Online marketing
Hans Riemer is president of Market Vantage Internet Marketing Specialists in Groton. Reach him at hjr@marketvantage.com.
10) Think beyond Google. There are lots of other ways for your customers to find you. Too much dependence on Google and your business could tank after an algorithm update.
9) Start with a modern, well-designed website. If yours looks like your nephew built it in 2003, then investing in traffic is a waste of time and money.
8) Conversions are key. Get your website to convert twice as many visitors into sales or leads as your competitor. Then you can spend twice as much on generating traffic.
7) Analytics helps you eliminate waste. Google Analytics is free, but you need to set up campaigns and goals, connect to your other online marketing platforms and filter out noise like your own website visits.
6) Not all content is king. Make sure yours is well-written, nicely designed, useful and interesting to your target audience.
5) Focus on social media. LinkedIn is great for finding salespeople but not great for selling sunglasses. Yelp can sink a restaurant but not a company that sells enterprise software. Pick the few that matter to you and become a rock star on those.
4) AdWords and Bing Ads are about more than search. Both have wide-ranging display networks. Plus, you can target by device – laptop or mobile – demographics, user interest and even prior behavior. Those ads that seem to follow you everywhere? Yeah, they can do that too.
3) Keyword rankings don’t matter so much. They vary based on the user’s device, location and past behavior. Key performance indicators like year-over- year or month-over- month organic traffic, referred visits and conversion rates are way more meaningful.
2) Clicks, likes and followers are not revenue. Sure, every store needs shoppers, but it’s easy to obsess over leading indicators and get distracted.
1) Targeting your competitor’s brand doesn’t work. Makes you feel good to know your ad comes up every time someone types the name of your competitor into Google, right? And it ticks off your competitor, too! So much so that they’ll click on that ad as many times as it takes to kill your budget.
WBJ Web Partners
Most Recent
Most Recent
0 Comments