There are no two ways about it. If you want to attract and keep customers through the web, you’ll have to run a consistent online marketing campaign that’s both valuable and relevant. When done correctly, online marketing allows you to change or augment the behavior of consumers and clients by delivering the type of information that enlightens and educates. The sad part is that few businesses have either the time, the resources or the inclination required to engage in successful internet marketing.
The proper implementation of this creative and strategic approach demands that you use a number of proven tactics in an optimal combination. A white-hat approach to search engine optimization, online advertising, social media marketing and email campaigns will set you directly on the track to success.
Search Engine Optimization
When potential clients seek goods or services that you provide, what is the chance that they’ll find you? Most people are in a hurry. According to Search Engine Watch, nine out of 10 online searchers will click on only the links that show on the first page of results. They never bother with subsequent pages.
This is where search engine optimization, or SEO, comes in. To win a coveted first-page placement from a so-called natural or unpaid search, your website must contain useful, relevant and optimized content. Google, for one, demands it.
A well-structured website will provide content that is:
- Easily found and applied.
- Original, honest and trustworthy.
- Helpful and positive.
- Specifically designed to let Search Engines know the topic.
When evaluating a website’s page quality, Google stresses above all the quality of its main content. Writing that succeeds in rising to a positive and authoritative level will attract new clients and customers. It will also enhance your company’s reputation.
Second only to your website’s content in importance, the value of online advertising lies in its ability to draw in new clients and customers while expanding your business’s reach. Free of time and geographic constraints, internet ads allow you to behaviorally target your prospects based on their online activity, and available options are endless. They include:
- Paid search or pay-per-click. This common type of online advertising is one of the most effective. It gives a business the opportunity to bid on relevant keywords that should then display the ad in response to a user’s search query. The choice of text or phrase is critical and will cause the PPC ad campaign to prosper or to flop.
- Paid social advertising. The popularity of online social networking guarantees the success of advertising on Twitter, Facebook and similar platforms. Social media gives businesses a unique opportunity to target prospects based on a variety of known demographic measures.
- Display Advertising. Accomplished through a network, this form of online promotion allows you to place ad campaigns with a large number of potential publishers. You pay per impressions, or how many times your ad is shown somewhere to your targeted audience.
A successful online marketing campaign will entail a coordinated effort in:
- Visual and text-based advertising
- Optimized landing pages
- Call tracking
- Email marketing
The entire principle of online advertising has to do with placing an ad on someone else’s website in the hopes of driving traffic to your own. Nevertheless, although online ads are now an everyday affair, a failure to get them done right will often result in money lost to your business.
Social Media Management
If you’re a busy entrepreneur, the world of social media can appear as just one additional tiresome entity with which you’d rather not have to deal. Many business owners would prefer to steer clear of it entirely. Unfortunately, this avoidance will deny you an excellent means of furthering your business’s fortunes.
This is where you’ll benefit from working with an online marketing company who knows how to tailor a social media campaign that’s sure to promote your brand. A skillful social media manager must:
- Be adept at providing and editing content.
- Have a sense of humor.
- Understand channel diversity.
- Appreciate pop culture in general.
- Recognize relevant material.
A competent social media manager will use these talents to appraise your website, scrutinize your analytics and take a careful measure of your present campaign, if any. A thorough understanding of your business and the service it provides will permit the development of a personalized and unique social media push that is tailor-made for you.
The posting of relevant content will serve as the catalyst that helps to shape your presence in this wildly popular arena. To keep the momentum going, you might also need help in handling all subsequent interactions that can result from running this type of campaign.
Although some believe its glory days have come and gone, you can take reports of email marketing’s demise with a very large grain of salt. This cost-effective means of sales conversion remains one of the more powerful online methods of connecting with customers, and it’s not about to go away any time soon.
It only works, however, when you get it done right. That means never wasting a recipients’ time by sending irrelevant content. Your advertising emails must always offer value. Starting with the subject line and working on down to the very last sentence, the content of your emails must relate to the recipient’s requirements and offer forwarding-worthy content that can spread through referrals and word-of-mouth. Done correctly, well-timed email advertising can deepen your customers’ involvement while raising their level of respect for you.
Your Personalized Online Marketing Campaign
As you can see, online marketing can be as wide in scope as it is effective. Each of its versions relies, however, on providing effective content in a variety of formats while ensuring that your efforts fit your business to a T.
Fortunately, there’s no need to take time from your busy day to attempt this on your own. At Dot Xero, we will carefully evaluate your precise business requirements. We will then craft an online marketing campaign that meets with your specific needs. With professional assistance waiting in the wings, all that’s left for you to do is sit back and watch as a well-crafted online marketing campaign helps your business grow. Call 702-490-9455 today for a free consultation.