Internet Marketing
Internet Marketing is an ever changing and growing discipline.
Successful Internet Marketing involves an “extremely unique” combination of skills, talents and expertise. It takes an extraordinary individual, or group of people, to understand the “technical requirements”, display the “creative writing” ability, and the implementation of “sales and advertising techniques” to create the success you desire.
Advertising and Sales Expertise
With the ultimate goal being “conversions” with most web sites, it doesn’t matter if your definition of conversions is sales, name and email collections, or to encourage phone calls. Without an understanding of the sales process, sales techniques and proper and targeted advertising copy writing, you will never maximize your return on your investment in your online marketing campaigns.
SEO - Search Engine Optimization
Web Site Technical Requirements
The use of proper formatted meta tags, title tags, image tags, heading tags, and web site structure can play an important role. Also, there is a duplicate content issue that plaques many web sites. The proper use of robots tags and using a proper web site platform can vastly improve your natural positioning in the Search Engines is absolutely necessary. Unfortunately, most web site platforms are built by technicians and programmers with no SEO consultation or understanding of what the Search Engines prefer.- URL - Web Address Technical Requirements
The URL structure used on your web site can make a large difference in your natural positioning, as well as make it easier for your visitors to remember and link to your web site. Although the use of query strings in your url is less of an issue today, it is still considered best practice (and probably will always be) to employ a url rewrite strategy to maximize your positioning. - Keyword Rich Copy Writing
A focus on creative content writing for real “human consumption” with an expert knowledge of proper keyword and keyword phrase insertion techniques for search engine purposes, that appear both smooth and natural. The overuse of keyword phrases is slowly becoming an issue as Search Engines are now placing heavier weight considerations on other factors, such as the category structure, off site links, etc.. - Off Site Factors
A Linking Strategy. Listings in industry related online directories, the number of links with the appropriate text that direct people back to your web site, an affiliate program that uses proper technical standards, etc… - Proper Analysis
The tracking, reporting and most importantly, the analysis of the data collected is critical to provide a guidance in understanding the behavior of your web site visitors. With the proper information, we can modify and optimize the web site to increase conversions. The statistical information also allows us to supplement the search engine marketing efforts with “real” knowledge of what your target client base is searching for.
SEM - Search Engine Marketing
(PPC - Pay Per Click)
Keywords and Keyword Phrases
Developing and maintaining a very large number of keywords and keyword phrases helps to target not only those prospects that are specifically searching for what you offer, it also helps to build your “long tail” search. Through diversification and the use of hundreds or thousands of keyword phrases, you can be guaranteed a profitable campaign.- Well Written Ad Copy
This is the key failure for most pay per click campaigns. Most Internet Marketers do not have a background grounded in Sales, therefore, they write poor ad copy that doesn’t properly target the correct online audience. - Diversification with Varied Online Marketing Channels
Although most of your online sales will come through Google Adwords, at least for most clients, diversifying your portfolio of online marketing channels not only brings in more prospects and sales, it also minimizes your advertising risk, and allows a branding across all levels and tiers of the Internet. - Proper Analysis
The tracking, reporting and most importantly, the analysis of the data collected is critical to provide guidance in understanding the behavior of your web site visitors.
Other Internet Marketing Methods
- Affiliate Marketing
A successful Affiliate Marketing network and program can increase your online sales by a significant degree. Unfortunately, too many affiliate managers and companies view their program as necessary evils, rather than taking a proper approach and viewing their affiliate network as independent sales representatives. The key to developing a successful program is to work with and develop lasting relationships with your key producing affiliates. - Third Party Sales Channels - Comparison Shopping Engines
The placement of your product offering on sites such as Amazon.com, Shopping.com and Shopzilla.com can easily increase your online sales by 5-10%. These online shopping channels will also provide you the largest pool of “new customers” that are available on the Internet. But to maximize your return, it takes an understanding of each ones marketplace and precise sales tracking. - Social Marketing / Community Marketing
Although this type of marketing is still too new to have very many developed, proven strategies, it appears that it’s only best at developing traffic and links to your web site, not direct sales. An excellent branding opportunity if your long term strategy and stated goals include that and you are marketing to the “under 30″ market.
- Viral Marketing
Very closely related to Social Marketing, these are usually sales campaigns that are very short lived, but can produce good sales volume and web site traffic if your business is in the markets that respond best to this type of marketing.
I look forward to working with you and helping your company to achieve a higher level of success. Contact me today!
Loading ...