July 26 2011
Posted by Scott Upton | No Comments »
When To Change Your Search Engine Marketing Campaign
Whether you’re just starting to consider search engine optimization or already use search engine marketing to help your company, there will come a time when you decide to start or re-start your campaign. This initial moment is one of the most important moments in your marketing program because it will determine a lot of what happens from that point onward. Although search engine optimization takes time to see results, knowing when to get things started is important because you’ll be launching a total campaign. You don’t want to change things too frequently, yet new marketing initiatives can generate fresh interest.
New Products Always Warrant Re-Evaluating Your Search Engine Marketing
Whenever your company releases a new product, it’s a good idea to look at whether or not you’ll want to initiate a new search engine marketing campaign as well. You will certainly need to change things a little bit, otherwise your potential new clients and existing customers may never know that you have a new offering to provide. However, the way in which you announce and promote a new product can vary dramatically depending on what it is and what result you want from it.
At a minimum, a new product generally warrants some new search engine optimization. The reason for this is simple: you’ll want to ensure that people searching for that product can find you. This is usually easy to accomplish and can be done via adding pages to your existing site rather than creating a totally new strategy. However, it may sometimes be worthwhile or beneficial to launch a totally new search engine marketing campaign to promote a new product. If you don’t want to lose the associations and benefits of your old search engine marketing by changing up web layouts and other identifiable features, you might consider treating the new product as a sort of separate element of your company. You can brand it individually and promote it individually, maybe even creating a separate website for search engine optimization purposes.
Don’t Be Too Quick To Change Your Search Engine Optimization
Over time, your customers will grow to recognize certain key elements of your search engine marketing. For example, your logo and your website design will become very recognizable very quickly. Changing them is not necessarily a bad thing; it will definitely be noticed by your regular customers, but it will also lead them to lose recognition of things that were once key identifiers for your company. For example, if you use a particularly notable color scheme, that was almost certainly associated with your company. Changing it will lead people to wonder what’s different, but will also lead them to no longer recognize the new colors. The same thing is true with a logo. This has more impact on search engine marketing than search engine optimization (people rarely memorize entire paragraphs, and large portions of text are what matter most for search engine optimization strategy.)
If you’re thinking about changing your search engine marketing to accommodate a new product, or simply to keep things from getting stale, Upton Technology Group can help you create a dynamic new strategy that will get results. Contact us today to learn more!