When companies first began using websites to sell products and services, their websites served as a secondary point of contact to their physical locations. But today, many companies have seen their physical locations become secondary points of contact to their websites, and it’s easy to see why. On the heels of the web revolution came a revolution in the way people shopped. Instead of using mail order catalogs or traveling to purchase goods or services that weren’t locally available, consumers were suddenly able shop the globe from their convenience of their home computer. Regardless of what your company sells, using the Internet as a selling tool is now key to realizing the greatest profits and staying ahead of the competition. But to sell at the highest level, you have to do more than erect a website; you should also consult an Internet marketing consultant on which advertising strategies will most enhance your ability to sell.
Improving a company’s online sales is equal parts improving its web presence and improving the quality of its web traffic that results from its improved web presence. But, while the situation sounds simplistic, carrying it off requires a scientific approach that only an experienced Internet advertising consultant with a background in search engine marketing and optimization can offer. Far from being a simple service that can be thrown in by any company that works with web clients, effective search engine marketing and optimization requires a diverse approach that encapsulates deep web market research, successful advertising strategies, and ongoing web research that allows the customer to remain current with the constantly changing aspects of optimal search engine tactics.
Web Market Research
Officially known Search Engine Marketing (SEM), web market research performed by an experienced Internet advertising consultant commences with a market analysis of a customer’s core offerings in relation to its competition’s core offerings and what strategies supporting the competition’s success. With web market research in place, a customer can typically take advantage of marketing strategies that its 1st page Google competitors missed.
Successful Advertising Strategies
As with traditional advertising, effective Internet advertising is a combination of formal advertising tactics (e.g. pay per click (PPC) and webmercials) and softer advertising tactics (e.g. homepage video and customer testimonials). With the formal tactics drawing in quality web traffic and directing its performance, softer tactics effectively present the case for a product or service’s unique value and clinch the sale.
Ongoing Web Research
Far from offering a one time fix, effective website optimization requires ongoing web research that supports the flow of quality traffic to a company’s website or other websites that contain its advertisements (e.g. YouTube and Facebook). Otherwise, a company’s advertising strategies begin to lose their audience as search engines update their web crawling strategies. Offering a superior cost/benefit ratio, ongoing web research ensures that a company’s web presence remains linked with the types of keywords that result in elite page rankings.
