Matt Neal from Bright Sparx speaks at RIMC 2012.
Category Archives: Internet Marketing - Page 2
I recently wrote a post on State of Search about the Integration of Marketing Channels - Here is a shorter version for you to read over.
With the technology changing by the minute, consumers today have a wide range of options when it comes to gaining information and purchasing the products and services that they need. No doubt the Internet is the latest and at present the most popular and convenient medium for marketing, advertising and even purchasing products. From placing an order for food from a restaurant to booking an airline ticket, there are multifarious products and services that are bought online every day. At the same time there are customers who still prefer more conventional methods when it comes to their purchases. They may prefer to call a company or simply visit a brick and mortar store to buy products. To connect with these characteristically ‘offline customers’ a business may have to use channels such as TV, newspapers, Yellow Pages and direct mail for advertising and marketing.
Filter Bubble is a concept developed by Internet activist Eli Pariser in his book by the same name. This was used to describe the phenomenon in which websites use algorithms to selectively guess what information a particular user might like to see based on the information pertaining to the user such as location, past click behavior, and search history.
Facebook displays things you ‘Like’ or prefer to read on friends’ pages, Google personally tailors your search queries, and Yahoo News and Google News customize the news for you.
Just checked a recent survey conducted by Hubspot for over 4000 companies! The results from a marketing perspective make quite a compelling case that more is better when it comes to creation of content for websites. We know that blogs, landing pages and indexed pages are critical pieces of inbound marketing methodologies and Hubspot data shows that the online pages with more content generated more leads and traffic back in return.
Some interesting revelations of the data include these facts:
- Businesses that blogged 20 or more times in a month got the maximum return in traffic and leads
- Businesses with more than 400 indexed pages generated the most traffic and leads
- Businesses with more than 31 landing pages generated the most leads
The obvious conclusion that ‘more is better’ can cause some organizations to think that they should pad up their websites, start splintering the pages and post small blogs 4 times a day! But this notion should be counter balanced by the brawny inbound theory that content has to be unique and valuable to visitors to be truly effective. The ‘return in traffic and leads’ would only be possible for websites that have content worthy of being read. And what does the ‘splinter strategy’ bring for your website? Only some sparse descriptions, inconclusive arguments and vague lead conversion paths!
So how does a business climb uphill for bigger blog, indexed page and landing page totals while also ascertaining that content is fresh, interesting and adequately productive? Let’s check a few points that can be taken care of:
Write about every angle of your business
The topics that are crucial to your business and industry should be talked about as much as possible. The need for a product/service, its uses and advantages, the tips for selecting a certain product or service, latest news and trends in the industry, posts with encouraging questions and comments make your page interesting and provide informative content fodder to the readers. Even the negative angles of your business offerings make an interesting read for some of the online visitors. But why would you include that in your blog? Obviously, to prove the criticism wrong! So write about the perceptible ‘disadvantages of your products/services’ and then subtly spin the content back in your favor with a conclusion that strongly supports their worth and advantages. You can double your blogging output without being trapped in the ‘writers block’.
And remember – do not go for tricky short cuts in order to beef up your content pool. Use of article spinners and duplicating the content will not help. It might also be tempting to split exiting posts into multiple blogs but all you will get in the end is a poor quality, parched website that does not deliver productive user experience.
Use multiple landing pages to let more customers reach you
You do need to have more landing pages to generate more leads – probably a different one for each set of target audience and more landing pages imply that your business has more to offer. The landing pages look livelier when they have meaningful offers for the page visitors. Here are a few tips that can be used to create and add oomph to landing pages:
- Set the purpose of each landing page before actually developing it. Decide what you want the visitor to do when he/she visits the page
- Send the user to the pages that load quickly – do not use many pop-ups and do not link to pages that were disabled. Do not make your page visitors wait for too long!
- On each landing page, highlight the specific benefits that your products/services offer
- While designing web landing pages, try to enter your prospects’ mind and answer the questions that could be asked by them.
All it takes is to just examine your keywords and adgroups to determine what the user (who uses those search terms) really wants. Then deliver them to the offer page as seamlessly and with as few steps as possible
Sending all the traffic in a campaign to the same landing page is always a big mistake. The keywords that the users employ for a search already describe their aims. Each step in the landing page process can make you lose customers if you do not directly send them to the destination they are searching for. Why bother your customers through a complete website maze when they can take a detour to land on the exact spot?
Get more pages of your website indexed by search engines
Do you have different web pages for all regions, cities, or states that you service or work in? If they are in any way different, shouldn’t they ideally have separate web pages? You do comprehend the significance of product differentiation for marketing success in various areas. A quick audit can help you to discover some opportunities that you may be missing in the online scenario. For increasing your site’s number of indexed pages, take a few minutes to establish an inventory of what you already possess.
Sometimes you see strangest things on Google,like the screen shots I am showing here. When searching Iceland news on Google I found some good sites but in the advertising column Google was as they often do suggesting related results. In this case some material on Japan, the similarity between Iceland and Japan is however not much. We both like Whale meat and both countries are Islands.
We are used to Google confusing Iceland to Ireland, but Japan (personally I love the country) that is a stretch.
I will be speaking at the ‘Multilingual International Internet Marketing and Comms’ session as part of the Gulltaggen 2011 Internet Marketing conference, to be held between 12th and 14th April.
Gulltaggen is the Nordic countries’ and Norway’s most important event for digital marketing, communication, innovation, leadership and creativity, and is by far the best arena for sharing competence, knowledge and networking.
The final session of the day in hall 2 is one of case studies in the arena of social media. We start off with Li Evans speaking about what LiBeck does when it goes in and helps a company.
The biggest first point is making sure the company has the will and the resources to do what you want it to do.
Viral isn’t everything. A video can still work even if it doesn’t go viral. Just having a video can provide a 30% sales increase over pictures alone.
Online crisis management is the name of the next session in hall 2. The first speaker in this session is Nils Apelund from First House. After two humorous anecdotes from the real world involving Canada, grapefruits and a quick-thinking boy, Nils goes on to apply the real world of crisis management to the online world.
Reputation is a great base to start from because it is an automatic draw in many ways and will bring goodwill and money all by itself. A good reputation is also a great cushion in times of crisis, buying you goodwill and extra time.