Internet Marketing Study Exposes How Consumers Research the Goods and Services They’re Ready to Buy Online

Internet Marketing Study Exposes How Consumers Research the Goods and Services They’re Ready to Buy Online

I think it’s safe to say that for small business owners the biggest challenge, as far as internet marketing goes, is figuring out how to get people to buy. You could have scores of people visit your site each and every day, but if they’re not the types of visitors who are ready and wanting to buy, it defeats the whole purpose of having a website, right?

For the small business owner, discovering exactly where people do their research before making a purchase can make designing a digital marketing strategy that works more of a science and less of a shot in the dark.

A recent study performed by retail engagement company, Parago, looked at the ways people use the internet to learn more about products and services. In my opinion, there’s a lot of value here for the small business owner, as internet marketing strategies that take these findings into account will have a greater chance of being effective, bringing their creators more leads and sales via their websites.

While there is much a business owner can take from this study and apply to the online marketing they do, there are two key findings that I’d like to share with you here, as I think they’re particularly relevant for the small business owner; the ways consumers do, or rather do not, use social media to research for the goods and services they wish to buy, and the fact that Google is still the source consumers turn to most when looking for more information on or to buy a product or service.

Social Media’s Place in Online Marketing, According to Consumer Behaviour

Now before you think you’ll never have to send out another Tweet or make another post in Facebook, don’t get carried away. Social media is still important and a completely necessary component of any internet marketing you do for your business. The important thing to take from Parago’s findings, which put Social Media as the source consumers turn to the least when searching for more information on a product or service, is that fine-tuning your social media interactions so that they focus more on content sharing, building your brand and mingling with current and potential customers, it isn’t the place for serious product or service marketing.

Sure, share your organisation’s news with your social media followers, including details on new products, services or promotions, but don’t expect people who are ready to buy to use Facebook to check out the specs on or pricing for a product you carry.

Pleasing Google is Still What Counts

For anyone who was starting to think that a mix of internet marketing and SEO wasn’t as necessary as it once was, Parago’s research confirms that Google is still the resource people use most often, when searching for information on the purchases they intend to make. For the small business owner, this means getting your business’ website up to speed and in line with the top competitors in a market is how you’re going to A) rank well in Google, and B) receive more of the ready-to-buy visitors you need to succeed. Of course, once you attract the attention of searchers in Google, it’s up to the design of and content on your site to convince visitors to take action and contact you for more details or buy your products or services.

Staying up to speed with trends in consumer behaviour can and will provide valuable insight for those looking to generate more leads and sales online.

For more information on internet marketing and SEO, call us on 1300 88 55 57.

LinkedIn: It’s About Time You Made the Site Dedicated to Business Networking a Web Strategy Priority

LinkedIn: It’s About Time You Made the Site Dedicated to Business Networking a Web Strategy Priority

Recently, we revisited a course that explained the ins and outs of LinkedIn and how business owners can incorporate the site into their web strategy easily and with powerful results. It reminded us of just how undervalued LinkedIn is.

Now, LinkedIn is vastly different from other networking sites on the web, like Facebook or Twitter. While Twitter and Facebook can and should be used for web marketing by any business, LinkedIn is a place for more serious and direct business networking opportunities. Let’s just say you won’t find status updates or posts in LinkedIn that include diatribes about a toddler’s latest affection for playing in the cat litter, or any other nitty gritty details that nobody cares to hear about. LinkedIn is the web marketing hub for serious business owners who want to make potentially powerful connections with others who are serious about what they do; an online centre for finding and meeting prospective customers, future employees, sources of inspiration, industry competitors and the like.

Your LinkedIn Strategy Can Include Tactics Not Welcome in Other Areas on the Web

Whether or not they could or would attract more attention or bring you more customers online, there are some things you just can’t do, when it comes to web marketing, without eventually suffering the consequences of Google’s disapproval in the search rankings. The great thing about LinkedIn is that these marketing tactics, typically taboo for an online strategy, can and are used effectively in the B2B networking site. Here are just a few of the marketing measures you can employ in LinkedIn:

  • Stuffing your best keyword terms in 5 specific areas in your profile is a great and viable way to rank number one in LinkedIn for those particular terms
  • Email blasting the people in your groups isn’t seen as spam but rather a useful way to disseminate valuable information and updates
  • Give a shout out to a LinkedIn connection and they can give you one in return; might seem rather blatant, but testimonials from others on your profile is a great marketing tactic
  • Grow your web traffic by joining LinkedIn groups and creating new groups 

Your Strategy for LinkedIn Networking–Here’s What It’ll Take

Marketing your business effectively in LinkedIn, to the people who would and should care, undoubtedly takes time and a certain amount of knowledge as to how to best use this online forum to your advantage. One of the main reasons LinkedIn is so underused by business owners is because they just don’t know what’s possible or how it can be the means through which they execute a number of marketing measures efficiently and effectively.

Bring your business up to speed by working with us to first create a profile that’s not only informative but also carefully optimised to dominate the LinkedIn search results, and allow us to then show you how to make the most of the time you spend marketing and networking your business on the site. Time poor? We’ve got a solution for that too: complete LinkedIn set-up and networking services. Call us at 1300 88 55 57 to learn more.

Getting attention through rankings

Get the Attention You Need by Improving Your Site’s Search Engine Ranking

In order for your website to be effective in attracting visitors—your potential customers—your site must be somewhere on their radar.  No matter what your business is, your website is one of millions online and if your site isn’t ranking at the top of search engine results pages, you will never get the chance to find customers who will buy your products or services. All the effort you’ve put into your website will go for naught.

You can take the easy way out and pay to have your site ranked toward the top of search engine results pages, but it can be a waste of money if you don’t put some effort in to keeping your site up-to-date.  While some websites, such as Google, use algorithms to determine which websites rank high on search engine results pages, there are several things you can do to make sure your site is ranked high as well.  In fact, if you don’t do some of the following things, it won’t matter if you pay to have your website ranked, as it can still fall into the abyss that is the Internet.

One of the most important things you can do to improve your search engine ranking is keep your website content up-to-date.  With regular updates to your blog, podcast or articles, you will keep your visitors interested in your site and keep them coming back to your site.  If you can keep their interest, you will have a better chance at converting them into customers.  If you allow your content to go stale, however, you can adversely affect your search engine ranking in no time flat.

A note about optimising content with keywords: When you write your blog posts or include articles on your website, don’t overuse keywords.  Your search ranking could suffer from the overuse of keywords, as ‘keyword stuffing’ is viewed as spam by the search engines and those who overuse certain terms are punished for trying to cheat their way to the top of the results pages. Using the right ratio of keyword terms in your content will help you seem more authoritative on the subject matter that you’re discussing on your blog, or within your industry as a whole.  If you can become the authority on the products and services you’re selling, you will not only develop trust with your current and potential customers, making them more apt to buy from your company, but your site will also be rewarded with a coveted first page ranking.

One other tip for improving your ranking is to include keywords in the links to your website.  When searchers are looking for company’s with the types of products and services you’re offering, having the keywords they are using within your link will push your link higher up on the search engine results pages.  The easier your website is to find, the more traffic it will attract and the more potential customers you will have visiting your website.

This information may seem a little overwhelming. The truth is, unless you’re experienced in Internet marketing and continuously updating your knowledge and skills, the things you do to market your business online one day won’t be relevant the next. To learn more about increasing your web traffic, contact The SEO Company. Getting business owners the search engine ranking they want and need is what we do.

Devising a Successful Online Strategy

Devising a Successful Online Strategy will Allow You to Convert Web Traffic into Customers

You have to be realistic when you are promoting your business online.  Success will not happen overnight, even if you have the best online strategy ever devised.  You have to work at keeping your website content current, you need to have strategies to reach your target customer and having a presence on social media can be critical to your success.  However, before you jump into any online marketing plans, you need to set goals on what it is that you wish to accomplish with an online marketing strategy.

Of course, your overall goal is to sell your products or services to more customers, but you will want a strategy to help you accomplish that feat.  You need to devise a way to attract customers to your website and then convert those website visitors into customers.  That is your overall goal, to find out how to convert visitors into buyers.  Even if you don’t sell your products or services online, you need to be able to get those website visitors to walk into your business or call over the phone where you have a chance to turn them into your customers.

The first priority is to get visitors to your website in order to sell your products and services to them, or to at least inform them about what it is that you have to offer.  There are many opportunities to market your business online and attract visitors to your website.  You can utilise tools such as email marketing, blogging, SEO content, search engine optimisation and social media to find the customers you need to make your business grow.

Adding a blog to your website allows visitors to learn more about your company and the products and services you sell.  While you are trying to find potential paying customers, your blog should also include information about your business, such as blog posts about your company’s history or the people who work there.  You should also blog about the products and services your company offers.  A blog, especially one that is updated regularly, can keep visitors returning to your site just to read and learn what’s new.

Perhaps more than any other strategy, you need to optimise your site so that it is easier to find when a search is done for the products your company sells.  You will want to use keywords on your landing page that are used to find a product you offer and that will have your page come up at the top of search engine results pages, before other websites who offer that product.  If you sell tires, for instance, you may learn that one of the most commonly used search terms is ‘car tires in Brisbane.’ You will want to include that keyword term in your webpage content, blog and on the title text of your web page.  But that’s just the tip of the ice berg when it comes to website optimization!

We’re really just scratching the surface of what can be implemented into an effective online strategy. If it’s time you started converting more website traffic into paying customers, contact us to learn about our Internet marketing services.

Creating Mobile Strategies to Increase Sales

Creating Mobile Strategies to Increase Sales is an Important Part of Any Internet Marketing Efforts

If you are serious about making your business more visible on the Internet to find more customers, whether to direct them to your brick and mortar business or to get more orders online, you have to include mobile devices in your marketing strategies.  Mobile devices are becoming more and more popular as their prices drop, and so you need to be gearing your website for accessibility on mobile devices or build a separate mobile site.  While you don’t want your Internet marketing strategy to be intrusive, you can use mobile marketing techniques to increase your business and make it more convenient for your customers to find the information they want.

Building a mobile site doesn’t need to be as content rich as your regular website.  Mobile devices like cell phones only have so much space on their display to see your site—a content rich site just doesn’t fit on their displays.  Even tablets, which have a much larger screen, only has so much room to display the information on your site, so keep it as streamlined as you can.  You do want your vital information prominently displayed on your site to make it easy to find.  Your business address along with directions and a map, if you have a location, your telephone number and your hours of operation is information that is important to have on a mobile site to make it easier for your customers to find you when they’re on the go.

When They Need to Know Now

Create remainders or alerts for your customers’ mobile devices.  If your customer wants to be reminded of something in regards to your business, say a sale on a certain item they want, you can send them a text message reminding them of the information they wanted.  If they are asking for the reminder, it isn’t intrusive to send out the text alert.  It is providing a service they want.

When an email wouldn’t be timely enough to have your customer respond to it, alert them via their smart phone.  You can use mobile alerts for so many things, such as when their order is ready at your store or restaurant, you can alert your customers when you have an appointment open at the time they were inquiring about, or you can alert them about pricing or availability on a particular item they were trying to find.  Again, this is information they are seeking, not random alerts that could be seen as an interruption to their day.

If you don’t know where to start when it comes to a mobile strategy, The SEO Company has the knowledge and experience needed to get your business and your site off on the right foot.  Contact us to learn more.