Ah, technology and marketing! They go together like peanut butter and chocolate. Love and marriage. Brad and Angelina. Okay, you get the idea. The thing you need to remember is this: technology should enhance your marketing strategy, not hurt it. Here are seven ideas to make sure you're getting the biggest bang per byte.

1. Wow 'em with your Web site. Your Web site should make money for you. Period. Whether it closes a deal, brings in new customers, or both, your site should not be some static entity floating in cyberspace. And despite what you may think, you don't need to spend thousands of dollars to make your site work for you. When it comes to the Web, content is still king. In other words, you need to have content that's relevant to viewers as well as search engines.

Talking to search engines and to viewers
It amazes us how many people don't optimize their sites for search engines. And while it's true that search engine optimization (SEO) is a whole field unto itself, there are still some basic things you can do to your site now to get it working for you and showing up in engines, such as Google. From understanding how to use keyword phrases to never underestimating the power of the word "you," these tips will help your site snag viewers and better placement in search engines. Read more about these SEO tactics here.

2. Have Blog, Will Travel. What better and easier way to stay in front of your customers than with a blog? It's cheap (if not free) and you can do it from anywhere. If blogging is part of your overall marketing strategy, keep in mind that it requires dedicated time and focus. People who regularly read blogs rely on them for updated info, so if you have one for your business, set time aside--shoot for three days a week- -and update it. Your posts can be short, but make them informative or educational. The look and feel of your blog should be consistent with your Web site. (Many blogs allow you to create your own templates. If you don't know how to do this, ask your web developer). Make sure you include your contact information (you'd be surprised at how many reporters scour blogs looking for sources). We recommend moderating your comments so you can delete any spam or offensive messages before they're posted. And, most important, publicize your blog! Add a link in your e- mail signature, include several prominent links on your web site, mention it in your voice mail message, etc.

3. Experience the power of PPC. If you're in a niche market, especially one where people look for your products or services via the web, then Pay-Per- Click (PPC) might be something to consider as part of your overall marketing strategy. When you plug in search terms in Google--let's say you search on dog daycare boston--you'll see results on the left (the "organic" results) and ones on the right. The ones on the right are sponsored links. The terms you plugged in match the words in the ads on the right. If you click on one of those ads, the company that bought the ad will be charged for that click. You, as the advertiser, would bid on the keywords you believe your prospects will be searching on (and yes, you'd definitely want to use a tool, such as WordTracker, to do research on keyword phrases). Depending on the search term and how popular it is, you could pay as little as a penny to a good deal more (it varies in search engines) per click. The motivation behind this is if a person clicks on your ad, he or she is a hot prospect. Your web site will then need to convert the prospect to a sale.

4. Extra! Extra! Read all about it in e-mail signatures. Do you include your Web site in yours? Your blog? A link to the latest article you penned or that featured you? Consider how many e- mails you send per day. Include a signature, even on replies. This is easy to set up in Outlook. Go to Tools, Options, Mail Format and Signatures.

5. Excellent E-newsletters. You're reading one right now (at least, we hope that's what you think!). Of course, many businesses publish e-newsletters. So what makes one stand out?

· Offer information that people can use now.

· Beware of scroll fatigue. People often scan online ezines. Getting them to use the scroll bar to move below the fold is a challenge, but not an impossible one. If you consistently give your readers practical useful information, many will be willing to scroll.

· Be consistent in sending it out. How can you make sure you stay on track? Develop a simple editorial calendar. If you don't have one, sit down and do one right now for the rest of the year. All you need to do is put the month, the subject, and some bullet points you want to cover. Consider what month you're in and what information people will want at that time. If you're a fashion consultant, you might want to do your December issue on tips for looking great at holiday parties. If you're personal organizer, you might offer tips on packing for summer vacations for your August issue.

6. Grab a corner on MySpace. If your target market involves tweens, teens, or twenty-somethings, get yourself a MySpace page (you can combo this with the blog item from #2, since MySpace has a blog feature). You'll become the virtual face of your company on this page. Tips? Keep it visually interesting (and consistent with your site), keep it conversational, give people a reason to come back (remember--inform and educate). The goal of the page should be to drive people to your main company site, where there should be a clear call-to-action on each page. You can even include "video" updates on your MySpace page. If you have a camera, tape your message, upload to YouTube, and add a link to your MySpace page.

7. The Magic of "Book Trailers." So many of our talented clients have book credits to their names. In such a crowded marketplace, though, the question is how should you promote your book? An interesting trend we've been seeing is book trailers, much like movie trailers. Joe Hill (Stephen King's son) had a book trailer on his Web site. Author Jodi Picoult had one for her latest novel Nineteen Minutes. The trailer doesn't need to be fancy (it can even be static images); it just needs to pique readers' interest and curiosity. And just think--including a link to your book trailer on your Web site, blog, e-mail signature, and MySpace page can help you reach even more people who might be interested in buying your book.

No doubt about it, high-tech capabilities give you the power to market in creative ways. When it comes to marketing, you should always think outside the box. With our tips, you can think outside the average "byte" as well!

Happy summer!

Precision Marketing Group helps companies make more money with their marketing. Call or email us if you are looking for practical marketing solutions, programs or advice that will move your business forward!