Web Marketing & SEO
Many businesses have the mistaken notion that once they have launched their new website, customers will magically show up at their virtual doorstep ready to buy. Unfortunately, this “if you build it they will come” strategy is unlikely to generate any ongoing success. Launching a new site without marketing it is rather like constructing a beautiful billboard only to then display it in your garage where nobody can find it.
W. A. Fisher Interactive provides comprehensive web marketing and SEO services to make sure your site is being seen by the right audience.
Click on a heading below to learn more.
Search Engine Optimization
Search Engine Optimization (SEO) is a combination of alterations to the programming and content of a website to make it more accessible to the search engines for various terms or phrases. SEO is a long term strategy to increase traffic from the search engines to your site.
You cannot buy search engine rankings. The only way to improve your rankings is to have more relevant material on your site than your competition.
At W.A. Fisher Interactive we offer a basic SEO package starting at $1,500 that includes one-time optimization of HTML content, page titles, descriptions and metatags for up to 10 keywords and 10 different Web pages. The package also includes a benchmark and follow-up Search Engine Ranking Report to measure the results.
One alternative or supplement to SEO is Paid Search, or Pay-per-click (PPC) advertising. With PPC we bid on search terms, saying how much we are willing to spend per click for each term. The more competitive a term (how many people are searching) the higher the bid required to rank highly for that term. Costs per click can range anywhere from pennies up to $100. Most of the keywords we have purchased for our clients have averaged under $1.50.
We often use PPC campaigns to augment SEO. In some cases keywords are so competitive that it is virtually impossible to optimize for them without adding dozens of pages of new content. In those cases, it is much more cost effective to rely on PPC to reach people searching those terms.
You can spend as little or as much you like on a PPC campaign by setting a maximum amount to be spent each day. Sponsored listings are a sure-fire way to get clicks and increase traffic on your site. One major benefit of sponsored listings is you are only paying for those that actually click on or visit your site. It’s like buying a yellow pages ad but only paying for those people that actually call you. Even most banner ads are priced by the number of people who view your ad, not by the number that visit your site.
Banner ads are another effective medium for increasing website traffic. Banner ads are generally small ads that include text and graphics and perhaps motion that can be clicked on by the user to link directly to the advertiser’s website. Banner ads are generally displayed on high-traffic sites such as online newspapers and other virtual publications. Unlike PPC advertising, most banner ads are charged by impressions, not by clicks. This is measured and priced at a cost per thousand impressions of CPM. CPM varies widely from publication to publication largely determined by how general or targeted the audience is.
Another factor to consider when buying banner ads is click through rate (CTR). The click through rate is the ratio of the number of people who actually click on your ad vs the number of people who saw your ad. The average click through rate for banner ads is .5%, 5 out of every 1,000 people who see your ad actually click on it and visit your site. CTR can also vary widely depending on how well targeted the ad is, where it is positioned on the page, and how well it is designed and executed. Based on an average CPM of $10 and the average CTR of .5%, it would cost you $2 for each person brought to your site.
Most experts will tell you not to measure the effectiveness of a banner ad campaign strictly by CTR. If your ad is done well, it is raising awareness for your brand whether it is clicked or not. At the end of the day, banner ads are still a much more cost effective medium for increasing website traffic than print advertising, and the fact that banner ads have a built-in tracking mechanism for measuring response is very beneficial as well.
Either way, it is obvious that banner ads aren’t cheap. All the more reason to hire a professional to make sure you are buying ads on the right sites and making your ads as effective as possible to maximize your return on investment.
Social Media Marketing
According to Wikipedia, Social Media Marketing is “a term that describes the act of using social networks, online communities, blogs, wikis or any other collaborative Internet form of media for marketing, sales, public relations and customer service. Common social media marketing tools include Twitter, blogs, LinkedIn, Facebook, Flickr and YouTube.
In the context of Internet marketing, social media refers to a collective group of Web properties whose content is primarily published by users, not direct employees of the property (e.g. the vast majority of video on YouTube is published by non-YouTube employees).”
Led by Facebook and Twitter, social media has enjoyed explosive growth over the last couple of years. As a result, marketers are scrambling to get their brands on the social media grid to create a buzz about their company that can proliferate across the Web. While you can purchase ads on some social media sites, the preferred strategy of most of our clients has been to create their own blogs, posts and tweets to create a conversation with their customers, and build a fan or follower base that can grow virally throughout the social grid.
W.A. Fisher Interactive has been a leader of social media marketing, primarily in the tourism market. We help our clients create and distribute content through facebook, blogs, twitter, YouTube and other social media.
E-mail marketing is a form of direct marketing which uses electronic mail to communicate to an audience. E-mail marketing is popular with advertisers because it is immediate, less expensive than direct mail and is easy to track.
While many advertisers use e-mail to legitimately and effectively communicate with existing customers, many other companies abuse the medium by sending unsolicited bulk e-mails known as spam. Spamming is illegal in the US and is subject to considerable fines or even prison terms. Short of those consequences, any company accused of spamming runs the risk of having their site and e-mails blacklisted or blocked on the Web.
The key component to a legitimate e-mail marketing effort is opt-in or permission marketing. By opting in, the customer effectively gives the advertiser their consent to receive e-mail communications from them. W.A. Fisher Interactive uses e-mail marketing programs such as Constant Contact or Campaign Monitor to manage lists of customers and contacts who have opted in, to compose and send e-mails to that list, and accurately measure the results.
“Traditional” or non-digital media such as print or broadcast media can be used very effectively to drive traffic to websites. As a full service marketing, advertising and publishing company, W.A. Fisher can help you plan and execute a campaign utilizing every spectrum of media to promote your site and your organization or business.
It has become quite common practice for consumers to research a product or company online before making a decision to purchase. In the travel industry for example, the vast majority of visitors will use the Internet to research destinations, plan activities and ultimately book their vacations. Non-electronic advertising remains a key outlet to expose brands to a mass audience and to drive traffic to their representative websites.