Terms of Service: Reach

  The term REACH refers to the number of people who possibly saw your story, placed ad, or social media post. There’s a bit of extrapolation here to come up with the number and it is based on potential so the number can seem quite large.   An ad in a publication’s reach is based on the circulation number. That can include subscribers as well as all copies that are sold in retail outlets. Reach can be larger than the circulation considering people share magazines and other periodicals. Outdoor advertising is based on the traffic that drives by that particular billboard and for broadcast advertising it is obviously based on viewership.   When it comes to social media, the reach can be enormous. For instance, your first circle of available viewers are your likes and followers. For every share, you add the likes and followers of those people. There could be multiple layers of sharing until it seems everyone is familiar with the story. At that point we say it is VIRAL.   As you calculate the reach of your website … … you want to examine the number of visitors. In the early days of the Internet people went by “hits.” This was misleading because clicking on photos registered as hits and photos did not all have the same number of hits.   Back in the 80s when I was in college we learned the concept of reach communicated as “AVAILS,” meaning the number of people available to see it. In terms of advertising like a commercial, you want the viewer to see it more than once to make a lasting impression. Not surprisingly, this is called IMPRESSIONS. I learned the magic number of impressions is between five and nine times. In an advertising media plan, you gauge your ad purchases by the number of people seeing the ad or watching shows that meet your demographic profile. Primetime shows having the highest viewership have the most expensive ads. With the current wide variety of viewing options an advertiser has myriad ways of reaching its intended audience. Keep in mind, you need to reach your target market or the numbers won’t matter. Consider that almost everyone in the United States watches the Super Bowl and you can easily understand how that saturation drives up the price of the advertising. Its reach is, well, super! Leslie A.M. Smith founded McCormick L.A. in...
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Terms of Service: SEO and ROI

  SEO: Search Engine Optimization. According to the Google definition, SEO is: the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine. In plain English—it’s important to increase traffic to your site by helping you be at the top of the list when people search for your industry or company name. More traffic is good when your website is not horribly dated and embarrassing. If it is, then you want to hide it until you can put your best foot forward with an attractive and effective site. ROI: Return on Investment Google offers this definition for ROI: ROI is usually expressed as a percentage and is typically used for personal financial decisions, to compare a company’s profitability or to compare the efficiency of different investments. The return on investment formula is: ROI = (Net Profit / Cost of Investment) x 100. Essentially, you want to make more money than you spend. For example, if you bought an ad for $50.00 and you made a sale from it for $250 (net profit is calculated by taking the money you made also called your revenue ($250), minus the $50 cost). Net profit is $200. Using the equation in the definition ($200/$50) X 100, then your ROI was 400%. Very good! The problem is that many times these two terms, SEO and ROI, get used together and insinuate a directly proportionate relationship. That’s not exactly true. There’s the potential for SEO to bring greater ROI, but more traffic does not automatically mean greater ROI. For instance, if your website is bad or has broken links or no way for people to contact you, then better SEO might even be detrimental to your bottom line. There might be something else in your marketing that makes it undesirable for the people you are attracting. Look at your four P’s (product, price, place, and promotion) and try to figure out why people are making a U-turn away from your site. If you can figure that out, then you might be able to convert the shoppers who are being driven to your site by your SEO into sales that increase your ROI. Why do it? As hockey great Wayne Gretzky said, “You miss 100% of the shots you don’t take.” It’s worth the effort to try to...
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