1、中文 3316 字 附 录 附录一：英语原文 Internet marketing Its always great to hear that remodelers are having a stellar year - referrals are coming in, solid leads are turning into clients, and business is booming. However, one part of the total business pie that can easily be forgotten； amidst all of this success
2、is marketing. Its amazing how often you hear that the first thing to go is ones marketing plan for the year - marketing is too expensive or my budget just doesnt call for marketing this year. Au contraire, marketing doesnt have to break the bank； the new age of marketing is all about the Internet. I
3、nternet marketing involves many segments and some that this article will touch upon include the basics: Web site development, search engine optimization and marketing via e-mail. The Internet has been called the Information Superhighway - for many reasons, might I add. Millions of people surf the In
4、ternet for information every day, but are they getting what they are looking for? Studies have shown that people give up on looking for what they want if they cant find it in eight clicks. It is your job, as the Web site provider, to offer this sought-after information in a clear and easy-to-find ma
5、nner. Your Web site is an asset The Web site is the key player in your marketing and sales endeavors - no matter how big or small your company may be. Your site should serve as a portal for potential customers and as a marketing tool for your remodeling company. Potential customers, in their own lei
6、sure time, can learn about your company, see your work, meet your employees, etc. For many, this is the first impression they have of you and your company, so design your site to appropriately reflect what your company represents. Internet marketing is incredibly cost-effective. Your Web site can he
7、lp promote the information you are trying to convey without printing costs for hard copies and postage. Content is King Pictures may say a thousand words, but content is king on the Internet. Define the content to satisfy your target market. Every remodeler has amazing photos of their work - dont fo
8、rget to include these on your site. However, remember to include copy that goes along with it. This will help with your SEO (see the next subhead on SEO) and gain you more traffic than if you wouldnt have included copy. According to the American Marketing Association, quick load times are important
9、for a successful Web site. Dont let large images bog down the site, therefore losing that particular visitor. As you do in your own business, building your framework - on your site - is very important. Create a flowchart and get your visitors from Point A to Point B as fast and easily as possible. D
10、ont overwhelm people by putting links to your entire site on the home-page. Instead, create a model to prioritize and categorize information. Define logical relationships between subjects and define links between information types. It used to be that getting traffic on your Web site was a great succ
11、ess. Today, not only is traffic important, but we now have to analyze this traffic to make sure the right people are visiting and that the marketing plan you implemented is working. Tracking services such as S or extreme- are great tools to help analyze that traffic the site is receiving. The new bu
12、zzword Not by any sense of the word is search engine marketing a secret. However, there are many dos and donts that could help provide the best results for this quest in Internet marketing. Search engine optimization is the new buzzword in marketing via the Internet. It means including the right ing
13、redients on your site for these search engines to like it - which could ultimately send thousands of visitors your way, increasing your chance for some solid leads. Studies have found that 65 percent of visitors to sites come from search engines. The way search engines work is quite simple. A search
14、 engine has a database, which lists every Web site that the search engine knows about. When a search is performed, it tries to find matches in the database for the key words entered. As a Web site owner, you want search engines to send you as many visitors as possible. Therefore, you want to make su
15、re that you are in the databases of as many search engines as possible. This is pretty simple. All the major search engines allow you to register your site free. You can simply go to each major search site, click on Add Your Site, Submit URL, or something similarly worded, and fill in your site info
16、rmation. The main ingredient for a successful SEO is not the right key word, but the right key phrase. Try searching G for remodeling. I came up with 8,900,000 sites. Now, try searching the same engine for remodeling in Detroit. I came up with 36 sites. See the difference? Creating the right key phr
17、ase will help eliminate unqualified leads and will also help potential customers find your company with a lot fewer complications. If you are having trouble with creating the most appropriate key phrase to help your SEO, there are Web sites that can help - W compiles a database of terms that people
18、search for. The user will enter some key words, and W will tell you how often people search for them and will also tell you how many competing sites use those key words. The site will also provide a listing of all the key word combinations that bear any relation to your business or service. Just rem
19、ember, the more instances a key phrase is on your site, the higher up on the ranking totem pole your site will be. Next, youll want to think of a description of your site. Most search engines will ask for a 25 word description. Marketing by e-mail Many companies have attempted to use electronic mail (e-mail) for advertising - only to receive a deluge of abuse from infuriated Internet users. A Harris poll of computer users reveals that, out of those who are receiving unsolicited bulk e-mail, 42
