Web Marketing Copywriting Articles

Research shows that up to 85% of Internet users find what they need on the Web using search engines and directories. As marketing and advertising budgets have been in decline, return-on-investment (ROI) has become an increasingly important metric in evaluating a campaign’s effectiveness. Learn how to use search to effectively to market your product and service and gain the highest ROI.

Moderator: Stephan Spencer, President, Netconcepts
Panelists:
Paul Schulz, Senior Vice President, Marketing and General Manager, Online Business, Overture Services, Inc.,
Christine Churchill, Founder, Key Relevance
York Bauer, Executive Vice President, Wireline, Infospace
David Fischer, U.S. Manager, AdWords, Google Inc.

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Why does Montana Wines appear on the first page of Google’s search results for “New Zealand wines,” while Matua can’t be found until page two? And why does Trelawn Place come up number one in a Google search for “Queenstown bed and breakfast”, whereas competitor White Shadows Country Inn is number 11?

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An online community for writers and publishing professionals is a raging success by the old dot-com criteria - heaps of traffic (140,000 visitors a month) and average visit times of over seven minutes. But it’s a dud as a business venture. It has operated at a loss every year.

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Why do we code in PHP rather than ASP? For reasons including price, capability, its “open source” and platform-agnostic nature, popularity, speed, security, and efficiency.

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Usability. Boring but crucial, it’s about making your website easy and intuitive to use. Users shouldn’t need to learn how to use your site. Put stuff where people expect it.

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We recommend writing web scripts in PHP, not CGI / Perl. PHP is much better suited to the Web and takes less “overhead,” meaning that scripts will run faster and the server will be able to handle more simultaneous users on your site. Here’s Why…

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521,000 people were searching across the entire Internet last week for the 21,200 products you sell, and that since 99.3% of them did not know that you sold those items, they did not visit your site. And this cost you, $5 million in missed sales opportunities. Oops!

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I decided to go on a virtual field trip through the corporate sites of the biggest companies in New Zealand. I’m amazed I stayed awake. You’d think by now corporates would have realised their online visitors don’t want to read marketing-speak, testaments to the brand, letters from the chief executive or assorted press releases.

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• Launching an online brand
• Driving more traffic to your site
• Search engine marketing

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How to Create Email Campaigns That Drive Action and Build Relationships
Learn how to develop objectives and strategies for implementing email communication campaigns that involve email newsletters and promotional emails.
Deliverable is a 2-3 month email campaign.

How to Decipher Your Web Trends to Maximize Results
Learn how to develop, track, maintain, analyze and utilize the large volumes of data available and turn that into useful information you can use to manage and optimize your business.
Deliverable is to develop historical data, current benchmarks and an understanding of what to measure, why to measure it and what it means.

Developing Strategic and Creative Methodologies For Increasing Results

Learn how to increase your conversion rate one step at a time. You goals are for prospects to make purchases, or subscribe, or register, or make referrals. Each of these goals is a “macro-action,” and you can measure its conversion rate. Every one of your macro-actions is composed of a series of smaller micro-actions.

Deliverable is to develop an efficient conversion system matching your selling process to your prospect’s buying decisions by dealing with real examples from your website.

Development Doesn’t Have to be Rocket Science
Learn how to communicate effectively with web developers about what your requirements are. Did you know that of all software development projects are failures? Did you know that 80% of development costs are incurred after the initial project is delivered?
Deliverable is to take your project from concept to wireframe, to storyboard to final prototype independent of what technology your company uses by effectively creating a prototype of an application you want to have developed.

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