How Do You Sell Cheese to a Mouse?Search Engine Optimization and Pay-Per-Click marketing revenues depend on the ability of Google, MSN and Yahoo to deliver short-attention span Keyword Shoppers to your Shopping Cart.
By design, the major search engines change their keyword protocols about as often as their spiders sweep the Internet. They don't want to give you free, high-ranked page listings forever and a day.
wants you to PAY!
By habit, Active Keyword Searcher have come expect the Internet to cough up instant made-to-order solutions to their particular personal problems, at the lowest possible price.
Meanwhile, for the past century, advertising has built brand image, driven retail shoppers to well-merchandized stores, and induced Impulse Shoppers to call 800 numbers or click to corporate web pages.
Is there a way to get SEOPS in sync
with your entire marketing effort?This series of short articles suggests a few broadstroke tactical ideas you can use to achieve that end.
Branded Landing Pages & Keywords outlines when and why your on-line presentation and traditional advertising should resemble each other graphically. Content is not all verbal!
Keworded Ad Copy makes the case for using your customers' own words and phrases in ad copy as well as optimized content copy.
How to Track 1-800 and Click-to Response demonstrates why CONVERSION IS KING, and how you can slickify your data base management and TMs to achieve acceptable Media Cost Per Sale. (It's section VII of The Basics of DR Radio.)
Is There Life After Google? is a practical example of how all these ideas have recently driven one Baby Brand's weekly on-line revenues up 1200% in eight months.
All this depends to some extent on your ability to actually get your Strategy, Creative, Media, Conversion techniques protocols and Tracking protocols in sync. Right now, those critical skillsets probably occupy separate corporate silos.
The bigger the brand, the more teams of specialists there are, each presenting their version of your product or service to prospects.
Each silo operates on its own turf, expending time and money and showing some sort of ROI. Active Keyword Shoppers see one version of you. TV viewers see another. People who open your Direct Mail see yet another. Where's the brand?
Coherent branding across all media makes logical sense. It's often very, very hard to accomplish in the corporate world. Practical SEOPS helps you begin the re-unification process.
Practical SEOPS - Intro.
SEOPS and PPC may soon drive the entire process of making and selling cheese.
Ready?
