Internet Publicist Is It Time for an Assessment of Your Online Marketing Program

by Ron Scott

Is It Time for an Assessment of Your Online Marketing Program? LOS ANGELES, CA - Did you pay or are you now paying a webmaster or an SEO to optimize your site for a number of keyword phrases so that your site appears on the first page of Google? Does your site appear there? Are you generating or do you anticipate generating enough traffic and sales to recoup the expense? If you can't or couldn't afford an SEO's services, have you been using a pay-per-click (PPC) advertising program like Adwords or Overture? Are you generating enough sales to justify that expense? If you're an "also ran", an online dealer or distributor, the answer to these questions is probably a resounding ‘NO' and for four very good reasons. 1) Not unlike the hyper that led to the great dot com boom, the probability of your success and the online demand for your products and services has probably been grossly exaggerated at least when it comes to the number of sales generated by natural search and pay-per-click advertising. 2) The competition for top ten Google rankings and ideal PPC placement using even obscure keyword phrases is getting stiffer by the day so natural and sponsored placement is getting more difficult to secure and expensive to hold. 3) Search engine placement and PPC, while highly targeted, as passive marketing strategies. Prospects have to be in a shopping mode to find you. 4) Sales on the internet all too often go to the lowest bidder unless you have something unusual to offer. Does this mean that you can't get top Google placement? No. What it means is that you need to find a way to circumvent the process and you can do that by promoting your brand name. When consumers search using your brand name, there's no competition. You get top placement by virture of the fact that you have the exclusive right to use that brand name which now becomes the focus of your online promotional campaign. If you are fortunate enough to have a unique product or service, you probably aren't recouping your promotional expenses either but you face an entirely different problem. Your prospective B2C - B2B prospects don't even know your product and/or service exists. So what's the solution? Be proactive. Distribute press releases to promote your brand name and familiarize the public with your company and its product and/or line of services. When people begin to associate your brand name with a particular product and/or service, they'll look for that brand name in natural search results and guess what? You'll be sitting in the top slot on Google and every other major search engine. If you are like most business owners you're probably thinking that the media isn't going to be interested in a press release about your company. And you know something - you're probably right. But you don't need to get media approval to get your message out to your target audience. In fact, the syndication of news over the internet eliminates the need to be concerned about the media altogether because 98-99% of all reads come from consumers and B2B prospects. What's more, a well distributed press release will typically generate 50,000 - 100,000 readers in a week to ten days. Now you may also be thinking that you don't have anything to write about. That, too, is a major misconception. Internet "news" stories don't have to be newsworthy, they just have to be interesting. Write a story about the advantages and disadvantages of a particular product and/or service. Write about yourself. Write a consumer advisory. Give your readers something to think about, something that makes them believe that your company is the one they should be doing business with. If you would like to learn how on and off-line businesses are using press releases to build brand awareness and attract new B2C and B2B prospects, you really owe it to yourself to attend one of our introductory webinars. They're conducted online and they're FREE. On-line presentations begin promptly at 9:00 a.m. (PST) every Monday, Tuesday, Wednesday, and Friday. To participate all you have to do is visit our website and download and install the conferencing software. Once you've done that drop us an email letting us know when you want to attend and we'll issue you an invitation shortly before the beginning of the desired session. At the end of the hour long presentation, at the very least you'll end up with a far greater understanding of the dynamics of this novel approach to website promotion. About the author: Ron Scott Senior Internet Publicist Fast Track SEOP: http://www.fasttrackrankingandplacement.com

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