Making Marketing Work for You — Sherburne
Once you acquire the right to use a particular keyword in a sponsored link, you can measure the results, and you can change the text that is associated with that sponsored link as many times as you want in order to increase both your click-through rate and the revenues that are generated as a result.
A number of printing companies have taken advantage of one or more of these approaches, with excellent results. Have you? Here are a couple of examples.
I recently spoke to Tim Simpson, owner of Quick Print Inc., an independent quick printing firm located in Saline, MI. Simpson indicated that while his company had historically served the local market, his vision was to become a national provider of printing services.
He took three important steps to make that vision a reality. First, he upgraded his two-color printing capability to four-color with the acquisition of a four-color press. He chose that route because he planned to focus on short-run color work, and he didn’t want to introduce the complexity of conventional four-color printing into the business. Second, he launched a new Internet-based business called DiggyPOD. And, finally, he invested in the purchase of search engine keywords to drive traffic to his site. His results? He reports that it was like turning on a faucet, and overnight new sales were coming in via the Internet.
Simpson candidly states that it can be a trial and error process to determine which search engines and which keywords work best. And he also found that he could control the volume of work coming in by how much he advertised. This is important, since the last thing you want to do is take in orders that can’t be produced due to utilization issues!
Firing Up the Engines
Another good example of a company that has successfully used search engine optimization and keywords to build its business is PsPrint, located in Oakland, CA. PsPrint is an Internet-only printing company that acquires customers through word of mouth and the results of Internet searches.