by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Agrimarketing : February 2009
INTERACTIVE INVESTMENTS/continued frompage 42 3.Customersmay be exploring. Be availablewhere they’re searching. In real estate, it’s all about location, location, location.When it comes toWebsites, it’s all about staying onmessage. What areWeb site conversion rates? They represent the number of people that you need to get to yourWebsite to generate a sale— or get information that drives them to a company or dealer to buy. For example, if you get 1,000 visitors to yourWebsite each day, and of those 1,000, you get 20 orders, you have a conversion rate of 1 out of 50. Optimizing a “landing page” is critical to your success in driving conversions and improv- ing response times.Adedicated landing page has been shown to double conversions as compared to sending clicks to the home page, where customers then have to nav- igate through a plethora of infor- mation. Companies are under- utilizing this technique. These actions can result inmore than double the leads for every dollar you spend; impressive statistics for a company in themidst of tough economic times. 4. Feedwhatworks. Starvewhat does not. Unlike any other communication platform, a good interactive strat- egywill tell you in sixmonths exactlywhatworks andwhat does not. Suffice to say, interactive strate- gies evolve, allowing you to hone and focus tighter and tighter on your targets. It is important to monitor conversion rates to see if the flowor architecture of the page needs to be updated to enable bet- ter results.Nomatter themarket, mymotto has always been, “Feed those thatwork and starve the ones that don’t.” Itmay sound harsh, but in otherwords, commit more funds to the leads that promise, and abandon the ones that are a dead end.Acombination of a pay per click programand Search Engine Optimization (SEO) can be cost-effective and produce results. Pay per click,when a company only payswhen a user clicks on their advertisement, can be an effective tactic—in the short term. It can provide valuable informa- tion, thus enabling you to deter- minewhat keywords areworking for you.Within a relatively short amount of time, you should have enough data to begin your SEO campaign. Once that starts to showresults, you can lower your keyword bids or drop them entirely. While PPC is the short term solution, SEO is the long term answer. It can be one of themost cost-effective tools for reaching an audience and increasing sales. SEO determines howsearch engineswork andwhat people search for. The results help deter- mine howto best optimize aWeb site regarding its content and cod- ing. The objective is to increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Asolid SEO programcan increase search visibility formany types of content. Don’t be tempted to go after the termswith the high- est search volume. The costs of these one-word terms are very high. Themore general the key- word, the higher the cost and the lower the conversion rate. Key- word research is essential and a broad range of keywords should be tested. 5. Look professional and be accessible People do businesswith organiza- tions and people they trust.And image plays a large role in estab- lishing that trust. The four previ- ous points are allmore effective if wherewe drive customers and prospects delivers a positive impression and information they need. Don’t underestimate the need to invest dollars to build a Web sitewith an architecture that truly recognizeswhat the cus- tomerswill deemmost important. And spend the time upfront to design it right, for it is your store- front for first time visitors. Marketing budgets often have a bulls-eye painted on themdur- ing tough economic times. But what some companies don’t real- ize is that somemarketing pro- gramswill go farther and create more attention in a downmarket. Nowis not the time to be timid. An aggressive approach during this period could translate into effective long-termresults. Interactivemarketing pro- grams are no longer driven by the dot comirrationality ofmany years ago. They are nowbased on measureable results. In a recession, I believe theywill continue to thrive, setting the stage for a tran- sition froma one-time fringe tactic into amainstreammovement. AM Ken Okumura is an Interactive Directorwith Broadhead + Co and is based in Minneapolis,MN. is now available online! To view, go to www.AgriMarketingDigital.com. To receive an e-mail alert when each issue is available, e-mail your request to be added to the list to: info@AgriMarketing.com. 44 AgriMarketing s January/February 2009
Marketing Services Guide