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March 1, 2005 Contact: John Inama
Tel: 800-326-8666 ext. 118

After 10 years, Internet and Polysort self-sustaining marketing tools

By Angela S. Charles
President, Polysort LLC

In reflecting on the 10th anniversary of Polysort’s founding, it occurred to me that there is a significant tie between the maturation process of our company vs. the Internet as a whole.

During the 1990s, we routinely told clients that a necessary element of good Internet marketing was a complementary print ad or direct ad campaign to promote the company’s web site because Internet users might not otherwise find it. Before the dominance of search engines like Google and Yahoo, finding any site was pretty much hit-or-miss.

But 10 years later, the landscape has changed.

The Internet no longer needs help from other forms of media to get its job done. Internet users not only are comfortable using search engines to locate pertinent web sites, they expect search results to yield the companies they seek. In addition to search engines, industry-specific sites, like Polysort, add another layer of credible direction for online information seekers – and provide a weighty reference for search engine robots seeking to compare site relevance.

This change in the landscape has had a major effect on our business as well. Where we previously were only able to provide clients with advice on how to build site traffic using various off-line media, we’re now directly involved in helping clients with their search engine positioning – utilizing our 10 years of web site content development and promotion experience to create comprehensive and effective Internet strategies.

The result has been a much more coordinated effort to execute an online marketing program that generates results.

If you’re a frequent visitor to our site, you know that each month we feature on our home page a “Member of the Month,” a client whose Internet marketing program was significantly impacted as a result of their working with Polysort. A new feature to our site when we redesigned in 2003, we’ve now been posting these Members of the Month for two straight years. You can see a sampling of these at http://www.polysort.com/moms.aspx.

For our customers, the maturation of the Internet and Polysort’s role in helping them leverage it has resulted not only in more efficient and productive lead conversion, but also enabled the reduction of expenditures in offline media.

If you’re still relying on your business cards, letterhead, direct mail and print ads to drive prospects to your web site, it’s time to re-evaluate your strategy and emphasize the medium your prospects are using.

For more information about improving your site’s lead generation capability through improved presence on search engines, contact John Inama at 800-326-8666 ext. 118 or fill out our short form at http://www.polysort.com/marketing/marketing_form.aspx

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