Category Archives: On Site Marketing

On site marketing can also be referred to as SEO. On site marketing is the changes you make to your web site in order to gain additional exposure on the search engines.

Online Direct Marketing for Beginners

Online direct marketing is a highly targeted and measurable process. With direct marketing, you can immediately identify correlations between separate marketing efforts and your bottom line.

Because direct marketing is highly targeted communications, you can save money by testing different online direct marketing ideas to different groups of your target market. This tells you which idea works best and that’s the one you roll out on a bigger scale.

Although online direct marketing is similar to its offline counterpart, having technology as your medium allows infinite creative possibilities for your execution and offers better organization of your data.

Below are 5 essential steps towards making your online direct marketing campaign generate ROI and increase your bottom line.

1.    Acquire
The key principle behind direct marketing is only talking to the people you want to talk to. This assumes that you already know your niche and you already know what you want to tell them.

Most marketers see their target market as just that—a group of people within their desired market. As a discipline, direct marketing challenges marketers to see their niche as individuals. As opposed to billboards or TVCs whose success relies on traditional marketing (the more pairs of eyes the better), direct marketing seeks to reel in high-value individuals (the few who actually make an impact on your sales because of their loyalty and voluntary advocacy).

Marketing research is essential to find these high-value individuals. In which States are they? Which dealers do they frequent? Would they prefer to receive emails or text messages? Besides their names, all of these form part of your data acquisition. Give them a reason to share with you their online contact information.

2.    Communicate

Now that you know whom to talk to and how you can get to them, it’s time to figure out what to say and how to say it.

Similar to coming up with relevant web page content, direct marketing calls for the same attention when crafting your message. The recipient of your online direct marketing effort should feel that you’re talking to him as an individual.

Personalize each message as much as you can, depending on the data you’ve gathered. Use his first name. Find out which of your products he likes. Talk about that product instead of immediately cross selling.

3.    Close the feedback loop

Allowing your niche to respond to your online direct marketing efforts can seal you the deal. Encourage them to talk back. Let your niche know that you genuinely care about what they feel and what they have to say.

Use this opportunity to give individual replies to the feedback you’ve received, based on individual preferences, needs, and issues. Store these details in your database for reference and tracking.

4.    Update

Make sure that your database is always updated. Your list of names has no use if the email addresses or their SMS numbers have already changed. With every material that you send, you can include a link that directs them to a page where they can update their profiles if they wish to continue receiving material from you. You can also do the updates yourself when you reply to their feedback.

 

4 Online Direct Marketing Tips

1. Use your web pages to build your database
When your website is optimized for organic traffic, then your visitors are most likely there because you’re part of their search engine results. This means that they know what they’re looking for and they think that your website can help them.

If your content is relevant, well written, and easy to read, your visitor could come back and spend some more time in your website. Instead of waiting for a second date with them, why not try to reach out?

Include an opt-in section in every web page. Insert a simple e-mail field that says “If you’d like to hear about our updates, special articles about (insert a topic that is important to your niche market), and new products, please submit your email address and we’ll send you updates! Rest assured that we won’t share or sell your information to anyone else.”

This allows you to build a database of your market. You can classify your database into:
• Prospects – people who have not bought anything from you yet, but have visited your website
• Customers – people who have bought from you at least once
• Clients – people who have made repeat purchases from you
• Advocates – high-value clients who love you so much they recommend you to everyone they know. The goal of online direct marketing is to turn prospects into advocates.

Organizing your database this way helps you keep track of purchases made, and the contact information enables you to stay in touch with your market.

2. Maintain constant communication with your database
Having constant communication with your market can be done in a manner that doesn’t make you annoying to them. Make sure that you only send out to people in your database. At the end of your email, always offer them a way to opt-out, meaning, you’re giving them the option to stop receiving messages from you. This tells them that you respect your customers.

3. Make communication personal
Just like your website content, your digital direct marketing effort should always be relevant. Give them something they’d be excited to read—better if it’s something so cool or informative that they’d want to pass it on to their friends and family.

As much as you can, personalize each message that you send out. Instead of “Dear Valued Customer,” starting with “Dear Jackie” would make your customer feel more special. They’ll appreciate the effort and they’ll reward you with their loyalty. There are a lot of tools offered online that can help you personalize email blasts.

It is important to allow people to reply to your messages, so that you’d get to know them more, to help you serve them better.

4. Reward loyalty
You have to work all the more to keep advocates happy. You have benefited from their unwavering loyalty, now it’s time to reward them. Give them exclusive perks, but not price discounts. You don’t want to spoil them by allowing them to purchase only when there is an exclusive sale.

Rewards should make them feel special; make them feel that you really know them. Based on the details they have shared with you through feedback, you’ll be able to get a good picture of that your market likes. Are they fond of vacations or are they avid movie goers? Reward them with things and treats that they like, even though these don’t have anything to do with you product

Top 5 SEO Myths

Misinformed Internet marketing practitioners are quickly attracted to online services that promise fast SEO solutions. They get excited about the different “time-saving” and “low-cost” packages offered to them. They jump the gun guided by SEO myths that will make their online business go horribly wrong.

Questionable companies that offer SEO solutions tell you that they can make you rank number 1 as soon as you sign up. However, they don’t talk about sustainability and the quality of links and visitors they feed your website.

Below are the 5 most common SEO misconceptions that fraudulent companies continue to exploit to make their packages attractive. Understanding the ill effects of each myth will help you make informed decisions.

Myth 1: A month without results is a failed SEO campaign
Successful search engine optimization is something that is sustained. Successful SEO campaigns took months and years to make certain websites stick to number 1. Although sometimes they drop a spot or two in the rankings, their websites never leave the top 5, let alone the first page. This is what you want to achieve, and not a one-day-at-number-1 phenomenon.

Myth 2: You need online companies to submit your website to search engines for you
Ask yourself how many search engines you actually use. What about your friends? When you realize that only the top 3 search engines matter, ask yourself again why you need to spend for your website’s presence in hundreds of search engines and directories that no one uses?

Spreading yourself all over the Internet is good, but you have to think about what your objectives are and how you’ll accomplish them. Getting yourself listed in random search engines and directories will not do anything to boost your rankings in Google, Yahoo, and MSN. Channel your efforts to the ones that matter.

Myth 3: The more visitors, the better!
A million hits a day won’t matter unless those 1 million visitors end up in your product page and actually make purchases.

Rule number 1 of marketing tells us to always go back to your consumer. Get to know your market so that you know which Internet marketing route to take and which keywords you should optimize for. Remember that 20% of your customers will give you 80% of your revenue, if you understand them well.

Myth 4: The more links, the better!
A powerful link network is important. However, getting someone else to do it without properly understanding your business objectives could ruin your image instead of making you more famous.

Allowing your website to be linked to “every popular website and blog there is” could get you associated with names, brands, and organizations that don’t share your brand values. This could negatively impact your business and distort the way your niche market understands you.

Myth 5: A good-looking site will do it
Some questionable companies who claim to provide SEO services go as far as dropping the entire concept of optimization and just let you pay for web design. Although a good-looking website won’t hurt you, it doesn’t automatically mean that people will find you and search engines will put you on top.

Remember that search engine spiders only crawl through text content. You might want to allocate more of your resources to creating powerful content rather than investing on bells and whistles.

What is Keyword Density?

Keyword density indicates the number of times a particular keyword or key phrase appears in certain parts of your webpage, including the headline and the body.

Ideally, your content should include as many relevant keywords as it can. However, doing so could ruin the flow of your sentences and could end up reading unnaturally. This could eventually make your client look for another site that they can read better.

The best search engines employ search engine spiders to crawl over website contents and pull up pages and websites with keywords that correspond to the inquiry. The spiders can tell if your keyword density is unnaturally high, and your site will be reported to the search engine administrators. If they find that your website is just a flood of keywords without useful content, your website could end up being banned or black-listed.

Keyword density to your advantage
There are keyword density analysers that are available online. These analysers compute for your content’s keyword density. They work with different matrices but in the end, they all tell you when you’re using keywords a little too much. Generally, the acceptable percentage of keyword density for your entire webpage is between 3% and 8% in relation to the other non-keyword contents.

Having just the right keyword density makes you searchable without sacrificing the quality of your text content. Although keywords put in a lot of work for your website, the real moneymaker is well-written, relevant content.

When customers feel that you take the time to talk to them and address things that are important to them (in relation to your brand or product), then they’ll appreciate you more and reward you with their loyalty. And if they really like you, they’ll even tell their friends to give you a visit and check out what you have to offer.

Keyword Variations
In order for you to evenly spread keywords without making your content lose its flow, you can find ways to vary your keywords. If your chosen keyword is a noun, you could explore using its other forms: adjective, verb, and adverb.

It would also be useful if you come up with other relevant terms and create a set of keyword phrases, to give you more flexibility when writing content. This also allows your website to come up when users search with variations of your keywords or with other related terms.

Other ways to Integrate Keywords
Remember that content quality is still your primary concern. With good research and brilliant writing, it shouldn’t be difficult to naturally integrate keywords and keyword phrases without hard-selling. It is a good idea to include a space to accommodate visitors’ comments where you can also give your response. You can naturally include your keyword in your responses. Your visitors will also inevitably bring up your keywords in their messages.

You can make use of your content title and subheads to accommodate keywords. A good title and well-placed subheads will also make your website content more pleasant to read.

How to Change Your Website URL Without Confusing Google

301 is an http code that corresponds to a permanent redirect. Implementing the 301 Redirect informs Google that you have permanently moved your website to a different URL.

301 Redirect is also often referred to as Google-Friendly Redirect because you get to maintain your website’s current ranking. Once informed, Google treats your website as the same book with a different cover. When your URL is properly redirected, Google simply transfers the merits of your website under your old URL to the new one.

After running your SEM campaign for a while, you’ll find that you have tons of old pages. Instead of deleting them, 301 Redirect allows you to make your old pages work towards increasing the ranking of your new URL.

Doing so would give you 4 major benefits:

1. Provides a stable foundation for your new web pages
The search engine merits of all your old web pages will definitely help push your new website, as long as you do proper redirecting and make sure that you incorporate your new URL in your old pages, especially those that rank the highest.

Another way to understand this “sharing of merit” is to look at your old web pages as steps that allow your new website or web page to climb the search engines faster.

2. Provides you with your own network of links
Your old network of internal and external links should continue working for you with your new URL. It is difficult to build credibility online. Don’t start from scratch if you don’t need to.

301 Redirect allows you to continue capitalizing on your existing link networks. The key is to make sure that your old pages are properly redirected to your new pages. This way, you won’t have to inform all the blogs and forums with which you’ve already made a relationship about the change in URL. The links will do their job and bring people to the right pages.

3. Gives search engine spiders more to crawl over
The continued existence of all your old web pages allows you to stay optimized for your niche keywords. The more relevant presence you have online, the better chances you have of being pulled up as a search engine result. And no matter which page gets to rank, users will still be able to find their way to your new URL with 301 Redirect.

Remember that this will only work if your old pages already have relevant and well-written content valued by your target market. Good content will encourage them to click the links that bring them to other pages and ultimately, to your new URL.

4. Provides your visitors with “back issues” of your website content
Links to and from your old web pages provide users a rich archive of “back issues.” This helps them get to know you better and acknowledge the credibility and relationships you’ve built with other websites, blogs, and online forums.

Giving users the option to check out old content will help them understand the history of your brand and how your product line has evolved with the market to better serve their needs.

Sitemap. Why Your Website Can’t Do Without It

A sitemap is a page in your website that summarises the sections in your site. It functions like an online table of contents.

With the sitemap, you can organize and classify pages according to groups with clickable links.

You can also make the sitemap’s link appear on every web page so that viewers of your website can easily access the rest of your website even if they didn’t land on your homepage during their first visit.

Sitemaps are useful for both site owner and visitors. Below are the 4 major benefits of sitemaps.

1. Sitemaps help your web design team allocate and organize web space

Before making your website available for public viewing, a sitemap already plays a major role in building your website. The sitemap can start off as a simple, hand-written organizational chart on a piece of paper. For the more “organized,” you can also use Excel or PowerPoint to make a visual representation of how you want your website contents to flow.

Your web design team can then begin strategising on how many pages you will need and how much content should fit per page.

The sitemap also serves as the backbone of your in-site linking system.

2. Sitemaps allow your visitors to see the big picture

Search engine results do not always pull up your website. Search engine spiders crawl through every indexed web page with textual content that matches a user’s inquiry. This means that any of your web pages could end up as a search engine result. Through the search engine, users are more likely to be directed to content pages rather than your homepage.

Having your sitemap link on every single page gives users access to the rest of your website. The sitemap gives them the big picture, so that they can better absorb the information they’ve just read from your web page.

3. Sitemaps help your visitors navigate your website

Sitemaps make any website foolproof. You eliminate the need for visitors to keep hitting the “back” button when they need to refer to something. With a sitemap in every page, visitors can just go back to your online table of contents and click the page they want to jump to. Better yet, they can open a page in another tab or window, making it easier for them to compare and analyze.

4. Sitemaps maximize SEO efforts for your website

The availability of a sitemap in every page encourages visitors to go through your entire website. This gives you the chance to reach out to a wider audience, and to make them explore what your site has to offer.

Of course, keep in mind that a wonderful sitemap does not replace compelling and relevant content. Sitemaps can make sure that your content gets read, but your articles still do most of the selling for you.

Make sure you update your content regularly, to give customers a reason to visit you again and to tell their friends and family about how helpful and informative your website is.

5 Easy Ways to Increase Website Traffic

1. Write about information related to your product or service
Writing web articles about things related to your product or service is different from writing about your product or service. Most people can’t stand others who constantly talk about themselves. It’s the same thing between the market and your brand.

You have to give people more value with your website content. It is okay to mention your brand. After all, it is your website. However, it is ideal to write beyond the attributes of your product, and focus more on the consumers. You can try starting off your articles with a problem that is common to your target market; end it with a suggestion on how your brand could be of help. Most likely, your website will be seen as a helpful website (instead of just a sales pitch) and your brand as something relevant (instead of just another product).

2. Set higher standards for copywriting
Good writing is not tantamount to technical or “expert” terms, jargon, or ostentatious language. Effective writing means that the material is received by the correct audience and understood as it was intended to be.

In your case, the audience is your target market. The best way to make sure you will be understood is to get to know your market as best as you can. Make use of scenarios they’re comfortable with. Employ their humor. Use examples they can relate to. If you must refer to current events, make sure the issue is something they already care about. All these will make them feel good about your brand allowing you to nurture a mutually beneficial relationship.

3. Stock up on consumer insight
As mentioned, good copywriting requires you to know the personality of your market. This in itself is already information about how your consumers think. Another aspect of interest is how your market behaves towards other players in your category.

Get to know what the market thinks about your competitors and how much affinity there is between the market and the other brands. This information will give you an idea how the market receives your brand compared with others in your category.

Find ways to improve on weak relationship points and continue building on the strong relationship points that you already have. Make sure you consistently keep track of your market’s behavior as trends could vary periodically.

4. Build links within and outside your site
Building links within your site allows you to guide visitors towards pages that you think are more important. It could be the page that has your online catalogue or the troubleshooting page. Figure out which page your market will most appreciate and lead them there. However, don’t lose focus on creating information-rich articles because these are what hot leads will come back for.

The goal of building links outside your website is for you to build and maintain your credibility. The nice things that other sites or experts say about you will mean more to undecided prospects. Be careful on which sites you want to be affiliated with; make sure they don’t have a bad reputation.

5. Update content regularly
Take care of your best customers by giving them a reason to come back and visit your website. Continue giving them articles that they find helpful. Updating your website is also a good way to attract new prospects.

Updating tells people that you know your business and that you continue to make your product relevant to them.

PPC and SEO. Pros and Cons

PPC Pros
The most attractive offer of pay per click or PPC is the assurance that your site appears on the first page of Google (or other search engines that offer this service but google is by far the most popular one at the time of writing).

Your site appears as a boxed ad with a clickable link that directs visitors to your website or any preferred landing page.

However, this doesn’t mean that your website automatically ranks the highest as a search engine result.

PPC is dependent on the keywords you choose. During your trial and error stage, you may display your PPC ad across a number of keywords and keyword combinations for you to determine which ones work best for you.
Like most above-the-line ads, you can choose when and where your PPC ad is to be displayed. This saves a lot of money and could give you great ROI if you know your niche very well.

PPC ad results are easy to track using a wide array of metrics. All you have to do is correlate the numbers and determine the trends to guide your next move.

PPC Cons
Some of the keywords you choose could become very expensive to bid for, especially when you belong to a competitive industry.  Advantage is heavily skewed towards online marketers who already know the behavior of their niche market by heart.

You won’t be able to reap the full benefits of PPC ads if you haven’t mapped out the landing pages that each ad would correspond to. You could end up wasting money attracting the wrong market.

The success of PPC ads depends heavily on tracking and monitoring. Shifts in your market dictate the keyword of the moment. If you’re not alert, you could be paying for a keyword that is no longer used by your market.

Not anyone can just set up and publish a PPC ad. You need the services of someone who has experience with Google AdWords for technical and performance monitoring.

SEO Pros
Once you’ve optimised your website, you will appear as a search engine result. You won’t have to pay for anything when visitors click your link. As part of the search engine results, your website gets non-stop exposure as long as you maintain a good-enough search engine ranking.

As long as you keep your website updated with relevant and optimized content, you can significantly increase traffic without external advertising costs. And because marketing expenditure is less, you won’t have to monitor your ranking as closely as you do with PPC advertising.

SEO Cons
Content optimisation is time-consuming because constant updating and writing is necessary. However, you may opt to outsource the writing, especially if you have more than one website to manage.

SEO does not guarantee your site first-page ranking. Improving your ranking requires constant content updates including link updates. It takes a while to build your internal and external links. You need this so that search engines have more places to find your website.

Marketing through SEO requires your site’s Content Management System (CMS) to be search-engine compliant. Otherwise, search engines won’t be able to crawl through your website.

There are many CMS system out there and WordPress as a software and blogging platform is a good resource to make sure that your website is search-engine compliant.

2 Ways You Can Attract Targeted Website Traffic for Free

Before even aiming to attract anyone, you have to know who you want your website to talk to and what your website wants to say. Focus is key to setting yourself apart from your competitors and attracting the correct target market.

Website optimization begins with focus, followed by content generation, and ends with execution. Now that you have a focused marketing and communications plan, you can now create or source content and choose which internet medium to execute with.

Using you niche as a springboard, figure out how they search for websites related to your focus. This way, you can nail down 5-6 keywords that your site’s content should optimize for. Once you have the keywords down, it’s time to select a publishing medium.

You don’t have to blow off your entire marketing budget just for website optimization. There are cost effective ways to publish optimized content. Keep the rest of your budget for offline marketing efforts that are in line with your online effort.

Below are 2 ways you can direct optimized content to your niche for free.

1. Publish articles in article websites
One of the best ways to market your website is through writing articles. Your articles should speak the language of your niche and talk about your product or service in relevant terms. This means that the best articles are not product-centric. Think about it this way: you wouldn’t have a second date with someone who can’t stop talking about himself or herself all night. The same applies to your brand. Talk to your niche about their needs and then touch a bit on how you can help make their lives better and happier. Get a second date!

After writing a fantastic article, it’s time to place them in article websites. Users who search with the keywords that you are properly optimized for will find your article. Different article sits have different terms so make sure you read before you submit. The best ones are those that allow you to use your articles to link back to your website.

2. Create your own blog or microblog

Although website articles are helpful, it is still better to eventually get your own blog. WordPress is a good choice. It is easy to use and links are easy to organize. You can turn your blog into one of your website’s pages so that visitors only remember one URL.

Again, make sure your articles are of quality and optimized for niche keywords. Regularly updating your blog is equally important. Updates tell your market that you constantly care about their needs and that they are as valuable as the product or service you are offering. Moreover, updates give them a reason to visit your site regularly.

Ideally, updates should be made at least once a week. Better if you can post an article every day. If the writing load becomes too tedious for you, you can outsource your articles to good writers. You must make sure that your writers know what they’re talking about and who they are talking to.

Are Your Site Visitors Bouncing?

Do you have a high visitor rate yet you don’t seem to be earning money? You’ve done everything you think you can in terms of Internet marketing. You’ve spent a lot of time and money. Still, your site visitors leave as soon as they come.

Your site might have a high bounce rate. It is the number of single-page visits or visits in which a person leaves your site from the homepage. This happens when your site visitors don’t see what they are looking for during their first few seconds on your website.

Wrong keywords
You want your visitors to stay and explore your website. The most common reason for people leaving immediately is that your visitors don’t find your page relevant. But what led them to your site in the first place? Your site might have been indexed under misleading or inappropriate keywords by search engines. You need to fix this search engine optimization problem.

Failure to hold attention
Your visitor might have liked what he saw in your banner ad or text ad at another site. But when he clicked the ad and got to your website, he lost interest all of a sudden. This failure to hold attention may be due to your site design or site content. The elements of your website should fulfill the promise made by your ads.

Poor website design and navigation
Always get opinions regarding your website design and navigation. Do the pages load fast? Can people find what they are looking for without getting lost in your website? Do you really need background music or that animation in your homepage? The goal is to make your website clear and readable. Site visitors don’t want mumbo-jumbo. If a visitor wants to explore your website but you don’t have an easy-to-access global navigation, he will get irritated and just leave.

Google Analytics can help you determine your site’s bounce rate. After adding a few lines of code on your web pages, you can view the bounce rates for your website by going to Visitors, Visitor Trending, and then Bounce Rate.

To minimize your bounce rate, you can do any of the following:

Test your site
Ask a group of users to visit your site. Then, get objective feedback. Pay attention to what made them want to stay and what made them want to leave.

Show next steps
Always give visitors the option to click to the next page. Once you’ve grabbed the visitor’s attention with the first page, make sure the second page is ready for him.

Improve internal links
Your site should have an adequate number of internal links, or links that lead to other pages in your website. Like to your high-ranking pages, to your most-viewed pages, and to your favorite posts among others.

Use appropriate keywords
Optimize your site for the most popular search engines. When people get to your site because of misleading or inappropriate keywords, they will view your site in bad light and you might end up not getting any visitors in the long run.