Direct
Response Television Web Marketing
Why does my DRTV product need
web marketing?
There’s a common misconception about web sites
that follows a famous movie line; “If you build
it – they will come.” It’s a nice
thought, but it’s not true! Your website, like
a brick and mortar store, requires traffic generating
activities to direct prospective buyers to your door.
Most site traffic today is directed through search
engines. The job of the search engine is to deliver
you the most relevant content based on your keywords.
To do this, search engines employ automated programs
(called spiders) that constantly search the web, cataloging
content and ranking each site based on complex, ever-changing
relevancy criteria.
All this ensures that when you type in a particular
keyword, that you are directed to sites most likely
to meet your needs. Of course everyone wants to have
high search engine ranking in their category. So this
is an ongoing and ever-changing technical challenge.
There are two primary site traffic strategies:
Organic search activities are
designed to optimize your site to produce high ranking
search engine results. Site optimization includes
making structural changes to the site, including
keywords and links that fit search engine relevancy
criteria.
Paid search is a structure that
allows you to direct traffic to your site by purchasing
keywords, and keyword phrases, and paying on a PPC
(pay-per-click) model. These models provide a very
targeted and flexible means to reach a specific
audience.
Your specific needs for a web presence should be
carefully considered as part of a well balance multi-channel
strategy.
Why DRTV tools vs. the other
guys
DRTVtools will give your DRTV product a better chance
at success.
Four reasons:
1. We specialize. We don’t
make TV spots. We don’t place media. We don’t
operate call centers. We create strong product identities
– using three decades of experience to build
smart product strategies and apply to web communications,
branding and packaging.
2. Like you, we are entrepreneurs.
We are driven by love of the game. We hand select
a few projects per quarter and do what it takes
to win. Our principles produce your project, not
junior staffers – so you get the first string
team.
3. We are lean and mean. Our decentralized
structure means that we don’t carry massive
overhead like the big shops do (by the way, it’s
you – their customer, who pays that bill).
That means you buy just the services you need. You
get top quality work and your dollars go farther.
4. We have one foot in the virtual
world. The DRTVtools technical team specialize (there’s
that word again!) in staying ahead of constantly
changing web ranking and promotion strategies. It’s
a full time job! Getting to the top of search engine
rankings, and staying there, involves an ongoing,
consistently applied effort – but the payoff
can be enormous.
Linux, Unix and other open source platforms, in most
cases, offer a far better solution. But don’t
take our word for it – Type in “Windows
vs. Unix” in Google and read some of the advantages/disadvantages
articles. Eye opening. More on the available options
that best fit your specific needs when we talk.
What does web marketing cost?
This is also a tough one to answer because of a multitude
of variables. But we can break down the steps and
provide cost ranges. Site optimization, organic search,
is based on the scope of your site and nature of the
market you seek to impact. Paid search requires keyword
strategies and setup costs and then ongoing media
investment to buy keywords.
Web marketing includes some or all of the
following:
Site analysis – Assessment
of site’s ranking performance vs. competitors
on related search terms
Search Engine optimization –
Techniques to boost organic ranking
Keyword review – Development
of target keywords that meet search criteria
Reporting – Mechanisms to measure
ranking and program efficiencies
Web marketing development timeline:
4 to 8 weeks (average – to establish programs)
Web marketing development cost range:
According to a Marketing Sherpa study/Q3 2003, the
average client spends between $6,000-$150,000/year
on search engine optimization efforts, depending on
the website's “size, complexity, frequency of
updates, content management system, search term goals
and competitiveness of the target marketplace.” |
