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StrategyDriven Marketing and Sales Article

Taking Over The Internet: Building Your Company’s Online Rep

We live in an age of unprecedented technological expansion. The digital era has revolutionised business, but you don’t need me to tell you that. No matter your industry or the specific nature of your business, technology will affect your operations in some form of another. In particular, the internet has become a tool which offers connectivity, speed and simplicity which has made things easier than ever for businesses who want to excel at an accelerated rate.

StrategyDriven Marketing and Sales Article
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Of course, when every business is using the same technology, the playing field levels out, and the steps required to push past the competition become harder to see. Your business is trying to utilize the online world to its advantage in terms of increasing the goods and services it can sell successfully, but so is every other business in the industry. You might be feeling as if you’ve lost a step, but that’s okay. Here are some pieces of advice for businesses looking to regain their footing and their position in the industry by staying ahead of the game on the internet.

Conduct research.

It’s easy for ego to take the wheel and drive, especially when you’re running a small business and your team is full of innovative, intellectual individuals who want to constantly push the business further and further with great new ideas. Obviously, this is exactly what you want from your team, but sometimes a level business head is needed. You need to be appealing to the market, and not expecting the market to mould itself around the needs of your company. You should be researching the market you’re targeting within your specific industry. These are the people who will keep your business afloat.

Researching might entail looking into reviews you’ve already received from customers of your business, either through social media mentions, review sites or perhaps your business’ own website. You need to listen to what people are saying and work to change the things which aren’t working for your target audience. In addition, if you’re a brand new business with few clients, you need to be monitoring what customers have said about your competitors. If there are flaws with the services of competing businesses, there are gaps in the market for your company to exploit.

Improve your online marketing skills and, in turn, your sales.

You need to be better understanding the internet, so as to ensure you’re selling any online goods or services to the extent at which a business in your industry should be. Of course, if your company is still struggling, you might consider a Magento developer to help you reinvent your eCommerce platform. There are always online solutions to tricky problems your business might be facing, and, when it comes to marketing your business, you need to be properly utilizing the internet’s capabilities.

Your reputation depends on you offering a professional service, because, much like the way you present your business in the physical world, the way you present your business in the virtual world reflects on your company’s standards, experience, expertise and the level of effort they put into what they do.

Show your best goods first.

As a business trying to top your competitors, you really need to be making your mark quickly, efficiently and simply. Consumers have so much choice in the modern era that they can become rather passive about making their decision when it comes to a particular good or service. You should be making that easier by offering them your best products on the front page of your website.

John Montana

When is Internet Marketing Worthwhile?

Generally, the answer to this question is “always”, but the answer is much more involved. Sure Internet marketing is worthwhile but as with any type of marketing it is only worthwhile if it is done well. For example, you can spend thousands of dollars on a television marketing campaign but if no one sees your commercials or your commercials do not reach your target audience and generate sales, the advertising and the money that you spent was a waste of time and effort. So perhaps a more appropriate answer to this question would be that Internet marketing is worthwhile when it works. This is a rather vague statement, I know. But I will try to explain what I mean further and show you how you can make Internet marketing work for your business.

One of the most basic and most important principles of marketing is to make sure you reach your target audience. This is important because your target audience are the people who are most likely going to be interested in purchasing your products or services. It is much easier to sell your products or services to those who already have an interest in the products and services you have to offer. Much easier than it is to convince those who are not interested in your products or services at all. As an example consider a business who sells fishing rods. You will want to market your products to those who enjoy fishing either competitively or as a leisure activity because among this audience you are likely to find people who may be interested in purchasing a new fishing rod. It would make sense to place an advertisement for your business on a website selling bait and tackle or a website which organizes fishing trips in exotic locations. Conversely it would not make sense to place your advertisement on a website selling telescopes because you are not likely to reach a large target audience here. There may be some stargazers with an interest in fishing but your advertising dollars and efforts would be better spent placing advertisements with websites more closely related to your business.

Another factor to consider when purchasing advertising space on another Internet website is traffic the amount of traffic the other website receives. This is significant because you want to place your advertisement on a website which is closely related to your own and likely to attract a similar audience but you also want your advertisement to receive a large amount of attention. For this reason, it is important for your advertisement to appear on a website which receives a great amount of traffic each month. This will help to ensure your business is getting a great deal of exposure through this advertising.

When it comes to Internet advertising, there is a fine line between great advertising and spam. Some business owners get carried away trying to get as much exposure as possible and can sometimes go overboard and wind up being considered spam. Internet users who see your advertisement in a couple of key locations will likely notice the advertisement and may be compelled to visit your website immediately or may keep your website in mind for future use. However, Internet users who see your advertisement everywhere they look are likely to view your advertisement as spam. This can be harmful because they are not likely to visit your website because they expect it to not be worthwhile.

In any Internet marketing campaign, it is important to carefully monitor the results of your marketing efforts and make changes to your campaign as necessary. This is important because you want to make sure your marketing efforts are paying off and the best way to do this is to evaluate the results of your advertising carefully. One way to do this is to place specially coding in each one of your advertisements so you will know which advertisements are generating business for you and which ones are not. You can use this information to decide whether you should modify the ineffective website or stop running these advertisements. If you decide to modify these ads, you will want to continue to monitor the results to determine whether or not the changes made the advertisements more effective.

Good luck and happy advertising!


About the Author

John MontanaJohn Montana has been a successful salesman since 1990. He currently lives with his wife and travels between Chicago and Los Angeles. He created his site – ABMSNOW to offer tips and ideas on how to become better at selling… no matter what your product is.

Digital publishers need to quit counting clicks and instead engage audiences to prosper

It’s no longer just about eyeballs.

As the digital publishing world evolves and becomes more sophisticated, advertisers want to capture the minds of online audiences as well.

And that means publishers making the transition from print products to digital-first strategies need to focus not just on the breadth of audience reach, but on audience engagement.

Without the right process, people and platforms in place, these publishers are bound to miss the target and fail.

A shift in thinking is crucial to success.

In the early days as print publications moved to the web, one of the key metrics publishers and advertisers cared about was page views — how many sets of eyes scanned a page, even if only for a second or two. They effectively took the same measurement tool they used for print — reach, which was measured in part by circulation — and applied it to the digital landscape.

In the print model, publishers earn revenue from the reach they have in their distribution channels. Their reach allows them to sell advertisements that exist alongside readable content such as news stories.

The challenge that many publishers now face is that reach is outdated in today’s digital world. It doesn’t take into account how many people actually read or interacted with the content or advertisement. A growing number of advertisers are only willing to pay for content that was actually consumed – content where the user has engaged with it. They’re strong believers that the best indicator of content quality isn’t how many people see it, but how much time they spend with it.

The shift from media distribution to media consumption dramatically lowers revenue capacity and puts significant pressure on publishers to deliver a compelling value proposition to advertisers.

Consider publishers like The Financial Times and Say Media, which both clearly understand the relevance of engaged time and have placed it at the center of their value proposition to advertisers and users. Like a growing number of publishers, they are showing they understand that just boosting traffic isn’t enough because not all traffic converts.

As a user becomes increasingly engaged, they are more willing to pay for a digital publisher’s content or services. A recent MIT Sloan Management Review report, titled “Turning Content Viewers Into Subscribers,” asserts that engagement is the key to turning casual readers into paying subscribers, and the ladder model as an effective framework to boost engagement over time. Using what the research dubs the “ladder of participation,” publishers can prompt site users to progressively accelerate their onsite engagement to become paying subscribers.

While the engagement-focused model is beginning to resonate more strongly with a larger number of publishers, not all of them are making the transition as efficiently as they could.

Implementing an engagement model promotes readers to return, register and subscribe – and this is good for the bottom line. Engagement is driven by a commitment to identifying who your audience is and giving them what they want, when they want it. Not by spraying and praying on social media, which is the path chosen by many publishers today.

Facebook is now being used by many publishers to solve their digital publishing dilemma of increasing engagement with their community, website, brand and content creators. Publishers are handing over this huge opportunity to a platform that has its own business goals, none of which are aligned with the publishers’ – Facebook’s commitment is to itself. It is looking to solve its own audience development challenge of creating interactions with its brand, its community and its content. Facebook’s recent change to its algorithm — placing greater priority on posts from family and friends than on news feeds and posts from publishers — confirms this. The social media giant acknowledged this when it announced the change that “this update may cause reach and referral traffic to decline for some Pages.”

Digital publishers who rely too heavily on Facebook can count themselves among those who’ll see their reach dramatically reduced.

The solution comes down to owning your engagement platform in order to take full advantage of your audience and drive engagement to meet your own business goals.

When publishers commit to engagement and take ownership of their channels, and not rely on social media that has its own agendas, they can focus their efforts on increasing and owning their audience’s interactions, connections and relationships. This is the first step in moving to a process and platform that is specifically built to work in today’s engagement driven digital world.


About the Author

Jesse Moeinifar, CEO of Viafoura is a serial entrepreneur with multiple successes spanning a range of industries, including real estate, digital media and software. Dedicated to disruption, Jesse is passionate about game-changing ideas and credits his accomplishments to assembling teams of smart individuals committed to solving challenging problems.

10 Ways to Get More Video Views

YouTube is the worlds second largest search engine and Google owns YouTube; so ignore video in your online marketing mix at your own peril. Google reports an 80 percent click rate on videos that appear in the search results. Video is here to stay so get into the game by adhering to these 10 tips.


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About the Authors

Jason Hennessey is an internationally-known Search Engine Optimization (SEO) expert. Over the past seven years, Jason has been a vigorous student/practitioner of search marketing – dissecting, testing, debunking, and reverse engineering the major search algorithms.

As the director of SEO at Everspark, Hennessey oversees search marketing campaigns for high profile celebrities, lawyers, politicians and Fortune 500 companies. Within the industry he is known as ‘The Secret Weapon‘ people call on when they want to rank for extremely competitive terms in short periods of time. Jason played an instrumental role in turning Everspark Interactive into a $1.2 million agency in only three months.

Chris Watson is a 20-year marketing veteran, with a wealth of knowledge and experience in the magazine publishing industry. Over the span of his career, Chris has won numerous industry awards for his work with the InfoLink stable of publications in Australia.

In January 2010, he partnered with three colleagues to create a full-service SEO agency called Everspark Interactive. With Chris’s extensive background and creative vision, he has helped grow Everspark Interactive into a $1.2 million company in just three months; making it one of Atlanta’s fastest growing new companies.

10 Ways for Getting Better Links

‘Links’ are the currency of the internet and ranking on Google has much to do with how many inbound (one way) links a site has coming into it. Essentially, it’s an election of sorts and not all endorsements (links) are equal. This article covers proven techniques as to how to obtain strong, quality links of various values, weights and strength.


Hi there! This article is available for free. Login or register as a StrategyDriven Personal Business Advisor Self-Guided Client by:

Subscribing to the Self Guided Program - It's Free!


 


About the Authors

Jason Hennessey is an internationally-known Search Engine Optimization (SEO) expert. Over the past seven years, Jason has been a vigorous student/practitioner of search marketing – dissecting, testing, debunking, and reverse engineering the major search algorithms.

As the director of SEO at Everspark, Hennessey oversees search marketing campaigns for high profile celebrities, lawyers, politicians and Fortune 500 companies. Within the industry he is known as ‘The Secret Weapon‘ people call on when they want to rank for extremely competitive terms in short periods of time. Jason played an instrumental role in turning Everspark Interactive into a $1.2 million agency in only three months.

Chris Watson is a 20-year marketing veteran, with a wealth of knowledge and experience in the magazine publishing industry. Over the span of his career, Chris has won numerous industry awards for his work with the InfoLink stable of publications in Australia.

In January 2010, he partnered with three colleagues to create a full-service SEO agency called Everspark Interactive. With Chris’s extensive background and creative vision, he has helped grow Everspark Interactive into a $1.2 million company in just three months; making it one of Atlanta’s fastest growing new companies.