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Marketing strategy is the blueprint of just how (tactics), where (mix) and when (timeline) you will communicate
with your audiences to sell your products or services. Winning strategies are based on clearly defined goals and
objectives as well as thorough market research.
Whether you need an umbrella strategy for your business or a plan to specifically promote your Web site, we can
research and develop an efficient, effective and appropriate strategy using public relations, promotions, direct mail,
direct sales or advertising across all media including the Internet.
Houck & Associates' value is measured by our ability to develop superior marketing programs that increase market
share, sales, profits and cash flow. We attribute our success to:
 Our ability and desire to see the world through the eyes
of our clients and their audiences
Our strong orientation toward achieving results
Web Site As Part of Your Marketing Strategy
A well designed, targeted Web site will support and enhance off-line marketing. We can advise you on how
to use the interactive qualities of the Internet/Web to leverage and create synergy with off-line marketing efforts.
Leveraging your off-line efforts though the Internet/Web requires a thorough understanding of how to use its unique targeting and
interactive qualities. Unlike other media, the Internet/Web enables you to target individuals and develop a one-to-one relationship
with that individual.
We strive to maximize this relationship by employing interactive techniques that create a dialog with your customer/prospect as well
as tracking and reacting to their preferences. Interactive dialogs increase customer satisfaction and retention, as well as develop
brand loyalty.
Marketing Strategy For Your Web Site
There are three aspects to a successful Web site marketing strategy:
attracting users to your site
keeping them at your site
enticing them to return
Attracting Users to Your Site
In today's crowded Internet environment, it is getting harder and harder to stand out through the shear numbers of Web sites. The
success of any site designed to sell or promote product / service depends on a creative Web site marketing strategy that targets
your ideal audience and/or prospect.
Most strategies combine online advertising techniques with traditional print, radio and direct mail that "drive" customers to the Web.
In addition, you can use other marketing tactics such as promotions and public relations to generate "buzz" about your site. And, of
course, no matter how many "eyeballs" a campaign attracts, it is not a success unless it is cost effective.
Online or off-line, from banner ads to e-zines (online magazines) to traditional direct mail, we generate creative, compelling Web
site marketing campaigns that will cost effectively attract your target audiences.
Web sites utilize search engine optimization (SEO) and search engine marketing (SEM), along with all of the elements involved in
each, are those achieving success on the search engines. You may have heard the two terms used interchangeably and may think
that they mean the same thing. Search engine optimization is actually an element of search engine marketing
Though they are similar, there is a dramatic difference between the two practices. Knowing and understanding the difference between
them, and more importantly, knowing how to take advantage of the differences is the key to overall success in marketing via search engines.
There has been a dramatic but subtle change over the past few years with regards to promoting web sites via search engines.
For more information regarding search engine optimization (SEO) and search engine marketing (SEM)
Keeping Them At Your Site
Remember users are only one click away from your competition. A key to successfully keeping them at your site lies in a fresh
approach to graphics and content that will appeal to your visitor. Interesting, current information that will satisfy your audiences'
needs will establish your site as a premiere source of information on your product/service or topic. In addition, easy-to-understand
site navigation and a clean layout are imperative in order to offer a comfortable environment for the user.
Since you want your customer to return, the experience at your site needs to be a pleasant one. Successful sites emphasize
interactivity, ease of access, customer service, and an appreciation of each person's long-term value.
Getting Them To Return - Relationship Marketing:
A Web site that does not employ one-on-one relationship marketing techniques is failing to use the most revolutionary and powerful
aspects of the Internet.
When a visitor is at your site, you have the opportunity to develop a relationship. If you seize this opportunity to learn about each
visitor through tracking and strategic consumer education, you can customize your next contact with that person to more accurately
meet their unique needs. The more effectively you mirror and respond to their needs, the more likely it is that they will return to
your site and take action.
We can show you how to gather and use information to develop a dialog with your visitors, further satisfying their needs and
developing an online relationship via email, personalization and customization.
Successful strategies will take advantage of the Internet's distinctive ability to attract customers actively interested in your specific
product or services. The Internet offers the ability to develop a one-on-one relationship with each of the users that visit your
site - customization.
But before your can retain visitors, you must attract them to your site. As in any competitive media, your online marketing
strategy needs to be creative, compelling, and strategically target your ideal visitor.
Whether you are optimizing, overhauling or developing new Web strategies, Houck & Associates is ready to assist you.
Contact us now.
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