Feel the gravity of business coming your way.

When the elements of Internet Marketing are aligned, no other marketing investment offers better ROI. Yet, the dynamic nature of the interactive world requires constant attention to key components to keep the entire system in alignment. Internet marketing ties together creative and technical aspects of the Internet, including design, development, advertising, and sales. Internet marketing cost-effectively attracts prospects and converts them into loyal customers.

How can Internet Marketing lower selling costs?
The Internet has brought many unique benefits to marketing, one of which being lower costs for the distribution of information to a global audience who qualify themselves and their needs as they search for solutions. Its interactive nature, both in terms of providing instant response and eliciting response, is a unique quality of the medium that can turn lookers into buyers.

Put your sales team to their highest use, selling and servicing your best customers.
Don’t waste the valuable time of your sales team cold call prospecting, when you can lower your overall selling costs with an efficient marketing communications program designed specifically to reach your target market.  Today’s buyer is demanding and wants immediate answers. A well-conceived Internet Marketing strategy can be your company’s most significant competitive advantage.

How can Young Company accelerate my Internet Marketing?
Young Company’s expertise in SEO, Paid Search, E-Mail, CRM and Analytics are all designed to constantly improve our client’s programs and convert more information seekers into satisfied customers. We have the experience, techniques and tools to plan, implement and measure an Internet marketing strategy that will lower your selling costs and put you ahead of your competitors where it counts most – in the eyes of your target audience when they are ready to buy.

Putting it all together is what sets us apart.
With more than ten years experience in Internet Development, Young Company is fully versed in all new and old media. It is not a question of which medium or technique is the most effective or efficient, it is a question of which combination will reach your target market and produce the desired results. This is why in addition to our Internet Marketing services, Young Company offers Advertising, Branding, Market Research, Media Planning and Public Relations.

Create a website that meets your customer’s needs.

At Young Company, we believe that an effective web site has two objectives. It must provide users with a complete experience that fulfills their online needs. At the same time, it should efficiently funnel users toward sales, fulfilling your marketing objectives. We achieve by creating an optimal balance of offer messaging, valuable content and a satisfying user experience.

A great website needs to communicate with the target audience. Product and service information needs to be shared in innovative and compelling ways. Just as important is the actual content which needs to be easy to find. Essentially, the website must be developed to meet the user’s needs – not the website designer’s needs.

Valuable websites need to be designed as a resource, not just a promotional experience. For a business customer, the website is often a starting point used to qualify a prospective vendor. An excellent website is often more of an emotional experience. The very best websites forget that they are trying to sell anything and instead focus on providing excellent information that is easily accessible.

Navigation in particular is the key, this is because site visitors who can't find what they're looking for will simply leave. Good sites have clear, intuitive pathways in and around the site, and navigation options don't diminish once you get inside. This is especially important today because a large segment of visitors come into the website via a search engine, which often drops them several pages in.

Don’t incorporate features the user doesn't need or want. There are plenty of new tools and techniques to be considered, however, if a site doesn’t search well, a lot of flash and video will produce the business you need or the experience your customer wants. For clients who need to outperform competitors on the internet, Young Company provides a comprehensive competitive website evaluation of the client’s website in comparison to key competitors.

Competitive Website Evaluation Includes:

Market Research is an excellent way to learn more about what a specific audience needs from a website. Focus groups in particular provide insights in a dynamic, focused environment that cannot be attained though casual conversations or even deep internal discussions. It may be that a diagram or simple chart is preferred to a flash video, but you won’t know until you really focus on what will meet your user’s needs. What is going to win customers is not products, but experience, and that experience starts on your website.

SEO (Search Engine Optimization)

"If you build it, they will come" doesn’t always work when it comes to your website. Attracting prospects or even customers to visit your site requires entirely different skills than developing a website. At Young Company, we have been honing our knowledge and techniques since 2003 because it is often the single most important investment a marketer can make today.  Click here for more on SEO investment

Mastering SEO is much like any dynamic competitive game except that the rules continue to change along with the tactics of your rivals. You may be on top for a while, but you can easily be displaced for any number of reasons. At Young Company we are proactive, we keep our eye on our client’s Analytics and we are excellent problem solvers.

Our process includes helping our clients select the total body of keywords their potential customers use to describe and find the products and services that they sell. We then employ generally accepted SEO tactics to make our clients' sites more visible, digestible and attractive to the major global search properties. The results are more listings under popular keywords that deliver a steady stream of qualified traffic composed of active buyers and information seekers.

Converting Visitors into Customers
Our creative services add power to our SEO programs by addressing our client's online marketing objectives — sales. Our programs not only drive natural search traffic, but they connect prospects to high quality and complete user experiences that encourage desired behavior and generate leads and meaningful actions. In the end, your SEO program and the resulting search engine presence, is only valuable if it connects visitors to content that satisfies their online needs and presents creative that fulfills your online marketing objectives.

Click here to learn more about SEO. For more about Internet Marketing and other Young Company services Click here.

Paid Search

   

Paid Search (also known as Pay Per Click) is the fastest growing form of advertising today because it works. It produces buyers who have self qualified themselves and have arrived at websites who offer what they are looking for. Although it is most desirable to be at the top of the page with natural search using SEO, it is well worth the investment to drive traffic to your website using Paid Search if you are in a competitive market where buyers are online searching for solutions.

Natural search success doesn’t always come naturally. 
Paid search can have a significant influence on your natural search rankings. Why? Because the search bots used by Google, Yahoo and MSA look at the amount of activity a website has received on specific keywords. If the source of that traffic is a result of Paid Search, the search engines still consider it relevant traffic and push the site up in its ranking algorithm.

Budget alone will not ensure Paid Search success.
Paid search is the right combination of keywords, ad copy, targeting options, landing page creative, offers, tracking technology and reporting methodology. While selecting the right keywords and surgically managing bid levels based on conversion rates is a huge part of a programs performance, those factors are not the only components in a search program that determine success. A program's success can be equally dependent, and in some cases more dependent, on the competitiveness of your keyword ad copy and the landing page destination of your clicks. Changing bids and keywords only helps so much if your site and destination landing pages are not also being tested, tracked and optimized.

Finding the right Paid Search Management Partner.
Young Company has the experience, expertise, technology and methodology to help your company discover what combination of keywords, ads, bid levels, targeting selects and landing page creative will produce the highest ROI from your pay per click program. We optimize every step in the program by testing, tracking and analyzing all the components that contribute to the program's success. So our focus goes well beyond simple keyword selection, bidding and tracking. We create all the components needed to deploy a profitable program and analyze the whole path to success. From search behavior and impressions, to landing pages and online conversions, to post conversion actions and revenue – we are focused on lowering your selling costs.

Sales Inquiry Source Tracking and ROI analysis.
Our post-conversion analysis of leads allows us to optimize lead quality as well as lead quantity. Conversion analysis is critical because the primary success metric for most programs is not cost per lead but sales and return on investment. To accomplish this in B2B markets, a CRM system is usually required due to the long selling process associated with a highly considered purchase involving multiple decision makers.

For more about Internet Marketing and other Young Company services Click here.

E-mail Marketing

By far, one of the most valuable assets a marketing organization can have is an opt-in email-marketing database. Having such a database creates a Proprietary Marketing Platform that allows companies to bypass traditional media gatekeepers who charge huge advertising and email rental fees for access to targeted groups of consumers and B2B prospects. A robust marketing database is more than just a means to communicate with your target audience – it is a tangible asset that adds real value and equity to a company.

Rent to own your own marketing database.
For many clients, the best way to build an opt-in email list is to first rent lists from publishers and other sources. With these rented lists we conduct push email campaigns. As prospects opt-in and agree to receive future emails, they are entered into their proprietary database for future use without a rental charge. We then suppress the names of those our client owns with the rental list to prevent duplication and reduce costs. Young Company is highly experience in email list procurement, testing and analysis.

We help our clients capitalize on the value of their lists by scheduling and deploying high-impact email communication programs that nurture prospects into customers into repeat customers and advocates. We produce email newsletters that strengthen customer/prospect relationships.

For more information about our e-mail marketing services Click here.

The success of an email campaign is not only dependent on the message that ends up in the inbox, but it also relies on the conversion power of the click destination or landing page. Consequently our services include the development of landing pages that are optimized for search and maximize the ROI of your email programs.

Email Hosting, Serving and Deliverability
Young Company has dedicated servers at Network Solutions and GoDaddy to provide highly secure 24/7 hosting and support. Our serving and production departments enable our clients to send regular bulk email blasts in text, HTML and Rich Media formats. We can take care of list additions; unsubscribe requests and bounces from bad addresses. We also ensure that we are complying with all current CANN Spam regulations and deliverability best practices. Our email content is tested against a wide variety of ISP and corporate spam filters to ensure the highest rates of deliverability possible.

Email Acquisition Services
when used in combination with our Lead Generation services, Overdrive's email services can help you to grow your list into a serious branding and sales channel that lives on for years, turning your advertising expenses into equity building investments.

Tracking and Reporting
we work with Exact Target to deploy and manage many of our campaigns. This enables tracking solutions that allow us to generate easy-to-read tracking reports that can help test subject lines by measuring how many emails get opened; test offers by measuring what got clicked; and test calls to action and conversions by measuring landing page effectiveness. In addition, our technology can tell us who in your list clicked (and what they clicked on) so that reps can prioritize their call lists by what prospects had a recent online interaction with your company.

Put Young Company to work for your company.
Want to know more about our methodology and technology? Click here to set up an introductory meeting.

Banner Advertising

In their marketing messages and materials, companies too often make the classic conversational mistake: they talk too much about themselves. Instead of focusing on the benefits from the buyer's point-of-view, they talk about features and functionality of their product or service without demonstrating an understanding of what the customer needs. The result is a missed opportunity to influence the purchasing behavior of the buyer.

At Young Company, we help companies avoid this mistake by first identifying what messages would lead a prospective customer to buy a product or service. Through research and testing we determine the offers and calls to action that will encourage buyers to act now. And finally we include brand messaging that provides an emotional connection and builds a lasting relationship with the brand.

Effective creative needs to do more then just look good or deliver information. It needs to get people to change their behavior and make a company's offerings a bigger part of their personal or professional lives. Our creative combines visual, verbal and tonal elements that meet four key criteria:

• Relevant – Your messaging should answer the first two important questions that prospects will ask about your advertising and the products you are selling: "Why should I care and what is in it for me?"
  
  
• Interesting – Many ads and their messages are lost in the clutter because they are too dull to be noticed. Communications that are crafted to capture and hold the attention of your audience are essential.
  
  
• Consistent – The only way to move something heavy, such as brand perceptions, is to apply consistent force over time in the same direction. Every message coming from your company should reinforce everything that came before it.

To find out more about our creative approach and how we apply it to our clients' online and offline marketing efforts, click here to schedule a capabilities presentation.

CRM

Customer relationship management (CRM) consists of the processes a company uses to track and organize its contacts with its current and prospective customers. CRM software is used to support these processes; information about customers and customer interactions can be entered, stored and accessed by employees in different company departments. Typical CRM goals are to improve services provided to customers, and to use customer contact information for targeted marketing.

Most CRM initiatives often fail because implementation is limited to software installation, without providing the context, support and understanding for employees to learn, and take full advantage of the information systems. CRM can be implemented without major investments in software, but software is often necessary to explore the full benefits of a CRM strategy.

Young Company has worked with several of the most popular CRM software packages. Our value is in driving the appropriate content for lead generation and nurturing of prospects to turn them into customers. Our experience in direct mail, email and other forms of digital communication bring a level of professionalism and brand consistency appropriate to many organizations.

Blogging for B2B Online Success

• While search engines like blogs, so does the media. The media wants to talk to thought leaders, and that interest can result in media coverage.
• Blogs give potential purchasers a glimpse of what it may be like working with you another risk reduction in their minds).
• Your blog can drive more traffic to your website, especially if you integrate the blog into your existing site.
• Blogging is one of the best ways to consistently build links to a B2B site, which will not only drive traffic, but can also increase your rankings in the SERPs.
• Blogging represents an opportunity to get found in the natural search results for a more diverse set of keywords related to your business.

Should you search-optimize your blog?
Given that search engines like Google will typically display only two search results from a given site, hosting your corporate blog at a separate URL could double your exposure. For instance, for a given keyword your corporate site may have two pages that show up as rankings 2 & 3, while your corporate blog may have two pages that show up as rankings 6 & 7. If this were the case, you could have four out of the top ten search results.

If you’re seeking to build links to the corporate website, you may want to incorporate your blog as a section (not sub-domain) of your existing corporate site. This way, links to your blog will also accrue to your overall site.

Be smart with your messaging.
A blog is a brand asset. Don’t do anything from an SEO perspective that you wouldn’t feel comfortable doing on your corporate site, especially if your blog is integrated into your corporate site. Finally, a blog isn’t a license to get flippant; your corporate reputation is too important. Don’t say things in a blog that you wouldn’t say to a client or prospect.

Social Media is for Socializing!

Social media such as MySpace, Twitter, Facebook, YouTube and Linkedin are sweeping the world as communities continue to aggregate online. Depending on the product, this new media can have great potential for marketers who desire to:

• Weave content and messages into the social web
• Make friends with a target audience
• Listen to those audiences
• Communicate with those audiences

In the business-to-business arena, social media has a limited role if any at all. As part of our promotional planning process, Young Company always considers the possibilities to see where social networking might fit in. If you feel it has potential for your company, please Click here to schedule an introductory meeting.

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