Clients will often indicate that their online marketing efforts are in good shape because they have a Search Engine Optimization Strategy in place. Or some will say they‘re all set since they are involved in a Pay per Click program with Google AdWords. Some may actually tell me they don’t need to do either and that all of their business comes from word of mouth.
The best case scenario is to truly cover all of your bases and the only way to do that is by engaging in all components of online marketing. This can be a daunting task, given the fact that there are so many options available today. I’d suggest starting out with baby steps and then broadening your efforts slowly, but surely. Below are just a few of the most commonly utilized forms of online marketing initiatives to take into consideration:
Search Engine Optimization (frequently referred to as SEO)
According to Wikipedia’s definition, Search Engine Optimization is the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid (“organic” or “algorithmic”) search results. Clients love achieving high organic rankings in the search engines. This is especially true when it comes to Google, which is no surprise considering it holds about 65% of the market share. Remember: organic rankings equate to FREE traffic.
Pay per Click (also known as PPC)
In this platform the advertiser is paying or bidding on keywords based on their specific business or industry, in an effort to have their ad displayed in the sponsored section of the search engine. This section is typically on the very top of the Search Engine Results Pages (SERPs) as well as on the right hand side, listed vertically.
Onsite Blog + Blog Postings
In my opinion, having an onsite blog is no longer an option, but rather a necessity. The main reason it ought to be onsite versus offsite is for the SEO benefits your website will gain. Blogs should have fresh and regular content on them, which the search engines love when crawling. You will want to ensure that your blog is updated on a regular basis (minimum of once a week).
Nearly everyone has a Smartphone or iPad these days and more often that not, most are surfing the web via their device. You ought to make sure that you have a simplistic, mobile friendly version of your website that allows for easy navigation.
Social Media Marketing + Strategy
This form of marketing has become increasingly important the last few years and continues to maintain its necessary place within a marketer’s ad budget. Social Media is an excellent medium to reach and engage your consumers and should be utilized to its fullest potential. Just having a Facebook, Twitter or LinkedIn page is not enough, however. You must have a solid strategy in place before diving in.
The Importance of Using Analytics for Marketers
Thursday July 28, 2011
MoreVisibility’s Twitterchat took place today, July 28th. MoreVisibility’s chat (#MVCHAT) was lead by Executive Vice President, Danielle Leitch (@DanielleLeitch) and Joe Teixiera (@jtex316) and discussed the surprising statistic that nearly half of all marketers responsible for websites fail to implement analytics to track their activity. The topics discussed included:
MVCHAT is a weekly 30 minute discussion starting at 3:30 pm (est) covering a variety of online marketing topics. Clients, advertisers, and online marketing enthusiasts are invited to participate in this rapid-fire conversation by following and including #MVCHAT in tweets. Read more about #MVCHAT in the news here.
First there was the “Share” button, which was then replaced by the “Like” button, now Facebook has added the “Send” button. The Send button is a new feature Facebook is hoping will be the next trend in sharing and a counter-part to the Like button.
The idea behind this Send button feature is to allow users the ability to share content with selected friends, and not spill the beans with the entire network.
As opposed to the extremely trendy Like button, Facebook’s new Send button gives users a level of privacy and convenience. Users will find that when they use the Send button there will be fewer required steps. Also, users will not need to look up email addresses of those they are sending too; instead, the feature will offer “auto-suggesting” for friends and Groups. Thus, as a user, you can kick-back and send content with only members you have approved to see.
Adding the Send Button to Your Website:
You can easily add the Send button to any existing Like buttons on your website, or you can add it as a standalone feature.
– If you are currently using the XFBML Like button, just include the send=”true” attribute in the code and you will create the combined Like and Send button.
– If you are using the iFrame version of the Like button will need to upgrade to XFBML to display a Send button.
You can generate the <a href= “http://developers.facebook.com/docs/reference/plugins/like/“> Like and Send button here</a>, or you can use the following code to create the combined
<fb:like href=”example.com” show_faces=”true” width=”450″ send=”true”>
Developers can add a standalone Send button with the following code: