Making Marketing Work for You — Sherburne
PsPrint not only purchases search engine keywords to increase its visibility on the Internet, but the company also does extensive analysis on the results it achieves from those keywords. PsPrint’s President Frank Young can tell you how many click-throughs he gets on each keyword, how likely it is that that click-through will result in an order, what the value of the order is likely to be and what the lifetime value of that customer is likely to be.
With this type of data at his disposal, he can make better decisions about his search engine keyword investments. He knows exactly what his ROI is for each and every keyword purchase.
Consider incorporating search engine optimization and keyword sponsorships into your marketing activities. The beauty of the Internet is that it offers you the opportunity to start small, and to change your methods and messaging at will until you find a formula that works. Then sit back and watch your business grow!
About the Author
Cary Sherburne is a well-known journalist, author and strategic marketing consultant working primarily with the printing and publishing industry. She is a frequent speaker at industry events, a regular contributor to industry publications and has written three books, available through the National Association for Printing Leadership (www.napl.org). Sherburne can be reached at Cary@SherburneAssociates.com.