You cannot be complacent about your website. You must do everything possible to convert your online visitors, whether via paid search or effective natural listings on top search engines. Today's end user is more selective, more experienced at searching and definitely more impatient.
A well-managed PPC campaign is a cost effective way to introduce online marketing. Your budget can be as flexible as you need it to be, starting low and building up as you gain confidence and are able to see conversion results. You might not be able to compete with the top brand name companies whose big budgets can afford common (and pricey) search terms, but you have the ability to fine tune and filter your search terms to special phrases specific to your company, or to a single product or service that you offer. You’ll pay less per click on these search terms and probably see a significant drop in the numbers of visitors to your site but those visitors who do drop in are likely to be the impatient ones (like me) looking for a quick fix to a specific need. They’re likely to spend time on your site browsing detail and checking out offers and there is a much higher likelihood that they’ll follow through with a direct purchase or, at the very least, a phone call.
Entice your viewers with some sort of free gift, savings voucher, informative download document, e-newsletter subscription, or the convenience of a related link and give them a 'call to action' to provide you with their contact details. In light of social networks and security disclaimers, today's users are feeling safer about giving out information on line, especially if it’s just telephone/address information. At the very least, use a unique '0870' number on your site which allows you to accurately measure how many direct calls you’ve received per month.
Whether it's aesthetics, convenience, a 'freebie give-away' or luck-of-the-draw commanding 'hits' on your site at the moment, if you are not doing so already, you need to be researching the value of ongoing internet marketing to your company. Users will only become more and more demanding in their searches in the future so sites will need to be creatively planned, produced and marketed to best encourage conversion, which is the point of your site. You may not be able to alter your marketing budget this year, but be prepared to make informed marketing budget decisions for your next fiscal year.
I-COM is hosting its third half-day seminar this year and invite you to join us at the The Royal Exchange in Manchester on 15th July for a first-glance insight into online marketing techniques, benefits and why you should not become complacent about your website.
For more information, view http://www.i-com.net/events.html. There are places remaining. Book online today.
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