The term Internet Marketing is a generalisation that covers all online marketing, sales and promotion activities.
Search Engine Optimization (SEO)
Pay Per Click Advertising
Social Media Marketing
Each of these traffic sources can drive traffic to your website where you can convert those visitors into paying customers. Each of these traffic channels has it’s own requirements to work effectively.
Search engine optimization has the potential to drive large volumes of highly targeted traffic to your web content pages. By ‘optimizing’ each page of your site fro specific subjects, topics and content you can position your site at or near the top of search engine results for specific search terms.
Search terms are used by millions of users every day, looking for specific goods and services. If you rank well for terms that are relevant to your content offerings, you will attract people who are actively looking for what you provide and they will buy from you.
Pay Per Click (PPC) refers to paid advertising, in the main provided by search engines such as Googles Adwords, which appear in their listings, across the top of their results pages, down the right hand side and in some instances across the bottom too.
PPC has several advantages and disadvantages compared with SEO. With PPC you pay (the amount you bid) each time someone clicks on your ad. The more you bid per click, the higher you appear in the results, but the more it costs you.
Popular wisdom has it that the most cost effective position to be in the results is third to fifth, as this gives good exposure in the listings, with less cost per click than NO. 1 rankings offers.
With a PPC campaign, you can set up a campaign and have your Ads live within a few hours, giving you near instant exposure to potential customers.
….. more about PPC
Social media marketing CAN work really well for many businesses, BUT can also be a massive time waster if not managed correctly. Not all social media accounts are suitable for all types of business marketing.
Worldwide, over 1 Billion people use Facebook (or have an account at very least). Whichever way you dice it, that’s a massive potential audience for you to sell to……. the only drawback is that no one goes onto Facebook to buy anything…….. the majority of people use FB to connect & catch up with their friends and colleagues.
To be successful selling to FB users, you need to put your ‘hard sell’ ideas on the back burner and work instead on Brand building, creating a community and engaging with your fans.
Facebook is a great place to build a following of people who like your business, your products and your services. Once you have a ‘Community’ of fans following your posts and updates, you can drive traffic through to your website by sharing new content on your FB business page.
When your FB business page fans share your updates with their friends, your posts will then be seen by more and more people…….. this ‘viral’ marketing opportunity is what make Facebook so useful as a traffic generating tool.
Twitter offers you the opportunity (much like Facebook) for your followers to share your posts and updates (tweets) with their followers. You only have 140 characters per tweet to get your message across…. and much like Facebook….. ‘hard sell’ techniques don’t really work that well.
Twitter is an instant communicating and conversation tool. You have the opportunity to engage with your community of followers, offering opinion, advice, tips, help etc.
Include a link to a relevant page of your website, and use bit.ly to shorten the URL you want to use as this will save valuable characters that are better used to get your message across.
Google Plus (+) is Googles version of Facebook. It isn’t as popular as Facebook by any stretch of the imagination, however, Google+ has a few tricks up its sleeve that have encouraged users to sign up and use it.
Google business pages are similar to FB business pages, but with one crucial advantage…… properly optimized, your Google+ business page has the potential to appear on the front page of geographical Google searches for your business services in your area. This can be a quick solution to driving local organic traffic at zero cost.
Google+ pages also have a reviews feature, which allows other people to leave reviews and testimonials about your business. These reviews help your SEO by increasing the Trust & Authority metrics for your site, which in turn increase your organic SEO rankings.
Once you have over 30 reviews (in a 12 month period) Google will (usually) include your star rating in your organic SERP’s listing, making your listing stand out from your competitors and helping conversions by providing social pfoor that you are a reliable, trustworthy company to deal with.
Every business should be on LinkedIn. It is the best business to business (B2B) networking platform you can use online. Not only for individual business owners, but for the employees of your company too.
Business owners use LinkedIn to find and connect with potential and existing clients, suppliers, prospects and influential industry authorities. You can use LinkedIn to build your connections within your niche and engage with people interested in what you do and how you can help them.
….. more about LinkedIn
YouTube is the second largest search engine in the world, it only has video content, but combined with the fact that the top ranking video result for each search will also rank in Googles organic rankings, potentially providing large traffic volumes for well optimized video content.
….. more about YouTube
For some businesses that work with visual media, Pinterest, Instagram etc. can drive significant traffic. Photographers, products, designs, infograms, charts, diagrams, drawings, art, etc. can all be showcased on these image sharing platforms, offering you a potential traffic generation stream.
They are frequently used for brainstorming, inspiration, idea generation as well, so be aware that in many cases, you won’t actually drive new traffic, but will just be providing your ideas and creations to others for free!
Re-marketing is a little known and understood marketing tool that is cost effective and superb at increasing your conversion rate.
Re-marketing adverts allow you to show offers and adverts to people who have already visited your website. In most cases, many visitors will have a look at your site, do some research, maybe even bookmark a few pages, before leaving without following your call to action.
Re-marketing lets you cookie those visitors, so they can be shown your Ads whenever they are on Google web property with AdSense enabled. Re-marketing Ads can also be set up on Facebook and LinkedIn, so once a visitor has been to your site, they will then see your Ads down the side of their Facebook page.
The benefit of re-marketing is that you can remind your past visitors to come back to your site and make a purchase, ask a question, email you etc.
Remarketing can increase your conversion rate dramatically, and Ad click costs are far less that standard PPC costs. If you pay £1 for an initial visitor click to your site, a remarketing campaign can get that visitor back to your site for maybe 10-20 pence more.
You can drive large volumes of traffic by piggybacking on the back of other websites that already have the traffic that you want. You can do this is several ways, but forming affiliations where other well established websites sell your goods pr services for you to their visitors can be a very cost effective way to drive traffic.
Banner Ads can be managed through Google Adwords as well as many other providers. Once you have designed some suitably sized banners and created your campaign, your banners will be shown on suitable properties.
Banner campaigns traditionally have much lower conversion rates that PPC or organics because the audience is far less targeted.
How big is your email marketing list? – If the answer is…… not very big……. then you are missing out on a massive ingredient in your sales process.
Your list is your profit……. I’m sure this isn’t the first place you will have read that……. but it is oh so true.
The bigger your list, the more you will sell….. there is a straight correlation between the two.
Once you have a potential customers email address, you have access to them, whenever you want to sell something else!
OK, so it’s not quite that simple…. but it is simple……. build your list…… use your website to encourage people to sign up to your newsletter.
Your email list is similar to your Facebook fans, Twitter followers, Google +1’s etc. The bigger your fanbase, the more you can sell.
Blogging is big business. Because of the way that search engines treat new blog content, your new posts have the potential to rank well in search, attracting large volumes of traffic to your site.
Blog posts need to focus on very specific topics and your content will then stand a good chance of ranking well.
You should avoid duplicating content & topics that already exist on your website pages, as your blog page will detract from your main content page.