As a marketer, you have a number of tools at your disposal. Internet tools, non-internet media marketing programs, interpersonal marketing programmes and even old school networking can help make you a better marketer.
Your website is quite possibly your main tool. You should be using it to increase your company reach, boost awareness of your companies products and services and bring your new and existing customers up to date with changes and improvements.
So, what’s the best way to do this? There’s no magic process involved, just hard work. However, here’s a few tips to get you started.
Focusing on User Experience
Take your website for example; is it user-friendly and easy to use? Is it interesting and up to date? When a customer comes to it, do they interact and click through to valuable and interesting content? Or do they bounce off in search of a better experience?
Guiding your prospective target customers takes work and relies on more than just a catchy marketing slogan. The purpose of marketing is to entice the customer initially; it’s then up to other factors, like website layout, UX and content to help navigate customers towards a final lead or conversion.
An intuitive website design accounts for the reactions of visitors, guiding them through the conversion funnel process. When forming your website, the user experience should always be at the forefront of design.
Understanding the Market – Wrapping your Head around SEO
Now that you have the user experience thought out, what internet tools do you use to get prospects to your website?
Firstly you need to do a competitive analysis.
Determining how your competitors stack up against you online is essential to how you structure any of your marketing campaigns.
A way of understanding the landscape is to find out what keywords or keyword phrases your possible customers are using when they search for competitors. This will give you a good indication of what customers are looking for in particular and allow you to market to those searches. When you and your SEO Manager have decided on a range of keywords and phrases, then you can build your marketing campaign around searchable terms. Keep in mind that SEO is organic and may take time.
SEO is all about the views. As the amount of traffic builds for your website, so does the rankings of your site against specific keywords. Increased views are attained through fluid website interaction, ease of navigation, interactive design and the use of rich media.
Whenever developing your SEO with the purpose of ranking for keywords, you should always study what Google considers as rankable content. Discover how you can rank on Google searches.
So, how else can you get prospects to your site?
Pay Per Click Advertising (PPC)
Google runs AdWords which is a type of Pay Per Click (PPC) system. Google auctions certain keywords to websites based on a cost per click model. This involves only paying Google if someone clicks on your ad. Depending on who pays more or has a higher overall budget for keywords Google places you higher, or for longer amounts of time at the top of a Google search results page for those keywords.
Is this the best way to reach customers? Some clients believe so. However just ask your users, and you will find most of them shy away from the paid ads in favour of high organic rankings based on quality, design, SEO, content and more. Many people also find that AdWords miss the mark, displaying for searches that have nothing to do with their services as the term may be too general and non-targetted,
AdWords can be organised and run by Elevate for a small setup and then ongoing service fee. AdWords are still thought of as useful tools for internet marketers and should be considered for any digital marketing strategy.
Your Internet Marketing should also take into consideration the biggest single increase in traffic for websites. It’s not a surge in new clients but a change in the device your clients or prospective clients are using. Mobile computing by 2016 will be where more than 40% of all traffic will originate from.
Anyone who fails to prepare a mobile site as an extension of their main website is losing precious traffic. First of all, Google prefers mobile sites that reflect the main website which has a significant impact on SEO.
Secondly, the fact that most mobile sites are merely responsive doesn’t mean the device allows for resolution, image size and scripting. Optimise your mobile website to allow for mobile usage habits to take place fluently. As mentioned before, with any website the user experience should be at the forefront of design.