One of the most important aspects when it comes to online marketing is prominent exposure within the field. The best way to do this is, of course, to have your online presence be the first thing to appear when a user searches for related terms via a search engine such as Google. One way to do this is of course paid advertising, causing your site to appear immediately at the top of the page based upon key words within the search. An obvious flaw in this approach is that it usually works on a pay-per-click basis, this can be expensive depending on the product demand and market competition, and often rivals can deliberately click on your links to eat up your budget. But there are more flaws in this approach besides the price. Think about whenever you google something, how often is it that the adverts at the top of the page are the answer you’re looking for? It is often the case that the site you really want is among the top search results, rather than the advertisements.
In order, therefore, to succeed in online marketing, one must understand the algorithms that decide the position of your page among the many millions of results. It is not good enough anymore to simply create a catchy tagline or good advertisement and send it across all mediums. The existence of the internet has changed the face of advertising completely. At first, this policy worked using reciprocal links to increase awareness.
Now, the internet uses a different approach. Google’s algorithms now rely on over 200 signals and clues to filter the answers you are looking for from the millions of hits available. Google began to address this at the turn of the century, beginning with the advent of images, knowing that some users were after an image rather than a web page, which later developed into universal search across books, images, news, maps etc. Today, these algorithms include freshness, images, knowledge graphs, content, social media presence, quality, context, news, spelling and synonyms, among hundreds more. All in all, the general consensus is that instead of “results,” search engines are tailored to providing “answers.”
Answers to a problem or need that your products or services may offer a solution.
In order to make sure you are among the top results for these “answers,” you need to ensure you online content is optimized, often referred to as S.E.O. As detailed above, search engines have evolved and so must your on-line presence. Gone are the days where a well drafted home page with some reciprocal links was enough to be placed on the first page of a search.
Your on-line presence is part of the marketing mix and is most effective when it’s an integral part of a holistic promotional strategy. Your sales and marketing activity is the heart and soul of your business activity – It’s the life blood that fuels your success and growth. If it’s fresh, vibrant and regularly circulating, your business prosperity will remain healthy and energetic; if it’s stale and stagnant you risk commercial fragility.
The key ingredient to any effective sales, marketing and promotional practice across all mediums, but most importantly your online presence, is good copy and content. This is what links everything together.
It’s not good enough anymore to simply create a catchy strap-line, draft up a few innovative benefit statements and then repeatedly flog them endlessly across all mediums. The commercial world has moved on from that. Today, a sales, marketing and promotional strategy requires a joined approach across all mediums and communication channels.
So the key messages are conveyed through PR, advertising, staff, packaging, website and social media. But to you must sure that these are always fresh and interconnected. Regular updates within a website, addressing what you can provide in varying and exciting ways, such as regular news articles, blogs like this, and interconnectivity with social media.
Sending the same old phrases, rehashed press releases or advertising bullets is going to fall foul of modern SEO algorithms and begin to bore your audience. It must exist like a living creature, with blood being pumped around it constantly; the same repetitive adverts would just lead to a stagnant online presence.
For example, upon release of piece of news or receipt of a new testimonial, write a press released and blog post, put it on the website, feature it in the company newsletter, update on your POS material, link it with your social media, and also tell your staff, customers and suppliers.
The biggest obstacle to drafting good, regular, relevant copy and content is generally writer’s block, which is generally a lack of; time, inclination, confidence, resource or ability. If you struggle with writer’s block, invest in a training course, a consultancy or PR company. It will be the best investment your marketing department makes.
So get writing; be relevant, but also be new. Be appropriate, but also be regular. Keep things varied and fresh and you won’t lose your presence, consumer interest or sales!