When you embark upon a traditional advertising and marketing campaign your motivation
is to gain the attention of your intended audience through the strategies that you put into place. Ultimately, however, what you really mean to do through this work is to generate a perception about your brand - lay the foundation for those who have no pre-conceived ideas about your brand and change the perception of those who may have negative feelings toward it. How you do this is entirely within the scope of creative strategizing and execution and while this lends itself to traditional advertising and marketing it most certainly lends itself equally well to online work.
Selling yourself and changing perception online can be tricky. There are few places where consumers - and misaligned wrongdoers - can weigh in so completely and so instantly on your product and service. Almost every day web sites and the companies behind them are being judged by a jury of their online peers and it can be a difficult battle to face. The best resources that anyone has for being successful online is their ability to adjust their search engine rankings. You want to be as close to the top of the rankings as possible so that you can immediately and positively attract the attention of your audience. Of course such rankings increase web traffic as a matter of course, but if you strategize appropriately and execute your plan with equal parts determination and flexibility you can maximize your opportunities to not only get more web site traffic but attract the traffic that will have a higher conversion rate and earn you business.
Managing such an online campaign is best done through the work of a web site optimization firm that can lend their expertise to the process. More in the next post