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SEO And Value Mapping

Thu, 21 Jun 2007 06:03:31 -0400

The more time you spend thinking about what your customers want, and how they search for it, the more successful your website will be as a selling site. SEO and value mapping are two techniques that work together to help you increase and organize your knowledge of your customers.

Developing, or redeveloping, your website to get better search rankings isn't about trickery. It's about relevance. Search engines judge your webpages according to how relevant they are to the search terms used by human searchers. Before you can make your pages relevant to those searchers, you have to know what they are searching for. Luckily, we have tools that take the guesswork out of this process.

Of course, getting people to your site is only part of the battle. Once they get there, you want them to become customers, and eventually loyal repeat customers. to convert them, you have to understand not just what they are searching for, but what information they need in order to make a buying decision. Finding that information is definitely harder, but if you've really considered your customers in your product development life cycle, then you should be able to come up with the answers you need.

What's needed is a discovery process that forces you to map your product's value to your customers' needs and underlying issues. This process is known as value mapping, and it will help you turn browsers into customers. Find out how SEO and value mapping go hand in hand to increase leads, sales, and repeat sales.

Aerospace Industry Continues to Innovate

Thu, 31 May 2007 13:46:59 -0400

Aerospace companies have long led the way in product and design innovation, but they are now discovering that marketing innovation is just as important. Lean manufacturing and procurement practices have made a great impact in the aerospace industry. These innovations are helping Tier 2 aerospace manufacturers move beyond their role as mere suppliers to Tier 1 companies. The traditional supply chain has been transformed into a value chain by modern procurement practices and the increased flow of information between companies. Innovation has been critical to aerospace manufacturing and procurement success, but innovation shouldn't stop there. Innovation in marketing is needed. North American companies can no longer assume that local language and culture are not relevant to the sales process.

That's why Web globalization is important. Find out how to take your local business global.

Canada/EU Trade Grows as US Economy Slows

Thu, 24 May 2007 09:27:40 -0400

As North American markets slow down or saturate, the case for Web globalization has never been better. It has become one of the last frontiers for unbridled competitive advantage. If you want continued sales growth, you need to start thinking globally.

According to the Globe & Mail (May 8, 2007), Canada's reliance on trade with the US is at its lowest point in a decade. At the same time, trade with the European Union (EU) is growing at an unprecedented rate. The article quotes Peter Hall of Export Development Canada as saying "We're gaining market share in Europe in leaps and bounds." In fact, the average annual growth in Canadian exports to Europe since 2002 has been 12%, and to the UK, 21.4%.

For marketers here in Canada, the message is clear: we need to expand our global focus. The 27-member EU represents opportunities for continued growth and decreased dependence on the US market. Using Web globalization to reach this new market frontier will become this decade's Oklahoma Land Rush.

Web globalization (also known as localization) is the process whereby a company adapts its website to market to specific geographic and cultural locales. It is not merely translating your existing site, because it requires an in-depth understanding of the new target audiences, whose needs and expectations inevitably differ. Read more about Web Globalization, marketing's next frontier.

Mining and Resource Sector See SEM Benefits

Wed, 25 Apr 2007 14:22:27 -0400

Internet & search marketing help you get your compelling value proposition across to narrowly targeted investor audiences quickly, efficiently, and cost-effectively. Your potential investors are pre-qualified by their own search terms. They find you, because your site is relevant to their interests. Facing Resource Sector Investor Relations Challenges Resource sector companies face unique investor relations and marketing challenges, but your biggest challenges may be the ones you're not facing at all. The growth of the Internet as an investor relations medium cannot be ignored. By making your value readily apparent, and available to all who are searching for just your type of investment opportunity, you build the awareness you need to raise needed capital. If you want to reach investors, build competitive advantage, and grow your market capitalization, you can no longer afford to ignore the trends: Eighty percent of all Web traffic begins with a search engine. You need your site to appear in the top twenty results in order for potential investors to see your value. Search engine optimization spending will grow by 150% in 2006 (The Economist). Marketing spending is shifting away from traditional media to the Internet (Globe and Mail). Maintaining fresh, interactive, engaging web content is the best way to ensure a lasting impact and repeat visits (Globe and Mail). Here's a simple example of what we can learn from the search engines about the interests of potential investors: Searches in January Keyword Phrase Google/AOL Yahoo MSN Other Total drilling exploration mining 2,062 857 337 407 3,662 gold exploration 1,432 595 234 282 2,543 mining stock 1,412 587 231 278 2,509 uranium exploration 1,391 578 227 274 2,470 diamond exploration 1,241 516 203 245 2,205 gold mining stock 772 321 126 152 1,372 uranium mining stock 431 179 70 85 765 silver mining stock 171 71 28 34 303 australian mining stock 99 41 16 19 175 canadian mining stock 99 41 16 19 175 best gold mining stock 77 32 13 15 137 mining pink sheet stock 67 28 11 13 120 junior mining stock 63 26 10 12 111 Total 9,316 3,872 1,522 1,837 16,547 These are approximate numbers for searches on specific keyword phrases. Your task is to find your company's relevance to the people searching on these phrases. Think not of what you are trying to sell, but of what people are looking to buy. Rethinking Investor Relations Resource sector companies will benefit by rethinking the way they present themselves using the Web and Web-based technologies. Those who innovate will open up whole new frontiers of competitive advantage over their rivals. Call Run-time at 1-800-339-7834 to and ask us how we can help you: Achieve growth, whether you're looking for increased market capitalization, market share, or other revenues. Use Web technology to implement marketing strategy as an ongoing and iterative process, in which formulation and implementation occur in real time. Articulate your compelling vision and reach your target investor audiences. To find out how Internet and search marketing can work for you, go to the Run-time Free Downloads page and download some of our informative white papers and presentations: Run-time Free Downloads Page Run-time serves clients with global Internet and search marketing needs. Contact Ron Rusnak (ron@runtime.ca) to discuss how we can help facilitate your company's global expansion with our suite of Internet marketing tools, expertise, and experience. Run-time Consulting 421-401 Richmond Street West Toronto, Ontario, Canada M5V 1X3 phone: (416) 686-9609 fax: 1 (800) 339-7834 email: info@runtime.ca

Aerospace Companies Slow to Adopt Internet Marketing

Wed, 25 Apr 2007 14:21:36 -0400

Aerospace manufacturing firms face unique marketing challenges, but their biggest marketing challenges may be the ones they're not facing at all. The growth of the Internet as a marketing medium, perhaps the most important of marketing media, has caught this sector off guard. If you want to remain competitive, grow your market share, and increase revenue and profitability, you can no longer afford to ignore the trends: Search engine optimization spending will grow by 150% in 2006 (The Economist). Marketing spending is shifting away from traditional media to the Internet (Globe and Mail). Maintaining fresh, interactive, engaging web content is the best way to ensure a lasting impact and repeat visits (Globe and Mail). Aerospace manufacturing firms will benefit by rethinking the way they present themselves using the Web and Web-based technologies. Those who innovate will open up whole new frontiers of competitive advantage over their rivals. Runtime can help you: Achieve growth of various kinds whether it is market share, profitability or revenue. Use Web technology to implement marketing strategy as an ongoing and iterative process, where formulation and implementation would occur simultaneously. Spell out a compelling vision and repeat it often. Please review the attached document, Run-time Internet Marketing .PDF , for some ideas on what you need to do to address these issues or visit our web site at http://www.runtime.ca for more. Runtime is currently servicing clients with their global marketing efforts and we would look forward to discussing how we can help facilitate your company's global expansion with our suite of internet marketing tools and experience. Run-time Consulting 421-401 Richmond Street West Toronto, Ontario, Canada M5V 1X3 phone: (416) 686-9609 fax: 1 (800) 339-7834 email: info@runtime.ca

Run-time Achieves 3-Digit Growth for 2nd Consecutive Year

Wed, 18 Apr 2007 08:27:17 -0400

Our goal is to help our customers achieve the same kind of growth that Run-time is achieving year after year. How do we do it? Check out some of our Free Downloads to find out how.