Does your business need an e-Marketing make over?
There is a saying that for anything to remain successful, one must show the same enthusiasm as in the beginning. That’s never truer in business. Setting up an online business is pretty easy nowadays. But to make it successful and maintain it as such, requires specialised knowledge and hard work.
- Has your business’ e-marketing campaign been put on hold for too long?
- Have you recently noticed lower sales, interaction, conversions, and referrals?
- Do you want to take your business to the next level?
If you’ve answered yes to any of the above questions, then an e-marketing make-over may just be what you need. First, we need to figure out your strategy; what is it that you’re trying to achieve, your goals.
Ranking for the right keywords is the key to a successful online business. You don’t want just any one to come and visit. The whole point of marketing is to invite “targeted” customers, the ones that will come to buy your products. So, instead of broad keyword phrases like “university courses in Sydney”, your potential could significantly be increased when you focus on the keywords, “Applied Media Arts Bachelor Program in Northern Sydney”. And when the keywords are narrowed down, competition is lower and rankings can be achieved easier as there are certainly less universities in Northern Sydney having Bachelors in Applied Media Arts than there are universities in Sydney. Remember – the more targeted the keyword, the further down into the buying process your prospect is.
If your content is under optimised, search engines might have a difficult time assessing what is it you are selling; and even not bother too much with your site. They might not easily notice it and if they don’t, you’ll never get in those rankings. On the other hand, if you’re over optimising they could penalise you, pulling you to the bottom. If your website is an important piece of your marketing strategy, then this is scarier as more time and work will need to be done to put it back up. The correct level of optimisation is achieved when your content is original, inbound links are genuine and relevant, there are more matter than advertisements and your content is precise and helpful for the visitors.
Nowadays, fresh and topical content is paramount to your online success. The key is to regularly offer insights on the industry you are in, not just publishing content about your own offer. There are lots of events and product releases in your area of expertise, so speak up and establish yourselves as leaders! Well-written and sincere content will help you engage your customers and establish a relationship with your clients. Remember this golden rule, no matter how good your products and services; people, being emotional creatures, buy from whom they like. So, keep writing, engaging and evolving to the customer’s needs.
Are there authoritative websites in your niche linking back to your site? Or is it just friends commenting about your products from their blog? They are both backlinks but Google values each of them in completely different lights. Quality backlinks are considered votes: those from sites that have made a reputation in your niche are given more weight than those from ordinary sites. So, brush up those content writing skills and write some awesome guest posts that will attract links back to your website as magnets. Google will reward you for that.
Clean Up Broken Links
Broken links are links to non-existent pages, on your website or someone else’s. They’re simply like misplaced doors where there are no rooms. When visitors, i.e. potential clients, visit your website and come down a dead-end, they’ll figure your business unprofessional and might leave for other competitors with whom they can safely place their trust. Search Engines too consider broken links negatively and this can lead to a lower trust in your website’s reputation. So to improve user experience and increase your rankings, fix your 404 errors using Google Webmaster Tools through “crawl errors” option.
Once you get on the wagon of an online business, you will come across technical issues that are going to need expertise to resolve. Now, even if you have the time and inclination to study the issues and solve them on your own, which admittedly has its advantages, it would be wiser to hand over the work to professionals. They’re likely to finish the job ten times faster and better; while even offering suggestions and potential improvements. Your time could be much better utilised for the rest of your marketing efforts.
If you’re facing a stagnant online venture that isn’t going places with low conversions and falling sales, then you need to work on your e-marketing campaign to make those prospective clients come, click and buy. Start by following the steps given above and make your business more competitive in your industry. And if you’re unsure about any of this, your best bet is seeking the services of a professional SEO consultant.
Marketing.com.au would like to thank Bernard for sharing these great eMarketing tips with us.
About Bernard Somja, SEO Works
Aside from developing a league of veteran snowboarders, Bernard is SEO Works’ Director of SEO Services, helping businesses in Europe, Asia, Australia and the USA succeed online through the implementation of best practice Inbound Marketing.