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Internet Marketing Tactics - The Ultimate Guide

23/7/2021

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​Companies selling goods and services over the Internet need to employ web based marketing tactics that serve to draw traffic to their website, improve visitors-to-buyers ratios and increase the amount each buyer spends. The use of the web as a marketing tool is a challenge because Internet users are now much more mission oriented in their web behavior and are less inclined to surf or allow themselves to be enticed into entering a web path that deviates from their intended destination.
man working on desktop
​The effectiveness of an online marketing program is dependent on the extent to which it succeeds in reaching the intended target audience at a time when the marketing message is relevant to the target. Initially it was believed that the web, with its data mining capabilities, would open up dramatic new opportunities to marketers, but the initial enthusiasm has proven exaggerated, largely because marketers were unclear in how they defined relevant and bombarded consumers with automated marketing messages that proved to have little genuine relevance to the site visitor.
​The lesson to be learned from the initial shortcomings of online marketing is that people cannot be fooled into believing something is relevant just because a banner advertisement or window pops up on their computer screen. Nor can we, as professional online marketers, assume that relevancy is determined by the immediate activity of the web user. Not everyone searching for a site on telecommunications wants to buy a book on the topic. True, they might have a greater interest than someone who never visits a telecommunications website, but that is not the same as relevancy.
newsletter reach out spread sheet
The real way to guarantee relevancy is to allow the user to determine what is relevant to him or her at any given moment. It's true that this is being done to some extent by having a presence where relevancy might occur. Still, the challenge for online marketers is to create new tactics or new twists on existing tactics that will serve the interests of online marketers by serving the needs of online buyers.
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Search engines allow online users to declare relevancy by electing the topics to which they wish to be directed. Registering your site with search engines will help drive traffic to your site. Effective registration is a three-phase process. You need to (1) be identified by the search engines, (2) be placed relatively close to the top of the search list, and (3) get selected by the searcher. 
​Hints for effective use of search engines include:
  • Don't wait for the search engine crawlers to find you. Submit the URLs you want listed to the search engines. You'll need to be patient though. The birthrate of new websites is such that it could take a few weeks before your site gets listed. But if you put in the time and work correctly soon enough the website will be crawled and your quest to the top of the rankings has started.
tablet on table
  • Keep resubmitting your URL. Even the best search engines only feature about 10% of the web pages out there. With more than a billion pages on the web the task is overwhelming and getting more so every day. Still, the huge number of new web pages means that the search engines often have to remove existing pages in order to accommodate new ones. By resubmitting on a regular basis you will insure that even if you were bumped, you're back on.

  • Choose your search engines. Insofar as you do not want to make site submission a full time occupation, it is wise to select which search engines are most important for your company. In most cases you will elect to submit to the larger, more active engines, but if, for example, you are in a specialized category, you may want to register with an engine dedicated to your sector as well.

  • Use titles and meta tags. Search engines will rank titles and meta descriptions highly, so this will help you get placed more prominently in search results. Also, your title and description will most likely be used by the search engine in the search results, so make certain what you write is what you want the search results to show. 
Here are a number of online marketing tactics you can employ on your website:
Personalize It - you can create a personal and ongoing relationship with your customers through the use of personalization. By providing your customers with a registration option that comes with a variety of convenience-oriented benefits, you will be able to identify users as they login and offer unique and targeted experiences.
laptop on table with floating profile icons
You can then use the knowledge of their presence to welcome them and offer a level of personalized assistance. This will allow the consumer the chance to indicate their relevancy as they enter your website, giving you the chance to work on suggested products and impulse buys.

Merchandise - traditional retailers use a variety of physical elements to promote the sale of goods in their stores. Some of these include scent machines, music, lighting and shelf placement. Your online entity needs to merchandise its goods without the benefit of these subliminal influences. It is therefore essential that you present your products in an orderly and logical manner. Make sure to incorporate sophisticated search engines that provide the consumer with the ability to search regardless of their perspective of the product. Also, when presenting merchandise it is best to offer a photo, as well as in-depth product specifications. Some sites also offer consumer reviews and product of the day. Both of these are effective and useful merchandising strategies.

Have Good Web Architecture - when designing the architecture of your site, keep in mind the consumer experience and strive to construct a site that provides the greatest possible levels of convenience, information and comfort. The way products are presented is only part of the puzzle. You must also pay attention to the user path, the check-out and payment process, and the placement of special offers. You are aiming to create a gratifying and enjoyable consumer experience. Design your website to deliver.

Use e-mail - mail can serve as a valuable marketing tool provided you structure your messages well and avoid engaging in spam. Use your e-mail campaign to develop a relationship with your shoppers, allowing them access to special offers and updates about new product offerings.

Practice Loyalty Marketing - loyalty marketing is valuable because it creates a bond between you and your customers and gives them an incentive to come back and buy from your website again. Some loyalty programs allow buyers to earn points that can be redeemed at a variety of network-affiliated websites. Other programs allow points to be converted to cash. You also have the option of developing your own incentive loyalty program, although Tudog does not recommend this unless you are prepared to provide extremely attractive rewards. There is a consumer perception of added value in programs that allow for redemption through multiple sites or as cash. The important thing to keep in mind is that loyalty programs show customers that you appreciate their business and they in turn reward you with repeat purchases.
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Develop an Affiliate Network - affiliates serve your site by creating points-of-awareness at various websites of similar or related interests. They can serve to create credibility through association that can lend exposure to your affiliate efforts.
Dartboard with darts
Target Practice Pro is your go-to digital marketing solution for planting marketing seeds and boosting your business. Call us now or schedule a talk.
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Internet Marketing Secrets

16/7/2021

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​If you are developing a new website, or just want to improve the natural search results of an existing website, there are a few Internet marketing secrets you need to know - especially those that can provide a significant boost to your rankings.
Marketing Experts Start with Google
I have seen various statistics, but one thing is clear, Google is the dominant player of search - commanding approximately 60% of all search engine traffic.  Ask any marketing expert where he or she would spend their search engine optimization efforts and they will undoubtedly say "Google". Do what you can to rank well on Google.  As a result, you will see results on other search engines as well.
woman working on laptop
One of the simplest internet marketing secrets you can put into effect immediately is to register your domain name for 3 years. Many individuals who begin a web-based business register for one year only. You must realize, however, that Google is in the business of generating quality results from legitimate businesses. If you're an established business, chances are that your website has been up for more than a year. Google likes to see longevity and commitment. If you plan to be around for some time, register your domain for three years and show Google that you're in business to stay.​
Optimize Your Home Page for a Keyword Phrase
You have to use the right keywords if you want your website to appear at the top of any search result list. This can be tricky because most single key words are very competitive. What to do?  Another internet marketing secret is to use a keyword phrase, not just a single keyword. Additionally, you want to find a keyword phrase that isn't very competitive but generates a decent level of traffic on a daily and monthly basis.  To do so, follow these simple steps:
man checking analytics on screen
  1. Visit search tools that show you how many individuals typed in a particular search term for the previous month.
  2. Type in your keyword and notice other keyword suggestions.  Select a number of keyword phrases to evaluate. The higher number of people searching for a keyword phrase generally means that it will be harder for you to get top placement for that term.  A good number to shoot for, in terms of monthly keyword phrase searches, is about 1000 - 2000 per month.
  3. Go to http://www.google.com and type in the keyword phrase(s) you've selected one at a time. After entering each, notice the total number of results listed in the upper right hand corner after your search.  This is the number of web pages that are also associated with this keyword phrase.  You want to find the keyword phrase that commands the highest number of monthly searches (step 2 above) and the least number of competitors.​
On-Page Optimization
If you are going to rank well for any keyword phrase, you need to effectively manage your on-page optimization. Specifically, your use of H1 and H2 tags, page titles, alt images, bolded text, italicized text, underlined text, and keyword proximity. The internet marketing secret here is to copy your competition and do things slightly better.  To do so, type in your keyword phrase in Google and visit the top 5 sites listed individually. Select "view source" in the internet browser window you're using for each site and see what your toughest competition has done.
SEO options
  • Have they included the keyword phrase in their page title?  
  • Does the keyword appear in bolded text only once?  
  • Italicized text one?  Underlined text only once?  
  • Does the keyword phrase appear in the first 25 words on the page? The last 25 words? 

You will need to copy what the best websites for that keyword phrase have done and improve upon it. You don't need a marketing expert to show you how to do what I've just described, simply copy the best and evaluate each point noted. Shape your site to appeal to Google and other key search engines.​
Off-Page Optimization
The final Internet Marketing Secret you must learn is the importance of off-page optimization. This refers to the number of links pointing to your site, the PR rank (stands for Google Page Rank) of the sites linking to you, and the Anchor text of the link.  

There are some simple things you can do to begin developing an aggressive link campaign for those sites that link to your competitors - for the keyword phrase you've selected. 
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The best advice I can give you, however, is to research SEO and link building software/websites on the Internet. This will allow you to make the most of your time and target the best sites to improve your link popularity.

Building your link popularity is an arduous task. I've certainly learned over the last few years that your effectiveness in this area is ultimately determined by the tools you use and the effort you exert. Take my word on it, you don't want to build your links manually, you'll never get ahead.

Once you begin developing the links, you'll need to monitor them on an ongoing basis. Keep in mind that you will often have to provide a link on your website to the third party site. Be sure to create a links page where you maintain your link exchanges and monitor it regularly to insure that third party links to your domain still exist. If removed, you should remove your link as well.

The internet marketing secrets shared in this article are essential for improving your search engine results. Take your time and implement each one in a controlled and disciplined manner and you will see your rankings improve.​
dartboard with darts
Target Practice Pro is your go-to digital marketing solution for planting marketing seeds and boosting your business. Call us now or schedule a talk.
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Troubleshooting To Get Results From Your Search Engine Traffic

30/4/2021

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"I did what you said and I'm getting 100 visitors a day from Google. But they still aren't buying my product."

​Never mind that some small businesses would be deliriously happy with 3000 additional visitors a month - what do you do when the plan you had to increase your search engine traffic doesn't give you the results you want?
snapshot of google homepage
You re-evaluate your plan.

Did you target the right keyword? Are your pages ready to convert? What's your lead capture system? Do you even have one?

You'll need to ask yourself all these questions, and more, but before you even get to that, here's the thing that doesn't seem obvious, the thing you have to resolve before you can move forward.

There's some outside chance - way, way outside - that an increase in search engine traffic just isn't the right way to solve your traffic problem.

What's more likely is that you have made one of the following mistakes or oversights. Make sure that the reason your search engine traffic isn't converting is for one of the following reasons before you abandon all efforts.
​1. You're trying to generate more traffic than a particular keyword can provide.
There might not be ten thousand people online looking for how to make ropes out of cheese every day. If your area is obscure, find out how much of a traffic yield you can expect from search engines, get as much of it as you can, then move on.

2. Lack of content optimization and searchability.
For every plan, you'll have to work on optimizing both your content and how it is found. 
SEO
There's just no two ways about it. Depending on your site and how it delivers its information, how frequently it does so, how many sites are linking to it, and a host of other factors, whether you'll have to lean more on updating content or links, will vary.

There's no cookie cutter solution, so take all the suggested steps for traffic success.
​3. You don't have a plan.
You know what they say about a failure to plan. If you don't, trust me, it ain't good. Have a goal. If you don't know what to set it on, base it on an increase in revenue. Think backwards from the increase in buyers you would need to make the kind of money you'd like.

4. You're using the wrong plan.
Not every traffic generation method you can leverage for search engine traffic is good for every site or business.
digital marketing scrabble
While it's true that the proper blog configuration can turn your site into a search engine magnet, that isn't the only reason to blog, and it doesn't mean that just any platform is suited to your site.

By all means, don't stop blogging because no one is reading your blog - find out why and address that problem.  It could be that they can't find it.
​5- You bought into a sales pitch as a search engine traffic plan.
I'm not going to tell you that article marketing won't help your search engine traffic if executed correctly. I will, however, tell you that most people don't set it up to get the most benefit out of the process, and that it's not a search engine strategy in and of itself.
laptop, smartphone and earbuds
6. You're not paying attention to analytics, so you have no idea what changed and when.
Getting 100 visitors a day to a site that was getting none is a triumph. Getting 100 more visitors a day from search engines to a site that used to get 1000 search engine visitors a day? Not so much.

You need, at bare minimum, a starting place to compare to, or else how do you know you've gotten anywhere?

7 - The traffic plan is fine. Your conversion plan isn't so hot.
If Google sends you a million visitors and they land on a page full of huge banners, they'll just leave. Give every page a clear purpose, and make sure each one has the ability to get your visitors to buy, subscribe, join, or whatever you'd like them to do, right then or on another day.

​These are the seven most common ways that search engine traffic can leak back out of your site. Even if one of those doesn't solve your search engine traffic problem, if you take action on each applicable point, it will at least help you get more out of your existing traffic.
dartboard with darts
Target Practice Pro is your go-to digital marketing solution for planting marketing seeds and boosting your business. Call us now for a free quote.
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