eMarketing –what can you do for me?

Often we receive emails from prospective clients asking us what we can do for them in terms of their online eMarketing and as simple as the question may seem, this question is not always so easily answered.

Our approach with any prospective customer is to first of all establish what they have been doing to date before we have been contacted. We will always want to know:

How long has your company been in business and what is it your company does or hopes to do?

Do you have a Web site and if yes, how long has the Web site been online? Also, we will want to know how is the existing site doing in terms of generating business for your company. Is your site making sales and if so, how many sales and in what dollar amounts?

If you do not yet have a Web site, we will want to know what kind of expectations you have in terms of budget and results. What sites have you seen on the Internet that excite you? What is it about your online business that will be original and unique?

What is the idea behind your new online business? Do you want to promote a service or a product and how do you know this will in fact generate income for you? Are you a long established business who is now looking to the Web for new clients or is this your first business venture and you are looking to the Internet to establish yourself?

Our business model after ten years of working on the Web is to clearly establish your objectives and priorities to see if we are going to be a good fit with you. We enjoy helping companies find success on the Internet and after ten years of doing so we also realize we may not be the eMarketing company for every type of business nor for every type of expectation.

As our references will tell you, the highly specialized work we do has helped our clients to realize their business goals of which the Internet and their Web site(s) were an integral part. We really are not kidding when we tell you that if we work with you, our job is to help your Web site make money. However else you may define what we can do for you, our only definition is this:

Our job is to make your Web site generate sales on a continual basis over an extended period of time.

This is what we do and we are extremely good at it.

We are simply not interested in any project where the client must be making a profit immediately nor are we interested in any project where the client can not afford to invest time and effort to get better established on the Internet.

We do sometimes get approached by companies who need to have their site up and running yesterday and who also must generate a profit as soon as is possible. If that describes your Internet project, we are for sure not the eMarketing company you are looking for.

Our many years of experience working with all kinds of business owners who are selling many different types of services and products has taught us this one indisputable fact:

Yes, you can make a lot of money from a Web site, but it is going to take time to do so as well as an investment from you in terms of dollars and an investment from you in the quality of your product or service.

Our best clients are those companies who have an existing business that already does well and who have clearly established themselves as honest reliable business people who are experts at what they do. They have a great track record in business.

Even if their company is just starting out, they are a great company to do business with because they really do care about their clients and are working 24/7 to get established.

If that describes your company then we need to talk. These are exactly the types of companies we work best with to maximize their online sales and profits.

This is what eMarketing-Canada does and we do it better than almost any other emarketing company in the world.

All the best for the holidays,

William Lurie
CEO
eMarketing-Canada
Just because you have a site
Doesn't mean it's working right

Is eMarketing-Canada your type of emarketing company?

Over the course of the past ten years that we have been in business, the Internet has undergone many revolutionary changes as search engines, Web site directories and portals have evolved. Most importantly, visitors who will be coming to your Web site have also evolved.

Sometimes prospective marketing customers who contact us are only interested in top search engine placement. And by top placement they mean number 1, because number 2 in the list just won't do. As well, number 1 placement has to be on a few particular keywords.

While it is true that many of our clients are all positioned at number 1 on Google, Yahoo and MSN as well as many other search engines, eMarketing-Canada will never ever guarantee any client such specific placements even if we charged you a million dollars a year. The truth is no one can offer such a guarantee because the variables involved in getting to number 1 are almost infinite in nature. Some of these variables are:

• The length of time your site has been on the Internet
• The design and architecture of your site
• The content of your site
• Your competitions' websites and how they measure up
• Your domain name
• The number of pages your site has
• The number of pages your competitors have
• The number of Web sites who are competing for the same keywords as you
• The number and quality of the sites that link to your site
• Each particular search engines' unique method of defining relevancy
• The IP address of your site
• How often a particular search engine refreshes its' database
• etc., etc., etc.

By far the most important question many prospective customers fail to take into account is this: Even if you are at number 1 for a particular term, will actual business result because of that particular keyword?

eMarketing-Canada has been doing search engine optimization since 1997 and like the Internet and its' users, we too have evolved. Simply put, our marketing strategy comprises top search engine positions that bring sales. Sales must take place, profits must be made, or we are not doing our job.

eMarketing-Canada's approach to marketing necessitates getting a particular type of visitor to your site - the one who will do business with you. No other type of visitor will do.

If you only want to talk about search engine placement without a much wider discussion on how your site is doing, then we are probably not the company for you.

We are interested in:

• Is your site making money and can it make more?
• Which visitors are buying and if so who what and why?
• Which visitors aren't buying and if so who what and why?
• What products or services are generating sales?
• What products or services are not generating sales?
• What products or services can you add to your site to generate more sales?

That's the discussion we are going to have with you as our eMarketing strategy focuses in on all of the above. Search engine placement is a part of that overall strategy that when combined with the other areas of expertise we bring to the table, makes a huge difference to your bottom line.

Our customers are making a profit from their sites. In some cases I am talking about a doubling of income year to year. It is not unusual for our clients to be making between 20% to 70% of their sales from their Web sites.

One final question is how long will it take to increase sales?

The truth is we can't say. What we do know is that over the period of months and years your sales will contine to go up as the number of highly targeted visitors to your site increases over time.

If your expectations are that within a week or a month you should be at the top of the search, please find another company to work with. Our approach is to build a solid road to the top that will stand the test of time. This is why we charge annual fees and this is why most of our marketing customers renew year after year after year from as far back as 1997.

Working with eMarketing-Canada means more business for you. It really is that simple.

How Web Sites Generate Sales

Shopping cart Sites

All ecommerce sites accept some form of online payment in order to be classified as a shopping cart site. On this type of site, visitors select from a list of items which they can add to their shopping cart.

Once they have finished selecting the products they wish to buy, they checkout by filling in a registration form and complete the order once they have given their credit card information.

On sites such as these the merchant discourages visitors from making any kind of personal contact as the function of the site is to automate the sales process without the intervention of an actual employee of the company.

The following two sites are typical examples of such sites.

http://www.pinkertonflowers.com

http://www.makemoneyteaching.com

Catalogue sites without ecommerce capabilities

These type of sites have a large selection of products but usually do not show a price nor offer the online technology to actually make a sale over the Internet. Usually the site owners are selling business to business and are NOT looking for the retail trade.

Companies that prefer this type of site are often manufacturers, distributors, and any other company whose clients buy in volume. These sites always sell in volume, require detailed information on the purchaser and almost always have a salesperson complete the sale.

http://www.manutel.com

http://www.decorativeplantscanada.com/


Another reason for a catalogue site is if the product is too expensive to buy online such as cars, or recreational vehicles or expensive custom made furniture. Visitors are encouraged to make direct contact with the company by phone, email or online form.

http://www.usedrvsale.net/

http://www.autofinderscanada.com

http://www.mrdesigns.ca


Brochure Site for service companies (Informational Site)

This type of site provides detailed information about services that the company offers. Usually a lot of detail is given about the history of the company and lots of content is devoted to detailed explanations describing what services take place and how they are delivered. Nearly always such companies serve a local or regional market. Real estate broker, medical doctors, or a sign maker are examples of such sites. Visitors are encouraged to make direct contact with the company by phone, email or online form.

http://www.agentimmobilierlaurentides.com/

http://www.theveininstitute.com/

http://www.rblettrage.com/

Conclusions

Once visitors respond favorably to the particular site design and content, sales will take place. Once sales are occurring changes to the site should be considered to encourage even more sales.

Understand that no site is ever finished but should always be a work in progress.

William Lurie
Emarketing-Canada

The value of highly targeted keywords

The fact that your site is well positioned in the search engines is NOT a guarantee of sales. Your top positions will generate traffic but it remains to be seen whether that traffic will do business with you.

At Emarketing-Canada we always consider the quality of traffic that comes to your site, not just the quantity. Volume means nothing. Sales mean everything.

So you always have to consider which keywords are showing up well and what sort of traffic does that bring to your site. It often happens that the more specific a keyword phrase the more likely it is that the visitor who used that phrase will make a purchase.

Let us say that your store in Toronto Ontario sells used Toshiba laptops. Out of the following keyword phrases, which do you think would most likely bring the visitors who would buy from you?

computers
computers for sale
toshiba laptops
used toshiba laptops
used toshiba laptops toronto

If I had a computer store in Toronto that sold used Toshiba laptops, I would rather be at the top of Google for "used toshiba laptops toronto" then to be on the first page for "computers for sale". Sounds crazy but people who search for "computers for sale" are looking for new computers and that is most likely Dell or Gateway and they want a computer not a laptop. The chances of selling that used Toshiba laptop to this crowd is slim to none.

However, the visitor who came to my site looking for "used toshiba laptops toronto" is going to be thrilled at my selection especially when they realize they can visit my store and see for themselves all the great deals I have. "Used toshiba laptops" is another good keyword to be well placed on but not nearly as good as the one that says Toronto.

Truth is most people will NOT buy a laptop online from a Web store they have not heard of unless they live in or near Toronto. Still, there is a good possibility that some of these visitors (used toshiba laptops) will email you or call you to find out more.

Chances are though they will shop price AND buy from a branded estore that they have heard of whereas the visitor who lives in Toronto will be more concerned with getting that laptop now and will be compelled to visit your store as soon as is possible.

William Lurie
Emarketing-Canada

"Why isn't my site doing well?"

Very often the answer to the above question involves a series of investigations related to search engine visibility (can your site be found in the search engines) and also Web site usability (are visitors responding favorably to your site).

Many times site owners are in fact receiving visitors BUT the traffic is not responsive to the design and the content of your site. In these cases, you can be number one on Google and Yahoo on every keyword and your site still will not generate business.

Most of the time your marketing problem is actually a Web site problem. Simply put, visitors do not like your site.

This is why it is of critical importance to analyze your site traffic on an ongoing basis and continually made modifications to improve your site's ability to convert visitors to customers. If you have no idea what your visitors are doing on your site, how can you possibly understand where the weak areas are and what needs to be changed to get more visitors interested?

This is why Emarketing-Canada does extensive Web site analysis on a continual basis. The fact is, if you have a product or service that people want, your site should be generating some sales IF it is getting traffic and IF visitors like your site.

Remember, just because you have a site doesn't mean it's working right!

William Lurie
Emarketing-Canada