Marketing has shifted in recent years to be primarily online. As businesses and target markets have shifted their focuses to digital delivery of products, goods, and services, it is critical to understand some critical strategies about online marketing. Here are an expert’s answers to some of the questions you may have.
Q: What is the key to having successful online marketing?
A: Online marketing consists of many facets, and businesses should maximize their online exposure by exploring various options. Primarily, online marketing must focus on social media integration, driving traffic to a business’s eCommerce site, and then encouraging the consumer to engage in a sale. Businesses should not rely upon one avenue but diversify their marketing strategies to have the highest ROI.
Q: When creating a marketing campaign, how should businesses address social media?
A: Social media is crucial to any successful online marketing campaign as it creates infinite possibilities of exposure for the business. For example, if you have an image and that image is posted to Instagram, then you can reach all your subscribers on that platform. Yet, the content can go further than just Instagram as the platform also allows content to be simultaneously shared with Facebook. Viewers of the content can then share the content on both platforms. Additionally, if the content contains a hyperlink or other textual information, that information can be Tweeted.
Q: Should businesses use click ad campaigning?
A: Click ad online marketing campaigns can be an effective tool if the content is specifically catered to the target market. Here is where many people have issues with their online marketing campaigns. Firstly, if the content does not contain the right SEO words or SEO phrases, then the algorithms associated with the click ad will be ill-placed. And while you may see in your analysis that people are engaging with your ad, you might not have any sales as a result. Secondly, the ad must contain a USA domain in the US, Canadian domain registration in Canada, etc. Domains that do not focus the target audience’s attention on your business are quickly forgotten.
Businesses that implement click ad campaigns should also realize that this form of online marketing is based upon the number of people who click on your advertisement. It does not focus its attention on whether those engagements result in revenue. Allocation of marketing funds to click ad campaigns should therefore be limited.
Q: How do SERPs factor into my online marketing?
A: Therefore, business relevance and credibility are generally associated with how well that business performs within search engines. Studies have shown that people do not navigate beyond the first or second search engine result pages (SERPs). Therefore, online marketing should first and foremost focus on addressing any issues with SERP placement before worrying about additional marketing strategies to boost their revenue. It does no good to have a great campaign if the results in your SERPs remain the same.
Online marketing campaigns seeking success should perform an SEO auditing of the website. Keywords and phrases should then be compared with the business’s core message and SEO analytics to determine if rewording their content is necessary. Keep in mind that Google algorithms (which determine your placement within pages) work on a loop-based system and that any information dumps, meaning if you suddenly become SEO saturated or have too many organically associations with your site simultaneously, may be flagged. Update your information in the strategic stages.
Q: How necessary is an eCommerce domain registration to their online marketing?
A: Crucial. Think of your domain registration as your name in a phone book because that is what it is in today’s digital world. If your name does not correctly correspond with the goods, products, or services offered, there is no memorable association for the target market. John Doe’s Wholesale is not practical as nothing tells us what John Doe is offering. Be specific with your domain names, ensuring that your domain name is not too lengthy.
Q: What about sites that generate domains? Are they suitable for online marketing?
A: Not and here is why. Firstly, generated domains are typically based upon user registration information. This could cause a security breach if not carefully monitored. Secondly, generated addresses may not have HTTP security and be flagged by specific engines, diverting potential clients from your site. Thirdly, the length of generated domain names tends to be so long you cannot remember them. Often, even when writing the web address down, the user will erroneously enter the text, mainly due to the symbols and numbers they commonly contain. Finally, generated domains do not do well in SERPs and push your site back, minimizing online visibility.
Q: What would be your advice to anyone seeking online marketing services?
A: Again, diversify your strategies. Combine good domain name registration services with top-rated web hosting. Existing websites should conduct an SEO Audit, ensure a social media profile and presence, and create content focused on your target audience.
