How much to pay for promotion of a site

Even at fluent acquaintance to offers on promotion of a site it becomes clear, that the prices differ in some times. Whether means it, what one - the workers, doing{making} put for real cost, and others - grabbers and secondhand dealers? We shall not deny such opportunity, grabbers are everywhere. As the problem{task} of each manager - to not admit{allow} the overexpenditure of means, including on promotion of a site.

But is as well other distinctions in service of promotion of a site. About them - speech in given clause{article}.

Black and white

First, it is "white" and "black" methods. "Black" are nakrutki, redirects, nakachka the invisible text and other ways of the DECEIT of various Internet - services, and accordingly, visitors. "Black" promotion does not give long effect: have stopped to pay - and all visitors have gone away.

"White" methods - everything, that "is possible". It is optimization of the maintenance{contents} of pages for convenience of their "understanding" the search robot, the balanced strategy of an output{exit} in leaders by search words and purchases of the advertising areas, increase in visibility of a site with the help of others - "friendly" sites and escalating of the maintenance{contents} on the.

Using the Internet - community does not encourage "black" methods. For example, you have reserved nakrutku to get in the first line of search by any words. If nakrutku the administration poiskovika your site throw out from base of this resource in general will notice, moreover can bring to a stop - sheet that you have not brought in a site back. Then visitors of a site to you to not see a lot at all. And that nakrutku have noticed, enough even "signal" from the web designer of your competitors. So, use of the unlawful methods can appear the present{true} diversion against your company - and all visitors to lose, and money to lose.

Therefore "black" raskrutchikam it is necessary to hold the prices at low enough level - that the customer, having felt "freebie", has lost a head and has not taken an interest in possible{probable} risk.

The price for "white" promotion gives in to market regulation, and depends on the purposes of promotion and a competitive environment of a site.

If the purpose is expressed in quantity{amount} of visitors today - the price directly depends on opportunities to involve visitors with the help of advertising. And, as a rule, accommodation of advertising is more effective - feedback from first days of performance of jobs, cost of advertising platforms on the Internet is rather insignificant and accessible even to small business, and " cost of an input{entrance} " - the minimal volume of the order - about{near} 20 - 30 c.u.

Typically "raskrutochnaja" the purpose is a creation of a stable stream of the new visitors who are not stopping upon termination of promotion. Advertising does not give such opportunity, therefore purchase of the spaces here only one of tools, and as a rule, not the basic. The basis is a perfection of the site and "attitude{relation}" to it{him} of influential neighbours on the Internet. This service give "white" raskrutchiki.

That is given and what to find

Second, promotion by the set search words or with selection of those words. Often the companies specializing on promotion, expose the price for promotion by the reserved words. Thus the problem{task} of a choice of words - and accordingly, and profitability of promotion - is imperceptibly shifted on the customer. For selection of searches the extra price essentially distinguished from initial is exposed. On the one hand, and should be: the problem{task} "to think" essentially more difficultly a problem{task} "to write", and payment should be higher. However the customer appears deceived: in fact he beforehand is not warned, that the price of promotion " on your search searches " does not include a necessary part of job.

Universal and exclusive

And thirdly, promotion of a site in itself or promotion of a site for business. If the purpose of promotion is put not as parameters of Internet - activity, and in terms of the basic business - the problem{task} becomes even more certain. For business - sites is a unique comprehensible variant of production of the purpose as the purpose of existence of the site initially - to do{make} sales of the company.

Let's consider, how the site can promote this, from the technical party{side}. We shall see, what in this process a role of Internet - technologies, and what role of marketing strategy.

Hypothetical " the average visitor ", not familiar with our production, has gone on search of the information necessary to him to the Internet. And it is necessary to us, that he has bought our product. For this purpose there should be following events:

1. He should encounter any mention of our site. It either result of search, or advertising, or the link on the other thematic site - everything, that gets in sight ours " the average visitor ".

2. Having seen a mention, he should proceed{pass} to us to a site. From the point of view raskrutchika, job is executed - the visitor has come.

3. To him should like on a site moreover so that he has ceased to search for the information necessary to him on our subject in other places (or has essentially grown cold to other sites)

4. He should buy.

And as personally he should nothing to you to direct his{its} actions probably only optimizing the marketing strategy and the predstavlennost` on the Internet.

For the first event enough search optimization of a site. But precise positioning of a site can help essentially with increase in visibility of a site, and in structure posetitel`skoj audiences to give the part most motivated on purchase. For example, you wish to trade in domestic footwear, and exchange links with similar sites. Shoe Internet - shop pochuet in you the competitor. And if you trade in green slippers of all sizes - most likely, they on you will put the link. Even " on prikolu ". And the visitor from a site about footwear will go to you on a site not so simply so, and behind green slippers.

For the second event all your links should be clear and attractive. It is a typical problem{task} of promotion.

The third event nastanet, only if the visitor - from your target audience, that is the site "is sharpened" under his{its} tastes. It not only business of a case, but also result of the correct marketing analysis of the resources applied for increase of visibility, and a correct spelling of links. An extreme case of unusable positioning: razveshivanija " everywhere on the Internet " links such as " slippers nakhaljavu ". Visitors of crowd, and buyers of anybody. It happens so is more often: competitors go to a site yes their web designer.

Besides feature of the Internet: purchase often do{make} on that site (or by results of viewing that site) where there is more than information on a subject of purchase. Therefore all required to the visitor the information should be, and should be submitted in convenient for him{it} (not for you - the professional in this area!) the form. And for this purpose it is necessary to understand in features of your clients, and to know, that them competitors suggest.

The fourth event - a question of convenience of the visitor. To him should be conveniently contact you, make the order and if necessary refuse him{it}. Other attributes, so important at a choice of the supplier without participation of an Internet - site, too are important, but come into effect only after to the visitor conveniently. And the understanding of convenience - substantially depends on features of your clients.

Thus, even qualitative promotion of a site solves only a part of problems{tasks} which would be desirable for assigning to promotion. Other part directly depends on marketing strategy and consequently the Internet - component of your business demands knowledge of branch features.

Use or non-use of branch specificity also cause that promotion gives one tremendous effect and thousand percent{interests} of increase in sales, and by another - only crowds of visitors and problems with access to a site with "any" tens percent{interests} of growth of references{manipulations} (not sales).

Certainly, it influences the price of promotion. All actions on promotion of a site are technological enough to cost rather cheaply. For a reference point figure 200 in c.u. for a week of job above one site can be taken, and speed of performance of jobs basically is limited to speed of the response of foreign Internet - resources - speed of inclusion of your site in base of search machines, speed of accommodation of links managers of sites, etc.

Basis price, and main effect - in optimization of marketing strategy the Internet - component of your business, its{her} reduction strict conformity with the general{common} strategy in view of profitability of putting on of those or other problems{tasks} on an Internet - site.

In particular, it is shown in balance of parities{ratio} seen / come on a site (events 1 and 2), come / chosen your site (events 2 and 3), chosen a site / made the order (events 3 and 4). If your purpose as the manager of the company, to increase number made the order - all other quantities{amounts} for you have only minor value.

Well also what?

How these details of craft of promotion can help you with your choice of services on promotion of your site? Really to pay a ceiling price and to hope, what " all will be good "? In no event.

First, using opportunities of the Internet for promotion of your company and your production, it is necessary for you to represent opportunities of this Wednesday and the basic stages of jobs. Ignorance - invalid luxury. Necessary performance can be received, in particular, from reading clauses{articles} and negotiations with potential executors.

Second, it is necessary to provide stimulation of all four actions of the visitor in your Internet - marketing strategy. To reduce anything it is impossible. And for this purpose it is necessary to define{determine} the executor. If job is done{made} by the invited company - pay money. Do not pay money - do{make}. Be not able, do not wish or have not time - pay the invited company. It is not pleasant - to cancel better all promotion, differently the success all the same will not be.

Thirdly, on the basis of stated in the given clause{article} you have opportunity to make the proved choice of the executor. Understanding, and what stages of job each concrete executor can undertake, and what stages will stay to you, you can estimate an acceptability of a variant and his{its} full cost (in view of your time and your expenses). Probably, appears, that " the full complex on a turn-key basis " is cheaper, or on the contrary - it is better to you to master Internet - specificity of marketing in your area and to employ the sharp technician - raskrutchika. Perhaps, specificity of your business well is understood by the Internet - marketing companies. And can be, on your branch anybody does not specialize...

The preparation based on the account and specificity of the Internet, and specificity of your business, enables to lead{carry out} the tender and to choose the executor for promotion of a site, having distinguished it{him} from " the capable student for inexpensive " and supernavorochennoj the companies which " can everything, but for o-very big money ".