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Search Engine Marketing – Is It Time To Upgrade Your Campaign?
The latest buzzword in the advertising world is upgrade. From iphones, to HDTVs, to high speed Internet service, everyone needs an upgrade. If Beyonce says so, it must be true!
Perhaps your search engine marketing campaign needs to dance to a new tune.
Is your online media matched to your latest business objectives, messages, products and services; or is it out of date and ready to be archived with your 45’s, 8-track tapes and VCR?
Today’s business economy is changing at the fastest pace ever. So what should you do?
To begin, take a step back.
• Review your website.
• Take a good long look at your search engine marketing campaign.
• Is your message being consistently communicated via your website, ads and landing pages?
• Is your offer still current?
• Are you getting a good return on your investment?
Now take a look at your current business plan. What are your 2009 business objectives?
If you’re search engine marketing campaign doesn’t project your current business goals, it just might be time to upgrade.
You don’t need to completely reinvent yourself, but you can build your brand through
better focused and more targeted approaches that are matched with your current business
goals and strategies.
Here are some recommendations to help you move ahead.
1) Revise your website copy so it is current. Perhaps you can afford a redesign, but if not, make sure your messages come through loud and clear and reflect your latest business goals and offers. Remove outdated or unnecessary copy.
2) Refresh your site’s search engine optimization to include both new and best performing, relevant keywords. Google has a free keyword tool that can be helpful to find good keywords with high search volume.
3) Consider developing a mini website (no more than 10 new pages). This is a great way to focus on a high priority area of your business. A mini site should be easy to navigate and can be optimized for specific search terms.
4) Add video. A product demonstration or a testimonial can go a long way to help customers see the value of your products or services. Make is short; keep it simple; reinforce your messages; and make a compelling offer. Add it to your home and landing pages.
5) Update your click campaign to make sure your ads reflect your latest offers.
6) If applicable, set up local business ads to more precisely target your audience. You could try different ads or offers for each location and test the results for best performance.
7) Include trackable phone numbers on your website and in your advertising campaigns to measure results.
8) Add Google Analytics to your website so you can gather trend data. This is a simple improvement to help you measure and grow your business.
The best upgrade is one that is current, consistent, integrated, focused, targeted and measurable.
And the beat goes on….
