Resumo de Marketing Your Website: Online Marketing Options

One question I get asked a lot is "where should I put my money when it
comes to online marketing"?

The answer to this is different for every business, but let's takes a look
at four of the most popular online marketing mediums today, and attempt to
grade them for what they do well. This grading really depends on how you do
your campaign implementations.

Natural Search For this type of marketing you typically pay for a
search engine optimization expert to make changes to your web site that will
allow individual pages to rank higher on major search engines like Google,
Yahoo, and MSN. This increases your web site exposure, protects your brand
names, and can offer your business as an alternative when done correctly.

People who are searching for something related to your business have already
decided they want to invest time for some reason. Maybe they have a report to
write, a product to buy, or a service to investigate. Due to this, these people
typically spend twice as much time and view twice as many pages as other
marketing mediums, with the exception of Pay per Click.

Grade: Ability to pull visitors: A Ability to pull new visitors: C Page
Views per Visit: A Time Spent on Site: A Conversion Rates: C

Pay per Click Most outlets charge a set cost per click to your
website in order to place your website at the top of search engines for
pre-determined key phrases. PPC is typically used to protect your brand name,
drive highly qualified traffic, or build a brand.

Similar to natural search, these types of visitors have invested time, and
will spend more time on your site browsing and learning. As long as your site
is well optimized naturally, and your bidding appropriately, conversion rates
for PPC should also be in the highest tier of all marketing campaigns.

Grade: Ability to pull visitors: B Ability to pull new visitors: B Page
Views per Visit: A Time Spent on Site: A Conversion Rates: B

Banner Ads Most outlets charge a cost per every thousand impressions,
typically referred to as CPM. Banners are placed on specific web sites to
promote your business.

People who click banner ads were not necessarily searching for you. Because
of this, the page views, time spent on the website, and the conversion rates
will frequently be much lower then search. Where banner ads excel however is
for the same reason. Your presenting your brand as an alternative to whatever
else is on the site that your ad lies. This type of campaign will typically
bring in the highest number of first time site visitors. In my experience
banner ads are most effective at building a brand or raising awareness.

Grade: Ability to pull visitors: B Ability to pull new visitors: A Page
Views per Visit: C Time Spent on Site: C Conversion Rates: C

Email Campaigns Now I hate spam, so we will only look at this as
emailing people who are either current customers, or have opted into your
newsletters.

These visitors are most likely already familiar with you, so they will not
pull in new visitors very well. However, these are also people who have already
expressed an interest in your company. I typically see the highest conversion
rates in email campaigns. These people get an offer in the email, and come to
the site and convert. Since the email usually contains a bulk of the info,
their time spent on the site and page views are low.

Grade: Ability to pull visitors: B Ability to pull new visitors: D Page
Views per Visit: D Time Spent on Site: D Conversion Rates: A

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