our web marketing approach

Here is the method we use:

STAGE 1: Market research

Finding your target market on the Internet requires specific research with the right methods and tools.

The first research session is about the keywords people use on search engines. A smart analysis of those can give you a quite exact image of the demographics of your market as well as of their habits and interests.

Secondly, study your competition. Who are they? What do they do? What does it take to beat them online? Please note that the spectrum of your online competitors may be very different from what you currently know.

STAGE 2: Planning

It is strategy time. A profound understanding of the market will help you to invest your money wisely.

Perhaps you are not yet strong enough to ride all the markets you target. Focus on the niches where competition is weak. Become number one in that niche. Later launch an attack on the highly competitive niches.

Perhaps as the market leader, you learn, to your surprise, that on the Internet some small fry are scoring all the profits — and you act accordingly.

It is vital to have the right strategy and a solid plan of action at the end of this stage. Otherwise, you know the received wisdom: “If you don't know where you're going, it doesn't matter which direction you take.” Don't do it. We can help you build a great plan.

STAGE 3: Web site implementation and testing

Project managers used to say that a good plan is equivalent to 60% of the whole job. And they are right. With a good plan, stage three will be child's play. Here are the major tasks:

Now the selling machine is ready for action. All it needs now is “fuel”. This means...

STAGE 4: Traffic

Having people visiting your web site is the hardest part. The visitors you want are not just any people. They are those interested in what you sell. Getting traffic is also the most expensive part — both in time and money — and the trickiest part. There are currently over eight billion webpages on the web. Getting attention is not a piece of cake. But this is where the money is. The more visitors you have, the more money you make.

To get “traffic” you must blend in many techniques. It is hard to present this mass of information here, but here's a brief overview:

A. Search engines are the main (85%) source of traffic. They work in a simple way: So you are selling widgets? Your target market are those who search, on Google, for example, using the keyword “widgets”. Your objective is to have your website appearing among the first 10 results. But people also search for “red widgets”. You want to be there too (if you do sell red ones, of course). And so on. Sounds easy? It's not.

In order to get “search engine traffic”, you have two choices:

We usually recommend both methods for our customers.

B. Email — but absolutely no spam. You can use email both to drive traffic to your site, by advertising in other people's newsletters, and to “recycle” your own traffic by getting visitors to opt in for your own newsletter.

C. Advertising — you can simply advertise your website on other targeted pages by paying the owner to display either a text link or a banner. As long as you are measuring the results, this is satisfactory, although PPC may work better.

Specialists cite dozens of other methods to promote your site, but from our experience the three we have mentioned above are the major ones. We do, however, blend in different sets of techniques from case to case.

ROI matters

The basic line is that your Internet presence can be a great investment, not an expense. It is a Numbers Game. Each step can be quantified so that you will know, at every moment, if you are winning or losing. Anybody who tells you otherwise does not know what s/he is talking about.

Have us working on your project.

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