Online Marketing

As marketers, we are sometimes so busy pushing out our content and brand, we forget to see things from our potential customer's perspective. And of course, if we're going to be successful, we really need to get inside their heads and take a walk in their shoes. Here's a quick run down of that prospect's journey.
Profit with Google Adwords, otherwise known as PPC or Pay-per-click advertising, is not automatic. Campaigns with incorrect settings and haphazard management don’t maximize profit at best, and lose money at worst. For every well run account, there’s a business using Adwords the wrong way, losing money, and spreading the word that PPC doesn’t work.

Marketing has Changed

Consumers (and purchasing managers) of 20 years ago were targeted with television ads, billboards and direct mail offers. Those don’t work nearly as well as they did then, so rather than try to interrupt prospects, smart businesses now use techniques that attract attention.
Many of our clients ask about how to get visitors to their websites. So in the next few blog articles, we're going to talk a little about some of the different ways you can start driving online traffic to your website and get more visitors. We will assume you have a nicely designed and user-friendly website and now all you need is to start generating traffic to it. When it comes to driving eyeballs to the site, there are numerous ways to do this -- some free and some not.  Whether or not you decide to pay for traffic or hunt down free traffic is a decision you will have to make and may also depend on what kind of budget you have.
Many of our clients ask us if they really need to invest the time and energy into blogging. Here's the short answer: Yes, if you can keep it up consistently Blogging communicates your expertise on topics important to your target audience. Each new post boosts your visibility to search engines and helps establish your company as an unbiased thought leader within its industry. Effective blog communication works as a long-term soft sell technique. Begin posting agnostic-themed articles, limiting biased submissions to no more than 10% of the total. Include posts which talk about subjects related (even loosely) to your products and industry.
It is important to have your website “spider-friendly.” Your site needs to make it easy for the search engine spiders to find you, categorize you and then raise your organic search engine ranking. That first Google page gets more eyes looking at it than any other. Here are a few things to do to help ensure your company appears on the first page whenever a potential customer uses a search engine.
Below is our high-level strategic road map for online marketing. In the first column, the stages explain the level of involvement with the customer. With Brand Awareness, we start by simply making people aware of the company name and its products. In the Monologue stage, we establish an online voice. As we continue down through Engagement and Conversation, we start to involve current and potential customers in an online dialogue. Once we reach the Create Advocates stage, we have created an intimate relationship with customers who are now evangelizing your message to their social networks.
Today’s consumers are very skeptical, and online marketing can help build a credible reputation for your company. People feel a closer connection to products or services when they know and like the people behind the brands. Here are 6 simple steps to get out there, build genuine relationships and let your contagious passion shine through:
Few companies blog consistently. Here’s why.
  • Good content takes time and passion. Small companies tend to have more passion but not much time. Big companies tend to have time (and they can hire writers to actually write), but they lack passion.
  • Good content takes an unbiased view. It’s much easier for small companies, especially really small companies, to be objective. It’s a rare big company where the majority of employees haven’t imbibed the Kool-Aid (or won’t pretend they have when decision makers are watching).