It is important that you invest in online marketing to take your business forward and there are a few good basic practices that you should use to help maximise results.

We have all seen huge changes in online marketing over recent years, including the Panda and Penguin algorithm updates that brought havoc to many websites’ rankings.  Not all websites were adversely affected though.  The websites that had strong foundations, using solid, white hat online marketing methods were not affected like the marketers who had cut corners and attempted to play the system.  These websites fell way down the rankings, and quite rightly so.

Sadly, some website owners who did things correctly, but perhaps lacked the resources to spend much time on their websites and move with the times, found their rankings drop.  If you were among this group there are a few basic online marketing practices to bear in mind that could help you going forward.

When it comes to building a successful online marketing strategy it is important to begin with a solid foundation, encompassing search engine optimisation (SEO), content marketing and social media marketing.

Search Engine Optimisation (SEO)

When 95 per cent of searchers click on a page that appears in the first page results for the major search engines, including Google, Yahoo! and Bing, it is clear that search rank is extremely important.  To do this successfully you need to select keywords relevant to your business  and provide valuable, original content relating to those keywords.  This does not mean using irrelevant keywords to try and rank falsely, but using the keywords that are relevant to your business and using them wisely and sensibly.

You need to concentrate on using relevant keywords, creating valuable content that people want to share, ensure that your website loads quickly – both the content and the images, and also that you get backlinks from respected and relevant websites.

Content Marketing

Content marketing is another area you should concentrate effort on.  This covers everything from blogs, news and videos.  You need to remember that low quality content is no use for your rankings and may damage your brand.  Make sure any content is well checked for grammar and spelling mistakes, and that facts are verified.  You want to create a good first impression and your website is often the first place potential customers will look.

If you offer good, relevant and original online content you will never go far wrong.

Social Media Marketing

You can bring your SEO and content marketing efforts together through social media marketing.  Search engines favour pages with a high number of shares and social media is a great channel for sharing content.  You can use sites such as Facebook, Google+ and Twitter to share content with customers and followers.  Research has shown that people are more inclined to trust content shared by people they know.

Don’t make the common mistake of thinking that a large number of followers is what you need.  As with content your followers need to be relevant and genuinely interested in your business/brand.  They also need to engage with you.  It is important that you interact with your followers and create a proper community.  You need to prove that you are accessible and prepared to answer questions and allow people to express any concerns or complaints.  Don’t be afraid of social media, but rather embrace it and address any issues that come to light in a professional manner.  You need to provide content that people find interesting and is not purely promotional.  Social media by its very essence is supposed to be social so ensure that it is.

Infoserve Online Marketing Products

Hopefully these few pointers will help you build a successful online marketing strategy.  If you want any further help contact Infoserve and discuss how our portfolio of online marketing products can help your business.

social