Browsing "online marketing"
There are many schools of thought dealing with online marketing, how to do it, how not to do it. Who to talk to, who you should avoid. A post or two ago I mentioned how strange it was that since Fresh has moved into Winnipeg, that SEO companies all of a sudden appeared out of the woodwork. The idea of this writing, is to just share some basics of what you should consider when looking at your online marketing strategy.
1. Optimization Experts – These are the individuals and firms that have been around for quite a while, come with years of experience, and clearly offer a healthy organic approach to search engine optimization and marketing. They know how to market themselves. These are the individuals and companies that stand out and very well should from the other type of SEO’s. Have you seen them in multiple areas online? Are the search results for their name filled with nice juicy related content?
2. Web Designers – Web design and SEO are two very different things. Many web designers try to offer SEO on their websites but that doesn’t mean they know search engine optimization. That is not to say that every web designer out there is not capable of properly executing search engine marketing efforts but horses for their courses. A web design company which builds an SEO page during slow economic times should not be a choice.
3. Fly by Night SEO – It doesn’t take much to get a website up and running, don’t let some trust badge or Google logo on their website fool you. Many are taking one day training courses, maybe a webinar and all of a sudden they are an expert. Search for their name and see what you find online.
4. Offshore Optimization – It is ok to work with an offshore company, if your website is targeting the audience where that company is based. Why would you risk hiring someone to conduct SEO in a foreign country, if they don’t natively speak the language of your target audience? The inexpensive prices of going with someone oversees can be very appealing but you will pay for it in the long run.
5. Optimization Software – Software can not grow a business. A very large portion of SEO requires a human mind or touch. You need to be able to put yourself into the shoes of your audience, and software can not do that. There is no magic pill or easy way out with SEO. It takes time and patience, and proper monitoring and execution of all efforts.
This is all very simple, basic information that should be in the forefront of your mind when you consider your online marketing strategy. Search engine optimization is not a step to be taken casually, it needs to be taken with confidence in the experts you’ve hired to help push you to the top of the engines.
Newspapers and other print mediums, even TV are losing a huge portion of their advertising revenue share to the web, most of these now own an online property where they are trying to make up revenue losses, is this too little too late?
There are many reasons that have made it hard for the traditional media company to compete with its own online web property and here are just a few of them:
1. The web has more competition:
Offline they are competing with only a few other newspapers/stations, but on the web they are competing with millions, the web has given everybody a voice for free!! Not everyone can establish a print newspaper or a TV station, but everyone can easily own a Blog FOR FREE, and if you happened to be a really good ad writer in a specific niche, you could well start to get your own audience.
2. The web is fast paced compared to traditional media:A few months in the web world is a very long time, so while those guys are strategizing for the next 5 years, a young 20 year old could come up with another Facebook or Digg, or may be another Google.
3. Should you care less about brand/reputation:
When it comes to the web medium, it is an open environment, expect criticism, spam and all kinds of other attacks, fear will get you know where, get rid of these fears and go online.
4. The low cost of getting traffic on the web:Thanks to paid search and search engine optimization; you can get instant traffic online once you have finished your website, you can also control the amount of traffic/money you want to spend every day.
5. The web has a huge user base:
Before the web there were millions of people who were unreachable by any media, the popularity of the web has created a huge user base where small ideas can find people interested them.
Is traditional media going to die soon?
It will not die, but traditional media should expect to lose more of it is advertisement revenue year by year, they have a solution, which is to convert more resources towards their web departments and try to hire some creative minds AND online marketing experts in order to;
- Drive more traffic to their online properties
- Enhance their brand
- Make it harder for smaller players to penetrate the market by continually growing your own online presence to catch any new opportunities.
A portion of the SEO industry seems to be focused on this topic as of late, and while I can see why the idea that social media over taking search engine optimization may be seen as a very scary prospect, it really won’t be that bad. Let me tell you what I see happening.
Jon (fictional of course) cranks up the internet, goes on over to Google and decides to check out “deals on netbooks” for example. Upon hitting enter, and getting their search results, lets pause for a moment to see what it is that actually comes up for Jon to peruse. There’s the option of the sponsored listings off to the side of the page of course, as well as the organic search results which populate the center of the page.
Almost all users understand the sponsored links are on the edge of the page, and don’t use them, but there is a certain number of users who still use them, so that’s a positive. The center column, with all of the organic results, are where your organic SEO skills come into play. With a quality website, well written and properly optimized content, you will be viewable within those organic rankings. Now there’s a new twist however, using the more options tab, you can include real time posts into your search as well. Blog posts, twitters and the like can be intermixed with your results for a very well rounded opinion on the search Jon has made. A true SEO Expert will advise, and assist, their clients in the initiation and use of a blog as well as how to continually update their entries with relevant, quality posts.
The internet is an incredibly huge arena to have a presence in, and having a presence of authority isn’t just expensive, it’s priceless. And with the proper tending, skills, and time invested, it would be entirely possible for a company to rank exceedingly well in all 3 areas, practically ensuring the highest possible ROI on the SEO performed for their company.
Is Social Media going to overtake, and run past Search Engine Optimization as a more powerful form of marketing? No, but if you have the real SEO Experts working for you, they won’t try and feed you that mis-information either. True SEO experts will advise you, and assist you, on ranking highly in all areas of online marketing.
The chairman of the National Film Board says Canada risks being left in the dust by other countries on the information highway if it doesn’t put serious thought into dealing with the digital age.
Hurray for Mr Tom Perlmutter, Please call me, we have something in common.
He says “It affects all sectors, it affects government, it affects education, it affects health sectors, it affects politics. You only have to look at the presidency of Obama. I cannot imagine that he would have been elected president without the power of the Internet.”
Obama used the Internet to reach out to supporters and raise millions in funds for his campaign, that’s true and we know better than most.
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If you require expert advice or help on the digital age Call us 204.942.4200
Today’s news says Manitobans will soon see another round of taxpayer-funded ads promoting the province to the rest of Canada.
Premier Greg Selinger says the province’s promotion council is gathering resources from the public and private sectors for the next phase of its “Start Living” campaign.
The campaign has been somewhat in limbo since last spring (Surprise Surprise), when $2 million worth of television and newspaper advertising was purchased in other provinces.
Okay $2 million so far on television and newspaper Hello!!! When will someone in this province start walking not talking?
People of the marketing and promotions council, firstly, “start living” does this mean start going to gym, start eating healthy, start what? surely in the promotion it would have been far better calling it “Start Living Manitoba” why, because one you’re telling them exactly what it’s about and secondly for half the amount already spent you could have spread the word globally not just Canada via the Internet just how great living in Manitoba is.
With professional Online Marketing, “no your website is not enough” you could spread the word more efficiently to more people and eyeballs, 92% of people now search the Internet for everything including relocating, even the newspapers are online and only this week a deal was done for television to follow.
Selinger says Manitoba has to promote itself to compete with other jurisdictions and the “Start Living” slogan has gone over well with the public.
Greg, Mr Selinger, Sir, Please, have a word, half the people here have never heard of it, may be the public working on it, but not the general public and to compete means you would have to be top of the search engines to even start to compete.
The campaign boasts about the province’s quality of life, focusing on things such affordable homes and short commute times.
This is all true, I love living here, a little backward sometimes but the gains certainly outweigh the negatives.
Time to get onboard Manitoba to a brand new world to you guys, it’s called the NET.
This does not mean just having a website built by the local winnipeg web design company and hoping someone see’s it, it means marketing that website in the proper manner to get full exposure, this can only be done by using a professional seo and internet marketing company.
I’ll let you work out the rest.
In the wide world of the Internet, there’s a million and one tips and tricks to promote your self and your business. Adwords, Twitter, Facebook, blogging, and all of the ups and downs associated with them. But for you, and your business, with the alternatives out there which one should you consider?
Well if the budget and time allows, all of them.
But realistically, unless you have a dedicated team devoted to each aspect of your online marketing campaign, self managing it can be tedious and time consuming. So pushing aside (for now) all of the social mediums, Twitter, Facebook, blogging etc, leaves with two avenues to explore. Searh engine optimization (SEO), and Search engine marketing (SEM).
SEO, is the holy grail of the internet business, and done properly, can solidify you and your business as an authority in your niche market. It takes time, effort, and a careful eye to ensure it’s done properly and to maximum effectiveness. SEO is how you can grow from relative obscurity on the internet, to success and remain a star. The organic method to climbing the SERPs, Googlers know and embrace websites in the top 10 as the “go to” sites in their queries.
SEM, is a more instant approach to marketing. Using mostly sponsored ads in the SERPs, proper use and care of an SEM campaign can help increase, or begin, traffic flow into your site. The double edged side of using search engine marketing as opposed to search engine optimization however, is that most Googlers know that the sponsored ads are not organic, they’re paid for.
Which method you decide is best for your site, is up to you, just know that you need to look no further than Fresh Traffic to answer your questions.
To make the most of out your SEO linking strategy, make sure that the rest of your marketing team understands what keywords and pages you’re targeting.
Some of the best natural links come from work you’re already doing elsewhere, from press releases to social media.
To build an efficient and successful marketing campaign, be sure to cross reference your marketing efforts with every other member of your team.
If you hear your agency, consultant or service provider make any of these five statements, consider running.
1.) Hi, I’m Mike from XXX National Directory/Search/Ad Network Company, and I am a Marketing Consultant with the company. I am here to help you build your marketing plan.
RUN! FAST! Nothing against these folks (really), but selling Yellow Pages or even a “boxed” pay-per-click solution does not make you a marketing consultant. It makes you someone that is trying to sell Yellow Pages or a “boxed” pay-per-click solution. There’s nothing wrong with selling. God knows we all do it in some form or fashion, but please don’t try to mislead people by calling yourself a marketing consultant.
Clarification: If you are in fact interesting in purchasing what essentially amounts to an advertising package, by all means engage with these folks. Just don’t expect to get any marketing strategy advice out of them.
2.) If you choose us for your SEO project, we can guarantee multiple top 10 rankings on your targeted keywords.
I thought these people had gone away, but it appears they’re back in full force. And I can’t blame clients for listening. When someone tells you they can guarantee results, it’s hard to ignore.
That being said, let’s all say this together: SEO is not a quick fix, set it and forget it solution for driving traffic . The best SEO strategies I’ve seen involve a long-term commitment to the creation of relevant content, building that content in multiple formats, and finding multiple distribution channels for that content.
I am guessing there are companies that make an SEO guarantee and do follow through on it. I am also guessing that those guarantees are made on keywords like “patent attorneys that also handle divorce cases in reston virginia”.
3.) You really can’t afford to wait on addressing social media. We should build out your presence on LinkedIn, Facebook and Twitter right away.
Stop. Please. We all realize that social media is important, even though it’s getting a bit crowded. Like anything else though, you shouldn’t build anything if it doesn’t fit into a more strategic plan.
Some of these groups will bait you with the promise of thousands of Twitter followers, Facebook friends, or LinkedIn connections overnight. Great. Go ahead and recruit thousands of followers, all of whom could care less about your message. They’re following you because they’re trolling for followers as well. And the followers/friends/connections you do want? You’ll turn them off quick with the hundreds of meaningless updates you’ll have to post to accumulate all the meaningless followers.
Build a social media strategy. Make sure it ties back to your overall marketing strategy. Then join, listen, learn, and eventually execute. It’s that simple.
And one more thing, and I know this will be painful for some “social media gurus” to hear. Social media is NOT a necessity, nor is it necessarily effective, for every business and business category.
4.) We know you think of us as a print design shop, but just last week we added capabilities in web design and development, search engine optimization, pay-per-click management, email marketing, social media…oh, and we can also handle your dry cleaning if necessary.
Wow, just last week huh? So you must have hired an entire new team right? Nope. Acquired a company that specializes in those areas? Nope. Formed a joint venture with a web marketing agency? Not so much.
There’s absolutely nothing wrong with trusting a marketing service provider that has done you right over the years and who is now claiming to offer new services. Just make sure you probe a bit or execute a small trial project before diving in head first.
5.) You shouldn’t cut back on your marketing/advertising spend in a recession. As a matter of fact, I was reading in Business Week (or insert another referenced publication) that the companies that spend MORE during a recession end up as the top brands years later.
So your client just laid off half his/her staff, notified remaining staff that salaries and bonus levels have been frozen for the time being, cancelled plans to open the new office in the commuter-friendly downtown location…and you’re going to bring the “increase your marketing spend” message?
Don’t get me wrong. Increasing marketing spending may be right for certain companies; we’ve even seen a few of those up close and personal in the last few months. But the first move – as an agency, consultant or service provider – should be to figure out how to spend your client’s marketing dollars more efficiently.
Interactive marketing will near $55 billion and represent 21 percent of all marketing dollars spent in 2014 as advertisers shift money away from traditional media to search marketing, display advertising, e-mail marketing, social media and mobile promotions, according to a recent study.
The trend is already underway, as more marketers this year are taking money from traditional marketing budgets and using it in interactive advertising, as opposed to supporting interactive efforts with new funding, as was the case in years past, according to the Forrester Research report “US Interactive Marketing Forecast 2009 to 2014,” by Shar VanBoskirk.
“This cannibalization of traditional media will bring about a decline in overall advertising budgets, death to obsolete agencies, a publisher awakening and a new identity for Yahoo,” writes VanBoskirk.
She goes on to say that while ad budgets will decrease, marketing investments won’t, as any money saved by using cheaper interactive media will be put toward funding IT technology and staff, customer service and so on.
Given this, traditional ad agencies must include interactive marketing for mere survival. “We’ve hinted before that agencies that can’t transition from pushing out messages to nurturing customer connections aren’t long for this world. Agency readers, heed our warning. Services firms that lack data management, analytics, listening, social media execution, and strategy expertise will dry up,” warns the report.
Social media campaigns are growing into an established part of the interactive ad mix as more companies embrace it — 64 percent of marketers already build social media applications and 22 percent more will by the end of 2009.
Search marketing continues to do well, in both adoption, today 80 percent of marketers use it, and money spent. “Search marketing accounts for 59 percent of the overall interactive pie. We project spend on paid listings, which includes paid inclusion, and search engine optimization (SEO) to grow at a CAGR of 15 percent, to $31 billion by 2014,” according to the report.
The report says advertisers favor pay-per-click over impression-based display campaigns, with 58 percent going to PPC – and the trend is expected to continue. Rich media is also gaining traction, currently about one-third of display spend, rich media will grow to 45 percent by 2014 as marketers use more and pay a premium for rich media.
E-mail marketing continues to grow, with an 11 percent CAGR over the next five years, due to the “green” market campaigns being in vogue and to increased integration with social media sites.
In response to the evolving change in online marketing strategies, Fresh Traffic announces a complete Inbound Internet Marketing package that encompasses everything a business needs in order to become a web marketing powerhouse. Fresh traffic is an Internet Marketing Services company that expertly provides small businesses with the much needed edge in the big world of search engine marketing to increase their customer base without depleting the company’s financial resources.
“Businesses are seeking returns on their marketing dollars and they’re shifting money out of expensive phonebook ads, direct mail, telemarketing, and into website optimization, expert content and social media that help them get found in organic search results.”Marketing your business in today’s online world, forces small businesses to throw out the old handbook and try new strategies. Traditional outbound marketing using direct mail, print advertising, and phonebook ads are becoming more expensive and less effective. Today, consumers use search engines, blogs, and social media to learn about products and services.
“Businesses are seeking returns on their marketing dollars and they’re shifting money out of expensive phonebook ads, direct mail, telemarketing, and into website optimization, expert content and social media that help them get found in organic search results.”"These changes are laying the foundation for a new marketing strategy on the web.
To succeed online today, businesses need to adopt an Inbound Internet Marketing Strategy. Instead of pushing a sales message out, inbound marketing is the process of drawing prospective customers into their business by allowing the consumer to choose to learn more about a company’s product or service. Fresh traffic’s Inbound Marketing Services will help small businesses be found on search engines, blogs, the media, and help convert those new visitors into leads.