You've spent hours working with a team of designers and developers to create your unique footprint on the worldwide web. Days and weeks to conceptualise the exact image, content and portal you want to use to interact with the world out there.
But now - how will those millions of potential clients know about you? What is the next step? And where do you begin?
Two prevalent methods have given you the tools to do just that - get yourself known.
The first of these is similar to an online banner marketing campaign, except you can splash your adverts across many websites at the same time. This we call Google Display Networks (GDN), and the adverts run across all the sites that have opened themselves up to this kind of marketing. The beauty of GDN is that it creates awareness before people necessarily know about you and actively go looking for you or your products.
Furthermore, Google almost 'tracks' the user's general application of the web, so if they are on certain websites often, and your advert is relevant to them, it will show to them when they go to other sites. Kind of eerie, but from a marketing point of view phenomenal!
Having had said that, Display Network allows for a lot of awareness and positioning, but not necessarily a conversion to a sale or direct response. People often see something, and then go in search of it later, which is why the second method is absolutely vital, we believe.
This second method is Search Engine Marketing. This is also the most effective way of advertising online, as you have a captive audience that are ready to engage and interact with you. The quickest way to get your product, brand or service 'out there' on Search Engine Marketing is by making use of Pay Per Click (PPC) Advertising as it is immediate and guaranteed when managed correctly. Besides this, Pay Per Click is flexible and can be changed and optimized real-time.
That said, however, to have a complete online visibility and presence, and to 'dominate' search engines cost effectively in the long run, is by optimizing your website and website content in such a way that your brand will be on the top of all major search engine listings. This is called Search Engine Optimisation (SEO). Search Engine Optimisation is done over a period of time, and thus does not necessarily yield immediate success, but in the long run is the most cost effective way to market yourself online.
Our advice, then, would be to start with GDN en PPC, get results and increase the proverbial bottom line, and then proceed to SEO - and eventual online success!
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