SEO vs. SEM
Whether you’re drawing (SEO) or driving (SEM) traffic to your site, make sure visitors see what you want them to. More…
Courting Clickthroughs to Generate Business
Convert raw traffic from Kellysearch.com to highly qualified leads. More…
What is Podcasting?
There’s a lot of buzz around podcasting. Is it right for your marketing mix? More…
“Not only does Kellysearch.com drive customers to our website, but it generates good, qualified leads which turn into orders. Looking forward to continuing our relationship with Max!”
Randy Holdaway, Zero Manufacturing, Inc.
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SEO vs. SEM.
Source: DM News
Authored by: Did-it.com
Search engine marketing involves click costs. Search engine optimization works through free traffic. Those two facts are the basis of a popular myth: that it's easier to get good ROI through SEO than it is to get the same ROI through SEM.
There are many reasons why that myth isn't true. But today, we'll deal with just one difference: the landing page difference.
In SEM, you decide the landing page your visitors see. In SEO, a search engine spider decides on the landing page visitors see. That's a difference in control, and that difference makes all the difference.
Searchers, after all, are people with itchy back-button fingers. If they come to a site and don't think it's the best site for them, they'll return to the search engine results page - and click on your competitors' links - in a matter of seconds.
But if your landing page is optimized for the keywords the searchers choose, and the ad copy the searchers see, then you're able to tell a new visitor, right away, that they’ve come to the right place. And no matter how amazing your site is, that's a message that visitors need to hear. Because people don't just want to see a good landing page, they want to see a relevant landing page.
Are we saying that getting the best SEO possible isn't worthwhile? Absolutely not. Top-ranking organic results are like front-page newspaper stories: you may not be able to control everything your market sees, but it can still make your brand look great. Plus, the more real estate you take up in the search engine results page, the better: if searchers don't click on your search ad, they can get to your site through the organic link.
So good SEO is absolutely vital to strong internet marketing. But saying that SEO will get better ROI than SEM - because organic traffic is free - ignores the most important element of SEM: control. And it's control that makes all the difference between getting traffic, and getting traffic that converts. And that makes a huge difference when it comes to ROI. Back to top…
Courting Clickthroughs to Generate Business
Source: Kellysearch.com
You’ve found each other – now what?
Max the Kellysearch.com mole loves to make introductions (as I’m sure you’re well aware of by now!), so make the most of all the traffic Max is sending your way.
Nail the first impression
Day or night, prospects seek you out. Show them your best by deep-linking from Kellysearch.com to the most relevant page on your site. Create a landing page so your visitors see exactly what they want (product information and options, specs, contact information, ideal uses of your products, etc.). Use a reseller channel? Say so and list partners and contacts. It’s a painless way for prospects to get more info from you.
Get their number…
…or email, or both. Post spec sheets, white papers or other ‘for more info’ documents to the landing page that prospects can access once they’ve filled out a registration form. Keep it simple (no one likes to answer a million questions).
Communicate, don’t be shy!
Now that they know you and you know them, build a rapport and entice the sale by offering specials, educational materials, product/company updates and helpful trends. Prospects might not be ready to buy today so keep in touch every few weeks or months (they’ll warm up). Build a relationship and you’ll get more value (read ‘sales’) from all the traffic Max brings to your site. Back to top…
Podcasting – Energize Your Words
Source: Kellysearch.com
The human voice provides energy and excitement in a way written language can't. Jazz up your communications beyond the written word and provide your target audience with a more appealing way to listen to what you’re conveying.
The What and Why of Podcasting
A podcast is simply an audio file that can be played on any PC, DVD/CD player, MP3 or iPod. The term literally comes from the origins of the technology: a broadcast created for an iPod, and has expanded to many more uses. Creating a podcast can be done on a PC for free with the right software, or as a professionally produced piece (which will run about $1000 - including talent). Each file should be kept to no more than seven minutes in length. Once created, host the file on your company’s website and include a link in any of your marketing materials for your audience to quickly and easily access (allowing someone to download the file to their PC, handheld, etc., or simply play the recording from your website without downloading anything). The short-form allows an audience to get a taste for whatever you're trying to communicate without wasting time skimming the entire article, paper, newsletter, etc. Since you’re hosting the file, your audience can access it from most any device connected to the internet, making your message highly portable (it's easier to listen to a podcast on a Blackberry than it is to read an email).
When to Use It
The central value of any podcast is the excitement and energy encapsulated in it. Liven up a white paper, research, spec sheet or application note with a short introductory podcast. Focus on the ‘wow’ factor of the document and let them listen to why your information is important. Provide updates to these communications via podcast in the interim while you finalize the written pieces. Provide your sales force with updates, news or the latest corporate messaging via podcast and spare them the headache of reading these important pieces of information on a tiny Blackberry screen. Back to top…
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