Your staff may spend months developing an enticing message and gorgeous graphics for your website, but it won’t matter if no one can find it. “If we build it, they will come” may have applied to website development in the mid-1990s, but the over 100 million websites circulating in cyberspace have rendered this philosophy obsolete today. With so many other websites offering similar products, services or messages, how will you rise to the top?
E-marketing is the art of publicizing your business and its website using online strategies. If practiced effectively, an Internet Marketing campaign can help your company reach its goals, both for web visibility, and also for increased sales and better public relations.
The RTS Strategy
Technology changes rapidly. RTS keeps up with the best trends and tools in the field of online marketing, and we stand ready to utilize them to assist your business. RTS customizes an Online Marketing Strategy for each of our clients. We meet with you to discover your business objectives, your current marketing plan, and your goals, both for your web presence and your overall business. We then provide you with a “menu” for e-Marketing success; together we select the options from this menu to activate your personal e-Marketing game plan.
The RTS Internet Marketing Strategy starts with Market Research Analysis, continues with an Internet Marketing Plan and finishes with Measuring Results.
The RTS Support System
1) Market Research Analysis
RTS targets three main areas of research:
A) Existing Customers. RTS investigates what your existing customers think about your business, its brand, and your products or services.
B) The Competition. RTS finds out who your competitors are; and we gather as much data as possible about them, including how they market their products or services. We specifically research their online marketing campaigns.
C) Future Customers. RTS identifies markets that your business can target for future sales.
2) The Internet Marketing Plan
Once RTS has gathered data on your business, its customers and competitors, and its future goals, we are ready to start your Internet Marketing Plan. Here we put into motion the e-Marketing strategies that will improve your website’s visibility, strengthen your business’s online image, and increase sales. Our menu of strategies includes both “organic” efforts and paid advertising. “Organic” or “natural” strategies build your website’s online visibility via avenues that are usually free, but may take more time and effort; generally this strategy gains traction with time and continued effort.
E-Marketing Strategies we implement include:
A) Search Engine Optimization (SEO). Search engine preferences change. RTS stays up-to-date with the best ways to help your website move up in the search engine rankings. SEO techniques we employ include:
- Determining the keywords and phrases that best describe your web pages, analyzing these words and phrases, and applying them within both your website’s text and in the code that makes your web pages work.
- Registering your website with the major search engines.
- Conducting a campaign to build links to and from your website.
- Ensuring that your website complies with all mandatory HTML standards.
B) Search Engine Marketing (SEM). SEM, like SEO, seeks to improve your website’s ranking with search engines. The tactics here differ somewhat in that SEO uses mostly organic methods, and SEM usually consists of paid advertising. Paid advertising might include:
- Pay-per-click ads in websites, search engine results, and Facebook pages. With pay-per-click ads, you pay a certain amount whenever a user “clicks” your ad and visits your website.
- Banner ads or other advertisements on websites.
- Better placement in search engine search results.
C) Copywriting and Information Architecture. Redesigning the flow of your website and rewriting some or all of the content may play an important role in an effective E-marketing strategy.
D) E-Newsletters. A monthly or weekly newsletter can direct your users to all that your website has to offer, produce excellent public relations with your customers, and keep your company and its products or services in the forefront of your customers’ minds so they think of you first when it’s time to buy.
E) Social Media. A Facebook page and a presence within other selected social media applications can help to promote your business and your website. Please see the “Social Media” section on our website for more information.
3) Measuring Results
Measuring the Return on Investment or ROI is an important part of any marketing campaign, and Internet Marketing is no different. RTS begins by registering baseline figures related to your sales and your website’s number of visitors. Once the Internet Marketing Plan is in place, we tally quantitative and qualitative results, including:
- Information about website views, visitors, and other data accessed via analytics software.
- Measurement of sales both from your online store, advertisements, and any offline outlets.
- Positive and negative buzz, measured from social media sources, relevant online searches, and polls or surveys.
Working together with you, RTS will select the right e-Marketing tools to suit your business, your goals, and your budget. For more information, contact RTS at (804) 504-1423.