Search Engine Marketing – PHASE I – RESEARCH

Search Engine Marketing - PHASE I - RESEARCH - Pathmaker BlogPATHMAKER MARKETING AND SEARCH ENGINE MARKETING

It’s hard to believe. Established in 1960, the Internet has been around for over half a century! And there are two things that have always been associated with the Internet: Emailing and Searching. The question is, “Does your Search Engine Marketing Program perform as though it is as old as the Internet itself?? If you feel your Search Engine Marketing Program could serve you more effectively, you need to contact Pathmaker Marketing LLC right away!

“How”, you may ask, “do I know if my Search Engine Marketing Program is meeting my needs or not?”

The answer is in the search results. Where do you show up when someone searches for a term that applies to your company? If you’re not dominating page one, then you need to beef up your Search Engine Marketing efforts.

But it goes beyond that. This is vitally important: The fact that you show up on Page One when you search for your company name and the city in which you are located does not mean you have an effective Search Engine Marketing Program. You see, your Search Engine Marketing Program should be sending you new clients, not people who already know your company’s name and where you are located!

The challenge is to get Page One Rankings when people search for something they want and you offer. As you undoubtedly already know, when someone does an Internet Search and they get voluminous results, they tend to refine their search. For example, if you searched the Internet for “Trucks,” you will get a lot of results! This is when the refinement takes place. You may next go to “Trucks for Sale,” only to find that there is still a large number of listings! So, you keep refining it down until you get to “Chevy Pickups For Sale Between Five and Fifteen Years Old.” We recently worked with an Auto plex in Canada who discovered that there were over 50,000 term variations involved for their product offerings! Your goal is to show up on page one for as many Search Phrases as possible, and that is exactly what the experts at Pathmaker Marketing LLC are dedicated to doing for you!

With Search Engine Marketing you have two categories of terms/phrasesShort Tail and Long Tail. With Short Tail the term or phrase is two words or less. Long Tail is three words or more. The “Tail” gets longer each time you refine your search. Our talented staff can help you determine the Keywords you will want to concentrate on, and then incorporate them into your Search Engine Marketing Program.

At this point you may be wondering, “Why, exactly, do I want Page One Rankings?” The answer is simple: Page One Rankings will get qualified traffic to your Website! Simply speaking, people will click on your listing because they are looking for what you offer! That’s why we at Pathmaker Marketing LLC will concentrate on one thing and one thing only-creating your Search Engine Marketing Program so that it will diligently send you qualified leads.

Pathmaker Marketing LLC has three objectives while developing your Search Engine Marketing Program: 1) Get Page Rankings, specifically Page One; 2) Get Traffic to Your Website; 3) Convert Visitors to Customers. We meet those objectives first though comprehensive Keyword Research. Once we have discovered the Total Universe of Terms, we focus on the Winnable Terms by refining the list. Once we have identified the Winnable Terms, we approach your Search Engine Marketing Program with a five-pronged method of attack.

Our first area of concentration is Pay-Per-Click Advertising. As we refine your Keyword List en route to determining Winnable Terms, we seek those with a low enough Pay-Per-Click cost to make your quest for Page Rankings a viable undertaking. Next, we focus on Search Engine Optimization. This is a specialized undertaking that the Pathmaker Marketing LLC staff is most adept at, and has had excellent results with for many other clients!

Then we focus on Link Building. A science in itself, Link Building is one of those tasks that, while appearing to be tiresome, burdensome and even boring, is an important aspect in a Search Engine Marketing Program.

We follow Link Building with the development of Social Networking. Unbeknownst to many business people, Social Networking can be an integral part of their Search Engine Marketing Program, and not just a way to keep in touch with friends.

Last, but certainly not least, our talented staffers can help you develop a Blogging regimen that will anchor your Search Engine Marketing Program, as each post will work directly to strengthening your Page Ranking. Utilizing our knowledge and skills regarding Blogging. You can even retain us to actually write the Blog Posts for you.

We Can Help You DOMINATE Search Engine Real Estate!

entry level package

Ever hear the term: location, location location? It refers to where you want to buy real estate. It’s sage advice to not put your dream house in a run-down neighborhood if you expect it to gain in value. It’s better to have the small house in a good neighborhood than the big house in a bad neighborhood.

There’s a similar adage when it comes to marketing your website:

Dominate page one real estate in search engines if you expect to turn your website into a revenue powerhouse. When someone searches for a term, and all the listings on page one refer to your organization, you’ve effectively eliminated the competition on that search term! And Pathmaker Marketing can help you do it. We’ll help you use blogs, link building, social media, pay per click advertising, and search engine optimization to dominate search engine real estate, which will bring more visitors to your website. And we’ll help you convert those visitors into assets such as emails lists, sales leads, and sales!

Contact Us to Today See How We Can Help You
Turn Your Website Into a Revenue Powerhouse
623.322.3334

Through any of our Search Engine Marketing Packages, Pathmaker Marketing can help you employ appropriate strategies to dominate page one real estate for your organization.

entry level package

This package includes the basics you need to begin securing more real estate for your organization in search engines such as Google, Yahoo and Bing.

  1. Strategic Keyword Research – We will put our powerful tools to work identifying up to 50 relevant keywords that people are using when they search for organizations like yours.
  2. Keyword Prioritization – We will run the keywords identified in Step 1 through our Keyword Difficulty Ranker, which is proprietary software that helps us pinpoint which of those keywords will be relatively easier than others to establish dominate positions for your organization in search engines.
  3. Traffic Conversion Ideas – We will provide 6 strategic suggestions to improve the traffic conversion process on your website. This will help you convert visitors to assets such as email lists, sales leads, and sales.
  4. Volume Link Building – There are various different kinds of inbound links that will help your website get higher rankings in search engines: Volume, Authoritative, Deep and Local. Search engines will see these links as improving your site’s “popularity”, making them valuable for increasing the site’s rankings. This process drives traffic to your site. For this package, we’ll work to develop Volume Links (100-300 inbound links to your home page).
  5. Pay Per Click Advertising – We will work with you to set up a Google Adwords account and launch Pay Per Click advertising. The cost for Pathmaker to set up and manage the campaign is included in this package. Advertising costs – the amount you are charged each time some clicks on your ad – will be paid by you directly to Google. We do not “mark up” or broker the exchange of money you pay to Google or other search engines for paid advertising. As a starting point, we request $100 in click through traffic each month for the six month period. (You can increase this Google ad spending amount if desired).
  6. Dedicated PPC Landing Pages – We will coordinate appropriate dedicated landing pages to which all advertising visitors go. This will help convert site visitors into lists, leads or sales for your organization.
  7. Google Conversion Code – We will install Google Conversion Code onto your website to help us identify and report to you which of your keywords are the most successful at driving traffic to your site.
  8. Social Networking – We will work with you to expand your search engine listings on your priority keywords through social networks such as Linkedin, Twitter, Facebook, Myspace, Plaxo, etc.
  9. Accountability – We are accountable to you and will provide a regular Progress Report on our accomplishments on your behalf.

advanced package

This package includes everything in the Entry Level Package PLUS search engine optimization and most in-depth link building.

  1. Social Networking Growth – We will help you get friends and followers in your social networks and begin promoting your products, services and events through them.
  2. Search Engine Optimization (SEO) – We will identify the 6 most promising keywords for getting search engine traffic to your site and have tweaked your site to convert visitors to assets, then we will begin the process of optimizing various pages on your site to be found by search engines – using the keywords we identified. The goal of this step is to see your website get ranked in the Top 10 listings on Google on your priority keywords. To do this, we will make SEO improvements to your site copy, keyword density, page titles, meta tags, etc.
  3. Search Engine Submissions – We will submit your website up to 25 different search engines, including Google, Yahoo and Bing.
  4. Link Building – We will build upon the Volume Link Building performed in the Basic Package to add the following.
    1. Authoritative Link Building: We will work with you to identify outside sources that are considered experts in your industry and work to establish links from as many of these sources as possible.
    2. Deep Link Building: Each month, we will strive to secure inbound links to subpages on your website.
    3. Local Link Building: We will strive to secure links that show your business, along with other businesses in your area, when someone searches for your keyword in your location.

premium package

This package includes everything in the Advanced Package PLUS additional SEO and a powerful blog tool that can significantly increase your organization’s presence on the Internet.

  1. Additional Search Engine Optimization We will optimize for an additional 6 keywords, and help you add additional content to accomplish this if necessary.
  2. Blog Marketing – This powerful tool will take you leaps ahead of other blog tools in terms of getting you ranked in search engines. We will:
    1. Design a header and buttons for your calls to action.
    2. Incorporate 15 of your strategic keywords into the blog, giving you one blog for each keyword. Each time you post content to one of the keyword blogs, that content will automatically flow to others of your keyword blogs as appropriate.
    3. Help you reach a critical level of 200 blog entries by offering our expert ghostwriting services to post 2 blog entries per week for each of the 6 months. Our research shows that 200 blog entries is the level at which you will begin to dominate page one real estate in search engines!
    4. We will autoflow the Blog onto the blogging networks (WordPress, Blogger, LiveJournal, Xanga, Vox, etc.

* Entry Level and Advanced Packages are for a 6-month contract, and and Premium Package is for a 1-year contract. All fees must be paid in advance each month by credit card or check.

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5 Proven Search Engine Marketing Ways to Bring Qualified Traffic to Your Website

search engine marketingGone are the days when all you need to do to run an online business is to build a website, send it to the major Search Engines and wait for visitors to come. Today, you need to proactively drive highly qualified traffic to it and convert visitors into clients.

Search Engine Marketing is not just presenting flashy website, people are no longer buying that. What you need today is to find a hungry niche and sell them your product or services. The question then is how to drive a great deal of hungry visitors into your website. Here is a five-tiered approach to accomplish that:

  1. Search Engine Optimization – It is a fact in online marketing that people will mostly see your website through the Search Engines. It is therefore imperative that the major ones at least (Google, Yahoo and Bing), will find it so that they can feed it to those who are searching. This means that your website should be Search Engine Optimized so their robots can crawl and index your pages. This will greatly influence your ranking in the search results.
  2. PPC advertising – Instead of waiting for months to see results from organic SEO strategies, pay-per-click or PPC will give you results within weeks. Through paid advertising, you can then identify which keywords are often search and thus, will be viable in your organic SEO. Although this means you have to spend a little bit of money, the returns are great and that is why you should not neglect this strategy as well.
  3. Social networking – The success of websites like Facebook, Twitter and Youtube has taken Internet marketing to new territories. No longer do we bring clients to our websites, we bring our websites to where they are gathered and from there, hope that things will take off. It is therefore the job of the online marketer to seize the opportunities presented by captured and possibly hungry niche because these websites have the power to bring huge awareness to your brand.
  4. Link building – No website is an island and that is why you have to build bridges to yours. If you can build links to authority websites, this will make your more credible and authoritative. If a visitor finds a link to your site from Wikipedia for example, he will think that you are indeed genuine in your desire to help and will remove the stigma of selling in his mind.
  5. Blogging with targeted keywords – The purpose of blogging with targeted keywords is two-fold; to drive traffic and to pre-sell visitors to the helpfulness of your product or service. If you don’t target keywords with your blog, visitors will not find it even if they want to. On the other hand, even if you can drive traffic to your website, but you are not able to convince them of the usability of your product or service, they will also not buy from you. Blogging with targeted keywords then requires the mixture of naturally incorporating keywords into your blog and be as convincing as possible without being too pushy with your prospects.

This five-tiered approach to Search Engine Marketing will ensure that you are able to drive a highly qualified traffic to your website, convert visitors into clients and increase your revenue. Often times they overlap, nevertheless, they work hand in hand to drive that much needed traffic so that your online marketing success is guaranteed.

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“Floyder, What am I going to do with 365 Bibles?”

It was a legitimate question. In fact, I suppose one could wonder what anyone would do with 365 Bibles. Not only did I not have an answer to Jim’s question, I had no idea what he was talking about!

You remember Jim – – my friend who is typically a day late and a dollar short when it comes to Small Business Marketing Strategies for the Internet. He is always on the lookout for Online Marketing Tools, but seems to misinterpret most everything he tries. He has had some luck in promoting his Sporting Goods Store, especially with Social Networking. Due to my relationship with Randall Mains and Pathmaker Marketing, he usually shares his ideas with me to get my take on it. This also usually results in my clarifying the points he is a little short of understanding. Today, however, it seemed that he had something other than Internet Marketing Ideas on his mind.

“365 Bibles?” I asked, recognizing the lack of intelligence in my question.

“Yeah. You know that contest that you and Pathmaker were working on for the New Living Translation Life Application Study Bible?”

Nodding my affirmation, I listened as he continued.

“Well, I went to this site and entered the contest – – and I won!!!”

“You mean you won the trip for four to the Holy Land?” I asked, the excitement in my voice causing enough commotion that everyone else in the place began to start paying us a little attention.

“No, I was too late for the first contest. I am,” he went on, “entered for the Grand Prize for the current contest – – the trip for two to the crystal clear waters of Oahu’s North Shore. No, that’s not what I won – – what I won was one of the Daily Bible Give Aways. Saaaaay, I’m not going to be disqualified because I know someone who works with Pathmaker, am I?”

I assured him he wasn’t, and then asked, “Why did you ask about 365 Bibles?”

“Well, I won a daily Bible, and there are 365 days in a year, so I guess that means I won 365 Bibles.”

I took a deep breath and decided I would have to explain to him how the contest works.

“Jim, the Daily Bible Give Away doesn’t mean that the winners get a Bible daily, it means that each and every day of the contest someone is chosen and they win a Bible.”

I watched Jim for a moment, always intrigued by the metamorphosis his face under goes when the truth about a situation sinks in. This time was as enjoyable as ever. He was a little deflated, but rallied quickly.

“You know, Floyder, I checked that New Living Translation Study Bible out, and it is really pretty neat. After reading it, I seemed to understand God’s word a little better than I usually do. Winning one was a pretty sweet deal.”

He began to beam again, preparing for his parting salvo.

“Besides, Floyder, what would I do with 365 Bibles!?!”

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Factors to Consider in Your Christian Marketing Efforts

Why Use an Outside Marketing Firm for your Christian Marketing?–Part Two
As a small business owner or ministry leader, you may have considered how best to handle your Christian marketing efforts.  Should you hire a person in house?  Contract with an agency?  Or try to find time to spearhead your Christian marketing efforts on your own?

As you consider how best to address your Christian marketing concerns, you can ask yourself if you have the ability to create strategy, collaborating with a variety of players in your plan?  Are you able to move swiftly with your marketing efforts, sometimes setting aside all the other issues of your business in order to develop strategy and pull it off?

If you answered “No” to any of those questions, you may want to check out a Christian Marketing team like Pathmaker Marketing LLC to help you reach the valued customers and donors you seek to attract.

Collaboration—In House and Out
Collaboration and innovative partnership are among the freshest buzzwords in the business world today.  Our team of seasoned veterans brings a strong background of collaboration and willingness to partner in any way that will benefit our client.  We’ll listen to your concerns, research the issues that are impacting your online presence and we’ll work with you to devise strategies that are fresh and effective.

Speed of Delivery—We Can Get It Done

We understand the difficulty in trying to launch a project or campaign using your own in-house creative and I.T. teams—if you have them!  They can be overloaded with the daily concerns of the company and getting in the queue to be serviced by them could mean a wait of several months to a year or more.  Or, if you are a start-up or a new ministry, you are probably scrambling just to design stationery and build a website.

Pathmaker Marketing has an internal team that is poised and ready to move quickly to provide you with research, web presence, email marketing, social networking, back links, Search Engine Optimization and much more.  Your needs are our team’s highest concern, so we are able to produce exactly what you need when you need it.  We’ll do our best not to make you wait!

Cost Effectiveness—Our Specialty Brings Relief!
Companies that seek to do their own Christian marketing in highly specialized areas like social networking risk losing valuable productivity as employees struggle to understand all the ins and outs of the new world of social media.

Pathmaker Marketing has social networking specialists on the team.  We employ them at reasonable rates and keep them focused in this key area.  Using our specialists will relieve your staff and save you time and money.

The New Marketing—Our Specialty
The Internet has changed virtually every aspect of Christian marketing.  Compended blogging, social media, back linking, search engine optimization and text messaging have all been used to market successfully.  When we found that Christian publishing giant Tyndale House Publishers did not have a significant footprint on the Internet, Pathmaker Marketing used state-of-the-art online tools to find a solution to the problem, creating a compended blog and filling it with content that will help strengthen Tyndale products’ search engine rankings.  Our approach is holistic and comprehensive and we view the concerns with an outsider’s objectivity.

Our staff can “work” social networking accounts, inviting people to be followers, friends, etc., and following up.  We also invite them to your online events and auto-flow your blog content to your social networking accounts, further broadening the reach of your social networking efforts.

We will research your online presence and give you the good news and the bad regarding your search engine rankings.  We are experts in being able to help you build your Internet assets. Our compended blogs will help drive up your rankings with Google, Bing, Yahoo and others.

Pathmaker Marketing LLC is grateful for the opportunity to help so many ministries and small businesses with their Christian Marketing, applying our expertise to the needs of our clients.  If you are uncertain about your ability to tackle Christian Marketing on your own, give us a call at 623-322-3334 or visit our website to learn more.  You can sign up for our free Christian Marketing eNewsletter HERE.

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Why Use An Outside Marketing Firm for Your Christian Marketing

Christian Marketing Help–Can You Hit the Target on Your Own?
Part One–Breadth of Experience

Whether you run a small business or lead a Christian ministry, you may wonder if there is value in using an outside firm for your Christian Marketing.   This is not only a personal decision—it’s an important one-–for no matter what the nature of your work is, you have a responsibility to let others know about it so they can take advantage of your services or goods. Your business or ministry can provide tremendous help to your potential customers–but what is the best way to let people know about you?

As you lead your organization the demands on your time and energy may cause you to feel that Christian marketing is not be among your highest priorities.  You may wonder if you will lose control over the image or appearance of your business or organization if you utilize an outside agency. But you must ask yourself if you are able to hit your marketing target on your own.  If not, you may want to consider Christian marketing as a way to get help for your organization.

Breadth—Diverse Clients, Multiple Industries in Christian Marketing 
When you choose to employ an agency to help you with your Christian marketing, you benefit greatly from the breadth of the agency’s client list.  In serving a broad clientele from many industries, it’s likely that your agency has already faced and solved a number of key problems that will need to be tackled in any given campaign or strategy.   Your company can take advantage of the agency’s extensive experience in solving these problems.

The people at Pathmaker Marketing LLC are experts in their fields.  We’ve worked with a wide range of small business, ministries and Internet-based efforts.  The diversity of our client list has pushed us squarely into the areas of Social Networking and Search Engine Optimization.  We’ve learned how to effectively use several essential tools to help our clients achieve optimal results from our efforts on their behalf.  Simply put, we can help you hit the bullseye with targeted marketing and messaging that will bring potential clients or donors to your door. If you aren’t absolutely convinced that your Christian marketing efforts will be as successful, we encourage you to consider using an outside agency like Pathmaker Marketing.

Marketing is an intensely diverse field.  As a small business owner or ministry leader, you undoubtedly have exceptional skills in many fields–one of which may or may not be the field of marketing.  Choosing to use professionals for your Christian marketing efforts may be the the best choice you make–and the one that helps you hit your target dead center.

Can You Hit the Target on Your Own?
Coming in Part Two:  Collaboration and Speed

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Social Networking Among Best Internet Marketing Ideas

In his groundbreaking book, Socialnomics, author Eric Qualman offers great advice for those seeking Internet marketing ideas.  He provides insightful analysis of the current state of social media, suggesting that there’s a revolution taking place in our world—a revolution that anyone seeking new and fresh Internet Marketing ideas should heed.

Qualman contends that social media are not a fad, but rather a fundamental shift in the way we communicate.  People are now driving much of the economy via user-contributed content they post on social media sites ranging from Facebook and Twitter to YouTube and Wikipedia.  Social media provide companies and ministries with a unique opportunity to “hear” their customers and constituents that has heretofore been unavailable, short of the expenditure of great amounts of money.

Consider these key points that drive home the value of social media as one of the essential Internet marketing ideas in today’s climate and economy:

  • As newspapers and magazines become more costly and less efficient, social media provide low-cost ways to reach more people.
  • Social media reduce expensive advertising campaigns and middle-men.
  • People no longer need to seek the news; the news finds them, via mobile devices and email.
  • People no longer seek information on products—product information finds them, via social media.
  • Information can “go viral” on social media at an exponential rate, making it more effective and quicker than email.
  • Companies and ministries can gain a stronger “touch” on those they seek to reach via social media, and the best will take advantage of this trend to listen and respond wisely.
  • 34% of bloggers post information on products and brands.
  • 78% of consumers trust peer recommendations.

It’s easy to see, from these crucial points, that social media can be used for all kinds of creative and cost-effective approaches and Internet Marketing Ideas.  The professionals at Pathmaker Marketing would love to help you creatively develop a plan to effectively harness the value of the social networking revolution to advance your business or ministry.

Through our search engine marketing strategy we can help raise your search engine rankings.  Our targeted website analysis will enable you to strengthen your branding and our know-how of social networking will help you reach many more potential clients with your distinct message.  Visit us on the web today for your free website analysis and take advantage of Social Networking—among the best Internet marketing ideas out there today.

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