Tis the season to pull out the pencils, calculators and spreadsheets, time to sit down and start planning out your 2010 online marketing budget. I know, I know, it's never fun and everyone is dreading it, but it's something that needs to be done.

Wondering where to start?

SEO, PPC, social media, email blasts, website updates, banner ads, links, directory submission…the list is endless when it comes to Internet marketing options. So what is right for your company? The easy answer is to spend it where you get the most return; the more difficult answer is what will bring the most return.

But, first things first, take a look at your existing website. Are there broken links, outdated information, clunky copy or poor design? If so that needs to be the first thing in your online marketing budget. There is little point in driving people to your site if your site is in need of an upgrade. Click here for a free website evaluation.

Now let’s see how much you are paying per visitor to your site (CPV). Don’t worry we’re not looking at conversion rates, after all it’s your website’s job to convert visitors, marketing’s job is to get them to your site in the first place. Review your 2009 marketing plan and see where your visitors are coming from, print ads, radio, tv, etc, and see how much you are spending marketing your site and how many visitors you are getting. Marketing dollars/Visitors=CPV.

This may be a good time to start thinking about ways to make finding your CPV easier for you next year. One simple way is to utilize specific URLs. For example if you are advertising in a magazine called Vacations Today you (or your webmaster) can set-up an invisible link directed to your home page, the URL for this link would be www.yourwebsite.com/vacationtoday, you can then take this URL and use it for advertising purposes. When looking at your site stats you will be able to see exactly how many visitors your site generated by this URL and be able to calculate your CPV easily.

Whew, now that is out of the way, let’s take a look at the second main factor in determining your online marketing budget, your Revenue per Visitor (RPV). This is easy to find, take your total sales generated from your website and divide it by the number of visitors to your site.

If your 2009 online marketing paid off you should be seeing a decrease in your CPV and an increase in your RPV. If you are that’s great, take a look at ways you can improve for 2010. If you are not seeing these results what can you do for 2010?

Test, test, test. Dip a toe into the waters to see if there is a market for your product or service online and customers who are ready to buy by setting up a low-budget Pay-Per-Click (PPC) campaign. A few hundred dollars is all you need for this and all three major search engines (Google, Yahoo! and Bing) all have easy to use analytics. A PPC campaign will bring an immediate increase of traffic to your page, but be sure you are also tracking the benefits of long-term results as long-term PPC campaigns can quickly drain a budget.

For long-term results Search Engine Optimization (SEO) is a good way to increase traffic and sales to your site. The higher your rankings on top search engines, the greater the traffic to your site. According to HearingReview.com “if your website doesn’t show up on page one of the search engine results page, your chances of being found are less than 2%”. Due to SEO tactics such as localized searches and targeted keywords SEO has never been better to home in on the perfect clientele for your product or service.

Another option for long-term results is Social Media Sites such as Facebook and LinkedIn. Social Media Sites not only provide an increase of traffic to your site but also offers an extremely high Return on Investment (ROI). It is free to set up a page on most Social Media Sites, but the time it takes to maintain these sites often scares people off. This is why it is sometimes best to hire a company to perform the maintenance for you. Even with the additional costs, the ROI still remains high and it’s not just monetary. Popular contributors to Social Media Sites often build a loyal following and become industry experts which can obviously enrich your career.

So whether you are planning your 2010 budget for social media, Search Engine Optimization, Pay-Per-Click or redesign of a tired website it is never too early to plan ahead. If you would like further information on any of the ideas above please feel free to contact us at 1.800.374.7297.

10 Tips on Budget Friendly e-Marketing

By Michelle C. Lee.

Whether we are in a recession or a depression it really doesn't matter, we are all hurting. We're trading in our Italian leather loafers for faux-leather footwear, our business class airfare for economy class and our gas guzzling SUVs for gas saving sedans. And that's just in our personal lives, what about our businesses? Wages are being cutback, layoffs are happening and our advertising budgets are drained. How can a company still market themselves in this economy?

1.    Email Signatures:

“…your companies name is on display 133 times a day per employee.”

This is such a simple way to promote your business, and it’s amazing how few people actually use it. Industry analysts say that every day, the average user sends 34 emails and receives 99 emails, that means that your companies name is on display 133 times a day per employee. By adding a simple signature to the bottom of your emails which includes your URL and an incentive to visit your site you will generate traffic to your website and thus to your product or service.

Michelle C. Lee
Sales Executive, OpenVision, Inc.
POB 5645, Hilton Head Island, SC 29938
843.785.9911 ext.230 / Fax 843.785.9190 / cell 843.263.4005

michelle@openvision.com || http://www.openvision.com
Visit our site to receive a FREE website analysis

2. Online Classified Ads:

“There is no way around it, free online classified ads are much cheaper than any printed ad...”

By listing your product or service on a free Online Classified Ad site such as Craigslist or PennySaverUSA.com you are already marketing yourself to people searching specifically for your product or service. When these searchers come across your website listed they are already primed and ready to buy. There is no way around it, free online classified ads are much cheaper than any printed ad, it is after all free.

3. Blog:

“... a blog will bring in all the riches the internet has to offer.”

Blogs are no longer for angst ridden teenagers or tech geeks with too much time on their hands; they are the gateway to getting your website recognized by search engines and giving you credentials in your industry. By adding a blog to your website, or as a cross linked stand alone site, a blog will bring in all the riches the internet has to offer. They not only flow with keyword rich content but also bring along with them a following of devoted readers, getting you recognized in search engines and generating traffic to your site.

4. Post in Forums or Discussion Boards:

“Be sure to contribute meaningful content to the board and to include your URL and Signature...”

If you're advertising vacation rental properties or thumbtacks it doesn't matter, there are discussion boards out there for you. If you really can't find one, create one. Be sure to contribute meaningful content to the board and to include your URL and Signature (see tip 1) at the bottom of each post to drive traffic to your site and attract search engines. Just be certain that the board you are posting on is relevant to your industry, it doesn't make since to post on a square-dancing board if you're selling pickles.

5. Get Listed in a Directory:

“Submit your site to Google and Yahoo for free.”

Both search engines have geo-targeted search listings so when someone searches for a product or service your company provides, your website, phone number and a map will show up at the top of the page. Go ahead try it out: type "Website Design Hilton Head" into Google, you will see OpenVision listed with our site, phone number and location marker on the map. You can also submit your site to yellowpages.com for free. The most basic listings are free so why not?

6. Social Networking Sites:

“... Soon you will have thousands of people aware of your company.”

Using a social networking site like Facebook or Linkedin to market your business is like playing the game "Six Degrees of Separation". You create a page for your company and send friend requests out to everyone you know, they in turn send it to their friends, so on and so forth. Soon you will have thousands of people aware of your company. Be sure to include on your page a URL to your site with incentive to visit it.

7. Banner Ads:

“...you do want to grab the viewer's attention and draw them to your site.”

Banner ads have come a long way from the annoying headache producing flashing advertisements at the top of webpage’s. Today's banner ads can be adjusted for size to go along the side of a webpage or to fit into a specifically designed box. Yes, you don't want something loud and flashing but you do want to grab the viewer's attention and draw them to your site. Select which sites you chose to advertise on carefully, you want a site that is relevant to your field but not one that is competition. Although most websites do charge a small fee for advertising on their site but the benefits of traffic to your site can greatly out way the minimal cost.

8. Write an Article:

“Your article should be well written and interesting enough to hold the reader’s attention...”

Similar to writing a blog, articles are filled with keyword-rich information, and show that you have expertise in your industry. There are multiple sites for posting articles free of charge: goarticles.com and articlecache.com are two great sites. Your article should be well written and interesting enough to hold the reader’s attention. Again, be sure to attach your signature file to the bottom of each article you submit, sit back and watch the traffic flow in.

9. Video

“Video not only improves your marketing message, but also helps your website stand out from your competition.”

For most people, reading through conventional marketing materials such as brochures and sales literature is often a time consuming and boring process. Typically your reading audience will glance over the photos, and possibly read the captions, but nothing more. Video not only improves your marketing message, but also helps your website stand out from your competition. Depending on your budget you can produce your own video and post it to sites like YouTube, but for greater results have a video professionally produced and put it on your webpage; see our examples at SpokespersonWebsite.com

10. PPC

“…you pay only when someone clicks on your ad…”

Pay-per-click campaigns leave you in control of your budget. Let's say you have a budget of $1,000 a month, your ad runs for the duration of the month or until you have generated enough clicks that your budget is spent, either way your website is out there for searchers to easily find. When people search your selected keywords your ad will appear next to the search results so you are advertising to an audience that is already interested and you pay only when someone clicks on your ad; when your allocated budget it up your ad goes away, it's that simple. Keep in mind while selecting keywords that you want high-ranking, low-cost keywords that are applicable to your product or service.

With these 10 tips you should be on the way to starting a successful Champagne marketing plan on a beer budget. If you would like any further information on any of the ideas above please feel free to us at 1.800.374.7297.

Welcome to the new OpenVision blog!

Here we will discuss the latest in sc web design, web development, ecommerce internet marketing, paid advertising, and website actors and spokespersons. Learn more about our services, view our web portfolio, meet our management staff or team, or contact us.