Building your online marketing presence is becoming more and more important for business owners. There are a number of parts which help to build your total online presence, and the easiest way to describe this is to view your online marketing as a system.
In this blog post I will look at the 7 Essential Stages of a Total Online Presence.
1. Content Platform
Nowadays people have an expectation that they will be able to find information on any product, service, company or individual. They simply head to Google, or their search engine of choice, and they expect to find answers to their questions. Which is why you need to be producing content that answers their questions, and helps them in their decision making process.
The content you produce needs to:
1. Build Trust
So we have established that you need to produce all of this content so where can you source your inspiration for content ideas from?
Well a great starting place is to set up some Google Alerts for specific keywords. You can also research on Buzzsumo, Ubersuggest and Quora. And I’d also recommend doing a keyword plan for your business, and research the keywords and topics that your customers are actually using when searching for your services.
2. Organic SEO (Search Engine Optimisation)
Organic SEO helps your business to get found in Google search results. Putting content where people will find it is central to your marketing success. There are 4 areas that will help you to improve your organic SEO:
- Content – You need to commit to produce regular content as your foundations for SEO.
- Keywords – Do your keyword research and plan as you need to know what keywords prospects are using in search engines.
- Links – Generate inbound links to your website by producing guest blogs on industry websites.
- Social – Share your content that you produce across each of your social media channels.
3. Email Marketing
Your aim when it comes to email marketing, is to build an engaged list of subscribers. Who want to hear from you, and enjoy receiving your emails.
So how do you go about starting to build this list of engaged subscribers. It all starts with an eBook or Checklist on your website. Offer something of value in exchange for their email address. You could add a link to the home page of your website. Or offer a content upgrade (like I have in this blog post!), where you are prompting them to download your eBook throughout your blog post.
4. Social Media Marketing
People get really caught up in social media marketing. It’s vital to lay the foundations first with your organic SEO and building your engaged email marketing list. Then next step is to focus on your social media content plan.
Think of social media as simply a layer in your online marketing plan and online presence. It’s not a stand alone activity, it compliments the other marketing activities that you are doing. Get to know your audience, know which platform they use, and engage your audience by providing educational content, that adds value.
5. Online Advertising
Online advertising such as Google Adwords and Facebook Ads, is fast becoming the main advertising for small business owners. Competition as a results in this space is pretty fierce!
Whether you are using Google or Facebook you will need to ensure that you are using the platform to your best advantage, which is why it’s wise to use a marketing agency such as Vivacity Marketing to help you get more from your online ad spend.
We can test a dollar at a time ad effectiveness, and tweak accordingly to ensure we get your message in front of your ideal customer.
No matter what demographic you are targeting with your your digital marketing efforts, they will be using a mobile device to access the web, and view your website. So what this means for you, is that it’s time to start adding mobile integration to your list of marketing priorities.
Pull out your phone or your iPad now, and see how your website looks. It is easy to find information? Is it easy to click on the links? Is your website slow to download via mobile?
As well as having a mobile friendly site, location is a key search factor on mobile. So this means that it’s important to use your major keywords, your titles and content, add appropriate tags, and to use the name of your local city e.g. Perth and suburb e.g. Scarborough.
7. Analytics & Conversion
There are lot’s of handy tools to use to review your marketing metrics, and analytics on a regular basis. The starting point is Google Analytics. You can track what keywords are popular, your traffic sources, and most popular pages on your site. The report that you can generate on a monthly basis will show visitors, traffic sources, goals, content and more!
So there you have it, the 7 steps which will help you build your online presence.