If Your Site is Light On Quality Content, Google’s Latest Algorithm Update, Panda 4.0, Should Motivate You to Re-think Your Web Strategy

If Your Site is Light On Quality Content, Google’s Latest Algorithm Update, Panda 4.0, Should Motivate You to Re-think Your Web Strategy

In the newsletter we send out to our clients every month, content is a recurring topic. While we started out by recommending to our clients that they make regular blogging a focal point of their web strategy going forward, we’ve now resorted to a much more blatant form of suggestion, otherwise known as verbal assault, in an attempt to urge them to step-up their content creation efforts.

I get it, not everyone likes to write and most business owners don’t have extra time to devote to blogging. But, if writing and posting quality content on a regular basis was an important factor for ranking well in Google before, Panda 4.0 will ensure that all those who drag their heels and don’t incorporate regular blogging and other forms of content creation into their online strategy won’t have a hope in heck of ranking well in the future.

What’s Changed with Panda 4.0?

With every update that’s rolled out, Google is attempting to better their users’ experience by providing search results that best match keyword searches. Now, content that’s considered spammy or just plain low-quality has always been on Google’s hit list, but Panda 4.0 seeks to reward those sites that contain lots of quality content by moving them up the rankings, and to punish those whose web strategy has neglected content creation with a bump down in the search results.

Now, while I’m sure there are many who have seen a drop in rankings since Panda 4.0 was unleashed, the opposite could also be true; a site with an online strategy that’s particularly strong on the content front, but that may have ranked lower in the past because of other factors, such as on-page issues, could actually see a nice boost in rankings from Panda’s update.

Whatever side of the coin your site is on, the fact of the matter is that Google continues to make it abundantly clear that a web strategy where content doesn’t play a big role is destined to fail.

Panda-Proofing Your Web Strategy

Even if your site’s rankings have suffered a blow, there’s no time like the present to revise your web strategy and to bring it more in-line with what Google continues to make clear–content is, and will continue to be, king.

Here are a few points to consider:

  • Commit to adding at (the very) least two new posts to your site’s blog, every month. If your site still doesn’t have a blog, your web strategy is in major need of an overhaul–get blogging!
  • Posts that are less than 500 words in length aren’t as valuable as longer, quality posts.
  • Use a good mix of the best keywords for your market in the content you post on your site, only wherever it makes sense to do so. Statements like the following will get you nowhere but down:  ‘With coffee roasters Brisbane, the freshest beans are at…’
  • Consult with a team of professionals to see where it is that you lack, as far as quality content goes. With a thorough audit, you may discover that it’s not just your site’s blog that’s lacking content, but that what’s missing from your web strategy are additional site pages packed with the content your visitors are looking for.

If your site’s rankings have been rocked by Panda 4.0, get in touch with us to learn how to improve your online strategy so that future updates feel more like bumps in the road and not bottomless potholes. Call us on 1300 88 55 57.

Start Working Infographics Into Your Web Strategy to Capitalise on Current Trends

Start Working Infographics Into Your Web Strategy to Capitalise on Current Trends

Last week, I talked about how it will be beneficial to incorporate visuals into your web Web Strategy Infographicsmarketing in 2014. Just consider the massive surge in the popularity of image-centred sites like Pinterest and the growing use of visuals, including photos, videos and infographics in anything and everything from blog posts to Tweets.

While it’s obvious this is a trend that’s going to be here for some time, getting on board and incorporating visuals into your web strategy is a smart move, not only because doing so will attract more attention to your content and brand, but because it will be a necessity for those who want to be major online players, going forward.

Why Your Web Marketing Needs Infographics

Regardless of whether your business sells clothing or is a head hunter for multi-national corporations, there are ways you can incorporate infographics into the web marketing you do on your company’s behalf. Overloaded by information, people are begging for simpler ways to obtain and digest the information they need to make decisions, and an infographic is a clever and highly-effective way to reach and get the attention of greater numbers of potential customers.

To put it simply, your web strategy will benefit from infographics because they appeal to those with little time and/or those who view your page from their mobile devices; the information your infographics contain is more easily digested than big bodies of text. Infographics can also be shared with little effort. Just think of it: if the infographics you use to market your goods and services or to explain a larger concept are high quality, others will want to use and share them too. This will only benefit you, as it will help build upon the web of links your site needs to become an authority in the industry.

Where to Use Them for the Biggest Digital Marketing Effect

Determining where infographics fit into your web strategy isn’t particularly difficult, as data-focused graphics can be used in just about anything and everything. While blog posts and eBooks are rather obvious places to use your infographics, there are a couple of places where using infographics can have a big effect, but that are often over-looked:

  • Press Releases: add a visual to what are more traditionally straight bodies of text and people will take notice
  • Infographic Directories: post the killer infographic you created in a directory that’s specially designed for sharing this type of content to bring more traffic (which you can track) to your site

In the same way that your website should make it as easy as possible for its visitors to contact you for more information or to purchase your goods and/or services, you need to make it easy for others to share the infographics you use–that is, if you really want to capitalise on the power of these visuals to boost your overall web marketing efforts.  So, for instance, if you’re using an infographic in a blog post to highlight or better explain a concept, give your readers the option to grab the line of code that will allow them to use and/or share it with others.

How to Create Infographics

Using infographics in your content is a great way to keep your web strategy on point with current trends. Give people the visuals they want and need by choosing to either create your own infographics or investing some amount of money to hire professionals to create them for you.

Now, the do-it-yourself route may not be for everyone, even if there are some easy-to-use online services to help you create them. It takes time and some amount of skill and creativity to create a high quality infographic. If you’re unable to create a visual that’s capable of speaking volumes to your readers, you may want to consider hiring someone to create an infographic that could become a major asset for your web strategy. A quick search in Google will yield results for sites that can be of assistance, whichever route you choose to take.

Bring your web strategy up to speed and in-line with the marketing tactics that are most relevant for web users today. Call us on 1300 88 55 57 for more information.

How Does the 80/20 Rule Figure Into Your Web Strategy?

How Does the 80/20 Rule Figure Into Your Web Strategy?

Few people in business haven’t heard of Pareto’s Law or the 80/20 Rule, whereby 80% of the results come from a mere 20% of the causes. While the exact percentages may not always be 80 and 20, the differences between them is what’s important. 90 and 10, for example, would demonstrate the same observation, namely that a portion of causes or actions produce the majority of the outcomes.

It’s really quite amazing to think that when you apply this rule to your business and start to break things down, you can quite accurately predict the outcome for just about anything you do. It also becomes a highly valuable guide for where and how to direct your energy and resources, something from which every small business owner can benefit.

If your business has an online presence and you’re working to refine the web strategy that will bring more traffic to your site and customers to your door, the 80/20 Rule can help focus your attention on the aspects of your strategy that will deliver results in the way of new clients and sales.

Your Online Strategy & the 80/20 Rule

Now, I don’t mean to say that all the time and effort you’ve put in hasn’t been worth it, but 20% of your existing online strategy, whether it includes SEO or any form of web marketing, is generating 80% of the business you receive from the web. It can be a bit frustrating to think that such a small piece of the pie is what’s giving you the biggest result, but instead of getting angry, look at it this way:

The key to a successful web strategy is to determine what that effective 20% consists of, focus more of your attention on those tasks and  less on the whopping 80% that isn’t really pulling its weight.

The Social Media Example

Like I said, what’s so beneficial about the 80/20 Rule is that you can apply it to every facet of your online strategy. Take social media, for instance; Interacting with followers through various social media channels is crucial to success online, but if you’re doing too much of what’s not working and too little of what actually generates leads and sales, what’s the point?

Well, how do you interact with prospective customers through social media? By sharing content. Using the 80/20 Rule, think about the content you share. You and I know you’re not sharing content because you’ve got loads of extra time to interact socially online, but that’s why people (your prospects) are on sites like Facebook and Twitter–to be social. While you may be interacting just to popularise your brand and to demonstrate that you are an authority in your industry, if 80% of the content you share on a social network is a total sales pitch, you’re going to do little more than tick people off. Instead, make your content a healthy 80% informative and only 20% sales pitch and see where that takes you.

Determining Which Facet of Your Web Strategy Deserves the Most Attention

So, knowing that 20% of the pages on your site bring you 80% of your leads and sales or that 20% of the web marketing you do is responsible for 80% of your results, you need to determine which specific pages and tactics are worthy of more of your time and energy. Tracking and analysing results is the best way to execute and constantly refine a web strategy that’s capable of taking your business to the next level online. There are many sophisticated tools available that you can use to monitor your traffic, rankings, conversions and much more. Heat maps, for instance, will show you where it is that site visitors are actually clicking, and which pages or sections of content they skip over all together.

If you’d like to know how the 80/20 Rule can be used to guide your web marketing efforts, including content creation, social media signalling and more, call The SEO Company on 1300 88 55 57. Together, we’ll design and implement a web strategy that’s more of an equation for achieving success and less of a shot in the dark.

Mobile Still Not a Part of Your Web Strategy? You’re Almost Out of Time…

Mobile Still Not a Part of Your Web Strategy? You’re Almost Out of Time…

For all you heel-draggers who still consider mobile-friendliness to be an optional add-on for a website, it’s time to pick up the pace and bring your site up to speed or risk losing business.

Google’s Matt Cutts recently told listeners at a search marketing expo that it would not surprise him if this were the year when the number of searches performed via mobile devices would be greater than the number of searches done at desktops. Mobile-friendliness is a topic we’ve broached, time and time again, with our clients. Knowing this day would come, we knew a web strategy without mobile compatibility would fail to compete, going forward. To be honest, I’m a little surprised that we’re already at that point. It’s time to fish or cut bait.

Re-working your online strategy so that your site is mobile-friendly requires you to get inside the head of your user, appealing to how they think and act when searching from a smart phone or tablet. Design your strategy with these points in mind:

A Good Online Strategy for Mobile is to Keep it Simple

When it comes to designing a mobile-friendly version of your site, pages with simple and straightforward layouts will always be more effective than those that are heavy on content, pictures and so on. Remember, mobile allows users to surf the web while they’re on-the-go, so on average, the amount of time they will want to spend on a site is less than a desktop user. This being the case, your web strategy should include the following:

  • Keep images to a minimum
  • Use bullet points and short paragraphs that users can quickly scan for the information they need
  •  Use different colours or bold to draw attention to important text or areas of your mobile site
  • Reduce the number of text links on the page
  • Don’t use long forms; no user is going to fill out field after field of information while they’re on the bus or at a coffee shop
  • Mobile sites that load slowly only frustrate users and lead to higher bounce rates, as do sites where you can’t see from one side of the page to the other without having to scroll
  • Focus on including the content you want and need the user to see, aesthetics are secondary

Keywords and Your Mobile Strategy

Just like the amount of time a mobile user will spend perusing your site is shorter than a desktop user, mobile users also tend to use shorter keyword terms in their searches. This means that as you design the online strategy for your mobile site, include keyword terms carefully researched and selected for their mobile search relevance. Also, don’t forget that a growing number of mobile users are turning to voice search instead of typing in their queries. The keyword terms used in voice search tend to be formulated as questions, so take this into account when researching the terms you’ll include in your web strategy.

If you’re starting to realize that the time to bring your online presence up to speed with a mobile-friendly site is now, before you start to lose business to your competitors, you’re right. While using the above points as a framework for your web strategy will get you off to a good start, you may want to consider speaking with some experts who can help you design, build and test the mobile site that will put you in the best possible position to capitalise on the growing trend that is mobile search.

For more on this or any other web strategy query, call The SEO Company at 1300 88 55 57.

Is Your Web Strategy Failing to Generate New Business? Conversion Rate Optimisation is What’s Missing

Is Your Web Strategy Failing to Generate New Business? Conversion Rate Optimisation is What’s Missing

You know your landing page isn’t converting enough of your visitors into paying customers. Is it the style of writing you use? Your call to action? The colours or layout of the text and pictures? You need to make a change, but how do you know which changes will bring you the results you need and which ones will only produce fewer conversions than you’re receiving now?

Changing the content and/or layout on a website can be risky business, that is if you’re making those changes blindly. But, maintaining the look and functionality of a site that’s under-performing isn’t wise either. Your web strategy needs to include Conversion Rate Optimisation with tactics designed around concrete proof for what works–not shots in the dark.

Making Conversion Rate Optimisation a Driving Force of Your Online Strategy

If your site is failing to bring you new business, what’s the point in having an online presence? In many instances, when we start working with new clients, we see websites that function more like online brochures and less like lead and sales generation tools. With sites like these, a client’s decision to begin conversion rate optimisation can be the turning point in their online strategy.

What are some of the aspects of a site that should be analysed and potentially re-worked?

  • Calls to Action (CTA): your wording and the position of the CTA on the page matter, as well as the effectiveness of CTA buttons. Nine times out of 10, CTA buttons convert more effectively than CTA text links.
  • Headlines: are they clear? Do they entice people to read further down the page?
  • Contact Information: is your company phone number big and bold, right where customers can see it?
  • Colours: highlight a CTA, like a Buy Now Button, by making it a colour that will really ‘pop’ on the page.
  • Pictures: people are more trusting of companies when they can see the real live people who work there. Consider switching out the stock photos on your site for images of your employees, hard at work.
  • Live Chat: if this isn’t already a part of your web strategy, it should be. It’s easy to use and helps convert those site visitors who are less likely to pick up the phone to ask a question.
  • Include Client Testimonials: proudly display testimonials from your previous customers. Testimonials show new site visitors you’ve got a product or service that’s worthy of their money.

Now that you know some of the things you could change to improve your site’s conversion rate, discover how it is that you can make changes without taking the sort of trial and error approach that could cost you conversions, not boost them.

What is Split Testing?

Also referred to as A/B testing, split testing is a proven web strategy whereby, with the help of a special tool, you can split your site’s traffic between two different versions of a page and then measure which page is more effective when it comes to converting that traffic into new leads and sales.

So, for instance, if you suspect that your landing page’s lack of conversions is due to a weak CTA, you could create two new versions of this page, each with a different CTA. Then, the tool would split your traffic between the two versions and allow you to see and measure the effectiveness of one CTA over the other.

Improve Your Web Strategy the Right Way–Hire Experts to Help

You can, of course, do this testing on your own, but that will require time and a certain know-how that you may not have. Many digital marketing companies now offer split testing services as a part of a conversion rate optimisation package. The SEO Company, for instance, uses split testing on clients’ sites, in addition to other valuable conversion rate optimisation tools like heat maps, to measure a site’s effectiveness and to help a client design a web strategy that converts more site visitors into customers.

If you’re ready to improve your web strategy so that it’s capable of making you money, call us on 1300 88 55 57 to learn more about our Conversion Rate Optimisation services.

Think Your Customers Don’t Use Social Media? Guess Again. Recent Study Proves You Need to Make Social Media a Part of Your Web Strategy—Now!

Think Your Customers Don’t Use Social Media? Guess Again. Recent Study Proves You Need to Make Social Media a Part of Your Web Strategy—Now!

Time and time again, we hear clients say “my clientele or target market don’t use social media so I don’t need to promote my business in Facebook, Twitter or LinkedIn.” We hate to break it to you, but YOU’RE WRONG.  If you don’t incorporate a powerful social media presence into your online strategy, you’re losing customers—that’s a fact.

The recent results of the 2013 Yellow Social Media Report show that your prospective customers ARE using social media, as 3 out of every 5 Australians uses the likes of Twitter, Facebook and LinkedIn, with Facebook users spending an average of 7 hours a week on this site alone. Just think about it: if you aren’t on Facebook, or any of these other social sites, promoting your brand on the web, you’re missing out on a BIG opportunity.

It’s Not Just Youth Who Use Social Media

Clients are often under the impression that it’s only young people who are sharing their likes and dislikes on social media sites, and that if theirs isn’t a product marketed to youth, there’s no need to make sharing content and interacting with current and potential clients on social media sites a priority for their online strategy.

The study, however, found that 34% of social media users went on the web to use their favourite social media sites while at work, compared to only 13% who visited these sites online from school. This proves that a large number of wage earners are using social media—these are the people with money to spend, the customers you want and need. 

If 6% of the people surveyed use their favourite social media sites while on the toilet, it goes without saying that this is a trend that’s going to keep growing—people are addicted. Now’s the time to make it a part of your strategy for web marketing!

Study Shows Mobile Sites should Also be a Strategy Priority

The study also found that more than 75% of social media users go online to these sites from their smartphones, proving that if you thought you still had time to upgrade your web presence to include a mobile site, you’re wrong again. Mobile sites should now be a priority for those who wish to effectively market their businesses online, that is if they wish to accommodate the majority of web visitors who use their smartphones to surf the web, as well as Google, who now ranks those with mobile sites more favourably than those that aren’t compatible.

You Need Social Media. Here’s How We Can Help

If it’s a lack of time or knowledge that’s preventing you from adding a strong social media presence to your web strategy, we can help. We’re capable of managing a full-scale social media campaign on your behalf, with all the sharing, tweeting and friending that your business needs to dominate your market online. Call us at 1300 88 55 57 to learn more.

Yes, There is a Pain-free Way to Make Social Media a Powerful Part of Your Business’ Web Strategy

Yes, There is a Pain-free Way to Make Social Media a Powerful Part of Your Business’ Web Strategy

Even if the thought of tweeting makes you cringe, having a strong social media presence is a must for any business if they want to survive and thrive online today. If you’re not incorporating some amount of social media in your web strategy, you’re undoubtedly missing out on a huge pool of potential customers. The following are some relatively pain-free ways to include social media in your online strategy, drawing more attention to your business and customers to your door.

Setting Up Effective Social Media Profiles

Far too many businesses today create the type of social media profiles that are about as informative or effective at garnering attention for their business as taking out an ad in the phone book. Having a presence in social media is imperative for effective web marketing today, but don’t expect to achieve the type of results you want and need by merely slapping your company’s logo and slogan on the page and calling it a day.

Internet marketing is all about making the best possible first impression; after all there could be thousands of people who will never visit your store or office in person, so if your online presence, including your social media profiles, don’t come off as charming and informative as you are, you will lose out on new business, every time. Create attractive and informative profiles on sites like Twitter, Facebook and LinkedIn and make it a web strategy priority to keep them updated and interesting to those who view them.

Continue to Add Valuable Content

Tell people what’s new and exciting with your business or industry and always spin content so that it tells your viewers exactly why or how your company and your products or services can be of benefit to them. What are they going to gain from staying in-touch with you? What are you going to do for them? Educate them on what it is that you do and how you do it better than anyone else. You’ve got to stand out, separate your business from the rest, and quality content is one way of doing so.

Attracting Followers Who Will be of Benefit to Your Web Strategy

By building followers, you are inadvertently adding to the number of people who know about and may be interested in frequenting your business. For an effective online strategy, seek out those people who may be interested in knowing about what it is that you offer. Take LinkedIn, for instance. You can quickly and easily do a keyword search to find the people who are most likely to want to know what it is that your business does. If you’re a B2B provider, nothing could be easier than finding the people who need what it is that you’re offering, whether in advice, information, products or services.

Get Involved & Engage with Your Audience

Joining conversations online via your social media accounts not only keeps things interesting for those who visit your profiles, but it’s also a good way to build trust.  No web strategy will be effective if the people who visit your social profiles or website doubt that you’re an expert in your field or don’t believe that they will gain from becoming one of your customers. Make engaging with online followers a priority in your web marketing campaign and your business will benefit.

Admit When You’re Out of Your Depth

If social media is still all too foreign, or you can’t find the time to devote to this important web marketing tactic, get in touch with a team who knows the ins and outs of using social media to the benefit of any business. Contact us to learn more.

Effective Email Marketing Could be What’s Missing from Your Web Strategy

Effective Email Marketing Could be What’s Missing from Your Web Strategy

You created an email newsletter sign-up area on your website because you want to keep your site visitors engaged with your business. This is a good move. Newsletters can be powerful tools for any web strategy, but the trick is using that bi-weekly or monthly newsletter to its full potential and not having it wind up as one of the things people regret signing up for, automatically delete when it appears in their inbox, and eventually unsubscribe from. How can you make an email newsletter a powerful part of your online strategy? Here are a few tips to get you started:

Hook Subscribers, Right Away

How many times have you excitedly signed up for something only to receive that anti-climactic ‘Thank-you for registering’ auto-response email? If a site visitor took the first step and signed-up, it’s up to you to reward them a little and get them excited for what they’re about to receive from you, week after week.

When creating an effective web strategy that includes email marketing, you’ve got to put some thought into what that first email will say.  This is your chance to make a good first impression, so get the reader excited. Send them a how-to guide as a thank-you for signing up, or remind them of all the awesome things they will come to learn or have access to just for submitting their email address. And, of course, don’t forget to include a strong call to action. You want them to recommend your site and newsletter to friends, follow you on Facebook or Twitter or check out the new promotions your business is offering. After all, you wouldn’t have made email marketing a part of your online strategy had you not wanted it to benefit your business in some way.

Tone is Everything

Nobody likes to be preached to or blatantly pitched. The tone of your emails will make or break you–quickly. Keep the focus of your emails on what it is that you can do to help the reader; what pain points can you address?  Keep them excited and resist the urge to simply list the features of your products, services or your expertise, and focus more on why it is that having this new knowledge is going to help the reader in some way. What do they have to gain from being a subscriber?

Get Your Readers Involved

If you’ve already got a web strategy for digital marketing in place, hopefully it includes your site visitors in some way, such as asking for their comments or to share their tips on your blog or forum, requesting that they send in their testimonials or videos and pictures that show them using your products and services. People like the spotlight, so by giving your email newsletter subscribers the chance to shine, you make them more loyal to your brand. Seems simplistic? It is. From a web marketing perspective, this is what makes this tactic so valuable!

If you’re ready to learn more about adding a powerful email marketing campaign to your web strategy, get in touch with us. We’ll show you what it takes to turn subscribers into customers with low-cost email marketing and why it’s the internet marketing tool you’ve been missing out on.

Accelerate your Web Strategy with these Social Media Marketing Tips

Accelerate your Web Strategy with these Social Media Marketing Tips

Social media is a site or mobile utility that allows you to share virtually anything with other people. From a business perspective, there’s big potential for social media to become a valuable advertising tool. You just need to think of and use different techniques for connecting with people—potential customers—from around the world. As social media continues to expand, it is crucial for brands to notice that more consumers are switching to social platforms, particularly the great mainstreams, Facebook and Twitter, which can be used to enhance your company’s customer service.

The companies and brands that utilise social media in their web strategy not only offer another outlet for clients to find and reach them, but they also give a level of customer service that portrays customer loyalty. Discover some of the steps you can take to really put social media to work as a major part of your internet marketing campaign, below:

Step 1: Increase your loyalty by revealing the people behind the brand

It is people who become faithful to other people, not the brands. In case you have a product, you can spend some time on a social media site talking about your passion for or the creation of that product. In this way, using social media is an excellent way in which to get past the facelessness that limits the internet as a place for people to find and buy products and services. Showing potential customers the people who are behind your business will make your company standout from your online competitors who fail to show the human side of their business.

In order for this to be effective with regards to your digital marketing efforts, don’t try to force a corporate character. Just behave as if you’re addressing your mates at lunch time, in a professional yet natural way.

There is also something to be said about being honest. People know when something is fake or phoney, so connect with people through social media in a way that’s candid. The more you allow customers to know you and your business, the more faithful they become.

Step 2: Acquire the feedback your business needs to improve

Social media, as in the case of Facebook and Twitter, offer you an easy and effective way to acquire feedback. Similar to an online survey, just use your social media accounts to ask people how they feel about your products and/or services. Sure, you’ve got to be brave here, as you have to expect to receive some amount of negative feedback. Negative feedback is useful, however, as it not only helps to show a more human side of your business (after all, nobody is perfect) but it also identifies the areas in which your business or products need work.

Step 3: Answer and deal with complaints fast

Big companies such as Australia Post, Vodafone and QANTAS, among others, all use Twitter to handle their complaints. A portion of their Twitter usage is associated with damage control while the other part of their web strategy is for improving or building upon their relationships with customers. One thing you should understand is social media is here to stay. You can either choose to ignore it or use it to your advantage, building and nurturing relationships with customers and growing the reputation of your company, brand or product.

Step 4: Come up with excellent incentives

Small business owners can and should offer incentives via their social media accounts to encourage people to their door. Incentives can be simple, such as ‘like us on Facebook and receive 10% off your next purchase,’ or more sophisticated, such as asking them to leave a review in exchange for a free how-to guide or two-for-one special offer.

Step 5: Enhance and capitalise on your word of mouth digital marketing

This ties closely with the above point as ‘word of mouth’ takes on a whole new meaning with social media. When your business has social media accounts, you have the opportunity to tap into a nearly endless stream of potential customers. Allow your followers to spread the word about your business by giving them a discount or special offer in exchange for recommending your business, products or services to their friends.

Step 6: Share photos to boost product and location awareness

If your business has a physical location, it’s beneficial for you to upload photos of your store, office, products and employees to your Facebook Album. This is an excellent way to introduce people to your business, product and location.

When it comes to small businesses, social media should be used to make realistic connections with people. When you share photos, you help to break down the ‘web barriers’ and remind people, or rather prove to people, that you are a real company, employing real people and producing real products or offering real services that they need.

Step 7: Add to your mailing list

Web marketing gurus often say that a mailing list of 10,000 subscribers is worth a minimum of $100,000 for every business year. Keeping that in mind, you can focus some of your online efforts on capturing as many committed email subscribers as you possibly can. Having a solid list of subscribers provides many opportunities for small business:

  • You are able to promote new products and services easily

If you’ve just sold a product to a new client, wait a few weeks and then email them to tell them about the other products you offer. Keeping them up-to-date and in-touch you’re your business helps boost sales, free of charge.

  • You are able to promote business-related events

If you have any special webinars, customer appreciation days, store promotions or other upcoming events, get the word out in a quick note to your mailing list.

  • You can get business-enhancing help and advice

Improving upon your business is a constant effort, but it can be streamlined by keeping continuous contact with your existing customer base, making it easier for you to receive feedback, comments and concerns. If you can use your social media accounts to recruit new subscribers for your email list, you will nail two birds with one stone, so to speak.

Step 8: Hold contests to enhance your following

Facebook contests are a big deal today. They primarily consist of offering prizes as a way to attract new Facebook followers and to get the word out about your business. You just need to be extra cautious as some contests may be against the terms of service specified by Facebook and cause enough for getting your business’ page shut-down. Review Facebook’s rules and regulations with regards to contests first, and then design your contest from there.

There are many ways you can and should be using social media to the benefit of your overall web strategy. The greater and more effective your presence on sites like Twitter, Facebook and LinkedIn, the more successful your efforts to drive traffic to your sites and convert more of your leads into sales. To learn more about what your business can and should be doing in terms of social media, contact The SEO Company.

Fundamentals of a Winning Web Strategy

Fundamentals of a Winning Web Strategy

Without a solid web strategy, there’s little point having a website and social accounts for your business. After all, what good are Facebook, Twitter, Google+ and LinkedIn if they aren’t working together, helping to disseminate the content you produce and news about your business or industry? Without an online strategy, attracting the attention of those whom you wish to make your customers will always be an uphill battle.

Not only does your business need a web marketing plan that incorporates and implements all of your accounts and your site in a way that’s effective, but you also need to maintain a level of consistency. The more time and care you take devising your website strategy, the better positioned your site will be to rock organic search.

Developing an internet marketing plan that will allow you to achieve your business’ goals online takes skill, time and continued effort. Start with these basics and get your site’s organic search efforts off on the best possible foot:

Set Goals & Commit to Achieving those Goals

Until you map out precisely what it is that you wish to achieve with your digital marketing efforts, your web strategy can lack clear direction. If getting more traffic to your website and converting those site visitors into new customers is your goal, you can tailor your marketing efforts accordingly. Write a blog post about the benefits of your latest product line, tweet out the post and alert Facebook friends to your inventory’s new addition. Finally, make mention of the special offer for that same product on your site’s landing page to drive your site’s visitors further down the conversion funnel. Why dabble here and there in social media or blog writing when you can get these mediums working together for the benefit of your business and your bottom line?


Content must be front and centre in any online marketing campaign, which means you must develop a content strategy to stay on top of and committed to producing quality content not only for your site but also for posting elsewhere to the benefit of your site. For your content strategy to be effective, you must first determine which keyword terms people are actually using when they search for the products or services that your businesses provides, as well as the types of questions, or more specifically pain points, that your customers are trying to satisfy. Then, decide which types of content—blog posts, guest posts, tweets, videos, press releases, etc.—you’re going to use to convey useful, keyword optimised content to your prospective customers. Lastly, make a schedule for creating and disseminating new content and stick to it!

Be Ready to Adjust Your Strategy

The best website strategy will be one that is reviewed and revised on a regular basis. With the right tools, you can monitor your site’s rankings, traffic and conversions and adjust your plan to do more of what’s working and less of what’s not getting you the results you want and need. Staying up to date on the latest Google algorithm changes and revising your strategy accordingly is also a must if you want to succeed online.

Admit when You’re Over Your Head

There’s a reason successful businesses seek out the help and expertise of SEO professionals when it comes to web marketing; they haven’t the time nor the know-how to design or stick to a web strategy that’s worthy of results, and they know it. If you think your website’s current marketing efforts are in need of a master plan, get in touch with us and let’s get your website strategy on track.