Central and essential to a successful Internet Marketing System is a mobile friendly website. Today, the website needs to be able to be viewed on any device and on any browser. Furthermore, Google® Chrome and other browsers are now display an “Unsafe” remark when a site that does not have an SSL certificate (https://) is viewed. Unlike posts on social media, information on a website is perpetual. The site must be designed so that it can be easily indexed by the search engine spiders. The site should also have fresh content so that it can be ranked higher and higher. If a website contains stale content, the spiders will not re-index it. The site must also be submitted to the search engines using a site map from the various webmaster tools on the search engines and a tracking code should be installed so you can track the various traffic statistics such as number of visitors, how they came to the website and which pages they viewed.
SEO or “Search Engine Optimization” are the various essential techniques used by web marketers to increase the ranking on the search engine results pages or SERPs. The more optimized the website pages are, the more likely the site will rank higher on the “organic” (natural) search results.
One technique used to increase the SEO of a website is by inclusion of the website on local directories such as The Southport Times and others.
By now, we are all familiar with the top social media channels that includes Facebook™, LinkedIn™, YouTube™ and others. The reason social media is important is because it provides the following:
- Increased Brand Recognition
- Improved Brand Loyalty
- More Opportunities to Convert
- Higher Conversion Rates
- Higher Brand Authority
- Increased Inbound Traffic
- Decreased Marketing Costs
- Increased Search Engine Rankings
- Richer Customer Experiences
- Improved Customer Insights
I can’t overemphasize the importance of Social Media. Today, we always highly recommend adding one or more social media components to an Internet marketing strategy and we do connect the website to the social media portals and vice versa.
AdWords™ is Google’s™ version of Pay Per Click (PPC) advertising. Basically, the ads appear before the organic search results. AdWords™ are especially beneficial during the infancy of a website in order to obtain traffic right away until the site starts landing on the organic search results. The way that it works is that you determine what you advertising budget is, you place a bid on specific keywords (such as Southport Landscaping Companies) and you place a deposit to start the campaign. Once your budget has been reached, the ads will no longer appear.
Email Marketing has been around for quite some time and it is still an effective marketing vehicle when executed properly. Today, regulations require you to use a SPAM compliant email distribution system. We have used several systems in the past. The three most prominent systems are Mailchimp™, Constant Contact™ and Vertical Response™. Out of the three, we prefer to use Mailchimp™ due to its close integration with WordPress™ (our primary website development platform) and because it is free for up to 2000 subscribers and up to 12,000 emails per month. It also has close integration with our Landing Pages system discussed below.
Backlinks are links on other websites that link to yours. This SEO technique has been used for a long time by marketers. However, be aware that it must be done properly. One of the techniques used in the past was to setup backlink farms with hundreds of links to your site. Today, if a search engine detects that this technique is being used (and they will), THEY WILL DROP YOU FROM THEIR SEARCH RESULTS. You should only link from relevant sites to yours. For example, if you are an authorized dealer for a product, it would be appropriate for the manufacturer of the product to list you as an authorized dealer with a link to your website.
A recent addition to the search engines are local searches. A local business listing is an online profile that contains your business name, address, phone number, and other details. There are thousands of websites and directories on which local business owners are allowed to create free business listings. They are highly effective for local businesses where visitors are conducting searches for businesses in a specific geographic area.
This is another relatively new concept. A landing page is a page on your website or other designated websites that have the following features:
- They contain an offer. Typically, a free offer of value for the exchange of lead information
- They contain a form to collect the lead information
- They redirect to another page upon submission of the form to deliver the free offer and to later attempt to convert
Landing pages usually have two versions with different layouts to test the effectiveness of each layout. A visitor to the landing page may be served with either layout (called A/B testing). The form on a landing page populates a contact database in an email marketing system such as Mailchimp™ mentioned above.
Two other marketing techniques not included in the diagram above are Reviews and After Marketing.
Reviews have become a very important part of consideration by the search engines and should play an integral part of your marketing strategy. Reviews do provide the search engines with some level of trust, reputation and authority about your company and your site. However, you must monitor reviews about your company closely, they can make you and they can break you. There are ways to manage your reputation on negative reviews.
After Marketing is probably the newest and the least understood marketing techniques. The way it works is that you sign up with an After-Marketing service. That service places a script on your website which uploads a small cookie (called a byte) to a visitor’s browser when they visit your site. Later when that visitor goes to another site (such as Facebook®) they will likely be presented with an ad on your company in attempt to convert them on your product or service. At first is seems spooky but it really isn’t.
The world of Internet Marketing is constantly changing. Search Engines are updating their ranking algorithms often and new technologies are always being introduced.
We at Cape Fear Technologies closely monitor these changes and new technologies to ensure that our clients are equipped with the latest to remain competitive. We also keep up with the latest security threats (and there are many). We make use of several tools to safeguard our client’s Internet and computer systems security.
Some of our clients manage their Internet marketing system themselves but most do not because they simply do not have the time or expertise. Cape Fear Technologies provides all the services described above and we can assist you as well. It used to be that managing Internet Marketing was a monthly function. Today, it’s more of a weekly or even a daily function depending on the type of business. Our pricing for Internet Marketing services starts as low as $25/week. One hour per week is the minimum you should be allocating for Internet Marketing. There is no long term contract and no credit card is required. Please contact us for a free consultation.
Cape Fear Technologies