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BUSINESS STRATEGIES
Today's Traffic Report
The top question we've been asked lately is "How can I get people to see my website?" There are multiple methods to drive traffic to your site; while some appear to be totally unrelated to the web, they could be just what you need. Budget, timing and creative strategic planning are the key players in building website traffic. The less budget you have, the more creative you'll need to be.
Pay-Per-Click
As advertised, you set up an account on one or several search vehicles and pay for each click from that site to your site. This is a numbers game and while you can get on the playing field for say $100 a month, you will not be the star player. An average click can cost anywhere from $.40 to $2.00 and for ecommerce, the click to sales ratio is the key factor.
Links From Other Sites
Search robots or spiders love new content...they gobble it up, which helps your page rankings on search engines like Google and Yahoo. Update your site regularly and place content on ezines, blogs and even complimentary sites. Readers for those sites find you and so do the robots. If you have the time to do this on your own, it's virtually free. If not, hire a professional to ensure you get the information out on a regular basis.
Strategic Marketing
Any marketing plan developed today needs to include a mix of traditional advertising, PR, collateral pieces, events and promotions. Find your target audience and vigilantly pursue them. Make your company name and web address ubiquitous. Smaller budgets can play this game and win. The key is a consistent approach and understanding your potential customers.
E-Marketing
One of our favorite marketing tactics, eletters help you connect content with action. You send your message and drive traffic to your site through value added content, product promotions, event reservations...whatever. If you are not currently using email to increase web traffic and sales, we need to talk!
Getting people to your site is one thing, giving them a reason to return is another, but that will have to wait for another issue of fuse.
EARLY RETIREMENT PLAN
Revolution Through Competition
You Can Win $20 Million
Not saying it will be easy, but it may be done. The Google Lunar X Prize will award $20 million to the person/group that can build a privately funded spacecraft that successfully lands on the moon, moves on the surface and beams photos and hi-def videos back to Earth. Read more about Lunar X and check out Google Moon and Mars at
google.com/space.
Afraid of heights? There's still hope. Check out the Automotive X Prize and Genome X Prize web sites.
MARKETING STRATEGIES
Speak Up for Yourself
Ever wonder why some businesses seem to get so much press coverage? Generally speaking, it's because they have developed a message and are consistent in submitting it to media sources. To have a well-rounded marketing plan you really should consider media and public relations. If you've never developed a PR campaign, here are a few suggestions to get you started. We're addressing print publications but the guidelines remain much the same for TV, radio and online publications.
Do your research.
- Based on the audience you want to reach, make a list of publications that are read by that group.
- Read each of those publications to understand the kind of information they publish.
- Every publication tells you the preferred method of contact, whether by fax, email or online submission.
Determine your message.
- Start small, maybe an employee promotion or announcing a recent award your company has won. As you gain confidence, add more complex subject matter.
- There is a standard news or press release writing style that helps focus attention on key points and is accepted by every publication. Just enter "press release" into any search engine to find free online resources to help you.
- Keep the message focused and to the point. While PR is a bit self-serving, it should also be informative. The best way to be published is to offer something newsworthy.
Know what to do when they call.
- All releases should contain your contact information. Know the facts about the subject and what it is that you want to see in print.
- Answer the questions asked in two or three sentences and try not to get off topic.
- Be aware that the reporter is doing a job, not making new friends. What you say is always on the record!
Send it in and wait.
- Timing is everything. Not every release will be picked up by every publication.
- Do not call the publication or reporter to see if they received your release. If they want to talk to you, they'll call!
While you can do it yourself, Trusty and Company offers full marketing support to our clients and can speak up for you!
Cool Paper Toys!
Very fun desk toys you can make yourself. Download the pattern, print it out and with a bit of tape, scissors or an exacto knife and about 15 minutes of totally focused energy, you can build your own pirate, headhunter or one of twenty other toys! Visit readymech.com.
Welcome New Clients
We are very lucky to have clients and vendors that we've worked with for years and we value those relationships... thank you!
New to our list of clients that we count as friends and businesses that we can heartily recommend to others:
Dublin Orthodontics Ewa Byzcek, Board Certified Orthodontic Specialist
The Eye Foundation, Not for Profit Ophthalomic Organization
Michael Holesh, DDS, Family and Cosmetic Dentistry
Randall W. Nameth, RPh, DDS, Dentistry for Adults and Children
Optimum Solutions, Inc., Food Services Consultant
phoodandwhine.com, Coming Soon, a Web Site for Food and Wine Lovers
Sportswood Furniture, Licensed Collegiate Furniture Manufacturer
Tutto Vino, Wine Bistro and Cellar
CREATIVE MARKETING & DESIGN SOLUTIONS
6750 Avery-Muirfield Drive, Dublin, Ohio 43017
p. 614/336.8403 / f. 614/336.8404
For more information: info@trustyandcompany.com
Don't miss the next issue of "fuse", to assure that you receive all future issues please add us to your address book. The address is: claudia@trustyandcompany.com.