外文翻译--网络营销.doc

附录附录一：英语原文InternetmarketingItsalwaysgreattohearthatremodelersarehavingastellaryear-referralsarecomingin,solidleadsareturningintoclients,andbusinessisbooming.However,onepartofthetotalbusinesspiethatcaneasilybeforgotten；amidstallofthissuccessismarketing.Itsamazinghowoftenyouhearthatthefirstthingtogoisonesmarketingplanfortheyear-marketingistooexpensiveormybudgetjustdoesntcallformarketingthisyear.Aucontraire,marketingdoesnthavetobreakthebank；thenewageofmarketingisallabouttheInternet.Internetmarketinginvolvesmanysegmentsandsomethatthisarticlewilltouchuponincludethebasics:Websitedevelopment,searchengineoptimizationandmarketingviae-mail.TheInternethasbeencalledtheInformationSuperhighway-formanyreasons,mightIadd.MillionsofpeoplesurftheInternetforinformationeveryday,butaretheygettingwhattheyarelookingfor?Studieshaveshownthatpeoplegiveuponlookingforwhattheywantiftheycantfinditineightclicks.Itisyourjob,astheWebsiteprovider,toofferthissought-afterinformationinaclearandeasy-to-findmanner.YourWebsiteisanassetTheWebsiteisthekeyplayerinyourmarketingandsalesendeavors-nomatterhowbigorsmallyourcompanymaybe.Yoursiteshouldserveasaportalforpotentialcustomersandasamarketingtoolforyourremodelingcompany.Potentialcustomers,intheirownleisuretime,canlearnaboutyourcompany,seeyourwork,meetyouremployees,etc.Formany,thisisthefirstimpressiontheyhaveofyouandyourcompany,sodesignyoursitetoappropriatelyreflectwhatyourcompanyrepresents.Internetmarketingisincrediblycost-effective.YourWebsitecanhelppromotetheinformationyouaretryingtoconveywithoutprintingcostsforhardcopiesandpostage.ContentisKingPicturesmaysayathousandwords,butcontentiskingontheInternet.Definethecontenttosatisfyyourtargetmarket.Everyremodelerhasamazingphotosoftheirwork-dontforgettoincludetheseonyoursite.However,remembertoincludecopythatgoesalongwithit.ThiswillhelpwithyourSEO(seethenextsubheadonSEO)andgainyoumoretrafficthanifyouwouldnthaveincludedcopy.AccordingtotheAmericanMarketingAssociation,quickloadtimesareimportantforasuccessfulWebsite.Dontletlargeimagesbogdownthesite,thereforelosingthatparticularvisitor.Asyoudoinyourownbusiness,buildingyourframework-onyoursite-isveryimportant.CreateaflowchartandgetyourvisitorsfromPointAtoPointBasfastandeasilyaspossible.Dontoverwhelmpeoplebyputtinglinkstoyourentiresiteonthehome-page.Instead,createamodeltoprioritizeandcategorizeinformation.Definelogicalrelationshipsbetweensubjectsanddefinelinksbetweeninformationtypes.ItusedtobethatgettingtrafficonyourWebsitewasagreatsuccess.Today,notonlyistrafficimportant,butwenowhavetoanalyzethistraffictomakesurethe"right"peoplearevisitingandthatthemarketingplanyouimplementedisworking.TrackingservicessuchasSitemeter.comorextreme-dm.comaregreattoolstohelpanalyzethattrafficthesiteisreceiving.ThenewbuzzwordNotbyanysenseofthewordissearchenginemarketingasecret.However,therearemanydosanddontsthatcouldhelpprovidethebestresultsforthisquestinInternetmarketing.SearchengineoptimizationisthenewbuzzwordinmarketingviatheInternet.Itmeansincludingtheright"ingredients"onyoursiteforthesesearchenginesto"like"it-whichcouldultimatelysendthousandsofvisitorsyourway,increasingyourchanceforsomesolidleads.Studieshavefoundthat65percentofvisitorstositescomefromsearchengines.Thewaysearchenginesworkisquitesimple.Asearchenginehasadatabase,whichlistseveryWebsitethatthesearchengineknowsabout.Whenasearchisperformed,ittriestofindmatchesinthedatabaseforthekeywordsentered.AsaWebsiteowner,youwantsearchenginestosendyouasmanyvisitorsaspossible.Therefore,youwanttomakesurethatyouareinthedatabasesofasmanysearchenginesaspossible.Thisisprettysimple.Allthemajorsearchenginesallowyoutoregisteryoursitefree.Youcansimplygotoeachmajorsearchsite,clickon"AddYourSite,""SubmitURL,"orsomethingsimilarlyworded,andfillinyoursiteinformation.ThemainingredientforasuccessfulSEOisnottherightkeyword,buttherightkeyphrase.TrysearchingGoogle.comforremodeling.Icameupwith8,900,000sites.Now,trysearchingthesameengineforremodelinginDetroit.Icameupwith36sites.Seethedifference?Creatingtherightkeyphrasewillhelpeliminateunqualifiedleadsandwillalsohelppotentialcustomersfindyourcompanywithalotfewercomplications.IfyouarehavingtroublewithcreatingthemostappropriatekeyphrasetohelpyourSEO,thereareWebsitesthatcanhelp-Wordtracker.comcompilesadatabaseoftermsthatpeoplesearchfor.Theuserwillentersomekeywords,andWordtracker.comwilltellyouhowoftenpeoplesearchforthemandwillalsotellyouhowmanycompetingsitesusethosekeywords.Thesitewillalsoprovidealistingofallthekeywordcombinationsthatbearanyrelationtoyourbusinessorservice.Justremember,themoreinstancesakeyphraseisonyoursite,thehigherupontherankingtotempoleyoursitewillbe.Next,youllwanttothinkofadescriptionofyoursite.Mostsearchengineswillaskfora25worddescription.Marketingbye-mailManycompanieshaveattemptedtouseelectronicmail(e-mail)foradvertising-onlytoreceiveadelugeofabusefrominfuriatedInternetusers.AHarrispollofcomputerusersrevealsthat,outofthosewhoarereceivingunsolicitedbulke-mail,42percentwanttostopreceivingit.AccordingtoTimemagazine,"unsolicitedjunke-mailnowaccountsfor10percentofallInternettrafficandupto30percentofthe26milliondailymessagesonAmericaOnline."E-mailmarketingcanbehighlyeffectiveandextremely-costeffectiveifyouchoosetofollowsomesimplebestpractices.AccordingtoAlBredenberg,publisherofemailresults.com,herearefewethicalwaystohavingasuccessfule-mailmarketingplan.Buildyourownhousee-maillists.Collecte-mailaddressesatyourWebsite,attradeshows,onproductregistrationcards,duringsalesandtelemarketingcalls,oratotherpointsofcontactwithcustomersandprospects.Makesurethateveryoneonyourlistknowsexactlyhowyouwillusehisorhere-mailaddress.Yourownin-housee-maillistsareavaluableasset.Startanannouncementlist.Thisisasimplein-housee-maillistdesignedtokeepyouintouchwithyourInternetaudience.Useitfordistributingcompanynews,newproductreleases,specialpromotions,announcementsofpersonnelchangesorotheritemsofinteresttoyourcompanyscontacts.Publishafreee-mailnewsletter.Ane-mailnewsletter,or"e-zine,"isawaytokeepyourcompanysnameinfrontofyourtargetmarket.Besuretooffervalue-industrynewsitems,how-toarticles,analysisandcommentaryaboutyourindustryniche.Youre-zinewillpositionyourcompanyasanexpertinthefieldandwillenhanceitsreputation.Advertiseonopt-inandvoluntarye-maillists.Opt-ine-maillistsarenowavailable"forrent"frommanycompanies.Incontrastwiththebulke-mailspammers,theopt-inlistprovidershavebuilttheirlistsonavoluntarybasis.TheDirectE-mailListSourceprovideslinkstomanypermission-basede-maillists.Advertiseine-zinesande-maildiscussionlists.Youwillbeabletofindnumerouse-mailnewslettersandinteractivediscussionliststhatreachyourtargetaudience.Manyofthesewillacceptadvertisingorsponsorships.Iftheydontalreadysellads,theymight-ifyoumakeanoffer."SpamissuchacontroversialsubjectrightnowthatIurgemarketerstostickwithpermission-basede-mailonly,"saysBradenberg.Theriskstothecompanysbusinessandreputationarejusttoogreat.Whatconstitutestruepermission-basedmarketing?Simple.Makesurethatnobodyisplacedonanye-maillistwithouttheirexplicit