of hitting your targets of choice. Often that is easier planned than achieved. Start at the end and plan backwards. Picture your business and your website teeming with online and offline customers. You need to know how they got there. If you have no idea where or how they arrived, your plan needs tweaking. Make certain your goals have the means for achieving the desired results.
If you are in highly competitive keyword categories, target lower competitive search terms. There is much income to be gained by being the dominant business for less competitive keyword phrases. Some research shows that the longer, and hence less competitive keyword phrases, may in fact be the ones where the buyer has already made the product decision. Make certain your business becomes the chosen vendor. Dominating those less competitive longer phrases might be a solid strategy for your website.
Most research shows that the number of people clicking through to page two is fewer than remain on page one. Those going on to the third and subsequent pages is even fewer. Your promotional and marketing goals should take that research into consideration. Make it a goal to pick all of the easier search traffic. As your site gains strength in the SERPs, you can widen your net accordingly.
There may be some justification, if you are in a highly competitive keyword environment, to consider a pay per click or Google Adwords program. If the keywords for your industry are difficult to rank for effectively, then purchase of keywords and paid search engine placement may be the right promotional approach to consider. Since only the clicked-on keywords require payment, it may be a cost-effective method of gaining additional visitor traffic. As always, your site will require good sales copy to convert the traffic into paying customers.
Programs like Trusted Feed and Site Match might pay dividends for sites that would otherwise be lost in the depths of the search results. Paid placement can get your site to the top of some of the major search engines, and literally buy time, for you to improve your organic keyword rankings.
If your business has the budget, paid placement might be a way to achieve your site’s goals. As with paid keywords, calculate a cost versus benefits analysis to find out if a paid placement program will earn the needed revenues.
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