Internet Marketing: Search Marketing Grows in Face of Downturn

Much of the news around the economy has been grim lately – everyone can admit this.  Just click here for the gory details.

12-Month DJIA Slide

However, in the midst of all this turmoil one area is thriving – Search Engine Advertising. 

SearchIgnite reported that search marketing spending grew 27% in the 3rd quarter of 2008; up from the same period last year. 

Search Engine Marekting Growth

Can newspapers, Yellow Pages, TV, radio or print come close to making the same claim?  You probably know the answer to this since it is likely that you are currently considering trimming these budgets back yourself. 

So what do you do with this information?  Get prepared and properly balance your marketing budget. 

1. Make sure your website is operating as it needs to be.  How do you know?  Ask two questions: a) What is your website conversion rate? b) Could it be better? 
2. Examine if your competitors (national or local) are making investments in their Online Marketing.
3. Create an online marketing plan that outlines how to: a) reach potentional customers and clients; b) engage customers and clients about your value proposition for them; c) convert visitors into sales or leads; d) retain these relationships for future marketing efforts. 
4. Execute on the easiest battles to win in your online marketing plan – and yes, that may be implementing or improving your search engine marketing.

Web Design: How Important Is the Copy on Your Website?

I first saw this video on the blog of my friends at Future Now.

As I was first watching it, I imagined the beggar as typical online business.  He is set up and occasionally some revenue trickles in.

You can even imagine his business metrics (you have metrics for your online business too).  Possibly, 1 in 100 who passed dropped a coin in his can.  And for the sake of ease, let’s say those individual coins were dimes.  So for every 1,000 people who passed by the beggar made $1.00.  Ouch! 

So the new words on his sign made the entire difference!  He went from a conversion rate of 1% to 5% and it looks like he may have also increased his average donation as well.  For the sake of ease, we’ll say that patrons began donating two dimes.  Now for every 1,000 who passed by he made $10.00! 

A few simple words made the whole difference. 

How well is your website working for you?  Could an improvement in your copy start to make the difference?