Archive for December, 2010

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As 2010 comes to an end we want to take time out to let you know just how much we appreciate you, our clients.

We want to thank you for trusting Evolving Interactive with your business in such a challenging economic time, and also for allowing us to help develop and execute on strategies that take your business to the next level.

From our perspective, it feels incredible to have a “job” where we have the opportunity to work with the brightest entrepreneurs, marketing pros, and savvy businesses.

Thank you!

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With the year wrapping-up there’s a lot for a business to manage and think about when looking forward to the next year.

Evolving Interactive challenges you to bring digital marketing front and center and integrate it fully into your marketing mix.  Remember consumers don’t think about your online marketing, your print campaign and your in-store promotion as separate– they merely perceive them as being different facets of your company.  Plus, don’t forget, in many instances a customer’s first interaction with a brand or company is online.

So what are the basics that you need to address?  We’ve created a simple list to help –

Website

You have one, right?  If not, stop reading this and get one now!  In today’s business marketplace, there is simply no justifiable reason to go without a website.  Your business website acts as the cornerstone for your company’s online marketing.

Web Analytics

If you are not using analytics to measure the activity on your website, stop everything and install a web analytics program today.  An easy (and free) way to do this is by using Google Analytics.

SEO

Optimize your site or hire someone to do it, so that you can capture prospects precisely at the time that they are looking for services or products such as yours.  This is worth the time, effort, and expense because it makes your company website a more powerful marketing tool.

Paid Search Marketing

Complementary to SEO, test a Paid Search campaign.  Test different ad copy and keyword to serve-up your business when prospects are searching products and services you offer.

Get Local – Get Listed

If you are a local business, it behooves you to get listed in a multitude of online directories. For example, use Yelp, Google Local Business Center and Bing Local Listing Center.

Get Social

Socialize with your audience. Identify the most relevant social sites for your business, and then get involved. This might mean Facebook, Twitter, or LinkedIn.

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You may have heard the term PPC, also known as Pay Per Click, used by digital marketers.  But what is it, and what is its advantages?  We’ve put together a little Basics of PPC that we hope will help answer both of these questions. 

What is Pay Per Click (PPC) advertising?

PPC advertising is used on search engines, online advertising networks, banner networks, and content websites and blogs.  Many businesses use these ads to persuade people to visit their website.  It consists of advertisers paying for the ad when a visitor clicks on the link to visit a website.  An advertisers only plays for the ad when someone clicks – therefore the ad is based on performance.

Instead of paying a flat fee each month to place ads on keyword search result pages, advertisers can keep advertising costs low by only paying when people click on their ad.  Bid amounts vary based on the keywords they want to use.

The goal is for the advertisement to be in the top spot.  This dramatically increases the chances of having someone click on the advertisement.  When paying for ads in search engines, advertisers should try to bid on keywords that they believe their target customer is going to type in during a online search bar.

PPC advertising is extremely simple and can deliver exceptional results when keywords are chosen wisely.  There is no point in paying for an ad that only gets the business a position 4 screens away from the initial search results page.  For this reason, businesses want to find keywords that are still searched but have little competition.

The main advantages of PPC are:

  • Cost – It’s takes very little to get started with PPC marketing efforts.  In addition, the budget is consumed by the clicks and leads your ad receives each month.
  • Speed – Most PPC campaigns are up and running in just a couple days.
  • Control – PPC partners (such as Evolving Interactive) work with with business control what online users see when they view an ad or click through to a website.
  • Targeted – Advertisers can easily focus on their target audience(s) by using the proper keywords and ad copy.
  • Measurement – PPC is easily measured.  Advertisers see real results quickly.

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