What IS online marketing? How does search engine optimization, pay-per-click marketing, and email marketing fit together to achieve results? Why do I need to examine my website content?
All great questions and all questions I discuss in detail with each new client. Most small business owners have heard of each online marketing tactic (though they only have a vague idea of how they each actually work) so I have developed a basic flow chart to explain why each marketing tactic is important to include (in other words, why you can't focus exclusively on SEO!).
Here it is:
Let's run through each briefly (starting at the top)-
*note - this process assumes the client already has an existing website that is a sufficient starting point. If you don't, creating the website would be the first step*
1- Install a Website Analytics Program
As a small business owner, the first step you MUST take is to install a good website analytics program. I've written about the importance of measuring your website traffic before, but bottom line is if you are going to tackle new marketing initiatives, a tracking method must be in place to know what is working and what isn't. Install the program to your existing website and let it run for at least two weeks (one month is ideal) before you begin any new tactics to get a clear "before" snapshot.
2-Develop a email marketing strategy to continue the conversation
Time to do SEO, right? Not so fast. Before even a penny is invested in any online marketing tactic, a process must be in place to continue the conversation. Regardless if you are an ecommerce or lead generation website, not all visitors will be ready to divulge their full contact information. Their email address, however, is usually game.
Take time to develop a email marketing strategy to continue the conversation. A weekly/bi-weekly company newsletter is a good place to start - featuring company news, 'specials', and even testimonials from happy customers.
Before you send an email you need to make it easy for visitors to sign-up. Get started by creating an account with an email marketing vendor and place the sign-up form above the fold (which simply means in view when a new page loads - without having to scroll) on the homepage of your website as well as any landing pages you will be directing traffic to.
Read more about some great email marketing options I've written about in the past.
3-Website Revision/Testing
So at this point you have tracking in place to measure your success, an account in place to continue the conversation and convert leads you generate. It's now time to ensure your website is primed for traffic.
A few important tips:
- Is your website copy clear and concise?
- Is your contact information easy to find on every page?
- Do you have verification of your product/service?
- Customer/Client testimonials
- Third party verifications (BBB logo, "safe site" verification for ecommerce sites)
- Is your website navigation easy to understand?
- Is your purchase/inquiry process simple and straightforward?
- Is your website SEO friendly? *look for a post in the future with more details on making your site SEO friendly*
Obviously this is just the tip of the iceberg, but this post is meant to be an overview, not a novel. I'll elaborate on many of these topics in the future.
Now that you have the foundation in place, it's finally time to do the fun stuff - marketing!!!
4-Search Engine Marketing
Most online marketers would consider Search Engine Marketing (SEM) and Search Engine Optimization (SEO) to be one and the same. Usually, I agree. However, when working with 'online marketing novice' business owners I break the two down visually so they can grasp a clear understanding of the difference between "paid" and "organic" traffic.
Understand, however, that many SEM tactics also help SEO efforts because you're getting links to your website (Google takes two things into consideration when they decide search engine rankings - what you say about yourself -onsite content- and what other websites say about you -through linking!)
With Search Engine Marketing, we focus on the following tactics:
- Pay-Per-Click Marketing (Google, Yahoo, Facebook, Linkedin, Quigo, etc....)
- Social Media
- Blogging
- Online PR
- Niche Marketing
The above tactics are great (PPC in particular) because it provides the clients with some instant gratification while we focus on the SEO process...
5- Search Engine Optimization
Are you in this business for the long-haul? SEO is a great tactic, but it takes time to see results for competitive terms. Local keywords are much easier (and faster) to achieve rankings. But it still takes a bit of effort and time. Usually, once the client begins to see results through paid listings (PPC), they're much more patient while we work to gain organic traffic for targeted keywords.
Plus, by launching a PPC campaign first we're able to get a better picture of which keywords are worth focusing on because we'll have accurate numbers on traffic and which keywords deliver traffic that actually converts into customers.
Here is a great SEO 'starter check-list" if you're interested in learning how to do SEO yourself (thanks to our friends over at SEOmoz).
Now that your SEO efforts are in place, time to start the process all over. Login to your analytics program and begin monthly tracking on traffic sources and conversions. Begin communicating with website visitors through email marketing tactics. Look at your website and begin testing copy and landing page content. Revise your PPC ads, continue blogging and investing time in social media and continue gaining inbound links for SEO.
It's a continuous process that ensures you never drop the ball and focus too much (or too little) time on one tactic for sake of another. It's pretty silly to invest time and money on SEO when your webiste isn't set-up to convert the traffic. Showing clients this chart usually helps them understand why we spend time on pieces they initially don't think are important.
What do you think? Did I miss something or is there an easier way to explain pieces of this process?
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