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| Jockeying for position? |
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There seems to be a prevailing thought that rating high on search engines will solve all our marketing problems. Once we get an audience, everything else will fall into place. Ah, for a place on that first page of a search! Unfortunately, there are only so many places on that first page (and second, and third…), and the combined resources of all search engines are forever conspiring to foil our plans, to keep us from that fabulous place at the front of the line. Of course search engines have nothing personal against us, but their existence depends upon fair classification. They're happy to have us at the front of the queue if we deserve it. But maybe we should stop and think: "Why do we want to be at the front of the line? Is there some other way to do business on the Internet?" How about starting at the beginning? Refining our demographics, making the website the most efficient it can be, looking for our customers where they live and reaching them with our message, positioning ourselves against our competitors. The truth is that customers often search websites to check prices - no matter how high up we are on the search, if our prices are higher we're likely to lose. So, how do we play this game? Like it's always been played: Establish credibility, gain confidence, deliver a good product at a fair price, advertise, and promote. In some parts of the world the word WebPR has been elevated to the status of a generic word, as if WebPR was a separate discipline. Perhaps it is. But it's no more relevant that most other elements in the marketing mix. |
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Some of you may recall the original WebPR Press
Release Primer, first posted in 1996 and the subject of
considerable attention. We have updated the contents and we have reissued
it. Now Free! Trademark
and logo design. A valuable resource from Cook Creative, not
only for logos, but also for all creative services. ...and speaking of creative, you can see a collection
of oils and watercolors here, by California artist Mike Eramdjian...
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Copyright© WebPR 1995-2004
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