3 Elements Of A Successful Advertising Campaign The Incredible Benefits Of Inbound Links The Five Basic Elements Of Web Design Search Engine Optimisation The How S And Why S To Achieve Top Rankings
Most business owners do not explore new marketing strategies until they experience a sharp decline in their revenue. Avertising campaigns are not evergreen. They evolve and grow, improve and degenerate.Most work at home, or small business owners shell out a substantial amount of money for a good ad campaign and then let it run dry.
The first strategy for success is found in the way you view the advertising campaign’s purpose. A good advertising campaign needs to do three things. First, it needs to collect data on the market. Who is buying. What is hot, and what is not.
Second, it needs to collect vital information about the people who make a purchase from your website. This can be compiled into a profile that helps you determine how to best reach your target market. It is a market research tool that helps determine what types of advertising works, at what times of the year.
Third, it should ‘brand’ your name and logo. A successful advertising campaign will imprint the company name and logo onto people’s subconscious. This increase their ‘decision to buy’ response when they visit the website
For example, online shopping increases dramatically just before Christmas, but only if the payment gateway is fast and easy to use. However, if the user must leave the website to use the payment gateway, like paypal.com uses, then the statistics do not change. However, the payment gateway does not effect sales in the summer.
You’ll notice that no aspect of an advertising campaign is to sell the product – that is your website’s job. A successful marketing campaign manager never measure’s an advertising campaign’s success based on sales.
Large corporations will tell you that a successful advertising campaign may run for months before the results appear on the income statement.
The advertising campaign should be reviewed often, and compared to new methods, in the hunt for new ‘hot markets.’ However, hot markets burn out very quickly. The whirlwind of change that continuously sweeps through the marketplace is a powerful balancer. It gives small businesses an edge over the elephants that move slow and react to change in months, not weeks.
This is true, but there needs to be balance. Always keep 80% of the marketing budget in the tried and true marketing methods – even if they do not offer the big rewards. The other 20% of the marketing budget is free for exploration of new advertising mediums. Don’t discount anything. Look at the fortunes made when youtube.com and myspace.com skyrocketed to fame. For a few months, advertisers were raking in millions.
It is also important to keep a finger on the pulse of the population. There is a time to brand your company, and a time to break away from the pack and create a new image for yourself like Calvin Cline did with their underwear commercials.
The important thing to remember is to focus. Calvin Cline didn’t try to sell underwear to all age groups, they focused on a narrow niche. Work at home and small business owners need to learn this lesson – niche marketing is the secret to making millions.
The potential is expansive. Clever competition and new technology should be seen as marketing tools, not threats. Staying on the cutting edge is all about innovation and creativity. Money is no longer the #1 element to success. Many small businesses are becoming international on small budgets.
For your website to enjoy the success that you want it to achieve there are things that have to be in place. Here you can read about the importance that inbound links to your website play on its success or failure.
Inbound links can do amazing things for your website. Most people just think of links in terms of traffic, but other considerations may be even more valuable. That is of inbound links distinguishing you as an expert, helping your search engine results, putting your product in front of visitor to create sales and generating sales.
When it comes to traffic, not all websites can be blessed with top search engine results. That means traffic needs to be driven from links on other sites. The higher the amount of inbound links your site has, the more doorways to your products there are. So get all the links you can from directories (such as the AuthorityDirectory.com), link partners, forums and resource boxes in articles. These resources can drive traffic to your door.
A side effect of generating links to drive traffic is that it increases your link popularity. This can improve your rankings within the search engines as inbound links are a sign of the quality and relevance of your website. The more popular your site is with inbound links this higher your search engine results will can be. Google highly values this and everyone wants to do well in Google.
By writing quality articles and submitting them for online publication you can not only create back links, but also an expert status. By writing articles with valuable content you set yourself up as an online resource for those topics. So in addition to receiving a couple initial links, you can generate and authority status for that topic and have the possibility for additional links.
Most URL’s do not give an indication of what a given site is about. For the search engines to see that we use something called anchor text in the link. The anchor text should be descriptive of the site and will tell the search engines the topics of your site. It will give relevance to your site for those keywords and boost your sites search results for those relevant topics.
When you achieve several pages of unique and valuable content other sites will start linking to your site. Those other sites will do this in a way of providing valuable content on their site. As other high ranking sites do this, Search Engines will start to take notice. Those same Search Engines will start to view your site as an Authority Site and you will enjoy a surge in page rank and traffic.
As you can see inbound links to your site play a vital role in its success or failure. The benefits of them can play a huge role in your sites future success. Do not underestimate their value in generating revenue and your products visibility to consumers.
The basic elements and principles involved in web design are true for all other types of design. These principles will show you the most effective way to put together the various design elements to come up with a good and effective site. A good web design company emphasizes the fact that web design is not simply about slapping all those HTML tags on the page, but it involves the use of web design principles to build a pleasing and useful web design. Your web design company will need you to make the most aesthetically attractive and effective web design, so make sure you keep these elements in mind:
Web design Balance is the equal distribution of the heavy and light elements on a singly page. Balance in your web design is concentrated in your page layout. You must achieve visual balance in your web design all throughout the page, not only in the initial view. You web design company might commonly suggest you to center the text and all the other elements on your page. It is also very common to set your page on an invisible grid system to create the balance that you need. There are three types of balance that can be achieved when designing a page.
1. Symmetrical. This is achieved by placing all the elements in an even fashion – a heavy element on the left is matched with another on the right. Be careful with symmetrical balances as you do not want your site to look flat or plain boring.
2. Asymmetrical. These are more challenging to build, but there are strategies to achieve this which can include the varying texture, color and image positioning and size to arrive at a pleasant looking page.
3. Discordant. Web sites that are off-balance suggest action or motion, so you can create a discordant design on purpose. This type of designs make viewers uncomfortable or uneasy, so they are best used for sites that are intended to make people think.
Web design contrast is more than just about colors and black or white, but also involves contrasting shapes, sizes and even textures. You can take full advantage of contrast by changing font size, weight and family to provide textual contrast and varying sizes of images and elements. However, be careful not to blast your readers or scare them off with contrasting colors which are way too loud. The links on your content should be contrasted well to draw most attention.
Web design emphasis involves the main points where the eye is drawn into in a design. One of the mistakes that your web design company may warn you not to make is to have everything in the design stand out. Keep in mind that if everything in the design has equal emphasis, the entire page will tend to appear too busy for comfort and may end up unappealing. What you should focus on instead is to create a visual hierarchy in the web design – to put emphasis only on the right elements. You can use semantic markup to provide emphasis even without the use of styles; change the font size of image size in order to emphasis or lessen emphasis on them; or you can use contrast in colors for added emphasis.
Web design rhythm, also known as repetition, brings the much needed internal consistency into your web site designs. Almost all elements in your design can be repeated in order to create pleasing rhythm into your design. For instance, you can repeat your headline a few times for more emphasis, repeat the same image across the page, create a background that is tiled and patterned with repetitive elements, or repeat a particular style to provide site design consistency. It is also a good idea to repeat the navigation elements in your site design across the pages of your web site.
Web design unity, also regarded as a site’s proximity, is the what keeps all the similar elements in the site alike and those diverse further apart, and pulls everything together into one integrated whole. Unity when it comes to web site design is mainly achieved through the proper placement in your layout. You can implement this in many ways. You can, for example, adjust the layout of your elements to put them close or far away from each other. In the body of your page, you can change the spacing around the text in your page contents. You can further achieve unity by playing around the box properties and change the margins and paddings.
A good web design company keeps in mind all the basic design elements with each and every page they design and collaborate with. This way, you and your web design company will come up with web sites that are pleasant looking, effective and attractive. As the website designer, it is important that you keep these elements in mind and apply them appropriately to your web page design.
Why should you “bother” to optimise your website pages and submit them to as many relevant engines & directories as possible? Well, just consider these staggering facts:
– The rate of people buying merchandise (everything from shoe’s to eBooks) online is growing at a rate of over 20% a year. In 2005, an estimated $150 billion was spent online and according to industry experts this is just the tip of the iceberg.
– 80% of BUYERS who use the internet for their purchases find their chosen websites via search engines.
For serious targeted traffic there are very few things that beat high search engine rankings.
So how do you go about yielding top search engine rankings? It’s actually not as easy as some of the SEO eBook & course peddlers would have you believe. You really need to have a search engine friendly site, know what keywords your prospects are looking for, understand the additional factors search engines look out for and then submit to the correct engines & directories.
This takes time, experience and more than a fair bit of effort. But once you do this, you’re well on your way to high search engine rankings – and in today’s internet era, that can really push your business to the top of the league while crushing the competition beneath your boots.
Let’s now look at how we can identify our keywords so that our website pages are perfectly optimised when the search engine spiders come a knocking.
How To Find The Right Keywords For Your Website
How well do you know your niche and your customers? Let’s find out. First consider your website and then write down ten “key phrases” that your potential customers may use when searching in the engines. Now, do this for each individual page on your website. For example if you have an information site on dieting in general, the keywords for your page on exercise should be different from your keywords on healthy eating. If you want high rankings then your keywords should be skilfully spread out over the page (as well as the header on your webpage).
Posting Your Optimised Website To The Most Important Search Engines & Directories – Why Hand Submission Is Best
Search engines dislike automated search engine submission programs and sites. Many of these programs (available via free submission sites/software) just do not consider the rules of the individual engines. Search engines have also reported that these types of tools are responsible for a lot of “spam sites” – bottom line, using these type of programs and sites to send your submissions can hurt your chances of high rankings.
It’s always best to submit manually, even though this can take a great deal of time.
Trick The Engines, Get Your Site BANNED – The Black Hat Techniques That You Must Never Use
There are always those who don’t want to play by the rules. They want an unfair advantage over everyone else. They want to deceive the search engines to get higher rakings.
It works. For a little while. Then they get caught out and penalised… BIG TIME. Their sites plummet down the pages of the engines. Or perhaps banned altogether.
You should never use “black hat” techniques to try and pull the wool over the eyes of the search engines. These type of techniques include automatically generated doorway pages, stashing away popular but unrelated keywords, hidden text and other dodgy methods. Some unethical merchants even sell software that can help you do some of the above by yourself – they know they are hurting your search engine placement prospects and your business but they couldn’t care less – their sales copy is so magnificent that they’ll convince you their software is the answer to high rankings. Always be wary of buying any software that claims to increase your placements – and always get advice before putting such software into use.
After Submission – Keep Promoting Through Backlinks
Your promotion efforts should not stop after you finish submitting to the major search engines and directories. When search engines ponder where to rank your site in their engines they will consider your link popularity – the number of other sites that are linking to yours. Search engines figure that if many other (related) sites are linking to yours, that it must have a certain buzz about it. And so they rank your site higher.
Content, Content, Content (It’s King You Know)
Another thing search engines love is content. If your site has a large amount of relevant content and a large number of relevant sites linking your way then you’ll have the search engines humming with delight. Higher placement.
Submitting content should be done on a regular basis but how can you increase the number of links to your site? Here are some dynamic ways to do this that search engines LOVE:
– Post in forums that are relevant in your niche and leave your website URL as your signature (a signature file is a few lines of promo text that most forums allow you to tag to the end of your post).
– Write articles on your site topic and submit them to article directories and publishing networks (there are thousands of these to choose from – get your article into as many as possible). Again, your website URL should be stated in the signature file at the end of your article.
– Find “authority sites” in your niche and request them to publish your articles on their website. Lots of publishers are too busy to write new content and if your article hits the spot you could well find them publishing it.
Obtaining good search engine placements requires a methodical and patient approach. Do the things mentioned in this article and your chances of good, organic placement will be high. And then perhaps you can enjoy your fair share of the $150 billion that’s being spent online every year..
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