DIY (or not) Online Marketing
It takes an intuitive website owner to decide which strategies to perform themselves, and which to hand off to a marketing specialist. If you try and do it all yourself, you run the risk of spreading yourself too thin, with nothing positive being accomplished.
Working with a seasoned marketing strategist gives you the advantage of implementing a marketing plan that will continually build positive exposure for your website and/or products.
Expand your Online Marketing Plan:
Analyze Your Analytics
Your website Analytics are worth their weight in gold, and you should set aside time each week to
review them in detail. Underperforming content and pages should be revised or discarded. Channels
sending you the most web traffic should be cultivated to bring in more. Prevalent Analytic programs most widely used are Google Analytics, and Bing Webmaster Tools.
Here is some of the most useful data offered up by Analytics:
- Will uncover your top content
- You can learn what exactly people are searching for on your site
- Helps you visualize what people click on the most, while on your website
- Allows you to determine where your best visitors are located, Local vs International
- Pinpoints where in the buying process where people abandon their shopping cart
- Determine if you need a mobile version of your web site
- Find out which web pages are the worst performing
The Bounce Rate is the percentage of visitors that see only one page during a visit to your site. If your web site is receiving a high bounce rate, then you know you need to develop that page’s content to make it more interesting to visitors, add more keywords, eliminate broken links, etc.
If your web site receives a high volume of mobile visitors, but people are leaving quickly, then your site may not be mobile compatible, and/or your web pages aren’t translating well on mobile devices.
You can determine the paths your site visitors took through your web site, and where they exited
(dropped off) your web site.
What is Your Online Marketing Goal?
Know what you want to accomplish. Determine and set a specific marketing goal you want to work toward. Your marketing plan might cover 3, 6, 9, or 12 months, check your Analytics and web site reports each week, and make adjustments depending on your data.
Timing is Everything
Perfectly timed online Ads can bring your site increased visitor traffic. Always plan your Google Adwords or online advertising strategies at least three months ahead of any given holiday or event. Have your ads ready in advance, with eye-catching text that make people “want” to click and see what you’re offering. Start running your Ads one week prior to major events and holidays.
A well crafted online Adwords timeline can prove to be both cost effective and invaluable, for gaining recognition of your web site on the 1st page of Google search results.
Bump Up Your Website SEO
If your web site has a high bounce rate, minimal time spent on pages, few conversions along with
low search engine ranking results – you’ll need to analyze page keywords. Determine which search
phrases people are using to find your site. Check your competitor’s sites, and rework your pages to
include specific search phrases you want to be found for.
Other simple things you can do:
- Maximize local search trends so people looking for products/services in your area will find you faster.
- Make sure Title tags and Meta descriptions are unique, and not repeated on each and every page.
- Optimize with keywords that match what your site is about, and reflect exactly what people will type
into search engines when looking for your product/service.
- Make it easy for search engines to Crawl your web site.
- Configure Anchor text links so they include keywords you want to rank for.
- Eliminate Duplicate content from your website.
Boost your online marketing with Social media such as Facebook, Twitter, YouTube, Instagram, LinkedIn, and Pinterest. Decide which platforms are best suited for your marketing purposes, and post to each, at least once per week, then work up to twice per week. Once started, you need to be consistent and post on a regular basis.
Use Social media dashboards such as HootSuite.com, Shoutlet.com, Sendible.com, SproutSocial.com to schedule your updates and posts.
Make Blogging Your Best Friend
Start your own blog as an extension or add-on to your existing website. Announce events, new products, advice, how-to articles, etc. Routinely post comments on other blogs that complement your own website. Asking questions and/or posting comments to other blogs builds cross links to your web site.
Be sure your Signature line is written in a way that perks interest, so people will want to click to see who you are and what your site is about.
Offer Content People Can Connect With
People are more apt to visit your web site, buy your products and/or hire you to perform a service if you offer information they; a) need b) will learn from c) find entertaining d) can talk about.
Your content should be: original, well written, topics that mesh with what your site is about, useful information, and above all else – personable. Offer web site content people will remember you for.
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