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Creating and executing marketing strategies

We have to study with Ellemenopea.com a hypothetical case. In our last review, we decided following:

Vision: art business has become the leader in the vinyl wall

Goals:

  1. Drive Targeted Website Traffic
  2. Build brand loyalty
  3. Using Competitive Intelligence for effective niche marketing

Critical Success Factors (for destination number 1, the only one we focus on in our last post)

  • Improve total traffic shares increase visits per month 500-10000 in six months
  • Increase conversion rate by increasing customer per month from 2% of website visitors to 10% within six months

Now Ellemenopea must find a way to realize its goals into reality. You know what they want more targeted site traffic and that they want to increase conversions. You also know that most of its competitors draw their potential customers, at least from the Internet. You decide to use the search engine optimization and web analytics to achieve their goal.

Search Optimization

Search optimization is the science and art to the top of the search engines naturally. Think of Google as a massive filing system. Each site gets a unique folder with her name on it. Therefore, if you are in your company name or even your own name, you'll often show up at the top of search engine rankings. The disadvantage is that you have to spend too much time and money to let people know what you Your name as it is looking for you.

It is far more useful to know how to gain site traffic from major search terms, instead of your name. You want not only your site have its own file, but also to other relevant files in as many as possible.

If a site's content and structure is in a way that that it is useful and relevant, Google or other search engines are organized make your folders at the top of each category. That's what Ellemenopea decides to do.

With Google Adwords and SEO Chat's Difficulty Checker, builds a spreadsheet Ellemenopea tons of keywords and analyzes them. You are looking for, how much the monthly search volume and how difficult it is for each keyword rank. The result is as follows.

Monthly search volume and level of difficulty

The dashboard highlights several important information. Several concepts exist are fairly easy to have rank in the search, and these terms a high monthly search volume. The box in the above table encapsulates all the conditions that Ellemenopea You may want to rank.

These graphs show that with low search terms Competitors, so that up to one Ellemenopea heavy fighters pretty fast. It shows selected keywords that have low competition. The blue bar is, the easier It is a pay-per-click ads show up at the top.

Ellemenopea focuses on some important concepts and organize their site in such a way that in the Search optimized. They chose some words that have very high monthly search volume moderate difficult for rank, and a few words in small quantities are easy to rank. They also lead to a pay-per-click campaign for concepts that are difficult, of course, but easy to get to rank up with a paid ad. Within of a few weeks, their website can start to produce much more business for them.

About the Author

Ryan Nokes is the Chief Marketing Officer of Vault Analytics, a firm that uses marketing analytics to help companies develop and implement measurable marketing programs. Ryan specializes in working with small and medium-sized businesses, as well as new start-ups to improve their marketing strategies, build brand awareness, and increase their client base. Contact him for a free consultation on how to increase your marketing ROI.

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