Over the last decade online marketing has grown by leaps and bounds. With the rise of mobile device use and faster internet speeds rapidly becoming the norm, more and more people find themselves turning to the web when searching for produce and services. Here are a few simple tips that can help your small business lay out a more effective online marketing strategy.
Every growing business needs to do the fact-finding and research to ensure that the market they are about to tackle is viable for them. You need to make sure that the niche you’re targeting is not flooded with competitors and if it is, you need to be sure you can out-compete most (if not all) of them. This helps you to boots your profits and allows your business to expand without constantly having to reinvent yourself just to remain visible. Knowing your target clientele helps you to understand exactly what they need and poises you in the perfect position offer it to them in a more convenient and affordable manner. This builds loyalty and in turn helps to keep your business afloat when things are slow. A great way to better understand your online clients it throughout he use of Google’s Analytics software and AdWords to gain a more accurate picture of the age group, income brackets and geographic locations of your target market. By arming yourself with this information, you’ll be able to design a marketing strategy that tactically targets these individuals and eliminates wasted money on overly generalized CPC (Cost-per-click, or paid) campaigns.
Without knowing what kind of budget you are willing to place for your marketing goals it can be difficult to know what kind of results you will actually see. Setting a budget helps you to have a concrete idea of how much you are willing/able to spend on different campaigns in order to achieve your goals. It’s important to note that setting aside a large budget for advertising might not always translate to success. The key is to be flexible in your advertising and willing to allocate moneys to different facets of your advertising to test them out and find out what’s most effective for your business. There’s no need to shell out a ton of money to a large marketing agency when you achieve the same if not better results by hiring a skilled freelance marketer through a reputable website such as Elance and oDesk.
Thanks to social media today’s world is completely interconnected. You simply can not afford to have at least some presence on social media. Facebook is one of the biggest sites on the internet and an ever increasing amount of users are using the it’s built in search function to look for goods and services as well as official brands and companies. By having a social media presence you are in control of your marketing narrative and able to quickly inform the public about your new and upcoming services or products. In addition to Facebook, you should strongly look into an official Google+ and Twitter page and Pinterest/Instagram if they are applicable to your industry.
Building back links to your site is like having tiny little road signs all over the internet that point to your front door. A great way to build back links it through the creation of articles that you can submit to various online directories providing a back link to your website. You can also have an official blog with information on your company that contains inbound links to other (relevant) articles (or products/services) on your site. When properly done, back links have the potential to boost your rank and gives your site much higher visibility in search engines.
Using these tips in together will help you to boost your internet marketing. It’s important that you stay consistent and remember that all marketing is a calculated effort and will only pay off if you remain diligent and apply the necessary time and work required over time.
Here are a few simple tips to making your page more search engine friendly.
Provide high-quality content on your website pages, most importantly on your homepage. This is without a doubt the most important thing to do. When your pages contain useful information, they’ll attract more visitors and convince other webmaster and bloggers to link to your site or posts. When you are creating a helpful, informative web site, remember to write clearly and accurately describe your topics. Try to think about the words that users would actually type to find your pages and then include them in your content.
A web crawler (or spider) is an internet surfing robot (It’s not quite as cool as it sounds.) that search engines use to index your websites’ content. They automatically ‘craw’ or ‘spider’ the web, examining content, following links and making a digital map of the internet. You can think about it like a roadmap. The bigger cities are bolded and the names are printed larger. That’s not because the cartographers were showing favoritism, but because they have the most roads leading in to them and the most to offer when you get there. It’s more likely that someone will need to know where Portland, Oregon is, than a tiny town in the middle of nowhere. Every Link a crawler discovers that leads them back to your website helps to place you above your competition.
When returning results, search engines use intelligent text matching techniques to provide pages that are both relevant and important to the search. They tend to interpret a link from a site back to yours as a vote cast in your favor. The more organic links back to a site the more ‘important’ it becomes and the more ‘important’ a page is, the more weight it’s vote casts. This helps the search engines distinguish between organic links and unnatural ones. Organic links to your site will develop on their own as other sites find your content valuable and think it might be useful to their visitors whereas ‘unnatural’ links such as paid link schemes and doorway pages are created to give websites the illusion of being more important.
Today’s search engines are smart enough to know the difference, only natural, organic links are important when it comes to increasing the ranking of your site. Unnatural links are not only ignored, in many cases they can get your website removed from the search engines (blacklisted).
To help your site stand out, make sure your site is built from the ground up with a logical link structure and that every page is accessible from at least one permanent link on your site.
Do not under any circumstances use images to display important content, names or links.
Crawlers do not recognize text contained in graphics. If you have to use an image to convey something make certain you are using an ALT attribute to explain to the crawlers what the image is about. If you have your brand name or products displayed only in a logo/graphic and that image was not visible to you. Would you have any idea what it was about?
Don’t fill your page up with spammy lists of keywords, put up crawlers only pages or attempt to cloak your web url.
If your site contains text, links or pages that you don’t intend for your visitors to see, designed only to try to trick the web crawlers they’ll not only consider that content deceptive and will ignore it, they may end up blacklisting your site altogether.
Don’t create separate copies of your pages under different links.
A lot of sites contain print or mobile friendly page versions that contain the same exact content as the original graphic-rich pages presented in a different format. If you can’t streamline your site by implementing responsive code or print ready CSS files and your site has identical page content accessible through different URLS, you need to be indicating that to the search engines by using canonical (or preferred) versions of your pages.
Finally, don’t feel obligated to pay for search engine optimization.
While it might seem like I’m throwing business away by saying this, I like to be honest and upfront about the reality of what SEO is and what it can do for you. When you’re beginning to market your business online you’ll most likely start to receive a bunch of phone calls from companies that “guarantee” they’ll get your page ranked higher (and all you have to do is give them money), these companies do not offer true SEO, but guerrilla SEM (Search Engine Marketing) tactics. Often times as soon as the search engines notice what they are doing, they not only blacklist the companies offering the services, but their clients as well.
While there’s been a lot of confusion in the past few years, if you think about the phrase “Search Engine Optimization” it simply means “Optimizing” your site for search engines by following the guidelines I’ve just laid out. If you’re paying for clicks your not optimizing, you’re marketing. Legitimate SEO will help improve your content and structure and give your site a long-term organic presence on the web. If you do feel your site needs SEO, find an honest consultant who is upfront about what they are offering and the costs involved. While in rare cases your site might need a drastic overhaul, most of the time a few quick updates are all that is really necessary.
We’ve now formally merged forces and launched the new Rogue Creative Studio website! Through pooling our resources we now have a more refined service with stronger partnerships and more effective processes.
We’d love to hear what everyone thinks of the new website as well as letting us know what new services you’d like us to work towards!
Special thanks goes out to our previous clients for your continued support, and to everyone else who has helped make this company possible. We live and breathe our work and we are incredibly fortunate to be able to team up and partner with so many wonderful small business owners and entrepreneurs.