Posts Tagged web marketing
Improve Your Web Marketing in 5 Easy Steps
Posted by Jason Shindler in newsletter on January 19, 2009
At Curvine, we’re sometimes asked how to create an Internet Marketing budget. How do I figure out how much money I should spend? Where should I spend it? We’ve come up with an easy, five-step process to help you out – complete with a ready-to-use spreadsheet. Please read on.
1. Determine Your Marketing Budget
One way to determine your overall marketing budget is to look at the last six months – where did you spend your money? Look at the cost of advertising in the yellow pages, newspaper, direct mailings, and even the cost of Web site maintenance. Now, are you satisfied with the amount you spent? Should you spend a little more, or stay the same? Try not to be too conservative in your final dollar amount. Instead, think in terms of a comparison ratio – if your business makes thousands of dollars in profit every month, you can afford more than just $50 a month on marketing.
2. Get into the Mind of Your Audience
Who are your clients? Are they less likely, or more likely, to be Web-savvy? Keep in mind that those older than the Baby Boomer generation are less likely to search for your business over the Internet. Based on your understanding of your client demographic, estimate what percentage of your client base uses the Internet, and use that percentage to determine how much of your overall marketing budget should be spent on Internet marketing. If 50 percent of your clients use the Web, then 50 percent of your marketing budget should be spent on Web marketing.
3. Spend Your Web Marketing Budget
This sounds like common sense, but you really do need to spend money in order to make money. It isn’t enough to depend on your Web site as your only Web presence. Split your Web advertising budget among at least 2 vendors. Give Google and Dex a chance, for instance. Or, advertise with your local better business bureau, convention and visitor’s bureau, or industry-specific sites.
4. Evaluate Your Efforts
You’ll need to determine a way to evaluate the results of your advertising dollars. If you place an ad with Google, or another search engine, they should provide you with a tracking report. Ask your clients how they found you. If you own a business where this isn’t practical, create a way you can see what sort of traffic your site, or advertising is getting – ask online customers to sign-up for your newsletter (the more sign-ups, the more successful your efforts). Or, create a coupon that’s only available online.
5. Experiment / Tweak
After you’ve evaluated your success, decide if you want to experiment with something entirely new, or just slightly tweak a resoundingly successful program. Don’t be lulled by your success – there is always room for improvement. You do not, however, want to experiment with the amount of money you’re spending. Remember, it’s all about the ratio – you want to spend money where your clients will find you.
As a special service just for our blog readers, we have provided a downloadable spreadsheet for you to track your success. To review and utilize this free spreadsheet, click here.
2. Get into the Mind of Your Audience
Who are your clients? Are they less likely, or more likely, to be Web-savvy? Keep in mind that those older than the Baby Boomer generation are less likely to search for your business over the Internet. Based on your understanding of your client demographic, estimate what percentage of your client base uses the Internet, and use that percentage to determine how much of your overall marketing budget should be spent on Internet marketing. If 50 percent of your clients use the Web, then 50 percent of your marketing budget should be spent on Web marketing.
3. Spend Your Web Marketing Budget
This sounds like common sense, but you really do need to spend money in order to make money. It isn’t enough to depend on your Web site as your only Web presence. Split your Web advertising budget among at least 2 vendors. Give Google and Dex a chance, for instance. Or, advertise with your local better business bureau, convention and visitor’s bureau, or industry-specific sites.
4. Evaluate Your Efforts
You’ll need to determine a way to evaluate the results of your advertising dollars. If you place an ad with Google, or another search engine, they should provide you with a tracking report. Ask your clients how they found you. If you own a business where this isn’t practical, create a way you can see what sort of traffic your site, or advertising is getting – ask online customers to sign-up for your newsletter (the more sign-ups, the more successful your efforts). Or, create a coupon that’s only available online.
5. Experiment / Tweak
After you’ve evaluated your success, decide if you want to experiment with something entirely new, or just slightly tweak a resoundingly successful program. Don’t be lulled by your success – there is always room for improvement. You do not, however, want to experiment with the amount of money you’re spending. Remember, it’s all about the ratio – you want to spend money where your clients will find you.
As a special service just for our blog readers, we have provided a downloadable spreadsheet for you to track your success. To review and utilize this free spreadsheet, click here.
About Curvine
Every company has a Web site. But most business owners don't know how to make their Web site generate leads and sales. Our firm, Curvine Web Solutions -- a Web site development firm located in Bellevue, WA, creates strategies, designs and writes code to make your Web site make money for your business.
Please contact us at 425-818-9096 to ask for a free proposal. You can also visit our Web site at www.curvine.com