Browsing "online marketing"
Even though it may not seem like it on the surface, there are many different facets to internet marketing. Which target you aim for has a lot to do with the methods you employ to achieve your desired results. It could be branding a new image, a run to try and boost email/newsletter readership or it could just be the needed increase to sales to make for a better year end.
If you’re trying to create a new image for yourself as a business, you can try using Adwords as a branding tool until organic results can be achieved. Adwords can be a great tool to leverage as it allows your website instant visibility where as organic SEO can take time to come full circle. You can create a whole new presence for yourself online if you’re creative and persistent.
At the same time as trying to manage your brand online, you should bear in mind your call to action and what your message is online. Try to view your site as a new user from time to time, and try to determine what you are asking visitors to do as they arrive on your site. If you’re trying to create a following for your blog or perhaps signing up for your Twitter feed where you can interact directly. Trying to boost your sales? Are you listing specials or making sure to advertise your newest or best selling items.
Although the industry is still somewhat new in Winnipeg, internet marketing is an incredibly powerful tool you can leverage as a business owner. Leveraging all of the tools you have available to yourself as a business owner should be at the forefront of your mind everyday as you work to improve your online positioning.
An optimized website
What they say: Even if you don’t actually sell products online, a website gives potential customers and investors the opportunity to find out more about you and your company. For a website to be effective and bring new customers and investors to your doors it needs to be seen. Search engine optimization can help position your website on the first few pages of the search engines which means it’s much more likely to receive visitors.
As well as ensuring the copywriting on your website is optimized with keywords, you need to make sure your web developers or designers have created an SEO friendly website.
With 65,000 new websites coming online every day, not including new pages and blog added to existing websites daily the chances of you ever seeing high traffic and rankings without a BIG cost is near on impossible. Nobody ever mentions the cost do they.
Fact: Investment for marketing the website from approx. $1500 – $20,000 per month depending on size and your competition.
Active social media channels
What they say: Having a profile set up on Twitter, Facebook and LinkedIn (plus the numerous other social media networks) isn’t enough. For your social media campaign to be a success you need to continually interact with your network.
And to be honest who gives a crap what bus stop or pizza shop you’re at or what you have just eaten, Your top score on a farm game or flirting teens pretending while the parents are out. Get a life. Limited for business unless very local.
Fact: A full-time job to do it properly along with a full-time salary approx. $30,000 – $50,000 per annum.
An up to date blog
What they say: Blogging is one of the quickest and easiest ways to forge an identity for yourself online. Blogs allow you to share your expertise with your visitors and it encourages them to see you as a leading authority in your industry sector. As you build up your blog with opinion pieces, news stories and reviews you will create an online resource for your blog visitors.
Fact: Takes your time and money, time is money or employ someone to do it, another salary.
While there is a lot of information and help out there to get you started, do not be taken in by all the BS that people and company’s shovel out. Sure Google also has SEO guidelines which cover what you should and should not be doing in order to create a well optimized website. Check it out Rand at SEOMoz have a multitude of free blogs, videos and podcasts on their website to help people understand the basic (and more advanced) SEO techniques too, but the cold hard facts are it takes time, money and knowledge to be a real player. As I have said many times, pay peanuts and you will get monkey’s.
As a small business if you don’t have at least $20k a year to throw at marketing your online presence, forget it, you will never even scratch the surface, if some company gives you bullshit about the must have Facebook, twitter and rest accounts, run for the hills, these usually are the wannabe online marketers, with sharp tongues (usually forked) and snappy suits. You can get business from social, but it’s limited, search is and has been #1 from the start and will continue for a very long time.
Ask yourself what you do when you want something, whether on your phone, laptop or desktop, you search first.
Opinions are those of the writer.
As technology advances, so does our means of communications with others and the public. The radio and television were two technological mediums that companies used to advertise to their target audience. However, since the mid-1990s, the Internet has drastically changed the way we share information. It has turned into a new way for businesses to market their products or services directly to their target audience. Online platforms, such as websites and social media, offer a lot to companies such as higher ROI on their marketing campaigns and more business.
Research shows that more than half of all U.S. residents and more that 3/4 of all U.S. adults are online. A recent survey found that 92% of online adults use search engines to find information on the Internet, with 59% who do so on a typical day. Of these daily searches, 46% are for information on products or services. 89% of U.S. Internet users search online before they make a purchase, even when the purchase is made at a local business.
With an astounding amount of people and potential customers online, it is important for Winnipeg companies to have an online presence so they do not miss out on opportunities and business that could be found on the Internet.
Top 5 Ways to Create Strong Online Presence
1. Website – This allows companies to post valuable information about their company and their products or services. It is a centralized location where users can learn about what the company has to offer. 60% of all organic clicks go to the top three organic search results. With correct SEO and keyword placement and number of indexed pages, websites are able to rank on search engine results – helping them get found by users who are searching for topics related to their company.
2. Blogging – 65% of daily internet users read a blog. By keeping a frequent blog, 2-3 times a week, you are contributing to your website’s SEO and are generating traffic to your site. B2B companies that blog generate 67% more leads per month than those that do not. Businesses that blog at least 20 times a month generate 5 times more traffic and 4 times more leads than those who only blog a few times a month. Blog posts need to be valuable and remarkable content and need to be of interest to your target audience. Instead of solely company news, you should write about industry updates or other information that is of value to your target audience. By continuously updating your blog with industry updates and information you are positioning yourself as a subject matter expert. Also, by opening up the comment box, you are allowing direct communication between you and your potential customer – a place where you can offer advice and suggestions.
3. Facebook – 93% of U.S. adult Internet users are on Facebook. As of date, there are more than 800 million active users on Facebook. When users “like” company pages get updates made to the business’s profile, such as new wall posts (blog and industry news updates), pictures, videos, discussion questions and more. Facebook allows companies to easily provide updates to followers as well as interact with users via comments.
4. Twitter – There are 100 million monthly active users on Twitter with over 250 million daily tweets. Companies with over 1,000 Twitter followers get 6 times more traffic. 70% of U.S. Twitter users are more likely to recommend the brands that they follow. Twitter accounts allow companies to share quick industry or company news, as well as blog posts to followers. Since posts are only allowed to be 140 characters, they are read quickly by followers, allowing them to easily decide if the topic is of interest to them. These updates can link back to your website or blog to drive traffic to updates you have made. With more than 1/2 of active Twitter users following companies, brands or products, it is important to make sure your company creates a continuously updated page for them to engage with.
5. LinkedIn – As of date, there are over 135 million professionals on LinkedIn. Company profiles allow businesses to connect with other professionals and establish themselves in a professional setting. They are also able to provide status updates on industry or company news as well as blog and Twitter updates to its followers. It grants companies the opportunity to network with others in their industry as well as become members in groups consisting of other members that may be of interest to them.
A question often asked in the course of a discussion with a client, whether new or existing, is how do we determine our costs as a search engine optimization company. It’s not a single, or simple answer as each clients needs are unique as anyone fully involved in the industry will tell you.
One of the factors which determines your cost for your SEO, is what types of keyterms you desire to optimize your website for. If you own a company which manufactures toys and you’re the new kid on the block, being able to drive your website up in the SERPs is going to be difficult. Doing just a generic search for the term ‘toys’ returns 1.9b (yes, billion) pages. Granted that’s a rather generic term to try and optimize for, but each term is met with it’s own challenges to overcome where keywords are concerned. The number of terms you’d wish to be optimized for also lend to the maintenance cost of your website.
Another determining factor that affects your overall cost is the overall quality of your website and it’s content. If we need to sit down with you and assist you in rewriting each and every page due to lack of quality content, it’s a necessary step which needs to be in place before we even begin to think about scouring the web looking for back links for your site. As well, if your website is full of choppy code which needs to be addressed, or even if your website is so woefully out of date that a complete rebuild is in order, these also contribute to the overall costs.
These are only a couple of the factors which contribute to your companies online advertising budget, thankfully however if you need to rebuild your website or rewrite your content those are often one time costs. The consistent maintenance which needs to be addressed to continue ranking well in the SERPs however, is where the majority of your budget needs to be directed. And as the web becomes more and more competitive, that budget will need to be adjusted every 12 months or so.
It’s reassuring, that even though some businesses out there are slow to improve their websites or their online marketing toolset, the trend is slowly but surely shifting. While still only a fraction of the marketing dollars spent out there, the numbers are showing that around 17% of most businesses marketing budgests are being spent on online marketing. Any positive growth is good for everyone involved.
A great graphic depicting some of these changes has been put together, which outlines some of the changes coming about in the marketing world. In the US, 70% of the businesses out there have indicated that they will be increasing spending on social media advertising (Facebook, Twitter, Google+) and 64% also chimed in to add their budget is increasing for SEO as well. With consumers spending more and more time searching online for their next purchase, it’s much more advantageous to get into the game now, as opposed to later. The longer you wait, the greater your costs are going to be. Surprisingly however, it came back that 17% of businesses out there planned on increasing their marketing budgets on print media, which is much like buying stock in Yahoo these days. I kid, I kid, all jokes aside however, almost anyone out there who has a job has access to the internet. It should be no surprise that on average people spend 3+ hours browsing the internet. 84% of people who use the internet, spend their time searching for information on what has caught their interest, there are billions of searches per day.
There’s a great deal more information which can be gleaned from the stats, have a look and take a moment to conisder your marketing plans. Are you on the side of innovation and forward thinking? Or trying to cling to an outdated, unmeasurable stand by. Just remember that the longer you wait, the more difficult the game becomes.
It really shouldn’t have to be said, but search is changing, it’s evolving into a faster, finer tuned machine than it was 10 years ago. Within all of those changes, there are different focal points which are constantly being tweaked. Recently, MDGadvertising produced a great graphic outlining the current and future trend of local search.
The term ‘local search’ shouldn’t be an unfamiliar one, any business owner with a website absolutely needs to be concerned with their online exposure. The image which MDG produced puts a lot of the research gathered about local search into an easily digestible format. And some of the information while straight forward, is still exciting to read.
There are a number of factors directly affecting current local search growth. One is business owners and search engines for that matter, are getting better are targetting where it is you’re conducting your search from. If you’re searching in Winnipeg there’s no reason for Google/Bing/Yahoo to give you results for Regina for example if you’re looking for a new car or home repairs. A second large metric to consider is the widely increased use of mobile phones to conduct searches while on the go. It’s estimated that on average 33% of all mobile subscribers use their phones to conduct searches, and 20% of those do it on a daily basis.
All of this local search business has a lot of value in it, especially when you work hard at becoming a leader locally in your niche. It’s estimated that this year nearly $6 billion will be generated by local search and by 2015 that number will be over the $8 billion dollar range. A huge amount of cash flow, that seems to be going largely untapped. Because at present,
less than 40% of businesses have a local search presence on the SERPs. Local search is only starting to pick up, soon the game will be running a full speed. Have you taken the proper local search optimization steps?
An issue that some small business owners who try and handle all aspects of their marketing campaigns encounter, is time. Especially when it comes to the online marketing aspect of the business, being able to consistently put time and effort into your website is a crucial element.
There are a number of small business owners out there who are self-made, done it all on their own types so it’s only logical (in their mind) that they can handle all of their site maintenance as well. What’s quickly and unfortunately learned, is slapping quick fixes and changes which you may read in a forum or blog can be a hindrance to your online marketing efforts.
Another common misconception surrounding the online advertising industry is it’s a one shot done deal. The truth of the online world is completely different however, as it never sleeps, stops or even slows down. When you’ve broken down your site and completed all of the changes and updates to your content to help your positioning, no sooner have you finished than you need to start all over again with your competitors.
So when you realize, as a business owner, that you don’t have the time, the knowledge or the expertise to help your business rank at the top of the SERPs, it’s time to call in the experts. The most dangerous thing you can do to your website is trying to interpret search signals and make changes to your site based on speculation in a forum or a blog. Information taken out of context can bury your site if you’re not careful.
In the last couple of days in the world of search there’s been a bit of a rumbling about Google’s latest acquisition. Google is punching out the numbers to pick up Zagat survey, basically the first version of Yelp. Yelp if for some reason you haven’t heard, is a site which allows visitors to post and read reviews about businesses locally. Yelp has been around for the last 7 years or so while Zagat has been around for 30 years and climbing. Their chief difference? Zagat offers their reviews in print as opposed to purely an online offering.
Google places already has a minor version of a local review offering when you start drilling down into results, but nothing as in depth as Yelp was able to offer. With their picking up the tab for Zagat, it could very well give them the nudge they need to push hard into local review and advertising markets globally. Google in the past little while has garnered the ire of sites like Yelp and Trip Advisor for basically scraping their reviews to have them on the Places profiles pages, so Googles current offerings have significantly waned.
Besides restaurants, Zagat also offers ratings of entertainment venues, wine and travel. The online version of the site has an established community, so there’s a social networking dimension to consider as well as the content being purchased.
Zagat co-founders Tim and Nina Zagat said that they “will continue to be active in the business as co-Chairs, however, the merger of our resources, expertise and platforms with those of Google will give us the opportunity to greatly expand.”
Google said in its blog post that “Zagat will be a cornerstone of our local offering.” It wouldn’t be too much of a surprise or stretch to see Google pulling the Zagat ratings and reviews onto their Places profiles pages in time so as not to hurt the name brand of Zagat.
When we have new clients which are chomping at the bit to take over the world with their website, it seems more and more often there has been some confusion just to how the SEO process works. For some reason, the idea that we as search engine optimization and online branding experts can just call Google and tell them to place you at the top of the listings, seems to be what we do. The demystifying of SEO is a somewhat difficult task at times, even more so when contacts believe you can walk on water.
With this issue fresh in mind from a recent conversation, I feel the need to reiterate some basic SEO facts for those who may hopefully read this post before jumping to conclusions. First off, optimization of your website is only a very small piece of the puzzle for your online business. Any SEO worth their salt will tell you that in order for you to be successful online not only do you need to be visible, but there needs to be a clear call to action on your landing page. It does you no good as an online store for example, to have visitors landing on your contact us or about us page. You want users to buy from you, optimizing your site to drive traffic to your catalogue is your goal.
Search engine optimization is not an over night or fly by night success. It’s been said a million times, organic optimization takes time. If you’re lucky and have a solid base to work with, it may take as little as a month or two, but the norm is closer to 12 weeks + to begin seeing consistently measurable results.
After these two basic points, then you get into the meat of the business which has been talked about at great length all across the web. You need to keep website usability in mind. You need to keep your all encompassing goal when writing new content and rehashing the old on your pages. You can completely derail an SEO campaign with as small a change as making a term into a plural as opposed to singular. Remember to keep your navigation menus clean and clear, the more accurate and simple you can make them the quicker your site can be crawled and indexed.
Just some very plain, basic facts about the SEO process (again) which just seem to keep eluding small and large business owners alike. For all of your search engine optimization and online branding success, you need only pick up the phone and give the experts a call.
As part of the education process with clients, we often have to explain to them that their position on the search index is basically directly tied to their success in their online business. It’s normally a fairly easy concept to grasp for most, as most people just don’t navigate past the first page of results. In other words, the more prominent your positioning for your terms, the higher chances of success.
In the last few days, Google has released a free tool which makes this even easier for businesses to see. It’s basically a monitoring system for their adwords platform, but the statistics it can quickly and easily generate are applicable. Being that the sample size is small at the moment, it will take some time for the numbers to become formal, but they portray almost exactly what SEOs have always known. Searchers don’t navigate much further than page 1, page 2 at most. Anyhow, now for some numbers!
A quick search on Google and your page will be comprised of 4 main elements: the search box with your term in it at the top, the organic results which will populate the bulk of the center of the page, search modifiers which will help you refine your search on the left side of the page and finally the adwords, which will be served at the top with a colored background, or on the far left of the screen. Adword groupings are as few as 1 to a page and I have seen as many as 8 different adword campaigns for a highly competitive search term on the page split between the top position and the left hand side. Google’s new tool will actually tell you precisely where your terms are being served on the page! Whether you’re in the top listings, the side listings and even which page you’re on.
Because of the information you’re able to glean from your positioning, you can actually calculate your ad potential for conversions. Some of the averages which are starting to be discussed may be a surprise to novices of the web and search. In terms of traffic, 97% of traffic generated came through from page 1 placement, 2% from page 2 placement and the traffic became abysmal beyond there. Essentially the lesson would be, if you’re not on Page 1, you’re missing out on 97% of your potential! Besides which page you’re served on, the position on the page also plays a big part. Any SEO worth his stones will tell you that being in the top 10 is a great start, but the top 5 is where the real money is. If you’re ready to stop messing with the little stuff and playing with the big boys, it’s time to step into the organic listings. And that is where the SEO experts come in.