In an effort to recapture falling market share, the phone book and newspaper industries are moving into the digital realm. How effective is this Digital Advertising strategy and what does that mean for the businesses that sign up with them?
First, let's take a look at what traditional media does. Whether it be a phone book, magazine, newspaper, or directory, it needs to run through a print press. Once the product has gone to print, any errors or omissions cannot be corrected until the next print run. Therefore, if you missed the deadline, you're out of luck.
Secondly, think of the printed product as a container of information. What goes in are articles, addresses, advertisements, and phone numbers, sorted out in categories and alphabetical order. The container holds all this information, but unless someone actually looks in the container and examines everything that is held within, a company's advertisement or information may be overlooked. Indexes help, but are not always available.
Now that we are operating in a digital world, the way we seek information has changed. By using software applications, connecting through the internet, and utilizing social media platforms, people are finding their desired information through the use of keywords.
Keywords allow the information seeker to hunt for and target the specific information that is relevant to their search. With the internet, someone who has a properly designed website has a very good chance of attracting the attention of new customers all on their own. No longer are they reliant upon placing their company information into someone else's container and hope they'll be seen. This new way of searching for information has eroded the viability of traditional media and printed directories.
Now that the phone book and newspaper industries are entering a new era, how are they doing it? Sadly, some newspapers chose to use their Digital Advertising off of an old business model. Digital Advertising sells you the opportunity to be seen online, but their website still acts like a container with an improved index. The same old problem arises. The "Digital Advertising Container" (i.e. their website domain that they own) is full of other information. Their container is crowded and it's difficult for your business to stand out organically.
If a business has a properly built website with clean code, strategic keywords, and their own domain name, why would they want to spend precious money on Digital Advertising coming from an old throw-it-all-into-one-big-container format? Wouldn't it be more prudent for your potential clients to make a straight path towards your business?
In other words, if you want your business to stand apart from the competition, why would you want to stand in the middle of a crowd? Wouldn't it be better to stand alone at the very front so people can easily find you?
Zenergy Works is a Search Engine Optimization (SEO) company that helps you stand apart from the crowd and your business competition. Here are some reasons why the Zenergy Works approach far outshines the "Digital Advertising Container" method used by the traditional media industries.
Zenergy Works is the only SEO company that does targeted, LOCAL SEO strategies for each client. This means that when your company's website pops to the top of the search engine results page, that's because your placement is authentic and EARNED due to the location and keywords specific to you.
Zenergy Works uses GEO OPTIMIZED Landing Pages that are keyword specific. For example, if you are an international company you might start with optimized landing pages geared towards each country and major city you want to target. A nation-wide marketing campaign might include a landing page optimized for each state, county and major city you want to target. For local business in your area, you might include a separate landing page optimized for the county, city and/or specific neighborhood zip codes you want to target.
Zenergy Works has superior tracking reports that shows who visited your website, how long they stayed there, and if an action or sale took place.
The Zenergy Works approach to website design understands the needs of businesses desiring local traffic. By placing maps, directions, and keywords specific to the area on your business website, it helps people find you and buy from you. The "Digital Advertising Container" approach offers little more than an address and phone number.
Because Zenergy Works operates with a more local focus, we can provide a complete and effective needs analysis for your business.
Zenergy Works uses SEO methods that raise your company's ranking organically. High organic rankings are the best long term value for our clients. The "Digital Advertising Container" approach uses data warehouses to boost their clients' position and ranking, but the end results are more topsy-turvy. Wouldn't it be better to get to the top of the list and stay there?
The "Digital Advertising Container" entices prospects with free ads using unsold inventory, but this does not compare with the value of targeted paid ads or a pay-per-click campaign.
The "Digital Advertising Container" sites claim that they drive website traffic to your business, but that traffic may just keep on driving by. Zenergy Works not only drives traffic to your business, but initiates conversation and entices your visitors to stick around.
At Zenergy Works, we offer local support and can help answer technical questions. The "Digital Advertising Containers" offer little or no local assistance.
When your media representative comes to talk to you about using Digital Advertising, make sure they know what they're talking about. If your marketing and advertising dollars are precious and limited, it greatly benefits your company to work with experts in online media who get you the results you're looking for, provide excellent customer service, and are local partners.
We hope this article has helped explain the difference between Digital Advertising versus Search Engine Optimization, and why the Digital Advertising approach through traditional media companies has a long way to go before they catch up. Perhaps it has rustled up a few questions? Zenergy Works is passionate about effective online marketing strategies and would be happy to answer any questions that keep you awake at night about your company's website.
Zenergy Works welcomes your inqueries and invite you to contact us at 888-278-5718 or info@zenergyworks.com. For a free website analysis, click here to gain access to our Web Analysis Form. http://ping.fm/fj80M
Thursday, December 2, 2010
Is Your Website Making You Money? - if you answered no, then you have not explored search engine optimization (SEO). Check out http://ping.fm/KzfXz
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