Online marketing is a little bit like dieting, in the sense that most of the main principles and ideas are fairly well-known and understood, but that doesn’t stop people from making common mistakes or trying to take shortcuts. And, more often than not, these mistakes and shortcuts don’t just make Internet marketing less efficient, but also end up costing businesses more in the long term.
To help you avoid the biggest blunders, here are four common online marketing mistakes that kill conversion rates and eat away at your bottom line:
1. Unfocused web design. There are a lot of different errors that fall under this category, but two of the most important are websites that make it hard for customers to find what they’re looking for, and those that are just “busy” or outdated to the point of being distracting. Obviously, both symptoms are going to be bad for sales.
2. Search-driven copy. If everything on your website seems like it’s written for Google, and not actual customers, we have some bad news for you: Google might have lots of money, but they rarely give search engine spiders the authorization to spend it. In other words, take advantage of keywords, but also make a point of putting real-life buyers first in your marketing messages.
3. Too many ads. It’s important to monetize traffic if you’re going to remain profitable, but there is a difference between having ads and bombarding users with ads, banners, and other “buy now” links. Each page in your site should have one clear conversion goal, so move towards that and keep things clean and simple.
4. Negative reviews. Now more than ever, customers are entering your company name, or your products, into Google before they decide to buy or register for more information. That means what they find – especially in the form of customer feedback and reviews – has a huge effect on your conversion rates.
Is your company missing the obvious and hurting conversion rates in the process? If so, now is the perfect time to talk to a member of our team and see how we can help put you back on the right track.
The more you read about how to promote your website, what to do and not to do in link building, Facebook versus Google plus and all the other information that is out there, you can get sidetracked from your original mission of creating a successful website. Once you put those keys in the ignition, you want to drive from point A to point B safely, avoiding obstacles and not allowing distractions to get you in an accident. That’s how you really need to think about the progression of your website. All those distractions will continue to change as time goes by. If you get caught up in them and take your eyes off the road, you’ll never arrive at point B.
Focusing on Content
The first thing webmasters are concerned about once their websites go live is getting people to it. All the links you can build and social networking you do won’t prove fruitful if people don’t like what they find when they get there. Slapping up an optimized page is not long term planning. You want to ask yourself whether people will really like that page when they get there. Will they want to return to the website after seeing it? Would they want to recommend it to their friends? If you don’t know the answer to that question, then the answer is probably no. That means you need to figure out how to achieve it. If you monitor the bounce rate of that page as you make improvements to it, you’ll know you’re moving in the right direction. Certainly, if people are back clicking from the page instead of clicking a link on the page to arrive at another page on your website, you are chasing them away.
Take a good look at the websites that do it successfully for the same keywords you are pursuing. Are you missing something they offer? If so, find a way to do the same in an original fashion.
Take Care of Site Errors
Sometimes the problems on your website aren’t obvious. You might think you’re doing everything right, but there are www and non-www versions of your site or you have a bunch of broken links. Remember that a website consists of much more than people see. The pieces that make your site perform well in search are in the code and often not displayed to visitors. Use tools like the W3C validator to identify issues and fix them. Fix or remove broken links. Resolve the www, non-www issue to one variation. Visit webmaster tools and address the html issues, server problems, 404 pages, etc. that you find there.
When you raise the standards of your site content, you’ll make it easier for social interaction to happen. Sharing junk on Facebook and Twitter won’t be very productive. When you arrive at point B, there will be plenty of time for sight seeing.
Theresa Happe works with BuyDomains.com where you can buy a url for any website niche.
Selling goods online has never been easier today. Put your campaign on a good PPC platform, and you’ll get customers in no time. However, your campaign might cause you to lose money quickly if you don’t manage it properly. Unfortunately, many entrepreneurs make dangerous mistakes that turn their PPC campaign into constant “money eater”. Here are 5 pay per click management mistake every online entrepreneur should know:
Mistake #1 –Ignoring Long Tail Keywords Because Of Low Search Volume
If you are targeting only big keywords and ignoring long tail keywords altogether, then you might leave big money on the table. Most long tail keywords are actually buying keywords. Their low search volume indicates that only handful of people are searching very specific information about their problem. They are laser targeted, and if you ignore them, it means that you are ignoring big money maker potentials.
Mistake #2 –Shooting For the Number One Position
Most PPC advertisers think that number one position will bring them more clients to their website. This is partially true. Yes, it will give you a chance to get more customers coming to your website, but it will also make you lose money very quickly. The cost per click in #1 position will be very high. It means that if you are not selling high ticket product, you might not be able to get reasonable profit from your campaign. It is always good to aim for the middle position, such as #3 or #4. You’ll pay cheaper price per click, and you still get good number of customers coming to your website.
Mistake #3 –Relying Only On One Landing Page
If you want to do PPC successfully, you have to prepare multiple ad copies in your campaign. But, most advertisers neglect the importance of landing page. Your landing page has to be relevant with the ad copy that you put in your campaign. In other words, you have to prepare multiple landing pages as well. At least, you have to prepare different landing page with different headline for each ad that you place in your campaign.
Mistake #4 –Not Controlling What Your Affiliates Do
Don’t let your affiliates to become your number one competitor in PPC advertising. If you have an affiliate program, there will be a big number of affiliates that will promote your product using PPC advertising. And if you don’t control them, they can beat you in this platform. For instance, if you don’t prevent your affiliates from placing an ad with your company or product name in it, you will lose potential sales because many sales will go to your affiliates .Remember that people looking for your product name or company name are ready to buy your product.
Mistake #5 –Writing Ineffective Ad Copy
The purpose of your ad is to entice your potential customers so that they are interested to visit your landing page. And remember, each customer that you bring from your PPC ads is a paid customer, so you don’t want to waste your money by writing ineffective ad copy. Your ad headline must contain words that grab people’s attention, and grow their interest toward your product. Then, the ad copy should be able to make people to decide to visit your landing page. Lastly, your landing page should be able to entice people to take action.
Those pay per click management mistakes are common in most companies. Those mistakes are dangerous mistakes that can potentially thwart your investment in PPC quickly without much return. So, it is wise for you to avoid those mistakes and proceed in managing your PPC campaign with more caution.
Deborah Dee blogs and writes about SEO and online reputation related topics. She works as a freelance writer in one of the leading SEO companies in Irvine.
Google Analytics is a free tool which can be used to track information about your website visitors and how they interact with your site. You can also use it to monitor your keywords and determine whether or not your search engine optimisation campaign is successful. In this article we will explain how you can use the results of Google Analytics to improve your SEO campaigns.
Keywords play an important role in all successful search engine optimisation campaigns. Your website’s Google analytics results will be able to tell you what keywords your visitors are typing into search engines to get to your website. This will help you identify whether your keywords are being optimised properly in your SEO campaign and whether you need to begin optimising new keyword searches, in line with those typed in by your visitors.
Webmasters will also be able to identify the keywords which drive the most traffic to their websites. This may not necessarily be the highest converting keywords. Look at the highest converting keywords and determine whether or not you are optimising them properly in your SEO campaign. Monitoring keywords is an essential part of determining the success of an SEO campaign and is easy to do using Google Analytics.
Whilst you need to know which keywords your visitors are using to get to your website, you also need to examine which search engines are sending the most people to your website. If this is not the search engine that you would expect then you perhaps need to tailor your campaign so your website is indexed by that particular search engine. Many webmasters aim to target Google in their campaigns.
Google Analytics provides an in-depth report of your visitors enabling you find out things about them, such as where they are from and what browser they are using to view your website. Geography may play an important role in your search engine optimisation campaign so these results can be used to see if you are targeting specific geographical locations successfully. You should use this information to evaluate whether you can provide a better online experience for users from a particular area and find ways to engage with them on your website, in the hope that their visits will convert into sales.
Google Analytics is an excellent tool to use for reviewing trends in organic traffic. Carrying this out will help you to evaluate your SEO performance over a chosen period of time. Webmasters should look to see if there is an upward trend in organic visitors and also check the proportion of new visitors. Effective search engine optimisations should aim to target new visitors, as well as returning visitors. One of the many advantages of Google Analytics is that you can choose to look at information between two dates, or examine a new report against an existing one. Webmasters should be looking at whether or not the information in the reports correlates with a new SEO campaign or changes that have been carried out on the website in order to make it more SEO friendly.
Google Analytics has proved itself to be an invaluable tool for webmasters when it comes to determining the success of an SEO campaign. Despite being free to use its features rival, if not exceed some of the paid analytical software available on the market today. It also has a user-friendly interface making it easy for webmasters to use and understand. If you are looking to monitor your company’s SEO campaign and make changes for the better, then there is no better analytical tool to use.
By Megan Hunt, who recommends St Albans SEO Company – Distinctly Digital and Google Analytics in your SEO campaigns.
Search engine optimization campaigns are generally all about finding a higher rank on Google or Bing for an important keyword or key phrase. But, what if there was a way you could increase the profitability and return on investment from your SEO efforts without tweaking single keyword, or even thinking about them?
As luck would have it, there are actually three ways to do just that:
1. Inject more energy into your copywriting. It’s a well-known fact that people tend to buy for emotional reasons. Because of that, high-energy copywriting that encourages people to envision a better future and take action on it tends to outperform writing that “just states the facts.”
2. Give visitors a better user experience. Although lots of people might be finding your pages, how many of them are finding exactly what they’re looking for on the first click? Because that number is always likely to be less than 100%, it’s important to have a clear, simple navigation structure that they can follow to find other information resources on your site.
3. Offer more value than your competitors. Any time that you can give potential clients something your competitors can’t – in the form of lower prices, faster shipping, better customer service, or flat-out superior products – you’re going to have an easier time winning new business.
Of course, veteran online marketers will recognize that each of these three tips really comes down to conversion rate optimization – that is, getting more from every visit to your business website. While that might not fall strictly within the confines of search engine optimization, it is a necessary skill if you’re going to make the most of any search position.
Why not give them a try today and see how much more profitable you can be, even before you have moved farther up the search engine rankings?
One of the first questions that potential clients often ask a business is where they can be found on the Internet. In the modern digital age, this is the preferred method by which most of the information about a business is gleaned. In turn, potential customers tend to shy away from businesses that do not have a strong web presence, as that can be seen as a sign they are not well established. Consequently, if the business does have a web presence, you can rest assured the potential customer will do their research and find out all they can.
Taking the Wrong Turn
One of the biggest mistakes a business can make when developing their web presence is to sound too disconnected from their customer base. Formulaic web content without a personal touch is easy to spot, and your customer will recognize it immediately. In turn, potential customers are sure to look elsewhere for a business that can take their needs into account throughout the transaction.
Many times potential customers report that they feel like they can’t trust a business that has general information that does not speak to them. They also tend to cite examples where they made purchases from these types of businesses and found there was no one that ever cared about helping them.
One of the best ways to avoid this pitfall is to create custom content that is geared toward your target demographic and customer base. A well-written and engaging set of articles can be the difference from being seen as another run of the mill business or something special. Consequently, it is a great idea to have fresh and original content created in order to help brand yourself and engage your reader. This will definitely keep them coming back for more. Most businesses report that when they start offering something of value to their customer, beyond their product or service, they see a sharp rise in sales.
For instance, image you are selling a vacuum cleaner on the Internet and only have a website that lists all your vacuum cleaners and their prices. You might have even tossed in a section about how you are a family business or included a special five percent off coupon. This might generate some sales, but think how much better you could do with creative web content. Imagine creating an entire series of articles on quick cleaning tips, or ways to get your kids to clean up after themselves. Then at the bottom of this content you can create a link to your website where you can connect with a sale.
Starting a Blog
The best format that businesses have found to post this compelling and engaging content is on a blog. Your normal website will have all the foundational information about your business, including your products or services. However, your blog will be the place to let your potential customers hear the personal side of your business. You should be sure to speak directly to them and offer tips and information they will find useful, regardless of whether they buy your product or not.
This will create a relationship between you and the reader and will strengthen the bonds between you so that you will be the first one they come to when considering a purchase. Additionally, you will likely have your engaging blog posts shared on social media. People who get value out of quality content tend to share it, and you can use this to your advantage to get free marketing.
Valerie Mellema is the owner of Words You Want and has over 7 years experience in the SEO writing industry. Read about what Words You Want has to offer and learn some great content marketing tips at http://blog.wordsyouwant.com.
If you’ve ever tried to teach yourself how to cook, you probably made one of those classic, head-slap mistakes that ruin an otherwise perfect dish. Common examples would be baking at the wrong temperature, using the wrong kinds of measuring cups, or substituting salt for sugar. In each case, they’re easy blunders to commit, but can kill the result you are looking for – even if you did everything else right.
The same principle applies to pay-per-click advertising, where too many business owners and executives are looking at the wrong goals. It’s understandable, but keeping an eye on the right set of figures makes all the difference, and it isn’t traffic, bid prices, or even click-through rates that matter most… it’s your cost per conversion for each important keyword or phrase.
That isn’t to say that those other numbers don’t work into the mix, but that they should be secondary to the cost-per-conversion calculation. Here are a few quick reasons why:
Cost-per-conversion keeps you better aligned to your business goals. If you spend less on advertising than you make in gross profits, your bottom line is going to generally move in the right direction. You can’t necessarily draw the same direct path from click-through rates or bid prices, though.
Watching your cost-per-conversion stops you from over (or under) paying for keywords. Sometimes, the best keywords seem too expensive, and the worst ones kill you slowly with low bid prices. Success with PPC is all about efficiency, and that’s where your cost-per-conversion figure comes in.
Cost-per-conversion puts PPC advertising into the right context with regard to the rest of your Internet marketing plan. The better understanding you have of this number, the easier it is to decide where to put your marketing dollars, especially when you weigh the cost-per-conversion of PPC versus direct mail, telemarketing, and other tools.
As we’ve already said, cost-per-conversion isn’t the only number that matters in online advertising, but keeping a close eye on it can help you make important decisions and stay on track. Have you been following the right recipe for Internet marketing success?