Best cheap web hosting indialikelycome revolution thispowerful systemscome revolution thismarketervisitHow much is web hostinghaveoffers

Category Archives: SEO

Does your website get found in online search?

By | Marketing Technology, Online Marketing, SEO, Small Business Marketing | No Comments

Here is some great information from GrowthPanel on how to determine if your website content meets your potential customer needs

Search marketing is about gaining visibility on search engines when users search for terms that relate to your product/service/organization. For most companies, ranking highly in search results isn’t luck – it’s a result of solid effort in one or both categories of search marketing.

  • Organic Search:  When you enter a keyword or phrase into a search engine like Google or Yahoo!, the organic results are displayed in the main body of the page.When prospects search for information about your products and services, it’s important to rank high in search engine results. By “optimizing” your site, you can improve your ranking for important search terms and phrases (“keywords”). You can also improve your ranking by getting other important sites to link to yours.
  • Paid Search:  Paid search enables you to buy listings in the “sponsored” area of a search engine. There are a variety of paid search programs, but the most common is called pay-per-click (PPC), meaning you pay for a listing only when a user clicks your ad.

Search marketing in B2C is straightforward — searchers look for products/services to purchase or research prior to making a purchase decision.

For B2B, it’s a little trickier. Just like consumers, business buyers use search engines to find products and services. Studies show that most business people research problems, potential purchases, and prospective vendors online, and they use a search engine to facilitate the process. And the higher the price of the product or service, the earlier in the process they begin their search.  A search marketing firm, Enquiro Search Solutions, conducted a study among nearly 1,500 businesspeople and found that:

  • 93% research business purchases online and 89% of that group uses a search engine
  • 64% start the research process with a search engine
  • 83% of business users prefer Google

The higher the price of the product/service, the earlier the buyer uses a search engine for research. Business buyers also tended to use search early in the buying process:

 

  • In which of these buying phases were you when you used a search engine?
  • Percent
  • Very early in research, little knowledge of product or service
  • 46.2
  • Later in research phase, some idea but wanted comparisons
  • 30.2
  • Knew exactly, wanted reviews/articles
  • 11.3
  • Knew exactly, wanted to find best place to buy
  • 12.3

If you’re B2B, what does this mean for you? Below are some suggestions. When you understand users’ needs as they search for solutions, you can improve your site to meet their needs.

 

Visitor Stage % Ideas for Improving Your Website
Very early in research; has little knowledge of product or service 46.2 Focus on creating trust and educating your prospects. Prospects at this stage aren’t ready to buy, so make them comfortable that you’re a resource. If you try to close the prospect now, you’ll fail.Make sure your website offers valuable, unbiased and general information. Prospects aren’t ready for detail at this phase; they need basic information about the solution and how it’s relevant to them.

Create content that shows how your solution generally differs from other broad options.

Create a white paper that prospects can download by providing some basic information so you can follow up when the time is right.

Encourage visitors to call (or allow you to call) to provide information.

Later in research phase; has some idea but wants comparisons 30.2 Encourage visitors to call and speak with a rep.Provide comparisons to enable them to easily see how your solution compares with your competition.

Offer a quote or more detailed information if they provide very basic information so you can follow up.

Late in process; knows what s/he wants; needs reviews/articles to choose a specific solution 11.3 Offer case studies and articles that are easily accessed from the homepage – these prospects are closer to buying and know what they want.Encourage visitors to contact you for a detailed quote or to purchase.

Provide comparisons to enable them to easily see how your solution compares with that of your competition.

Use testimonials and endorsements to provide social proof.

Knows exactly what s/he wants and is ready to buy; wants to find best place to buy 12.3 Make it very easy to buy the exact product/service they need – they should be able to easily find it from the homepage.Make sure you deliver the product info they want in the fewest number of clicks possible. The more they have to hunt for information, the more likely they are to leave.

Make sure the checkout process is simple with all information (like shipping) disclosed early.

Make sure your return policies, warranty information, and other details are simple and logical to find.

Evaluate Search Marketing Options

There are two basic categories of search marketing: organic search (referred to as “SEO” for search engine optimization) and paid search (referred to as “SEM” for search engine marketing).

Category How It Works How You Do It
Organic Search (SEO) When you enter a keyword or phrase into a search engine like Google or Yahoo!, the “organic” search results are displayed in the main body of the page. If you don’t find what you want on the first page, you may click several pages deep, then try another term if you’re unsuccessful.Search engines “spiders” or “bots” visit websites, grab information and calculate the site’s subject matter.

The engines return sites that the database believes are most relevant to your search.

If a user is searching specifically for your company/product/service, you may show up on the first or second pages without doing anything special to your website.However, if you want your site to show up when a prospect is looking for broader information, you should “optimize” your site to show up for different search terms.

“Search engine optimization,” or “SEO,” can be a complex topic. Yet there are simple things you can do to greatly improve your rankings and generate free traffic to your site.

For some businesses, generating only a handful of additional serious prospects can make a substantial difference in revenue. Using SEO may easily produce these additional prospects.

Paid Search (SEM) Marketers bid for placement for selected keywords or phrases. There are different types of programs including the most popular “pay per click” (or PPC) option – a marketer only pays for the listing if the user actually clicks the listing.PPC is a true pay-for-performance program, can generate very targeted traffic and it is instantly measurable.

Paid listings are displayed differently than organic listings. They may be displayed at the top, side and/or bottom of the page (varies by search engine).

Google and other content networks also allow you to pay to place text, display and video ads on other sites, triggered by content that is relevant to your selected keywords. This is covered in 21 – Online Advertising, since these ads don’t display on search engines.

 

To generate traffic through paid search, you create an account with one or more paid search networks. You then choose your program, your keywords and phrases, and enter bids for placement.When your program goes live, the network bills your account for the traffic you receive. For example, if you’re running a PPC campaign, you’ll be billed for each click on your listing.

You’ll need to designate a “landing page” for these campaigns, and you’ll want to make sure your landing page is designed to convert your visitors so that they continue to click deeper into your site. For example, if you used your existing home page, it might not be specific enough for your visitor, and you may loose them.

A good paid search program involves continuous keyword research, careful monitoring of your bids, and strong focus on converting your click-throughs into active prospects for your company.

Here you can evaluate your marketing goals to determine if SEO, SEM or both are right for you.

Marketing Goal SEO SEM
Need to generate traffic very quickly X
Need to generate more traffic and have time to research, rewrite and potentially redesign your site to capture more qualified traffic X X
Need to generate as much traffic as possible to your site X X
Want to generate traffic to very specific subject areas on the site X X
Want to invest in a long-term search marketing program X
Want to generate traffic for a wide variety of keywords X
Want to launch time-sensitive campaigns that focus on very specific topics or offers X
Want to build more brand awareness through publicity X  X
Need to establish a stronger brand presence on the web X  X
Have a very small marketing budget and are looking for measurable, repeatable programs to generate leads X X

In SEO, your ultimate goal is to get your site listed in the top 10 Google results (the first page) for a few targeted search terms that your prospects are using. Most keywords have a great deal of competition so the task is challenging, but you should still try to rank for very targeted terms. At the very least, your prospects need to find you in the top 10 when they enter your company’s name in the search bar. To optimize your site, you’ll need to make sure its content, design and underlying coding are attractive to search engine spiders, the programs that crawl the web, decide what each page is about and rank pages against other.

What to do next?

If you would like some help setting up your SEO visit our Digital Marketing Services Page.

Are you lost about how to market your business online?

By | Business marketing, Facebook Marketing, Marketing Strategy, Marketing Technology, Mobile Marketing, Online Marketing, SEO, Service Marketing, Small Business Marketing | No Comments

Is marketing online in the too hard basket? Well these days if you aren’t online your business may as well be invisible.

At MacInnis Marketing we have become Digital marketing gurus. We didn’t start that way but over the past 5 years we have honed our skills because of the dramatic change in customer interactions online. With this revolution has come a whole new way to market and thus Digital marketing services are now a big part of a small business marketing kit-bag.

There is only one problem. Most small businesses still don’t have the time to understand it and so can be paying for a service without really understanding its value. It is understandable as the terminology let alone the technology is confusing.

We help educate you to be able to make informed decisions and ensure that you receive a report and measurement of everything we do online. We match your marketing goals with the technology and ensure your budget serves you best.

 

Ready to learn more Click here.

Promoting your small business online. Five top tips and tools

By | Business marketing, CRM and lead generation, Facebook Marketing, Marketing Strategy, Marketing Technology, Mobile Marketing, Online Marketing, SEO, Service Marketing, Small Business Marketing | No Comments

As a small business, no doubt by now you are venturing into the online world in trying to promote your small business. No doubt you have heard about Pay-Per-Click, social media and other tools but promoting your business can be expensive and ineffective if you are not given the right advice. You can also spend a lot of time experimenting with out getting great results, time we all don’t have.

Here are my Five Top Tips and Tools for Promoting Your Small Business Online. Remember it is not about traffic. The name of the game is getting leads and conversions or sales!

1. A website presence

You need to have a website that says what you do, who for and why they should use you. Your website is your shopfront and is 24×7 so you need to invest in one that is professional and represents your brand. A key tip is that it is easy to manage and a content management system that you can update. Content and relevant fresh content is a very important way to drive visits to your site so you need to be able to add new content regularly. It is also important that you add google analytics to your website so you can see information about how your website is working.Here is how to do that in a video. To build a website you can view my apps and see which platforms I like or our how to section on how to build a website. It is also a good idea to see how your site looks on a mobile device with go mobile app and build a mobile version using wire node. You can also use a tool called Lucky Orange to see how your website works from a customer perspective and we love that!

Remember if your website doesn’t have a call to action you are wasting your money. A call to action is the step you would like your prospect or customer to take. It needs to be appropriate. A free trial, download, meeting, sample etc. You need to nurture the relationship overtime.

2. Pay-Per-Click

If you build it they might not come is very true for a website. You need to spend as much time on building your website as you do promoting it. This may start with some initial SEO and directory listings to ensure you are found but I suggest a Pay per Click campaign to ensure you are on the right track and for some great feedback quickly.

Maybe you have heard about other small businesses getting great results with Pay-Per-Click, but it looks like a lot of time to manage and you don’t have a lot of money to spend. Maybe you just aren’t sure you know where to start, what to do or how to do it? Pay Per Click campaign can you get immediate results. You get immediate feedback, you can see which keywords are performing and then you can tweak it very easily to get it to actually to bring you the sales. The key tip is set a very restrictive budget. Don’t set the budget that Google tells you to set.  Set something that you are comfortable with.You’ve got to watch it very, very carefully at the start and also think about whether this is the right thing for your business too. Using google keyword tool you can start to work out what keywords bring you traffic. You can also use Wordstream which gives you more information and I think is better than Google’s keyword tool. Remember, while google domains advertising online it is not the only medium. Now you can advertise in LinkedIn and Facebook. Both are more affordable than Adwords and might be a more relevant medium depending on your audience. They key tip is to track what works. Display advertising can be good but you have to be really careful with that.  It’s less controllable than pay per click or SEO is and so you can run through a lot of money very quickly and so the thing with that is you have to decide which of other sites where my customers are really engaging and you really need to know the demographics of your audience to engage in display advertising. If you choose to use a consultant which is a good idea if you are educated in the process, and if they say that they can guarantee you a 1 page off google, run! It takes about 6 months to get any real effect on google using AdWords but I wouldn’t lock in for longer than that in a contract. Raven tools is a good aggregator tool for looking at many online metrics if you want to do it yourself.

3. SEO

So once you see the keywords that are performing in your AdWords campaign, it’s really easy to then start doing your SEO and setting up an account on SEO and then you can sort of see the things that you want to follow on social media as well. So if you know the keywords that are performing for you with Pay Per Click, you can use those keywords to actually follow those keywords on Twitter and see where the conversations are happening and then engage in those types of conversations. If you set up a Google Alert you can track what is being said about you (or your competitors) to see what words people are using to describe you. Remember you should have SEO on your website as a given but tweaking it is really important. The descriptions for each page appear to be more important than the key words but google is always playing with this.

4. Email Marketing

Email marketing is an important part of online marketing and often overlooked by small businesses. Customers need reminding you are out there. It is not spamming if it is valuable information and you always provide an opt out function. To have an email campaign you need a list. You can start with your existing customers but often small businesses haven’t been in the habit of collecting names, emails, mobiles etc. START!! You also can have a landing page on your website with a form and an attractive offer to start this lead generation process. Don’t try and run an email campaign using Outlook because you’ll get blacklisted all over the place on a bunch of the ISP’s.  So you want to use something that is guaranteed to kind of get through to your customer and by using a good email solution and that can really make a difference in the deliverability of your emails. I use Mailchimp because it integrates nicely with my form generator wufoo and it has great social sharing tools and analytics but there are many tools out there including some fully automated marketing software like Infusionsoft or Hubspot.

5. Social Media Marketing

Social media marketing is the next level of online marketing for a small business. Many have started to play with Facebook or Twitter but without a real strategy.

Facebook is more geared towards the consumer environment in that retail businesses can use it to make offers and run contests. Having said that it is a great engagement tool for local businesses to share content and build an online community. Having a blog can position you as an authority in a B2B company and can gain you credibility amongst your peers. I find a blog, email and PR strategy very important for a service based business, while a Facebook, Twitter and social interaction strategy  more relevant in a retail business.

You need to monitor the conversation on every social platform. This can be daunting for the small business owner, so it is important to only engage in those tools you are going to manage and use. It is better to be committed to LinkedIn and leverage that as a forum rather than be on Twitter and Facebook and U-tube if you have a HR business for example. Choose where your audience is and go there.

I like social aggression tools like sprout social.

Finally as a small business you can’t do everything all at once so start with one of these tips and do it well. Learn about it. Add google analytics to your website and understand what is happening so you can make better business decisions.  The real measure of effective online marketing is leads, contacts in your database, new opportunities and returning customers that buy again. You can control how much it costs you to create leads and work out what is the right mix for your business if you are informed about the tools you need to be aware of.

If you need more information visit me at macinnismarketing.com.au

 

Build a web presence, or be invisible

By | Online Marketing, SEO, Service Marketing, Small Business Marketing | No Comments

You have a choice to either create a web presence or be invisible. It is all about being online but more importantly being active and engaging customers. To do this effectively to need to manage your web presence.

1. You need to have a web presence that is easily found. This means knowing your target audience and understanding how they would search for your product or service. Once you know this (through some research) you can then put together some directory listings.

2. Directory listings on Google Places, Yellow Pages online and True Local will help you get found when your customers are searching online. However if you optimise your listing with key words and offers you can stand out from the pack!

3.Using social media to engage your customers and prospects is a must. Go where they are. Posting great information, resources, competitions and offers can all assist you build a loyal following.

4. Have an marketing strategy that uses your website, email and mobile to build a list to nurture is a very important objective. You can only build a relationship if people, know, like and trust you. It is all about pulling them to your service with great value.

To learn more about building a web presence visit our digital marketing page.

Ducon – Testimonial

By | SEO, Testimonials | No Comments

“My experience was like being blind entering the unknown world of marketing and being able to put my trust into somebody to help navigate my way, thanks. Extremely satisfied, very knowledgeable, helpful and fun.” November 2009.

Peter Mason – CEO

 

Checklist for hiring the right marketing consultant

By | Business marketing, Marketing Strategy, SEO, Service Marketing, Small Business Marketing | No Comments

The most successful marketers measure what they do and they know how the marketing activities are impacting the revenue. They not only get leads into the funnel, they  nurture them through the journey to become a customer and advocate. Great marketers technologically savvy, creative, analytical and obsessed with tools to better manage inquiries and nurture leads by providing insights into prospects digital footprint.

Here are a list of key competencies you should look for when hiring a marketing consultant:

1. Are they tactical or have a strategic skill-set. Having a sound understanding of how to implement marketing campaigns is an important tactical skill but this skill can be picked up quickly or outsourced easily. Setting up a sound marketing strategy and an active marketing plan is a skill that is more difficult to acquire. Having a marketer that can build a strategy to attract leads and envision how you are going to interact in a digital way with prospects is vital in todays’ landscape. At the end of the day, it is all about attracting and converting leads into profitable customers and every business needs a plan to do this effectively.

2. Do they have business analyst skills? Today marketers needs to have very good business analysis skills. Knowing how to uses tools like – CRM, google analytics, Facebook, lead scoring, social media tools amongst others to drive to a revenue result is critical.  Understanding trends, tweaking campaigns and trying new things is a must and such activities are based on sound measurement and analytic skills.

3. Marketing Technologist – Are they a power user of technology? –  If they are they will look at new ways to do business by optimising your use of technology. Using the marketing automation system, lead scoring, profiling you database. Marketing is going through this incredible transformation. Marketers need to use multi-technologies to run successful campaigns. They need to be able to leverage the technology to meet the needs of your business. Marketing automation systems are powerful and in order to get the most out of them you need to have a technical skill-set. You need to have HTML, CRM skills to mention just two technologies.

4. Are they a nurture specialist? Nurture specialists are obsessed with creating a intimate digital dialog at all phases of the buying cycle and providing qualified leads to the sales team.This role focuses on the long-term digital relationship with prospects and customers and must effectively work with all team members to pull campaigns together.

5. Are they Content Specialist? Content specialist  means they are responsible for all the content associated with a campaign marketing is the fuel for nurture marketing. The key here is using the smallest piece of content that will create an exchange of value that gives the opportunity for the prospect to show behaviour that can be tracked and scored as an intent or level of interest.

Content specialists know that the right message at the right time will keep prospects and customers engaged. They think about the buying cycle and personna types and how will interact in each channel.

6. Are they a creative specialist? Creative specialists want to know how effective is the demand generation. What will perform best. Testing what works. They drive and enhance the communications from the customers’ point of view.

7. Are they brand experts? Branding is all about creating a feeling between the company and the customer. A marketer that is interested in building a brand personna that is consistent and represents value consistently in all its touch points is a very great asset to any team. Someone to hold you accountable for the brand attributes is vital to keeping a brand real.

 

Questions to ask when interviewing them:

1. Are they recognised by an official Marketing organisation – In Australia that would be Certified Practicing Marketer by the Australian Marketing Institute

2. Do they use a marketing dashboard to measure the results for each client; leads generated, conversions, and cost per lead per program, etc Do they talk about the demand generation as a pipeline?

3. Have they got a good social media profile: LinkedIn, Facebook, Google+, u-tube, quota etc

4. What marketing tools do they use for their own marketing: CRM, Blog, Content Management System, advertising, SEO, branding, podcast, articles, tools and resources.

5. Do they have good customer success stories and testimonials? If they do do they talk about real results, leads generated and covered to customers.

The pedowitzgroup have a good video explaining the difference between the traditional marketer and that of a demand generation system marketer or as they call the revenue marketer. You can also listen to a an interview on Rain today about core competencies to look for in a marketer today.

 

Take our Marketing Health Check I'm marketing savvy!