How to increase visibility and conversion rate for our web site:
Topics:
SEM and SMM (optimizing Budgets)
Social Media
Link Exchange and Breadcrumbs
App
Responsive Design
Google Content Network
Eye-track
Web Temperature map

SEM and SMM
We are planning on investing around 5000 EUR every month between SEM and SMM, we are going to focus on SEM more than SMM because we know that people click on the ads when is the specific information that they are looking for, appears on the right side of their search results. We are planning on targeting two kind of audiences doing SEM, the first of all is the one that is looking for projects to invest money on those, this audience in mainly from US and Asia, those are already venture capitalist, whose are looking for profitable projects, while are working on our SEO strategy, that takes around 2 months at least to get on the first page of the search results, we are planning on doing SEM, to target the long-tail of investors who are interested on not only profitable projects, but also to invest in India in solar parks, for those queries we already made a research and we don’t have competitors, so maybe we will get to the first position very easy, but when targeting venture capitalist that are looking for profitable projects, is not that simple, because there are many projects available, many ventures as well as people looking for investors that fund theirs, in that case, we are willing to invest in the most expensive words in order to get higher CTR, we are planning on invest around 3 euros for each click, we are going for the niche, we know that those are expensive words, and also expensive CTR but we are sure that the conversion rate of those visitors will be higher, we are expecting a 3% conversion rate on those visitors. On the other hand we are planning on attracting investors that are concerned about ecological stuff, in that way of thinking we are also planning on appearing in searches related to green energy, for those words, we are willing to spend up to 20% of our budget, we are not targeting high CTR because we are going for the mainstream, in that consideration, we plan to have a 1% conversion Rate, but with a higher level of visitors compared to the niche that we explained before.
In the next graph is detailed the interest of Google users, when they look for information about green energy and solar parks, we are targeting both audiences. In the graph is shown that the trend goes up through the time.

In the next graph is detailed the interest from the geographical point of view, most of the searches come from North America, where we plan to attract more investors.

Source: trends.google.com
As detailed below in the table are shown the queries that we are targeting, are the most interesting due to the amount of global searches, and the relative low amount of competition, it allow us to position our website easier, in some cases will take less than two months to appear on the first page of google search results, and in some others will take longer, the most important is that we will focus our attention to appear first on north America and Asia, where we will target venture capitalist, and from which we are planning on getting the higher amount of investment.

Source adwords.google.com

SMM
Regarding Social Media Marketing, we plan to attract to our website people interested on green energy and similar topics, as is a trend, we plan to capture 80% of our customers on which they have this common interest. We are going to be on Twitter and also create a Facebook Fan page, with a community manager, which will be in charge of developing topics that builds up a community around investing in solar parks. The CM will be in charge of comment and post news regarding solar energy, solar parks, and related topics, in that way, people who is aware of this topics, or even those whose are following these topics, will notice our business and will be aware of the news that we generate, as well as comment our topics, which will create a viral effect, that we will also look for, when the CM will contact Opinion Leaders, those who can lead us to a greater scope, allowing us to improve our visibility, we will encourage those OL, contacting directly with them as well as offering better commission plans if even them act as referrals for our business. We must take advantage of the good sentiment of this topic, when is related to SM, because, people always talk in a good way about solar energy, in that consideration, people will feel good after retweeting our posts. Also with a high reach, we will increase our visibility on these topics, as well as the visitors to our website, allowing us to increase our conversion rate and investors. We plan as well to do SMM, with a small budget 5% of the total advertising budget that we plan to spend yearly, this will be intended to attract people from Facebook and Twitter from Latin America and Europe, which we already know that are interested or concerned about green energy and becoming ecofriendly.

Source Socialmention.com

Social Media
Using social media in a marketing capacity is similar to other marketing campaigns in the fact that it takes time and work. Somebody within your organisation needs to be responsible for this on a weekly or daily basis. You can expect the results of Social Media to start to positively affect your business within a few months. Surveys of major marketers found that almost a third of them spent 11 or more hours on social media per week. The survey also found that this investment resulted in over 50% increase in new business. Both small and large organisation found similar benefits on helping them close the deal. A marketing strategy based around Social Media can be far more cost effective in cash terms but will be more expensive in time and effort.
With regards to the same our business idea of online business and to attract investors and financial institutions to invest in solar parks in India, we also plan to invest in Social media and to attract both the parties (investors and financial institution). We consider social media as one of the marketing tool and to involve people directly or indirectly. More than that we are planning to deliver the most of the networking by using social media including Face book, Twitter, Google , LinkedIn. The advantage we consider by using social media for the project development and execution are:

1. Increased awareness of the organization:
Organization awareness can be increased among the various investors and financial institutions in India and other countries.

2. Increased traffic to website:
Other major advantage is to develop traffic among the people who want to know more about our business and want to invest more. Also, there are more chances of viral tendency, which means that the information that we put out for your clients and customers to see can be spread by them to their friends to grow your customer base even more, which leads to an increase in customer loyalty and satisfaction. When a person hears a good recommendation from their friend to use a certain company, product or service, that means a lot to that person and they are more likely to visit our site, purchase products or services.

3. Able to monitor conversations about the organization:
A better monetization can be done by using social media. We can use Google trends to know the trends of search for our business as well number of people visiting us in different countries and regions. This will help us to know the demand of our business in different regions.

4. Able to develop targeted marketing activities:
With the help of Social media and its advantages, we are able to develop a market which is of full of targets. May be we can target a Niche market on the side of investors or if we find that more tends in other countries , then we can target the mass market.

5. Greater favorable perceptions of the brand:
The brand and the favorable planning of our ideas execution can be highlighted over the website. If we encourage your customers to like over Facebook and comment on it, we will gain the feedback that we need and it could bring factors to our attention that we may have not known or cared about before

6. Better understanding of customers perceptions of our brand:
Social media will also help us to better understand the customer need or perceptions about our idea and long term investment feature. Connecting with your customers and responding to their needs and requests helps strengthen your customer loyalty even more.

8. Identification of positive and negative comments: Growing our company image online is key to gaining more customers and awareness for their positive and negative feedbacks. Creating an online community that our customers and fans can visit is essential and it will boost our brand image and loyalty with respect to what they think either positive or negative of our ideas. .

9. Increase in new business:
Once we start watching and analyzing the growth over social media and can understand what customer target, need and quality, we can think to invest in some other green technologies in India or some other countries. This will also help us to identify new product development and new service opportunities in our segment also in to the segment of our competitor. Direct messaging, chat rooms and blog features on social media networks will be formed which would help us to lower the cost of communicating within our partners and the customers and these savings are often greater for conversations with suppliers, where businesses can replace long-distance phone calls with free online messaging.

Link Exchange and Breadcrumbs

Regards to SEO we plan to implement browsing through Breadcrumbs, it allow us to facilitate the browsing experience when visiting our website. We plan to highlight those links which are directly related to investment, guiding those visitors to our landing page in which they are allowed to invest, we will accept Paypal and bank transfers as payment methods. This will make things easier for the visitors and increase our conversion rate when people is about to invest money. In the same landing page we will show the certificates of certain Venture Capitalist Associations, Financial institutions and a Verisign certificate.
Our webmaster will be also in charge of the link exchange, in that consideration, he will be making contacts on linked in with many others webmasters of green energy webmasters, asking for link exchange. Those links will be placed in the bottom line of our home page, as well as we will ask our counterparts to do. The WM will be also in charge of reviewing that we appear on the bottom line of their home page and removing those which are not complying with our initial exchange arrangement.
Mobile APP

As we mention before, our plan is to increase our visibility as well as the amount of every investment made on our site, in that way, we are going to develop an APP for Android, iOS, and IPAD, the app will be positioned on the app stores as ecofriendly and will be found when users search for solar energy, we will display a photovoltaic cell as an icon, encouraging users to download the app, from the app they will be able to buy a part of the sun, the app will count the KW generated according to the amount of the investment they made and the time elapsed since the moment of the investment is made. Also we will charge a small amount from the moment the investor download the app, that will increase our revenue, we are planning on charging 25 EUR when downloading the app, and telling users that this will allow to measure the impact of their investment, directly from the desktop of their mobile device. Thinking on getting higher investments, we will only accept certain ranges of investments, starting from 300 EUR when using an Apple device and starting from 100 EUR when using an Android. This will allow us to increase the minimum investment to 500 EUR on which we are planning our revenues.

Responsive Web Design

The trend of browsing the Internet through the mobile devices has become common and prevalent. Nowadays, people browse the Internet through mobile devices such as smartphones, tablets - iPads, iPhones, Androids etc. Therefore, it is important to make the website more visible so that people can conveniently visit it without getting frustrated and that is where responsive web design comes in.
Responsive website design is all about creating websites that can automatically adjust to screen sizes and resolutions to our different investors' devices. Our website is going to be adaptive and will be easier for search engines especially Google to easily crawl and index site's content, thus improving our site's ranking on search engine result and expanding the visibility of our website.
As the investors switch from their laptop to iPad, the website will automatically switch to accommodate for resolution, image size and scripting abilities. In other words, the website will have the technology to automatically respond to the investors’ preferences. This would eliminate the need for a different design and development phase for each new gadget on the market.

There are some of the advantages that it brings:

1. Increase reach to all kinds of mobile devices
Developing our website that adapts to all kinds of devices will undoubtedly mean that we will reach far more investors/clients than with a rigid website, or even with different websites for different devices, even with redirections. Tablet sales are expected to exceed 100 million this year, and some sites are already experiencing up to 40% traffic from mobile tablet and mobile devices, which makes responsive web design more important than ever to fit all those different screen sizes.

2. Increase visibility in search engines
Responsive design allows to manage the website with a single set of links. This will allow us to focus on link outreach and to develop a solid SEO strategy, unified for all devices. Also, since the company won’t need to be worrying about updating more than one website, we will be able to focus on one of the main SEO premises: content is king. Quality contents improve our ranking positioning in engine searches, and our content will benefit from all the extra attention we will be able to pay to it.

3. Increase sales and conversion rates
Improved content, often updated, is one of the main pillars to build a successful website. If our website also provides a consistent users/clients experience without need for redirections or CSS, this will surely have a positive impact on our investors, which will transform in a boost in the company’s conversion rates.

4. Save time and money on mobile development and site management
Updating one single website is much less time-consuming than worrying about many device-focused websites. Content can be more easily updated, and easily optimized using site templates or layout and workflow tools to manage it. Also, as the company doesn’t need to develop for more than one platform, it will also save the money of doing this.
5. Consolidate our analytics and reporting
The company’s single website means that we will no longer need to worry about tiresome tracking user journeys, conversion paths, funnels and redirections. Also, Google Analytics are now optimized for responsive reporting, and Google itself suggests, and analytics have confirmed, that sites developed using responsive web design perform better in localized search results.

Google Content Network – A Different Way Of Thinking

The Google Content Network is the world’s number one ad network, reaching more than 80% of global internet users. * It serves more than 6 billion ad impressions each day across hundreds of thousands of websites. * In total, 51.6% of advertisers analyzed had an average Content Network CPA equal to or better than their Search Network CPA. * [A Specific Media] study suggests that Content Network advertisers benefit not only from the click-through conversions driven by their ads, but also from the increased awareness generated by exposure to a targeted message.

The Google Content Network can efficiently and effectively meet our company’s advertising needs. * Improve performance with the same contextual targeting that revolutionized search - First introduced by Google, contextual targeting matches the content of the company’s ad to the content of a Web page. * Be more cost-effective with auction-based pricing - Whether it's CPC, CPM or optimizing toward a target CPA, the company will set its bids using the pricing model that best fits its advertising goals. * Connect with the company’s audience, large or small investors - Select our audience as investors based on their interests — whether they're venture capitalists or just people who are willing to invest — with assistance of Google targeting technology will find them across the Content Network. * Run campaigns with greater flexibility and control * Flexibility: Get real-time reports on where the company’s ads ran and how they performed on each Web page, with metrics such as clicks, impressions, cost and conversions. Using that information will allow us to learn what works and what doesn't so we can optimize our campaign for the best results. * Control: For maximum control over our campaign, handpick the sites where the company wants its ads to appear.

Right place, right time. That's the power of the Google Content Network

Content advertising lets us * Create all types of ads - text, image, interactive and video ads which will be enable company to unleash its creativity and engage potential investors across the Web. * Place those ads on our website that are relevant to what we’re offering to investors. * Show those ads to investors that are likely to be most interested. * Manage and track the company’s budget, campaigns and results as it goes.
Choosing Google Content Network will assist the company to reach potential investors across the web by automatically showing our ads to investors as they're reading web content about our investment projects. This is similar to Google Search, where ads are matched to users' search queries.
And similar to how it works with Google Search, our keywords determine where our ads are shown on the Content Network. Therefore, each ad group company create should have keywords that are related to one another but vary within the theme. The closer the relationship between each keyword and the company’s service, the more likely it is company’s ad will find the right audience.

Measure your campaign's performance with Conversion Tracking
Whether company’s goal is to drive sales, collect leads or generate registrations, AdWords Conversion Tracking can help to measure the success of campaign in reaching that goal.
Conversion Tracking is a free reporting tool available within our AdWords account that shows the return company is getting from its campaign. By showing the effectiveness of each ad group, company can be smarter about where to spend its budget.

Optimize our Content Network campaigns
Under the Networks tab, we can easily see a performance report for all of the Content Network sites on which our ads have appeared. Coupled with Conversion Tracking, we can quickly understand which sites are resulting in sales, leads or registrations and which aren't, and make decisions based on this information.
For example, using this information to: * Monitor site-level performance for each of our ad groups, seeing which sites are meeting our performance goals. We can even view page-level performance within specific sites. * Increase bids on high-performing sites to maximize the delivery of our ads on those sites. * Conversely, we can decrease our bids to improve performance on sites that aren't meeting company’s goals. The bidding options let us focus on clicks (to drive traffic to your site), impressions (to increase the visibility of our ad), or conversions (to specify a maximum cost-per-acquisition bid). By choosing Google Content Network will help us to create separate campaigns for different investment projects which in turn, facilitate the company organize and manage its account, as well as track the success of its ads more accurately.

Eye tracking to optimize our website:
Eye tracking (or eye tracking) is a technology-based user testing technique that pinpoints exactly where users look and for how long. We are planning to purchase eye tracking for our project as it can be a great way to test a design to check it's optimized for our customer and business requirements.
Advantage of using eye tracking for our webpage :
1. Provide recommendations on the very best way to design lay out and position key page items and help chose the most effective design from a selection of concepts ;
2. Results will show that how quickly and for how long our customers noticed features, key content, adverts, and branding ;
3. Also, the heat maps show an amalgamation of where participants looked and for how long. The 'hotter' the area the more it was noticed and looked at by users
Therefore, it is much more effective tool to be used for our business to understand the effectiveness of our webpage and what improvements are required.

Temperature Map
As a result from the eye-track, we will get a map like this, on which we are planning to use to direct the view of the visitors right to the invest button, guiding them using clear colors, and big buttons, an example of this is shown below.

Source: tripix.net

Bibliography :
a) http://www.soltecsys.co.uk/Search-Engine-Optimisation.aspx
b) http://www.jeffbullas.com/2011/02/14/12-major-benefits-of-the-social-media-revolution/
c) http://www.webcredible.co.uk/services/eye-tracking.shtml
d) http://www.nngroup.com/reports/how-to-conduct-eyetracking-studies/