May 102012
 

NEWS-LEDGER ONLINE — MAY 10, 2012 –

The News-Ledger’s presence on the web is getting bigger all the time.

Six months ago, the News-Ledger launched WestSac.com and revitalized its sister website, News-Ledger.com.  Since that launch, visitor traffic has about doubled –and it continues to grow. We expect to double the traffic again in the next six to 12 months, aided partly by a new set of website improvements and upgrades.

So if you want to connect with West Sacramento online, there’s no better choice!

BY THE NUMBERS: Our web traffic from the last 30 days:
Monthly Visits:                              5,541
Monthly Unique Visitors:     4,302
Monthly Pageviews:                 11,573
Average Visit Duration:             1:27
(Data is from Google Analytics, an industry standard traffic analyzer, for the 30 days ending on May 9, 2012.)

ABOUT PLACING AN ADVERTISEMENT ONLINE:

If you’re thinking of advertising your business on the internet for the first time — either on our website or on someone else’s — you will have to learn a few new tricks.

But it’s not rocket science.  Here are some of the basics:

DO START by making sure, first of all, that you have your own website — even if yours is a very small business. People use the web to find a business more often than they use the yellow pages these days. Your business needs to be on the web when potential customers are looking for you. Fortunately, it’s fairly easy and very cheap to have a basic business website online (as little as around $10-$15 month if you do it yourself).

 READY TO BUY AN ONLINE AD? You can’t just scan your business card, pay somebody to put it on their website, and consider yourself to have successfully “advertised on the web.”

When you go shopping for those online ads, here are some things to consider:

  •   Find a website that your potential customers are visiting. If your ad is going to be seen mostly by people outside your customer base (wrong town, wrong gender, wrong age, etc.), then most of your money will be wasted.
  •   What CPM will you pay? The CPM, or cost-per-thousand “impressions,” tells you the rate you are paying for every 1,000 viewers exposed to your ad. Look beyond any flat rate you’re offered, and find out the CPM. Get a guaranteed number of impressions for your dollars.
  •   Ask for a Google Analytics report for each of the past few months. In the report, understand that a “unique visitor” counts how many different people (actually, computer IP addresses) visited that website over a period of time, and that’s an important number. “Visits” counts total visits, even by repeat customers. “Pageviews” counts the number of website pages viewed by all these visitors on all their visits. Make sure you “compare apples to apples” when navigating through terms like these.
  •   When you pay for an ad on someone’s website, where will they put it? Will it be right next to the website’s prime content — the stuff people go there to see? Or will it be somewhere way down the page? Will it be buried in a clutter of other ads? Get good page position!
  •   Your online ad should not just be a scanned business card. Plan your ad carefully. It should contain a strong special offer or a promise to satisfy the viewer’s curiosity about something. The appeal should be so strong that the viewer will take the time to  click on the ad. Aim for an offer that’s bold, simple and compelling — like something of value, free, to help you get a new customer in the door.
  • Customers will click on your ad to find out more about your business offer. When they click on your ad, they should be redirected — but not to your website’s home page! Where should they be taken? The answer to that question will cost you the price of a cup of coffee with us!

Call Steve Marschke at (916) 371-8030 or email steve@news-ledger.com for more information on advertising at WestSac.com and its sister site, News-Ledger.com.

Copyright News-Ledger 2012

Steve Marschke

Steve Marschke