The following article appearing in the Guardian Online last week:

“Intrafocus specialises in on-line software so our PR and marketing approach focuses on the on-line community. For us this has always been a golden rule: target PR and marketing towards the area of greatest return. It would be fruitless for us to put advertisements into hard copy publications – we need our audience to be familiar with the online environment right from the outset.

Thankfully, the online marketing environment is so mature that we have been able to precisely target our buying audience. Starting with Google of course.

Google AdWords has provided the means to display not only Google word-based advertisements but picture ads, animated ads and most recently video ads. We have learned that the greatest success comes from ensuring the ads are associated with a just few prime keywords. This means fewer displays (impressions) which are precisely targeted with a self-qualifying click-through. The result is highly qualified leads without huge expense or effort.

We were pleasantly surprised with the impact gained through press releases. At first we were very sceptical when our advisers suggested we should put out a press release every month. The challenge was to come up with something interesting to say on a regular basis. The results, however, have been fantastic. Our social media following has increased, leads generated have gone up and the links from other websites to ours have risen dramatically. It became quite clear that there is an audience hungry for any information we can provide.”

Intrafocus provides consultancy on a wide variety of topics related to business performance management and best practices. Intrafocus is also affiliated to the Balanced Scorecard Institute and runs Balanced Scorecard Professional certification courses in the United Kingdom.