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Drip/Nuture Marketing
Drip Marketing, which is known as Nuture Marketing, is a process by which you continue to develop a relationship with a prospective customer after they have left your website. Because they have provided you with their email address in exchange for one of your offers, you now have the ability to nurture these leads down the sales funnel by providing them with additional information about your firm's products and services and benefits of doing business with you over a set period of time. Doing so will keep your company with top-of-mind awareness, increasing the likelihood that they will seek you out when they are ready to make a purchase.
Lead nurturing creates a consistent, relevant dialog with prospects based on their needs and interests as evidenced by their engagement with your content. Here are the four best practices for establishing a Drip Marketing Campaign:
Create a Communication Schedule
Study after study shows that email response rates decline over the age of the lead. In fact, in his "Science of Timing" research, HubSpot Social Media Scientist Dan Zarrella discovered that there is a positive correlation between subscriber frequency and click-through rate. A good contact schedule should include a follow-up email within 24 hours after a prospect downloads a document and the timing of the rest of your email messages in the campaign should depend on your usual sales cycle. For example, if your sales cycle lasts 30 days, you might plan to send a new email on the 1st, 7th, 14th, and 30th day after the initial contact.
Don't Pitch - Provide Educational Content
Leads in the nurturing stage, by definition, are not sales-ready, so don’t make every message a sales pitch. Instead, use content that addresses the prospect’s needs and establishes your company as a thought leader. For example, the first email you send a new lead might include a whitepaper or ebook that addresses a high-level industry concern. Subsequent emails should then contain offers that intensify that relationship, such as inviting prospects to attend a webinar, download a video demo or participate in a customized assessment of their needs. You can also monitor each prospect’s activity to customize follow-up content offers based on their interests. For example, a prospect that downloads a ebook on a particular topic is a good prospect to invite to a webinar that dives deeper into some of the issues discussed in the ebook.
Engage Leads Through Multiple Channels
Email shouldn’t be your only lead nurturing communication channel. You should focus on the entire experience of your leads, sending communications designed to benefit leads, not interrupt them. This type of cross-channel nurturing should also incorporate mobile and social media. As a best practice, use marketing automation to nurture leads and send them information only when it is most relevant to their buying cycle.
Look for Segmentation Opportunities
Customizing your nurturing campaigns for different types of leads can help you deliver the most relevant content. Using information collected through your content registration forms, look for opportunities to segment your database by industry, job title/role, communication preferences (e.g. email vs. social media), the product(s) they’re interested in, etc. By doing so, you'll be able to select the best content for each segment. Say you are selling accounting software. Accounting Department personnel might be interested in ROI calculators, vendor comparison charts and other content that addresses financial concerns. But IT Department personnel who have to manage that software might want to receive product specifications or invitations to a webinar featuring best practices on implimenting your software. So you would establish separate tracks for those two types of leads.
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InteractiveWest covers every angle so that you don’t have to - including Website Design & Development; Content Management System and Ecommerce Application Development; SEO, Pay-Per-Click and Local Search strategies; Mobile Application Development; Internet Marketing Campaigns; Web Based Email Campaigns; Social Media Integragion; and Web Hosting services. InteractiveWest delivers effective web development and internet marketing solutions with an experienced team of Internet Marketing Strategists, Designers, Web Developers and SEO Consultants at a much lower cost than at a traditional large web development company. Because of our unique business model, InteractiveWest can provide the expertise you need at a price you can afford. Call InteractiveWest today at 303.306.8746, or email us at This e-mail address is being protected from spambots. You need JavaScript enabled to view it. or use our convenient only Contact Us form to schedule a FREE no-obligation appointment today!
Website Traffic Analysis
If you’re creating a website and have a goal of gaining popularity, it’s essential to keep up with website statistics. InteractiveWest recommends Google Analytics, a FREE and comprehensive website statistics package that generates detailed statistics about visitors to your website. InteractiveWest creates a Google Analytics account and then adds tracking code within an installed Google Analytics Plugin/Component/Module as part of your Content Management System (Joomla, Drupal, WordPress or Expression Engine). InteractiveWest will also setup filters that will filter out traffic from search engine robots, your office plus web development team that typically skews website traffic statistics.
Google Analytics Offers Enterprise Class Statistics including:
Visitors Overview
Google Analytics details how many people visited your website and how extensively they interacted with your website content. You can also view the characteristics of different visitor segments and examine average page views, time on site and bounce rate.
New vs. Returning Visitors
A high number of new visitors suggest that your website is being successful in driving traffic to the site while a high number of returning visitors suggest that the site content is engaging enough to return. You can determine how frequently visitors return and how many times they return by viewing Google Analytics website statistics.
Unique Visitors
Google Analytics reports on the unique number of people that visit your site in a given time period. You can also see if the number of unique visitors increased or decreased by setting a comparison date range.
Page Views
The number of pages visitors view in a given time period is often a general measure of how much your website is used by new and returning visitors.
Average Number of Page Views
This statistic is also a way of measuring visitor quality. A high average number of page views per visitor suggest that visitors are interacting more extensively with your website.
Bounce Rate
This statistic is determined by how many visitors visit one page on your site then leave. A high bounce rate generally indicates that pages that visitors enter the site aren’t relevant and need updated.
Web Browser Statistics
Google Analytics can also tell you additional statistics on Web Browsers used to view your site plus other information including types of devices, Operating Systems, screen resolution and Flash statistics that your website visitors are using help determine decisions such as whether or not to deploy a mobile site or whether to optimize your site so it views correctly with a newer or older web browser.
Overview of Traffic Sources
You can easily determine where you are receiving traffic from including Direct Traffic where users clicked a bookmark or typed your site URL into their browser; Referring Sites where a visitor clicks a link on another website to arrive at yours; or whether a Search Engines including Google, Yahoo, Bing or others were used and which keywords were used for a visitor to arrive at your website.
Cost for setup of Google Analytics account and to add Google Analytics Plugin/Component/Module as part of your Content Management System (Joomla, Drupal, WordPress or Expression Engine) is typically included FREE as part of any web development project we undertake at InteractiveWest. That's how important we think it is to utilize Google Analytics to monitor statistics on traffic to your website.
Contact Us
InteractiveWest covers every angle so you don’t have to - including Website Design & Development; Content Management System and Ecommerce Application Development; SEO, Pay-Per-Click and Local Search strategies; Mobile Application Development; Internet Marketing Campaigns; Web Based Email Campaigns; Social Media Integragion; and Web Hosting services. InteractiveWest delivers effective web development and internet marketing solutions with an experienced team of Internet Marketing Strategists, Designers, Web Developers and SEO Consultants at a much lower cost than at a traditional large web development company. Because of our unique business model, InteractiveWest can provide the expertise you need at a price you can afford. Call InteractiveWest today at 303.306.8746, or email us at This e-mail address is being protected from spambots. You need JavaScript enabled to view it. or use our convenient only Contact Us form to schedule a FREE no-obligation appointment today!
Link Building & Directory Submission
Link Building
One of the more important factors in gaining visibility and ranking in search engine results is the number of relevant, inbound links to your website. Link Building is the technique used to increase the number of inbound links to your website. This can include submitting a website to directories, creating more relevant content for a website, link exchange and many other techniques.
For Search Engines that crawl the web, links are the streets between pages. Using sophisticated link analysis, the engines can discover how pages are related to each other. Through links, Search Engines can not only analyze the popularity of a website page based on the number and popularity of pages linking to them, but also metrics like trust, spam and authority. Trustworthy sites tend to link to other trusted sites, while spammy sites receive very few links from trusted sources.
Directory Submission
Submitting to directories is a great way to build links and increase your search engine rankings. In semi-competitive industries it can produce great results. If you add article creation and social media marketing into the link building equation then you can achieve great results for any industry.
When choosing directories going for the paid ones can be better, mainly because the links seem to last a lot longer. Many of the free directories seem to disappear or delete links after a year or so. However, there are a few free directories out there that should always be used - directories that have stood the test of time.
Incoming links play an important role in today's search engine optimization procedures. The higher the quality of incoming links, the better your website will rank with the major Search Engines. Submitting to directories is the simplest way to get quality incoming links.
Every industry is different and InteractiveWest can assist in recommendations and implementation of Link and Directory submissions that will provide quality traffic for your website as part of your ongoing Search Engine Optimization efforts.
Contact Us
InteractiveWest covers every angle so you don’t have to - including Website Design & Development; Content Management System and Ecommerce Application Development; SEO, Pay-Per-Click and Local Search strategies; Mobile Application Development; Internet Marketing Campaigns; Web Based Email Campaigns; Social Media Integragion; and Web Hosting services. InteractiveWest delivers effective web development and internet marketing solutions with an experienced team of Internet Marketing Strategists, Designers, Web Developers and SEO Consultants at a much lower cost than at a traditional large web development company. Because of our unique business model, InteractiveWest can provide the expertise you need at a price you can afford. Call InteractiveWest today at 303.306.8746, or email us at This e-mail address is being protected from spambots. You need JavaScript enabled to view it. or use our convenient only Contact Us form to schedule a FREE no-obligation appointment today!
Pay-Per-Click Advertising Campaigns
Pay-per-click (PPC) advertising and campaigns are the primary way of advertising on the Internet. As of May 2009, the three largest players in the market are Google, Yahoo, and Bing. A PPC campaign lets you determine exactly who comes to your website. You only pay for clicks to your site; if a person clicks on a search engine result, link, or banner and lands on your site.
PPC advertising is based on keyword selection. The entire Internet advertising market revolves around choosing the correct search terms and keywords. Well-managed PPC advertising will bring traffic that achieves your goal, or 'desired outcome', whether it is to publicize an event or sell goods and services. ‘Quality’ traffic refers to traffic that is well targeted. This means that the visitors:
- Are looking for what you are advertising
- Enter the site and look around
- Complete a transaction or become a lead (i.e. convert)
- Come from countries and regions that you are interested in
- Return to visit your site again
Quality traffic will bring you a higher percentage of success, in terms of seeing your visitors complete a transaction, or subscribe to the service that you provide. Conversion rate analysis will allow you to determine which traffic sources turn visitors into leads and sales. Conversion rate is the statistic that tells you what percentage of your visitors is converted from visitors into customers/ leads. High quality traffic will deliver a higher conversion rate. Conversion rate is another way of talking about your return on investment (ROI) and acquisition cost-per-visitor.
How to use tracking to evaluate PPC campaigns
A tracking service will allow you to check how effective clicks are and adjust campaigns accordingly. See which keywords and search terms bring more visitors. Learn which advertising copy is most effective. Know which source/ search engine brings the best results. Determine conversion rate and set goals. Be accountable; make sure you are getting what you pay for. Determine the Source of traffic: country, etc. and how long do they stay, how many pages viewed? The average number of page views from one search engine might be lower than another.
We cannot stress how important it is to actively manage your PPC campaigns. Update your keywords, campaigns, vendors, and bids as frequently as possible, as your budget allows.
Where should I buy PPC advertising traffic?
There are many sources to purchase clicks from, we recommend that you try more than one service, and compare results. Many sites use search results originating from a small number of search engines. This type of system is called a "content network". The major PPC vendors such as Google and Yahoo also place content within their own networks. For example, they place advertisements alongside like content.
The PPC vendors distinguish between 'Sponsored Search' results and 'Content Match' placements. Sponsored searches place results alongside search engine results. Content match places results near articles, email content, forums, etc. In our experience you will obtain a higher conversion rate with sponsored searches, which also cost more.
Statistics on the subject of where searches are conducted vary widely. Estimates for Google, the leader, are as high as 80%. The leaders after Google are Yahoo, Bing. Many smaller search engines come and go, as they are purchased and incorporated into the larger search engines.
Contact Us
InteractiveWest covers every angle so you don’t have to - including Website Design & Development; Content Management System and Ecommerce Application Development; SEO, Pay-Per-Click and Local Search strategies; Mobile Application Development; Internet Marketing Campaigns; Web Based Email Campaigns; Social Media Integragion; and Web Hosting services. InteractiveWest delivers effective web development and internet marketing solutions with an experienced team of Internet Marketing Strategists, Designers, Web Developers and SEO Consultants at a much lower cost than at a traditional large web development company. Because of our unique business model, InteractiveWest can provide the expertise you need at a price you can afford. Call InteractiveWest today at 303.306.8746, or email us at This e-mail address is being protected from spambots. You need JavaScript enabled to view it. or use our convenient only Contact Us form to schedule a FREE no-obligation appointment today!
Search Engine Optimization
Search engines have become a major resource for consumers searching for products and services. 73% of all searches for businesses products and services are conducted on the Internet compared to 23% for printed Yellow Page directories (Source – 15 Miles Local Search Study 2010).
78% of Internet users conduct product research online and 50% of consumers spend 75% or more of their total shopping time conducting online research (Source - Search Engine Land, February 2010). Worldwide, we conduct 88,000,000 searches per month on Google.
It is important to rank well in Search Engine results as 75% of users never scroll past the first page of search results and 60% of all organic clicks go to the top three organic search results. 70% of the links users click on are organic links and not paid links.
Keyword Research:
Many Americans begin their purchasing experience by doing online research to compare prices, quality, and the reviews of other shoppers. Even if they end up making their purchase in a store, they start their fact-finding and decision-making on the Internet. To do this, they type keywords into sites like Google, Yahoo, Bing, Ask and AOL. The engines then rank sites related to these keywords based on relevance and authority.
Search engines extract these keywords from your on-page text, headers, page titles, inbound links and other factors. However, you might not have made a conscious decision to target those keywords. Even if you did, you might not be monitoring your rankings or have a sense of how good your chances are of ranking well for those keywords.
Choosing the right keywords is often the difference between getting found online or not getting found. As a result, keyword research is the foundation of an effective online marketing strategy for increasing Search Engine Ranking for your website resulting in increased traffic and business.
Typically we visit your competitor sites to determine keyword strategy that may have already been implemented. We then use Google Keyword Tool website application to determine keyword phrases and variations of those keywords that might be targeted.
We then sort those keyword phrases by monthly search volume. We also review the competitiveness of a keyword phrase. If it’s too competitive, it may make sense to target a different keyword phrase with less competition.
Once all keyword possibilities with sufficient search volumes are selected, keywords must then be filtered for relevancy. You don’t just want to pull in traffic. You want to ensure that your traffic is of high quality. Quality traffic helps you convert your visitors into customers at a higher rate.
SEO Markup:
We then optimize pages with title, keywords, description, editing of copy for keyword frequency and addition of alt and title image tags to each page along with other work to assist with having your site obtain higher organic search engine ranking that results in additional traffic to your new website.
Google Analytics is a free and comprehensive website statistics package that generates detailed statistics about visitors to your website that is FREE. Typically, we generate a Google Analytics account for every web development project we undertake and add the tracking code within an installed Google Analytics Plugin as part of your Content Management System.
Other SEO services:
Other Search Engine Optimization services we provide include utilizing WebPosition Site Submitter to submit your site to various Search Engines. We also add your website URL to DMOZ.org manually as many Search Engines rely on DMOZ to provide search results. A robots.txt file is added to direct search engines to crawl your site and also to exclude pages on your site that you may want excluded from Search Engine results.
We also add your website to our Google Webmaster Tools Account, then verify your site. Our SEO consultant will use Google Webmaster Tools Account to review when Search Engines last visited your site and also to determine if there were any page errors. Our SEO Consultant also creates a Google XML Sitemap file and Yahoo URL List File in order that Search Engines will find and index all your sites pages.
While on-page optimization is a good first step, you will ultimately get as much leverage by having other sites link to your website. Inbound links used to just be a source of referral traffic. Now, they influence your search engine rankings as well.
Google was the first search engine to use inbound links as a significant ranking factor. They viewed a link from one site to another as a ‘vote’ for the target site. The more votes you have, the more authoritative your site is considered. InteractiveWest can also assist you in determining linking strategies to help increase your overall Search Engine ranking.
Local Search:
InteractiveWest also provides a Local Search service where we manage your business listing through a Local Distribution Network of more than 100 Local Directories and Mobile Local Search Platforms such Google Places, Yahoo Local, Bing Local, SuperPages.com, YellowPages.com, YP.com, Dex Online, TripAdvisor, Facebook , Twitter, Yelp, Foursquare, MerchantCircle, Local.com, Matchpoint, Kudzu and TomTom navigation devices.
Improving your Local Search visibility makes it easier for potential customers to find your business. Your business will appear in local results featured within major Search Engine results (Google, Bing and Yahoo) as well as Local Directory (DexKnows.com, SuperPages.com, YellowPages.com, YP.com, etc.) results for your local area. Marketing your business online within Local Search results is a cost-effective way to reach new customers. Your business listing in Local Directories often contains a link to your website that both visitors and search engines use to find your website and learn more about your business. This, in turn, also helps improve your overall website ranking with major search engines.
Contact Us
InteractiveWest covers every angle so you don’t have to - including Website Design & Development; Content Management System and Ecommerce Application Development; SEO, Pay-Per-Click and Local Search strategies; Mobile Application Development; Internet Marketing Campaigns; Web Based Email Campaigns; Social Media Integragion; and Web Hosting services. InteractiveWest delivers effective web development and internet marketing solutions with an experienced team of Internet Marketing Strategists, Designers, Web Developers and SEO Consultants at a much lower cost than at a traditional large web development company. Because of our unique business model, InteractiveWest can provide the expertise you need at a price you can afford. Call InteractiveWest today at 303.306.8746, or email us at This e-mail address is being protected from spambots. You need JavaScript enabled to view it. or use our convenient only Contact Us form to schedule a FREE no-obligation appointment today!
