One of the advantages of paid advertising is the ability to show up in the search results and through display channels very quickly. Thus, unlike SEO, paid advertising makes it possible to get virtually immediate traffic to a website.

In most cases, an effective Search Engine Optimization program requires a greater upfront investment.  However, the long-term benefits can exceed those of paid advertising in that, as soon as a paid advertising campaign is turned off, your site will no longer display in the search engines and receive traffic. 

Paid advertising gives you the ability to monitor and adjust your ad spend on a consistent basis.  Conversely, a successful SEO strategy gives you the ability to “own” organic real estate over time.  Please note though, SEO is often referred to as a “moving target”.  SEO requires constant attention and effort.  Whether it is blogging, submitting articles, link building or being active in Social Media, Search Engine Optimization needs to be tended to by an individual or team of individuals in order to be successful.  

In conclusion, most profitable online marketers are heavily involved with both SEO & SEM.  As a result, they benefit from receiving consistent traffic to their website, while meticulously working to garner better positions for important keywords in the Natural results.

I’m sure you’ve heard the expression before and it’s true.  One size certainly does not fit all.  This statement is fitting and should be kept in mind when crafting an online marketing strategy for your business. 

When individuals seek advice from our team at MoreVisibility, we would be remiss to suggest a “cookie-cutter” formula to achieve online marketing success.  Each industry, business, and client not only has different marketing goals but each may have to take a different path or approach to reach individual targets.  For this reason, an interactive marketing plan should be customized according to the specific needs and objectives of any company.

Although your marketing budget often determines what you are able to accomplish in a given time period, keep in mind that all visibility doesn’t require considerable amount of resources (monetarily that is).  Much of what we do as marketers online, especially in the social media realms, require human capital.

1. For one, be sure to take advantage of the “free” marketing opportunities that can help to give your company increased exposure.  Social media channels, if managed correctly, can be awesome brand builders.  Basic profile creation will not have a giant impact on your wallet, however, do be realistic and understand that social media outreach is only effective if you are willing to put in considerable time to manage each channel.  Often times, human resources are limited and prevent companies from being able to focus consistently on their efforts.   
2.  Credibility is extremely important for online presence.  I say this speaking mainly about website design.  Don’t spend so much time trying to have a presence in every aspect of online marketing (paid placement advertising, custom social media pages, etc..) that you forget about improving the usability, design, and functionality of your website.  Keep in mind that your website, in essence, is your “final destination”.  It is the place where individuals are directed to through all other online and offline efforts.  Ensuring that your brand and message is consistent from channel to channel (and to your website) is important to building brand credibility. 
3. The third and perhaps most important tip to remember is that marketing plans aren’t static.  The interactive marketing industry is an evolving market and one that consistently fosters new and innovative tools and opportunities.  For this purpose, it is always best to adjust and add to your online marketing mix.  Look for new industry trends, a topic that MoreVisibility’s President, Andrew Wetzler, speaks about in “Change Your Internet M.O. & Discover Your Mobile Mojo“, recently featured in our March Newsletter.

Whether you are new to online marketing or have been following the industry for years, it is always a good idea to review your online marketing plan.  Start by clearly identifying your audience/market, define (or redefine) your goals (often helpful to track through adding Google Analytics onto your marketing campaigns), and pinpoint which online marketing channels would be best to reach your targets.  Don’t overwhelm yourself with trying to accomplish and have a presence everywhere, if your budget doesn’t allow it.  Start with improving your website (your “final destination) and work diligently to create brand awareness in other areas of online marketing when the time and budget permits.

Did you read the newspaper this morning? Chances are you probably came across at least one black and white barcode-looking image somewhere throughout the paper.  These are actually called QR Codes.  QR codes, abbreviated for Quick Response, are two-dimensional codes that are readable by camera phones.  The popularity of QR codes is increasing dramatically and you can often find them on different collateral pieces, including brochures, business cards, etc… 

How do QR codes work?

When the QR Code is scanned by a smartphone, the user is delivered to a designated mobile landing page that corresponds to the offline marketing message.  QR codes are a great way to drive traffic to your mobile website and also a creative way to drive offline customers online.  A few of the greatest benefits are that they are inexpensive to create and can be placed on any printable surface.  Below is an excellent example of how to effectively promote a program.  The QR code is incorporated onto marketing materials to promote a special Happy Hour Menu.

Wondering how or when to use QR codes for your business? 
Here are the top 3 resourceful tactics when using QR Codes:

• One of the best times to use a QR code is when you have limited space to
  explain an offer.  If you are a concert venue, placing a QR code on the back of a ticket or on the front of an admission band would allow people to view upcoming concert dates after scanning the code with a smartphone.
• Use a QR code to create a “mobile only promotion”.  This is a great way drive traffic to your mobile website.  This “value-add” may encourage users to visit your mobile website in the future for additional offers.
• Leverage QR codes on business materials.  The barcodes create curiosity.  By placing a QR code on a business card, the individual may become intrigued to discover what’s “behind” the barcode.  Not knowing where the QR code will lead encourages you to scan the QR code to find out more.