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Advertising Business Building a successful advertising plan Selecting the most effective ad media Calculating your ad budget How to spend your ad dollars Should you hire an ad agency? What to say in your ad Write ad copy to fit your market Making your ads memorable When will your ads start working? Before you can advertise effectively, you need to answer these important questions.
Q: What do you think is a better advertising plan: $2,000 in direct postcards reaching roughly 3,500 people, or $2,000 in a online ad reaching 750,000 readers? A: It depends entirely on what you say in your ad. If your impact quotient is high enough, your best bet will be the online advertising. If the direct postcards are delivered precisely to "the perfect target" (which is not very likely), then the direct-mail route is preferable. Based on the fact that I don't know the answers to either of these questions, my guess is that neither the direct postcards nor the online advertising will work for you. My advice is that you keep your $2,000 in your pocket until you come up with an actual plan. These are the hard questions you need to answer: Try search engine marketing with Google, Yahoo, MSN! Sponsored Search.Advertise your business in search results on Google, Yahoo, MSN! and other popular sites. You can put your business in front of potential customers at the precise moment they're searching for what you sell. No one can promise a #1 ranking. The size of your web site's compeition will determine the budget required to attempt #1. We can raise your site's ranking as high as possible given your budget and compeition. Google Preparation
Keyword selection: Discover the phrases searchers use to find your website
Prioritize keywords: Prioritize keywords/phrases by KEI (Keyword Effectiveness Index)
Keyword report: Find out exactly which phrases will work for your site
Title tag: Populate each page's title tag with keywords
Link anchor text: Populate anchor (link) text with keywords
Meta description tag: Populate meta description tag with KEI-rich description
Meta Keyword tag: Populate meta keyword tag with highest priority keywords
H1, H2, H3: Re-write content to effectively use headline tags.
Keyword Font Styles: Italicize and bold key phrases
General search engine submissions: Website submitted to major and second tier search engines
General directory submissions: Website submitted to major and second tier directories
Submission report: When and where your website is submitted
Site Map: Create and submit Yahoo-Google site XML sitemap
Keyword links to internal site pages: Internally link pages within website
Valid internal links: Detect and fix broken internal links
Cleanliness: Convert website to XHTML. Sometimes requires an extra fee for entrenched old-style HTML.
File Size: Reduce unoptimized image sizes
Image text: Assign keywords to image filenames and "alt" tags
CSS: Move CSS to external files
JavaScript: Move JavaScript to external files
Frames: Re-write framed pages without frames
Remove hidden text: Detect and remove hidden text
Anti-Cloaking: Detect and remove cloaking
Quality links: Ensure website's outgoing links work and point to context-relevant sites
Title and description: Optimize outgoing links with KEI-rich phrases
Limit links per page: Keep outgoing links in-context with one another
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Website articles: Write, edit and publish two website articles per month
Article directories: Write, edit and publish two article directory articles per month
Niche publication articles: Identify your industry's niche publications. Write, edit and promote one article per month to these publications. Includes telephone calls and emails with editors to get your article published
Press releases: Write, edit and submit one press release per month. Press releases are submitted to thousands of journalists and directly to niche publication editors. Includes telephone calls and emails with editors to get your news published
Social bookmarking: Bookmark website articles, article directory articles, niche publication articles and press releases to digg and del.icio.us
Forum signatures: Post to forums offering expert content with "signature" link back to website
Blogs: Create and post to website blog with expert content
Sponsor appropriate websites: Donate to high-ranking, industry-appropriate non-profit sites in exchange for a link
Three-way link exchanges: Identify and exchange links with sites that point to your website in exchange for a link to a second website of theirs
Buy traffic: Setup and manage pay per click campaigns
Buy links/banners: Setup and manage advertising purchases |
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