People need to know who you are, and the products and services that you provide. This is accomplished in four strategic areas:
- SEO (Search Engine Optimization)
- Online advertising
- Links from other websites or Blogs
- Social Networks
SEO (Search Engine Optimization) is a way of adding strategic content to your webpages. These are keywords or phrases that pertain to your products or services. They may also be relevant to any value content that you provide, such as “how to guides”, video, white papers, etc. We’ll cover these later when we discuss capturing leads.
SEO is a process, not a one time job. It needs to be monitored and changed as needed. The goal is to raise your search engine rankings.
SEO is also about good coding, tags, and metadata. These elements are not seen, but are used by search engines to return SERP’s (Search Engine Result Pages) to Internet searches. This is what we call “organic” drivers, or a kind of “free advertising”. Basically relevant content and code for internet searches.
Incoming links from other websites are also very important, and rated highly among search engines. We will show you how to obtain more incoming links from larger websites.
Online advertising is crucial to the success of any eMarketing strategy. This is paid advertising with the major or local search engines such as Google, Yahoo, MSN, AOL, etc. Many large companies have full departments dedicated to creating and tracking online advertising campaigns. Online advertising is much more than creating an ad and letting it go. You can waste a lot of money if you don’t properly define your campaign, test it, and than track results. This requires constant monitoring and adjustment to maximize your investment and results.
A Sturm Media online advertising campaign consists of:
- Analysis of competition online advertising
- Development of keywords and phrases
- Creation of a landing pages with “Call to Action” (CTA)
- Ad copy for three test ads
- Automated lead capture and follow-up
Advertising can also be negotiated with other large websites that have extremely high traffic counts, or media buys for banner placement on groups of web pages or high traffic blogs. This is usually more expensive and done as a phase two or three implementation, after several successful search engine campaigns.
Links from other websites or blogs are not only important for SEO and search engine ranking, but as a direct connection to your website. A question we get often is how can we get more links to our website? The answer to the question is simple, but the implementation is not. Content, content, content… content is king and everyone wants it. Once you have compelling value content, you will see links from other websites and blogs increase.
Sturm Media has a proprietary blog creation tool that aggregates data in any targeted vertical. We can create blogs that augment advertising campaigns, and provide additional incoming links. The blogs are completely independent, and as such can provide company reviews and resource guides that promote our clients. This is our competition killer, and since we developed the methodology, we are the preeminent source for this type of online marketing.
Social Networking is popular and growing at exponential rates. Websites like Facebook, Linkedin, YouTube, Twitter, and many more are a way to reach hundreds of thousands of potential customers. Often, our clients think that they don’t have the time or the bandwidth for this type of marketing. We can show ways of implementing social networking into your plan that will take very little time. Social networking is a vital component of any strategic eMarketing plan.