Tanking Internet Marketing Efforts the Result
of Inhouse Inexperience & Scope Creep
Creative Agency Ignites Solution with Conversion-Focused eCampaigns
A Western New York agency has stepped up to the plate to deliver a much needed service in these tight times. The combination and frequency in which they deliver their eCampaigns is what truly makes their clients shine and excel online. Blazing a trail into the fast paced internet world is no easy task. Most businesses lack the manpower, knowhow, and resources to benefit from it - so they're calling IC9design.
Rochester, NY (PRWEB) April 26, 2009 -- Combining a variety of web deployed strategies to increase business exposure and showcase businesses as experts in their fields is what sets IC9design apart from other internet marketing agencies. Search engine optimization (SEO), pay-per-click (PPC) management, affiliate marketing, link building, social media optimization (SMO), targeted press release writing and distribution, white papers, eNewsletters, and Microsites are selected and combined to deploy a conversion-based eCampaign. Each delivery method is enforced by the next, providing funnels that focus on converting standard web traffic to solid leads.
So how does this type of eCampaign work? We asked owner and creative director of IC9design, Ian Caspersson, for an explanation and here's what he said...
"The internet moves at a pace we can't even fathom. If a mother of two is looking for a pilates class do you think they pull out the phone book? Yeah, we know they don't. They're going to search for it online or call or text a friend. And, if they have their Blackberry, or iPhone, they won't hesitate to find it. And guess what, if you own a gym that offers pilates classes, you better be on their list of search results or you lose.
"Businesses are beginning to truly understand the power of the internet and they now want their website to do something more than just sit out in cyberspace. So we ask "What do you want your site to do?" Their answer is the catalyst that allows us to turn their website into a marketing machine. Our focus is on conversions, we must get visitors to take an action.
"So, using our earlier example, we would pull together an integrated eCampaign that includes health food stores, women's clubs, doctors, community sporting events, and mothers. Then we write and deliver press releases each month to these avenues and to local blogs, newspapers, bulletins, and social media (twitter, facebook, linkedin, etc.). Each delivery would tie back to a search optimized Microsite. The focus of the Microsite is on the pilates classes and provides health, nutrition, and physical fitness information. A link to sign up for one free class converts a visitor to a solid lead. A link to sign up for your monthly eNewsletter is perfect for informing prospects and current clients about special offers, news, and events.
"So you have a complete solution that informs, converts, and provides constant contact with your clients. The perfect internet marketing solution just came full circle. Results improve over time. Businesses gain a handful of new clients in the first couple of months, but as we improve and fine tune each eCampaign, they start seeing consistent growth, ROI, and positive recognition in their community and industry."
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If you would like more information about this topic, or to schedule an interview with Ian Caspersson, please call Ian directly at 585-662-8889 or visit ic9design.com/contact.asp.
About IC9design:
IC9design is driven by its founder, Ian Caspersson. Mr. Caspersson holds a number of design awards, degrees, and certifications. He has channeled his creativity into the evolution of IC9design as a powerhouse of design-based solutions for any print, emedia, marketing, advertising, or web project that comes across our desks.
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So far this technique isn't all that different from all the rest out there that provide a similar service. The difference is in the creative aspects of the campaign and the heavy weight put on results.
Because we have right and left brainers within our company we have many opportunities and ideas that come up during campaign discussions. We take these ideas, tune them in to the audience, and then pull out feasable solutions.
Usually we get half a dozen or so creative methods that can be technically developed to fit within our standard ones.
At this point we bring out our experience and draw up a link structure that ensures our "web coverage" effect works. We look at the number of materials we are using and then build links between them. Where a link doesn't immediately seem relevant, we make a note to revist with some of the creative methods we just thought up.
Once we have the initial web coverage matrix created we look at the gaps. This is the fun part - for each gap we go through our creative methods list and choose ones that fill the gap. We also pick ones that reinforce some of the links already in place.
Then it's off to writing, setting up distribution, embedding links, choosing conversion methods, and building the landing pages and Microsites.
We watch the traffic patterns and where visitors are coming to the landing pages from. We look at impressions and time on site. And we check to see how many visitors are taking action (or converting) to become a solid lead.
Typically we've set up a number of funnels to track certain steps involved in an ordering process or a sign up form. There are also set goals that we keep an eye on. The number of recipients bouncing are also mixed in to our analysis.
There is a look across the board at how each method is performing. After a few days we build a report to look at the health of the campaign.
This report is one of the coolest things to look at - sorry, I'm a very visual person. For example, we can see how the press release was delivered and look at the number of visitors that came in from the release. We can compare that to the eNewsletter numbers and traffic analysis. The Microsite can tell us the percent of visitors that took action and were converted into a lead.
Using this data we pull together a cost analysis so you know exactly how well the campaign perfomed in a dollar amount. This number helps budget for the next campaign and allow us to set realistics goals so you don't overspend.
The process is exciting, energizing, and rewarding.
You'll never question IF you need this service again the first time you experience the results.