What is Internet Marketing?

Internet Marketing draws or directs potential customers to your business, product or service on the internet. The two most common methods used to find a business is by:

  • paid internet advertising- a user "clicks" or views your advertisement (you pay per click)
  • organic search - a user enters a general term e.g."Wellington plumber" into a search engine such as Google and a process called "Search Engine Optimisation" determines how easily your business will be found

Web Effect makes the most of both methods when planning successful internet marketing campaigns.

What are the advantages of Internet Marketing over traditional marketing methods?

Unlike traditional marketing, internet marketing is:

  • measurable
  • affordable
  • aimed at those who are interested in your service or product
  • able to reach the largest population compared to any other advertising method

Internet marketing has the advantage of identifying the topic that potential customers are searching and targets these customers with advertisements relevant to this specific interest. This is more likely to result in customer engagement compared with traditional types of advertising such as television, radio and newspapers where people tend to ignore advertising because they are not interested in it.

However if you are specifically after a general broadcast effect to advertise your business, internet marketing can reach potential customers on a global scale.

The results of internet marketing is easily measured. Reports can be generated to record how many people have viewed your advertisement and how many people have "clicked" on your advertisement allowing comparisons to be made on traffic flow through to your website and where appropriate, the effect on sales.

Search Engine Optimisation versus Paid Internet Advertising

Search Engine Optimisation

Search engine optimisation (SEO) is the process that identifies your website as relevant to the search term typed into a search engine (e.g. Google) and places your website at the top spot on the first page of the search results.

For example: Joe Sparks Electricians is a Wellington based company with a website. There are hundreds of electrician companies in Wellington with websites. How do we make sure Joe Sparks' website is found? Through SEO Joe Sparks Electricians website appears in the top spot of a Google search result when, say, a search term such as "Wellington electricians" is entered into Google search.

Search engine optimisation means that your website is more likely to be identified by a search engine when a generic search term is used. If your website is more easily found, this increases the likelihood of potential customers visiting ("clicking") your site.

The advantages of Search Engine Optimisation

  • in the long term it will cost less than paid advertising

Paid Internet Advertising

If you have a new product that you want people to know about, then it's probably more appropriate to use paid advertising than search engine optimization since people have to know about it before they can search for it.

For example: you're selling chocolate gooseberries: this is something new so the number of people searching for it is likely to be very low. With paid advertising you can target consumers searching for all types of chocolate treats. Once consumers are aware of your product you can then use SEO to make sure that when someone searches for "chocolate gooseberries", your website is found.

The advantages of paid internet advertising are:

  • quick to setup, quick to change
  • global reach and can encompass various keyword searches
  • numerous options of targeting audience e.g. according to demographics, customer location or even technical device used (e.g. lap-top, i-pad, i-phone)
  • reports can be generated to determine effectiveness of the advertisement

 

Prices

  Low Competition Medium Competition High Competition
Within the top 3 of Google $400
per year
$1600
per year
$5000
per year
1st page of Google $300
per year
$800
per year
$2500
per year
2nd page of Google $200
per year
$400
per year
$800
per year
3rd page of Google $100
per year
$200
per year
$300
per year
below 3rd page $0 $0 $0

Prices are an indication only. Contact us to discuss a package to suit you.

Can internet marketing be done by anyone?

If you have plenty of time and prepared to learn by trial and error, then yes you can do your own internet marketing. There is plenty of information on the internet about SEO and paid advertising- a tip if you're doing this yourself - consider using Google Adwords as a starting point for paid advertising. Google Adwords is easy to use, has an intuitive interface and is able to reach a far greater population than any other advertising method.

Search Engine Optimisation is more difficult- it involves skill to do it well. For starters, you'll need to know how to update your website and understand html coding. Again there is plenty of information about SEO on the internet.

If most of your time is already invested in ensuring your business is doing well in a completive market then getting professional help with your internet marketing will be cost effective in time and money and more likely to obtain the result you want.

Web Effect uses both search engine optimisation and paid internet advertising in its internet marketing campaigns. When consumers are aware of the product or service you are offering, SEO can save you money and place your website at the top of the list in search page results.

Information on the internet is constantly changing. This means that for SEO to be successful, a skilled consultant needs to continually fine-tune your website to make sure it is always found when a relevant search term is entered. Search Engine Optimisation does not happen overnight- it happens over a period of time.

 

Web Effect: costs for Internet Marketing

Not understanding how Adwords works or using it ineffectively will cost you money rather than make you money. We at Web Effect, assure you that our internet marketing strategy will grow your business, not slow your business.

Google Adwords Campaign

  • $120 setup cost plus 10% of your google adwords budget

Search Engine Optimisation

  • initial setup cost $180
  • charges are performance based
  • charges take into consideration the amount of competition for your business (i.e. how many other businesses offering similar products or services)
 

 

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