A lot of resource can be easily spent on Online Marketing and in most cases for the majority of companies it is money spent wisely. There are different types of Online Marketing that may have been purchased and obviously the costs vary dependent on which one has been used. In the case of pay per click advertising, where an ad for the company is listed in the “paid” advertising section of the search engine listings the cost is always calculated as a multiple of the number of searchers who actually click on the advert. If the attention is high this will mean that the cost of each click is high and therefore the number of clicks too, leading to a potentially expensive charge. If on the other hand search engine optimization has been adopted then the search for a particular keyword should see the optimized site sitting in the organic Search Engine Placement listing on page 1. This can cost an upfront fee, followed a performance based ?15 per keyword on page 1. So as we can see both of these options involve investment.
It is therefore imperative that the business can spot whether the Online Marketing is having a positive effect on trade and if that effect is worth the spend. One way to do this of course is to scrutinise the sales figures closely and cross reference these chronologically with when the online marketing campaign began (or in the case of Search engine optimization, when the page 1 listings were attained). Doing this will give a very clear sign, assuming all else is equal, of whether the investment is paying off.
If you discover that there is little or no change in these stats, do not simply stop the method, there may be other issues that need sorting out in order to gain the benefits. Ensure you have web counters on all your sites. Ideally these will have been in place before the Online Marketing process started so that you can see if the visitor numbers have risen. If you have one of the good web counters you should also be able to see which pages visitors leave from. If the visitors numbers are lots higher than before but your sales figures remain unaltered then there are a few things that could be wide of the mark.
One is that you site does not give the right information for the customer to buy, review which pages the customers leave from, is there something you could do to that layout to make it “snappier”, to incite a sale, or an enquiry? These alterations can be made almost straight away and the results seen straight away too, so you’ll know when you’ve got things just right.
Another option is that the Keywords chosen for the optimization process could in fact be the wrong ones. Maybe the searchers typing in those particular keywords do not actually want the goods on offer, or maybe they are simply not in the market for them yet and therefore are just browsing. If this is the case it is not as easily solved. If you used a Website Optimization Company to steer you should go back to them and explain the issue. They should offer to re-work the keyword listing for you, unfortunately it does mean starting again with the optimization though.
Tags: (SEO, marketing, Online Marketing, Search Engine Optimization, web site marketing
Tags: (SEO, marketing, Online Marketing, Search Engine Optimization, web site marketing