Posts Tagged ‘internet marketing’
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?