- Look at the trade publications that you may have advertised in and check out their online directory or banner ad programs. These programs traditionally cost less and provide measurable results. Within one month of advertising you should be able to determine if your efforts are driving traffic to your web site. Do not commit to a long period of time. Give it a try for a month or two and see if it works.

- If you are doing Google Adwords you can see how competitive and expensive certain keyword and phases are getting. Instead of going for the same phrases that everyone else is doing, add more campaigns that are niche oriented. Build web traffic from multiple, smaller campaigns instead of one big expensive one. Overall, with this strategy, you should get the same amount of traffic at a lower cost.

- Make sure you existing web site is in tip top shape. Are you putting your best foot forward? Check your content, add cross linking from within your site, and expand or update your content to reflect your potential client’s current issues and challenges.

-If you are not nurturing your existing clients and customers with email campaigns that are relevant to their business than you just have not seen the light. Email marketing (not spamming) is the most effective, low cost, measurable marketing tactic you can add to your bag of tricks.

Forward thinking companies do not retreat when it comes to their marketing efforts during a recession they simply adapt.

Let’s say for example your existing web site generates 50 visitors a day. I will add that by not updating your site through the years and bringing it up to today’s standards you will find that your traffic will continually decrease over time. Now you look into a crystal ball and estimate the performance of a new site. The new site would be more visually appealing, search engine friendly content, compliant with WC3 standards, and contain relevant content that will increase your traffic by 100%. This is a totally realistic number. Now you have 50 more visitors per day or approximately 1,500 visitors per month or 18,000 visitors per year. If those numbers don’t motivate you to do something the next set of numbers should. Now we’ll turn traffic in dollars and cents.

Let’s say you decide not to invest in a new web site, but instead try your hand a PPC (Pay-per-click) advertising, the most popular being Google Adwords. When you set-up an Adwords account you will use the keyword tools to find out how much you need to spend per day and per click to be in the top six positions. Depending upon the competitiveness of your business you’ll get a sense of what those clicks to your web site will actually cost. For a B-to-B marketer a cost of $1.25 per click is a reasonable number. In using this as an example here is the actually cost to you by doing nothing. Not to mention you are giving this traffic to your competitors.

*Calculated by assuming the cost per visitor in the Adwords campaign is $1.25 click.

In conclusion, you can see the true value of traffic. A good analogy? A large billboard on Route 3 just before the Lincoln Tunnel. In Case #1 your billboard is blank. In Case #2 you billboard cost you $1,875 per month or $22,000 per year. In Case #3 the cost is equal to the redesign of your web site and your billboard stays up forever. I rest my case.

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Lets talk about the multiple marketing opportunities you have a that point. For example, the Thank You page could present an up-sell or cross-sell opportunity. You could even announce a new product or an up and coming sales event. To promote word-of-mouth marketing you could include a “tell-a-friend” function on your Thank You pages along with a “next-order” incentive such as a coupon code.

If you need any help in planning your ecommerce marketing strategy please give us a call.

As posted on MacRumors.com ‘Shaw Wu claims that 250,000 units sold over two days, while Gene Munster estimates 500,000 and Trip Chowdhry says 525,000 for the weekend_.5th Avenue’s iPhone sales alone on opening day reached 5000 units. According to the Wall Street Journal Online afternoon report: Goldman Sachs pegged weekend sales at least 700,000 units — double its prediction of 350,000 — and raised its 2007 projection for iPhone sales to 5.3 million from four million’.

All these consumers who spent $500 or $600 on a phone now have internet shopping ability in their hands. What better demographics could you ask for?