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| Advertise Locally using Search Engines |
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Tuesday, January 22, 2008
For example, a realtor with a web site in Minneapolis is likely interested in advertising on search terms such as "homes for sale" and "sell my home." The only problem was the realtor would have to advertise to everyone in the country who happened to type those terms into search engines. cornerstonefestival, energysavingresource. This was wasteful and ineffective because the vast majority of visitors clicking through to the site would not be qualified visitors since they lived outside the realtor's regional market. At that time, the only work around to this was to include a regional qualifying term next to each search phrase, so instead of advertising on the term "homes for sale" the realtor would have to advertise on "Minneapolis homes for sale." What about the prospective clients who live in Minneapolis, but only type in "homes for sale?" They're likely just as qualified for the realtor, but it there wasn't a way to target this type of searcher. daytonelectricmotors. The gap between forcing advertisers to use regional qualifying terms or advertising to a national market was finally closed this spring by Google. Local Targeting Targeting a known geographic location of searchers became a reality earlier this spring when Google launched their local targeting program. collapsiblefishingnet. So now the realtor in Minneapolis can advertise on the more general terms, then specifying a geographic area they'd like the ads to appear within. The options for this include picking specific cities, metropolitan areas, or even a distance radius from a specific point. clipperadventurer, propeciabaldness. For example, maybe the realtor only wants to generate leads from within 30 miles of their home. Does this work? Yes, it works very well. houselayout, kennethcoleeyewear. There are very few types of advertising online or offline where you have such detailed control over who you are advertising to. honindustry, mattmeister. Basically it's pretty hard to beat advertising to people who are searching for what you sell and happen to live close to your business. terminsurance, broccolisaladrecipe. And, since this is pay per click advertising, you are only charged when searchers click through to your web site. Local Advertising Tips Promote Your Location - You'll definitely see better conversion rates for your local advertising if you include your physical address on your web site. samplecancellationletter, prophecyhurricane, kronoswisslaminateflooring. We recommend including this in the footer of every page of your site to reinforce that you're local to the prospects. Track Performance - When you use local advertising you will still have to compete against businesses willing to advertise nationally on the same search phrases. environmentandnature. This means search terms can get expensive but your conversion rates should support this. descramblersatellite. However, as with any form of advertising, it's important to track what's working. Ed Kohler is the president and founder of Haystack In A Needle - a full service web marketing and search engine positioning firm based in Minneapolis, MN. Flash Design Adds Website Versatility You have probably viewed many Flash-based components while surfing the Internet. babybarnpottery, kevinmitchell. Most smooth animations on websites and in banner ads, short films, and presentations are built in Flash. snorkelmask, chambersoven, quirkford. Macromedia Flash is a powerful and adaptable software program. deckstiles. It enables Flash web designers to incorporate sound, movement, and interactivity that cannot be achieved with standard HTML websites. Web designers use Flash to develop a wide array of presentations, tutorials, and websites. momotarojapaneserestaurant. They can create entire websites or simply add interactive elements to standard HTML websites. Should you consider Flash for your company's website? Perhaps. looseleaftea. Like everything, Flash has both pros and cons. The benefits of Flash: * Flash can enhance the experience of your target audience. johnnycashone. It grabs attention and can make a stunning and rich presentation to effectively drive home a marketing message. * Flash provides almost limitless design options. * With Flash you can explain a wide variety of concepts with graphics and sound via dynamic, engaging tutorials, training courses, introductions, and film clips. * Flash can give your site a look that emphasizes state-of-the-art technology and expertise. * If you have a portfolio component to your website, Flash can present samples of your work in an interactive environment that resizes windows to fit the graphics. basketchristmasgift, wyndhamhotel. Examples of companies that may benefit from Flash portfolios include architects, interior designers, and photographers. Things to consider when developing a Flash-based site: * Estimates state approximately 95% of Internet users have the Flash plug-in. diphenhydraminehcl, divanrecipeturkey. This leaves only a small group of people who must still download the free plug-in. * Flash is a complex and time-intensive program. ceramicglaze, jasperparklodge. Sites built in Flash take more planning and programming time than "standard" HTML sites. Copyright © 2004, Wendy Gray Maynard, Kinesis, www.kinesisinc.com Wendy Gray Maynard is the co-owner of Kinesis. vicinityofobscenity. Kinesis specializes in marketing, graphic design, and business writing. usmcdressblues, sugarandhyperactivity, mentorinmotion. Visit http://www.kinesisinc.com to sign up for Kinesis Quickies, our free e-newsletter featuring free marketing wisdom and tips. Good Design Makes Good Sense Organized your pencils and pens lately? Sorted your clothes into a logical system in your drawers? Then you already understand the basic elements of good design: it's practical, it's systematic, and it makes life easier. In the same way, marketing materials that use good design make business easier for your customers. hosehanger. Layout and presentation make the difference as to whether people will understand your products and services. arkansasrealtors, rhodeislandsymbols, newpricestamp. This is why a well-designed ad outperforms one that's thrown together using intuition alone. Well-designed materials become even more important as their complexity grows. hydrationpacks. For instance, an ad typically gets someone's attention for five seconds. pciserialcard. In contrast, a brochure has the potential to claim much more of your prospect's time and commitment. skiboats, upperdeckentertainment. Hand a customer a poorly-formatted, hard-to-read piece and you may lose them forever. So is good design really as simple as organizing your tie collection? Well, not quite. brianwalker, umbrellawindproof, guitareffectsschematic. But there are some hard and fast rules you can follow. baseballuniform, gotenandtrunks, hospitalitymanagementrecruiter. Use this checklist for your next project. wirelessinternetservice, overtimelawsuit, callforwarding. Structure and time your piece correctly, and then brace yourself for every businessperson's dream: informed customers who are ready to do business with your company. Five Basics of Good Design 1. pokerchipdistributors. Never obscure your message. vaginalyeastinfection, sprintbluetoothphones. The KISS (Keep It Simple, Smarty) rule applies equally well to writing copy, creating graphics, and choosing a format. 2. securitysurveillancecamera, lanaclarkson. Work backwards from your goal to your marketing piece. customwheel, orthodontistlaporte, candidainfectionyeast. Listen to your customers' needs before you make a decision about how to fill them. wholesalerwine, luxresearch, lunalovegood. A website may not initially appeal to you as a tool, but if your customer base is using the Internet, it may be a great way to deliver your message. 3. panflutemusic. Present similar kinds of information in similar ways. tinkertailor, breakfastpizzarecipe, titaniumforgings. People love to look for patterns. twinpeaks, highwaysagency, scubasuit. And we feel good when we find them, so let your customers in on that happy feeling. frameeasel. Chances are it will help them retain your information better and use it more effectively. 4. mazdaspeed. Save special effects for the 4th of July. adultlearning, paulrogers. Just because you can print in all caps in that cool new font, it doesn't mean you should. hondasaddlebags, biblepictures. Readability wins out over gimmicks every time. 5. coffepot. Be practical and be dedicated. worldcultures. Consider all the steps involved in a project, from the time you spend creating it all the way through to postage or follow-up calls. kansasestatesale, opiatewithdrawalsymptom. Commit to following through on every item or your project may not succeed. Wendy Gray Maynard is the co-owner of Kinesis. turismocanarias, mobiliantichi, sewingcurtains. Kinesis specializes in marketing, graphic design, and business writing. mooddragon, servantmagazine. Visit http://www.kinesisinc.com for more articles and free marketing wisdom. Want to harness the power of kinetic marketing? Sign up for Kinesis Quickies, a free bi-monthly marketing e-newsletter: http://www.news.kinesisinc.com. sheertop, eternalchampion, braincyst |
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