Online Marketing Top Tip No19

The secret of Online Marketing?

INTEGRATE EVERYTHING. Why? – because online, joined up means you are truly creating a web of interaction - and: “the whole… really is, …greater than the sum of the parts”.

Attracting real potential customers to your website - to understand more about your proposition, or to contact you, is the goal. Therefore your website is the ‘Mother Ship’. For it to function to maximum effectiveness it must be both technically attractive to the search engines and also give the individuals in your target markets who reach it, exactly what they are looking for.

The search engines evaluate how relevant to a given search each page of your website is (based on complex scoring systems). To appear at the top of search results requires keyword analysis and correct implementation of: the website meta content: the website structure: what you say on every page: how many relevant inbound links, directory listings, blog entries, social media buzz, media articles there are.

An individual arriving at your website within 4 seconds will decide if they stay to find out more, or seek their answer elsewhere.

So here, in a step-by-step 10 point prioritised list, is how to integrate your online marketing:

1) Use website analytics each month to review where the traffic is coming from. Then see where the visitors go within your website. Then keep tweaking and updating your content with the goal of channelling the visitor to the response outcome you want.

2) Optimise your website code and content – for the human visitor AND the search engines.

3) Gain inbound links from as many relevant websites as possible - linking is highly valued by the search engines and is also a prime way to lead people to your website. This must be an ongoing process as links go stale quickly – and there are always more you can get.

4) Distribute as much PR online as possible, all with links to your website.

5) Engage in business networking on the social websites. These are increasingly becoming popular for business connections. Monitor and contribute to the key industry online forums.

6) Send HTML and text emails to your customers and prospects, containing links to further resources within your website - and always include a call to action for further information.

7) INTEGRATE EVERYTHING by using content with embedded cross-linking throughout.

8) Pay for premium listings with the top business directories – these are really important for search ranking and are used by searchers seeking specific products and services.

9) Pay for banner adverts in your target markets’ leading online media – this is great awareness advertising and will bring qualified visitors to your website.

10) Register your organisation on every free relevant directory and portal website you can find.

How search effective are you?

Receive an evaluation of your website’s search effectiveness - and a report on how
to achieve great Integrated Online Marketing for your organisation.
Please click here.