The New Year is quickly approaching us. For most organizations, their fiscal year follows the calendar year; as a result, the month of November is critical to budget, business strategy, and marketing planning. During November and December, marketing professionals typically reflect on the types of activities that are helping their organization grow, which efforts have yielded the highest return on their investment (ROI), and which efforts should not be repeated. It is based on this analysis of what does and doesn’t work that professionals make their forecasts for the New Year.
This month, we have been discussing the ins and outs of modern website design and development, touching first on traditional HTML/CSS websites, then on Content Management Systems (CMS), and finally on the integration of Rich Media into your web presence. So far, we have placed a great deal of emphasis on content and the ways in which it can be included and managed – after all, your company’s website is only as good as the information it provides. But the highest quality content in the world is worth nothing if your website is not found on the Internet. This week, we will be wrapping up our Website Design and Development series with some information on how to make your website work for you.
For many businesses, their advertisements are purely utilitarian: Display your company’s logo, phone number, and a picture somehow related to the work you do. Sign the check, wait for the ad to run, and hope you get a return on your investment. Often, the latter fails to materialize. The business owner becomes discouraged, and often stops running ads altogether – after all, advertising (whether in a printed publication or on the web) is expensive. When budgets are slashed, marketing is often the first line item to be cut.
Fifteen years ago, simply having a website meant your company was ahead of the curve. Many big companies (multinationals, even) gave little thought to their web presence, and people were only beginning to realize the potential of the web as a vehicle for delivering information from company to consumer (and vice versa). But to say things have changed since 1996 would be an understatement.
One highly-deliberated topic is the comparison of search engine optimization (SEO) and paid search, also known as pay per click (PPC). Without choosing sides, we’d like to take a moment to inform you of both marketing options, their general result, and what we think works best in a robust search engine marketing campaign.