外文翻译--网络营销

附 录

附录一：英语原文

Internet marketing

It's always great to hear that remodelers are having a stellar year -- referrals are

coming in, solid leads are turning into clients, and business is booming. However, one

part of the total business pie that can easily be forgotten; amidst all of this success is

marketing. It's amazing how often you hear that the first thing to go is one's marketing

plan for the year -- marketing is too expensive or my budget just doesn't call for

marketing this year.

Au contraire, marketing doesn't have to break the bank; the new age of marketing

is all about the Internet. Internet marketing involves many segments and some that

this article will touch upon include the basics: Web site development, search engine

optimization and marketing via e-mail.

The Internet has been called the Information Superhighway -- for many reasons,

might I add. Millions of people surf the Internet for information every day, but are

they getting what they are looking for? Studies have shown that people give up on

looking for what they want if they can't find it in eight clicks. It is your job, as the

Web site provider, to offer this sought-after information in a clear and easy-to-find

manner.

Your Web site is an asset

The Web site is the key player in your marketing and sales endeavors -- no matter

how big or small your company may be. Your site should serve as a portal for

potential customers and as a marketing tool for your remodeling company. Potential

customers, in their own leisure time, can learn about your company, see your work,

meet your employees, etc. For many, this is the first impression they have of you and

your company, so design your site to appropriately reflect what your company

represents.

Internet marketing is incredibly cost-effective. Your Web site can help promote

the information you are trying to convey without printing costs for hard copies and

postage.

Content is King

Pictures may say a thousand words, but content is king on the Internet. Define the

content to satisfy your target market. Every remodeler has amazing photos of their

work -- don't forget to include these on your site. However, remember to include copy

that goes along with it. This will help with your SEO (see the next subhead on SEO)

and gain you more traffic than if you wouldn't have included copy. According to the

American Marketing Association, quick load times are important for a successful Web

site. Don't let large images bog down the site, therefore losing that particular visitor.

As you do in your own business, building your framework -- on your site -- is

very important. Create a flowchart and get your visitors from Point A to Point B as

fast and easily as possible. Don't overwhelm people by putting links to your entire site

on the home-page. Instead, create a model to prioritize and categorize information.

Define logical relationships between subjects and define links between information

types.

It used to be that getting traffic on your Web site was a great success. Today, not

only is traffic important, but we now have to analyze this traffic to make sure the

"right" people are visiting and that the marketing plan you implemented is working.

Tracking services such as or are great tools to help

analyze that traffic the site is receiving.

The new buzzword Not by any sense of the word is search engine marketing a secret. However, there

are many dos and don'ts that could help provide the best results for this quest in

Internet marketing.

Search engine optimization is the new buzzword in marketing via the Internet. It

means including the right "ingredients" on your site for these search engines to "like"

it -- which could ultimately send thousands of visitors your way, increasing your

chance for some solid leads. Studies have found that 65 percent of visitors to sites

come from search engines.

The way search engines work is quite simple. A search engine has a database,

which lists every Web site that the search engine knows about. When a search is

performed, it tries to find matches in the database for the key words entered.

As a Web site owner, you want search engines to send you as many visitors as

possible. Therefore, you want to make sure that you are in the databases of as many

search engines as possible. This is pretty simple. All the major search engines allow

you to register your site free. You can simply go to each major search site, click on

"Add Your Site," "Submit URL," or something similarly worded, and fill in your site

information.

The main ingredient for a successful SEO is not the right key word, but the right