Using your website as a Marketing and Advertising Tool

Your website is much more than just an online brochure.  It is proof to the world today that your business actually exist.  Not to mention, it is the most versatile and dynamic marketing tool available for your business in this day and age.  People don’t shop in the yellow pages anymore; they shop online for local products and services.  So it only makes since to position your business to be found where your potential customers shop.

The nice part about online advertising is that you can control the cost based on your budget.  Advertising your website does not have to cost you thousands and thousands of dollars.  You can put up a simples website, advertise it on a pay per click basis and only pay when someone clicks on your ad and views your website.  Another advantage is you can set your daily budget limits so you are never spending more that you can afford.  At the same time you will be receiving targeted traffic of people who were physically searching for your product or service.  Nice huh?

For example, let’s say you are a real estate agent here in Schuylkill County and you want to come up in the listings when someone searches on “Schuylkill Homes“.  (Which by the way gets about 2400- 3600 search, PER MONTH and has very little competition)

The first thing you would need is a website for your agency, even if you are an independent real estate agent it would be to your advantage to make the investment.  If you think about it, one closing would more than pay for the cost of your website and the rest would be pure profit. 

Next you will want to sign up for an account at Google for their AdWords program.  Here is where you can create ads, bid on keywords for those ads, set up budgets and so forth.  It’s not real hard to do but there is a bit of a science to it.  If you have no experience at all and would like someone to set up and manage the advertising campaign for you please get in touch with us, we would be glad to help you out.

The next step now that you are getting paid traffic to your website will be to watch and monitor what keywords are producing the desired result that you are looking for.  It could be a phone call, a request for more information, whatever, the bottom line is that is has to produce a result.

You will then start to eliminate the keywords that are not working and tweak the ones that are so that they convert on a higher level.  This involves working with the page people go to when they click on your ad (known as a landing page) and also working with specific versions of your keywords that you want ads to display or not display for.

Finally, now that you have a list of keywords that have been converting, you will want to focus on getting up in the organic rankings via SEO (Search Engine Optimization) to get some free traffic vs. the paid.  Some people’s philosophies differ for this but in my opinion this is the most rational way to go. 

If you think about it, if you start out building an organic SEO campaign right out of the gate without knowing up front that your keywords are going to convert you may just be wasting your time.  Yes, you can achieve a first page ranking, but if the keywords don’t convert your visitors into buyers or inquiries for whatever reason, all  your effort will be for not. 

Spend some money up front for paid traffic, it is instantaneous and you can test, tweak and analyze your keyword strategy.  Then and only then should you spend your time, money and effort into organic search engine optimization.

We hope this short article was helpful.  If you have any questions or if there is anything we can do for your company please give us a call at 570-794-5089 or 1-800-349-0223.  We are located at 1 South Second Street, Pottsville PA 17901.  You can also contact use via the contact form on our website.

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