Pro E Business Internet Marketing Online Advertising  

Succesfully expand your sales and market reach. Develop new market segments by utilizing Internet Marketing, Search marketing, And web branding strategies and Sales solutions from Professional Web Services, Inc. and PPC Online Advertising such as Google AdWords.

For The Business to Consumer Industry B2C

RESTON, VA, March 21, 2006 – comScore Networks today released results from a new research study that confirms the importance of search in influencing offline buying. The results show that 25 percent of searchers purchased an item directly related to their query, and that of those buyers, 37 percent completed their purchase online. An even greater 63 percent completed a purchase offline following their search activity.

Globalization of The Business to Business Technical Industry B2B

Your Web Site
"With 98 percent of engineers using the Internet for work and over 90 percent using it to research technical products, your company’s Web site is one of your most significant marketing vehicles for reaching your target audience."
http://www.globalspec.com/memberlink/Your_Web_Site.pdf

Purchasing Managers, Buyers, and Purchasing Agents

Use of the Internet for finding suppliers is on the rise for Purchasing Managers, Buyers, and Purchasing Agents.

Purchasing managers, buyers, and purchasing agents evaluate suppliers based upon price, quality, service support, availability, reliability, and selection. To assist them in their search, they review catalogs, industry periodicals, directories, trade journals, and Internet sites.

Are Potential New B2B And B2C Customers Finding You Online?

The fact is more and more engineers, purchasing managers, consumers, buyers, and Small Business owners are going online to find the products and services that they need. These searches are conducted via the keywords entered into the search engines for every single industry on the plant. These keywords range on everything: from individual products, types of processes, consumer goods, business equipment, and manufacturing and fabrication services.

Niche Market Segments

By implementing targeted keyword advertisements and setting aside an Online advertising budget we can effectively target market segments and increase sales that would be very expensive to reach in the old traditional ways of advertisement spending in various engineering, print magazines, and trade journals. Or, even in the consumer market place where catalogs and direct marketing can be quite expensive as compared to online ads. Additionally the sales ROI of Online advertising can be very good compared to that of other forms from of advertisement spending such as print media, Yellow Pages, and even Tradeshows.

Pay Per Click PPC Ads

The type of online advertising I am referring to is known as Pay-Per-Click, PPC advertising and just like the name says - your account is charged when someone clicks on the ad. The ranking of the Ads displayed (position of ad on page) is based on an automatic bidding process and relevancy of the ad itself.

Local, National/International Ads Placements

As the advertiser, you have complete control on what keywords are targeted, what you are willing to pay for the cost of a click, and what your daily budget is going to be, plus being able to control where the ads are displayed; unlike the purchasing of a single placement ad through a media agency specialist for the Yellow Pages. Ads can be targeted Geographically, Locally, Nationally, And Internationally along with inclusion into affiliates and content related website networks. Maximize ROI — More than one advertising campaign can be set up at the same time to target several different industries or groups of keywords for different market segments.

Where Does The Online Advertising Click Take A Person?

The place a person is transported to is a page on a website, known as the Landing Page. The landing page is a targeted web page that has the information related to the ad itself. The page should be relevant to the topic at hand and provide an additional call to action item such as, contact us, go to another page for additional information, call us on the phone, or sign up for a Free Technical Marketing Newsletter. If the visitor follows the path set forth then this is considered a good conversion.

Importance Of Understanding A Website

A website is not like a book that you start at the beginning and read through. Most people are very specific in the type of information that they are looking for. Typically when a search is conducted, the person finding a page online is going to read the specific information on that page and any other related hyperlinks will be followed depending on what the person is interested in.

Organic Search Engine Data Results Pages

When someone does a search query on the Internet they type keywords into the search box. The natural or organic results are made up of websites that the search engine algorithms have cataloged as being the best results for that particular searched for term. Obtaining good SERPs, Search Engine Ranking Results Pages for your site involves: adding new content pages, editing and maintaining content up-to-date on older pages, adding new body text on older pages with the keywords specifically targeted to your target industries, and a host of other on site and off site variables for Help in obtaining good rankings. For an example of an off site variable that Helps with rankings would be the number and quality of websites that link back to your site or individual pages on your website.

Internet Marketing Strategies

The term Internet marketing is the field of marketing a business on the World Wide Web. This encompasses everything from keyword optimization on a website, upgrading the structural layout and underlying code design, improving text and image layout, COPYWRITING creativity, writing ads for online advertising, strategic business web branding, email marketing, creative online advertising PowerPoint presentations, and a host of other high-tech tools such as detailed videos, managing corporate blogs and producing webcasts, or implementing new Web Applications that can display engineering drawings in 3d which can provide additional insight for a potential customer.

What Is It Going To Take

To make internet marketing a success will involve substantial work from both your company and Professional Web Services.

Many times businesses have put websites together and think that is it. Other times some businesses think, we hardly get anyone visiting our website so we don’t have to worry about it. Both of these thoughts are definitely WRONG. Placing a website online is a reflection of your company. Not having information that is current can be a major turn off for potential new customers not to mention the legal liability issues of having false or misleading information online. Additionally, the reason some companies do not get any business from their websites is simply because of the lack of proper Internet marketing strategies. Many of the websites typically lack the proper foundation to begin with, and no concerted effort has been placed into developing the whole process.

Developing the website properly will take a partnership arrangement between both Professional Web Services and the client. Start with by developing a strategic marketing plan of attack after first analyzing the client’s website and online search engine exposure. Once a site is analyzed for layout and form then determine what needs to be fixed. Items such as layout and content will more than likely have to be improved by eliminating spam of certain keywords and copywriting editing to strengthen and expand upon other keyword areas. Additional content with well placed Digital Camera pictures along with detailed captions would be recommended to show some sample products and talk about generalities or Non-Proprietary specifics related to the industry market segments being targeted. Certainly being aware of non-disclosure agreements and not talking about specifics where these NDAs exist would be Legally & Ethically important to follow, including obtaining Releases for any type of OEM pictures or personally identifiable information.

An example of something from a website that is a poor reflection of the company is in the following side by side statements:

“… process of upgrading and implementing its quality manual and management system to ISO 9002 requirements. … engaging the British Standards Institute, BSI to provide guidance and registration, … anticipates certification before the end of 1999.”

While that statement made sense back in 1999 it shows that the page is quite out-of-date and should be changed or the statement removed altogether if this is not true.

Another example of something that is very poor from a search engine standpoint is a home page foundational structure with no written text. There is absolutely no body text content in the page. The whole page is little more than a graphic image which provides nothing in the way of body text content. Here is the entire actual code from a home page (slight modifications to protect privacy):

<!DOCTYPE HTML PUBLIC "-//SQ//DTD HTML 2.0 + all extensions//EN" "hmpro3.dtd">
<HTML>
<HEAD>
<TITLE>Stolen Intellectual Property</TITLE></HEAD>
<BODY BACKGROUND="darksky.jpeg" TEXT="#80EFEF"><IMG
SRC="world.jpeg" WIDTH="520" HEIGHT="417">
<FORM>
<P><A HREF="aboutus.html"><IMG
SRC="aboutt.jpeg" BORDER="0"></A><A
HREF="source.html"><IMG
SRC="sourcet.jpeg" BORDER="0"></A><A
HREF="location.html"><IMG
SRC="locationt.jpeg" BORDER="0"></A><A
HREF="qa.html"><IMG
SRC ="qat.jpeg" BORDER="0"></A><A
HREF="mailto:invocation@needhelp.tu"><IMG
SRC="emailt.jpeg" BORDER="0"></A></P></FORM></BODY></HTML>

For a person to understand what all the different terms mean is not necessary, but please do understand that what you see above is all that the search engines see. A page needs to have body text to start showing up in the search engines results pages. The background of the home page is a darksky.jpeg image and all the links are graphic image links which do very little in helping you get found online.

Costs Involved

First and foremost there will be a substantial time commitment from both a client and Professional Web Services. Time will most definitely need to be set aside for developing the new content and revision of old subject matter. Professional Web Services, Inc. will work closely with you to develop the new content and revision of the old. There will have to be brainstorming discussions of the targeted keywords and the various different market segments that you would like to target along with detailed discussions of web pages and what exactly you want to say.

Before running a PPC Online advertising campaign we would recommend developing the website properly. We would suggest setting aside an appropriate amount for the overall online advertising campaign spending, depending on the industry and current bidding of the targeted keywords. An appropriate set aside amount would provide the capabilities of running several different advertising campaigns targeting different market segments or keywords.

Quality Website Link Building Process

Redoing, revising, adding to, and maintaining the website on a monthly basis to improve the keyword quality, plus quality link building is the type of program for your business that we would recommend. We install an analytical metrics application tool embedded into a website to monitor and provide real-time data metrics for: visitor actions, pages viewed, time spent on a page, where visitors come from, and keyword analysis, while also providing access for our clients to use as an additional marketing tool. The real-time data metrics provided can be extremly helpful for improving the site layout and design, plus Online data feedback for the client.

There may be some additional recommended fees to establish a website in some online directories. This has the benefit of bringing traffic to the website as well as giving a quality link for the search engines to see.

Why Spend Money On The Website?

Go back to the quotes above. Look at the numbers of people; consumers, buyers, purchasing managers, purchasing agents, and engineers searching online. All it takes is to get a couple of orders and the site or site improvements are paid for. A new customer and new market segment can bring in thousands or hundreds of thousands of dollars annually to the bottom line.

Sales Strategies

A good website is a 24/7 x 365 days a year SALESMAN. This salesman never gets tired, no need to pay health insurance premiums on, do not have to set aside state disability insurance, and no need to pay taxes for this salesman. This salesman can work for you In The Future, even when you are not able to. With the Future Of Our Global Economy and the Free Trade And Globalization impact on individual businesses, the only way to truly reach the world is with good B2B and B2C business websites. Simply put, No other marketing form can do what this one Sales tool can do for you. Plus, by developing a Good Web Site this can help in other forms of future marketing.

For example when talking with someone about a certain type of product or application imagine the type of impression that would be made if you could send an email link to a page on your website where it could explain more information with picture details of something you have already done in the past. This type of marketing works and works very well.

What You Can Expect To See

By seriously venturing into this online media outlet with a strategic Internet marketing plan, and an Online advertising campaign you will start to see leads come in, along with, converting those leads into paying customers. The process will take time and there are some differences to consider between b2b vs. b2c, but in the long run it will be well worth it, with a website that you can be proud of, a place where you can direct new customers to, and an online marketing and advertising tool that can be utilized as a powerful sales tool for you in the future.

By redesigning, revising, and optimizing the pages, and establishing quality links to your website, including keyword variables, & competitiveness of the on line market place, it can take several months or more to show up in the natural search results. Once the website pages are developed that is when to implement the online advertising campaign to target the various different industries, products, or services.

Ethical Issues In Business

Business Ethics, as it relates to Internet Marketing, Online Advertising, and Client confidentiality play an important part in the working relationships between principal owners and the outsourced services to be preformed. When dealing with online issues it is important to have someone you can place trust in. Consultations, brainstorming strategy sessions, and working closely with the owners or management assigned personal will be a prerequisite of ethics for building a solid online presence. ∑

There will be web marketing recommendations of what legally should and should not be placed on the website. Issues will cover: displaying trademarks of other companies in a website, use of trademarks in ads, intellectual property rights, nondisclosure agreements, copyrights of others and your copyrights, along with covering privacy issues, And B2B & B2C Regulatory Issues related to EMAIL, SPAM, and Truth in Advertising. Advice will also be given as it relates to not revealing technology trade secrets OR protected proprietary information to the competition. Note: The eBusiness competition will surely be checking your website out, and for that reason it is always wise to make sure what is placed on the site will not compromise the company’s intellectual property position. Making sure all of these Internet marketing and advertising ethical, legal, and regulatory laws are followed are important from the ethics, legal, and Ecommerce perspective and staying out of lawsuits or other expensive LEGAL problems. ∑


The Bottom Line

Options: Do nothing; spend no time or money on the website, never get any web traffic visitors, leads, or sales from the website, and the situation will be as before.

OR

Spend the time and money on the Solution to potentially bring in new visitors, leads, and net brand-new customers with the potential to Net a Return On Investment of thousands or hundreds of thousands of dollars annually.

James A. Warholic
President
Professional Web Services, Inc.



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Labels: B2B, B2C, eBusiness, Ethics, Globalization, Internet Marketing, Niche Markets, Online, Online Advertising, Pay-per-click Ads, PPC, Sales Strategies, Search Algorithms, Search Engines, Website

  

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The Number One Rule For A Professional Business On The Internet: Be Found Online
By: Jim Warholic

Many B2B and B2C companies loose track of this when a website is first launched online. Much effort goes into the Wow factor, with trying to make the site a flash advertisement or spending ten or twenty thousand dollars or more with a graphic design artist that knows very little about marketing from a SEO, Search Engine Optimization standpoint. In fact many of these graphic designed sites provide very little substance when it pertains to SEO. Most of these websites can not be found online.

The majority of companies in the world are the small business types. They do not have the brand recognition of a Sears, Wal-Mart, Best Buy, or Dell. Because of the brand recognition from large companies, it is very easy to find these sites online. On the other hand, small business sites may be known by their company branding in a particular market segment but not by new customers searching for what products or services are provided.

Web branding is particularly a problem in the consumer services fields such as: Realtors, Attorneys, Insurance Agents, Doctors, and Dentists. Many of these consumer services fields have taken a cookie cutter approach to building a website. In many instances the websites are built using a frame approach. This makes it very easy to put the website together for new individuals but the content is not original and can not be properly cataloged by the search engines to be included in the results for the business keywords and key phrases. Take for example a Realtor with a website from a company that produces thousands with a template driven frame system. The only difference between Realtor number one and number two is the picture and maybe the graphics on the pages. All the content within the pages are the same for all Realtors using this approach. With the large increase of Realtors in California alone, how much sense does it make, that a new site with the same content is going to show up in the SERP, search engine results pages?

To be fair, while this frame approach does have certain drawbacks from a search standpoint there are some good qualities to consider. Many of the sites have built in CRM, Customer Relation Management software that makes it very easy to maintain contact with leads and customers on an ongoing basis.

Customized Websites Internet Marketing Solutions

No need to re-invent the wheel. Customized Real Estate Websites and others can be designed and built around the frames of the cookie cutter style. This has the advantage of being able to include the CRM software and other marketing and advertising features. This certainly takes more work but the payoff in the long run will be worth it. Search Engines will begin to catalog the information and include it in their search results pages. People searching for the product or service will find the website, particularly if it is targeting a local market segment. See: Local Search Marketing And Advertising

Balancing Internet Marketing And Advertising With Eye Candy

Website functionality and visually appealing features must be balanced by the first rule: being found online. If a website is nothing but eye candy the search engines will not find and catalog it, versus having an all text site will get pretty drab and boring, with very little in the way of conversions (Having a visitor go to the next step i.e. make contact, purchase a product, sign up for a technology and online advertising newsletter, or obtain more information.)

Content Management for Increased Sales

Internet marketing and online advertising is very fluid in the dynamics of search today. Maintaining fresh content is a key to increasing the online sales that can be generated through a website. Updating a site regularly has at least two significant advantages over others. 1: Content will be fresh for regular visitors and will likely result in return trips. 2: Search engine algorithms view updated content as a positive when it comes to ranking in the SERP.

No One Said Search Engine Marketing Was Going To Be Easy
Internet Marketing services Online Advertising Strategies Web Branding solutions

There are well over one hundred factors that play into obtaining good rankings in the SERPs. The time and money costs can be significant for business today. The solution is to leverage the talents and expertise of someone with experience that have put in thousands of hours of testing, analysis, and proven ethical concepts to improve the bottom line for your B2B or B2C business. Contact Professional Web Services, Internet Marketing Services, Online Advertising Strategies, and Web Branding Solutions.

More Sales For You!

Labels: B2B, B2C, Best Buy, Business, CMS, Dell, Internet, Internet Marketing, Online, Online Advertising, Sears, Wal-Mart, Website, Website Marketing

  

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Is your business website information out of date? If so, you may be guilty of false advertising especially when it applies to the consumer market place.

Many B2C websites have appeared in recent years with products, services, price lists, and pictures representing the actual consumer goods that a business sells. Many websites are put together as a means of having an Internet presence without understanding the full implications of not maintaining the site. Little or no thought has gone in to the general upkeep of the site. Overlooking the general upkeep can get you in a world of hurt.

The FTC has Facts For Businesses, a set of general guidelines that are quite helpful.
Advertising and Marketing on the Internet: Rules of the Road

Advertising must tell the truth and not mislead consumers.
In addition, claims must be substantiated.

GENERAL OFFERS AND CLAIMS
PRODUCTS AND SERVICES

The Federal Trade Commission Act allows the FTC to act in the interest of all consumers to prevent deceptive and unfair acts or practices. In interpreting Section 5 of the Act, the Commission has determined that a representation, omission or practice is deceptive if it is likely to:

* mislead consumers and
* affect consumers' behavior or decisions about the product or service.

In addition, an act or practice is unfair if the injury it causes, or is likely to cause, is:

* substantial
* not outweighed by other benefits and
* not reasonably avoidable.

Under these legal guidelines there certainly are a lot of areas where having a misleading ad can bring about a lawsuit.

"But, I am not advertising on the Internet. I don't use PPC (pay-per-click), newspaper ads, magazine advertisements, or any type of advertising. So, you see, there is no way I could be doing any type of false advertising."

Think again

You have a website online with prices that are out of date, pictures that do not fully explain the details, and other descriptions that are flat out wrong. By just having an Internet presence you are in fact marketing your business online. Maybe it is not the best of marketing, but never the less, by having a business online the website gets picked up by search engines. Other websites and directories may also be linking to yours. If a new customer comes upon your site through any media form, even an E-mail signature block, and the information is not accurate or misleading, you may very well be guilty of false advertising.

Webmasters and Website Designers

Not only can a business be held liable for false advertising, but so can the webmaster or the designer of the website. See the FTC quote:

Sellers are responsible for claims they make about their products and services. Third parties - such as advertising agencies or website designers and catalog marketers - also may be liable for making or disseminating deceptive representations if they participate in the preparation or distribution of the advertising, or know about the deceptive claims.

* Advertising agencies or website designers are responsible for reviewing the information used to substantiate ad claims. They may not simply rely on an advertiser's assurance that the claims are substantiated. In determining whether an ad agency should be held liable, the FTC looks at the extent of the agency's participation in the preparation of the challenged ad, and whether the agency knew or should have known that the ad included false or deceptive claims.

Look at that closely again. Website designers and catalog marketers may be opening themselves up to legal action. By disseminating deceptive representations of products or services and they participate in the preparation or distribution of the advertising, OR simply know about the deceptive claims, they can be held liable.

Catalog Marketers

Catalog marketers have a responsibility to check out the claims. Products that sound too good to be true can come back to bite the catalog marketer.

To protect themselves, catalog marketers should ask for material to back up claims rather than repeat what the manufacturer says about the product. If the manufacturer doesn't come forward with proof or turns over proof that looks questionable, the catalog marketer should see a yellow "caution light" and proceed appropriately, especially when it comes to extravagant performance claims, health or weight loss promises, or earnings guarantees. In writing ad copy, catalogers should stick to claims that can be supported. Most important, catalog marketers should trust their instincts when a product sounds too good to be true.

For the complete Internet marketing and online advertising information from the FTC click here for the Advertising and Marketing on the Internet: Rules of the Road in PDF format.

Note: Ignorance of the Law is no excuse.

Internet Marketing and Online Advertising Procurement

It is your desire to increase online traffic, Web business, and improve sales. Sometimes to do this requires stepping back for a moment and analyze the false honesty your website might portray. Taking a critical marketing approach, looking at the site from a consumer standpoint, and asking yourself the tough advertising questions may reveal a foundation that needs to be fixed. Fixing the foundation will be key for your future e-Business success.

For a Free, No Obligation, Website Analysis, contact Professional Web Services, SEO Internet marketing, Online advertising, and Web branding specialists.

Labels: B2C, eBusiness, Ethics, FTC, Online Advertising, Pay-per-click Ads, PPC, Webmasters, Website

  

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People are tired of the same ole B2B and B2C Brand thing on the Internet.

When a friend was job hunting and was scheduled to have interviews at various companies he was excellent at analyzing the upper managers and VPs before he even met them. Some of the companies were on the Fortune 50 and it was very easy to find news articles related to the company or individuals in the search engines. The analysis came in the form of what was said in the self released press releases and many of the rote writing of the Bios.

Marketing Creativity

Creativity is not one of the stronger suits by many of top managers and it shows in the form of what I call "Bird Seed." For those that do not know what Bird Seed is, just put together the uppercase letters and you will have it.

Internet marketing is becoming more about story telling, the good birdseed kind. When making a sales presentation to a customer in person the customer can get to know you. They can discover your mannerisms, learn how you respond to circumstances, and size you up on the type of character you are. Whereas, with the Internet and a company's website a person visiting can only read and visually look at pictures or videos. Sales in this case is only one way. While websites can include avatar characters, instant messaging feedback, and eventually voice over IP embedded in the site, it can not fully interact with a potential customer.

Internet Sales, Marketing, And Advertising Concepts

The Internet is unlike any other form of advertising media. People talk about how to increase the stickiness of a website, and to a certain degree it is true that this marketing factor needs to be addressed, but for many different websites the stickiness factor is very overrated. Each industry has a unique set of keys that unlocks the door to a person's mind. Typically there are two ways that a person finds a business online. One way is they already know your website address, OR a Search Engine Search was executed with certain keywords related to what the company does. In both of these instances a customer or new prospect was seeking information about a certain topic. Once that information is found a prospect may email or phone the company to make contact. Other times, a prospect will return to read more in-depth information related to the company or industry. Hence the website stickiness factor.

Search And Be Found

Search is the one major factor that makes the Internet different. Imagine, customers are already actually looking for what it is that your company manufactures or the services provided. Advertising on the radio or television is targeted to a broad market spectrum and in most cases requires many viewings of the Ad for it to have a marketing impact. Newspaper and Magazine advertising is more targeted to a narrower band segment but even with this, the spectrum is not as tight as the Web. With keywords advertising from Google, Yahoo, MSN, and other Search Engine companies open to all, in every single industry, provides the highest ROI and the most targeted of any other forms of advertisements. In fact, with at least one search company, local advertisements can be targeted to state, city, or even the local neighborhood. Simply put, no where else can you reach this type of market segment customer target groups on a 24x7 real time basis like you can on the World Wide Web.

Sales And Marketing Ethics

People are becoming more critical of everything written and viewed online. With the email spam that seems to flood in with hurricane force into our mailboxes on a daily basis, is it any wonder that people are calling into question everything on the Web? Yes, the Web is growing by astronomical amounts but is the information trustworthy? Taking into account the ethics factor will become more important as time goes on.

Your Internet Marketing And Online Advertising

Getting your company marketing message out is a daily challenge. Putting ones thoughts down in written form is definitely one of the toughest feats to accomplish. Meeting this challenge is a must in the twenty-first century. Penning the message together in a unique style will add validity to the trustworthiness of the message, the character of the company, and the integrity of the individuals.

Spend the time today to do it the right way.

Professional Web Services, Inc. Internet Marketing Services, Online Advertising Strategies, And Web Branding Solutions. Reach: The eBusiness Professionals

The diversity of information online can not be contained.

Signed Jim Warholic

Labels: B2B, B2C, Branding, Ethics, Google, Internet, Internet Marketing, Marketing, MSN, Online Advertising, Sales, Search Engine Optimization, Search Engines, SEO, Web, Yahoo

  

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