Effective Internet Marketing, like restaurant marketing is always evolving. What was working three years ago may no longer be effective today, and what will work for you today may not have even existed three years ago. The Internet has made “change ” one of the few constants in marketing.
There are many components to Internet Marketing, some include: Search Engine Optimization, Pay-Per-Click Advertising, Link Acquisition, email Marketing, Banner Advertising, Affiliate Programs and newer these days, Blogging & Social Networking Marketing. The type of advertising or marketing you use most will depend on your business model and your website.
Generally, most commercial websites can be categorized into one of the following:
Online Commerce - visitors can purchase products, services, or information
Advertising - visitors are attracted by content and exposed to advertising prompts
Lead Generation - sites offering information about a product, service or business to gather contact information on qualified prospects
Customer Support - sites offering support advice and/or help for a specific product or service
Customer conversion takes place when a visitor takes a specific action like making a purchase, clicking on an ad, completing a contact form for more info, or having a problem solved.
While many sites are designed with conversion in mind, many more are not or cannot. Some restaurant sites can prompt visitors to make a dining reservation, purchase take out, buy a souvenir, or sign up for their next wine tasting event or golf tournament. Most just feature a few pictures, directions and a menu. If you do not engage your customers to interact at your site, then your site is little more than an online brochure with little chance of creating additional revenue for you.
Most Internet Marketing discussions will eventually turn to search engine optimization, SEO. Search engines, like Google & Yahoo! are all designed to provide relevant information in your search results. And most marketers see search engine marketing and SEO as critical to your overall Internet marketing strategy.
This is especially true if you're an Internet merchant or a specialty bricks and mortar company with a niche market. The Internet is great for finding that needle in the haystack, but the value in this diminishes greatly if you're a local restaurateur earning your living from your local market.
Chances are your local community market already knows you exist. They found their needle in the haystack and you are probably one of several establishments that those customers like to frequent. For you, being on a page 1 results of a Google search may be overkill. It is reciprocating links with your local sports clubs that may be more cost effective and result in more business for you.
With references to MySpace & Facebook everywhere, maybe you're thinking, “I'll try some internet social networking marketing”. Either of those avenues might make sense for some businesses, but not for most restaurants that survive on local business.
Any advertising medium, either online or offline can draw attention to a website, directing traffic there will be more difficult. To accomplish this, you need to make the visit worthwhile for your customers and to reward them for their visit. The offer of a free newsletter or an occasional promotional coupon is not enough for most customers; they need more motivation than that.
The thinking behind Sport Pool Marketing :
There has to be a better reason to visit your website, one that is fun, informative or with more intrinsic value for your guests. When your customers are invited to join your Sports Pool, they visit your branded sports pool site where they choose their online jersey and number along with their sports pool picks. We make it easy and entertaining.
Customers are updated with their stats & standings, restaurant events, prize winners and special promotional offers via email. Because your customers & their friends are enticed and invited back interactively via their Sports Pools email, you can expect to see them a lot more often!
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