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Getting Your Target Audience to Your Website
You might have the best website in the world with a tremendous FEMA score. That is, you make a great First Impression, elicit the correct Emotion, Message is strong, clear, engaging and your visitors take the Action you want.
But what if you don't have any visitors? It is critical that we not only talk about colors and action, First Impressions and Emotions, but also a strategy to get your target audience to the website.
At Axxiem, we provide a 4-tiered approach to our Internet Marketing Program.
Search Engine Optimization (SEO)
: Always design the site around good optimization principles (ie. content, keywords, etc.)
Link Strategy
: Work with the client to use their network to build strong links to the client's new or relaunched website.
Pay-per-click/Online Advertising Campaigns
: One of the most effective tools, if managed correctly, can be an on-line ad campaign.
Measuring Website Effectiveness
: Design and build in quantifiable metrics and reporting systems to gauge results and allow for fine-tuning and strategic adjustments.
CASE IN POINT
A nationally recognized healthcare complex made $185 for every dollar spent on search engine optimization and marketing during its first year. The healthcare company's goals were to increase Web traffic and target a specific audience that would, ultimately, improve the quality of its traffic. The comprehensive campaign included keyword and Web site architecture analysis, optimization of website and press release content, and the installation of tracking technology that monitors and evaluates the healthcare facility's investment.
(Source: Can You Afford Not to Optimize Your Site?/marketingprofs.com)
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