Where in the World Wide Web Are You?
Business executives say that the World Wide Web is the most important marketing tool they have, but many aren’t quite sure how to use it to their advantage. Some are even still a little confused as to what constitutes online marketing. Online marketing is done exclusively on the web or through e-mail. It’s not as scary as it seems and should be supported with offline marketing to create effective campaigns.
Most people think of Internet ads when online marketing is mentioned, but that’s really only one form. Search engine optimization (SEO), messages posted to industry forums, electronic newsletters and online press releases are some of the other proven ways to drive traffic to your website, which is the primary goal. Veering from this goal or minimizing the tactics will decrease the effectiveness of any online campaign.
Where are your customers?
Online advertising is the most prevalent type of online marketing, no doubt. In fact, according to BtoB magazine, online advertising spending has increased by over 28 percent in just the last year. More and more business-geared sites are offering advertising opportunities, but which ones are right for your business? Knowing your target is the key. What publications do they read? Do they visit the sites of those publications? How do they get their news? Knowing the publications is equally as important – how often do they update their sites? How do they target visitors on their site? Finding a good match will help increase the effectiveness of the campaign. If visitors to other sites see your ad at a time when they are actively looking for a product or service that you offer, chances are they will click through to your site.
Where are your customers looking for you?
Search engine optimization (SEO) is one of the best ways to increase your site’s visibility. It comes down to having the right keywords for your services or products, and including those words in the copy of your site and on the back end. The right keywords will be words that your target market will use when they are looking for a service or product that your company provides.
Your website must also be a priority. Updated information will help your site appear new and fresh to search engines and improve search results. Mentioning your site in the copy is also a good way to reinforce it in the readers’ minds, as well as helping with SEO.
Where is your news?
Keeping prospective and current clients in the loop with electronic or e-newsletters is an updated spin on paper newsletters. It’s a convenient way to update clients on what’s new with your company and is an easy way to direct them to your site. Linking articles in the e-newsletter to a longer article on your site will encourage readers to spend time on your site.
Posting your press releases online can be part of your e-newsletter strategy, as well as part of your SEO strategy. Updating your press release section keeps the site fresh and gives you relevant content to link to in your e-newsletters. When writing releases, also keep SEO practices in mind. Use keywords similar to those on your website that will help searchers locate it on your site.
Where is your information?
Posting your information on industry sites is another excellent means of promoting your business as an industry leader. Don’t forget to include a link to your website in your signature. If someone likes what they read or has any other questions for you, directing them to the website is usually a good first step. Having a link from a reputable site is also a good way to enhance your credibility.
If you follow these steps, there will be one very easy way to see if they are working for you – an increase in traffic to your site. For ways to support your online marketing efforts offline, look for part two in the next issue.
Rod King is an interactive media designer with Sacunas, Inc. (www.sacunas.net), a nationally recognized integrated marketing communications agency based in Central PA. Rod can be contacted at rking@sacunas.net