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Location, Location, Location – for Online Marketing Success

Via Your Online Marketing “Fuel”  

Having a top notch website “machine” is the prerequisite for succeeding online. But you need the online marketing “fuel” that creates visibility and gets plenty of the right people clicking into your website.  Think of "location" as the real estate someone can go to online (certainly including mobile… and even offline, now, with QR Codes/phones-scanners) and then end up at your website. The more quality traffic the better, ideally from multiple locations. Any website – even with great content – is not going to produce prospects/sales and profits for you if it is pretty invisible.

There is no such thing as a free lunch when it comes to online visibility anymore. Online marketing fuel costs time and/or money, and some of those costs are continuing to go up.  Even social media marketing entails significant time and/or money. A good fuel mix is ideal, but the best way for non ecommerce businesses (in particular) to start is paid search or Pay-Per-Click (PPC), especially via Google Adwords – that is, paying for clicks via high rankings for specific Google searches.  Why Adwords? Simply because, when executed well, it works with excellent, measurable Return-On-Investment (ROI). Click results are immediate, and Adwords is highly flexible in terms of budgeting, targeted geographies, keywords/ads, etc).

As necessary, Ranseen Marketing will also help you choose other online fuel that makes sense for your website pages to get visible and get you more traffic – within your budget. See below

You have 3 ways to fuel prospective customers to your website:

  1. Search Engine Marketing
  2. Online Referrals
  3. Direct

Search Engine Marketing (SEM)

Millions of searches are done daily using Google which dominates with 80+% of searches;  Bing and Yahoo account  for about 10-15%+ and there are a host of other small search engines usually affiliated those three. Usually by using a set of keyword(s) and typing those into a search engine in an attempt to find products, services,  businesses, and a host of other information…visitors are presented with a SERP (search engine results page) that has 2 kinds of ranked links:

PPC (Pay-Per-Click or “paid search”) Rankings which are based on bids for specific keywords and then actual ad performance. Short ads, typically, appear at the very top and right side of search pages) and link to a web page the advertiser selects. Google Adwords paid search is the primary reason that Google has become a $40 billion/year company.

Organic  Rankings (AKA, "free" rankings..although not so free any more…) are determined by Google’s (or other search engine’s) own algorithms. These rankings depend primarily on relevancy of the destination website page, the number of other sites linking to that page/site, overall volume, etc. – factors associated with Search Engine Optimization (SEO) initiatives.

If your business has "Page One" url links/ads – and typically the higher on the page the better – for the right keywords specifically related to your company, your products/services, the benefits/features you provide, etc – then very targeted audiences are going to be able to find your website – and some will take an action like signing up for a quote, requesting a white paper, scheduling an appointment online or in person, etc.

Read more about Search Engine Marketing (SEM) and the 2 main types of SEM: PPC (Pay-Per-Click) and Search Engine Optimization

Online Referrals

Online Referrals involve clicking somewhere else online (another website, a blog, an email, even a text message, etc) to get to more visitors your site – with some, hopefully taking an action. There is a proliferating number of pay and "free" digital media link types that visitors use to jump to your site from a wide array of online locations that can be words, images, video or audio (links).  One or more of these sub-categories should be part of your online marketing fuel:

Complementary Websites – other sites that like the content you have online re: your company/products/services, want your link(s) on their site, and may or may not ask to "trade" links; but these are typically "free."

Search Directories – types of manually edited Search Engines (and could be included in Search (above) but are important, not so much because of the keyword searches done on them but rather the listings themselves (that tend to impact engines and how they rank sites). The top 3 are still The Open Directory (free), Yahoo Directory (free or pay) and About (pay), but there are several others.

Display Pay Ads – can be links via text, images, videos, such as:

  • Google Adwords and MSN AdCenter, in particular, via their huge networks that includes hundreds of thousands of sites (and enable some targeting)
  • Facebook, as the new worldwide display ad leader, is its own separate category because of its unique ability to target audiences better than anyone
  • Direct partner sites that you make an arrangement with directly…and pay to put an ad (e.g. a banner ad with link) of some type on their site
  • Affiliates that essentially run online ads for you (often on thousands of sites) and typically take a cut of the action (for e-commerce players).

Big Social Media Sites – where you can post free content and links such as on Facebook, LinkedIn, Twitter, Google +1, Pinterest, Tumblr, and others.

Other Web Content sites – that post content for free and/or pay:

  • YouTube (of course owned by Google) and similar free video sharing sites (which could also be categorized as social media)… plus others.
  • Free specialty content sites (e.g. specific to an industry, product, interest etc)
  • RSS Feeds (and other site syndicators that are free or pay)
  • Press Release sites that are typically pay…and then help distribute your releases as well

·         Online Business Directories – general (e.g. The Yellow Pages) or industry specific online directories… and can vary from local to international – most are pay but some are "free."

E-commerce broker, partner and other re-seller "shopping" sites like Amazon, eBay, OnSale and hundreds of others (that sell a variety of goods/services or are very specific) that that enable other companies to sell their e-commerce sales items via other sites.

Deal-of-the Day Ecommerce Sites such as Groupon, Living Social, BuyWithMe and dozens of others that advertise major discount specials (and typically handle the transaction for their business clients)

Emails – that you send to your prospects and customers and include text, image or video links to your website (or partners send for you/or include your link for a fee)

...and various hybrids of this growing category that helps direct interested online visitors to your site directly (and/or handles transactions for you).

Direct

This is often an ignored venue for generating substantially more website traffic: primarily people who know/find out about your business and type your domain directly into their browser . Anything that you can reasonably do online and offline to promote your business starting with your business cards can help a lot – especially if you make it very clear what your main site url is.

Whether people remember you from an online visit to your site or elsewhere, pick up your business card, get a direct mail piece, see a billboard, hear a radio spot, watch a TV commercial, read an advertisement in a magazine or newspaper, etc…if they are even interested at all in your company, product or service…the huge majority are going to check you out online as their very next step. And now, of course, there is “offline” linkage to your website with QR codes and phones/other mobile devices. 

Yes, lots of online marketing fuels to make you more visible online. Questions? Contact Tom Ranseen at 615-661-6042.

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