Pyramid of Promotion
The pyramid of promotion is a display of different ways to generate sales online. At the top you have items like PPC (Paid Search) which attract the fastest results in generating sales and only take a short period of time to set up.
On the contrary, the bottom layers represent the brand-building aspects of marketing. These items are known for slower response rate but in the long term may be a more sustainable and cost effective marketing solution (search engine optimisation). They may also catch people earlier in the buying cycle (e.g. research phase) who potentially may return at decision time.
Application of Pyramid of Promotion
Not so long ago, marketing in the online world was considered by most business owners to be an exercise in engaging a good web designer and sending out a monthly newsletter by email.
Then marketing managers discovered that websites had very limited marketing reach unless optimised by specialists in Google Search as Google began to dominate the online world.
Then came local search, Google maps, local and global directories, blogging, news feeds, RSS feeds, LinkedIn, Facebook, Twitter and web-enabled mobile phones.
With the ever increasing number of marketing channels to contend with, how do you control your marketing message and brand? How do you participate in the online conversation that effects your reputation?
At White Chalk Road, we believe we can help because we not only understand how these channels work and interconnect, but have a methodology of applying our research and work.
In short, it may no longer good enough to come up with a bunch of keyword phrases that represent your market, map them to content and apply them universally. We understand there are up to 8 different species of keywords and different keywords are suitable to different content promoted through different channels each having different characteristics.
In other words, we map different groups of keywords to what we call our Pyramid of Promotion, be that a business pyramid or a social pyramid of promotion. In this way, we get the most value out of a dollar spent, while also supporting the client’s brand reputation or USP across multiple sales channels.
For example, ‘money keywords’ like “buy Apple iphone Perth” might be more suited to the direct response end of the business promotional pyramid, namely Pay-Per-Click networks like Google AdWords sponsored search. “Apple Mac versus Windows PC” might be more suited to a blog or article directory indexed by the search network.