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Digital Marketing Strategy
With new search engine guidelines and rules, 2013 presents a great opportunity for businesses to dramatically strengthen their online presence. As of July 2013, the old SEO rules don’t apply the same way. Now is your best time to commit to a digital marketing plan that works for your business. With Google letting its Hummingbird spread its wings, companies that use good marketing tactics will reap the rewards in time. Below is a list of key factors that every business should integrate into their online to-do list. You should also keep a list of sites, emails and passwords used for everything you do. Trust me, when you get to a certain level, you’ll be glad you got the list. You should also track the results of each aspect of marketing. Something simple to be able to check monthly if there are improvements and check the return on the time invested.
1. On-site optimization and keyword research
Make sure your website is well designed. A good mix of headings, text and images is required to comply with SEO thinking. Aim for around 300 words of copy text, make sure headings are labeled as H1 and all images are named correctly. All of this will help search engines associate your site with what people are searching for. With access to your site’s code, create a sitemap, create accounts for Google and Bing webmaster tools, and submit your site to both directories with the sitemap.
Next, focus on how your site appears in search engines. Use a digital SWOT analysis of your business and focus on generating relevant keywords, creating meta tags, creating title tags and reinventing your home page to maximize your visibility to your potential customers.
This first step will improve your results instantly. You will see a huge return on investment within a couple of months.
2. Off-site optimization, links and backlinks
Offsite jobs are an equally important part of a strong digital marketing campaign. The focus of off-site optimization is to have the internet point and look at you. Aim to link your website to existing high-ranking sites. Google Rank of 5 or higher and high Alexa traffic rankings are what to look for. Avoid sites that have more ads on their pages than content.
Social Media Basics: Include in your plan to create business profile pages on the 5 most visited social sites: Facebook, Twitter, LinkedIn, Google+ and Pinterest. Each business page should have links to your website, and in return, links from your website to these pages. Each page should be set up with content about your business, text and images, contact details and opening hours. You should also invest time in relevant pages/links/circles etc.
Social Media Extras – Apart from the 5 main sites, you can also choose additional social media sites to be a part of, which will really set you apart from the competition. Best of the Rest: Includes Tumblr, Stumbleupon, Foursquare, Squidoo, and Instagram.
Depending on your level of involvement with social media, you may need professional help to keep up with them all. Ideally, each social media avenue needs 45 minutes to 1 hour per week to update with new content and connect across platforms, gaining new followers, likes and links.
Backlink Strategy: It’s important these days to focus on quality, rather than quantity when it comes to backlinks. Depending on your business, different links will work for some and not for others. An important start is to get listed in local directories and also focus on your competitors’ links. Search “free online directories” on Google and a list of website submission directories should appear. Please take some time to fill them out and submit them. Note that some take longer than others to process, so keep a list of what has been accepted and what is still being processed. Some directories offer paid features. These can be nice features, but make sure you do some homework and use the best value option for the right return on investment. I have found cases where 1 directory in particular offers free website trade links and offers minimal paid services to promote your social media and a complete package that includes a home page with SEO features on their sites for less money in a year than what does it cost rent a combined domain and hosting package. It also helps you by partnering to use their existing ranking to your advantage for your keywords. You can go even further and search for companies, suppliers, agents, users, etc. that your business deals with on a daily basis, and start a dialogue to promote each other’s websites through a backlink. In this case, there is strength in numbers, and a believable bond will serve both of them.
The next best way to promote your business is to create a video to highlight your products and offers. The availability and popularity of sites like YouTube and Vimeo make it essential to participate. Getting a 2-3 minute video created on your behalf, uploading it to YouTube and embedding it on your site is the best place to start. While posting videos may not make you money directly, smart businesses use video marketing as a tactic to improve consumer engagement, clicks, and traffic. They also help drive search traffic as major search engines have started ranking videos on their results pages. Including video in emails increases open rates by 5.6% and click-through rates by 96.38% compared to standard email marketing. Videos are 50x more likely to rank on the first page of Google for their respective keywords. They also increase business traffic when shared. There is always a chance to go viral.
4. Sites and mobile applications:
Typically, most websites are between 900 and 1000 pixels wide. It’s no surprise, but they are designed to be viewed on computer screens. Smartphones usually want to view sites around the 350px area. If you don’t have a responsive design to accommodate the screen size the site is being viewed on, it will look awful and the viewer will move on. Test your site by clicking here. A mobile app or site is a fantastic way to bring your website to this generation of what the internet looks like: the mobile phone. Apps are very interesting, but they can be expensive to produce. The app market is growing, and creating one involves a complete overhaul of your existing website. Apps vary in size, cost and function. A mobile version of your site and mobile technology like SMS and QR codes can reach the same market. By using directory sites, your mobile site will be simpler and more usable for the end user, your customer. Using the same code as your website, a single mobile website can reach users on many different types of mobile devices, while native apps require a separate version to be developed for each type of device. Mobile website URLs are easily integrated into other mobile technologies.
5. Fresh Quality Content and Blogs:
Write, write and write. Increasingly, search engines are very confident about any new movement they can follow. Creating and adding new content to your existing site is required like this. When bots and spiders visit your site, if there is new content to report, search engines will see this as a positive. If you run a site like a blog, of course with new posts you are adding new content. The content and quality of blogs are supposed to be in your hands. Remember to write original and quality material. Don’t copy and paste someone else’s work just to have something new to post. That undermines due process. If you like what someone else has done, like it and give them public participation and credibility. If you can’t write enough new material, you can look for guest authors, who will be happy to write for you in exchange for credits. If you have a business site and aren’t interested in blogging for content, there are some things you should look for on your site that are easy to fix. Make sure you have someone’s copyright on the home page. Make sure the dates and years are correct. New customers are more likely to use commercial websites when it is clear that the sites are being maintained and have current years listed on their copyrights. Get into the habit of checking your own website frequently, looking for any aspect of the content that could be updated. At a minimum, integrate links to share on Facebook or Twitter and, if possible, an email link. This will help you share your content on the web without you having to. Other visitors will do it for you if they like what they see.
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