It seems like everyone has a different opinion how to get higher in search rankings, build traffic, and convert visitors into customers. |
A few people believe that "keyword stuffing", or using the same keywords as many times possible in the text, is the way to go. Others will recommend buying e-mail lists to send sales e-mails directly. Still more people will spend thousands of dollars using pay-per-click advertising.
These ways to attract customers are expensive and do not produce results. Here's why:
•Keyword stuffing might put you higher in the search rankings temporarily, but once the search engines discover the tactic it will lower your ranking. More than rankings, if you are writing for the search engines, it makes your site hard to read for humans. Humans are the ones who buy, not search engines.
•Buying e-mail lists is a terrible idea. You are a stranger to the people on the list. Being a stranger it is doubly hard to convince someone to open your email, much less buy something from you.
•Pay-per-click is not really that horrible of an idea, at the beginning. When you are just starting, PPC can add extra traffic to your company's site. While you don't have much organic traffic it can help. Just be careful on setting spending limits. Many a marketer has opened a bill from Google - stunned by an amount 10 times higher than expected.
So what is the right way to market online?
It starts with a professional website. Designed by a web designer. Copy written by a professional copywriter. The goal of the site should be to position your company as an expert resource in your field. This is your "base of operations" for your marketing plan.
Here's the plan. Drive traffic to your site by having fresh, interesting content that's updated regularly. Once visitors are on the site offer them a freebie. An e-zine, special report, online coupon. Something they can have for free if they enter in their email address. Once you have a house list of emails you can start directly marketing to them.
Having a house list is better than buying a list. Because all the names on the list are qualified prospects interested in you. You are no longer a stranger. You are an expert who sends interesting, helpful "whitepapers” or e-zine issues most of the time. You send marketing materials too, but even those offer good value to the customer.
By this time you realize why you need professional writers for your website. The sheer amount of writing. Writing that all must be interesting, attention grabbing, useful, and persuasive.
Check out this article and more on copywriting at More Free Money.com
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