Having an online marketing strategy is crucial for any business. Human behavior is changing and is becoming more and more expensive and more and more difficult to reach your target through the traditional channels. You can simply not afford not to plan your strategy in Internet. Follow these steps to market your business in the web effectively:
1. Define your Keywords
Keywords are words or phrases that people use in search engines to find your business. To make sure that the right people find you online, you need to know which are those and build your strategy around them. A good keyword research will help your organic traffic to grow as well as optimize your pay-per-click (PPC) campaigns.
Use Google Keyword Tool Tool to find out which are the keywords people use to find you online and, as a first step, optimize your website around them to increase your chances of getting found and increase your business’ site traffic.
2. Make use of SEO
A fundamental part of any online marketing strategy for every business is not only to be found by search engines (e.g. Google, Bing, Yahoo!, etc) but also to appear in the first few results for your selected keywords. SEO (Search Engine Optimization) is a set of techniques that, well applied, will help your site to rank higher.
Workout first your on-site SEO, what means placing the right keywords in the right places and make your website technically legible to search engines; and continue with off-site SEO, that refers to your site ‘authority’ on the web and is determined by what other sites say about yours. One of the main influencers of this ‘authority’ is inbound links.
3. Generate Content
Content allows website to keep fresh and updated (what have a great impact in SEO), engage reader (generate traffic), and gives you the opportunity to get more links pointing to your Website. So is time to build your business blog and share industry expertise to the right people.
Being consistent in adding new content in your blog will make your website more dynamic, will allow you to build a base of loyal readers and search engines will reward you with higher rank, what means more visitors and more leads for your business.
Apart from the blog, there are more ways to generate content such as ebooks, SlideShare presentations, videos, research reports, infographics, etc.
4. Be active in Social Media
Now that you are generating content, you have the perfect excuse to be active in social media. Share and promote all the content you are generating or any other interesting content, participate in discussion about your industry or your company. Social media allow you to connect directly with your customers and potential customers so don’t be afraid and do not miss this opportunity.
Start by setting up rich profiles in the major players (Twitter, Facebook, and LinkedIn).. Include all important information about your business using your keywords, add pictures and don’t forget a link to your site and blog.
5. Keep Focus on Generating Leads
At this point, you already have increased relevant traffic coming into your website. Great. Nevertheless, your real objective is to convert these visitors into leads. Focus your website on generating conversions: create an irresistible offer for your customers, create a few compelling call-to-actions buttons that grabs users’ attention and drive them to a landing page where they can submit their information. Follow up these leads as soon as possible and your chances to close the sale will be higher.
6. Analyze and Adapt Strategies
As for your off-line marketing strategy, you must analyze the performance of your campaigns and adjust them according to the results. Set measurable goals, use Google Analytics, revise your keywords periodically, and test your messages and landing pages. In Internet you can almost track and measure everything so take advantage to improve your campaigns until you achieve your goals.