Internet Marketing by BANG! Web Site Design in Phoenix
Internet marketing, or as some refer to it digital marketing or on-line marketing is the process of promoting a company, firm or organization using a combination of Websites, SEO (Search Engine Optimization), PPC (Pay-Per-Click) marketing such as the Google AdWords program, Social Media, Content Marketing & E-mail marketing. A combination of these methods is frequently used as they do complement each other very well with the overall end result of making a firm highly visible and easy to contact through multiple methods. For most firms the goal is either lead generation or direct sales through an on-line store. Let's take a look at each of these methods one by one.
Naturally enough for a website development firm, we are going to put having a great website at the top of the Internet Marketing to do list. Every company today should have a website for prospective customers to find the company on-line and allow the prospect to get more information, contact the company, and in many cases make an actual purchase. Today's websites should be built using a Responsive Web Design technique that allows the site to optimize its display for the device viewing it. From smartphones and tablets to laptops and desktop computers, the site should respond to the resolution of the device viewing it and adjust accordingly. For more information on Responsive Web Design click the link.
Your website should be developed with a clear call to action that directs site visitors to a clear outcome. Generally contacting the company either through a Web form being filled out and e-mailed to the company or by a phone call. Other calls to action might include registering and downloading a white paper, signing up for an e-newsletter, or engaging with the company through social media.
Getting Traffic to the Website
Of course having a website is just the beginning. Unless the site can be found when prospects search generically for keyword phrases relevant to the company, the site will only serve as a tool for prospects that already know the company. Some have used the analogy of a car without an engine for sites that aren't attracting traffic. They may look great, but they aren't going anywhere. The two most popular ways to get traffic to a site are PPC and SEO.
PPC an acronym for Pay Per Click
Is essentially buying ads that are displayed on search engines and other sites the search engines have partnered with when a keyword phrase is searched. For instance, we could bid on the keyword phrase Internet Marketing Company in Phoenix and an ad would be displayed anytime someone searches for that phrase. If the person conducting the search clicks on the ad, a fee would be deducted from our advertising budget. That's the good news, you only pay when someone clicks. The bad news, 80% of people when conducting an Internet search, ignore the ads and skip past them to the natural or organic search results. These results are obtained through an ongoing SEO campaign.
SEO an acronym for Search Engine Optimization
SEO is our preferred method for generating traffic to our client's websites. Long term it tends to be less expensive and you aren't paying per ad click. SEO is a process that involves carefully optimizing the content and code on a website for specific keyword phrases along with making the site highly visible to the search engines through a variety of off-page tactics. These may include link building, article posts, on-line press releases, and directory listings. Content marketing which will discuss next also contributes to improved search rankings when done properly.
Content marketing can come in many different flavors. From simple blog posts to article writing and case study publishing which all involve text based content, to video marketing (principally on YouTube or other video sharing sites) or audio marketing such as podcasts, all these different methods achieve similar goals which is making the firm visible among the growing numbers of other firms vying for a prospects attention.
Done properly, content marketing provides valuable information to prospects in a less "salesy" method. By publishing case studies of how the company has helped others in similar situations or by providing white papers of best practices you are providing prospects with ammunition to answer the question of "Why hire you?".
By developing and publishing new content on a regular basis you also score points with Google as fresh content is generally rewarded with improved search rankings.
If connecting with and creating a running dialog with your customers is important to you, than social media is one way to achieve that goal. Business to Business sellers will find LinkedIn may be the most appropriate social media platform for their needs. Business to Consumer sales may find Facebook their most effective platform. Be sure and provide valuable information, don't just try and sell. That approach doesn't work on social media. You'll also need to maintain a regular schedule of posts in whatever social media channels you decide to use. Nobody wants to come to a social media page and see your last post was 6 months ago.
Last on our list is E-mail marketing. The sending of E-newsletter or using drip campaigns to provide a sequence of e-mail messages to subscribers. We like e-mail marketing because it's proactive. Your actively sending a message out to client's and prospects and reaching them at least 20 to 50% of the time. You are reaching directly into their inbox which can't be overstated. It can be extremely difficult these days to reach decision makers and this is one way to do an end run around gate keepers.
Don't confuse e-mail marketing with spamming... that's not what I'm advocating. Everyone on your list needs to have opted in to receive your messages. Be sure to include a clear call to action in your e-mail. What is is you want the recipient to do? Click a link to come to your site? To buy something? Hit reply? Whatever the action, make it clear what you want them to do to see the most benefits of your e-mail marketing.
This has been a quick overview of Online Internet Marketing. For a longer discussion that goes into more detail watch the video below.
And for our clear call to action... If you'd like help with your Internet Marketing for Phoenix companies, click Request A Quote and we'll reach out to discuss a game plan for you and your firm that will turn your Internet Marketing into a money making machine!