Enormous budget - your ideas please

Hi

I have, what I would regard as a pretty enormous budget for the promotion of a clients website. So much - that I don't know what to do with it to be honest!

There is a heavy spend on Adwords, Oveture and other PPC & PPCall whilst work on SEO coming to bear.

I'm also spending on link devlopment on sites related to clients content/industry

I'm also submitting to PRWeb etc, but am not totally convinced about the value of this.

Please don't ask how much 'cos I ain't gonna tell! Just rest assured what whatever is suggested, can be afforded! No URL's either

If you're thinking that I should build an adhoc website myself and have the client advertise on it for £900 a month, I've already thought of that too! Didn't fancy the jail time though!

Should also mention that it's not about traffic. It's about enquiries/sales and is not an Adsense driven site.

 

What type of site is it?

 

Manufacturing company website focussed on bringing in new businss.

 

Adwords, Overture, business.com (PPC) and advertising in trade mags and on trade websites.

And I think PR(web) is a good idea.

 

To really get through the money, go offline as well. And pay writers to create loads of uptodate informative content related to your client's field so that visitors come back again and again to use it. (Helps create credibility as well, which will obviously assist in what your client really wants - SALES!)

 

hire a marketing consultant. Spend a little money to figure out how to spend big money

 

Magazines, tabloids, billboards, womens breasts....

 

yahoo directory, maybe looksmart, trade show sponserships

 

Strategize! Strategize! Strategize!

The best overall approach is to generate a list of all possible sources their target market is reading/viewing. Then look at all the possible ways you might be able to get them mentioned in those sources.

Consider the long term and create a strategy that integrates PPC, SEO, and other guerilla promotions. Don't just stick to standard advertising though.

As others have mentioned set an amount aside for generating unique content or web tools. Then focus your press releases on the new stuff. In addition to distributing through PRweb or other sources, pay someone (if needed) to pull together a list of all the related trade and niche magazines. You have a much better chance of getting the site featured in a publication and their website, if you approach editors directly. Regional papers and mags are usually a cinch to get into using this method.

If you feel you should do some ad buys on a site, start chatting with their rep. Come up with ways to get out of the 'banner' box. Maybe offer them free content in exchange for a byline that features your client. Running cross-promotions (giveaways, contests, etc) are other good methods. You want them to get lots of links (get a buzz going on about their site), and to also help them stand out from the everday ads.




Hope that helps!

 

Thanks for everyone for your ideas and comments. All good stuff and I'm really grateful.

Thanks

 

Go offline too- ads in magazines newspapers

 

Spend some of the money on analyzing how the marketing spend is performing. Online, this can be done well with Google Analytics for free. Offline it is more tricky and costs more, but if you dont know what your money is doing, then you are just spending - and that is pointless.

 

I'm a big fan of analytics - can't believe they are offering it for free!

 

business.com is the must one