Guest Column: Simplicity key for successful online marketing strategy
For most small-business owners and marketing professionals, the phrase “online marketing strategy” prompts a cringe. In truth, it doesn’t need to be complicated. A well-planned yet simple online strategy makes all the difference. The following is a simple checklist of 12 things to keep track of, and you can use this list to spearhead in-house efforts or to speak more confidently with your consultant.
Search engines: For most sites, the bulk of your traffic will come from searches performed by visitors who follow a link in the search results to your site. In my experience, traffic from search engines accounts for 50-65 percent of your site’s traffic.
Key words: The first step in a solid search engine is developing a core list of key words and key phrases that relate to your business and are likely to be typed by search engine visitors. Write them down.
Content optimization: Keep it simple, start with the basics. Make sure the title of each Web page has your key words or key phrase in it, make sure your title tag is the first tag in your Web page’s head section, and make sure each Web page has an H1 tag with your key word or key phrase in it. If you’re not familiar with HTML, that’s OK. Any Web designer can make these changes for you at a reasonable cost.
Link building: In most cases, link building refers to the practice of recruiting other Web sites to link to your site. Although this is important, it’s best to start with your own site. For example, if you have a page that showcases your plastic widgets, be sure that every time you use the phrase “plastic widgets” it links to that page. Then, start asking family, friends, customers and suppliers to link to your Web site, too.
Google analytics: There are many different Web traffic reporting solutions but for me, Google Analytics is the most powerful and easiest to use. Visit www.google.com/analytics, and click the Product Tour link for more information. For more information about search engine strategies and techniques, visit www.searchenginewatch.com and subscribe to the newsletters.
Pay-Per-Click: Pay-Per-Click advertising refers to advertising on a Web site (usually a search engine, content provider or social networking site) by bidding a certain amount per click you receive. Be sure to set clear and measureable goals before you start spending money. Google AdWords (www.google.com/adwords) is the most popular and provides a great video tour to help you get started.
Budget: Determine how much you’ll need to spend each month. Most of the time, an initial monthly budget of $150 is a good place to start. As you tweak your strategy and it starts producing good results, you can increase this.
Ad content: PPC ads are typically more effective with direct response (presumes an immediate sale) copy rather than image (attempts to create a brand preference) copy.
Landing page optimization: Pay particular attention to the page your visitors will see when they click your ad. Avoid sending the visitor to your home page, and consider sending the visitor to a page specific to the content of the ad. Include a strong call to action. Let your customers know what to do next.
Conversions: Determine exactly what you want visitors to do once they get to your site (fill out a form, call a phone number, buy something), and determine how you’ll measure whether that was accomplished. Review your Web traffic reports on a regular basis, and determine to what extent your visitors are accomplishing that task. Then, look at your site, and figure out what changes you need to make to increase the percentage of visitors who accomplish the goal.
Traditional media integration: Be sure your Web site address is on your business cards, envelopes, brochures, sell sheets, counter displays, print ads and television ads, and mention it toward the end of your radio ads.
Include downloadable PDF versions of your brochures and sell sheets and streamed versions of your radio and television ads on your Web site.
E-mail marketing: There has never been a less expensive and more effective marketing communications vehicle than e-mail.
Collecting e-mails: Chances are, you receive corporate communication via e-mail that you like (or at least don’t mind) receiving, and those that are a regular nuisance. An important part of your strategy is to avoid being labeled a nuisance. Use only opt-in e-mail collection techniques. Tell your customers why you’re collecting the address and exactly what you intend to do with it. Don’t take it personally if they refuse, and be sure to thank every customer who is willing to give it to you. They are paying you a high compliment.
Appropriate content: Most of your customers consider e-mail to be personal and private, so take care to focus less on what you want to say and more on what they want to hear about your company. Include a link from the e-mail to the specific page you want your customers to see.
Inconsistent time frame: Avoid sending e-mails according to a consistent time schedule. Your e-mails will become routine and more likely to be ignored. Send communications when you have something interesting to say such as to announce the launch of a new product, a special promotion, a new hire or other interesting news. There’s a lot more you can do, but very little of it matters until the points above are in place and working for you. Go through the exercise above once every month. After a year, you should see substantial progress. Then, you’ll be able to take your online marketing strategy to the next level. v
Nelly Roach is the general manager for Caledon Virtual LLC, a marketing consultant firm in Columbia that specializes in online strategies. She can be reached at [email protected]